At a glance
Customer
Tourism Fernie
Location
Fernie, British Columbia
Serving
Winter visitors + locals on the Fernie Stoke Shuttle
Scale
Resort-town shuttle network to the Ski Hill
Sector
Destination marketing organization
| Before Wayleadr | With Wayleadr | |
|---|---|---|
| Tickets | Paper, sold at physical locations | Bought online, in the app |
| Visibility | Manual tracking | GPS tracking + live dashboards |
| Insights | Little promo or ridership data | Usage analytics + reporting |
Client Overview
Tourism Fernie, a cornerstone of British Columbia’s alpine travel scene, operates winter shuttles to connect visitors with local businesses and the Ski Hill. As a forward-thinking organization, Tourism Fernie’s leadership team recognized an opportunity to enhance their visitor experience through digital transformation. They proactively sought out a technology partner to modernize their paper-based ticketing system, choosing Wayleadr to help bring their vision of a more streamlined, app-based shuttle service to life.
Their goal: to set new standards for mountain resort transportation by implementing a modern, digital-first approach.
The Opportunity
Tourism Fernie conducted a strategic assessment of their shuttle operations ahead of ski season and identified key areas for enhancement:
Enhanced Customer Convenience
Give tourists the ability to purchase tickets online before they arrive, rather than having to visit physical ticket locations in town.
Improved Operational Visibility
Get clear insights into which routes and stops were busiest to make data-driven decisions.
Streamlined Staff Operations
Replace time-consuming manual tracking with automated systems to free up staff for other important tasks.
Better Promotional Insights
Improve monitoring of promotional pass usage to understand program effectiveness.
Revenue Generation Opportunities
Generate additional income by selling and placing in-app advertisements from local businesses. Several companies participated as advertisers last year, and the app featured all seasonal events — providing excellent promotion for members.
The Wayleadr Solution
Tourism Fernie partnered with Wayleadr to modernize their shuttle management approach:
Digital Ticket Sales
Tourism Fernie could offer users single-ride passes online ahead of their visit, with plans to expand options in future seasons.
Real-Time Operational Dashboard
Live tracking of passenger scans by location, time, and route to understand service usage patterns.
Data-Driven Insights
Clear reporting on ticket redemptions, promotional pass usage, and pickup location popularity.
Route Optimization Tools
Visual analytics showing that over 50% of riders were boarding at just a few key locations.
Local Business Integration
Built-in links to area businesses and events, creating value for both riders and the local tourism ecosystem.
GPS Shuttle Tracking
Riders could see exactly where their shuttle was in real time through the app — especially valuable during busy powder days when traffic delays were common.
Key Results
Operational Insights
- Route analytics revealed high-traffic pickup locations, providing valuable information for future service planning
- Manual tracking processes were replaced with real-time, automated reporting
- Digital communication tools helped manage rider expectations during weather delays or capacity issues
Revenue and Strategy Insights
- Usage data provided insights into promotional program effectiveness, enabling mid-season strategy refinements
- Sales analytics revealed clear patterns in customer preferences and booking behaviours
- Partnership integrations with local hotels created additional value for accommodation providers
A Foundation for Future Growth
- Regular reporting on revenue and ridership patterns helped inform operational and staffing decisions
- Comprehensive usage data now supports service optimization for future seasons
- Established a scalable digital platform ready for expansion and enhancement
Enhanced Visitor Experience
Tourism Fernie understood that successful shuttle service goes beyond efficient transportation — it should enhance the entire visitor experience. The digital transformation delivered several visitor-focused improvements:
Convenient Pre-Planning
Visitors could purchase shuttle tickets online before arriving, streamlining their travel day.
Real-Time Information
Live shuttle tracking eliminated guesswork about arrival times — visibility powered by Wayleadr’s shuttle bus management.
Family-Friendly Policies
Free rides for children under five made the service more accessible for families.
Seamless Integration
Easy access to information about local businesses and events through the app.
The Outcome
Tourism Fernie successfully transitioned from a paper-based system to a sophisticated, data-driven shuttle service that better serves visitors while providing valuable operational insights.
The partnership with Wayleadr enabled Fernie to:
- Modernize operations with digital tools and automated reporting
- Make informed decisions based on real usage data
- Enhance visitor convenience through online ticketing and real-time tracking
- Build valuable partnerships with local businesses and hotels
- Establish a strong foundation for continued service improvement and expansion
What started as a paper-ticket shuttle is now a fully digital, data-driven service — online sales, GPS tracking, and a platform ready for future seasons.
Tourism Fernie × Wayleadr — the Fernie Stoke Shuttle
Ready to Transform Your Shuttle Service?
Whether you run two shuttles or a whole fleet, Wayleadr helps you turn manual transport operations into a flexible, data-driven service that works the way your riders actually travel.
