Why Prince George Is Quietly Positioned for Opportunity

Yesterday marked our 9th Annual Strategic Planning Day, and once again it was energizing to see nearly 100 people in the room, representing businesses from almost every sector of the economy. Entrepreneurs, managers, professionals, and community leaders came together not just to plan for the year ahead—but to talk honestly about where the economy is heading and how businesses can remain profitable in an uncertain environment.

One of the most valuable parts of the day was an open-floor discussion on the economy. Norm Hebert of RBC shared a banker’s perspective that caught a lot of attention. From his viewpoint, Prince George is in a unique position compared to many larger Canadian markets. While cities like Toronto, Vancouver, and Kelowna experienced significant housing bubbles, Prince George has remained far more balanced. Add to that the level of ongoing and upcoming resource activity, and the city continues to show economic resilience.

Norm was also candid about lending conditions. Banks are lending—but cautiously. The clear takeaway for business owners was that profitability matters more than ever. Lenders are actively looking for well-run, profitable businesses with strong fundamentals. Hope is not a strategy; numbers are.

From the real estate side, Janine Phillips of Team Powerhouse Realty, co-sponsor of the event, provided an update on the local housing market. Residential sales in Prince George are actually slightly higher than the past two years, with average prices holding relatively steady. One interesting trend she highlighted is buyer demographics: the most active buyers right now are in the 60–65 age range. Many are downsizing, buying investment properties, or purchasing homes for their children—quietly shaping the market in a way we don’t often talk about.

We also heard firsthand from business owners working directly in the resource economy. Eddy Ray, who operates a drone service, and Bert Berry, owner of a logistics company, both spoke about the significant level of activity tied to mining and related industries. Their message was optimistic but practical: there is real opportunity for entrepreneurs who are prepared, adaptable, and willing to step in and serve these growing needs.

Adding another dimension to the conversation, Miranda Kynosh of Expedia Travel Center in Prince George spoke about shifts in the travel industry. With geopolitical uncertainty and changing sentiment, many travelers are choosing to avoid the U.S. and are instead heading to Europe and other international destinations. It was a great reminder that even service-based businesses are seeing meaningful shifts in consumer behavior—and those who adapt early tend to win.

At its core, however, the day was about profitability. Regardless of industry, size, or stage of business, profitability remains the foundation of sustainability. Throughout the sessions, we focused on helping business owners get clear on what they need to do to ensure their businesses are working effectively and efficiently—not just staying busy.

As part of that commitment, I’ve developed two practical resources for business owners:

• A document outlining 117 ways to reduce costs, many of which can be implemented immediately.

• A second framework covering the 7 key areas every owner must focus on to increase profits, without relying solely on higher sales or longer hours.

  
  

Strategic planning isn’t about predicting the future perfectly. It’s about preparing your business to perform well no matter what the economy throws at you. Days like yesterday reinforce why we continue to host this event year after year: when business owners come together, share real insights, and focus on fundamentals, everyone gets stronger.

If you missed this year’s session, or if you’d like access to the profitability resources we discussed, reach out email me dave@nbccommercial.ca The opportunities are there—and Prince George continues to quietly prove that it’s a great place to build, grow, and protect a profitable business