This story is part of a wider collection titled 'Women of Influence' as published by Alberni Valley News in celebration of International Women's Day on March 8, 2026.

     Jolleen Dick is the CEO of the Alberni Valley Chamber of Commerce, but it’s not the first job she’s had with the organization.

     “My first job here was a visitor information counsellor when I was 16, giving information to the travelling public and that’s when I learned to love tourism and community development,” Dick said. 

      That job and the passion for tourism it created caused her to go to university for tourism management. After graduating from university, she spent another year working at the visitor centre before working for, then being elected to, Hupacasath First Nation council.

     “My grandfather was a prominent figure in our nation and he went to every band meeting and then he kind of got on with his health. So I thought I should go to all these band meetings,” she said. 

     “I actually started out at the nation doing a communications contract after university and a research project. And once you start working there, you start having opinions and if you want change, you have to be that seat at the table. So I wanted to represent the next generation.”

     During that time, Dick said there was a rise of anti-Indigenous sentiment stemming from the renaming of a street in town. She helped organize a march from Harbour Quay to city hall the day it was on the council agenda.

     “Racist comments were happening on social media that just were very hurtful to our people. So what I felt like what we did was gather strength to demonstrate that we’re stronger. I think that’s one of my core beliefs, stronger together,” she said.

     After her time on Hupacasath council came to an end, she approached then MLA and Minister of Indigenous Relations Scott Fraser to ask for a job.

     “I became his executive assistant for two years so I learned a lot and I was there when we put Bill 41, the Declaration on the Rights of Indigenous Peoples Act (DRIPA) into law,” she said. 

     “I learned how the system works or doesn’t work and all the different layers of how legislation passes. How communication, collaboration and partnerships are the keys to success for anything to move forward.” 

     During her time working on DRIPA in government, Dick worked with the opposition parties to help them understand what was going into the act, she said that collaboration is why it was able to be unanimously approved in the legislature. 

     Once she left government, Dick returned to the industry where her passion is and became an Indigenous tourism specialist for Indigenous Tourism BC. 

     “Going back to tourism, putting my degree to use was exciting. Indigenous tourism development was super exciting for me because it’s such a niche opportunity, an authentic opportunity for the Island to take advantage of,” she said. “Our Island is just super special and there’s so many cool experiences.” 

     She added there are passionate people out there who want to share their stories, their life, their experiences on the Island and that tourism is a massively valuable resource for communities to tap into. 

     In a full-circle moment, Dick came back to the Alberni Valley Chamber of Commerce in April 2023 to take on the organization’s top job. 

     “I felt like it was the perfect combination of my skills and experience at this time in my life. So having the experience of being frontline visitor information services and tourism but then using my skills with government, governance and communications. It’s just kind of like a little trifecta that suits me well,” she said. 

     “I like connecting with people, I like hearing their ideas, I like hearing what challenges they’re having and how the chamber can be part of the solution,” she said. “I love watching new businesses open or existing businesses reach another milestone.” 

     Dick was born and raised in the Alberni Valley, she said she loves the area and can’t see herself living anywhere else. 

     “What keeps me going is the inspiration and the inspiration is passionate people. There’s lots of passionate people in Port Alberni and when you put them all in a room sometimes magic happens and we get stuff done.”

This article was written and published by the Alberni Valley News, in the March 4, 2026 Edition. All credit for the article and photos go to the Alberni Valley News.

Photo by Austin Kelly