Stories from the Trails: Living Wage and Local Impact with Moraine Lake Bus Company

In Banff and Lake Louise, tourism has the power to shape community and create a place where people can truly thrive. One way to achieve this is by supporting a culture that aspires to provide a living wage for employees, ensuring that those who are the backbone of this destination can build meaningful lives and careers here.

A business that’s putting this into action is Moraine Lake Bus Company.

As the sun rises each summer morning, Moraine Lake Bus Company shuttles head out toward two of the Rockies’ most beloved destinations. For guests, it’s a scenic ride to Moraine Lake and Lake Louise. But for the team behind the operation, it’s about more than getting people from point A to point B — it’s about building a business that puts people first.

The idea behind the company

Moraine Lake Bus Company began with a simple observation. While working on the visitor services team at Banff & Lake Louise Tourism, Alexandra King was hearing from guests every day about the need for a direct shuttle—not a guided tour—to Moraine Lake.

“I was practicing law in Banff, and my girlfriend (now-wife) Alex was working for BLLT on the Visitor Services team,” says Jesse Kitteridge, founder of Moraine Lake Bus Company. “Alex was coming home every day talking about the growing un-met demand for a shuttle service (vs. guided tours) to Moraine Lake. I left private practice and worked at a large local tour operator for a summer to focus on the idea and gain operational experience, then left at the end of summer and incorporated our business soon after. The Moraine Lake Bus Company was born.”

Since launching, the company has focused on creating a service that’s efficient, guest-friendly, and community-minded. And that last part—community—is the heart of the operation.

“We take care of our employees so they can take care of our guests,” says Jesse.

Investing in people 

Defined by the Alberta Living Wage Network, a living wage reflects what earners need to bring home based on the actual costs of living in a specific community. It’s rooted in the belief that individuals and families should not just survive but be able to live in dignity and participate in their community.

Moraine Lake Bus Company is a certified member of the Alberta Living Wage Network, which provides guidance on living wage benchmarks across the province.

As of 2024, that benchmark is $31.40 per hour—but Jesse and Alex have gone beyond that.

“Our starting wage is $33 per hour, but most staff can earn considerably more than that once you include sunrise bonuses, review bonuses, and gratuities,” Jesse explains. “It's not uncommon for drivers to make close to $500 each shift, and our operations team often makes more than that. This allows our staff to cover their expenses and participate fully in the Banff community, while only having one job.”

The result? A happy, engaged team and a better guest experience!

“Paying people more than they expect often means that staff give more. If we give our staff the tools to do a great job, pay them like adults, and make sure they're well looked-after, then they're going to be smiling, happy, proud of the brand, and give the guest a much better experience,” says Jesse.

Empowered team, exceptional service

“’Moraine Lake Bus Company’ recently surpassed ‘Moraine Lake’ itself in number of Google reviews, and the number one thing guests mention in their reviews isn't the beauty of the lake, it's how well they were treated by our entire team, from making their reservation, arriving on-site, and drivers taking them to and from the lake. Guests never forget how we make them feel on their way to this special place.”

Jesse says the company doesn’t stop at fair wages. “In addition to paying a Living Wage, we have an Employee Share Ownership Program, where our staff can buy into the company at a discounted rate, and share in the success and growth of the company each year,” says Jesse.

This business model builds long-term stability for employees, and for the broader Bow Valley community.

“Banff is a very rich town, with a lot of poor people. A living wage offers a way out of in-work poverty, and helps tackle inequality and supports community resiliency,” Jesse says. “Our Employee Share Ownership Plan means that our employees are also owners, so the busier we are, the better everybody does, and the more equity is built within our community.”

Jesse sees his approach as directly aligned with the vision for tourism in Banff and Lake Louise, Lead Tourism for Good, particularly the Community Wellbeing Trail to Tomorrow that inspires the tourism industry to develop in ways that actively supports a thriving community. 

We asked Jesse, what does “Lead Tourism for Good” mean to you?

“It means tourism is a team sport, and we want everybody to win when the company does well, not just our shareholders,” he says. “At our company, employees come first, guests come second, and shareholders come third, and the effect of that is that our shareholders still do well, our guests receive a great experience, and our staff are happy and proud to work for our company.”

Check out their website!

Moraine Lake Bus Company