What began as a simple video has become a boon for Nanaimo, a city on Vancouver Island with a population of 106,000.
Tod Maffin, a digital marketer, journalist and social media influencer living in Nanaimo, never imagined his
would spark a friendly American invasion of the city.
“I was bored on a Friday night waiting for an Xbox game to install, and so I made a stupid little video that said, ‘Hey, if you Americans who support Canada really want to put money where your mouth is, come on up to Canada, come to my hometown, and spend your money,’” said Maffin.
That post marked the beginning of “Nanaimo Infusion,” a weekend from April 25 to 27, where Americans are invited to visit.
Maffin set up a forum asking people to indicate if they were planning to attend. More than 2,000 people registered. The response was overwhelming. “I’m not an event planner,” Maffin said.
He eventually took the forum down and opened a Discord channel where Americans could confirm their attendance after booking accommodations. As of writing, more than 175 people have confirmed that they booked a trip.
One person attending is Andrew Kantor. He and his wife are coming from New York. Kantor first heard about “Nanaimo Infusion” through CKLR-FM, a radio station in Courtenay, B.C., that he started listening to because he was tired of American news. After watching Maffin’s TikTok, he joined the Discord and made new friends. He and his wife decided to visit Nanaimo to meet those friends and show solidarity with Canadians.
“We really just want to be part of something that’s showing Canada that most Americans are on their side. Most Americans don’t like what’s going on. And this is one way we can do a little bit to help,” said Kantor.
As part of the “Nanaimo Infusion” weekend, Maffin, whose birthday falls on April 26, worked with the city to organize a “family photo event” at 10 a.m. PT that day in Maffeo Sutton Park. Visitors are invited to gather for a group photo, and Nanaimo’s mayor, Leonard Krog, is expected to be in attendance.
Many local businesses are embracing the weekend’s excitement by organizing a variety of activities. These include a welcome gathering for queer American visitors at White Sails Brewery on April 25 and a nanaimo bar-making demo at Island-ish Lifestyle Boutique on April 26, with several other events planned throughout the weekend.
“The community has turned up for this,” Maffin said.
Mayor Krog is optimistic about the economic benefits this influx of tourists could bring. “If a few hundred people show up, it will have several hundred thousand dollars of economic impact in a very positive way at a time of economic uncertainty and concern,” he said. “And of course, the Americans will discover, if they haven’t before, that their dollar goes a lot further in Canada than it does back home. This will encourage longer-term tourism as well.”
Hotels might be in short supply for the weekend, but Krog remains confident the region can handle the influx of visitors. “I think we’ll be able to accommodate those who will choose to come.”
The mayor also sees the weekend as an opportunity to strengthen the bond between Canadians and Americans. “They will discover that their best friends are north of the border, and they would be very wise to work on that friendship instead of allowing, as I say, the mad king in the White House to destroy that long-standing relationship.”
It’s a message that resonates with many Americans planning to make the trip.
“I honestly think most Americans love Canada. You are our best friend. You’ve been our best friend for centuries, and this is awful, and we hate it. And we’re trying to show a little solidarity,” said Kantor.
Maffin believes the “Nanaimo Infusion” is already a success, even though the weekend hasn’t officially begun. “I genuinely believe that this has put Vancouver Island on the radar of people that had no idea it existed before.”
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