Advocacy isn’t always about instant change. Often, it’s about starting conversations, raising awareness, and helping a community think ahead.

That’s why, in 2024, the Cold Lake Regional Chamber of Commerce advocated for allowing rideshare services to operate in our community. While ridesharing is now commonplace in many cities, its absence in smaller centres like Cold Lake raises important questions about transportation, economic readiness, and how communities prepare for growth.

In November, the Chamber wrote to City Council outlining why we believe rideshare matters. In February, Council responded acknowledging the benefits, while explaining why they felt the timing wasn’t right. While the decision did not change immediately, the advocacy itself remains important.

The Chamber’s Role: Speaking Up for Business and Community

One of the Chamber’s core responsibilities is to advocate for policies that support local businesses, economic vitality, and quality of life. Rideshare is a good example of where advocacy is about long‑term positioning, not short‑term wins.

From an economic perspective, rideshare services can create flexible income opportunities for residents whether they are looking to supplement existing work or take on non‑traditional hours. Those earnings are typically spent locally, benefiting restaurants, retailers, and service providers. Reliable transportation also supports workforce attraction and retention, making it easier for employees and customers alike to get where they need to go.

Mobility and accessibility were also central to the Chamber’s message. Not everyone has access to a personal vehicle, and even those who do may not always want to drive, particularly during evenings, holidays, or community events. While Cold Lake’s free transit system plays an important role, it does not operate late at night, on Sundays, or on holidays. Rideshare would complement existing services by filling those gaps.

There are also community safety benefits. Ridesharing has been shown in many communities to reduce impaired driving by offering a convenient alternative during peak social times—festivals, tournaments, holiday gatherings, and special events.

Finally, rideshare aligns with broader environmental goals, helping reduce emissions by encouraging shared trips and more efficient vehicle use.

Council’s Response: A Question of Timing and Capacity

In its response, City Council acknowledged many of these benefits and expressed hope that rideshare could one day operate successfully in Cold Lake. The concern, however, was largely about readiness.

Council noted that no rideshare company has formally applied to operate in Cold Lake, and no residents have come forward seeking to become drivers. Without that demonstrated interest, Council felt the community may not yet have the “critical mass” required to sustain such a service.

They also pointed to limited administrative capacity. Reviewing and updating bylaws requires staff time, and Council felt that, given current priorities, this work could not be justified without a clear service provider ready to move forward.

Importantly, this was not a permanent “no.” Council made it clear that they are open to revisiting the issue if circumstances change.

Why Advocacy Still Matters—Even Without Immediate Change

This is where advocacy plays its most important role.

Communities don’t always grow by waiting for opportunity to knock, they grow by preparing for it. From the Chamber’s perspective, creating a welcoming regulatory environment sends a signal that Cold Lake is open to innovation, investment, and modernization. Many service providers look first at whether a municipality is prepared before expressing formal interest.

Advocacy also ensures that ideas don’t disappear after one discussion. It keeps issues on the radar, encourages public dialogue, and helps decision‑makers understand evolving community needs.

Rideshare may not arrive tomorrow but Cold Lake continues to grow, host events, attract visitors, and diversify its economy. Transportation options will become more important, not less.

Keeping the Conversation Going

The Chamber’s advocacy on rideshare was never about a single outcome. It was about starting a conversation that reflects where our community is heading.

If residents see value in ridesharing, whether as potential users, drivers, business owners, or event organizers, those voices matter. Demonstrated interest helps shape future decisions.Advocacy works best when it’s shared. The Chamber will continue to speak up on issues that impact our local economy and community livability, and we encourage ongoing dialogue about how Cold Lake can prepare for the opportunities ahead.

Because advocacy isn’t just about changing policy, it’s about helping a community move forward, together.