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The following profile looks at one of several Chamber members featured in the summer edition of our INSIGHT Magazine promoting tourism in Our Own Backyard

Step through the doors of the Cambridge Butterfly Conservatory and you are immediately transported to another world, filled with lush plants, bugs, birds, a waterfall and, of course, a colourful array of tropical butterflies.

For nearly 25 years, the Kossuth Road facility has been a popular tourist attraction in Waterloo Region delighting and educating thousands of visitors thanks to its extensive and exotic collection of living creatures.

“My office is a tropical rainforest,” jokes Doug Wilson, President of the Cambridge Butterfly Conservatory, and one of several partners who founded and operate the facility which now welcomes approximately 130,000 visitors annually. 

What began as a discussion first instigated in 1992 by the late John Powers, a former Waterloo Regional Police officer and butterfly enthusiast, transformed into a vision that would take nearly 10 years to come to fruition thanks to the dedication of Doug and his partners Dale and Roberta Schofield of Breslau, and William Thomson of Kitchener.

The former photojournalist, who later became an instructor at Conestoga College before becoming involved in a sports licensing business, found his interest piqued by the idea and became a proponent of the conservatory and its potential impact on local tourism. While serving on the board of a local tourism organization he was involved in discussions surrounding the development of G2G Rail Trail, which now connects Guelph and Goderich via a 132-kilometre walking trail.

Travel trends and global events

“We (his wife Lynda) were the first to walk it. It took us seven days, and it was the hottest week of the year. I thought I was going to die,” laughs Doug, noting Lynda published a book about the experience entitled Walking Home.  

As a long-time local resident raising two sons, he has always been a strong supporter of local tourism and recognizes the unpredictability of operating a business in the sector.

“Whether it’s changes in the economy, weather, travel, trends, or global events, tourism businesses must constantly be ready to adapt,” says Doug, reminiscing about when the conservatory opened its doors in January 2001. “We did all the necessary market research but the one thing we didn’t count on was 9/11. U.S visitors to Ontario dropped from 29 million overnight visits to nine million in just a few weeks.  And then there was SARS, mad cow disease, West Nile, and Lyme disease. It seemed these things happened one right after the other, so it took years to recover.”

Throughout the pandemic, Doug says the 35 hectares the Cambridge Butterfly Conservatory encompasses – which includes a picnic area and walking trail - became a place of respite, providing visitors the opportunity to escape.

“Most days it’s a very quiet space. We have artists who come in and draw and paint, and writers who sit in the corner,” he says, adding it’s not unusual for people to spend several hours visiting and acknowledges the uncertainty of the current economy and potential tourists spending less. “Remaining operationally flexible while providing value and being sensitive to our visitors’ needs is crucial. Operators should be thinking about adding value, improving customer service to ensure word-of-mouth referrals, and staying agile with marketing, especially by leveraging digital tools to target specific audiences.”

Staying agile key to success

Staying agile is something the Cambridge Butterfly Conservatory – which houses nearly 70 species of butterflies, primarily from Costa Rica and the Philippines - has done very well by continually providing new exhibits and incorporating new features, including the construction of an inviting playground two years ago. 

“We’ve retrofitted the conservatory with LED lighting, so the butterflies love that because it’s brighter and they’re more active,” says Doug, noting the popularity of its recent axolotl exhibit and potential plans to develop several hectares of its property behind the main building into strolling gardens. “We’re very satisfied with what we have and remain unique. Our curator Adrienne Brewster manages a really robust butterfly conservation research program, and we recently surpassed hosting our 1,000th wedding.”

While people visit the conservatory expecting a beautiful space filled with butterflies, which it is, he says providing an educational and enriching experience is at the core of what the facility continues to offer.

“The conservatory is a place where curiosity comes to life,” says Doug. “Kids and adults alike get to learn about the cycle of life of butterflies, the important role insects play in our ecosystems and how even the smallest creatures have a big impact on the natural world.”

In terms of impact, after nearly 25 years the Cambridge Butterfly Conservatory has left an impression on several generations.

“We’re seeing people now that actually work for us, but came here as students while in school,” he says. “And now they’re coming back with their own kids, so that’s kind of rewarding. Watching a butterfly land on a child’s finger or seeing them marvel at a chrysalis for the first time – those are moments that stick with you.”

Economic impact

Financially, Doug estimates the conservatory’s  economic impact to the RTO4 (Waterloo Region, Wellington, Perth and Huron counties) is about $10M annually, noting that at least 40% of its visitors are from outside the region.

“I think our ultimate end goal would be the satisfaction in knowing that we’ve done the very best we can to educate people about the natural world, about conservation and the environment,” he says. “Ultimately knowing that we are part of the fabric of the community is good enough for us.”

Doug says the Cambridge Butterfly Conservatory is all about personal connection visitors make while roaming its two large galleries and indoor tropical garden space, which is maintained year-round at a balmy 25 C or 27 C. 

“They come with a sense of curiosity and storytelling is what brings that to life. When guests step into the conservatory, we want them to feel they’ve entered a living narrative – one they’ll carry with them and share with others,” he says. “Because in the end, it’s not just about delivering a product – it’s about sparking emotion, creating memories, and offering guests a story they’ll be excited to share.”

Visit www.cambridgebutterfly.com to learn more.