From Resilience to Abundance: The Heart Behind Tin Wis 10 in 10
By Maria Clark
Tin Wis is more than just a resort. It is a former village site where our ancestors lived abundantly. It is a place where we once harvested whales in the harbor to feed our entire community for the winter. And today, it is a testament to our resilience.
Thirty-three years after reclaiming this land—formerly a residential school site—Tin Wis has become one of the most successful resorts in its brand, outperforming destinations in Florida and around the world. We have 100% occupancy in the summer and have won awards for our excellence.
But despite this commercial success, I often ask myself: Why does my community still struggle?
It is not enough for the resort to be successful if that abundance doesn’t flow back into the homes of Tla-o-qui-aht members. That is why we created the Tin Wis 10 in 10.
The "Why": Moving from Resilience to Abundance
For a long time, I disliked the word "resilience" because I didn’t ask to be resilient. But we are resilient. However, we deserve more than just survival; we deserve abundance.
To me, abundance means healthy homes. It means children who are striving. It means having jobs that don’t feel like work. It means living and learning from a place of love.
My personal "why" for this program comes from my own childhood. I was fortunate that my Grandfather Ray always told me I mattered, that I was loved, and that I had worth. That belief in me was enough to overcome the bad experiences. Now, I want to create that same space for others.
We all have little eyes looking up to us. Instead of carrying anger about colonization or intergenerational trauma, I have decided to move forward in a positive, loving way. I want to use my platform to ensure that tourism—an industry that often extracts from communities without giving back—becomes a tool for good.
What is the "10 in 10"?
The Tin Wis iisaak 10 in 10 plan was inspired by the original mission of Tin Wis: to be an opportunity for Tla-o-qui-aht members to strive, grow, and put our narrative out to the world.
The goal is bold: We are working towards earning 10% of the total market share for Tla-o-qui-aht.
When you say it like that, it sounds huge. But when you break it down, it is about creating leadership and entrepreneurs. It is about taking the massive success of Tin Wis and using it to build capacity in our community.
We want Tla-o-qui-aht members to be the leaders in Tofino. We want to see our people owning the businesses, telling the stories, and driving the economy.
The "How": A Campus for Learning
So, how do we build this? We are turning the Tin Wis property into a campus for learning.
This is a grassroots approach. We are creating a space where community members can test their dreams and aspirations in a supported environment. We are inviting our members to return, not just to work a job, but to build a future.
The opportunities for Indigenous entrepreneurship here are endless. Through the 10 in 10 program, we envision Tla-o-qui-aht entrepreneurs launching businesses such as:
Interpretive Tours & Walks: Taking visitors to our totem pole or future carving shed to share our history.
Cultural Workshops: Teaching weaving, beading, or how to care for Indigenous plants in our ancestral gardens.
Culinary Experiences: Hosting traditional salmon barbecues where visitors share a meal and hear our stories.
Corporate Hosting: Creating boutique lodge experiences where groups cook and learn together.
Visitors are asking for these experiences. They want to connect with us. They want to hear the Tla-o-qui-aht narrative from Tla-o-qui-aht people.
Building a Future of "We"
The most important part of the 10 in 10 program is that it is done in community. There is no "I" at the table. It is "Us." It is "We."
We know that if the resort can be this successful, our individual members can be that successful too. We just need to tell people we believe in them. We need to tell them they matter.
This program is about breaking barriers. It is about self-determination. It is about filling our cups with abundance so we can produce more abundance for our future generations.
This is our time to lead.
