Wrangell Cooperative Association leaders have launched a new vision for tourism this season, aiming to share more of tribal history while preparing for future industry growth.

During a June 19 interview, WCA Tourism Director Tony Harding and WCA Tribal Administrator Albert Rinehart discussed the organization’s initiatives, noting that totem poles and Front Street carving shed remain the top draws for visitors.

“We regularly have cruise ship passengers come through the carving shed and taking photos of the poles at Totem Park,” Harding said. “Mike Hoyt and I started a tour near the end of the tourist season last year. We take people to Shakes Island and Totem Park, and we end it at the carving shed.”

Harding emphasized that the cultural and historical weight of these monuments cannot be overlooked. A recent surge in visitor interest is tied directly to pop culture, as travelers recognize the sites from the movie “The Proposal,” a 2009 movie about a wedding in Sitka that included references to Native culture.

“Many visitors enjoy recreating photos and videos for social media, which has brought increased attention to these cultural sites,” Harding said.

“While we are happy to see people excited to visit and engage with our culture, we also see this as an opportunity for education. Totem poles are much more than a backdrop for a photograph. They are visual representations of family histories, clan relationships, significant events and cultural values that have been passed down through generations,” he said.

“Our goal is to help visitors move beyond simply taking a picture and develop a deeper understanding of the stories and traditions these poles represent.”

Enhancements to Totem Park are already underway. Carvers have completed a new raven version of the Kadashan pole, which WCA plans to raise later this summer. “Maybe near the end of July,” Rinehart said.

Future upgrades at the carving shed will focus on supporting community artwork and modernizing operations.

“We really want to create an avenue for artists,” Harding said.

Plans include opening the space for artists to display and sell paintings, as well as introducing QR codes to simplify the donation process by putting it online for visitors rather than relying on cash donations.

“We get almost nothing from cash donations,” Rinehart said. “But most people don’t carry cash either.”

Both administrators anticipate steady growth over the next few years. Harding pointed to a recent agreement between City Hall and American Cruise Lines for the company to build a new dock for overnight, small-ship port calls as a major future boost for tribal tourism.

For Rinehart, expanding these services allows the tribe to reclaim its history.

“While doing research about the history of tourism on the island, it seems that the first few to do it just basically sold our culture to tourists,” Rinehart said. “I think it’s time for us to take over the narrative and do it in a way that benefits the organization and the leadership.”

As the infrastructure takes shape, the organization remains focused on long-term goals rather than immediate statistics.

“I like to think we aren’t measuring our success right now,” Harding said. “We’re building a foundation right now so we can measure success in the future.”