JASPER, Alta., October 27, 2026 — Jasper's retro alpine spirit is making a comeback as Pursuit Attractions and Hospitality, Inc. (NYSE: PRSU) today announced plans to transform the long-time Lobstick Lodge into Lobstick, bringing new energy to the mountain hotel with refreshed guestrooms, inviting gathering spaces and a lively new take on après inspired by Jasper's alpine culture of the 1960s and '70s.
The transformation will bring new life to the hotel’s guestrooms, lobby, café and lounge, with a design inspired by Jasper’s mountain heritage. Think warm textures, bold graphics, modern comforts and welcoming spaces where guests can settle in after a day hiking, sightseeing or exploring the national park.
The project marks another significant reinvestment by Pursuit in Jasper, following the transformation of Forest Park Hotel, and reflects the company's confidence in the destination's future.
“Jasper is an important part of our business, and this transformation reflects our continued commitment to investing in Canada,” said Stuart Back, chief operating officer, Pursuit, Canada Operations. “Lobstick has welcomed generations of visitors, and we want to make sure it continues to do so for decades to come. We're taking a property people know well and creating an even better experience for guests, while keeping the character that makes it distinctly Jasper. Whether visitors are here to explore the national park, enjoy time with family or simply take in the mountain scenery, we want Lobstick to be a welcoming part of their Jasper experience.”
The reimagined lounge will bring a fresh take on après, with afternoon drinks, light bites and a welcoming place to gather after a day exploring Jasper. The lobby café will continue to offer convenient grab-and-go options for guests heading out on their adventures. The transformation will also include a refreshed pool.
Construction will begin in fall 2026, with a phased reopening planned for summer 2027. The majority of guestrooms are expected to be available for the peak summer season, with the remaining guestrooms and pool anticipated to open by summer 2028. Once complete, Lobstick will offer 147 guestrooms, eight more than before.
Pursuit's other Jasper hotels will remain open throughout the transformation. Learn more https://www.banffjaspercollection.com/hotels/lobstick-lodge/