After days of answering calls from customers canceling summer trips to northeastern Minnesota, Lossing’s Power Sports is turning rental business into support for Ely-area tourism operators.
The Babbitt motorsports dealership will donate 50 percent of the profit from each completed new side-by-side rental booked through Aug. 16 using promotional code BWCA.
The money will be distributed through the Ely Chamber of Commerce to tourism businesses affected by fire-related cancellations, including resorts, outfitters, hotels, motels and independent vacation rentals.
The effort comes as wildfires, temporary closures and periods of poor air quality have disrupted the heart of the summer tourism season. Uncertainty about changing conditions has prompted visitors from across the Midwest and the country to reconsider trips throughout the broader region.
Lossing’s Power Sports has felt that uncertainty firsthand. Derek Lossing, general manager of Lossing’s Power Sports, said, “The last few days, there have been many cancellations. Unfortunately, we know we are not alone.”
Lossing said the disruption is especially difficult for tourism businesses, which rely heavily on a relatively short summer season.
“Businesses not directly tied to tourism may continue to perform well, but for those who depend on visitors, the impact is immediate,” Lossing said. “With every call, we are trying to remind customers that manylocalbusinessesremainopen and the Ely area is still welcoming visitors.”
Some customers are canceling weeks before arrival, Lossing said, even though fire locations, closures, smoke and air quality can change significantly from day to day.
He said national coverage of fires, evacuations and poor air quality can leave visitors with the impression that all regional recreation has stopped.
“The fires and air quality are serious, and no business should minimize a safety concern,” Lossing said. “At the same time, the conditions are not identical everywhere. In areas where routes remain open and conditions are appropriate, we can still provide safe side-by-side adventures through the Superior National Forest.”
The company is monitoring official fire information, trail restrictions and air-quality conditions and working with customers individually.
Lossing said the business has adjusted reservations and, when warranted by actual conditions, provided refunds.
“We want people to make decisions based on the conditions that will affect their trip, not simply assume today’s conditions will be the same several weeks from now,” he said.
By sharing half of the profit from qualifying rentals, Lossing’s Power Sports hopes visitors who do come will create a broader benefit for businesses experiencing the greatest losses.
“Our goal is to see folks come back up next week and enjoy our beautiful area,” Lossing said. “If we can create new reasons for people to visit while also helping resorts, outfitters and lodging businesses hit hard by cancellations, that is a win for the entire region.”
The Prospector Loop ATV trail system remains open. Visitors should review official updates and contact individual businesses for current information.
