Eagle Wing Tours, a Victoria whale-watching staple since 1997, announced yesterday that it has been acquired by Colorado-based Pursuit Attractions and Hospitality Inc. for just shy of $24M. 

Eagle Wing co-owner Brett Soberg told Capital Daily that he and his team initially had no plans to sell the business, but two years ago, around six companies came “out of the woodwork” with offers to buy.

“We certainly were not seeking to sell or even entertain the idea, but as savvy business owners, we always look at every opportunity because you just never know where it will go,” Soberg said.

“It became quite clear in the short term that Pursuit levitated high above all the other potential partners and buyers in terms of quality and the alignment on our core values.”

Soberg said he had some critical “non-negotiables” when considering an acquisition, including maintaining the current team and continuing the company’s projects both on and off the water.

One aspect that made Pursuit stand out to Soberg as a potential buyer was the company’s Promise to Place initiative, a commitment to respecting and protecting the environment and culture of the communities it works in. Soberg said these goals align with Eagle Wing’s recently launched nature strategy and with maintaining the touring company’s capital city roots.

“Victoria is a special place, and when you have quality investors and companies looking at Victoria and wanting to invest in all things wonderful about Victoria, that's meaningful,” Soberg said.

“It's an investment that is made for all the right reasons.”

Both Pursuit and Eagle Wing say the whale-watching company will continue business as usual. Soberg will act as general manager, saying he’s having “too much fun” in his leadership role at Eagle Wing—he’s also one of the lead captains of the company’s fleet—to want to leave the business.

“I still love what I do, I’m deeply passionate about the people and the wildlife and everything that we do,” Soberg said.

Soberg and his business partner Don Stewart—both “born and raised local boys,” said Soberg—acquired Eagle Wing in 2005. The two plan to keep this homegrown connection a central part of the company’s identity.

Soberg said he’s not sure whether Pursuit has any plans to expand the current operations, but that any changes will be done “in a meaningful and respectful way” to maintain Eagle Wing’s conservation and community values. 

“I'm excited to help drive that bus into the future and make sure that the work, good work, is continuing,” he said.