The Gateway to Atlantic Canada

For mayor Robert Campbell, any discussion of Salisbury’s opportunities begins with its location at the junction of two major highways, the Trans-Canada and Route 112.

“If you think about it, Salisbury is the gateway to Atlantic Canada,” he says. “All traffic passes through Salisbury.”

“We see a strategy to bring people to the businesses near the highway, then along the Fredericton Road (as Route 112 is known in town), then into Salisbury, and then down the beautiful Coverdale Road and into the entire region.

“From a connector perspective, we can bring people not just into Salisbury, which we do think is important, but we can also become the entry point of a whole regional tourism corridor. Salisbury will be part of that solution, particularly with the Fundy Parkway serving as New Brunswick’s Cabot Trail.”

Campbell emphasizes the importance of a regional approach. Each municipality and tourism area will want to build on its own strengths and realize its own po- tential, he acknowledges, but believes that everyone will succeed if the area from Salisbury into Greater Moncton and continuing to Alma, Fundy Park, and the Fundy Parkway is treated as a regional tourism opportunity.

He sees that regional approach from his fellow mayors as well. “We are great friends with our colleagues in Dieppe, Moncton, Riverview, and Fundy-Albert. We are true regional partners. A strong region means a strong Salisbury. That synergy will mean growth in our area.”

Talk of tourism turns, as it always seems to do in New Brunswick communities, to natural beauty and the outdoors.

“There are more birds,” for example, “in our two wetlands areas than there are in Sackville’s wetlands. A lot of people are discovering that,” Campbell notes.

Being located at an important transportation nexus drives other aspects of Salisbury’s economy as well.

“People don’t realize we are now a larger milk producing area than Sussex.” Campbell points to an expanding agricultural equipment industry; the Green Pig Country Market, which is in the midst of rebuilding after a devastating fire in 2022; and the iconic Irving Big Stop restaurant as just some of the businesses located at or near the junction of the Trans-Canada and Route 112 which help bring traffic in from the highway to the town. There, many other businesses thrive.

That process in turn has helped to develop the town’s increasingly vibrant Main Street, which will also boast a new fire hall in the coming year.

“Our local economy grew by 13% during Covid, as people discovered Salisbury,” Campbell says. Tongue only partly in cheek, Campbell notes that the traditional concept of the bedroom community, wherein people live in smaller satellite towns and commute to larger cities, may need to be reversed when it comes to Salisbury. “It is not uncommon for people living in Greater Moncton to travel to Salisbury to work.”

In terms of challenges, Camp- bell echoes every other mayor in Canada – providing enough housing will be critical. “We are in a housing crisis in New Brunswick, and in Canada. That is both a challenge and an opportunity for us, as we have a considerable amount of land available.”

As one example, Campbell notes that there is a waiting list of one hundred seniors wishing to move into seniors housing in his community. “If they were able to downsize, their homes would be available for sale to the many young people wanting to move to our area.”

But, he adds, “we have been collaborating with developers in our area and development has picked up to a level not seen in a considerable number of years. New houses are being built, new subdivisions are being built, so that is a good thing. It is just difficult to make it happen fast enough.”

Council has also started a water study. The town is serviced now principally by wells; future housing and commercial needs, particularly multi-unit housing, will need a more fully developed water system.

Salisbury also scored a national coup in June by being named the most active community in Canada under the federal government’s ParticiPACTION competition. Townspeople recorded a combined 10.4 million minutes of physical activity during the month.

That secured a $100,000 prize, coupled with a $15,000 prize earned by being New Brunswick’s provincial winner in 2022. Citizens will help select recreation projects on which the money will be spent – and plan to be number one again in 2024.

That will also be the 250th anniversary of settlement in the area. The milestone will be recognized with events throughout the year that will include recognition of Indigenous communities and the region’s varied cultural and economic history.

Immigration represents opportunity as well. Campbell notes that in recent years immigrants have become increasingly willing to move to smaller communities, including Salisbury, reversing historical trends which saw immigrants focus on large cities.

“Some newcomers will prefer bigger cities, no doubt. But some will come from small towns themselves, and they will want that quality of life. We are getting people from all over the world who are moving into Salisbury.

“We’re a small town that does big things.”