At the heart of British Columbia’s Fraser Canyon lies Hell’s Gate, one of the province’s most dramatic natural wonders. Visitors travel to the site not only for its breathtaking scenery but for the thrill of crossing the Hell’s Gate Airtram, a daring ride suspended high above rushing waters. For many, the journey concludes with a visit to the gift shop, a place where adventure becomes memory. Here, among postcards and keepsakes, one will find something truly unexpected: the Fisher-Thief.

The Fisher-Thief is a collectible vinyl toy, designed exclusively for Hell’s Gate Airtram, and it carries with it a story as wild and captivating as the waters themselves. Drawing inspiration from the salmon-rich history of the Fraser River and the menacing energy of Hell’s Gate, the Fisher-Thief was imagined as a character that embodies mischief. Known for terrorizing the waters and stealing every last salmon, the Fisher-Thief brings to life a mythic antagonist that deepens the lore of the Hell’s Gate experience.

As a consumer, your job is simple. This villainous thief, once captured in vinyl form, must be packaged and delivered far from Hell’s Gate. Purchasing the toy acts as a symbolic act of protecting the waters and ensuring the salmon’s return.

At its core, the Fisher-Thief project highlights how design and storytelling can transform the ordinary. The vinyl toy becomes a souvenir infused with meaning, and a piece of cultural imagination that deepens the Hell’s Gate brand. It is a reminder that tourism experiences are not only about what people see, but about how they engage with a place’s myths, challenges, and character. It takes the existing drama of Hell’s Gate and amplifies it, creating an immersive souvenir that blurs the line between experience and keepsake. In capturing the imagination of tourists, it ensures that their journey does not end when the airtram lands, but continues long after.