Women play an important role in those conversations, as leaders, connectors, advocates, and decision-makers, and Sabrina has been doing exactly that throughout her time as General Manager at Pacific Sands Beach Resort. Having called Tofino home for 25 years, her connection to this community extends well beyond her professional role. She has served on boards and non-profits, volunteered, fundraised for local initiatives and, through her leadership at Pacific Sands, helped direct resources and support to organizations throughout the region.
What stands out about Sabrina’s approach is the thoughtfulness behind it. She understands that meaningful philanthropy isn’t always a cheque; it can be an introduction, accommodation, a venue, promotion, a connection, or simply helping an idea gain momentum. It starts with listening and understanding where support can genuinely make a difference.
As part of our Donor Spotlight series, we spoke with Sabrina about her unique perspective on philanthropy through both her professional work and her personal commitment to giving back. She shares what she has learned from these experiences, why local businesses have an important role to play in strengthening rural communities, and why women should recognize and use the influence they already have to create positive change.
Q. You’re in a unique position at Pacific Sands — you hear directly from nonprofits, charities and community groups about what they need. What have you learned from being so closely connected to the people and organizations doing this work?
A. One of the biggest things I’ve learned is just how much incredible work is happening behind the scenes in our communities, often being done by relatively small organizations and very dedicated people. When you’re hearing directly from them, you get a much better understanding of both the challenges they’re facing, and the impact even relatively modest support can have.
I’ve also learned the importance of listening. It can be easy for a business to decide what it thinks a community needs, but the organizations doing the work every day are the ones who really understand where the gaps are. Sometimes what they need is funding, but sometimes it’s accommodation, a venue, an introduction, promotion, or simply someone willing to help bring people together. Being closely connected to these groups has taught me that meaningful community support is really about relationships and understanding where you can genuinely be useful.
Q. Women often play an important role in philanthropy as relationship-builders, decisionmakers and connectors. As a woman helping guide how Pacific Sands supports the community, what does that responsibility mean to you personally?
A. For me, it has always felt like both a privilege and a responsibility. And I think my perspective comes from more than just my role at Pacific Sands. I’ve lived in Tofino for 25 years, and during that time I’ve had the opportunity to sit on boards and non-profits, volunteer with different organizations, and contribute to fundraising for local initiatives and community projects. So, I’ve experienced both sides, being in a position to help direct resources and being part of organizations working to raise funds and bring projects and ideas to life.
That experience has really reinforced for me that philanthropy isn’t just about writing a cheque. It’s about relationships, listening and understanding where you can genuinely make a difference. Sometimes that’s financial support, but sometimes it’s making an introduction, offering a resource, bringing people together or helping give an idea some momentum.
As a woman in a leadership position, I’ve been fortunate to have a voice in those decisions, and I don’t take that lightly. I think there’s a responsibility to use the influence and connections you have thoughtfully, to listen to different voices in the community and to look for opportunities where you can help open a door.
Some of the most rewarding moments for me haven’t necessarily been the largest donations. They’ve been seeing a connection turn into something bigger, watching a small initiative gain momentum, or knowing that we were able to help at a point when that support really mattered.
Q. In a rural and remote region like ours, philanthropy can have an outsized impact. Why do you think it’s important for local businesses and donors to actively invest in the communities where they live and operate?
A. In a small, remote community, businesses and the community are incredibly interconnected. We depend on local people to work in our businesses, our guests enjoy the trails, beaches, events, culture and experiences that community organizations help protect and create, and ultimately the strength of the community contributes directly to the strength of our businesses.
At the same time, rural communities don’t always have access to the same funding, infrastructure or services you might find in a larger centre. That means local businesses can make a very tangible difference.
I also think businesses have a responsibility to contribute to the places they benefit from. For Pacific Sands, Tofino and the surrounding region aren't simply where we operate, they're a huge part of why people want to come here in the first place. Supporting the community is part of being a good neighbour and recognizing that our success and the health of the community are connected.
Q. Pacific Sands supports many different organizations and initiatives across the region. When there are more good causes than resources available, what guides you in deciding where support can be most meaningful, equitable and responsive to community needs?
A. There are always more great causes than there are resources, so one thing we’ve tried to be conscious of is really spreading the love. Rather than automatically supporting the same organizations year after year, we regularly look at what’s happening in the community, where the current needs are and where our support might have the most impact at that time.
Sometimes that means supporting an established organization doing important ongoing work, but it can also mean helping a new organization get off the ground, supporting a specific project or stepping in when a group is really close to the finish line and needs that final bit of funding or support to make something happen.
I think that flexibility is important. Community needs change, new organizations and ideas emerge, and there are often smaller initiatives that may not have the same profile or fundraising capacity as more established organizations. We want to leave room to respond to those opportunities.
Q. If you could encourage other women — particularly women in business or positions where they can influence how resources are directed — to become more involved in philanthropy, what would you say to them?
A. I would say don't underestimate the influence you already have.
Philanthropy isn't only about having a large amount of money to give. If you're in business or in a leadership position, you probably have resources around you that you can influence, budgets, relationships, networks, spaces, expertise or simply the ability to bring the right people together.
Start by getting involved and listening. Find organizations doing work that resonates with you, learn what they need, and then think creatively about how you can help.
And I think women in leadership have a particular opportunity to bring other people into the conversation. One introduction or one decision to support something can have a ripple effect. If more of us use our positions not only to build successful organizations but also to strengthen the communities around them, the collective impact can be significant.
As Sabrina prepares to step away from her role as General Manager at Pacific Sands, we also want to celebrate just how much she has contributed to this community during her time in the role. While she will remain part of the Pacific Sands team as a consultant, this transition marks an exciting new chapter.
We are incredibly grateful for Sabrina’s leadership, generosity and the many ways she has championed community organizations and helped connect people, ideas, and resources. Her own words perhaps say it best: women in leadership have an opportunity to bring others into the conversation, and sometimes one introduction or one decision to support something can create a ripple effect.
We also extend our sincere thanks to Pacific Sands owners Stephanie and Chris Nelson, whose generosity and commitment to giving back have made so much of this community support possible. Together, they have demonstrated what it means for a local business to be deeply invested in the place it calls home. We are truly grateful for all that Sabrina has done to help turn that commitment into meaningful action and are inspired to see where her leadership, energy, and passion for community take her next.
