Esso® Truck Stop Loon River

Driving Success and Community Growth at Loon River Truck Stop

Case Study:

Launching the Esso Truck Stop at Loon River

Client: Loon River Truck Stop
Location: Red Earth, Alberta
Industry: Retail / Truck Stop


Loon River First Nation, strategically positioned on the direct route between Edmonton and Yellowknife, identified a unique opportunity to establish a truck stop that caters to the high traffic of northern truckers and serves the neighboring First Nation communities. They needed a comprehensive partner for end-to-end project management including business planning, funding acquisition, brand partnerships, and operational support.


MWA, led by Mark Walsh, coordinated every facet of the project, leveraging the expertise of associates for funding and land development. Successfully securing partnerships with national brands such as Esso and Mr Sub, MWA designed the truck stop with essential amenities for truckers, including a card lock system, private showers, and ample parking.


The Loon River Truck Stop quickly exceeded expectations, becoming the busiest convenience store in Peace River Country within just two months of opening, and providing employment for 30 community members. MWA continues to offer operational consulting to maintain high standards of service. Beyond the business success, Mark Walsh’s mentorship with Loon River youth highlights the project’s broader impact on the community’s welfare and future.

MWA negotiated on behalf of the Nation to bring Esso on board as their project’s fuel provider.

To serve truckers, we included 24-hour Esso Cardlocks, showers, and a laundromat.

Inside is a full-service C-store, featuring Mr Sub and Country Style with drive-through.

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