For Aaron Stone, becoming CEO of the South Island Prosperity Partnership (SIPP) isn’t just a career milestone. It’s the culmination of his earned insights and knowledge of economic development and regional leadership.
As he wraps up his first year as CEO, Stone says he sees SIPP as a trusted connector and champion, amplifying regional strengths, empowering local action and advancing economic, social and environmental goals. He acknowledges that sector-specific silos can be a challenge, but emphasizes SIPP’s approach and collaborative spirit.
Since 2016, SIPP has been a driving force behind Greater Victoria’s economic momentum, uniting regional leaders to help diversify the economy, unlock opportunity, accelerate innovation and create quality jobs across southern Vancouver Island. Its award-winning Rising Economy Taskforce, first launched in 2020 to guide COVID-19 recovery, was reignited in 2025 to address trade-related economic vulnerabilities and turn emerging risks into new opportunities.
Stone says he feels confident he’ll generate new discoveries as he leads during this critical time in the region’s development. “Ultimately, I want to keep creating great things!” He says he values the groundwork already laid and the coalition of supporters behind SIPP, seeing his role as regional champion and creative “imagineer” as a natural fit for his leadership style.
Douglas: You credit intuition for guiding your path, describing most of your major moves driven by a natural flow of opportunities rather than a formal blueprint. What drew you to the position of CEO at SIPP?
Stone: I have always sought work that challenges and inspires me. I get so much joy out of chasing life; I think your career should be an extension of that joy.
Douglas: How has your diverse background prepared you for the very real challenges of regional leadership?
Stone: I could list an interesting lineup of my work, from tech startups and sports-team marketing to chairing the Cowichan Valley Regional District and serving as mayor of Ladysmith. On the surface, it sure looks random, but really I learned valuable lessons along the way. In government, I became more guarded and focused on managing expectations, but my style is being open and transparent.
Douglas: With challenging roles come challenging critics. How have even the harshest critics offered valuable lessons?
Stone: They can help hone ideas, either by disqualifying or validating them. Ultimately, every experience has taught me openness and creativity, giving me the ability to truly see all perspectives. Every single step has prepared me for this new adventure.
Douglas: You and your partner Andrea quickly embraced Victoria’s vibrant culture. How has your personal life aligned with the professional move to SIPP and life on the South Island?
Stone: We share a love of networking. That’s what brought us together, so getting to know our new home and the communities here has been a lot of fun.
Douglas: When SIPP was still a Prosperity Project in 2017, the team recognized the temptation to lean on the region’s natural beauty and lifestyle as a generic business pitch. SIPP aims to showcase the distinct competitive advantages of the South Island. How do you accelerate that vision?
Stone: We need to evangelize this place to the world. I want to be bold; it’s time to shine a bright light on the South Island as the progressive economic capital of the world.
Douglas: How do you feel the organization’s efforts advancing economic reconciliation fit into your vision?
Stone: For me, economic reconciliation is a sacred trust, pushing us to work closely with First Nations and Indigenous peoples, igniting the vast potential of genuine reconciliation in action. It’s about humbling ourselves to learn from Indigenous ways of knowing and being, allowing that wisdom to reshape how we build economies that uplift people and heal our planet. We must have a deep commitment to collaborate and weave Indigenous knowledge into every thread of our collective efforts, creating a prosperous, shared future for generations to come.
Douglas: With so many unique and distinct partners and their needs, what will be your approach to create a unified team?
Stone: Collaboration is everything. SIPP is a small, nimble group with a tight budget that can exponentially amplify the efforts of government and other organizations through collaboration.
Douglas: If SIPP was an individual, how would you describe him or her?
Stone: At its core, I’d say SIPP is a visionary, tuned in to what’s happening. An optimistic, future-forward personality determined to create a better life for everyone in our region.
