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For Alaska Native John Hillman, being a business owner means more than turning a profit; it means getting to be home with his family and the land that he loves.
A member of the Hoonah Indian Association and shareholder with the Sealaska and Huna Totem corporations, Hillman has deep roots in his Alaska Native culture and in the land that now sustains his business.
Hillman was born and raised in Sitka, Alaska, where, in Tlingit tradition, he spent time being raised by his uncles and learning cultural fishing practices.
After years spent working in logging and later in mining — a career path that kept him away from home for months at a time — Hillman saw an opportunity when tourism in Hoonah began expanding, thanks to dock installations by Huna Totem Corporation in 2018 and 2020.
"I had to find something that could keep me home," Hillman said. "My wife Marilyn and I decided to see if we could make a go of it and capture some of the tourists who were coming here."
And so the idea for Wilderness Island Tours was born.
Hillman and his wife know the island better than anyone, and they could bring a truly one-of-a-kind experience to the tourism market by introducing tourists to Alaska Native lifeways while exploring the island's stunning landscapes.
But Hillman was denied when he sought to secure funding through banks due to his lack of experience in the industry. Enter Spruce Root, a Native community development financial institution (CDFI) dedicated to supporting Indigenous entrepreneurs in Southeast Alaska. Spruce Root's Executive Director Alana Peterson, a member of the Raven Coho clan and lifelong Alaskan, emphasizes the importance of relationship-based lending in Spruce Root's work. For Peterson and her team, relationship-based lending means genuinely understanding clients' needs and supporting them through personalized coaching and financial assistance.
"It's very much relationship-based lending," Peterson said. "Sometimes when lenders say that, they mean, 'We meet clients, and then we build a relationship.' When we say it, we probably already know our clients based on our existing relationships."
Hillman and Peterson's paths had crossed years before through mutual involvement in community development. When Hillman approached Peterson with his idea for a Hoonah-based tour company, she knew he was on to something.
"I knew how much tourism had grown in Hoonah, and I knew there was a lot of untapped opportunity within the local community. I was just so excited that John saw that potential and wanted to start a business."
Spruce Root set Hillman on a tailored path, providing one-on-one coaching and helping him navigate each stage of building his business, from market research to crafting a business plan.
"John was willing to sit with us and put together the business plan," Peterson said. "That's 90% of running a business—doing the work you might not enjoy but that is essential to your success."
Today, Wilderness Island Tours offers unique, land-based excursions tailored to cruise ship passengers with varying time constraints. Hillman and Marilyn guide guests through Hoonah's breathtaking landscape and cultural history, sharing insights into Alaska Native traditions and the land's significance.
Hillman's two- and three-hour tours not only allow visitors to see the island's famous brown bears — which outnumber people in the area — but also provide a glimpse into the Tlingit way of life.
"We're the only company here where both the owners and the guides are Alaska Native and from Hoonah," Hillman said, emphasizing the cultural knowledge they bring to the experience.
Peterson points out the rarity of tours led by local Alaska Natives, noting that most guides are not from the area. "Having someone like John, who knows the land deeply and understands its history, offers visitors a far richer experience," she said. Hillman's perspective as an Alaska Native who designed many of Hoonah's roads adds a unique dimension, making Wilderness Island Tours one of the few companies where visitors can truly connect with the landscape and its cultural heritage.
Running a business in rural Alaska comes with challenges, from securing vehicles amid supply chain issues to contending with fluctuating customer demand. Hillman faced several setbacks due to COVID-related price surges in fuel and transportation costs, which strained his budget and required additional support from Spruce Root. His commitment to seeing his dream through, however, never wavered. "John just kept knocking down challenges," Peterson said.
Looking ahead, Hillman is optimistic about the future. With his website allowing advance bookings and the community's tourism sector growing, he's hopeful that Wilderness Island Tours will continue to thrive.
Peterson said Hillman's success is part of the Native CDFI's greater mission to empower the region's Indigenous populations to build wealth and thrive while remaining in their homelands that are so integral to who they are.
"The purpose of Spruce Root is to keep Indigenous people in our homelands and reduce outmigration," Peterson explained. "We invest in people's capacity to run their own businesses so they can remain in these small communities."
For Hillman, Wilderness Island Tours is both a business and a calling to preserve and share his culture with the world. His advice to others considering similar paths: "Grab onto your dream with all your heart — and trust that organizations like Spruce Root are there to help you make it happen."
Difference Makers 2.0 is a new yearlong series that highlights how Native community development financial institutions (CDFIs) work alongside their small business clients to accelerate change and create economic opportunities in Native communities. Join the Native CDFI Network and Tribal Business News as they shine a spotlight on the people accelerating economic change in Indian Country. Read the stories here and be sure to tune into the Difference Makers 2.0 podcast.