ABOUT US

The Armstrong Family Foundation is based in Vancouver, British Columbia, and was begun in 2003 to support the philanthropic efforts of the Armstrong family. It is part of the Major Rock (formerly Armstrong Group) family of companies. Here's a look at how Major Rock, which was founded by Peter Armstrong, came to be.

1974

While working as a doorman at Fairmont Hotel Vancouver at 21, Peter’s entrepreneurial spirit became evident when he formed Spotlight Tours.

1979

Peter privatized Gray Line, a passenger bus company owned by the government of British Columbia.

1986

Peter helped Grayline capitalize on Expo 86 (more formally known as the 1986 World Exposition on Transportation and Communication) which was held in Vancouver and drew 22 million visitors. The first ticket to the Expo was purchased by Peter and still hangs in his office.

1990

Peter assembled a team to bid on Rocky Mountaineer after the Federal Government privatized the tourist train between BC and Alberta. Facing tough competition, the newly established Great Canadian Railtour Company (GCRC) was announced as the successful bidder.

GCRC has since been known as Rocky Mountaineer, a world-renowned and award-winning, luxury tourism train in the Canadian Rockies.

2003

The Armstrong Family Foundation was established with Covenant House Vancouver and BC Cancer among its first grantees.

2007

What has become Invictus Properties is established. Focused on being community builders, IPI acquires or develops commercial and industrial properties with a long-term mindset.

2015

Alder Bay Equity Partners was established. Alder Bay is an entrepreneurial team that acquires and invests in privately held businesses in Western Canada.

2023

In January 2023, siblings Tristan, Ashley, and Chelsea Armstrong assumed the leadership of the family business under the Major Rock portfolio.

2025

In early 2025, Rocky Mountaineer introduced Armstrong Collective as its new parent brand. Named after the founding Armstrong family, the change reflects the company’s evolution and long-standing legacy of delivering luxury rail journeys across Western Canada and the American Southwest. Both Rocky Mountaineer and Canyon Spirit now operate under the Armstrong Collective banner.

As a company, Major Rock appreciates the importance of the decisions we make today and how they will influence our existing and future generations of team members, companies, and the communities we operate in.

The Armstrong Family takes pride in working together on the AFF, and the Foundation is one of the ways we aim to be a strong partner in the communities where we live and work.