Aaron Bear Chan, CASA Tours, and His "Mi CASA es tu CASA" Philosophy and Approach


Aaron Bear Chan

By: Eli D. Mercer

Aaron Bear Chan is a unique individual with a unique approach to business. His company, CASA Tours, was founded in 1998 and specializes in adventure sporting tours in South America. From heli-skiing tours high in the Andes, to nature treks to the tops of volcanoes, to luxurious resort skiing, CASA Tours has the adventure sports package to meet customer needs. Their focus on making their tours the experience of a lifetime for each and every customer distinguishes them from the competition. The special nature of the business itself is very exciting, but after having spent some time with Aaron, I believe that there is an even more important aspect of CASA Tours that sets it apart. It is their understanding that we are all citizens of the same world and their unwavering commitment to work together in order to make the world a better and more peaceful place for everyone through cross-cultural education and experience. CASA Tours embodies these principles in philosophy and in practice.

From the beginning, Aaron and his team focused on three basic human elements: the people of the organization, their customers, and the greater community in which they work. In a world obsessed with profit margins and blatant self promotion, CASA Tours is committed to creating sustainable business practices and a reciprocal, community-oriented business model. As he puts it, "It is important for people to understand that while economic success is important to sustain a society, it is not the only measure of success. As corporations grow beyond ties to the greater community and lose their focus on the human element, it is up to social entrepreneurs to take up the slack. We must take responsibility and utilize our businesses for the greater social good."

Aaron grew up in the San Francisco Bay area in a family of intellectuals. His parents are university professors who taught him to embrace the world around him and encouraged him to pursue his interest in the cultures, languages, and people of the world. Thirsty for knowledge and new cultural experiences, he attended a study abroad experience in Spain where he became fluent in Spanish. This experienced piqued his interest and broadened his horizons. After completing his undergraduate degree, Aaron began looking for a way to build upon his experience in Spain. He wanted to travel the world, pursue his love for outdoor sports, and contribute something positive to the world in the area of cross-cultural understanding and cooperation.

He decided to move to South America and take a position with GAP Adventures, a Canadian company. During his tenure with GAP he traveled Latin America extensively and learned the landscape and the culture. He started as a guide to Machu Pichu in Peru, then broadened his work to include tours in several South American countries. These new experiences opened doors for him and brought forth new ideas. It was a time of exponential personal growth. However, after two years, he decided to return home to the United States, yield to the pressures of convention, and get himself a "real job."

Upon arrival in the US, Aaron took a position in retail with REI, an outdoor recreation outfitting company. It seemed on the surface to be a keen fit due to his extensive outdoor experience and his love for outdoor adventure sports. However, this proved not to be the case. Reverse culture shock quickly set in. Corporate philosophy, management styles, and culture at REI did not match those that Aaron was looking for. Within two months, he made the decision to leave REI and take his talent and his fortunes elsewhere.

After some serious soul searching, Aaron came to the conclusion that his best chance to make a difference lay in the area of social entrepreneurship. Even though the area was completely new to him, he mustered the courage to take a leap of faith. He went to the library, checked out a book on how to start his own business, and set out to write a business plan for CASA Tours. Once the plan was completed, the second person to read it was none other than his best friend from high school.  His old friend, who had years of experience as a river rafting guide, immediately showed interest in the business. He proposed that the two form a partnership and CASA Tours was officially launched a short time later in 1998.

Since 1998 the company has experienced steady growth in size and revenue. CASA has also extended its areas of focus over the years to include a broad variety of tours and packages throughout North and South America to meet its customer's needs. The business has been a resounding success and has met and exceeded the objectives set out in the beginning. Aaron says that it was one of the best decisions he ever made to start his own business. He has earned a good living from the company and rests satisfied in knowing that he has made a difference in many people's lives. "We have brought people together from around the world and taught them about the regions and the cultures of South America. By doing this we hope to increase the understanding that the "western world" has regarding other cultures and themselves, thus increasing the chance for peace and cultural understanding in the region and around the world."

Aaron is now taking a break from his business to get his MBA in International Management. He has decided to focus his degree on Global Development and Community Planning. He is ready to expand his entrepreneurial ventures to include new businesses and new geographical areas and feels an MBA will help him to be successful. As he puts it, "If you are interested in expanding internationally, connections are the key. I saw business school as the best way to make those connections and add to my ability to capitalize on opportunities."

When asked why Thunderbird, he says, "Thunderbird's reputation in South America is very strong. Everyone I spoke with said that if I wanted to attend an internationally focused MBA program in the US, Thunderbird was the place to be. Since I arrived and got to know my fellow students, I see that they knew exactly what they were talking about. The diversity here is amazing."

Aaron says that he is also very pleasantly surprised at how valuable he finds the curriculum at Thunderbird. After initially having had such a strong focus on the connections that he would make here, he had not given the academic side much thought. Now, after the completion of the first module, he is delighted to find that he is learning about the fundamental aspects of business that he faces every day. The knowledge gained will most certainly prove to be of value for him in CASA Tours and in future businesses.

Aaron is also working as the Web Designer for the Center for Global Entrepreneurship, and is one of the leaders on campus working to make its launch a success. When asked why he is involved in the Center, he says, "I believe that entrepreneurship is the only sustainable way for the US and other "western" countries to compete and grow. Opportunities abound in lesser-developed countries, and we need to be ready to go after them. The Center gives us the tools to work, learn, and grow as students. This will be essential to our success. I also believe that it is essential for the long-term success of Thunderbird. As global entrepreneurship expands, we must be at the forefront in order to remain number one. The Center for Global Entrepreneurship is what is going to spur creativity and innovation, thus putting us ahead of the competition. This is a ground floor opportunity to make a difference, and I want to be a part of it."