(left to right) Pembina Counselling Centre Executive Director Chris Derksen and Jayme Giesbrecht stand in front of the ’71 Dodge Charger that he will drive in the N49 Cruise for Hope. “Lasting hope is within reach.”
These are the first words that greet anyone who visits the Pembina Counselling Centre’s website.
They aren’t just words, but a sentiment that reverberates through the structure of the not-for-profit organization that strives to create accessible mental health care for the Pembina Valley.
On September 13th, the Counselling Centre’s second annual N49 Cruise for Hope will aid this mission by raising funds that “go directly toward providing affordable counselling services” in the region.
It’s also a chance for the community to come together over an interest shared by many Pembina Valley inhabitants — cars.
Last year’s success
This year’s event marks the second iteration of the Pembina Counselling Centre’s N49 Cruise for Hope, which is named after the north latitude of the organization’s three locations in Morden, Winkler, and Altona.
Executive Director Chris Derksen said that 2024’s inaugural event was an “amazing experience.”
“We had 90 vehicles out for our first time around, which was incredible. We had great support, and we had a lot of people coming from Winnipeg,” he said.
Embracing the community’s love for all things automotive
For Derksen, the highlight of the Cruise for Hope was that it provided a unique opportunity to see impressive vehicles in all their glory.
“There are lots of car shows, and I love car shows, but the problem with [them] is that the cars don’t do anything — they’re planted there. The hoods are open. They’re like museum pieces,” he said. “But to see these vehicles actually drive and hear their engines roar and go is amazing.”
“I would say nearly 50% of our clientele need access to our sliding fee scale in order to afford the counselling services that we have.”
-Executive Director Chris Derksen on the need for the community to have affordable options for mental health care.
In Derksen’s view, the N49 Cruise for Hope last year also illuminated the rich “car culture” in the area, which he said he has become acquainted with over the past few years.
“There are so many car enthusiasts and motorheads and guys and gals with really rare vehicles in their barns,” he said.
As for this year’s Cruise for Hope, Derksen said that he expects classic cars, supercars, and maybe even a cyber truck to attend.
He added that any car is welcome — if it’s special to an individual (even if it’s a Dodge Caravan), it’s welcome in the cruise.
Some important details
This year’s N49 Cruise for Hope begins on September 13th at 1 p.m. in Altona.
Registration is open until the day of the event, but pre-registration is preferred so that organizers can keep track of the number of participants.
Derksen said that in response to suggestions from last year, there will be also be some changes for 2025.
“The main feedback we got last year is people just wanted to drive a little longer, and wanted more time in Hometown Ford for the car show and for supper,” he said, adding that both events have been extended, and that there will also be more food trucks this year.
What else can we expect?
The N49 Cruise for Hope will also feature a car-related film at Stardust Drive-In in Morden.
This year’s selection is F1 The Movie starring Brad Pitt.
“It’s amazing. I’ve seen it,” said Derksen. “It’s a crowd pleaser.”
“When you invest in us, you are part of that marriage that gets restored. You are part of that young person who’s struggling with anxiety and maybe even suicidal ideation and comes through that.”
-Executive Director Chris Derksen on the impact of supporting the Pembina Counselling Centre.
Derksen said that even if community members don’t have a vehicle to enter the cruise, everyone is welcome to attend the car show in the Hometown Ford parking lot, grab dinner from the food trucks, and watch the by-donation film.
“We have more than enough room, so come out,” he said. “We just want people to come together. This is all to support Pembina Counselling and providing mental health services and counselling in the Pembina Valley.”
To register, see the N49 Cruise for Hope website here or call 204-822-6622.
Funding wellness in the Pembina Valley
Although the lighter side of the N49 Cruise for Hope features good times and fast cars, the purpose behind it goes deeper than that.
Derksen said that Pembina Counselling Centre, which was established 32 years ago, began with the vision of providing professional counsellors to people who need them in the community.
“That includes the people that maybe can’t afford it,” he added. “I would say nearly 50% of our clientele need access to our sliding fee scale to afford the counselling services that we have.”
“The tough thing about counselling in terms of promoting it is that you don’t get to hear the stories because obviously we protect the privacy of our clients, which is sacrosanct, but … even though you don’t hear the stories all the time, you are making a difference in lives, and we’re so grateful for your support.”
-Executive Director Chris Derksen on the value of community supporting the Pembina Counselling Centre.
The sliding fee scale is one of the ways Pembina Counselling acknowledges that it can be difficult to afford mental health services.
“We try and keep our costs down as much as we can,” he said. “I researched what people are charging, whether it’s in Steinbach or Winnipeg, [and] we are honestly on the lower end.”
Derksen says that the lower cost doesn’t mean lower quality care.
“It means that the support from this community is unbelievably generous,” he says. “We get so much support — we have corporate donors, we have private donors, of course, and just people giving, and all that goes directly to subsidized counselling for those that can’t afford it.”
‘It’s an incredible blessing’
Over the years, the Pembina Valley has shown that it embraces Pembina Counselling Centre’s efforts.
Derksen said that in the last five years, there has been “astronomical” growth.
In 2020, the centre saw 2,000 visits, and approaching the end of 2025, it’s on track to reach 5,000.
To accommodate the growth, the centre has increased from three to ten counsellors in just five years.
“It’s an incredible blessing. We don’t take that responsibility lightly. We’re dealing with real people and really tough situations,” said Derksen.
‘Even though you don’t hear the stories all the time, you are making a difference’
When it comes down to it, every bit of support that the community shows toward Pembina Counselling Centre adds to a landscape of healing for friends, neighbours, and coworkers who might be navigating difficult terrain.
It ensures they don’t have to do it alone.
“When you invest in us, you are part of that marriage that gets restored. You are part of that young person who’s struggling with anxiety and maybe even suicidal ideation and comes through that,” said Derksen.
“The tough thing about counselling in terms of promoting it is that you don’t get to hear the stories because obviously we protect the privacy of our clients, which is sacrosanct, but … even though you don’t hear the stories all the time, you are making a difference in lives, and we’re so grateful.”
To support mental health access in the Pembina Valley, click here to participate in the N49 Cruise for Hope.
With files from Ty Hildebrand and Jayme Giesbrecht