SOMBA K'E/YELLOWKNIFE - Yellowknife-area businesses that cater to the Northern lights industry are preparing for a major economic opportunity.

The 11-year solar cycle is about to enter what's called solar maximum, a period of high Northern lights activity.

While unable to say precisely when solar maximum will hit, James Pugsley, president of Astronomy North, said the period between 2010 and 2013 will generally be one of heightened activity.

"It's the opportunity for Northern businesses to prepare for more intense auroras, for frequent auroras, and therefore in advance businesses can be prepared for it and can start to market this celestial event," said Pugsley.

"It's one of the few places on earth where the sky actually has an impact on the economy."

In recent promotional material sent by e-mail, Blachford Lake Lodge has stated that "2010 is the peak of the 10 year aurora cycle."

"They're starting to pick up on it," said Gerry LePrieur, executive director of NWT Tourism, adding that materials promoting solar maximum - both from NWT Tourism and businesses - will pick up steam as 2010 approaches.

"When (we) do go to shows, we talk about the aurora and we talk about the aurora max," said LePrieur. "Most of the Japanese know about the aurora and know that the aurora max is coming at that time. We try and talk to them about Yellowknife being the opportune place to be viewing the aurora max."

With Alaska and other countries vying for a piece of the Japanese aurora market, is it then simply a matter of accentuating Yellowknife's unique features over those of its competitors?

"To be honest with you, when you're in Japan and you're talking aurora, Yellowknife is the first thing that comes to the mind of some of the Japanese people," said LePrieur. "Yellowknife is kind of like the foundation for the aurora."

Ragnar Wesstrom, owner of Enodah Wilderness Travel Ltd. and Trout Rock Lodge, echoed that the Japanese are already largely aware of the phenomenon - but it is a handy marketing tool.

"It's a good selling tool; of course it is," he said. "We've got to use everything we can."

Wesstrom plans to visit Tokyo in October to further push solar maximum.

"You do 20 meetings per day in a week and you get 10 to 12 minutes to do your presentation for each (travel) company," he said. "The main thing now is to promote the solar storm cycle."

Pugsley said that the latest estimate for when the peak of solar maximum will hit is 2013, but that the aurora will still be impressive in the years leading up to it.

Next year, the 2010 Vancouver Olympics will provide the perfect opportunity for further showing off the North's celestial wares, he added.

"The world's going to be watching Canada and it's our opportunity to promote what Yellowknife has to offer," he said. "One of the most unique elements of our tourism industry is that we have this excellent access to the aurora borealis. Not a lot of places in Canada have the infrastructure in place and access to most incredible northern lights on Earth."