VANCOUVER - Veterans will gather at the National War Memorial in Ottawa today for a Vimy Ridge Day ceremony commemorating the 93-year anniversary of the battle in France and honouring the service men and women of the First World War.
The Queen issued a statement on the anniversary to honour the memory of a "truly remarkable generation."
"Theirs was a story of unspeakable horror, unmitigated heroism and ultimately, of inspiring victory," the statement said.
"This tremendous sacrifice can rightly be regarded as a defining moment in the history of Canada and is one which we will never forget."
And now, said the Queen, "they are gone and all Canadians mourn our collective loss. Yet they will remain forever etched in the hearts of a grateful people and on the pages of our history as symbols of service, honour and dedication."
Every year there are fewer veterans, and fewer members of the Royal Canadian Legion clubs that serve them.
Dave Sinclair, president of the Legion's BC-Yukon Command, said poor public relations is one of the biggest hurdles the organization faces as it tries to replenish its ranks.
"Everybody knows about the Legion but they have no idea what we do in the community," he said. "They think of us on Remembrance Day and about old men sitting around in a Legion drinking beer, and unfortunately, that's the only two things that we are thought of as."
If the Legion is going to attract a new generation of members, some of the branches must shake their label as nothing more than a drinking den for aging men, Sinclair said.
There is a whole new generation of war vets that have returned from Afghanistan and a renewed awareness among the public of the role of the Canadian Forces because of it.
But bringing in the younger crowd is a lot easier said than done, said Lois Sadler, president of Vancouver's West Point Grey branch.
"We have the competition with the local pubs and bars," she said. "The younger people, they go to those kinds of places."
At one time the organization was exclusive to military members and their families, but membership has been opened up to any Canadian citizen or Commonwealth subject of legal voting age.
Yet Legions are still struggling to attract new members and pay their bills.
They struggle even on the East Coast, where there is a large military presence, said Steve Wessel, chairman of the Nova Scotia-Nunavut Command.
"Our Legions have developed a strong relationship with our military over the years but they're still having a difficult time convincing those retired and still serving Forces members to become members of the Legion."
In Vancouver, the clubs face an additional economic burden that many of their national counterparts do not: property taxes.
Roughly half of the 157 Legions in British Columbia receive property tax exemptions from their local governments, while many more get partial breaks, Sinclair said.
The only two places where the Legion has not been able to work out a deal on the taxes are Vancouver and Victoria. Last year's property taxes for the eight branches in Vancouver totalled nearly $130,000.
The Vancouver Charter currently does not qualify the organization for property tax relief but Coun. Kerry Jang, who is in favour of such a deal, said the city is currently discussing the matter.
In Victoria it was rent, rather than property tax, that nearly wiped-out the James Bay branch last month.
The branch has been operating out of a public building for 76 years rent-free, but was told by the provincial government that it would be charged $26,000 a year for rent.
The Liberal government quickly reversed that decision under pressure from the public and the Opposition New Democrats.
Despite the shrinking membership and money woes, Legion members continue to raise millions of dollars annually for charitable activities, including affordable housing and care for seniors, veteran services and youth programs such as the National Track and Field Championships and student bursaries and scholarships.
"It's been said that you would have to go a long way not to be touched by the legion in some way," said R.J. (Bob) Butt of the Legion's national command. "And I think that's true for every Canadian."
The organization does have to do a better job of informing the public about its presence and activities, he said, but he's optimistic they'll be able to do that.
"There are definitely more Legions closing than opening," Butt said. "But, I assure you, the Legion is far from dead."
