COMMUNITY
A Celebration of Community
The CAA store in St. John's, N.L. has relocated to the Avalon Mall, offering local members more in-store services and assistance.
By Linda Browne
Dawn Dalley, CEO of CAA Atlantic, cutting the ribbon at the opening of the new CAA Store in St. John’s, N.L. | PHOTO: COURTESY OF CAA
IN JUNE OF 2025, CAA Atlantic opened the doors to our newest store location. Moved from the previous location to its new home at the Avalon Mall in St. John’s, it’s the only storefront in Newfoundland and Labrador, and one of seven in the Atlantic region. But this wasn’t just another retail opening — it was a celebration of community, service and connection.
“The new location affirms our commitment to growth in the province of Newfoundland and Labrador,” says Karen Stanley, vice president of marketing and member experience at CAA Atlantic. “It’s our newest store in the Atlantic provinces and we’re proud of the modern look of the store. It is the new flagship design for CAA in Atlantic Canada."
There’s so much more to CAA than roadside assistance. Though it’s important that CAA is on the road with you, should you ever need it, having a store to visit can make your membership feel much more personal. You can get assistance, go shopping for your auto, home, safety and travel needs, and inquire into various types of insurance. You can access services such as trip planning and getting passport photos taken. They’ll help you with booking cars, hotel rooms and even plan a road trip. The CAA TripTik® isn’t just a map — it offers insights into points of interest and route options, too. Plus, this is where you can acquire an International Driving Permit: CAA is the only place authorized to issue them in Canada.
“We should be that one-stop shop,” says Darlene Caines, travel advisor and branch manager at CAA Atlantic. She explains that great foot traffic is generated by being nestled within the Avalon Peninsula’s busiest shopping centre. This makes it easier to communicate these benefits to members — and potential members —face to face.
It’s that personal connection that makes it all worthwhile. Caines says that visitors who avail themselves of CAA’s services aren’t just considered members and customers; they’re treated like family. The storefront offers a warm and welcoming experience that people have come to expect, with several member service advisors at the front and travel advisors at the back, waiting and ready to help.
Branch manager Darlene Caines (left) having fun with a customer at the new store opening. | PHOTO: COURTESY OF CAA
Toys and treats offered at the opening event. | PHOTOS: COURTESY OF CAA
“The new location affirms our commitment to growth in the province of Newfoundland and Labrador.”
CAA Atlantic’s mascot, CAArl the bear, celebrates the store opening with future members. | PHOTO: COURTESY OF CAA
Caines adds that CAA Atlantic doesn’t just look out for their own members and employees, but for the wider community as well. “We wear a lot of hats. And we’re not-for-profit. We do a lot of volunteer work. We give back to the community where we can.” Pointing at the collection of shopping bags full of food nearby, Caines reflects on their latest food drive. “This is just what we did from our employee appreciation event that we had last week.”
Food security is important to this community-minded CAA team, which is why they support local food banks through the Community Food Sharing Association (CFSA). Last year, CAA Atlantic also donated an electric van, charger and winter tires to the CFSA. And this past summer, when wildfires were burning in Conception Bay North, CAA Atlantic provided Sobeys gift cards. These were used to purchase and prepare food for the Salvation Army, which was helping the firefighters and those displaced. CAA’s community support also extends to Ronald McDonald House and the Janeway Children’s Health & Rehabilitation Centre. They also take part in the Kids Eat Smart Foundation’s radiothon, which combats hunger by raising funds to provide school children with breakfast each morning.
It’s this kindness and care that Caines wants people to feel when they walk through the doors of the Avalon Mall store, whether they’re a CAA member or not. For Newfoundlanders and Labradorians accustomed to helping their neighbours, CAA Atlantic’s approach feels familiar. Their roadside assistance, for instance, follows a uniquely community-minded model: the service follows the person, not just the vehicle, so CAA is there for you whether you’re in your own car, a rental or a passenger in someone else’s.
“We’re here to do the right things... going above and beyond,” Caines adds, and with all of the features in the St. John’s store, it’s easy to see that it’s true. CAA