In this issue, we spotlight the first twelve stops on this year's Napier Ultimate Outdoor Music Festival Tour as part of our Sounds of Summer Series. Events like Cavendish Beach Music Festival (CBMF) have evolved far beyond a marquee summer concert; it has become one of Atlantic Canada’s most powerful economic drivers. Transforming the coastal tourism hub of Cavendish into a high-impact economic engine. The Sussex Fundy Fest has quickly become one of Atlantic Canada’s rising summer music events. While still relatively young compared to some of the region’s legacy festivals, we spotlight how Fundy Fest has built a reputation for delivering big energy, strong Canadian talent, and an intimate fan experience that keeps audiences coming back year after year. There’s a certain kind of shift that doesn’t announce itself all at once. It builds slowly- through routine, through repetition - until the life you’ve built begins to feel like something you’ve outgrown. For Sally Kim and Young Bae, it led them somewhere quieter, more personal: a motel in Sussex, NB, and the opportunity to build something of their own with Covered Bridge Inn & Suites. Rising Canadian country artist Ella Campbell is quickly establishing herself as one of the East Coast’s most promising new voices. Ella shares insights into her early beginnings, evolving sound, and the experiences shaping her growing career that have her hitting the main stage at Sussex Fundy Fest, Sunbury Shores Music Festival, and the Tailgate Stage at the upcoming Cavendish Beach Music Festival.
VOL 26 ISSUE 3
SLOW & LOW Canada’s Best BBQ Joints
SEE Y’ALL AT SUSSEX FUNDY FEST Becoming New Brunswick’s Summer Country Music Event Prince Edward Island’s Multi-Million Dollar Economic Engine THE CAVENDISH BEACH MUSIC FESTIVAL
Covered Bridge Inn & Suites is Building a Business Rooted in Community & Care FROM TORONTO TO SUSSEX
RAISE YOUR HAT
Festivals, Friends & Memories in the Making
EMERGING ARTIST SPOTLIGHT Finding Her Voice Through Country, Rock, & Real Stories
A SPOTLIGHT MAGAZINE GROUP Publication
A MESSAGE FROM THE EDITOR
MANAGING DIRECTOR Rod Gregg EDITORIAL DIRECTOR Lee Ann Atwater
ACCOUNTS & ADMIN MANAGER Amanda Ryan
The Summer Music Festival market remains extremely competitive, with organizers battling each year to secure the best superstar, iconic, and up-and-coming artists to headline and perform at music festivals across North America. We have researched the artists, venues, perks, and reviews both personally from our team and from festivalgoers to find what we think are the best of the best and worthy of your hard-earned money, and the first twelve stops on this year’s Napier Ultimate Outdoor Music Festival Tour as part of our Sounds of Summer Series. The tour kicks off with the Dauphin’s Countryfest in Dauphin, MB, but these events are so much more than great music and memories. Events like the Dauphin’s Countryfest and the Cavendish Beach Music Festival (CBMF) have evolved far beyond a marquee summer concert. Since the CBMF’s launch in 2009, it has become one of Atlantic Canada’s most powerful economic drivers—an event that not only fills fields with music fans but also injects millions of dollars into the economy of Prince Edward Island. Each July, the festival transforms the coastal tourism hub of Cavendish into a high-impact economic engine, influencing sectors from hospitality and retail to transportation, employment, and long-term tourism growth. The Sussex Fundy Fest has quickly become one of Atlantic Canada’s rising summer music events—a celebration of country music, community pride, and East Coast hospitality set against the scenic backdrop of southern New Brunswick. While still relatively young compared to some of the region’s legacy festivals, Fundy Fest has built a reputation for delivering big energy, strong Canadian talent, and an intimate fan experience that keeps audiences and the Napier Ultimate Outdoor Music Festival Tour coming back year after year. There’s a certain kind of shift that doesn’t announce itself all at once. It builds slowly- through routine, through repetition - until the life you’ve built begins to feel like something you’ve outgrown. For Sally Kim and Young Bae, that realization didn’t lead to reinvention in the traditional sense. Instead, it led them somewhere quieter, more personal: a motel in Sussex, New Brunswick, and the opportunity to build something of their own with Covered Bridge Inn & Suites, which is an excellent place to stay when in town for the Sussex Fundy Fest. Rising Canadian country artist Ella Campbell is quickly establishing herself as one of the East Coast’s most promising new voices. With a sound that blends country storytelling, pop accessibility, and subtle rock influences, Campbell is part of a new wave of artists redefining what “country music” means today. In this interview with Spotlight on Business, she shares insights into her early beginnings, evolving sound, and the experiences shaping her growing career that have her hitting the main stage at Sussex Fundy Fest, the inaugural Sunbury Shores Music Festival, and the Tailgate Stage at the upcoming Cavendish Beach Music Festival. My team and I want to thank everyone who made this issue possible. We look forward to sharing more stories about growing industries, successful businesses, brands, events, and the entrepreneurs making it all happen.
SEPT 11 TWENTY ONE PILOTS KALEO • Down With Webster • Hazlett Hans Williams • Leith Ross • Melt MARIS • Baby Nova • Kellie Loder DeeDee Austin • Shane Pendergast with culinary experiences by: SOMBR Natasha Bedingfield • Lawrence • Wild Rivers Jade LeMac • Sofia Camara • Crash Adams SonReal • Edgehill • Flower Face Loviet • Altered By Mom with culinary experiences by: Andy Hay • christine flynn Ryan Doka • lucy morrow SEPT 12 Andrea Buckett • Dan Clapson Stephanie Ogilvie • Cori Osborne SEPT 11+12, 2026 i CAVENDISH, PEI i MUSIC.FOOD.DRINK i SOMMOFEST.COM
COMMUNICATION & RESEARCH MANAGER Tristyn Gaudette EDITORIAL & PROJECT MANAGER
Becca Greene Kate Lindsay
CONTRIBUTING WRITERS Ben Brooks Darryll Gillard
Elizabeth Spencer Grady Semmens Kris McCarthy Mary Austin Ryan Myson Shannon Ferguson Teresa Siqueira
WEB DESIGN & DEVELOPMENT TEAM Joe Uttaro
LAYOUT & DESIGN MANAGER Ashley Tatlock GRAPHIC DESIGN TEAM LEADS Sydney Payton
SOCIAL MEDIA & FIELD TEAM LEAD Troy Gregg
PUBLISHER Spotlight Magazine Group (SMG)
Lee Ann Atwater Editor
P.O. Box 25028, Truro, Nova Scotia, Canada B2N 7B8 E: info@spotlightmagazinegroup.com spotlightonbusinessmagazine.com
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Spotlight What’s in the ON THE COVER RAISE YOUR HAT SUMMER’S ON Festivals, Friends & Memories in the Making 84
03 A MESSAGE FROM THEEDITOR
04 WHAT’S IN THE SPOTLIGHT 28 CRAVE, PROUDLY CANADIAN Your Tax Dollars at Work, Supporting American Creativity 32 PICTOU LOBSTER CARNIVAL A Maritime Tradition That Still Draws Thousands to Nova Scotia’s North Shore 64 TOWARDSCANADIAN SOVEREIGNTY Sovereignty is not a feeling. It is not politeness under pressure. It is measurable 70 REIMAGINING SAINT JOHN’S WATERFRONT AREA 506 Waterfront Container Village is becoming a Defining Summer Experience in New Brunswick 78 PREPARING FOR GROWTH Hiring Before You’re Ready (But Not Too Early) 124 I’VE NEVER SEEN A HUNGRY MAN TRY TO SAVE A WHALE A Follow-Up to Survival Math 130 EMERGINGRESOURCES New assessment confirms Alberta’s enormous lithium resources 136 LIVING THE STARTUP Three Things that Startup Founders Could Learn from Kindergarteners 142 NOVA SCOTIA: “NOT TOO BAD” — AND THAT’S THEPROBLEM How Nova Scotia went from thriving to surviving — and how it can turn the tide 148 THE ART OF MANIFESTING The One Thing You Need to Ensure You Manifest 154 PLANT THE FLAG How Nova Scotia could build a Healthcare Future around the Population we Actually have 162 THE PAINS OF SUCCESSFUL PARENTING It’s more than just keys to the car
The Summer Music Festival market remains extremely competitive, with organizers battling each year to secure the best superstar, iconic, and up-and-coming artists to headline and perform at music festivals across Canada. We have researched the artists, venues, perks, and reviews both personally from our team and from festivalgoers to find what we think are the best of the best and worthy of your hard-earned money, and the first twelve stops on this year’s Sounds of Summer Series for 2026. There’s a certain kind of shift that doesn’t announce itself all at once. It builds slowly- through routine, through repetition - until FROM TORONTO TO SUSSEX Covered Bridge Inn & Suites is Building a Business Rooted in Community & Care
Becoming New Brunswick’s Summer Country Music Event SEE Y’ALL AT SUSSEX FUNDY FEST
Sussex Fundy Fest has quickly become one of Atlantic Canada’s rising summer music events—a celebration of country music, community pride, and East Coast hospitality set against the scenic backdrop of southern New Brunswick. While still relatively young compared to some of the region’s legacy festivals, Fundy Fest has built a reputation for delivering big energy, strong Canadian talent, and an intimate fan experience that keeps country music fans coming back year after year.
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the life you’ve built begins to feel like something you’ve outgrown. For Sally Kim and Young Bae, that realization didn’t lead to reinvention in the traditional sense. Instead, it led them somewhere quieter, more personal: a motel in Sussex, New Brunswick, and the opportunity to build something of their own with Covered Bridge Inn & Suites.
SLOW & LOW Canada’s Best BBQ Joints
EMERGING ARTIST SPOTLIGHT
There’s no shortcut to great barbecue. It starts with quality meat, seasoned with care, then transformed through hours of patience, smoke, and craftsmanship. Across Canada, a growing community of dedicated pitmasters is embracing the time-honoured tradition of cooking low and slow, from traditional Texas-style brisket and Kansas City-inspired ribs to uniquely Canadian takes on smoked classics, these are the barbecue destinations proving that great BBQ has a home in Canada. 38
Rising Canadian country artist Ella Campbell is quickly establishing herself as one of the East Coast’s most promising new voices. With a sound that blends country storytelling, pop accessibility, and subtle rock influences, Campbell is part of a new wave of artists redefining what “country music” means today. In this interview with Spotlight on Business, she shares insights into her early beginnings, evolving sound, and the experiences shaping her growing career.
Finding Her Voice Through Country, Rock, & Real Stories
CAVENDISH BEACH MUSIC FESTIVAL
PEI’s Multi-Million Dollar Economic Engine is very much in Tune! Cavendish Beach Music Festival has evolved far beyond a marquee summer concert series. Since its launch in 2009, it has become one of Atlantic Canada’s most powerful economic drivers—an event that not
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ELLA CAMPBELL
only fills fields with music fans but also injects millions of dollars into the economy of Prince Edward Island. Each July, the festival transforms the coastal tourism hub of Cavendish into a high-impact economic engine, influencing sectors from hospitality and retail to transportation, employment, and long-term tourism growth.
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Spotlight on Business Magazine has been the voice of small and medium-sized businesses in North America for over a decade. We are proud to spotlight and share the success stories of new start-ups, well-established and tested businesses, entrepreneurs, events, along with upcoming and established artists, and leaders as the go-to resource for SME's and entrepreneurs looking for solutions to challenges and obstacles with their business, and to seek practical advice and strategies from respected leaders from all sectors and industries. www.spotlightonbusinessmagazine.com
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I didn’t really expect to have a career in music at all. ”
EMERGING ARTIST SPOTLIGHT
Rising Canadian country artist Ella Campbell is quickly establishing herself as one of the East Coast’s most promising new voices. With a sound that blends country storytelling, pop accessibility, and subtle rock influences, Campbell is part of a new wave of artists redefining what “country music” means today. In this interview with Spotlight on Business, she shares insights into her early beginnings, evolving sound, and the experiences shaping her growing career. by Mary Austin Finding Her Voice Through Country, Rock, & Real Stories
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Thursday, July 9 JAKE VAADELAND & THE STURGEON RIVER BOYS THE NORTH SOUND • PAIGE PENNEY • TIP ER BACK DAHLIA AVE. • CORDUROY; THE BAND • JOHN DONOVAN SEAN MICHAEL RYAN • TYLER LORETTE TUCKER WETMORE MUSCADINE BLOODLINE • MARGO PRICE MATT LANG • ELIJAH SCOTT Friday, July 10 SULLY BURROWS • BRANDON WISHAM • BLUE RIDGE BAND ANNA GRAVES • ANTONIO LAROSA • THE FABULOUSLY RICH EMILY CLAIR • GIFTHORSE • ADAM COUSINS • HIRTLE ELLA CAMPBELL • ETHAN HARDY CODY JOHNSON ASHLEY MCBRYDE • JADE EAGLESON DEANA CARTER • JULIA COLE NOAH RINKER • BRITNEE KELLOGG • DAVE SAMPSON THE MARTIN BOYS • TERRA SPENCER • RIK REESE DOWN WITH DARBY • ANDY COMEAU • AMANDA KEELES BEAUSEJOUR • ETHAN MILLER • COLLEEN EVELYN HARDY DYLAN GOSSETT • AVERY ANNA BUFFALO TRAFFIC JAM • CHASE MCDANIEL VAVO • CECE • MCCOY MOORE
And as for country music, honestly, it just stuck with me. I’ve listened to every genre possible. But I also am really, really big into rock as well. Listening to country music now, there isn’t just one country music genre anymore. There’s country pop, there’s country rock, there’s all sorts of genres within the genre. So, I felt that country music fit me the best. Spotlight on Business: Tell us about your first song, your first gig, and when you realize music could be a career. Ella Campbell: So, the first song I wrote was very unintentional. I got a message from a guy named Brett Buchanan. He was doing an interview on Rogers called ‘There’s Always A Song’ and asked if I had an original song I could showcase. And I said yes - and I didn’t have one written. So, I just started writing, and a week before I had to do this on live TV, I wrote it. I mean, it turned out pretty good for being my first song. Looking back now, I probably wouldn’t have released it, but you know what? It was my first song, and I’m happy with it. It’s called ‘Rollercoaster’. The first gig I played was at the Grimross Brewery here in Fredericton, and it was great and awful at the same time. Playing in front of family and friends is much harder than playing in front of strangers. That night it was great - I had the best support system - it was just filled with family and friends coming to see my first show. I was up there shaking and freaking out and scared about getting the words right or wrong, but in the end it was awesome. I didn’t really expect to have a career in music at all. I mean, after I graduated, I was doing odd jobs trying to figure out what I wanted to do. Then, one year I ended up going to Cavendish and running into Tyler Joe Miller. I started talking to him, and he said that it was just kind of a fluke thing for him. I kind of took that and started posting on YouTube and that sort of thing. And then, after that first gig, I didn’t get another gig for about three months. And then things just kind of exploded to the point where I had to quit my job. I was getting so many gigs. I think I played like four or five times a week, and I was brand new.
One of the things I’ve learned is to just write what you feel and “
Spotlight on Business: Tell us a little bit about yourself off stage. What do you like to do in your spare time when you’re not writing music or performing, if there is any? Ella Campbell: Well, you just said it. I mean, music on its own takes up the majority of your time as an artist, whether that’s songwriting or playing shows or social media- it’s a huge part of it. So, when I do get the time where I’m not doing that, I love spending a lot of time with family and friends. That’s another one of my passions. I’ll do that as much as I possibly can. Spotlight on Business: When did your passion for music begin? And what drew you toward country music? Ella Campbell: Neither of my parents are very musical. But I’m originally from Nova Scotia, and I’ve said this story in some other interviews as well, but I think it’s important to say again - I grew up next to Newfoundlanders. And if anybody knows anything about Newfies, they’re big into music, whether that’s Irish music, country, rock, anything. So, these neighbours of mine were naturally very musically inclined. I mean, they had a bar and a stage in their basement. From the time I was just little, I’d be over there singing songs and on stage, and yeah, that’s kind of how it started.
not try to fit it into a little box. ”
Saturday, July 11
CAVENDISH, PEI • SEE YOU AT THE BEACH CAVENDISHBEACHMUSIC.COM
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Spotlight on Business: Do you prefer performing live or recording? Ella Campbell: You know what? I will always love performing live over recording. It’s just the interactions with people. You can see on their faces that they’re having a great time, and there’s really no better feeling than that. Don’t get me wrong, I love recording music. My producer Shawn Moore is amazing, but I’m all for the live performances for sure. Spotlight on Business: How have festivals helped your career? What stands out from your experiences so far? Ella Campbell: Oh my gosh. The first festival I played was last year, at the North of Nowhere Music Festival emerging artist’s stage. And that alone, I think, changed a lot for my career. Most of the artists there were from Ontario, and coming from New Brunswick, people are kind of attached to that. There aren’t as many people coming out of New Brunswick as country artists compared to other provinces (but I do believe that the Maritimes has just as much talent, if not more than other provinces in Canada). So even just that festival alone changed a lot for me. I went out to Ontario again last year for a festival in Peterborough, and it was great. And this year I’m going to play at the Sussex Fundy Fest and Sunbury Shores Music Festival in New Brunswick, the inaugural Antigonish Music Festival in Nova Scotia, and the Cavendish Beach Music Festival, along with some other festivals. Some big things are happening, and I am just so grateful to be a part of everything. I would rather do festivals than anything else. One of the coolest shows I’ve done was on a Lakeway Houseboat Vacations houseboat. I played for a bunch of golfers, and we were actually driving on the river the whole time. It was awesome. And then I played another gig last year where there were a bunch of boats all together, everyone listening to live music and having a great time on the water. And that was a blast.
“
I’m all for the live performances for sure. ”
Spotlight on Business: What’s a dream stage or festival you hope to play one day?
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Ella Campbell: The Boots and Hearts Music Festival has always kind of been a goal of mine. Whether it’s the emerging artist stage - the main stage would be incredible - but even just getting on that stage eventually would be amazing. It’s such a great program, and I would absolutely love to be part of it. Spotlight on Business: What’s your ultimate goal as an artist? Ella Campbell: The goals are pretty straightforward, for every artist, right? You want to go to Nashville. You want to play the Grand Ole Opry - all that stuff. But honestly, one of the struggles I’ve been facing is finding exactly what my sound is. I have such a wide variety of music that I listen to - rock, country - and I try to incorporate that together. One of the things I’ve learned is to just write what you feel and not try to fit it into a little box. The industry loves to do that. They like to fit people’s sound into little boxes, and I’m just throwing that out the window. A goal of mine is being true to me and being true to my music, and that’s it. Spotlight on Business: What’s the biggest lesson you’ve learned so far? What’s the best advice that you’ve been given? Ella Campbell: I’ve learned that music takes a lot of time. The most important thing I’ve learned is to be true to yourself and write what’s real to you and don’t worry about what so-and-so is doing next door. Focus on yourself. Don’t worry about what other people are accomplishing. Remember that it’s a privilege to be fortunate enough to have this job as a career. Stay kind. When I started in the industry, I was so focused on what other people were doing - this person’s doing that, maybe I should try that - and that’s okay, but after a while of trying to compete with other people, you’re just going to burn yourself out. Just focus on you, your goals, and that’s it.
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Spotlight on Business: If you could collaborate with any artist, who would it be? Ella Campbell: I love Kameron Marlowe. His voice is unreal, and I love his songwriting. I just love everything about him. I would absolutely do a duet with him in a heartbeat. Spotlight on Business: Tell us about your latest single, Every Kiss Before You. Any new music on the way? Ella Campbell: So that single was not written by me- it was written by three extremely talented songwriters- Mallory Johnson, David Boris, and Brooke Hatala. It just resonated so well with me. I have a tendency to write breakup songs. That’s kind of my thing. I don’t know why, but it is. I’m in a very healthy, great relationship, but breakup songs, for some reason, I have to write. That song talks about going through those challenges, meeting so many people before finally finding the right one. I’ve faced that, so I’m like - that song is 100% mine. In February, I recorded two new singles this year, and then in late October - early November, the plan is to go to Nashville to record more music, so I’m really excited about that. We’ll be recording at Blackbird Studios. I’m very, very lucky. Spotlight on Business: Where can fans find you and keep up with your music? Ella Campbell: You can follow me on all my socials - TikTok, Instagram, Facebook - just Ella Campbell Music on everything. I have a website as well, so you can follow me on there too. Spotlight on Business: Any final message for your fans? Ella Campbell: I’m just really excited for the summer and the years to come. I can’t wait for festival season, thank you to everyone who has been following me and supporting me through this crazy ride, and hopefully I’ll see everybody out there!
The most important thing I’ve learned is to be true to yourself and write what’s real to you and don’t worry about what so-and-so is doing next door. ” “
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As Canada’s country music scene continues to evolve, Ella Campbell is emerging as part of its next wave of artists - blending influences, breaking genre expectations, and building a sound rooted in authenticity. With new music on the horizon and a growing list of festival appearances, she is quickly moving from an emerging artist to an established name on the East Coast circuit. And if her trajectory so far is any indication, this is only the beginning of what’s to come.
RAPID FIRE Q&A Favourite sport and team? Baseball - for sure. The Jays. Your Guilty Pleasure? Sitting under my heated blanket at like 11 PM and eating a tub of Ben and Jerry’s ice cream. They have a brownie batter flavour that’s really good
Favourite Food? Any pasta - any at all.
Early Riser Or Night Owl? Definitely an early riser.
That Tune That Is Stuck In Your Head Right Now? Hysteria by Def Leppard and Little Bones by The Hip.
Photo by Elliott Deseure
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CAVENDISH BEACH MUSIC FESTIVAL PEI’s Multi-Million Dollar Economic Engine is very much in Tune! by Ryan Myson
Cavendish Beach Music Festival has evolved far beyond a marquee summer concert series. Since its launch in 2009, it has become one of Atlantic Canada’s most powerful economic drivers. This event not only fills fields with music fans but also injects millions of dollars into the economy of Prince Edward Island. Each July, the festival transforms the coastal tourism hub of Cavendish into a high-impact economic engine, influencing sectors from hospitality and retail to transportation, employment, and long-term tourism growth.
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A t its core, Cavendish Beach Music Festival (CBMF) is a revenue generator of significant scale. Recent estimates place its direct economic impact at roughly $19.6 million annually, with some years pushing toward or beyond $20 million depending on attendance and lineup strength. This figure reflects immediate spending tied directly to the event—ticket sales, accommodations, food, transportation, and on-site purchases. When combined with other Whitecap Entertainment events such as the Sommo Festival, the broader Cavendish festival ecosystem has surpassed $30 million in annual economic impact, underscoring how CBMF anchors a growing cultural tourism sector on the Island. For a province with a population of just over 170,000, these numbers carry considerable weight. Prince Edward Island’s tourism as a whole generated approximately $520.7 million in visitor spending in 2024, meaning CBMF alone accounts for a meaningful share of the Island’s seasonal tourism economy.
Tourism Catalyst and Visitor Attraction
converting first-time visitors into repeat tourists. This long-tail effect amplifies the event’s economic value well beyond its three-day runtime. Accommodation Boom and Pricing Power Few sectors feel the immediate economic benefits of CBMF more strongly than those businesses in the accommodation sector. Hotels, motels, campgrounds, and short-term rentals experience near-total occupancy during festival weekend, with some reporting rates as high as 97% capacity. This surge in demand allows operators to increase pricing, often by 30% or more compared to typical early July rates. For many businesses, the festival represents one of the most profitable weekends of the year. The impact extends to alternative accommodations as well. Airbnb and vacation rental markets in Cavendish have expanded significantly, with rising nightly
rates and growing inventory reflecting strong demand. Property owners benefit from both increased bookings and the ability to command premium pricing, reinforcing tourism as a viable income stream for local residents.
One of the most important economic spin- offs of CBMF is its ability to draw visitors from outside the province. The festival attracts more than 60,000 attendees annually, many of whom travel from across Canada and the northeastern United States. These visitors represent new money entering the provincial economy—spending that would not occur without the event. The influx of out-of-province guests is particularly valuable because it increases per-capita spending. Visitors require accommodations, dine out more frequently, rent vehicles, and purchase souvenirs and experiences. In fact, the majority of CBMF’s economic impact is driven by non-Island visitors, making it a critical export-style revenue generator for PEI’s tourism industry. Moreover, the festival acts as a gateway experience. Research suggests that roughly 35% of attendees return to PEI within two years for a non-festival visit, effectively
Food, Beverage, and Retail Windfall
Restaurants, bars, breweries, and retail outlets across Cavendish and surrounding communities see dramatic increases in business during CBMF. Sales spikes of 40– 45% are common during festival weekend, driven by both foot traffic and extended operating hours. Local food and beverage brands, in particular, gain exposure to a wider audience. Businesses such as breweries and restaurants often use the festival as a platform to introduce their products to visitors who may later seek them out elsewhere in Atlantic Canada. Convenience stores, gas stations, and
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Photo courtesy of Whitecap Entertainment
Photo courtesy of Whitecap Entertainment
Tax Revenue and Public Services
The economic activity generated by CBMF contributes to government revenues through sales taxes, accommodation levies, and income taxes. These funds help support public services such as healthcare, education, and infrastructure development. For a small province like PEI, the importance of tourism-generated tax revenue cannot be overstated. Events like CBMF provide a concentrated boost that helps sustain public spending without increasing the tax burden on residents.
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Strengthening the Tourism Brand
Beyond direct spending, CBMF plays a crucial role in shaping PEI’s brand as a destination. The festival positions the Island as more than just a scenic getaway—it becomes a hub for major cultural experiences. High-profile headliners and national media coverage elevate PEI’s visibility, attracting attention from audiences who may not have previously considered visiting. The festival effectively functions as a large- scale marketing campaign, showcasing the Island’s landscapes, hospitality, and attractions. This branding effect contributes to long-term tourism growth, reinforcing PEI’s reputation as a vibrant and diverse destination.
grocery outlets also benefit from the influx of festival-goers stocking up on supplies. These smaller, often locally owned businesses play a key role in capturing the distributed economic impact of the event. Transportation and Infrastructure Utilization The transportation sector experiences a significant boost during the festival period. Rental car agencies, taxi services, rideshares, and even interprovincial travel routes see heightened demand as thousands of visitors move across the Island. Traffic volumes increase on key routes such as the Trans-Canada Highway and access roads into Cavendish, while the Confederation Bridge experiences surges in inbound and outbound travel. This heightened activity translates into increased fuel sales, service demand, and associated revenues. At the same time, the festival places pressure on infrastructure—prompting investments in roads, event facilities, and
public services. These improvements, while initially driven by the needs of the festival, often provide long-term benefits for residents and other tourists. Employment and Seasonal Job Creation CBMF is also a significant source of seasonal employment. The event creates hundreds of jobs, ranging from event setup crews and security personnel to food vendors and hospitality staff. These positions provide income opportunities for students, seasonal workers, and local residents during the peak summer period. In a province where employment can be highly seasonal, such opportunities are especially valuable. Beyond direct employment, the festival indirectly supports jobs in sectors like transportation, accommodation, and retail. The multiplier effect ensures that the economic benefits ripple across the labour market.
Beyond direct spending, CBMF plays a crucial role in shaping PEI’s brand as a destination.
Extending the Tourism Season
While CBMF takes place in July, its influence extends beyond a single weekend. Visitors often arrive early or stay longer to explore the Island, spreading economic benefits across multiple days or even weeks. Additionally, the success of CBMF has helped pave the way for other events, such as the Sommo Festival, which extends the tourism season into September. This diversification reduces reliance on peak summer months and supports a more sustainable, year-round tourism economy.
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For Prince Edward Island, CBMF is more than a summer tradition—it is a cornerstone of the provincial economy. It fuels businesses, creates opportunities, and showcases the Island to the world.
Photo courtesy of Whitecap Entertainment
Multiplier Effect Across the Island
concerns, and community impacts must also be managed carefully. The festival’s organizers have responded with sustainability initiatives, including waste reduction programs and transportation solutions, aimed at minimizing environmental impact. Balancing economic growth with community well-being remains an ongoing consideration, but one that is increasingly addressed through planning and policy.
Its success demonstrates how a well- executed cultural event can drive sustained economic growth, particularly in smaller regions seeking to compete on a national and international stage. Cavendish Beach Music Festival stands as a textbook example of how live events can generate powerful economic spin-offs. From millions in direct spending to long- term tourism growth, the festival’s influence reaches far beyond the concert grounds. For Prince Edward Island, CBMF is more than a summer tradition—it is a cornerstone of the provincial economy. It fuels businesses, creates opportunities, and showcases the Island to the world. As attendance grows and the festival continues to evolve, its economic impact is likely to expand even further, solidifying its place as one of Atlantic Canada’s most valuable cultural and financial assets.
Although Cavendish is the epicentre of the festival, the economic impact is felt across the entire province. Visitors often travel to Charlottetown, explore coastal communities, and visit attractions throughout PEI. This dispersal of spending ensures that benefits are not confined to a single location. Instead, the festival acts as a catalyst for province-wide economic activity, supporting businesses in multiple regions.
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Long-Term Economic Significance
Challenges and Considerations
The true value of Cavendish Beach Music Festival lies not only in its immediate financial impact but also in its long-term contributions to economic development. By attracting visitors, supporting local businesses, creating jobs, and enhancing the Island’s brand, CBMF plays a central role in PEI’s tourism strategy.
While the economic benefits are substantial, the festival also presents challenges. Increased demand for accommodations can contribute to rising prices and strain local housing availability. Infrastructure pressure, environmental
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CRAVE, PROUDLY “CANADIAN”
Your Tax Dollars at Work, Supporting American Creativity by Ben Brooks
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But that’s kind of the point. When something genuinely authored appears, it feels like an exception. Quietly released. Modestly promoted. Quickly absorbed into the library as proof that the system works. One spark held up as evidence of a functioning engine. An exception is not a strategy. What bothers me about the “proudly Canadian” line isn’t nationalism — I dearly want Canadian companies to succeed. It’s that we’ve slowly replaced ambition with branding. We’ve come to believe that ownership equals contribution, that compliance equals creativity, and that saying the word “Canadian” often enough will somehow conjure culture out of thin air. Pride is supposed to follow effort. Authorship. Risk. Skin in the game. What Crave is proud of, whether they admit it or not, is their place inside a protected ecosystem — one that limits competition, circulates public and quasi-public money, and asks very little in return beyond meeting minimum requirements. That may be good business. But let’s not confuse it with cultural leadership. If public support is part of the equation — and it is — then outcomes matter. Not intentions. Not slogans. Not how warmly the ad copy smiles at us. Until we stop mistaking regulation for creativity and paperwork for patriotism, we’ll keep funding access to other people’s culture — and congratulating ourselves for it. Canadian in name only.
T here’s a Crave ad running right now that leans hard on the phrase “proudly Canadian.” It’s delivered with that familiar, earnest tone — the one that suggests questioning it would be vaguely unpatriotic, or at least bad manners. I keep watching it and thinking: what, exactly, are you proud of here? Crave is a streaming service. It doesn’t build cars or planes or even TV sets. It doesn’t manufacture culture so much as warehouse it. And most of what’s on those shelves — the shows people actually sign up for — was conceived, written, cast, and proven in the United States. So when Crave says “proudly Canadian,” they’re not talking about creation. They’re talking about paperwork. They’re Canadian in the way a holding company is Canadian: incorporated here, regulated here, protected here. Owned by Bell. Overseen by the CRTC. Operating inside a system designed to keep foreign competitors at bay while guaranteeing domestic incumbents a seat at the table. And yes — before anyone jumps in — Bell does receive public money. Directly, through broadband and infrastructure programs. Indirectly, through regulatory privileges that carry enormous monetary value. This isn’t a conspiracy; it’s just how
the system works. We’ve decided, as a country, that telecoms are quasi-public utilities, and we treat them accordingly. Which makes the slogan harder to swallow, not easier. Because what are we getting for that support? A platform whose flagship appeal is access to HBO. Showtime. Prestige American television that already succeeded elsewhere. The Canadian contribution isn’t risk or authorship — it’s middle-manning. Licensing. Compliance. Now, to be fair — and because I always prefer to argue honestly — there are flashes of real Canadian authorship on Crave. Heated Rivalry is a good example. It’s unapologetically Canadian, aimed at a real audience, and not pretending to be Los Angeles content with a maple leaf sticker slapped on it.
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PICTOU LOBSTER CARNIVAL A Maritime Tradition That Still Draws Thousands to Nova Scotia’s North Shore
by Ryan Myson
Every summer, the picturesque waterfront town of Pictou transforms into one of Atlantic Canada’s liveliest festival destinations. The smell of fresh lobster drifts through the air, midway rides light up the harbourfront, live music echoes across the water, and generations of families gather to celebrate one of Nova Scotia’s most enduring traditions — the Pictou Lobster Carnival, North America’s Longest Running Celebration of the Lobster Fishing Industry!
Photo courtesy ABF
1930s Pictou Lobster Carnival Photo courtesy Pictou Lobster Carnival
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N ow entering its 92nd year in 2026, the Pictou Lobster Carnival has become far more than a local community celebration. It is a signature Nova Scotia event that blends East Coast culture, seafood heritage, live entertainment, and waterfront hospitality into a uniquely Maritime experience. What began during the Great Depression as a way to celebrate the end of lobster fishing season has evolved into one of the oldest and most beloved lobster festivals in North America. Running July 3–5, 2026, the Pictou Lobster Carnival once again promises three days packed with lobster dinners, parades, fireworks, boat races, beer gardens, carnival rides, and a major main stage concert series featuring some of Canada’s most recognizable musical acts.
1950s Doll Carriage Parade Photo courtesy Pictou Lobster Carnival
1934 Parade Float Photo courtesy Pictou Lobster Carnival
once rode the midway as children now return with grandchildren of their own. Former residents plan vacations around the event, while tourists from across Canada increasingly discover the charm of Pictou’s waterfront celebration. The Music Has Become a Major Attraction While lobster remains at the heart of the Carnival, the live music lineup has become one of the festival’s biggest draws. Over the years, the Pictou Lobster Carnival has hosted an impressive list of Canadian artists, especially those with strong East Coast connections. Past performances have included acts such as Big Sugar, Sass Jordan, Lennie Gallant, and the legendary reunion of The Moon Minglewood Band featuring Sam Moon and Matt Minglewood. The 2026 edition may feature one of the strongest main stage lineups in recent carnival history. This year’s headliners include Canadian alternative rock icons Crash Test Dummies, East Coast hip-hop superstar Classified, hip- hop pioneer Maestro Fresh Wes, and Cape Breton singer-songwriter Jimmy Rankin. Opening night on July 3, the Grammy- nominated and JUNO Award-winning Crash Test Dummies will be headlining the main stage. The band became internationally famous in the 1990s with hits such as Mmm
A Festival Born From the Fishing Industry
The roots of the Pictou Lobster Carnival stretch back to 1934, during a time when Nova Scotia’s coastal communities were heavily dependent on the fishing industry. Lobster fishing had become central to the local economy, and community leaders sought a way to celebrate the successful end of the fishing season while also attracting visitors and boosting business activity in the town. What emerged was a festival deeply tied to Maritime identity. Lobster suppers became the cornerstone attraction, drawing crowds eager to enjoy one of Atlantic Canada’s most famous delicacies fresh from nearby waters. Over time, additional traditions were added, including boat races, fishing competitions, community breakfasts, parades, dances, fireworks, and live music. Despite changing trends in tourism and entertainment over the decades, the Pictou Lobster Carnival endured. Through wars, economic downturns, and shifting generations, the event continued to evolve while holding onto its community spirit. Today, it is recognized as the longest-running active lobster festival in North America and remains one of Nova Scotia’s defining summer events. For many Nova Scotians, attending the Pictou Lobster Carnival is a summer ritual passed down through families. Parents who
Mmm Mmm Mmm and Superman’s Song. Led by the unmistakable deep baritone vocals of Brad Roberts, the group helped define an era of alternative Canadian rock and continues to enjoy strong popularity decades later. For many festivalgoers, the band represents a perfect fit for the Pictou Lobster Carnival’s nostalgic summer atmosphere. Their folk-rock sound and iconic catalogue are expected to create a massive sing-along on the Pictou waterfront. Saturday night shifts the Pictou Lobster Carnival into high gear with one of Canada’s most respected hip-hop performers. As Nova Scotia’s very own, Classified headlines the main stage. Classified has long been considered one of the leading voices in Canadian hip-hop. Known for tracks like Inner Ninja, 3 Foot Tall, The Maritimes, and Oh… Canada, and has built a career that bridges East Coast authenticity with national and international success. His performances are known for their high energy and strong
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attention, the Pictou Lobster Carnival remains rooted in community traditions. The famous lobster dinners continue to attract enormous crowds each year, offering visitors a true taste of Nova Scotia seafood culture. Fresh lobster served alongside classic Maritime side dishes has become one of the defining experiences of the festival. The Carnival midway remains a favourite for families, while events such as the antique car show, fireworks over the waterfront, lobster boat races, and parades help create an atmosphere that feels both nostalgic and timeless. The waterfront setting itself adds to the experience. Pictou’s harbour, historic streets, and strong Scottish heritage provide a scenic backdrop that perfectly complements the festival’s East Coast identity. In many ways, the event reflects the personality of Pictou County itself — hardworking, welcoming, musical, and proud of its maritime traditions. A Signature Nova Scotia Experience Summer festivals are plentiful across Atlantic Canada, but few combine history, seafood culture, live entertainment, and waterfront scenery as successfully as the Pictou Lobster Carnival. The event continues to evolve while remaining deeply connected to the traditions that started it more than nine decades ago. That balance between heritage and modern entertainment is part of what keeps the carnival relevant generation after generation. For visitors, it offers an authentic slice of Maritime life. For locals, it remains a cherished annual celebration. And for musicians, it has become one of the most anticipated East Coast summer stages. As thousands gather once again along the Pictou waterfront in July 2026, the lobster traps, live music, fireworks, and community spirit will remind everyone why this festival has endured for over 90 years — and why it remains one of Nova Scotia’s true summer treasures and one of the stops on this year’s Napier Ultimate Outdoor Music Festival Tour.
audience connection, making him an ideal main stage headliner for the Carnival. Joining Classified will be legendary Canadian rap pioneer Maestro Fresh Wes, widely regarded as one of the founding figures of Canadian hip-hop. His groundbreaking single Let Your Backbone Slide helped shape the country’s rap scene and remains a Canadian classic. The pairing of Classified and Maestro Fresh Wes creates a uniquely Canadian concert experience that blends generations of hip- hop fans while highlighting the evolution of homegrown music talent. The Pictou Lobster Carnival wraps up on Sunday, July 5, with one of Atlantic Canada’s most celebrated performers, Jimmy Rankin. Headlining. Known both for his solo work and as a member of The Rankin Family, Jimmy Rankin has become synonymous with East Coast storytelling and heartfelt songwriting. Songs like Followed Her Around, Midnight Angel, and Morning Bound Train have made him a staple of Canadian country and folk music. His connection to Nova Scotia culture makes him a fitting closing act for the festival. Few artists capture the spirit of Maritime life as naturally as Rankin, and his Sunday evening performance is expected to provide an emotional and celebratory finale to the weekend.
Old Carnival Poster Photo courtesy Pictou Lobster Carnival
More Than Just Concerts Although the music lineup garners major
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F or barbecue lovers in British Columbia, few destinations capture the spirit of smoke, fire, and feast quite like Valhalla Smoke House in Kamloops. Inspired by Norse mythology and Viking culture, the restaurant has built a loyal following by combining a bold Viking-themed atmosphere with authentic slow-smoked barbecue that keeps guests coming back for more. From the rustic décor to menu items named after legendary Norse warriors and feasts, dining here feels like stepping into a modern-day great hall where smoked meats reign supreme. The restaurant first earned its reputation as a food truck in 2020 before expanding into a full smokehouse experience in 2024. That food-truck heritage remains a key part of its identity, with customers continuing to seek out both the restaurant and mobile operation for expertly prepared barbecue. Every cut of meat is smoked in-house for hours using house-made rubs and marinades, creating the deep smoky flavour that has become the Valhalla trademark. Among the must-have eats, the smoked brisket consistently tops our readers’ recommendations. Diners praise its rich smoke ring, tender texture, and bold flavour. The pulled pork is another fan favourite, frequently described as “juicy, flavourful, and perfectly smoked.” Readers and visitors alike also rave about the pork belly burnt ends, smoked chicken, and the massive sharing platters that allow guests to sample a variety of meats in one sitting. Signature
offerings such as Odin’s Feast, the Royalty Platter, and the Raiding Party platter have become legendary among regulars looking for a true Viking-sized meal. The restaurant’s cornbread, baked beans, mac and cheese, and poutines provide the perfect companions to the smoked meats. Readers’ reviews frequently describe the smokehouse as a “hidden gem” worth seeking out, applauding the generous portions, friendly service, and authentic barbecue flavours. Many readers highlight the brisket and pulled pork as some of the best they have experienced, while others praise the welcoming staff and relaxed atmosphere. Food truck patrons have also spoken highly of the quality and consistency of the menu, noting that the same dedication
to slow-smoked barbecue is evident whether dining at the restaurant or ordering from the truck. Community discussions regularly recommend Valhalla when conversations turn to great barbecue, smoked brisket, and standout poutine in Kamloops. With its Viking-inspired branding, commitment to traditional smoking techniques, and reputation for generous portions of expertly crafted barbecue, Valhalla Smoke House has carved out a place as one of Kamloops and British Columbia’s most talked-about barbecue destinations. Whether you’re tackling a platter fit for a Norse king or grabbing smoked meats from the food truck, every visit delivers a feast worthy of Valhalla itself, and why they are one of Canada’s Best BBQ Joints.
by Ryan Myson LOW & SLOW Canada’s Best BBQ Joints! There’s no shortcut to great barbecue. It starts with quality meat, seasoned with care, then transformed through hours of patience, smoke, and craftsmanship. Across Canada, a growing community of dedicated pitmasters is embracing the time-honoured tradition of cooking low and slow, producing mouthwatering brisket, ribs, pulled pork, and smoked specialties that rival the best barbecue found anywhere south of the border. In this feature, we reached out to our readers from coast to coast in search of the country’s most outstanding smokehouses, celebrating the pitmasters whose passion, skill, and commitment to authentic barbecue have earned them loyal followings and rave reviews. From traditional Texas-style brisket and Kansas City-inspired ribs to uniquely Canadian takes on smoked classics, these are the barbecue destinations proving that great BBQ has a home in Canada.
Kamloops, BC
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