As anyone who’s organized an event can attest, talent is essential, but without logistics, promotion and support, nothing happens. Finding partners with aligned needs and interests who bring real value is one of the secret weapons of the best event planners. At the CMA Atlantic conference, Kim Doyle of Whitecap Entertainment talked about the value of partners to CBMF. She highlighted CAA’s role in helping distribute information about the festival through their network to potential tourists. iHeartRadio is another company happy to align with CBMF by presenting a free tailgate party. From a company release: “We are committed to raising awareness of iHeartRadio in Canada in advance of the brand’s coming launch, and our partnership with Lotto MAX presents Cavendish Beach Music Festival is a fantastic and timely way for us to engage the critical Maritime market,” said Rob Farina, Senior Advisor, iHeartRadio. “It’s no secret that music is a key component of the region’s rich cultural mosaic and we are thrilled to connect iHeartRadio with such a passionate and engaged audience.” Doyle took special pains to spotlight title sponsor Lotto MAX, a brand managed by Atlantic Lottery Corporation (ALC). Through marketing analytics, the company identi- fied a niche audience that was strongly correlated with the attendees at the Cavendish Beach Music Festival. The
partnership gives the CBMF sponsorship money and a fun twist on the regular swag concerts generally give out, while ALC has exclusive access to a targeted focus group for new products, plus the goodwill acquired through alignment with the featured country stars. It’s a win-win situation. “we were setting up shows on the waterfront and in other places, but none were right. It became clear that what Prince Edward Island needed was a venue.” This year, Lotto MAX is distributing an exclusive lottery product designed just for CBMF attendees, which means for some lucky attendees the winning will extend to the audience. This year’s line-up includes; The Band Perry, country music and television superstar - Blake Shelton and multiple Country Music Association Entertainer of the Year award winner - Kenny Chesney, along with many other amazing artists taking the stage over the three day event. Twenty-five percent of festival’s attendance is made up of Islanders, with the rest of the attendees coming from Nova Scotia, Newfoundland, New Brunswick, and farther. The number of so-called “long-haul” attendees grows every year, Squires notes, as the event gains more international recognition. The festival that Jeff Squires identified as the missing element needed to boost a slower period in PEI tourism has more than delivered. The Cavendish Beach Music Festival attendance is generally about 70,000 over the event. Just as partnerships matter to the festival, the festival seeks to be a great com- munity partner, giving back over $1.5 million to local charities in Prince Edward Island over the years while driving millions into the economy since 2009. So we had to ask, which act is Squires most looking forward to seeing this year? “All of them,” he replies firmly. “It’s going to be a great show!”
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DECEMBER 2016 • SPOTLIGHT ON BUSINESS
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