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 pas- sionate and engaged audience.” “Sometimes people can’t imagine it till they see it, you know?” Doyle took special pains to spotlight title sponsor Lotto MAX, a brand managed by Atlantic Lottery Corporation (ALC). Through marketing analytics, the company iden- tified 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. This year, Lotto MAX is distributing an exclusive lottery product designed just for CBMF attendees, which means for some lucky attendees thewinningwill extend to the audience.
This year’s line-up includes; The Band Perry, country music and television super star - 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. Twen- ty-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 inter- national 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 community 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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SPOTLIGHT ON BUSINESS • JULY 2016
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