M artin Kejval, CEO of Cape Smokey Holdings, is passionate about the outdoor experience travel market because outdoor activities are his passion in life – skiing, hiking, and being outdoors in general. While being the head of an outdoor exploration company doesn’t leave as much time as Martin would like for extracurriculars, he told us there’s nothing he enjoys more than “on a sunny, crisp day to be on the backcountry skiing in the highlands, for example, after a big powder storm.” Originally from the Czech Republic, Martin’s professional background is in ski racing. He grew up in this environment, so skiing has always been a part of his life. This talent brought him to university and is what originally introduced him to the tourism industry. To a certain extent, he considers it a family business. His investment group also owns multiple ski hills in Europe. To him, though, it doesn’t matter where the hills are located, which is how Martin ended up with Cape Smokey. “I have learned why Cape Bretoners love the island so much, why some never leave, and why so many who live away, long to come home.” He describes Cape Breton as a “spectacular
place, it as though New Zealand and Hawaii had a child,” noting that “it’s absolutely gorgeous and stunning,”
Cape Smokey Holdings purchased the hill in October of 2019. The original ski hill closed in the early nineties, though a volunteer group worked hard to keep the hill open and operating for locals. Martin was very aware that a one-season attraction is a huge gamble, and how one bad weekend can damage the business, even irreparably. So, the company decided that Cape Smokey needed to be a year-round destination, and the transformation began. It was important for Martin that Cape Smokey offered year- round employment. For one, that’s the best way to attract and keep talented team members without needing to train a new team every winter. More importantly, it supports the community by offering a number of jobs and connecting guests with locals who lead other activities. For all of these reasons, Cape Smokey is more than just a place to stay, or even just a ski resort, it’s an all-season destination. When Martin ski raced, he got to ski everywhere from New Zealand to Japan, Europe, North America, and more. “I’ve seen a lot of these places and have experienced their ski resorts firsthand. And to be honest, most of the places are very one-dimensional.” Martin continues, “Some places have lots of snow and nice facilities, but there’s nothing to stand out. Others, you have a couple of activities, but you’re joining thousands of other people, and standing in line for the lift feels like standing in the middle of Times Square.” “That’s the beauty of Ingonish as a whole. You feel like you are in the wilderness. You’re outside with the comforts of civilization.” At Cape Smokey, you’re surrounded by pure, untouched nature–not thousands of people waiting in the same line. And that’s part of what brings a different lens to the Cabot Trail. It’s a different product. So, what makes skiing at Cape Smokey special? For one, the snow itself. On average, it gets six metres (~20 feet) of snow during the winter. Many European ski hills could only wish for that amount. The dry, cold air mixes with the moist air from the ocean, creating ideal snow for a ski hill. “Even just from a weather perspective and what kind of conditions it can create that’s also special,” Martin explains. “The snow and weather patterns which are here in Ingonish are perfect for snow. And this kind of snow doesn’t happen everywhere, and people travel all around the world to ski that kind of stuff.” The base elevation is five metres (~16 feet), and the Atlantic Ocean is 158 metres (500 feet) away. Meanwhile, a gondola trip to the summit offers a thousand-foot vertical drop, which is a rare find for ski enthusiasts. Even the trees in Cape Breton cooperate as the hardwood trees don’t
Approximately 133,000 people visited the Highlands National Park between May and July with approximately 262, 500 travelling to the park from April 1st, 2023 to March 31st, 2024. However, according to these same Parks Canada stats, 80% of visitors travel the entire Cabot Trail in a single day. To Martin, that’s where the opportunity rests. Instead of spending a night or two and contributing to the local economy through accommodations, restaurants, and tourism experiences, as the majority of the people are driving through, maybe stopping for some gas and a quick bite to eat. The initial goal of Cape Smokey was to rectify that. And it was important that the community was on board because, as Martin says, “it’s not a one-man island” and experience or adventure tourism is about a community of operators collaborating to make memories to last a lifetime. “That’s the most important part. If we can entice people to stay one, two, or three nights, all these activities will turn into adventure possibilities. So, people are not just driving through the Cabot Trail but living it and enjoying it as a whole.”
“Spectacular place, it as though New Zealand and Hawaii had a child,” … it’s absolutely gorgeous and stunning,”
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