NOVEMBER | REVIEW
to add to our repertoire of events. They now
attract guests province wide and at times
from other parts of Canada as well.”
A notable growth area for Mile
Productions, and indeed the destination as a
whole, is the burgeoning craft beer industry,
which not only provides fuel for regular
festivals, but the breweries themselves come
complete with readymade event spaces,
perfect for local events. “The market has
exploded in the past decade in the province
and Nova Scotia currently has the highest
number of craft breweries per capita in
Canada. The craft beer events we run
typically showcase brewers from around the
province with a tasting session and an after
party. We also host a novelty event at the
Yarmouth International Airport called the
Starlight Runway Run. This event continues
to grow traction and sold out in 2019.
“Interestingly enough we are come-from-
aways and moved to the area right after
the ferry left. We saw the rock bottom of
Yarmouth and have taken an active role in
seeing Yarmouth bounce back. Rick worked
with the local Destination Marketing
Organisation to bring a number of large
events to the region, the biggest being a
National Street Hockey Championship. Many
consider this to be the turning point for
Yarmouth, resulting in an attitude shift for
the town. Events are an infinitely powerful
tool to bring about monumental change.”
While Nova Scotia gains a steady event
presence, Phibbs says there’s still much the
destination can do. “Ongoing support of
the International Ferry Service connecting
Canada to the USA would boost Nova Scotia
and the tourism industry. This essential
service is vital to the success of not only the
Yarmouth region but the province as a whole.
We also need further airlift into the region
and continued expansion of STEM sectors
within Nova Scotia specifically rural areas is
key. We also need to encourage youth to get
into the trades and business, youth are not
at all encouraged to consider these areas of
study, yet they are extremely important.”
With favourable marketing and support
opportunities, easy access and a strong
novelty factor, Nova Scotia is a festival
destination to watch. We’ll raise a glass of
Benjamin Bridge to that.
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