F O R THE Music Masses
ANNUAL FESTIVALS are a key part of the Canadian musical landscape in the summer – events that allow us to experience uniquely Canadian environments , music from all over the world , and , frankly , just let loose in the great outdoors for a few days .
Some festivals have a limited shelf life , but we had the chance to speak with representatives from three wellknown and widely-loved events that have stood the test of time : PEI ’ s country-focused Cavendish Beach Music Festival , Quebec City ’ s anything-and-everything Le Festival d ’ été de Québec , and the electrocentric Center of Gravity , traditionally held in Kelowna , BC , but , for the first time , launching a late summer iteration in Wasaga Beach , ON .
Each has a unique brand identity that contributes to its ongoing success , and all provide benefits , cultural and economic , for the communities they call home . In every case , the value of partnering with like-minded companies and brands to build and expand their profile and the offerings they present is of great importance .
That ’ s especially true in 2016 , considering that , when most summer events would ’ ve been booking their talent , the Canadian dollar was at its lowest point in years . Couple that with the fact that the number of music festivals from coast-to-coast seemed to have hit an all-time high in the years leading up to this one , meaning many long-running events found their crowds diluted due to the growing number of entertainment options available to them .
First up , Jeff Squires is the president and CEO of Whitecap Entertainment , producer of the Cavendish Beach Music Festival ( CBMF ). Squires has a diverse background , with stints as a school principal , hockey coach , and the head of Imageworks Communications Group , an advertising and custom publishing company based in Charlottetown . Working closely with the tourism industry while running Imageworks , Squires saw an opportunity to create a multiday festival supported by a network of business leaders and helped create CBMF , which has quickly become the largest outdoor event in Eastern Canada .
Once a cow pasture , the site of CBMF now welcomes in excess of 70,000 visitors to listen to a myriad of country music artists under the July sun . In past years , performers have included the likes of Taylor Swift , Keith Urban , and Steve Earle alongside Canadians like Dean Brody , George Canyon , and Doc Walker . This year , for the festival ’ s eighth edition from July 8-10 , the lineup will feature Blake Shelton , Kenny Chesney , and The Band Perry as its daily headliners .
While Whitecap hosts a number of other shows throughout the year , CBMF is the company ’ s signature event , Squires explains , and he ’ s intimately involved with all aspects of the festival : working with the local community and the province , quarterbacking logistics , and collaborating with the festival ’ s talent buyers on approving budgets and talent to ensure the delivery of a great experience for festival goers .
Every year is unique , Squires says , including this one , which will see Blake Shelton , who had to postpone his appearance in 2014 because of Hurricane Arthur , the earliest hurricane ever in PEI ’ s history , perform at CBMF for the first time .
Throughout the history of the festival , corporate sponsors have been key to its success and profile , including Lotto Max , which has been a festival partner since its second year . “ They ’ ve been a significant partner in helping us build our brand , by associating with their brand ,” Squires says . It ’ s one of a variety of companies that Whitecap ’ s principal says “ understand what ’ s going on and want to be involved to ensure [ the festival ] is sustainable year after year .” While the Canadian dollar is down this year from its historic high in the recent past , he adds , “ I think our corporate sponsorship is up because people see the impact of the event .” Other sponsors run the gamut from local to international , including local and provincial tourism departments , Charlottetown-based station Ocean 100.3 FM , Meridian Entertainment Group , and Pepsi .
Additionally , the PEI Brewing Company , and specifically its flagship brand , Beach Chair Lager , which has the festival logo right on the can , is a sponsor . “ Those are important sponsorships , because you can leverage up some marketing dollars , make it beneficial for all the parties
42 • CANADIAN MUSICIAN