Cavendish Beach Music Festival plans faster ticketing, smoother traffic

Final preparations are in full swing for this weekend's Cavendish Beach Music Festival.

The festival is now in its eighth year, and is expected to draw close to 100,000 people over the three days of country music concerts.

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Last year the festival ran into problems on the Friday, with long lineups and waits to verify tickets and put on bracelets.

"We simply couldn't process that many people in that short of a time," said Jeff Squires, the festival's president.

This year, Squires' team has come up with a ticketing strategy to put festival bracelets on approximately 10,000 people before they even arrive.

Festival staff plan to visit nearby campgrounds Thursday and Friday where festival-goers are staying, to check their tickets and put on their bracelets.

Transforming tourism

"They'll come on Friday afternoon and they'll walk through an express lane, they'll already have their ticket verified ...  and come right into the venue," Squires told CBC News: Compass host Bruce Rainnie on Tuesday.

Fans also experienced traffic jams last year as they tried to leave the site — Squires said along with RCMP, the municipality and the Department of Transportation they've come up with what he hopes is a solution.

I think we did a good job of listening and working with people and taking their feedback in a constructive manner.- Jeff Squires

"We have access to more property on our east side, and I think the 11 acres and adding a couple more roads and access onto Route 6 is going to be a considerable difference in people getting out of here efficiently," Squires said. 

"I think we did a good job of listening and working with people and taking their feedback in a constructive manner to see how we can continue to build this as a world-class event that it has turned into."

The festival brings $14 to $16 million to P.E.I. every year, with 75 per cent of festival-goers travelling from off-Island, Squires said, noting more people travel from farther afield to come to the concerts each year. 

Concert tourists stay on average five to six days, Squires said, transforming what was once a slow week in P.E.I. tourism — the second week of July — into its busiest. 

Bucket list

With musical guests over the years including Taylor Swift and Keith Urban — twice — and this year's headliners Blake Shelton and Kenny Chesney, who would fans, and Squires, like to see next? 

"Garth Brooks is a name that comes up on a regular basis actually," said Squires.

"I think Luke Bryan has always been on that list, and we've had a lot of people actually mention Taylor Swift, they'd like to see her back."

Cavendish Beach is already planning for next year's concerts, but Squires isn't dropping any hints as to who's been approached. 

"I think we have some very good things in the queue," he said with a smile. 

This year's lineup also includes Dean Brody, The Band Perry, Emerson Drive, New Dominion, The Road Hammers, The Washboard Union, Tebey, Cold Creek County and Blackjack Billy.

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