Sommo's move to September proved better for P.E.I. tourism industry, statistics show

Organizers behind the Sommo Festival and tourism industry officials on P.E.I. say the event's move to September in 2024 gave the province's tourism economy a boost during the early-autumn shoulder season.

The food, drink and music festival was held for the first time in July 2023, to the dismay of some tourism operators. They argued that the Cavendish area — billed as a family destination — was already at full capacity in the busy summer months and the new festival didn't add as much value to them as it would at a different time of year.

So the new festival moved to mid-September this year, and organizers plan to stick to that slot. The 2025 edition will take place Sept. 13 and 14. 

"September seemed to work well for everyone this year," said Whitecap Entertainment CEO Ben Murphy. "It was nice to see businesses stay open a little longer, employ people a little longer."

Many businesses in the Cavendish area historically close after Labour Day, given that family visits die down because school is resuming. This year, many attractions, shops and restaurants chose to push the season out by another two weeks to take advantage of Sommo traffic.

Data from Tourism P.E.I. also shows that accommodation nights were up in September compared to the same month in 2023. Cottages and hotels saw a boost of about five per cent, while campground stays were up 16 per cent.

"There's a direct correlation between Sommo moving into September the way it has and seeing that bump in September," said Tourism Industry Association of P.E.I. CEO Corryn Clemence.

"It ties directly to our season extension strategy in really trying to move that needle further and strategically grow out our fall visitation." 

$30M in spinoffs, organizers say

Whitecap hired a private firm to survey and crunch the numbers on the economic impact of its second major festival on the Island, built on the success of its Cavendish Beach Music Festival. 

The company estimates Sommo's impact was up 50 per cent over the previous year, and Sommo and Cavendish Beach together contributed a combined $30 million in spinoff spending on things like accommodations, shopping, gas and restaurants.

Our reputation in and around Nashville... has grown. We keep trying to bring the best artists in the world.— Ben Murphy, Whitecap Entertainment

Murphy said as a new festival, Sommo still has room to grow and gain traction in alternative and rock music spaces, while Cavendish Beach has already gained a reputation in the country world.

"We've built that over the last 15 years," he said. "Our reputation in and around Nashville… has grown. We keep trying to bring the best artists in the world."

Clemence agrees those events are unique drivers of tourism.

"We know festivals and events are such big demand drivers for visitation," she said. "So to have something like [Sommo] move into September, it's a massive impact on that."

For the first time, Cavendish's headliners for 2025 are both women: Lainey Wilson and Shania Twain. Murphy said other acts in the July 10-12 lineup will be unveiled in the coming months.

The Sommo 2025 headliners are scheduled to be announced on Thursday at 10 a.m.