Prince Edward Island's award-winning event company, Whitecap Entertainment is marking a strong year for live music and tourism in Cavendish with the announcement of the substantial impact of their annual festivals, Bell Presents Cavendish Beach Music Festival (CBMF) and Sommo Festival. Together, the multi-day events generated a combined economic impact of over $30M, welcoming over 80,000 music and culinary fans to Prince Edward Island in 2025, reinforcing the role both events continue to play in attracting visitors, supporting local businesses and strengthening the Island's tourism economy.

“Our festivals are built with Prince Edward Island Tourism in mind,” said Ben Murphy, CEO of Whitecap Entertainment. “When people travel here for CBMF and Sommo, they're supporting far more than the festivals themselves; they're supporting local businesses, tourism operators and communities across the Island. Seeing that impact continue to grow year after year, especially in the shoulder season, is something we're incredibly proud of.”

Kicking off Cavendish's summer of music each July, CBMF once again served as a major anchor event for PEI's summer tourism season, generating a total of $19.6 M in economic impact, an increase of nearly $1.9 M over the previous year. The majority of that growth was driven by a rise in off-Island visitors and a notable increase in average daily spending per person. Celebrating its 16th annual event in 2025, it is clear that fans return to Cavendish not only for the incredible music but also to engage with local accommodations, restaurants and attractions.

Wrapping up the festival season in PEI and extending shoulder season, Sommo Festival also delivered another successful year in 2025, generating $11.2 M, with more than $9.1 M of that total coming from out of province visitors. As Sommo continues to grow, it's clear that the annual festival dedicated to music and food delivers significant value to the Island's tourism sector. Perhaps most promising is that 2025 attendees indicated they were more inclined to return to PEI and extend their stays beyond the festival weekend.

“Events like CBMF and Sommo are key drivers of visitation and economic activity across the province,” said Zack Bell, Minister of Fisheries, Tourism, Sport and Culture. “They welcome visitors, support local businesses, and strengthen our tourism sector while reinforcing the Island's reputation as a premier destination for vibrant experiences.”

“Extending the tourism season is incredibly important for our business community,” said Lee Brammer, Mayor of the Resort Municipality of Stanley Bridge, Hope River, Bayview, Cavendish and North Rustico. “We're grateful to Whitecap Entertainment for continuing to bring major festivals to Cavendish and for introducing our region to national and international audiences who are eager to return year after year. That kind of repeat visitation makes a real difference for local businesses and the long-term strength of our tourism economy.”

Looking ahead to 2026, Whitecap Entertainment will remain committed to delivering world-class events while continuing to support the communities and partners that make the festivals possible. “Our goal is simple,” added Murphy. “We want to continue to bring the best artists in the world directly to the best fans in the world. We hear every year, not only how much these artists fall in love with PEI the place, but how passionate our audience is. We're grateful for the continued support and can't wait to see what we accomplish together next year.” 

ABOUT WHITECAP ENTERTAINMENT
For over a decade Whitecap Entertainment has set the stage for incredible performances and can't-miss festivals. They showcase world-renowned talent while supporting an outstanding local arts scene. Throughout the year, they liven up the east coast with comedy, drag shows, dance parties, live musical performances, and engaging expos such as PEI Beer Festival and Cannabis East. They are also producers of the largest multi-day outdoor summer music festival in the region; Cavendish Beach Music Festival. This 3-day country music bash attracts over 60,000 visitors annually, with past headliners including Luke Combs, Chris Stapleton, and Tyler Childers. In 2023, they launched Sommo Festival: a celebration of music, food, and drink which continues to attract phenomenal global talent in the music and culinary sphere. Whether it's festivals, concerts, tours, culinary events, drag, comedy, rock n' roll, country, or a dance party, Whitecap keeps the crowd cheering.
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