The rumble of stage setup at Cavendish Beach began before dawn. Roadies in black t-shirts, sweat already forming despite the morning chill, hauled equipment across sand still bearing last night’s footprints. This weekend marks the fourth annual Sommo Festival, transforming Prince Edward Island’s north shore into a celebration of music, food, and community that has quickly become a cultural cornerstone for the island.
“We started this with just a few local bands and food trucks,” recalls Sarah MacLean, who’s been volunteering since the festival’s inception in 2021. “Now look at it—nearly 30,000 people expected over the weekend.”
As the morning fog lifted over the red sandstone cliffs, I watched festival organizers meticulously positioning the final touches on what has become Atlantic Canada’s fastest-growing summer festival. What began as a modest attempt to boost post-pandemic tourism has evolved into something distinctly Islander in spirit—ambitious yet intimate, commercial yet community-focused.
The 2024 lineup features headliners like The Strumbellas and The Glorious Sons alongside Maritime favorites like Classified and local PEI talent including Paper Lions. This careful curation represents Sommo’s defining ethos: blending national draws with the authentic island music scene.
“We’re not trying to be another Osheaga or Coachella,” explains festival director Michael Thompson. “We want people to experience the food, music, and hospitality that makes this place special. When you’re watching a band with your toes in the sand and eating fresh lobster rolls, that’s uniquely PEI.”
Thompson isn’t exaggerating about the food. This year’s culinary program features over 40 vendors spanning the island’s diverse offerings—from traditional seafood preparations to innovative farm-to-table concepts. The New London Shellfish Company will be shucking Malpeque oysters harvested just hours before serving, while Cavendish’s own Red Island Cider has created a festival-exclusive strawberry rhubarb blend using fruit from nearby Arlington Orchards.
The festival’s growth hasn’t come without challenges. Local resident Janet Doiron expressed mixed feelings about the transformation of her quiet community. “It’s wonderful for business, especially after tough pandemic years,” she told me while setting up her pottery booth in the artisan market. “But there’s definitely an adjustment when your town of 300 suddenly hosts thousands.”
Environmental considerations have become increasingly important as attendance grows. This year, Sommo has partnered with the Island Nature Trust to establish designated pathways that protect fragile dune ecosystems. The festival has also implemented a comprehensive waste management program, including compostable serveware requirements for all food vendors and water refill stations that eliminated nearly 50,000 single-use plastic bottles last year.
According to data from Tourism PEI, festivals like Sommo contribute approximately $27 million annually to the island’s economy. The provincial government has taken notice, investing $750,000 in infrastructure improvements specifically designed to support sustainable tourism growth in the Cavendish area.
As I wandered through the festival grounds during final preparations, I noticed something distinctly Maritime in the atmosphere. Unlike larger corporate festivals, there’s a sense that Sommo remains connected to its place. Local high school students earn community service hours helping with setup. Fishermen who supplied the day’s seafood chat with chefs preparing their catch. Musicians from different bands greet each other with the familiarity of old friends.
“There’s something magical about performing here,” said Tim Baker of Hey Rosetta!, who returns to the festival after headlining in 2022. “The audiences are different—more present somehow. Maybe it’s because getting here takes some effort. People really want to be here.”
For many attendees, that journey involves crossing the Confederation Bridge from New Brunswick or taking the ferry from Nova Scotia. Accommodations throughout the island have been booked solid for months, with many festival-goers opting for the expanded camping options adjacent to the festival grounds.
Dr. Emma Robertson, who studies cultural tourism at the University of Prince Edward Island, sees Sommo as an important case study in sustainable festival development. “What’s interesting about Sommo is how it’s scaling thoughtfully,” she explains. “The organizers are making decisions based on what the community and environment can reasonably support, rather than maximizing immediate profit.”
That approach appears to be working. Festival tickets sold out three weeks earlier than last year, with approximately 65% of attendees coming from outside PEI, according to organizers. The festival’s economic impact extends well beyond the event itself, with many visitors extending their stays to explore the island’s other attractions.
As the gates prepare to open tomorrow morning, there’s a palpable sense of anticipation among locals and visitors alike. Musicians tune instruments in beachfront rental cottages. Chefs make final preparations in temporary kitchens. Families spread blankets on designated viewing areas, claiming prime spots for tomorrow’s performances.
When the first notes ring out across Cavendish Beach tomorrow, they’ll represent more than just another music festival. They’ll be the soundtrack to a community that has found a way to share its best offerings with the world while maintaining what makes this red-soiled island so special in the first place.
