Description:
This program was created with the goal of providing assistance to PEI tourism operators, within Cavendish and the Green Gables Shore regions, to create and develop new product offerings that will help to extend and grow the shoulder seasons, expand on slower seasonal pockets of operation and/or winter tourism seasons. A Maximum of $7,500 can be requested by the operator.
Operators should consider the development of new products that will assist in getting their businesses open earlier in the spring, extending their hours or stay later in the fall and/or support those who are operating throughout the winter months. The focus should be on working toward extending your season and expanding your business offering into a more robust 3 or 4 season offering. Ideally the new addition will add additional weeks to your operating calendar or extend days or hours in your weeks open.
We want operators to think of new opportunities, which could assist their business in appealing to new markets, enhancing the current offering that they have or creating a new event which will drive new business in a slower time of year. The program does not support general maintenance or upgrades which would already be considered part of your planning cycle. They should be projects that will encourage new visitors to come explore your business and the region and help us collectively move the destination to a full 3-season destination.
Deadlines: Applications should be received by August 10th, 2025. Events/products/infrastructure should be completed and in-market by May 31, 2026.
Examples of some of the desired program outcomes:
- Provide more reasons for Islanders and visitors to visit regions outside of peak tourism season and winter
- The ability for businesses to sustain operations and retain staff
- Reduce risk for operators to try new initiatives RTAs/DMOs to round out the product mix during shoulder and winter months
- Direct impact on restaurants /accommodations/ retailers/ experience providers/ attractions. Develop new product offerings to create a strong shoulder season/winter brand for PEI and showcase PEI as a multi-season tourism destination.
To Be Eligible You Must:
- Applicants can be a for-profit or non-profit Island-owned tourism business and a member of Tourism Cavendish Beach
- Tourism establishment is licensed under the Tourism Industry Act as a hotel, motel, bed and breakfast, inn, resort, cottage operation or campground.
- Any establishment must be used for business activity and not, whole or in part, for primary residential purposes;
- For a cottage operation, the owner must have more than one cottage unit.
- For a bed & breakfast, where the owner resides to assist with operations and has a minimum of at least 3 guest bedrooms with at least 1 private bathroom that is assigned to the exclusive use of a guest or party of guests and hospitality is provided by the tourism operator.
- Owners must contribute a minimum of 15% of the total project cost
- Owners are responsible for all financial risk associated with the initiative
- Owners are responsible to meet all requirements of federal and provincial legislation and municipal by-laws, RTA/DMO-led projects are eligible for funding up to a maximum of $7,500 per RTA/DMO. Larger projects can merit further discussion.
- At the discretion of each RTA, Tourism operators not extending their weeks of operations, may be eligible if they clearly convey how their new product offering will meet the goals of the program,
- Funding to be used for fall, winter and/or spring initiatives, during the period of early September, 2025 to late June, 2026,
- Consulting fees for the development of new tourism-related products are eligible for funding, to a maximum of 25% of awarded funding or $1,875.
- The maximum any one operator is eligible to receive is $7,500, regardless of number of projects proposed, All recipients must provide a final report to Tourism Cavendish Beach on how the funding was used and the results of the initiative
- Claims must be supported by invoice and proof of payment, and
- Any transaction must be completed between two parties operating at arm’s length.
- Products or events should be completely new or new additions to an already existing product and cannot already be in progress or operation, prior to application.
- NOTE: Project expenses that are eligible for funding through other provincial programs are not eligible for funding through this program. For example, if an operator is winterizing their cottages and purchasing heat pumps, the cost of the heat pumps will not be considered an eligible expense, as there are existing funding programs offered to support that specific investment.
Examples of product development for consideration: Exclusive events including accommodations | Cosy Amenities or special offers | Themed-nights at Restaurants | New Unique Venues | Outdoor Adventure
Application Requirements:
Preference will be given to those who demonstrate packaging opportunities to create a cluster of products.
- One-page application that describes the proposed initiative, intentions to package other spring/winter/fall assets with the funded project (if applicable), how it will benefit tourism development in the non-peak season and the budget,
- Tourism business/organizations must show proof of being open at least two weeks longer than any of their previous three years of operation, or each year they were open if they were operational for less than three years,
- Tourism business/organizations must contribute a minimum 15% of total project costs,
- Activities & events funded through this program, must list the respective RTA/DMO as a partner, and where applicable create a Facebook event and make the respective RTA/DMO a co-host to allow for additional online promotion,
- Successful applicants are encouraged to use other social media channels to promote their activity/event and list/tag their respective RTA/DMO and Tourism PEI in posts,
- Programming that expresses a commitment to shoulder-season extension and a desire to explore these as annual events will receive priority, and Preference will be given to those who demonstrate packaging opportunities to create a cluster of products.