A SAVVY TRUMP BUMP
Cape Breton draws attention
Cape Breton seems an unlikely beneficiary of the so-called, “Trump bump,” but then again the words “unlikely” and “Trump” feel almost like synonyms now.
Regardless, the political angst generated by the then-Republican candidate throughout his 2016 presidential campaign appears to have increased tourism to the vista-blessed island in eastern Nova Scotia.
According to Tourism Nova Scotia, tourism increased 15 per cent in 2016, rising to 25 per cent in the months of October and May. That spike was due, in large part, to the plucky marketing savvy of one Cape Breton native who was concerned enough about his hometown’s dwindling population to offer it as a postcard-perfect alternative to Americans threatening to leave the U.S. in the face of a Trump victory.
Rob Calabrese started the website, CBIfTrumpWins, in February 2016. “It was half-joke, half-desperate plea,” says Calabrese, a local radio announcer.
Calabrese says he wanted to put the island “in front of an American audience,” but admits he was unprepared for the attention it got across the border — and beyond.
“CNN was here,” he says, “and there were three television stations from Japan.”
The free international press was a gift, says Mary Tulle, CEO of Destination Cape Breton.
“It enhanced our awareness, particularly in the U.S. market, at an unprecedented level and at a value an organization of our size could only dream of investing.”
That picturesque Cape Breton ticks all the dreamy destination boxes — dramatic cliffs, sparkling ocean views, lush mountains, emerald farmlands, brilliant foliage and tranquil beaches — certainly helped when American TV cameras came to town. But the island’s esthetic appeal doesn’t just beckon the Instagram-obsessed; it’s the outdoorsy person’s dreamscape, too, offering endless opportunities for hiking, biking, kayaking, swimming and more.
“It’s a special place and it’s unique in the world. We have a unique culture, our people are famously friendly and there continues to be a sense of community here,” Calabrese says.
The distinctive and still-vital character of that community — a blend of French, First Nations, and Gaelic cultures — also distinguishes the region, which has produced some of Canada’s most famous performers, including Natalie MacMaster, the Rankin Family and Ashley MacIsaac.
In the past few years, Cape Breton has made greater investment in its attractions. Buoyed by construction of the Cabot Links and Cabot Cliffs golf courses in Inverness, the area is emerging as something of a golfer’s paradise. Cape Breton’s oldest and most prestigious golf course, Highland Links in Ingonish, underwent a dramatic facelift in 2015 after Parks Canada sold the heritage property to Ontario-based GolfNorth Properties, which is owned by former Research In Motion coCEO Jim Balsillie.
The 11.5-kilometre course, which is inside Cape Breton Highlands National Park, was built in 1938 by legendary course designer Stanley Thompson.
“They just don’t make ’em like this anymore,” says Graham Hudson, general manager of Highland Links.
“He built this as a Depressionera project; he had 200 men and a steam shovel and they just pushed the stuff around the woods and farm fields and it just turned out to be a complete jewel.”
That jewel reopened in 2016 after being restored to its former glory. Priority No. 1 was reclaiming the course’s one-of-a-kind ocean views. That directive came from Balsillie, or “Mr. B” as Hudson refers to him.
“He looked around and said, ‘Graham, I don’t know what you think you’re selling up here but you’re selling views. You’ve got a spectacular location, so let’s get as many as those views back as we can.’ ”
In addition to the golf course, GolfNorth also took ownership of the historic Keltic Lodge, a bright Tudor-style resort overlooking the Atlantic, that dates back to 1940. The lodge, which is a beloved wedding destination, also got a muchneeded renovation.
Hudson says the property and the course benefited from more than $5 million in renovations. And that’s just Phase 1.
He is cheerful about the Trump bump, but doesn’t think it brought significantly more Americans to the island. Oddly enough, the real increase came from closer to home.
“We saw a huge increase in southern Ontario traffic,” Hudson says.
If Trump makes Canadians take a more appreciative look and greater interest in their own country — well, no one is complaining about that, especially in Cape Breton.