P.E.I.’s tourism minister reports that local businesses are already reaping the rewards of the government’s collaboration with the NHL, although the province’s opposition parties remain skeptical. Over 70 NHL officials and sponsors, accompanied by media and corporate partners, convened on the Island last week for an industry summit to discuss the upcoming hockey season. This gathering was part of the contentious agreement the province entered into in 2024, designating P.E.I. as the “official travel destination of the NHL.”
According to the contract with the league, P.E.I. will pay $7.5 million to the NHL over three years in exchange for leveraging the league’s marketing platform. Under this partnership, P.E.I.’s logo will be showcased on NHL rink boards and ice surfaces during televised games in key markets. The province will also have the opportunity to host events during the NHL All-Star Game and Winter Classic, in addition to accommodating NHL officials, sponsors, and partners for industry gatherings like the recent summit.
Tourism Minister Zack Bell expressed enthusiasm about the positive impact on P.E.I., stating that visitors have been thoroughly enjoying their time on the Island. Brian Jennings, the NHL’s chief brand officer, echoed similar sentiments, emphasizing the economic benefits and the opportunity to spotlight P.E.I. through these collaborative efforts.
The summit serves as a networking platform for NHL officials to strategize on promoting the league for the upcoming season. Hosting industry partners at various locations across the Island aims to encourage repeat visits. The province estimates the marketing value of the partnership at $34 million so far, with $13 million in direct spending by visitors to P.E.I.
This recent summit marked the second such event hosted on P.E.I. Last year’s three-day gathering with NHL officials reportedly generated $582,000 for Island tourism operators. While the governing Progressive Conservatives assert that the investment is yielding returns, opposition parties remain critical of the deal’s value. The opposition has raised concerns about the costs associated with the contract, travel expenses, and potential perks for government officials attending NHL events.
Robert Henderson, a Liberal MLA, has questioned the tangible benefits of the partnership for Islanders, particularly in terms of visitor numbers influenced by NHL promotions. While tourism figures have shown an increase across P.E.I., Henderson attributes this growth more to reduced entry fees and domestic travel preferences rather than the NHL partnership.
Operators like Chelsea Lefurgey, who hosted NHL officials at the Carriage House in New London, highlighted the exposure and opportunities provided by the NHL-sponsored events. Lefurgey emphasized the event’s ability to showcase local talent and attract visitors from across Canada and the U.S., ultimately extending the tourist season.
Tourism Minister Zack Bell emphasized the partnership’s role in raising awareness about P.E.I. as a tourism destination, anticipating a rise in visitor numbers as a result. The contract with the NHL is set to expire next year, and while Bell has not confirmed a renewal, Jennings expressed the NHL’s interest in extending the collaboration.
