Central Nova Scotia Sports and Entertainment recently celebrated its 10th anniversary. After dealing with the repercussions of the pandemic, they were determined to remodel and regroup, so they could come back “with a greater impact than ever before.” And that’s just what they’ve done. We sat down with CEO Matt Moore, to learn more about the company’s evolution and their new flagship event, the Nova Scotia Stampede.
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The nonprofit, entity registered as the, Central Nova Scotia Civic Centre Society, was first created when the Rath Eastlink Community Centre (known as the RECC) was built. The community needed to develop an operating model, which is why the CNSCCS was founded. While the RECC was well-known, eventually the nonprofit needed a new brand to show that it had grown to accommodate its larger mandate for driving event tourism to additional venues. They had added several events and venues to their roster, including the Nova Scotia Provincial Exhibition Complex. Thus, the Central Nova Scotia Sports and Entertainment brand was born.
CEO Matt Moore is no stranger to managing community facilities. He began his career in northern Alberta, in a leadership role at one of Canada’s larger sport and entertainment venues. Over time, Matt learned that organizations like Central Nova Scotia Sports and Entertainment always have the opportunity to expand and grow regionally, whether it’s other arenas, aquatic centres, or sports and entertainment venues. So, he started advocating for the idea that they could be offering more for the community and region. But he acknowledges that even with the RECC, “our Cadillac for sports & entertainment” as he calls it, they can only expand event hosting so much before local recreational programs and services become too frequently interrupted.
Around the same time, the exhibition grounds, a 65-acre property, expressed interest in new management. The CNSSE submitted and won the management bid. Matt was “very pleased that the provincial government has significantly invested in new infrastructure to accommodate much larger event hosting opportunities” bringing new energy to the exhibition grounds. There’s a new state-of-the-art grandstand, a large new show barn, and upgrades to features like paving, electricity, plumbing, etc.
Matt’s excitement is palpable, as it opens a new world of possibilities for the organization, the community, and the province to strengthen its position as a year-round tourism destination and drive year-round economic growth for the local hospitality sectors with possible new agricultural events, live music, and festivals, adrenaline sports events, and a broadened harness race season. He notes that some of their biggest events are agricultural-focused. These agricultural-focused events have a huge impact on local tourism since they bring in so many delegates from outside regions but unfortunately, they tend to fly under the radar locally because these events aren’t marketed or promoted to the general public like ticketed events (such as a concert). Matt knows that they’re just scratching the surface with the potential of events and what they could offer the region and the province in the form of an economic spinoff.
Central Nova Scotia Sports and Entertainment operates as an independent nonprofit, so any surplus revenue or profit generated goes back into the organization to strengthen the services provided for the community. The CNSSE is very proud to be one of the region’s largest employers, particularly for the younger demographic. They have more than 130 employees on the roster, and Matt estimates that as many as 75% of them are under the age of 30. Now that they also manage the exhibition grounds, it offers more stability, with the seasons offsetting each other. “Our winter hockey season winds down at the RECC, and the outdoor entertainment season starts ramping up for the spring and summer at the exhibition grounds. It keeps our team fully active all year round.” On top of their full- and part-time employees, the nonprofit has a database of over 200 active volunteers, including their own board of directors.
When asked what makes them stand out as event hosts, Matt notes that having a centralized location in the hub of Nova Scotia gives people easy access. The location of our venues certainly plays into our strategy. There are over 1.2M residents within a 90-minute driving radius from Truro – not to mention two international airports in Moncton and Halifax. “That’s one huge advantage in a very competitive industry. When we look to attract events and hosting opportunities, we are competing with other larger markets, sometimes within our own province, plus other provinces.” But location isn’t everything.
But it’s not like the old adage, “If you build it, they will come,” Matt says. It’s important to have quality venues but at the core of our success is our team’s ability to build trusting relationships and partnerships with local businesses in the area and contacts with companies and organizations like Hockey Canada, concert promoters, booking agents, and gov’t officials. “I always ask our local govt partners and stakeholders to remember the long-term impacts and think about the lasting legacy of hosting these major events and how it inspires future generations to participate in sports and music. Along with the positive impact these events have on our local economy and community pride.”
Over time, the CNSSE has developed great relationships with a wide variety of national event partners, and it’s through these contacts that the Nova Scotia Stampede came to be. It’s an agricultural event that is aligned with the very fabric of the community. “It’s not just a musical event, it’s not just a pro rodeo, it’s a celebration of where we’re from.” Matt acknowledges that while Nova Scotia doesn’t have the same volumes or defined ranching lifestyle celebrated in Alberta’s Calgary Stampede, we are proud of our beef and dairy, and world-renowned for our aquaculture. With the prospect of a coastal-themed professional rodeo, even the senior staff of the Calgary Stampede are excited to celebrate the unique celebration of our authentic culinary experience – including seafood, blueberries, wineries, craft breweries, and distillers.
In taking over management of the exhibition grounds, Matt and his team knew there needed to be an annual flagship event that set them apart and put their region on the map, while staying authentically Nova Scotian. They wanted something new and unique, while capturing the country-western vibe that is experiencing a renaissance. So, while there will be a music festival, like many other Atlantic locations have, Matt said to his colleague and VP of Major Events – Kevin Bushey “Let’s create our province’s first International Professional Rodeo and ensure that the experience is aligned to celebrate our diverse agricultural industry, rich culture and welcoming hospitality. We can’t host a pro rodeo without a world-class kitchen party hosted each night on our main stage”
And the community seems to agree. At the time of the interview, over 12,000 tickets were sold for the event, which is exciting for everyone involved. For those unsure what to expect, you’ll find country music and kitchen parties, and international cowboys coming to show off their talents before the Nationals in Edmonton. But there are stakes involved: the cowfolk, both male and female, will still be competing to earn points and prize money leading up to Nationals. So, expect to see these athletes giving their all, vying for those last few points to move up a seed for Nationals.
Though it’s the first year for the Nova Scotia Stampede, Matt feels it already stands in a league of its own. “There is no other Canadian coastal rodeo like ours.” It’s right on the coast, so, visitors will enjoy a beautiful landscape, world-class hospitality, incredible musicians, and more. Rodeo events include Saddle Bronc, bareback riding, bull riding, barrel racing, saddle, and gymkhana. Matt explains that their gymkhana will be similar to an exchange race or pickup race, where two horses each have a rider, and going top speed around the track the riders will perform tricks like swapping horses. “To me,” Matt says, “it’s the most electrifying of all the performances.”
A professional rodeo event is new to our market, and organizers understand there have been some questions regarding the animal welfare protocols involved with these events. but Matt assures that every possible precaution is taken. The Nova Scotia Stampede is sanctioned by the International Professional Rodeo Association (IPRA) founded in 1957 and has strict protocols for handlers, operators, and performers to follow. So, while this is our first rodeo, this is most definitely not theirs. Nova Scotia’s Animal Protection Act has endorsed the event, and the province’s chief veterinarian, Dr. Stafford, will be monitoring and on-site during the events. CNSSE also chose not to program events, such as steer wrestling, chuck wagon, and roping to further prioritize animal safety.
So, saddle up and get ready to swing your partner round and round on September 21st, with the Nova Scotia Stampede Kick-off Barn Dance, a good ole fashion Barn Dance at the new multi-purpose Somebeachsomewhere Pavilion at the Nova Scotia Provincial Exhibition Complex from 7-11PM. This 19+ event offers a boot-stompin’ good time filled with line dancing and live music by Donair Supply in support of the Colchester East Hants Health Centre Foundation. There are music events on September 24th, 25th, and 28th at the Marigold Cultural Centre. Matt also hints that many fun events and activities are still to be announced in the coming weeks, including the “NS Stampede Pace” which is expected to develop into our track’s signature annual race as the project expands.
Next comes four straight nights of pro rodeo entertainment, September 26th – 29th, followed by world-class live music. The rodeo events start around 6PM with the concert events kicking off on the Sun Kissed Energy Main Stage around 9PM until roughly midnight. Thursday, September 26th Natalie McMaster, Heather Rankin, Matt Minglewood, and George Canyon take to the Sun Kissed Energy stage to kick off the Nova Scotia Stampede’s concert series. Then, on Friday, September 26th Jess Moskaluke and The Road Hammers keep the Stampede party going for night two. On Saturday, September 27th, one of Newfoundland’s most popular bands, Shanneyganock, and Maritimer rockers The Stanfields take the stage. With Award-winning power-duo Campbell & Johnston and iconic Canadian singer-songwriter and musician Tom Cochrane closing out the Nova Scotia Stampede on Sunday, September 29th.
During the same time as the Nova Scotia Stampede, Truro will be hosting the 4-H Provincial Show. This is an amazing, family-friendly event with tons of exhibitions, workshops, and even a petting zoo. In Upper Onslow, visitors can also find the Riverbreeze Fall Festival, offering family-focused activities, including a corn maze and the resident pet kangaroos.
Four-day packages for Nova Scotia Stampede are $299, plus taxes and fees, and include entrance into all events (concerts and rodeos) they are great for anyone who wants the most affordable option to saddle up and soak it all in all the action. That being said, there are also single-day passes for $89.99 and event-only (a single rodeo or single concert) tickets for only $50. Along with all this incredible entertainment, more than 100 vendors are being set up in the infield.
The event’s onsite RV sites and many of the area’s accommodations, like the Inn on Prince, are filling up fast or are completely booked. Matt and his team are working with the community to announce additional nearby lodging locations. Plus, some local campgrounds, like the Elm River RV Park and Campground had some availability when we spoke with them a few days ago. We should also point out that it’s not unreasonable to make the trip from Halifax, Dartmouth, Enfield, or other towns like Amherst and New Glasgow if you choose to. Matt is quick to say, that this is a “Central Nova Scotia” based event, and they encourage visitors to explore all corners of our province.
Though they need to explore feedback from the community and stakeholders at the end of this year’s event, they’re already looking to 2025. Matt is hoping that people will be able to give the gift of rodeo to their friends and family this Christmas. In the meantime, there are lots of events to take in, including this fall’s Sawyer Brown concert. They’re also working to secure further events with national partners such as Hockey Canada and Curling Canada.
For Matt and his team, the important thing is continuing to invest as a collective in the community. “As many know, our communities have had many challenges these last few years,” Matt said, “and there’s light at the end of the tunnel. So hopefully this industry keeps playing a leading role in central Nova Scotia. And I think we’re just scratching the surface in year one here.” Together there is so much to celebrate in the Truro-Colchester area!
by Amanda Stellisano