On a recent episode of Southwest Magazine on CHCO-TV, Paddlefest NB 2025 was examined not only as a hallmark summer event in St. Andrews, New Brunswick, but also as a reflection of the community’s values and evolving identity. Now approaching its 30th year, the festival is navigating the balance between celebration, environmental awareness, and social inclusion.

Held annually in May on the Victoria Day long weekend, Paddlefest marks the seasonal turning point for this coastal town. Over four days, it combines live music, outdoor activities, and local engagement, drawing visitors from across the province and beyond. More than 50 artists are scheduled to perform across various venues, from mainstage concerts in Market Square to smaller shows at coffee shops and galleries.

Artistic Director Luke McDonald underscored the importance of blending nationally recognized acts with local musicians. “It’s about celebrating the region’s cultural identity while expanding the conversation,” he said during the broadcast. This approach also extends to venue partnerships, where a mix of ticketed and free events aims to create greater access for residents and visitors alike.

Beyond music, the festival’s broader integration with nature and public space is central to its identity. The “Run at the Wharf,” a race that guides participants along the shoreline and past historic Minister’s Island, is one of several events designed to highlight the area’s geography. Recreation Director Dani Deonarine described the experience as “a reminder of our environment’s beauty and the importance of preserving it.”

Environmental themes are taking on more prominence this year, including discussions around “eco-grief”—a term used to describe the emotional toll of witnessing environmental degradation. McDonald noted that Paddlefest is increasingly being used as a platform to reflect on ecological responsibility. “Arts and nature work hand in hand,” he said. “We need to protect both.”

Programming this year also includes a focus on community inclusion. A drag performance sponsored by Charlotte County Pride, family-friendly shows at the Huntsman Marine Science Centre, and a rolling rave led by DJ Owen Jones reflect a festival that is expanding its scope. “It’s about creating spaces where everyone feels welcome,” McDonald said.

Outdoor workshops, including free big canoe sessions at Katy’s Cove, provide residents and tourists with opportunities to explore new activities. Organizers say the hands-on events are not just recreational, but educational tools meant to deepen the connection between people and place.

Paddlefest’s funding and operational model—built around local partnerships and volunteer engagement—has helped it remain viable and rooted in the community. But with attendance growing and climate concerns rising, the festival now faces questions about how to evolve without losing its core identity.

“There’s a legacy here,” McDonald said, “but it has to remain dynamic if it’s going to serve the next generation.”

The CHCO-TV segment offered a look beyond festival schedules and ticket sales, positioning Paddlefest as a case study in how small towns use cultural infrastructure to address larger civic issues—environmental, social, and economic alike.