"Shell-Abrate" The Annual Nova Scotia Lobster Crawl Event
Published January 31st, 2024
In conversation with Donna Hachey-Hatt, who inspired the famous Nova Scotia Lobster Crawl that happens for the full month of February, in Nova Scotia’s South Shore region.
1. What inspired you to create the Nova Scotia Lobster Crawl?
It all began in December 2017 when I was Chair of the South Shore Tourism Cooperative. As an industry, we were seeking opportunities to grow business opportunities, and change perspectives about winter in the South Shore region.
Industry members came together at Oak Island Resort, and we brainstormed possibilities, and that’s when lobster as a season of opportunity was considered.
We pitched the concept of focussing on lobster in the month of February. At the time it was “let’s make it a two week festival” that kicked off on February 2 as it fell into a weekend. We hosted an event in 2018 that was met with success! We also noted there were so many more things to see and do then you could cram into two weeks. Our guests wanted more and were interested in what else was happening outside of that two-week timeframe. In 2019, all of February was declared Nova Scotia Lobster Crawl (NSLC) taking place on Nova Scotia’s South Shore.
Annually, more than 100 events, experiences and opportunities to connect with winter and the lobster fishery has been celebrated and enjoyed by locals and visitors from across Canada and even Texas!
In 2019, tourism Nova Scotia won GoMedia’s National Travel Award for the Explore Canada Industry Award of Excellence for the Lobster Crawl program.
2. Where did "Lucy the Lobster" come from?
Lucy was born a week before our first lobster crawl in 2018. as we were kicking off the festival on Groundhog Day on February 2nd.
A colleague, Mike Smith from Lunenburg, suggested "maybe because this festival is starting on February 2, we could have a lobster do groundhog duties on the South Shore.”
It would be unique and region-appropriate to have a lobster look for their shadow!
Reaching out to Suzy Atwood in Barrington, home to the Lobster Capital of Canada, as it made sense that this needed to be where it should happen. In honour of the important role female lobsters play in the fishery, Lucy became the name of our prognosticating lobster, who would crawl out of the North Atlantic Ocean annually, on Cape Sable Island, Barrington.
It’s grown from a social media livestream that engaged schools to now reaching an international audience, complete with news stations coverage, including the Weather Network.
3. How would you describe the Nova Scotia Lobster Crawl to a stranger in 20 words or less?
“Lobster Crawl is a love letter to lobster lovers around the world, to experience where the lobster fishery is a way of life and intertwined within all aspects of our community - in winter!”
4. How has the Nova Scotia Lobster Crawl impacted the South Shore region?
It brings our community together to welcome locals and visitors alike to “shell-abrate” our way of life and our lobster fishery with tremendous pride.
We're building a year-round destination - whetting appetites and generating increased travel to the region in winter, a season not traditionally associated with tourism here.
It's has generated business for the region in a month that has been traditionally a challenge.
Many restaurants acknowledge and celebrate sales of lobster rolls and lobster dishes that outpace summer 'peak season' sales volumes - enabling them to keep the lights on! It generates demand for what we have and are proud of.
5. What are you most proud of with the Nova Scotia Lobster Crawl?
I continue to be inspired and in awe at how our community has embraced the festival. The diverse and dynamic collection of experiences grows annually, as does the pride within our community.
Locals have become the festivals greatest champions, cheerleaders and supporters.
For the communities from Barrington to Peggy's Cove and all ports in between, February has become one of the most celebrated months of the year; their creativity has been limited only by their imaginations.
While NSLC is an invitation to visitors to come sip, savour and stay in Nova scotia and the South Shore - it's also an invitation to our locals to get out, explore and appreciate what's in their backyard, and it's working!
The Lobster Crawl has created demand for many local artists and makers as well - lobster and lobster-fishing inspired creations:
- Handmade Lobster themed mittens - from folks like Kathy Penny-Zwicker, Woolies Sewing (upcycled sweater mittens)
- Hand-knitted Lobster touques - from Heather Cook, Heddy's Warm Woolies
- Craft beer - Saltbox Brewery created Crustacean Elation - lobster Beer, made with real lobster!
- Bakeries are getting a boost as restaurants turn to bakeries to create uniqe 'vessels' for their unique twist on a lobster roll
- Painters have created collectables and keepsakes, and more.
NSLC is a community celebration of pride throughout our communities.
6. Describe your perfect lobster roll
I adore all lobster rolls, but my favourite will always be our Hachey Family Lobster Roll.
Here’s my simple family recipe:
- buttered and pan fried New England style bun
- fresh shelled lobster, diced, and placed upon a bed of homemade coleslaw
The only variation is - do you place the lobster on the bottom - or the top (my preference!)
After six years, I still have not seen our Hachey Family Roll offered on a menu…yet!
I have a vision/aspiration of hosting a 'Homecook' Lobster Roll Off Competition ... one that could be offered to compliment our official annual “Roll-Off” featuring restaurants!
Our community is mobilized itself with businesses and organizations actively engaging in what I like to call “co-opeition.” It’s a philosophy of we may be “competitors” but collectively, we can compete with larger destinations by offering something truly unique.
We are building a season of opportunity, community spirit and pride and putting the South Shore on the map as a winter destination.
From across the street to across the country, I invite you to experience the Nova Scotia Lobster Crawl to explore and appreciate what Nova Scotia’s sensational South Shore has to offer.
