If the trend of less snow in northern Maine continues, motorsports may be the next crucial tourism draw, event promoters told a Caribou crowd Thursday.
More than 100 people gathered at the Best Western Caribou Inn for the annual tourism summit hosted by Aroostook County Tourism.
Snowmobiling, a longtime staple of Aroostook County’s winter economy, has taken a hit with diminished snowfall in the past two years. To maintain its economic stability, the area needs attractions to lure visitors north whether the snow is dependable or not.
The rise of more audience-focused events such as the SnowBowl and a new cross-country race series could counteract the economic effects of an evolving climate, given that they can be held during a wider range of weather conditions, one promoter said.
“We’re seeing a shortened winter. That has traditionally been our biggest economic driver,” Chris Carroll of Carroll Live Events said. “We are going to have to come up with new ways to get people to come to Aroostook County, travel here and spend money. And live events [are] going to be a big part of that.”
Both residents and visitors to Aroostook County have shown they are willing to pay to attend events and entertainment here, he said. More than 25,000 people attended speedway events in 2024, he said.
The new New England XC snowmobile series can be held as long as there’s ice on the lakes, he said. More than 70 competitors raced in about 25 races at each site — Presque Isle, Oquossoc, Lincoln, Portage Lake and Long Lake — and lodging and short-term rental spaces were at capacity.
Ashland’s Big Woods Grass Drags — in which snowmobiles are used during summer on a field track — draw 1,500 people to the area, Carroll said. More than 100 snowmobilers raced last year and the event made $50,000. After expenses, organizers doled out the remaining $40,000 to local snowmobile clubs.
Besides events organized by Spud Speedway owners Troy Haney and Jim Gamage, which Carroll said have been phenomenally successful, another venue is steadily gaining ground: The Sawdust Pit, a new motocross dirt-bike racing venue launched by Buddy Collins of North Star Motorsports.
Collins talked about the site and its growing popularity. He loves to ride and race himself and enjoys seeing people get together for such events, he said.
The 5-acre parcel formerly housed the Grafton Mill in the 1950s and ’60s, he said. The mill burned and a large pile of sawdust remained for decades. The fact that there was no real place for kids to ride until they’re 10 and can be on the trails inspired him to create something from the pile.
WIth a lot of helping hands, including some contractors, the all-volunteer group created a track from the sawdust base. Though motocross isn’t widely known in the area, it quickly gained traction. Races draw participants of all ages, Collins said.
The family-friendly sport gives more kids a reason to get out and be outside, he said. Now, he wants to invite veteran riders to come and offer youth clinics, and find other ways to grow the sport.
“We’re talking about northern Maine and how can we attract people up to our area. Find something you’re passionate about,” he said. “We’re now connected with thousands of people all over that share this same passion and this same interest.”
Maine Office of Tourism Director Carolann Ouellette shared statewide and local tourism data. Tourism declined slightly all over Maine in 2024, but those who visited stayed longer and spent more money, she said.
Statewide, visitors fell 9 percent from 2023, spending declined half a percent and visitors spent 7.7 million days in Maine overall, down about 16 percent.
Visitors spent more in The County on restaurants, transportation, groceries and entertainment, she said.
Aroostook County saw more than 300,200 visitors in 2024, down almost 10 percent from 332,400 in 2023, Ouellette said. Tourist spending declined 1.4 percent, from roughly $170 million to $167 million, and visitors spent a total of 1.2 million days in the region, down 3.5 percent.
The total economic impact of tourism in the region fell 1.8 percent, from $78 million in 2023 to $77 million in 2024.
There is good news, Ouellette said. Numbers did decline over 2023 and 2024, but that follows extremely high numbers during the COVID years. Aroostook attracted more fall and winter tourists as well as more younger travelers, and visitor satisfaction was up 11 percent.
Aroostook obviously excels in snow and active outdoor activities. Additionally, many people plan trips directly to Aroostook County, rather than traveling there as one of multiple destinations.
“Most people are coming just to Aroostook, and that actually went way up,” Ouellette said. “When they’re traveling, they’re coming right up here to see you guys and spend time in the region, and that’s not actually the case in other regions.”
Ouellette also detailed statewide marketing plans to include national magazine and television ads, celebrating Maine’s natural surroundings, outdoor recreation and quality of life. She urged those attending to consider those themes when trying to attract people north.
