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Sport Tourism 101

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Title: Sport Tourism 101


1
  • Sport Tourism 101
  • Sport Events Congress 2009

April 14, 2009
2
Sport Tourism Defined
  • Any activity in which people are attracted to a
    particular location as a sport event participant,
    an event spectator, or to attend sport
    attractions or business meetings.

3
CSTA Mission
  • To increase Canadas capacity to attract and host
    sport tourism events.
  • The CSTA promotes a planned, coordinated and
    strategic approach to event hosting.

4
Quick Facts
  • Sport tourism is a grassroots economic
    development initiative involving municipal, sport
    and tourism partners.
  • There are an estimated 200,000 sport events which
    occur annually in Canada.
  • Statistics Canada estimates that domestic sport
    travel in Canada is valued at 2.4 billion
    annually and growing.

5
Types of Events
  • Professional/amateur sport leagues and events
  • Amateur single sport events
  • Multi-sport Major Games
  • Manufactured or created events
  • Intercommunity events

6
SportTourism
  • SPORT
  • Athlete development
  • Coaching Development
  • Officiating development
  • Competitions
  • TOURISM
  • Economic development
  • Infrastructure development
  • Increase visibility for destination

7
MunicipalPartners
  • Parks Recreation Departments
  • Convention Visitors Bureaus
  • Economic Development Agencies
  • Sport Councils
  • Colleges/universities

8
NationalLevel
  • FP/T Ministers of Sport unanimously endorse
    International Hosting Strategy (April 04)
  • Federal Hosting Policy for International Sport
    Events approved (April 08)
  • Big Cities Mayors Caucus (FCM) establish sport
    infrastructure as 1 priority (2005)
  • Demise of Sponsorship Program

9
2009 Federal Budget
  • 500 million dedicated sport and recreation
    infrastructure fund
  • 100 million festivals and events
  • 40 million tourism marketing around 2010

10
Provincial Level
  • Quebec (Strategic Orientation for Hosting
    International Sport Events)
  • Ontario (International Amateur Sport Hosting
    Policy
  • BC (Community Sport Tourism Plan)
  • Nova Scotia (Hosting policy in development)
  • Yukon (Strategy in development)

11
Legacies
  • Economic development
  • Community visibility
  • Volunteerism and leadership development

12
Legacies
  • Infrastructure development
  • Community spirit
  • New partnership development between sport and
    tourism communities

13
Resources
  • Step by step community planning template
  • Variety of worksheets for planning process
  • Identify community strengths weaknesses
  • Assists development of local sport tourism
    strategy and action plan

14
Resources
  • Product matching tool
  • Contains profiles on a variety of sport events
  • Lists sport events open and available for bid

15
Resources
  • Comprehensive planning, event management and risk
    assessment tool
  • Based on sound business planning processes and
    principles
  • Includes detailed adaptable budget feature for
    events of any size

16
Resources
  • Designed specifically for post secondary
    institutions offering tourism programs
  • Pilot in 2008-09 with selected institutions
  • Roll out nationally in September 2009

17
Congress
  • Conducted annually during April in Ottawa
  • Over 300 delegates in 2008
  • Business to business
  • Training education
  • Networking
  • Best practices

18
Resources
  • Launched in 2002
  • Predicts the economic impact of a sport event on
    a community
  • 1st web based tool of its kind
  • Contains spending profiles from most recent
    Statistics Canada data

19
Resources
  • Post event analytical tool using primary data
    inputs
  • Customized survey for your event on Techneos
    Entryware Pro software
  • Quantity of Palm PDA's to conduct the surveys
  • Research field manual
  • Surveyor training module

20
2005 Bell Capital Cup (Ottawa)
  • December 28 January 2
  • Worlds largest Atom hockey tournament
  • Strategic timing age category
  • 20 venues 29 sheets of ice
  • 407 teams 6,512 participants (64 visitors)
  • 12,962 family members 16,566 visitors total
  • 4.9 million GDP
  • 85.99 pp per day average spend
  • 11.1 million economic activity
  • 2.2 million direct taxes (mun/prov/fed)
  • 2,000 volunteers

21
2005 FINA
  • July 16-31 (Montreal)
  • 72 million GDP
  • 181 million economic activity
  • 12.1 million taxes
  • 1,974 jobs supported
  • 3,224 participants
  • 24,500 out of town spectators
  • 2,100 volunteers

22
2006 IIHF World Junior Hockey Chmps.
  • December 26 January 5
  • Kamloops, Kelowna, Vancouver
  • 10 teams 350 players, staff officials
  • 400 media/VIPs
  • 25,130 visitors
  • 21.7 million GDP
  • 41 million economic activity
  • 4.6 million direct taxes (mun/prov/fed)
  • 1,300 volunteers

23
2007 FIFA U-20
  • June 30 July 22
  • Largest single sport event ever hosted in Canada
  • 114 million GDP
  • 260 million economic activity
  • 8.5 million direct tax revenue
  • 68,770 out of town spectators
  • 1.2 million tickets sold
  • 2,300 volunteers
  • Broadcast reached over 200 countries

24
2010 WinterOlympics
  • Vancouver/Whistler
  • 6,000 athletes and officials
  • 10,000 media
  • 35,000 visitors
  • 920 million GDP
  • 2 billion economic activity
  • Employment approx. 45,000 person years

25
Awards Program
26
MembershipCategories
  • Municipal
  • Under 10,000 population 150
  • Under 25,000 300
  • Under 50,000 600
  • 50,000 - 150,000 1,500
  • 150,000 - 500,000 2,500
  • Over 500,000 4,000
  • Associate 1,500
  • Affiliate 500
  • Educational 100
  • Rights Holders n/a

27
Issues
  • Dislocation
  • Displacement
  • Risk assessment management
  • Rights fees
  • Opportunity costs
  • Volunteer capacity

28
  • SPORT TOURISM
  • The fastest growing grassroots economic
    development initiative in Canada today!

29

www.canadiansporttourism.com
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