Sport Tourism: An Economic Engine for Every Community

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Sport Tourism An Economic Engine for Every
Community
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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.

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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.

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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.

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Types of Events

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

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The Perfect Storm

• 9/11
• SARS
• Mad Cow
• Currency exchange
• Gas prices
• Border issues/documentation
• Recession

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Sport Tourism

• A stabilizing force during times of volatility
  within the tourism industry.

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Sport Tourism

• SPORT
• Athlete development
• Coaching Development
• Officiating development
• Competitions

• TOURISM
• Economic development
• Infrastructure development
• Increased visibility and profile for destination

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Municipal Partners

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

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National Level

• 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

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2009 Federal Budget

• 500 million dedicated sport and recreation
  infrastructure fund
• 100 million major festivals and events
• 40 million tourism marketing around 2010

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Provincial Level

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

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Legacies

• Economic development
• Community visibility
• Volunteerism and leadership development

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Legacies

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

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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

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Resources

• Product matching tool
• Contains profiles on a variety of sport events
• Lists sport events open and available for bid
• Promotes strategic sport event selection

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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

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Resources

• Designed specifically for post secondary
  institutions offering tourism programs
• Piloted in 2008-09 with selected institutions
• Roll out nationally in January 2010

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Resources

• Launched in 2002
• Developed in partnership with CTRI and Sport
  Canada
• 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 and primary research

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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

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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

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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

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2006 IIHF World Junior Hockey Championships.

• 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

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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

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2008 North American Indigenous Games

• August 3 10 (Cowichan Valley, BC)
• 18.1 million GDP
• 34.3 million economic activity
• 7.1 million direct tax revenue
• 13,400 visitors
• 345 jobs supported
• 2,500 volunteers

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2009 Tim Hortons Brier

• March 9 15 (Calgary)
• 9.4 million GDP
• 21 million economic activity
• 3.5 million direct tax revenue
• 11,400 out of town spectators
• 242,000 tickets sold
• 1,000 volunteers

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2010 Winter Olympics

• 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

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Congress

• Conducted annually during the month of April
• Approx. 300 delegates in 2009
• Business to business
• Training education
• Networking
• Best practices

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Awards Program
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Membership Categories

• 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

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Issues

• Dislocation
• Displacement
• Risk assessment management
• Increasing rights fees
• Opportunity costs
• Ageing infrastructure
• Volunteer capacity

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Trends

• Increased emphasis on manufactured or created
  events
• Masters level events are becoming more popular in
  response to the ageing population
• Events involving young children encourage family
  travel vacations

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• SPORT TOURISM
• One of the fastest growing grassroots economic
  development initiatives in Canada today.
• GET IN THE GAME!

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www.canadiansporttourism.com