Title: Sport Tourism: Economic Driver, Community Sport Development Opportunity PRO Forum 2003
1Sport Tourism Economic Driver, Community Sport
Development OpportunityPRO Forum 2003
2Session Outline
- Why Sport Tourism?
- The Sport Council Solution
- Community Experiences (London Best Practices)
- Community Experiences (Brantford Best Practices)
- Next Steps
3Sport TourismA Provincial Context
- Economic Generator
- Increased tourism revenues, Employment
- Enhanced Sport Development Opportunities
- High level competition in Ontario
- World class training competition facilities
4Economic Argument
- 200,000 sport events are held in Canada each year
- 27 million tourist trips were made to Canada for
sports events in 1994 - 53,000 Canadians worked in sport-related jobs in
1991 - 2 out of 5 U.S. tourists attended an organized
sport event
5Economic Argument
- Over 25 million visitors attended or participated
in sports in Ontario in 1999, spending over 4
billion - 872 million was spent by the 5 million visitors
attending sports in Ontario, and 3.2 billion was
spent by the 20 million visitors participating in
sports - Total tourism expenditures in Ontario in 1999 was
13 billion - 30 of expenditures can be
attributed to sporting events
6Market Share of of Domestic Visitors Attending
or Participating in Sports in Canada
7Market Share of of Overnight Domestic Visitors
Attending or Participating in Sports
8Market Share of Expenditures by Domestic Visitors
Attending or Participating in Sports
9- Direct Expenditure Vs. Economic Activity and
Employment Years ( millions)
Sporting Event
Expenditure Total
Economic Activity
Person Years in Employment
1984 LA Summer Olympics
1,270.0
3,000.0
25,580
19,194
1988 Calgary Winter Olympics
766.0
1,277.0
2,700
1994 Commonwealth Games Victoria
193.9
500.0
518
1995 Canada Winter Games Grand Prairie
17.12
31.56
349
1997 Canada Summer Games Brandon
16.2
35.0
10Economic Impact of Olympics
- Sydney
- 1.6 million new tourists
- 2.7 billion generated in new tourism related to
Olympic exposure
11Ontario Support
- Hosting Grants
- Les Jeux de la Francophonie 2001 - 3,000,000
- International World Cup Triathlon 2000 - 50,000
- World Womens Ice Hockey Championships - 25,000
- World Rowing Championships 1999 - 1,200,000
12Ontario Support
- Canadian Minor Little League Champs 1997 -
56,000 - North American Indigenous Games 1997 - 15,000
- World Winter Special Olympics 1997 - 4,500,000
- Canada Summer Games (London 2001) - 4,000,000
13Ontario Support
- Marketing
- Ontario Tourism Marketing Partnership (OTMP)
Tourism Event Marketing Program (TEMP) - Up to 50,000 of matching funds available to
qualifying events - Molson Indy, Niagara Golf Classic, 2002 Bank of
Montreal Canadian Skating Championships,
Haliburton Highlands Dog Sled Derby, Great
Ontario Salmon Derby
14Ontario Support
- OTMP Packaging (City and Touring Committee)
- Major events tied in with promotion of key cities
(Niagara, Toronto, Ottawa) and also as part of a
tour package - Support of T.V. coverage of major events to
enhance Ontario branding efforts
15Community Sport Councils and Sport Tourism
16Whats a Community Sport Council?
- Community Sport Councils (CSCs) are groups of
sport and recreation leaders and other interested
parties, who meet and work to build sport in a
community or region. CSCs perform a variety of
functions including advising on local sport
needs, event hosting, volunteer recognition and
sport leader training.
17CSCs in Ontario-sportalliances CSC initiative
- 11 councils currently in place
- 50 community meetings
- advisory council in place since 2001
- community sport network web site
- first annual conference April 02
- Ontario Sport Leadership Conference May 9-10 2003
- workshops, publications, promotion
18CSCs and Sport Tourism
- Every CSC is a valuable focal point for
supporting event hosting and sport tourism. - BUT
- not every CSC is interested in leading sport
tourism activity. Sometimes the lead is taken by
tourism, economic development, or CVB groups.
19Models to Consider - USA
20Nashville Sports Council
- 1992 Nashville Sports Council opens with two
staff and a budget of 210 K - 2002 NSC has grown to nine paid staff and a
budget of up to 1 million dollars. - Board of 50 drawn from Nashvilles government,
economic and social sectors database of 4,000
volunteers Council activities will contribute
105 million dollars to the Nashville economy by
2006.
21London Sports Council
22London Sports Council
- Mission Statement
- The London Sports Council is a community
partnership dedicated to the betterment of sport
in London through - Promoting the availability and benefits of sport
- Advocating for equitable sport opportunities and
facility development - Developing opportunities for networking and
mentoring in the sport community - Providing leadership and a voice for collective
sport initiative, and - Celebrating sport achievements and the value of
volunteers.
23London Sports Counciland Sports Tourism
- The Sports Tourism portfolio involves the
marketing of London as a sport event destination
and the development and presentation of bid
opportunities. - The success with Londons proposals to host four
major sport events in the next three years has
created a need to develop a plan to address the
overall system of both bidding and hosting that
will maintain the link required to bridge the
process. - Currently, Tourism London has accepted as its
role the development of the sports tourism
investment, the administration and management of
seeking opportunities the bid process. - There is no clear understanding who is
responsible to manage the link from the host
selection to the organization and operation of
the event.
24Why do we need a hosting strategy?
- All sport events share similar operating
functions - Administration
- Volunteer Programs
- Organizational Leadership
- Funding and Sponsorship
- Sport Technical Operations
- Promotion and Marketing
25Our Strategy
- An independent, dedicated effort led by the
London Sports Council and assisted by Sports
Tourism would ensure the level of professionalism
in the delivery of all sport events. - A Guaranteed Legacy to the local sport community.
26Success Stories
- 2003 Ontario Senior Games Winterfest
- 2004 Ontario Summer and Winter Games
- Hockey Day in London
- NBA Hoop it Up
27Challenges
- No City of London Strategic Plan, no strategic
priorities, and no identified lead roles - Who should be doing this?
- Accepting the realities of our resources
28Brantford Tournament Capital of Ontario
29BrantfordThe Tournament Capital of Ontario Model
- INTRODUCTION TO BRANTFORD
- Brantford population 89,000
- Partnership with the County of Brant and Six
Nations/New Credit of the Grand River Territory - Centrally located in the heart of Southern
Ontario along Hwy 403 - one hour west of Toronto - Diverse industrial base with over 500 leading
- edge companies located in Brantford and area
- 4 Major Hotel Chains with over 400 rooms
- NEW Visitor Tourism Centre opened fall 2002
- Hometown of the Worlds Greatest hockey player,
the Great One Wayne Gretzky
30Tournament Capital Development
- 1997 Community group pursues
- the Tournament Capital of Ontario
- (TCO) concept
- 1998 Brantford City Council unanimously
- endorses and supports the TCO initiative
- 1998 Provincial Legislature acknowledges
- Brantford as the Tournament Capital of Ontario
- 1998 Brantford becomes a founding member of
- the (CSTI) currently the Canadian Sport Tourism
Alliance (CSTA) - 1998 Tourism Brantford embraces the TCO grass
roots community group and offers support - 1999 Federal Government provides assistance
through HRDC grant to help Brantford develop
promote the TCO initiative
31Tournament Capital Development
- 2000 Local MPP Dave Levac hosts
- reception at Queens Park to acknowledge
- the positive contributions of the TCO Committee
- 2001 TCO Committee officially becomes part of
- the City of Brantfords Economic Development
Tourism Division - 2002 TCO Coordinator elected to the CSTA Board
- of Directors for a 2 year term
- 2002 TCO Trademark registered
- 2002 2003 TCO develops implements Strategic
Plan and new committee structure
32Our Strength ThroughCommunity Support
Involvement
- Brantford City Council
- Tourism Advisory Board
- Parks, Recreation Waterfront Advisory Board
- Parks Recreation Department
- Business Community
- Sport Associations and other Community Groups
- Volunteers Ambassador Network
332002 Sport Tourism Statistics
- City of Brantford hosted over 150
- tournaments sports events
- TCO provided direct assistance to the
- OHL Bantam Cup, International Gymnastics
Championships, International Human Powered
Vehicle Championships, and Can-Am
International Slo-Pitch Tournament - Consulting services provided to 7 Sport Councils
and other external groups - Bid assistance for 9 events
- Welcome gift packages and/or souvenirs provided
to over 25,000 sport visitors
34Tournament Capital Services and Benefits
-
- Monthly Networking Luncheons
- TCO Website Development with Sport
- Directory, Sport Calendar, AOTW Program
- Welcome program at New Visitor Tourism Centre
including room for registrations - Welcome packages Sport Specific Souvenirs
- Sponsorship Opportunities
- Bid Assistance
- Ambassador Program
-
- ONE STOP SERVICES
-
35Keys to our Success
- Grass-roots approach to Sport
- Tourism
- Focus on providing excellence in
- Customer Service
- Emphasis on Tournament Hosting Services
- Community involvement networking for all
- Support from Municipal Council
- Support involvement by surrounding communities
- Support involvement by our business community,
sport groups and other - community groups
- Dedicated team of volunteers
36Brantfords 1 Ambassador
So when youre looking for a place to host
your next tournament, this is where you want to
bring it Brantford the Tournament Capital of
Ontario and my hometown. Come on over to our
place Lets PLAY!
37TCO Contact Information
- Brantford
- Tournament Capital of Ontario
- c/o Tourism Brantford
- 399 Wayne Gretzky Parkway
- Brantford, Ontario N3R 8B4
- (519) 751-9900 x 205
- 1-800-265-6299
- (519) 751-2617 Fax
- Email tco_at_city.brantford.on.ca
- Website www.city.brantford.on.ca/tco
38The Way Ahead
39The Way Ahead- Interests
- Federal, Ontario government interest in hosting
strategy and sport tourism - Growing municipal interest in sport tourism
economic impact - CSTA, sportalliance, others developing roles and
tools
40The Way Ahead- Tools
- CSTA- STEAM model
- CSTA sportalliance- Sport Events Databases
- Opportunities for on-line education, event
management, and other tools to support hosting
41The Way Ahead- Next Steps
- Next stakeholders meeting May 9
- Create an advisory group
- Work with PSOs maximize the value of their
event properties - Support community bids, events via network,
tools (ie database), education - Work with MTR to integrate community hosting work
with provincial hosting interests
42Contact Us!
- Janet Gates janet.gates_at_fin.gov.on.ca
- Paul Jurbala pjurbala_at_sportalliance.com
- Susan Legg lsc_at_golden.net
- Pat Shewchuk PShewchuk_at_city.brantford.on.ca