Edmonton Sport Council

A lesson to learn from.

The Background: The different “pieces of the puzzle”

(sport organizations, school boards, community leagues, post-secondary institutions, etc) were all working on, or playing in, their own areas of influence, but that the pieces did not necessarily fit together well.

The lack of a strategic defining strategic plan for sports in the Edmonton area has led to a somewhat haphazard delivery of service and there is a need to coordinate efforts.

The Beginning:

The Edmonton Sport Strategy

“For the Love of It”

October 1997

Purpose:

To provide a plan for a well coordinated, participant centred, sport delivery system in Edmonton, so that as many people as possible can enjoy these benefits, to enhance community life.

Beliefs:1. Access to high quality sport opportunities is a right of all

Edmontonians regardless of age, race, gender, economic status or ability.

2. The participant is at the centre of the sport delivery system.3. Equal opportunity to participate in all levels of the sporting experience

is essential.4. The principles of fail play must pervade the entire sport delivery

system.5. The responsibility for sport in Edmonton is shared by many partners,

including government, sport organizations, and educational institutions. An effective delivery system demands co-operation and shared leadership.

6. Sport participation allows individuals to learn and put into practice the values of good community members, such as respect, tolerance, and following rules.

7. Good sport is about the joy of participation, of learning, of testing oneself and succeeding. Whatever the level of participation, the love of sport is present.

8. Engaging in sport can develop people. The challenges experienced through sport, done well, can assist individuals to set and meet goals and to maximize their potential

Vision:

“Through responsible and inspired leadership, Edmonton will be a model for other municipalities to follow in providing excellent sport opportunities for its citizens. The sport system will be participant-centred, equitable, accessible, fair, and well-publicized. Edmontonians of all ages will participate regularly of the love of sport.”

Theme Areas:

1. Improve communication and coordination.

2. Increase the number of sport participants in Edmonton.

3. Develop a stable, ongoing base of funding for sport.

4. Ensure the efficient development, management, and utilization of facilities.

5. Promote sport in Edmonton.

The Solution

The implementation of the Strategy will be the establishment of a Sport Council for Edmonton.

The Sport Council will play a lead role in bringing partners together and providing leadership to action.

Edmonton Sport Council

Understanding our Reality 1999 to 2003

Problem 1:

No ESC Strategic Plan, no strategic priorities, no key

results, and no identified lead roles.

Problem 2:

1999 to 2001 Three Year Business Plan

1999 Business Plan Actions 1999 2000 2001

Communication and Coordination

Develop a database of sports contacts Achieved

Maintain database Achieved Achieved Achieved

Maintain a webpage Achieved Achieved Achieved

Continue producing newsletter Achieved Achieved Achieved

Coordinate resource centre Progressive

Participation

Develop and promote Code of Ethics/Values, Fair Play

Progressive Progressive Progressive

Offer workshops, training opportunities

Not Achieved

Progressive Progressive

Impact special needs groups Progressive Progressive

Support Sports Festivals Progressive Not Achieved

Progressive

Funding

Study implications of taking on Community Investment Grants

Not Achieved

Achieved

Take on responsibility for CIG Not Achieved

Not Achieved

Research economic impact of sport Not Achieved

Achieved

1999 Business Plan Actions 1999 2000 2001

Advocate for more money in the CIG program

Not Achieved

Develop innovative ways to increase funds for sports groups

Not Achieved Not Achieved

Create inventory of sponsorship and foundation support for ESC

Not Achieved Not Achieved

Facilities

Develop a Sport Facilities Inventory Progressive Achieved

Assess need for facility upgrades / new facilities

Progressive

Promotion

Recruit honorary spokespersons Not Achieved

Achieved

Develop a media strategy Progressive Progressive

Raise the profile of amateur sport Progressive Progressive Progressive

Become media source for sport information

Progressive Progressive Progressive

Promote the benefits of sport Progressive Progressive Progressive

Problem 3

Funding Action Plans Registered Charity Status Gaming Community Investment Grants Innovative Funds for Sport

Organizations Fund Raising for the ESC

Problem 4

Influencing external entities Government Media Sport Organizations

Problem 5

Accepting the realities of our resources

Problem 6

Two perspectives, building long term working relationships verses short term overnight success

Revisiting the Theme Areas:

1. Improve communication and coordination.

2. Increase the number of sport participants in Edmonton.

3. Develop a stable, ongoing base of funding for sport.

4. Ensure the efficient development, management, and utilization of facilities.

5. Promote sport in Edmonton.

Finding Our Place

Provincial Sport Organizations City of Edmonton Community

Services Alberta Community Development /

ASRPW Foundation Multi-sport organizations Local Single Sport Umbrella

Organizations Business

Success 1 Representing the local sport community

City of Edmonton User Fees (1999) The Canadian Sport Policy Alberta Sport Plan (Alberta Infrastructure) Minister’s Symposium

on Learning Facilities for Tomorrow’s Communities

Alberta Future Summit Community Lottery Funds Coalition Pesticide Advisory Committee Greater Edmonton Competitiveness Strategy Voluntary Sector Initiative

Success 1 continued Representing the local sport

community Joint Use Working Sub-Committees

Sports Fields School and Recreation Facilities School Site Planning

Ad-hoc Multi Sport Field Tournament Site Committee

Active Edmontonians Edmonton Chamber of Voluntary

Organizations Avenue of Champions 2002 Canadian Olympic Association Congress

Success 1 continued

Representing the local sport community MLA Review Committee on Charitable

Gaming Licensing Eligibility and Use of Proceeds

2004 Celebration Committee Salute to Excellence Committee Community Investment Grant (Operating)

Review Committee Open Doors for Kids Sport Legacies

Success 2

Research Economic Significance of Amateur Sport in

Edmonton in 2000 City of Edmonton Sport and Recreation Field

Tournament Site Needs Assessment Multi-Use Field Sport Tournament and

Recreation Facility – Economic Impact Analysis Sport as Charity MLA Review Committee on Charitable Gaming

Licensing Eligibility and Use of Proceeds

Success 3 Resource Development and Identification

Data Bases Sport Directory Sport Calendar Cash Box Facility Directory

Workshops News You Can Use Event Planning Sponsorship and Marketing Proposal Writing Privacy

Telephone service and listing Web site development and hosting options

Success 4

Promotion Summer Sign Up Fair The World of Canadian Sport Exhibit

and Sport Interactive Zone Sydney Experience Showcase Salt Lake Peak Performers www.edmontonsport.com Manchester Commonwealth Games Kids Fair

Success 5 Increasing Participation

Sport Directory Telephone inquiries www.edmontonsport.com Weekly emails The Game Plan The World of Canadian Sport Exhibit and

Sport Interactive Zone Summer Sign Up Fair Kids Fair Brochure Poster

Success 6 Coordination of Information

www.edmontonsport.com The Game Plan Weekly emails Special mailings Telephone inquiries Meetings, Forums and Workshops

Setting a (New) Direction

Edmonton Sport CouncilStrategic Plan (November 2002)

Purpose/Mandate Advocate for sport and promote sport

development in Edmonton; Advocate and support the development

of stable and ongoing funding for sport in Edmonton;

Facilitate effective communication among Edmonton sport organizations and other key organizations, including all levels of government; and

Assist sport organizations and individuals by linking them to or providing them with sport related education and support services.

Strategic Priorities Positive Profile: Enhance the profile,

visibility and credibility of the Edmonton Sport Council within the sport, corporate and larger community.

Effective Advocacy: Advocate effectively for the “value of sport” to our community.

Education Support: Facilitate access to sport related education, knowledge and expertise for sport organizations in Edmonton.

Positive Profile: Enhance the profile, visibility and credibility of the ESC within the sport, corporate and larger community.

Key Results Strategies

The membership base will increase by a minimum of 100 members by the end of the 2003 fiscal year.The Edmonton Sport Council will be recognized as the “voice for sport” in the Edmonton community.The Edmonton Sport Council will be a “top of mind” representative on major sport related initiatives and committees.The Edmonton Sport Council will be viewed by sport organizations in Edmonton as effective and relevant.The number of hits to the Edmonton Sport Council web site will increase by 10% per year for the next three years.

Governance Structure: Clarify the governance and membership structures for the Edmonton Sport Council.

Membership Drive: Develop and implement a membership growth plan. This will involve: establishing membership growth objectives and targets; and systematically focusing energy and resources on recruiting new members.

Awareness Campaign: Develop and implement a public and community awareness campaign designed to profile the Edmonton Sport Council as “the voice for sport” in Edmonton. This could include activities such as media advertising, regular newspaper columns, enhancing the web site, presentations, etc. to position the Sport Council as a leader and effective advocate for sport.

Member Communications: Establish and maintain effective communications with our membership to ensure that we understand their needs and priorities and that they understand our role and contributions to sport in Edmonton.

Community Networking: Establish and maintain strong relationships with key stakeholder and community organizations involved with sport.

Partnerships: Identify and establish partnerships with selected public and private organizations where these will add value and contribute to the achievement of or strategic priorities. E.g., professional sports clubs, the regional health authority, etc.

Effective Advocacy: Advocate effectively for the “value of sport” to our community.

Key Results Strategies

There will be increased awareness by the public and the government of the value and benefits of sport.Increased attention will be focused in our schools and health care system on the importance and benefits of sport.Increased funding levels for sport will be viewed by government as a cost effective investment in a healthy lifestyle.

Public Policy Paper: Build upon the substantial amount of work that has already been done to develop a comprehensive position paper that summarizes the benefits to society of investing in sport; and use this paper as a vehicle to instruct the development of “enlightened sport policy” by various levels of government.

Committees: Effectively advocate for the value of sport as members of local, regional and provincial committees dealing with public policy relating to sport.

Focus Resources: Target Edmonton Sport Council participation and resources on key initiatives that advance the “sport development agenda”.

Increase Access: Advocate for municipal, provincial and federal policies that increase opportunities and remove artificial barriers to participate in sport activities, including participation by groups who do not see the value of sport or are hard to reach.

Healthy Lifestyles: Partner with the City of Edmonton, Capital Health Authority and the local school boards to profile the benefits of sport as a major contributor to a healthy lifestyle and better health. E.g., Work withpartners to develop a “Get Edmonton Active” campaign.

Charitable Status: Continue to work to position sport as a charity.

Education Support: Facilitate access to sport related education, knowledge and expertise for sport.

Key Results Strategies

The Edmonton Sport Council will be viewed as a useful source for sport related education, knowledge and expertise.Access to high quality educational opportunities and programs will be available for our members.Members will be aware of the sport education opportunities available and how to access these.Levels of participation by sport organizations in targeted educational programs and courses will increase.

Identify Needs: Identify priority training and development areas for sport organizations. E.g., coaching, coaching code of ethics, risk management, medical supports, etc.

Link Resources: Identify and maintain a current inventory of high quality educational programs and courses offered in priority areas and link member organizations to these resources.

Educational Programs: Offer sport related workshops in selected high priority under-serviced areas.

Facilitate Information Exchange: Establish networks with key service delivery organizations and provide a forum for national organizations to interface with our sport groups.

“Defined” Membership Individual: An individual, who normally resides in

Edmonton, with a significant interest in the development of sport in Edmonton.

Group: A group with a significant interest in the development of sport in Edmonton whose principal mandate must be the direct delivery of sport programs or opportunities, primarily for Edmonton residents. A group must be a registered not-for-profit organization (or eligible for this status) with an identifiable organizational structure and a verifiable paid membership.

Associate: Any business or organization with a significant interest in the development of sport in Edmonton that does not meet the criteria for Group membership.

Membership Fees & Privileges

Individual Group Associate

Initial Fee $15 $75 $50

Renewal Fee(before expiry)

$10 $50 $35

AGM Votes 1 Up to 5 None

Voting Criteria at AGM

Member must be present

1 vote per 25 members; a representative for each vote must be present

Benefits email updates; access to members area of website; access to ESC resources; invitation to ESC events & meetings; Game Plan subscription

Other Benefits

workshop registration fee discounts

workshop registration fee discounts (for up to 5 participants)

workshop registration fee discounts (for up to 3 participants);

Rationale Volunteer base from which the “non-representative” Board of Directors is elected.

The ‘target’ membership. These organizations are the most directly involved in delivering sport opportunities in Edmonton.

These members have some interest in sport in Edmonton as part of their mandate or operations but this is not their primary focus or activity.

Additional Benefits Access to all ESC resources Bulletin Board (posting) Sport Calendar (posting) The Cash Box (Funding Directory) All links on

www.edmontonsport.com Regular communication, including:

Educational opportunities Grants Resource Identification

The Publicly Funded Issue; Services to available to all:

Accessible information through www.edmontonsport.com or the ESC office includes:

Index page at www.edmontonsport.com Bulletin Board (search results) Sport Directory (updating and search results) Facility Directory (updating and search results) Sport Calendar (search results) Index of ESC resources Information about the ESC Links to partners

City of Edmonton ASRPW Foundation and/or Alberta Community Development Open Doors for Kids KidSport Edmonton Sport Central

Contributing Factors to the Success of the ESC.

City of Edmonton City Council Administration

Alberta, Sport, Recreation, Parks and Wildlife Foundation

A Few Key Board Members Luck

Biting the Hand that Feeds You

The City of Edmonton is our largest source of funding and is by far the largest influence on the local sport community.

A Fine Line Advocate (n), one who pleads the

cause of another, one who defends, vindicates, or espouses a cause by argument; one who is friendly to; an upholder; a defender

Lobbyist (n) a person who tries to get legislators to introduce or vote for measures favorable to a special interest that he represents

What’s in an “S”?

We are the Edmonton “SPORT” Council, not Sports Council. We are not plural.. we are singular, in label, in vision and in purpose. Sport is what we are… sports is who we are. We are advocates of sport.. not sports… this means we can defend, support, argue and espouse on behalf of sport not sports

Speaking out: This small letter “s” when correctly

placed, will go a long way to assist the ESC in clarifying our vision and role.

We can be true to our advocacy role for Edmonton Sport when we discern how, where, when we speak on issues on behalf of sport.

Words of Wisdom: Set a realistic strategic plan.

Identify your primary purpose. Identify strategic priorities. Set key results for each strategic

priority. Identify strategies, who is responsible

and time lines. Develop a realistic work plan.

Making an Impact You will have the greatest impact upon

your local government and the least impact upon the Government of Canada. The impact upon your provincial government rests between these two.

The Government of Canada has the greatest ability to impact what sport wants to achieve, and local government has the least. The ability of provincial governments is somewhere between these two.

More Wise Words: Accept the reality in which you exist

and the resources at your disposal. Build for long term working

relationships. Understand the success will not

occur overnight. Celebrate your successes and let

everyone know.