Sport Tourism DevelopmentPaul Charbonneau

The intriguing nature of the business of sport and tourism comes from the fact that it knows no barriers of language or culture; it spans every sport imaginable, every age group and every demographic; and it includes both those who travel to play or watch their sport of choice.

"Business of Sport Tourism" Ross Biddiscombe, Sport Business Group Ltd.

Who are Sport Tourists?

• They must travel more than 80km and/or stay overnight to attend, compete, or otherwise be involved in a sporting event.

• Sport is the reason they travel - they would not have otherwise traveled to that location had it not been for that specific event.

as defined by the Canadian Tourism Commission and the Canadian Sport Tourism Alliance

Key Figures

• Over 200,000 sporting events held each year in Canada.*

• Sport Travel represents $2.4 billion in total tourism spending, annually.*

• The Economic Significance of Amateur Sport & Active Recreation in Edmonton in 2000– average child spends $56/day and adult $85/day when

traveling to Edmonton while participating in sport.

*Canadian Tourism Commission - 2004

Events

• Minor sports tournaments: – Kids regional, provincial

• Adult Competitive Leagues:– Regional, Provincial, National, International

• Elite minor tournaments:– AAA, Rep teams, Jr. ‘A’, PSO championships

• Multi-sport events:– Provincial Games, (Youth, Senior, Paralympic Championships)– Canada Games

• International Single Sport Events:– World Cycling, Curling, Senior Softball, etc

Community Sport

• Do you have a Community Sport Council?– What do they currently do for you?

• Critical component of a strong Sport Tourism movement– Volunteer database, screening, training

coordination– Coach and Officials development– Pooling resources:

• Talent and experiences

• City Representation on Sport Council

Tourism Sector

• Do you have a community or regional tourism association?– How are they involved in current sporting events?

• Critical partnership to maximizing tourist potential for events (value-added services)– Centralized booking system– Attraction and event listings– Cross-promotional opportunities– Marketing and promotion expertise and resources

Economic Impacts*Event 2002 NA

Indigenous Games

2002 Skate Canada International

2003 Canada Winter Games

2003 World Youth Athletics Champs.

2003 World Cycling Champs.

2004 Brier

2004 Bell Capital Cup

Economic Activity $15.5 M $6.3 M $70.3 M $37.4 M $48.3 M $23.1 M $11.1 M

GDP

$7.4 M $2.6 M $28.6 M $17.2 M $20.2 M $11.0 M $4.9 M

Jobs

205 74 1,015 600 527 238 162

Taxes

$4.8 M $898 K $10.4 M $6.3 M $8.4 M $3.1 M $2.1 M

*From the Sport Tourism Economic Assessment Model - CSTA

Economic Impacts

• It costs less to host an event that it does to have your team travel to another’s

• Parents• Hotels• Restaurants• Municipal Benefits (taxes and employment)

Economic Impacts

Myrtle Beach, SC assessment model

• Over-night Stay Visitors– $90 per room night, $24 hotel food expenses– $21 other food expenses, $18 admission to events– $8 Misc. Tourist attractions, $23 Retail, Gas, Parking– $180 Total spent per day by visitors

• Day Visitors– $20 restaurant, $25 Retail, Gas, Parking, $5 Tourist– $50 Total spent per day by day visitors

Budget Surpluses2005 Ontario Summer Paralympic Championships – Windsor-Essex $61,000

2005 Ontario Senior Games Winterfest – Barrie $110,000

2004 Ontario Winter Games – London/Barrie $125,000

2004 Ontario Summer Games – London $300,000

2004 Ontario Senior Games Actifest – St. Catharines $44,000

2004 Ontario Summer Paralympic Championships – Etobicoke $45,000

2003 Ontario Summer Paralympic Championships – Sarnia $19,000

People Impacts

• Volunteer involvement, marketable job skill development

• Introduction of new sports to the community

• Player, Coach & Referee/Officials development

• Cooperative learning from each other’s events

• Financial surpluses used in event legacies and program improvements

Sport Impacts

• Increase variety of competitors to continually learn and develop (both coaches and players)

• Expose community to a new or emerging sport creates opportunity to grow the sport

• Capital investment, facility refit

Current Resources• Sportalliance

– Community Sport Council Creation– Bid and Post-event report library– Starter Kit for Bidding and Hosting policies– Grant writing assistance– Community Sport Network & Lifestyle Information Network– Assistance working with CSTA products

• CSTA– Sport Tourism Strategy Planning Template– Business Plan Template for Staging a Sporting Event– Events Database– Sport Tourism Economic Assessment Model (STEAM)

• Festivals and Events Ontario– Pageantry Template

Strategy Planning Template

• Assessing your community’s strengths & weaknesses

• Sports with Potential• Inventory (accommodations and facilities)• Building a vision• Identifying opportunities, dates• Support Resources• Action Planning• Finalizing your strategy

Business Plan Template• Help formulate the “why and how” of an

event• Formulates goals and a concise direction

for the event• Defines an organizational structure and

roles for each position• Establishes timelines and critical paths• Provides structure for detailed budget• Different requirements for Bids vs

Manufactured Events

Hidden Hosting Opportunities

• 82 recognized PSO’s– Provincial & Regional Championships

• 2 genders, up to 6 age categories

• OFSAA & District Championships – NOSSA, WOSSA, SWOSSA, EOSSA, etc– A – AAAA school championships

• 48 championship tournaments• Mid-season sanctioned tournaments

• Non-PSO sports– Floorball, Ultimate, Adventure Sports

• Colleges and Universities– Seeking out non-affiliated communities to host events

• Masters Sports, Seniors, Amputee, Gay Games• Police and Firefighter Competitions• Tie-ins to 2010 Vancouver

– International Training Camps, Acclimatization zones

Where to Start• Key Community Partners

– Parks & Rec, City Council, Sport Council, Hospitality Industry, Economic Development/Chamber of Commerce, School Boards, local post-secondary institutions

• City and Club commitment to community development– Full-Time Sport Tourism & Marketing support

• Developing a Strategy– Facility inventory, hotel capacity, shoulder seasons– Growing sports, local natural assets– Set priorities– Create long-term plan– Build relationships with professional event organizers

Funding Sources

• Ontario Trillium Foundation• Canadian Event Hosting Policy

– National and International events

• Provincial programs– Community in Action– Community Use of Schools– Provincial and National events

• HRDC– Youth employment incentive programs

Common Pitfalls

• Hidden Costs– Bidding– Capital Construction– Legacy and post-event costs

• Accommodation limitations• Competition for volunteers• Pre-established schedules during

competitive season

Manufacturing an Event

• Business Decision based on community needs• Picking the sport and season• Event naming after local sport hero

– Memorial Tournament, Classic– Availability of hero for ceremonial duties

• Ensuring hotel and venue availability and capping participation

• Community support through corporate and volunteer sectors

• Recruiting, training and recognizing volunteers• Logistics planning

Questions&

Comments?