Sport Tourism: Sport Tourism: Economic Driver, Community Economic Driver, Community Sport Development Sport Development Opportunity Opportunity PRO Forum 2003 PRO Forum 2003 April 15th, 2003
Jan 13, 2016
Sport Tourism: Sport Tourism: Economic Driver, Community Sport Economic Driver, Community Sport
Development OpportunityDevelopment Opportunity
PRO Forum 2003PRO Forum 2003 April 15th, 2003
Session OutlineSession Outline• Why Sport Tourism?
• The Sport Council Solution
• Community Experiences (London Best Practices)
• Community Experiences (Brantford Best Practices)
• Next Steps
Sport TourismSport TourismA Provincial ContextA Provincial Context
• Economic Generator:• Increased tourism revenues,
Employment
• Enhanced Sport Development Opportunities:• High level competition in Ontario• World class training & competition
facilities
Economic ArgumentEconomic Argument
• 200,000 sport events are held in Canada 200,000 sport events are held in Canada each yeareach year
• 27 million tourist trips were made to 27 million tourist trips were made to Canada for sports events in 1994Canada for sports events in 1994
• 53,000 Canadians worked in sport-related 53,000 Canadians worked in sport-related jobs in 1991jobs in 1991
• 2 out of 5 U.S. tourists attended an 2 out of 5 U.S. tourists attended an organized sport event organized sport event
Economic ArgumentEconomic 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 $13 billion - 30% of expenditures can be attributed to sporting events
Market Share of # of Domestic Visitors Market Share of # of Domestic Visitors Attending or Participating in Sports in CanadaAttending or Participating in Sports in Canada
EastCoast
QUE ONT Man./SAS
AB BC
Attending 9.3% 11.6 44.1 8.3 14.2 12.6
Participating 7.3% 23.6 37.1 7.1 11.0 13.6
Market Share of # of Overnight Domestic Market Share of # of Overnight Domestic Visitors Attending or Participating in SportsVisitors Attending or Participating in Sports
EastCoast
QUE ONT Man./SAS
AB BC
Attending 10.4 12.9 31.2 9.8 16.5 19.2
Participating 7.8% 23.0 34.8 8.1 10.3 15.9
Market Share of Expenditures by Domestic Market Share of Expenditures by Domestic Visitors Attending or Participating in SportsVisitors Attending or Participating in Sports
EastCoast
QUE ONT Man./SAS
AB BC
Attending 11.5 14.2 28.9 8.0 16.4 20.9
Participating 9.2% 20.5 29.1 6.2 12.8 22.2
Direct Expenditure Vs. Economic Activity and Employment Years ($ millions)
Sporting EventExpenditure
Total Economic
Activity
2,700
1984 LA Summer Olympics $1,270.0 $3,000.0 25,580
19,194
Person Years in Employment
518
349
1988 Calgary Winter Olympics
1994 Commonwealth Games Victoria
1995 Canada Winter Games Grand Prairie
1997 Canada Summer Games Brandon
$766.0
$193.9
$17.12
$16.2
$1,277.0
$500.0
$31.56
$35.0
Economic Impact of Economic Impact of OlympicsOlympics
• Sydney• 1.6 million new tourists• $2.7 billion generated in new
tourism related to Olympic exposure
Ontario SupportOntario Support
• Hosting Grants• Les Jeux de la Francophonie 2001 -
$3,000,000• International World Cup Triathlon 2000
- $50,000• World Women’s Ice Hockey
Championships - $25,000• World Rowing Championships 1999 -
$1,200,000
Ontario SupportOntario 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
Ontario SupportOntario 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
Ontario SupportOntario 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
Community Sport Community Sport Councils and Sport Councils and Sport
TourismTourism
What’s a Community Sport What’s a Community Sport Council?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.
CSCs in Ontario-CSCs in Ontario-sportalliance’ssportalliance’s CSC initiative 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
CSCs and Sport TourismCSCs 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.
Models to Consider - USAModels to Consider - USA
Nashville Sports CouncilNashville 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 Nashville’s government, economic and social sectors; database of 4,000 volunteers; Council activities will contribute 105 million dollars to the Nashville economy by 2006.
London Sports CouncilLondon Sports Council
London Sports CouncilLondon 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.
London Sports CouncilLondon Sports Counciland Sports Tourismand 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 London’s 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.
Why do we need a hosting strategy?Why 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
Our StrategyOur 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.
Success StoriesSuccess Stories
• 2003 Ontario Senior Games – Winterfest
• 2004 Ontario Summer and Winter Games
• Hockey Day in London
• NBA Hoop it Up
ChallengesChallenges
• 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
Brantford: Brantford: Tournament Capital of Tournament Capital of
OntarioOntario
BrantfordThe 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 World’s Greatest hockey
player, the “Great One” Wayne Gretzky
Tournament Capital DevelopmentTournament 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
Tournament Capital DevelopmentTournament Capital Development
2000 – Local MPP Dave Levac hosts
reception at Queen’s Park to acknowledge
the positive contributions of the TCO Committee 2001 – TCO Committee officially becomes part of
the City of Brantford’s 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
““Our Strength Through”Our Strength Through”Community Support & InvolvementCommunity 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
2002 Sport Tourism Statistics2002 Sport Tourism Statistics
City of Brantford hosted over 150 tournaments & sports events
TCO provided direct assistance to theOHL 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
Tournament Capital Tournament Capital Services and BenefitsServices 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
Keys to our SuccessKeys 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
Brantford’s #1 AmbassadorBrantford’s #1 Ambassador
“So when you’re 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… Let’s PLAY!
TCO Contact InformationTCO Contact Information
Brantford Tournament Capital of Ontarioc/o Tourism Brantford399 Wayne Gretzky ParkwayBrantford, Ontario N3R 8B4(519) 751-9900 x 2051-800-265-6299(519) 751-2617 FaxEmail: [email protected]: www.city.brantford.on.ca/tco
The Way AheadThe Way Ahead
The Way Ahead- InterestsThe 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
The Way Ahead- ToolsThe Way Ahead- Tools
• CSTA- STEAM model
• CSTA & sportalliance- Sport Events Databases
• Opportunities for on-line education, event management, and other tools to support hosting
The Way Ahead- Next StepsThe 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
Contact Us!Contact Us!
• Janet Gates: [email protected]
• Paul Jurbala: [email protected]
• Susan Legg: [email protected]
• Pat Shewchuk: [email protected]