Sport Tourism 101. Rick Traer CEO Canadian Sport Tourism Alliance

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1 Sport Tourism 101 Rick Traer CEO Canadian Sport Tourism Alliance

2 Sport Events: The greatest underleveraged assets within the Canadian tourism industry.

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4 Who are we? Non-governmental, not-for-profit, tourism industry driven organization Formed in November 2000 with the support of the Canadian Tourism Commission 18 founding municipal members; 500+ members today 150 municipalities, 300+ national & provincial sport organizations We are NOT a funding agency!

5 CSTA members Municipalities National & Provincial Sport Organizations Provincial governments Organizing Committees Hotels / Airlines / Car Rental / Rail / Bus Facility Venue Owners Consulting Firms / Agencies Education (administrators, professors, researchers, students)

6 CSTA Mission To increase Canada s capacity to attract and host sport tourism events. To promote Canada as a preferred host for international sport events. The CSTA promotes a planned, coordinated and strategic approach to event hosting.

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8 Industry Tools Sport Tourism Planning Template STEAM/STEAM PRO Bid Evaluation Model Business Plan Template Sport Event Marketing Template RFP Template for Sport Events Sport Event Bid Template Sustainable Sport Event Template Event Contract Template for Rights Holders Capital Scope of Work Template

9 The Perfect Storm 9/11 SARS Mad Cow H1N1 Currency exchange Gas prices Recession Border issues/documentation

10 Sport Tourism A stabilizing force during times of volatility within the tourism industry. $5.2 billion segment of the tourism industry.

11 Canada s National Newspaper Since 1844 Sport Tourism is a Financial Power Play When Ottawa first hosted the Bell Capital Cup in 2000, 94 teams took part. Now, the annual minor-hockey tournament draws about 500 teams and the event s economic benefits have grown, too. A survey of the 2005 championship found that it generated an estimated $11.1-million in economic activity, led to 162 new jobs, and attracted more than 16,000 visitors that year. The tournament is just one example of how sporting events can give cities a serious financial boost. Sport tourism is the fastest growing segment of the tourism industry; in Canada, it yields approximately $3.4- billion in annual spending by domestic travellers alone. And it s not just larger metropolitan areas that stand to benefit. The effects of sport tourism are being felt everywhere from Moncton (home of next year s Canadian Figure Skating Championships) to Prince George, where the 2015 Canada Winter Games will take place.

12 Why Sport Tourism? Stimulates economic, tourism, cultural and social prosperity; Supports sport development objectives at all levels; Promotes pride of place, quality of life and showcases a positive community image to media, business community and visitors; Provides enhanced exposure opportunities for the destination; Builds irreplaceable community capital, event hosting resume and lasting legacies for the future.

13 Types of Events Multi-sport & Major Games Professional/amateur sport leagues and events Amateur single sport events Manufactured or created events Intercommunity events

14 Event Hosting Escalator National International Provincial Local Regional By Sport Relationships Influencers History Potential

15 World Pond Hockey Championships Plaster Rock, NB (pop. 800) Launched in Feb with 40 teams 2016 included 125 teams from 15 countries; over 1,000 applications Est. 8,000 visitors over 4 days 300 volunteers 20 rinks on Roulston Lake Accommodations: Plaster Rock, Grand Falls, Perth-Andover

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17 Sport Tourism Economic Assessment Model Launched in 2002 Developed in partnership with CTC, CACVB 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 at more than 125 events

18 2012 Ontario Cup Major Midget Boys Basketball Championship May, 2012 Ottawa, Ontario 87 teams 1,305 participants 1,949 out-of-town spectators $421,700 combined expenditures $447,300 GDP $967,800 economic activity $219,500 in taxes supported

19 2015 FIFA Women s World Cup & U-20 June 6 July 5 Largest single sport event ever hosted in Canada $249 million GDP $493 million economic activity $97 million taxes supported 174,00 overnight visits; 96,600 USA 1.35 million spectators 2,500 volunteers Broadcast reached over 200 countries

20 Player to Parent Ratio select Event events Player to parent & sibling ratio 2012 Girls Provincial Hockey - Novice & Atom 1: Girls Provincial Hockey - Midget 1: Wild Rose Figure Skating Championship Leduc 1: Canada Winter Games - Halifax 1: Slush Cup Soccer (U-10 to U18, boys & girls) - St. Albert 1: Boys U16 Basketball Provincial Champs. 1: Ontario Summer Games 1: Alberta U16 Ringette Championships 1:1.5

21 Global Sports Impact Project Canada Ranked #2 as Host Sport Nation; #1 Bid Nation in Russia 2. Canada 3. UK 4. China 5. USA

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23 Congress Conducted annually in March/April 368 delegates in 2016 Business to business Training & education Networking Best practices March 20-22, 2017 in Ottawa

24 Consulting Services Speakers Workshops Customization of tools Access to sport event hosting expertise

25 Issues Fierce competition from other communities & countries Ageing infrastructure Displacement/dislocation Risk assessment & management Increasing rights fees Opportunity costs Volunteer capacity

26 Trends Increased emphasis on manufactured or created events Masters level events Events involving young children encourage family travel & vacations Extreme sports/x Games

27 Trends Team sport competitions (soccer, hockey, vball, baseball, basketball) Girls/women s events Marathons/triathlons Cycling Ultimate Parasport Dual hosting models

28 Co-leadership model with Canadian Tourism Commission since 2007 Sportaccord 2016: April in Lausanne Team Canada Sales Mission scheduled for October, 2016 in Lausanne

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30 SPORT TOURISM The fastest growing grassroots economic development initiative in Canada today. THANK YOU!