Competitive Analysis 2017

Competitive Analysis 2017 Atlantic Region and Maine DRAFT 1.0 Produced by Keara Lavigne Recreation Coordinator Active Fredericton

Table of Contents 1. Executive Summary... 3 2. Purpose for this Document... 3 3. General Background... 3 4. Methodology... 4 Fredericton, NB... 5 Moncton, NB... 8 Saint John, NB... 10 Bathurst, NB... 14 Miramichi, NB... 17 Edmundston, NB... 19 Halifax, NS... 20 Truro, NS... 24 Sydney, NS... 26 Charlottetown, PE... 28 Summerside, PE... 30 Bangor, ME, USA... 31 Portland, ME, USA... 33 2

1. Executive Summary As a growth-focused organization, Active Fredericton has begun to identify several areas of opportunity to enhance its existing marketing scope. With respected brand in the Greater Fredericton Area, Active Fredericton must explore new revenue streams by identifying gaps in nearby markets. One of the first elements of this process is to conduct a high level competitive analysis / environmental scan to gain an understanding of the market place in an effort to investigate whether there are easy entry points to new markets and revenue. Once this phase is completed, a more thorough market survey should be undertaken to determine whether specific services and programs are likely to be adopted in a given target market. This study provides a high level overview and illustrates some interesting elements. Most notable is the CascoBay Sports Club [CBSC] appears to have a very well organized programming model. Drawing from a population base of over 125,000+ [Portland, South Portland, Saco]. They boast over 6000 members who pay an annual program fee as well as an activity fee per sport throughout the year. They take advantage of accessing large field houses in order to ensure year round programming [ie: Indoor, etc]. This allows for a more consistent revenue model without the burden of seasonal programming fluctuations. My recommendation is to take a close look at Casco Bay Sports Club for best practices and any marketing ideas that will translate to Active Fredericton s target markets. 2. Purpose for this Document This document highlights the key deliverables resulting from my analysis of the various leagues and programming offered in nearby cities in Atlantic Canada and Maine, USA. This document will provide critical information that can be used to compare various programs, assess competition and discover new opportunities and best practices used in other regions. 3. General Background ActiveFredericton is based in Fredericton, New Brunswick, Canada, and boasts a membership comprised of passionate amateur athletes and weekend warriors who are bringing Fredericton some great recreational sports leagues. Our focus will be on ultimate frisbee s concept of Spiritof-the-Game and socializing. 3

Being a community advocate for spirited play among adults of all ages through recreational sports and active living. Currently offering mixed ultimate (frisbee), mixed dodgeball, and mixed basketball leagues. Our coordinators are actively involved with local, provincial, regional and National organizations and seek to bring ultimate frisbee s Spirit Of The Game concepts to as many types of sports as possible (self-officiating, mutual respect between opponents, spirit ratings and socializing with your opponents). 4. Methodology My research methodology comprised of searching the Internet, and contacting some organizations, for as much information as possible about the various programs and activities available in various communities within a 6-hour drive of Fredericton. The sports I targeted include:,, Volleyball,, Soccer and at both the Youth and Adult level. 4

Fredericton, NB Youth/Junior Sports Soccer Active Fredericton Fredericton District Soccer Association Spring, Summer, Winter leagues $185-$1600 $200-$800 indoor New Maryland Soccer Association Multiple tournaments most weekends in summer across NB at all levels [Premiership, senior, Competitive, recreational] YMCA Tournaments most weekends in NOV - FEB across NB ($200-$300) $250-$400 $325 Northside Minor Assoc $300 Stanley MBA $150 Harvey MBA $100 Lincoln MBA $200 Jr Vreds Spring $225 Volleyball REDS Tournaments every weekend in Fall across NB, few tournaments in Spring, Several beach tournaments in summer. $550 Spartans $500 Winter and Beach s $175-$200 5

Fredericton fastpitch U12- U18 Girls and Boys Various summer tournaments in NB Unknown $250-$350 Adult Soccer Active Fredericton: Co Ed women s Drop In Fredericton Senior Soccer league 8 Teams Indoor Winter 10 Teams 8 Teams $110 - $280 Masters [Old Boys] Capital Senior Women s Several indoor and outdoor tournaments in the Fredericton area Masters Tournaments: BNB Provincials ($400) $220/season $150-$250 $200-$300 INT Fee: $80 Plus annual membership ($20) Grand Masters $175- $225/PP Active Fred [Intermediate] Woman's Rec Sunday Night $100/PP 6

Volleyball CO ED Fred $100-$300 Fredericton SR. Womens Various events in Spring Womens senior league tournaments REC Tournaments in NB $125 per team $300 SR Mens maritime $200-$325 Active Fredericton $75 plus annual membership fee [$20] CO ED [14 teams] 14 team league 10 team league $100- $150/PP Slo Pitch - Mens and Womens masters 35+,50+, 60+ Various summer tournaments around NB $250-$350 7

Moncton, NB Youth/Junior Sports Soccer Codiac Junior [Summer] Codiac Soccer U4 boys and girls 4 team league Co-ed students aged 14-16 20 Programs and almost 100 teams for boys and girls from U4,U6,U8,U10,U12,U14,U16,U18 and senior in Mens and Womens leagues. $25/season House - $130-$150, Prmiership: $240 + Sr Men and Women Riverview Soccer association Club de Soccer de Dieppe Moncton Kiwanis Minor Moncton Codiac Tournaments - Various Age Groups $200 - $600 $360 $140 RMBA $90 - $125 Salisbury MBA $55-$100 Sackville MBA $110 Albert County MBA $80 Port Elgin MBA $50 Volleyball Fuzion Volleyball Club Play in provincial leagues throughout Fall - Tournaments most weekends $250 Spikers Club programs U14 - U18 Teams $200-$300 External and Backboard [Moncton Boys and Girls Club] Moncton Rebels Girls House U12 - U18 $120 Membership Fee plus activity Fee $40 8

Intermediate House 12 Teams 8-18 league Senior House MAJESTA Summer Girls 8-10 Team U10-U14 $80 Adult Codiac Indoor Rec and Competitive s Fall and Winter 13 Teams in Rec $60- $100/Season Soccer Volleyball Outdoor in Summer Subway Indoor Soccer 18 Team Co-Ed Rec 6 Men s teams $125-$200 Intermediate 16 Teams $90/PP CODIAC Senior Women s Senior HUB City Moncton Women s Sr Moncton SR. Women s 9 team $125 BNB Provincials April ($400) $200 Women s Sr - 23 teams played on Provincials from across NB $100 $175 SR Men s maritime Moncton hosts several tournaments in winter $225-$325 9

Codiac CoEd Various tournaments in Fredericton, SJ, Moncton, Halifax $200-$350 Adult Beach s Several tournaments in Shediac $25- $75/entry Eternal and Backboard [Moncton Boys and Girls Club] Metro Moncton Slo pitch 15 Divisions and 94 teams Coed and Men s $150/PP Saint John, NB Youth/Junior Sports 10

SJ Youth Teams 12-17 Development and 16-18 Summer Soccer Saint John Soccer Club Youth in the Fall also runs a Spring league for all ages. (U6 - U16). $20 $60/$70/$80 SJSC House recreational (U14, U16, U18] $115 SJSC Competitive $175 East Saint John MBA BNB Provincials - $400 House league and competitive There are tournaments across NB every weekend from NOV - MARCH [$250 - $275] KV Assoc House league and competitive $200 Ranges from $100 - $300 for competitive s. House s are $50 - $125 Fundy House league and competitive $25-$65 River Valley MBA House league and competitive $150 - $225 Lancaster Lynx House league and competitive $175 - $250 SJ Rising Stars House league and competitive $250 Sussex MBA House league and competitive $75 - $100 SJ Shamrocks House league and competitive $150 Hampton MBA House league and competitive $45-$110 Volleyball KV Panther Tournaments across NB most weekends in Fall $400-$600 Wolfpack U13-U18 $200- $300/PP depending on team/level 11

Saint John 16+ starting in January 2017 Kickoff Tournament [UNBSJ] and YMCA also runs tournaments Unknown $10/person Lots of Minor/Youth Baseball [No softball found for youth] Adult SJ adult leagues all year around 2 competitive teams in addition to recreational league Soccer Saint John Soccer Club Also runs a Spring league for all ages as well Volleyball $100/season for 1 night or $175 for 2 nights $95 Adult Recreational CoEd $95 Men s $95 Women s $95 No official league - pick up only in SJ / KV area SR Mens maritime BNB Provincials $400 YMCA Beach VB - summer March - Canaport Co-Ed VB Tourney $165 Samual de Champlain has a drop in $20/person Saint John - starting in Unknown 12

January 2017 Saint John Moosehead Slo Pitch Kickoff Tournament [UNBSJ] and YMCA also runs tournaments $10/person 85 Mens Teams $120/person Molson Co-Ed Slow Pitch 22 Teams $1200/Team 13

Bathurst, NB Youth/Junior Sports Cannot find any activities in Bathurst Soccer Chaleur Soccer Club Age 3-10 Bathurst Minor Age 11-17 $80 $150 puppy - Bantam $100 Volleyball Volleyball North East $200-$300 Chinook VC $190 Chaleur Volleyball Club $210 - $250 Dynamites VC $175 Could find no league in Bathurst Bathurst Minor Baseball No softball leagues found Adult Soccer Volleyball Cannot find any activities in Bathurst Chaleur Soccer Club SENIOR Restigouche Senior Men s and senior Women s No organized in Bathurst - just pick up SR Mens maritime Ages 16+ 5 Teams in Fall 5 Men s teams and 3 women s teams $200 $100 14

Bathurst Volleyball Club Recreational Could find no league in Bathurst Bathurst Mixed Slow Pitch Twice weekly league $40 14 teams $100/player 200+ players 15

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Miramichi, NB Youth/Junior Sports Could not find a in Miramichi Soccer Miramichi United Soccer U4 - U18 [61 teams] $100-$300 Miramichi Hoops, U12-U16 $125 24th Annual Miramichi Hoops Classic - Nov - $250 Tommies Pulamoo Senior Boys Tip Off November $200 $150 Restigouche North House league and Competitive Volleyball Miramichi Volleyball Association Comp teams play provincially U14 U16 $300 Cannot find any dodgeball leagues in Miramichi No softball for youthonly Fast pitch Adult Soccer Could not find a in Miramichi Miramichi Recreation Co- Ed City of Miramichi Recreation Drop in rec league Co Ed Drop in $3/night $3/night MVHS Adult Pickup Weekly at MV high school $5/fee Volleyball No There are pick up games. Could 17

Cannot find any dodgeball leagues in Miramichi not find details. Miramichi Mens Slo Pitch 14 Team league $75 18

Edmundston, NB Youth/Junior Sports Soccer Does not appear to be a youth program Soccer Edmundston offers Boys and Girls Recreation and Competitive programs Cannot find any recreational or competitive basketball leagues or programs Ages U3 - Adult Competitive and Recreational 9 programs available for competitive and 9 available for Recreational Volleyball Madawaska Victoria VB MADVIC: U15-U18 Competitive Program None found Edmundston Minor Baseball MADVIC Tournament No softball for Youth Prices range from $30/U3 to $320 for Competitive Most fees are $80/$90 per season $250-$300 depending on age level Adult Frisbee Edmundston 4 Team Has a competitive team Fun E Nuf Tourney and Franc - Tireur Tourney hosted in Edmundston Soccer Soccer Edmundston Adult Men s and Women s league Cannot find any recreational or competitive basketball $100 $90 per person 19

leagues or programs Volleyball Universite de Moncton Edmundston campus offers a recreation program for adults None found Edmundston Pattison Signs Year end Tourney in April every year $125 8 Team Co Ed $100 Halifax, NS Youth/Junior Sports Halifax 16-18 Free Soccer Metro Indoor U9 - U21 91 Boys teams [U9-U21] 82 Girls Teams [U9-U21] Halifax Metro U10-U18: 21 Team Comp 142 Boys teams [U12-U18] and 59 Girls Teams U10 Teams play 4x4 Volleyball Intrepide, Blizzard Competitive teams play across NS in provincial /tournaments $240 - $595 [Indoor ] $1500/Team Fee U13-U18 Boys and Girls [$450- $550] Teams play in 4-6 tournaments across Fall: $300-$400/per team/per tourney Storm VC U10-U18 $400-$600 Tigers Volleyball U10 U18 $400-$550 Fury VC 20

Sonics VC $325 -$425 Hurricanes VC U9-U18 $500 Scotia Juniors VC U14-U18 $435+ BIA VC [Winter and Beach s] $50 - $150 depending on level Dartmouth VC U10-U18 $425-$575 Halifax Girls league K-12 ages Ages 4-8 and then U10-U16 $125 - $150/ PP depending on level Highland Park Minor Summer Smash -[37 Teams] 31 Team girls softball league Highland Park: Boys, Girls and Mixed - 22 teams $100 - $200/ PP depending on level Adult Halifax DAL University and SMU also offer recreational C4P November- $400/Team Summer Co-Ed s are $750/Season Mixed in Fall [4x4-12 Teams] [Mixed 7x7-10 Teams] Mens 5x5-4 teams Mixed 5x5-6 teams Soccer Halifax Soccer 7 Team in Summer [Mens] and 11 Team indoor $29/adult annual plus fees of $325/Team [individual league fees $65/PP] Competitive $2800/team 21

in Winter Halifax City Soccer Club 14 Team Men s league $150/PP Metropolitan Senior 10 Team league $90/PP Men s Soccer Club Metro Sr Women s Metro Indoor 8 Team Men s league 26 Team Women s $2500?team fee 30+ teams Citadel 7 Aside 9 Teams $120 City of Halifax Recreational Soccer Halifax Sports Club Recreational 4x4 and Intermediate Recreational $40/player $120/PP $35/PP Halifax Plays 6 Recreational Teams [Halifax Plays] $40/PP Volleyball Halifax Womens SR Mens maritime 8 Teams $140/PP 12 Teams $1100/Team Coed VNS Sr Adult CoEd Rec [10-15 Teams $90 Halifax SR Women s 12 Team $100/PP West Hants Co Ed Public Employees Rec Halifax Sports Club Mixed Nova Scotia Halifax Sports and Social CoEd Competitive [19 Team ] Public Employees [9 Teams] Co Ed 8 teams $40/PP $120/PP $65/PP $80 - $120 for Coed or 22

Club Halifax Co Ed East 16 Team CoEd [on HFX Commons in summer league] M/W Team HSC - $5 Drop in $85/season Coast Rainbow 7 Team Coed Adult Halifax County 8 Team $1100/per team 23

Truro, NS Youth/Junior Sports Truro Plays Tuesdays and Thursdays at NSAC $3/per person Soccer CC Riders U10, 12, 16 and Senior teams $220 Highland Knights U14-U18 and Sr M/W $180-$240 Colchester Association U10-U16 and Rec Mini $210 /PP TEEN REC Ages 12-18 $100 season Volleyball CEC school - Cougars Both club programs offer U12 - U18 [B/G] Ecole Acadienne Fundy $110 - $300 Lynx - Truro $90 - $250 Cannot find dodgeball league in Truro cannot find youth softball - just baseball Adult Truro Plays Tuesdays and Thursdays at NSAC Soccer CCRiders Club Sr Men and Highland Knights SR Mens and Womens Local pickup Mens [no structured league] $3/per person Volleyball NSCC Volleyball Club and Brookside Beach Volleyball Club Fall (September to December) and Winter (January to April) BBVC has ladie recs, ladies $40/fee $50 for 1 league or 24

comp and Mixed leagues every night $100 for two or more Cannot find dodgeball league in Truro Truro Mixed Slo Pitch August Tourney - 26 teams @ $15/team Tournament - Aug $125 plus ball 25

Sydney, NS Youth/Junior Sports Soccer Soccer Cape Breton U3-U10 Cape Breton Association U11 U12 U13 - U17 Play in 9 team Provincial club league summer and winter CB [U10 - U18] 500 athletes in B & G programs also recreational leagues for all ages and Rep Teams. Volleyball CBVB Cape Breton VB Club [U14- U18] GIRLS and Rec U12/U13 [U16] GIRLS $225-$275 $375 $525 $475 Recreation: $125 Rep Teams: $250 - $300 $100 - $375 Cheticamp VB Club Highland Patriots U12-U16 Highland Patriots [U13-U18 and Rec] GIRLS $150 Richmond Rize Rize [U12-U18] GIRLS $125 - $175 Youth softball offered through the NS School System Adult See references to an " Frisbee " but cannot find much more information 26

Soccer Soccer Cape Breton Senior mens - 4 Team $200 Volleyball YMCA Sydney offers adult Recreational NEW Beach Volleyball YMCA offers Adult recreation No league information Cape Breton Mixed Slo Pitch $80 Sydney - 2017 Summer $80 30 Teams in 2 Divisions $650/Team Fee 27

Charlottetown, PE Youth/Junior Sports Soccer Stratford Soccer Club Winsloe Charlottetown Royals Soccer Club U4 U6 U8 U10 U12 U14 U16 U18 Chtown Tigers House [Rec] Min and Bantam also REP Teams Co ED / B/G and Mini/Bantam Volleyball ChTown Colonels CCVC [U14-U18G and U14- U18B] Sr $70 $95 $95 $110 $125 $125 $125 $125 $140 $80-$105 $125 - $200 REDD MUDD U14-U18 $75 - $225 Stonepark Tigers VC U14 B/G $210 None found West Royalty PEI U10-U18: 15 Team $110-$125 Adult PEI 8 Team Mixed Summer Red Island Beach Tourney Format: Mixed, 5v5, 3/2 m/f ratio, BEACH! Basin Head Beach [16 Teams] $900/team fee $550/team includes camping and BBQ Soccer Stratford Soccer Club Senior Men s and Women s $140 28

Winsloe Charlottetown Royals Soccer Club Stratford Foxes [Sr W] and Stratford Cougars [Sr W] programs Charlottetown Sport and Social Club Co Ed $85/PP [$690/team] SR Men s Mens- 4 team Volleyball Charlottetown Sport and Social Club SR Women s Co Ed $85/PP [$690/team] Charlottetown Sport and Social Club Fall and Winter [also operates a summer beach league] $85/PP [$690/team] UPEI Sunday Night Charlottetown Sport and Social Club Queens County Ladies Recreational and Competitive $25/PP 4 team co ed league [CSSC] $85/PP [$690/team] 12 Team $125/PP Orthodox 8 teams across PEI $75/PP [$600/team] 29

Summerside, PE Youth/Junior Sports Soccer Summerside Sting U4 U6-8 U10 U12-U19 Senior East Prince Sting Small ball Volleyball Summerside Youth Club VC High School and Junior High schools in Provincial Summerside Minor Assoc Small Ball - Mini - Bantam $75 $100 $110 $150 $190 $105 U14-U18 B & G $140 U10-U21B & G and U8 TBall $110 $50-Tball Adult Summerside Team travels to Charlottetown to play in league Soccer Summerside Sting $190 Volleyball Pick up at Canada Games Centre Summerside Recreational Volleyball Beach No dodgeball leagues found hosts several tourney including lobster fest beach co ed and Mens and Womens [Rec and Comp] $3/drop in fee or $50/pp league play SS Men s Slo Pitch league 9 teams and 160 players $60/player 30

Bangor, ME, USA Youth/Junior Sports High School Mixed U11-U19 Youth $55/pp for Winter Summer HS Summer Youth - $60 Soccer Maine Bangor Soccer Club B+G [U9-U14] + Rec Spring Fields4Kids CoEd YMCA Bantam and Senior [Grades 10-12] also Grades K-8 s 5x5 and the SPRING has 53 teams in a Also operates a HS with 8 Teams [B and G] [$100- $220] 11 Team Coed Winter and 13 Teams in Spring YMCA - january - March $75/PP $155 Rec $50 $350 [Team] or $50/PP $35/member and $50/non member Bangor Rec Dept [Min/Bantam] $30 - $50 Central Youth Program Dirigo State Mini/ Bantam $50-$150 [Grades 3-12] and 180 Teams across State and 14 league games plus playoffs $675 Team Fee Volleyball Played in High Schools at a recreational level - no league found 31

Maine Sluggers operates an indoor winter league of 12 teams [8-12 yr olds] as well as summer leagues [U10-U18] $700/Team Adult Bangor Summer 4 teams $65/pp members of USA Soccer Fields4kids Men s/women s/coed Multiple leagues for M/W/Co as well as M and W over 30 league $400/Team Fields4kids Men s [over 16] M30+ [14 Teams] Men s Open [5 Teams] W30+ -[4 teams} 5 teams Men s Sr Over 30M 9 teams Over 30W 4 teams $350 [Team] or $50/PP Volleyball Bangor YMCA Summer Volleyball Beach $40/PP Bangor Recreational CoEd 9 Team $300/Team Fusion Sports [Bangor Chamber of Commerce] 6 week league in Spring $500/Team Bangor Parks and Recreation [Adult Co Ed] 32 Team winter CoEd underway now [A and B Division] $150/Team Bangor Rec Dept Mens, Church and CoEd s $750/Team fee 32

Portland, ME, USA Youth/Junior Sports Maine High School Mixed Winter 5x5 and the SPRING has 53 teams in a U11-U19 Youth Summer $55/pp for HS Summer Youth - $60 Soccer Soccer Maine U12-U18 B & G Premier [$225] - 62 Teams U9-U18 B & G Rep/Travel [$325] - 42 Teams $225/Team for Play U9-U14 B & G Recreation [$125] - 75 teams Portland Parks / Rec [K-3 - B/G/Co] YMCA - January - March $60/PP YES AAU [U10 - U18] Spring AAU : Teams play 18-20 Game regular season plus tournaments followed by championships YES Summer - [Pay what you can afford between $145 - $295] Dirigo State [Grades 3-12] and 180 Teams across State [$675 Team Fee - 33

YES Summer Portland Blue Wave AAU [U10-U17] 14 league games plus playoffs] 350+ athletes U10-U14 Multiple tournaments across Bangor and Portland $250 - $400 registration per tourney [April and May] $325/PP Volleyball Maine Juniors VC Juniors - U10-U18 Girls - 25 Teams $500-$2200 depending on level Boom VC U10-U18 Girls $475 - $1900 depends on level Unlimited VC U9 U18 $500 - $2000 depends on level Could not find youth dodgeball programming in Portland Southern Maine Flame [whip] U10 [$400] - U18 [$500] Seacoast Girls $675 Adult Maine Adult Winter league Women s SESO - Feb and Multiple Tournaments in Portland Sports Complex in January and February SESO Mixed $500/Team AWL - 6 Teams Mixed 34

AWL - Team Mixed Portland - 28 Team RED TIDE ClamBake Tourney in Portland $85/PP Soccer Southern Maine United Soccer Club $20 - $40/PP Red Tide is $600/Team 8 teams [ages 24 up - men s only] $300/team Casco Bay Sports Club Casco Bay Sports 11 Coed Team league and 6 Team men s Summer s and Indoor s 32 Teams Hoops on the River 3x3 Tourney [Summer] - $60-$155 from U10 - Senior M/W Also Hosts a women s 3x3 Tourney in Aug [Comp/Rec/Over30, Over40] - $80/Team $925 Team $800/Team Portland [Adult] 42 Teams in Men s Open $485/Team Women Open -Comp and Rec, CoED Rec and Comp, Masters $440/women s league Asian [I m not kidding] South Portland Winter CoEd Winter $440 Volleyball Portsports Social Club 4x4 Coed [6 teams], 6x6 Coed [16 teams] $80/PP 35

winter league Casco Bay Sports CBSL - 6X6 CoEd - 4 teams $400/Team Gorham Recreational Gorham - men s and Coed league - 4 Teams $350/Team Casco Bay Sports Club Coed 19 Team CoEd Multiple Tournaments hosted By Casco Bay Sports in January and February [A & B Divisions - CoEd 3x3] $400/Team Fee Casco Bay Sports Tournaments: $795/team Men's D - July 15-16 - Lewiston, ME Men's D - July 15-16 - Lewiston, ME Men's E - July 15-16 - Waterville, ME Coed - July 29-30 - Augusta, ME CoEd Greater Portland Senior Men s South Portland 40 & Older - August 5-6 - Lewiston, ME $375/Team entry fee 26 Team A/B Division 10 Team Over 50 22 Team coed league and 19 Team Men s league $675/Team $900/Team fee 36