Sport Tourism 101. Rick Traer, CEO Canadian Sport Tourism Alliance. November 20, 2014

Transcription

1 Sport Tourism 101 Rick Traer, CEO Canadian Sport Tourism Alliance November 20, 2014

2 Sport Tourism Defined Any activity in which people are attracted to a particular location as a sport event participant, an event spectator, or to attend sport attractions or business meetings.

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

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; 400+ members today 142 municipalities, 200+ national & provincial sport organizations We are NOT a funding agency!

5 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.

6 CSTA members Municipalities Multi-Sport Organizations National Sport Organizations Provincial Sport Organizations Organizing committees Tourism industry: Hotels / Airlines / Car rentals Facility venue owners, Institutions Consultant firms / Equipment service Education (professors, researchers, students)

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

8 A stabilizing force during times of volatility within the tourism industry. Sport Tourism

9 Value of Sport Tourism (Source: Travel Survey of Residents of Canada & ITS) Volume - Person Visits Value - Visitor Expenditures Sport Tourism Change Change Canada 18,189,000 18,501, % 4,067,306,000 4,340,332, % U.S. 499, , % 290,504, ,296, % Overseas 366, , % 556,295, ,190, % Total 19,054,800 19,374, % 4,914,105,673 5,173,818, %

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11 National Hosting Objectives Two major international multi-sport events every 10 years (Olympics, Commonwealth, Pan Ams, FISU) One large international single sport event every two years (FIFA, IAAF, FINA, IIHF) 30 or more small international single sport events every year

12 Recipe for Success Strategy Informed decisions Professional execution Event culture Credible measurement Communication

13 Resources Strategic planning tool Research Assessing capacity Vision & objectives Building a strategy

14 Success Factors Identify and engage key stakeholders Recruit local influencers/champions (elected officials, staff or community leaders) Create facility & accommodations inventories Identify strengths & weaknesses Establish a web & social media presence

15 Success Factors Dedicated staff Stable funding source(s)/partnerships Culture of volunteerism Commitment to measure, evaluate and quantify SUPPORT EXISTING EVENTS!

16 Event Hosting Escalator By Sport Relationships Influencers History Potential

17 SOCIAL/CULTURAL GOALS ECONOMIC GOALS Volunteerism Skill development Accessibility/inclusion Human rights Ethical conduct Diversity & equal opportunity Healthy living Sport development Sport, Culture & Economy SUSTAINABLE SPORT Sport, TOURISM Culture & Environment Air & water quality Minimal resource degradation Energy source & consumption Pollutants, emissions & effluents Solid, liquid & hazardous waste Biodiversity and habitats Conservation & restoration Economic benefits Sourcing/procurement Skills, job creation Branding Tourism Business development Infrastructure development Sport, Economy & Environment ENVIRONMENTAL GOALS

18 Resources Triple bottom line planning & monitoring tool Economic Social/cultural Environmental

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

20 World Pond Hockey Championships Plaster Rock, NB (pop. 800) Launched in Feb with 40 teams 2013 included 120 teams 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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22 Brantford 2010 tournament recognized by Guinness World Book of Records 225 teams and 2,196 players from all over Ontario & northern U.S. Fundraiser for Lung Association of Ontario ($82,000+ in last 3 years)

23 Global Sports Impact Project Canada Ranked 2 nd as Host Sport Nation 1. Russia 2. Canada 3. UK 4. China 5. USA

24 Co-leadership model with Canadian Tourism Commission since 2007 Collaboration with Canadian Olympic Committee Sportaccord 2014 held on April 6-12 in Belek/Antalya, Turkey

25 Decision making tool Informed Decisions Provides a quick assessment of the fit between the community s assets and the event rights holder s requirements Highlights associated resources and deficiencies, which may contribute to potential risks and rewards of hosting a given event

26 Risk Assessment The risks associated with erroneous information at the bid phase can have a profound negative impact on the community. This can not only cause the community financial problems but also affect the community's social, commercial and political life.

27 Informed Decisions Contains three elements: Business Plan document (Word) Hiring Plan (Excel) Budget Plan (Access)

28 Informed Decisions 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

29 Congress Conducted annually in April 360 delegates in 2014 Business to business Training & education Networking Best practices March 30-April 1, 2015 in Toronto

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

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

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

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