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: tco@city.brantford.on.caWebsite: 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: janet.gates@fin.gov.on.ca

• Paul Jurbala: pjurbala@sportalliance.com

• Susan Legg: lsc@golden.net

• Pat Shewchuk: PShewchuk@city.brantford.on.ca