Welcome! What you can expect from this workshop.
2018 Scotties Tournament of Hearts KEY FACTS & FIGURES $5.0 Million $4.4 Million $8 Million of Initial Expenditure Total boost to Overall economic provincial GDP impact to province $3.85 Million $2.3 Million 43 Of visitor spending Wages and Salaries Local jobs supported attributed to event supported locally by event 5800 Out of town Visitors CSTA STEAM Pro Model 2.0 Economic Impact Assessment Final Report 2018
2018 Scotties Tournament of Hearts PENTICTON, BC Average Age 61.5yrs Average Days of Attendance 4.7 From Outside the Region 5.4 Average Nights Stay 5.5 Out of town Rooms 74% Average Number of Draws attended 9.9 CSTA STEAM Pro Model 2.0 Economic Impact Assessment Final Report 2018
2018 Scotties Tournament of Hearts PENTICTON TOURISM 13% - Indicated it was their first visit to the City 95% - Said likely to return based on their experience 31.4% - Visited Downtown Shops / Restaurants 76% - Scotties was the sole reason for their Visit
Sport Tourism 101 An Introduction. Neal Alderson Manager, Events Communities, Culture & Heritage
My Experience 2
Nova Scotia Event Strategy
What is sport tourism? Sport tourism is a grassroots economic development initiative involving municipal, sport and tourism partners. Travel that is specifically related to participating in or viewing an event.
Types of Events ➤ Multi-sport & Major Games ➤ Professional/amateur sport leagues and events ➤ Amateur single sport events ➤ Manufactured or created events ➤ Intercommunity events
Sport Tourism ➤ A stabilizing force during times of volatility within the tourism industry. ➤ $6.8 billion segment of the tourism industry. ➤ 200,000 annual sporting events in Canada.
Value of Canadian Sport Tourism ($B)
Power of Events
Why Sport Tourism? 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. Stimulates economic, tourism, cultural and social ➤ prosperity;
The Challenge “Hosting events has become a professionalized business where hosts are no longer expected to simply deliver on the technical demands of the event; they are expected to develop the sport further and improve the event so that it is a better product ready to be passed on to the next host.” - Developing a winning sport event strategy TSE Consulting 2010
Who’s involved? Sport Community Economic Facilities Development Tourism EVENT Accommodations (DMO) Government Universities / Municipal Colleges Provincial Federal Cultural Community
Event Hosting Best Practices
Worst Practices ➤ Visitor economy closed in off-season ➤ Disregarding the community ➤ Lack of community spirit/pride ➤ Ignore official event sponsor rights ➤ Putting room nights above all else
Best Practices – Servicing Events ➤ ‘Athlete Centered’ approach ➤ Be an event ambassador ➤ Visitor focused experiences ➤ Engage your employees in the event ➤ Ask … “What can I do to help?”
St. John’s, Newfoundland ➤ March 4-12, 2017 ➤ 122,600 total event attendance ➤ 2,384 out-of-province fans ➤ $5.2M in new money for Province
Business Engagement Name The BEER Contest
Business Engagement
Results ➤ Post Event Survey of Downtown businesses ➤ 65 % of businesses said the Brier had a positive impact ➤ 80 % said hosting events in the Downtown core is important to their business
Curling ROCKS! Success from Curling Canada. Jen McCandie Event Manager Curling Canada
Curling Canada Season of Champions ➤ Home Hardware Canada Cup ➤ WFG Continental Cup ➤ Scotties Tournament of Hearts ➤ Tim Hortons Brier ➤ World Men’s or Women’s Curling Championship ➤ Tim Hortons Roar of the Rings
2018 World Women’s Curling Championship, North Bay CASE STUDY
#STOH2019 MARKETING IMPACT @CurlingCanada Social Media - Across all Channels Curling Canada 157K Team Jones 31.5K TV STATISTICS Overall average audience 383,000 Average audience for the finals 620,000 Total Canadian viewership 7,499,000
How you can make the most of this opportunity!
BE IN THE KNOW. ➤ Know the event’s schedule ➤ Understand peak times you will have customers in your business, and know the main venues ➤ Have your staff prepared to answer basic questions about the event ➤ Learn the lingo!
LIGHTS ON! ➤ Be open for business ➤ Modify hours to reflect busy periods ➤ Check your inventory ➤ Consider staff requirements ➤ Dress your windows and your businesses
LOCALS KNOW BEST. ➤ Be a local ambassador ➤ Know the community partners ➤ Learn about the event i.e.: curling club in your area and programs ➤ Be prepared to make recommendations to visitors (food, shops, landmarks, etc.) ➤ Prepare to provide directions to key places in the community
GET CREATIVE. ➤ Use this event as an opportunity to get creative with your business and product offerings ➤ Offer specials and promos to spectators (show ticket) ➤ Name beverages and menu items in relation to the event ➤ Contests- social media and in-person ➤ Staff incentives ➤ Wear curling rocks branded t-shirts
GET INVOLVED. ➤ Staff rewards ➤ Host your clients or customers at the draws ➤ Competitions i.e.: dressing your windows, contests, creative products, promotions etc.) ➤ Ask: What can I do to help?
Calendar of Events 2019 Vince Ryan 30 th Anniversary Hockey Tourney March The Simon Chiasson Alumni Basketball Tourney March 7 th Annual Cape Breton Classic April In Step Annual Dance Championships May Canadian Cruise New England Symposium June National Senior Little League Championships July Royal Legion National Youth Track & Field Championships August AUS Men’s and Women’s Soccer Championships November www.eventscapebreton.com
Embrace the opportunity... Events Cape Breton jennifer@eventscb.ca Community Culture Heritage neal.alderson@novascotia.ca Chamber of Commerce kathleen@cbregionalchamber.ca
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