Welcome! What you can expect from this workshop. 2018 Scotties - - PowerPoint PPT Presentation

Welcome! What you can expect from this workshop.

2018 Scotties Tournament of Hearts KEY FACTS & FIGURES

$5.0 Million

• f Initial Expenditure

5800

Out of town Visitors

$3.85 Million

Of visitor spending attributed to event

$2.3 Million

Wages and Salaries supported locally

$4.4 Million

Total boost to provincial GDP

$8 Million

Overall economic impact to province

43

Local jobs supported by event

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

Sport tourism is a grassroots economic development initiative involving municipal, sport and tourism partners. What is sport tourism? 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

➤

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.

Why Sport Tourism?

➤

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?

EVENT

Sport Community

Economic Development

Tourism (DMO)

Government Municipal Provincial Federal

Cultural Community

Universities / Colleges

Accommodations

Facilities

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

MARKETING IMPACT

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

#STOH2019 @CurlingCanada

How you can make the most of this

• pportunity!

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 30th Anniversary Hockey Tourney March The Simon Chiasson Alumni Basketball Tourney March 7th 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...

Community Culture Heritage neal.alderson@novascotia.ca Events Cape Breton jennifer@eventscb.ca Chamber of Commerce kathleen@cbregionalchamber.ca