Creating a Sport Tourism Action Plan
Huntsville
September 24, 2005
Presentation Outline
• Provide background on the Sport Tourism Planning
Template
• Discussion on Stage 1 and 2
• Overview of Stage 3 and 4
• To answer questions going forward
The Planning Template
• Building on the Ontario Sport Tourism Stakeholders
meeting at 2003 CSTA Sport Congress, Tourism Hamilton
applied for funding
• Funding to help develop a template and a plan for
Hamilton
• Template and Hamilton’s action plan were created in 2004
• Planning template is now available at
http://www.tourism.gov.on.ca/english/ido/resources/cstatemplate.pdf or through membership with CSTA
The Planning Template
• Four Stage Process
– Stage 1: Expanding Knowledge of Sport Tourism
– Stage 2: Assessing Community Capacity
– Stage 3: Setting Objectives and Building a Vision
– Stage 4: Building a Strategic Approach
Expanding Knowledge of
Sport Tourism (Stage 1)
• This stage gets everyone on the “same page” with a
background on “What is Sport Tourism”
• Outline of different kinds and levels of sport events
• The business side – expenditures and revenues
• One worksheet: “Agency/Organizational Assessment”
Assessing Community Capacity
(Stage 2)
• Assessing what you have and what you’ve done (resume)
• Worksheets:
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Community Strengths and Weaknesses
Sport Event Resume
Sport Strengths
Sports with Potential
Facilities Inventory
Accommodation Profile
Setting Objectives and
Building a Vision (Stage 3)
• Stage deals with aligning visions so that multiple
objectives can be met
• Key worksheet: Vision Survey
Building a Strategic Approach
(Stage 4)
• Stage deals with moving the vision and plan forward –
assessing events to go after
• Worksheets:
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Sport Tourism Opportunities
Sport Event Calendar – Potential
Support Resources
Action Planning
What has Tourism Hamilton done?
• Secured funding for the project from Ontario Ministry of Tourism and
Recreation
• Engaged Bob Yates to assist with developing the plan
• Held three sets of stakeholder sessions locally
• Conducted over 20 key informant interviews
• Presented draft template at the 2004 Canadian Sport Tourism Alliance
Conference
• Discussions at Board meeting of May 28, June 25 and September 24
• Approved at Hamilton City Council as part of 2005 Budget
deliberations
Why a Sport Tourism Plan?
• To bring provincial, national and international sport events, including
sport and multi-sport conferences to Hamilton
• To work with existing sport competitions to expand them from
competitions to events
• To build capacity to host future sport events in Hamilton
• To create legacies in Hamilton from sport events
• To create a coordinated approach to bidding and hosting sport events
• To provide opportunities to leverage sport events for social and
economic benefits for Hamilton’s residents, organizations and
businesses
Strategic Objectives
• To raise the profile and image of Hamilton provincially, nationally, and
internationally through bidding and hosting
• To position Hamilton as a desirable and capable host
• To support sport development and participation at all levels in
Hamilton
• To support economic development and downtown renewal
• To engage residents through volunteerism
• To engage organizations and businesses through partnerships
• To build and improve sport facilities
Key Elements of the Action Plan
• Partnership model, with Tourism Hamilton taking the
leadership role
• Create up to two staff positions within Tourism Hamilton
• Create a sport tourism budget and marketing plan
• Create a Sport Tourism Advisory Committee to provide
strategic advice
• Complete facility inventory and assessment
• Begin to build target list of opportunities for next 20 years
Sport Selection
• Priority Matrix, based on evaluation from perspectives of:
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City Needs
Social Needs
Fiscal and Administrative Requirements
Sport Needs
Tourism Needs
• Factors for consideration:
– Economic
– Social
– Community
Event Targets
• Level 1 – Major International Events (Multi or Single Sport)
– 1 every 10 years
• Level 2 – Small International Events
– 1 or 2 every year
• Level 3 – National and Provincial Events
– 10 to 15 every year – 1 in every key sport every year or so
• Level 4 – Intra-Provincial and Open Events
– As many as the calendar will allow
• Level 5 – Local Events
• Level A – Other Events
– As many as the calendar will allow
Annual Process
• Collaborative planning workshop
• Monthly/quarterly meetings of Sport Tourism Advisory
Committee
• Annual budget to/from stakeholders, including Hamilton
City Council
• Annual report to Tourism Hamilton Board of Directors and
Hamilton City Council
• Regular Ottawa/Toronto PSO/NSO liaison
Question and Answer
• Questions?
• Thank you