Community Development | Public Engagement | Wellness Infrastructure
RC Strategies Inc
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Edmonton, Alberta
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Event Hosting Strategy – Discussion Paper
Tri Municipal Region
FINAL
March 21, 2011
Event Hosting Strategy Discussion Paper
Table of Contents
1.0
Introduction ...................................................................................................1
2.0
What is an Event Hosting Strategy?................................................................2
3.0
Why Does the Region Need an Event Hosting Strategy? ...............................3
3.1.
Economic Development ............................................................................................. 3
3.2.
Community Branding ................................................................................................. 4
3.3.
Usage of Facilities....................................................................................................... 5
3.4.
Legacies...................................................................................................................... 5
3.5.
Social Benefits ............................................................................................................ 5
4.0
The Components of a Typical Event Hosting Strategy ...................................6
5.0
Regional Event Hosting Assets .......................................................................7
6.0
Municipal Planning – A Review ....................................................................10
6.1.
Spruce Grove ........................................................................................................... 10
6.2.
Town of Stony Plain.................................................................................................. 11
6.3.
Parkland County....................................................................................................... 12
7.0
What Are Other Municipalities Doing?........................................................12
8.0
Summary & Next Steps.................................................................................14
Table of Contents
Event Hosting Strategy Discussion Paper
1.0 Introduction
RC Strategies was contracted to write a discussion paper regarding the development of a regional
event hosting strategy. The intent of this investigation is to:
ƒ provide some description of what an event hosting strategy could accomplish;
ƒ to filter this description through some municipal planning documentation of Spruce Grove
and its regional municipal partners; and
ƒ to check the status of this type of strategy within other Capital Region municipalities.
*Please note the intention of this document is not to be an Event Hosting Strategy but
rather to help stakeholders understand what an Event Hosting Strategy is and what it
would accomplish in the region if one were developed.
Ultimately this investigation will be a starting point for the development of a regional event hosting
strategy for the City of Spruce Grove, Town of Stony Plain and Parkland County. This document is
intended to be for the internal use of municipal administrators in the region.
When communities host special events, numerous tangible (economic) and intangible
(community image and branding) benefits accrue. As communities and regions throughout the
province of Alberta are branding and positioning to attract new residents and commercial and
industrial development, increased value has been placed on hosting major events. Therefore
communities are developing strategies and plans to facilitate and attract such events.
Events hosted by communities throughout Alberta typically include annual celebrations (i.e. Canada
Day, etc…), trade shows and conferences, and sporting events. In the tri-municipal region, recent
examples of major events include national events (2010 CCAA Big Kahuna Soccer National
Championships) and provincial events (Alberta Winter Games) as well as local trade shows in Stony
Plain and Spruce Grove and capital region sports tournaments.
While sport tourism is sometimes a major focus for an event hosting strategy, especially those
regions such as the tri-municipal that have ample and appropriate tournament venues (such as the
TransAlta Tri Leisure Centre, Fuhr Sports Park, the Meridian Sports Park), the strategy can extend
beyond sports into trade shows, conferences and festivals. These non-sporting events can also be
major economic drivers for communities,
again especially in regions that have ample
and appropriate venues such as the trimunicipal region (facilities such as the Toby
Kaziel Pavilion which is currently being
expanded). Existing non-sporting events in
the region include the Street Performers
Festival in Spruce Grove, Cowboy Poetry in
Stony Plain, and the Blueberry Bluegrass and
Country Music Festival.
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2.0 What is an Event Hosting Strategy?
Essentially an event hosting strategy is a formalized, structured approach to identify and attract
events to a community. While many communities have attracted and hosted events, not all of
them have had a coordinated strategy in doing so and as such opportunities for increased market
penetration, repeat event hosting and community integration may have been lost. As with any
planning process, an event hosting strategy enables a strategic and structured approach to the
matter at hand. It facilitates long range planning that is often needed to land and sustain “attractive”
events.
Often event hosting in a community begins with a focus on sports tourism. To be considered sport
tourism the people will have had to travel for more than 80 km and / or stay overnight, and sport is
the reason for their travel1. For example a minor sports association served as a tournament host.
While tournament hosting is still an important plank of an event hosting strategy, events beyond
sports tourism are included and addressed in a formal strategy. A
comprehensive strategy therefore will leverage more fully the
assets of a community or region (facilities, volunteers, etc) than
would a strategy with solely a sport tourism focus.
While the tri-municipal region has already been successful in
bringing events to the area, an event hosting strategy will improve
the efficiency of future attempts. Mechanisms will be in place to
identify, vet, and move ahead on appropriate events. A strategy
enables a community to define “appropriateness” and therefore
expend energy and resources only on those events that are
deemed suitable. As well, processes to work with partners in the
community (beyond the municipal partners) and avenues to
access funding are identified ensuring these efforts need not
begin anew on each occasion. An event hosting strategy
should capture not only the approach to attracting, managing
and hosting events but also how all stakeholders, including the private, public and non-profit
sectors, can benefit from events as they occur and beyond.
Attracting events is a competitive exercise amongst communities and regions. While local events
are valuable and should be reflected in an event hosting strategy, bringing events that include nonlocal visitors into a community most often involves competing with other jurisdictions. The process
of bidding for events can be tedious, time consuming and complex and ideally should be an
integrated approach facilitated by all event hosting stakeholders. An event hosting strategy would
outline how local events can be most effectively managed and maintained but also how the region
can identify, win, and prepare for non-local events through an integrated approach. Because of its
strategic approach and due to those efficiencies previously mentioned,
1
“Sport Tourism Planning Template”, Canadian Sport Tourism Alliance.
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Event Hosting Strategy Discussion Paper
…an event hosting strategy can be instrumental in achieving the
community’s best bid and ensuring that once events are retained, the region
realizes all associated benefits.
A strategy can help avoid the duplication of efforts of organizations which may be trying to bring
events to the region and will ensure support is offered to organizations in the community who may
be instrumental in the hosting of an event.
3.0 Why Does the Region Need an Event Hosting Strategy?
Special events drive economic development, community branding, and increase usage (and
ultimately cost recovery) at existing and new public facilities. As well, the hosting of major events
can result in lasting legacies in the community and provide other social benefits.
3.1. Economic Development
Bringing events into a community also attracts non-local spending. Participants of an event (for
example a softball tournament) spend money in a community. Spectators spend money in a
community as well. Consider a youth tournament in which a local team acts as host. Depending
upon the tournament format, bringing in other teams will result in money being spent in the
community for a number of things such as lodging, meals, gas, etceteras from the participants and
the chaperones of the participants.
While an economic impact assessment tool would be a component of an event hosting strategy,
consider the following rudimentary examples of economic impact.
Example 1 – Youth Baseball Tournament
A youth baseball tournament is hosted for two days in the Tri
Municipal Region that brings in 15 non local teams from across
Northern Alberta. It is assumed that each team includes 15
players (children) 1 coach and 7 parent chaperons. Further the
average expenditure is assumed:
$50 / child per day
2
$85 / adult per day
This tournament would see $2,860 per team for the tournament
based on the following calculation.
$50 / child for two days X 15 children = $1,500
$85 / adult for two days X 8 adults = $1,360
This tournament would have brought in $42,900 in non local spending3.
2
These figures ($50 and $85) include spending on accommodations, meals, etceteras. They do not include such
spending as tournament fees, facility rentals, etceteras. The figures come from the Canadian Sport Tourism Alliance and
were determined in 2000.
3
Non local spending refers to dollars brought into the community by visitors (e.g. participants, spectators, etc). This
does not include spending during the event by community residents.
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Example 2 – Music Festival
A Music Festival is held in the region beginning Friday and ending on Sunday. Aside from
attendance from regional residents, the Festival
attracts 400 adults who stay for two days. Using
the same multiplier as noted in Example 1 ($85 /
adult / day), this Festival would have resulted in
$68,000 spent in the region (as illustrated in the
following calculation).
$85 / adult X 2 days X 400 adults =
$68,000
Note: There are tools that can enable a much more
detailed calculation of the economic benefits associated with an event. The Canadian Sport
Tourism Alliance, for example, provides its members with STEAM (Sport Tourism Economic
Assessment Model). The purpose of showing these calculations is simply to illustrate the fact
that event hosting can serve as an economic development generator for a community.
3.2. Community Branding
Particularly for higher profile events the profile of the community within a broader public can be
raised. People may become aware of the community and its facilities due to the event. Consider
the 2010 CCAA Big Kahuna Soccer National Championships held in Spruce Grove in 2010. People
interested in this event or who participated in this
event may be more aware of Spruce Grove and its
facilities than they were prior to the event. This may
result in visitation at a later time. It also may result in
other event organizers considering Spruce Grove or in
some cases, may position Spruce Grove as a
community of choice for visitors who may be
relocating in the future. Typically events with higher
profiles receive media coverage that reaches people
beyond those directly involved. The Blueberry
Bluegrass & Country Music Festival held annually in
Stony Plain can bring people to Stony Plain that may
never have had the occasion to visit the town or even the region. As such this event helps to
promote the town and the area. This in turn can impact the areas attractiveness to potential
residents and businesses.
Events can also promote or highlight a community’s facilities and amenities – sometimes even to
its own residents. The 2012 Alberta Winter Games will highlight those amenities used in the region.
For example Chickakoo Lake Recreation Area will be the host of the cross country skiing events and
may experience higher use after the event by regional residents. This venue will be highlighted to
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Event Hosting Strategy Discussion Paper
the public, some of whom may not currently use it. So aside from bringing other events to the area,
the Games may entice individuals to use or visit a facility or venue.
3.3. Usage of Facilities
Communities have facilities and assets. It is in the best interests of the investments in those facilities
that they get used. For example, from a public perspective seeing “full” use of
an artificial turf field is the best case scenario. Bringing events into a
community helps ensure that facilities receive more utilization. There can
be some concerns from local organizations should an event bump them from
using a facility, however from a pure utilization perspective, events can help
ensure greater rates of use. This increased use brings in additional revenues
that can help support the operational costs and capital expenses of the
infrastructure in question.
3.4. Legacies
Through the hosting of significant special events, a host community or region can be left with a
legacy. Legacies can include venues / infrastructure, financial pools, equipment, promotion,
education, expertise, or organizational aspects. A community may develop new facilities or
improve existing facilities in order to host the event. Community members will benefit from any
new facility development or facility improvements long after the event has concluded. The event
legacy may also take the form of scholarships or program funds that will serve as a regular reminder
of the community’s event hosting. Identification of these types of legacies during the event bid
process can be important during the adjudication process.
3.5. Social Benefits
Often community organizations will assume a significant role in the attraction and operation of an
event. In these instances both the sport generally and the club or organization specifically may
benefit. Again this is through the profile,
promotion, and coverage afforded an event. A
track & field meet, for example, would expose
the sport to a broader audience. This may lead to
increased participation in the sport locally which
can help strengthen the organization. A local
track & field club may see a boost in membership
which will bolster its financial position, further
strengthening the club’s position in the
community. Events can, particularly at higher
levels, help inspire the youth of a community to
aspire to higher levels of achievement.
Volunteers are critical for an event’s success. Bringing in events to a community provides
opportunities for its volunteers. These events also enable others to volunteer. Depending upon
the scale of the event, volunteers may need to be drawn from an expanded pool. For example it is
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expected that the cadre of existing volunteers in the region will be enhanced by the addition of new
volunteers in order for the tri-municipal region to successfully host the 2012 Alberta Winter Games.
People volunteer for a variety of reasons including to enhance their own skills, to enrich their
community, and for enjoyment. Attracting events to a community can provide residents with these
opportunities. The new and strengthened skills acquired by these volunteers can be put to use in
the community once the event has finished. In this manner an event can act as a community
development exercise. The expertise developed in a community through the hosting of an event
can help position the community more favourably in subsequent event bidding processes.
Events can also serve as a means for cultural expression, particularly if they have a focus on a
particular cultural group. In this way a mechanism is provided for a cultural group to share their
culture with their community neighbours. Many sporting events have a cultural component as well.
These provide means other than the sporting event itself to involve the community both as
spectators and as participants, particularly from the local cultural community. This can therefore
help nurture and support the area’s cultural industry.
Events are also beneficial to a community and its residents for more esoteric reasons. Events can
provide occasions for residents to connect to each other and the community; enable people to
spend time with each other; and celebrate the experiences together. This helps explain why there
are annual events in many communities. The events bring the community together. Partnerships
between community organizations, municipalities, and the business community can be enhanced
through these event opportunities as well.
4.0 The Components of a Typical Event Hosting Strategy
An event hosting strategy can be varied but there are some basic elements.
1.
Community Assessment – this examines the state of the community or region as a
foundation for event hosting. Included would be community strengths and weaknesses, a
history of events hosted, and a tourism assessment (accommodation inventory for example).
2.
Vision Statement – the strategy needs to be guided by a vision that is particularly helpful
when identifying appropriate events to target.
3.
Strategic Priorities – identify what the strategy is trying to accomplish
4.
Roles & Responsibilities – delineates the role and responsibilities of various parties (e.g.
municipality, community organization, etc) vis-à-vis the bid and the event itself. This could
also entail the development of a task group or staff person dedicated to event hosting.
5.
Needs Assessment Template – an approach to vetting opportunities to determine whether
they should be pursued.
6.
Bid Template – a structure and format of the information necessary to include in an event
bid. While events may have their own requirements, this template will identify the broad
based community information that may be needed in a bid.
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Event Hosting Strategy Discussion Paper
7.
Inventory of Assets – this would include facilities and infrastructure in the community that
could be used to host an event (private, public, and not-for-profit). An assessment of their
ability to hold events needs to be undertaken. It would also include community organizations
that can be important in the attraction and actual hosting of the event.
8.
Marketing Materials – promotional material that would describe the community and its
ability to host events. This could include parts of the inventory as well as community supports
for an event such as accommodation.
9.
Benefits Framework – a strategic framework to help ensure that all stakeholders (private
sector accommodations and food services, non-profit groups and programs and public service
providers) benefit from events hosted.
10.
Economic Impact Assessment Tool – while
not always an objective to every event, the
Strategy should include a tool to enable the
determination (estimation) of the economic
impact of an event. The Canadian Sport
Tourism Alliance, for example, provides this
tool to its members called the Sport Tourism
Economic Assessment Model (STEAM).
Developed by the Conference Board of
Canada, there is a specific model for Alberta
5.0 Regional Event Hosting Assets
The tri-municipal region (Spruce Grove, Stony Plain, Parkland County) has a myriad of facilities that
could be used to host events. An Event Hosting Strategy will include a detailed list of these facilities
including some description. The following list identifies and describes some significant amenities in
the region - by location.
Spruce Grove
Facility
Agrena
Fuhr Sports Park
Henry Singer Baseball Facility
Description (primary elements)
-
Grant Fuhr Arena – the home arena for the Junior A Saints
and Junior B Regal hockey teams and the Spruce Grove Slash
senior lacrosse team
Stu Barnes Arena
Agra Room – a meeting room with capacity for 80
2 outdoor artificial turf fields
Field house with change rooms & concession
Playscape
Picnic area
5 Class A ball diamonds
Concession
Bleachers
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Event Hosting Strategy Discussion Paper
Horizon Stage Performing Arts Centre
Spruce Grove Curling Club
TransAlta Tri Leisure Centre
(expansion planning underway)
-
318 seat auditorium
arena-style theatre with professional lighting and sound
systems
2 dressing rooms
Self contained lobby with concession
6 curling sheets
Rock Lounge (158 person capacity)
Puck Lounge (192 person capacity)
o The two lounges can be combined (capacity of 300)
2 NHL sized rinks
2 field house surfaces
Gymnasium
Indoor play area
10 lane 25 metre pool
Fitness facility
Walking track
Meeting rooms (3)
Leisure pool with water play area & hot tub
Stony Plain
Facility
BMX Park
Glen Hall Centennial Area
Stony Plain Heritage Park
Description (primary elements)
-
Stony Plain Golf Course
-
Starting area, dirt course that can host sanctioned events
Bleachers
Fenced
Concession
Single ice pad
900+ seat (individual seats)
Home arena for a Junior B team and AAA Senior Men’s team
Outdoor stage
Toby Kaziel Pavilion (indoor pavilion undergoing major renovation)
Rodeo grounds / riding arena
Skating pond
Picnic sites
Ample paved parking
18 hole championship course and practice facility
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Event Hosting Strategy Discussion Paper
Parkland County
Facility
Chickakoo Lake Recreation Area
Meridian Sports Park
Description (primary elements)
-
14 km of groomed cross country ski trails
Interpretive trail
Walking / cycling / hiking / equestrian trails
Picnic areas
Washrooms (outdoor)
Hand boat launch
Parking lot
4 ball diamonds fenced with shale infields
Covered dugouts
Spectator seating
Regulation sized soccer field
Practice soccer field
Children’s playgroud
Washrooms
Concession facility
Picnic area and fire pits
Ample parking
Other venues include:
Spruce Grove: Central Park, Melcor Cultural Centre, Jubilee Park, assorted school
gymnasiums and fields, the trail system, and many other amenities.
Stony Plain: Stony Plain Outdoor Pool, Community Centre, Stony Plain Library, assorted
school gymnasiums and fields, the trail system, and many other amenities.
Parkland County: Hasse Lake, Jack Fish Lake, Entwistle Outdoor Pool, other park sites and
community halls and many other amenities.
The assets identified in the preceding tables are primarily public or publicly supported
facilities. There are innumerable other venues in the region including private and not-forprofit operations that could host events. These include facilities such as hotels, sport and
leisure organizations’ facilities, and the area’s many golf courses.
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Event Hosting Strategy Discussion Paper
6.0 Municipal Planning – A Review
The notion of event hosting is illustrated in a number of municipal planning documents as noted
below for Spruce Grove, Stony Plain, and Parkland County. Pertinent statements from the various
municipal planning documents are presented. While there are some differences in how event
hosting is reflected within each of the municipality’s planning documentation, the concept of it and
the benefits accrued by hosting events is supported by each municipality.
6.1.
Spruce Grove
Partnership for Prosperity – Spruce Grove’s Economic Development Strategy 2010-2020
…. sports tourism is now seen as one of the highest growth potential “industries” in the
City.
… considerable progress has been achieved in developing sports tourism…. The time has
come to take these efforts to the next level.
The goal remains to draw in more sports tourists from across the Capital Region, Alberta
and Canada – and to capture the associated retail,
commercial and hospitality expenditures associated
with these visitors.
Proposed action items:
o develop a targeted results oriented sports
tourism strategy in cooperation with our
regional partners
o continue to develop sport and recreation facilities – and related hosted events – as
an economic driver, including opportunities to partner with other municipalities
o establish sports tourism coordinator and budget to assist in attracting major events, in
cooperation with our regional partners
o promote investment in complementary hospitality services
o …. consider the establishment of a multi-stakeholder committee to advise on sports
tourism …. matters … in cooperation with our regional partners
Spruce Grove Corporate Plan 2011-2013
Creating an environment that fosters a sense of
community spirit and pride
Strengthen ties between the City and community
and service groups and organizations
Engage with other municipalities and organizations
in the region to coordinate, where possible,
investment, promotion, and marketing efforts
Promote the growth of Spruce Grove’s tourism and
hospitality sector
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Define the role of the City in tourism development, in alignment with the regional sports
and tourism strategy
Develop our sports and recreation facilities and plan for the promotion of the city’s sports,
recreation and hospitality sectors
Develop partnerships to promote local sports, tourism and hospitality sectors
The City of Spruce Grove “Your bright future Municipal Development Plan 2010-2020”
Pursue opportunities and partnerships to develop sport tourism and hospitality related
infrastructure and services to attract tournaments and conferences to the community.
Continue to encourage a diverse range of community events and festivals.
Strengthen Spruce Grove as a regional sports tourism destination by reinvesting in existing
facilities and enhancing their potential as economic generators.
6.2.
Town of Stony Plain
Town of Stony Plain Municipal Development Plan – 2005 - 2020
Continue to implement the economic development and tourism
strategy.
Foster community economic development and tourism to diversify the
economy, attract new investment, create jobs and expand the tax
base.
Increase tourism visitation and expenditures through co-operative
marketing and the development and enhancement of tourism
attractions, services and infrastructure.
Work in partnership with neighbouring municipalities, service clubs and other
organizations to meet the parks and recreation needs of the community;
Investigate and pursue potential shared services enhancing co-operation and partnerships;
Community Sustainability Plan 2007
Create a business development plan focused on business attraction, tourism, and
marketing to promote economic diversity
*Other pertinent planning efforts by the Town of Stony include the Stony Plain Business Attraction
and Marketing Strategy (2009), Stony Plain Tourism Strategy (2003-2008) and the Business
Development Plan (2008).
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Event Hosting Strategy Discussion Paper
6.3.
Parkland County
Council’s Strategic Plan (June 2010)
Cooperate with the Town of Stony Plain and City of Spruce Grove in providing economic
development.
Economic Development & Tourism Strategy 2009-2013
Develop a three-year plan for professional development in the
economic development sector, including municipal staff but also
key community leaders and decision-makers
Undertake an Aggressive Public Relations Strategy ….. (that) will
also be very effective for attracting visitors and investment
retention/attraction in all sectors.
Support the existing tourism sector through strategic partnership with neighbouring
communities …
Undertake background work with successful tourism operators who can attest to the
payback of investments in improvements (inspiring stories) and would be prepared to let
their experiences stand as examples to others. Invite all tourism operators in Parkland to
attend.
7.0 What Are Other Municipalities Doing?
As noted previously and because of the competitive nature of attracting events, knowing the status
of event hosting strategies within major communities within the capital region is important. The
intent is not to present the details of each municipality’s approach to event hosting but rather to
identify the nature of it.
City of Edmonton: The City of Edmonton along with Edmonton Tourism / Edmonton Economic
Development Corporation is embarking on the development of a formal strategy which is slated for
completion in late Spring 2011. It does however have Policy C175 Assistance to Organizations
Hosting International Sporting Events. There is a Coordinator of International Events that works with
organizations looking to host events and seeking funds from the City. An application form to access
monies is completed by the organization. This is vetted through a Commission Board which makes
a recommendation to Council regarding funds. The Policy limits the City to one-third of capital costs
for new / upgraded facilities needed to host the event and one-quarter of operational expenses.
There is a Community Investment Grant Program with a maximum of $5,000 for organizations
seeking to host Recreation / Amateur Sport or Multicultural Events.
Edmonton Tourism / Edmonton Economic Development Corporation has a position – Manager,
Events Attraction – that was created to proactively solicit sport and cultural events to Edmonton.
This position is supported by a part time coordinator. The Manager Events Attraction works closely
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with the City of Edmonton’s City Manager’s Office and the Director of Civic Events. The role of the
Manager is to gather leads and provide services in bidding for events (e.g. bid package
development, accommodation coordination, site visit coordination, information on funding, grants,
sponsorship, promotion, and event servicing). A body entitled Edmonton Events International was
struck in 2003 and is coordinated through the Manager Events Attraction. This group meets
quarterly to discuss event opportunities and provide insight and advice.
The budget for Events Attraction is less than $150,000 which is used for promotional material,
advertising, attendance at congresses / market places, sales missions, hosting, travel, consultation
and development, and sponsorship.
City of Kamloops, British Columbia: The City has a number of policies that are particularly
pertinent to the event hosting.
Special Events Grants Policy – for local organizations with plans to provide annual community
festivals or events. Maximum funding is $10,000 for the first year and $5,000 for the second year.
Community Enhancement Grant Policy – includes a Convention Incentive Program. Events must be
held between October and May and include a minimum of 50 visiting delegates for a 2 day event.
There is an annual maximum of $12,000 - $7,500 earmarked for provincial conventions, $3,000 for
western Canada conventions, and $1,500 for national conventions. A formula is used for each
convention based upon a per delegate amount.
Tournament Capital Events Policy – the City will provide funds for a civic function or reception
when the City is hosting competitive tournaments. Funds are allocated based on a per participant
amount for provincial championships ($500 max), western Canada championships ($1,000 max),
and national championships ($1,500 max).
This policy also includes Seed Funding used in circumstances in which the City agrees to assist local
organizations with a bid to host a major, national, or international event. There is an annual fund,
administered by the Parks and Recreation Services Department, which will be used for bid
preparation costs. There is an annual budget of $10,000 that can be rolled over to a maximum of
$25,000.
Tournaments – Major and International Rental Waiver – the City will waive facility rental fees for 1
day out of every 4 days of competition to provide support for major and international tournament
events.
City of Leduc: The City has a Sport Tourism Strategy document and a Sport and Agriculture
Tourism Coordinator. The Coordinator’s job is to implement the strategy and attract events to the
community. There is one full time position assigned to this task although part time administrative
support is available when needed. As part of the Strategy, promotional documents have been
developed to help entice events to the community. The City also has a grant program that enables
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community groups to apply for up to $15,000 in funds (depending upon the event) to assist in the
hosting of an event. The annual budget is approximately $72,000 (including ~ $45,000 for grants).
Investigation is occurring regarding the coordination of a hotel tax dedicated to sports tourism.
Town of Okotoks: There are two staff members that work in the area of events: Economic
Development Team Leader and a Special Events Coordinator (Community Services staff). The Town
does not have a formal policy in this regard but will work with community groups to bring in events.
The Town will help cover some event costs such as advertising and will work to bring the business
community in as support for any events. Some annual community events receive funding and are
included in the Town’s operating budget (e.g. Pumpkin & Scarecrow Festival) – the budget for these
events is $28,000. New events are not left out of the equation as approximately $2,000 is budgeted
for them. The Town has identified a need to develop and implement its own event fund strategy.
City of St. Albert: A Major Events Hosting Strategy was produced in mid 2009. Since then a vision,
guiding principles, and project charter have been developed along with a terms of reference for a
major events advisory committee. A business case was approved by Council in 2010 that is to begin
implementation in April 2011. The business case called for the establishment of a Special Events
Coordinator position along with some funds for training, relevant memberships, and promotional
funds.
City of Langley, British Columbia: The City of Langley has a Special Events Policies and Procedures
Manual which recognizes the benefits accrued with the hosting of events in the city. The Manual
provides a consolidated resource to enable special event coordinators easy access to the necessary
information to plan and host an event.
The City also has a Community Grant application process to support not-for-profit organizations
which work to enhance the quality of life for residents. In 2010 the City awarded approximately
$95,000 for projects ranging from $200 to $6,090.
8.0 Summary & Next Steps
There are numerous benefits a community or region can accrue from attracting and hosting events.
Whether for economic or community development, event hosting can be a very positive exercise
for a community or region to warrant the development of a strategy. The existing event hosting
efforts and assets in the Tri Municipal region warrant the development on a formal event hosting
strategy.
The three municipalities in the tri-municipal region have a history of working extremely well
together. Collectively their inventory puts them in a position of strength when competing to bring
events to the region. As such the City of Spruce Grove, Town of Stony Plain, and Parkland County
should meet to discuss taking a subsequent step to develop an Event Hosting Strategy for the region.
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