Sport Tourism 101
Rick Traer
CEO
Canadian Sport Tourism Alliance
Sport Events: The greatest underleveraged assets
within the Canadian tourism industry.
Who are we?
• Non-governmental, not-for-profit, tourism
industry driven organization
• Formed in November 2000 with the support of
the Canadian Tourism Commission
• 18 founding municipal members; 500+ members
today – 150 municipalities, 300+ national &
provincial sport organizations
• We are NOT a funding agency!
CSTA members
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Municipalities
National & Provincial Sport Organizations
Provincial governments
Organizing Committees
Hotels / Airlines / Car Rental / Rail / Bus
Facility Venue Owners
Consulting Firms / Agencies
Education (administrators, professors,
researchers, students)
CSTA Mission
• To increase Canada’s capacity to attract and
host sport tourism events.
• To promote Canada as a preferred host for
international sport events.
• The CSTA promotes a planned, coordinated and
strategic approach to event hosting.
Industry Tools
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Sport Tourism Planning Template
STEAM/STEAM PRO
Bid Evaluation Model
Business Plan Template
Sport Event Marketing Template
RFP Template for Sport Events
Sport Event Bid Template
Sustainable Sport Event Template
Event Contract Template for Rights Holders
Capital Scope of Work Template
The Perfect Storm
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9/11
SARS
Mad Cow
H1N1
Currency exchange
Gas prices
Recession
Border issues/documentation
Sport Tourism
• A stabilizing force
during times of
volatility within the
tourism industry.
• $5.2 billion segment
of the tourism
industry.
www.globeandmail.com
Canada’s National Newspaper
Since 1844
Sport Tourism is a Financial Power Play
When Ottawa first hosted
the Bell Capital Cup in 2000,
94 teams took part. Now, the
annual minor-hockey
tournament draws about 500
teams – and the event’s
economic benefits have
grown, too.
A survey of the 2005
championship found that it
generated an estimated
$11.1-million in economic
activity, led to 162 new jobs,
and attracted more than
16,000 visitors that year.
The tournament is just one
example of how sporting
events can give cities a
serious financial boost.
Sport tourism is the fastest
growing segment of the
tourism industry; in Canada,
it yields approximately $3.4billion in annual spending by
domestic travellers alone.
And it’s not just larger
metropolitan areas that
stand to benefit. The effects
of sport tourism are being
felt everywhere from
Moncton (home of next
year’s Canadian Figure
Skating Championships) to
Prince George, where the
2015 Canada Winter Games
will take place.
Why Sport Tourism?
• Stimulates economic, tourism, cultural and social
prosperity;
• 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.
Types of Events
• Multi-sport & Major Games
• Professional/amateur sport
leagues and events
• Amateur single sport events
• Manufactured or created
events
• Intercommunity events
Event Hosting Escalator
International
National
Provincial
Regional
Local
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By Sport
Relationships
Influencers
History
Potential
World Pond Hockey Championships
• Plaster Rock, NB (pop. 800)
• Launched in Feb. 2002 with 40 teams
• 2016 included 125 teams from 15 countries;
over 1,000 applications
• Est. 8,000 visitors over 4 days
• 300 volunteers
• 20 rinks on Roulston Lake
• Accommodations: Plaster Rock, Grand Falls,
Perth-Andover
Sport Tourism Economic Assessment Model
• Launched in 2002
• Developed in partnership with
CTC, CACVB and Sport Canada
• Predicts the economic impact of
a sport event on a community
• 1st web based tool of its kind
• Contains spending profiles from
most recent Statistics Canada
data and primary research at
more than 125 events
2012 Ontario Cup Major Midget Boys
Basketball Championship
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May, 2012
Ottawa, Ontario
87 teams – 1,305 participants
1,949 out-of-town spectators
$421,700 combined expenditures
$447,300 GDP
$967,800 economic activity
$219,500 in taxes supported
2015 FIFA Women’s World Cup & U-20
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June 6 – July 5
Largest single sport event ever hosted in Canada
$249 million GDP
$493 million economic activity
$97 million taxes supported
174,00 overnight visits; 96,600 USA
1.35 million spectators
2,500 volunteers
Broadcast reached over 200 countries
Player to Parent Ratio – select
events
Event
Player to
parent &
sibling ratio
2012 Girls Provincial Hockey - Novice & Atom
1:3.2
2012 Girls Provincial Hockey - Midget
1:2.4
2011 Wild Rose Figure Skating Championship
Leduc
1:2.1
2011 Canada Winter Games - Halifax
1:2.0
2013 Slush Cup Soccer (U-10 to U18, boys & girls)
- St. Albert
1:1.8
2012 Boys U16 Basketball Provincial Champs.
1:1.6
2012 Ontario Summer Games
1:1.5
2013 Alberta U16 Ringette Championships
1:1.5
Global Sports Impact Project
• Canada Ranked #2 as Host Sport Nation;
#1 Bid Nation in 2015
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Russia
Canada
UK
China
USA
Congress
• Conducted annually in
March/April
• 368 delegates in 2016
• Business to business
• Training & education
• Networking
• Best practices
• March 20-22, 2017 in
Ottawa
Consulting Services
• Speakers
• Workshops
• Customization of
tools
• Access to sport
event hosting
expertise
Issues
• Fierce competition from other
communities & countries
• Ageing infrastructure
• Displacement/dislocation
• Risk assessment & management
• Increasing rights fees
• Opportunity costs
• Volunteer capacity
Trends
• Increased emphasis on
manufactured or
created events
• Masters level events
• Events involving young
children encourage
family travel &
vacations
• Extreme sports/X
Games
Trends
• Team sport competitions
(soccer, hockey, vball,
baseball, basketball)
• Girls/women’s events
• Marathons/triathlons
• Cycling
• Ultimate
• Parasport
• Dual hosting models
• Co-leadership model with
Canadian Tourism
Commission since 2007
• Sportaccord 2016: April
19-22 in Lausanne
• Team Canada Sales
Mission scheduled for
October, 2016 in
Lausanne
SPORT TOURISM
The fastest growing grassroots economic
development initiative in Canada today.
THANK YOU!
[email protected]