Sports Tourism Program

Tourism Partnership of Niagara's sports program.

Transcript

1. The  Tourism  Partnership  of  Niagara   Sports Tourism Program 1
2. The  Tourism  Partnership  of  Niagara   Economic Impact of Sport Tourism !""#$$#%&'#()* +,)-&./&(-)* 0/#",/12*3##%*4*5,6,/&7,* +,"/,&'#(*4*8(-,/-&9($,(-* +,-&9:*;:#-<)* =<#>>9(7* ;&/*+,(-&:* ?,<9":,* 0&)* @&A9*4*!9/>#/-*=<.B:,* Source:  Canadian  Sport  Tourism  Alliance  reports  using  the  Sport   Tourism  Economic  Assessment  Model  (STEAM)  of  the  2009  ICF   Canoe  World  Sprint  Championships,  World  Sledge  Hockey   Challenge,  IIHF  World  Junior  Championships,  Tim  Horton’s  Roar  of   the  Rings,  Canada  Summer  Games)     §  Sports tourism is the fastest growing sector of Canada’s sport industry §  Represents $3.6 billion in Canada alone (8.8% growth between 2008 and 2010) §  An economic driver for 12 months of the year §  Drives incremental spending in a host city regardless of size §  Coaches, athletes, parents and spectators will stay at a hotel or college residence, eat at restaurants, and visit attractions
3. The  Tourism  Partnership  of  Niagara   Funding for sporting events §  Event must have a minimum economic impact of $1M §  Tiers: §  Small events ($1M to $2M economic impact): up to $15k §  Mid-sized events ($2M to $3M): up to $50k §  Large events: qualify for blockbuster funding program (budgets over $1M) §  For recurring events, “incubate” the event by providing support for programing for up to a 3 year period with support diminishing over the period 3
4. The  Tourism  Partnership  of  Niagara   Sport event criteria – new/different from TPN program §  Economic value: $1M+ according to STEAM (instead of $1M budget as per the TPN event program) §  Size: potential to draw large number of athletes and spectators (especially international) §  Popularity: ability to stir public interest, volunteers, and media attention §  Reputation: marketable to attract sponsors or government funders and media §  Legacy: builds Niagara brand as an “active” destination and lead as “home of” destination for: §  Flatwater sports … canoe, kayak, triathlons, open water swimming, dragon boats, rowing §  Golf … PGA TOUR, LPGA Tour, Champions Tour §  Cycling … GranFondo §  Trails … marathons and triathlons 4
5. Scoring grid Technical  requirements   Tourism  development  plan  (comprehensive  business  plan,   programing,  tourism  services)   15   Impact  (aPendance,  overnight  visitors,  length  of  stay,  gate,   season)  –  internaRonal  athletes  and  their  families/friends   25   MarkeRng  plan  (target  segments,  markets  and  experiences)   -­‐  flatwater,  golf,  cycling,  trails   15   OrganizaRonal  capacity  to  complete  the  project   5   Financial  posiRon     10   Budget  (including  confirmed  commitments  from  other   sources)   5   Community  support  (region-­‐wide  benefit)  -­‐  volunteers   5   Performance  measures   5   Significant  media  aPenRon   15   TOTAL   100  
6. The  Tourism  Partnership  of  Niagara   Links §  STEAM economic impact model … http://canadiansporttourism.com/industry- tools/steam-sport-tourism-economic- assessment-model.html 6