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Item No. 9.1.1 Special Events Advisory Committee May 15, 2019

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Item No. 9.1.1 Special Events Advisory Committee May 15, 2019 P.O. Box 1749 Halifax, Nova Scotia B3J 3A5 Canada Item No. 9.1.1 Special Events Advisory Committee May 15, 2019 TO: Chair and Members of Special Events Advisory Committee Original Signed SUBMITTED BY: Denise Schofield, Director, Parks & Recreation Original Signed Jacques Dubé, Chief Administrative Officer DATE: May 3, 2019 SUBJECT: Marketing Levy Special Events Grant Report 2019 ORIGIN Applications received pursuant to Administrative Order Number 2014-020-GOV - Respecting Marketing Levy Special Event Grants. LEGISLATIVE AUTHORITY Administrative Order 2014-020-GOV – Respecting Marketing Levy Special Event Reserve Grants. Administrative Order 2014-015 ADM - Respecting Reserve Funding Strategies. RECOMMENDATION It is recommended that the Special Events Advisory Committee (SEAC) recommend that Halifax Regional Council: 1. Approve the 24 proposed Event Grants for a total of $1,054,000 as identified in Table 1 in 2019/20 from the Community and Events Reserve, Q621; 2. Pending final approval of the 2020/21 budget, approve 11 Signature Event Grants in the amount of $493,000, as identified in Table 2 from the Community and Events Reserve, Q621; 3. Pending final approval of the 2021/22 budget, approve 11 Signature Event Grants for the total of $493,000 as identified in Table 3 from the Community and Events Reserve, Q621; 4. Pending final approval of the 2020/21 budget, approve a Major Hosting grant in the amount of $200,000 from the Community and Events Reserve, Q621, as identified in Table 4 to the Atlantic Division Canoe Kayak Canada for the International Canoe Federation (ICF) Canoe Sprint World Championships; and; 5. Pending final approval of the 2021/22 budget, approve a Major Hosting grant in the amount of $200,000 from the Community and Events Reserve, Q621, as identified in Table 5 to the Atlantic Division Canoe Kayak Canada for the International Canoe Federation (ICF) Canoe Sprint World Championships. MLSER Event Grant Report 2019 Special Events Advisory Committee 2 May 15, 2019 BACKGROUND This report outlines the recommended Marketing Levy Special Events (MLSER) grant awards for applications submitted to the 2019/20 intake. All recommendations respecting allocations of the MLSER are governed by AO 2014-020-GOV Respecting Marketing Levy Special Event Reserve Grants. Funding is provided from the Community and Events Reserve (Q621); an “Opportunity” reserve. The business case, approved by Regional Council, defines the purpose of the reserve as follows: • To provide funding to attract and host exceptional, large-scale sporting events and tourism events that create significant economic impacts; promote Halifax as a multi-experiential event destination; and attract tourists to HRM for multiple day visits; • To provide funding to community non-profit and public institutions in support of major capital initiatives by facilitating the development of significant community infrastructure to realize tangible cultural, and economic impacts on a national, provincial, regional or sectoral scale; and • To provide funding to support the principles and objectives of the Cultural Plan and the HRM Public Art Policy. The applicants to the 2019/20 program are assessed under the newly revised Administrative Order (AO) 2014-020-GOV Respecting Marketing Levy Special Event Reserve Grants. Below is a short history of the revisions to the overall granting program framework. 2016 AO Revisions Results In 2016, Regional Council approved new program categories with new criteria and a scoring system primarily focused on data driven economic and tourism impacts. The new approach resulted in funding reductions for some annual events and the impact of those reductions, in some cases by significant amounts, has been noted each year of the 3-year cycle as causing challenges, particularly for events with sizeable municipal services costs. While an incremental funding formula was recommended and approved to provide time for the organizations to adjust to the reduced award amounts, there were enough difficulties experienced by events in the Signature program for staff to revisit this approach. Staff has reviewed the rationale for this phased reduction approach and acknowledge that the overall conditions for organizations to attract other additional sources of funding through corporate sponsorship, fundraising and/or with other levels of government remains a challenge; therefore, no phased funding reductions are proposed for Signature events in the upcoming cycle. Notwithstanding, HRM strongly encourages event organizations to seek additional funding or make necessary program adjustments as SEAC’s focus remains building financial capacity to develop new and emerging events in HRM, and to position the municipality with the financial capacity to attract and host major event opportunities. Recap of 2018 AO Revisions In June 2018, Regional Council approved further amendments to AO 2014-020-GOV. The revisions focused on 3 principal areas: 1) distinction between annual events and one-time event funding; 2) program budget minimums; and 3) a more flexible application and intake process. 1. Distinction between annual events and one-time event funding In discussions with SEAC, it was agreed the program categories were confusing, and possibly restricting, as funding was available to annual and one-time events in the same program stream. One-time events are non-annual, and the only program which funded both annual and non-annual was the Tourism Event program. SEAC proposed a ‘two-bucket’ approach; one stream to which annual events are eligible to apply, and another stream for one-time (non-annual) events eligible for funding. The below chart summarizes these approved changes: MLSER Event Grant Report 2019 Special Events Advisory Committee 3 May 15, 2019 Emerging Annual Signature MLSER AO Distinguished One -Time Major Hosting The Distinguished Events Program This program replaces the former Tourism program and supports non - annual events that have high potential for national and/or international exposure, and an ability to encourage multi-day visits. Emphasis will be on events of such significance that they provide HRM a competitive advantage, and national and international renown. 2. Program Budget Minimums The program budget minimums have been lowered for both the “Distinguished” and “Signature” Events programs. The Distinguished Events program budget minimum is $50,000, reduced from $300,000. This change allows midsize events, such as regional/national sporting championships with strong room nights, to be eligible for funding. The Signature program has been lowered from $500,000 to $100,000. 3. Flexible Intake Both staff and SEAC noted that offering one intake period per year was contrary to key principles of the event grant programs which are to be flexible and responsive to the needs of the events community, especially regarding hosting sporting opportunities. Therefore, both Emerging Events and Distinguished Events programs will now offer 2 intakes per year. The Signature program maintains 1 intake every 3 years and there is an open intake for events applying to the Major Hosting program. Program Allocations In 2016, SEAC recommended guidelines to set the maximum funding award amounts in each program, as well as a maximum allocation for each program. The program allocations were established to ensure $400,000 of the total MLSER funding would be earmarked for investment in future Major Hosting event opportunities. The maximum grant amounts for each of the programs are as follows: • Emerging Events: $ 25,000 • Distinguished Events: $ 50,000 • Signature Events: $100,000 The total allocation for each program is as follows: • Emerging Events: $ 100,000 • Distinguished Events: $ 250,000 • Signature Events: $ 500,000 The Major Hosting Event program does not have a maximum grant award or program budget. MLSER Event Grant Report 2019 Special Events Advisory Committee 4 May 15, 2019 DISCUSSION As stated there are 4 programs under the MLSER program: • Emerging Events – supports organizations that bring or create a developing event with potential and have a minimum budget of $50,000; • Distinguished – supports one-time events that have a minimum budget of $50,000; • Signature Events – supports large scale, annual events that have been in existence for 5 years and have a minimum budget of $100,000; • Major Hosting Events – supports organizations bidding on the rights to host major events that draw tourists, have a minimum budget of $500,000, and are in receipt of funding from other levels of government. The AO also states that HRM “may provide sustainable funding up to a maximum of three (3) years” to events in the Emerging and Signature categories to assist with the sustainability of events. 2019/20 Applications Information on the current applications can be found in Attachment 1 and the 2018 final report summaries can be found in Attachment 2. There were 25 applications in total submitted to the 2019/20 program, with 1 application withdrawn by the organization. Eligibility Based upon the eligibility criteria, 24 events are deemed eligible. Ineligible There are no ineligible event applications for the 2019/20 program. Major Hosting Events Applications There is 1 application submitted for funding for the Major Hosting Events Program: 2022 ICF Canoe Sprint World Championships. Evaluation As per the AO, all applications are evaluated based on tourism impact, economic impact and media/exposure. Other key elements that are considered include the financial stewardship and governance
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