Tim Hortons Field

CITY OF HAMILTON PUBLIC WORKS DEPARTMENT Corporate Assets and Strategic Planning Division

TO: Chair and Members Public Works Departments COMMITTEE DATE: April 20, 2015 SUBJECT/REPORT NO: Tim Hortons Field - User Fees (PW15027) (Ward 3) WARD(S) AFFECTED: City Wide PREPARED BY: Ward Dilse Senior Project Manager, Stadium Programming & Marketing (905) 546-2424, Extension 7503 SUBMITTED BY: Gerry Davis, CMA General Manager Public Works Department SIGNATURE:

RECOMMENDATION (a) That the 2015 - 2016 Strategic Marketing Plan for Tim Hortons Field contained in Appendix “A” to Report PW15027 be received; (b) That the 2015 User Fees for Tim Hortons Field contained in Appendix “B” to Report PW15027 be approved; (c) That the fees to be imposed for Tim Hortons Field as set out in Appendix “B” to Report PW15027 be added to the City's User Fees and Charges By-law.

EXECUTIVE SUMMARY Construction is nearing completion and programming for the venue is scheduled to begin in late April 2015. Toronto 2015 will take over the Stadium on June 1st until August 6th to host 2015 Pan Am Men’s and Women’s Soccer. The programming window prior to the Pan Am Games is small and also limited by the still unknown date of substantial completion. Therefore as a matter of context, the marketing plan initiatives will launch in August 2015 with the focus being on the 2016 season. Notwithstanding, the user fee structure will be effective immediately. Programming of Tim Hortons Field will be done by City of Hamilton staff. Staff was directed to prepare a multi-year Strategic Marketing Plan for Tim Hortons Field to maximize community use and revenue opportunities. Objectives: 1. To provide extensive community programming as identified in the Stadium Precinct planning process.

OUR Vision: To be the best place in Canada to raise a child, promote innovation, engage citizens and provide diverse economic opportunities. OUR Mission: WE provide quality public service that contribute to a healthy, safe and prosperous community, in a sustainable manner. OUR Values: Accountability, Cost Consciousness, Equity, Excellence, Honesty, Innovation, Leadership, Respect and Teamwork SUBJECT: Tim Hortons Field - User Fees (PW15027) - (Ward 3) - Page 2 of 4

2. To maximize use and revenue opportunities for Tim Hortons Field upon opening and through to the end of 2016; The Strategic Marketing Plan (Appendix A) identifies the market segments, opportunity for usage and marketing tactics for 2015 and 2016. Alternatives for Consideration - Not Applicable

FINANCIAL - STAFFING - LEGAL IMPLICATIONS Financial: Tim Hortons Field, in comparison to Ivor Wynne Stadium, is a multi- purpose venue that provides greater opportunity for revenue generation and community programming. Tim Hortons Field will attract events; provide long-term tangible opportunities and economic impacts from users and spectators. The 2015 revenue projections for Tim Hortons Field are in part based on the user fees contained in this report. Staffing: There are no staffing implications associated with Report PW15027. Legal: (a) Public notice of the Public Works Committee’s consideration of the fees and charges associated with the Tim Horton’s Field has been given under the City’s Public Notice Policy By-law 07-35. (b) License and rental agreements will be developed by Legal Services.

HISTORICAL BACKGROUND Report PW4091 was approved by Council on August 15, 2014, and contained the following recommendations: “(a) That the 2014 User Fees for Tim Hortons Field contained in Appendix "A" attached to Report PW14091 be approved. (c) That-the General Manager of Public Works (or designate), be authorized and directed to sign future license agreements for events held at Tim Hortons Field. (d) That staff be directed to prepare a multi-year Strategic Marketing Plan for Tim Hortons Field to maximize use and revenue opportunities.” The Facility Agreement between the Toronto 2015 Organizing Committee and the City of Hamilton calls for Tim Hortons Field to be made available for high performance athletes and community sports use for 1,100 hours per year, with an associated obligation to report on such use on an annual basis. These requirements were incorporated in the Hamilton Tiger-Cats Football Club License Agreement. Community sports use is defined as meaning non-professional recreational multi-sport activities undertaken by individuals, associations, partnerships etc., and includes field sport events only. The stadium primary tenant, the Hamilton Tiger-Cats Football Club (2007) Corp. entered into agreement with the City of Hamilton on a 20-Year Stadium License

Agreement on March 7, 2014. The agreement outlines the scheduling priority system for Tim Hortons Field. The City operates the Stadium and maintains the master schedule. A Facility Management Team (FMT), comprised of representatives of the City and the Tiger-Cats has been established to inform, facilitate, organize and coordinate operations including stadium scheduling. For each CFL Football Season, including team practices, pre-season, regular season, and post-season home games scheduled by the CFL, the Tiger-Cats have priority preferential scheduling of the Stadium except for Pan Am, Major International Events and City Priority Events (two event days). The Tiger-Cats also have the right to pre-book four priority events (eight event days) prior to the release of the CFL schedule (traditionally released in February or March of each year). Following the release of the CFL schedule, the City has rights to book any other dates that are not booked for any football game, practice session or Tiger-Cats events. The Hamilton Tiger-Cats practice schedule is not determined until the last day of training camp (late June). As per the Canadian Football League Players’ Association, the players for each team select if practices are in the morning or afternoon. Once the time (mornings or afternoons) is established the practice schedule is confirmed for the entire season. The City of Hamilton has implemented a customized booking solution, Event Booking.com. Tim Hortons Field has numerous spaces available for simultaneous rentals to user groups and as a result needs a complex and reliable event management booking system. In addition to the field of play, the venue also has five club level rooms, a media conference centre and multiple community meeting rooms. The booking software is a state-of-the-art, highly reliable browser-based booking solution that is completely cross-platform. It is the booking software of choice for many Canadian Entertainment venues (i.e. First Ontario Centre, Hamilton Place, Air Canada Centre, BMO Field & Rogers Arena). All space is booked by City of Hamilton staff.

POLICY IMPLICATIONS AND LEGISLATED REQUIREMENTS N/A

RELEVANT CONSULTATION Public Works Department - Pan Am Initiatives Office Corporate Services Department - Finance, Administration & Revenue Generation Community & Emergency Services Department - Recreation Division, Sports Development Planning and Economic Development Department - Tourism and Culture Division (Sport Tourism, Meetings & Conventions, Film & Music Office and Economic Development & Real Estate) City of Edmonton, Commonwealth Stadium John Elder & Associates

ANALYSIS AND RATIONALE FOR RECOMMENDATION As identified in both Appendices A and B, user fees and marketing tactics are needed for each market segment. The segments identified are community sport programming which includes Recreation Division programming, Amateur Sport Events - spectator Events (lower bowl, west side only), amateur sport events - spectator events (full stadium or both levels of west stands) - not-for profit and charitable organizations, film shoots, photography, concerts, corporate gatherings (includes professional sports) and meeting space.

ALTERNATIVES FOR CONSIDERATION Alternative A: Council could exercise its discretion and not approve the User Fee Rates. This may delay the opportunity for usage to begin once the Stadium is completed. Alternative B: Council could exercise its discretion and not approve the 2015 - 2016 Strategic Marketing Plan for Tim Hortons Field. The result may be the delay in the implementation of the plan.

ALIGNMENT TO THE 2012 - 2015 STRATEGIC PLAN Strategic Priority #2 Valued & Sustainable Services WE deliver high quality services that meet citizen needs and expectations, in a cost effective and responsible manner. Strategic Objective 2.1 Implement processes to improve services, leverage technology and validate cost effectiveness and efficiencies across the Corporation. 2.3 Enhance customer service satisfaction.

APPENDICES AND SCHEDULES ATTACHED Appendix A 2015 - 2016 Strategic Marketing Plan for Tim Hortons Field Appendix B 2015 Proposed User Fees and Charges for Tim Hortons Field Appendix C Tim Hortons Field Layout Level 2, Community Meeting Space Appendix D Tim Hortons Field Layout Level 4, Meeting Space Appendix E Drawing of Field and South Plaza Appendix F Drawing of FIFA Warm Up Area