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ADVANCED SPORT TOURISM WORKSHOP REPORT Tourism C

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ADVANCED SPORT TOURISM WORKSHOP REPORT Tourism C ADVANCED SPORT TOURISM WORKSHOP REPORT PRINCE GEORGE OCTOBER 27TH, 2010 ....SRITISII CO~IBIA CANAc,,. Tourism C Table of Contents SPORT TOURISM BACKGROUND ......................................................................................................................... 2 Defining Sport Tourism ..................................................................................................................................... 3 Building Sport Tourism ...................................................................................................................................... 3 Provincial Sport Tourism Resources ................................................................................................................ 4 Advanced Sport Tourism Workshop ................................................................................................................. 4 THE SOCIAL AND ECONOMIC IMPACT OF SPORT TOURISM ..........................................................................5 ALIGNING THE GOALS OF SPORT ORGANIZATIONS, TOURISM BUSINESSES .............................................5 AND OTHERS ........................................................................................................................................................5 TRENDS IN SPORT TOURISM..............................................................................................................................6 CATEGORIZING SPORT EVENTS .......................................................................................................................6 Sport Event Classification – Character and Sport Purpose .............................................................................. 7 Sport Event Classification – Other Purposes .................................................................................................. 10 SPORT DEVELOPMENT – THE CANADIAN SPORT FOR LIFE MODEL .......................................................... 11 THE STAGES OF HOSTING SPORTS EVENTS ................................................................................................ 12 THE BIDDING PROCESS ................................................................................................................................... 13 Bid Classifications ........................................................................................................................................... 13 Calendar, Rotation and Timing ....................................................................................................................... 14 OPTIONS FOR ORGANIZATIONAL STRUCTURE FOR SUCCESSFUL SPORT TOURISM............................ 15 Budget and Resources ................................................................................................................................... 16 Department of Municipality ............................................................................................................................. 17 Standalone Organization ................................................................................................................................ 18 Department of Tourism Organization .............................................................................................................. 19 Options for Organizational Structure Conclusions .......................................................................................... 20 PRINCE GEORGE ADVANCED SPORT TOURISM WORKSHOP NOTES ......................................................... 21 COMMUNITY BENCHMARKING EXERCISE .......................................................................................................... 23 BREAKOUT GROUP EXERCISES ..................................................................................................................... 33 Sport Events Previously Hosted/Secured ....................................................................................................... 33 Local Sport Event Hosting Capacity ............................................................................................................... 44 SWOT Analysis – Strengths, Weaknesses, Opportunities, Threats ............................................................... 56 Goals for the next 12-18 months .................................................................................................................... 58 SUMMARY OF PRINCE GEORGE SPORT TOURISM ACTION ITEMS .............................................................. 60 APPENDIX 1: KEY SUCCESS FACTORS AND CASE STUDIES CREATED EVENT – KARATE CHAMPIONSHIP WORLD POLICE AND FIRE GAMES IN BC ST. CATHARINES SPORT TOURISM GRANT CASE STUDY APPENDIX 2: CHARACTERISTICS OF SPORT TOURISTS BY SPORT .._. BRITISH CoUJMBIA CANADA TourismBC SPORT TOURISM BACKGROUND Sport tourism is one of the fastest growing segments in Canada’s tourism industry and many British Columbia communities are recognizing the potential economic and social benefits that sport tourism can provide. Sport tourism is a very significant element in the tourism world, and has become a highly competitive niche tourism business. As interest and participation in sport grows within the leisure industry the desire of people to travel to compete in or to view sporting events has grown significantly. 2 .....BRITISH 0 :».l.J'.\181A CA-...°' TourismBC Defining Sport Tourism Sport tourism is defined as any activity in which people are attracted to a particular location as a sport event participant, an event spectator or to attend sport attractions or sport-related business meetings. Sport tourism visitors travel more than 80 km to reach the host community and/or stay overnight. The tourism industry in British Columbia has developed into a major generator for the province’s economy, generating $13.2 billion in provincial tourism revenue in 2007. BC residents make up more than half of all visitors to British Columbia, with the rest of Canada and the U.S. each accounting for twenty percent of visitors. Statistics Canada reports Canadians take about 12 million domestic person trips a year to attend sports events. The Canadian Sports Tourism Alliance identifies 200,000 events held in Canada. Sport tourism accounts for approximately 2.0 to 2.5 percent of tourism revenue in British Columbia, with a value of about $300 million. Building Sport Tourism Building sport tourism can be achieved through hosting more events; hosting larger, higher profile events; and increasing tourism expenditure during events. “Getting more tourism benefit” out of existing events is often possible, as many existing sports events may have little tourism content. Adding tourism information to the event packages and marketing events as tourism experiences can be rewarding. Attracting provincial or local events can be very beneficial for a specific community, but there is less net return at the provincial level from such activity as these events may rotate around different venues within BC. The provincial economy benefits most when communities attract national or international events that increase visitation and expenditure from across Canada, the U.S., or overseas. These events are often larger and higher- profile, also creating non-economic benefits for the community. Whichever strategies a community focuses on, building sport tourism requires co-operation between the different partners, and ensuring facilities and human resources match event needs. Suitable facilities are a pre-requisite for attracting and hosting events. The more high profile the event, the more developed facilities may need to be, although some sports’ needs are basic. Assessing the level of competition that can realistically be hosted is essential. Each sport will know competition requirements for their sport and which of the community’s facilities meet those standards. Thinking about opportunities in existing facilities may open up new ideas or created events. In most cases, sport tourism makes use of what exists, as building new facilities purposely for events seldom makes economic sense (except for mega events such as the Olympic Games). If sport tourism is to succeed in a community, it must move from a single event focus to a focus on a stream of events. Human resources have to be sourced in new and more creative ways, since the existing volunteer base is often already taxed. Communities developing sport tourism need to think creatively, to involve volunteers differently and to build paid employment so that necessary skills and experience cumulate, laying the base for taking on increasingly higher calibre events. Event managers may have the potential to handle “non-technical” facets, with sport volunteers and officials focusing on running the actual competitions. 3 .....BRITISH 0 :».l.J'.\181A CA-...°' TourismBC Provincial Sport Tourism Resources The Tourism BC as part of the Ministry of Tourism, Trade and Investment is working to further develop sport tourism in BC through a number of programs which aim to educate BC communities about the significant economic and social value of local sport event hosting and to promote BC as a premier sport hosting destination. The sport tourism initiatives respond to the Province’s objective to maximize the long-term tourism benefits of hosting the 2010 Olympic and Paralympic Winter Games, enable communities to participate in the business of sport tourism and increase tourism revenues to communities over the longer term. This is a list of some of the province’s key sport tourism resources: • Hostingbc.ca
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