ADVANCED SPORT TOURISM WORKSHOP REPORT Tourism C

ADVANCED SPORT TOURISM WORKSHOP REPORT

PRINCE GEORGE OCTOBER 27TH, 2010

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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

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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.

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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.

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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 • Community Sport Tourism Workshops • Community Sport Tourism Development program • Sport Tourism Guide • BC Sport Tourism Events Marketplace • BC Sport Tourism Network • Sport Tourism Community Legacy Award • Sport Facility Image Partnering Project • BC Night

For more information visit: www.tca.gov.bc.ca/industryprograms/BuildingAndGrowingYourBusiness/Community_Tourism_Programs/SportTourism. htm.

Advanced Sport Tourism Workshop The Advanced Sport Tourism Workshop is offered to communities that have experience in sport tourism and could benefit from the latest industry research and a brief assessment of their sport tourism assets and experience. The full-day workshop expands on the offerings of the introductory workshop and provides recommended actions for the community over a 12-18 month period to continue to grow sport tourism locally. Topics covered include: • Sport Tourism industry overview • Why grow sport tourism locally? • Community benchmarking • Community sport event hosting process • Community sport tourism inventory • Local sport event hosting experience • Community sport organizational capacity • Community SWOT • Goals and recommended actions for next 12-18 months

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THE SOCIAL AND ECONOMIC IMPACT OF SPORT TOURISM

British Columbia recognizes that sport events create opportunities that combine economic development for the tourism sector, sport, and social legacies.

• Economic development– Tourism-related revenue is normally the largest portion of the economic impact of an event. This includes accommodation, food and beverage and other spending. Direct event revenues include admission fees, sponsorships, on-site sales and for the largest events, television rights. Indirect and induced economic activity includes people and businesses re-spending revenue from an event in the community. Sport tourism can stimulate participants and their families to return for a future vacation or future event. Sport events also offer the potential for regional identity enhancement, in which a successful event links the host community with imagery of healthy living, achievement and the outdoor environment.

• Sport system development – Increasing the infrastructure of sport facilities, officials and coaches, as well as the capacity of athletes to achieve their potential.

• Social and community legacies– Including youth development, increased fitness levels and health, community and cultural celebration. Sport links cultures and countries. Hosting international sport tournaments is not only good for tourism, but also good for cultural relations, our place in the world and positive community change. Sporting events can also be designed to be environmentally and socially sustainable.

ALIGNING THE GOALS OF SPORT ORGANIZATIONS, TOURISM BUSINESSES AND OTHERS

The partners required to host sports events and build sport tourism include different people and groups in the community. All may be interested in sport hosting, but have different objectives: aligning these disparate goals is important for success. In most cases, there will be three or four different viewpoints:

• The tourism community is business and revenue focused, e.g., “heads in beds”. They are keen to support ventures that will bring more business to the community and to develop new tourism niche markets.

• The sport community is largely volunteer-run by people interested in developing their sport. It includes local clubs, provincial or national sports bodies, schools/colleges, and sports for persons with a disability. They are interested in great tournaments from a technical viewpoint and in sport development, especially for youth. They are interested in better facilities and equipment and their community’s image and profile within their sport. In most sport events, the efforts and the expenditures are made by the sport sector and the revenues flow to the tourism sector. Sport people often do not see themselves as part of the tourism industry and may not know how to share in the revenue generated.

• The business community wants to bring more people into the community and to enhance its image and potential to host more events. Local businesses can benefit from sport events in and beyond their local community.

• The municipal government wants to see success in their community. Municipal governments aim to achieve a balance between the recreational needs of the local citizens and the social and economic benefits of sport event hosting. It is important that the benefits from each event get communicated to the general public.

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Sport is very important to tourism and tourism is very important to sport. Sport events can play a significant role in generating tourism activity, with positive economic and social benefits for a community. Sport tourism is increasingly being recognized as a productive focus for tourism and general economic development.

Events have traditionally been organized by sport organizations for purely sport purposes and maximizing the tourism benefits has often not been a major consideration. Sport tourism benefits are sometimes lost or not maximized because the linkages between the sport and tourism sectors are not well established.

A similar challenge faces the tourism sector. Many of the benefits of sport events accrue to tourism businesses, accommodation providers, transport operators, retail outlets and restaurants. Many groups do not know they can benefit significantly from sport event activity.

Educating sport and tourism on the benefits that each can attain through sport tourism is critical, as is establishing alliances, sharing information and identifying the opportunities for tourism and sport when they form a strong partnership.

TRENDS IN SPORT TOURISM

Strong trends are changing sport tourism: • Global recognition of sport tourism as a valid industry segment • Increasing organization of this industry segment – In Canada, in BC and in its communities, sport tourism is becoming more organized and structured. • Recognition of the sector’s potential for growth, while some other sectors face decline • Demographic growth in the baby boomer and echo generations • Rising women’s participation in sport, a dramatic change over the last 20 years • Globalization, sponsorship, and technology. At its highest levels, sport is now truly global, with major sponsorship revenue. • Created events. Communities with sport tourism experience are recognizing the potential for creating their own events, designed to fill gaps in a calendar or capitalize on a specific opportunity. • Social and environmental values. Sport events can make a statement and build partnerships with social causes and environmental stewardship.

CATEGORIZING SPORT EVENTS

Sport events are often categorized to aid planning, given their wide variety. Events can be categorized in numerous different ways, each of which can be useful at different stages. This includes segmentation by type of event, scope and prestige, size/complexity, location policy and bidding process.

To be successful, community hosting strategies almost always include a mix of various events. Rarely can a community focus only on a few larger high-profile events. For every very large event, there are hundreds of smaller sport events. Committees evaluating bids will often look for experience on smaller events before granting a community a larger, more prestigious event. Given the benefit to sports development from event hosting, many of the sport groups in a community will want to host events for its own sport. Multi-sport games may require local experience in hosting numerous different sports. Annual sport events also grow from small beginnings if successful, and become a major event over time.

Events can of course simply be categorized by size and scale. In the “bid” section later, a four-level classification is described from Level 1 (local) to Level 4 (International). A small local event can usually be created and

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handled by a small community group without any assistance. A larger, higher profile event will require more money and time from a broader set of stakeholders and greater resources to prepare.

Another useful categorization focuses on the character and purpose of events.

Sport tourism activity can be usefully classified to identify:

• Championships: Properties “owned” by the provincial, national or international sport governing bodies. Often the culmination of a season’s sport activity, championships may be permanently located in one region, or may rotate or circulate between locations.

• Tournaments: Are often “owned” by local organizations, sport organizations, or other. They are generally held in the same place at the same time every year.

• Games: These are multi-sport events. Some are organized by governments (e.g., BC Games), while others are the properties of separate organizations, e.g. the IOC or the North American Indigenous Games.

• Camps: While many events are about competition, camps are about athlete training.

• Courses: Sport organizations train athletes, coaches, and officials of all levels.

• Conferences and Meetings: Sport arranges many conferences, meetings, and annual general meetings, sometimes in conjunction with major sporting events.

• Professional Sports: Tend to serve a local market for spectator entertainment.

Within an overall tourism plan, sport tourism can be used to strengthen lower demand periods. Sport is year- round and sport tourism can build low or shoulder seasons, depending on the sports pursued, or stimulate demand in quieter weeks or weekends.

Sport tourism can produce significant room bookings during event periods, although it may be lower yield (i.e. lower revenue per person), especially for youth or local or provincial level events. International and professional events can be decidedly high yield. Within the bounds of the priorities of sports organizers (which are often youth focused), one can encourage the types of sports and events that attract similar types of people that are identified as “target groups” for the tourism sector.

Many sport events require some kind of bidding process. A bid committee will plan the event in its early stages. The “Bid Book” or package explains the plans for hosting (to include technical information about facilities, hosting athletes, coaches and officials, security and transportation) and information about the community, its hotels, and attractions.

Sport Event Classification – Character and Sport Purpose a. Mega Events Very large and high profile games and events, including at the apex, the Olympic and Paralympic Games can yield billions of dollars’ worth of media coverage, prestige and economic impact for the host, but require a significant capital investment. The Federal Policy on International Sport Events identifies three types of International events eligible for support, the larger of which would fall into the “Mega” category:

• International Major Multisport Games - Large multisport games governed by an international sport franchise holder with links to sports' International Federations, for example: the Olympic and Paralympic Summer and Winter Games; the Commonwealth Games; and the Pan American Games. 7

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• International Single Sport Events. These events are governed by a sport's International federation or regional/continental counterpart, e.g., World Championships and World Cups. Events may range in size and complexity from small to large.

• International Multisport Games for Aboriginal Peoples and Persons with a Disability. b. Games Games are multi-sport events. These can be very large due to the number of sports being hosted at one location at the same time. These can be directed by governments (e.g., Canada Games and BC Games), or by separate organizations, e.g., the IOC or the North American Indigenous Games. Relatively few events are games, although their size makes them attractive targets. In BC, the BC Games Society helps arrange Winter Games, Summer Games, Seniors Games, Disability Games and Northern Winter Games, every year or second year. The Winter and Summer Canada Games each rotate to BC approximately every 40 years. Other games can be for specific groups, e.g., the Police and Fire Games or social/sport events for cultural groups. The World Masters Games is one of the world’s largest participation sport events.

Hosting games often requires a wide range of suitable venues, as many sports featured are “mandatory”, and given their size, experience hosting major events and a breadth of sport events may be advantageous. c. Championships These are single-sport properties with rights held by the respective sport organization, where a championship tournament is often the culmination of a season’s sport activity. These are often referred to as “the provincials” or “the nationals”. The winner of the championship may qualify for the next level, e.g., the BC girls’ softball champions qualifying for the nationals or the Canadian national curling champions qualifying for the world championships.

Many championships are arranged by school and university/college sports associations. Adaptive/ disability/ wheelchair sport events are growing in importance in BC’s sport calendar.

The format of the event and the location will be decided by the provincial, national, or international sport governing bodies. Depending on the event, securing such events may be very competitive, or a PSO may have difficulty each year finding willing host communities. There is usually a preference to hold the championships in different regions from year to year, to stimulate interest in different regions and access new host community volunteers and resources.

Community sport groups will be very familiar with the championships for their sport, with the priorities of the organization awarding the hosting rights, and with the key individuals taking such decisions. d. Tournaments Tournaments are other events, usually for a single sport. Whereas a championship is “owned” by a sport governing body, tournaments can be the initiative of any organization choosing to initiate them. Many are arranged by local sport organizations, but they may also be sponsored by a school, church or temple, or a pub, for example. They are generally held in the same place at the same time every year and can become a familiar part of the sport’s and a community’s annual calendar. Thousands of other annual bonspiels, Canada Day weekend ball tournaments and other events have become regular fixtures in their respective communities.

Tournaments may be competitive, but are often as much participation and recreation-focused as results-oriented. Participation-focused events can be very attractive tourism generators, as high participation equals high visitation. While some youth events may involve lower yield “four to a room” accommodation or even billeting, they can also bring the families of participants and pre-post event vacations. Adult participation events can also be the stimulus for a longer trip, e.g., adding a fishing trip onto a ball tournament visit. Some are traditionally marked by extensive after-hours entertainment and indulgence. 8

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Sport organizations may arrange an annual tournament as a fundraising initiative, to help subsidize its year-round sport program. Tournaments may be scheduled on holiday weekends, when regular league competition is on hiatus and players are available for a long weekend of travel and sport, for example a Christmas hockey tournament, Labour Day softball invitational or Thanksgiving soccer tournament. These can be attractive tourism opportunities, as such weekends may have less business travel. e. Training Camps Championships, tournaments, and games are often competitive events, but competition follows athlete development and training. National or provincial teams with athletes living in different cities are brought together on regular schedules to train and work together with each other and with coaches. In addition to such training arranged by technical directors of governing bodies and high performance teams, training camps may be more individual. Commercial summer hockey camps may offer additional training for youth players, and these can be packaged as part of a vacation for the whole family. Such camps may take advantage of good facilities during the off-season when their capacity for special events may be greater.

Most sports have regular training camps at the provincial and national level. The location of training camps is dependent on services and facilities available, costs, the location of the coach, and the number of athletes in a particular community. For example, if the coach and large proportion of athletes are located in northern BC, it is likely that the training camp would be located there as well. f. Development Courses Sport organizations train athletes, coaches, and officials of all levels. While many of these courses happen locally, especially for entry-level, courses for higher performance athletes and coaches may involve travel and overnight stays. “Out of town” coaches may travel to a larger centre for such a course, or an instructor may travel to another area to train local coaches. g. Conferences Sport organizations arrange many meetings and conferences, sometimes in conjunction with major events. Annual General Meetings of PSOs or NSOs bring sport leaders and organizers from across the province or across Canada, as do meetings of sport technical staff. Trade shows or exhibitions may be involved with such meetings. In addition to the immediate tourism benefit, these can also be opportunities to introduce decision- makers to facilities and future hosting opportunities in the community. Selection of a community for a conference is often connected to where the sporting event is taking place or where the sport’s leadership resides. h. Professional Sports Very much part of sport tourism, professional sports teams tend to primarily serve a local market with spectator entertainment. They also bring visiting teams to town, but this is balanced by their nights spent on away games. While visiting team fans may accompany their team’s visit from their home town, these are generally limited in numbers, apart from major events, the Grey Cup as an example.

Professional sports may have more impact in attracting visitors from smaller markets without a franchise to the larger community, similar to arts and culture events attracting visitors to a major city for concerts or museum exhibitions.

Professional sports attracting major spectator audiences are very limited in BC, especially outside the City of Vancouver. Communities need to think out involvement with professional sports, which may often support other aspects of a sport hosting strategy rather than being its centre-piece.

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Sport Event Classification – Other Purposes

Sports-related events may be very useful tourism opportunities, even though sports competition or sports development are not their prime purposes. The categories following may overlap with the above classification and with each other. a. Cause related Sports events may be designed primarily to promote a charity or to raise money for a specific cause. Examples include the Gretzky & Friends golf event and the Altamira Golf Classic, or a 24-hour relay race. Many major events have a fund-raising or charity component, be it a 50:50 draw or the charitable activities in every PGA tour stop, but this category is for events where charity is a primary purpose, often accompanied with participant enjoyment and entertainment. b. Media events A few events are created mainly for broadcast audiences and derive their main income from broadcasting rights. Examples would include boxing events, the X-Games or “Skins” golf. Although spectators will be present, this category is designed to appeal to TV audiences. They can also have a positive influence on a destination’s awareness and image as a sport destination, depending on the size of the audience. For example, awareness of the quality of golf courses, the scenery, or other attractions of an area could be communicated to a wide golf tourism target audience through two days of TV coverage. c. Showcases Sport showcase events would be designed to highlight the profile of a sport and improve a community’s image and influence in that sport, e.g., internationally. Examples include the World Gymnaestrada and World Disability Athletics. Such showcases might increase interest in a sport, or show a community is suitable for hosting future high-level championships. d. Spectator Events Sport tourism involves tourists watching events as much as it does playing in them. Professional sports are driven by spectator revenue and media broadcasting rights, and the sponsor interest thus generated, with very few participants. These events are very similar to major music concerts, and may be “sport-based entertainment” rather than sport, of which “Wrestlemania” events are perhaps a classic example, as are celebrity sport events. Relatively few amateur events draw large spectator audiences, with school basketball finals one of the most prominent.

Such spectator events are only potential tourism activities if they attract visitors who stay overnight or travel from over 80 kilometres. The tourism potential is for out-of-town visitors to travel to the city from nearby communities to watch a specific spectator event, as they may for a regular professional sports team league game. e. Created Sport Events Many events in this section can fall into a general category of “created events”. In addition to events held for other purposes, a sport event may be created by a community, facility, or corporation primarily for commercial or tourism purposes. A large venue or facility may find it has a quiet period, or it regularly has unused capacity at one time of the year, and might create an invitational sports tournament to fill that capacity, or arrange with a promoter to stage a sports event or a hockey club to hold an off-season training camp. An event might be conceived ahead of a championship as a “test event” to prepare and train for the championships.

A community or tourism body could initiate events to fill hotel capacity during the off-season. A hotel or pub could sponsor an adult tournament to drive business to its rooms and bars. In this sense, a created sports event can be part of commercial or city economic development. For example, the Telus World Ski and Snowboard Festival in Whistler which has become a major tourism generator.

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f. One–Off Events These events are created for one-time staging, usually linked to a special celebration and /or created to leverage a current issue. Examples include the Canada/Russia Hockey Series in 1972 or the Bobby Riggs vs. Billy Jean King tennis match. Sport event organizers might plan such an event to mark a community’s 100th anniversary, a sport club’s 50th anniversary, the opening of a new facility, or accompany a major non-sport or cultural event.

SPORT DEVELOPMENT – THE CANADIAN SPORT FOR LIFE MODEL

Sport bodies become involved in sport hosting as part of their activities to promote their sport, increase participation, and help their athletes attain excellence. First and foremost, sport bodies are motivated by sport development, and they are involved in sport hosting primarily to help them achieve this development goal.

Sport development in Canada is increasingly becoming guided by the “Canadian Sport for Life” Model, (CS4L) also referred to as “Long Term Athlete Development” (LTAD). About thirty sports have or are working on an LTAD development program for their sport, all of which are built on the same principles, primarily that a strong sport system: a. promotes healthy living though “active for life” involvement, and b. promotes excellence and high performance achievement for those who strive to attain it.

While this model is still being developed for over 50 sports funded by Sport Canada, and local sports groups may not yet be familiar with or applying it, awareness and adoption of its principles are increasing, especially among PSOs or club technical staff. An understanding of this model is useful for discussions with sports groups, and can be a requirement for hosting grants.

The foundation of the CS4L model is that development is athlete-centred, with seven stages corresponding to children's and athlete’s physical and mental development. It is a training, competition, and recovery program based on developmental age – the maturation level of an individual rather than chronological age.

At the youngest ages, children need to develop “physical High literacy” to give them fundamental skills important for all Performance sport, health, and life. Sporting events up to about age Sport ten (different sports vary) are likely to be non-competitive participation “festivals”, rarely with overnight travel. In Building early teenage years, competitive events are introduced, Physical but the purpose is still development, using competition to & Mental help hone skills. Capability A very tiny fraction of athletes will then progress to the “Training to Compete” and “Training to Win” stages, terminology which involves national team calibre athletes Fundamental Sport Skills and those preparing for this level. This is designed to produce competitors and gold medals for Canada at Olympic Games and world championships. Fundamental Movement The provincial Hosting BC program only makes grants Skills available for national or higher calibre events falling into the “Training to Compete” and “Training to Win” stages.

Almost all adult and most youth sport tournaments and events are in the “Active for Life” segment, which focuses on health, fitness, recreation, and personal growth among participants who are not on a “national team” track. However, this national sport-planning framework does not mean that the millions of sport participants are not as focused on playing and winning their events as the hundreds of Olympic athletes are.

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THE STAGES OF HOSTING SPORTS EVENTS

Hosting sport events should be conducted within the context of an overall sport tourism and hosting strategy and plan, which will give a structure and focus to future initiatives, while keeping in mind that every once in a while, it may be advantageous to pursue opportunities that may fall outside the strategy. For example, there might be a sport that is lower down on the list of priorities but there might be a dedicated sport group that is passionate about the sport, is well connected, and has a good chance of attracting a key sporting event – in this instance, it may be worthwhile for the community to support such an initiative.

This section provides a brief “key point” summary overview of the main stages in sport event hosting.

1. Developing a sport tourism strategy to grow sport tourism by: a. Increasing the tourism benefit of existing events; b. Supporting existing events to sustain them and help them grow larger or achieve higher value; c. Targeting and attracting new events.

2. Determining how to organize to bring community partners together to develop sport tourism, reflecting the diversity of partners to be involved, their priorities and the need for them to coordinate and harmonize their distinct skills.

3. Identify events and categories to be considered and researched, including a scan of facility and human resource requirements and capability. The database of potential events should consider the characteristics of different sport tourism audiences, whether they can be matched with the characteristics desirable to the tourism industry, sport groups and local government, and the economic, sport development, and social benefits resulting from each event. Media coverage, facility legacy, off-season timing, and contribution to the municipality may also be factors.

4. Select new target events or priority categories for which the community has appropriate facilities, appropriate tourism infrastructure and capabilities, and human resources and expertise so it can reasonably expect to be a strong candidate and be able to host an event very effectively.

5. Initiate plans to secure available events, submitting bids as required. While events staged by a local sport group or other local body can be readily initiated by the community itself, large events and championships typically involve a bidding process among competing communities, so that bid books have to be prepared and submitted.

6. Plan and manage these events to meet and exceed the requirements of the athletes, event property owners, and local stakeholders within required timelines and budget, including finding funding from competitors, gate receipts, granting agencies, sponsors, and other revenue sources.

7. Review the event and assess its success in meeting the goals, especially regarding: a. Economic Development: increased financial return to host communities and the province, including tourism revenue generated; b. Sport System Development: increasing capacity within the community and BC’s sport system, especially athlete development; c. Social and Community Development: the host community benefit from sport group capability to host future events, increased community pride and improving facility infrastructure. . This situation analysis will review each of these stages in detail. This overview of sport event hosting finishes with a review of the bidding process, as the bidding processes for each event can be very different, and can help determine priority events for a community.

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THE BIDDING PROCESS Most large sport events, especially championships and games, involve some kind of bidding process. Rights holders use this approach to be transparent in its awarding of events and to be fair to all interested communities. In most cases a rights holder will have a set of bid guidelines that outlines the necessary requirements of hosting its event including facility infrastructure, the financial and human resource requirements, and the length, competition format and number of participants to be expected. A community bid committee will be required to respond to the request for proposals, and to meet these bid guidelines.

It is important to understand the size and type of events that are realistic to bid for and host in a community. Which sports have the best fit with the community? What age or demographic? Which events bring the best opportunities for sport development? Which ones fit best with a long-term strategy of building toward a major single or multi-sport event bid? This will be achieved with an event database that can be cross-referenced and compared to an infrastructure and capacity inventory of the community.

There are various types of events and various costs associated with bidding on each event. From a tourism perspective, there may be as much or more value in hosting larger regional/provincial events as there is in hosting some smaller national and international events (as national and international events may not be necessarily larger than some regional and provincial events). Events geared toward younger participants may result in travel with parents and family members, yielding greater economic impact. At the other end of the scale, there are obvious benefits that come from many larger events. A breakdown of the bid classifications indicating the realm of opportunities, costs, and commitments required for bidding on various classifications follows:

Bid Classifications Bids are classified into four “levels” ranging from local to international events. This often does not correlate with size or even economic benefit, as a World Championship for a small sport may generate less economic benefit than a provincial hockey tournament, but the higher the level, the more prestige, and the greater the breadth of media coverage and attention that will likely accrue to the host community. As a community progresses from lower levels to national and international events, issues such as transportation, sponsor expectations, security, and protocol become much more important.

Level 1 Bids – Local/Regional. A local/regional event can be competitive or non-competitive. Almost all local events would not need a bid, simply being hosted by a local sport group. A provincial sport organization may look for bids for the regional playdowns for its provincial championships, e.g., BC Figure Skating’s Division Sectionals Competition. A regional event can vary in its size and scope depending on the sport.

Level 2 Bids – Provincial. A provincial championship is the next step up the ladder in progressing to larger events. The size of the event again depends on the sport. The event could be a single-sport championship, such as the BC Minor Hockey Provincial Championship, or multi-sport Games such as one of the BC Games. A provincial championship may be much larger than some national championships with greater economic benefit to the community. The size will depend on the number of divisions, male and female, different ages, and participants per group, which vary widely.

Level 3 Bids – National. National championships range from very large and high-profile events such as our country’s only multi-sport event, the Canada Games and the well-televised Scotties Tournament of Hearts women’s curling championship to much smaller sporting events at adult and junior levels. National championships range in size and spectator draw. The size and prestige of some events can make them hotly contested, and their scale can make them large undertakings. In some cases, a fee for bidding and sanctioning is required, and host communities may be required to make financial guarantees. For example, the Canadian Figure Skating Championship requires the host to provide up to $75,000 towards the event in cash or in-kind services. In some such cases, a letter of intent and guarantee of funds may be enough to secure an event. Most other national championships have less hosting competition, with lower budget requirements and less media attention.

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Level 4 Bids – International/World. World or international events can be multi-sport or single sport. These can be huge or very small, and bring major exposure to the city, including major TV and media coverage. Correspondingly, the costs associated with some of these events at the bid stage can be very high. For example, a World Junior Hockey Championship bid can require a guarantee at the bid stage of up to $12-$15 million, requiring substantial financial assistance from municipal, provincial, and federal governments. The rights holder must receive its full amount of funding, regardless of the financial outcome of the event, even if the event runs at a deficit. An international or world bid can range anywhere from $10,000 to $30 million for an event such as the Olympic Games, and in most cases the dollars to host the event must be guaranteed at the time the bid is submitted.

Calendar, Rotation and Timing Not every event is available to a community every time it is held. Determining which events are available is required to focus attention on those a community has a realistic chance to win the rights to hold.

Some events are “permanent calendar”, i.e. they are always held in the same location and timing. Part of the international calendar for a particular sport, for example, Wimbledon, the Kentucky Derby or the Masters Golf event are not available to anywhere else.

Other events are on a “circulating calendar” schedule. They are held at specific times on a regular schedule, but the location circulates between different communities. Examples include the Olympic and Paralympic Games, FIFA World Cup, BC youth provincial baseball championships or a school sport association’s regional playdowns.

In some cases, the event is on a predetermined rotational cycle. A Canada Games is awarded to a province/territory on a fixed rotational schedule. There may then be a competitive bid process to select which city within that province will be awarded the Games. The Sport Leadership Conference awards its event by selecting a city traditionally on a rotation from east to central to western Canada.

Other games and tournaments may be available to any community each time it is held. A provincial championship may be open to any municipality in BC. A bid evaluation committee will review all submitted bids, and then determine which community wins the rights to each games. While the event may be open to any community each year, some governing sport bodies may have a preference to circulate games between regions every few years, to ensure that the benefits of hosting, promotion of the sport and access to different volunteer groups can be shared across the jurisdiction. A capable community in a region which has not hosted a championship for the sport in a few years might enjoy an advantage if it decides to throw its hat in the ring.

Finally, different rights holders solicit bids and decide on a host community at varying lengths of time ahead of the event itself. Larger events tend to solicit bids earlier than smaller: international further ahead than local events. Enquiry to the responsible sports body will yield the bid schedule for games and championships. Timelines vary from the Olympic Games schedule being set seven years ahead to less than a year for some provincial events. Even a national sport organization may have available opportunities for some championships within the next year or two.

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Tips when bidding for an event - Build positive relationships with your community’s local sport leaders and the event right holder - Research specific sporting event needs before preparing a bid - Create, collect, update, and consolidate common information required for bids

Bid requirement example: Taekwondo Canada (to be used as general guidelines and ideas for future bids) 1. Host Committee Information 2. Venue Site Information 3. Accommodation Information and Rates 4. Transportation Information 5. Legacy Plan 6. Maps showing proposed venue, hotel(s), and airport 7. Preliminary Budget 8. Association President Support letter

Bid scoring example: Cross country ski (to be used as general guidelines and ideas for future bids) Leadership & Admin – 25% Technical Considerations – 30% Participant Support – 20% Legacy for Host Region and Sport – 25%

OPTIONS FOR ORGANIZATIONAL STRUCTURE FOR SUCCESSFUL SPORT TOURISM

This section provides an overview of the different organizational structures that BC communities might consider for sport tourism. It examines the different models such as department of municipality, standalone organization, or department of tourism organization. The information presented here is intended to help communities make informed decisions on the best organizational structure for sport tourism.

As sport tourism, the bringing together of sport and tourism, is a fairly new concept, it is expected that organizational structures for sport tourism will continue to evolve as communities adjust their organizational models to meet their needs. The models presented in this section are all viable options, with the choice dependent on the specific needs of a specific community.

Eleven communities were interviewed in January and February 2009 to understand the organizational structure they used, how it evolved, the advantages and disadvantages of each model, and advice about organizational structure for other communities.

Communities Size of Community Organizational Model Interviewed 123,864 population (2006) Abbotsford, BC 471 accommodation rooms plus 121 being Tourism organization completed 90,192 population (2006) Brantford, ON Municipality 513 accommodation rooms 202,799 population (2006) Burnaby, BC Tourism organization 1,100 accommodation rooms 730,372 population (2006) Edmonton, AB Tourism organization 12,000 to 13,000 accommodation rooms Part of crown corporation that operates 372,679 population (2006) Halifax, NS venues (Trade Centre Ltd.) 7,000 accommodation rooms

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504,599 population (2006) Tourism organization that is a department Hamilton, ON 1,000 accommodation rooms plus 2,000 dorm of the municipality rooms in summer 80,376 population (2006) Kamloops, BC Municipality 3,000 accommodation rooms 106,707 population (2006) Kelowna, BC Standalone organization 4,000 accommodation rooms 70,981 population (2006) Prince George, Tourism organization that is a department 1,830 accommodation rooms plus 200 being BC of a municipally owned corporation completed 78,057 population (2006) in Victoria proper, over Victoria, BC 300,000 in Greater Victoria Standalone organization 7,000 accommodation rooms 633,451 population (2006) Winnipeg, MN Tourism organization 6,600 accommodation rooms

Budget and Resources

Budgets and resources for sport tourism organizations vary widely but the most successful ones tend to have at least one full-time staff person plus budget for bids, marketing, and sales. A start up sport tourism organization might begin with a $100K budget that includes one full-time staff member, ramping up to $150K, and then building to $300K or more if sport tourism is a major focus for the community. A common refrain among the sport tourism organizations interviewed is how tight their budgets are.

Organizational Annual Community Budget Allocation and Source Staff Resources Model Budget Tourism $11K $11K for marketing and promotion. 3 staff-part of time Abbotsford, BC organization + staff Funded by tourism organization. on sport tourism 80% staffing, 20% printing, advertising, training, travel. Funded through municipal budget but 1 staff, 9 member Brantford, Ont. Municipality $74K required to raise $6K in revenue through advisory board website accommodation program, public 50/50 draws, etc. 20% of Up to 3% of sport tourism budget is Tourism Tourism Burnaby, BC allocated to bids. 1 staff organization Burnaby Funded by tourism organization. budget $100K for marketing and bid costs. Edmonton, Tourism $100K Base funding from tourism organization. 1 staff Alta. organization + staff Can ask municipality to help fund bids. Part of crown 50% staffing, 25% bids, 25% other corporation that including event execution. Halifax, NS operates venues $400K Funded by crown corporation, 3 staff (Trade Centre occasionally charges for services to Ltd.) outside agencies. Staffing, marketing (sales calls and trade Tourism shows), and grant program (up to $1K for organization that 2 staff (2 sport events). Hamilton, Ont. is a department $175K tourism Funded through municipal budget for of the coordinators) base operations. Funding for bids comes municipality 1 from Destination Management Fund.

1 Hamilton’s Destination Management Fund (DMF) is a 3% hotel tax that is optional for hotels. The fund is administered by a DMF committee.

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Organizational Annual Community Budget Allocation and Source Staff Resources Model Budget Bid presentation budget $10K (2 2 staff (1 senior bids/year), $60K given out in grants, rest Kamloops, BC Municipality $300K person plus one for staffing, marketing and promotions. support person) Funded through municipal budget.

50% staffing, less than 5% bids, rest for marketing, brochures, website updates, Standalone guide for hosting events. Kelowna, BC $135K 1 staff organization Funded by tourism organization and municipality. May receive funds for major bids.

Tourism 80% staffing, 20% for bids and organization that marketing. $85K Prince George, is a department Funded by municipality, UBCM, and current 1 staff BC of a municipally other grants currently, with plans to be budget owned funded by the tourism organization corporation through the 2% hotel tax. 50% staffing, 50% bid costs, marketing, Standalone and sales. Victoria, BC $100K 1 staff organization Funded by members. Office space and support provided by members. 1 staff with others Tourism Not Winnipeg, Man. Not provided. from organization organization provided to work on bids

Department of Municipality Description The sport tourism bodies for Brantford, Hamilton, and Kamloops are all part of their respective municipalities. Hamilton’s sport tourism body is part of Tourism Hamilton, itself a department of the municipality. Brantford’s sport tourism person, while part of the municipality, takes direction from an advisory board to ensure support by the overall community e.g. hotels, restaurants, other businesses, sport organizations, media, community groups, and the general public

Advantages Advantages of having the sport tourism body within the municipality include: • Access to municipal facilities and parks and recreation crew for sporting events. • Access to municipal resources to assist with sporting events. • Access to Mayor and Council to support bids. • Access to local sport organizations through their use of municipal facilities.

Disadvantages Disadvantages of having the sport tourism body within the municipality include: • Difficulty in adding staff due to cost of unionized city staff. • May have a greater orientation toward recreational programs for residents and thus reluctance to interrupting these programs for sporting events. • May not have a preference for local sporting events with minimal tourism benefit versus larger, national and international sporting events that generate more tourism benefit (either in the form of tourism revenue or destination awareness and reputation). • Coordination with tourism organization and tourism businesses could be a disadvantage.

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Recommendations If a community decides to set up its sport tourism body as a department of a municipality, the community should consider: • An advisory board that includes a broad cross section of stakeholders involved in sport and tourism, such as the local tourism organization, hotels, restaurants, local sport organizations, municipal parks and recreation representative, representative from non-municipal facilities, etc. • Ensuring the sport tourism staff have good access to parks and recreation staff and resources. • Ensuring the sport tourism staff have good access to the local sport organizations. • Ensuring the sport tourism staff have a good understanding of the tourism or economic side of sporting events such that they are able to work with the tourism industry to optimize the economic benefits of sporting events.

Standalone Organization Description The sport bodies for Halifax, Kelowna, and Victoria are all standalone organizations. Halifax’s sport body is part of the provincial crown corporation that operates venues. Kelowna’s sport body is a partnership between the municipality and the tourism organization. Victoria’s sport body is a member-based organization comprising representatives from the tourism organization, Canadian Sport Centre Pacific, municipalities, universities and colleges, and others. While these are all standalone organizations, their respective structure and history are all different.

A General Manager heads up Events Halifax, a business unit of the provincial crown corporation, Trade Centre Limited that operates venues/business units such as World Trade & Convention Centre in Halifax, Halifax Metro Centre, Exhibition Park, and Ticket Atlantic. Events Halifax focuses on attracting large cultural and sporting events to the province, so is not exclusively focused on sport. Events Halifax is moving to a more formalized partnership with the municipality, city tourism organization, and the provincial ministry responsible for tourism and amateur sport.

Sport Kelowna is a partnership between Tourism Kelowna and the City of Kelowna. The one staff person is paid by Tourism Kelowna, with office space provided by and located in the municipal offices.

SportHost Victoria is a not-for-profit society that is funded and governed by members comprising representatives from Tourism Victoria, Canadian Sport Centre Pacific, City of Victoria, universities and colleges, and others and is intended to present a coordinated approach among the 13 municipalities making up Greater Victoria. The Canadian Sport Centre Pacific is a legacy organization from the 1994 Commonwealth Games.

Advantages Advantages of a separate sport tourism body include: • Streamlined organization that is able to act quickly and is not constrained by municipal procurement policies. • No built in bias toward either the needs of the municipality or the needs of the tourism industry, as the sport tourism body is not part of either organization. • Greater ability to include local sport organizations as part of a new standalone organization.

Disadvantages Disadvantages of a separate sport tourism body include: • Requires time and resources to set up separate organization. • May lack ability to engage municipal government. • May lack access to municipal parks and recreation facilities. • May lack ability to engage tourism organization. • The need to balance sometimes differing priorities of the tourism organization and municipality, as neither would have control compared to the other two organizational structure options. • Potential disagreements about funding sources, as the likelihood is that this separate sport tourism body will require at least two sources of funding, such as through the municipality and the tourism organization.

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This may also limit the total amount of funding provided, as each funding partner may not wish to “overpay”.

Recommendations If a community decides to set up a standalone sport tourism body, the community should consider: • Building in ways of access to the municipality. The relationship with the municipality is particularly important, as it controls a large portion of facilities suitable for sporting events and municipal support is critical to bids. • Building in ways of including the local sport organizations in the organization and ensuring good access to local sport organizations on an ongoing basis (e.g. through board structure and/or committees). • Ensuring the board includes a broad cross section of stakeholders involved in sport and tourism, such as the local tourism organization, hotels, restaurants, local sport organizations, municipal parks and recreation representative, municipal council member of senior municipal staff member, representative from non- municipal facilities, etc.

Department of Tourism Organization Description The sport tourism bodies for Abbotsford, Burnaby, Edmonton, Prince George, and Winnipeg are all part of their respective tourism organizations. Edmonton’s and Burnaby’s sport tourism bodies have their own advisory board or committee. For others, the governing body of the tourism organizations provides the oversight to the sport tourism body.

Advantages Advantages of the sport tourism bodies residing within the community tourism organization include: • Streamlined organization that is able to act quickly and is not constrained by municipal procurement policies. • Close ties to tourism partners and resulting ability to optimize economic benefits of sporting events. • If a community has limited resources, sport tourism can be combined with other tourism responsibilities rather than having staff members being responsible only for sport tourism.

Disadvantages Disadvantages of the sport tourism bodies being part of the community tourism organization include: • Upper limit to funding when the tourism organization is funded by the hotel tax. This is a particular disadvantage for communities with few accommodation rooms. • Limited relationship with local sport organizations. • Tendency to focus on larger events such as national and international events and providing little assistance to smaller events such as provincial and regional events. This disadvantage would be exacerbated if the person responsible for sport tourism also has other responsibilities. • Difficulty in engaging municipal government if it is not part of the sport tourism body.

Recommendations If a community decides to incorporate sport tourism responsibility within the local tourism organization, the community should consider: • An advisory board that includes a broad cross section of stakeholders involved in sport and tourism, such as the municipality (such as council member or senior municipal staff), municipal parks and recreation representative, representative from non-municipal facilities, local sport organizations, hotels, restaurants, etc. The relationship with the municipality is particularly important, as it controls a large portion of facilities suitable for sporting events and municipal support is critical to bids. • Building in ways of including the local sport organizations in the organization and ensuring good access to local sport organizations on an ongoing basis (e.g. through board structure and/or committees). For this organizational option, significant resources may need to be put toward building relationships with local sport organizations, as tourism organizations often do not have pre-existing relationships with local sport organizations. A concern that might exist among local sport organizations is that the tourism organization may be only interested in assisting with larger national and international events due to the larger economic

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benefit and may not wish to work with the local sport organizations on the smaller events that help build organizational capability over the longer term.

Options for Organizational Structure Conclusions a. There is no best organizational structure for a community’s sport tourism body, as the three structures examined all have their advantages and disadvantages. The decision should be made based on the particular circumstances of each community and the structure that would best enable all groups to work together. b. It is important to engage the three pillars of community sport tourism: municipality, tourism organization, and local sport organizations. Each of these should have a meaningful role in the sport tourism body. The municipality’s support is essential for larger events and bids and is often the funding source for those sporting events requiring financial guarantees; the municipal parks and recreation department controls a large portion of the sporting facilities in the community. The tourism organization can help optimize the economic benefits of sporting events across the larger community. Local sport organizations are often the organizations that lead a bid for a sporting event, especially with provincial sport organizations. A sport tourism body cannot operate successfully without the active and ongoing engagement of all three pillars. c. The sport tourism body should be prepared to put significant time into coordination and communication, especially at the outset, to ensure the municipality (not only the parks and recreation department but also the municipal council and senior staff), local sport organizations, and the tourism organization are all on side and supportive. d. The sport tourism body should be provided with enough resources. What constitutes “enough” may vary from one community to another, but in most cases means at least one full time staff person and enough funds for marketing, sales, and bids. This could begin at $100K, ramping up to $150K, and then building to $300K or more for those communities where sport tourism is a major focus. These resources should be committed for at least three to five years, as results from sport tourism tend to be longer term in nature. e. The sport tourism body should be clear on its role and its responsibilities, including what it will not be doing. These will be determined by what is important to the community (e.g. athlete development, community recreation, facility development, room nights and tourism performance, etc.).

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PRINCE GEORGE ADVANCED SPORT TOURISM WORKSHOP NOTES

The purpose of the Advanced Sport Tourism Workshop is to provide sport tourism stakeholders in a community with the latest information about the sport tourism industry, to briefly review the community’s existing sport tourism assets and experience to date and to begin to explore the community’s sport tourism potential and opportunities.

The following sport tourism stakeholders attended the Advanced Sport Tourism Workshop in Prince George on October 27, 2010:

Community/Regional Participants: Sue Clark S Clark & Associates Hugh Nicholson Prince George Citizen Scott Hunyadi City of Prince George Terri Dauvin College of New Caledonia Jason Kerswill University of British Columbia Peter van Wylick Esther’s Inn Robin Smith Prince George Airport Authority Linda Self Downtown Prince George Jim Swanson World Baseball Challenge/Prince George Citizen Linda Herman Prince George Youth Soccer Tracy Calogheros Canada Winter Games Society Randall Heidt College of New Caledonia Duane Swian Prince George Blizzard Speed Skating Clint Fraser Northern BC Tourism Roy Spooner Prince George Chamber of Commerce Colleen VanMook City of Prince George Dan Rogers City of Prince George Jennifer Brandle-McCall Prince George Chamber of Commerce Lisa Shaw-MacLaren City of Prince George Klaus Ofner Coast Inn of the North Jessie Jamias City of Prince George Sean LeBrun City of Prince George Myles Tycholis City of Prince George – Civic Centre

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Aiden Kelly Tourism Prince George Kristen Harrott Pacific Sport Northern BC Jim Burbee Caledonia Nordic Ski Club Young Nam Esther’s Inn Robert LaLonde Civic Centre

Workshop Facilitators: Caterina Papadakos Tourism BC, a part of the Ministry of Tourism, Trade and Investment Richard Way Citius Performance Corp

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Community Benchmarking Exercise Communities should have a firm understanding of sport tourism and its relationship to both tourism development and sport development in a community. For each of the following criteria, workshop participants indicated where they think Prince George is now, and where they would like to see it by 2012. The workshop participants discussed each benchmarking question, recorded their individual responses and submitted them to the facilitators. These responses have been summarized below.

Summary Table of Workshop Participant Responses Where are we now on a Where would Question scale of Comments from workshop participants we like to be Comments from workshop participants 1-4? by 2012? • Events have been completed in spite of • Good Luck! Are the right people in efforts from tourism, and going backwards. place? • There has been “Events PG” in the past, but • City has done some development from it did not engage sport groups (locally in the the previous history. Hosting 2015, we proper initial stages (of bidding). want to be well involved to grow From Sport and • XC Skiing – 2005 Nationals. Club led bid everything to leverage post 2015, but Tourism to Sport 2.5 Tourism: Sport and with city support 4 it means hosting events prior to 2015. Community tourism co-exist in • Tourism organizations in Prince George Community • Need a community strategy/action has hosted many communities don’t/haven’t been a strong voice in maximizes plan for post 2015 games national as two separate economic events and promoting sporting events. • PG is very capable of more. sectors. Sport benefits in the 1 tourism • Am not personally aware of direct • Necessary in build up to Canada tourism is the sporting planning has involvement of tourism organization in bid or Winter Games. Baseball in 2011 and process of bringing events it hosts identified these two sectors planning phase of the major events that have by involving 2012. sport tourism together to create been held here: baseball, curling, basketball. tourism • Act on recognition of need to move as a tourism enhanced economic • World Baseball Challenge and Summer organizations forward on this scale. development and social benefits to as partners. strategy. Games brought in Tourism as an active • To help prepare us for Canada Winter the community. participant to maximize potential – this could Games.

be further developed. • Once a strategy is in place the steps • Tourism Prince George has a community to take will be clearly focussed on the tourism plan that was recently developed goal. that will assist the provincial and national • I think Tourism needs to be more events that regularly take place in our active, helpful and organized to

community. provide tournament kits with retreats, • Tourism Prince George just went through the hotels, etc. as well as guidance and planning process and identified sport tourism support. For example, my son’s as a key growth area. PeeWee Rep team is hosting a • Sport identified in Tourism Prince George’s tournament in January and even a Strategic Plan. contact list of hotels and restaurants • While National baseball and the World would be valuable. Baseball Challenge did use some tourism • We are beginning the partnership with officials more could have been used. There tourism and should work more is really no help from tourism for minor together. hockey and youth soccer • Better sports facilities and a more tournaments/events unless you seek it out. diverse economy • Some emphasis on economic benefits, but I • With 2015 looming there are huge believe this can be strengthened economic opportunities in this area • The community has hosted events and along with the benefits that would identified sport tourism but not a ton of accrue to the athletes if they hosted involvement from tourism organization. events at home once in a while. • Women’s Fall Festival Olympic Prequalifier • Fully utilize tourism organizations as support from the city. Brought these major we move into hosting larger events events to the city by initiatives from Prince and post 2015 games. George & Tourism P.G. • We need more mechanisms for • Tourism has had little participation in the measurement – community past. engagement. • Some initiatives in the past – event hosting • Still missing opportunities to leverage strategy and Events Prince George. Need and organize. more community involvement and partners. • Facility upgrades needed. Are already involved in BC Sport Tourism • More community engagement and Network ICSTA more tracking of events needed. • We have a toe in the water but not yet enjoying the benefits of swimming in the deep end. • Clearly Sport Tourism is an asset to every community especially due to applying for the bid for 2015 Canada Winter Games. Plenty

of city support and from Tourism PG.

• PG has hosted a number of large events that have been successful. • It is my feeling that our community has the ability to host large, international events (World Cups), but it is difficult to engage the city/tourism organization. • Sports group-drive, not agency-driven. All • 4 is clearly where we should aim. depends on the people in place. • Need strategy and action plan • The city has done some work but there is not targeting specific events. Need a point a clearly defined “Sport Tourism” Agency organization on event hosting – leave (including Sport Marketing of events) – everyone does their own thing. LSO’s to focus on technical aspects of • Not aware of one. the event. Organizing and • There are many independent actions specific • Now, recognizing the economic and Partnering: to an event or sport. community value of Sport Tourism. Community sport • The City of Prince George has consistently • tourism happens 2 In order to develop and maximize supported sports tourism but it is event when sport groups Sport tourism 3 potential following the 2015 Winter based, ie. “one offs” not a consistent and tourism agencies is Sport Tourism Games we need to have a funded approach. and other related championed is recognized program. • The City has been taking the lead but to my organizations work by one and core knowledge no core funding or key partner • One key agency to assist and direct 2 together to maximize agency and funded organization is fully developed yet. the efforts of event organizers would the benefits. To make some program, with • this happen requires volunteers Sport Tourism is recognized but not really all key streamline the process. The City an organizational but little year organized or sustainable. Many independent partners at the should fill this role. framework through to year organizations are working separately. The table. • We have the facilities and energy - all city seems to be the agency attempting to which the sport, sustainability. in one place would make the most of tourism, and local champion. • Not that I’m aware of. Other agencies have our assets and allow us to maximize government partners benefits. can work together. stepped up into this role at certain times but nothing permanent has been established. • Once an organization is up and • This is hard to quantify as Prince George is running, recognition becomes a in a bit of a transition phase with positive beneficial factor. developments through the city and local • Better focus, more people involved tourism organization to support these and for more groups. partnerships. • Local groups and clubs got together to • Sport Tourism funded and acts as a

promote, some promotion from Events part of Tourism Prince George’s Prince George. activities. • It is just now coming into the radar screen for • First things first. I think we will reach 4 government officials in the town… the sport after the 2015 games. Funding will clubs in many cases are the ones lagging behind. Volunteers are overworked and burnt drive the organization of this program out. area. • Sport Tourism is championed by different • Tourism, the city, sports organizations, organization on a one-off basis. and the hotel industry should be • Organizations usually work by themselves, organizing more sports events. often in isolation to pull off tournaments with • We need to have a focus on funding. little to no help from tourism bodies unless Resources need to be in place. they ask for it. • • Tourism Prince George and the City of Help the community to understand the Prince George led the way in sport tourism. importance and how they can get the • No agency at this time, was in the past but one stop shop – bring it all together. not very collaborative • Too many groups doing “a little” • City sees it as a priority but needs to work instead of focus and priority resting more at being identified as a champion – IPG with one organization. – Events Prince George in past. • Level 4 is achievable in 2015. • We have signs of 4 but periodically revert to a less coordinated/organized effort. • Large events are possible with lasting • Not all key partners at the table, but definitely legacies, but a solid structure is more than one agency. More volunteers are needed. required for CPG to achieve level 3. No one sport tourism agency as a leader. • I think the City of Prince George needs to be the leader in developing these opportunities and user groups. • An organization can find some assistance if they make many calls and ask for direction consistently (must constantly present your case).

• No overlap – the Sport people, for the most • A council is badly needed. part, don’t understand tourism and the • Satisfied with 3 for now, can grow from Tourism Assn. leaders don’t grasp/prioritize there. All partners need to benefit from sport. working together. • Each sports agency pursues its own agenda • Need to get to that place of and seeks assistance from usually the City understanding. Probably need to have but it is not governed by an agency. this understanding of “why” before • Same as previous question. Body does not trying to answer “how”. currently exist. • We need to get to #4 by 2015, so • There is no formally established “sports reaching #3 by 2012 is the first step. council” yet. 3.5 • Groups do work together and with the • Separate sporting events come to tourism for Sport is City working as a guide this could be represented in Sport Linkages: The help/assistance but as one offs, not unified at extremely effective. There is some tourism most successful sport this point. infrastructure for this already so planning by a tourism communities 2 • Personal involvement and need jobs. should be achievable. unified sport understand that the Sport groups • Each group is to themselves of what they council and • Organized but I don’t know if there is key to building sport are at the create and lead. It falls on them to lead enhancing the enough money, especially by 2012, to 3 tourism is developing table, but capacity of the have a unified sports council with a the capacity of the each sport is change and approach the city. Sports local sport sport community to a separate Council has not been ‘active’ since at least paid person at the helm. You need a system is host events and entity. 2007. paid person to ensure all sports recognized as leverage revenue • organizations are represented. Events are initiated (exception – multi sport the key to streams. events such as Senior Games by local sport effective sport • Would like a unified sport council organizations. Adhoc after an event is tourism working together on sports organizing. awarded. development. • Not a sport council but equivalent is • Any involvement I have had, I have never needed. seen the two work together. • Give credit to the great efforts of the • Local clubs come to tourism looking for community but help them understand money but see each other as competitors. the system. Haven’t figured out how to grow the • 3 is achievable and on-time. audience – grow the pie. • PG has the capacity to host and be • Sport and tourism are separate but “sport” the select location if a strong groups are at the table. organization is formed. • While organization do work together • Reasonable goal within the time frame sometimes, it is on more of an adhoc basis to develop a sport council to lead

than an organized body. sporting groups. • Lots of separation in sport planning. • Sports groups are doing initiatives on their own. • Each sport must find their own accommodation etc. They must organize all the details each time that an event is held. • Lots of groups are very strong with lots of hosting experience; others have very little capacity. • Separate user groups represent the use of arenas. Specifically the user groups are not affiliated with one another and little to no involvement with tournaments etc. But large groups and board members all help each other out. • No centralized organizing body – need direction.

• City examines on a case-by-case, Budget: While sport which is prudent tourism probably • Get away from one time project happens in many 2.5 funding to regularly, sustainable communities without One time 4 funding to provide continuity. formal planning, project Annual having budget lines • Project funding but greater than funding of program for staffing, $25,000. Was not aware of ongoing less than funding of over 4 administrative City allocation of staff. $25,000 and $100,000, plus support, and annual project funding • Putting together the bid takes a lot of capacity/resource funding of for bids, tools, time. Often our volunteers who have development are $50,000 - etc. the technical expertise don’t have the necessary to develop $100,000 a viable sport tourism time to write all the work. They can sector. provide facts and stats but it would be nice to have a staff member who can properly write a bid proposal (looking

from outside the municipal lense). • One time projects more than $25,000. • Sport Tourism is a huge factor to development and economic growth for the city. Expenditures will always bring good return on investment. • We need to have some seed funds to get it started and then strive to have it sustainable. • I know the City has a budget for events, I don’t know the amount though. • Coordinator with a portfolio and events grants. • Don’t know where we are now. Program funding will be critical to organized body being formed. • Based on opportunities, need to be more stable. • Gaming funds have been reduced. Some venues require set-up charges that can be extensive. • After learning what the actual amount is, this is a higher goal - prior to this session I did not know. • To pursue these events a committee effort is needed.

• Hosting organizations get it. • Economic impact, development, opportunities are not fully understood. • Organizers know but not all external • I don’t think its always clear how it community understand the benefits (or are goes back to the sport that hosts. aware of the benefits). • Bid funding is important – volunteer • Based on discussions in question 4 – lack of based leads to burn-out/lost awareness of City commitment. opportunities. 3.5 • It is logical and desirable state of • There may be inside stakeholders who City and understand the financial flow but at this point tourism understanding. 2 the public doesn’t. industry has • To get us on the road to #4 because Revenue Sources: Sport and established a the public needs to be aware. While budgets are • Cannot serve food at some facilities. This tourism revenue important, so is the can be a huge expense when many officials • Better by in by all. partners stream that understanding need to be served lunch etc. • Having a clear process for the flow understand flows back to among community the • Experienced event planners understand sport event resulting from an event needs to be 5 stakeholders of how economics of cost/benefits but external community organizers. more structured. the economic costs events, and stakeholders don’t as a rule. Clear partner • You need 3 or 4 to get buy in and and benefits of sport how the and public events are • Revenue flows back to event organizers, not establish sustainability in this sector. costs and understanding distributed. just city staff. • Again a head organization directing benefits are of revenues/ • and public knowledge of costs and distributed I don’t really know but this is the perception. expenditures, • Not all groups have this understanding. cost/benefits benefits. • I think partners understand the economic of sport • This will come together once partners benefits, but not how things are distributed tourism. are formed. • We have dealt with events on a one off • Need more partners and information basis. about benefits • Do not know – organizers are most likely • Knowledge will help to engage public aware. and justify expense. • Not sure there is communication at times between the two.

• Produced as needed is what I’ve heard from • This is crucial in helping sports sports. With the website (Hosting BC) you organize their pre-reg competitions showed today – it is a step in the right leading up to 2015. direction however I had no idea we had a • Make it easy for LSO’s to bid on local community staff person able to upload. events that contribute to Sport Also, the city of PG website is very out-of- Tourism. LSO’s need to focus on date and could help share their resources technical aspects of the event, leave better. promotion etc. to larger body. • Resources may be available but if so, it is • This is so important to support this not well known. group and initiatives. We also need a • We are on our way to centralizing and brand. providing marketing materials, but for the • Bidding on events is time consuming most part, one off sport groups produce as and reinventing the wheel is an Tools and needed. unnecessary consumption of more 2 4 Resources: Sport • To the best of my knowledge there is no time and energy. Consistent materials A full set of tourism operates Anything dedicated site for event development tools. tools is to get the most out of your application more effectively needed for • I believe there are tools available, but not available for would be useful. 6 where there are tools sport tourism sure about organization and housing. any sport • Reasonable goal within the timeframe. and resources development group bidding available for event is produced • We currently produce materials as different • Need to catch up – social and on or hosting organizers. as needed. events arrive, but we have had separate web economic reasons. an event. pages/marketing materials in the past that • Need branding and communication. have fallen by the wayside for a variety of • Standardize the PG marketing reasons. approach with all sport groups. Easy • Groups get together, some will leave a linked information showing what PG is legacy. all about. • Assistance is available if seeded out. This • A one-stop assistance shop would be must be recreated for each event. beneficial to groups. • I think there are resources available, but very • Having a carefully crafted rooster of few people know what they are and where to publications will streamline the bidding access them process – saving time and money, • All sport organization have their own encouraging new and more frequent websites but not one unified body that brings bids from a more varied group of everything together. sports. • There are tools and printed publications

available that are generic. Specific tools are crafted to support individual events as well. • We are starting from scratch and need to produce tools – need a budget for this. • Need more concentrated efforts: city website and more education. • Not sure of what exists specifically for tourism in PG outside of provincial initiatives.

BREAKOUT GROUP EXERCISES Workshop participants discussed each of the following topics and their responses have been recorded below. These lists should be treated as a starting point to build from.

Sport Events Previously Hosted/Secured

Below is a summary of sporting events previously hosted and secured by Prince George based on the information provided by community stakeholders in advance and during the workshop:

Prince George’s Sport Event Portfolio Already a veteran host of provincial and national level events in baseball, hockey, curling and senior’s events, Prince George recently won the bid to host the 2015 Canada Winter Games. Hosting duties will include many test events weeks and perhaps months prior to the main event. In 2011, Prince George will also host the World Baseball Challenge. Please see below for highlights of Prince George’s Sport Event Portfolio.

Archery 2004 National 3D Archery Championships

Baseball 2009 World Baseball Challenge 2004 All Native Fastball Championships 2002 Provincial Junior Men’s baseball Championships 2002 New Zealand National Team VS Spruce City Men’s Fastball 2001 Provincial Youth baseball Championships 2001 Provincial Junior Men’s Fastball Championships 1995 National Junior Men’s Fastpitch 1996 National Little League Baseball Championships

Basketball 2009 CCAA Men’s National Basketball Championships 2008 BCAA Women’s Basketball Championships

Biathlon 2007 BC Biathlon Championships

BMX 2002-2003 National BMX 2001-2003 Provincial BMX Championships

Bowling 2003 Provincial Carpet Bowling Championships 2003 Provincial Tenpin Bowling Convention and Tournament

Boxing 2002 BC Golden Gloves Boxing Championships

Broomball 2005 National Broomball Championships

Cross Country 2007 - 2009 Cross Country Ski BC Cup 2005 Cross Country Ski Nationals 2000 Nordic Ski – Western Canadian Championships

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1992 National Junior Cross Country Championships

Curling 2009 Road to the Roar 2003 Regional Men’s Curling Playdowns 2000 Scott Tournament of Hearts 1999 Safeway Select Provincial Men’s Curling Championship

Cycling 1990 Provincial Cycling Championships

Diving 2003 Provincial Summer Diving Championships

Figure Skating 1999 BMO Sectional Figure Skating Championships 1991 Western Canadian Figure Skating Championships

Gymnastics 2008 Western Canadian Gymnastics Championships

Hockey 2008 Provincial Hockey Championships 2007 Hockey Canada International Women’s Festival 2007 RBC Royal Bank Cup 2003 Provincial Bantam Female Hockey Championships 2003 Provincial Pee Wee Hockey Championships 2003 Western Canadian Inline Hockey Championships 2001 National Midget Hockey Championship (Air Canada Cup) 2001 Provincial Women’s Hockey Championships 2001 International Fire Fighters Hockey Tournament 1998 BCHL All Star Game 1998 Western Canadian Bantam Championships 1996 WHL All Star Games

Lacrosse 2003 Provincial Minor Lacrosse Championships 1996 Provincial Minor Lacrosse Championships

Ringette 2008 Western Canadian Ringette Championships 2003 Provincial Ringette Championships 2000 National Ringette Championships

Rugby 2001 Provincial Men’s Rugby Championships

Seniors 2009 BC Senior Soccer Provincials 2008 BC Seniors Games 2002 BC Senior Games 2002 National Senior Men’s Baseball Championships 1994 & 1996 Provincial Senior Baseball Championships 1992 Western Canada Senior Men’s Baseball Championships 2001 & 2003 National Senior Lacrosse Championships – Alcan Cup

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Skiing 2009 Junior Alpine 2000 BC Alpine Provincial Championships

Soccer 2001 National Girls Soccer Championships 2001 Vancouver Whitecaps vs. Prince George Selects 1997 & 2000 Provincial Girls Soccer Championships 1996 Vancouver Whitecaps vs Atlanta

Softball 2002 Provincial Boys Softball Championships 2002 Provincial Girls Softball Championships 2001 Provincial Boys Softball Championships 2001 Provincial Girls Softball Championships

Speed Skating 2006 Canadian Junior Short Track Speed Skating Championships 2001 National Age Class Short track Speed Skating Championships 2001 Canada West Skate Canada Qualifier

Swimming 2007 BC Summer Swim Association Provincials 2003 Northern Regional Long Course Swim Meet 2001 Provincial Short Course Swimming Championships 1990 Junior Nationals (Freestyle)

Sledge Hockey 2006 Canada vs. USA Sledge Hockey International Series

Track and Field 1998 Canadian Legion Track and Field Championships 1994 Pre-Commonwealth Games International Track Meet

Volleyball 1992 CCAA Volleyball Nationals

Wheelchair 2004 Wheelchair Curling Nationals Qualifier

Special Olympics 1991 & 2001 BC Special Olympics

BC Summer Games 1990 BC Summer Games

BC Winter Games 1996 Northern BC Winter Games

Other 2004 National Aboriginal Championships 2003 Top Dog National Agility Championships 2003 Provincial Dog Sled Championships 1998 BC Festival of the Arts 1991 National Marathon Canoe Championships

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Annual Sporting Events PG Iceman PG Triathlon Labour Day Classic

Future Events 2015 Canada Winter Games - which will also include test events 2012 Canada Senior Baseball Championship 2011 World Baseball Challenge

ACTION ITEM 1: Use the list of Sport Events Previously Hosted as a starting point for a record of all the sport events the Prince George has hosted. Use this information when bidding for events, and when getting ideas for which events to target and host.

Keep the list up to date and ensure that it is accessible to all appropriate sport tourism stakeholders in the community.

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Prince George Sport Hosting Facilities

Below is a list of sport facilities in the Prince George including a description. Information was provided by the community in advance of the workshop, and added to by workshop attendees.

Sports that can be hosted at the Sport Facilities Description facility th 5 pin 5 Ave. Bowladrome Bowling Up for sale – needs work Championship course (18 holes) Aberdeen Golf Course Limited banqueting capacity Golf Best course in the North Aboriginal Choice After school basketball School Equine Agriplex Older buildings 4-H 18 holes Aspen Grove Golf Club Great course for the average golfer – not too challenging Golf Family owned and operated Beaverly Elementary Remote school

School Has a ball field Blackburn Elementary Old school – limited facilities School Kayaking Bowron River Flat and white water rapids Canoeing Buckhorn Elementary

School Badminton 3 gymnasiums Judo Full catering opportunities Volleyball PG Civic Centre 8 meeting rooms Basketball 18,000 square food auditorium Wrestling Boxing

Athletics – track and Para-athletics Badminton Basketball Field Hockey At 145,150 square feet, this high-performance sport, recreation and fitness facility Judo is one of the largest of its kind in BC and home to the province’s second longest Karate indoor track spanning 280m. Lacrosse Home to UNBC athletics: Rugby Charles Jago Northern 2 indoor fields Soccer Sport Centre 2 strength rooms Softball 3 gymnasiums Squash 2 squash courts Taekwondo Indoor running track Ultimate Multi-purpose room plus a central meeting room Volleyball Weightlifting Yoga Spinning Tennis

A national standard baseball facility with all the expected amenities to host world class events. Built in 2006, the facility has some very unique features including the “Green Monster”, a 17 foot wall in left field, plenty of seating including a covered Citizen Field Baseball grandstand, in ground dugouts, and turf conditions beyond any player’s expectations. In addition to Citizen Field there are 2 adjacent fields and an additional 9 fields located a short distance away.

Hockey Lacrosse Mixed martial arts CN Centre 6,000 seats with a full-service facility. Dirt Biking BMX Speed Skating (short track) Indoor Soccer Open for small birthday parties CNC Climbing Wall Rock climbing 12 foot wall Football College Heights Older high school – renovated. Tennis Elementary School Softball and Slopitch

Weightlifting Squash 2 gymnasiums Basketball 1 squash/racquetball court Floor hockey College of New Bouldering Wall Soccer Caledonia Weight Room Wheelchair Basketball Residence facilities Table Tennis Volleyball Badminton Cycling Cottonwood Island Park Running Snowshoeing Cranbrook Hill Cycling

Greenway Trail Mountain biking Hiking/Back Country Touring Tennis Basketball D.P. Todd Secondary Full-sized gymnasium Volleyball School Soccer Football Basketball Duchess Park Brand new – state of the art high school Volleyball Secondary School Football Ecole Lac des Bois Converted high school to a French immersion elementary Edgewood Elementary

School

Hockey (and roller hockey) One ice sheet Hockey – sledge Elksentre Limited, heated bleacher seating Figure Skating Lacrosse

Canoe Esker Provincial Park Regional Park – good trails and scenery Hiking 14km gravel pathway Fishing

Evening Rock Rock Climbing Foothills Elementary

School

Snowshoeing Cycling Forests of the World Well maintained system of trails Mountain Biking Trail Hiking/Back Country Touring Fishing The Four Seasons Leisure Pool offers three different pools for customer enjoyment. The main pool is a 6 lane, 25m pool ideal for length swimming and aquafit classes. An adjacent tot pool is a warm, shallow water environment for Swimming young children, parents and babies to enjoy their aquatic experience. At the lower Four Season Leisure Synchro end of the facility, a 65m long waterslide opens into a leisure pool. Swimmers in Pool Water Polo this pool will enjoy the warmer water and the large spray fountain that operates Weight Lifting during public swims. A Fitness Centre offers a variety of workout stations for weight training and toning exercises.

No facility available Rock Climbing Giscome Rock cut at the side of the upper fraser road Fishing Limited parking – good access School is closed due to health hazards Giscome Elementary Student classes held in portables School Remote location Glenview Elementary

School Hart Highlands School Alpine Skiing Cross Country (and para) Cycling Mountain Biking and Downhill Unique in its location Hart Highlands Ski Hill Freestyle Ski Lift access available at night Nordic Combined Ski Jumping Snowboard (and para) Snowshoeing Harwin Elementary Old and small facility School Heather Park

Elementary School Heritage Elementary

School

Highglen Montessori

Elementary School Tennis Kelly Road Secondary 2 gymnasiums Basketball School Spectator seating available Volleyball

Badminton Hockey The Kin Centre is a versatile complex complete with three arenas. The facility is Sledge Hockey Kin Centre Arenas adjacent to an additional 6000 seat arena, the CN Centre. Four Arenas in one Lacrosse location - perfect for hosting large events! Figure Skating Ringette 2 Fields dedicated to women’s soccer Lamarche Fields Soccer Adjacent to men and youth fields Malaspina Elementary Small facility School Masich Place Stadium was built in 1990 for the BC Summer Games and is home of the Prince George Track and Field Club. This state of the art national standard Track and Field Masich Place Stadium facility is located in the heart of the City and will exceed any event and training Para-athletics needs. Nechako Lanes 5 pin Bowling Nechako Park hosts two national standard softball diamonds. Amenities include a Nechako Park clubhouse, washrooms, dugouts and field lights. It is located in a beautiful park Softball setting. North Cariboo Senior 3 fields, 2 of which are lit Soccer Soccer Facility Clubhouse facility available to players and teams Nukko Lake Elementary

School Biathlon The Otway Nordic Centre is recognized as a premium nordic ski centre and is the Cross Country (and para) Northern Regional Training Centre for Cross Country BC. The facility is a skiers Cycling paradise with first-rate snow conditions and amenities. Mountain Biking and Downhill Otway Nordic Centre - 40 km cross country trails, some are lit Nordic Combined - Day lodge Snowshoeing - Biathlon Range Hiking - Dog Trails Cross Country Running This spectacular facility provides the perfect training and competition environment Figure Skating Outdoor Ice Oval for 400m long track speed skating. Facilities are all outdoors. Unfortunately only a Speed Skating (long track) 40% chance of hosting a competition due to variable weather. Sledge Hockey

Peden Hill Elementary Small gym and multipurpose room Multi sport School Great trails Cycling Pidherny Bike Park No parking or facilities Mountain Biking and Downhill 18 hole course Pine Valley Golf Course Banquet and club house available Golf In very poor shape Pineview Elementary Small and old facility School Pinewood Elementary

School 2 hour drive from Prince George Express bus transportation from PG Snowboarding Powder King Longest season in BC Alpine Skiing Good eleveation Hosts National Ski Cross and training camps Diving The Prince George Aquatic Centre is a one-of-kind facility in the Province of Prince George Aquatic Swimming British Columbia. This first class national standard facility is the only aquatic Centre Synchro facility with a 10m diving tower in addition to the 5m and 7.5m diving towers. Water Polo Prince George Archery Outdoor facility off Hwy 16 Archery Club Good parking with a covered area and indoor facility Hockey and Roller Hockey The Coliseum is host arena for the Prince George Spruce Kings, the city's Junior Sledge Hockey “A” Hockey Club. This landmark arena seats 1,800 and accommodates activities Lacrosse Prince George Coliseum including lacrosse, roller hockey, ringette, and speed skating. The Coliseum is Ringette centrally located across the street from the Civic Centre; Four Seasons Leisure Speed Skating (short track) Pool and the Two Rivers Art Gallery. Walking Club Curling The Prince George Golf and Curling Club provides all of the amenities and Prince George Golf and Golf services to exceed training and event needs. The 8 sheets of quality maintained Curling Club Squash/racquetball ice compliments the hosting ability that is also available at the CN Centre. Handball The Prince George Gymnastics Club has a training facility that is unique in British Gymnastics – Artistic and Adaptive Prince George Columbia due to its size and layout. The 16,000 square foot space is fully Gymnastics – Rhythmic and Gymnastics Centre equipped with all of the required apparatus including a pit. Adaptive Prince George Newer facility with a number of pits Horseshoes Horseshoes Club Prince George Lawn Standard greens Lawn Bowling Bowling Greens No clubhouse

Prince George Large gymnasium Multi Sport Secondary School Spectator seating Prince George Tennis 6 courts with lights Tennis Club Clubhouse facility Gymnasium Basketball Climbing wall Volleyball Prince George YWCA Weight Room Badminton Studio Space Floor Hockey Purden Ski Village is the largest ski mountain in central British Columbia, and Alpine Ski provides some of the best skiing and snowboarding in the province. Cycling Mountain Biking and Downhill Purden Ski Resort Over 1,100 vertical feet of skiing on dry powder snow, treed runs and uncrowded Nordic Combined slopes makes Purden Ski Village a paradise for skiers. The longest run (Lakeview) Snowboard (and para) has over 2 km of fabulous terrain! Snowshoeing Quinson Elementary Small facility School Ron Brent Elementary Small and old facility School Skateboard Rotary Skate Park is a state-of-the-art Skate, Bike and In-Line park located in Rotary Skate Park BMX Carrie Jane Gray Park, just off Massey Drive. In-line Skating Soccer facilities in Prince George receive high accolades after every event. The Rotary Soccer Fields first class facilities are unique in that there are 13 fields in one location of which 6 Soccer are lit. The turf conditions will be hard to find anywhere else in Canada. Southridge Elementary Gymnasium with a high ceiling School Spruce City Stadium National standard Baseball Spruceland Elementary Gymnasium and multi-purpose room School Strike Zone 10 pin lanes Bowling Supertrak BMX Clubhouse available BMX Alpine ski Cross country (and para) Cycling – Mt. Bike & Downhill 25kms from Prince George Freestyle Ski Tabor Mountain Small to mid-sized mountain Nordic combined Ski jumping Snowboard (and para) Snowshoeing

Rock Climbing Teapot Mountain 45kms from Prince George Hiking Snowshoeing Valemount Elementary

School Vama Mountain Rock Climbing Van Bien Elementary Tennis School Vanway Elementary Tennis School Volunteer Park Baseball (youth little league) Westwood Elementary Tennis School Canoe Willow River Recreation Kayak Site Swimming

ACTION ITEM 2: Use the sport hosting facilities chart to get a sense of what sports Prince George can host at each facility and use that information to discuss opportunities with facility management. Discuss sport event hosting with facility management to learn about when the facilities can be made available for events and what special rental rates can be negotiated for sport events.

Local Sport Event Hosting Capacity

Workshop participants reviewed the comprehensive list of sports, indicated which facilities could host events in those sports, what the sport club capacity is to host events in these sports and any relevant notes.

Sport Facility Sport Club Capacity Notes Purden Ski Resort Small + young athletes (under 16) Tabor Mountain Alpine ski PG Alpine Ski Club National attention Hart Highlands - Dawder King - Silvertips Archery Club Midnight Archers Archery Prince George Archery Club - Entrepreneurs - Ness Lake Bible Camp

Terry Fox Run Y Club Athletics - Marathon YMCA - Labour Day Classic YMCA Run Athletics – Masich Stadium PG Track and Field - Mostly summer only Track and Para-athletics CJ Northern Sport Centre (indoor track) PG Roadrunners Lots of informal users – lots of trail Otway Nordic Centre - Athletic – XC access for individual use Greenway Trails - Otway Mad Moose Marathon/Half Marathon PG Snowmobile Club – Mud Boys Numerous local trails. - ATV Informal back country trails - Cycle North

- Regional development squad (15 athletes) Charles Jago Northern Sport Centre North Central Badminton Badminton CNC Gymnasium - YMCA Academy - PG Racquets Club

Citizen Field Joe Martin Field Good organization structure: mens & Hosting World Baseball Challenge Baseball Rotary Field womens 2011 Fletcher Park

Well organized - Regional Training Group - Steve Nash community program - Camps Charles Jago Northern Sport Centre - UNBC Varsity College of New Calendonia PG Minor Basketball Basketball - School gyms - PG Titans Wheelchair Basketball YMCA - Steve Nash program - RTG with Basketball BC - PG Women’s Basketball - PG Masters Basketball

Biathlon and BC Cups Otway Nordic Ski Centre - Para-biathlon

Bobsleigh - Skeleton Bocce Prince George Cricket Club 5th Ave. Bowladrome Hosting Bowling Provincials (May, Bowling Nechako Lanes Leagues 2011) Strike Zone Bowls - Lawn Prince George Law Bowling Greens Prince George Lawn Bowling Club Bowls - Carpet Senior’s Facilities - Spruce City Boxing Club Boxing Rollerdome - Shaolin Boxing Club

Broomball Hosted National Broomball 2005 Esker Provincial Park - North West Brigade Paddling Canoe – Flat Water Willow River Club Cottonwood Island Esker Provincial Park Canoe – Adaptive Willow River Nechake Prince George Aquatic Centre Cerebral Palsy Sports Four Season Leisure Pool Small Otway Nordic Ski Centre

Masich Club was strong, now small Searching for their own exclusive club Cricket Ron Brent Prince George Cricket Club - facility. Heather Road

Strong Have a great hosting capacity. Cross Country Skiing and Otway Nordic Ski Centre Caledonia Nordic Ski Club PSO and NSO support. Para-Cross Country Skiing - Exceptional facility.

Need updated facility. Strong National coach. Charles Jago Northern Sport Centre Curling/Wheelchair Curling Prince George Curling Club Youth program is small. Any arena - Have hosted regional and national competitions. Rotary Skate Park Host annual events for men and Cycling - BMX Supertrak BMX Strong women, all ages. Otway Nordic Ski Centre Capacity to expand. Cranbrook Hill Greenway Trail Forests of the World Trail Purden Ski Resort Prince George Cycling Club has Cycling – Mt. Bike Tabor Mountain Medium – potential for strong strong base of organizers. Hart Highlands Ski Hill Lots of individual use of trails. Otway Nordic Centre PI Derny Mountain Bike Park Hosted local tournaments, annual Cycling – Road and Prince George Cycling Club Cranbrook Hill - Prince George to Jasper Ride, and Handcycling Tour of the North cancer ride. Cycling - Track Beaverly Dirt Biking There is a club that hosts events. Blackwater Road Small Prince George Aquatic Centre Diving Mantas Dive Club Only 2 facilities in BC with 10m tower. Four Seasons Leisure Pool -

Dodge ball NSC NVGS Based at the University with students.

Dragon boat Westlake Small

Large - PG Horse Society Pineview RG Rodeo Association Beaverly - Equine Reining Association Nukko Lake - Salmon Valley - Poney Club - HH

Fencing Charles Jago Northern Sport Centre Field Hockey Charles Jago Northern Sport Centre Elksentre Medium Kin Centre PG Figure Skating Figure Skate - CN Centre - Spruce City Skating Colliseum Northern BC Sport fishing Task Ferguson Lake - Fishing Host fishing derbies. Shane Lake Force Large School fields PC Minor Football Association Football Masich Place - City fields - SD#57

Tabor Mountain Small Freestyle Ski 2002 – 2006 Olympians Hart Highlands Ski Hill No sport club anymore

Gaelic Football Goalball

Aberdeen Golf Course Prince George Golf and Curling Club Host annual tournaments and charity Golf Pine Valley Golf Course events. Aspen Grove Golf Club Ness Woods

Gymnastics-Artistic and Prince George Gymnastics Club Prince George Gymnastics Centre - Adaptive

Gymnastics-Trampoline and Prince George Gymnastics Centre Adaptive

Handball

Cranbrook Hill Greenway Trail Forests of the World Trail - Caledonia Ramblers Hiking/Back Country Otway Nordic Centre PG Backcountry Recreation - Touring/Skiing Ancient Forest Society LC Gunntrail Eskers Park Very Strong - PG Minor Hockey - Spruce City Oldtimers Elksentre - Shooters League Kin Centre Arenas PG Recreation League Hockey - Prince George Coliseum - Gentleman’s Hockey League CN Centre - PG Women’s Hockey League - Spruce Kings/Cougars - School District/YMCA Programs

Elksentre Closest equipment is in Quesnel. Hockey – Sledge Kin Centre Arenas Need accessibility adjustments. Prince George Coliseum Elksentre College of New Caledonia Hockey - Ball Rollerdome Highschool facilities Strong Northern BC Guide Outfitters Hunting - Association

Charles Jago Northern Sport Centre CNC Strong PG Club Dojo PG Judo Club Host provincials annually. Judo SD#57 - Two level 3 coaches – CWG Team Civic Centre - Hart Academy Judo Club Coach and Provincial Coach. Hart Academy PG Judo Club on 5th Guru Gobind Kabbadi Maasich Place Guru Naanak Darbar Charles Jago Northern Sport Centre Nechako Karate Club Karate CNC - SD#57 Willow River Kayak - Flat water and Fraser River

Adaptive Kayak Blackwater

Willow River Kayak - White water and Bowron River Backwater Paddling Club - Adaptive Kayak Fraser River Nechako River Westlake Kite Surfing Cluculz Lake Charles Jag Northern Sport Centre Elksentre Prince George Coliseum Lacrosse - Box Small but organized. Roller Dome CN Centre Carney Hill Lacrosse Box Charles Jag Northern Sport Centre Lacrosse - Field SD#57 Masich Prince George Aquatic Centre Lifesaving Society Four Seasons Leisure Pool Luge Luge – Naturbahn, Volksrodel

Mixed Martial Arts CN Centre

Netball Schools Used to be a group. Purden Ski Resort Tabor Mountain Caledonia Nordic Club Nordic combined Hart Highlands Ski Hill - Otway Nordic Centre Powder King CNC Orienteering/Geocaching SD#57 Outrigger Canoe Pickleball Pole Walking, Nordic Walking Polo CNC UNBC Racquetball Interest is waning. NSC PG Curling Club Prince George Coliseum Hosted Nationals. Ringette Medium Kin Centres Mostly women and girl athletes. CNC Climbing Wall Giscome Mt. Pope Rock Climbing (Bouldering) Strong outdoor Interest in more indoor facilities. Teapot Mountain Vama Mountain YMCA Climbing Exhibition Park Rodeo Medium Host events: bull-a-rama CN Centre Roll-a-dome Heritage River Trails PG Rollergirls Roller Skating/Blading - Rotary Skate Park Civic Centre Dragon Boats Rowing and Adaptive Rowing West Lake -

- PG Rugby Club Charles Jago Northern Sport Centre - Gnats Rugby Masich Place - UNBC SD#57 - PG Women’s

Prince George Aquatic Centre Scuba Diving & Snorkeling Four Season Leisure Pool Rod & Gun Club Shooting Beaverly -

Skateboard Rotary Skate Park

Purden Ski Resort Tabor Mountain Ski jumping Hart Highlands Ski Hill Otway Nordic Centre Powder King Purden Ski Resort Snowboard and Tabor Mountain Training Programs/Club Programs –

Para-Snowboard Hart Highlands Ski Hill Nancy Green Powder King Cranbrook Hill Greenway Trail Purden Ski Resort Tabor Mountain Snowshoeing Hart Highlands Ski Hill Capacity to build club programs. Otway Nordic Centre Forests of the World Trail Ancient Forest Strong club structure and support. Charles Jago Northern Sport Centre Hosted annual tournaments. - UNBC Varsity Sport College of New Caledonia PG Youth Soccer Assoc. Paid full-time Technical Director. North Cariboo Senior Soccer Facility - Strong Administration. Soccer – youth, co-ed, BC Indoor Soccer League Rotary Soccer Fields - Large volunteer base. women, men Lamarche Fields - North Cariboo Mens League Emphasis on coaching development. School Fields - PG Womens League Provide opportunity for scholarship Rollerdome (arena soccer) identification.

Charles Jago Northern Sport Centre Strong Softball – Fast pitch – Slow Nechako Park Well structured recreational program Host annual tournament. pitch Spruce City Fields for all ages/abilities. College Heights School Fields Otway Nordic Centre School facilities XCountry Skiing – Special Olympics Special Olympics Masich Place Very strong at Otway Four Season Leisure Pool Large volunteer base. Tabor and Purden Ski Hill Outdoor Ice Oval Medium Host local meets Speed Skating Prince George Coliseum - Blizzards Provincial and National events also CN Centre hosted. Skydive BC Sport Parachute - Beaverly - Small Charles Jago Northern Sport Centre Squash PG Squash Assoc. College of New Caledonia -

Stand up Paddle Boarding Strong Four Season Leisure Pool Swimming Barracudas Host provincial swim meets. Prince George Aquatic Centre -

Four Season Leisure Pool Pisces Synchro Swimming - Prince George Aquatic Centre CNC Table Tennis Charles Jago Northern Sport Centre

Taekwondo Charles Jago Northern Sport Centre

Team Handball CNC

Kelly Road Secondary School Prince George Tennis Club College Heights Secondary School DP Todd Secondary School No indoor facility – short season. Kelly Road Secondary School Host local tournaments Small Tennis Van Bien Elementary School Recreational as opposed to

Vanway Elementary School competitive focus. Westwood Elementary School Well organized. Private Clubs Fort George Park Community Courts City trails LC Gunn Park Corporate sponsorship for clubs. Trail running Otway Nordic Ski Centre Labour Day Classic event – revenue Forest for the World build trails. Cottonwood Island Host annual event Triathlon Individuals and elite athletes. Charles Jago Northern Sport Centre Strong School fields Ultimate (Disc sports) Ultimate Frisbee Masich Place - Rainbow Park Charles Jago Northern Sport Centre School and local clubs CNC Volleyball - Indoor PG Youth Volleyball Secondary schools – Duchess Park - Primary schools UNBC Volleyball - Outdoor Recreational Fort George Park Volleyball - Sit Charles Jago Northern Sport Centre Four Season Leisure Pool Waterpolo Club Water Polo - Prince George Aquatic Centre Ness Lake Water Ski & Wakeboard & Nukko Lake Private – Howard Foot

Wake Surfing Purden Lake Private lessons West Lake Four Season Leisure Pool Weightlifting Northern Sport Centre Small Local Fitness Centres

Jr. National level athletes Civic Centre Wheelchair Basketball PG Titans CNC - Wheelchair Rugby Wheelchair Tennis High schools PG Youth Wrestling CNC - Team Gold Rush Professional Athletic Commission Rollerdome Yachting Cluculz Lake Small – at least 6 members Purden Lake Yachting - Windsurf Cluculz Lake

ACTION ITEM 3: Use the Local Sport Event Hosting Capacity chart to create a directory of your local sport clubs with contact information. The person taking the lead for coordinating sport tourism initiatives in Prince George can use this list to connect stakeholders and build professional contacts. Keep the contact list up to date.

Use the directory of sport clubs to do a sport club audit and create Sport Prince George– the community’s sport council. Have 1- 2 representatives from Sport Prince George present at the community’s sport tourism planning discussions.

Contact other local communities that have existing sport councils such as Nelson, Richmond, North Okanagan and Calgary to get some recommendations for forming a sport council.

Tools and Resources for Sport Event Organizers

Workshop participants were asked to record their individual responses to compile a list of tools and resources for sport event organizers and submitted them to the facilitators. These responses have been summarized below:

• Centralized list of resources, contacts and timelines on the web • BC Soccer has marketing tools – CD and website • City of Prince George has some tools available on web site as well as staff support • Travel Prince George Travel Guides • Cit of Prince George event host grants • Each site/venue also has brochures and a track record • First aid attendants • Traffic control officers • Materials developed to support the 2015 Bid • Hosting BC • Community Events Coordinator

SWOT Analysis – Strengths, Weaknesses, Opportunities, Threats

Below is a summary of SWOT analysis of sport tourism in the Prince George based on the information provided by community stakeholders at the workshop.

Strengths • Volunteers (high number, knowledge, Volunteer PG database) • Great Facilities – fields, arenas, trails, conference centre, gymnastic centre • Corporate support and sponsorship • Affordable accommodations, including hotels and dorms at CBC and UNBC • Civic support – Rotary, Chamber, sport groups, fundraising efforts • Leadership and experience • Good location within the region • Education facilities • Regional support from other northern communities and sport groups • Close proximity to outdoor recreation • Friendly and welcoming community • Good expertise and skills available in health care, officials, finance and coaching • Great restaurants • Access to transportation: airport, highway junction, bus system • Experience hosting events • Affordable cost of living for coaches and athletes • Political support - Mayor and Council are engaged and supportive • Local Pacific Sport representative • High level of provincial political support

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Weaknesses • Geographic location – high travel expense and time, cold winters • No formalized event hosting structure/not one organization coordinating all sport tourism events • Elimination of hosting grant funding • Unaware of City marketing dollars to promote events • No defined roles: sport technical delivery and event logistics • Lack of ice surface during prime practice/game times • Aging structures – Kin Centres, Coliseum, Roll-a-dome • Alpine facilities are too far and need updating • Do not have a refrigerated ice surface at outdoor oval • Community pride – negative perception of Prince George • No city branding

Opportunities • Working with other cities that have hosted games • Event legacies • Athletic participation increased opportunities for local athletes • Greater community participation • Civic pride • Expanded sports facilities • Develop a brand “We Are Sport” • Develop a new structure for sport tourism development • Build on the strengths of the geographic location • Build Aboriginal capacity – North American Indigenous Games • Tourism Prince George • Regional centre for the North • Facility development through provincial and national funding • Leverage Canada Games • Economic stimulus • China • University development • Budgets (Ministry) • Capitalizing on new priorities • Increased capacity – RTC and other multi-sport, national events • Weather (length and temperature)

Threats • Economic downturn • Facilities need upgrading – lack of resources • Inclement weather for travel and sport competition • Location – north and far • Lack of sponsorship • Decreasing and aging population • Security measures affect travel via air, time and inconvenient • Reduced government funding • North of Hope syndrome • Lack of competition locally to build high level athletes • Quality packages and competition of ‘other’ BC communities • # of certified/paid coaches

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• Volunteer burnout • Uncertain if you have community support • Bad air quality • Crime capital of Canada 2009 • Competing interests for limited resources • Lack of expertise in sports • Managing expectations

Themes After working through the workshop exercises, workshop participants identified the following themes to provide some focus for sport tourism in Prince George. Items in bold were identified as the most important by workshop participants:

• “Big Enough to Deliver, Small Enough to Care” • “All Sport Destination!” • “Proven Volunteer Capital of BC” • “Where Sport Surrounds You!” • Focus on building a Multisport Games Strategy to leverage the themes above • Organized sport – bid on events • Building on outdoor recreation

Goals for the next 12-18 months

Below is a summary of goals for sport tourism in Prince George in the next 12-18 months based on the information provided by community stakeholders at the workshop. Items are listed in order of importance as ranked by the workshop participants. The highest priority items are in bold:

6 – months (May 2011)

• Circulate the Advanced Sport Tourism Workshop Report (this document)

• Follow-up meeting to review report and determine action plan

• Identify a working group to formulate a plan

• Explore options for council structure

• Create Sport Tourism Council: SD, CPG, Sports, TPG (clear benefit for participants and sports groups)

• Identify funding options

• Consider tie-in with Canada Games 2015

12 – months (November 2011)

• Have Sport Tourism Council meet

• Adopt or develop a brand

• Determine or create a paid staff member to coordinate (Tourism PG?)

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• Confirm a strategic plan with action items: marketing communication plan, event calendar. Focus #1 – To Bid with resources; Focus #2 – To Host including event logistics • Confirm funding

• Report progress to the Council

18 – months (May 2012) • Have a strategic plan for sport tourism implemented, including a marketing/communications strategy to generate awareness • Establish sport tourism marketing in conjunction with the City of Prince George, Tourism Prince George and Tourism Northern B.C. • Develop promotional materials including tools and resources for bids and hosting

• Go after another major event

• Search out or develop ongoing funding initiatives

ACTION ITEM 4:

The key contacts for coordinating sport tourism in Prince George identified at the workshop were:

Tourism – Aidan Kelly – Clint Fraser Municipality/Parks and Rec – Myles Tycholis – Lisa Shaw-MacLaren Sport Clubs – Duane Swian – Linda Herman – Kristen Harrott

Education – Jason Kerswill – Randall Heidt

The coordinating group will organize opportunities for the broader sport tourism stakeholder group to get involved with planning and implementing sport tourism activities.

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SUMMARY OF PRINCE GEORGE SPORT TOURISM ACTION ITEMS

The following table summarizes the action items identified at the workshop by workshop participants. Workshop participants selected a working group to be the key contacts for moving forward with this report in Prince George. During your first follow-up meeting, use this list as a starting point for next steps.

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Action Item Description Responsibility Status

1 Use the list of Sport Events Previously Hosted as a starting point for a record of all the sport events Prince George has hosted. Use this information when bidding for events, and when getting ideas for which events to target and host.

Keep the list up to date and ensure that it is accessible to all appropriate sport tourism stakeholders in the community. 2 Use the Sport Hosting Facilities chart to get a sense of what sports Prince George can host at each facility and use that information to discuss opportunities with facility management.

Discuss sport event hosting with facility management to learn about when the facilities can be made available for events and what special rental rates can be negotiated. 3 Use the Local Sport Event Hosting Capacity chart to create a directory of your local sport clubs with contact information. The person taking the lead for coordinating sport tourism initiatives in Prince George can use this list to connect stakeholders and build professional contacts. Keep the contact list up to date.

Use the directory of sport clubs to do a sport club audit and create Sport Prince George – the community’s sport council. Have 1-2 representatives from Sport Prince George present at the community’s sport tourism planning discussions.

Contact other local communities that have existing sport councils such as Nelson, Richmond, North Okanagan and Calgary to get some recommendations for forming a sport council. 4 The key contacts for coordinating sport tourism in Prince George identified at the workshop were: Tourism – Aidan Kelly – Clint Fraser

Municipality/Parks and Rec – Myles Tycholis – Lisa Shaw-MacLaren

Sport Clubs – Duane Swian – Linda Herman – Kristen Harrott

Education – Jason Kerswill – Randall Heidt

The coordinating group will organize opportunities for the broader sport tourism stakeholder group to get involved with planning and implementing sport tourism activities. 5 Form a larger sport tourism working committee to discuss the community’s sport tourism goals.

Make an action plan to implement the tactics for the next six months as outlined below and monitor progress. • Circulate the Advanced Sport Tourism Workshop Report (this document) • Follow-up meeting to review report and determine action plan • Identify a working group to formulate a plan • Explore options for council structure • Create Sport Tourism Council: SD, CPG, Sports, TPG (clear benefit for participants and sports groups) • Identify funding options • Consider tie-in with Canada Games 2015 7 Continue to be an active member of the BC Sport Tourism Network, participate in the quarterly conference calls and receive the biweekly e-newsletter. 8 Maintain Prince George’s presence on www.HostingBC.ca Upload/update sport facility information and images as applicable.

Appendix 1: KEY SUCCESS FACTORS AND CASE STUDIES

This section presents three case studies relating to sport tourism and some of the key success factors associated with them.

CREATED EVENT – KARATE CHAMPIONSHIP

In this Canadian community, there were a number of karate clubs that run local tournaments and had a dedicated fan base for the sport. Local and regional tournaments took place in these clubs in which the winners would represent their club or region at tournaments in the U.S. or overseas. There was interest from the local clubs to see if there might be potential for an event based in this community where participants could perform in front of a home town crowd and not need to incur costs for travel.

The sport tourism manager did some research into other karate championships and met with all 5 local clubs and determined that there was potential to create a new karate championship that would draw participants from all over North America. Two of the key factors included providing enough prize money to draw the participants to the community (as this was a key motivation for participants) and ensuring all the sanctions were in place from provincial and national karate organizations.

The community secured a venue and then started to seek out corporate sponsorship (in cash) to build up a solid revenue base to allow for a large amount to be awarded to the winning participants. It then targeted a prize amount that would be competitive with other competitions in North America and added some unique features in terms of discounted accommodation costs, discounted restaurant vouchers, and a banquet with entertainment.

Once the targeted amount of prize money was secured, the community began planning to create awareness for the event. It used the network of local karate clubs to use their contacts to promote the event in Canada and in the U.S. It spent about $10,000 in promoting the event and set a deadline for registration approximately 3 months in advance of the event. The target was to draw 200 participants.

Due to the targeted promotion of the event to karate clubs across North America that highlighted the prize money that would be available, the event drew approximately 250 participants from all over North America. Many came to the community early and stayed longer as the age categories started at 12 and as a result, many participants travelled with parents and family.

The event was held just prior to U.S. Thanksgiving so the community could draw on families taking a vacation as part of their trip to the competition. The event made approximately $15,000 which went back to the 5 local karate clubs in the community.

The objective was to make this an annual championship. However, many of the leaders from the local clubs who were instrumental in putting on this event had moved on to other positions and the sport tourism manager left. As a result, the event did not continue.

Key points to consider: • Significant numbers of participants in karate organized into clubs in this community. • Community already had experience hosting local and regional tournaments. • Sufficient financial support was obtained as one of the first steps. • The event was scheduled close to a holiday period to make it easier for participants to travel. • Large, first-time events can over burden the volunteer community and cause burn-out. Ensuring there is enough organizational depth to facilitate hosting future events is an important consideration.

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WORLD POLICE AND FIRE GAMES IN BC

The World Police and Fire Games are one of the largest sporting events in the world, with more than 60 sporting events, more than 40 venues, 10 days of competition, over 10,000 athletes from more than 70 countries, and over 20,000 family, guests, and officials. In 2009, they were held in the Lower Mainland and Sea to Sky region in BC from July 31 to August 9. While such events are rare and the competition to host them is stiff, the principles associated with running a successful event can be applied to many other events.

The vision for the World Police and Fire Games: In the spirit of eagles Community, comradeship, and competition

The mission for the World Police and Fire Games: To successfully attract the most athletes and visitors, that they have an ultimate competitive and travel experience and generate lifelong memories, world-wide recognition and lasting legacies.

Some basics about the World Police and Fire Games: • Open to all full time, professional law enforcement officers, firefighters, customs agents, and corrections agents • Held every two years • Masters style event with age, gender, and skill brackets • 2,100 gold medals to be awarded • Up to 2,500 volunteer hosts • Sport venues include Lower Mainland and Sea to Sky region • Nightly live entertainment featured in Games village in Vancouver, Burnaby, and Whistler sport hubs • Net proceeds from 2009 Games will go to three BC-based charitable organizations: Law Enforcement Torch Run for Special Olympics, Professional Firefighters Burn Fund, KidSport • 2009 is the second time the event has been in the Vancouver area (previously in 1989) and the first time it has returned to a previous site • Previously been in Calgary in 1997 and Quebec City in 2005 • 2011 event will be held in New York City and 2013 event in Belfast, Northern Ireland.

World Police and Fire Games objectives: • Deliver a friendly Games, inclusive to all • Deliver a first-class experience for participants, volunteers, sponsors, and spectators • Deliver a fiscally-responsible Games • Deliver a diverse and exciting BC experience for our visitors • Provide a legacy to local communities, children’s sports, and participants • Deliver a culturally-rich experience for local centres and our communities.

Marketing activities to reach participants: • E-marketing to over 20,000 previous participants • E-newsletters every two weeks • Attendance at emergency services sporting events • Exhibits at industry events, conferences, and trade shows.

Awareness campaign to community: • Official media partnerships and advertising campaign (TV and print) • Advertorials in BC Business magazine • Games poster and printed materials • Street banner and official venue signage program • Exhibits at public events such as Abbotsford Air Show, PNE, etc.

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Website features: • www.2009wpfg.ca • “Ask Jill” information email address for FAQ • Make accommodation bookings • Find general Games information • Search sport schedule and sport venue listing • Interactive map of Metro Vancouver with venues and hotels • Find out more about sponsor partners and supporting agencies • Online official merchandise store • 2009 Games blog • Facebook link and page • Twitter link and page.

Some advice from the event organizers is presented here.

How to choose the right sporting events for your community To increase your community’s chance of being successful in being awarded a sporting event, decide what events are the right fit for the community. To determine this, ask: • What assets do we have – good facilities, skilled and well-connected sport people, local athletes, volunteers, sponsors, media, spectators? • What kind of sport community are we – a soccer community, a hockey community, etc.? This is an indicator of the number and quality of volunteers that might be available. • What level of competition can we do well for particular sport – provincial, national, international? What have we successfully hosted before? • How many teams or competitors can we accommodate in hotels, sport facilities, transportation system, restaurants, entertainment options? • What time of year is best to host an event – when are sport facilities, accommodation available? • Can the event be profitable in our community? • How strong is our community’s will to host this event? • How does this event fit in with our community’s long-term tourism plans?

How to plan for the event once your community has been awarded it These might have already been addressed in your bid but are important to keep in mind as your community starts to put plans in place to host the event. • Determine what your event goals are. Are they to raise money, provide entertainment for your residents, raise the profile of the community, create awareness for new facilities, host a higher level of competition, attract international competitors, etc.? • Know that your community’s event can be two of: - Fun, fast, or cheap – pick 2. • Know the difference between “doing things right” and “doing the right thing”. Sometimes they are the same and sometimes not. • In creating the event organizing team, surround yourself with a great team from committee members to staff to volunteers. Make sure they “fit” together and there is no “class” system. • Break the project down into pieces – and then concentrate on each manageable piece. • Make the event fun for all involved, from athletes to volunteers to spectators to sponsors. This means giving real value to those paying to participate and treating athletes like the stars they are. • Ensure clockwork execution where nothing is left to chance. This means the leadership team has contingency plans and has thought through every detail

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Budget philosophy • When planning the budget, be conservative with revenue and generous with expenses. Revenues include concession revenue, athlete fees, sponsors, government partners, fees for social and cultural events. For major events such as the World Police and Fire Games, government funding assistance is essential. Expenses include $750K sanctioning fee and professional staff. • However, when operating the event, try to get everything for free or minimal costs.

Organizational philosophy For a sporting event, an “instant” organization is formed where the organization goes from zero to many staff in a matter of months. Some things to keep in mind: • Volunteers provide a great community connection and are the true spirit of any event. However, they are not free and are not there for event organizers to exploit or to be treated as free labour. • Volunteers need to have a purpose, need to be integrated with staff, and need to be respected for giving their time. • Volunteers need to be recognized, praised for their work, and need to receive some benefits (that could include training sessions, recognition program, privileges at the event, high quality uniforms, merchandise, etc.)

Post event activities • Survey your staff and volunteers • Draft a report on the “good” and the “bad” and identify best practices so there is a knowledge transfer to ensure your community becomes even better at hosting sporting events • Remember to give post-event reports to sponsors so they will return. • Complete economic impact calculations after the event.

Key points to consider: • A major sporting event can generate significant economic benefits to a community and significant financial and other legacies for community and sport groups. • A potential sporting event should be chosen with care to ensure a good fit with the community’s assets and interests. • Volunteers need to be cared for and recognized to ensure a positive experience not only for a particular event but to build a volunteer corps for future events. • Post-event reporting is important for knowledge transfer and to encourage sponsors and partners to participate in future events.

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ST. CATHARINES SPORT TOURISM GRANT CASE STUDY St. Catharines, Ontario was trying to balance the needs of community users of its municipal recreation facilities and the needs of sporting events. Historically, St. Catharines’ recreation facility policies were developed primarily for access by residents. Facilities were made available for sport events after community users are satisfied. However, St. Catharines is now considering the longer-term community and economic benefits of hosting sport events and seeing to create better balance between community users and sport events.

Previously, St. Catharines had a rebate program for all tournaments using municipal facilities. This was subsequently dropped in favour of a new grant program that recognized the economic benefits of sport events that draw visitors from outside the community. This new grant program has the following features: • Essentially acts as a post-event rebate on fees for municipal facilities. • Eligible sport events must be measured with an agreed-to economic impact model. • Eligible events need to achieve a minimum number of overnight stays in St. Catharines and include hotels, motels, bed & breakfasts, and private residences (with a maximum percentage of room nights allowed for stays at private residences). • Eligible events start with a base 15% discount off rental fees for municipal facilities plus $1.25 per confirmed room night.

This grant is over and above any hotel commissions or sponsorships. The process involves: • Pre-event - Event organizers prepare an application that includes estimates of participants and spectators and projected economic impact using a prescribed economic impact model. - Municipal staff interview event organizers and confirm application including special facility requirements. • Post event - Municipal staff receive and reconcile receipts and tallies for overnight stays from event organizers and accommodation providers. - Event organizers complete the prescribed economic impact model for review by municipal staff. - Municipal staff calculates the grant amount: 15% x facility cost + ($1.25 x room nights) and prepares a report to municipal council. - Once approved, municipal staff forwards a cheque to event organizers with a copy of the economic impact statement for use in next year’s sponsorship drive.

At a particular point in time, St. Catharines has 11 eligible events. This program has generated 2 new events and several more enquiries. As a result of this program, event organizers are planning their events to draw visitors from further away to maximize grant and hotel revenues. The total annual amount provided in the form of these grants is about $35K.

Some issues still to be resolved include: • Possible inequities in grants because cost of facilities vary widely (i.e. ice surfaces have higher fees resulting in ice-related tournaments receiving larger grants than say, field-based tournaments). • The grants are applicable only to municipally-owned facilities. Need to address non-municipally-owned facilities. • Scheduling of ice time does not take place until July for the year, which does not give event organizers sufficient lead time.

Key points to consider: • Grant is provided after the sport event is held and is based on a prescribed economic impact model. • Grant encourages more overnight stays. • Grant is on top of commissions or sponsorships received from accommodation providers. • Room nights at private residences may be difficult to verify and perhaps could be excluded from grant calculation.

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Appendix 2: CHARACTERISTICS OF SPORT TOURISTS BY SPORT

SPORT TOURISM VISITORS

This section describes the characteristics of the sport tourism target population.

Information is available for tourists who play sport and for those who are spectators, in total and for numerous major sports separately. For “sports players” and “sports spectators” in total, information is available for those who participate in an activity on a trip and also for those who took a trip motivated by sports.

Participant demographic and behavioural profile information is based largely on the 2006 Travel Activities and Motivation Survey (TAMS) study, which classified travellers based on whether they took part in activities during any trip in the past two years.

Information Sources

The source of most of this analysis is the Travel Activities and Motivation Survey (TAMS) study conducted in 2006 by a consortium of tourism research organizations including Tourism BC. This study involves a very large sample of 21,000 Canadian and 47,000 US adult travellers, allowing analysis by specific groups participating in many activities on their overnight trips.

Participation in a sport or activity is based on reported participation in the sport on any overnight trip in the prior 2 years. The study also covered destinations visited, including BC, but activity and destinations are not linked, so BC visitors (in the last two years) who took part in a sport may not have done so on the BC trip.

Profile information is often presented using an index showing over/under development of the demographic/behaviour group versus total travellers set to index 100. For example, an index of 200 shows twice as many in the group participate in the activity as the percentage of all travellers participate.

Results following are extracted from a variety of different reports, and the categorizations of “sport tourists” vary. The principal sub-groups are those who watched sports events on a trip and those who played sports.

Demographic and behavioural profile data is shown for Canadian travellers, but US market information is also available from Tourism BC. Wherever possible, data has been presented for travellers to/in BC to increase .relevance to BC.

Size of the Market (Number of Sport Tourism Travellers)

The TAMS 2006 analyses provide estimates of sport tourists, including those playing sports on a trip and those watching sports on a trip, the latter including both amateur sports tournaments and professional sports. Twenty percent of Canadian travellers visiting BC said they had played sports on a trip in the last two years, and one-third said they had watched sports during a trip.

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However, it is an exaggeration to regard anyone participating in a sport on a trip as a sport tourist, as this includes someone who plays or watches a game on a trip taken for other reasons. The more meaningful definition of sport tourism is those who take a trip motivated by playing or watching sport, i.e., it was the primary purpose of the trip.

About 1.1 million Canadian travellers who visited BC in two years took a trip in that period motivated by sport tourism (not necessarily a BC trip). These represented 20 percent of all Canadian travellers to BC. Within these, 500,000 took a trip in order to play sport and 900,000 took a trip in order to watch sport. 1.6 million US visitors to BC in two years had taken a trip (anywhere) motivated by playing or watching sport.

Playing or watching sports on any leisure Canadian United States trip in last two years Travellers Travellers Travelled Travelled Total Total to BC to BC

Total Adult Population 24.8 million 222.8 million Total Leisure Travellers 18.4 million 5.7 million 170.5 million 7.0 million Percentages below of travellers % % % %

Played sports on any overnight trip 3.5 million 1.1 million 25.8 million 1.3 million 19% 20% 15% 18%

Watched sports on any overnight trip 4.9 million 1.8 million 42.6 million 2.6 million 27% 32% 25% 37%

Took any overnight trip motivated by 1.6 million 0.5 million 10.2 million playing sports 9% 9% 6%

Took any overnight trip motivated by 2.5 million 0.9 million 22.8 million watching sports 13% 15% 13%

Took any trip overnight motivated by 1.1 million 1.6 million playing sports or watching sports 20% 23%

Watched amateur tournament on trip (inc. 2.2 million 13.1 million non-sport tournament) 12% 8%

- Primary Purpose 1.1 million 6.7 million 6% 4%

Watched professional sports on trip 2.9 million 16%

- Primary Purpose 1.2 million 7%

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Sport Tourism Visitor Spending and Market Value Estimates

There are no definitive estimates of the volume of sport tourism trips and its tourism revenue value, so “best estimates” have to be used. Each of the following calculations has limitations, and their purpose is only to give an order of magnitude

Volume of Trips Motivated by Sport tourism

While the TAMS data shows that 20 percent of Canadian travellers to BC took at least one trip in the last two years motivated by sport tourism, sport tourism is of course a much smaller proportion of travel than this, as sports may only have accounted for one trip a traveller took among many in two years.

The Travel Survey of Residents of Canada (TSRC) tabulates the activities on travellers’ most recent overnight trip. In 2007, 3.7 percent of BC visitors reported being a spectator at a sports event and 2.2 percent playing a team sport on their last trip. The similar ITS study tracking US visitors reported that 3.3 percent of BC visitors reported taking part in a “sports event” on their last trip.

These studies do not report on whether sport was the motivation for the last trip or an incidental activity. The TAMS study found that very close to half of those taking part in sports activity on a trip were motivated to take the trip by the sports activity. Using this ratio, the estimates of the percentage of overnight travel trips to BC that are motivated by sport tourism are:

Canadians: Spectator sporting event 1.8% Playing team sports 1.0% Total sport tourism 2.8%

US visitors: Sports Event 1.7%

TSRC reports the proportion of Canadians’ day trips motivated by sport tourism is 2.2 percent.

Note some limitations on these estimates. Being based on adults, this data does not capture children’s activity unless they are accompanied by an adult from their household. Also the data slightly under-represents the sector by not including playing individual sports, sports meetings, camps and courses.

However, using this data for an overall “best estimate”, it appears sport tourism accounts for about 2.5 percent of BC travel trips, which means that there are more than 500,000 overnight sport tourism trips in BC annually.

Value of Tourism Expenditure

Two previous broad estimates of tourism expenditure provide an “order of magnitude” of sport tourism. In 2003, Tourism BC estimated sport tourism in BC generated approximately $150 million in tourism revenue. As total tourism revenue at that time was approx. $9.5 billion, sport tourism was about 1.5 percent of total tourism revenue. The Canadian Sport Tourism Alliance quoted a CTC estimate of sport tourism in Canada in 2001 being worth $1.2 billion. The total value of Canadian tourism for 2001 was estimated at $55 billion, implying sport tourism was two percent of the total.

These value estimates and the BC visitor volume estimate of 2.5 percent of trips (noting that some sport tourism is lower yield) converge to a best estimate of the value of BC sport tourism as being worth 2.0 to 2.5 percent of total tourism spending.

With a base of $13.2 billion dollars in BC provincial tourism revenue in 2007, this suggests sport tourism in BC generates about $300 million per year in tourism revenue. The 2010 Olympic and Paralympic Winter Games and associated sport tourism investments dramatically increased sport tourism in BC in 2009 and 2010.

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Characteristics of Sport Tourists

Demographic Profile of Sport Tourists

Sport tourism is popular with most demographic sub-groups, but tourists motivated to take overnight trips for sport are more likely to be male and younger/middle-aged, and families with children are over-represented.

Among Canadians who have visited BC in the last two years, and who have also taken a trip primarily motivated by playing or watch sports, males account for 60 percent of travellers and females 40 percent. 64 percent of adults who have taken a trip to play sports are aged 18 to 44, as are 58 percent of those who have been motivated to take a trip to watch sports. Relatively few (15%) of those travelling to play sports are over 55 (half their incidence among all travellers), although more (21%) of sport spectators are aged 55 and over. Sport tourists also skew slightly toward higher household income. Sport tourism appeals reasonably equally to all education groups other than those with least education. 38 percent of those who take trips to play sport have children at home, one-third higher than among all Canadian travellers.

Demographics of Sport Tourists (on Overnight Trip in 2 Yrs) Sport Tourism Primary Motivation for Trip – BC Visitors

Sports Index to Sports Index to TAMS 2006 Total Players All Spectators All Travellers on Trip Travellers on Trip Travellers Total 5,651,177 501,983 856,161 9% 15%

Male 50% 61% 121 61% 122 Female 50% 40% 79 39% 78

Age 18-34 31% 39% 123 40% 128 35-44 19% 25% 133 18% 95 45-54 21% 21% 100 22% 101 55-64 15% 11% 74 13% 85 65+ 14% 4% 30 8% 59

Household Income Under $40,000 20% 17% 84 17% 83 $40,000-$59,999 16% 13% 84 10% 66 $60,000-$99,999 31% 34% 111 33% 105 $100,000 or more 33% 36% 107 40% 122

Education Less than Secondary 7% 4% 61 4% 56 Completed Secondary 25% 30% 118 28% 113 Some Post Secondary 12% 12% 101 11% 89 Completed Post Secondary 55% 53% 97 57% 103

Household Composition Adults only 70% 61% 87 68% 97 Children under 17 28% 38% 134 30% 105

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Activities and Interests of Sport Tourists

Tourists motivated to take overnight trips for sports are very active travellers. They have high levels of participation in many sporting activities, and they are also above average participants in most other outdoor activities and most cultural activities. They like “doing things”, both sports and others.

The Canadian travellers who have taken trips purposely to play sports have a high level of interest in playing numerous sports, in watching sports at amateur tournaments and professional events, and taking part in other outdoor activities, including golf, water-based adventure and winter activities. Their trips can also involve a wide range of cultural activities, for example about one-quarter visit well-known historical sites. Music and arts events they attend on trips skew to popular rather than classical, and those activities appealing to their younger demographic profile.

Canadians who take overnight trips to watch sporting events are very interested in a multiplicity of sport spectator events, with amateur tournaments and professional ice hockey being most popular. They also like playing sports and taking part in other outdoor activities.

The summary table below shows the sports and other outdoor activities in which the development index for the sub-groups of sport tourists motivated by playing sports and watching sports index at least 200 versus all Canadian tourists, i.e., twice as many of the group took part in the activity than did so among all travellers. The tables following overleaf show the full listing of sports/outdoors activities and cultural events in which these groups participated on trips. For example, 13 percent of travellers who had taken a trip in order to play sports curled on trips, this proportion being more than eight times higher than the incidence among all travellers.

Canadian Sport Tourists: Very High Development Sports/Outdoor Activities Index vs. All Travellers = 200+

Travellers Motivated to Take Trip by Playing Sports Travellers Motivated to Take Trip by Watching Sports Index to Index to All % Also All % Also Traveller 1.6 million (9% of all) Participate Travellers 2.5 million (13% of all) Participate s Playing Curling 13% 847 Watching Curling Bonspiel 8% 447 Playing Ice Hockey 42% 796 Watching Auto Races 18% 438 Playing Baseball or Softball 22% 697 Watch Amateur Sports Tourn’s 47% 419 Playing Basketball 9% 531 Watching Pro. Football 14% 403 Playing Soccer 12% 522 Watching Prof. Ice Hockey 35% 368 Watching Curling Bonspiel 8% 488 Watching Pro. Baseball 20% 361 Playing Volleyball 12% 468 Playing Curling 5% 360 Playing Bowling 14% 349 Playing Ice Hockey 18% 338 Watch Amateur Sport Tournaments 36% 322 Playing Baseball or Softball 9% 297 Watching Pro. Football 11% 309 Playing Soccer 5% 226 Playing Beach Volleyball 10% 271 Water Skiing 12% 214 Snowboarding 11% 258 Golfing - Stay Golf Resort 9% 207 Playing Tennis 7% 256 Snowmobiling - Day Use 9% 207 Watching Pro. Ice Hockey 24% 246 Playing Basketball 3% 206 Water Skiing 13% 232 White Water Rafting 7% 232 Golfing - Stay Golf Resort 10% 218 Ice-Skating 22% 215 Golfing - Occasional 33% 202

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Outdoor and Sports Activities of Canadian Sport Tourists (on Overnight Trip in 2 Years) Sport Tourism Primary Motivation for Trip Sports Index to Sports Index to Activities minimum 5% participation Total Players All Spectators All on overnight trips Travellers on Trip Travellers on Trip Travellers 18,400,000 1,600,000 2,500,000 Total 9% 13%

Sunbathing/Sitting On A Beach 41% 52% 126 49% 120 Swimming In Lakes 35% 48% 136 46% 131 Playing Ice Hockey 5% 42% 796 18% 338 Watching Amateur Sports Tournaments 11% 36% 322 47% 419 Fishing - Fresh Water 21% 34% 168 32% 157 Golfing - Occasional Game 16% 33% 202 28% 174 Nature Park- National/Provincial 31% 33% 107 33% 108 Swimming In Oceans 29% 32% 111 33% 115 Motor Boating 18% 28% 153 28% 153 Hiking - Same Day Excursion 24% 27% 112 25% 102 Watching Professional Ice Hockey Games 10% 24% 246 35% 368 Mini-Golf 13% 23% 184 21% 163 Ice-Skating 10% 22% 215 17% 161 Skiing - Downhill 12% 22% 180 20% 163 Playing Baseball or Softball 3% 22% 697 9% 297 Kayaking/Canoeing - Freshwater 12% 19% 155 14% 116 Fitness - Jog/Exercise Outdoors 11% 18% 159 15% 131 Cycling - Same Day Excursion 11% 17% 153 14% 126 Wildlife - Land Based Animals 14% 15% 110 16% 117 Fitness - In A Fitness Centre 10% 14% 144 14% 139 Playing Bowling 4% 14% 349 6% 154 Snorkelling In Sea /Ocean 11% 14% 127 13% 125 Water Skiing 6% 13% 232 12% 214 Playing Curling 2% 13% 847 5% 360 Hiking / Backpack Overnight 8% 12% 163 8% 108 All Terrain Vehicle Same Day 8% 12% 161 13% 175 Playing Soccer 2% 12% 522 5% 226 Wildlife - Bird Watching 10% 12% 118 9% 91 Playing Volleyball 3% 12% 468 5% 196 Wildlife - Whale/Marine 11% 11% 100 13% 119 Snowboarding 4% 11% 258 8% 174 Watching Professional Baseball Games 5% 11% 198 20% 361 Fishing - Ice Fishing 5% 11% 200 11% 198 Watching Professional Football Games 3% 11% 309 14% 403 Playing Beach Volleyball 4% 10% 271 5% 126 Wildflowers / Flora Viewing 10% 10% 92 10% 91 Golfing - Stay At A Golf Resort 4% 10% 218 9% 207 Snowmobiling - Day Use 5% 9% 200 9% 207 Playing Basketball 2% 9% 531 3% 206 Viewing Northern Lights 6% 8% 141 8% 137 Watching Curling Bonspiel 2% 8% 488 8% 447 Watching Auto Races 4% 8% 190 18% 438 Cycling - Mountain Biking 4% 7% 176 8% 185 Hunting - Big Game 4% 7% 189 7% 174 Playing Tennis 3% 7% 256 3% 126 Skiing - Cross Country 6% 7% 106 7% 106 White Water Rafting 3% 7% 232 5% 189 In-Line / Roller Blading 3% 6% 200 5% 165 Fishing - Salt Water 4% 6% 143 6% 140 Horseback Riding - Same Day 5% 6% 126 7% 138

....BRITISH COLUMBIA "'"' CANADA Tourism ~

Cultural Activities of Sport Tourists (on Overnight Trip in 2 Years) Sport Tourism Primary Motivation for Trip

Index to Index to Sports All Sports All Activities minimum 5% participation Total Players Traveller Spectator Traveller on overnight trips Travellers on Trip s s on Trip s 18,439,50 Total 8 1,624,757 2,453,885 9% 13%

Stroll A City To See Buildings 41% 34% 83 41% 100 Well-known Historic Sites/Buildings 30% 27% 88 32% 106 Other Historic Sites/Buildings 25% 23% 93 26% 104 Well Known Natural Wonders 24% 24% 97 26% 106 Museum - History/Heritage 23% 24% 103 24% 104 Amusement Park 22% 36% 164 35% 160 Farmers' Markets/ Country Fair 20% 25% 125 28% 138 Art Galleries 20% 16% 80 18% 93 Free Outdoor Performances 17% 23% 133 20% 116 Live Theatre 17% 21% 122 19% 112 Zoos 17% 22% 134 23% 135 Firework Displays 16% 25% 158 23% 143 Botanical Gardens 15% 14% 94 14% 93 Aquariums 14% 17% 124 18% 131 Rock & Roll/Popular Concert 13% 21% 162 24% 179 Exhibition Or Fairs 12% 16% 141 17% 147 Water Theme Park 11% 20% 185 19% 177 Historical Replica/Re-Enactment 11% 12% 117 11% 104 Museum - Science/Technology 10% 14% 135 13% 129 Stand-Up Comedy/Variety Shows 10% 14% 142 14% 143 Museum - Military / War 10% 12% 122 12% 124 Live Theatre With Dinner 8% 10% 123 11% 143 Aboriginal Heritage Attractions 8% 9% 114 10% 126 Music Festivals 7% 12% 160 11% 145 Paleo/Archaeological Sites 7% 8% 117 7% 96 Garden Theme Park 7% 8% 113 7% 104 Carnivals 7% 11% 152 10% 146 Science & Technology Theme Park 7% 12% 176 10% 151 Entertainment Farms 7% 10% 154 9% 145 Ballet/Other Dance Performances 6% 8% 136 8% 128 Classical/Symphony Concert 6% 5% 85 6% 95 Food / Drink Festivals 6% 8% 136 8% 138 Country / Western Music Concerts 5% 10% 191 11% 206 Musical Attractions 5% 7% 135 8% 155 Aboriginal Arts/Crafts Shows 5% 6% 122 6% 116 Religious Festivals 5% 8% 158 5% 94 Ethnic Festivals 4% 5% 116 5% 126 Jazz Concert 4% 6% 137 6% 137 Cooking /Wine Tasting Courses 4% 5% 136 6% 158 Western Theme Events/Rodeos 4% 7% 197 7% 209

....BRITISH COLUMBIA "'"' CANADA Tourism ~

Travel Patterns

Canadian sport spectator tourists travel to more destinations than the average Canadian leisure traveller. The proportions of those spectating at amateur tournaments and at professional sports who travelled to key destinations (not necessarily for sport) are almost all above average.

Watched Index to Watched Index to Canadian Sport Tourists All Amateur All Prof’l All in 2 Years Travellers Tournaments Travellers Sports Travellers 18,439,508 2,178,005 2,889,472 12% 16% Destinations Visited (Any Trip) in 2 Years Total Canada 95% 99% 104 97% 103 - In own province 86% 93% 109 91% 106 - To adjacent province 49% 57% 118 60% 123 - To non-adjacent province 31% 36% 113 38% 122 United States 51% 59% 116 68% 133 Mexico 12% 13% 104 18% 145 Caribbean 16% 16% 105 18% 114 All other 24% 21% 89 27% 113

Use of Internet for Travel Planning

Sport spectator tourists are more likely to use the Internet to plan and book their trips than Canadian leisure travellers in general, with 41 percent of amateur tournament spectators and 48 percent of pro sport spectators booking trips on-line in the last two years.

Types of Web-Sites Country/region/city 50% 54% 109 56% 113 Hotel or resort 57% 64% 112 65% 113 Airline 46% 47% 102 51% 111 Travel planning / booking site 46% 47% 102 54% 119

Booked Over Internet Accommodation 69% 75% 108 70% 101 Air tickets 70% 71% 102 74% 107 Car rental 27% 29% 108 31% 115

....BRITISH COLUMBIA "'"' CANADA Tourism ~

Media Consumption

Sport spectator tourists are above average media consumers, both general media and activity-specific vertical media. Their interest in sports is strongly demonstrated in very high indices versus the general leisure traveller for use of sports and activity media channels, including sports magazines, TV and radio programming. For example, approximately 20 percent of both amateur tournament and professional sports spectators report reading sports magazines, twice the rate of the average leisure traveller, and sports radio indices are approximately 200 among both groups.

Watched Index to Watched Index to Canadian Sport Tourists All Amateur All Prof’l All in 2 Years Travellers Tournaments Travellers Sports Travellers 18,439,508 2,178,005 2,889,472 12% 16% Newspaper Reads daily newspaper 87% 90% 103 91% 104 Community newspapers 62% 67% 108 66% 107 Travel section daily newspaper 46% 51% 112 57% 124

Magazines Professional sports mags 9% 19% 228 22% 255 Outdoor activities/sports mags 13% 22% 172 23% 177 Business, finance mags 16% 20% 122 25% 150 Auto/cycle magazines 13% 16% 121 18% 131

TV and Radio TV Sports / sports shows 43% 63% 145 70% 161 TV Music / Music video 26% 31% 122 30% 118 TV Reality shows 40% 45% 112 45% 112 Sports radio 11% 20% 182 25% 227 Modern rock radio 37% 49% 131 47% 127 Country music radio 24% 29% 121 27% 114 Top 40 / Current hits radio 25% 30% 118 33% 131

On-Line Sports web-sites 27% 44% 162 53% 197 Travel web-sites 51% 54% 108 60% 119

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Sport Tourism by Sport: Players and Spectators

The 2006 TAMS study also provides estimates of the number of Canadian and US residents who have participated in major specific sports (playing or spectating) while on an overnight trip in the last two years. The Canadian data is shown below, both in total and for travellers who visited BC in the last two years (although their sports activity may have been on other trips). All information is for adults only.

The following pages show participation, demographic profiles and other sports activity information for each major sport (players and spectators separately). For example, among the estimated 5.7 million Canadian who visited BC in two years, 785,000 of these (equal to 14 percent) reported watching professional ice hockey on any overnight trip in the last two years (not necessarily on a BC trip).

Canadians Canadian Travellers Travelled to BC Total adults 18.4 million % 5.7 million %

Sports Players Ice hockey 970,000 5% 335,000 6% Bowling 710,000 4% 220,000 4% Baseball/softball 570,000 3% 210,000 4% Beach Volleyball 700,000 4% 205,000 4% Tennis 500,000 3% 180,000 3% Soccer 420,000 2% 150,000 3% Volleyball 460,000 3% 130,000 2% Badminton 360,000 2% 130,000 2% Curling 280,000 2% 105,000 2% Basketball 290,000 2% 90,000 2% Football 220,000 1% 75,000 1% Paintball 160,000 1% 55,000 1% Squash 54,000 0% 30,000 1%

Sports Spectators Prof. Ice hockey 1,760,000 10% 785,000 14% Amateur sports tourney 2,090,000 11% 750,000 13% Prof. Baseball games 1,000,000 5% 325,000 6% Prof. Football games 630,000 3% 290,000 5% Auto races 730,000 4% 220,000 4% Curling bonspiels 300,000 2% 130,000 2% Equine competitions 230,000 1% 115,000 2% National/International sports events 180,000 1% 75,000 1% Prof. Basketball games 270,000 1% 65,000 1% Prof. Golf events 180,000 1% 65,000 1% Prof. Figure skating 140,000 1% 45,000 1% Prof. Soccer games 180,000 1% 45,000 1%

....BRITISH COLUMBIA "'"' CANADA Tourism ~

Softball/Baseball Players Softball/Baseball Players on Overnight Trips 570,000 overnight Canadian travellers in the last two Adults - Demographic Profile (Canada) years (as of 2006) had played softball or baseball on any overnight trip they had taken in those two years. Among Leisure Travellers Index to 210,000 of these had taken a BC leisure trip in two Been BC. Base = 256 Participants All Travel years, four percent of all travellers to BC. Sex Six million US resident adults had taken part in Male 61% 120 these sports on overnight trips, four percent of all Female 39% 80 leisure travellers. 365,000 of these had visited BC in Age the last two years. 18-34 54% 170 35-44 20% 110 Canadian softball/baseball players on overnight 45-54 17% 80 leisure trips skew to males (Index of 120), and those 55-64 7% 45 aged 18-34 (Index 170). While two-thirds of players 65+ 2% 15 are from adult-only homes, households with children Household Income are above average importance (Index 125) relative Under $40,000 22% 110 to all travellers. $40,000-$59,999 13% 80 $60,000-$99,999 36% 115 Canadian softball/baseball players have very high $100,000 or more 29% 85 interest in many other sports, especially playing Education hockey (33% also taking part) and volleyball. Their Less than Secondary 3% 45 interest in watching professional hockey (45%) and Completed Secondary 28% 115 baseball events and watching amateur sports Some Post Secondary 16% 130 tournaments on trips indexes at least 300 versus all Completed Post Sec. 52% 95 Canadian travellers to BC. Household Composition Adults only 64% 90 Children under 17 36% 125 Softball/Baseball Players on Overnight Trips

CANADA – Adults Other Sports Participation (Selected - Canada) Among All Leisure Travellers Total Participants 570,000 Among Leisure Travellers % also Index to % of all travellers 3% Been BC Participate All Travel

Among Leisure Travellers Been BC As Player: Total Participants Been to BC 210,000 Ice hockey 33% 550 % of all been to BC 4% Beach volleyball 21% 550 Bowling 19% 500 UNITED STATES - Adults Volleyball 18% 750 Among All Leisure Travellers Curling 13% 650 Total Participants 6,100,000 Football 11% 850 % of all travellers 4% Soccer 10% 350

Among Travellers Been BC As Spectator: Total Participants Been to BC 365,000 Pro. ice hockey 45% 300 % of all been to BC 5% Amateur sports tourney 42% 300 Pro. baseball 24% 400 Pro. football 17% 350 Curling bonspiels 13% 550

BRITISH COLUMBIA ...... ---CANADA Tourism '"'

Beach Volleyball Players Beach Volleyball Players on Overnight Trips 700,000 overnight Canadian travellers in the last two Adults - Demographic Profile (Canada) years (as of 2006) had played beach volleyball on any overnight trip they had taken in those two years. Among Leisure Travellers Index to 205,000 of these had taken a BC leisure trip in two Been BC. Base = 224 Participants All Travel years, four percent of all travellers to BC. Sex 4.2 million US resident adults had taken part in the Male 51% 100 sport on overnight trips, three percent of all leisure Female 49% 100 travellers. 280,000 of these had visited BC in the Age last two years. 18-34 62% 195 35-44 18% 95 Canadian beach volleyball players on overnight 45-54 16% 75 leisure trips skew strongly to those aged 18-34 55-64 4% 30 (Index 195) and higher income and education. The 65+ 1% 5 sport draws evenly across gender, and from homes Household Income with and without children. Under $40,000 17% 85 $40,000-$59,999 7% 45 Canadian beach volleyball players have very high $60,000-$99,999 44% 140 interest in many other sports on trips, especially $100,000 or more 32% 100 playing volleyball (25% also taking part), Education baseball/softball, tennis, hockey and soccer. They Less than Secondary 1% 10 also have high interest in watching amateur sports Completed Secondary 19% 75 tournaments and professional ice hockey on trips. Some Post Secondary 16% 135 Completed Post Sec. 64% 115 Beach Volleyball Players on Overnight Trips Household Composition Adults only 71% 100 CANADA – Adults Children under 17 29% 100 Among All Leisure Travellers Total Participants 700,000 % of all travellers 4% Other Sports Participation (Selected - Canada)

Among Leisure Travellers Been BC Among Leisure Travellers Index to Total Participants Been to BC 205,000 Been BC Participants All Travel % of all been to BC 4% As Player: UNITED STATES – Adults Volleyball 25% 1100 Among All Leisure Travellers Baseball/softball 21% 600 Total Participants 4,200,000 Tennis 21% 650 % of all travellers 3% Ice hockey 20% 330 Soccer 18% 700 Among Travellers Been BC Bowling 14% 350 Total Participants Been to BC 280,000 Badminton 12% 550 % of all been to BC 4% Football 12% 900 Basketball 11% 700

As Spectator: Amateur sports tourney 32% 250 Pro. ice hockey 27% 200 Pro. football 15% 300 Pro. baseball 11% 200

BRITISH COLUMBIA ...... ---CANADA Tourism '"'

Bowlers Bowlers on Overnight Trips 710,000 overnight Canadian travellers in the last two Adults - Demographic Profile (Canada) years (as of 2006) had bowled on any overnight trip they had taken in those two years. 220,000 of these Among Leisure Travellers Index to had taken a BC leisure trip in two years, four percent Been BC. Base = 245 Participants All Travel of all travellers to BC. Sex 8.5 million US resident adults had gone bowling on Male 35% 70 overnight trips, five percent of all leisure travellers. Female 65% 130 390,000 of these had visited BC in the last two Age years. 18-34 51% 160 35-44 21% 115 Canadian bowlers on overnight leisure trips skew 45-54 16% 75 female (Index 130) and to younger travellers. The 55-64 7% 45 sport attracts middle income groups and draws 65+ 5% 35 evenly across education and from homes with and Household Income without children. Under $40,000 16% 80 $40,000-$59,999 24% 155 Canadian bowlers also tend to enjoy tennis (20% $60,000-$99,999 38% 120 also taking part) and badminton on trips. They also $100,000 or more 22% 65 have high interest in watching professional ice Education hockey and amateur sports tournaments on trips. Less than Secondary 9% 120 Completed Secondary 22% 90 Some Post Secondary 14% 115 Bowlers on Overnight Trips Completed Post Sec. 55% 100 Household Composition CANADA – Adults Adults only 69% 100 Among All Leisure Travellers Children under 17 30% 105 Total Participants 710,000 % of all travellers 4% Other Sports Participation (Selected - Canada) Among Leisure Travellers Been BC Total Participants Been to BC 220,000 Among Leisure Travellers % also Index to % of all been to BC 4% Been BC Participate All Travel

UNITED STATES - Adults As Player: Among All Leisure Travellers Tennis 20% 600 Total Participants 8,500,000 Baseball/softball 18% 500 % of all travellers 5% Badminton 18% 750 Ice hockey 14% 250 Among Travellers Been BC Beach Volleyball 13% 350 Total Participants Been to BC 390,000 Soccer 11% 400 % of all been to BC 6% As Spectator: Pro. ice hockey 42% 300 Amateur sports tourney 29% 200 Pro. football 13% 250

BRITISH COLUMBIA ...... ---CANADA Tourism '"'

Curlers Curlers on Overnight Trips 280,000 overnight Canadian travellers in the last two Adults - Demographic Profile (Canada) years (as of 2006) had curled on any overnight trip they had taken in those two years. 105,000 of these Among Leisure Travellers Index to curlers had taken a BC leisure trip in two years, two Been BC. Base = 180 Participants All Travel percent of all travellers to BC. Sex Curling is a very limited activity among United States Male 61% 120 travellers. Female 40% 80 Age Canadian curlers on overnight leisure trips skew 18-34 34% 110 male (Index 120). The sport has a very even appeal 35-44 17% 90 across all age groups, including older groups who 45-54 22% 100 have less interest in many sports. The sport also 55-64 16% 110 draws well across income and education groups. 65+ 11% 80 Household Income Canadian curlers also tend to enjoy playing Under $40,000 10% 50 baseball/softball (20% also taking part), ice hockey $40,000-$59,999 24% 155 and bowling on trips. They also have extremely high $60,000-$99,999 31% 100 interest in watching their sport (with 57 percent $100,000 or more 35% 105 watching bonspiels on trips) and in watching Education amateur sports tournaments and professional ice Less than Secondary 4% 60 hockey on trips. Completed Secondary 23% 95 Some Post Secondary 14% 120 Completed Post Sec. 57% 105 Curlers on Overnight Trips Household Composition Adults only 77% 110 CANADA – Adults Children under 17 22% 75 Among All Leisure Travellers Total Participants 280,000 % of all travellers 2% Other Sports Participation (Selected - Canada)

Among Leisure Travellers Been BC Among Leisure Travellers % also Index to Total Participants Been to BC 105,000 Been BC Participate All Travel % of all been to BC 2% As Player: UNITED STATES – Adults Baseball/softball 26% 400 Among All Leisure Travellers Ice hockey 25% 450 Total Participants 250,000 Bowling 19% 500 % of all travellers 0% Tennis 13% 400 Volleyball 12% 500 Among Travellers Been BC Soccer 11% 400 Total Participants Been to BC 30,000 Beach Volleyball 11% 300 % of all been to BC 0% As Spectator: Curling bonspiels 57% 2500 Amateur sports tourney 49% 350 Pro. ice hockey 41% 300 Pro. baseball 21% 350 Pro. football 15% 300

BRITISH COLUMBIA ...... ---CANADA Tourism '"'

Ice Hockey Players Ice Hockey Players on Overnight Trips Nearly one million (970,000) overnight Canadian Adults - Demographic Profile (Canada) travellers in the last two years (as of 2006) had played hockey on any overnight trip they had taken Among Leisure Travellers Index to in those two years. 355,000 of these players had Been BC. Base = 387 Participants All Travel taken a BC leisure trip in two years, six percent of all travellers to BC. Sex Male 75% 150 Playing hockey is more limited among United States Female 25% 50 travellers, with 105,000 BC visitors playing on a trip Age in the last two years. 18-34 37% 115 35-44 29% 155 Canadian hockey players on overnight leisure trips 45-54 17% 80 skew strongly male (Index 150). While skewing 55-64 14% 95 younger, middle age groups also have strong 65+ 4% 25 interest, and homes with children are very well Household Income represented. The sport appeals across education Under $40,000 15% 75 groups, but is most developed among high income $40,000-$59,999 10% 60 homes. $60,000-$99,999 26% 85 $100,000 or more 49% 150 Canadian hockey players also tend to enjoy playing Education baseball/softball (20% also taking part), football, Less than Secondary 7% 90 beach volleyball and tennis on trips. They also have Completed Secondary 24% 100 high interest in watching professional hockey (48 Some Post Secondary 12% 100 percent watching on trips) and amateur sports Completed Post Sec. 57% 105 tournaments. Household Composition Adults only 54% 75 Children under 17 45% 160 Ice Hockey Players on Overnight Trips

CANADA – Adults Other Sports Participation (Selected - Canada) Among All Leisure Travellers Total Participants 970,000 Among Leisure Travellers % also Index to % of all travellers 5% Been BC Participate All Travel

Among Leisure Travellers Been BC As Player: Total Participants Been to BC 335,000 Baseball/softball 21% 570 % of all been to BC 6% Football 13% 1000 Beach Volleyball 12% 350 UNITED STATES - Adults Tennis 12% 350 Among All Leisure Travellers Total Participants 1,400,000 As Spectator: % of all travellers 1% Pro. ice hockey 48% 350 Amateur sports tourney 41% 300 Among Travellers Been BC Pro. football 18% 350 Total Participants Been to BC 105,000 Pro. baseball 14% 250 % of all been to BC 2%

BRITISH COLUMBIA ...... ---CANADA Tourism '"'

Soccer Players Soccer Players on Overnight Trips 420,000 overnight Canadian travellers in the last two Adults - Demographic Profile (Canada) years (as of 2006) had played soccer on any overnight trip they had taken in those two years. Among Leisure Travellers Index to 150,000 of these had taken a BC leisure trip in two Been BC. Base = 171 Participants All Travel years, representing three percent of all travellers to BC. Sex Male 60% 120 2.8 million US resident adults had played soccer on Female 40% 80 overnight trips, two percent of all leisure travellers. Age 125,000 of these had visited BC in the last two 18-34 53% 170 years. 35-44 22% 115 45-54 16% 75 Canadian soccer players on overnight leisure trips 55-64 7% 50 skew strongly to those aged 18-34 (Index 170) and 65+ 2% 15 to males. The sport draws evenly across income Household Income and education groups and from homes with and Under $40,000 17% 85 without children. $40,000-$59,999 19% 120 $60,000-$99,999 29% 95 Canadian soccer players have very high interest in $100,000 or more 36% 110 many other sports on trips, especially playing beach Education volleyball (25 percent also taking part), hockey, Less than Secondary 3% 45 badminton, and tennis. They also have high interest Completed Secondary 24% 95 in watching amateur sports tournaments and Some Post Secondary 15% 125 professional ice hockey, football and soccer on trips. Completed Post Sec. 58% 105 Household Composition Adults only 62% 90 Soccer Players on Overnight Trips Children under 17 36% 125

CANADA – Adults Among All Leisure Travellers Other Sports Participation (Selected - Canada) Total Participants 420,000 % of all travellers 2% Among Leisure Travellers % also Index to Been BC Participate All Travel Among Leisure Travellers Been BC Total Participants Been to BC 150,000 As Player: % of all been to BC 3% Beach Volleyball 25% 700 Ice hockey 20% 300 UNITED STATES - Adults Badminton 19% 800 Among All Leisure Travellers Tennis 17% 500 Total Participants 2,800,000 Bowling 16% 400 % of all travellers 2% Basketball 15% 900 Baseball/softball 14% 350 Among Travellers Been BC Volleyball 12% 500 Total Participants Been to BC 125,000 % of all been to BC 2% As Spectator: Amateur sports tourney 40% 300 Pro. ice hockey 22% 150 Pro. football 14% 300 Pro. soccer 14% 1700

BRITISH COLUMBIA ...... ---CANADA Tourism '"'

Tennis Players Tennis Players on Overnight Trips 500,000 overnight Canadian travellers in the last two Adults - Demographic Profile (Canada) years (as of 2006) had played tennis on any overnight trip they had taken in those two years. Among Leisure Travellers Index to 180,000 of these had taken a BC leisure trip in two Been BC. Base = Participants All Travel years, three percent of all travellers to BC. Sex 4.5 million US adults played tennis on overnight Male 59% 120 trips, five percent of all leisure travellers. 355,000 of Female 41% 80 these had visited BC in the last two years, five Age percent of US leisure visitors. 18-34 34% 105 35-44 26% 140 Canadian tennis players on overnight leisure trips 45-54 24% 115 skew slightly male (Index 120) and to travellers 18 to 55-64 10% 65 54. Over half of players have income over 65+ 6% 45 $100,000, and three quarters have completed post- Household Income secondary education. Homes with children (40%) Under $40,000 5% 25 are over-represented relative to all travellers. $40,000-$59,999 16% 100 $60,000-$99,999 22% 70 Canadian tennis players also enjoy bowling (24% $100,000 or more 57% 175 also taking part), beach volleyball and hockey on Education trips. They also have a tendency to like watching Less than Secondary 2% 25 amateur sports tournaments (25%) and professional Completed Secondary 13% 50 ice hockey on trips. Some Post Secondary 9% 80 Completed Post Sec. 75% 135 Household Composition Tennis Players on Overnight Trips Adults only 59% 85 Children under 17 40% 140 CANADA – Adults Among All Leisure Travellers Total Participants 500,000 Other Sports Participation (Selected - Canada) % of all travellers 3% Among Leisure Travellers % also Index to Among Leisure Travellers Been BC Been BC Participate All Travel Total Participants Been to BC 180,000 % of all been to BC 3% As Player: Bowling 24% 600 UNITED STATES – Adults Beach Volleyball 23% 650 Among All Leisure Travellers Ice hockey 21% 350 Total Participants 4,500,000 Badminton 17% 750 % of all travellers 3% Soccer 14% 550 Volleyball 12% 500 Among Travellers Been BC Baseball/softball 11% 300 Total Participants Been to BC 355,000 % of all been to BC 5% As Spectator: Amateur sports tourney 25% 200 Pro. ice hockey 22% 150 Pro. baseball 11% 200

BRITISH COLUMBIA ...... ---CANADA Tourism '"'

Volleyball Players Volleyball Players on Overnight Trips 460,000 overnight Canadian travellers in the last two Adults - Demographic Profile (Canada) years (as of 2006) had played volleyball on any overnight trip they had taken in those two years. Among Leisure Travellers Index to 130,000 of these had taken a BC leisure trip in two Been BC. Base = 154 Participants All Travel years, two percent of all travellers to BC. Sex 4.1 million US resident adults had taken part in the Male 48% 95 sport on overnight trips, two percent of all leisure Female 52% 105 travellers. 230,000 of these had visited BC in the Age last two years. 18-34 61% 195 35-44 19% 100 Canadian volleyball players on overnight leisure trips 45-54 17% 80 skew strongly to those aged 18-34 (Index 195), but 55-64 2% 15 the sport draws evenly from gender, income and 65+ 1% 10 education groups and from homes with and without Household Income children. Under $40,000 20% 100 $40,000-$59,999 17% 110 Canadian volleyball players have very high interest $60,000-$99,999 34% 110 in many other sports on trips, especially playing $100,000 or more 28% 85 beach volleyball (39% also taking part), Education softball/baseball, tennis, badminton and hockey. Less than Secondary 3% 40 They also have high interest in watching amateur Completed Secondary 31% 125 sports tournaments (43%) and professional ice Some Post Secondary 12% 95 hockey and football on trips. Completed Post Sec. 55% 100 Household Composition Adults only 71% 100 Volleyball Players on Overnight Trips Children under 17 29% 105

CANADA – Adults Among All Leisure Travellers Other Sports Participation (Selected - Canada) Total Participants 460,000 % of all travellers 3% Among Leisure Travellers % also Index to Been BC Participate All Travel Among Leisure Travellers Been BC Total Participants Been to BC 130,000 As Player: % of all been to BC 2% Beach Volleyball 39% 1050 Baseball/softball 28% 750 UNITED STATES - Adults Badminton 18% 750 Among All Leisure Travellers Ice hockey 17% 300 Total Participants 4,100,000 Tennis 16% 500 % of all travellers 2% Bowling 16% 400 Basketball 15% 1000 Among Travellers Been BC Football 14% 1100 Total Participants Been to BC 230,000 Soccer 13% 500 % of all been to BC 3% As Spectator: Amateur sports tourney 43% 300 Pro. ice hockey 28% 200 Pro. football 18% 350 Pro. baseball 10% 200

BRITISH COLUMBIA ...... ---CANADA Tourism '"'

Amateur Sports Tournament Among Leisure Travellers Index to Spectators Been BC. Base = 1082 Spectators All Travel

In 2006, 750,000 Canadian adults who had been to Sex BC in the last two years had also been a spectator Male 53% 105 at an amateur sport tournament on a leisure trip (not Female 47% 95 necessarily on a BC trip). These represented 13 Age percent of all BC visitors. 18-34 34% 105 35-44 17% 90 920,000 US resident adults who visited BC in the 45-54 27% 125 last two years had watched an amateur sports 55-64 12% 85 tournament on any trip. This represents 13% of all 65+ 10% 75 visiting BC, much higher than the incidence of Household Income watching tournaments among all US leisure Under $40,000 18% 90 travellers, seven percent. $40,000-$59,999 13% 80 $60,000-$99,999 30% 95 Canadians who have watched an amateur $100,000 or more 39% 120 tournament have a broad demographic profile. They Education skew toward homes with children (Index of 125) with Less than Secondary 5% 65 a similar index of 125 among those aged 45 to 54, Completed Secondary 24% 100 suggesting this group includes those watching their Some Post Secondary 12% 105 teen children compete. Completed Post Sec. 58% 105 Household Composition These spectators also enjoy watching professional Adults only 62% 90 sports, especially ice hockey (31%) and also play Children under 17 35% 125 sport themselves, with numerous sports showing strong development indices. Other Sports Participation (Selected - Canada) Amateur Sports Tournament Spectators (US = Am. Sports Events) on Overnight Trips Among Leisure Travellers % also Index to Been BC Participate All Travel CANADA – Adults Among All Leisure Travellers As Player: Total Participants 2,100,000 Ice hockey 18% 300 % of all travellers 11% Baseball/softball 12% 325 Beach Volleyball 9% 250 Among Leisure Travellers Been BC Bowling 9% 225 Total Participants Been to BC 750,000 Soccer 8% 300 % of all been to BC 13% Volleyball 8% 325 Curling 7% 375 UNITED STATES - Adults Tennis 6% 200 Among All Leisure Travellers Total Participants 12,300,000 As Spectator: % of all travellers 7% Prof. Ice hockey 31% 225 Prof. Football games 12% 225 Among Travellers Been BC Prof. Baseball games 11% 200 Total Participants Been to BC 920,000 Curling bonspiels 8% 350 % of all been to BC 13% Auto races 7% 175

Amateur Sports Tournament Spectators on Overnight Trips Adults - Demographic Profile (Canada)

BRITISH COLUMBIA ...... ---CANADA Tourism '"'

Auto Racing Spectators Auto Racing Spectators on Overnight Trips In 2006, 730,000 Canadian adults watched auto Adults - Demographic Profile (Canada) racing on any overnight trip they had taken in the last two years. 220,000 of these had visited BC, Among Leisure Travellers Index to representing four percent of all BC visitors. Been BC. Base = Spectators All Travel

Interest in auto racing is higher among US residents, Sex with seven percent of BC visitors from the US having Male 68% 135 watched auto racing on an overnight trip in the last Female 32% 65 two years. Age 18-34 47% 150 Automobile racing appeals to younger Canadian 35-44 19% 100 adults with those aged 18-34 accounting for half of 45-54 15% 70 all spectators (index 150 versus all travellers) and 55-64 15% 100 males, who account for two-thirds of spectators. 65+ 4% 30 Interest directionally skews to higher income and Household Income lower education groups. Under $40,000 14% 70 $40,000-$59,999 9% 60 Canadians who watch auto races are also interested $60,000-$99,999 37% 120 in watching other sports, including pro. ice hockey, $100,000 or more 39% 120 amateur tournaments and professional football. 14 Education percent play ice hockey. There are very high Less than Secondary 8% 115 development indices (over 400) for playing paintball Completed Secondary 32% 130 and football, likely a reflection of the group’s young Some Post Secondary 9% 75 age profile. Completed Post Sec. 51% 90 Household Composition Adults only 73% 105 Auto Racing Spectators on Overnight Trips Children under 17 27% 95

CANADA – Adults Among All Leisure Travellers Other Sports Participation (Selected - Canada) Total Participants 730,000 % of all travellers 4% Among Leisure Travellers % also Index to Been BC Participate All Travel Among Leisure Travellers Been BC Total Participants Been to BC 220,000 As Player: % of all been to BC 4% Ice hockey 14% 240 Bowling 7% 190 UNITED STATES – Adults Paintball 7% 700 Among All Leisure Travellers Baseball/softball 7% 185 Total Participants 9,500,000 Football 6% 475 % of all travellers 6% Badminton 6% 250 Volleyball 6% 245 Among Travellers Been BC Total Participants Been to BC 520,000 As Spectator: % of all been to BC 7% Prof. Ice hockey 32% 230 Amateur sports tourney 23% 170 Prof. Football games 12% 225 Prof. Baseball games 11% 190 Equine competitions 10% 495 Nt'l/Intl sports events 6% 475

BRITISH COLUMBIA ...... ---CANADA Tourism '"'

Professional Baseball Spectators Pro. Baseball Spectators on Overnight Trips In 2006, 730,000 Canadian adults watched Adults - Demographic Profile (Canada) professional baseball on any overnight trip they had taken in the last two years. 325,000 of these had Among Leisure Travellers Index to visited BC, representing six percent of all BC Been BC. Base = 434 Spectators All Travel visitors. Sex Watching professional baseball is a much more Male 52% 105 common activity among US residents, with 19 Female 48% 95 percent of BC visitors from the US having watched Age pro baseball on an overnight trip in the last two 18-34 38% 120 years. 35-44 17% 90 45-54 15% 70 Watching baseball appeals to higher income 55-64 20% 135 Canadian travellers. Nearly 60 percent have a 65+ 10% 75 household income over $100,000, with a Household Income development index of 175. Interest is higher among Under $40,000 8% 40 the 18 - 34 age group (Index of 120) and the 55 to $40,000-$59,999 11% 70 64 age group (Index 135). $60,000-$99,999 23% 75 $100,000 or more 57% 175 Canadians who watch pro. baseball also watch other Education sports, especially pro. ice hockey, (51% have Less than Secondary 3% 40 watched on a trip), amateur tournaments and Completed Secondary 17% 65 professional football. Showing the general tendency Some Post Secondary 9% 75 of players to also watch their sport, 15 percent of Completed Post Sec. 71% 130 these baseball spectators also played baseball on a Household Composition trip. Fourteen percent played hockey. Adults only 78% 110 Children under 17 22% 80

Pro. Baseball Spectators on Overnight Trips Other Sports Participation (Selected - Canada) CANADA – Adults Among All Leisure Travellers Among Leisure Travellers % also Index to Total Participants 730,000 Been BC Participate All Travel % of all travellers 4%

Among Leisure Travellers Been BC As Player: Total Participants Been to BC 325,000 Baseball/softball 15% 410 % of all been to BC 6% Ice hockey 14% 235 Curling 7% 360 UNITED STATES – Adults Beach Volleyball 7% 185 Among All Leisure Travellers Bowling 6% 155 Total Participants 17,800,000 Tennis 6% 185 % of all travellers 11% Football 6% 430

Among Travellers Been BC As Spectator: Total Participants Been to BC 1,340,000 Prof. Ice hockey 51% 370 % of all been to BC 19% Amateur sports tourney 25% 190 Prof. Football games 19% 360 Prof. Basketball games 9% 785

BRITISH COLUMBIA ...... ---CANADA Tourism '"'

Professional Football Spectators Pro. Football Spectators on Overnight Trips In 2006, 630,000 Canadian adults watched Adults - Demographic Profile (Canada) professional football on any overnight trip they had taken in the last two years. 290,000 of these had Among Leisure Travellers Index to visited BC, representing five percent of all BC Been BC. Base = 386 Spectators All Travel visitors. Sex 615,000 US visitors to BC in the last two years had Male 72% 145 watched professional football on a trip, nine percent Female 28% 55 of all US visitors to the province. Age 18-34 45% 145 Pro. football appeals to younger Canadian adults, 35-44 17% 90 with those aged 18-34 accounting for nearly half of 45-54 20% 95 all spectators (index 145 versus all travellers) and 55-64 11% 70 males, who account for 72 percent of spectators. 65+ 7% 50 Interest directionally skews to middle levels of Household Income education. Under $40,000 15% 75 $40,000-$59,999 12% 75 Canadians who watch pro. football are also $60,000-$99,999 34% 110 interested in watching other sports, including pro. ice $100,000 or more 38% 115 hockey, (45%) amateur tournaments (31%) and Education professional baseball, 21%. While less than two Less than Secondary 2% 25 percent of all adults played football on a trip, 15 Completed Secondary 32% 125 percent of the football spectators had played Some Post Secondary 19% 155 football, and 21 percent played hockey. Completed Post Sec. 48% 85 Household Composition Adults only 71% 100 Pro. Football Spectators on Overnight Trips Children under 17 28% 100

CANADA – Adults Among All Leisure Travellers Other Sports Participation (Selected - Canada) Total Participants 630,000 % of all travellers 3% Among Leisure Travellers % also Index to Been BC Participate All Travel Among Leisure Travellers Been BC Total Participants Been to BC 290,000 % of all been to BC 5% As Player: Ice hockey 21% 355 UNITED STATES – Adults Football 15% 1130 Among All Leisure Travellers Baseball/softball 12% 330 Total Participants 9,660,000 Beach Volleyball 11% 290 % of all travellers 6% Bowling 10% 245 Volleyball 8% 350 Among Travellers Been BC Soccer 7% 280 Total Participants Been to BC 615,000 Curling 6% 290 % of all been to BC 9% As Spectator:

Prof. Ice hockey 45% 325 Amateur sports tourney 31% 235 Prof. Baseball games 21% 355 Curling bonspiels 9% 400

BRITISH COLUMBIA ...... ---CANADA Tourism '"'

Professional Ice Hockey Spectators Pro. Hockey Spectators on Overnight Trips Adults - Demographic Profile (Canada)

In 2006, 1.76 million Canadian adults watched Among Leisure Travellers Index to professional hockey on any overnight trip they had Been BC. Base = 857 Spectators All Travel taken in the last two years. 785,000 of these had visited BC, representing 14 percent of all BC visitors.

Sex Male 63% 125 Hockey’s audience is far more limited among US Female 37% 75 travellers, of course.

Age 18-34 44% 140 Pro. ice hockey appeals very broadly 35-44 17% 90 demographically, but most strongly to the 18-34 age 45-54 21% 100 group (Index 140 to all travellers) and high income 55-64 12% 85 groups. 65+ 5% 40

These hockey spectators (Canadian) are also Household Income Under $40,000 14% 70 interested in watching other sports, including $40,000-$59,999 11% 70 amateur tournaments (30%) and professional $60,000-$99,999 29% 95 baseball (21%). $100,000 or more 45% 135

Many Canadian ice hockey spectators also like Education Less than Secondary 4% 60 playing the game. While six percent of all adults Completed Secondary 24% 95 have played hockey on a trip, 21 percent of the Some Post Secondary 12% 95 hockey spectators had played hockey, and their Completed Post Sec. 60% 110 playing other sports on trips is also well above average. Household Composition Adults only 74% 105

Children under 17 26% 90

Pro. Hockey Spectators on Overnight Trips

Other Sports Participation (Selected - Canada) CANADA – Adults

Among All Leisure Travellers Among Leisure Travellers % also Index to Total Participants 1,760,000 Been BC Participate All Travel % of all travellers 10%

Among Leisure Travellers Been BC As Player: Total Participants Been to BC 785,000 Ice hockey 21% 344 % of all been to BC 14% Baseball/softball 12% 325 Bowling 12% 305

Beach Volleyball 7% 195 UNITED STATES – Adults Among All Leisure Travellers Badminton 6% 250 Total Participants 4,210,000 Curling 6% 290 % of all travellers 2% As Spectator: Among Travellers Been BC Amateur sports tourney 30% 220 Total Participants Been to BC 375,000 Prof. Baseball games 21% 365 % of all been to BC 5% Prof. Football games 17% 320 Auto races 9% 230 Curling bonspiels 6% 260

BRITISH COLUMBIA ...... ---CANADA Tourism '"'

Equestrian Event Spectators Equestrian Event Spectators on Overnight Trips In 2006, 230,000 Canadian adults had watched Adults - Demographic Profile (Canada) equestrian events on any overnight trip they had taken in the last two years. Half of these, 115,000, Among Leisure Travellers Index to had also visited BC, and represent two percent of Been BC. Base = 176 Spectators All Travel travellers to BC. Sex Two million US resident adults had watched Male 44% 90 equestrian events on overnight trips in two years. Female 56% 110 180,000 of these had also visited BC in the last two Age years, equal to three percent of all US visitors. 18-34 24% 75 35-44 12% 60 Canadian equestrian event spectators have a profile 45-54 22% 105 skewing to older travellers; 43 percent are aged over 55-64 25% 165 55 (Index of 150 to all travellers). Accordingly they 65+ 18% 130 are less likely to have children, over 80 percent Household Income being adult-only homes. Under $40,000 13% 65 $40,000-$59,999 17% 110 Canadians who watch equestrian events have $60,000-$99,999 28% 90 different participation patterns than most other sport $100,000 or more 41% 125 tourism groups. Duplication with other sports is Education lower than many other sport tourism groups. Less than Secondary 1% 15 Watching auto races, curling and Completed Secondary 28% 110 national/international sports events have high Some Post Secondary 11% 95 development indices. Completed Post Sec. 60% 110 Household Composition Adults only 82% 115 Equestrian Event Spectators on Overnight Trips Children under 17 17% 60

CANADA – Adults Among All Leisure Travellers Other Sports Participation (Selected - Canada) Total Participants 230,000 % of all travellers 1% Among Leisure Travellers % also Index to Been BC Participate All Travel Among Leisure Travellers Been BC Total Participants Been to BC 115,000 As Player: % of all been to BC 2% Ice hockey 14% 250 Football 7% 550 UNITED STATES - Adults Paintball 6% 600 Among All Leisure Travellers Curling 4% 225 Total Participants 2,000,000 % of all travellers 1% As Spectator: Prof. Ice hockey 22% 150 Among Travellers Been BC Amateur sports tourney 20% 150 Total Participants Been to BC 180,000 Auto races 19% 500 % of all been to BC 3% Prof. Baseball games 18% 325 Nt'l/Intl sports events 14% 1050 Prof. Football games 11% 225 Curling bonspiels 9% 400

BRITISH COLUMBIA ...... ---CANADA Tourism '"'

Curling Bonspiel Spectators Curling Bonspiel Spectators on Overnight Trips In 2006, 300,000 Canadian adults had watched Adults - Demographic Profile (Canada) curling bonspiels on any overnight trip they had taken in the last two years. 130,000 of these had Among Leisure Travellers Index to also visited BC, representing two percent of Been BC. Base = 283 Spectators All Travel travellers to BC. Curling bonspiel attendance is very limited in the US. Sex Male 46% 90 Curling bonspiel visitors have a broad profile across Female 54% 110 different demographic groups, other than age. 44 Age percent of attendees are aged over 55 (Index of 155 18-34 28% 90 to all travellers), and (hence) three-quarters are 35-44 11% 55 adult-only homes. 45-54 18% 85 55-64 23% 155 Canadian bonspiel spectators also like to play their 65+ 21% 155 game, and watch and play other sports. Half of all Household Income spectators have also curled on an overnight trip Under $40,000 19% 95 themselves in the last two years and 21 percent $40,000-$59,999 23% 145 played softball or baseball. Half have also watched $60,000-$99,999 28% 90 an amateur sports tournament, 37 percent have $100,000 or more 30% 90 watched a professional hockey game and about 20 Education percent have also watched pro baseball and football Less than Secondary 6% 75 on trips. Completed Secondary 28% 110 Some Post Secondary 15% 120 Completed Post Sec. 51% 90 Curling Bonspiel Spectators on Overnight Trips Household Composition Adults only 76% 110 CANADA – Adults Children under 17 21% 75 Among All Leisure Travellers Total Participants 300,000 % of all travellers 2% Other Sports Participation (Selected - Canada)

Among Leisure Travellers Been BC Among Leisure Travellers % also Index to Total Participants Been to BC 130,000 Been BC Participate All Travel % of all been to BC 2% As Player: UNITED STATES – Adults Curling 47% 2475 Among All Leisure Travellers Baseball/softball 21% 575 Total Participants 150,000 Ice hockey 16% 275 % of all travellers 0% Bowling 12% 300 Football 8% 650 Among Travellers Been BC Volleyball 8% 325 Total Participants Been to BC 35,000 Beach Volleyball 7% 200 % of all been to BC 0% As Spectator: Amateur sports tourney 46% 350 Prof. Ice hockey 37% 250 Prof. Baseball games 21% 375 Prof. Football games 21% 400

BRITISH COLUMBIA ...... ---CANADA Tourism '"'