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2017 Tim Hortons Brier St John’s, Newfoundland & Labrador Economic Impact Assessment October, 2017 CSTA | ECONOMIC IMPACT STUDY | 2017 TIM HORTONS BRIER | 2 Contact Tony Fisher Canadian Sport Tourism Alliance www.canadiansporttourism.com Contents • Summary: 2017 Tim Hortons Brier • Background & Methodology • Detailed Findings • Economic Impact Results • Appendices CSTA | ECONOMIC IMPACT STUDY | 2017 TIM HORTONS BRIER | 3 Summary: 2017 Tim Hortons Brier Curling Canada’s Men’s curling championships, the The spending of out of town spectators and participants at the Tim Hortons Brier, was hosted at Mile One Centre in 2017 Tim Hortons Brier, in combination with the expenditures St. John’s, Newfoundland from March 4-12, 2017. The made by the organizers in hosting the event totaled $7.2 million, event was a tremendous success with all draws being supporting $10.1 million in economic activity in Newfoundland full sold out. Moreover, the hometown crowd including $9.1 million of economic activity in St. John’s. These witnessed the province’s own Brad Gushue win his expenditures supported $3.4 million in wages and salaries in the first championship in 13 Brier appearances. province through the support of 56 jobs, of which 46 jobs and $2.7 million in wages and salaries were supported in St. John’s. The total net economic activity (GDP) generated by the 2017 Tim Hortons Brier was $6.2 million for Canada as a whole; $5.2 million for Newfoundland and $4.0 million in St. John’s. The 2017 Tim Hortons Brier supported tax revenues totaling $2.2 million for Canada as a whole. Broken out by level of government, the event supported federal tax revenues of $839,000 with an additional $1.0 million in taxes accruing to Newfoundland & Labrador. Moreover, $190,000 in municipal taxes were supported in the province, of which $143,000 was in St. John’s. 2017 Tim Hortons Brier by the Numbers 122,600 total $3.9 million in visitor 46 St. John’s jobs $10.1 million in attendance spending directly supported by the economic activity in attributable to the Brier Newfoundland & Brier Labrador 4,300 out of town $2.7 million in wages and $5.2 million boost to $2.2 million in taxes spectators travelled to salaries supported in provincial GDP supported across St. John’s St. John’s Canada CSTA | ECONOMIC IMPACT STUDY | 2017 TIM HORTONS BRIER | 4 Background The 2017 Tim Hortons Brier was hosted at St John’s Mile Once Centre from March 4-12, 2017. A total of 15 teams competed over 22 draws, with Newfoundland & Labrador’s own Brad Gushe and his teammates Geoff Walker, Brett Gallant and Mark Nichols being crowned the champion in front of the delighted home town crowd. The Brier was a tremendous success, with every draw being sold out and a total attendance of 122,592 spectators. The spending of out of town spectators, along with participants, the event organizers, and sponsors resulted in a considerable economic impact to the St. John’s and the province of Newfoundland & Labrador specifically as a result of hosting the event. Economic Impact studies measure the positive effects that festivals and events have on the economic activity in a specific region. They first calculate the amount of new money being spent in the host community as a direct result of holding the event, and then the impact these new monies have on the regional, provincial, and national economy as a whole.1 1 The Canadian Sport Tourism Alliance’s (CSTA’s) Sport Tourism Economic Assessment Model, Professional version (STEAM PRO 2.0) was used to generate the economic impact estimates detailed in this report. STEAM PRO, which was developed in 2006, is a model that has been designed to incorporate the results of primary data collected from event visitors and the budget / capital expenditures of event organizers and others to prepare economic impact assessments. The model, updated in 2017 is based on the Canadian Tourism Research Institute’s (CTRI - a branch of The Conference Board of Canada) TEAM model, which is the most widely used tourism economic impact model in Canada. The results of STEAM PRO 2.0 are fully consistent with the CSTA’s STEAM 2.0 model. A more detailed description of STEAM PRO 2.0 is contained within Appendix 1. CSTA | ECONOMIC IMPACT STUDY | 2017 TIM HORTONS BRIER | 5 Methodology The visitor statistics used in this study were derived from an on-site intercept survey. The survey was conducted by trained Brier volunteers using tablet computers. The questionnaire was developed by the Canadian Sport Tourism Alliance in consultation with the event organizers. A total of 623 parties were intercepted with 479 agreeing to complete the survey. The survey asked questions regarding the respondent’s origin, the number of draws they were attending and various questions about their satisfaction with the event. Out of town spectators were asked a series of questions about their visit including length of stay and spending while in St. John’s. Visitor Origin & Volume A total of 122,592 spectators went to the Brier over the 22 draws of the competition. The total attendance was determined by first dividing the total attendance by the relative incidence of spectators in 4 categories: local residents (travelling under 40km), sameday visitors (those who returned to their primary residence every night), overnight visitors from Newfoundland and overnight visitors from outside the province. The attendance by origin was then divided by the average number of draws attended for each category (an overall average of 11.7 draws per person), which shows that 10,497 unique individuals attended the Brier. Nearly half of all seats were occupied by out of town residents (48%). With out of town spectators going to more draws than local residents, there were a total of 4,282 out of town spectators (41% of all individuals). Draws Respondent Total per Individual Origin Attendance Person Spectators Local 52% 63,208 10.17 6,215 Sameday 5% 5,607 11.41 491 Newfoundland Overnight 17% 20,644 14.67 1,407 Out of Province 27% 33,133 13.9 2,384 Total 100% 122,592 11.7 10,497 Visitors 48% 59,384 13.9 4,282 CSTA | ECONOMIC IMPACT STUDY | 2017 TIM HORTONS BRIER | 6 Visitor Spending – per person As noted, out of town spectators were asked about their visit to St. John’s. The typical day trip visitor made 4.2 day trips to St. John’s while overnight visitor spent an average of 8.0 nights in the city. Day trip visitor parties were comprised of 1.8 people, increasing to 2.2 people for overnight parties from Newfoundland and 2.5 people per party for out of province visitors. As noted, visitors were asked about their spending in Newfoundland. The typical sameday visitor spent $509 per person, or 120 per person per day. Overnight visitors from Newfoundland spent $694 per person or $87 per person per day while overnight visitors from out of province spent $1,310 per person or $163 per person per day. The large difference in spending was due to transportation costs as well as accommodation spending; most Newfoundland visitors staying overnight in St. John’s stayed with friends or family (67%), with the same proportion of out of province visitors staying in hotels (68%). Out of Newfoundland Province Sameday Overnight Overnight Average Accommodation $0.00 $145.99 $456.09 $301.90 Restaurants (including $156.76 $258.95 $365.06 $306.31 Patch) Groceries $22.01 $44.93 $27.91 $32.82 Recreation & $45.74 $6.91 $18.28 $17.69 Entertainment Shopping $34.94 $101.40 $83.15 $83.62 Personal Vehicle $63.85 $81.87 $35.46 $53.97 Expenses Local Transportation $41.31 $27.30 $38.77 $35.29 Transportation to $144.67 $26.68 $284.93 $183.99 Newfoundland* Total $509.28 $694.01 $1,309.66 $1,015.59 Per Person per Day / $120.40 $86.86 $163.71 $133.49 Night CSTA | ECONOMIC IMPACT STUDY | 2017 TIM HORTONS BRIER | 7 Visitor Spending – Aggregate Combining the spending with the overall number of out of town visitors (4,282 people) shows that the aggregate spending in St. John’s associated with hosting the 2017 Tim Hortons Brier reached nearly $4.3 million. Out of Newfoundland Province Sameday Overnight Overnight Total Visitors 491 1,407 2,384 4,282 Accommodation $0 $205,402 $1,087,330 $1,292,733 Restaurants (including $76,968 $364,341 $870,311 $1,311,619 Patch) Groceries $10,805 $63,210 $66,526 $140,541 Recreation & $22,459 $9,718 $43,581 $75,758 Entertainment Shopping $17,156 $142,663 $198,239 $358,059 Personal Vehicle $31,352 $115,184 $84,542 $231,079 Expenses Local Transportation $20,285 $38,414 $92,420 $151,119 Transportation to $71,034 $37,541 $679,275 $787,850 Newfoundland* Total $250,058 $976,474 $3,122,225 $4,348,758 CSTA | ECONOMIC IMPACT STUDY | 2017 TIM HORTONS BRIER | 8 Attributable Visitor Spending The survey asked specific questions to calculate the visitor spending directly attributable to the 2017 Tim Hortons Brier using a ranking scale of 1 to 10, with 1 meaning the Brier was not at all important in the decision to travel to St. John’s (and assigned a score of 10%) and 10 (it was the primary reason for travel, and assigned a score of 100%). The survey found that the overall importance of the Brier was very high at 8.9 / 10. Including the overall importance of the Brier (89%) shows that the direct spectator spending attributable to the 2017 Tim Hortons Brier was $3.9 million.
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