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T OURISM BUSINESS ESSENTIALS

SPORT The essential guide to understanding and developing tourism in BC. Sport Tourism

Acknowledgements This guide could not have been produced without the valuable contributions of several people. 2010 Legacies Now and Destination partnered in its inception and subsequent updates. Hugh MacDonald, Executive Director of SportHost Victoria was responsible for creating the original framework for the guide.

The following people were key contributors in the original development of this guide: • Dena Coward • Matthew Coyne • Gordon Goodman • Denise Hayes • Marion Lay • Linda Lee • Graham McKay • Charles Parkinson • Richard Way

Our grateful thanks to the Canadian Sport Tourism Alliance for providing the photographs on the front cover of this guide.

This guide explains the importance of sport tourism in BC, sport event bidding and hosting, how to calculate the economic benefit of sporting events and how communities and organizations can develop sport tourism locally and across BC.

Copyright Second Edition, June 2013 © 2013 – Destination BC Corp. All rights reserved. No part of this guide may be reproduced in any form or by any means, electronic or mechanical, without permission in writing from Destination BC. This guide is produced to provide information to assist tourism operators in British Columbia. Destination BC Corp. does not endorse, recommend or assume any liability for any of the operations or organizations referenced in this guide. Super, Natural; Super, Natural British Columbia; WorldHost and ’s West Marketplace and all associated logos/trademarks are trademarks or Official Marks belonging to Destination British Columbia Corp. Sport Tourism Table of Contents

1 Understanding Sport Tourism ...... 2 The Importance of Sport Tourism ...... 2 A Sample of British Columbia Communities Active in Sport Tourism ...... 3 Who are Sport Tourists?...... 6 How are Sport and Tourism Organized? ...... 7 What are the Benefits of Sport Tourism? ...... 10 Sport Tourism in British Columbia – Strengths, Weaknesses, Opportunities and Threats (SWOT) ...... 13

2 Categorizing Sport Events...... 15 Event Bidding ...... 22 Event Hosting ...... 27

3 Understanding the Event’s Balance Sheet ...... 30 Event Revenues and Expenditures ...... 32 Calculating and Tracking Economic Impacts ...... 34

4 Trends in Sport Tourism ...... 36

5 Organizing to Develop Sport Tourism ...... 38 Understanding What Already Happens in Your Community ...... 38 Assessing Strengths, Weaknesses, Opportunities and Threats (SWOT) ...... 39 Setting the Community’s Mission and Goals ...... 40 A Broad Vision of ...... 41 Looking at Facilities and Venues ...... 42 Human Resources ...... 43 Assessing the Tourism Linkages ...... 44 Tourism British Columbia Sport Tourism Initiatives ...... 46 Getting Organized to be a Sport Tourism Community ...... 48

Appendices ...... 49 1. Resources ...... 50 2. Sport Organizations in British Columbia ...... 51

1 1 Understanding Sport Tourism “Spending associated with the Canadian sport tourism industry reached $3.6 billion in 2010, an increase of 8.8% from 2008.”1

Sport tourism is a significant element in world The result was the Federal Policy for Hosting The tourism, and has become a highly competitive International Sport Events.2 It recognizes: Importance niche business. As interest and participation • Major international multi-sport events, in sport grows within the leisure industry, such as the Olympic and Paralympic of Sport the desire of people to to compete or , Pan Am Games, Commonwealth Tourism to spectate has grown. Games, FISU Games (World Student Games), North American Indigenous British Columbia has benefited in recent Games, and the World Special Olympic years. The province’s success in marketing Games. itself as a ski, and sports activity host • International single sport events, such has yielded lucrative business results. Other as the world championships, Olympic provinces and their cities have also been active: qualifiers and world cups, which it further , , Halifax, Moncton classifies into large and small events. and to mention just a few. Other countries, such as Britain, Ireland, The Province also recognizes that sport events and , have organized to compete create opportunities for: strongly for the mobile international sport • Sport system development – Increasing tourist. There is already stiff competition in the infrastructure of sport facilities, the marketplace. development of officials and coaches, as well as the capacity of athletes to achieve Sport tourism is about more than just their potential. hosting great events. It offers the potential • Economic development – The value of for something much broader, including a sport as a tourism generator, as well as opportunities for BC to raise its identity the potential to market other business and as a sport destination, to generate new economic opportunities. tourism business, and to achieve widespread • Social and community legacies – Such international recognition for its active cities as youth development, increased fitness and people. It is a tourism product that is not levels and health, community and cultural just for celebrity or world events, but for the celebration. full spectrum of sporting opportunities. Having hosted a successful Olympic and Recognizing that hosting sport events is a Paralympic Winter Games, British Columbia stimulus to sport development as well as an continues to be a leader in sport tourism. economic and community development tool, Communities in all areas of the province have Canadian Heritage worked with the provinces, started to reap the benefits from pre and post territories and the sport community to Games hosting, training camps and sport examine a strategic approach to bidding for conferences, media exposure and business and hosting international sport events. development.

1 Statistics Canada (2010) data commissioned by the Canadian Sport Tourism Alliance (CSTA). 2 Federal Policy for Hosting International Sport Events, Major Games and Hosting Division, , Department of Canadian Heritage. 2 The following are just a few examples of the PacificSport Okanagan. While the City is A Sample varying strategies employed by different working with Tourism to grow of British communities to embrace sport tourism. financial and volunteer support for sport tourism through a new Event and Festival Columbia Abbotsford Framework, Tourism Kelowna’s goal and Communities When Tourism Abbotsford was created objectives in Sports & Events are as follows:: in 2003, sport tourism was immediately Active in Sport established as one of the organization’s Goal: To increase the quantity and improve Tourism marketing cornerstones. After a two-year the quality of events in the October – June in-depth sport and community stakeholder period. consultation process, the city branded itself as Sport Town Canada (www.sporttowncanada. Objectives: To pursue targeted events and com). In 2009, Abbotsford was awarded develop hosting strategies with identified the BC Sport Tourism Community Legacy organizations; to position Kelowna as a Award for its accomplishments in this sector. preferred, progressive sport, festival and Abbotsford hosts over 100 sporting events event destination. a year. For more information about sport tourism in Keowna, visit www.tourismkelowna.com. The City of Kamloops has recognized sport tourism as an economic generator since the Langley mid-80’s. In order to formally embrace sport Sport tourism in Langley was originally tourism, the City introduced the “Canada’s developed in partnership by the City of Tournament Capital” brand and program in Langley and the Township of Langley. It 2001 (www.tournamentcapital.com). Since was first identified as a priority in 2004, and that time, $50 million has been invested in 2005 both Councils endorsed a sport in new and renovated facilities in order to tourism strategy. With the formation of support the program with first-class resources. Tourism Langley in 2008, municipal staff It continues to be one of the top sectors in and community stakeholders are working on the City Council Strategic Plan. The City advancing sport tourism with the following of Kamloops has built its vision for sport key strategies: tourism around the Canadian Sport Policy.3 • Creating a supportive environment in By adopting the goals of this policy, Kamloops the community has recognized that it will enjoy increased • Facilitating sport development and participation, economic generation, first class the promotion of athletes facilities, and more importantly, a more active • Emphasizing coaching and athlete and healthier community. development • Supporting high quality local, regional Kelowna and provincial events The City of Kelowna prepared a Sport Tourism • Creating opportunities for collaboration Strategy in 1999 as part of the Canadian and networking Tourism Commission’s (CTC) initial efforts • Fostering community volunteerism. to grow sport tourism in Canada. Tourism Kelowna was contracted to implement For more information about sport tourism in that strategy through the Sport Kelowna Langley, visit www.tourism-langley.ca/sport- partnership with the City of Kelowna and tourism.

3 The Canadian Sport Policy 2012. Retrieved from: www.pch.gc.ca/pgm/sc/pol/pcs-csp/index-eng.cfm 3 1 Understanding Sport Tourism

A Sample a top priority, as it works toward hosting a Nanaimo’s world famous island-style hospitality, variety of international, national, provincial of British mild climate, creative and dedicated community and regional events that will draw overnight members create a perfect environment to host stays, including the 2016 BC Winter Games, Columbia events of all types. The City of Nanaimo and the Challenge , GranFondo Communities Tourism Nanaimo are committed to helping Axel Merckx Okanagan and many others! event organizers hold their best event in the Active in Sport Harbour City. For more information about this exciting sport destination, go to www.tourismpenticton.com. Tourism Nanaimo is a great place to host events and has an impressive list of satisfied hosting partners including: BC Summer Games, BC Seniors Port Alberni has played host to numerous Games, U-17 World , ABA BMX provincial, national and international World Championships, Nanaimo Dragon Boat championships in recent history including the Festival, BC Bike Race, and Masters National BC Games for Summer, Winter, Seniors and Swim Championship. Future events will benefit Disabled. It has successfully leveraged great from Nanaimo’s past experiences with a wide investments in outdoor and indoor sports variety of high calibre events and venues. The facilities, including a new multiplex, community is committed and enthusiastic about fields complex and Athletic Hall, as well creating the best event possible for participants, as benefitting from professional staff and spectators, organizers and the community. a community of highly dedicated volunteers.

For more information on the City of Nanaimo’s As a legacy from the 2009 World Under-17 facilities or the community go to www.nanaimo.ca Hockey Challenge, a touring team from or www.tourismnanaimo.com. visited Island in April, 2013. The team was based in the Alberni Valley and Penticton played exhibition hockey games in Parksville, Penticton has a continually growing sport Alberni Valley, Campbell River and the resumé, from becoming a top triathlon . destination in North America to being named one of the 10 best cycling destinations in The City of Port Alberni excels in hosting a Canada in 2012. The city’s hockey history is vast array of sports events at all levels. From just as rich, from its 1955 champion girls’ provincial tournaments to the Vees to the 50-year-old Okanagan Hockey 2009 World Under-17 Hockey Challenge, Port School that has churned out some of the Alberni has provided memories and financial NHL’s top players. Penticton has proved time legacies to last lifetimes. The community is also and again it knows how to host memorable proud of their BCHL events that bring together top-notch facilities, Jr. A. hockey team. like the state-of-the-art South Okanagan Events Centre, with spirited volunteers and Prince George experienced organizers. The community of Prince George takes Sport Tourism to the next level by providing a The community’s sport tourism strategy, which professional level of complimentary services was completed in April 2010, is being executed that offer an unequalled experience to with a collaborative approach that includes everyone who shares our passion for sports and support from the City of Penticton, Tourism athletics. This is highlighted by the winning bid Penticton and many community groups. to welcome the nation as Prince George hosts Penticton continues to make sport tourism the 2015 Canada Winter Games. 4 The city is recognized as a leader in sport by SportBusiness Group as the top sports city in A Sample facilities when it comes to meeting the training North America in 2010, and among the world’s of British and performance demands of any athlete or top destinations to host a sporting event. sports staff, as well as the viewing pleasures Columbia of spectators and family. Prince George Vancouver is home to Canada’s largest boasts a number of excellent venues, including multipurpose sports, exhibition and Communities a 400m outdoor ice oval; 6,000 seat arena with entertainment venue – BC Place Stadium – Active in Sport international ice dimensions; outdoor track and boasts numerous other venues that can and field stadium; aquatic centre with a 10m accommodate nearly any type and size of Tourism high tower; multi-sport centre with sporting event, from hockey and baseball to gymnasiums, an indoor running track and aquatics, biking and skiing. BC Place Stadium’s artificial turf field house; plenty of baseball renovation and new retractable roof was and slo pitch diamonds; spectacular cross- completed in 2011, just in time for the arrival of country skiing and running trails; rinks British Columbia’s first and only Major League and meticulously-maintained soccer fields. Soccer club, the Vancouver Whitecaps. Since then, BC Place has also played host to major Organizers in Prince George look forward to events like the Canadian League’s annual helping you and your team host an unrivalled , which returns to the city in 2014. sporting experience where the focus is on you! Vancouver has developed a one-stop shopping For more information about planning approach to bidding for and organizing your sporting event, please email events, thanks to close cooperation between [email protected] today. Tourism Vancouver, the City of Vancouver, the Vancouver Centre and the Vancouver Vancouver Destination Association. Showcased on a world stage as host city of the Tourism Vancouver provides a range of services, hugely successful 2010 Olympic and Paralympic including bid placement, site inspection and Winter Games, Vancouver has strengthened its selection, facility and accommodation bookings, reputation as a premier sports events destination. travel and planning, and attendee- From the Olympics to grass-root competitions, building strategies and promotions. Through the city provides a world-class sports experience strategic partnerships, Tourism Vancouver also for athletes and spectators alike. offers a range of services like comprehensive online event-management tools (visit www. Vancouver has a long history of hosting tourismvancouver.com/meetings/sport_tourism premier events. For several years, Vancouver for more information). has aggressively pursued sporting events and has hosted many international competitions, As part of implementing the Vancouver Sport including the 2001 World Strategy (part of Canadian Sport for Life), the Championships, 2006 World Junior Hockey City of Vancouver has worked with stakeholders Championships, 2008 Vancouver World to develop a Sport Hosting Grant Program Triathlon Championships, 2009 World Police that is focused on achieving lasting legacies in & Fire Games, 2009-10 FIS Snowboard World the areas of economic and sport development, Cup, and 2010 World as well as community building. For more Championships. Hosting these events, in information on Sport Tourism opportunities in addition to welcoming the world for the 2010 Vancouver, visit www.tourismvancouver.com. Olympics, resulted in Vancouver being named

5 1 Understanding Sport Tourism

A Sample Victoria Plaza are some of the most scenic sport venues SportHost Victoria was founded by in Canada and offer an exceptional experience of British PacificSport Victoria and Tourism Victoria for both athletes and spectators. and was registered in 2001 as a non-profit Columbia society under the name “The Whistler gained international attention as the Communities Sport Tourism Partnership”. The “Partnership” Host Mountain for the 2010 Olympic currently has more than 40 members actively and Paralympic Winter Games, and although Active in Sport supporting SportHost Victoria, representing the Games have come and gone, the spirit and the community of Greater Victoria as a sport energy still live on. Tourism tourism destination with a mission to attract sport-related events, meetings and conferences Recently announced as the new host town for to the region. the formidable Ironman Canada, Whistler adds this high calibre event to a long list of For more information please visit annual international, national, provincial and www.sporthostvictoria.com. local sporting events held in-resort like the FIBT and World Cup, RBC Whistler GranFondo, BC Bike Race and the Whistler With a spectacular mountain setting, fresh Half Marathon. air and amazing vibe, Whistler is a dream venue for any sporting event. Olympic-class Visit whistler.com/event_toolkit for more amenities like the , information on how to host the perfect Whistler Olympic Park and Whistler Olympic sporting event in Whistler.

Within the sport tourism industry, we can who are children and youth. Any Who are Sport identify various people who are sport tourists. youth tournament will have parents in Tourists? We can distinguish them by activity, by attendance as they are there to support demographic group, by the characteristics of their kids. For the parents of many young their sport and by their performance level. athletes, following the team becomes a year-round travel and tourism activity. Sport tourists can be either participants or High school sport events such as the BC spectators. Different events have different AAA Finals, held over the ratios from each other. A NHL hockey spring break weekend every year, are will have many more spectators than major tourism events. At the other end of participants, while at a Bantam Hockey the spectrum, “Masters” sport is among tournament the participants might outnumber the fastest growing demographic. For the spectators. And of course, the spectators at example, BC Rugby has tournaments for many community level events are the family all ages up to the over-70s. members of the participants. Tournaments such as the Golden Oldies The demographics of the sport and event also focus on the needs of seniors in a variety determine the number of people involved and of sports. their spending preferences and patterns: • Age While we often think of adult- • Gender Many sports have tournaments oriented sport events, there are a for both men and women, and indeed great number of sport participants the fastest growing segments of some

6 traditionally male sports, like soccer, tournaments in the Lower Mainland is Who are Sport hockey and rugby, are for women. organized by the Filipino community Tourists? Research also shows that parents more which draws teams from across North often travel with their teenage girls to America, every second year. tournaments than their teenage boys. Other niche markets include gay and The nature of the sport itself will also lesbian sport events such as the World Out determine the number and characteristics of Games, North American Gay its sport tourists. The largest events tend to Association Championships, and the be for mass individual participation such as International Gay and Lesbian Football marathons, and cross-country ski Association’s Championships (soccer). loppets; or for team tournaments with lots of • Income The relative value of different teams such as hockey, soccer and softball. Less events to a community and the income popular sports, where the contest is between levels of participants are important. individuals, have smaller tournaments: , Equally, age influences spending or wrestling, for example. patterns: sport tourists in their 20s and 30s spend more than those in their Performance level also influences the number teens, for example. and nature of the sport tourists involved. A • Culture and ethnicity Sport crosses high performance baseball tournament will all cultures. Prince Rupert is the host have fewer teams involved than minor ball or a of an annual First Nations Basketball recreational softball tournament. tournament. A tournament will draw great crowds if marketed to the South Asian communities who understand it. Kabaddi is a which combines the characteristics of rugby and wrestling. One of the largest soccer

Sport and tourism are sectors of our society are vertically integrated – there are How are Sport and economy that have different purposes, international, national and provincial and Tourism values and organizational structures, yet they organizations to which local clubs and offer tremendous partnering opportunities. leagues are affiliated. This structure Organized? makes for easy marketing; it is “narrow- • Sport is both a community activity ” rather than “broadcasting.” If and major part of the entertainment your community is hosting the national industry. At the local level, it is a social fencing championship, you will need very activity run primarily by volunteers, little marketing since the people who and is very much not-for-profit. At its need to be there, will likely be aware of highest levels of performance, it is a the event. Likewise, a regional volleyball multi-million dollar industry. However, tournament only requires communication these two different levels of activity with a couple of dozen clubs in the region.

7 1 Understanding Sport Tourism

On the other hand, horizontal, cross-sport as partners as you move your community How are Sport integration is much weaker, although sport tourism strategy forward. and Tourism a few communities have developed community sports councils. Sport tourism is a fairly new concept, and Organized? as a result, it is expected that organizational • Tourism is a commercial activity. At the structures will continue to evolve as community level, small business owners communities adjust their organizational and operators run and , models to meet their needs. or distribute specialized tourism products from t-shirts to trail rides. These There is no “best” organizational structure entrepreneurs are necessarily very focused for a community’s sport tourism body. on their activity, although they often The decision should be made based on the get together at the community level to particular circumstances of each community form a community tourism organization, and the structure that would best enable all either as a stand-alone body, or as part groups to work together. of an organization such as the Chamber of Commerce or municipal government. It is important to engage the three pillars of Upward organization, to the provincial, community sport tourism: the municipality, national or international levels is of much the tourism organization and local sport less importance to them than to the sport organizations. Each of these should have a organizations. Major corporations such meaningful role in the sport tourism body. as airlines and major hotel chains have an interest in fostering niche markets such as The municipality’s support is essential for sport tourism. larger events and bids, and is often the funding source for those sporting events requiring Understanding the objectives and modus financial guarantees; municipal parks and operandi of the partners in each sector is recreation departments control a large portion critical to finding the common ground of sport of the sporting facilities in the community. The tourism. There is a crucial role that can be tourism organization can help optimize the played by local government in bringing these economic benefits of sporting events across the groups together, and the greatest potential for larger community. Local sport organizations synergy can be found in making sport events often lead a bid for a sporting event, especially the focus of attention. with provincial sport organizations. A sport tourism body cannot operate successfully There are many other players in the sport without the active and ongoing engagement tourism industry besides sport groups of all three pillars. and tourism operators. Examples include municipalities, facility operators, schools, including colleges and universities, and local business groups. These all need to be included

8 How are Sport Sport Development – The Canadian Sport for Life Model and Tourism Sport organizations become involved in sport hosting as part of their activities to promote their sport, increase participation and help their athletes attain excellence. First and Organized? 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).4 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 through “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 the program or applying for support, awareness and adoption of its principles are increasing, especially among provincial sport organizations (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 literacy” to give them fundamental skills important for all sport, health and life. Sporting events up to about age ten (different sports vary) are likely to be non-competitive participation “festivals,” rarely with overnight travel. In the early teenage years, competitive events are introduced, but the purpose is still development, using competition to help hone skills.

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 and those preparing for this level. This is designed to produce competitors and gold medals for Canada at and world championships.

Almost all adult and most youth sport tournaments and events fall under 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 -planning framework does not mean that the millions of sport participants are not as focused on playing and winning their events, just as the hundreds of Olympic athletes are.

4 Canadian Sport For Life – CS4L Moving Forward Collaboration Paper 2010 - 2011. 9 1 Understanding Sport Tourism Figure 1 C anada’s Long-Term Athlete Development Model

How are Sport High Females 18+ and Tourism Train to Win Males 19+ Performance Sport e

Organized? f i L

r

o Females 15-21 +/- F Traini to Compete Males 16-23 +/- Building e v i Physical t c

A & Mental Females 11-15 Train to Train Males 12-16 Capability

Girls 8-11

y Learn to Train Boys 9-12 c

a Fundamental r e

t Sport Skills i L

Girls 6-8 l

a FUNdamentals Boys 6-9 c i s Fundamental y h

P Movement Girls 0-6 Active Start Boys 0-6 Skills

A focus on sport tourism and sport events • Valuing volunteers, converting volunteer What are can bring economic value, social benefits and jobs into paid employment. the Benefits civic pride to a community. Some of these • Linking with corporations that have an benefits occur at the time of the event, but interest in the demographics of the of Sport most are legacies and will return value to the sport event. Tourism? community over many years. Social benefits of sport tourism are closely Economic value can be generated and linked with the social benefits of recreation increased in many ways: and sport. • Recognizing the value that existing tournaments bring to the community. These benefits can be leveraged as follows: • Identifying the community’s sport • Volunteering keeps people connected, and strengths and expanding the number connected people are usually healthier. and size of existing events. • A focus on events will encourage. • Identifying the events that create the participation for young people and adults. greatest economic value, such as masters • Sporting events offer ways of bringing sport, and focusing on those events. people together from many different • Providing more leisure opportunities regions. so that family members are encouraged • Sport tourism can offer opportunities to join participants, and everyone is to re-invigorate depressed parts of an encouraged to stay an extra day. urban area. 10 • Event revenues can be reinvested in The Social and Economic What are the community facilities and programs. Impact of Sport Tourism Benefits of British Columbia recognizes that sport events Sport tourism can also bring civic pride and a create opportunities that combine economic Sport Tourism? greater sense of identity: development for the tourism and sports • Communities are known by their sectors as well as social legacies. involvement in sport. At the international level, Manchester and Madrid conjure up • Economic development images of football. In British Columbia, Tourism-related revenue is usually the Kamloops means “Canada’s Tournament largest portion of the economic impact of Capital,” Trail is “Home of Champions,” an event. This includes accommodation, and Abbotsford is “Sport Town Canada.” food and beverage, and other related • Branding is key to civic marketing and spending. Direct event revenues include economic development. It speaks to admission fees, sponsorships, on-site “quality of life,” which is what industry sales and, for the largest events, television and entrepreneurs are seeking. rights. Indirect and induced economic • Media coverage, from your local activity includes people and businesses newspaper to a national TV station, re-spending revenue from an event in the is priceless: Victoria could not have community. Sport tourism can stimulate paid for the TV coverage that the 1994 participants and their families to return provided; the for a future or future event. Australian Tourism Commission valued Sport events also offer the potential the earned media in the 4-year period for regional identity enhancement, in preceding the 2000 Olympic and which a successful event links the host Paralympic Summer Games at $6.1 billion community with imagery of healthy (AUS). living, achievement or the outdoor • Athletes are ambassadors and can tell the environment. world about your community. • Sport system development Increasing the The legacy of sport events can be found in: infrastructure of sport facilities, officials • Facilities that serve the community for and coaches, as well as the capacity of many years athletes to achieve their potential. • Volunteers with improved skills and greater interest in helping their • Social and community legacies These communities include youth development, increased • Greater awareness of the community in fitness levels and health, community and the wider sport and tourism world cultural celebration. Sport links cultures • More sustainable communities and countries. Hosting international sport • Healthier people. tournaments is not only good for tourism, but also good for cultural relations, our place in the world and positive community relations. Sporting events can also be designed to be environmentally and socially sustainable.

11 1 Understanding Sport Tourism

Aligning the Goals of Sport • The municipal government aims What are the Organizations, Tourism Businesses to achieve a balance between the Benefits of and Others recreational needs of local citizens The partners required to host sports events with the social and economic benefits Sport Tourism? and build sport tourism include various of sport event hosting. It is important people and groups in the community. All that the benefits from each event are may be interested in sport hosting, but have communicated to the general public. different goals; aligning these is important for success. In most cases, there will be three or Sport is very important to tourism and four different viewpoints: tourism is very important to sport. Sport events can play a significant role in generating • The tourism community is business and tourism activity, with positive economic revenue focused, e.g. “heads in beds.” and social benefits for a community. Sport This sector is keen to support ventures tourism is increasingly being recognized as that will bring more business to the a productive focus for tourism and general community and to develop new tourism economic development. niche markets. Events have traditionally been organized by • The sport community is largely sport organizations for purely competitive volunteer-run by people interested purposes and maximizing the tourism benefits in developing their sport. It includes has often not been a major consideration. local clubs, provincial or national Sport tourism benefits are sometimes lost or sports bodies, schools/colleges and not maximized because the linkages between sports for persons with a disability. The the sport and tourism sectors are not well sport community is interested in great established. tournaments from a technical viewpoint and in sport development, especially A similar challenge faces the tourism sector. for youth. They are interested in better Many of the benefits of sport events accrue facilities and equipment as well as their to tourism businesses, accommodation community’s image and profile within providers, operators, retail outlets their sport. In most sport events, the and restaurants. Many groups do not know efforts and the expenditures are made by they can benefit significantly from sport event the sport sector and the revenues flow to activity. the tourism sector. The sport community often does not see itself as part of the Educating sport and tourism organizations on tourism industry and may not know how the benefits that each can attain through sport to share in the revenue generated. tourism is critical, as is establishing alliances, sharing information and identifying the • The business community wants to bring opportunities for tourism and sport when they more people into the community and to form strong partnerships. enhance its image and potential to host more events. Local businesses can benefit from sport events in and around their community.

12 While any community interested in developing • BC’s population is very active in a wide Sport Tourism sport events for their tourism benefits range of sports, and has some of the in BC: should do their own SWOT analysis (see the highest rates of volunteering in Canada. worksheet and example on pages 38 and 39), • BC is at the leading edge of sport Strengths, we have provided analysis of the province as development for persons with disabilities, Weaknesses, a whole. which has great growth potential. • The size range of cities in the province Opportunities British Columbia has many strengths: means that almost any event of any size and Threats • All regions of the province have strong can be hosted. tourism resources. • Vancouver International Airport brings (SWOT) • The province’s climate offers four seasons the world to our door; type and size of of sport. many of the province’s communities are • Most communities have municipal sport within an easy drive or a short connecting facilities. flight. • The natural environment gives • BC has a national and international opportunities for those sports where the reputation for hosting great events. “facility” is a lake, mountain or the great • Successfully hosting the Vancouver outdoors. 2010 Olympic and Paralympic Winter • Many BC communities are already active Games enables BC to remain in the sport in sport tourism and offer models for limelight for years to come. others to follow. • Destination British Columbia, the BC also has weaknesses: Ministry of Community, Sport and • BC has few corporate head offices; most Cultural Development, Sport BC, and decisions on major sponsorships are made the provincial sport organizations are outside the province. committed to developing sport as part of • The same is true for federal support. the tourism industry. Sport Canada is based in , as are • BC’s universities and colleges offer the majority of national sport governing both good sport facilities, and housing bodies. opportunities for the summer months. • The process of event bidding is often approached on a “one off” basis.

Sport Tourism for Persons with a Disability Whistler Adaptive Sports Program – Brings disabled skiers from all over the world to Whistler to learn to ski. The adaptive program makes skiing accessible to all, whatever their level of ability. The goal is to provide the thrill of an outdoor activity when some may have thought that was not possible. Based on the success of this program, training sessions are being added to help athletes, coaches and officials prepare for higher levels of success.

The Kimberly Adaptive Skiing Program – The community of Kimberely considers itself the home of disabled skiing in Canada, and has developed its infrastructure and honed the skills of its local personnel to make it the major venue for national and international competitions.

BC Wheelchair Sports Association – BC is the home of Rick Hansen, and has developed hosting abilities in many sports, such as basketball and athletics. The 1994 Commonwealth Games were the first major international multi-sport event to include events for the disabled within their program. 13 1 Understanding Sport Tourism

• BC’s multicultural community makes Sport • Air access outside the Lower Mainland hosting different cultures an easy task. Tourism can be problematic. Apart from • Our image as a province with clean cities, Vancouver, only Abbotsford, Victoria and pure water and unpolluted air enhances in BC: Kelowna have regular, frequent flights to our reputation as a great place to compete. international destinations. • When funding for sport and recreation Strengths, • Hard data on the market is lacking. Indeed increases, there is an opportunity to Weaknesses, there is little consistent data within the leverage this renewed investment in the sport system about the size of events and provincial sport and recreation system. Opportunities a lack of evaluative tools. Once again, the • In 2010, more than 13.3 million people – CSTA is developing some of these tools, accounting for 47% of Canadians aged 15 and Threats but they focus on national rather than and over – did volunteer work.6 (SWOT) provincial needs. But there are threats too: There are, however, lots of opportunities: • Amateur sport, which offers the majority • Canada is in 2nd place overall in the of sport competitions, gets little media annual Global Sports Nation Index coverage. rankings. This is due to a strong period of • The highest profile events are becoming landing world championships in curling, very expensive to bid on, win and host. and , as well as the Deep pockets are needed, and often bid upcoming 2015 and organizers require government support. the 2015 FIFA Women’s World Cup.5 • A focus on the major international multi- • The Vancouver 2010 Olympic and sport events, such as the Olympics and Paralympic Winter Games focused the Paralympics, obscures the value of attention of the world on BC’s sport smaller, regional events, and those in tourism and business communities leading lesser-known sports up to and beyond 2010. • The economic impact of sport events • A national framework for sport tourism is must flow back to the sport sector if emerging through the CSTA. It provides a organizers are going to be persuaded means to learn from other communities; to continue running these events. as well as to get more access to national sport and tourism organizations. Without question, however, the strengths • Technology continues to make personal outweigh the weaknesses, and the interaction less essential; however, there is opportunities outweigh the threats making no electronic substitute for participation sport tourism a worthwhile investment for in sport events. British Columbia. • Canada’s international reputation makes BC an attractive venue for international competitions.

5 Global Sports Nation Index. Retrieved from: www.sportcal.com/news/release_article.aspx?articleid=93092&pageno=3. 6 Volunteering in Canada, Statistics Canada, 2010, www.statcan.gc.ca 14 2 Categorizing Sport Events

Sport events are often categorized in numerous International Sport Events identifies three different ways, each of which can be useful types of international events eligible for at different stages of planning. This includes support, the larger of which would fall into segmentation by type of event, scope and the “mega” category: prestige, size/complexity, location policy and bidding process. • International Major Multisport Games Large multisport games governed by an To be successful, community hosting strategies international sport franchise holder with almost always include a mix of various events. links to sports’ International Federations, Rarely can a community focus only on a few for example: the Olympic and Paralympic larger high-profile events. For every very large Summer and Winter Games; the event, there are hundreds of smaller sport Commonwealth Games; and the events. Committees evaluating bids will often Pan American Games. look for experience hosting smaller events before granting a community a larger, more • International Single Sport Events prestigious event. Given the benefit of event These events are governed by a sport’s hosting, many community sport groups will international federation or regional/ want to host events for their sport. Multi-sport continental counterpart e.g. World events may require local experience in hosting Championships and World Cups. Events numerous different sports. Annual sport events may range in size and complexity from also grow from small beginnings becoming small to large. major events over time. • International Multisport Games for Events can, of course, simply be categorized by Aboriginal Peoples and Persons with a size and scale. In Section 2 Event Bidding, a Disability. four-level classification is described from Level 1 (local) to Level 4 (International). A small b. Games local event can usually be created and handled Games are multi-sport events. These can be by a small community group without any very large due to the number of sports being assistance. A larger, higher profile event will hosted at one location at the same time, require more money and time from a broader directed by governments (e.g. set of stakeholders and greater resources to and BC Games), or by separate organizations prepare. e.g. the International Olympic Committee or the North American Indigenous Games. Another useful method of classification focuses on the character and purpose of events. Sport Relatively few events are games, although their tourism activity can be classified by: size makes them attractive targets. In BC, the BC Games Society helps arrange Winter a. Mega Events Games, Summer Games, Seniors Games, Very large and high profile games and events Disability Games and Northern Winter Games such as the Olympic and every year or second year. Other games can can yield billions of dollars’ worth of media be for specific groups e.g. the Police and Fire coverage, prestige and economic impact for Games or social/sport events for cultural the host, but require a significant capital groups. The is one of the investment. The Federal Policy on world’s largest participation sport events.

15 2 Categorizing Sport Events

Hosting games often requires a wide range of governing body, tournaments can be held suitable venues, as many sports featured are by any organization choosing to initiate “mandatory”; given the size, experience in them. Many are arranged by local sport hosting major events and a breadth of sports organizations, but they may also be sponsored may be advantageous. by a school, church or temple, or a pub, for example. They are generally held in the same c. Championships place at the same time every year and can These are single-sport events with rights become a familiar part of the sport’s and a held by the respective sport organization; community’s annual calendar. Thousands a championship tournament is often the of annual bonspiels, Canada Day weekend culmination of a season’s sport activity. ball tournaments and other events have Often referred to as “the provincials” or “the become regular fixtures in their respective nationals,” the winner of the championship communities. may qualify for the next level e.g. the BC girls’ softball champions qualifying for the nationals Tournaments may be competitive, but are or the Canadian national curling champions often as much about participation and qualifying for the world championships. recreation, as the results. Participation- focused events can be very attractive tourism Many championships are arranged by school generators, as high participation equals and university/college sports associations. high visitation. While some youth events Adaptive/ disability/ wheelchair sport events may involve lower yield “four to a room” are growing in importance in BC’s sport accommodation or even billeting, they can calendar. also bring the families of participants and pre/post event vacation opportunities. Adult The format of the event and the location will participation events can also be the stimulus be decided by the provincial, national or for longer trips, e.g. adding a fishing trip international sport governing body. Securing onto a ball tournament stay. Some events are such events may be very competitive, or a traditionally marked by extensive after-hours Provincial Sport Organization may have entertainment opportunities. difficulty each year finding willing host communities. There is usually a preference to Sport organizations may arrange an annual hold the championships in different regions tournament as a fundraising initiative, to from year to year, to stimulate interest in help subsidize its year-round sport program. the sport and access new host community Tournaments may be scheduled on volunteers and resources. weekends, when regular league competition is on hiatus and players are available for Community groups will be very familiar travel and sport. Examples include Christmas with all of the championships for their sport. hockey tournaments, Labour Day softball They will also have an understanding of the invitationals or Thanksgiving soccer priorities of the organization responsible for tournaments. These can be attractive tourism awarding hosting rights. opportunities, as these weekends may have less . d. Tournaments Tournaments are another type of event, usually for a single sport. Whereas a championship is “owned” by a sport

16 e. Training Camps g. Conferences Championships, tournaments and games Sport organizations arrange many meetings are often competitive events, preceded by and conferences, sometimes in conjunction athlete development and training. National with major events. Annual General Meetings or provincial teams with athletes living in of Provincial Sport Organizations or National different cities are often brought together on Sport Organizations bring sport leaders and regular schedules to train and work with each organizers from across the province or across other and with coaches. In addition to training Canada, as do meetings of sport technical arranged by technical directors of governing staff. Trade shows or exhibitions may be bodies and high performance teams, training involved with these meetings. In addition to camps may be more individual. Commercial the immediate tourism benefit, these can also summer hockey camps may offer additional be opportunities to introduce decision-makers training for youth players, and these can be to facilities and future hosting opportunities in packaged as part of a vacation for the whole the community. The selection of a community family. Such camps may take advantage of for a conference is often connected to where good facilities during the off-season when the sporting event is taking place or where their capacity for special events may the sport’s leadership resides. be greater. h. Professional Sports Most sports have regular training camps at Very much part of sport tourism, professional the provincial and national level. The location sports teams tend to primarily serve a local of training camps is dependent on services market with spectator entertainment. They and facilities available, costs, the location of also bring visiting teams to town, balanced the coach, and the number of athletes in a by their nights spent on away games. While particular community. For example, if the visiting team fans may accompany their team, coach and a large proportion of athletes are they are generally limited in numbers, apart located in northern BC, it is likely that the from major events, the Grey Cup, for example. training camp would be located there as well. Professional sports may have more impact f. Development Courses in attracting visitors from smaller markets Sport organizations train athletes, coaches without a franchise to the larger community, and officials of all levels. While many of these similar to arts and culture events attracting courses happen locally, especially for visitors to a major city for concerts or museum entry-level, courses for higher performance exhibitions. athletes and coaches may involve travel and overnight stays. “Out of town” coaches may Professional sports attracting major spectator travel to a larger centre for courses, or an audiences are currently limited in BC, instructor may travel to another area to especially outside the City of Vancouver. train local coaches. Communities need to think about their involvement with professional sports, which may support other aspects of a sport hosting strategy rather than being its centre-piece.

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World Police and Fire Games in BC Run for , Professional The World Police and Fire Games is one Firefighters Burn Fund and KidSport of the largest sporting events in the world, • 2009 was the second time the event has with over 60 events, more than 40 venues, been in the Vancouver area (previously 10 days of competition, over 10,000 athletes in 1989) and the first time it has from more than 70 countries, and over returned to a site 20,000 family, guests, and officials. In 2009, • Held in in 1997 and they were held in the Lower Mainland City in 2005 and Sea to Sky region in BC from July 31 • The 2011 event was held in New York to August 9. While such events are rare City and the 2013 event will be held in and the competition to host them is stiff, Belfast, Northern Ireland. the principles associated with running a successful event can be applied to many other World Police and Fire Games objectives: events. • Deliver a friendly Games, inclusive to all • Deliver a first-class experience for The vision for the World Police and Fire participants, volunteers, sponsors and Games: In the spirit of eagles – community, spectators comradeship and competition. • Deliver a fiscally-responsible Games • Deliver a diverse and exciting BC The mission for the World Police and Fire experience for our visitors Games: To successfully attract the most • Provide a legacy to local communities, athletes and visitors, that they have an children’s sports, and participants competitive and travel experience • Deliver a culturally-rich experience for and generate lifelong memories, world-wide local centres and our communities. recognition and lasting legacies. Marketing activities to reach participants: Some basics about the World Police and Fire • E-marketing to over 20,000 previous Games: participants • Open to all full time, professional • E-newsletters every two weeks law enforcement officers, firefighters, • Attendance at emergency services customs agents, and corrections agents sporting events • Held every two years • Exhibits at industry events, conferences, • Masters-style event with age, gender, and and trade shows. skill brackets • 2,100 gold medals to be awarded Awareness campaign to community: • Up to 2,500 volunteer hosts • Official media partnerships and • Sport venues in 2009 included Lower advertising campaign (TV and print) Mainland and Sea to Sky regions • Advertorials in BC Business magazine • Nightly live entertainment featured • Games poster and printed materials in the Games villages of Vancouver, • Street banner and official venue signage and Whistler sport hubs program • Net proceeds from the 2009 Games • Exhibits at public events such as went to three BC-based charitable Abbotsford Air Show, PNE, etc. organizations: Law Enforcement Torch

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

Sports-related events may be very useful k. Showcases tourism opportunities, even though sports Sport showcase events would be designed competition or sports development are not to highlight the profile of a sport and their prime purposes. The categories following improve a community’s image and influence may overlap with the above classification and in that sport, e.g. internationally. Examples with each other. include the World Gymnaestrada and World Disability Athletics. Such showcases i. Cause Related might increase interest in a sport, or show Sports events may be designed primarily to a community is suitable for hosting future promote a charity or to raise money for a high-level championships. specific cause. Examples include the Ford Wayne Gretsky Classic Golf Tournament and l. Spectator Events the Altamira Golf Classic, or a 24-hour relay Sport tourism involves tourists watching race. Although many major events can have events as much as it does playing in them. a fund-raising or charity component, be it a Professional sports are driven by spectator 50:50 draw or the charitable activities in every revenue and media broadcasting rights, and PGA tour stop, this category is for events the sponsor interest thus generated, with where charity is a primary purpose, often very few participants. These events are very accompanied with participant enjoyment similar to major music concerts, and may be and entertainment. “sport-based entertainment” rather than sport, of which Wrestlemania events are perhaps a j. Media Events classic example, as are celebrity sport events. A few events are created mainly for broadcast Relatively few amateur events draw large audiences and derive their main income from spectator audiences, with school basketball broadcasting rights. Examples include boxing finals being one of the most prominent. events, the X-Games or “Skins” golf. Although spectators will be present, this category is Such spectator events are only potential designed to appeal to TV audiences. They tourism activities if they attract visitors can have a positive influence on awareness who stay overnight or travel from over 80 and image as a sport destination, depending kilometres. The tourism potential is for on the size of the audience. Awareness of the out-of-town visitors to travel to the city from quality of golf courses, the scenery, or other nearby communities to watch a specific attractions of an area could be communicated spectator event, as they may for a regular to a wide golf tourism target audience through professional sports team league game. two days of TV coverage.

19 2 Categorizing Sport Events

m. Created Sport Events n. One–Off Events Many events fall into a general category of These events are created for one-time staging, “created events.” In addition to events held for usually linked to a special celebration and/or other purposes, a sport event may be created created to leverage a current issue. Examples by a community, facility or corporation include the Canada/Russia Hockey Series in primarily for commercial or tourism 1972 or the Bobby Riggs vs. Billy Jean King purposes. A large venue or facility may find it match. Sport event organizers might has a quiet period, or it regularly has unused plan such an event to mark a community’s capacity at one time of the year, and might 100th anniversary, a sport club’s 50th create an invitational sports tournament to anniversary, the opening of a new facility, or fill that capacity, or arrange with a promoter to accompany a major non-sport or cultural to stage a sports event or a hockey club to event. hold an off-season training camp. An event might be conceived ahead of a championship Within an overall tourism plan, sport tourism as a test event to prepare and train for the can be used to strengthen lower demand championships. periods. Sport is year-round and sport tourism can build low or shoulder seasons, depending A community or tourism body could initiate on the sports pursued, or stimulate demand in events to fill hotel capacity during the off- quieter weeks or weekends. season. A hotel or pub could sponsor an adult tournament to drive business to its rooms Sport tourism can produce significant room and bars. In this sense, a created sports event bookings during event periods, although can be part of a commercial or city economic it may be lower yield (i.e. lower revenue development plan. per person), especially for youth or local or provincial level events. International and A sport club or body could host a tournament professional events can be decidedly high or series of games connected with a major yield. Within the bounds of the priorities professional event. For example, the annual (which are often youth focused) of sports Funtastic Slo-Pitch Tournament in Vernon, organizers, one can encourage the types of Armstrong and Enderby. The organizing sports and events that attract similar types of committee is dedicated to Building a Better people that are identified as “target groups” Community. More than $1,200,000 has for the tourism sector. been invested back into the community in Funtastic’s 26-year history. Over the years Many sport events require some kind of Funtastic Sports Society has helped support bidding process. A bid committee will plan and pay for numerous improvements within the event in its early stages. The Bid Book or the community including defibrillators package explains the plans for hosting (to in the three local arenas, upgrades to include technical information about facilities, Riverside Park in Enderby, funds for the new hosting athletes, coaches and officials, security Armstrong arena and spray park, scholarship and transportation) and information about endowments for both Lumby and Vernon the community, its hotels, and attractions. students and numerous other donations.

20 Created Event – Championship In this Canadian community, there were Due to the targeted promotion of the event a number of karate clubs that ran local to karate clubs across North America that tournaments and had a dedicated fan base highlighted the prize money that would be for the sport. Local and regional tournaments available, the event drew approximately 250 took place in these clubs in which the participants from all over North America. winners would represent their club or region Many came to the community early and at tournaments in the U.S. or overseas. There stayed longer as the age categories started was interest from the local clubs to see if at 12 and as a result, many participants there might be potential for an event based travelled with parents and family. in this community where participants could perform in front of a home town crowd and The event was held just prior to US not incur costs for travel. Thanksgiving so the community could draw on families taking a vacation as part of their The sport tourism manager did some trip to the competition. The event made research into other karate championships approximately $15,000 which went back to and met with all five local clubs and the five local karate clubs in the community. determined that there was potential to create a new karate championship that would draw The objective was to make this an annual participants from all over North America. championship. However, many of the leaders Two of the key factors included providing from the local clubs who were instrumental enough prize money to draw the participants in putting on this event had moved on to the community (as this was a key to other positions and the sport tourism motivation for participants) and ensuring all manager left. As a result, the event did not the sanctions were in place from provincial continue. and national karate organizations. Key points to consider: The community secured a venue and then • There were significant numbers of started to seek out corporate sponsorship participants in karate organized into (in cash) to build up a solid revenue base to clubs in this community. allow for a large amount to be awarded to the • The community already had experience winning participants. It then targeted a prize hosting local and regional tournaments. amount that would be competitive with other • Sufficient financial support was obtained competitions in North America and added as one of the first steps. some unique features in terms of discounted • The event was scheduled close to a accommodation costs, discounted holiday period to make it easier for vouchers, and a banquet with entertainment. participants to travel.

Once the targeted amount of prize money Large, first-time events can over-burden the was secured, the community began planning volunteer community and cause burn-out. to create awareness for the event. It used the Ensuring there is enough organizational network of local karate clubs to promote depth to facilitate hosting future events is an the event in Canada and in the US. It spent important consideration. 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.

21 2 Categorizing Sport Events

How can events be encouraged in your smaller national and international events Event Bidding community? Most sport championships (as national and international events may require some kind of bidding process. At not be necessarily larger than some regional the higher competitive levels, this is a very and provincial events). Events geared toward sophisticated process. The Vancouver bid to younger participants may result in travel be the Host City for the 2010 Olympic and with parents and family members, yielding Paralympic Winter Games started years before greater economic impact. At the other end the event. For provincial and even national of the scale, there are obvious benefits that events, the host location is likely decided come from many larger events. A breakdown only one or two years before, and the process of the bid classifications indicating the realm is considerably less sophisticated. If your of opportunities, costs and commitments community is to be successful, some advance required for bidding on various classifications work is necessary. follows:

The Bidding Process. Most large sport Bid Classifications. Bids are classified events, especially championships and games, into four “levels” ranging from local to involve some kind of bidding process. Rights international events. This often does not holders use this approach to be transparent correlate with size or even economic benefit. in its awarding of events and to be fair to all A World Championship for a small sport, for interested communities. In most cases a rights example, may generate less economic benefit holder will have a set of bid guidelines that than a provincial hockey tournament, but the outlines the necessary requirements of hosting higher the level, the more prestige, and the its event including facility infrastructure, the greater the breadth of media coverage and financial and human resource requirements, attention that will likely accrue to the host and the length, competition format and community. As a community progresses from number of participants to be expected. A lower levels to national and international community bid committee will be required to events, issues such as transportation, sponsor respond to the request for proposals, and to expectations, security, and protocol become meet these bid guidelines. much more important.

It is important to understand the size and Level 1 Bids. Local/Regional. A local/regional type of events that are realistic to bid for and event can be competitive or non-competitive. host in a community. Which sports have the Almost all local events would not need a bid, best fit with the community? What age or simply being hosted by a local sport group. demographic? Which events bring the best A provincial sport organization may look opportunities for sport development? Which for bids for the regional playdowns for its ones fit best with a long-term strategy of provincial championships, e.g. BC Figure building toward a major single or multi-sport Skating’s Division Sectionals Competition. A event bid? This will be achieved with an event regional event can vary in its size and scope database that can be cross-referenced and depending on the sport. compared to an infrastructure and capacity inventory of the community. Level 2 Bids – Provincial. A provincial championship is the next step up the ladder There are a variety of events and costs in progressing to larger events. The size of associated with bidding on each event. From the event again depends on the sport. The a tourism perspective, there may be as much event could be a single-sport championship, or more value in hosting larger regional/ such as the BC Minor Hockey Provincial provincial events as there is in hosting some Championship, or multi-sport Games 22 such as one of the BC Games. A provincial the event runs at a deficit. An international or Event Bidding championship may be much larger than some world bid can range anywhere from $10,000 to national championships with greater economic $30 million for an event such as the Olympic benefit to the community. The size will depend Games, and in most cases the dollars to host on the number of divisions, male and female, the event must be guaranteed at the time the different ages and participants per group, bid is submitted. which vary widely. Calendar, Rotation and Timing. Not every Level 3 Bids – National. National event is available to a community every championships range from very large and time it is held. Determining which events high-profile events such as our country’s are available is required to focus attention only multi-sport event, the Canada Games on those a community has a realistic chance and the well-televised Scotties Tournament to win the rights to hold. Some events are of Hearts women’s curling championship, permanent calendar, i.e. they are always held to much smaller sporting events at adult in the same location and timing. Part of the and junior levels. National championships, international calendar for a particular sport, range in size and spectator draw. The size for example, Wimbledon, the Kentucky Derby and prestige of some events can make them or the Masters Golf event are not available to hotly contested, and their scale can make anywhere else. them large undertakings. In some cases, a fee for bidding and sanctioning is required, Other events are on a circulating calendar and host communities may be required to schedule. They are held at specific times on a make financial guarantees. For example, the regular schedule, but the location circulates Canadian Figure Skating Championship between different communities. Examples requires the host to provide up to $75,000 include the Olympic and Paralympic Games, towards the event in cash or in-kind services. FIFA World Cup, BC youth provincial baseball In such cases, a letter of intent and guarantee championships or a school sport association’s of funds may be enough to secure an event. regional playdowns. Most other national championships have less hosting competition, with lower budget In some cases, the event is on a predetermined requirements and less media attention. rotational cycle. A Canada Games is awarded to a province/territory on a fixed rotational Level 4 Bids – International/World. World schedule. There may then be a competitive or international events can be multi-sport bid process to select which city within that or single sport. These can be huge or very province will be awarded the Games. The small, and bring major exposure to the city, Sport Leadership Conference awards its event including major TV and media coverage. by selecting a city traditionally on a rotation Correspondingly, the costs associated with from east to central to western Canada. some of these events at the bid stage can be very high. For example, a World Junior Other games and tournaments may be Hockey Championship bid can require a available to any community each time it is guarantee at the bid stage of up to $12 - $15 held. A provincial championship may be open million, requiring substantial financial to any municipality in BC. A bid evaluation assistance from municipal, provincial and committee will review all submitted bids and federal governments. The rights holder must then determine which community wins the receive its full amount of funding, regardless rights to each games. While the event may of the financial outcome of the event, even if be open to any community each year, some

23 2 Categorizing Sport Events

governing sport bodies may have a preference a format that can be easily adapted for Event Bidding to circulate games between regions every few different event bids. Make sure that all the years, to ensure that the benefits of hosting, information printed is accurate and can be promotion of the sport and access to different delivered as promised. volunteer groups can be shared across the jurisdiction. A capable community in a region • A bid presentation This will be needed which has not hosted a championship for the by the bid committee to present the bid sport in a few years might enjoy an advantage to the sport governing body. Its degree if it decides to throw its hat in the ring. of sophistication must be matched to the expectations of the sport governing Finally, different rights holders solicit bids body. There are three critical components and decide on a host community at varying to every presentation: the quality of the lengths of time ahead of the event itself. Larger presentation itself, the team or person events tend to solicit bids earlier than smaller: presenting and the right people attending. international further ahead than local events. With a laptop computer, some great photos, presentation software, and some Enquiry to the responsible sports body technical know-how, a great presentation will yield the bid schedule for games and can be produced. Having the right people championships. Timelines vary from the to create the presentation is critical. In Olympic Games schedule being set seven years addition, if the event is going to inject ahead to less than a year for some provincial a million dollars into your economy, it events. Even a national sport organization is worth spending a few extra hundred may have available opportunities for some dollars to get the best person(s) to deliver championships within the next year or two. the bid presentation. Finally, you must ensure the right people are in attendance • A bid committee Getting the right people at your bid presentation. These decisions involved is essential. The bid committee are normally made during AGMs of the is the group who will be doing the work sport organizations, so it is likely that the of planning the event in its early stages. sport people will be attending. Can the Having the right people on the bid Mayor attend? How about the local MP committee also reassures the event owner or MLA? How about some of your young that your community knows what it is athletes? Above all, the sport’s decision— doing. makers have to feel that you will go that extra mile to make it a really great event. • A “Bid Book” or package This explains your plans for hosting the event. This There are lots of events for which bidding is must include all the technical information not necessary: about facilities, how you are going to host • All tournaments and invitational events the athletes, coaches and officials, and which are “owned” locally While many of make the event a technical success in such these are primarily for local participants, areas as security and transportation. It some assistance provided to the sponsors also needs to include information about could bring in out-of town teams/athletes, your community: its hotels, attractions making for a more interesting event and and why everyone who comes to the generating economic impact. For example, event will have a great time. Much of moving from an eight-team, two-day this information already exists in your event, to a 16-team, three-day event takes tourism office, and can be assembled in only a small increment of work. Invite

24 teams from across the border and it technical requirements, the key is having Event Bidding becomes an international event. someone in your community who is well- networked within the sport. These people • Training camps, courses and are often your best resource. conferences While these often have some

“Moncton was bidding on the Canadian National Hockey Championships. The decision was to be made at the Canadian Hockey Association AGM in Ottawa. was the other bidder, and the Canadian Hockey Association President was from there so they felt it was in the bag. The two cities’ presentations were set for 11:00 a.m. The board were just into asking questions at about 11:45a.m. when the door opened and in comes Frank McKenna, then Premier of . He just went round the table saying ‘Hi’ to everyone, telling them how much he was looking forward to the event coming to Moncton....and then left. Needless to say, we won the bid. Someone on the bid team had heard that he was going to be in Ottawa that day, and someone knew someone in his office. He was happy to do it.” Ian Fowler, President, Sport Moncton

Information Sources for Events Sport Information Resource Centre (SIRC) The best source of information for potential SIRC’s goal is to collect and archive events for your community is the sport educational sport information and to ensure volunteers in the community. They will individuals and organizations involved in know their sport and what is available and sport are aware of and have access to it. appropriate for the size of community. The www.sirc.ca magazines and websites of individual sport organizations will also list their events. Some SportsTravel magazine serves the other websites and sources that will help sports-related travel and event industry stimulate ideas: and the people who organize and manage sporting events of all types at all levels. ViaSport British Columbia www.sportstravelmagazine.com ViaSport is a not-for-profit organization responsible for providing strategic leadership Sport Business Group supplies information, to amateur sport in British Columbia. media and B2B marketing services to the www.viasport.ca international sports business community. www.sportbusiness.com The Canadian Sport Tourism Alliance (CSTA) has an event database of over 300 HostingBC.ca is a valuable legacy from the sport events that are open and available for Vancouver 2010 Olympic and Paralympic bidding (accessible to members only). Winter Games and showcases BC’s expertise www.canadiansporttourism.com and readiness to host sport events. www.HostingBC.ca Twitter @HostingBC

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World Police and Fire Games in BC: Event Bidding Advice from event organizers

How to choose the right sporting events for your Budget philosophy. community. To increase your community’s chance of • When planning the budget, be conservative with being awarded a sporting event, decide what events are revenue and generous with expenses. the right fit for the community. To determine this, ask: • Revenues include concession revenue, athlete fees, • What assets do we have – good facilities, skilled sponsors, government partners and fees for social and well-connected sport people, local athletes, and cultural events. For major events such as the volunteers, sponsors, media, spectators? World Police and Fire Games, government funding • What kind of sport community are we – a soccer assistance is essential. Expenses include $750K community, a hockey community, etc.? This is an sanctioning fee and professional staff. indicator of the number and quality of volunteers • However, when operating the event, try to get that might be available. everything for free or minimal costs. • What level of competition can we do well for a particular sport – provincial, national, Organizational philosophy. For a sporting event, an international? What have we successfully hosted “instant” organization is formed where the organization before? goes from zero to many staff in a matter of months. • How many teams or competitors can we Some things to keep in mind: accommodate in hotels, sport facilities, • Volunteers provide a great community connection transportation systems, restaurants, entertainment and are the true spirit of any event. However, they options? are not free and are not there for event organizers • What time of year is best to host an event – when to exploit or to be treated as free labour. are sport facilities and accommodations available? • Volunteers need to be respected for giving their • Can the event be profitable in our community? time and have a purpose by integrating them with • How strong is our community’s will to host this staff. event? • Volunteers need to be recognized and praised • How does this event fit in with our community’s for their work and need to receive some benefits long-term tourism plans? (that could include training sessions, recognition programs, privileges at the event, high quality How to plan for the event once your community uniforms, merchandise, etc.). has been awarded it. These might have already been addressed in your bid but are important to keep in mind Post-event activities. as your community starts to put plans in place to host • Survey your staff and volunteers. the event. • Draft a report on the “good” and the “bad” and • Determine what your event goals are. Are they identify best practices so there is a knowledge to raise money, provide entertainment for your transfer to ensure your community becomes even residents, raise the profile of the community, create better at hosting sporting events. awareness for new facilities, host a higher level of • Remember to give post-event reports to sponsors so competition, attract international competitors, etc.? they will return. • Know that your community’s event can be two of: • Complete economic impact calculations after the event. fun, fast or cheap – pick two. • Know the difference between “doing things right” and “doing the right thing.” Sometimes they are Key points to consider: the same and sometimes not. • A major sporting event can generate significant • In creating the event organizing team, surround economic benefits to a community and significant yourself with a great team from committee members financial and other legacies for community and to staff to volunteers. Make sure they “fit” together sport groups. and there is no “class” system. • A potential sporting event should be chosen with • Break the project down into pieces – and then concentrate on each manageable piece. care to ensure a good fit with the community’s • Make the event fun for all involved, from athletes assets and interests. to volunteers to spectators to sponsors. This means • Volunteers need to be cared for and recognized giving real value to those paying to participate and to ensure a positive experience not only for a treating athletes like the stars they are. particular event but to build a volunteer corps for • Ensure clockwork execution where nothing is left future events. to chance. This means the leadership team has • Post-event reporting is important for knowledge contingency plans and has thought through transfer and to encourage sponsors and partners every detail. to participate in future events. 26 There are already lots of people in your and the profit from the shirt sales. And Event Hosting community who have hosted events before and the earlier that the tourism industry gets know what to do. involved, the more creative the partnership can be. Conventions always have a spousal These are the sport event organizers as well as program, but sport events seldom do. Why others who have organized the community’s not? Because there is no one to organize pancake breakfasts, lobster suppers, Santa Claus them. parades and many more. • Financial and in-kind resources A partnership between tourism and sport Two things that can make your event organizers’ groups can expand the scope and potential lives easier are: of sport events, but there is also a critical need in every event for resources. This can • Partners Sport organizers are used to “just take the form of financial resources (a little doing it!” They tend to get on with the event seed money goes a long way). It can also be organization with a focus on their goal which in-kind resources, providing what the event is to put on a great technical event. They organizers would otherwise have to buy. This do not think that they are in the tourism could include any of the following: business, nor do they want to be – they have enough on their plates just getting the - administrative support loan of a technical event to run smoothly. However, staff person, loan of or access to a copier or they will be open to working with partners computer, office space or meeting room if it means they need to do fewer things, - event technical equipment from cell phones but not if it means doing a few more! The or radios to road barriers and fluorescent tourism industry in the community needs to vests for marshals step forward and be a true partner, leading - specialist skills such as a treasurer with the question what can we do to help? - and many more. Arranging the hotel accommodation, setting up food concessions, arranging the art work Tourism agencies and municipalities can facilitate for the programs and T-shirts – these are the access to these resources through their community kinds of things that the sport organizers will networks which tend to be broader and different be glad to have someone look after, especially from those of the sport community. if they get to share in the room commission

27 2 Categorizing Sport Events

Event Hosting Community sport event hosting grants Hosting BC Grant Program Since 2004, the Ministry of Community, Sport and Cultural Development has been investing in event hosting and the Hosting BC Grant Program to facilitate sport, economic, social, and community development. In September 2010, expanded funding for event bidding and hosting was announced.With support from the 2010 Sport Legacy Fund, the Hosting BC Grant Program has expanded its guidelines to include an allocation for provincial, regional and invitational events. For more information visit www.viasport.ca or www.hostingbc.ca.

Kamloops’ Grants The City of Kamloops offers Tournament Capital Grants to groups hosting tournaments involving out-of-town participants. The grants are specifically for amateur sport organizations/ individuals. Grants range from $200 to $1500 depending on the type of tournament (from regional to invitational). For more information, visit the City of Kamloops website www.tournamentcapital.com.

Burnaby Grants Tourism Burnaby has launched a Sport Burnaby Hosting Grant that offers financial support of up to $5,000 to local, provincial, national and international sport organizations that host a sporting event in Burnaby. The grant will also provide support for non-profit organizations to bid, host, promote and administer new sporting events in the city.The Sport Burnaby Hosting Grant includes a variety of funding levels for events ranging from collegiate and provincial events to international competitions. For more information visit www.tourismburnaby.com.

28 Event Hosting Community sport event hosting grants, continued City of Vancouver The Vancouver Sport Hosting Grant provides financial support for sporting events that have the potential to bring significant direct and/or indirect economic, social, health and community development benefits to Vancouver. A total of $55,000 is available for the year. For more information, visit vancouver.ca/people-programs/sporting-event-grants.aspx.

29 3 Understanding the Event’s Balance Sheet

Direct Economic Impact of the BC Games

DIRECT SPENDING Other GAMES By Participants By Organizers Economic Total Activity Victoria $1,410,000 $817,000 $2,227,000 Summer 2000 Quesnel $784,000 $306,000 $1,090,000 Winter 2000 Nanaimo $1,467,876 $562,901 $540,727 $2,571,504 Summer 2002 Kimberely and Cranbrook $1,128,000 $658,000 $1,786,000 Winter 2008

Source: BC Games Society: www.bcgames.org/dotnetnuke/Portals/0/Documents/Economic%20 Impact/Kimberley%20Cranbrook%20Economic%20Impact.pdf

Sport becomes tourism when people are drawn Another example: The Zone 8 BC to a community by an event or activity and Championships are being held in Fort St. John. spend money which they would not otherwise They last two days and most of the 60 athletes have spent. Events that only cause local people arrive on the Friday night. Most come with to spend their money in a different fashion are one or more parents, sometimes with siblings. not as valuable to the local tourism industry as They stay two nights. The economic impact on visitors from out-of-town. the community is significant.

Let’s look at an example: are playing the in the WHL. No supporters come from Medicine Hat. The Kamloops arena is full of people from the Kamloops region. The only people bringing new money to Kamloops are the Medicine Hat team and coaches, and they are leaving straight after the match to drive home. Certainly the restaurants and bars in downtown Kamloops will do good business, but this is money that would otherwise have been spent elsewhere in Kamloops.

30 Event Economic Impact Report for the City of Fort St. John (FSJ)

Visitor Expenditures by Organization Expenditures Employment Generated by visitors to FSJ either specifically received either in cash or the host organization or other for the event, or those visiting in-kind, both by the host organizations. anyone, who stayed longer organization, or other because of the event. organizations as a result of the event. Part spent in FSJ Total person days 0 included in economic impact Employment multiplier 1.08 calculation. Multiplier effect 0

Total Visitor Expenditures Host Organization A conservative estimate. $ 9,614 In cash $ 3,568 Additional jobs are In kind $ – created in the community Other Organizations by the expenditures such Value $ – as in food and beverage Spent in FSJ $ 1,612 establishments and hotels. These person days are in addition to the employment multiplier Total Visitor and Organization Expenditures in Fort St. John effect. $11,226

Indirect and Induced Effects Income/expenditure multiplier 1.25 Multiplier effect $ 2,807

Person days 0 Total Event Economic Impact $14,033 in new money of employment

Source: Yates, Thorn & Associates. (2001). Event Economic Impact Report for the City of Fort St. John

From the two preceding examples we can one day participant events require the identify certain key factors in determining participants to stay overnight and to eat the value of sport tourism events to the well to be ready for their competition. community: • Mass events rather than individual • Spectator events versus participant sports Some events easily attract many events While events which draw participants, such as road races and spectators are great for increasing cross-country skiing loppets, or you can community profile and as attractions change the format of other events to for tourists who are already visiting a attract more participants, such as creating community, they largely serve a local a 3-on-3 basketball tournament versus the market and thus bring little new money traditional format. to the community. In contrast, even small 31 3 Understanding the Event’s Balance Sheet

• More isolated communities have greater • Length of event is a critical variable A potential to leverage dollars People are hockey match brings less tourism benefit more likely to stay an extra night or two than a hockey tournament. Indeed, at an event that is a greater distance from increasing the scale of a tournament (its their homes. While obvious, this offers length or the number of teams involved) significant opportunities for communities becomes a key strategy in developing for which other forms of tourism are sport tourism opportunities. problematic. Sport tourists are the best tourists: they turn up rain or shine, at • Demographics As noted earlier, youth a pre-arranged time, even if it is in the sport is important because it brings middle of winter, since they have to be parents and siblings along too. Finding there to compete. ways to bring additional family members, such as spousal programs or matching a small youth competition alongside the main adult event, again become sport tourism strategies.

A closer look at the different types of revenues • Event direct hosting costs Each event Event and expenditures associated with sport will have an organizing committee Revenues and tourism will also give a better idea of strategies that will have expenditures for staffing, that communities can adopt to maximize their administration, accommodation, Expenditures benefits. insurance and a plethora of other categories. Some of these expenditures can Expenditures be reduced by partnering as noted earlier. • Capital construction costs Each sport , it should be recognized has technical standards which determine that these costs and activities are the same where and how they can be staged. The for most events, and there is the potential Vancouver 2010 Olympic and Paralympic to adopt new ways of doing business, Winter Games required the construction such as by sharing these costs across of several major facilities such as those several events and thus capturing certain for ski-jumping, and a cross country economies of scale. This may also allow ski venue. Other events can be staged several volunteer jobs to be consolidated in community-level facilities such as into one paid position, thus reducing the an arena or gymnasium. The capital load on over-stretched volunteers. construction costs necessary to host an event should be factored into the decision • Event indirect hosting costs Some on which events to bid on, not figured out sporting events may have an adverse after the bid has been won. This is not to effect on some residents. For example, say that capital construction should be the Molson Indy was a great tourism avoided, rather that it should be part of attraction, a revenue generator and the plan. The capital facilities are a major showcased Vancouver across the world part of the legacy for the event and should via TV. But it was also noisy for local be planned with the hosting of many residents, bringing lots of traffic and other events in mind, as well as the service congestion, and required considerable that they can provide to local sport and additional policing costs. Another recreation development. example may be when a regular hockey 32 game gets rescheduled while an Old Events which encourage families to join in Event Timers or Peewee tournament takes that the fun will occupy more hotel rooms than Revenues and time slot; so someone phones the Mayor, ones that involve participants sharing four and she phones the Recreation Director; to a room. Expenditures then it is harder for the next tournament to get the ice time they need, so they move • Direct event revenues Revenues that to a new location next year. Sport tourism sport organizations actually see passing needs to be planned and managed for through their hands and books such as the long term, with all parties, especially admission fees, sponsorships, food and Council and the public, being involved in beverage sales and for the largest events, the planning. The long-term benefits must television rights are direct event revenues. be understood and the plan must not get Every effort should be made in sport swayed off course by short-term issues. tourism to ensure that more of the funding from visitor expenditures gets channeled into the organization’s coffers. Any profits Vancouver’s “One Stop Shopping” that can then be fed back into community The City of Vancouver has a Festival sport are a great incentive for putting on Expediting Staff Team (FEST) that meets another tournament next year. with event organizers to provide “one stop shopping” for events that use city streets Multipliers in some way. It includes representatives Multipliers can be included in any economic from various municipal departments and impact assessment. The multiplier effect occurs other levels of government: Vancouver Park when money spent on goods and services is Board Event Planning, Police Planning, Fire at least partially re-spent on other goods and Planning, Engineering Planning, Health services in the community by the individuals Department, Social Planning, Risk and or businesses receiving the money. There are Emergency Management, Transit and BC two streams of re-spending that are triggered: Ambulance. www.vancouver.ca indirect and induced. • Indirect economic activity Occurs in a community when a business or other Revenues organization that receives money re- • Participant and other visitor spending spends some of that money on goods and One of the main reasons that those services provided by other businesses and involved in sport events do not see organizations in the community. A prime themselves as being part of the tourism example is the , which industry is that they are not involved with spends some of the money it receives from visitor spending, which is normally the visitors on a variety of goods and services largest portion of the economic impact provided by local businesses(e.g. food and of an event. Calculations about per capita beverage wholesalers). spending vary, but it is likely between $75 and $125 per day on average. Thus a 16 • Induced economic activity Occurs in a team, weekend hockey tournament with community when people who earn income 12 teams from out of town can easily inject spend some of that income on goods and $100,000 into the local economy in visitor services provided locally. Where they spending. Youth events will have lower earn the money (i.e. from within the per day spending, but may bring larger community or outside of it) is irrelevant. numbers of other visitors such as parents. The important consideration for the local

33 3 Understanding the Event’s Balance Sheet

economy is that these income earners and “great event.” The image of success is Event spend as much of their money locally as linked with quality of life, health, fitness Revenues and possible. and activity. With outdoor sports, from field sports to outdoor recreation-based Expenditures This spending and re-spending activity creates (, skiing, etc), the image of both income (for businesses and individuals) “green” and “environmentally sustainable” and employment. is also included. In a world of industries and workers who can telecommute from Other Non-Monetary Benefits anywhere, these are very positive images There are many other ways in which sport for economic growth. tourism can contribute to a community’s economy: • Cultural and multicultural development • Return visitors Sport often takes Sport links cultures and countries. In the participants and their families to places first sport event in post-war Iraq, a local that they have not been before and would Basra team beat a British Army team 5 not normally visit. In many surveys, -2 (as one British army player noted “... visitors to sports events have noted that but they had proper soccer boots!”). Closer they would return to the host community to home, the Surrey Filipino Soccer for a vacation or to participate in the Invitational brings to the Lower Mainland same event the following year. Sport over 30 teams from around North event participants are often seeing the America. links Canada to community at its best; they have been South Asian countries, rugby to Australia having fun and they leave with good and New Zealand, baseball to the US feelings about the community. This state and to , and soccer to the world. of mind is clearly what sport tourism Hosting international sport tournaments event organizers should plan to achieve. is not only good for tourism, but good for cultural relations and establishes BC’s • Regional identity enhancement Major place in the world. cities have recognized that sport events put their cities in the news in a way Sport tourism can be an enormous catalyst that nothing else does – and the news is for both economic growth and positive almost always positive, accompanied by community change. phrases like “successful championship”

It is important, both before and after the event, Step 1 – Calculate Visitor Expenditures Calculating to be able to report about the economic impact Visitor expenditures can be estimated from the and Tracking of a sport event. Before the event occurs, following data: Council members will want to know what • The number of people at the event Economic impact the event will have on the economy, • The percentage of these people who Impacts while after the event, it is important that this are from outside the community and message be reported back to both Council attending or participating in the event was and the general public. In summary, the the main purpose of their visit following four step process will achieve a good • The expenditure per person, per day estimation. • The length of the event in days

34 Step 2 – Calculate Organization Expenditures Calculating The total amount of “new money” from STEAM model and Tracking organization expenditures can be estimated The Canadian Sport Tourism Alliance from the following data: has recognized the challenges associated Economic • The event direct hosting cost, which could with generating credible and cost-effective include any contributions that come in- economic impact studies. Therefore, Impacts kind as well as in cash, since these in-kind in association with Sport Canada, the donations may contribute to the value of Canadian Tourism Commission, the the event. Canadian Tourism Research Institute • The contributions of other organizations (CTRI), and the Canadian Association of which are involved in funding the event. Convention & Visitors Bureaux (CACVB), • The proportion of the total organization the Sport Tourism Economic Assessment expenditures spent in the community. Model (STEAM) has been developed.

Step 3 – Calculating Employment The objective of this undertaking was to The number of days of paid employment develop a tool that was both easy to use created by the event should be calculated. It and easy to access. STEAM meets the first is helpful to identify the types of employment criteria, ease of use, as the only information since this makes any supplementary assessment needed to generate results from the model of the value of the employment easier to are a basic knowledge of participant and undertake. spectator demographics, augmented with information contained in the event’s Step 4 – Multipliers business plan. An expenditure multiplier can be applied to the total of visitor and organization expenditures The second criterion, ease of access, has that are “new money” to the community. been met through the hosting of the model on the internet. STEAM is the world’s A similar multiplier effect must be applied to first web-based economic impact model the paid jobs that are created. specifically designed for sport events.

These calculations will yield two measures of STEAM PRO the economic impact of the event: STEAM PRO has been designed to • Total Economic Impact, and empower organizers of sport events with • Total Employment created in person/days the tools and technology to conduct surveys on-site at events in their communities.

For a full list of costs and services email: [email protected]

Source: www.canadiansporttourism.com

35 4 Trends in Sport Tourism

Strong trends are changing sport tourism: Canadian Sport Tourism Alliance (CSTA) • Global recognition of sport tourism as a CSTA Membership Benefits valid industry segment. • CSTA Events Database • Increasing organization of this industry • STEAM – Sport Tourism Economic segment – In Canada, in BC and in its Assessment Model communities, sport tourism is becoming • Sport Tourism Planning Template more organized and structured. • Business Plan Template for Staging a • Recognition of the sector’s potential for Sport Event growth, while some other sectors face • Industry-related domestic and decline. international market research • Demographic growth in the baby boomer • Economic impact reports on major and echo generations. Canadian sport tourism events • Rising women’s participation in sport, a • Industry-related academic research dramatic change over the last 20 years. • Links to industry-related organizations • Globalization, sponsorship, and • Networking opportunities technology. At its highest levels, sport is • Preferred rates to Annual Conference now truly global, with major sponsorship • Sport tourism industry tools and best revenue. practices • Created events. Communities with sport • Newsletter tourism experience are recognizing the • Membership directory potential for creating their own events, • Access to selected provincial and designed to fill gaps in a calendar or national marketing programs capitalize on a specific opportunity. • Opportunity to participate on CSTA • Social and environmental values. Sport planning committees and task forces events can make a statement and build • Access to Canada bid template for multi- partnerships with social causes and media bid presentations and Canada environmental stewardship. promotional items • Regional workshops/training and education sessions.

Source: www.canadiansporttourism.com

Educational Opportunities Sport tourism and related recreational programs are gaining momentum as a chosen field of study in BC.

go2™ – A resource for people in tourism that provides information on educational institutions located in BC that offer sport tourism related courses and programs. www.go2hr.ca

LinkBC is a tourism/hospitality education network. Education partners from around BC work together to promote best practices in tourism education, share research findings, tourism knowledge and resources. www.linkbc.ca

36 UNIVERSITY/COLLEGE COURSES British Columbia Institute of Technology Tourism Marketing Management Hospitality Management Golf Management Camousan College Hospitality, Tourism & Golf Management Travel Counselling Tourism Management, Outdoor Recreation Management Business in Tourism, Wilderness Leadership Mountain Bike Operations Professional Scuba Dive Instructor Program Adventure Tourism Business Operations Mountain Adventure Skills Training Tourism & Recreation Management Hospitality Management Aboriginal Tourism Operations Native Education College Aboriginal Tourism Management Adventure Tourism Management North Island College Coastal Adventure Tourism Tourism & Hospitality Management Business Administration (Hospitality and Tourism Okanagan College Management Specialty) Golf Club Operations Royal Roads University Resort and Hotel Management Operations and Management Golf Club Management and Operations Selkirk College Ski Resort Operations and Management Resource & Environmental Management (Tourism Simon Fraser University Planning & Development) Adventure Studies Tourism Management Canadian Mountain & Ski Guide Thompson Rivers University Events & Conventions Management & Hotel Management Sports Event Management Adventure Sports University of Northern BC Outdoor Recreation and Tourism Management Peter B. Gustavson School of Business at the Bachelor of Commerce (Service Management University of Victoria Specialization) Hospitality Management Vancouver Community College Sport Management Sustainable Leisure Management Tourism Management (Recreation) Hospitality Management Vancouver Island University Recreation and Sport Management Tourism Studies Event Management

37 5 Organizing to Develop Sport Tourism

In the preceding sections of this guide we have looked at what makes up the market sector of sport tourism and some of the key issues and trends impacting it. In this section, we will look at some of the steps necessary to grow sport tourism in your community, as well as providing some simple tools and worksheets to help you get started.

Sport tourism may already be happening in It is likely that most of these people, and the Understanding your community. Research the activities that folks at the hotels and restaurants, do not What Already take place on most weekends: think of themselves as being involved in sport • Who is arriving in town on a Friday night tourism, but sport tourists they are. Happens or Saturday morning? in Your • Are there groups of people of similar The first step in building this niche market is age and gender carrying large bags of to recognize that it is already there. The next Community equipment checking into the local hotel? step is to conduct an inventory on what is • Are there school buses from out-of-town happening, what resources are involved and districts parked by the high school gym? who are the key people. • Count the vans and station wagons heading for the first ferry with a bag of 20 soccer balls in the back.

In your community…

What sports are attracting What facilities are being used? Who are the key people? out-of-town participants?

38 Now that you have identified that sport tourism is already a part of your community, the next Assessing step is to gather together those key people. A meeting or workshop can be held to build a picture Strengths, of the community’s strengths, weaknesses, opportunities and threats. It might look something Weaknesses, like this: Opportunities Our Community’s Strengths for Sport Our Community’s Weaknesses for Sport and Threats Tourism Tourism (SWOT) For example: For example: • Keen sport community • Lack of hotel rooms • Lots of volunteers • Hotels already full in the summer • College has good facilities • Lack of regular flight service • Outdoor recreation opportunities • No local industries to be sponsors • Canadian dollar attractive to sport • Sports are not linked together participants from the US • Poor quality of municipal facilities • Low accommodation costs relative to • Events often happen on the same other parts of the province weekend • Etc. • Etc.

Opportunities for Sport Tourism Threats for Sport Tourism

For example: For example: • Use college residences in the • College will not be supportive summer • No one is prepared to put up the seed • Find winter events when hotels are money we need to get started not full • Etc. • Focus on outdoor sports • Use the college’s facilities, especially the large gymnasium • Market to sport clubs in Washington State • Find ways to get sport groups to work together • Etc.

39 5 Organizing to Develop Sport Tourism

It is always essential to agree on what you are more business to the community, and they Setting the going to do and why you are doing it. It is also are interested in developing new tourism Community’s important to understand that different people niche markets. They are revenue focused. and groups in the community, all of whom • Business community – Business people Mission and may be interested in sport tourism, may have want to bring more people into the Goals different things they want to achieve. In most community and to enhance the image of cases, there will be three or four different the community along with its potential to viewpoints: host more events. • Sport community – Sport people are • Municipality – Council wants to see all interested in great tournaments, judged these things happen, and to ensure that from a technical viewpoint. They are also there is a positive message from each interested in sport development, especially event that gets back to the general public. youth development. They are interested in better facilities and equipment for their Success will only come if these disparate goals sport. They are interested in improving are merged at the beginning of the process. the image and profile of their community in provincial and national sport affairs. It is essential to consciously build a win- • Tourism community – Tourism people win philosophy. Start with a mission and are interested in “heads in beds.” They are goalsetting which might read as follows: keen to support ventures that will bring

To establish (our community) as a recognized location for hosting top quality sport events. MISSION • By supporting and strengthening existing sport events, and • By expanding our capacity to bid on and host additional events.

To develop an organizational framework to support both bidding and hosting.

To promote the concept of sport tourism so that all residents and decision-makers know the value of sport events, in economic terms, in their capacity for sport and community development, and their ability to enhance the community’s image. GOALS To develop a marketing strategy that will focus on the community’s strengths.

To develop the tools, resources and facilities that are necessary for event organizers to stage top quality events.

Your community’s mission and goals will be different, but they should span the interests of all partners, and should focus on the work that has to be done to move sport tourism forward.

40 A Broad Vision of Sports

It is easy to make statements such as “we are a hockey town.” But you will find that there are a lot more sports represented in your community than just the two or three that come immediately to mind. Take a moment, preferably with a group of people who know sport in the community, to review the following list – check the sports that are active.

Alpine Ski Field Hockey Figure Skate Raquetball Water Ski, Wakeboard & Wake Surfing Athletics – Marathon Weight Lifting Athletics – Track and Football Rock Climbing Para-athletics (Bouldering) Freestyle Ski Althletic – XC Rodeo Wheelchair Rugby ATV Club Roller Skating/Blading Wheelchair Tennis and Adaptive Wrestling Golf Rowing Baseball Yachting Gymnastics - Artistic Rugby Basketball and Adaptive Yachting - Windsurf Scuba Diving & and Para- Gymnastics - Rythmic Snorkeling biathlon and Adaptive Shooting Bobsleigh – Skeleton Skateboard /Back Country Touring/Skiing Ski Jumping Hockey Snowboard and Para- - Lawn snowboard Hockey - Sledge Bowls - Carpet Snowshoeing Hockey - Ball Boxing Soccer Softball - Fast Pitch or Kabbadi Canoe – Flat Water Slow Pitch Karate Special O Canoe – Adaptive Kayak - Flat water and Cerebral Palsy Sports Adaptive Kayak Sport Parachute Kayak - White water Cross Country Skiing and Adaptive Kayak and Para-cross Kite Surfing Stand-up Paddle Country Skiing Boarding - Box Curling/Wheelchair Swimming Curling Lacrosse - Field Synchro Swimming Cycling - BMX Lifesaving Society Cycling - Mtn. Biking Luge Cycling - Road and Luge - Naturbahn, Handcycling Volksrodel Team Handball Cycling - Track Mixed Martial Arts Tennis Dirt Biking Trail Running Diving Nordic combined Triathlon Dodge ball Orienteering Ultimate (Disc sports) Dragon boat Outrigger Canoe Volleyball - Indoor Equine Pickleball Volleyball - Outdoor Fencing Pole Walking, Nordic Volleyball - Sit Walking

41 5 Organizing to Develop Sport Tourism

Each of the sports that have been identified as open up once you consider the implications Looking at having a base in your community will have their of this: you could be the host community Facilities and own facilities and venues. There are a number of for the Commonwealth Fencing considerations regarding facilities and venues: Championships (held in Whistler, at the Venues top of Blackcomb Mountain, in 1994); or • Ensuring that the owners are the World Wrestling Championships (held represented in the planning process at BCIT in Burnaby in 1987); or the for sport tourism Sport event facilities Pacific Orienteering Championships (held are owned and managed by a variety of in Merritt and Kamloops in 1989); or the organizations. Examples of sport event World Disabled Ski Championships (held facilities that are found in communities in Kimberley in 2001) include: - Municipal facilities, such as arenas and • Thinking about other opportunities that pools. these facilities provide Look at, and talk - School facilities, such as high school to, the facilities in your community and gymnasiums get sport people involved. This may also - College or university facilities, such as open up other avenues for sport tourism gymnasiums, running tracks, artificial in your community. These might include and quality grass turf fields summer skill development camps, coaches - Private facilities, such as gymnastics and and officials training, or sport meetings martial arts clubs, shooting ranges or ski and conferences. It might also start hills you thinking about created events that - Non-profit clubs, such as tennis, squash could fill a niche for a facility owner: for or lawn bowling clubs example, making better use of the arena - Public outdoor facilities, such as lakes, at the beginning and end of the regular rivers, and parks. season in September and April.

An overall sport tourism strategy for the • Assessing capital upgrading possibilities community must include the appropriate It is always attractive to dream of what decision makers for each of these facilities events could be hosted. The “if only we...” in the process. Some may not want to be full possibilities are endless. This requires members of any planning committee, but both a word of caution and a word of should still be kept informed and given the encouragement: opportunity for input on issues or ideas for - Caution Sport tourism can be levered off events that would involve their facilities. the facilities that exist in your community. Sport tourism makes better use of what • Assessing the level of competition that exists, by bringing a new revenue stream can be hosted Each sport will know the to the facility owner and the benefits competition requirements for their sport, of tourism to the community. It very and which of the community’s facilities seldom makes economic sense to build meet those standards. This may yield community sport facilities with events as surprising results, especially where it their primary purpose. concerns sports with limited requirements - Encouragement If new facilities are for national or international competition. being planned, then make sure that Sports that use a gymnasium, for instance, they can serve the widest possible range could indicate that a world championship of sport events, and that they are not may be hosted in your community. The compromised by penny pinching over the potential for sport tourism will rapidly design in ways that exclude event hosting. 42 Goals for sport tourism in a community can If sport tourism is to succeed in a community, Human include: getting more tourism benefit out of it must move from a single event focus to a Resources existing events, and hosting more sport events. focus on a stream of events. There are two Both must involve using human resources in elements to this: new and more creative ways, since the existing • The learning from one event must be model for sport event hosting, which is a passed to the next. The learning of the volunteer-based model, will not stretch much accountant must be gathered in the farther. Communities that want to get into form of both written materials and by sport tourism need to be prepared to think persuading volunteers to work across creatively around these issues. They need to several events. consider using their volunteers in different • The similarities between events is in their ways, as well as managing them better. They non-technical aspects: accommodation need to think of how paid employment can be planning, food and beverage, ground created, and where the people with these skills transportation, security, etc. All sport will come from. events are quite similar and information on these topics can be shared, as opposed A sport event is generally managed in a fashion to the technical aspects which differ that involves the following steps: between sports. • A group of volunteers is brought together as the event hosting committee. The other key realization in finding new • Skills are assessed and committee ways to do business is that the volunteers are members take on certain portfolios. A interested in the technical aspects first, and person whose day job is as an accountant are doing the non-technical things in order often becomes treasurer; someone else to make the event a success. Most would takes on ground transportation, security, rather the non-technical things looked after etc. themselves. • The matching of skills is not perfect. The accountant may audit companies or work The potential for converting volunteer to paid for the provincial government. He knows positions can be found on these non-technical little of event management. issues. There is a growing profession of event • They all do a great job and the event is a managers, and many community colleges have success. They attend the banquet and are courses which include these skills. There is thanked. They have learned a lot, but are potential to adapt or develop your community’s burned out. approach to sport tourism so that these human resources are provided to a range of events, And the next event starts the process all over thus relieving the volunteers of some of their again with new people. There is little shared responsibilities and freeing them to focus on learning between events. this event and to do another one next year (as opposed to in five years’ time).

43 5 Organizing to Develop Sport Tourism

The tourism industry in the community has • The accommodation and food/beverage Assessing a tremendous amount to gain from working sectors are the major beneficiaries of the the Tourism closely with the sport organizers to host more, economic impact of sport events. Sport and better, sport events. Several key points can tourism must be a partnership between Linkages be made: the sport sector and the tourism sector. In any partnership, there has to be a degree • Sport tourism planning can assist of equity between the partners in terms of the tourism industry to overcome both effort and expenditures to create the low capacity periods. A community product, and sharing the revenues from assessment will show that the tourism the product. In most sport events, the industry has high and low seasons. Sport efforts and the expenditures are made by events occur year-round and an effective the sport sector and the revenues flow to sport tourism strategy will be designed to the tourism sector. However, expanding boost events that occur at low season. the tourism component must also mean renegotiating the financial arrangement. • Event planning can work to match the demographics of sports and events with More of the revenues from sport events the desired demographic profile of the must be made to flow back to the sport local tourism industry. The choice of event organizers. The sport sector can sports and niches within those sports be proactive in this regard. The tourism can also be segmented by demographic sector works on a commission basis, and profile as well as by time of year. Thus, will not be averse to paying commission a sport tourism strategy could focus on, on hotel rooms and restaurant meals say, curling and rugby, and on masters consumed. Event organizers must develop level competition, since these tend to ways of working smarter in order to make have higher per capita spending levels. this happen. However, tourism partners will need to recognize that youth development is • Encourage the linkage with local important to the sport community, who businesses. Local businesses can benefit will want to see youth competitions given from sport events, both when they happen equal billing in any sport tourism strategy. in the local community and by identifying markets through them, as shown by • The biggest benefit of bringing together the stories on page 45 of the Kootenay sport and tourism is in the addition of Knitting Company and Edible BC. the tourism dimension to sport events. Sport events often have little tourism Working together, sport and tourism partners content; adding this information to the can achieve considerable success. package, and marketing events as tourism experiences, will encourage participants to bring their spouses and families, to come earlier and to stay later. It is likely that the visitor expenditures associated with a sport event could be doubled through these kinds of initiatives.

44 Assessing The Kootenay Knitting Company seized an indirect Olympic opportunity. They won a high- the Tourism profile contract to provide the CBC with sweaters and vests for the 2002 Salt Lake City Winter Linkages Games. The exposure they received has had a huge impact on sales. Edible British Columbia: Finding Hidden Opportunities As a sort of for the palate, Edible BC wanted to capitalize on opportunities in 2010 when thousands of visitors converged on the Lower Mainland – it just wasn’t sure exactly how.

The small Vancouver company was launched in 2005 by Eric Pateman to offer local expertise to visitors looking for the ultimate culinary experience. Pateman realized he didn’t have the budget to be an official 2010 sponsor, but he did bank with one. “The first step to the Olympic Games was talking to RBC,” said Pateman. “I told them I would like to be part of the 2010 Winter Games, but I wasn’t sure how. I knew I needed to go out and find business for us.”

Through networking and attending events connected to Games planning, Pateman created his own opportunity; providing Edible BC’s expertise to a US-based corporate hospitality firm that would be in town entertaining clients during the Games. “It’s just huge networking,” he said. “You’ve got to get your company out in front of people.”

Pateman worked as a sub-contractor to SportsMark Management Group, which helps large corporate clients build their brand through sports marketing and event planning. Leading up to, and during, the 2010 Winter Games, Edible BC arranged special dinners for SportsMark’s clients with the idea of providing them with an experience they will remember long after 2010.

One idea was to offer after-hours tours of Granville Island Market for international visitors, which would include a meal made from market ingredients. “The idea was to keep it small” Pateman said, noting that it’s very easy to over promise. “We aim to blow people away...”

Source: www.2010commercecentre.gov.bc.ca.

45 5 Organizing to Develop Sport Tourism

Destination British Columbia works on your community’s sport facility information Tourism various sport tourism programs and initiatives on the website by visiting the site and British aimed at helping communities leverage the clicking the Contact Us link. Follow us benefits of this rapidly emerging sector. Below on Twitter@HostingBC. Columbia you will find information on ways that BC Sport Tourism communities, in various stages of development, Advanced Sport Tourism Workshop can participate in these programs. This workshop is offered to communities that Initiatives have some experience in sport tourism and BC Sport Tourism Network could benefit from the latest industry research Facilitated by Destination BC, the BC Sport and a brief assessment of their sport tourism Tourism Network is made up of over 70 assets and experience in order to continue to communities across BC who share information grow sport tourism locally. and ideas, and work cooperatively to support sport tourism in BC. The Network meets Topics covered include: quarterly via conference call or in person to • Sport Tourism industry overview discuss industry updates, new developments, • Sport Tourism resources and share information between members. • Why grow sport tourism locally? An e-newsletter is distributed to the network • Community benchmarking and keeps members up to date on BC Sport • Community sport event hosting Tourism Network activities as well as relevant • Community inventory sport tourism industry news. • Local sport event hosting experience • Community sport club organizational [email protected] if you are capacity interested in joining the BC Sport Tourism • Community SWOT Network, or to determine if your community is • Goals and recommended actions for the already represented on the Network. next 12-18 months.

HostingBC.ca Book a Sport Tourism workshop for your HostingBC.ca showcases British Columbia’s community by emailing expertise and capacity to host world-class sport [email protected]. events. The website provides a sport hosting portfolio for BC communities, including an BC Sport Tourism Community inventory of over 300 sport facilities, sport Legacy Award hosting experience, photo galleries, maps, The BC Sport Tourism Community Legacy technical venue information, support services Award is one of the BC Tourism & Hospitality and key contacts. Industry Awards presented annually at HOST. The award recognizes a BC community that has Hosting BC Calendar of Events is available on illustrated the beneficial partnership between www.HostingBC.ca. The Calendar of Events sport and tourism in the past three years. The is a comprehensive listing of both competitive inaugural award was presented on February 16, and recreation sport events happening in BC. 2006 to Sport Kelowna: the award was presented From marathons to athletic competitions, you in 2007 to the City of Kamloops; in 2008 to can find it here. Initiatives Prince George; in 2009 to Tourism Abbotsford; in 2010 to City of Richmond/ Check out HostingBC.ca to see if your Tourism Richmond, and in 2011 to Penticton community is already listed. If not, post and Wine Country Tourism.

46 Tourism Sport Tourism Image Partnering Program Communities that are interested in British having images of their sport facilities on HostingBC.ca can participate in the Sport Columbia Tourism Image Partnering Program. Sport Tourism Communities will be provided with a photographer on a cost-share basis to obtain Initiatives shots of their sport facilities/events. The images will be featured in photo galleries within each facility page on HostingBC.ca and can also be used by communities to create sport tourism related marketing materials of their own.

Contact [email protected] for more information.

47 5 Organizing to Develop Sport Tourism

Arrange a meeting with the key people in sampling will tell you where they are from, Getting your community to talk about the potential what they like about your community, what Organized for developing a sport tourism strategy. Make information they got before they came and to be a Sport sure that you have representation from the what would draw them back. By the end of the municipality (Recreation Director), the tourism weekend you will have a good idea of some Tourism agency and one or two key sport groups. sport tourism strategies that will work for your Community Email a PDF version or print out copies of this community. publication to provide to them ahead of the meeting. Use the Resources section in Appendix 1 of this guide for further information, as well as support, Getting started may be as easy as wandering as you move forward in the development of a around your community on a weekend and sport tourism strategy for your community. talking to sport event participants. This simple

48 Appendices Appendix 1 Resources

Recommended Reading Websites of Interest

Economic Growth Solutions Inc. (2001). Ontario Sport There are many websites that offer information and ideas for Tourism: Competing to Win. Prepared for the Ontario communities interested in developing sport tourism. A few Ministry of Tourism, Culture and Recreation. suggestions are listed below.

Pealo, W. and Redmond, G. (2003). Canadian Sport Tourism: Examples of City Websites Focused on Sport Tourism: An Introduction. Cowichan Press. This book is designed as a Kamloops www.tournamentcapital.com course text for college students. Kelowna www.sportkelowna.com Prince George www.eventspg.com Ross, Stephen D. (2001). Developing Sports Tourism; Victoria www.sporthostvictoria.com An eGuide for Destination Marketers and Sports Events Planners. National Laboratory for Tourism and eCommerce, Other Resource Sites: University of Illinois at Urbana-Champaign. Hostingbc.ca www.hostingbc.ca Wilkinson, David G. (1988). The Event Management and Marketing Institute. Still the best “how to” on event hosting. Destination British Columbia Corporate: www.destinationbc.ca Yates, Thorn & Associates Consulting Services (1998). Consumer: www.HelloBC.com The Proceedings of the First Canadian Conference on Sport Tourism, Ottawa, February 5-7 1998. Prepared for the Sport BC www.sportbc.com Canadian Sport Tourism Initiative. British Columbia Recreation and Parks Association Yates, Thorn & Associates Consulting Services (1999). The www.bcrpa.bc.ca Proceedings of the Second Canadian Conference on Sport Tourism, Ottawa, November 4-6 1999. Prepared for the Canadian Sport Tourism Alliance Canadian Sport Tourism Initiative. www.canadiansporttourism.com

Yates, Thorn & Associates (1999). Sport Tourism in Canada – Canadian Sport Policy www.canadiansporttourism.com An Overview of Activity and World Trends. Prepared for the Canadian Sport Tourism Initiative. International Olympic Committee www.olympic.org Yates, Thorn & Associates, with Vance, Eric (2001). Event International Paralympic Committee www.paralympic.org Economic Impact Report for the City of Fort St. John. This report is available through the BC Recreation and Parks National Association of Sport Commissions Association, and includes a template for assessing the www.sportscommissions.org economic impact of sport events. Spirit of BC Community Committees www.spiritofbc.com Yates, Thorn & Associates (2002). Tournament Capital

Program Review. Prepared for the City of Kamloops. Sport Canada www.pch.gc.ca/sportcanada

Yates, Thorn & Associates, with Vance, Eric (2003). SportWeb™ www.sportweb.ca Tournament Capital Facility Proposals – Economic Impact Study. Prepared for the City of Kamloops. VolWeb.ca™ www.VolWeb.ca

Yates, Thorn & Associates (2002). Recreation – Tourism Master Plan. Prepared for the District of Logan Lake.

50 Appendix 2 Sport Organizations in British Columbia

There are over 100 sport governing bodies in BC, as well as many other sport related organizations. Many of these are members of Sport BC, the provincial umbrella organization for sport. The Sport BC website, www.sportbc.com, lists the websites and telephone numbers of their members, and other organizations.

National sport governing bodies contact information can be accessed through the Sport Canada website at www.pch.gc.ca.

Information about the international sport organizations can be accessed through the International Olympic Committee website at www.olympic.org. The General Association of International Sports Federations (GAISF) also has a website at www.worldsport.com.

Sport BC Members (See www.sportbc.com for the most up-to-date listing)

• Aboriginal Sport & Recreation • Boxing BC • Horse Council of BC Association of BC • British Columbia Amateur Athletics • Jiu-Jitsu BC Society • Badminton BC Association • Judo BC • Basketball BC • British Columbia Amateur Hockey • Karate BC • BC Alpine Ski Association Association • Lifesaving Society, BC & Yukon • BC Amateur Baseball Association • British Columbia Amateur Softball • Orienteering Association of BC • BC Association (Street Association • ProMOTION Plus Hockey) • British Columbia Archery • Premier’s Sport Awards Program • BC Colleges Athletics Association Association • Rowing BC • BC Disability Sports • British Columbia Blind Sports & • Skate Canada – BC/YT Section • BC Disc Sports Society Recreation Association • Special Olympics BC • BC Diving • British Columbia Deaf Sports • SportAbility (CP Sports) • BC Fencing Association Federation • Squash BC • BC Floorball • British Columbia Golf Association • Swim BC • BC Freestyle Ski Association • British Columbia Lacrosse Association • Synchro Swim BC • BC Games Society • British Columbia Ringette • Tennis BC • BC Rhythmic Sportive Gymnastics Association • The Pacific Institute of Sport Federation • British Columbia Soccer Association Excellence (PISE) • BC School Sports • • Tourism Burnaby • BC Snowboard Association • British Columbia Association • Tourism Vancouver • BC Soaring Society • Canadian Sports Centre Pacific • Triathlon BC • BC Speed Skating Association • CanoeKayak BC • 2009 World Police & Fire Games • BC Sports Hall of Fame and Museum • Coaches Association of BC • Vancouver Board of Parks and • BC Summer Swimming Association • Cricket BC Recreation • BC Table Tennis Association • Cross Country British Columbia • Vancouver Women’s • BC Waterpolo Association • Curl BC League • BC Weightlifting Association • Cycling BC • Volleyball BC • BC Wheelchair Sports • DanceSport BC • Water Ski and Wakeboard BC • BC Wrestling Association • Disabled Skiers Association of BC • Whitewater Association of • Biathlon British Columbia • Field Hockey BC BC • Bowls BC • Football BC • WTF British Columbia Taekwondo • Bowling Proprietors’ Association of BC • Gymnastics BC Federation 51 12th Floor, 510 Burrard Street, Vancouver, British Columbia V6C 3A8