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Sport Tourism FORE-um Round Table Summary Table #11 | Social Impacts of Events hosted by Wayne Long Topic Sponsor: SCORE Wayne Long, representing the City of Charlottetown | SCORE, led the discussion around the social impact of events. It was noted that while all municipalities, NSOs/PSO, and event rights holders consistently measure and evaluate tangible economic and tourism impacts associated with sport event hosting, very few capture the more intangible social impacts those same events have on a destination. Key Highlights: - Many organizations conveyed that while they would like to be able to better communicate the social impacts sport event hosting has on a destination, there is no existing tool for measurement. A potential solution to this challenge was communicated by the host in that oftentimes social impact objectives may be set during the lead-up to the event which can assist in directing the planning process to maximize these impacts; these objectives then serve as a checks and balances tool for measuring success. It was also noted that eventIMPACTS (in concert with a number of UK-based organizations) has developed a framework for social measures in concert with a number of which can be downloaded here: http://www.eventimpacts.com/impact-types/social. - Many municipalities are challenged to have their elected officials understand the benefit of social impacts (over economic and tourism benefits). There is a desire from municipalities to have event rights holders include planned social impacts in the bid process so that a focus can be placed on priorities and objectives from the beginning. - Social impacts can be used to sell a destination from a business development and professionals attraction perspective, as well as aid in newcomer retention. CASE STUDY: 2017 Tim Hortons Brier (St. John’s, NL) o In addition to economic benefits, STEP St. John’s used social impacts to sell Curling Canada on their city as a host for the 2017 Tim Hortons Brier. STEP undertook an ambitious pre-sale strategy that showed they could not only make the financials work in a smaller destination, but also that they had groundswell support from the community that would allow the 2017 Brier to be the event rather than just another event in St. John’s, a level of support that resulted in sold out draws and an incredible backdrop for the national broadcaster. CASE STUDY: Canada Games o The Canada Games Council has made it a priority for Canada Summer & Winter Games hosts to benefit socially, as well as economically, as a destination. On a direct level, the Council requires host cities to recruit a minimum 10% French-language speaking volunteers. While this recruitment process is more challenging in some jurisdictions than others, the Council has found that is it possible in all destinations and it serves to unite minority communities a lasting legacy of bilingual volunteers for future events. The Council also requires host destinations to employ substantive indigenous involvement from the bid process through to the legacy, a requirement that is serving to assist in nationwide reconciliation efforts. On an indirect level, the sheer size of the Games often serves to mobilize a community to come together; facility upgrades/new facility construction may also be enjoyed by the community(s) they serve for years to come. - Examples of social impacts o Sport Development: Increase sport participation, officials development, access to sport (underprivileged & marginalized communities) o Destination Advocacy: athlete word of mouth o Volunteerism: skill development/resume building, database for future events, community engagement, social network for seniors and more isolated citizens o Purchasing Behaviour: people tend to want to support corporations who give back to events they are passionate about o Community: mental and physical health, pride of place o Local Charitable Donation sometimes affiliated with major events .

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