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June 4, 2021 Dear Mayor and Council, Thank You for The

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June 4, 2021 Dear Mayor and Council, Thank You for The June 4, 2021 Dear Mayor and Council, Thank you for the invitation to present further information and attend the June 14 Prince George City Council meeting. Due to personal circumstances, I am severely limited in my ability to provide the specific information requested to meet the deadline for information in advance of the meeting. I am, however, able to provide you a very comprehensive report from the 2019 World Para Nordic Skiing Championships that will hopefully provide Council confidence in our management of the generous investment of $250,000 from the City for that event, and our ability to successfully manage and host future world level events, such as the 2024 Para Biathlon World Championships (and our related request for the City’s support from the Major Events Reserve). The BC Tourism Event Program (TEP) final report was one of the most comprehensive reports we prepared for the 2019 World Championships and we were highly commended by both Destination BC and Sport BC for the thoroughness and comprehensiveness of this report. Because there were no reporting requirements for the City funding, we felt that this would provide an extremely good basis for due diligence for the City's funding contribution. The TEP final report and accompanying attachments were provided to the City by email on Dec. 16, 2019. The main TEP final report document (see TEP Final Report - C18TEP0045 2019 World Para Nordic Ski Championships.pdf) also has a series of associated attachments which contain more detailed information that related to the main TEP final report document. The entire package is presented to Council for completeness but based on previous questions and comments, the specific section that may be of interest to council are: • The main TEP final report document (see TEP Final Report - C18TEP0045 2019 World Para Nordic Ski Championships.pdf) • A summary of the 2019 WPNSC event budget - see attachment: TEP Section 5 - 2019_WPNSC_event budget and TEP accounting.pdf • The economic impacts to the City - see attachment: TEP Section 2d - STEAM 2019 World Para Nordic PostEvent.pdf • Meeting the provincial visibility/recognition requirements, which we used for the City as well - see attachment: TEP Section 4- ProvBC - Recognition Requirements Also attached are the announcement video from Dec 9, 2016 and photos from the announcement highlighting the support from the City of Prince George • Live-streaming/social media reach data – see attachments o TEP Section 7 - Social Media stats from IPC.pdf o TEP Section 7 - Social Media stats Edge Comm.pdf o TEP Section 7 - Social Media stats JPBG.pdf I will also be able to attend the June 14 Prince George City Council to answer any further questions. Thank you for your consideration of this information, and I look forward to meeting with you on June 14. Best regards, Kevin Pettersen Director of Competitions Appendix 1 Final Report Template Tourism Events Program Final Report Section 1 – EVENT INFORMATION Event Name: Event Date(s): Event Location(s): Section 2 – TOURISM AND ECONOMIC OUTCOMES OF THE EVENT Please provide a summary of the key tourism and economic outcomes: Overall visitation: (Please include total participants and attendees. A more detailed breakdown of visitation is required in the event demographics table below) Hotel room nights generated: Incremental tourism revenues: Overall economic impact: (please attach an economic impact report if available) Local employment generated from the event: Other: Section 3 – IMPACT OF TEP FUNDING Please provide a summary of the impact of TEP funding (for example: describe the incremental benefits that were achieved through TEP funding, how did TEP funding expand or broaden the reach of your event). Section 4 – PROVINCIAL RECOGNITION Please provide a summary of the provincial government recognition during, before or after the event (for example, logo placement, provincial funding acknowledgments, advertisements, etc.). Section 5 – EVENT BUDGET AND TEP ACCOUNTING Please attach your Final event budget and final accounting of the Tourism Events Program funding in accordance with eligible uses of funds. 16 Section 6 – EVENT TESTIMONIES (OPTIONAL) Please share the success of your event with us through testimonies, quotes, photos, or narratives of your event. Section 7 – EVENT DEMOGRAPHICS Please complete the following summary of key event demographics as applicable to your event. KEY POST EVENT DEMOGRAPHICS Number/List Participants/Athletes (if applicable) International Participants/Athletes National Participants/Athletes (from outside B.C.) Local and Regional Participants/Athletes (from B.C.) Total Participants/Athletes Attendees/Spectators International Attendees/Spectators National Attendees/Spectators (from outside B.C.) Local and Regional Attendees/Spectators (from B.C.) Total Attendees/Spectators Broadcasting – Countries/networks (if event was televised) International networks (list - network/country) National networks (list - networks) Provincial networks (list - networks) Local networks (list - networks) Television audience (if event was televised) International TV audience (number) National TV audience (number) Provincial audience (number) Web broadcast audience (number) Media Media in attendance (list) Media impressions (Twitter, YouTube, Instagram, etc.) Main media partner (if applicable) Other (please specify) 17 Table #1(A) - Economic Impact Summary - Combined Total: Prince George (CA) British Columbia Canada (Dollars) Initial Expenditure $3,402,975 $3,402,975 $3,402,975 Gross Domestic Product (at basic prices) Direct Impact $614,449 $639,254 $639,254 Indirect Impact $910,433 $1,701,883 $1,804,548 Induced Impact $309,231 $583,244 $666,227 Total Impact $1,834,113 $2,924,381 $3,110,030 Total/Direct (A) 2.98 4.57 4.87 Total/Initial (B) 0.54 0.86 0.91 Wages & Salaries Direct Impact $360,802 $377,445 $377,445 Indirect Impact $575,000 $965,126 $1,024,154 Induced Impact $134,839 $245,677 $288,748 Total Impact $1,070,641 $1,588,248 $1,690,347 Total/Direct (A) 2.97 4.21 4.48 Total/Initial (B) 0.31 0.47 0.50 Employment (full-year jobs) Direct Impact 6.8 7.0 7.0 Indirect Impact 9.3 14.5 15.3 Induced Impact 2.1 3.5 4.1 Total Impact 18.2 25.0 26.4 Total/Direct (A) 2.68 3.55 3.75 Total/$1 Million (B) 5.35 7.36 7.77 Taxes (Direct Impact) Federal $105,209 $107,267 $107,267 Provincial $90,868 $97,144 $92,776 Municipal $16,559 $12,832 $17,200 Total $212,636 $217,243 $217,243 Taxes (Direct, Indirect and Induced Impact) Federal $240,459 $342,695 $361,687 Provincial $202,992 $295,026 $305,830 Municipal $54,400 $83,773 $93,085 Total $497,851 $721,494 $760,603 Industry Output Direct & Indirect $3,945,347 $4,400,852 $4,631,993 Induced Impact $471,722 $889,716 $1,050,503 Total Impact $4,417,068 $5,290,568 $5,682,496 Total/Initial (B) 1.30 1.55 1.67 TEP final reporting for 2019 World Para Nordic Skiing Championships Impact of TEP Funding – incremental Benefits and Broadening of reach The Prince George 2019 World Para Nordic Skiing Championships was a ground- breaking event in many different ways. It was the first time a world championship of any kind has ever been hosted in the City of Prince George, it was the first time the World Para Nordic Ski Championships has ever been hosted in Canada, and it was by far the largest and most prestigious event that our Caledonia Nordic Ski Club has ever hosted. As such, we were “front and centre” on the world stage, and the TEP enabled us to do an incredible job in terms of… • having a very polished and cohesive brand/image (from the very beginning), • being able to professionally promote and market the event • attracting several public funding partners and amazing sponsors, and • being able to live-stream and share stories of the event all around the world. In terms of the incremental impact of the TEP funding, CNSC has never done anything on this scope and scale before, so all this was new. We had tremendous help from the IPC, the CPC, and local media, marketing and communication companies. Right from the very beginning (starting with the branding and design) we wanted to ensure that we did everything we could to not only meet, but exceed expectations at every touch point. I’m very pleased to say that we accomplished that vision very well. We received tremendous accolades from the international media community for the work that was done in delivering this event to the world (some even saying that it was on par or exceeded with what they’ve seen at the Olympic and Paralympic games). I was very fortunate to be able to observe and learn from previous Para sports world championships (both the 2017 World Para Nordic Championships in Finsterau Germany, and the 2017 World Para Athletic Championships in London England). These opportunities were incredibly important as they were vastly different in scope and scale, but greatly informed us and instilled ideas of how we could raise the bar for our World Championships. The building of awareness and promotion of the 2019 World Championships started over 2 years out from the event. In December 2016, we were able to officially announce being awarded the event by the IPC. This was a big announcement hosted at CNSC with representative from all levels of government and the Chief of the local First Nation. We were able to live-stream this event around the world and also share a professional produced announcement video world-wide (by integrating into our IPC and CPC partner social media channels). Between the official announcement (December 2016) and the event itself (February 2019), we leveraged every opportunity to promote the event. We have excellent relationships with the local media (television, radio, print media) and all were very interested in capturing and promoting the various stories (earned media) that developed in the lead up to the event (i.e.
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