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If You Build It…
Will They Come?Sport Tourism Planning Template 2.0
Grant MacDonald
Blair McIntosh
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Blair McIntosh
Special Olympics Canada
Blair McIntosh
Special Olympics Canada
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What Has Changed Since 2004?
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Highlights
• Growth of Event Property Values
• Co-Hosting Models
• Vancouver 2010
• FIFA Women’s World Cup Canada 2015™
• Toronto 2015
• Increased Accountability
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Sport
Tourism is
More
Strategic
…Or is It?
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$1.3 B (2004)
$6.5 B(2015)
Value of Sport Tourism in Canada
2004-2015
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Our Sector
• Cities
• Destination Marketing/Management Organizations
• Provinces
• Venues
• Economic Development
• Sport
• Cultural Organizations
Competitiveness On the Rise
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What Happens
After 2017?
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Sport Tourism Planning Template 2.0Overview
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Sport Tourism Planning Template 2.0
Update and Refine Information
01Look and Feel
02Improve User Experience
03Align with CSTA Tools
04
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2.0 Format
• Overview of How to Use
• Link to Suite of CSTA Tools
• Five Stages
1. Expanding Knowledge of Sport Tourism
2. Assessing Community Capacity
3. Building a Vision and Setting Objectives
4. Developing a Strategic Approach
5. Evaluation and Accountability
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Stage 1 – Expanding
Knowledge of Sport
TourismWhat is Sport Tourism?
Dimensions of a Sport Tourism Event
The Event Marketplace
Single and multi-Sport Events
Invitational Events
Created Events
Non-Competitive Events
Professional Sport
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Stage 1 – Expanding Knowledge of Sport Tourism
Revenues
• Participants
• Spectators
• Visitors
• Direct – Indirect – Induced
Expenditures
• Bid
• Capital
• Hosting
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Stage 1 – Expanding
Knowledge of Sport
Tourism
Benefit vs. Costs
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Stage 2 – Assessing
Community CapacityCommunity Strengths
Event Resume
Sport Strengths
Facility Strengths
Tourism Strengths
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WorksheetsSelf-Assessment
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Stage 3 – Building a
Vision and Setting
ObjectivesBuilding Toward City Vision
Assisting Other Organizations to Achieve Their Visions
Vision Survey
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Stage 3 – Building a Vision and Setting Objectives
Vision Survey – Key Issues
• Strategic Direction
• Core Activities
• Help to Determine Mission
Vision Survey – Aspirational
• What Sport Tourism Can Deliver
• 5-10 Year Outlook
• What You Want to Become
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Stage 4 – Developing
A Strategic ApproachIdentifying Sport Tourism Strategies
Event Assessment and Selection
Making the Most of Existing Events
Functions and Organizational Development
Support Resources for Managing Sport Tourism
Sport Tourism Opportunities
Bringing It All Together
Action Planning
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Stage 4 – Developing A Strategic Approach
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Stage 5 – Evaluation
and AccountabilityCredibility
Informed Decision-Making
Begin Pre-Bid
CSTA Tools
Economic, Social and Sustainability Measures
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Sport Tourism Planning Template 2.0
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Sport Tourism Assessment ModelPilot Project
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Why an Assessment Model?
• Industry Performance
• Strategic and Business Planning
• Aggregate Information to Enable Comparison
• Market Size
• Budget
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What Will be Measured?
• General Elements
• Structure
• Financial
• Hosting Assets
• Marketing
• Performance Measurement
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Section 1 – General
• Host City:
• Brand Positioning/Tag Line:
• Lead Organization:
• Sport Tourism Strategy Yes/No
• Event Attraction Strategy Yes/No
• Event Hosting/Leveraging Strategy Yes/No
• Population
• Total (Census Year)
• CMA (Year)
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Section 2 - Structure
• Sport Tourism Vision
• Business Model
• Municipality Role
• Other Government Partners
• Other Organizations
• Public Policies
• Bid Support Structure
• Bid Decision Support
• Partnerships
• Transfer of Knowledge Program
• Roles and Responsibilities
• Legacy Program
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Section 3 – Financial
• Operational Funding (Sport/Event Tourism)
• Destination Marketing Fund (% or $)
• Funding by Source
• Expense Allocations
• Market Responsibility
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Section 4 – Hosting Assets
• Sport/Event Venue Inventory
• Hotel/Accommodations Inventory
• Access (Air, Road, Rail, Water)
• Volunteer Program
• Ambassador Program (In Market)
• Event Activation
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Section 5 – Marketing
• Sport Tourism Website
• Date of Website Design
• Website Content
• Social Media
• Sales and Marketing Expenses by Channel
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Section 6 – Performance Measurement
• Sport Tourism
• Economic
• Tourism
• Brand
• Social
• Culture
• Sustainability
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Next Steps
• Pilot Project in 2017
• Communication Post-Congress