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AGENDA - Council Workshop - 20210322
Town of Aurora Council Workshop/Education Session Agenda Date:Monday, March 22, 2021 Time:7 p.m. Location:Video Conference Pages 1.Procedural Notes This session will be held electronically as per Section 19. i) of the Town's Procedure By-law No. 6228-19, as amended, due to the COVID-19 situation. 2.Approval of the Agenda 3.Declarations of Pecuniary Interest and General Nature Thereof 4.Consideration of Items Requiring Discussion 4.1.Sport Tourism 1 (Presentation to be provided by Erin Hamilton, Specialist, Sport and Community Development, and Grant MacDonald, Head of Consulting, Sport Tourism Canada) 5.Adjournment Sport Tourism WorkshopMarch 22, 2021Page 1 of 35 Opening Remarks Page 2 of 35 Introductions Page 3 of 35 Page 4 of 35 “Any activity in which people are attracted to a particular location as a sport event participant, an event spectator, or to attend sport attractions or business meetings.” ! Page 5 of 35 Term Definition Term Definition Average SpendTotal direct revenue divided by the total number of customers from a sport eventLocal Sport OrganizationsThe volunteer-led organizations that oversee and deliver programming and competitions for a specific sportBid AssessmentThe process used to evaluate a potential event prior to the bid processMulti-Sport OrganizationsLocal, provincial, or national organizations that award hosting rights for multi-sport events such as Ontario, Canadian, or international GamesDislocationThe impact of reduced access to facilities or amenities by residents or user groups as a result of hosting an eventNational Sport OrganizationsNational governing bodies for a given sport in CanadaDisplacementThe impact to booked business as a result of hosting an eventProvincial Sport OrganizationsProvincial Sport/Multi-Sport Organizations (PSO/MSOs) are not-for profit organizations formally recognized by the Ministry of Heritage, Sport, Tourism, and Culture Industries as the governing body of a particular amateur sport in OntarioDecision SupportThe process of gathering information and intelligence in a consistent manner to develop a business case leading to evidence-based decisions on eventsRights HoldersAn organization or private company who has an existing event and makes decisions on how and to whom the hosting “rights” are awardedEvent AttractionThe process of promoting and selling Kingston as a host for events within a specific sport or segment to prospective customersSport Host Destination A city or town that has identified sport hosting/sport tourism as a tool to build business, sport, and communityEvent LegacyLong-term positive outcomes from an event including cultural, financial, or physical (such as equipment or infrastructure)Transfer of KnowledgeA process by which knowledge, ideas, and experience move from one bid or host group to another for the shared benefit of Kingston ! Page 6 of 35 $6.8 Billion Annual Industry in CanadaGrassroots Economic Development InitiativeBuild Busines, Build Sport and Build Community ! Page 7 of 35 In Ontario, sport tourism generates significant economic activity and is a catalyst for visitor attraction. In 2018, Ontario realized the highest number of sport-related visits by province, with 6.6 million total visitors. Most of these visitors – 5.8 million –were domestic or Canadian in origin. There were 466,000 visitors to Ontario from the United States and 341,000 from overseas. The Ontario share of visitation among Canadian provinces and territories is 41% of all sport visitors to the country.The spending profile of the sport tourism visitor in Canada is significant, with an average spend per Canadian visitor of $145.09 for same day and $546.56 for overnight visitors. The average spend per sport tourism visit in Canada is $301.56. The average spend for a U.S.-based visitor is $775.26; overseas visitors spend an average of $2,033.01. The value of sport tourism in terms of spending in Ontario in 2018 was $2.7 billion. ! Sport Tourism Canada: Value of Sport Tourism in Canada (Paradigm Consulting using data from Statistics Canada 2018 National Travel Survey, Visitor Travel Surveyand International Transactions in Services)Page 8 of 35 ! Page 9 of 35 "! , %* % !*&()+$ (& , %*)&%&$!(&-* (&))&$ )*!(& +*. , %+ ) &)+''#/ !%&+(!)$&&$! *)5& ,!)!*&()3987"$4(% !#+ *+(%&% %, )*$ %* &"!" "! &#+%* () +$ (& &#+%* ()1 &+()&$$+%!*/(! ** % % )! %*% $ %*1 %*!$ %*+#*+(# %#+)!&% &# ( &($ ()1%!$*&()!, ()!*/3+#*+(#&$$+%!*! )4% (2 '( ) %* (&+')" ! !% "! ( ! ! ! !$! !# ! !"!" ) &# () !'&, (%% 0% $ %*(%) (& %&-# %+ ).!)*!% %+ ) $'&((/ %+ ) /!%%!#+#*+( '&(*%,!(&%$ %*##!$* % !(0* (0)* !& !, ()!*/Page 10 of 35 Sport Tourism and COVID-19Rebuilding Confidence in Canadians to Attend Sport Events and TravelPage 11 of 35 ! # Page 12 of 35 !Page 13 of 35 Recreation Facility Master PlanFinancial SustainabilityEquipment LegacyDisplacement ! Page 14 of 35 Municipally FundedDestination Marketing/Management OrganizationsMunicipal Accommodations Tax ! Page 15 of 35 ! Page 16 of 35 The Sport Tourism Assessment Template (STAT) was launched in 2018 as a tool for communities of all sizes, budgets and levels of experience to assess where they are in their current state. Ultimately, STAT helps host cities make better and more informed decisions from the strategic level down to the tactical and more action-oriented tasks.Through completion of an online survey, Sport Tourism Canada member cities will receive a score in each of ten areas as well as a cumulative score. As STC conducts more STAT projects and more host cities complete the tool, there will be increasing ability to provide comparative analysis among cities of similar size or proportionate budgets.It is recommended that host cities complete STAT once every three years but if can be an effective tool for business planning on an annual basis. Page 17 of 35 BackgroundTool for communities of all sizes, budgets and experience levels to assess your evolution as sport tourism host marketImprove your in-house process and marketingHow STAT WorksAccessible to Members of STC Complete Online WorksheetReceive Score in 10 Key Areas and Cumulative Score " Page 18 of 35 STAT Pro is a more in-depth examination of the current state for a host city. STC consultants work with the host city to validate the inputs and ensure the highest level of reliable data to ensure the quality of the outputs and findings for the jurisdiction. The resulting time spent in exploring the results and providing of background documentation allows STC to make recommendations on next steps prior to the commitment of time and resources to complete a sport tourism strategy. Page 19 of 35 Assessment of Current StateEvaluation of Sport Tourism ProgramShow your evolutionDefine Strategic Direction & tactical developmentBusiness Planning! Page 20 of 35 Sport Tourism Canada has developed the Sport Tourism Assessment Template to assist communities of all sizes, budgets and at all stages of their evolution as a sport tourism host market, to assess its current position and identify areas for strategic and tactical development in both event bidding and hosting.Before communities embark on a sport tourism, sport hosting or event strategy, conducting a current state assessment helps to identify the scope for a strategy project and can help focus examination and study in the most relevant areas.In order to define the landscape for sport tourism in Canada, STC has developed a tool that provides a consistent and repeatable model for host communities. The STC Sport Tourism Roadmap © is a ten-step cycle that clarifies the bidding and hosting process and helps outline the required elements for a successful sport tourism program. #Page 21 of 35 Page 22 of 35 #!! " ! 1/ ( 1/ ( !" ! " ! 1/ ( ! & 1/ ( " 1/ ( # ( !) , (// () ! ( !) , (// () ! ( !) , (// () ! ! ( !) , (// () "!' !# ! , (// ()" Page 23 of 35 PrimaryThe primary customer group for sport events make direct decisions on or influence the location of sport and sport business events that define a host city’s success. That includes, but is not limited to:Provincial and National sport and multi-sport organizations who conduct competitions and championshipsPrivate rights holders who own existing event properties or have the capacity to create new eventsProfessional sport including major and minor professional leagues and teamsLocal Organizers, either for-profit or not-for-profit, who plan and deliver one-time or annual eventsSecondaryThe second group of customers who impact the success of sport events, as a result of making decisions to travel to a destination and experience the historical, cultural, culinary and other attractions that are offered within the host city, include:Event participantsSpectatorsAthletesFriends and family of athletes or participants ! ! Page 24 of 35 ! Page 25 of 35 Break10 minutesPage 26 of 35 QR CodeLink to Input Form ! Page 27 of 35 ImpactsWhat are the key impact areas for Aurora to drive through sport tourism?Page 28 of 35 • How can Aurora’s Sport Plan and Parks and Recreation Master Plan align to a sport tourism development?• How can local sport organizations and user groups be engaged in the development of sport tourism to manage future displacement from facility access?• What is the right “balance” of resident recreational needs and future proofing for sport hosting? Page 29 of 35 What are the challenges for sport tourism in Aurora?What are the opportunities for sport tourism to grow business, profile or other benefits for Aurora? $ ! Page 30 of 35 Break10 minutesPage 31 of 35 What are the target sports where facility and local sport organizations capacity exists today?What future sport and recreation facility development is being planned that could see the expansion of the target sports?What is the capacity (facility, volunteer, sponsorship and community) of Aurora to host in a quarter, year, etc?" Page 32 of 35 Identify all the relevant stakeholder groups for Aurora?Who are the “customers” for AuroraWho can Aurora partner with to ensure success? (private facility operators, private education institutions, etc Page 33 of 35 Next StepsOutcomes and ThemesQ&APage 34 of 35 !consulting@sporttourismcanada.comPage 35 of 35