AGENDA - Parks, Recreation and Cultural Services Advisory Committee - 20160331SPECIAL PARKS AND
RECREATION ADVISORY
COMMITTEE
MEETING AGENDA
THURSDAY,MARCH 31,2016
7 P.M.
HOLLAND ROOM
AURORA TOWN HALL
PUBLIC RELEASE
March 24,2016
TOWN OF AURORA
SPECIAL PARKS AND RECREATION ADVISORY
COMMITTEE MEETING AGENDA
DATE:Thursday,March 31,2016
TIME AND LOCATION:7 p.m.,Holland Room,Aurora Town Hall
1.DECLARATION OF PECUNIARY INTEREST AND GENERAL NATURE THEREOF
2.APPROVAL OF THE AGENDA
RECOMMENDED:
THAT the agenda as circulated by Legal and Legislative Services be approved.
3.MATTERS FOR CONSIDERATION
1.PRS16-015 –Implementation of the Sport Plan pg.1
RECOMMENDED:
THAT Report No. PRS16-015 be received for information.
2.Parks and Recreation Master Plan Implementation Schedule pg.21
RECOMMENDED:
THAT the Parks and Recreation Master Plan Implementation Schedule be
received for information.
4.ADJOURNMENT
TOWN OF AURORA
GENERAL COMMITTEE REPORT No.PRS16-015
SUBJECT:Implementation of the Sport Plan
FROM:Allan D.Downey,Director of Parks &Recreation Services
DATE:March 22,2016
RECOMMENDATIONS
THAT Report No.PRS16-015 be received;and
THAT this report satisfies the conditional approval in the 2016 Operational
Budget and implementation of Sport/Sport Tourism Plan;and
THAT the services of Sport Aurora Inc.be engaged for one (1)year in the amount
of $56,000.00 to fulfill the short-term goals of the Sport Plan to be funded from the
2016 Sport Plan Implementation Funding Account.
PURPOSE OF THE REPORT
To receive Council approval for the engagement of Sport Aurora Inc.
BACKGROUND
The Sport Plan was approved by Council on March 8,2015.Twenty-Two tasks within
the Sport Plan were subject of that approval and were to be completed over a period of
five years.Staff have placed the tasks in the following chart and identified the year in
which each recommendation will be presented to Council for approval:
Task
Number
TASK -Project Goals YEAR 1 YEAR 2-
3
YEAR 4-
5
Sport Leadership YEAR 1 YEAR 2-
3
YEAR 4-
5
T1
Develop an Aurora Sport Policy that outlines the role of sport in the
community.The policy should specifically address the roles and
responsibilities of the Town and local sport stakeholders including sport
clubs and collectives,the business sector,education,public health,etc.
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March 22,2016 -2 -Report No.PRS16-015
T2
Change the name of the Parks and Recreation Advisory Committee to the
Parks,Recreation and Sport Coordinating Committee.Expand the
of the Aurora Sport Plan and ensuring Town-wide priorities are addressed
through parks,recreation and sport.
T3
Reconstitute Sport Aurora into a Sport Council with an expanded mandate
Executive Committee should be appointed through a fair and transparent
democratic process.
T4
Add a Sport Development Officer as a new position in Parks and Recreation
Department to implement initiatives of the Aurora Sport Plan.
Sport Sustainability YEAR 1 YEAR 2-
3
YEAR 4-
5
T5
Develop three year budget projections to deliver on the recommendations of
the Aurora Sport Plan and identify stable and alternate funding sources.
T6
Seek Partnerships to address the financial implications of the Sport Plan to
secure and retain stable and alternate funding.
T7
Develop a Sport Development Grant Program to assist groups in
implementing elements of the Sport Plan as well as in their efforts to
address their own sport priorities.
T8
Develop a list of sport opportunities that could benefit from sponsorships and
opportunities.
T9
Create a Volunteer Development Strategy that addresses volunteer
recruitment,selection,training,retention and recognition.
T10
Develop training programs and an e-tool kit that is focused on sport
volunteer priorities and that provides insights into recruitment,screening,
training,retention and recognition for use by sport stakeholder groups.
T11
Procure volunteer software that serves to develop a database of community
volunteers and matches perspective volunteers with the opportunities that
become available within the community.The software should also track the
number of active community volunteers and the annual number and value of
volunteer hours.
T12
Develop performance measures to capture the inputs,outputs,efficiencies
and effectiveness of sport delivery in Aurora.Annually report on the results
and any impacts on plans for the subsequent year.
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March 22,2016 -3 -Report No.PRS16-015
Task
Number
TASK
Sport Participant YEAR 1 YEAR 2-
3
YEAR 4-
5
T13
Continue to provide the Physical Literacy training for persons working and
volunteering with pre-
to include all age groups.
T14
Train staff and volunteers to encourage and facilitate Aurorans of all
backgrounds participation in sports.
T15
Convene a meeting with agencies supporting persons with disabilities to
better understand their needs in being included in sport in Aurora.
T16
Develop a Recreation and Sport Access Policy that identifies barriers to
participation and addresses mechanisms that can increase participation and
full access for residents from low income backgrounds.
T17
Work with Social Service staff from the Region of York to introduce sport
opportunities and support funding for persons from low income
backgrounds.Develop a brochure for Social Service workers to help their
clients navigate the sport system.
T18
Inventory existing participation of girls and women in sport to determine if
there are any gaps in participation.
T19
Assess the current provision of sports for older adults by all sectors in
Aurora and work with the older adult population to address gaps and
emerging sport needs.
T20
Quantify participation of diverse and marginalized groups in sport and
measure the effectiveness of interventions.
Sport Promotion and Celebration YEAR 1 YEAR 2-
3
YEAR 4-
5
T21 Develop a broad based Sport Marketing Strategy.
Sport Tourism YEAR 1 YEAR 2-
3
YEAR 4-
5
T22 Develop an Aurora Sport Tourism Strategy.
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March 22,2016 -4 -Report No.PRS16-015
COMMENTS
Sport Aurora has played an integral role in the creation and development of the Sport
Plan and has now provided a proposal for the execution of tasks within the Sport Plan.
Sport Aurora has been a key driver in the development and delivery of many initiat ives
related to Sports and Recreation over the past several years.They have developed the
expertise and volunteer base to establish community events such as:
The Breakfast of Champions;
Volunteer Recognition;
Sports Hall of Fame;
All Kids Can Play;and
Coaching Clinics.
to mention a few.
They have also been successful in the promotion of sport tourism and the engagement
of local sponsors to support these events.
Sport Aurora Inc.has approached the Town with a proposal to deliver the tasks of the
Sport Plan and continue with their efforts to elevate sports and recreation in the
community.They would be a contracted service to the Parks and Recreation Services
Department eliminating the requirement for a Sports Development Officer at this time.
Sport Aurora Inc.has outlined their deliverables and the metrics for measuring success
that will be the subject of an annual report to Council.Recommendations will be
presented to Council by staff on the effectiveness of this contract and whatever
extension to the contract or modifications are warranted.Staff will be reporting to
Council on the effectiveness of this community partnership during the 2017 Operating
Budget deliberations.
ALTERNATIVE(S)TO THE RECOMMENDATIONS
1.Council could request that the Town not enter into a contract.This option would
require the hiring of a Sports Development Officer to assign the tasks identified in
the Sport Plan.
2.Further Options as required.
FINANCIAL IMPLICATIONS
Sport Aurora Inc.has identified a fee of $56,000.00 for year one.Council has budgeted
$100,000.00 in the 2016 Operating Budget to support the recommendations of the Sport
Plan.
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A Proposal
Providing Sport Plan Delivery Services to
the Town of Aurora
Prepared and Approved by the Executive Committee of Sport Aurora
Revised:March 9,2016
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Executive Summary
By all accounts,Sport Aurora has been successful at everything that we have undertaken and are
recognized widely for our integrity and the value we bring to the Community through sport.We now
bring our request to Town Council for funding to allow us to assist in both the short and long-term
implementation strategies with respect to the Sport Plan.
Sport Aurora has developed a three-year Operating Budget of Sport Aurora that was passed by the
Sport Aurora Board and consists of those activities we have developed and maintained that are
highly valued by our membership.Deliverables have been established so that the impact of our work
can be monitored and objectives achieved.We fully intend to meet or exceed all the deliverables of
this Operating Budget in 2016 and beyond,provided that we have acquired the financial resources
to do so.The Operating Budget in 2016 is supported by many volunteers who ensure that almost
$90,000.00 of annual revenue is achieved through various sponsorship and fund-raising efforts.
Also within the Proposal you will see we have identified the Recommendations from the Sport Plan
Consultant and approved by the Town.We have described the knowledge,skill and expertise we
bring to these implementation strategies and are confident of our ability to deliver as we always
have.
With the conclusion of the four year Ontario Trillium Fund Grant a financial gap exists inhibiting our
ability to deliver our programs.Therefore we encourage discussion with the Director of Parks and
Recreation and Town Council on any or all of these important new strategies and ask that the
Council recognize the capability of Sport Aurora and provide the funding of $56,000.00,so we can
continue to do the important sport leadership and development work for which we excel.
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Sport Aurora Operating Budget
The Sport Aurora Operating Budget (attached)has been approved for 2016 and it identifies seven
distinct budget areas,and identifies within each of these areas the deliverables that are intended.
Revenues and expenditures are shown in each budget area.
We have also reviewed the Sport Plan Implementation and Performance Measures and have made
specific references to them to ensure that the deliverables are achieved through the activities of
Sport Aurora in 2016.
We believe that Sport Aurora can not only meet the Year One priorities of the Sport Plan,but will
advance these significantly adding value to our engagement as a service provider to the Town.We
are open to discussing the advancement of other aspects of the Sport Plan with a priority on those
that produce sustainable services for the future.
We provide you here with the deliverables from our budget that we will guarantee and will report on
annually or semi-annually as you require.
Administration
1.Coordinate and fulfill all requirements of administration and management of Sport Aurora.
2.Ensure all finances are accurately reported and presented through our retained Accounting
Consultant.
3.Meet all insurance requirements for Directors and Officers liability.
4.Maintain sufficient event liability insurance.
5.Report and record and manage all membership information.
6.Create,design,deliver and support a Sponsorship Campaign and reach revenue targets.
7.Meet sponsor requirements and deliver sponsor support for all Programs
8.Ensure Affiliate Membership Targets are achieved.
9.Ensure Registered Membership targets are achieved.
10.Promote the All Kids Can Play Fund and administer donations and applications accurately
and according to Policy.
11.Manage the Sport Aurora Operating budget ensuring all Policies are observed for all
purchases and expenditures.
Celebrate Sport (Breakfast of Champions and Sport Volunteer Recognition Lunch)
1.Contract venues and appropriate food and beverage services.
2.Plan and implement the event and ensure all local champions and recipients are
included/invited.
3.Ensure all volunteers are recruited and trained for each event.
4.Ensure all volunteers and VIP’s are recognized appropriately.
5.Design,print and distribute official Programs day-of.
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6.Contract videographers on budget and ensure video of event is captured and displayed on
web site.
7.Manage media partnerships and publish Media Releases.
8.Design and publish promotional advertising to support ticket sales and PR as needed.
9.Ensure all awards are ordered,approved and available day-of for distribution.
10.Ensure promotional partnerships are recruited,and supported.
11.Ensure all sponsors and donors are properly recognized.
12.Prepare scripts for the events and ensure they are approved and managed day-of.
13.Recruit,retain and support Master of Ceremonies and ensure accurate payment is made for
services.
14.Recruit,retain and support appropriate guest speakers and process payments if applicable.
15.Plan and implement Advertising and Promotion Plans to ensure proper public recognition.
16.Achieve revenue and expenditure targets.
Coaching Development
1.Prepare Strategic Coaching Plan.
2.Retain certified trainer and pay for services.
3.Procure and distribute training manuals and supplies.
4.Procure permits for all facilities needed.
5.Prepare and ensure advertising for each clinic is published in local media .
6.Meet participant targets.
7.Retain and support appropriate guest speakers for each clinic.
8.Create,plan,implement,and report on all training clinics each year to support capacity-
building strategies.
9.Recruit,retain and support Program sponsors.
10.Ensure all participants have a sponsor promotional item that meets the sponsor’s needs.
11.Manage and report all trainee registration/certification information.
12.Manage coach database and maintain coach training records.
Communication and Promotion of Sport
1.Prepare Scope of Work Document for new web site.
2.Produce new web site that meets the needs of sport for promotion and celebration of sport.
3.Maintain web site license.
4.Create and implement 3 events per year for all sport organizations to help develop promotion
strategies with media of all kinds.
5.Hire and supervise a part-time social media professional who will promote sport through
social media and manage web site content.
6.Initiate,organize and promote 1st Annual Sport Trade Show in 2016 and recruit sport
organization participation.
7.Book and manage 15 Sport Aurora street sale sites.
8.Attract and secure sponsorship dollars to the web site.
9.Purchase Sport Aurora promotional tent for events
10.Manage all Event Expenses.
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11.Report on Event Activity
12.Publish Event Activities to web and through traditional media.
13.Prepare content for Sport Bulletin Board for monthly publishing in local media.
14.Recruit and support Sport Bulletin Board sponsorship.
Sport Tourism
1.Produce and distribute semi-annual “Play in Aurora”Magazine on budget.
2.Recruit and train sales personnel to meet advertising targets.
3.Create Sport Tourism partnership with Neighbourhood Network.
4.Train and supervise new tournament volunteers.
5.Coordinate and manage event support volunteers and plan and deliver annual thank-you
event for all volunteers who support each sport event.
6.Source and procure Promotional Gifts for 50 trained volunteers.(T-shirts etc.)
7.Create and produce sport tourism advertising monthly for insertion into the Auroran on all
events.
8.Create and manage on-line bulletin board and calendar and public relations activities
regarding sport tourism.
9.Manage advertising sales activity and ensure revenue targets are achieved.
10.Recruit,retain and support sponsors and partners in Sport Tourism Project.
Activate Aurora
1.Create,manage,implement and report on volunteer recruitment,retention,reward and
records program quarterly.
2.Create Impact Reporting System and implement this reporting monthly on all Grant impact
data.
3.Create sponsor support thank-you event and ensure sponsors are kept informed monthly.
4.Report on grant progress to Grantor and Town.
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Sport Plan Implementation and Performance Measures Priorities
Goal 1:Sport Leadership
1.Develop an Aurora Sport Policy that outlines the role of sport in the community.
The Policy should specifically address the roles and responsibilities of the
Town and local sport stakeholders including sport clubs and collectives,the
business sector,education,public health etc.Y1
a.Policy development is authority of the Town as accountability is with the
Municipality.Every Policy therefore must be approved through Council and
must meet the standards and strategy set out by the Town.
As a Sport Council,Sport Aurora will create a sub-Committee that is directly
responsible to the Town for providing research of best practices with respect to
National,Provincial,Regional and Local jurisdictions and make recommendations
that are locally acceptable by having these approved through consultation with all
Local Sport Organizations (LSOs).With adequate funding,Sport Aurora could hire a
consultant to create such a Report or the Town could hire the consultant directly.
2.Change the name of the Parks and Recreation Advisory Committee to the
Parks,Recreation and Sport Coordinating Committee.Expand the Committee’s
mandate to include sport matters including the implementation of the Aurora
Sport Plan and ensuring Town-wide priorities are addressed through parks,
recreation and sport.Y1
a.This is clearly a Town responsibility.Sport Aurora is willing to participate fully
in the Parks Recreation and Sport Coordinating Committee through the Sport
Council,such as it has done in the past;however,it is our advice that
providing that sport has one-third of the mandate,that one-third of the
Committee be comprised of those nominated through the Sport Council.
3.Reconstitute Sport Aurora into a Sport Council with an expanded mandate and
representation from the entire sport community.The Sport Council’s Executive
Committee should be appointed through a fair and transparent democratic
process.Y1
a.Sport Aurora presently is an inclusive Organization that is provincially
incorporated as a non-share (not-for-profit)entity.The eligibility for
membership is identified in the Constitution Attached (specifically By-Law 1).
As to a fair and transparent democratic process of appointing the Board
(Executive),this is done annually at the General Meeting of the Membership
and one-half of the Board is elected each year through a nomination and
election process that is also set out in By-Law 1 of the Constitution.
b.Sport Aurora provides a number of services that directly benefits the
Membership and the continued growth of the Organization is a testament to
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that benefit.We have established operational policies and we deliver on our
promises to all our partners and members.
c.The issue that Sport Aurora does not represent all local sport organizations
(LSO’s)is specifically referenced in the Sport Plan document and we agree
that this can be remedied through the development of Policy by the Town.It is
agreed that Sport Aurora be identified as the local Sport Council and that all
sport organizations who wish to be considered bona-fide LSO’s are required
to register with the Sport Council.They can therefore choose to participate in
elections of Directors and Officers,attend meetings and provide input,
participate in programs and services offered through the Sport Plan and
benefit from any Program or Service offered through the Sport Council to the
Membership as a result of their registration.LSO’s will be required to provide
important information to the Town directly as part of their registration with the
Sport Council that is to be determined in consultation with the Town so that
information can be gathered that is relevant to the Town’s Sport Plan
Implementation and in particular the Sport Plan Performance measures as
identified below:
How many residents and what age cohorts are involved in sport?
What is the investment in sport in Aurora?
What is the value of the volunteer hours invested in sport?
How are the varying support programs increasing sport participation?
What is the annual value of partnerships and sponsorships?
What is the economic impact of sport tourism in Aurora?
Much of this information can be gathered and verified from LSO’s and will
serve to help identify the direction sport should take in years to come by:
measuring actual numbers,genders and ages of all
participants through LSO’s,
collecting gross revenue figures from each sport organization
collecting the number of volunteers,their genders and ages
and the total number of hours invested in the community
gross sponsorship,donor and partnership revenue
estimate the economic impact of sport events through clearly
identifying the dates,times and locations of events and
estimating the number of in-town vs.out-of-town participants
and using traditional economic impact measurement tools.
Sport Aurora is prepared to change the Constitution through our democratic
means to eliminate the $25.00 membership fee to all registered member
services delivery through a Service Agreement funded through the Sport Plan.
This should be the first priority for the Sport Council and should result in a
recommendation to the Town to approve a sport policy that creates bona-vide
LSO’s of all interested and eligible sport organizations and includes them in
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the Sport Council as Members.
4.Add a Sport Development Officer as a new position in Parks and Recreation
Department to implement initiatives of the Aurora.Y1
The employment of a Sport Development Officer (SDO)is the responsibility of
the Town.Should a SDO be deemed appropriate,Sport Aurora requests the
opportunity to provide information about the qualifications,experience and
roles that are evident in other similar communities in order to ensure the new
position attracts and delivers the Sport Plan in co-operation with Sport Aurora.
5.Create a Sport Funding Model utilizing the following process:
a.Develop three year budget projections to deliver on the
recommendations of the Aurora Sport Plan and identify stable and
alternate funding sources.Y1
i.Sport Aurora has prepared a three-year operating budget,but has not
included all items suggested in the Sport Plan document.Sport Aurora
is committed to the delivery of the Plan and will work closely with the
Town through the Service Agreement,to ensure that a budget is
prepared that meets the needs of the Sport Plan.
b.Seek Partnerships to address the financial implications of the Sport Plan
to secure and retain stable and alternate funding.Y1
i.Sport Aurora has developed partnerships with a variety of sponsors
and donors who have committed to the short-term success of the
organization.Our budget identifies current revenue streams from the
sale of tickets,advertising and promotional activities that are used to
help sustain the organization.Many more partnerships are possible
with a professionally developed Marketing and Communication Plan
designed to recruit and retain high-value sponsors in order to meet the
demands of the Sport Plan delivery.It is recommended that some of
the funds directed by Council for Sport Plan delivery be directed at a
professionally prepared Marketing Plan for sponsorship purposes.
Sport Aurora would include this expense in our operating budget and
facilitate the development of the Marketing Plan for sustainability of
the Sport Plan should the Town be interesting in funding this activity
through Sport Aurora.
c.Develop a Sport Development Grant Program to assist groups in
implementing elements of the Sport Plan as well as in their efforts to
address their own sport priorities.
i.This is not identified as a priority in Year 1 but there are many
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examples of granting schemes that are designed to incent sport
organizations for various town-centric reasons such as sport tourism,
organizational development,and sport business priorities.Sport
Aurora is committed to the development of each of our Member
Organizations and the sooner that these organizations are developed,
the faster will be the return of benefits from the Sport Plan.Sport
Aurora has plans to deliver organizational development opportunities
through the existing budget,but we could also provide valuable
information to the Town for the development of a granting structure
that is both ‘home-grown’and are considered best-practices
elsewhere.We have a number of grant schemes that have been used
elsewhere to share.
ii.We also feel that a grant-writing workshop should be delivered within
the Community to enable LSO’s to be prepared for grants that could
become available external to the Town.Also,funder research could
be completed that would become a database of information about
available grants so all LSO’s are aware of them as they are
announced.Provided that the Town funds this activity,these could be
implemented in Year 1 of the Sport Plan.
d.Develop a list of sport opportunities that could benefit from
sponsorships and create a mechanism that simplifies funders’
responses to sponsorship opportunities.
i.As part of the Sport Tourism budget and through the Sport Leadership
provisions previously identified,sport events can be accurately
identified and cases for support of each of these developed through
the Sport Tourism Committee.Small additional funding to cover
meeting costs and promotional activity of a professional dedicated to
the sponsorship and donor opportunities is required.Sport Aurora has
placed a small professional retainer ($6000.00)for sponsorship and
donor activity but this could be further expanded with additional
funding.It is recommended that additional funds be allocated to the
development of an inventory of sport events and the development of a
mechanism that simplifies funder’s responses to sponsorship
opportunities be developed.
e.Create a Volunteer Development Strategy that addresses volunteer
recruitment,selection,training,retention and recognition.
i.Sport Aurora has been asked to research this issue by its Membership
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and it has made some strides in this area.It has not been funded so it
has stalled.The Program is called the 4-R Program (Recruitment-
Retention-Records and Recognition)and has been discussed with
provincial sport organizations and other local sport organizations.
Specifications for the development of a system have been prepared
and a scope of work prepared.Research into existing systems has
been done.None yet have been found to be sufficient for amateur
sport’s purposes.Funding could move this forward dramatically in
Year 1,but it may not be a priority of the Town.Volunteer
Management however is a huge priority for the LSO’s as they have
identified the number,skills and availability of volunteers to be threats
to their existence and an important part of their service obligation to
the Community.
ii.Developing volunteers has a direct economic impact.By increasing
the number and diversification of sport volunteers,capacity can be
increased and new programs developed.These programs build value
into the Community whether they be for sport tourism or other LSO
purposes.
f.Develop training programs and an e-tool kit that is focused on sport
volunteer priorities and that provides insights into recruitment,
screening,training,retention and recognition for use by sport
stakeholder groups.
g.Procure volunteer software that serves to develop a database of
community volunteers and matches perspective volunteers with the
opportunities that become available within the community.The software
should also track the number of active community volunteers and the
annual number and value of volunteer hours.(see e)i)above )
h.Develop performance measures to capture the inputs,outputs,
efficiencies and effectiveness of the sport delivery in Aurora.Annually
report on the results and any impacts on plans for the subsequent year.
Goal 2:The Sport Participant-Increase sport participation in Aurora by focussing on
the needs of the participant.
1.Focus on the needs of athletes and sport participants by addressing the
following identified actions:
a.Continue to provide the Physical Literacy training for persons working and
volunteering with pre-school and children’s groups and expand the program to
include all age groups.Y1
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i.The Sport Aurora budget identifies coach and volunteer training that is
now underway to meet the needs of the RBC-Learn-to-Play Grant.It
does not yet identify target training for pre-school (ECE)or elementary
schools however the Summit lead by Seneca College is designed,in
part,to deliver awareness and training to ECE leaders and elementary
school teachers.Additional funding could add numbers to the training
targets for each year.Sport Aurora is capable of delivering a targeted
Program of training within the sport membership each year and extend
this training where applicable to municipal partners and community-at-
large.
b.Train staff and volunteers in working with culturally diverse groups to better
understand their sport needs and look to other communities within the region
that have responded to changing demographics by providing both culturally
appropriate sports and an introduction to traditional Canadian sports
(Markham and Richmond Hill).
c.Convene a meeting with agencies supporting persons with disabilities to
better understand their needs in being included in sport in Aurora.Y1
i.Through the Mayor’s Task Force,relationships have been established
with the School Boards and information about the number and types
of special needs is now available.Other agencies that work directly
with special needs participants should be included and Sport Aurora is
able to add this “Sport for All”category to the list of priorities.
d.Develop a Recreation and Sport Access Policy that identifies barriers to sport
participation and addresses mechanisms that can increase participation and
full access for residents from low income backgrounds.Y1
i.Financial barriers can be reduced and eliminated through a Sport
Access Policy as is suggested.Sport Aurora is capable of providing
useful information about our sport organizations fee structures and
can suggest methods of reducing fees to eliminate the barriers.
ii.Our All Kids Can Play Program has been a success and it has the
capacity for growth through partnership with the Town to not only
promote participation,but also facilitate the mechanism by which
those in need can access service and increase participation.
e.Work with Social Service staff from the Region of York to introduce sport
opportunities and support funding for persons from low income backgrounds.
Develop a brochure for Social Service workers to help their clients navigate
the sport system.
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f.Inventory existing participation of girls and women in sport to determine if
there are any gaps in participation.
i.Sport Aurora has targeted women in sport by training over 100 women
in coaching techniques and has a plan to deliver Fundamental
Movement Skills training to parents who are then able to deliver this
skill-based play in homes,school yards and public parks.
ii.Physical Literacy data has shown that girls are becoming more
sedentary than boys at all ages above 8 years old.Sport Aurora is a
proponent of Sport for Life and is now involved with those conducting
research into this tragic situation.Aurora should become a leader in
reversing the trend of female sedentarism with some funding and
attention to new findings regarding this phenomenon.
g.Assess the current provision of sports for older adults by all sectors in Aurora
and work with the older adult population to address gaps and emerging sport
needs.
i.Sport Aurora has a number of adult service providers and the
numbers of their memberships should be made available to us with a
change in sport policy described earlier.
ii.Sport Aurora is now also involved in a program called ‘Durable by
Design’that was just presented at the Sport for Life Summit in
Gatineau,Quebec in January of 2016.We are identified as one of 6
Communities where this Program can be implemented.The Seniors
Association has already been consulted and our next steps require
funding.This Program is part of the Ontario Trillium Foundation (OTF)
grant application that was submitted in December.It is expected to be
announced Mid-March of 2016.It is imperative that this Program is
funded for it to proceed.We recommend that this gap analysis is
begun in our Community with not only the Seniors Association but with
the community-at-large and other providers of adult programming,
whether institutional or not.
h.Quantify participation of diverse and marginalized groups in sport and
measure the effectiveness of interventions.
i.Sport Aurora believes there are a number of sport participants that are
‘under the radar’and that have not been encouraged to come forward
with their programming needs.Many of these sports are culturally-
based and therefore non-traditional in the Canadian perspective.
Mechanisms should be developed whereby new and emerging sports
that stimulate participation are encouraged and promoted through
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sport marketing and grant opportunities.In addition,provisions for
sport providers to bring unique programs or programs that are more
affordable and therefore increases participation should be
implemented as part of Aurora Sport Policy.
Goal 3.Sport Promotion and Celebration-Promote the benefits of sport participation
and recognize and celebrate sport excellence.
1.Develop a broad based Sport Marketing Strategy that encompasses all
necessary ingredients to increase the public’s general understanding of the
benefits of a robust sports system.The Strategy should be the responsibility of
the Parks,Recreation and Sport Coordinating Committee with assistance and
support from staff.In creating the Strategy,the Committee should undertake
the following activities:Y1
2.Inventory marketing,promotional and community messaging resources and supports
available throughout the municipality,the sport community and the sport partners
currently affiliated with sport organizations in Aurora.
3.Undertake an environmental scan of sport marketing campaigns that have been
successfully implemented in other jurisdictions.Document the best practices drawn
from these examples and prioritize the approaches that are most likely applicable to
the Aurora circumstance.
4.Adopt standardized communication messaging and language that is applicable to all
sport environments.
5.Create marketing tools and initiatives to reach as many audiences as possible and
utilize an array of promotional techniques to expand the messaging reach as far as
possible –e.g.traditional advertising,social media,public service announcements,
communication through sports organizations,communications through sport
organizations,etc.
6.Solicit private sector participation in sport marketing through cultivating creative
partnerships with local communications firms or individuals with proven marketing
expertise.
7.Consult with marketing advisors from public,not-for-profit and private sector sport or
physical activity organizations that would benefit from coordinated marketing efforts.
Advisors should routinely meet with appropriate members of the Sport Coordinating
Committee and staff to offer advice and information about developing and maintaining
the marketing strategy.
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8.g)Develop a long range plan for the Aurora Sport Hall of Fame that continues to
capture the heritage of sport in Aurora as well as current sport excellence.
9.Host an annual Sport Excellence Summit to strengthen cohesion and learning
amongst the sport partners in Aurora.
a.Sport Aurora is prepared to participate in this initiative and bring the sport
organizations within its membership to partner with the Town and those hired
to prepare this marketing strategy.This is a professional role and we
recommend that some of the financial resources devoted to the Sport Plan be
designated to build this marketing strategy.
b.The Annual Sport Excellence Summit can be implemented with the Annual
Sport Trade Show to build its profile.In fact coach training and coach
development activities should be included to create a “Congress”.The
Activate Aurora Project and Mayor’s Task Force should be fully engaged
within this Sport Excellence Summit.This Summit could be self-sustaining
within a few years and perhaps bring profit to sport.
Goal 4.Sport Tourism-Strengthen Aurora’s ability to attract sport events to the
Town and reap the economic impacts of sport tourism.
1.Develop an Aurora Sport Tourism Strategy.The Strategy could become an element
of the broader municipal Tourism Strategy that is currently under development.Staff
responsible for the Strategy should work with and through the Parks,Recreation and
Sport Coordinating Committee to consult with Sport Aurora,hospitality agencies,
affiliated sport and recreation associations,etc.to ensure the Strategy’s focus is sport
specific.Staff should also adopt a collaborative partnering approach to ensure that
the Strategy takes into account the needs,desires and resources of the local
community and the surrounding region.The Strategy’s design should be sure to
include agencies and organizations that provide facilities and services required to
host sports events.In creating the Strategy,the staff should undertake the following
activities:
2.Make use of resources and supports available through the Canadian Sport Tourism
Alliance (CSTA)at www.canadiansporttourism.com.For example,the CSTA has
developed sport tourism planning templates,business plan templates for hosting a
sports event,sport tourism economic assessment model (STEAM)and an events
database.All of these materials are available on a “plug and play basis”with very little
guesswork required on the part of the jurisdiction developing the tourism strategy.
3.Undertake an environmental scan to determine the current situation associated with
the Town’s capacity to host events.This scan should take into account the physical
and organizational attributes and shortcomings of the Town in terms of event hosting.
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4.Prepare an analysis illustrating the community and economic benefits associated with
a sport hosting strategy compared to the costs of planning for and implementing a
hosting strategy.
5.Based on the outcome of the environmental scan,identify categories of sport events
for which the Town is best suited.This should lead to the identification of potential
events for which the Town could bid.Utilizing the resources of CSTA,participate in a
bidding process.
6.Utilizing the resources of CSTA,evaluate the economic impact of existing events as
well as hosting opportunities made available through the implementation of the Sport
Tourism Strategy.
Sport Aurora is well-positioned to assist in all aspects of Sport Tourism Strategy and has
initiated steps in this direction through publishing Play in Aurora and implementing practices
around notification.Much is left to be done and an integrated and sport-supported tourism
strategy that includes incentives for the building of tourism properties and support for tourism
initiatives is required.Training will be required as sports are adept at providing local sport
events but the administration,organization and marketing and promotion of these events is
not well developed.
We agree that the CSTA is an important resource and provides tools and best practices as
well as bid opportunities and this relationship should be formalized.
The organization of a Bid Committee both within the municipality and one that is Regional in
scope is also supported so that not only smaller events can be considered with the local
capacity,but others of a size that are not normally within the capacity of a single municipality
can be considered.
Aurora should be considered widely to be a “sport destination”and to do this it is imperative
that the scan of this community include not only what is presently done,but what is planned,
so that a quality hotel can be recruited for accommodation.The logic of this is clear.When
sport tourists come to this municipality but stay overnight elsewhere,we are told they come
and play and then return to their accommodations to spend their money on food and
beverage and attractions where they stay.We are not supporting local businesses without
adequate accommodation for sport tourists.
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