While the focus for fans attending one of Hockey Canada’s domestic events tends to be on the action on the ice, and for good reason, host committees are often just as interested in what happens off the ice, in the arena and around the community.To help with that interest, Hockey Canada, in partnership with the Canadian Sport Tourism Alliance (CSTA), selects a few events every year and does an economic impact assessment, giving future host committees a look at past events, particularly those in their area of the country.
STEAM (Sport Tourism Economic Assessment Model) is a cutting-edge, economic impact assessment tool that predicts and measures the economic impact of a sport event on a community in Canada, looking at everything from accommodation costs for visitors to jobs supported by the event.
So what does Hockey Canada think of the value of the CSTA assessments?
“To us an organization, having these studies done is a no brainer,” said Dean McIntosh, Hockey Canada’s director of marketing services and events. “We can tell host committees about the benefits of hosting until we’re blue in the face, but having these hard numbers, and seeing the impressive totals from past events, really hits home.”
For example, a CSTA study was conducted during the 2011 TELUS Cup, which brought five teams from across the country – Vancouver, Winnipeg, London, Lac St-Louis and Halifax – to St. John’s, N.L., in April to compete for Canada’s National Midget Championship.
While the tournament on the ice was one of the most competitive in its 38-year history, with the Winnipeg Thrashers taking home the gold medal, the impact off the ice as just as impressive.
According to the STEAM report, the 2011 TELUS Cup generated close to $1.8 million in economic activity for the Province of Newfoundland & Labrador, with $1.3 million coming from the City of St. John’s. Visitors to the city for the event, who totaled more than 500, including friends, family, media and scouts, spent an average of $750 each and more than $550,000 in wages were supported across the province.
So while the impact of hosting a national championship on the east coast was evident, what about an international event on the west coast?
In November 2010, six teams – two Canadian entries (East and West), along with Russia, Sweden, Switzerland and the United States – converged on Penticton, B.C., to go for gold at the World Junior A Challenge.
The STEAM report released following the tournament, at which the United States won its third consecutive WJAC gold medal with a thrilling gold medal game victory over Canada East, showed the event generated almost $2.2 million in economic activity for the Province of British Columbia, including $1.5 million from the City of Penticton, and supported over $800,000 in wages, with friends, family, media and scouts spending upwards of $800 each during their visit.
For more information on the Canadian Sport Tourism Alliance and Sport Tourism Economic Assessment Model (STEAM) reports, visit www.canadiansporttourism.com or talk to a Hockey Canada marketing services and events representative.
PAST SPORT TOURISM ECONOMIC ASSESSMENT MODEL (STEAM) REPORTS
|Hockey Canada Event||Location||Community Impact||Provincial Impact|
|2011 TELUS Cup||St. John’s, N.L.||$1.3 million||$1.8 million|
|2010 World Junior A Challenge||Penticton, B.C.||$1.5 million||$2.2 million|
|2010 RBC Cup||Dauphin, Man.||$2.2 million||$3.1 million|
|2010 TELUS Cup||Levis, Que.||$636,000||$1.2 million|
|2009 World Sledge Hockey Challenge||Charlottetown, P.E.I.||$238,000||$381,000|
|2009 World U17 Hockey Challenge||Port Alberni, B.C.||$740,000||$1.4 million|
|2007 RBC Royal Bank Cup||Prince George, B.C.||$2.5 million||$3.8 million|