strategic plan 2013-2015 - Tourism Calgary

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sport and cultural events Overview Sport and cultural events are an important component of Tourism Calgary’s efforts to bring more people to Calgary as well as creating memorable experiences for visitors. The sport and cultural event strategy focuses on winning bids, whether large or small, regional or national. The successful acquisition of these events through a collaborative model and highly targeted approach produces incremental economic and social benefits for tourism, sport and community. Sport tourism is one of the fastest growing segments of the tourism industry in Canada with approximately $3.6 billion in annual spending by domestic travellers, an increase of 8.8 per cent from 2008 (Statistics Canada 2010). It is also a powerful tool for increasing economic activity, enhancing quality of life and promoting a community’s image nationally and internationally. Cities around the world are recognizing the benefits and are allocating significant resources to the pursuit of major events. As a result, attracting and hosting sporting events has become an increasingly sophisticated, strategic and competitive pursuit. Therefore, attracting events to Calgary requires a professional approach, substantial collaboration between stakeholders and the development of local champions responsible for the delivery of world-class events. To address these needs, Tourism Calgary operates the Calgary Sport Tourism Authority (CSTA), which is comprised of a dedicated group of community and business leaders who direct wise spending and strategic investing and instill a high level of professionalism and accountability in the evaluation, investment and bidding process. Since the implementation of the CSTA Strategic Plan in 2006, Tourism Calgary has supported more than 150 national and international events, generating 180,000 hotel room nights and stimulating significant economic activity. In 2013, Tourism Calgary will continue the same overarching strategy for the city of Calgary that has proven successful during the past seven years. The CSTA’s mission is to increase Calgary’s capacity for bidding to host sport events. They do so by: 1. Attracting bid opportunities through the a) Operation of a proactive and strategic bidding and evaluation framework; b) Enticing, supporting and developing local champions; c) Building a local, national and international network in the world of sport; and d) Influencing the improvement and enhancement of sport and competition facilities. 2. Acquiring bid opportunities a) Collaborating and engaging leaders from the private sector; and b) Bidding expertise. Two activities serve to accomplish the overall mission. First, the team will work to lead the collaboration of proactive bids aimed at attracting major events. Critical to this step is the evaluation of potential events for bid or investment that will yield incremental and positive benefit to the tourism industry, sport and cultural communities and the city of Calgary. 20
The second area of activity surrounds the service, promotion and acquisition of non-major events including the following priorities: • Identify, cultivate and service local champions; • Position Calgary as the premier host of sport events in Canada; • Showcase the value of sport and cultural event tourism to local stakeholders; and • Raise awareness in the local community of services offered. Marketing, social media, public relations and partnership opportunities typically accompany the successful attraction of events to the Calgary area. Tourism Calgary will continue work to take advantage of every possibility to leverage events for the benefit of destination promotion. Major sport and cultural events like BreakOut West and the Tour of Alberta provide an array of promotional opportunities for partners and have proven to be excellent platforms for tourism marketing. The following sport and cultural event objectives will support Tourism Calgary’s mission, vision and goals: • Generate incremental hotel room nights and economic activity on an annual basis. • Encourage the development and restoration of new competition facilities, improve quality of life, raise destination profile and benefit sport at the grassroots level. Ben Checkowy John Pierce, Photo Sport International uk usa asia ©Skate Canada – Jim Coveart Skate Canada Synchronized Skating Championships – February 22-24, 2013 Tour of Alberta – September 5-8, 2013 2013 BreakOut West – October 3-6, 2013 21
Page 1: direction strategic plan 2013-2015
Page 4 and 5: executive review 2012 - A great yea
Page 7 and 8: strategic direction Vision One inno
Page 9 and 10: our brand Calgary’s new tourism b
Page 11 and 12: situational analysis looking back a
Page 13 and 14: destination challenges / opportunit
Page 15: market performance Calgary’s Trav
Page 18 and 19: The Canadian Tourism Commission lea
Page 20 and 21: National Markets of highest potenti
Page 24 and 25: visitor and member services Member
Page 26 and 27: performance measurement The followi
Page 29: statement of operations 2010 Actual
Page 32 and 33: Marketing Gisele Danis Vice Preside
Page 34: marketing/ecommerce advisory commit

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