Event Hosting Strategy and Action Plan - City of Prince George

STAFF REPORT TO COUNCILCOMMUNITY SERVICES DEPARTMENT1100 Patricia Boulevard, Prince George, B.C., V2L 3V9DATE: September 6, 2011TO:MAYOR AND COUNCILFROM:SUBJECT:ATTACHMENT(S):MYLES TYCHOLIS, MANAGER EVENTS & CIVIC CENTREEVENT HOSTING STRATEGY AND ACTION PLAN1. Appendix A: Event Hosting Achievements 2009-20112. Appendix B: Advanced Sport Tourism Workshop ReportRECOMMENDATION(S):1. THAT the Staff Report be received.PURPOSE:In 2009 Council approved the Prince George Hosting Strategy and Action Plan. Since that time therehave been a number of organizational changes impacting the implementation of this strategy. Thisreport outlines those changes, highlights significant achievements within event hosting, and identifieskey “next steps” for moving the event hosting strategy forward.STRATEGIC PRIORITIES:Event Hosting has played a significant role in supporting Council‟s strategic vision and has assistedin realizing one of Council‟s Priority Projects with the bidding and awarding of the 2015 CanadaWinter Games. This achievement has already had a momentous affect on the community in buildingstronger neighborhoods, increasing civic pride, and strengthening intergovernmental relations.Council identified that Strengthening and Diversifying our Economy as a core focus area and furtheracknowledged that the City will actively promote tourism opportunities through implementation of themajor events strategy and a cultural tourism strategy. This report provides „Next Steps‟ for achievingthis direction.BACKGROUND:Event Hosting is defined as the act of bidding on and hosting events in the areas of sport, tourism,business, arts and culture that will bring significant economic and/or social impact to the community.

The Prince George Event Hosting Strategy & Action Plan was prepared by the consulting group ofYates, Thorn and Associates. A report to Council in February of 2009 identified the followingstrategic action areas:Clarifying organizational structure and roles in Event HostingDevelopment of progressive hosting plans for identified community organizationsConsistently estimating and communicating economic impact of hosting eventsDevelopment of a comprehensive event selection processManaging the broader environment of event hostingThe Prince George Event Hosting Strategy was prepared at a time when the following organizationswere identified as having roles in the implementation of the strategy:Events Prince George a division of Initiatives Prince GeorgeRecreation Services a division of the City of Prince George Community Services DepartmentPrince George Sports CouncilToday there have been many changes to these organizations and their roles:Events Prince George has been dissolvedThe Prince George Sports Council has been dissolvedThe City of Prince George has created a new division, Events and Civic Centre, in theCommunity Services Department with the Community Event Coordinator playing a key rolein supporting event hostingThe City of Prince George has invested in Tourism Prince George which facilitated theestablishment of a Destination Marketing Organization (DMO) through City support of theAdditional Hotel Room Tax and re-direction of City funding from IPG, to the new DMOThroughout the changes and development in the various organizations progress in implementingrecommendations from the Event Hosting Strategy was made in a number of areas. In June of 2008a report to Council from Colleen Van Mook representing the City of Prince George and VirginiaSprangers representing Events Prince George introduced the Major Multi-Sport Games BiddingPriorities. Council supported the recommendation that Prince George focus on bidding for the 2012BC Winter Games and then ultimately the bidding for the 2015 Canada Winter Games. These multisportbids became the focus for event hosting from late 2008 through to the announcement of thesuccessful bid to host the 2015 Canada Winter Games in September 2010.Although bidding on these Major Multi-Sport events were considered a priority and lead to thesuccessful Canada Games bid many other event hosting activities have occurred. The City hasbeen actively engaged in supporting the hosting of events, building partnerships at all levels, anddeveloping a strategic marketing focus, in addition numerous other accomplishments and hostingsuccesses that are outlined in Appendix A. Some highlights include:2010 Torch Relay Task Force2015 Canada Winter Games Bid Committee2011 Canadian Sport Tourism Alliance Annual Congresso Sponsor partnership with Tourism Prince GeorgeSport Tourism BC Network participation2011 World Baseball Challenge2012 Senior Men‟s Baseball Nationals BidFacility InventoryEvent Hosting Resume2015 CWG Host Society - Transfer of Knowledge

In the last two years many planning opportunities have assisted in defining the benefits of EventHosting and the roles of organizations that can assist with building our capacity. In late 2009 PrinceGeorge embarked on a joint tourism planning initiative through Tourism British Columbia‟sCommunity Tourism Foundation program that provided resources to assist Prince George indevelopment of a comprehensive tourism plan. The plan was completed in March 2010. Thistourism plan was meant to become a plan for the community of Prince George that encompassestourism businesses, Tourism Prince George, the City of Prince George and all others involved in thetourism industry. In May of 2010 the plan was shared with City Council along with identifyingTourism Prince George with the leadership role in engaging other community stakeholders in theimplementation of the preferred tactics included in the plan. The Prince George Tourism Planultimately contributed to the development of the Tourism Prince George Strategy and a ServiceAgreement was signed in November 2010 between the City of Prince George and Tourism PrinceGeorge. The Community Tourism Plan and the Tourism Strategy identified events, conferences,sport tourism and cultural tourism as one of many important strategic objectives for Tourism PrinceGeorge. In September 2010 the City of Prince George created the Events and Civic Centre Divisionof the Community Services Department with a dedicated staff member. The Community EventCoordinator is able to work with community partners to attract and successfully host events in PrinceGeorge.In October 2010 the City of Prince George worked with Tourism BC to facilitate the Advanced SportTourism Workshop in Prince George. This workshop was offered by the Province of BritishColumbia to communities that have experience in sport tourism and could benefit from the latestindustry research and a brief assessment of their sport tourism assets and experience. Thisworkshop involved over 30 members of the Prince George community representing a variety ofsectors including: tourism, sport, business, education and government in Prince George. Theworkshop identified 7 Action Areas that would be seen to advance Sport Tourism in Prince George:1. Use List of Sport Events Previously HostedStarting point for future event bidding2. Use Sport Hosting Facilities ChartTo determine capacity and cooperation with venue management3. Use Local Sport Event Hosting Capacity ChartTo create a director of local sport clubs in order to connect with stakeholders4. Identify and develop a coordinating group to organize and plan opportunities with stakeholdergroups5. Create a larger Sport Tourism working committee to create an action plan6. Continue to be an active member of the BC Sport Tourism Network7. Maintain Prince George‟s presence on the Hosting BC websiteSince receiving the final report from the Advanced Sport Tourism Workshop (Appendix B) in early2011 there have been several follow up meetings and discussions regarding the next steps forPrince George.FINANCIAL CONSIDERATIONS:The Events and Civic Centre budget provides the funding for the Community Events Coordinator andsome marketing and administrative expenses. The Event Grants were eliminated in 2010 due tobudget reductions. These grants allowed the City to support Regional, Provincial, National andInternational Events based on specific criteria and on a per participant formula. The grant budgettotaled approximately $40,000 annually.

SUMMARY AND CONCLUSION:The City of Prince George plays a key role in supporting the hosting of events that generate manysocial and economic benefits to the entire community. Council has identified that actively promotingthese tourism opportunities through appropriate implementation strategies is a core focus area.Administration has been working with and engaging community stakeholders to determine the nextsteps for implementation of the Event Hosting Strategy and the development of other strategiescontributing to tourism in Prince George. The Event Hosting Leadership Team has been formedbetween the City of Prince George and Tourism Prince George to assist in moving the Event HostingStrategy forward. Through this partnership it is envisioned that Prince George will be able to buildmore capacity with its event hosting efforts and be well positioned in the event tourism industry insport, culture and meetings and conventions.Respectfully submitted:_____________________________Myles Tycholis, Manager Events & Civic CentreCommunity ServicesTo: Mayor and Council

City of Prince GeorgeEvent HostingAchievements2009 ‐ 2011

EVENT HOSTING HIGHLIGHTS 2009 ‐ 2011EventsMajor sponsor of the 2009 World Baseball ChallengeMajor sponsor of the 2009 Road to the RoarCoordinated the 2010 Torch Relay Task ForceBid and is awarded for the 2015 Canada Winter GamesParticipated at the 2011 Canada Winter Games in Halifax as part of the transfer of knowledge andobserver programsMajor sponsor for the 2011 World Baseball ChallengeCoordinate a planning committee for the Rick Hansen Anniversary Tour ‐ End of Day CelebrationPrince George will host the 2012 Senior Men’s Baseball NationalsEngaged citizens and sport groups to participate in the August 9th 2015 Bid Committee finalevaluationMarketingParticipated in promotional 2010 Olympic Event in Vancouver to promote all BC communities postOlympicsParticipated with Tourism PG at the annual BC Sport Tourism Market place connecting withProvincial Sporting OrganizationsParticipated annually with Tourism PG at the Canadian Sport Tourism Alliance ‐ Sport EventsCongress to build relationships with National Sporting Organizations2011 Sponsor at the Canadian Sport Tourism Alliance ConferenceDesignated as a leader in participation and submissions for the www.HostingsBC.ca web sitepromoting sporting facilities in Prince GeorgeEvents and Civic Centre embarks on a new web site design that is anticipated to be showcased bythe end of 2011Participated in quarterly conference calls with all other Sport Tourism BC communities

PartnershipsContinue to provide financial support through an annual grant to Pacific Sport Northern BCPartnered with the Province of BC, Tourism PG to host an Advanced Sport Tourism Workshop thatengaged all community groups and partners in Prince GeorgeParticipated and sponsorship provided for the first Northern BC Sport and Physical Activity RoundTable eventPartnership is strengthened with Tourism PG with coordinated efforts for joint marketinginitiatives for Sport TourismThe City of Prince George provided a grant for the local bid committee to present the 2012 SeniorMen’s Baseball Nationals bid evaluation committee in Vancouver in 2010Provided support to several other Provincial events through the Event Grant Program such as:;2009 CCAA Men’s National Basketball Championships and 2009 BC Senior Soccer Championships,Other Accomplishments Prepared the inventory of facilities and event hosting experience through the 2015Canada Games Bid Process A new City Division is created with designated staff ‐ Events and Civic Centre Designated member of an advisory committee for BC Sport Tourism BC Sport Tourism requests the 2015 Canada Winter Games Bid for a successful bidcase study for the BC Sport Tourism industry Three successful event grants were endorsed by the City of Prince George in 2011that received funds for hosting events through the Hosting BC grant program Working with the 2015 Canada Winter Games Host Society for a successful transferof knowledge

Future Opportunities• Further development to partner with Tourism PG on marketing opportunities for Sport Tourism• Developing hosting plans for the 2015 Canada Winter Games test events• Achieving action items as outlined in the report form the Advanced Sport Tourism Workshop suchas complete updated inventory of all sport groups, events and facilities• Support the 2015 Canada Winter Games goals and objectives• Further development of our strategic event hosting plan• Request funding for Event Grants to support groups bidding and hosting events• With improved infrastructure from the 2015 Canada Winter Games new events can be attracted• Preparing STEAM (Sport Tourism Economic Impact Assessment Model) reports for all futureevents and report annually on the impact to the community• Building relationships with facility owners or operators to educate the impact of hosting eventsProud to partner with and support the following organizations and events:Prepared By:Lisa Shaw‐MacLarenSeptember 2011