SportsEvents Magazine

DEC 2015

SportsEvents is edited for those who plan tournaments or other sports events.

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Page 26 of 171 December 2015 27 SPECIAL FEATURE: CVBS & SPORTS COMMISSIONS "Dollars are not the only reason cities want your event," said Kelly Mann, President and CEO of BC Games, an organization dedicated to athlete and sport development in the province of British Columbia and orga- nizer of major multi-sport summer and winter competitions. "Consider how your event can create lasting legacies which mean that not only is that city better off, but they are willing to again host your event. Legacy can create sustainability far better than 100 room nights. These pieces of the hosting puzzle are our way of staging the BC Winter and BC Summer Games in British Columbia." Mann brings up a multitude of ways hosting a major competition can create residual non-economic value to a host city. "Any larger event, say 1000 or more people, has an opportunity to impact its hosting city far beyond the economics of the event," she said. "A well-researched economic impact study will give prospective host cities a good sense of what the event can bring them, but bringing additional value-add is just as important. Look at your event in terms of developing young athletes and coaches into future national team members; wouldn't a city love to brag that members of the USA hockey teams got their start in their city? Can your sport leaders bring coaching clinics and offcials' development opportunities prior to the tournament so local enthusiasts can be trained to a higher level, meaning kids get better coaching and the local offcial can now take on the event rather than fying someone in from far away? Similarly, with parents of the athletes; can you provide educational forums in sport science and sport nutrition, helping parents support their blossoming athlete? And how can your event work with local staff to enhance facilities through partnerships, leaving them better than when your event arrived?" NASC & DMAI Respondents pointed to economic cal- culators available through Destination Marketing Association International (DMAI) and National Association of Sports Commissions (NASC) as prefer- able tools for determining more accurate economic impacts than simple room night fgures. Jon Schmieder, Founder and CEO of Phoenix-based consulting frm Huddle Up Group, put room nights in its place this way: "Room nights should be a result of a solid sports tourism market- ing effort, not the leading measure of success. We recommend our clients use the NASC or DMAI economic impact tools to evaluate the totality of an event, not just the room nights." Moya said, "The National Association of Sports Commissions has an econom- ic impact calculator that has become a standard for our industry." Tara Hamburger, sports sales and marketing with Daytona Beach Area Convention and Vistors Bureau, referred to DMAI's calculator. "We work with the DMAI model for all events and meetings. The calculation for meetings is different from sports." The DMAI Event Impact Calculator uses 10 different data sources to mea- sure direct and indirect impacts in terms of "business sales generated, jobs and personal income supported, and total federal, state, and local taxes generated as a result of the event." DMAI developed, in association with partner Tourism Economics, a Sports Module for its Event Impact Calculator that estimates spending based on fve different types of sports events. NASC's Economic Impact Calculator and its event spending data are based upon studies completed by Sportsimpacts and a consumer spending study conducted by the University of Arizona Sports Management program. NASC members have access to the calculator as a beneft of membership. n Event First, Dollars Follow Whatever any particular community deems the most important deter- miner of sports event economic impact, Jon Schmieder, Founder and CEO of Huddle Up Group, reminds us that DMOs can't forget the most important element of hosting an event – the efcient handling of the event. Schmeider's Phoenix-based consulting consor- tium creates collaboration strate- gies for sports tourism programs and events and has conducted spe- cial sessions dealing with the eco- nomic impact aspect of bidding for and hosting a major sports event. "Destinations that lead with a heads-in-beds mantra scare event rights holders of," claimed Schmieder. "The rights holder wants to know that the communities they partner with to host their champi- onships know sports, not just room nights. The best CVBs and sports commissions in the country make sure that everything outside the lines is taken care of, so the rights holder can focus on their compe- tition. The markets that are only concerned with heads-in-beds are not fully servicing their clients. We recommend that the host cities put the event frst, the room nights will take care of themselves." But can DMO leaders make that point efectively with their boards, hotel operators and others? "If you handle the sports market correctly, and put the events execu- tion frst, sports groups will renew host agreements sooner than the SMERF markets will, and they are also more likely to make multi-year commitments," said Schmieder. "So the room nights will come, and they will come back more frequently, if and only if, the rights holders know they can trust the host destination to support them on game day. n

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