2008 North American Indigenous Games

Transcription

1 2008 North American Indigenous Games Economic Impact Assessment February 2009 Thefollowinganalysisprovidesanestimateoftheeconomicimpactofthe2008NorthAmerican IndigenousGamesheldinCowichan,BritishColumbiafromAugust310,2008asgeneratedbytheSport TourismEconomicAssessmentModel,Professionalversion.

2 Economic Impact Assessment Funding Partner TheCanadianSportTourismAlliancewishestoacknowledgethefinancialsupportofHeritageCanada (SportCanada)inthecompletionofthisreport. TheCanadianSportTourismAlliancealsowishestoacknowledgetheassistanceofDougAllanandRick Brant(Cowichan2008);andKathyLachman(CowichanValleyRegionalDistrict)inthecompletionofthis report. Formoreinformationaboutthisreport,pleasecontact: 2

3 Contents 1.0Background Methodology/SurveyResults Capital&OperationsExpenditures EconomicImpactResults Conclusion...12 Appendix1:EconomicImpactMethodology SportTourismEconomicAssessmentModel...13 Appendix2:GlossaryofTermsusedbySTEAM...15 Appendix3:NorthAmericanIndigenousGamesSurvey

4 1.0 Background Inthe1970s,anumberofvisionariesbegantoexploretheideaofpromotingIndigenousculturesand supportingindigenousyouththroughsport.leadersofvariouscommunitieshelpedtheconceptevolve and eventually a plan for a largescale, multisport North American Indigenous Games emerged. The firstever North American Indigenous Games were held in Edmonton, Alberta, in 1990, with approximately 3,000 participants. In less than two decades, the number of sport and cultural participantshastripled,toover9,000. The2008games,theseventh,werehostedbytheCowichanValleyinDuncan,BritishColumbiafrom August310,2008.Morethan3,400Aboriginalathletessupportedbyover800coaches,managers,and missionstafffromcanadaandtheusacompetedduringthesevendayeventofsportandculture.the Cowichan 2008 NAIG provided an opportunity for Indigenous youth to participate in 14 sports and a culturalfestival. TheCowichan2008NAIGwasacatalystforbringingtogethercommunitiesandcultures,andbuilding mutual respect and understanding. More than 2,000 volunteers contributed to the success of this international celebration of sport and culture. Moreover, several significant social legacies arose through the hosting of the Games, which included increased awareness and capacity in both the Aboriginalandbroadercommunities,improvedhealthandfitness,andenhancedsportdevelopment. Additionally, the event generated substantial economic benefits related to the considerable expenditures of visitors to the Cowichan region, as well as the expenditures made by the event organizersinhostingtheevent,whichisthesubjectofthisreport.measuringtheimpactofvisitorsto the Cowichan Valley is described in the first section of the report, including details of the intercept survey methodology and the results collected.section 3 provides details of operational and capital expendituresthatfurthercontributedtotheimpactoftheevent,whilesection4presentsthesteam resultsfromthecombinedexpendituresofthevisitors,athletes,culturalparticipants,andtheorganizing committee s operational expenditures. Section 5 concludes the document with a summary of the findings. The appendices include additional information regarding the economic impact model, a glossaryandacopyofthesurvey. 1 1 The Canadian Sport Tourism Alliance s (CSTA s) Sport Tourism Economic Assessment Model, Professional version (STEAM PRO)wasusedtogeneratetheeconomicimpactestimatesdetailedinthisreport.STEAMPRO,whichwasdevelopedin2006, isamodelthathasbeendesignedtoincorporatetheresultsofprimarydatacollectedfromeventvisitorsandthebudget/ capital expenditures of event organizers and others to prepare economic impact assessments. The model is based on the CanadianTourismResearchInstitute s(ctriabranchoftheconferenceboardofcanada)teammodel,whichisthemost widelyusedtourismeconomicimpactmodelincanada.theresultsofsteamproarefullyconsistentwiththecsta ssteam model.amoredetaileddescriptionofsteamproiscontainedwithinappendix1. 4

5 2.0 Methodology / Survey Results Informationregardingthecompositionandspendingofspectatorsandparticipantsatthe2008North AmericanIndigenousGameswascollectedthroughtheadministrationofafacetofaceinterceptsurvey. The survey captured essential information to determine the composition of spectators attending the eventandtheexpendituresofoutoftownvisitorstothecowichanvalley.thesurveywasconducted usingpalmpdasrunningtechneosentrywaresoftware 2.Acopyofthesurveyinstrumentusedcanbe foundinappendix3. 3 Survey Results Atotalof369visitorpartieswereapproachedoverthecourseoftheevent,with297partiesagreeingto participate(arejectionrateof19.5%).ofthisgroup,15partieshadbeenpreviouslysurveyed(5.0%), yieldingatotalof283validsurveys,representing826participants,familymembersandspectators.the surveyintercepted186visitorpartiesrepresenting634peoplewhowerefromoutsideofthecowichan Valleyand98partiesrepresenting192peoplewhowerelocals. AstheNAIGwasanungatedandunticketedevent,spectatorvisitorvolumeswerecalculatedusingthe surveyresultsbyapplyingtheproportionofspectators/participantsinterceptedtoestimatethesizeof theoverallpopulation.thesurveyfoundthatyouthsportparticipantsaccountedfor53%ofthetotal volumeintercepted.consequently,withatotalathleteattendanceof4,245participants 4,itisestimated thattherewereatotalof3,740spectatorsandfamilymembersatthenaigsportevents.fromthis group,thesurveysuggestedthat77%or2,885spectatorswerefromoutsideofthecowichanvalley. 5 MoredetailscanbefoundinFigures2.1and2.2. Thesurveyyieldedsomeinterestingresults.Whiletheaveragedailyexpenditureofvisitorswaslower than many other events which have been surveyed previously (such as the 2002 NAIG hosted in Winnipeg, MB), several factors may have resulted in the lower spending.for example, NAIG 2008 featuredtheextensiveuseofcampingasaformofaccommodation,andconsequently,accommodation spending was lower than in 2002.However, the reported length of stay of out of town visitors was longerin2008,averaging7.6nightsforthetypicaloutoftownspectator,thustheoverallspendingper party was still relatively high.additionally, with Winnipeg being a major urban centre, visitors and participants at NAIG 2002 shopped extensively at the many malls and stores while there were no equivalentfacilitiesinthecowichanvalley.finally,thehostsocietyandmanyoftheteamsprovided someofthemealsforbothathleticandtribaljourneyparticipants,whichservedtolowertheirpersonal 2 Formoreinformationseewww.techneos.com. 3 Thesurveyandmethodologywerepreparedinconsultationwiththe GuidelinesforMeasuringTourismEconomicImpactAt UngatedFestivalsandEvents,availableat: 4 Includesathletes,coaches,managers,andmissionstaff 5 Thissamplesizeof301spectators/familymembersyieldsaconfidenceintervalof+/5.3%forspectatorspecificresultsand the333participantssampledyieldsaconfidenceintervalof+/5.3%forparticipantspecificresults. 5

6 expendituresonfoodandbeverages.informationregardingtripcharacteristicsandexpenditurescanbe foundintables Inadditiontothesportparticipants,NAIG2008featuredmanyotherevents,thelargestofwhichwas thetribaljourneyswhichfeatured109canoestravelingtoquw utsunfrom65pointsoforigin,including Alaska.Totalparticipationinthetribaljourneyswas6,300people.Additionally,theeventfeaturedan educational symposium that attracted 167 participants, 198 cultural performers, and more than 350 othermediaandvips,allofwhomcontributedtothevisitorexpendituresinthecowichanvalley. Figure 2.1 Out of Town Survey Respondent Role Role (%) OtherParticipant 3% YouthSport Participant 39% OtherSport Participant 7% Participant FamilyMember 14% OtherSpectator 37% 6

7 Figure 2.2 Out of Town Spectator Origin Origin (%) OtherCan 2% International 2% Ontario 9% Saskatchewan 9% BritishColumbia 41% Manitoba 11% Alberta 13% US 13% Table 2.1 Spectator Trip Characteristics Avg. Party Size Nights in Com. Accom Sample Nights on V. Size (n=) Island Importance Participants n/a n/a Spectators Table 2.2: Spectator Spending Spendingper Spendingper party personpernight Accommodation $ $19.65 Restaurant&Concession $ $12.96 Groceries $ $4.35 Recreation&Entertainment $71.86 $2.44 EventTickets $ $5.14 EventMerchandise $77.59 $2.63 RetailClothing/Shopping $68.47 $2.33 RetailOther $60.95 $2.07 VehicleRental $62.58 $2.13 PersonalVehicleExp. $7.58 $0.26 Taxi $3.22 $0.11 Total $1, $

8 Table 2.3 Total Expenditures all visitors Category Participants TribalJourneys Spectators Others* Total VisitorVolume 4,245 6,300 2, ,403 Accommodation $210,900 $315,000 $451,466 $112,802 $1,090,169 Restaurant&Concession $606,923 $906,500 $295,472 $73,826 $1,882,721 Groceries $142,274 $212,500 $92,758 $23,176 $470,709 EventTickets $54,499 $81,400 $51,060 $12,758 $199,717 Recreation&Entertainment $95,072 $142,000 $109,674 $27,403 $374,149 EventMerchandise $249,933 $373,300 $58,764 $14,683 $696,680 RetailClothing $103,241 $154,200 $48,344 $12,079 $317,864 RetailOther $80,343 $120,000 $38,454 $9,608 $248,404 VehicleRental $30,463 $45,500 $44,297 $11,068 $131,328 PersonalVehicleExp. $10,043 $15,000 $6,574 $1,643 $33,260 Taxi $1,339 $2,000 $1,998 $499 $5,836 Total $1,585,031 $2,367,400 $1,198,862 $299,545 $5,450,837 *Othersincludes:educationalsymposiumparticipants,culturalartists,VVIPs,VIPsnotincludedasparticipants,andmedia. 8

9 3.0 Capital & Operations Expenditures Ananalysiswasalsoconductedontheoperationalexpendituresoftheorganizingcommittee,withthe overall cash operations budget totaling over $9.8 million. 6 Expenditures included salaries, fees and commissions of the organizing committee, advertising, administration, souvenirs, hosting of athletes, etc.inaddition,estimatesoftheexpendituresassociatedwiththefederal/provincial/territorialfirst ministers meeting, hosted at the Bear Mountain Resort in Victoria, have been included in the operational expenditures.additionally, expenditures made by the provincial government over and above those of the host society regarding the Cowichan spirit pole have been incorporated into the operationalexpenditureestimates.theseexpenditures,brokenoutbycategory,aredetailedintable 3.1. Table 3.1 Estimated Operational Expenditures Category Amount SalariesandFees $2,917,008 AdvertisingServices $139,962 ProfessionalServices $271,712 FinancialServices $34,846 Insurance $51,386 Rent $854,389 OtherServices $1,745,462 Communication $125,164 OfficeSupplies $132,718 OtherSupplies $1,712,366 Repairs $831 FoodandBeveragesOrganizingCommittee $312,540 FoodandBeveragesParticipants $573,499 FoodandBeveragesMedia/VIP $135,207 AccommodationOrganizingCommittee $118,356 AccommodationMedia/VIP $50,548 MerchandiseandRetail $88,269 PersonalTravel $57,130 TransportationandStorage $476,220 FederalSalesTax(net) $48,576 Total $9,846,189 6 Valueinkinddonations,aswellasthecontributedtimeofthemorethan2,500volunteers,wereofvitalimportancetothe success of the event. However, as both of these are nontraditional economic transactions, and in order to maintain consistencywithotherstudies,theyhavebeenexcludedfromtheeconomicimpact. 9

10 4.0 Economic Impact Results The combined spending of operations and visitors to the 2008 North American Indigenous Games exceeded$15.6million,generatinganestimated$34.3millionineconomicactivityfortheprovinceof BritishColumbia,ofwhich$22.3millionoccurredintheCowichanValley.Theseexpendituresgenerated $12.7 million in wages and salaries in the Province through the support of 345 jobs, of which an estimated254wereinthecowichanvalley 7.Thetotalneteconomicactivity(GDP)generatedbythe eventwas$18.1millionthroughtheprovince,with$10.0millionoccurringinthecowichanvalley. Considerabletaxrevenueswerealsoproducedbytheevent,totaling$7.1million.Theeventsupported federalgovernmenttaxrevenuesof$3.6million,andanadditional$2.5millionintaxesaccruedtothe Province of BC. Moreover, $1.0 million in taxes was supported in the BC municipalities, of which $669,000accruedintheCowichanValley. 7 Jobsreportedinthisstudyreferstothenumberofjobs,vs.fulltimeequivalent(FTE:twopeopleworkinghalftimewould representtwojobs,oronefte). 10

11 Table 4.1 Total Economic Impact Total Cowichan BritishColumbia Valley Restof BC InitialExpenditure $15,602,261 $15,602,261 $0 GrossDomesticProduct DirectImpact $5,324,618 $5,324,618 $0 IndirectImpact $7,381,190 $2,700,721 $4,680,469 InducedImpact $5,381,767 $2,017,918 $3,363,849 TotalImpact $18,087,576 $10,043,258 $8,044,318 IndustryOutput Direct&Indirect $23,587,697 $18,293,691 $5,294,006 InducedImpact $10,754,789 $4,032,434 $6,722,354 TotalImpact $34,342,485 $22,326,126 $12,016,360 Wages&Salaries DirectImpact $4,694,272 $4,694,272 $0 IndirectImpact $4,663,393 $2,279,664 $2,383,729 InducedImpact $3,327,031 $1,278,677 $2,048,354 TotalImpact $12,684,696 $8,252,613 $4,432,083 Employment(Fullyearjobs) DirectImpact IndirectImpact InducedImpact TotalImpact Taxes(Total) Federal $3,564,095 $2,191,144 $1,372,951 Territorial $2,515,616 $1,555,429 $960,187 Municipal $1,026,952 $669,795 $357,157 Total $7,106,662 $4,416,368 $2,690,294 8 Directemploymentimpactisgenerallyextrashiftsorovertimeforexistingworkersratherthannewemployment. 11

12 5.0 Conclusion The 2008 North American Indigenous Games were a tremendous success by all measures, with the eventshowcasingthetalentsandrichculturalheritageofaboriginalathletes.theeventattractedmore than12,000athletes,culturalparticipantsandspectatorstothecowichanvalley,spendingacombined totalof$5.5million.thisspending,incombinationwiththeoperationalexpendituresoftheorganizing committee and others, which totaled $9.9 million, resulted in a net increase in economic activity of $18.1 million throughout the Province, of which $10.0 million occurred in the Cowichan Valley.The totaleconomicactivitysupportedbytheeventwas$34.3million,supporting$12.7millioninwagesand salariesthroughouttheprovince.inthecowichanvalley,atotal$8.3millioninwagesandsalariesand 254jobsweresupportedbytheevent. 12