Agenda Package Pg 1 RECREATION AND CULTURE STANDING COMMITTEE AGENDA Monday, November 2, 2015, 5:00 pm Committee Room Pages 1. ROLL CALL 2. DECLARATION OF CONFLICT OF INTEREST 3. MINUTES OF THE PREVIOUS MEETINGS 3.1 October 5, 2015 2 4. CORRESPONDENCE 5. PUBLIC PRESENTATION 6. UNFINISHED BUSINESS 6.1 Restructuring Committees 6.2 Multi-Complex 7. NEW BUSINESS 7.1 Drag Race Reports 4 8. ADDENDUM 9. CLOSED SESSION 10. SCHEDULING OF NEXT MEETING 11. ADJOURNMENT
Agenda Package Pg 2 1 RECREATION AND CULTURE STANDING COMMITTEE MEETING MINUTES Monday, October 5, 2015 5:00 pm Committee Room Present: Resources: Others Present: C. Nykyforak, Chair/Councillor T. Vanroon, Member/Councillor S. Reinhardt, Member/Councillor D. Marchisella, Ex Officio/Mayor J. Labreche, Secretary N. Mann, Councillor C. Martin, Councillor L. Cyr, Councillor J. Renaud, CAO 1. ROLL CALL The meeting was called to order by the Chair at 5:25pm. 2. DECLARATION OF CONFLICT OF INTEREST 3. MINUTES OF THE PREVIOUS MEETINGS 3.1. Res#: 38/15 Moved By: S. Reinhardt Seconded By: T. Vanroon That the minutes of the September 8, 2015 be accepted as read. Carried 4. CORRESPONDENCE 5. PUBLIC PRESENTATION
Agenda Package Pg 3 2 6. UNFINISHED BUSINESS 6.1. Report from the CAO - Restructuring Committees 7. NEW BUSINESS Res#: 39/15 Moved By: S. Reinhardt Seconded By: D. Marchisella That Report SRCAO2015-09 from the Chief Administrative Officer be received as amended; and that the Recreation and Culture Committee recommend to Council that the committee structure subordinate to the Recreation and Culture Standing Committee be amended as proposed in Report CAO 2015-09, and that administration be tasked with implementing changes as required which shall include the opportunity for current members to choose their preferred position. Carried 7.1. Resolution 16/15 from the Recreation and Culture Advisory Committee - Multi-Complex Res#: 40/15 Moved By: S. Reinhardt Seconded By: D. Marchisella That the letter from the Recreation and Culture Advisory Committee Resolution 16/15 regarding the multi-complex be received. 7.2. Report from the CAO - Wildcats Ice Agreement 8. ADDENDUM 9. CLOSED SESSION Updated Committee on status of agreement. 10. SCHEDULING OF NEXT MEETING The next scheduled Recreation & Culture Committee meeting is Monday, November 2, 2015 at 5:00pm. 11. ADJOURNMENT Res#: 41/15 Moved By: D. Marchisella Seconded By: S. Reinhardt That the meeting be adjourned at the hour of 6:25pm. Carried
Agenda Package Pg 4 2015 HIRAIL LEASING NORTH SHORE CHALLENGE DRAG RACES EVENT WRAP UP MARKETING REPORT PART I PREPARED BY: KATE MATUSZEWSKI CO-ORDINATOR OF ARTS & CULTURE DRAG RACE MARKETING CO-ORDINATOR
Agenda Package Pg 5 HI RAIL LEASING NORTH SHORE CHALLENGE DRAG RACE 2015 MARKETING SUMMARY RADIO: A TOTAL OF 691 ADS were aired on 7 radio stations. In addition to this there were multiple ticket giveaways, contests, plus jock talk and bulletin boards/event announcements and website exposure on most of the stations websites with links to our website. Moose FM 94.1 TOTAL 92 Ads running from July 6-18 (2 week lead in) Elliot Lake (reach North Shore, Manitoulin, perimeter of Sudbury) 100.7 The Island TOTAL 80 Ads running from June 29 July 18 (3 week lead in) Manitoulin Island (reach as far as Barrie) Q92 Exclusivity Deal/ TOTAL 204 (includes 60 Ads for Car Show Sponsorship) - Sudbury KICX Country Station TOTAL 65 Ads running from July 3 July 15 (2 week lead in) - Sudbury Q104 (Country) TOTAL 50 Ads running from July 3 July 15 (2 weeks lead in) Sault Ste. Marie Kiss TOTAL 50 Ads running from July 3 July 15 (2 weeks lead in) - Sault Ste. Marie Rock 101 TOTAL 100 Ads running from June 18 July 14 (3.5 weeks lead in) Sault Ste. Marie Rock 101 TOTAL 50 Ads running as one weeks promo leading into the Station Mall On Site Promo in May PRINT MEDIA: Various size ads ran in the following publications 4 weeks or more leading into the event, plus editorials: - Old Auto s 3 month lead in Car Show & Event Listing - Discover Us Elliot Lake, Nth Shore, Sudbury/Full Colour/Full Pg Ad (40,000 distribution & online) - 60 th Anniversary Booklet Elliot Lake & North Shore/Full Colour/Full Page Ad (10,000 distribution) - The Standard & Market Place (Elliot Lake, Blind River & North Shore) July 2 & July 9 ½ Page Full Colour Ads (2) Standard July 16 - ¼ Page on City s Page 2 - The Pen June 17, 24 & July 1, 8, 15 (5 Ads/4 Half page and 1 full page) TELEVISION: CTV Regional Coverage for Northern Ontario 6 weeks leading into the event. A total of 58 CTV ads (90% programmed around prime time shows) ran for 4 weeks leading into the event, reaching over 270,000 (individual reach) throughout the Region of Northern Ontario with some spill over into other areas. Total campaign reach was 1,342,000 2 Page
Agenda Package Pg 6 NAPA AUTOPARTS NORTH SHORE CHALLENGE DRAG RACE 2015 MARKETING SUMMARY BILLBOARDS: 3 Hwy Billboards installed at Nairn Centre, Spanish and Desbarats locations. EVENT RACK CARD/SCHEDULE: 21,000 double sided full colour promotional rack cards (with event schedule & attractions) were printed and distributed extensively throughout the immediate area and into the Sault and Sudbury and on Manitoulin. This promotional piece was delivered, via Canada Post to every household in: Elliot Lake, Blind River, Sprague, Cutler, Serpent River, Spanish = 8,000 households Insertion in Around & About Newspaper and delivered to every household in: Espanola, McKerrow, Webbwood, Whitefish Falls, Birch Island, Nairn Centre, Massey, Worthington & Walford = 4,554 households Inserted in the Manitoulin Expositor Newspaper = 4,700 subscribers Rack cards were also handed out at the Station Mall Promotion in Sault Ste. Marie, various car shows around the region including Blind River, Espanola and Sudbury car shows. Rack cards were provided to all our sponsors and ticket agents and were placed in tourism centres in the area and other key locations in Elliot Lake. WEBSITE(S)/INTERNET: www.elliotlakedragway.com (dedicated stand-alone website) Our new website went live March 1 st and from March 1 July 29 we had 39,009 total page views. www.cityofelliotlake.com www.tourismelliotlake.com www.luskvilledragway.com NAPA Money Tour www.saultracers.com 3 Page
NAPA AUTOPARTS NORTH SHORE CHALLENGE DRAG RACE 2015 MARKETING SUMMARY Agenda Package Pg 7 WEBSITE(S)/INTERNET (continued): On Facebook: North Shore Challenge FB Page (428 followers) North Shore Cruisers FB Page Elliot Lake s 60 th Anniversary Page (2,500 followers) Multiple posts on various Elliot Lake FB Pages on a regular basis (reach in excess of 5,700) Page boosts and post boosts with a reach of over 10,000 Total reach through Facebook = In excess of 18,675, likely double with shares, etc NEW THIS YEAR! Internet advertising on: SooToday.com, NorthernLife.ca, SudburyStar.ca, Standard.ca, MidNorthMonitor,ca = 5 Media Websites NorthernLife.ca SooToday.com SudburyStar.ca Standard.ca MidnorthMonitor.ca For The Sudbury Star.ca/The Standard.ca/MidNorth Monitor.ca we booked Home Page/News Page Takeovers which incorporates the complete takeover of the page with the design/branding of our event as background and added headers and big box ads. These were booked for one full day for all three and one extra full day for the Standard and MidNorth Monitor. In addition another 3 separate big box ds ads were booked on The Standard/Mid North Monitor Websites and ran June 25/26, July 2/3 and July 13/14. Our click through rates (CTR) was anything from 0.18% - 0.21% *Note: National Average CTR (click through rate) is 0.09% therefore our campaigns faired very well. 4 Page
Agenda Package Pg 8 NAPA AUTOPARTS NORTH SHORE CHALLENGE DRAG RACE 2015 MARKETING SUMMARY POSTERS: 150 posters were printed and distributed extensively throughout Elliot Lake, Blind River, North Shore, Maslacks TENT CARD RESTAURANT PROMOTION: 300 Tent Cards were on tables in 6 restaurants in Elliot Lake for 3 weeks leading into the event. This was a promotion of the event where restaurant patrons could enter into a draw to win two weekend passes to the event. Excellent exposure for the event with many eyes on the race image and information! HWY FLAG PROMOTION: Immediately following the Uranium Heritage Days Festival, Drag Race checkered flags were put up (two weeks leading into the event) all along the Main Hwy 108 Corridor into Elliot Lake from No Frills to the Hampton Inn. 5 Page
Agenda Package Pg 9 NAPA AUTOPARTS NORTH SHORE CHALLENGE DRAG RACE 2015 MARKETING SUMMARY MEDIA SPONSORSHIP: This year a total of $25,051 was successfully secured in Media In-Kind sponsorship/advertising, combined with the budgeted amount for marketing ($28,000), the Marketing Campaign had a total value of $53,051 with an estimated reach of 1 million. 6 Page
Agenda Package Pg 10 2015 NAPA AUTOPARTS NORTH SHORE CHALLENGE DRAG RACES MARKETING SURVEY - STATISTICS REPORT PART II PREPARED BY: KATE MATUSZEWSKI CO-ORDINATOR OF ARTS & CULTURE DRAG RACE MARKETING CO-ORDINATOR 7 Page
NAPA AUTOPARTS NORTH SHORE CHALLENGE DRAG RACE 2015 MARKETING SURVEY STATISTICS REPORT Agenda Package Pg 11 % 1st Time First time at event 18 35 % Regular Regular at event 34 65 % 52 Heard Through a Radio 18 35 % b TV 4 8 % c Print Ad 6 12 % d Promo Card 3 6 % e Event Website 2 4 % f Billboard 5 10 % g Social Media 3 6 % h Internet Advertising 1 2 % m Friend/Family 18 35 % 60 What attracted you to the event? a The Racing 47 90 % b Special Attractions 14 27 % c Kids Attractions 5 10 % 66 Where did you travel from? a Local 14 27 % b Sudbury 22 42 % c Sault 8 15 % d Southern Ontario 0 0 % e US 0 0 % f Quebec 0 0 % g Other 8 15 % North Shore & Nthn Ontario 52 8 Page
NAPA AUTOPARTS NORTH SHORE CHALLENGE DRAG RACE 2015 MARKETING SURVEY STATISTICS REPORT Agenda Package Pg 12 Accommodations a Hotel/Lodge 6 12 % b Camping 4 8 % c Family/Friends 3 6 % d N/A - Day Trippers 39 75 % 52 100 # of Nights At Hotel/Lodge 15 At Avg $138 p/night At Camp Site 10 At Avg $25 p/night With Family/Friends 7 N/C overnight # Times eating at a local restaurant 19 1 indicated @ event A total of 52 respondents took part in the survey. A total of 1,832 paid visitors attended the event. 723 children attended FREE of charge NOTICE TO READER: An economic impact report has been generated using the statistics and numbers we know through the Ontario Ministry of Tourism, Culture and Sport TREIM Model. This report is attached hereto. 9 Page
Agenda Package Pg 13 EcDev Drags Report Notice to Reader: The attached report is a government generated report using figures/stats that we have gathered. For information that is not available to us, this report uses average expenditures of visitors in Ontario through Stats Canada Sureys. Some of these stats may not be applicable to Elliot Lake, and the Drag Race event. However, the report will demonstrate that there are Ec-Dev spin offs that should be taken into consideration. The event produces financial benefits to: Local non-profit groups The advertising industry (radio, internet, newspapers, television, etc.) Printers and Graphic Designers LCBO/Beer Store Production Company for sound The hotel industry Sign Makers Event Support company (fencing, etc) Food Service industry Transportation Gas Service Centres Retail Sector And the list goes on. The report will elude to some of this.
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Agenda Package Pg 20 The Corporation of the City of Elliot Lake REPORT R&C 2015-06 Report of the Manager of Recreation & Culture For the Consideration of the Recreation and Culture Standing Committee RE: 16 th Annual Hi-Rail Leasing North Shore Challenge Drag Race Final Report OBJECTIVE To present the Recreation and Culture Standing Committee with a final report for the 2015 Hi-Rail Leasing North Shore Challenge Drag Races held the July 17 th, 18 th & 19 th, 2015 at the Elliot Lake Airport. RECOMMENDATION That Report R&C 2015-06 of the Manager of Recreation & Culture dated October 29 th, 2015 be received; and that the Recreation and Culture Standing Committee make a recommendation to Council that the City of Elliot Lake no longer be the main supporter/sponsor of the Drag Races. Respectfully Submitted Approved for presentation Jocelyne Labreche Manager Recreation & Culture Jeff Renaud Chief Administrative Officer October 29 th, 2015
2 Agenda Package Pg 21 BACKGROUND The City of Elliot Lake has hosted the North Shore Challenge, in partnership with the North Shore Cruisers, since 2008 when it inherited the event from NorDev Group. During the year 2008 through to 2014 the Races major sponsor was Napa Auto Parts. In 2015 Napa pulled out of the event. Hi-Rail Leasing was approached to take on the major Sponsorship for 2015 and Castrol and Maslack Auto Value were presented. ANALYSIS The title sponsor for the 2015 North Shore Challenge Drag Races was Hi-Rail Leasing and was presented by Castrol and Maslack Auto Value. There was an increase in the driver registration overall. With the registration in the Pro Classes being up this is indicative that our event attracts the more competitive racers. Hi-Rail Leasing, Castrol and Maslack Auto Value have expressed being on board for the 2016 Drag Races. FINANCIAL IMPACT IPACTinanncial impact Description 2012 2013 Actual 2014 Actual 2015 Actual Actual Admissions 2383 2312 2077 1832 Drivers 343 324 260 326 Cost to taxpayers $91,180 $91,531 $95,553 $63,289 City Distributed Wages $29,847 $25,859 $26,511 $25,218 Vehicle Machinery Rental $14,355 $11,123 $12,321 $8,770 Cost without Distributed Wages $46,978 $54,.549 $56,721 $29,301 & Vehicle Machinery Rental Admissions $61,480 $55,314 $55,739 $49,858 Drivers $60,575 $52,050 $53,900 $63,845 LINKS TO STRATEGIC PLAN plan To further develop Elliot Lake as an all-season tourist destination. SUMMARY This event has now been established and the City has assisted since 2008, we should consider offering the event to another organization to administer. This event requires a significant amount of time and resources by staff. Our Department currently is trying to move forward with new activities and events, the time that was allocated for the drag races would greatly assist to ensure we are successful with these new endeavours.