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businessincalgary.com | BUSINESS IN CALGARY December 2014 • 99

A s a key segment of the Canadian tourism industry, sport tourism has grown to be a $3.6-billion annual business. Leading Calgary’s strategy is the Calgary

Sport Tourism Authority (CSTA), an innovative, citizen-led, single point of entry for major event bid opportunities.

The CSTA is a collaboration of citizens and leaders in grassroots-sport, business, tourism and community. Since its inception in 2005, the authority’s mandate has been to provide a platform for advice, research and strategic direction in attracting events to Calgary. The scope of the CSTA’s expertise and responsibility includes investing in amateur regional competitions to executing the feasibility and bid programs to host some of the largest events in the world, including major international multi-sport games.

Its work and progressive multi-stakeholder structure merited the CSTA acclamation as a Canadian model of best practice and as 2014 Sport Tourism Organization of the Year by the Canadian Sport Tourism Alliance. The CSTA’s work also put Calgary on the international stage earlier this year when the city was named as an Ultimate Sports City (Best Small Sports City category) and fifth overall globally by SportBusiness International.

Led by chairman and noted community leader Doug Mitchell and executive director Marco De Iaco (also VP sport and major events, Tourism Calgary), the CSTA has overseen many bid programs and invested in hundreds of sport and major events, including the Juno Awards, IIHF World Junior Championship, relocation of Canada’s Sports Hall of Fame, Ironman 70.3, CN Canadian Women’s Open – LPGA, Canadian Track and Field Championship, Cavalia, Shaw Charity Classic – PGA Champions Tour, UCI 2.1 Tour of Alberta, Canadian Open Volleyball Championship and the World Water Ski Championship.

It is estimated that the economic contribution of events

secured and supported by the CSTA since its inception have generated over $350 million in gross economic activity. The CSTA’s work also results in over 50,000 hotel room nights booked in Calgary-based hotels each year, making this segment one of the most important to Calgary’s tourism economy.

The CSTA pursues events that deliver community, economic and legacy benefits, ensuring Calgary – and Calgarians – reap the maximum benefit. In fact, through the City of Calgary’s Civic Sport Policy, Calgary city council has mandated that major event bids be evaluated and executed through the CSTA to ensure an appropriate level of due diligence, stakeholder input and strategic insight are considered.

As a leader in the event bidding industry, the CSTA also has a strategic lens on the future of sport and major event hosting. In 2011, the authority commenced the development of Legacy 2.0; a 20-year vision and plan to secure and sustain Calgary’s future as a world-class sport city. The CSTA is focused on growing Calgary’s capacity as one of the pre-eminent winter sport cities in the world, but also ensuring that rights-holders consider Calgary as a year- round destination to host their events.

The balance of the CSTA board is comprised of other well- known Calgarians, stakeholders and passionate citizens. Board members include: Ken King, president and CEO, Calgary Sports and Entertainment; Dale Henwood, president and CEO, Canadian Sport Institute; Guy Huntingford, CEO, Urban Development Institute; Bob Hamilton, chairman, WinSport; Bruce Graham, president, Calgary Economic Development; Rod McKay, chairman, Tourism Calgary; Kurt Hanson, director of recreation, the City of Calgary; Richard Main, chairman, Calgary Hotel Association; and, Don Ingram, CEO, CamCar and Associates.

Calgary Sport Tourism Authority: A Canadian Model of Excellence in Sport Event Bidding

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