STEAM

CSTA Bootcamp

Tony Fisher

Director of Research

Why?

STEAM helps you quantify the economic benefits associated with hosting your event.

The Audience for an EI Study

STEAM - Background

• The CSTA began work on developing a model that would

quantify the economic benefits associated with hosting

• Our initial research found there was no nationally

consistent, accessible and affordable method of doing

this

EI Modelling

Economic

Multiplier

s

Economic

Multiplier

s

EI Modelling

The Sport Tourism Economic

Assessment Model

• STEAM was developed in 2002 and addresses

the major sources of error associated with

making EI projections:

– The model has visitor profiles specific to sport

– STEAM has a nationally consistent set of

multipliers

STEAM – How it Works

STEAM

• STEAM is scalable to communities of ALL sizes

• STEAM is scalable to events of ALL sizes

• STEAM has been calibrated with on-site research

– To date 150+ events of all types surveyed & 10,000+ out of

town responses used in developing visitor profiles

STEAM

• The model has significant uptake within the industry and

is used by almost all national sports organizations (NSOs)

and many destinations

• It is CSTA’s most employed industry tool

• We offer training on the use and interpretation of

STEAM 3-4 times per year via webinar

STEAM PRO

• While STEAM is an EI projection model, STEAM PRO is

used to determine the ACTUAL impact of an event

through the use on on-site or on-line surveys along with

accurate visitor estimates

• STEAM PRO bypasses the visitor spending profiles of

STEAM but uses the same EI multipliers so models are

fully consistent

STEAM PRO

• As with STEAM, there is wide use of STEAM PRO assessments within the industry:

– Every Canada Games since 2003

– All major NSOs (Hockey, Skate, Soccer, Curling, Volleyball, etc.)

– Grey Cup, World Juniors, FIFA, World Figure Skating, Red Bull Crashed Ice, Juno Awards, Ottawa Race Weekend, NHL All-Star, etc.

• The key factor in our success – we are a neutral third party and produce independent attendance estimates

STEAM – How to get involved

• If you aren’t already a member, sign up!

• Participate in one of our webinars (details in the next

month or two)

• Log in to the model via the website and give it a try

• Don’t be shy in asking questions!

• Contact us to get involved in STEAM PRO

Questions / Comments /

Discussion always welcome!

Tony Fisher, Director of Research,

CSTA

research@canadiansporttourism.com

613.266.6964