Study by Sport Tourism Canada conducted in March of 2022
Sport Tourism Canada’s (STC) most recent economic activity report studied the economic activity generated by the 2022 Tim Hortons Brier, held in Lethbridge, Alberta from March 4 to 13, 2022. The annual Canadian Men’s curling championship took place at Lethbridge’s ENMAX Centre.
The study was commissioned by Tourism Lethbridge in partnership with the Lethbridge Sport Council and University of Lethbridge. STC’s economic impact team staff developed the survey specifically for this event and managed the survey process / data collection onsite during four days of the Brier.
The combined spending of out-of-town participants, staff, spectators, media, and other people who visited Lethbridge for the Tim Hortons Brier, in combination with the expenditures made by the event organizers, totalled just under $13.2 million, supporting just under $19.7 million in overall economic activity in Alberta, including almost $16.8 million of economic activity in the Lethbridge area.
The majority of visitors to the event (nearly 75%) came from Alberta, with Saskatchewan, British Columbia and Ontario visitors next on the list. More than 18,000 out-of-town visitors attended, with the average stay being 5.4 nights in Lethbridge during the event.
STC used the STEAMPRO economic impact assessment model to produce the final report with the economic impact assessment in terms of total output, GDP, wages and salaries, employment and taxes.
“Lethbridge has always enjoyed hosting major curling and sporting events and we look forward to continuing to welcome curling fans in the future.” Said Erin Crane, CEO, Tourism Lethbridge. “It is always wonderful to see visitors to our city enjoying everything Lethbridge has to offer and the economic impact is welcomed by all our attractions, hotels, restaurants and retailers.”
Summary of Key Findings:
- $13.2 million of initial expenditures
- $19.7 million overall economic activity in the province
- 18,500 out-of-town visitors
- $10.8 million of visitor spending
- $5.4 million wages and salaries supported locally
- 128 local jobs in Lethbridge supported by the event
- $10.3 million boost to provincial GDP
- $3.9 million taxes supported across Canada
This event was the significant factor in people choosing to visit Lethbridge, rating it a 9.3 out of 10 as a rationale. The largest number of attendees (33%) purchased the Championship Weekend ticket, with a similar amount (32.4%) purchasing the Full Event Package. The top cultural experiences that people participated in were culinary and food, followed by family fun, visits to UNESCO World Heritage sites, outdoor adventure, arts and culture and indigenous site visits.
The detailed report is available on the STC website.
Information and links courtesy of Sport Tourism Canada