AVESTA targets events and sports tourism market

BY KIRK STARRATT

The Advertiser

NovaNewsNow.com

The Valley’s 2011 Canada Winter Games bid was unsuccessful, but a lot of good work was done in preparation and it appears positive benefits will result in targeting the events and sports tourism market.

Annapolis Valley Events and Sport Tourism Association (AVESTA) board chair Hal Baird and ex-officio board member Mike Trinacty, regional representative of the provincial Department of Health Promotion and Protection, made a presentation to Kings County council’s committee of the whole (COTW) in December. They requested that the county release its portion of the surplus funds from the Canada Games bid held in reserve to AVESTA so it could continue to develop as an organization and promote the Valley, in accordance with its 2007-2009 business plan.

As part of the Games bid in 2006, the county entered into an agreement with six other municipalities in the Kings and West Hants area, contributing a total of $20,000 to the budgeted cost of submitting the bid. Following the unsuccessful bid outcome, county council passed a motion approving that the surplus funds be placed in reserve until the sports tourism committee could present a plan and strategy to the member municipalities on how the reserve may be best utilized to promote the Valley.

AVESTA became a provincially registered association in June 2007 and held its first annual meeting and business plan presentation in November. The plan includes in its budget the surplus of $25,268 held in reserve. The Town of Kentville is maintaining the fund. The county’s portion is valued at $8,386.

If council approves the recommendation from the COTW, the $8,386 will be released to AVESTA. The organization has a balanced budget of $35,600.

Initiatives in five key areas

Trinacty said AVESTA has worked on a number of initiatives, including trying to procure a National Hockey League (NHL) training camp for the Valley. AVESTA will undertake initiatives in five key programming areas, including conference and event planning, bid support and development, education and advocacy, partnership development, and marketing and promotion. There is no cost for individuals to join AVESTA.

He said they’ve looked at potential bid opportunities and created a database of all sports facilities in the Valley. They’ve also begun economic assessments of established events.

Baird said this is a new opportunity for the Valley to promote its people and services and become an active player in the Canadian sports tourism industry, which represents an annual economic impact of $2.4 billion nationally.

He said the Valley has demonstrated its ability to host events, provide facilities and generate volunteer support. Over 150 large sports events have been held in Kings County in the last 10 years.

Premier destination

“Our vision is for the Valley to become a premier destination for sports tourism in Atlantic Canada,” he said, pointing out that AVESTA recognizes the importance of building their organization and partnering with others to achieve their goals.

Councillor Janet Newton asked if the organization has formed an association or coordinated activities with Destination Southwest Nova Scotia (DSWNS), since AVESTA is tourism-related. Trinacty said they’ve invited DSWNS to have a staff member sit on the AVESTA committee and it’s AVESTA’s intention to work in partnership with DSWNS.

Councillor Madonna Spinazola, general manager of DSWNS, said AVESTA’s mandate to promote the Valley area is very similar to DSWNS’s.

“It would be good to partner with a regional marketing initiative,” she said. “It could save you money in the long run.”

Councillor Jim Taylor said arenas are conspicuous by their absence in AVESTA’s presentation. He said our arenas are all in about the same condition and asked if AVESTA would be able to contribute to efforts to improve and update these facilities.

Baird said, as they identify bid opportunities moving forward, one aspect is the enhancement of infrastructure.

“We want to take advantage of any benefits we can accrue from hosting events,” Baird said.