Economic Impact Analysis

Do you want to know the local economic impact of hosting events?

As an event organizer, venue, or host city,
EI data will help you to:

Explain why your community should invest in bidding or hosting events.

Build a proper business case and gain support for hosting a future event.

Advocate effectively for business development and new facilities.

Demonstrate the value of your event property to destinations, sponsors funders.

Edmonton, Alberta


Credible 👍

Today’s decision-makers need credible data when assessing funding requests. This is critical information for municipal, provincial, and federal government funding applications, grants, and all types of private sector financial support.

100% Canadian 🏒

Our tools allow you to predict the economic impact of hosting a particular event in a specific location in Canada. This data is gathered by Statistics Canada visitor expenditure profiles with spending data collected at over 500 sport events across the country!

      Our Tools & Services: How do we help?

      STC offers tools & services to help you measure:


      1. the spending of out-of-town visitors while they attend the event
      2. the expenditures of the event organizers in producing the event
      3. capital construction costs that are directly attributed to hosting the event
      Safety Protocol

      STC’s EI Services

      Free on-line self-serve tool for STC members
      Available as an à la carte service ($) with report validated by STC

      Sport Tourism Economic Impact Assessment Model (STEAM) – a tool that helps event organizers to predict the economic impact of hosting a particular sport event in a specific location in Canada

      A consulting service ($) with a customized methodology for each event

      Sport Tourism Economic Impact Assessment Pro Model (STEAM PRO) – an in-depth and technical analysis that allows event organizers to measure the actual economic impact of a sport event that was held in a specific location in Canada

      A consulting service ($) with a customized methodology for each event

      FEST PRO – an an in-depth and technical analysis that allows event organizers to measure the actual economic impact of a festival, concert, fair, exhibition or any other non-sport event that was held in a specific location in Canada






      Predictive model used to determine the expected impact of an event before it takes place
      Model is populated with primary data from 300+ actual sport events
      FREE self-serve online tool for STC members
      Data set assumptions are made by event organizer
      User Guide, training & technical support available
      Used for sport events
      Can be adapted to measure the EI of sport venues, teams/leagues, etc.
      Data set is collected onsite via face-to-face intercept surveys, at kiosks, & using QR codes
      Data set is augmented by post-event budget data from event organizers
      EI team assigned to manage the research project from A to Z
      Research add-ons available (sponsor & social impacts)
      Used for festivals, fairs, concerts, exhibitions (non-sport events)
      Available as a pay-per-use à la carte consulting service with results validated by STC
      Detailed reporting available
      Preferred pricing on à la carte service for STC members
      Used exclusively for measuring the EI of Canadian events
      Developed jointly by The Conference Board of Canada & Sport Tourism Canada
      Utilizes data specifically related to travel from the Canadian Tourism Research Institute (CTRI)
      Leverages the sector-specific tax data from Statistics Canada’s Government Revenues Attributable to Tourism (GRAT) report
      Uses the latest input/output tables & multipliers from Statistics Canada


      STC has assembled a group of Canadian event researchers and economic impact consultants who conduct EI assessments for both sport and non-sport events in Canada.

      Derek Mager

      Derek Mager

      Project Manager, Economic Impact

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      Derek has a long history in supporting STC with research services in both Canada and abroad. Based in Vancouver, Derek conducts EI assessments using all three of STC’s tools and also provides research add-ons for our clients, including measuring social impacts and sponsorship.

      Marc St. Pierre

      Marc St. Pierre

      Coordinator, Data Collection

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      Marc is a sport tourism industry professional whose experience ranges from event logistics to sport marketing. He has worked onsite at many sporting events and led teams collecting survey data for economic impact studies. He works closely with the EI project team to help coordinate on-site training, surveyor recruitment and logistics to gather the data analyzed by the Economic Impact Consultants.

      Marc graduated from the University of Western Ontario with a degree in Sports Management with Scholar’s Electives distinction.

      Colin McGuinness

      Colin McGuinness

      Coordinator, Data Collection

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      Originally from Edmonton, Alberta, Colin McGuinness is a respected sport and event tourism industry professional now based in Calgary. He graduated with a B.Mgt. degree from the Dhillon School of Business at the University of Lethbridge, and then added a Masters degree from the Faculty of Kinesiology, Sport, and Recreation at the University of Alberta. He has been involved in several of Sport Tourism Canada’s Economic Impact studies, including FISE World Edmonton, ITU World Triathlon Edmonton, BC Winter Games in Fort St. John, Curling Canada Olympic Trials Saskatoon and two Grey Cup Games in Calgary and Hamilton.


      STC is the most experienced and knowledgeable onsite economic impact service provider in Canada. Since 2002, we’ve conducted over 500 EI assessments from small-town hockey to big city multisport and international events to concerts, car shows and conferences.