Insert Report title (same title as on page 1)
Recommendation:That the March 17, 2004, Office of the City Manager report 2004CMW001 be received for information.
Report Summary
This is an information report regarding progress on planning for the Edmonton 2005 World Masters Games.
Previous Council/Committee Action
- At the Dec. 2, 2002, Executive Committee meeting, the Edmonton 2005 World Masters Games Local Organization committed to providing quarterly progress reports to Executive Committee.
- This is the fifth progress report.
Report
The highlight of the quarter was the launch of registration on January 27.
Registrations have come in for World Masters Games sports.
As of March 2, 2004, there are:
- 846 total registrations
- registrants from 16 countries
Background Information Attached
- Edmonton 2005 World Masters Games Report #5, First Quarter 2004
- Edmonton 2005 World Masters Games Statement of Operations
(Page 1 of 1)
Attachment 1
Edmonton 2005 World Masters Games Quarterly Report, First Quarter 2004
1.0 Organization
1.1International Masters Games Association (IMGA) Board
The IMGA will hold its annual board meeting in Edmonton from June 11 to 13, 2004. The board will announce the Host City of the 2009 World Masters Games at that time.
1.2Local Organization Staffing
Susan Kankkunen has joined the World Masters Games as Volunteer Manager.
Thelma Scammell, formerly Communications Business Partner for the Community Services Department has joined the World Masters Games in the position of Communications Manager.
2.0 Finance and Administration
2.1 Finance
The 2003 expenditures related to the games totaled $1.4 million. Refer to attachment 2.
- $0.4 million, IMGA contract payment
- $0.4 million, marketing and communications
- $0.3 million, finance and administration
- $0.3 million, sport operations
2.2 Office accommodation
An open house for the new office was held on February 26, 2004. The event provided an opportunity to bring together sport association representatives, leadership volunteers, major sponsors, members of the City administration and others who have and will continue to contribute significantly to the Games.
2.3 Registration/accreditation/results system
The Web-based registration system went live on January 27, 2004.
Registrations have come in for World Masters Games sports. As of March 2, 2004, there are:
- 846 total registrations
- registrants from16 countries
3.0 Marketing and Communications
3.1 Recruitment
To date we have distributed 110,000 brochures (8,990 this quarter), 36,700 expression of interest cards and 1,500 posters at over 136 events (66 local, 14 provincial, 29 national and 27 international) and through major leisure centres in Edmonton. We will expand distribution to leisure centres throughout Alberta and the rest of Canada within the next quarter.
Our advertising campaign with The Edmonton Journal, Global TV, Corus Radio, Pattison Outdoor and NewAd (miniposters in Edmonton, Calgary and Vancouver fitness centres, and night-clubs) began in late January. Ads were also placed in the Dunedin New Zealand Masters Games program, the Kinsmen spring program guide, and other smaller publications.
Our second newsletter went out to potential participants at almost 25,000 e-mail addresses and 18,000 postal address. The next newsletter will be sent out the fourth week of March.
There was an average of 400 hits per day on our Web site until the registration launch, rising to an average of 700 hits per day after that date. Weekday traffic is busier than weekends.
Thirty-one sport-specific marketing plans have been developed in consultation with sport committees. We are assisting the committees in implementing their plans.
3.2 Sponsorship
We have secured media sponsorship in the amount of $733,000. The advertising campaign centres around three prime points: registration launch on January 27, 2004; early bird close on July 22, 2004 (one-year out promotion); and North American registration deadline of May 20, 2005. There will be separate campaigns promoting the opening ceremonies and a call for volunteers.
In addition to the above, we have sponsorship agreements with a number of other companies including Criterion Research, Corporate Express, DDB Canada, CCN Matthews, the University of Alberta, Quality Colour Press, Acton Consulting, Dynacor and The Brick totalling approximately $150,000. Negotiations are underway with a number of other companies including Acrodex/IBM, United Cycle, Telus and others.
3.3 Merchandising
The registration launch provided an excellent opportunity to offer our Games clothing for sale.
Merchandise will be available shortly at City leisure centres and fitness facilities to give better access to the local market. We continue to sell merchandise at the Games office during regular office hours.
3.4 Promotions
Our registration launch media conference took place Tuesday, January 27, 2004 at the University Butterdome. There was a tremendous response both at the launch and in subsequent media coverage. Our print, radio, television and outdoor advertising campaign coincided with the launch. The next major campaign will coincide with our one-year out event tentatively scheduled for Saturday, July 17, 2004.
4.0 Sports and Venues
4.1 Sports
The 31 sport committees are confirming their final program requirements. Committees are also preparing sport-specific promotional plans directed at competitor recruitment.
The Games organization is negotiating with the Edmonton half marathon committee to run the World Masters Games half marathon on our behalf.
Negotiations with the Edmonton International Triathlon Union (ITU) organizers to run the World Masters Games triathlon as a component of the World Cup are proceeding.
4.2 Venues
Discussions and negotiations continue with a number of venues as information on rents, terms and conditions is made available. Requirements and costs for venue fit-up are being identified and prepared.
5.0 Operations
5.1 Staffing
Manager of the Volunteer Program hired February 17, 2004. Susan Kankkunen was the successful candidate.
Manager Operations Support posted, expect to hire mid March.
Plans are in the works to launch the major call for volunteers this fall.
5.2 Visitor Services
Anderson Tours has been selected to provide local and regional tours to participants. Negotiations are ongoing with the hotels to block off rooms and secure rates. Expect to be on-line with visitor’s bureau by March 15, 2004.
5.3 Games Centre
Work is ongoing to assess the feasibility of several venues for use as the Games Centre.
Volunteer Committee work starting in all areas of Operations.
Attachment 1- Page 1 of 4
Attachment 2
Edmonton 2005 World Masters Games Statement of Operations
EDMONTON 2005 WORLD MASTERS GAMESSTATEMENT OF OPERATIONS
Budgeted
REVENUE
Federal Government / 4,000,000
Provincial Government / 4,000,000
Municipal Government / 2,210,000
Commercial Revenue / 300,000
Registrations / 3,000,000
Sponsorship / 1,200,000
Recoveries / 186,000
Miscellaneous / -
Sale of Assets / -
TOTAL REVENUE / 14,896,000
OPERATING EXPENSES
Finance and Administration / 2,098,457
Marketing and Communications / 2,650,689
Sports and Venues / 6,930,694
Operations / 3,216,160
TOTAL EXPENDITURES / 14,896,000
DEFERRED REVENUE / 0
Attachment 2 - Page 1 of 1