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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
613.266.6964
