Celebrating Your Place in Ontario’s Ice Fishing Tradition

www.cprfishingevents.com

Mayors and FirefightersIce Fishing Challenge

Mayors and FirefightersIce Fishing Challenge

The incentive for this projectand

what it involves

First Annual

WhatWhatCreate a friendly Town vs Town competition that wraps up on Family Fishing Weekend – February 18-20, 2012.

The Mayor (or Reeve) teams up with a member of their fire department.

Each team is ice-fishing within their own municipality.

Fishing will be observed and scored by a representative of CPR.

Scores will be collected from all teams across Ontario.

The winning team is invited to receive the Grand Prize Argo at a special presentation hosted by Fish TV during the 2012 Toronto Sportsmen’s Show.

WhyWhyCreate a Special Event that is Town oriented and that would attract participants, spectators and media with ‘reach’ – local, regional, national.

Make the Special Event a catalyst to draw out more visitors and to generate civic pride.

Identify Towns that can offer ice fishing and build it as part of their recreational fishing opportunity – 12 months of the year.

Fishing’s Economic and Social Impact 1Fishing’s Economic and Social Impact 1

From the Canadian Sportfishing Industry Association Report

Total Revenue from all hotels and motor hotels

$2,813,200,000 (1999)

FISHING

$2,333,405,481 (2000)

SHOW ME THE MONEY…

More Compelling Reasons WhyMore Compelling Reasons Why

35.8%Fishing TripExpenses

26.1%Special Vehicles

14.5%BoatingEquipment

12.5%Land &Buildings

6.8%Camping

Equipment

2.9%Fishing

Equipment

1.4%Other

Food & Lodging 33.5%

Transportation 30.5%

Package Deals 20.6%

Fishing Services 8.1%

Fishing Supplies 7.0%

Other 0.3%

The focus of the Mayors &

FirefightersIce Fishing Challenge

and Partners

Fishing’s Economic and Social Impact 2Fishing’s Economic and Social Impact 2

Fishing’s Economic and Social Impact 3Fishing’s Economic and Social Impact 3“Canadians spent $1.3 billionon overnight trips for hunting

and angling in 1999.

This is almost 3 times the revenue obtained from all

performing arts in Canada.”

From the Canadian Sportfishing Industry Association Report

SHOW ME THE MONEY…

Fishing’s Economic and Social Impact 4Fishing’s Economic and Social Impact 4Canadians over 15 who fish…

outnumber those who golfand play hockey, combined.

From the Canadian Sportfishing Industry Association Report

Canadians over 15 who fish…18%Interested in fishing… 40%

Approx. 8 million of all ages fish.

Ice Fishing is an easy connection with the public

Ice Fishing is an easy connection with the public

Hosting a local Family Fishing Weekend event to invite residents and visitors out to fish along with the Mayor and Firefighter is encouraged.

Any resident of Canada can fish on this weekend without having to purchase a licence – normally a minimum of $12 per person.

The winter exemption has been in place since 2007 and towns are now taking advantage to create visitor traffic and interest in the outdoors.

3 Mayors sharing an Ice Hut

How do Municipalities take part?How do Municipalities take part?Register the town’s Mayor or Reeve as a participant.

Select a team member from the fire department.

Schedule your fishing time and location.

Promote the event locally with the assistance of the Promotion/Media package each town receives.

The Team SelectionThe Team SelectionMayors (or Reeves) because they are ‘the face’ of the towns and they invite media attention.

Firefighters, always crowd pleasers.

Together . . . creating two opportunities for the‘rivalry’ that creates excitement and home town pride.

Then . . . put a valuable Grand Prize in the mix that any town will benefit from for years.

So imagine …

The Grand PrizeThe Grand Prize

2012 Argo 750 HDi with accessories for fire and rescue operations

CUSTOM BUILT TO ORDER and FACTORY DIRECT

by EVENT STAKEHOLDER$23,000 VALUE

over

Fire & Rescue Argo In ActionWorth over $23,000

Fire & Rescue Argo In ActionWorth over $23,000

Reliable amphibious transportation in harsh environments and rugged terrainsCustomizable add-on solutions for year round usageEnvironmentally friendly with very low ground pressure

Space for up to 6 passengers Low emissions = EPA and CARB standards Load capacity up to 1150 lbs on land or 1000 lbs on waterOptional tracks for better winter performance.

Stakeholder

37 Dealers in Ontario

All CanadianUniqueReliable

Reputable

Stakeholder

Challenge Cup & AwardsChallenge Cup & Awards

An awards program will extend recognition

to Municipalities, Fire Departments

& Sponsors;

all

down

the

line.

In addition to the Argo, the champion Mayor will hold the Annual Trophy until the next year’s challenge.

Over 120,000 show attendance

Five days of build up to the Grand Prize presentation to the champion Mayor and Firefighter Team.

GRAND

PRIZE

Presented at theToronto Sportsmen’s Show

Presentation HostsPresentation HostsNorth America’s Premier Fishing & Destination TV Show

Leo Stakos & Ron James

With over 21,000 sq ft of exhibit action

at the show.

Sponsors

ResponsesResponses

“Great idea!”

“Endorsed”

“What a terrific idea!”

“Please register the Town of Blind River”

“… will book the time to ensure that I am available”

“Our Mayor and Fire Chief LOVE the idea and are in”

“…I will pass this on to our friends at our Winter Festival of Lights, for whom it would be a great fit”

“I am going to win that Argo.”

“Thanks! We have signed up our town.Bring us an Argo to display for you.”

“We are going to be the winners of this Argo!!!”

RespondentsRespondentsLeading the wayBlind River

Chatham – Kent

City of Kawartha Lakes

County of Haliburton

Saugeen Shores

Wawa

Direct InterestElliot LakeGreater MadawaskaLondonNiagara FallsNoelvilleOrilliaSault Ste. MarieTemagami. . . and growing

PHOTO OPSPHOTO OPSBroadcast Video, Community TV, Print, Social Media, Podcast

PHOTO OPSPHOTO OPSLeverage Promotion for other upcoming Community Events

• Media kits with digital promos, background information, logos, sample ads, press releases

• A set of posters, brochures, outdoor banner, personal ID kits

• “Ice Fishing Safety” brochures, written by Wil Wegman, award winning outdoor writer

The Deliverables Packagefor each Town

The Deliverables Packagefor each Town

• Direct Event Support Materials• Media Promotion campaign headed by

• CPR Fishing Events • Lures & Tours• Argo Canada • Fish TV • Ripple Outdoors • Canadian Ice Fishing Championship

• Traditional Advertising plus Social Media• Recognition Awards • Recurring Promotion for 2013

– Utilizing video coverage, reporting and reviews

Total PromotionTotal Promotion

Promos and co-op with advance fishing events and seminarsPromotionPromotion

Show Exhibit ZoneOver 21,000 sq ft

Presence at Canada’s largest outdoor/recreation shows

Niagara’s 2012International Ice

Fishing ShowAnnual Ice

Fishing Seminar

• Full page prime positioning in the sport fishing and recreational tourism directories with the largest distribution in Ontario.

• Placements in Canada’s most popular outdoor publications.

• Internet and Social Media networking, Press Releases and Podcast interviews.

• Website scoreboard and on-location Twitter

Advertising & NetworkingAdvertising & Networking

The Lures & Tours GroupThe Lures & Tours GroupRecreational Fishing & Tourism Directories and Maps

Catch – Photograph – Release

Special Events Developers

Canada’s Premiere Ice Fishing Competitionsince 1994

Lures & Tours PartnersLures & Tours Partners

ROSA SHARPE

Currently and Recently:

Lures & Tours – Director of Marketing and Special Events

CPR Fishing Events – Director of Marketing and Planning

Canadian Ice Fishing Championship – Marketing and Sponsorship

Fish Lake Simcoe Tourism Alliance – Committee Member

Lake Simcoe Fisheries Stakeholder Committee (LSFSC) – Tourism Stakeholders Representative

Buckhorn District Tourist Association – Former Marketing Board Director

Give a Miracle a Chance – Board Director, Special Events

Lures & Tours PartnersLures & Tours Partners

CHARLES ROSS

Currently:

Lures & Tours – Director, Content and Production

CPR Fishing Events – Director, Content and Administration

Canadian Ice Fishing Championship – Content and Administration

Voices for the Trent Severn Waterway – Board Member

Bobcaygeon Canada U.S. Walleye Tournament – Committee Member

Lake Simcoe Fisheries Stakeholder Committee – Vice Co-Chair, 2007 ~

Give a Miracle a Chance – Board Director, Media/Promotions

Celebrating Your Place in Ontario’s Ice Fishing Tradition

WE’LL SEE YOU ON THE ICE!

www.cprfishingevents.com