Breaking tradition
Charlottetown looks to up its sports tourism game in unconventional ways

NEVER HEARD of the Canadian German Shepherd Dog Championships? Wayne Long, the City of Charlottetown’s events development officer has — his city hosted the event last year. And if Long has his way, P.E.I.’s capital will host a lot more of these non-traditional sports events over the next decade.

Sports tourism can be lucrative for cities that decide to get into the game. Charlottetown estimates the sector generates $40 million for the local economy every year. But it doesn’t happen by accident. Charlottetown has been aggressive in positioning itself as a prime sports tourism destination, and in 2005 it launched SCORE! – a strategy designed to expand sports tourism activity in the capital. Long manages the program.

Sports tourism is also a competitive sector, and Long says it’s getting even more competitive as an increasing number of cities apply to host big-ticket events like the Canada Games, curling’s The Brier or junior hockey’s Memorial Cup. Knowing Charlottetown’s chance of hosting those events regularly is slim, the City is focused on attracting more non-traditional sporting events like the German Shepherd Dog Championships. “We’re looking to tap into unique markets,” Long says.

How unique? They could range from seniors’ sporting events to chess and orienteering championships. In 2017, Charlottetown will host the annual ScotDance Canada Championship Series, where 800 Scottish Highland dancers from around the world will descend on this community of 35,000 people. In June 2016 the City will be the site of the Quebec Major Junior Hockey’s League’s 2016 midget-aged player draft. Long says the goal is to generate $10 million from non-traditional sports events over the next decade by hosting events other cities don’t want or don’t know exist. “The larger cities are not as focused on this,” Long says. “We look at ourselves as a leader in this area.”