uOttawa releases Senators' Economic Impact Study
 

uOttawa economic impact study reveals Senators Sports & Entertainment brings in $100 million in spending to the city each year


OTTAWA, February 24, 2014 — Today, the University of Ottawa released the Senators Sports & Entertainment (SSE) 2012-2013 Impact Study, which highlights the economic impact of SSE on the Ottawa-Gatineau region. The study estimates the annual direct and indirect economic impact of SSE on Ottawa-Gatineau at $204 million, based on the direct financial impact of $100 million in spending. Considering that SSE has been in existence for 21 years, these results can be conservatively extrapolated to estimate that the club has directly and indirectly generated more than $3 billion for the region since the Ottawa Senators’ return to the NHL, including direct revenues of more than $1.5 billion .

The study focused on the impact of SSE by looking at activities taking place at the Canadian Tire Centre and Sensplex facilities, including the Bell Capital Cup and other tournaments, concerts and major events. Income generated by the Ottawa Senators, the Ottawa Senators Foundation, the Rink of Dreams, Rogers House and other groups was also included in the study, which is the most detailed review of SSE’s regional impact ever conducted.

“In recent years, the importance of demonstrating the value of a professional sport club has become increasingly evident,” stated Norm O’Reilly, lead researcher at the University of Ottawa. “The estimate of $204 million calculates direct, indirect and intangible impacts. We consider it to be conservative – with the ‘true’ number being potentially higher, but certainly not lower.”

The study released a long list of benefits that Senators Sports & Entertainment brings to the Ottawa-Gatineau Census Metropolitan Area (CMA), from economic to philanthropic events, including:
Each year Ottawa Senators hockey, both regular season and playoff games, has attracted more than 118,000 people from outside the Ottawa-Gatineau CMA.
Tourism by non-local visitors to Sensplex facilities and the Bell Capital Cup generates $21.7 million annually (direct and indirect).
Senators Sports & Entertainment have led community efforts to attract and host world-class events that contribute an average of $9.5 million in annual direct and indirect revenues, based on $4.3 million in direct spending. These events include the NHL All-Star Game, the World Junior Hockey Championship and Women’s World Hockey Championship.
Concerts held at the Canadian Tire Centre attract a large population of tourists to Ottawa-Gatineau; their annual spending in the region generates an estimated $4.3 million in direct and indirect revenues.
Since 1992, over 478,000 people, a figure that corresponds to nearly half of the current Ottawa-Gatineau CMA population, have participated in at least one Senators Sports & Entertainment philanthropic event.

“The economic impact study conducted by the University of Ottawa reveals that the Senators are more than a hockey team. We are a major business partner to the Ottawa-Gatineau area that provides economic value, reaches a wide variety of individuals and businesses, and helps increase the success of our entire community,” said SSE President Cyril Leeder. “We are proud to see the depth, magnitude and positive results of the University of Ottawa study. We recognize, as well, that with such a major economic impact comes a significant responsibility. We are committed to continuing to find new ways to demonstrate our contribution and create economic impact and prosperity for our region.”

In addition to the tangible benefits that SSE brings to the Ottawa-Gatineau region, the economic impact study also reveals a number of intangible benefits for future tourism and for the City of Ottawa’s brand image. Approximately 87% of tourists reported that attending a Senators-related event was the principal reason for their visit to the city, and the majority indicated that they were very likely to return. In addition, a survey of local residents indicated that the majority (56%) identified SSE as having a positive impact on the region.

“It’s sometimes easy to overlook the true value of the Senators because we are so focused on what happens on the ice. The Senators’ SSE impact goes much further than as an economic driver, and provides many secondary benefits related to our city’s image and brand,” said Ottawa Tourism President and CEO Noel Buckley. “Ottawa is the best place to live in Canada and SSE helps create exposure for our city through their media coverage and special initiatives in the region.”

Information for media:
Kina Leclair
Media Relations Officer
Office: 613-562-5800 ext. 2529
Cell: 613-762-2908
[email protected]

The Gatineau/francophone media are reporting on this story but a lot of the focus is on the fact the Sens only have 302 season ticket subscribers (out of about 10,000) on the Quebec side of the Ottawa River. That's only 3% when the Quebec portion of the metro makes up about a third of the overall population of the area.

Also noted was the fact that the Senators have way more season ticket holders in west end communities like Kanata than they do in places like Orleans.

So obviously the choice of the arena location made way back when has had a big impact on how their fan base has developed (though in the case of Gatineau that's obviously not the only factor).

There's much more to the Senators than the NHL hockey team, and clearly some in this community still need to be educated about that. Kudos to those behind this study and report.

The Sens were having a skate at the Guertin Arena this morning.. but the only reason I heard about it was because I had my alarm set to CBC at 6 am today...even then I was surprised to hear it.

I heard that on the news this morning, too. A morning skate in front of some school children.

I guess SSE still does some marketing activity in that part of the region, despite its strong allegiance to the Habs.

Were the Sens involved in commissioning the study at all? I am wondering because I have seen other studies about pro sports teams (from the U of O in fact) that said that they don't really contribute anything to the economy, and simply drain existing entertainment dollars from other areas of the economy.

I work with marketing people with the Sens.. usually they put out press releases about this, but this was totally under the radar. It's like they don't want to intrude on Quebec turf until the last minute, even though it is technically 'Senators territory'.

I happened to listen to three francophone radio stations this morning (Radio-Canada, Rouge FM and 104,7) and not one of them mentioned it while I was listening.

I don't think so. In fact I believe they think the contribution is higher than what the study says. The study author(s) more or less agree with that sentiment, saying that the result is "at least" that amount and very conservative.

I can't comment on those other studies, but my first instinct is to consider them highly flawed and non-credible given the conclusion like you say.