MWC 2022 Final Report

TABLE OF CONTENTS
Final Report
Preamble to Masters World Cup 2022 Report 3
Executive Summary 4
Project Report 6
Key Project Objectives 7
Financial Report 11
Event Participation 13
Event Collaboration 16
Covid-19 Planning 17
Event Funding and Sponsorship - Fulfillment 19
Economic Impact 23
Marketing and Social Media Coverage 24
Conclusion 28
Appendix A - Pandemic Decision Making Frameworks 29
Appendix B - Economic Impact Assessment as completed by Sport Tourism Canada 31
Appendix C - Financial Report 55
Appendix D - Environmental Report 59
Appendix E - Organizational Charts 61
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PREAMBLE TO MASTERS WORLD CUP 2022 REPORT
Hosting in Pandemic Times
Who knew, when the Masters World Cup Project began in 2018, that the event would span the COVID-19 pandemic
and its long tail of complications and challenges, in addition to the start of the Russia - Ukraine conflict in early
March 2022. Over the past 3-4 years, an unprecedented series of challenges had to be met and overcome.
Throughout the 3+ years of planning, we went from the “old normal” environment of making long-range plans to the
“new normal” of constantly adjusting to unfolding events. Looking back on it all, I am amazed that in March 2022,
over 700 masters skiers (30 years and older) from 18 nations gathered in Canmore to put on a race bib and enjoy a
spectacular week of celebrating the worldwide Nordic ski community in the most beautiful of mountain settings.
As you read the details of the Masters World Cup 2022 in this Final Report, I ask that you bear in mind what we all
went through from 2020-2022 in navigating the shifting sands of putting together a major international event.
There were many dark days and then many days of promise and optimism - in the end we found that prudent
optimism held the day. As a small team of event leaders, we found strength in the support expressed to us by our
stakeholders and their confidence in our ability to not only get the job done, but to get it done in a way that aligned
100% with the social license extended by our incredible community and partners.
Here is the recap video of all the happy moments relating to the Masters World Cup 2022.
Thank you!
Norbert Meier
Event Chair
Alberta World Cup Society
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EXECUTIVE SUMMARY
The Alberta World Cup Society (AWCS) successfully held the Masters World Cup 2022 (MWC 2022) of Cross Country
Skiing in Canmore on March 3-11. This event was originally scheduled for March of 2021 but was moved to 2022
because of Pandemic conditions in 2021. The MWC 2022 Organizing Committee in coordination with Alberta Health
Services, the Canmore Nordic Centre Provincial Park (CNCPP), and the World Masters Cross-Country Ski Association
(WMA) developed a robust decision making framework and contingency plans to manage the uncertainty related to
holding an event of this size. Regardless of the pandemic situation, the Organizing Committee implemented its
COVID-19 safety plan early and was consistent in maintaining this plan through to the conclusion of the event. Key
elements of the plan included managing people traffic flow through the venue, holding daily live streamed Awards
and Ceremonies outside, limiting the amount of inside space available and requiring for racers, volunteers and
contractors to be fully vaccinated. Having a COVID-19 safety plan and being consistent in its application was one of
the main reasons that participants felt comfortable coming to Canmore.
On March 4, 2022, the number of registered competitors was 725.
*235 Women and 490 Men.
Australia 3 Austria 11
Canada 409* Denmark 6
Spain 1 Estonia 3
Finland 20 France 21
Great Britain 1 Germany 17
Ireland 1 Italy 2
Norway 19 Slovenia 1
Switzerland 16 Taipei 1
United States 193 Sweden 2
* 204 of the Canadian participants are Alberta residents
The Masters World Cup is an annual event open to all levels of
Masters Skiers aged 30 years and older. The event moves from
North America to Europe next year and is expected to be back in
North America in 2025 (probably a USA venue). The event spans
a week and participants are able to participate in 3 races of their
choice and they may also get chosen to represent their Country at
the relay races.
The MWC 2022- Canmore was a success with racers, volunteers,
sponsors, businesses in Canmore and with the Canmore
Community. John Downing, President of the WMA, summed up
the Canmore 2022 Masters World Cup as one of “the best ever”.
Reports from participants indicated the same level of feeling and highlighted the camaraderie, the friendly
competition, and the joy to be in Canmore, Alberta.
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From the Norwegian Team Captain:
“On behalf of the Norwegian Team I want to express our deeply felt gratefulness of experiencing the MWC 2022 in
Canmore. The weather, the tracks and the skiing have been great, the event surrounded by those spectacular
beautiful mountains was amazing.
But we will also keep in our hearts the memories of the friendliness of enthusiasm we felt from all of you in the OC
and Volunteers.
Thanks a lot! Tusen takk!”
There was a significant local and regional impact in terms of economic impact, community engagement and
excitement generated during the MWC 2022. The Alberta World Cup Society and its stakeholders have come to
realize that these types of Events provide benefits across many areas. Economically, the event was able to
contribute to local and regional economies. Below is a summary of the Economic Impact as provided by Sport
Tourism Canada, along with an impression report from participants. The following excerpts are from the full report –
see appendix B
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PROJECT REPORT
The MWC 2022 was successfully held from March 3 – 11, 2022 in Canmore and at the CNCPP.
2018 - 2019
● Event design commenced in 2018 – for execution in March 2021
● Government of Alberta funding was secured in 2019
● The WMA conducted its 2019 Annual Board Meeting and Site Visit in Canmore – Sept 2019
● The Masters World Cup 2021 was approved to be held in Canmore at that meeting
2020
●
●
●
March 2020 – beginning of COVID 19 Pandemic causing events to be canceled and lockdowns to occur
The MWC 2022 Canmore Organizing (OC) began holding regular meetings with the WMA in May 2020. A
Memorandum of Understanding (MOU) was undertaken between the MWC 2022Canmore OC and the WMA
to secure dates in 2022 in case the Pandemic extended into 2021 and the OC needed to postpone. The MOU
also gave Canmore first right of refusal on hosting the MWC in 2023 in case the 2022 event had to be
postponed for pandemic reasons.
The decision making framework (see Appendix A) was developed and the dialogue with funding partners,
Alberta Health Services and the CNCPP were maintained and leveraged to make a difficult but necessary
decision on Sept 1, 2020 that it would be untenable to hold a Masters World Cup in 2021. The provisions of
the MOU were implemented and planning began for an event to be held in 2022.
2021 - 2022
● Detailed planning commenced in the spring of 2021 and the execution phase began in Sept 2021.
● The late start to the execution phase was done on purpose to mitigate Pandemic related risks.
● The Pandemic required the Organizing Committee to look at non-traditional methods of delivering key
elements of the MWC 2022 contract with the WMA..
● Contract Element 1 – Opening, Closing and Daily Awards Ceremonies. Working with the WMA Executive, it
was decided that Ceremonies (7 in total) would best be held outside at the Canmore Civic Centre. To further
accommodate the sensitivities of any participant , it was decided that the ceremonies would be live
streamed for those racers not wanting to gather in a larger group and for those who were not able to attend
in person.
● Contract Element 2 – Closing Banquet. Traditionally, the Masters World Cup closes with a banquet for all
participants followed by the awards for the day and the Closing Ceremonies. Again, the Pandemic required
the OC to rethink this approach and we held a distributed dinner using a number of local restaurants based
on their capacity as per Alberta Health Services regulations. This approach was very successful, with
participating restaurants pleased to get the business and exposure.
● During the event, the COVID-19 Plan continued to be implemented and the six days of racing and 2 days of
training went very well. There were no reported cases of COVID.
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KEY PROJECT OBJECTIVES
The Alberta World Cup Society continued to pursue the following goals as part of the MWC 2022:
OBJECTIVE
RESULTS
COMPETITIVE EXCELLENCE
- Competitors from 18 countries
- Excellent participation by Canadian skiers both local
and elsewhere in Canada.
- Most age groups had the #1 ranked Master Skier
attending.
- Courses were challenging and participants appreciated
the thought and preparation applied to make them
world class.
- Age of racers ranged from 30 to 89 years old.
- Trails at the CNCPPwere in excellent condition due to
good collaboration between the Competition Director
and the Nordic Centre grooming staff.
ECONOMIC & TOURISM IMPACT
- Sport Tourism Canada was engaged to conduct an
Event Economic Impact Assessment. See Appendix B
- With over 700 competitors along with their partners,
spouses and significant others, restaurants, shops and
hotels were busier than normal for the period.
- Canmore is well known in the skiing world as a place
for winter recreation. The event developed a brand
and products that will continue to promote winter
tourism and visitation to Canmore. Website visits and
access to the videos and social media feeds continues.
We were able to showcase beautiful Canmore as a
world-class Winter Tourism destination.
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OBJECTIVE
COMMUNITY AND INDIGENOUS ENGAGEMENT
RESULTS
Partnership with the Town of Canmore to host the
Opening Ceremonies, Nightly Awards Ceremonies and
the Closing Ceremonies outdoors was very successful.
All of the ceremonies were live streamed and the
uptake was very good (1,800 views during the event)
The Mini Thni (formerly called Morley) High School
Powwow Academy Dancers and the Eyahey Nakoda
Drum group performed at the Opening Ceremony. A
highlight was the impromptu addition of scarves traded
100 years ago with Ukrainian settlers to Alberta. We
were also fortunate to have Stoney Elder Virgle
Stephens bless our event with the Opening and Closing
Prayers. A meaningful and important way to mark the
opening and closing of an International Event.
“Dance with a Good Heart”. A very special relationship
has been developed with the Powwow Academy
Dancers. These understandings and relationships
continue to deepen and all parties look forward to the
next events and continued involvement through legacy
funding for development opportunities.
Partnership with Roam Transit to provide free shuttles
for participants and volunteers to and from downtown
Canmore to the Canmore Nordic Centre.
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OBJECTIVE
RESULTS
OPERATIONAL EXCELLENCE/SUPERB HOSTING
EXECUTION
The OC and Competition Committee were very well
prepared and executed a flawless event both on the
Field of Play and with the ceremonies, banquet and
other activities.
Supported by the CNCPP, participants were treated to a
world class venue and courses.
Hosting the Ceremonies downtown at the Canmore
Civic Centre provided the outdoor space and venue
needed to capture participant interest and generate
additional traffic to restaurants and shops.
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OBJECTIVE
RESULTS
GENDER EQUITY
In structure, the Organizing & Competition Committees
were 50% composed of women and 50% men. Women
were in key positions such as Treasurer, Ceremonies
Management, Director of Communications &
Marketing, Volunteer Manager, and Race Office
Manager. Overall, the volunteer cadre was 55%
women and 45% men.
Men and Women raced on the same courses and start
times were structured in a way to be balanced and fair
to both genders.
ENVIRONMENTAL SUSTAINABILITY
The MWC 2022 focused on 3 areas with regards to
Environmental Sustainability:
1) Working with the Non-Profit organization, Trees
Canada, the OC developed a set of recommended
offsets for individual participants depending from
where they would be traveling.
2) Working with the Biosphere Institute of the Bow
Valley, the event will enable a partnership to
support local climate action initiatives and support
“Towards Zero Waste” for future events.
3) Particular attention was paid to managing
participant and volunteer waste during the event.
A very respectable diversion rate of 86.0% was
achieved.
Please see Appendix D-Environmental Report
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FINANCIAL REPORT
The original budget for the MWC 2022 was based on a participation level of 1200 registrants. With just over 725
actual registrants for the event, adjustments were made to the fixed expenses such as temporary facilities in order
to match requirements to the cash flow. In addition, careful attention was paid to variable expenses related to
Registrant packages, bibs, ceremonies and banquet costs. The COVID-19 affected our revenue with the number of
skiers who attended and it affected our expenses with the modifications that we had to make to the event.
The following is a summary of Revenue and expenses and a Summary of Value-In-Kind contributed to the event..
See signed financial statement and Review Engagement report in Appendix C.
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VALUE-IN-KIND SUMMARY FOR FULL EVENT
Canmore Nordic Centre - Facility and Services $22,398
Winsport – Meeting Rooms and Support $4,500
Volunteers
Executive Team 3675hrs @ $50.00/hr
Org Committee 3875hrs @ $35.00/hr
Event Execution 4591hrs @ $20.00/hr
$183,750
$135,625
$91,820
Total $436,623
MASTERS WORLD CUP 2022 - LEGACY
A Legacy Fund amount is included in each event budget. For the Masters World Cup 2022, the target amount of
$125,000.00 for the Legacy Fund was reached. The AWCS Mission is to advance athlete, coach and officials
development. The AWCS through its Legacy Fund program has contributed, or fully funded, high performance
training centre facilities and resources, coaching and officials development, along with infrastructure improvements
at the Canmore Nordic Centre Provincial Park when these improvements relate to future hosting of World Cup
events or the support of high-performance teams.
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EVENT PARTICIPATION
PARTICIPANTS
On March 4, 2022, 725 participants had registered for the Masters World Cup 2022. Due to positive Covid tests, the
FIS ban on Russian skiers due to the Ukraine Conflict and last minute medical issues, 17 registrants were not able to
make it. The actual participant numbers were 708.
The following Countries were represented:
Australia 3 Finland 19 Norway 18
Austria 10 France 20 Slovenia 1
Canada 408* Great Britain 1 Switzerland 16
Denmark 6 Germany 9 Sweden 2
Spain 1 Ireland 1 Taiwan 1
Estonia 2 Italy 2 United States 187
* 204 of the Canadian participants are Alberta residents
ONLINE SPECTATORS FOR THE CEREMONIES
The Masters World Cup competitions were not broadcast on television. However, the Opening Ceremony, Nightly
Awards Ceremonies and the Closing Ceremonies were live streamed for those participants wanting to avoid
congregating and for family and friends at home around the world. People spent more than 2000 hours interacting
with the ceremonies videos from the event. Videos can still be accessed through this webpage.
ON SITE SPECTATORS
We had a good turnout from the local community coming to the CNCPP to cheer on their friends and family. In
addition, a good portion of the racers were accompanied by partners, spouses and significant others and they could
be found on the trails and in the stands.
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VOLUNTEERS
The Masters World Cup signed up a total of 221 volunteers in a variety of roles, from stadium and course setup, to
team services, start management and ceremonies support.
These 221 volunteers contributed a total of 7,208 hours of work on this event.
In order to calculate the monetary value of the volunteers’ contributions, we used a Government of Alberta standard
of $50/hour for OC Executive leadership and $35/hr for OC Positions and $20/hr for Event Execution Volunteers.
36,775 hours Pre-event Planning and Event Executive Leaders x $50/hr = $183,750
3,875 hours Organizing Committee positions x $35/hr = $135,625
4,591 hours Event Execution Volunteers x $20/hr = $ 91,820
======================
Total $411,195
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ORGANIZING COMMITTEE
The AWCS is a small group of volunteers and is registered as a non-profit society in Alberta. Founded in 2004, the
Society’s mission is to develop and grow cross-country skiing in Alberta through hosting World Cup races and by
providing for the development of officials, athletes and coaches. The AWCS currently has approximately 70 members
who come from all regions of Alberta and share a passion for advancing the sport. The AWCS has hosted successful
FIS World Cups in 2005, 2008, 2010, 2012, 2016, and 2020. The AWCS has also hosted World Para Nordic Skiing
world cups in 2013, 2017 and 2021.
The planning for the MWC 2022 began in 2018, with the work of the Competition Committee Chair and the Events
Committee Chair. Working with the WMA, this small group designed the event and signed the formative contract
with the WMA to host in 2021. In 2019, the OC and the Director of Marketing and Communications began working
for the event to develop plans for marketing, communications and event management plans for a 2021 event. In
coordination with the WMA executive, the event group decided to move the Masters World Cup to the March of
2022 – due to Pandemic Conditions.
The technical aspects of the MWC 2022 were managed by the volunteer Competition Committee. This group met
periodically in 2020-2021, and then frequently in late 2021 and in the months leading up the Canmore races.
Two long-term contractors were hired for the event – the Organizing Committee Chair and a Director of Marketing,
Communications and Business Development. Venue Management, Ceremonies Coordination and additional Course
Management were handled by short-term contract staff positions engaged a few months prior to the Canmore
event. Together with the volunteer Event Chair and volunteer Director of Competition, this core team led the
execution of the event in Canmore. All other members of the Local Organizing Committee, Events Committee and
Competition Committees were volunteers.
Organizational Charts – Organizing Committee and Competition Committee (See Appendix E)
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EVENT COLLABORATION
CANMORE NORDIC CENTRE PROVINCIAL PARK / WINSPORT
The CNCPP facilities are crucial to the success of all our World Cup events, and the Alberta World Cup Society is
grateful for the significant contribution and support from CNCPP staff. Collaboration efforts began with the annual
snowmaking plan, trail modifications support and special grooming plans for the 10km and 15km Masters World Cup
courses. In addition, the CNCPP staff worked closely with the Competition Committee members to plan for and
implement access to ski trails for the public - during the event.
The relationship with Winsport is primarily through the Bill Warren Training Centre (BWTC) and staff. The BWTC
Manager provided advice on event design and was instrumental in documenting and developing the course maps
and profiles. BWTC meeting rooms were made readily available for planning stages and during the event.
Both of these contributions are recognized as value-in-kind in the budget and financial results.
NORDIQ CANADA/NORDIQ ALBERTA
Nordiq Canada and Nordiq Alberta provided International Ski Federation (FIS) Sanctioning support for the Masters
World Cup. In addition, with their support, the Event was able to get comprehensive Liability Insurance through the
Canadian Snowsport Association and help to bring attention to the event.
A great addition to the Masters World Cup was a “Nordiq Canada Fun NST Alumni Race”. Held on Saturday, March 5,
this was an opportunity for former National Ski Team members to get together, have a fun race to raise awareness
and to highlight that Cross Country Skiing is a sport for life.
Left to Right: Olympians Heidi Widmer, Jess Cockney, Chris Jeffries, Sharon Firth,
Zina Kocher, Chandra Crawford (Gold medal - 2006)
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COVID-19 PLANNING
As discussed in the Preamble and the Executive Summary, the MWC 2022 was significantly impacted by the
COVID-19 Pandemic and required a serious management response in order to minimize the financial, operational
and reputational risk factors.
An overriding concern related to the average age of a Masters World Cup participant (55-65). The Crisis
Management Committee kept this in mind in terms of developing safety protocols based upon public health and
travel restrictions.
RISK MANAGEMENT & DECISION MAKING:
1) A Crisis Management Committee was established in May 2020. This Committee included the Event
Leadership Team, WMA President and the Canadian Masters Cross-Country Skiing Association President.
Legal Counsel was added as required.
- Meeting on a monthly basis to track the unfolding situation and making timely decisions with
regards to postponement from 2021 to 2022
- Then making the decision in the late summer of 2021 to move forward with a 2022 event.
- Assessing financial & operational risks in the months leading up to the event and managing
contractual elements accordingly.
2) Regular consultation and sharing of information with Stakeholders & Partners was key to ensuring that
decisions were validated and potential obstacles were identified and addressed.
- Regular updates were provided to the Government of Alberta, Town of Canmore, CNCPP, Tourism
Canmore Kananaskis and Alberta Health Services.
OPERATIONS MANAGEMENT AND ADAPTATIONS:
1) New to the Organizational Chart was a position for Coordinator of Pandemic Preparedness:
- Reporting directly to the Chair of the Organizing Committee, this position reviewed operational
details and developed an extensive COVID-19 plan and follow on recommendations.
- The recommendations from the plan required significant adaptations to what would be considered a
typical Masters World Cup event. These adaptations included:
- Establishing and maintaining that event participants required proof of full vaccination with
an approved Government of Canada Vaccine.
- One way traffic flow through the venue, including start areas and finish areas
- Moving volunteer lounge to an outdoor tent and outdoor seating for good weather days
- Encouraging the use of masks while in the venue
- Limiting indoor gathering spots
- Reducing capacity on buses from Hotels to the venue and requiring masking while in transit
- Moving Opening, Closing and Awards Ceremonies to an outdoor venue
- Revising closing banquet plans that resulted in smaller group sizes in more restaurants while
adhering to Alberta Health Service Restrictions in place at the time.
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- Live Streaming of Ceremonies so participants not comfortable gathering outdoors could
watch from another location.
- Quarantine space, support plan and communications plan in the event of an outbreak.
LESSONS LEARNED
1) Critical to have a functioning and viable Crisis Management Team enabled and informed as to its mission in
support of the event objectives.
2) Adaptations that are well thought out and looked at from a different perspective can have benefits not
initially apparent. As an example, live streaming of the ceremonies was set up to mitigate the Covid 19
gathering requirements. It actually turned out to be as valuable if not more so as a marketing tool to
highlight our sponsors and partners to an online international audience.
3) Financial resiliency in a high risk environment needs to be managed on an almost daily basis. Supply chain
disruptions, lengthy lead times for product procurement and availability of alternatives all played a role.
From an event perspective, this means moving more expenses to be variable (participant based) and
reducing fixed costs. This required flexibility with partners and willingness on the part of the WMA to
reassess and validate compliance to the hosting contract.
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EVENT FUNDING AND SPONSORSHIP - FULFILLMENT
GOVERNMENT OF ALBERTA SUPPORT
The MWC 2022 could not have existed without the support of the Government of Alberta. The Alberta World Cup
Society is very grateful for the support (both financial and advisory) and made every effort to ensure that each
department received appropriate exposure for their contributions and return on their investments.
The following opportunities were offered to the Government of Alberta:
- Consistent and prominent exposure of logo and recognition of support on, official program, press releases
and other printed materials and signage.
- On-course banners with the Government of Alberta logo placed in highly visible areas.
- Regular PA announcements
- Logos and link on the MWC 2022 and AWCS websites, social media shout-outs
- Invitation to MLA Banff Kananaskis Miranda Rosin to take part in Opening Ceremonies, Medal Ceremonies
and Closing Ceremonies.
PRESENTING SPONSOR
Tourism Canmore Kananaskis:
The MWC 2022 was showcased as an event presented by Tourism Canmore Kananaskis (TCK), the Destination
Management organisation for the tourism industry in Canmore Kananaskis. At the early stage of the preparation of
the MWC 2022, TCK established its support of the event with the support of Travel Alberta, allowing several
marketing and communications initiatives to be maximized in the lead up and during the event. The main purpose
was always to increase occupancy for TCK members during the slower shoulder winter period and showcase
Canmore Kananaskis as a Winter Travel Destination for future visits.
Examples of initiatives that continued to promote Canmore as a Premier Winter Tourism Destination:
● TCK prominently displayed on all bibs participants, as well as their racers hats.
● TCK’s presence in all that relates to the MWC 2022 as a presenting sponsor (website, digital
communications, printed materials, promotional clothing for participants, Medal Ceremonies,...)
● We developed a “Plan your visit” section on our website to help participants maximize their visit to Canmore
while supporting TCK members.
● “Wake-up to Winter” TCK marketing campaign shared with participants
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●
Marketing of the MWC2022 online store showcasing the event’s Canmore branded materials, allowing
participants to bring the “Canmore message as a Winter Tourism Destination” home.
SUPPORTING PARTNERS
Town of Canmore
With support and guidance from the Town Administration and elected officials, the event was able to safely and
successfully host the ceremonies and awards in a manner that was consistent with the COVID-19 guidelines in place
at the time and in a style that expressed Canmore’s warmth and vitality. All of the awards and ceremonies were held
outside at the Civic Centre in downtown Canmore. The Town of Canmore supported and encouraged the live
streaming, the daily productions and having access to the Civic Centre for staging purposes made the ceremonies
appear flawless.
Roam Transit
A key element of the MWC 2022 was Roam Transit providing bus service to specified locations in the Town of
Canmore and up and down from the Canmore Nordic Centre Provincial Park. This allowed participants to be in
Canmore and not have to rent cars or rely on other modes of transportation to get to and from the Venue. Providing
a very cost effective solution for the 10 days of the event was a critical component of our success. We saw many
international visitors taking pictures of themselves with the beautifully decorated Roam buses as a backdrop.
OTHER SPONSORS
Trail Sports
As the cross-country skiing retailer on the race site, Trail Sports supported the MWC 2022 from its beginnings. Here
are some examples of activations:
●
●
●
Feature in our regular digital communications to potential participants.
Presence on our website as the Official Ski Waxing Provider for the event and in the Partners section for the
event.
Presence in digital and printed materials relating to the event.
Alpine Insurance
The Alpine Insurance Volunteer Centre was the hub for all our volunteers during our event. A place where they could
refuel and replenish before continuing to contribute to the MWC 2022 event. All volunteers were treated to a
special Alpine Insurance Swag bag ahead of the event.
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Brubeck
Brubeck partnered with the MWC 2022 to bring awareness to their product line and allow participants to try a base
layer. A special promotional base layer was branded for the event and offered to participants at a special price in the
event’s online store and in the MWC 2022 regular online communications. Brubeck also participated in our Market.
Save-On Foods
Save-On Foods made sure that there were lots of foods available for our amazing volunteers. We partnered with
Save-On Foods to promote the grocery store with participants during the event. A special promotion of 10% off was
offered to all participants when they showed their wrist band for the event.
Kastle
The Kastle Uphill and Downhill Challenges were a huge success with
participants. Different sections of the course had been identified as being
timed. These performances were highlighted at the Medal Ceremonies for the
following age groups in both genders: 30-45 years old, 45-60 years old and 60
+.
Furthermore Kastle participated in our Market to promote their line of
products, where participants were offered the opportunity to try skis.
EXCLUSIVE & OFFICIAL AIRLINE PARTNER
Air Canada
Air Canada was featured as the Exclusive and Official Partner for the MWC
2022. Air Canada’s special booking code was shared in the “Plan Your Visit”
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section of the event’s website encouraging participants to consult Air Canada’s website to book their travels to the
event with a discount .
Air Canada’s Travel Hub section proved to be very helpful when communicating with participants on what each
country’s COVID-19 testing requirements would be for their incoming and outgoing travel plans, as restrictions
continued to change. We felt privileged to be working with Air Canada as everyone was working hard at finding ways
to navigate the “back to traveling with COVID-19” time.
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ECONOMIC IMPACT
Sport Tourism Canada was contracted to perform an economic impact study of the MWC 2022. Sport Tourism
Canada uses the STEAM PRO version 2.0 and this is Tourism Alberta’s preferred model. A team of four volunteers
collected survey information on site during the event. In addition, the link to the online survey was sent out to all
participants after the race and an additional 380 responses were received. See Appendix B for the full Economic
Assessment Report.
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MARKETING AND SOCIAL MEDIA COVERAGE
MARKETING
Our goal for the MWC 2022 was to
attract 1,200 participants and their
partners/spouses/guests to take part
in the event. Together with our
partners Tourism Canmore
Kananaskis and Travel Alberta, we
targeted specific segments of the
Winter Tourism market in Central
Europe and from the US
(Cross-Country skiers/fans from
Minnesota, New England and
Alaska). We also made great efforts
to reach ski enthusiasts from Alberta,
Western Canada and Eastern Canada
and encourage them to attend our
event.
Early in the process, we established
our visual identity for the event, as
shown in the poster. With the goal
of promoting gender equity and
Canmore as a prime Winter Tourism
destination in the Masters skiers
community, our marketing materials
were centered around the visual
rendition of Masters cross-country
skiers as well as the inclusion of the
iconic Three Sisters as a background
for the event’s image. We carried a
variation of this poster throughout
our different marketing campaigns
(print, digital and social media). Our
team worked tirelessly to coordinate
all marketing efforts to ensure a
consistent message was promoted.
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ADVERTISING
With the pandemic, we constantly adjusted the way we reached our potential participants.
Early in the process of establishing our website, we asked potential participants to sign-up for newsletters that
would provide them up-to-date information on the event. This proved to be an excellent way for us to keep our
potential participants informed, especially in the uncertain times that were brought by COVID-19.
PRINT ADVERTISING CAMPAIGN
Printed advertisements
We ran a print advertising campaign with several printed media companies ahead of the event. Here is a detailed
chart of the different advertisements that were published and planned to be published.
Publication Advertising Print Readership Status
CROSS COUNTRY SKIER
MAGAZINE
Target Market: US
One page ad showcasing
poster
15,000 circulation Glossy
magazine distributed to
subscribers, races and
trade shows (mainly US)
Published Jan. 14, 2020 and Fall
2021
ROCKY MOUNTAIN OUTLOOK
Print advertisements to
promote the event
9,500 circulation - Bow
Valley distribution
Advertisement published on Feb.
24, March 3 and March 17
Target Market: Bow Valley
Distribution of posters and postcards
Posters and postcards were made available as a downloadable file on our website, allowing anyone interested to
print the posters to share. We distributed posters and postcards in the Bow Valley and Calgary area, targeting
specific locations publicizing the upcoming event.
Program for the event:
With the help of our local printing company: Canmore Printcraft, we printed a 12-page colour program to help all
participants maximize their participation at the MWC 2022 event. The program showcased the support of our
valuable partners in this event. Our main objective in the creation of this program was also to answer all questions
about the where, when, what and why of our event, to make the event as user friendly as possible.
Take a look at a digital copy of our program:
Program for the MWC 2022
DIGITAL ADVERTISING CAMPAIGN
We targeted specific websites to help us promote our message to attend our event.
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Website Advertising Reach Status
FASTER SKIER ONLINE
https://fasterskier.com/
Digital ad campaign:
website takeover,
banner advertising,
press release and
podcast sponsorship.
See example of
website takeover,
Peak Daily page views:
42,448
The advertising campaign was
active from Sept 2021 until the
event in March 2022.
ROCKY MOUNTAIN OUTLOOK
ONLINE
https://www.rmotoday.com/
Online web take-over
and Mast Head ad
(running from
November 2021 to
March 2022 d )
143,000 average daily
print readership
(digital/print combined)
The advertising campaign was
active from Nov. 2021 until March
2022.
GOOGLE ADVERTISING
Google Ads on
Google and Youtube
A teaser video of the Mwc
2022 event was shared.
The Ad Campaign generated
42,000 views of the video,
bringing awareness to the event
as well as the
Canmore-Kananaskis as a Winter
Tourism Destination.
We also listed our event on the Alberta Tourism Information Service (ATIS) website as an event happening in Alberta
to increase the visibility of our event.
DIGITAL COMMUNICATION CAMPAIGN
All potential participants who signed up for our newsletter were sent new information relating to the event as it
became available. We worked hard at making the content relevant and interesting. It was a very important tool for
us to communicate with our participants/potential participants in such uncertain times. It was important to keep
sharing information as it became available to allow participants to make decisions if they were going to take part in
the event. We paid attention to questions that were sent to our information line and were proactive in
communicating the answers as we set out to execute our communication plan.
Newsletters usually have a very low percentage for readership. Every newsletter we sent, would have a 75%+
readership.
Here is an example of one of these newsletters
WEBSITE
Early on, we prioritized having a web presence on our home website: www.albertaworldcup.com. The website was
regularly updated. All our digital advertising campaigns directed (hyperlinked) the user to our “Plan your trip”
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webpage ensuring that participants had all the information they required to plan attending and participating in the
MWC 2022. This “Plan Your Trip” page showcased possible winter activities in the Bow Valley and most importantly,
the “how to book your lodging, flights, transportation as well as activities”, including special offers from participating
Tourism Canmore Kananaskis members.
Overall, this was a very effective way to communicate information about our event. In combination with all our
advertising campaigns (print, digital and social media), as well as our newsletter campaign we were able to direct
traffic to our website from all targeted geo locations. We were able to get over 103,000 page views from January 1st
to March 11th. We also took steps to ensure that our website would be spectator-friendly throughout the event,
ensuring optimized participant/spectator’s experience.
EMAIL COMMUNICATION TO PARTICIPANTS DURING THE EVENT
We paid attention to questions that were sent to our information line and were pro-active in communicating
upcoming activities to ensure we maximized attendance at our Award Ceremonies at night. We also used this tool to
communicate any instructions that would help make the event more pleasurable for participants.
SOCIAL MEDIA
We contracted the help of an athlete to help us create meaningful content for our social media platforms. We had a
presence on Instagram, Facebook, Twitter and Youtube.
Content was created to engage our audience with the event and the Canmore location.
Instagram @albertaworldcup:
Our Instagram account was used to share information about the event and continue to promote engagement with
the upcoming event through videos and photo posts.
Facebook @albertaworldcup :
Our Facebook account shared the same content as our Instagram account. Also, this account was used to share links
to the daily pictures captured by our Official Photographer.
Twitter @AlbertaWorldCup:
We used this account to share major news relating to the event.
Youtube @Alberta World Cup
We posted all trailer videos to this account.
Vimeo @albertaworldcup
We used the Vimeo platform to record our livestream. A library of all videos from the Medal Ceremonies was
created and lives on our Vimeo account.
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CONCLUSION
Participants, volunteers, partners, the AWCS Board and the Cross Country Ski Community have all agreed that the
Masters World Cup 2022 was an excellent event - setting new standards for this annual international gathering of
Masters Skiers.
The Pandemic situation forced the Organizing Committee to look at the event and its individual elements through a
lens of public safety and community acceptance. We believe that this focus allowed for a safe, fun and unique week
of cross country ski racing for over 700 participants. For an event of this size, risk identification and mitigation is
critical to event success. We believe that our solid partnerships with the Government of Alberta, Town of Canmore,
The Canmore Nordic Centre Provincial Park, Alberta Health Services and Tourism Canmore Kananaskis provided the
Organizing Committee with timely and appropriate information to effectively manage associated risks. Creating a
safe and fun environment that was embraced by all participants and the community.
The Alberta World Cup Society continues to have a hosting plan that includes a FIS World Cup in 2024, a Para Nordic
World Cup in 2025 and plans for both FIS and Paranordic World Cups in the following years. It will be a few years
before the Masters World Cup comes back to Canada. In the meantime, we can be very proud of the 2022 Masters
World Cup with thanks to our partners, sponsors, participants and volunteers.
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APPENDIX A - PANDEMIC DECISION MAKING
FRAMEWORKS
Decision Making Framework for Hosting March 2021
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APPENDIX A - CONT’D
Decision Making Framework for Hosting March 2022
In September of 2021 - the Crisis Management team decided to postpone the event to 2022. The Decision Making
Framework was revised accordingly.
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APPENDIX B - ECONOMIC IMPACT ASSESSMENT AS
COMPLETED BY SPORT TOURISM CANADA
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APPENDIX B - CONT’D
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APPENDIX B - CONT’D
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APPENDIX B - CONT’D
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APPENDIX B - CONT’D
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APPENDIX B - CONT’D
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APPENDIX B - CONT’D
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APPENDIX B - CONT’D
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APPENDIX B - CONT’D
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APPENDIX B - CONT’D
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APPENDIX B - CONT’D
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APPENDIX B - CONT’D
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APPENDIX B - CONT’D
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APPENDIX B - CONT’D
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APPENDIX B - CONT’D
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APPENDIX B - CONT’D
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APPENDIX B - CONT’D
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APPENDIX B - CONT’D
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APPENDIX B - CONT’D
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APPENDIX B - CONT’D
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APPENDIX B - CONT’D
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APPENDIX B - CONT’D
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APPENDIX B - CONT’D
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APPENDIX B - CONT’D
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APPENDIX C - FINANCIAL REPORT
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APPENDIX C - CONT’D
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APPENDIX C - CONT’D
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APPENDIX C - CONT’D
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APPENDIX D - ENVIRONMENTAL REPORT
Masters World Cup 2022 - Waste Management
Pounds (appoximate)
Cardboard/recycl
e Compostables Trash Totals
Pre race 165 0
5-Mar 11 40 16 67
6-Mar 10 65 9 84
7-Mar 18 70 17 105
8-Mar 3 0 0 3
9-Mar 9 50 0 59
10-Mar 8 60 8 76
11-Mar 10 45 40 95
Post Race 40 0 7 47
TOTALS 274 330 97 701
% Compost 39.09% 330 (compost only)
% Diverted 86.16% 604
% Landfill 13.84% 97
lbs
(compost and
recycled)
Notes:
1) All leftover food has been repackaged into sterile bags, fast cooled, frozen given to Volunteers
2) Leftover fruit, open boxes of tea, sealed boxes of cookies, open bag of sugar packets and sealed cream
donated to: Bow Valley Emergency Shelter, Food & Friends and Exshaw Community Association
3) Leftover hard items (cups, cutlery, tableware, kettles, PPE) donated to: Exshaw Community Association,
Various Mini Thni organizations, Calgary Drop-in Centre Transitional Housing
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APPENDIX D - ENVIRONMENTAL REPORT (CONT’D)
Climate Action
The Events Committee has entered into partnership with the Biosphere Institute of the Bow Valley as a step
in offsetting GHG emission from events operations. In particular, the AWCS will financially support the Bow
Valley Shift: Climate Actions Program. This is a community based program, supported by the Town of
Canmore, focusing on the following Climate actions:
ACCELERATING CLIMATE ACTION
Working to accelerate climate action in all sectors of the Bow Valley community (Banff, Canmore, and the
MD of Bighorn) by convening key players in a collective impact process to create synergies and efficiencies,
share resources, and empower residents and visitors to reduce emissions.
COMMUNITY GENERATION
In partnership with Bow Valley Green Energy Co-operative, install a community generation
demonstration project in the heart of Calgary, with an associated education campaign on renewable
energy and community generation to further enable the adoption of renewables.
ZERO EMISSION VEHICLES
We are addressing barriers to the broad adoption of Zero Emission Vehicles (ZEVs) among Alberta residents.
We are working in partnership with the Bow Valley Climate Action Society to host a webinar series focusing
on dispelling myths about ZEVs and sharing the benefits of ownership with Alberta residents.
SHIFT NEWSLETTER
A monthly newsletter for community members that offers tips for reducing your personal contribution to
climate change. It also features local events and positive news stories, and it highlights upcoming programs
that the Biosphere Institute and our partners are hosting.
SOLAR IN THE BOW VALLEY
Is Canmore sunny enough for solar? How efficient are solar panels? How long will it take to pay back a
residential solar array? This project — designed in partnership with Bow Valley Green Energy Cooperative —
seeks to answer these questions and to help educate people on the environmental, social and economic
benefits of solar energy. The educational components of this campaign will be combined with a solar
installation in the Town of Canmore which contributes to the town’s active transportation network.
TOWARDS ZERO WASTE FOR FUTURE WORLD CUP EVENTS
The Biosphere Institute will support the Alberta World Cup Society with expertise and on the ground
solutions to achieve zero waste at its future World Cup events.
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APPENDIX E - ORGANIZATIONAL CHARTS
Organizing Committee
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APPENDIX E - ORGANIZATIONAL CHARTS - (CONT’D)
Competition Committee
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