5 - CEO Presentation - Business Plan 2011-2012 Year-End Review 1

YEAR-END UPDATE – 2011/12 CCA Business Plan and Organizational Strategy (2010-2014) PREAMBLE: The CCA Board of Governors completed and approved the final End (E3) in May, 2010 In turn, the CEO and staff completed and presented the CCA’s new Business Plan and Organizational Strategy (20102014) in June, 2010 This new plan was presented to both the Board of Governors and thereafter to the CCA’s Member Associations at the 2010 National Curling Congress, with further amendments, updates and realignment to the Plan completed in June, 2011 This plan was very favourably received and will act as the operational roadmap to excellence for the Association going forward In looking at an ‘update strategy’ and framework, we have again decided to utilize a bullet form update system which continues to break each operational objective into its respective End category In conjunction with this approach, you will find basic updates for the second year-end (2011/12) of this quadrennial in the right hand columns These applicable updates are specific to each and every operational objective outlined in the left hand column The attached is therefore provided for informational purposes www.curling.ca END GLOBAL GLOBAL END STATEMENT The Canadian Curling Association exists so that people in Canada realize a positive curling experience where the results merit the investment Operational Objectives To increase CCA self-generated revenue in the post-2010 era Diversify the revenue base of the Canadian Curling Association Year-End Status Update • The goal of this objective is to move the CCA’s self generated revenue to 75% by the end of the quadrennial This is a longer-term objective • We have made significant progress and had success with licensing and rights this fiscal We have successfully negotiated Capital One as a new title sponsor for the Canada Cup and Pre-trials; Bell Canada as a brand new national supplier and official telco of the CCA; and World Financial Group as a sub-sponsor for all of the Season of Champions We have also filled a void in our brewery category vertical (Great Western) which will ensure we not lose any revenue from the previous supplier We continue to work on one other major partner to complete our entire national portfolio • The Season of Champions Rewards Card and Affinity Program was launched July and initial website materials posted for this new program This new program will take some time to develop, but we have attracted new partners such as Rexall, DAA, and Fareway Gateway travel This past month, we have successfully secured Manulife Financial to provide benefits to our Rewards members and are have confirmed M&M Meat Shops and Delta Hotels for Rewards discounts to the program The program has generated a new additional revenue stream for the CCA which we feel will become a mainstay for future years • The CCA has contracted a third party to support our efforts towards a philanthropic strategic framework for consideration Upon completion, the CCA will review and assess the best options available within this new domain and how the revenue base can continue to be diversified • CCA partnered with Innovative Sports Ltd to launch “Piece of the Podium” project A portion of all units sold come back to supporting the CCA www.curling.ca END #1 MEMBER ASSOCIATIONS Members including Association Members and Affiliate Members have conditions conducive for mutually-beneficial collaboration and for enhanced participation in curling where Members satisfaction with the results merit their investment Year-End Status Update Operational Objectives Enhance the reputation of the CCA amongst its stakeholders creating “win/win” relationships • • • • • • • To assist the Member Associations to increase the opportunities to participate in quality sport activities for all Canadians, including under-represented groups • • • CCA continues to coordinate the collaborative NCC Operational Planning Committee Committee was established in 2011/12 and conducted surveys to the MAs on NCC and AGM feedback Survey results from the previous NCC and AGM were distributed to all stakeholders A new MA President was added to the committee, Yves Maillet from New Brunswick CCA CEO and CCA senior staff attended ED Council Meetings in Ottawa at the end of October Bimonthly conference calls and meetings have also being coordinated with meetings being held in December, February, April and June MA Presidents Meetings were set with relevant information distributed and added MA consultation time facilitated at the start at every meeting New promotional ads for StartCurling.ca were created, building on “On Purpose” themes that were widely heralded last year Three new creative spots were developed and funded to further assist MAs in recruitment of new curlers and activation of the sport at grass roots level CCA created unique opportunities to enhance sport of curling in non-traditional markets through the Golf Channel promotions and the Biography Series partnership that was showcased to approximately 50 million viewers in non-traditional mediums such as MSNBC, Fox News, and Discovery Channel CCA was featured in the Canadian Business Journal as an exceptional business model and used as an example for all sport organizations CCA championships held in partnership with applicable Member Associations and Host Committees, including two events which were selected as winners of the PRESTIGE Awards, for both the national event of the year and the international event of the year Getting Started program and its affiliation with Rocks & Rings completed its fourth season Completed work with Rocks & Rings to create a brand new public service announcement for the 2011-12 Season of Champions in both official languages CCA facilitated all translation efforts Co-wrote an application to the Ontario Trillium Foundation that was approved in the amount of $196,300 This money will target broader operations in both Ontario and Northern Ontario The final report from R&R showed 788 schools visited and 108,802 children visited The Getting Started instructor’s guide was given as a legacy to each of the schools with 1,200 manuals distributed Leveraging 2010 has been extended now named Leveraging Curling A package of posters and a planning guide (with best practices) was sent out to every club www.startcurling.ca and www.debutezlecurling.ca is updated on an ongoing basis with new, relevant material The sites have received 19,000 unique visitors this past year BofC Symposiums have been staged in Vancouver (BC), St Catharine’s (ON), & Sudbury (ON) over the last year www.curling.ca Increase the CCA’s affiliate membership network over the next quadrennial To ensure the rules of the game and its overall values as a sport continue to be preserved Create a new membership identification system which allows for data analysis, the ability to increase capacity, and creates enhanced revenue for the CCA and involved Member Associations Assist the Member Associations’ affiliated curling clubs / centres towards a business operations philosophy and long-term sustainability which will enhance and build capacity • Adult Instruction Program is in full implementation stage at curling centres across the country The program is producing excellent results and we expect to double the number of buildings offering the program in the year • Piloted Brier College with a learn to curl day in Saskatoon at the 2012 Brier 105 people registered for their first on ice experience and 13 people joined the club that same day • Last year, the CCA approved the addition of the Canadian Postal Workers as a new affiliate member • Coordinated information and assistance with another new affiliate, the Canadian Firefighters Curling Association in Q1 CCA Chair message was sent for programs • Have directly worked with the Canadian Police Curling Association to add to the CCA’s affiliates Presented information to CCA Board of Governors in February, which led to a motion to endorse the CPCA for membership approval in June, 2012 • Code of Ethics is part of 2010-2012 rule book Rule books issued last year to all stakeholders • Code of conducts for various stakeholders (athletes, coaches, umpires) all in place • Competitor guides for 2011/12 events were all completed 2011 Canada Cup, 2012 Continental Cup, 2012 Mixed, 2012 Juniors, 2012 Brier, 2012 Tournament of Hearts, 2012 Seniors, 2012 Wheelchair and 2012 University Championships were all completed and issued and included pertinent rules and parameters Board event liaisons were sent the applicable aforementioned guides Each of these resources is posted on the Intranet • Sent feedback to the Governance Committee in an effort to ensure a basic statement may be considered to be incorporated into the Board’s ENDs • A comprehensive investigation with 12 other NSOs was completed in regards to affiliation systems in place • Consultation and survey performed with all CCA Member Associations • Created a benefits synopsis and feedback form for Canadian curling centre’s that MAs utilized to gain feedback on potential application of per capita system • Formal discussion paper was created in advance of 2011 NCC • Presentation made to CCA Board and notice for consideration was put forth for membership approval at 2011 NCC & AGM • Membership did not approve a per capita affiliation system However, a new membership identification system was approved in June for implementation in 2011-12 • This new system will make it mandatory for all MAs to provide participant data for competitors, coaches, etc.; gender of each participant was also unanimously endorsed in broad based fashion in an effort to show the breadths of participation for the sport Membership data is also to be the same as reported to provincial/territorial governments, for consistency • Three new public service announcements were produced (one version in both official languages) and were made available for the CCA’s first televised event (the Capital One Canada Cup) The commercials continued the story of the characters created in 2010-11 The spots aired 400+ times during the season not including the number of airings on RDS • The writing of Internet blogs was increased twofold covering topics relevant to curling centre operations Added a session on ice making and a unique version in French • The CCA completed a full length video which describes the installation of ice from start to finish and was www.curling.ca used by Member Associations and affiliated curling centres across Canada This video is available online • Developed a social media platform for building managers & executives to share best practices This is an on-going service to assist our MAs Online and full implementation is planned during the summer of 2012 at http://curlingmanagers.ning.com www.curling.ca END #2 CURLING ENTHUSIASTS Current and future curling enthusiasts including curlers, volunteers and spectators experience benefits where their satisfaction merits ongoing support Year-End Status Update Operational Objectives Grow the sport of curling for Canadians with disabilities Increase youth participation in the sport of curling while also building a younger demographic of curling enthusiasts Investment in the CCA’s Season of Champions brand and championship properties will allow exceptional entertainment for curling spectators Facilitate the delivery of information, programs and services using technology based solutions • Both wheelchair and vision impaired disciplines were showcased on the ice during the th end breaks at the 2012 Brier & Tournament of Hearts • 49 Give-it-a-go sessions were held with 508 participants • Recruitment of instructors is ongoing • Continue work with Scotland and USA to push VI curling as a Paralympic Sport Completed first international demonstration in Scotland • CCA staged an all day clinic for new immigrants to Canada (April 2011) in partnership with the Catholic Immigration Centre The CCA subsequently completed a full 10 week session with 12 participants – all new Canadians • CCA partnered with the Canadian Paralympic Committee to produce a vignette, starring Sonja Gaudet, profiling wheelchair curling This vignette was used extensively by the CPC, including social media campaign Also forged an agreement for this to be showcased on TSN, starting this past January • Working with a PSO on a pilot project on an adaptive curling model for youth with a disability First year pilot generated curling experiences for 120 youth • School awareness programs at 2011-12 national events were part of their schedule of events and responsibilities A formal how-to guide has been developed for consistency and for the potential use of our MAs for provincial / territorial events A total of 7,200 youth participated in 2011-12 • Ongoing work with sponsors (currently Great Western and Ford) to leverage their involvement with attracting a younger demographic • Season of Champions brand continues to be registered with Canadian Intellectual Property Office (CIPO) • Multiple event cross-promotions were used during TSN spot time Details ongoing • Increased quantity and quality of informational articles via our website with plans to further enhance with a new website launched in September Homepage overhaul was completed in January, 2012 to produce most comprehensive content (ie: Pick ‘em Challenge, merchandise, Piece of Podium project, poll of the week, etc.) that the CCA has had to date Further enhancements are being reviewed in June for implementation as part of next year's online content strategies • Further expansion of our Social Networking strategies to ensure that a greater interactivity is present Increased content dedicated to social channels is being reviewed for implementation as part of next year's social networking strategy www.curling.ca • Expansion of the EVMS (Event and Volunteer Management System) to include athlete biographies, allowing athletes to submit them securely online Further simplification and enhancements to the online biography service are planned for next year • Highly successful implementation of Fantasy-type promotion (CCA Curling Pick'Em Challenge) which generated a significant amount of online traffic and extensive positive feedback on the discussion board Further to this, comments relating to the promotion identified an increased awareness and interest in University, Seniors and Wheelchair curling Additional online promotions are planned for next year Expand the Association’s official language information resources and overall capacity to bring curling information in both official languages Rebrand and modernize our consumer facing brand(s) under the CCA umbrella Leverage the relationship with a national broadcast partner for the long-term stability of the sport • Curling.ca Mobile (iOS Application) has been downloaded over 10,000 times since its launch in November The Mobile Web site (http://m.curling.ca), which is accessible by all other mobile devices, has seen over 260,000 visits from mobile devices since its launch • Significant efforts have been made this year in relation to translation and the CCA’s official language information Some elements included: • CCA translated all motions from NCC, all background materials related to the motions, and NCC & AGM minutes • CCA published its new 2011 Annual Report in both French and English Final Report was completed in early October with hard copies issued to pertinent stakeholders and posted on CCA website • The CCA Business Plan & Organizational Strategy updates and actions were translated • CCA further engaged Rocks & Rings and we understand that the program is proceeding with the first segway into the Montreal and surrounding area next year • The CCA also worked with Rocks & Rings on their new development advertisement In turn, the CCA arranged for translation funding to ensure this new advertisement was available for French language television • CCA has produced three new professional spot advertisements regarding curling developments that were launched this season in both official languages A fourth spot, from the previous year, was also translated for broadcast on RDS and RDS • The CCA successfully negotiated to increase the previous 18 hours of curling broadcast time on RDS to now approximately 260 hours of broadcast coverage on RDS and RDS2 which started this past season This entails all draws of the Season of Champions getting coverage on French language television • In addition to the above point, the CCA has also negotiated at least French spots on RDS/RDS2 for each hour of broadcast coverage These spots were used for grassroots promotions and included the aforementioned CCA French spots and the newly created R&R French spot • This work is future-oriented and is a project earmarked for 2012/13 • CCA partnership with TSN is the best it has ever been to date • New broadcast agreement with TSN and RDS was completed The new contract extends national broadcast coverage thru May, 2020 with 260 plus hours each year on both TSN/TSN2 and now also RDS/RDS2 Significant long-term stability has been successfully negotiated • Relationship includes elevated activation strategies that will be rolled out next year for our fans www.curling.ca Maintain reliable and secure internal and external communication solutions • CEO attended scheduling meeting with TSN and RDS in Toronto in September to formalize this season’s schedules and logistical details for marketing and event staff • Successful migration to the Kerio Connect Mail Server system completed • Successful migration to the Apple operating system for CCA Head Office and Event Management Team users completed • Accounting and I.T have begun the implementation of Coupa, the new web-based Purchasing and Expense system, providing a more efficient process for purchasing approvals and expense claim processing This system will also allow for further analysis on accounting statistics, and an integrated financial process for tracking and reporting • The CCA has completed the first full year of a successful implementation of Basecamp Project Management Web Application for the management of Event content and processes Further analysis is being done with Basecamp and additional online project management software continues to be evaluated with certain key groups • There has also been successful implementation of GoToTraining for our High Performance Coaching area www.curling.ca END #3 TEAMS AT CCA CHAMPIONSHIPS, COMPETITIONS & EVENTS Teams competing in CCA-operated championships, competitions and events have conditions for optimum performance, without compromising the principles of fair play or their physical, psychological, or emotional health Operational Objectives Year-End Status Update By 2013, all Canadian Championships will have a system approved which will ensure all 14 Member Associations have an equitable opportunity to access the event This system will start with the equitable opportunity for all Member Association’s affiliated curlers to access the 2012 Mixed and 2012 Men’s and Women’s Seniors • Senior staff presentation at 2011 NCC regarding the Canadian Juniors was effective to assist in motion for equitable opportunity and format for the latest discipline to be approved for implementation • Mass press release completed to educate stakeholders about this information and related NCC highlights • Operational plan of how the 12 teams in 2012 Seniors to be selected and one-time 14 team qualification process for 2012 Mixed was sent to all Member Associations and was followed for the 2012 Mixed hosted in Sudbury The process worked well, with the latest equitable opportunity to access occurring at the 2012 Canadian Seniors in Abbottsford, B.C this past March • Presentations for equitable opportunity to access the Men’s and Women’s National Championships are planned for the 2012 National Curling Congress • CCA Operating budget met all compliance criteria and ensures teams attending Canadian curling Championships are afforded equitable support and benefits for their attendance at the respective events • Full compliment of professional event staff has been hired and/or contracts renewed The event staff understands importance of the conditions for teams competing in CCA-operated championships To ensure teams from Member Associations represented at Canadian Championships or within the equitable opportunity to access system, are treated in a like manner Under the equitable access system, the applicable Canadian Championship will include a team from the Host Member Association • Equitable access system has been instituted for 2012 (Mixed & Seniors), and event personnel have ensured that the declared team from the host Member Association is in the championship • Sites for 2012 Mixed and 2012 Seniors were made aware of the equitable access system and how this will impact their specific event • Site for 2013 and 2014 Juniors is also now aware of equitable access system and that the team from the Host MA has a guaranteed entry www.curling.ca END #4 HOST COMMUNITIES Host communities of CCA-operated championships, competitions and events experience positive impacts and an enduring legacy of enthusiasm for curling Operational Objectives Engage the local communities that the CCA awards events to in an effort to enhance community involvement Establish a credible economic impact analysis tool with the ability to know the general economic impact of each of the CCA’s championships by the end of the quadrennial Establish and maintain a working plan, event manual and volunteer model that structures the Local Organizing Committee for each of the CCA-operated events Actively seek championship host sites across all regions of the country Year-End Status Update • Volunteer based Local Organizing Committees are being established in the communities of each of the CCA-operated events Specifically, the 2013 events are those which we have recently signed hosting agreements (Tournament of Hearts, Mixed, Seniors, Juniors, Brier, World Men’s, Canada Cup CCA/CIS University Championships, and Continental Cup) • “Paint the Town” initiatives were planned and were part of the 2011/12 events Pep rallies were also used to foster local involvement and enthusiasm • Local sponsorship sales for 2011/12 events have provided various options for local businesses and media outlets to activate their brands in alignment with the applicable CCA-operated events Most packages were between 88% to 105% sold in the applicable events Two events were oversold from our outlined inventory thus greater than 100% sales efforts • Developed and distributed a bonafide Request for Proposal (RFP) package for 2013 Pre-trials - Road to the Roar Final candidate for Pre-trials was announced in April • Economic impact information has been provided to numerous potential bid sites, provincial governments, and tourism commissions in an attempt to further stimulate interest • Have a solid partnership with Canadian Sport Tourism Alliance CCA CEO and CSTA CEO have been in regular contact • CCA has engaged CSTA to fulfill economic impact (EI) assessments using STEAM PRO model Contracted CSTA to complete an EI assessment in Red Deer for the Women’s National Championship Already have assessments for Brier, Canadian Curling Trials and Canada Cup • As above, currently actively utilizing EI information on bid processes, including Pre-trials RFP preamble • Most recently, the CCA and KEDCO applied for enhanced grants from the Ontario Provincial Government to assist the 2013 Scotties Tournament of Hearts in Kingston EI data was used to support the applications • Updated Season of Champions event manual being utilized for host committee meetings • Revised Local Organizing Committee flowcharts built for Director, Event Operations to utilize this year • Attendance at most recent CSTA congress (April, 2012) in Richmond, B.C., including presentation by CEO and asked to be a member of sports panel • All MAs have been effectively communicated with regarding available events 2013 Pre-trials RFP went to all 14 MAs despite lack of capacity in some jurisdictions for said event • Recently announced that Yellowknife, Northwest Territories will play host to the 2014 Canadian Seniors www.curling.ca 10 To have hosted a CCA-operated championship in a minimum of 12 of the 14 Member Associations’ jurisdictions by the end of the quadrennial (2014), with the ultimate goal of hosting a CCA-operated championship in all 14 by the end of 2018 This will be the first time a curling national championship has been hosted in NWT • Site visits or teleconference calls to many potential future host sites have occurred over the past few months (ie: Brandon, MB; Dartmouth, N.S.; Fredericton, N.B., AB; Kitchener, ON; Montreal, QC; Whitehorse, Yukon; etc.) • Attendance at CSTA Events Exchange was accomplished • Event Operations department continue an enhanced internal 5-year event grid plan in alignment with this objective • Too early to complete this long-term goal, but by the end of 2012 alone, the CCA will have hosted a CCAoperated championship in 10 of our 14 jurisdictions during the first two years of the quadrennial With the recent announcements of event sites in 2013 and 2014, including the first ever national championship in NWT, we are on target to have achieved this internal aggressive goal for the quadrennial (ie: 12 of the 14) www.curling.ca 11 END #5 TEAMS SANCTIONED BY CCA – INTERNATIONAL / HIGH PERFORMANCE Teams sanctioned by the CCA and representing Canada internationally have the competitive skills, attributes and support to consistently achieve podium results Operational Objectives Year-End Status Update To increase the capacity of the Canadian sport system to systematically achieve world class results at the highest international competitions • A comprehensive analysis occurred subsequent to the Olympics This was done internally and then with Own The Podium (OTP) input and comments • We have updated our gap analysis protocols as it relates to factoring in international competition and performance standards • CCA has restructured our National Team Program (NTP) heading into the next quadrennial and have reinvested in our La Releve Program with OTP support • We are implementing a Talent I.D & Development initiative aimed at the Train to Train stage of our LTAD and are in the process of establishing specific performance standards and collecting best practices • We are integrating new skill specific technology tools into the practice environment including an instrumented brush head that provides PSI and stroke rate • We continue to recruit and develop coaches with succession planning in mind and are actively recruiting new Sport Science expertise • The integration of Integrated Support Team (IST) into our NTP remains a challenge as we continue to search out efficiencies • We have expanded our efforts in tracking international performances and have our data bank accordingly This includes developing and implementing a new performance evaluation protocol • NTP coaching staff are actively engaged in monitoring and evaluating the performance of Canadian Teams on the World Curling Tour and performance related feedback is provided at every given opportunity • We are on schedule with our transition and we continue to make improvements to all elements of the new NCCP as a result of feedback via pilots • Coach evaluation is the biggest challenge as it relates to both logistics and cost We continue to analyze the various options that are available especially with an eye to financial viability • We are into the implementation phase of the LTAD and will continue our efforts to support MA initiatives across the country This will include both an AWAD and Able Bodied LTAD Summit • We have recently engaged in a review of our selection protocol for sending teams to world championships and the Olympics and have once again received funding partner support for our current protocol This support and endorsement has come from OTP, COC and Sport Canada We have strengthened the process required to gain access to the Trials, enhanced the significance of the Canada Cup and expanded the total teams involved in Trials / Pre-Trails from 16 to 18 • We have also moved to a performance centered, performance driven and prescriptive approach to our NTP which is based on pre-established irrefutable performance standards To contribute to the provision of technical sport leadership within the Canadian sport system CCA sanctioned teams that represent Canada internationally will be determined based on competition or performance based criteria that provide Canada with the best chance for podium success www.curling.ca 12 • We continue to encourage our developing teams to embrace the concept of “performance based strategy” thus ensuring “shot selection” can be backed up with “shot execution” www.curling.ca 13 ... guides for 2 011 /12 events were all completed 2 011 Canada Cup, 2 012 Continental Cup, 2 012 Mixed, 2 012 Juniors, 2 012 Brier, 2 012 Tournament of Hearts, 2 012 Seniors, 2 012 Wheelchair and 2 012 University... Operational plan of how the 12 teams in 2 012 Seniors to be selected and one-time 14 team qualification process for 2 012 Mixed was sent to all Member Associations and was followed for the 2 012 Mixed... Town” initiatives were planned and were part of the 2 011 /12 events Pep rallies were also used to foster local involvement and enthusiasm • Local sponsorship sales for 2 011 /12 events have provided