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The latest tool developed for STC members is the Sport Tourism Event Evaluation Report, known by its acronym: STEER.

Free to users, STEER will complement the tool already used by many STC members, STEAM2.0, which allows event planners to predict the economic impact of an event. STEER assesses plans for the intangible benefits which are increasingly important to many stakeholders in planning and communicating the wider value of events.

It covers the Tourism, Social and Environmental aspects of the event, using a questionnaire to provide an index score. Users can also use it to generate a Legacy Plan, Recommendations and a Quarterly Action Plan prior to the event being held. It will be especially useful for host cities to convey the business case for major investments.

For a more comprehensive review, STEER PROuses STC’s consulting services on a fee-for-service basis., provides a Post-Event Evaluation Report which includes attendee impact data and actual results comparable to the forecast. If users choose to go even further to purchase a STEER PRO+ report, non-attendee impact data is collected through an online digital survey, which quantifies the size of the reach beyond those who attended in person.

STEER aligns with the International Association of Event Hosts (IAEH) Event Impact Standards, published in 2018, and was developed in conjunction with the STC Consulting Team. It was launched recently during STC’s webinar series, presented by Iain Edmondson, one of the founding directors of IAEH.

STEER is now available to use through the member portal on the Sport Tourism Canada website. To learn more about STEER, you can view the webinar presentation online