How to make money off the Pan Am Games: Hamilton businesses
Tourism groups call on businesses to create special Pan Am deals for next July’s events
The Pan Am Games are a “fabulous opportunity” to make money in Hamilton, but local businesses need to start planning now to capitalize, regional tourism groups said Tuesday.
Jill Vandal, a consultant working with the Hamilton-Halton-Brant Regional Tourism Association, said the games — the soccer portion of which will take place here next July — could bring millions of dollars to businesses in the area. The trick, she said, is getting people to come to Hamilton and stick around.
“When they’re here, people spend. And we need to give them reasons to stay longer,” Vandal said, following a presentation to about 50 business operators.
“The goal is to make a compelling reason for people to stick around.”
The business people on hand, most of whom operate in Hamilton proper, were encouraged to create special Pan Am offers, which will be published on a specific section of the association’s website, which also covers the track cycling events in Milton.
Vandal said the goal for visitors to be able to plan their trip to the Hamilton area — from accommodations to event and restaurant suggestions — in one go.
“From a visitor perspective, we’re trying to answer all their questions.”
There is some uncertainty, however, in exactly who’s coming to the games and where they’ll be coming from.
A ticket lottery for the Pan Am Games begins next Monday and runs until Oct. 6. After those tickets are spoken for, the remaining tickets will go on sale in December. Vandal said she expects by January there will be a surge of Pan Am fans looking for places to stay and things to do between games.
Vandal said all Pan Am offers are welcome, from simple things from offering up parking spots to special offers for fans.
“It’s up to you to figure stuff out,” Vandal told the crowd.
“Are your minds going? Are you thinking of some cool things?”
16 days of parties planned
Shelley Merlo, an event management expert with Tourism Hamilton, said the city is set to host 16 days of festivities highlighting “cultural diversity” during the games.
Several groups, including the Ottawa Street and Downtown BIAs along with Supercrawl’s organizers, have already agreed to host “Ignite” designated events — borrowing from the Pan Am and ParaPan Am slogan: “Ignite the spirit.”
Merlo said she hopes there’s “no way to say there’s nothing to do” in Hamilton during Pan Am time, adding she also wants local residents to stick around, unlike in 2003 when some left as the city hosted the UCI World Road Cycling Championships.
Merlo also let slip that Sunday, June 21 will likely be the day the Pan Am Games torch passes through Hamilton, and there’s an open call for the chance to carry it.
Games an ‘easy sell’
Carolann Bosett, who manages the advertising on 500 public benches across Hamilton, said she’s encouraging her clients to put up Pan Am-oriented ads on benches before July rolls around to drive new customers to their businesses.
“I’ve already spoken to a couple people to see if they were interested and they were all over me,” Bosett said.
“I think it will be a very easy sell.”
Marianne Vogel, of Just for You Travel and Consulting, said she attended the meeting to see how she could “be a part” of the Pan Am festivities.
Her company specializes in leading group tours, and has past experience with choirs. Vogel said she didn’t have any definite plans to host tours, but said she’ll be watching to see who’s coming to Hamilton.
“I have to see what they need assistance with, and hopefully I can tune into that,” she said.
Kathryn Kimmins, a laughter yoga instructor whose classes – “no jokes,” just technique – have proven so popular that she spends 80 per cent of her time leading them, said she would love to coach Pan Am soccer fans, or players, through a class.
Kimmins said she’s interested in taking part in an event, perhaps by leading a group from the stage. “I’m not shy,” she said, with a smile.
John Rieti