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City of Stratford Sport Tourism Strategy Approved by City Council

Industry Partners, click here for a list of upcoming facility rentals and what groups are visiting Stratford.

The City of Stratford partnered with investStratford and Destination Stratford to develop a Sport Tourism Strategy for the City.

The project, funded by the Government of Canada through the Federal Economic Development Agency for Southern Ontario via RTO4, assessed the City’s current tourism assets, gathered information through public consultations and provides a strategy for growth and next steps.

The Sport Tourism Strategy project aims were to:

  • determine the economic impact, and the size and scope of existing sport tourism opportunities – including an inventory of capital assets (infrastructure) and human assets (volunteer groups, local sport associations)
  • explore the potential to expand those existing opportunities and to identify new areas for growth, complete with financial and socio-community impacts, effects and outcomes
  • consider and recommend technology tools that link sport bookings to tourism assets, amplifying the visitor experience with local retail, food/beverage and accommodation providers
  • provide a needs analysis for growth and potential funding opportunities

All members of the public, sports groups, and service clubs were encouraged to participate in the consultations. Opportunities included online engagement via the City of Stratford’s Engage Stratford platform, as well as in-person public consultations.



Surveys collected from 31 August 2022 to 04 October 2022.



Sport Tourism Strategy Input Timeline

Stratford Sport Tourism Strategy

Public and stakeholder surveys//consultation begins. Visit Engage Stratford and survey links listed above to provide input/feedback.

Stakeholder Workshops Oct. 12

The Stakeholder Workshop focus groups are limited in size with participants invited based on the stakeholder survey submissions.

Public Town Hall Session

7:00pm to 8:30pm, October 12 Stratford Rotary Complex, Tim Taylor Lounge 353 McCarthy Road, Stratford, ON The Public Town Hall is an opportunity to educate the community about the potential value of the Sport Tourism industry, what it may mean for Stratford, and establish some common understanding and verbiage with the wider community. It is also a chance to understand any concerns the community may have, and receive additional input that may help inform the Strategy.

Stakeholder Workshops Oct. 13

The Stakeholder Workshop focus groups are limited in size with participants invited based on the stakeholder survey submissions.

Destinate Group was selected as the consultant to lead this work, and started public consultation on the Sport Tourism Strategy in September. The Strategy was presented to City Council January 23, 2023. Council approved the following staff recommendations:

THAT the existing Sport Tourism Steering Committee (Community Services Department, Destination Stratford, investStratford) remain active and that the Tourism Advisory Committees of Destination Stratford be leveraged to inform and support the creation of the Stratford Sport Tourism Office;

AND THAT the Steering Committee explore funding opportunities and partnerships to create an organizational structure and funding model for inclusion in the City of Stratford 2024 budget.

Stratford Sport Tourism Advisory Committee members and Terms of Reference can be found here.

For more information, please contact:
Joani Gerber
CEO, investStratford
519-305-5055 extension 1001; jgerber@investStratford.com

The Stratford Sport Tourism Office project has been financially assisted by the Tourism Development Fund of the Government of Ontario through the Ministry of Tourism, Culture and Sport.

This Stratford Sport Tourism Strategic Plan project was funded by the Government of Canada through the Federal Economic Development Agency for Southern Ontario.

Funded by FedDev

Upcoming Facility Rentals – 2024

Date Facility Group
Jun 27 Rotary B SDSS commencement
Jul 5-7 Packham 5 + Anne Hathaway Softball U13-U19 5:30-10:30pm/8am-10:30pm/8am-7pm-concession/bbq
Jul 12-14 SERC 1 + Nat’l Stadium Baseball Noon-11pm/8am-11pm/8am-6pm
Jul 12-14 Anne Hathaway Softball U11/U13/U15 5:30-10:30pm/8am-10:30pm/8am-7pm
Jul 13-14 Packham 5 diam. Fastball U15-U19 8:30am-8:30pm/8:30am-6pm-concession
Jul 19-21 SERC 1 + Nat’l Stadium Baseball Noon-11pm/8am-11pm/8am-6pm
Aug 2-4 Packham 5 diam. + Anne Hathaway Softball U15 8am-10:30pm/8am-7pm Sun-concession
Aug 9-11 Anne Hathaway Softball U13 8am-10:30pm/8am-7pm Sun
Aug 16-18 Packham 5 diam. Softball U13 5:30-10:30pm/8am-10:30pm/8am-7pm-concession
Aug 16-18 SERC 2/Dufferin/Optimist/Nat’l Stadium Baseball Noon-11pm/8am-11pm/8am-6pm
Aug 16-18 Anne Hathaway Softball 6-10:30pm/8am-7pm Sun
Aug 18 Packham 5 fields U8-U12 soccer tourn. 8am-7pm
Aug 23-25 SERC 1/Dufferin/Optimist Baseball Noon-11pm/8am-11pm/8am-6pm
Aug 24 Anne Hathaway Softball Special Olympics 8am-5pm
Aug 30-Sep 1 Packham 4 diam. Slo-pitch 6pm-mid./8am-mid./8am-
Aug 30-Sep 1 SERC/Dufferin/Optimist Baseball Noon-10pm/8am-9pm/8am-5pm
Sep 6-8 Packham 5 diam. Baseball adult 6:30pm-mid./8am-mid. /8am-6pm-concession/bbq/alcohol
Sep 12-13 Rotary A Ag Society – PW Cattle Show
Sep 19-22 Grounds/Agrip./RotaryB Fall Fair

The Summer Games Triathlon is coming to St. Marys quarry in 2024. Details can be found on the Games site.