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SUMMIT PROGRAMME Building an International Sport Tourism Portfolio for Sustained Success

Thursday May 15 2014 Thomond Park Stadium, Limerick, Ireland .sporttourismsummit.ie

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Welcome

A huge welcome to Limerick, City of Culture to all our delegates for the inaugural European Sport Tourism Summit. We hope this first gathering of the smartest minds in sport, tourism and marketing will be the launch pad for high impact sport tourism innovation, nationally and internationally. We welcome a range of speakers from global sports events, mass participation events, city destinations and countries who have demonstrated sport tourism’s return on investment through a strategic approach to hosting and developing events. As sports audiences in 174 countries across the globe looked on as Ireland hosted the start of the Giro d’Italia, the long term promotional impact will realise considerable tourism benefits for many years after the professionals leave the podium. More locally, Limerick recently welcomed over 12,000 runners and 40,000 spectators for the Great Limerick Run while the city is also busily preparing to host 10,000 visitors for the Special Olympics Ireland Games next month. The economic impact of these events is a multiple of the investment required to attract the events and has created a legacy for Limerick as a proven host city for major events. The economic, social and promotional impact of sport tourism are the key outputs from hosting global signature events to organically created local events. We hope the first European Summit will stimulate the imagination of delegates to examine the potential of their sport or destinations and create the next wave of competitive, spectator or mass participation events. Finally, we would like to acknowledge our title sponsors Shannon Airport and all our event partners for their support in delivering this event for the region, where sport is in our DNA. Yours in Sport,

Mark O’Connell

Keith Wood

Directors W2 Consulting/Sport Tourism Ireland

Shannon Airport Authority is delighted to sponsor the first European Sport Tourism Summit and we extend a warm welcome to all delegates who have travelled to Limerick for this event. Sport tourists spend almost double that of other visitors, and with the global Sport Tourism industry worth an estimated €450bn, developing a major Sport Tourism strategy must be a priority for countries and regions going forward. This is why the European Sport Tourism Summit is so important. It brings together global sport and tourism experts to share experiences and advise on growth opportunities. With services to Europe, the UK and North America, Shannon Airport will play a key role in supporting the development of sport tourism here in Ireland. We congratulate the organisers of the Summit and while in the region, we hope delegates might get an opportunity to sample some of the superb sports facilities and visitor attractions for which this region is renowned.

Rose Hynes, Chairman, Shannon Airport Authority plc

.sporttourismsummit.ie

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Table of Contents page

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World in Union for Social Networking Triumph - Martin Snedden,

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Player Profiles

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The Schedule

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Reaching the Next Level of Sport Tourism Innovation - W2 Consulting

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Failte Ireland Major Events Unit

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Sea Changes & Sport Tourism – Roisin Finlay, Outsider Magazine

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Ireland joins list of Mudder Nations - Tough Mudder

TPSC Hospitality

WiFi Password - ultimatevenue

@sporttourismirl #ESTS2014

European Sport Tourism Group

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Q&A –

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Website Contact Venue

http://sporttourismsummit.ie/ W2 Consulting on info@w2.ie / 01 5079413 Thomond Park Stadium, Old Cratloe Rd, Limerick http://thomondpark.ie/

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S o c i a l

Get Social with Sport Tourism

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World in Union for Social Networking Triumph

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In simple terms, the dilemma was this: We (‘we’ being Rugby NZ 2011 Ltd, the entity created by the New Zealand Rugby Union and the New Zealand Government to deliver the Rugby World Cup 2011 tournament) were required by our event budget to generate NZD269m (€150m) in match ticket sales. To put it in perspective, the previous highest grossing event in our country’s history was the British & Irish Lions Tour in 2005 where, off the back of high ticket prices and sold out matches, the NZRU grossed NZD24m. Now, we were under strict instructions from our governors to do eleven times better! Yes, we had tickets to 48 matches to sell but New Zealand is a very small island country tucked away in the bottom of the world, thousands of miles from anywhere except Australia. If we were going to succeed, we would not only have to sell tickets to just about every man, woman and child in New Zealand, we would have to sell big into our target rugby markets off-shore. The pressure was on us not just because we had to hit budget but because the New Zealand Government had invested hugely in this event off the back of promises that we would generate terrific returns for our tourism industry, the number 2 export-earning sector in the New Zealand economy. At the time of the bid, influenced by international visitorship to Australia for the Sydney Olympics in 2000 and the Rugby World Cup in 2003, the New Zealand Rugby Union was promising that there would be at least 65,000 international visitors to New Zealand during the event, generating hundreds of millions of dollars in economic benefit to the economy, all in our tourism ‘shoulder season’.

The problem was, while we had an adequate marketing budget to sell match tickets in New Zealand, we had next to nothing provided for marketing campaigns internationally. The answer to our prayers arrived in the form of an Irishman living in Australia, Shane Harmon. In 2007, when we were creating our strategic planning for RWC 2011, none of our senior managers, including me, had any knowledge or experience of social media. In the extensive plans we drew up that year, the potential of social media activation wasn’t mentioned once. In 2008, we appointed Shane as our Marketing & Communications Manager. Unlike the rest of us, Shane was a social media addict. Displaying irresistible Irish charm, he quickly sold us on the potential to use this platform as our major driver of international ticket sales and visitors. At the time, social media was largely unchartered territory in the world of major events. We would be breaking new ground.

Our starting point was Facebook. We had three major advantages: 1. The RWC2011 Facebook site, from its inception, would be linked to the IRB rugbyworldcup.com website. Straight away this gave us a community we could tap into to kick things off. 2. We had full and free access to the IRB’s extensive archive footage from all previous rugby world cups dating back to the first in 1987. 3. Tourism New Zealand and our regional tourism organisations provided us with unrestricted access to their extensive footage of New Zealand’s tourism attractions.


World in Union for Social Networking Triumph

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Shane’s social media team set about laying the community-building foundations. We had two groupings of potential customers in our sights. We were, of course, targeting rugby enthusiasts all around the world, but we were also targeting those internationals for whom New Zealand was on their ‘bucket list’ of places they wanted to visit. We wanted the rugby nuts to know that there were many more reasons to visit New Zealand than simply to watch RWC matches. And, for those enthusiastic travellers whose interest in rugby was somewhat secondary, we wanted them to be aware that New Zealand would be really buzzing during September and October 2011. And our target wasn’t just international visitors. It was in our interest and our tourism industry’s interest to get Kiwis moving around to attend matches but also, at the same time, seeing their own country. Tourism in New Zealand is a NZD24b a year industry of which nearly 60% is domestic-related. The RWC2011 Facebook site was launched in September 2009 with an initial target of 100,000 ‘likes’ by December 2010. In my naivety, I doubted we would ever get that far. Well, we hit the 100,000 target by the end 2009 and 12 months later we were at 700,000 likes. We worked this site hard. Even as far as a year out we were refreshing the site every two days at least, alternating exciting rugby archive material with captivating tourism visuals. On the day of the RWC 2011 Final we hit 1.46 million likes. The beauty for us was Facebook’s extensive reach and the ability it gave us to analyse who our followers were. 15% of those ‘likes’ were by New Zealanders. The remaining 85% were international. We could track the spread and could see we were growing great awareness and interest in almost all our target markets plus in others that we hadn’t expected. Buoyed by the success of Facebook, we moved quickly to establish YouTube, Twitter and Flickr platforms. By tournament end, the figures spoke for themselves: 4.3m views on YouTube, 240,000 photo views on Flickr, and 4.1m ‘RWC tweets’ during the event. In addition, the IRB generated 17m unique users to their rugbyworldcup.com website, and 3.5m downloads of the official rugby world cup mobile app. All of the above platforms were fully integrated with each other. The branding ‘look and feel’ was the same no matter which RNZ 2011 or IRB platform the fan was using. Everything was linked to the ticketing site and also to Tourism New Zealand’s newzealand.com site. Sitting here in 2014, most of the above seems so obvious. Use of social media by major event organisers has come so far so quickly. But way back then, that wasn’t the case. We were all very green, not really sure, but we were very nimble and willing to take risks. It was a bit scary but it was great fun. So what of the end results, the hard-nosed bottom-line effectiveness, of all this activity? In one word – incredible. We hit our ticketing budget target of NZD269m two days before the RWC 2011 Final. Furthermore, Immigration NZ (having required each international visitor to indicate on their arrival cards whether they were visiting for RWC or not) recorded 133,000 RWC international visitors, double the original target. Data also showed a spike in domestic tourism expenditure. And post-event surveying of our RWC international ticketpurchaser customers indicated extremely high levels of satisfaction and willingness to return to New Zealand and advocate New Zealand as a great destination to their friends and families

Martin Snedden Martin Snedden


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Player Profiles

Andrew Cotter

Keith McCormack

Club: BBC Position: Commentator

Tim Crow

Club: Failte Ireland Position: Director Visit Dublin & Head of Events

Achievement

Club: Synergy Sponsorship Position: CEO

Achievement

Achievement

Commentary at Top 5 Global Golf Tournaments – Masters, Open Championship, US Open, Scottish Open & PGA

@MrAndrewCotter

Rick Traer

Devised, pitched and won bid to host World Youth and Student Travel Conference in Dublin in September 2014 with estimated revenue of €1.1m

Developed the MasterCard Global Sponsorship of the 2015 Rugby World Cup with Dan Carter as brand ambassador

@Failte_Ireland

@synergytim

Jordi Secall

Club: Canadian Sports Tourism Alliance Position: CEO

Martin Snedden

Club: Rugby World Cup New Zealand 2011 Position: CEO

Club: Catalan Tourism Position: Marketing Director

Achievement

Achievement

Negotiated the first agreement between the Catalan Tourist Board and FC Barcelona to collaborate in promoting Catalonia as a tourist destination in foreign markets.

Heads up Canada’s dedicated Sport Tourism body promoting Canada’s $3.6 billion fastest growing tourism segment

@CdnSportTourism

Achievement Led the successful joint New Zealand Cricket / Cricket Australia bid for the rights to host Cricket World Cup 2015

Lars Lundov Club: Sport Event Denmark Position: CEO

Achievement

Secured over 250 International sports events for Denmark including a wide range of World Championships, European Championships, World Cups and major International sports congresses

@SportEventDK


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Player Profiles

Sarah Harvey

Lawrence Dallaglio

Keith Wood

Club: W2 Consulting/ Sport Tourism Ireland Position: Director

Club: Tough Mudder Position: Vice President EMEA

Achievement

Club: Dallaglio Foundation Position: Founder

Achievement

Achievement

Senior Vice President of the world’s fastest growing premier obstacle course series with over 1.3million participants to date

Winner of the inaugural IRB World Player of the Year in 2001 Founder of W2 Foundation supporting Youth in Sport

Cycled over 1000km across Europe for the Dallaglio Cycle Slam raising millions of pounds for charity

@ToughMudder

@sporttourismirl

@dallaglio8

Julian Jenkins

Lars Olsen

Club: Cardiff City FC Position: Commercial Director

Dr. Terry Stevens

Club: Stevens & Assoc. Position:CEO

Club:NationalCentre forCoastalTourism,Denmark Position:Director

Achievement

Achievement

Achievement

Saw the promotion of Cardiff City FC to Premier League for the first time in 51 years

Reformed coastal tourism development in Denmark with focus on the “DNA” of selected destinations and the need for local level implementation

@Julianj1973

Worked on strategic sports projects and destination development in over 40 countries around the world with diverse clients including the UN World Tourism Organisation, Welsh Rugby Union & the South Africa World Cup.

John Cantwell Club: Thomond Park Stadium Position: Stadium Director Established Thomond Park Stadium as a top class international sports & entertainment venue

Achievement

@thomondstadium


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The schedule for the inaugural European Sports Tourism Summit Thomond Park Stadium, Limerick Thursday 15th May 2014

MC

Andrew Cotter, BBC Sports Commentator

8:30

Registration

9:30

Welcome Address – Keith Wood, W2 Consulting

Morning Sessions: A National & International Sport & Tourism Perspective

9:45

Keith McCormack, FĂĄilte Ireland

Overview of the National Sport Tourism & Event Strategy for Ireland 10:15

Tim Crow, CEO, Synergy Sponsorship

From Twickenham to Rio, Lessons from Global Sports Events 10:45

Rick Traer, CEO, Canadian Sports Tourism Alliance

A Proven International Sport Tourism Model 11:15

Sport Tourism Break

11:45

Jordi Secall, Marketing Director, Catalan Tourism

Lessons from the Development of Barcelona as a Global Sport Tourism Giant 12:15

Martin Snedden, CEO, New Zealand Rugby World Cup

Attracting a Global Event and Delivering a National Opportunity 13:00

Panel Discussion Q&A

13:15

Lunch and Option of Tour of Munster Experience Museum

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The schedule for the inaugural European Sports Tourism Summit on Thursday15th May 2014

Afternoon Sessions: Sport & Tourism Developing Destinations as Venues

14:15

Lars Lundov, CEO, Sport Event Denmark

Danish Best Practice Model 14:45

Sarah Harvey, MD Europe, Tough Mudder Global Events

Making Destinations Attractive to Global Mass Participation Event Companies 15:15

Keith Wood, W2 Consulting & Lawrence Dalaglio, Dallaglio

Foundation Different Perspectives to Sport Tourism 15:45

Sport Tourism Break & Networking

16:00

Julian Jenkins, Commercial Director, Cardiff City FC

The Impact of the Premier League on a Host City 16:30

Lars Olsen, Director, Videncenter for Kystturisme, Denmark

International Sports Trends creating Local Opportunities 17:00

John Cantwell, Stadium Director, Thomond Park Stadium

Maximising Iconic Sports Venues as the Launch Pad for Sport Tourism 17:30

Closing Summary & Discussion, Prof. Terry Stevens

Followed by Sport Tourism Reception in Thomond Park Stadium sponsored by Limerick Marketing Company

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Reaching the Next Level of Sport Tourism Innovation

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According to the World Tourism Organisation, Sport Tourism represents the fastest growing sector in global tourism. Arguably, many destinations and host locations can boast of having the appropriate infrastructure from sports facilities and diversity of sports activities through to the accommodation stock to capitalise on this global opportunity. However, it will be the destinations that foster the ‘inner sport tourism entrepreneur’ that will win by building programmes of events and activities that will deliver sustainable economic, social and promotional benefits. The common theme among the destinations and event rights holders speaking at the first European Sport Tourism Summit is innovation. The ability to maximise the potential of their sport, heritage, natural and sporting resources has enabled them to build and attract events that has positioned them as the revolutionaries of the sector. The many layers of sport tourism, from hosting global events such as the Rugby World Cup, Ryder Cup, Giro d’Italia to the growth of active leisure and adventure, reveals the opportunity that exists for all national and regional destinations. Sport Tourists are so varied, from the weekend warriors seeking self actualisation in triathlon, cycling, adventure racing or running, to competitive athletes who travel from destination to destination looking for the next PB. Now that the consumer desire or ‘demand side’ is growing, destinations need to reveal their spirit of sport tourism innovation. A broader examination of our supply side ‘sport tourism incubation units’ ranging from marine resources, natural settings to existing sports infrastructure reveals the scope for development for destinations across all locations. Adopting a resource based model of innovation for sport tourism can be the catalyst for success without significant infrastructural investment. The starting point will focus on the following; 1. Attractions – the widest application of the word ‘attractions’ relates to existing natural and built sport tourism infrastructure extending from Ballyhoura mountain bike centre to Connemara’s Delphi Adventure Centre, Burren GeoPark to golf courses and stadia across the country. 2. Sports Resorts – train and play in training campuses with high standards of facilities such as UL Sport who welcome Premier League, National rugby sides to elite swim squads down to the annual hosting of the National Under 14 Kennedy Cup championships. 3. Events - current and potential events for development attracting more visitors to attend, participate and stay longer in the host destination to include competitive and non competitive sports and adventure activity. From mega and signature events to participation events the market is reacting positively to event innovation. 4. Sport Infrastructure – Facility owners pushing the sport event boundaries such as the hosting of American football in the Aviva Stadium and Croke Park. 5. Heritage – Visiting the home of the GAA to the site of famous Munster Rugby victories. Teaching visitors how to play our national games in local sports fields through Go Gaelic.ie and the creation of authentic cultural sport tourism experiences.

The recent launch of the Wild Atlantic Way and the creation of so many ‘Experiences’ promoted on the coastal route is ready for the next level of sport tourism innovation. So many sports facilities are now providing reasons for tourists to visit from Thomond Park, Croke Park to the Aviva Stadium. When examined in the wider context of the Sport Tourism environment, the opportunity becomes very evident. Whether it is a visit to a sports museum, looking at the worlds sporting elite or taking part in an adventure race or cycle… we all want to be part of the greatest show on earth… sport!

Mark O’Connell

.sporttourismsummit.ie

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Sea Changes and Sport Tourism

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Roisin Finlay is editor of Outsider magazine, Ireland’s adventure magazine, www.outsider.ie

Ten years ago you were a novelty if you rolled into a beach car park in Ireland with a surfboard strapped to your roof. I can recall the reaction that people gave you as you pulled on your wetsuit, booties and gloves. If the weather wasn’t great (pretty frequent) and they were huddled in their cars, the piteous look said, “You’re nuts; this isn’t Hawaii buddy.” And if they were more outdoorsy types, clad in their waterproofs and headed for a bracing walk, they’d say things like “You’re hardier than me. Fair play to you.” Now the scene has changed utterly. These days, half of the vehicles have a few bikes on a rack at the back and maybe something attached to the roof as well: a surfboard or a sea kayak or a roof box filled with body boards, wetsuits, hiking boots and lycra so that the whole family can enjoy this great county of ours and its amazing landscapes – despite the not-so-great weather. And Ireland is now peppered with surf schools, mountain biking trails and providers who will lead you on any activity from coasteering to rock climbing. Side by side with this individual interest in making the most of the natural amenities around us, it has become almost as common for many of us to take part in outdoor and adventure events at the weekend as heading to the pub or to watch/take part in a rugby or Gaelic football match. As editor of Outsider magazine, I’ve been amazed and delighted to witness, write about and take part in so many extraordinary events and activities all over Ireland. Take the Art O’Neill Challenge for example. Who would have ever thought that there would be hundreds of people willing to leave their cosy homes in the depths of the January cold to hike 55km from Dublin Castle at midnight, through the mountains to Glenmalure in Co Wicklow? Or that the Gaelforce West adventure race would attract than 2,000 ordinary people to hike, run, cycle and paddle over a 67km course spanning two west of Ireland counties. The course for the record is a challenging one and takes in mountain scree, bogland and off-road trails, as well as the majestic waters of Killary fjord and the rough and ready grandeur of Croagh Patrick mountain. I’ve spent many idle moments pondering why this sea change has occurred. Increased disposable income certainly has something to do with it. It’s one of the great unsung benefits of the Celtic Tiger in my opinion that owning a wetsuit is almost as common in inner-city Dublin as it is in the more affluent suburbs. And hiking boots, mountain bikes, cycling clothing and waterproofs now clutter people’s storage spaces where once golf clubs and mainstream sports gear did. But there’s more to it than increased wealth I believe. As our lives in the developed world become more and more cossetted, comfortable and remote from the natural world thanks to cities, cars and office work, more and more of us seem to feel an urge to reconnect with nature. Furthermore, as our work becomes less physical and less about completion of tangible physical tasks (growing or building something for example), I believe more and more of us are seeking new ways to attain the satisfaction that only hard grunt can provide. To state it in a simplistic way, sticking to a training programme and finishing a big race might be modern man’s equivalent of sowing a crop, weeding it, watching it grow and harvesting it.


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In any case, whatever the reasons for our sudden interest in outdoor, adventure and sporting endeavours, what isn’t in question is the manifold benefits that this movement is bringing. Consider this for a moment. It is estimated that the NHS (National Health Service of England) would save £250,000,000 per year if one in 10 journeys in the UK were made by bike. If five of the average 36 minutes a day that are spent in a car were instead spent on a bike, the UK would see a 5% decrease in inactivity-related illnesses, such as heart disease, diabetes and stroke. Now I don’t have the equivalent stats for Ireland, but I imagine they would be similar. And for pretty much every developed country in the world. Imagine if you extrapolated the figures and benefits from taking part in events and activities where you are physically active for hours on end. The point is the benefits of promoting outdoor activity, exercise and organised sporting events exercise are enormous. And they don’t stop with health. As well as reinvigorating lives, they can reinvigorate communities and local economies. Just imagine how many bed nights and restaurants were booked on the back of Gaelforce West? Or how many people will flock to Ballyhoura in Co Limerick this June to take part in and watch the European Marathon Mountain Bike Championships. How many will stop off in a local pub for a coffee and a sandwich or tell their friends about the amazing and unexpected mountain biking trails they found there or about the amazing little B&B they stayed in that had a bike wash and drying room... Isn’t it great to be part of a movement that is so positive and has so much potential for good? And isn’t it great to be part of the first European Sports Summit which supports this movement and brings those involved together?

Outsider magazine and its sister company BigOMedia is a proud partner to European Sport Tourism Summit 2014!

The 2014 Special Olympics Ireland Games are returning to Limerick from 12th to 15th June. The Games will be kicked off with the Opening Ceremony on Thursday 12th June with the sporting competitions starting on Friday 13th June up until Sunday 15th June. 1,500 Special Olympics athletes from the four corners of Ireland will participate in three days of sport, colour and friendship in a way that reminds us all of the greatness and impact of sport.


Tough Mudder / Ireland joins list of Mudder Nations

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Tough Mudder Mudder events events are are hardcore hardcore 1010- to to 12-mile 12-mile obstacle obstacle courses courses designed designed by by British British Special Special Forces Forces to to test test all-around all-around strength, strength, Tough stamina, mental mental grit grit and and camaraderie. camaraderie. The The company company has has seen seen explosive explosive growth growth over over the the past past four four years years –– in in 2010, 2010, there there were were stamina, three Tough Tough Mudder Mudder events events in in the the United United States; States; this this year, year, there there will will be be more more than than 60 60 events events across across three three continents, continents, including including three expansion into into Ireland Ireland for for the the first first time. time. expansion The company’s company’s growth growth rises rises from from its its unique unique appeal. appeal. Each Each participant participant has has his his The own reasons reasons for for taking taking on on the the challenge, challenge, but but the the most most common common motivations motivations own we see see in in our our participants participants are are the the challenge challenge and and the the sense sense of of community. community. we Our events events are are incredibly incredibly difficult difficult –– on on average, average, only only 78% 78% of of participants participants Our successfully complete complete each each course. course. However, However, Tough Tough Mudder Mudder is is not not a a race. race. successfully It’s not not timed timed or or scored; scored; it’s it’s a a personal personal challenge challenge for for each each participant participant to to push push It’s himself to to his his limits, limits, find find out out what what he’s he’s capable capable of, of, and and try try to to make make itit to to the the finish finish himself line. Participants Participants don’t don’t take take on on the the challenge challenge alone, alone, though though –– 90% 90% of of our our line. participants sign sign up up as as part part of of a a team. team. By By running running a a Tough Tough Mudder Mudder challenge, challenge, participants they unlock unlock a a true true sense sense of of accomplishment, accomplishment, have have a a great great time, time, and and discover discover they camaraderie with with their their fellow fellow participants participants that’s that’s rarely rarely experienced experienced these these days. days. camaraderie

These elements elements of of challenge challenge and and camaraderie camaraderie have have incredibly incredibly wide wide appeal. appeal. These On the the courses, courses, you’ll you’ll see see everyone everyone from from war war veterans veterans to to personal personal trainers trainers to to On pageant queens. queens. All All of of them them have have the the same same goal: goal: to to push push their their boundaries boundaries and and pageant earn that that coveted coveted orange orange headband. headband. We’ve We’ve seen seen these these values values resonate resonate not not only only earn across demographics, demographics, but but also also across across borders. borders. From From our our first first European European event, event, across held in in Northamptonshire Northamptonshire in in May May of of 2012, 2012, we’ve we’ve seen seen Mudders Mudders traveling traveling from from held across the the continent continent to to experience experience the the event, event, including including consistently consistently strong strong across contingents from from Ireland. Ireland. This This suggestion suggestion of of high high demand demand led led us us to to conduct conduct contingents a market market test test in in Ireland; Ireland; we we set set up up a a test test event event to to gauge gauge interest, interest, which which confirmed confirmed a our hunch hunch that that the the market market was was prime prime for for the the type type of of unconventional unconventional adventure adventure our challenge that that Tough Tough Mudder Mudder offers. offers. challenge

Above all, all, our our expansion expansion strategy strategy is is driven driven by by demand. demand. People People around around the the world world are are letting letting us us know know that that they’re they’re thirsty thirsty for for Tough Tough Above Mudder, so so we’re we’re working working to to bring bring the the event event to to them. them. It’s It’s clear clear that that there’s there’s a a universal universal desire desire for for shared shared experiences experiences and and for for Mudder, life-changing challenges challenges that that are are both both tough tough and and fun, fun, and and itit is is our our mission mission to to provide provide these these experiences experiences to to everyone everyone who who desires desires it. it. life-changing At Tough Tough Mudder, Mudder, we we define define growth growth not not by by profits, profits, but but by by whether whether or or not not we’re we’re reaching reaching all all of of the the people people who who want want the the chance chance At to take take on on our our courses. courses. to Over the the past past four four years, years, we we have have been been pleased pleased to to discover discover Over that there’s there’s an an international international community community of of people people who who share share that Tough Mudder’s Mudder’s values, values, and and we we are are honored honored to to help help them them connect connect Tough with one one another. another. As As we we continue continue to to expand expand “Mudder “Mudder Nation,” Nation,” with we consistently consistently find find that that Tough Tough Mudder Mudder represents represents more more than than we an event event –– itit has has become become an an aspirational aspirational movement, movement, a a tribe tribe of of like like an -minded people people who who live live courage, courage, -minded personal accomplishment, accomplishment, personal and teamwork. teamwork. and


Event Sponsor

Event Partners

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Event Associates

Media Partners Supported By


Specialising in Sport and Tourism Research, Strategy and Project Implementation Sport Tourism Strategy Development Sport Tourism Event Development Marketing & Sponsorship Strategy Event Planning & Operations Economic & Social Impact Reviews

Contact Us: T: 01 5079413 E: info@w2.ie W: www.w2.ie Pembroke Hall, 38/39 Fitzwilliam Square, Dublin 2 Lough Derg House, Main St, Killaloe, Co. Clare


European Sport Tourism Summit 2014