Report summary
This report examines the impact of youth-focused engagement initiatives delivered at the 2023 Tim Hortons Brier. Led by researchers from the University of Waterloo in collaboration with Curling Canada, the study explores who participated, how they experienced the event, and what these initiatives reveal about engaging young people in curling. Findings highlight both the successes of the programs and opportunities to strengthen youth engagement in future events.
What did we do?
The project evaluated youth engagement initiatives hosted at the 2023 Brier, including interactive activities and outreach experiences designed to introduce young people to curling and the broader event environment.
How did we do it?
Data were collected through on-site surveys with youth participants and their caregivers, along with observations at the event. Responses were analyzed to understand participant demographics, motivations, experiences, and perceptions of curling.
What did we find?
1. Youth Participation Was Broad and Positive
Most participants reported enjoying the activities and feeling welcomed. The majority described the experience as fun, engaging, and a positive introduction to curling.
2. Many Participants Were New to Curling
A large portion of youth had limited or no prior experience with curling, suggesting that the Brier initiatives successfully reached beyond traditional participants.
3. Accessibility and Visibility Matter
Families emphasized that location, cost, and awareness influence whether youth engage with curling. Many indicated they would not have participated without the opportunity being embedded in a high-profile event.
4. Interest in Future Participation Increased
Exposure to curling through the Brier led many youth and caregivers to express interest in learning more, attending future events, or trying curling at a local club.
What this means for curling
Major sport events like the Brier can play a powerful role in introducing youth to curling. When engagement opportunities are visible, interactive, and accessible, they can spark interest and reduce barriers to participation. These findings demonstrate the value of embedding youth engagement strategies into large-scale curling events.
Recomendations
Recommendations for curling clubs
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Partner with event hosts to extend youth programming beyond the event
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Promote low-cost, entry-level opportunities for new participants
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Use large events as gateways to sustained community participation
Recommendations for event organizers
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Continue offering interactive, youth-friendly engagement spaces
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Make youth initiatives highly visible within event venues
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Provide clear pathways for families to connect with local clubs
Next steps
The findings from this project will inform future youth engagement strategies across curling events and contribute to broader efforts to create inclusive and accessible pathways into the sport.
For a copy of the full report, please email Dr. Heather Mair
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