Annual Review Annual Review

Transcription

1 Annual Review Annual Review

2 Welcome to Scotland: The Perfect Stage for Events Annual Review Contents EventScotland, the national events agency, was established in 2003 to strengthen and promote Scotland s events industry. EventScotland does this by attracting, developing and sustaining a portfolio of world class events for Scotland. In 2008, EventScotland launched the new national events strategy which will lead Scotland s events industry to 2020 and beyond. The national events strategy, Scotland: The Perfect Stage, outlines a clear Mission and Vision to further establish Scotland as a world leading events destination, to grow the industry and the expertise within it and to deliver events which provide impact and international profile for Scotland.. Foreword p5 2. International Events Programme p6 3. The Perfect Stage: An Outsider s View p4 4. Supporting Scotland s Signature Events p6 5. Securing Future Events for Scotland p20 6. Regional Events Programme p22 7. Homecoming Scotland 2009 p26 8. Supporting Scotland s Events Industry p28 9. Supported Events p30 Our 2020 Vision for Scotland Scotland established as the perfect stage for events. Our Mission to deliver this Vision To develop a portfolio of events that delivers impact and international profile for Scotland. EventScotland 5th Floor, Ocean Point One 94 Ocean Drive Edinburgh EH6 6JH 2 3

3 . Foreword by Paul Bush OBE Chief Operating Officer Scotland has much to shout about, and the events delivered and secured in this year pay testament to the nation s ongoing success as a leading events destination. Unstoppable: The Emirates Airline Edinburgh 7s, an international event secured for Scotland through to 20. WELCOME TO EventScotland s Annual Review, reporting on our work between April 2008 and the end of March It provides an insight into some of our successes this year both in terms of securing major events for Scotland and in supporting the nation s wealth of indigenous events and festivals. It was also the year in which we launched Scotland: The Perfect Stage, a strategy for the events industry in Scotland to Through our work with partners in Scotland, the UK and around the world, EventScotland has continued to enhance the country s reputation as a leading events destination. This was reinforced at SportAccord, the world s largest sporting event convention, where a peer review delivered an overwhelmingly positive response from the world s international sporting federations towards Scotland. This high regard can be seen very clearly in the article contributed to this Review by Craig McLatchey, Chief Executive of Event Knowledge Services, an international agency working closely with the world s biggest events, helping their development and growth. We are grateful to Craig for contributing to this year s Review. As author of the report that recommended the creation of a national events agency in 2002, he is uniquely placed to assess the progress that Scotland has made as an events destination. Craig s assessment provides a valuable view of just how far Scotland has come since then. That journey is evident in this year s Review which includes details on the events that we secured in this year but have delivered or will be delivering outside this reporting period. These events include the Intercontinental Rally Challenge, the highly successful Heineken Cup Final and the Archery World Cup Final. Many of the events secured for Scotland are for multiple years, which is crucial in adding to the sustainability of the events industry. Building sustainability in the industry is vital and this theme was taken up at our National Events Conference in December 2008 which brought 300 representatives together to discuss how to maximise the industry s potential. The audience included many of our partners; partnership is absolutely key to our success and this approach is epitomised by the development and delivery of Homecoming Scotland The Homecoming programme has been delivered to an exceptionally high standard by our partners from across the public, voluntary and private sectors. This includes the inspirational launch weekend which is reviewed here. As well as reporting on the success and impact of the events supported this year, our Review focuses on our work with Scotland s signature events. This includes Edinburgh s festivals and Scotland s golfing championships where we explain our role in developing and supporting these world renowned Scottish events. Scotland has much to shout about, and the events delivered and secured in this year pay testament to the nation s ongoing success as a leading events destination. Of course, amidst this growing success, it is important that we do not become complacent and EventScotland continues to ensure that each success provides a stepping stone on the way to creating a stronger events industry. Finally, I extend my very sincere thanks to all our partners, those organisations and individuals, who have played and continue to play their part in helping EventScotland build and promote Scotland s reputation as a leading world class events destination. I also thank the EventScotland team for all their continued hard work. 5

4 2. International Events Programme This year, through the international events programme, the national events agency supported 78 sporting and cultural events. Through this portfolio, EventScotland s investment contributed to boosting the country s economy by 64.6 million and projected the nation around the world through hundreds of hours of broadcast coverage. EventScotland has continued to build on the achievements of previous years by supporting, investing in and securing more events and festivals for Scotland. The successful delivery of these international events also helped to add to Scotland s growing reputation as the perfect stage for events. Here we profile a few of those events to demonstrate how we work and the benefits that work brings to Scotland. Art across the city The Glasgow International of Contemporary Visual Art - 27 April 2008 All the action: Events like the Mountain Bike World Cup promote Scotland s major events credentials around the world. Gi, as it is known, is a biennial celebration of one of the most vibrant international arts communities in the world and a showcase for the best new work from across the globe. The programme for the third Glasgow International of Contemporary Visual Art was themed Public/Private and showcased special commissions and new work by established Glasgow-based artists. There were also responses to Glasgow by artists from across the world and pieces by a new generation of artists living and working in the city. In total, more than 30 venues in the city were used, with installations in an array of off-site spaces as well. EventScotland s investment Glasgow has a growing reputation as a cutting edge city attracting artists from across the world to live and work there. EventScotland recognised the potential of Gi to showcase the city and draw visitors from across the world back in 2006 when it first supported the event. In 2008 the agency worked with Glasgow City Marketing Bureau, the Scottish Arts Council, Scottish Enterprise and invested 00,000 to help promote the festival to a wider international audience. Economic impact:.6 million Participants: 300 artists Audience: 89,346 Forever Changes: Jim Lambie, a Glasgow-based artist and Turner Prize nominee showcased his work as part of Gi. Photo ANGELA CATLIN 6 7

5 Wave power: The O Neill Highland Open in Thurso has been hailed by surfing fans as a must-see event. Swell party hits the north O Neill Highland Open Thurso April 2008 Funding the live online broadcasting of the O Neill Highland Open ensured millions of enthusiasts around the world could watch surfers carve up the waves off Scotland s dramatic coastline. Scotland s north coast was in the world surfing spotlight as O Neill s Highland Open returned to Thurso. Hailed as the must-see surfing contest in Europe, the event was staged at the legendary reef of Thurso East in April, where the water temperature was a cool 7 degrees Celsius. But for the world s top surfers this was an irrelevance. What mattered was the awesome quality of the waves delivered by Arctic swells onto the reef which rival Hawaii s own, rather warmer, north shore. EventScotland s investment Surfing enjoys worldwide appeal and EventScotland s objective was to help organisers maximise international media coverage of the event and showcase Scotland as an attractive and exciting country to visit. As a result, initiatives which included funding the live online broadcasting of the O Neill Highland Open ensured millions of enthusiasts around the world could watch surfers carve up the waves off Scotland s dramatic coastline. EventScotland s investment of 25,000 also enabled organisers to erect electronic signage and to use SMS text messaging to keep the army of competitors and support staff updated on the competition, enhancing the event experience. International coverage: Online around the world; TV coverage on BBC Scotland, Channel 4, Setanta & Sky Sports. Participants: 60 international surfers Piping gathering: Musicians attended Piping Live! from across the world. Blowing up a storm Piping Live! 2008 Glasgow - 7 August 2008 The cream of piping talent from around the world headed to Glasgow once again as Piping Live! The Glasgow International Piping celebrated its fifth edition. Musicians were drawn from across the world to take part in this unique celebration of piping with concerts held in venues across the city. The festival included the international piping concert, The National Youth Pipe Band Concert and Gaelic Piping Night. As in previous years the event helped to keep Glasgow in the piping limelight in the immediate run up to the World Pipe Band Championships on Glasgow Green later that month. EventScotland s investment EventScotland supported Piping Live! again this year with 60,000 and worked with Glasgow City Council, Glasgow City Marketing Bureau, the Scottish Arts Council and Scottish Enterprise. Economic impact:.6 million Participants: 600 international musicians Audience: 25,

6 Up on the Downhill: Another outstanding stage of the UCI s Mountain Bike World Cup kept the Nevis Range in the international spotlight. International gravity party in the highlands Nissan UCI Mountain Bike World Cup Nevis Range, Lochaber 6-8 June 2008 It was always going to be hard to follow such a successful World Championships in 2007, but the World Cup stage at Fort William was an outstanding event in the world mountain bike calendar. Having won the Best Mountain Bike Event in the World Award for the third time, Fort William delivered fantastic competitions in Downhill, Cross Country and 4-Cross. The world s top riders battled with some of the best and most challenging courses in front of the large, enthusiastic crowds. This event featured Cross Country riders who were in their final preparations before the Beijing Olympics. There were a number of innovations at the event including a move to the 4-Cross under floodlights, adding to the excitement. EventScotland s investment EventScotland invested 8,364 in the World Cup stage and worked in partnership with Highland Council, Highlands and Islands Enterprise and VisitScotland. Fort William has staged a round of the prestigious World Cup since 2002 and the year on year investment by EventScotland and partners culminated in arguably the best ever World Championships in 2007, cementing Scotland s reputation as a world leading mountain bike destination. Economic impact: 700,000 Participants: 400 international riders Audience: 4,655 International broadcast: Worldwide coverage on news networks with highlights packages shown across Europe, North America and South America. Golden Oldies: the economic impact from the rugby festival exceeded expectations delivering 6 million to Scotland. Rugby festival sets a record score 7th Air New Zealand Golden Oldies World Rugby - 8 September 2008 Edinburgh was the inspirational host of the 7th Air New Zealand Golden Oldies World Rugby, earning 6 million for the country s economy as 3000 participants came from across the world to play rugby, sight-see, shop and celebrate at this carnival event. The economic impact exceeded expectations, delivering more than the previous festival which was held in Wellington New Zealand in Teams came from 8 countries with players aged between 35 and 88 years of age taking part in this celebration of rugby. EventScotland s investment The event was secured through a partnership between the City of Edinburgh Council, Scottish Rugby, Scottish Enterprise, Edinburgh Convention Bureau, VisitScotland and Gulliver s Sport Travel. As well as investing 60,000 to secure the festival for Scotland, EventScotland led the organisation and delivery of this highly successful event. In fact, the event owners Air New Zealand were so impressed with the delivery of the rugby festival that it has awarded its World Hockey to Edinburgh for 20. Number of teams and origin Ireland American Argentina na Bahamas Cook ok Islands Germany Samoaa 3 Canada a 8 Scotland Russia 3 England nd Spain 5 Italy 9 New Zealand Switzerland 0 Japan 2 France 6 USA 34 Australia Economic impact: 6 million Participants:

7 Glasgow is a dedicated and spectacular event city with proven expertise. This event provided a unique opportunity for Glasgow to once again show the depth, calibre and unique understanding of being a world events city. Brian Stocks, Chief Executive Officer, British Gymnastics Flexible: Glasgow s record in delivering world class gymnastics helped secure The World Acrobatic Championships. Flexible events arena hosts elite gymnasts FIG 2st World Acrobatic Championships Kelvin Hall International Sports Arena, Glasgow 3-2 October 2008 Competitors from 22 countries flocked to Glasgow to compete at one of the most prestigious events in gymnastics - The World Acrobatic Championships. The Championships were the first world championships to be won and staged by Glasgow following the successful bid for the 204 Commonwealth Games. It was also the biggest gathering of gymnasts in competition since the Beijing Olympics, with gymnasts performing a fusion of airborne acrobatics and elegant choreography. Britain is one of the leading nations for acrobatic gymnastics and the cream of home talent faced competition from Russia, the USA, China, Australia, Germany, France, Spain and South Africa. The gymnasts competed in pairs, trios or fours. Acrobatics is one of seven internationally recognised disciplines in gymnastics. The Championships were followed by the Gymnastics Grand Prix, delivering a further week of gymnastics in the city. EventScotland s investment When Moscow announced that it could no longer host the world championships, a partnership of EventScotland, British Gymnastics, Culture and Sport Glasgow and Glasgow City Marketing Bureau worked to secure the prestigious event for Scotland. With Glasgow s proven record in delivering world class gymnastic events and as a future host of the Commonwealth Games, the Fédération Internationale de Gymnastique was pleased to award the Championships to the city. EventScotland invested 03,000 to secure the event. Economic impact: 740,000 Participants: 799 top gymnasts Audience: 5863 International broadcast: Channel 4 in the UK and internationally through Eurosport and Supersport to China, the USA, Middle East and parts of South America and Africa. Growing success for multi-arts festival Glasgay! Glasgow October - 9 November 2008 Glasgay! is the only event of its kind in Scotland. The festival has grown from a small community event in 993 to the largest LGBT festival in Europe. For the 2008 edition the festival presented a programme of top acts and new artists from around the world, with events spanning comedy, music, film, theatre, visual art, performance art, literature and club nights. Glasgay! is an increasing force on Scotland s cultural scene, engaging with audiences across communities and bringing visitors to the city to enjoy its innovative artistic programme. EventScotland s investment Working with Glasgow City Marketing Bureau, Culture and Sport Glasgow and the Scottish Arts Council, EventScotland invested 25,000 in this year s festival. This built on EventScotland s support for Glasgay! in 2006 and 2007, providing funding towards the development of a three year business plan and additional marketing and PR support to attract visitors from outside Scotland. Economic impact: 380,000 Participants: 79 artists and performers Audience:4,890 Innovative: Glasgay! presented a festival of new and leading international artists. 2 3

8 3. Scotland The Perfect Stage: an outsider s view by Craig McLatchey Scotland is famous throughout the world for its events including Edinburgh s festivals, The Open Championship and the greatest of military tattoos. IN 200, I was invited to Scotland to make a series of presentations about the 2000 Sydney Olympic Games and the importance of major events. I vividly recall the general reaction by various audiences. On the one hand the response was very positive in relation to the major events opportunities and to my tales of Sydney 2000; a great success story for Sydney and Australia. However, there was a clear undertone from the audiences that suggested Scotland could not play in the major events league. This took me by surprise considering that Scotland is famous throughout the world for its events including Edinburgh s festivals, The Open Championship and the greatest of military tattoos. The lack of self-belief was brought home when I considered the Australian experience and what that relatively isolated nation with vast spaces, stretched infrastructure and a relatively small population had achieved only months earlier. Even more so when one remembers that in 993, when the hosting decision was made, Australia had to convince the International Olympic Committee and the world s media that Australia was a preferred host compared to its major competitor the powerhouse of China with its Beijing offering. As I spoke to people in the public and private sectors in Scotland I was convinced that Scotland had the appetite and the fundamentals to offer event owners and promoters a rich and strategically well positioned hosting environment. Scotland provides the perfect stage - a country with a rich history, inordinate beauty served by ever improving event and visitor facilities, located in close proximity to the major population centres of Europe. All that was needed was for the self doubt to be cast aside. This was achieved with the first steps taken by the then Scottish Executive, recognising that major events could complement other economic and social development strategies on the national agenda. A few months after my 200 visit, as part of a consulting team, I was engaged by the Scottish Executive to assist in developing Scotland s major events strategy. This became a broad ranging exercise lasting for much of 2002 and into early One of our recommendations was to create a lead organisation to represent Scotland s event Now with renewed confidence and abilities Scotland punches above its weight in major events. interests on the domestic and international scene. That agency is EventScotland - an organisation with a growing reputation in the international major events sector across sport, the arts and business. JUMP FORWARD to November In selecting Glasgow as host for the 204 Commonwealth Games, the Commonwealth Games Federation decisively indicated what many others are talking about and acting to reinforce. Namely that Scotland is a vibrant and welcoming major events destination with cities and regions embracing whole heartedly the opportunities presented by major events. And 2007 was not just about securing the Commonwealth Games. In the same year Scotland staged an unprecedented five world championships, and the successful events highlighted in this year s EventScotland Review clearly shows that the ambition to bring more and bigger events to Scotland continues. As well as direct input on events, EventScotland s initiatives which support Scotland s major event ambitions are many and varied; from major communications and outreach programmes, to innovative attraction and support packages for potential event hosts and their event owners. The confidence with which Scotland now strides the major events landscape is befitting of its proven abilities across private and government sectors and will only be further enhanced with experience gained in the coming years and the improving infrastructure in major cities such as Glasgow. While the attraction, hosting and leveraging of events is in itself a great achievement, the maturity of Scotland s event agenda also shows through with initiatives such as The National Events Conference with a focus on benefiting all through sustainable events. Within this collaborative framework EventScotland has led the development of the next generation of major event strategies with an exciting and bold vision enabling Scotland s events industry. So, while in 200 the ambitions may have been present and efforts being made, now with renewed confidence and abilities Scotland punches above its weight in major events. With continued government and city support, Scotland, guided by EventScotland, will continue to exceed expectations and deliver great event returns for the whole of the country. Craig McLatchey is the Chief Executive of Event Knowledge Services, a Switzerland-based organisation providing knowledge management, consulting services and support systems for major events across the globe. 4 5 World famous: The Edinburgh Military Tattoo is one of many international events that Scotland is known for throughout the world.

9 4. Edinburgh s s Supporting Scotland s signature events Scotland has an enviable reputation as a leading destination for major events, with the country famous for many of the events it holds each year. EventScotland works with the owners and organisers of Scotland s signature events and festivals to enable their continued development. INCLUDED IN the portfolio of events and festivals supported by EventScotland are Edinburgh s festivals. The national events agency provides strategic development support for the events by investing in individual festivals and through its involvement with the umbrella body, s Edinburgh. Glittering: EventScotland s investment helped to promote the EIFF in its new June date. s Edinburgh Created by Edinburgh s 3 major festivals in 2006, s Edinburgh is spearheading the festivals strategic development. EventScotland contributed 30,000 for the ambitious national and international Edinburgh s Marketing Strategy and Action Plan this year. This commitment was followed up with 50,000 towards implementing the first joint marketing drive. EventScotland is also represented on the s Forum, a high level commission established to ensure Edinburgh s position as the world s pre-eminent festival city. Edinburgh International Film EventScotland agreed a three year deal with the festival in 2008, providing support to help establish the longest continually running film festival in the world in its new June date. The funding package is worth 240,000 over the three years. This builds on support since 2005 which has helped to increase attendance by filmmaker guests and key industry figures, as well as increased international marketing of the festival. Economic impact:.5 million Audience: 52,75 Edinburgh s Hogmanay EventScotland has been a consistent investor in the city s world renowned celebrations. Hogmanay heralded in Scotland s year of Homecoming and received support for improved audio-visual infrastructure to unite the 00,000 revellers in a mass rendition of Auld Lang Syne and to ensure the international broadcast of the celebrations. EventScotland also invested in a new event, The Dancin, which took place in Edinburgh s outdoor events arena in the Grassmarket. The Dancin showcased Scottish talent and highlighted how Scottish dance has influenced the world. Economic impact: 25.7 million Audience: 00,000 International broadcast: Worldwide television coverage on news networks. The festivals bring thousands of visitors to Scotland s capital each year and EventScotland is committed to working with the festival organisers to ensure their continued success. Centre stage: Edinburgh s festivals put the city and Scotland in the international spotlight each year. 6 7

10 Supporting Scotland s signature events continued Investing in golf SCOTLAND IS known around the world as The Home of Golf ; a reputation which uniquely places the country as a host for major, world class golf tournaments. Golf itself is a major industry in Scotland. It is a driver for business engagement, a major employer across the nation and golf tourism contributes millions of pounds each year to the Scottish economy. Since 2003, EventScotland has worked to further strengthen Scotland s reputation as the world s foremost golfing destination through strategic support and development of a portfolio of golf events. Scotland now hosts an unrivalled range of men s, ladies, seniors and amateur tournaments on an annual basis. The development of this portfolio is driven in part by Scotland s preparations for the Ryder Cup in 204 and in part to build upon the success of The Open Championship which is held in Scotland on average three out of every five years. In the years leading up to The 204 Ryder Cup Matches, EventScotland, as the lead agency in the delivery of Scotland s preparations for this event, will continue to develop a portfolio of golf events. From the Scottish Challenge, which provides a means for Scottish amateurs to graduate into the world of professional golf and highlights the work of clubgolf, the national junior golf initiative, to the Open Championship which showcases Scotland s golfing credentials on a world stage, EventScotland is ensuring Scotland s golf events calendar works hard for the country s reputation throughout the year. In the years leading up to The 204 Ryder Cup Matches, EventScotland, as the lead agency in the delivery of Scotland s preparations for this event, will continue to develop a portfolio of golf events. The events Aberdeen Asset Management Ladies Scottish Open - 3 May 2008 Reinstated in 2007 as a direct result of EventScotland s work, the 2008 tournament was one of the most exciting ladies golf events of the year. Played at The Carrick at Cameron House, Loch Lomond, EventScotland invested 50,000 in the event and worked with VisitScotland, Scottish Enterprise and Glasgow City Marketing Bureau to build upon the success of the inaugural year. Economic Impact: 500,000 Spectators: 3,000 Scottish Challenge June 2008 In its third year, this event continued to support, develop and provided competitive playing opportunities to Scotland s elite golfers as they strive to climb the European professional ranks. EventScotland invested 25,000 in the event. Senior Open Championship presented by MasterCard July 2008 Following its inception at Turnberry in 987, the Senior Open Championship has rapidly grown to become the most prestigious event on the European Seniors Tour international schedule. The status of the tournament is reflected in the fact that since 2003, the Championship has been officially sanctioned by the US Champions Tour and European Seniors Tour as one of the five Major Senior Championships. EventScotland has supported this event since 2005, and 2008 was the fourth successive year that the event was held in Scotland, receiving a 200,000 investment from EventScotland as well as strong support from South Ayrshire Council and Scottish Enterprise. Economic Impact: 2. million Spectators: 37,720 The Johnnie Walker Championship 28-3 August 2008 The Johnnie Walker Championship at Gleneagles attracted some of the world s best professional golfers for what was the final qualifying event for the 2008 European Ryder Cup Team. Once again the Championship was held over The PGA Centenary Course, the venue for the 204 Ryder Cup, and EventScotland invested 30,000 in the event. Economic Impact: million Spectators: 35,000 Charles Church Scottish Seniors Open September 2008 Scotland s 2008 summer of golf ended with a flourish at the 6th edition of the Scottish Seniors Open at the Dalmahoy Hotel and Country Club, Edinburgh. EventScotland supported this year s event with 25,000. Economic Impact: 500,000 Spectators: 800 Economic Impact: 500,000 Spectators: 8, Perthshire icon: The PGA Centenary Course at Gleneagles will host the 204 Ryder Cup.

11 5. Securing future events for Scotland This year, EventScotland secured a number of new events for Scotland, some for multiple years. Securing events in this way is crucial in adding to the sustainability of the events industry and staging events of this stature reinforces the country s major event credentials. To see world track cycling in Scotland ahead of the 204 Commonwealth Games would be a massive boost for the sport in this country and will hopefully encourage more youngsters. I fully support and commend EventScotland, British Cycling and Culture and Sport Glasgow for their determination to achieve this. Sir Chris Hoy MBE Ricoh Women s British Open Intercontinental Rally Challenge - Rally of Scotland Track Cycling World Cup In July 2008 Scotland unveiled a ten year partnership with the Ladies Golf Union and IMG to support this international event. Under the agreement, brokered by EventScotland, the Women s British Open will be played in Scotland on at least five occasions between 20 and The ambition to secure the event for multiple years for Scotland came after staging the 2007 competition at St Andrews. The event delivered 7.5 million to Scotland s economy and received 356 hours and 30 minutes of international broadcast coverage across 26 countries. In November 2008, Scotland secured a round of the prestigious Intercontinental Rally Challenge for 2009, 200 and 20. Secured by EventScotland working in partnership with Perth and Kinross Council, Stirling Council and International Motor Sports, this is the first time in 20 years that the country will have staged a rally of this stature. Eurosport is the global promoter of the IRC series, showing live footage and highlight packages through its international network. The coverage showcases the country s natural assets, with the route taking in some of the most stunning scenery in Scotland. EventScotland announced its intention to bid for a stage of the UCI s prestigious Track Cycling World Cup, the first cycling event to be held in Glasgow s velodrome, which will be completed in 20. The World Cup announcement, led by Sir Chris Hoy MBE, exemplifies the ambition contained in Scotland s new events strategy, Scotland: The Perfect Stage. Both the strategy and the World Cup bid were launched at EventScotland s national events conference in December Rugby In 2008, EventScotland, working with partners, secured two exciting rugby events for Scotland. In May, Heineken Cup organisers confirmed that EventScotland, Scottish Rugby and City of Edinburgh Council had been successful in the bid to bring the world s biggest club rugby final back to Murrayfield for This was closely followed by another successful bid to secure the Engage Super League Magic Weekend, giving Edinburgh the opportunity to host top-class rugby league for the first time since The competition was secured for 2009 and for 200. Both the Heineken Cup and Magic Weekend were identified by EventScotland and its partners as events to deliver a major economic boost to the country, as well as promoting Scotland and its rugby infrastructure and heritage around the world. Three World Championships secured for Edinburgh The strong partnership between EventScotland and the country s capital led to three world championships being secured for Edinburgh in this year. The Archery World Cup Final, the International Triathlon Union Duathlon World Championships and the IFSC Climbing World Youth Championships will all be staged in Edinburgh in 200. The Archery World Cup consists of four stages held in spectacular venues around the world culminating in the final where top archers compete over two days Duathlon consists of a 0 km run, a 40 km cycle and a 5 km run, completed as a continuous activity. The event is expected to attract hundreds of competitors to the city. The IFSC Climbing World Youth Championships will be staged at the Edinburgh International Climbing Arena - the largest arena of its kind in the world. With such strong and creative partners we have the platform to continue to build an even greater future for the sport of archery. Dr Ugar Erdener, President of the International Archery Federation Slipstream: EventScotland is working with partners to secure a stage of the prestigious UCI Track Cycling World Cup. Stunning: The Rally of Scotland, secured for three years, will see the country s landscape and scenery broadcast around the world by Eurosport. Photo LES KOLCZAK 20 2

12 6. At a glance: The regional events and festivals supported by EventScotland between April 2008 and March Shetland Food Regional Events Programme The Programme has a proven track record in supporting the development of events and festivals outside of Edinburgh and Glasgow, with funding helping to grow audiences, increase the number of participants and boost media profile. Blas (Across the Highlands) Feis an Eilein (Isle of Skye) Belladrum Tartan Heart Loopallu (Ullapool) Run Balmoral Baxters Loch Ness Marathon Spirit of Speyside Whisky St Magnus (Orkney) COAST: of the Visual Arts (Banff & Macduff) North East Open Studios Sound (Aberdeenshire) Word: University of Aberdeen Writers Sailing on: West Highland Yachting was one of 38 events funded through the Regional Events Programme. West Highland Yachting Week Highland Sportives (Highlands & Islands) 0@Kirroughtree Callander Jazz and Blues World Ceilidh (Knockengorroch) Perthshire Amber The Dirty Weekend (Tweed Valley) Gododdin Highlander Challenge (Scone) Gourock Highland Games Fest n Furious (Dundee) Kirkintilloch Canal Spring Fling Open Studios (Dumfries & Galloway) Run Dundee Scottish Classic Speed Fair (Knockhill) Melrose Sevens 25 The Big Tent (Falkland) Borders Book (Melrose) Aberdeen International Youth 2008 East Neuk Home Internationals (Muirfield) Wigtown Book Wigtown Show Creetown Country Music Burns Light on Burns Night (Dumfries) The Programme in Numbers Introducing the National Events Programme Total number of events: 38 Cultural events: 26 Sporting events: 2 Number of local authority areas supported: 6 Funding awarded: 509,640 In April 2009 EventScotland launched the National Events Programme, superseding the Regional Programme. Building on the successes of the previous programme, the new support and funding stream offers more development opportunities for events and festivals

13 Regional Events in Profile The Regional Events Programme continued to complement EventScotland s international work this year by investing in events and festivals that showcase Scotland. Funding through the Programme enables events and festivals to develop and grow, generating economic impact for local areas and engaging with local communities. In some cases events are linked to wider regeneration strategies or help to bring tourists to the region outside the summer months. The festival plays a key role in helping to develop the Wigtown economy and with the support of EventScotland we were able to attract new audiences to the festival, including many more people from outside Scotland. Adrian Turpin Director, Wigtown Book The Melrose Sevens 25 Scottish Borders 2-3 April 2008 The game of rugby sevens was conceived in Melrose by Ned Haig in 883. Now played on an international stage, the Melrose club sevens tournament remains the blue riband of sevens in Scotland and represents one of the Borders premium events marked the 25th anniversary of the Melrose Sevens. EventScotland supported the celebration by investing in increased marketing activity and new infrastructure to increase the events capacity and enhance the experience for spectators. This included the addition of mega-screens relaying the rugby to spectators outside the Greenyards rugby ground. In 2008 organisers reported that this famous rugby tournament attracted almost 6,500 fans and generated more than.5 million for the local economy. Broadcast by the BBC, many thousands more people around the UK were able to watch the action on the pitch with five hours of live coverage. Partners and investment EventScotland invested 25,000 in the festival and worked with Scottish Borders Council. The Spirit of Speyside Whisky Moray - 5 May 2008 Held each year during the first long weekend in May, The Spirit of Speyside Whisky creates an opportunity for visitors to enjoy a visit to Speyside before the start of the main tourism season. The festival invites visitors to celebrate Scotland s famous drink through a wide-ranging programme of events. The festival had grown hugely within the local area and wanted to target visitors from outside Scotland to help grow their audience numbers. EventScotland s funding enabled the festival to fund promotional campaigns around the UK. The organisers used the funding for marketing and PR to deliver promotional campaigns in key UK cities. Belfast, Birmingham and Bristol were identified as good target areas due to their diverse populations, strong local media, good rail links and the fact that they all have airports which offer low cost flights into nearby Aberdeen or Inverness. The 2008 outcome report showed that the festival attracted 7,000 visitors which represented strong growth on 2007 with visitors from outside Scotland rising from 23 to 26 per cent. Partners and investment EventScotland supported the event with 25,000 and worked with Moray Council. Kirkintilloch Canal East Dunbartonshire 24 August 2008 The Kirkintilloch Canal is an annual celebration of the town s heritage linking closely with its regeneration programme. The festival was first awarded EventScotland funding in 2007, with the partnership assisting its growth. The festival s lead partner, East Dunbartonshire Council s Economic Development and Tourism Team has, with EventScotland support, implemented a growth plan which has seen the festival treble in size since The 2008 event attracted more than 25,000 visitors, with a big increase in those from outside the area, contributing 380,000 to the local economy. Key to this success has been the effective expansion of the festival s programme and marketing activity. EventScotland funding also enabled the development of a new Saturday evening programme. Partners and investment EventScotland worked with East Dunbartonshire Council and invested 0,000 in the festival. The Wigtown Book Dumfries and Galloway 26 September - 5 October 2008 The Wigtown Book is an annual celebration of literature in the south west of Scotland. During the 0-day festival writers come to Wigtown to give readings and discuss their work. Events take the form of debates, discussions, talks and workshops, with complementary film and music events all combining to provide a rich and varied cultural experience for audiences. Wigtown is known as Scotland s National Book Town. With more than 20 book businesses, the festival plays a key part in the Book Town strategy to develop the local economy. EventScotland has supported the festival since 2006 and funding in 2008 was used to rebrand the event for its 0th edition. This helped it to establish a fresher look and supported increased marketing and PR activity to promote the festival outside Scotland to audiences in Northern Ireland and the north of England. In 2008 the festival increased ticket sales by more than 50 per cent, selling 2,420, with the audience from outside Scotland increasing from 385 to The economic impact of the event to the local area was estimated by organisers to be 4,000. Partners and investment EventScotland invested 25,000 and worked with Dumfries and Galloway Council

14 7. Homecoming Scotland 2009 Launched in style A programme of inspirational events was created by the Homecoming Scotland team, working in partnership with event owners, local authorities, arts, culture and sport organisations and businesses. In January 2009 tens of thousands of people celebrated Robert Burns at Homecoming Scotland 2009 launch events across the country. The celebrations were centred on key parts of Scotland where Burns lived and worked, getting Scotland s year of celebration off to a flying start. The launch events Linking up around the world The World Famous Burns Supper Celebration invited people around the world to share their plans for Burns Night as part of the opening celebrations. The initiative was delivered in partnership with The Famous Grouse and boosted worldwide awareness of Homecoming as more than 3600 suppers in 80 countries were registered on the specially created website. The centrepiece event of this campaign was the Alloway Burns Supper which brought together some of the people who keep the spirit of Burns and his work alive. Iconic Burns On the streets of Alloway a capacity crowd of 200 enjoyed the spectacular Iconic Burns, a one-off extravaganza to mark the start of Scotland s unique year of celebration. Alloway village locations, including Burns Cottage and the Brig O Doon were brought to life by some of the UK s top lighting specialists and fire sculptors. Edinburgh and Glasgow join the party Glasgow s Celtic Connections celebrated Burns with shows in the specially extended Homecoming programme selling out, and audiences coming from across Europe, the USA, Australia, South Africa, China, Japan, Ireland and the UK. Elsewhere in Glasgow, Burns Illuminated, the Bard s story told in sound and light, was projected on to Glasgow City Chambers with thousands of people attending the final evening s free musical celebration featuring the premiere of the Royal Scottish Country Dance Society s Homecoming Dance in Glasgow s George Square. In Edinburgh 4,500 people took the opportunity to see Zig Zag: The Paths of Robert Burns at the National Library of Scotland which marked the start of its Homecoming programme with an exciting line up of poetry, performers, art and music to celebrate Burns. The Scottish Parliament hosted As Others See Us, a photographic exhibition showcasing unique and engaging contemporary portraits of twenty well known Scots alongside their favourite pieces of poetry and songs by Robert Burns. Other special events were held at the National Museum of Scotland and The Scottish Storytelling Centre. Homecoming Scotland, a Scottish Government initiative delivered in partnership by EventScotland and VisitScotland was a year-long celebration that brought visitors from around the world to Scotland marked the 250th anniversary of the birth of national poet and international cultural icon Robert Burns, the inspiration behind the celebration of some of the Scotland s great contributions to the world: Golf, Whisky, Great Scottish Minds and Innovations, Burns himself and Scotland s rich culture and ancestry. A programme of exciting events for 2009 was created by EventScotland s Homecoming Scotland 2009 team, working in partnership with event owners, local authorities, arts, culture and sport organisations and businesses. As a result of this unique partnership approach more than 00 events were directly funded, with a further 300 partner events linking with the year s themes. Dumfries ignites the launch finale The grand finale to the launch weekend celebrations was in Dumfries where 7,500 people took part in Burns Light, featuring 3000 lanterns inspired by the work of Burns and created by local communities. Spectacular: fire sculptures brought key landmarks in the village of Alloway to life, including the Brig o Doon, as part of the Homecoming launch celebrations

15 8. Supporting Scotland s Events Industry EventScotland plays a vital role in supporting and helping the events industry in Scotland. The work that the team delivers is highly regarded amongst their stakeholders and partners and is essential to Scotland s ability to secure and deliver major events. Faith Liddell Director, s Edinburgh Scotland The Perfect Stage A STRATEGY FOR THE EVENTS INDUSTRY IN SCOTLAND EventScotland continues to look for new ways to support the events industry over and above the direct financial investment it provides. Scotland: The Perfect Stage A strategy for the events industry The publication of Scotland s refreshed events strategy in December 2008 represents significant progress in the industry s development on the world stage. Developed in consultation with EventScotland s partners, The Perfect Stage takes account of the new and emerging opportunities for Scotland as a leading destination for events of all sizes. It also describes how Scotland s events industry can rise to some of the challenges faced in an increasingly competitive world market. National Events Conference 2008: Developing a sustainable events industry Held at the Gleneagles Hotel in December 2008, the conference was attended by 300 event industry representatives. The theme of the conference was how Scotland can stay ahead of the competition by building a sustainable events industry. Delegates heard from experts in Scotland, as well as international speakers, on innovations in the industry. The key themes covered included: 204 and beyond - extending Scotland s perfect stage; putting sustainable economic growth at the heart of events; creating events that engage with communities; building legacies; and staying ahead of the competition. BusinessClub Scotland: Creating opportunities within Scotland s events industry Launched in February 2009, BusinessClub Scotland is an initiative helping Scotland s business community benefit from the country s ambitious events programme. Led by the Scottish Council for Development and Industry and supported by EventScotland, the Scottish Government and the country s leading business organisations, BusinessClub Scotland is ensuring that Scottish companies are supported, engaged and given the chance to maximise the commercial opportunities generated by Scotland s investment in major events. EventScotland.org: A new resource for the events industry Earlier in 2009 EventScotland re-launched its website, adding new content to assist the events industry in its work. This online support is highlighted by the creation of the Funding and Resources area of the website which provides information to help events and festivals develop and grow, or get started. With information on funding criteria and application deadlines, web-chapters of EventScotland s Events Management: A Practical Guide and case studies on successful events, these are just some of the resources which are making a difference to event planning around the country. SportAccord 2009: International sports convention For the third consecutive year EventScotland promoted the country at the international sports convention SportAccord, which was held in Denver Colorado, March SportAccord is a five-day gathering of influential leaders from more than 00 international sporting federations. This year Paul Bush, Chief Operating Officer of EventScotland addressed this influential group on the theme of Scotland: The Perfect Stage, promoting the country s credentials to this important audience. SportAccord provides the perfect opportunity to promote Scotland as a leading destination for sporting events. In 2009 EventScotland was joined by Glasgow City Marketing Bureau which used the opportunity to showcase the city s sporting event credentials in the build up to the Commonwealth Games in

16 9. Supported Events Presented in chronological order SUPPORTED EVENTS START DATE CATEGORY REGION INVESTMENT Highland Sportives /4/08 Regional Highland Council 5, Scottish Rally Championships 5/4/08 International Multi-area 39, Melrose Sevens 25 0/4/08 Regional Scottish Borders Council 28, Glasgow International of Contemporary Visual Art /4/08 International Glasgow City Council 00, O Neill Highland Open 23/4/08 International Highland Council 25, Run Balmoral 26/4/08 Regional Aberdeenshire Council 0, Ladies Scottish Open /5/08 International Argyll and Bute Council 50, Spirit of Speyside Whisky /5/08 Regional Moray Council 25, Great Edinburgh Run 4/5/08 International City of Edinburgh Council 72, Word - University of Aberdeen Writers 9/5/08 Regional Aberdeen City Council 25, Gourock Highland Games /5/08 Regional Inverclyde Council 0, World Ceilidh 6/5/08 Regional Dumfries and Galloway Council, burns an a that! 7/5/08 International South Ayrshire Council 00, COAST: of the Visual Arts 23/5/08 Regional Aberdeenshire Council 0, Spring Fling Open Studios 24/5/08 Regional Dumfries and Galloway Council 0, Taste Of Edinburgh 29/5/08 International City of Edinburgh Council 7, The Emirates Airline Edinburgh 7s 3/5/08 International City of Edinburgh Council 75, UCI Mountain Bike World Cup 6/6/08 International Highland Council 8, Rock Ness 7/6/08 International Highland Council 20, Scottish Classic Speed Fair 8/6/08 Regional Fife Council 0, Edinburgh International Film 8/6/08 International City of Edinburgh Council 90, Borders Book 9/6/08 Regional Scottish Borders Council 3, St Magnus 20/6/08 Regional Orkney Islands Council 22, Swamp Soccer 20/6/08 International Argyll and Bute Council 0, Run Dundee 22/6/08 Regional Dundee City Council 6, Scottish Challenge 26/6/08 International Scottish Borders Council 25, East Neuk 2/7/08 Regional Fife Council 25, Dirty Weekend 5/7/08 Regional Scottish Borders Council 9, Kirroughtree 2/7/08 Regional Dumfries and Galloway Council 5, Feis an Eilein 2/7/08 Regional Highland Council 6, The Open Championship 7/7/08 International N/A 75, Gododdin Highlander Challenge 9/7/08 Regional Perth and Kinross Council 0, Rat Race Urban Adventure 9/7/08 International City of Edinburgh Council 30, Senior Open Championship 24/7/08 International South Ayrshire Council 200, Wickerman 25/7/08 International Dumfries and Galloway Council 8, The Big Tent 25/7/08 Regional Fife Council 20, Aberdeen International Youth 30/7/08 Regional Aberdeen City Council 5, West Highland Yachting Week /8/08 Regional Highland Council 8, Wigtown Show 6/8/08 Regional Dumfries and Galloway Council 0, Belladrum Tartan Heart 8/8/08 Regional Highland Council 20, Edinburgh International - Usher Hall Signage 8/8/08 Special project City of Edinburgh Council 2, British Superbike Championships 9/8/08 International Fife Council 20, Piping Live! /8/08 International Glasgow City Council 60, Blair Castle International Horse Trials 2/8/08 International Perth and Kinross Council 5, Kirkintilloch Canal 24/8/08 Regional East Dunbartonshire Council 0, British Touring Car Championship 25/8/08 International Fife Council 0, Johnnie Walker Championship at Gleneagles 28/8/08 International Perth and Kinross Council 30, Connect 29/8/08 International Argyll and Bute Council 80, Golden Oldies World Rugby /9/08 International City of Edinburgh Council 60, Home Internationals /9/08 Regional East Lothian Council 5, Blas 5/9/08 Regional Highland Council 25, Elite Triathlon Series 7/9/08 International North Lanarkshire Council 30, Tour of Britain 3/9/08 International Multi-area 75, North East Open Studios 3/9/08 Regional Aberdeenshire Council 5, Creetown Country Music 8/9/08 Regional Dumfries and Galloway Council 6, Loopallu 9/9/08 Regional Highland Council 2, Scottish Seniors Golf Open 26/9/08 International City of Edinburgh Council 25, Wigtown Book 26/9/08 Regional Dumfries and Galloway Council 27, Glasgay! /0/08 International Glasgow City Council 25, Edinburgh s s Marketing Plan /0/08 International City of Edinburgh Council 50, World Acrobatic Gymnastics Championships 3/0/08 International Glasgow City Council 03, Fest n Furious 3/0/08 Regional Dundee City Council 7, Callander Jazz and Blues 3/0/08 Regional Stirling Council 6, Shetland of Food 3/0/08 Regional Shetland Islands Council 4, Baxters Loch Ness Marathon 4/0/08 Regional Highland Council 25, Royal National MOD 0/0/08 International Falkirk Council 5, Schubertiad 0/0/08 Regional Perth and Kinross Council 5, Snooker Grand Prix /0/08 International Glasgow City Council 20, Tiree Wave Classic /0/08 International Argyll and Bute Council 30, Glasgow Gymnastics Grand Prix World Cup 7/0/08 International Glasgow City Council 45, Sound 2/0/08 Regional Aberdeen City/Aberdeenshire Councils 9, Scottish Thistle Awards 24/0/08 Special project City of Edinburgh Council 7, Perthshire Amber 24/0/08 Regional Perth and Kinross Council 0, The Dancin 30/2/08 International City of Edinburgh Council 95, Hogmanay Edinburgh 3/2/08 International City of Edinburgh Council 35, Great Edinburgh International Cross Country //09 International City of Edinburgh Council 00, Burns Light on Burns Night //09 Regional Dumfries and Galloway Council 7, Aviva International Match //09 International Glasgow City Council 25, Davis Cup /3/09 International Renfrewshire Council 25, Glasgow International Comedy /3/09 International Glasgow City Council 40, Scottish Rally Championships /3/09 International Multi-area 25, Key Performance Indicators April 2008 to 3 March 2009 Number of events supported 78 Value of grants awarded 3,094,94 Value of public partner funding 5,896,897 Estimated economic impact 64,582,000 Return on investment 2: Total Number of Local Authorities supported 20 % of ES investment outside Edinburgh and Glasgow 59.5% % of events supported outwith the summer months 6.5% The UCI Mountain Bike World Cup stage at Fort William is one of Scotland s signature events, and EventScotland s ongoing support helps us to keep the event fresh and to attract new audiences. Mike Jardine Director, Rare Management SUPPORTED EVENTS START DATE CATEGORY REGION INVESTMENT 3,094,94.00 It is important to note that the events listed were staged in , but that the total investment made by EventScotland in most of these cases was spread over a longer period. 30 3