EET/S4/14/1/A

ECONOMY, ENERGY AND TOURISM COMMITTEE

AGENDA

1st Meeting, 2014 (Session 4)

Wednesday 15 January 2014

The Committee will meet at 9.30 am in Committee Room 4.

1. Decision on taking business in private: The Committee will decide whether to take item 3 in private later in the meeting, and at future meetings.

2. Progress of plans for tourism and major events in 2014: The Committee will take evidence from—

Malcolm Roughead OBE, Chief Executive, VisitScotland;

Caroline Packman, Director, Homecoming .

3. Joint seminar with the Scottish Trades Union Congress: The Committee with consider a paper from the clerk.

Stephen Imrie Clerk to the Economy, Energy and Tourism Committee Room T2.60 The Tel: 0131 348 5207 Email: [email protected] EET/S4/14/1/A

The papers for this meeting are as follows—

Agenda Item 2

Written submission EET/S4/14/1/1

Agenda Item 3

PRIVATE PAPER EET/S4/14/1/2 (P)

Agenda item 2 EET/S4/14/1/1

Scotland Welcomes the World Prepared for the Scottish Parliament’s Economy, Energy and Tourism Committee 9 January 2014

INTRODUCTION

This report updates the Scottish Parliament’s Economy, Energy and Tourism Committee on the preparedness of VisitScotland and industry partners, as Scotland welcomes the world in this exciting year. The ambition remains for Scotland’s visitor economy to capitalise on the opportunities of 2014, whilst creating a launchpad for the years ahead, which can be achieved with continued support and investment in the industry from both public and private sectors.

According to recent research prepared by Deloitte, the visitor economy is worth more than £11.6 billion to Scotland each year and VisitScotland, with our partners, is determined to ensure this success story continues.

This year the industry reaches the pinnacle of The Winning Years, eight key milestone events, which over the last few years have helped to prepare the industry for 2014. Members were updated on The Winning Years in a paper provided by VisitScotland on 9 September 2013.

This paper focuses on each of the 2014 opportunities in turn, providing information on activities and performance as well as the evaluation plans for The Commonwealth Games, The 2014 Ryder Cup and Homecoming Scotland.

From this report Committee members will see that the excellent work and results achieved in the last few years have given Scotland a commanding and enviable position in global tourism, with strong interest in Scotland’s tourism product coming from around the world. This is exemplified by Lonely Planet’s endorsement of Scotland’s position within the top three places in the world to visit this year. This leads on from CNN’s endorsement of Scotland as the place to visit last year.

This increased interest in Scotland as a visitor destination is evidenced by VisitScotland’s two main marketing campaigns (international and domestic) delivering nearly £310m additional economic impact for Scotland since January 2012 to August 2013. This is a rise of 14% on the same period the year before. Whilst visitor numbers for 2013, Year of Natural Scotland, showed a 12 per cent increase in the number of UK visitors to rural and coastal areas compared to the same period in 2012.

VisitScotland’s international campaigns target Scotland’s main markets across the globe including North America, Germany and France as well as extensive trade and PR activity in emerging markets, including Russia, India and China. This is done through cross media Agenda item 2 EET/S4/14/1/1 marketing including e-zines, multi-lingual websites, competitions, social media and partner offers with international transport and tour providers such as US Airways and CIE tours.

The domestic market, which accounts for 84% of Scotland’s annual visitor numbers, has been targeted since 2012 through the organisation’s highly successful Surprise Yourself campaign. The promotion included a series of Neil Oliver narrated TV advertisements that highlighted the Year of Creative Scotland 2012, and last year’s promotion of the Year of Natural Scotland 2013. This has now moved to the Brilliant Moments and Homecoming Doorsteps campaign, encouraging visitors to join us for 2014.

As well as the focus on the leisure tourism opportunities, in this year VisitScotland will continue to ensure Scotland capitalises on the resurgence in the business tourism sector. The UK Economic Impact Study, commissioned by the Meeting Professionals International (MPI) Foundation, and published last year, valued the sector at almost £2 billion for Scotland; clearly demonstrating that business tourism is a key pillar of the economy.

VisitScotland’s Business Tourism Unit will continue to work with partners to ensure the continuation of this success, with promotional activity at major business tourism events, such as IMEX, generating £11.5 million of enquires.

In recognition of the importance of this market and its contribution to economic growth, VisitScotland launched a £2 million Conference Bid Fund in 2012, helping Scottish cities compete with destinations including Hong Kong, Vancouver and Washington. To date the fund has supported 29 conferences attracting 44,000 delegates, boosting the Scottish economy by £70 million.

Similarly, EventScotland - VisitScotland’s events directorate - is working to ensure that major events continue to be secured for the country. Last year EventScotland’s investment of £3 million in a portfolio of more than 100 events returned an estimated £59 million to Scotland.

Recent successes in securing major events include MTV’s highly prestigious European Music Awards which will be staged in later this year. This success demonstrates Scotland’s position as a leading events destination, which will be highlighted again in 2015 as the country plays host to a number of world championships and cultural events.

These results demonstrate that the industry is in good shape and displaying the ambition to seize the opportunities of 2014 and beyond.

This paper also sets out the top line evaluation process for The Commonwealth Games, The 2014 Ryder Cup and Homecoming Scotland.

Ryder Cup Europe, as event owner, has commissioned the evaluation for The 2014 Ryder Cup; The is working with Glasgow 2014 and partners on the evaluation of the Games; and VisitScotland has commissioned independent research to assess the impact of Homecoming Scotland. Agenda item 2 EET/S4/14/1/1

The consultants involved in each are sharing details of their respective approaches, sharing data where appropriate and working to minimise the potential for double counting.

Committee members should also note that VisitScotland will assess the impact of the direct expenditure on marketing campaigns through an established series of conversion studies previously described to the Economy, Energy and Tourism Committee and attached to this paper. VisitScotland works to return £20 to the Scottish economy for every £1 spent on marketing the country as a leading tourism destination.

THE COMMONWEALTH GAMES

The Commonwealth Games will showcase Scotland’s tourism icons, our world-class events prowess and our renowned Scottish hospitality as Scotland welcomes the world. As part of this activity VisitScotland launched a £2.5 million international campaign early in 2013 promoting Glasgow and Scotland to the world.

Key Activity to Date

PR and Marketing

• Brilliant Moments campaign, including a new TV advert featuring Sir Chris Hoy was launched on 20 November 2013 and has been very well received across the United Kingdom and Ireland. The advert is also playing across a wealth of digital media taking the impactful messaging and captivating imagery to the world. • E-zines, direct mailing and visitor guides all include messaging about the Games in a joint marketing initiative with Glasgow 2014. • VisitScotland’s major Information Centres in Edinburgh and Glasgow carry a range of Games merchandise. • VisitScotland is hosting a series of press trips from around the world and this will continue over the next months, positioning Scotland as the must visit destination this year.

Events

• Working with Glasgow City Marketing Bureau and VisitBritain, VisitScotland will deliver the destination media centre at the Teacher’s Building. It will be a space for 500 lifestyle journalists in the centre of Glasgow and we will have a presence at the media centre for the duration of the Games. • VisitScotland will also have an official presence with the media centre used by sports press. • During the Queen’s Baton Relay VisitScotland has been and will continue to hold networking B2B / media events. These have already taken place in the key tourism markets of India, Australia, New Zealand and VisitScotland will target events in Canada in April. Further opportunities are being created for when the Baton returns to the UK. Agenda item 2 EET/S4/14/1/1

Industry

• VisitScotland delivered a Glasgow 2014 themed launch event at the VisitScotland Information Centre in central Galsgow, when the branding for the Year to Go campaign was launched. This was followed by further industry engagement, when at that point the focus was on encouraging them to finalise their plans for 2014. • Created meeting opportunities for Scotland’s tourism industry to learn from London businesses on their experiences of 2012, highlighting best practise to maximise business. A series of insightful documents for the industry based on these meetings has now been published on VisitScotland.org and shared with tourism businesses. • VisitScotland launched a £45,000 online accessible tourism programme to ensure the industry is ready to take advantage of one of the greatest opportunities for Scottish tourism in a generation. The initiative is enabling VisitScotland and its partners, Glasgow Service with Style, Skills Development Scotland and Scottish Enterprise to realise the huge potential economic benefits of the Accessible Tourism market, which is estimated to be worth £325 million to the Scottish economy. • A Scotland Welcomes the World industry event took place in September 2013 to consolidate industry engagement in 2014 and complements regular industry and stakeholder communications. • Glasgow Chamber business breakfast event in October 2013, briefing tourism and non-tourism businesses on the opportunities ahead, adding to the earlier business activity.

Ongoing Activity

 Promote the Games through the Brilliant Moments campaign and deliver an extender message to encourage those coming for the Games to stay in Scotland for longer. This includes the promotion of Homecoming Scotland.  Continue to work with partners to develop the programme of events in Scotland House - the country’s promotional hub during the Games based at The Old Fruitmarket in Glasgow.  Work with partners on the Glasgow tourism legacy projects – Accessible Tourism, Glasgow Tourism Service Initiative (Service with Style) and Greener Glasgow Tourism Project will continue.

Glasgow Tourism Service Initiative

 Glasgow Tourism Service Initiative is funded by Scottish Enterprise and project managed by VisitScotland on behalf of the city strategy partner organisations, which also include Glasgow City Council, Glasgow City Marketing Bureau and Glasgow Chamber of Commerce. The project steering group is led by the industry.  Since its launch in May 2010 the Glasgow Tourism Service Initiative (branded ‘Glasgow Service with Style’) has developed the Glasgow Welcomes service excellence programme, and delivered over 260 events to 5,000 individuals across the Agenda item 2 EET/S4/14/1/1

tourism and hospitality sector. The Initiative has engaged with 520 businesses large and small.  In the coming months, the partnership will significantly increase activity to ensure key service messages are delivered across the entire customer journey in time for the Games.  To ensure consistency, the 15,000 Games volunteers will also receive these key messages.

The Greener Glasgow Tourism Project

 The Greener Glasgow Tourism Project is chaired by VisitScotland for partners including the Carbon Trust, Glasgow City Council, Glasgow City Marketing Bureau, the Green Tourism Business Scheme, Scottish Enterprise, the Scottish Government, Skills Development Scotland and Zero Waste Scotland.  The project’s main target is to get 100% of all accommodation contracted for the Games to be part of an environmental accreditation scheme – such as the Green Tourism Business Scheme – by this July. Starting from a base of 27% when the project was launched in September 2013, the target is now close to 90%.  The project also aims to engage with as many non-accommodation tourism businesses as possible ahead of the Games; to date, more than 50 other businesses are in one of the project partners’ schemes.  The Envirowheel was launched at the city’s Environmental Business Awards on 12 June. It is an online tool for businesses developed with investment by Scottish Enterprise. It is designed as a user-friendly, interactive resource that sets out everything that a business needs to know about becoming more sustainable.  The project is now part of a European pilot to measure the sustainability of tourism destinations.  All of the above work contributes to Glasgow City Council’s objective for a ‘Glasgow: Year of Green 2015’, comprising a year-round programme of environmental and sustainability-themed events for residents, visitors and businesses.  The Greater Glasgow and Clyde Valley Community Planning Partnership, which brings together all seven of the local authorities that border Glasgow to collaborate on tourism priorities, has agreed to develop elements of the Greener Glasgow Project for roll-out to businesses across the area. These will include the Envirowheel and the Environmental Business Awards.

The Accessible Glasgow Tourism Project  The Accessible Glasgow Tourism Project is led by VisitScotland for the city partners, including Glasgow 2014, Glasgow City Council, Glasgow City Marketing Bureau, Glasgow Life, Scottish Enterprise and Skills Development Scotland.  All of the hotels and universities contracted for Glasgow 2014 are being targeted to provide access statements – clear information from each establishment on the features and/or facilities that visitors with access requirements can expect if they decide to stay there. Agenda item 2 EET/S4/14/1/1

 Games accommodation providers attended a business breakfast on 1 August 2013 and speakers included Energy, Enterprise and Tourism Minister Fergus Ewing MSP, David Grevemberg of Glasgow 2014 and Peter Lederer representing The Gleneagles Hotel. It was announced that online accessibility training will be rolled out Scotland- wide with £45,000 of funding from the Scottish Government.  The launch of online training will take place at the next business breakfast in February. Scottish Enterprise is funding this session and paying for the launch in four cities: Glasgow, Edinburgh, Aberdeen and Inverness.

Evaluation

VisitScotland will assess the impact of the Brilliant Moments campaign in encouraging people to extend their stay in Scotland before and after the Commonwealth Games. The legacy programmes described above will also be monitored for their impact in 2014 and their on-going contribution to the visitor economy. The Scottish Government is leading an evaluation of the Commonwealth Games 2014 Legacy, with the support of the Games Legacy Evaluation Working Group (GLEWG). GLEWG was established in January 2012 to design and deliver an evaluation of legacy. The Group is convened by the Scottish Government and comprises Glasgow City Council, key national partners and academics. GLEWG reports to the Games Legacy Executive Board (GLEB). The evaluation will address the following questions:  Has there been a change in sport participation and physical activity?  What effect has the Games had on businesses, employment and volunteering?  What is the impact of the Games on the lives of the local community in the area of Glasgow’s east end most directly affected by the investment?  Has there been a change in cultural engagement?  Has there been a change in civic pride and/or international reputation?  Is there a partnership legacy?

GLEWG have designed a programme of research and analysis between now and 2019 which will comprise of five key components.  Tracking outcome indicators across the four national themes.  Secondary analysis of key statistics and surveys.  A new Longitudinal Community Study in Glasgow’s East End (a new study area in the GoWell programme http://www.gowellonline.com.  Monitoring and Evaluation of legacy programmes.  Economic Assessment.

THE 2014 RYDER CUP

VisitScotland is focused on harnessing the tourism opportunities presented by hosting The 2014 Ryder Cup in Scotland between 23 and 28 September. Agenda item 2 EET/S4/14/1/1

VisitScotland’s aim is to enhance the brand proposition and value of Scotland, ‘the Home of Golf’ through hosting The 2014 Ryder Cup and deliver additional tourism impact to the visitor economy in the lead up to, during and after the event. Successfully staging The 2014 Ryder Cup also supports Scotland’s credentials as the perfect stage for hosting major events. The Ryder Cup is an event delivered by Ryder Cup Europe in partnership with EventScotland - VisitScotland’s events directorate -, the Scottish Government and The Gleneagles Hotel as the host venue. Other key partners include Perth and Kinross Council and Police Scotland. Each day around 45,000 spectators from across the world are expected to attend to watch the best players from Europe and the USA, with more than 250,000 expected over the course of the week. Also, as one of the world’s largest sporting events, The Ryder Cup is broadcast to 183 countries worldwide reaching more than half a billion homes each day of the competition. The 2014 Ryder Cup is already leaving a legacy benefit to Scotland as demonstrated by clubgolf – the junior golf initiative. This was a commitment made by Scotland as part of the event bid, and now more than 300,000 schoolchildren have been introduced to golf through clubgolf. In addition, Scotland is investing in golf tournaments and international marketing activity directly as a result of The 2014 Ryder Cup, promoting Scotland as ‘the Home of Golf’. To date £5.1 million has been invested in 44 domestic tournaments. These tournaments which include The Scottish Open, The Ricoh Women’s British Open and The Scottish Challenge, have all helped to promote Scotland as future host of The Ryder Cup and have formed key milestones in ‘the Home of Golf’ campaign, generating awareness, excitement and visitors. Key Activity to Date

 A strategic golf marketing strategy developed, implemented and now promoting Scotland as ‘the Home of Golf’.  Strong and effective partnerships developed with key event partners and the golf tourism industry in Scotland, including Golf Tourism Scotland and local area golf partnerships.  The industry-led Golf Tourism Development Group launched the Scottish Golf Tourism Development Strategy 2013-2020 “Driving Forward Together” on 12 September 2013.  The strategy was created by the Golf Tourism Development Group comprising Golf Tourism Scotland, Scottish Golf Union/Scottish Ladies’ Golfing Association, VisitScotland, EventScotland, Scottish Development International, Scottish Enterprise, Highlands and Islands Enterprise following an extensive consultation with key industry partners.  Internationally, VisitScotland has worked extensively with golf travel trade representatives and this will continue to ensure that the messaging and promotion Agenda item 2 EET/S4/14/1/1

of Scotland, as ‘the Home of Golf’ and host of The 2014 Ryder Cup is presented in a co-ordinated way.  In addition a strong Scottish theme, developed by VisitScotland and partners, for the official Closing Ceremony of The 2012 Ryder Cup ensured maximum exposure for the country.  The Aberdeen Asset Management Scottish Open became the first regular European Tour event to be broadcast live on US network television. As part of this deal, dedicated Home of Golf adverts were shown during the coverage on NBC in the US and Sky Sports in the UK, reaching international audiences of tens of millions. This activity built on the success of advertising with Sky during The 2012 Ryder Cup.

Ongoing Activity

 In addition to great legacy benefits, The 2014 Ryder Cup will bring great economic benefit. With Match Day tickets already sold-out and practise days selling very well, the 2014 Ryder Cup is set to attract 45,000 spectators each day, and around 250,000 over the course of the week with visitors attending from 75 countries, more than ever before.  Encouraging our international and domestic visitors to extend their visit in Scotland is key to maximising the benefits from the event. VisitScotland will continue to up- scale existing golf tourism marketing campaigns to use The 2014 Ryder Cup to promote Scotland as ‘The Home of Golf’ in key domestic and international markets.  The Ryder Cup up-weighted version of the Brilliant Moments advert, featuring European Ryder Cup captain Paul McGinley, is screening across the UK and Ireland and internationally via digital media.  VisitScotland is leading on the arrangements for the Gala Dinner and Gala Concert.  A business engagement programme is being developed to target senior business, events and tourism contacts, to drive increased inward investment.  Event procurement contracts have been advertised to all Scottish companies through Public Contracts Scotland, the public sector procurement portal.  Transport Scotland is delivering the transport plan which will ensure that spectators and staff can easily access the event, whilst ensuring that those not attending the can continue with their day-to-day business.  Local community and business engagement will remain a key feature of the planning for the 2014 Ryder Cup. This engagement will ensure that the local community sees the benefits of the event, with minimal disruption.  Police Scotland continues to lead on the development of a detailed safety and security plan.  Plans to host the Junior Ryder Cup, which will take place on 22 and 23 September at Blairgowrie Golf Club, are progressing well. As part of the legacy for Scotland, the Junior Ryder Cup will be the perfect opportunity to include and inspire young people from all over Scotland. Agenda item 2 EET/S4/14/1/1

 During the Parliamentary Debate in September, the Minister for Commonwealth Games and Sport committed funding to support up to 50 young people, who may not otherwise have the opportunity, to volunteer at The 2014 Ryder Cup.  The Minister for Commonwealth Games and Sport also launched an education resource in September for children and young people aged 3 to 18. Like the Junior Ryder Cup this resource will ensure that young people from all over Scotland are given the opportunity to be involved in and to be inspired by the 2014 Ryder Cup.

Evaluation

The main objective of The 2014 Ryder Cup evaluation is to measure the overall benefit to Scotland through the economic and social impact generated. The inclusion of a social impact measurement illustrates the importance that the event delivers more than just an economic benefit.

Within the main objectives of the study, commissioned by Ryder Cup Europe, are a number of KPIs and parameters which the study will incorporate that relate to tourism / visitor economy impacts.

These include:  The level of direct economic impact and increase in employment generated in Perth & Kinross and the Scottish and UK economy as a whole.  The level of direct economic impact generated in the total Scottish golfing economy (i.e. incidence of spectators and others visitors playing golf at other Scottish golf courses).  The impact of The 2014 Ryder Cup on occupancy and yield levels at accommodation providers.  The extra revenue generated on travel and transport as a result of The 2014 Ryder Cup.  Increased tourist visits to Scotland as a consequence of The 2014 Ryder Cup; including tour operator assessment of future prospects and overseas visitors’ propensity to return.  Extended Ryder Cup visitor stay as a result of Homecoming Scotland 2014.  The impact of The 2014 Ryder Cup overall on the domestic attitudes to the country. Spectator profile and satisfaction with all aspects of the event experience including the event itself, transport arrangements, accommodation and environmental and sustainability practices among others. For overseas visitors, satisfaction with their whole Scotland experience.  Volunteer profile and satisfaction with all aspects of their involvement and likelihood of volunteering in future.

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HOMECOMING SCOTLAND 2014

This section of the report updates the Committee on the information provided in September last year on the creation of a series of inspirational events forming the Homecoming Scotland 2014 event programme.

Homecoming Scotland is a year-long, country-wide series of celebrations supported by a budget of £5.5 million for event funding and marketing.

A selection of events throughout Scotland was included in the Homecoming Scotland 2014 programme at the launch in Edinburgh in March 2013 and in April in New York and Toronto. Further launches have been held in San Francisco, London, Belfast, Manchester, Bristol, Paris, Milan, Sydney, Auckland, Melbourne, China and India. This activity has resulted in more than 300 media articles covering the Homecoming Scotland celebrations.

As of now, January 2014, there are 430 events in the Homecoming programme, 19 more than in 2009 when the programme totalled 411 events. The 2014 programme has more than tripled since March 2013 with 74 funded events and 356 partnership events scheduled. All events within the programme are being promoted through an integrated marketing and PR campaign.

The construct of the events programme has been designed to wrap around the other big occasions in 2014 – The Commonwealth Games, The 2014 Ryder Cup and the anniversary of the start of the First World War.

An up to date list of events is included at the end of this report for members’ interest and awareness. Also, if members are interested in attending any of the events they can alert the Committee clerks who will liaise with VisitScotland to make the necessary arrangements marked the start of the programme with Homecoming inspired activity in Edinburgh, Inverness, Stirling, Stonehaven and Biggar.

Forthcoming key elements of the year-long programme of celebration will include: and the Homecoming Burns Concert in January; the Glasgow Film Festival in February; the Glasgow International Comedy Festival in March; John Muir in April; between May and September; Whisky Month in May; Return to the Ridings from June to August; a focus on Stirling in the last weekend of June with Armed Forces Day, Bannockburn Live and Pipe Fest; Edinburgh’s festivals in August; The Forth Bridges Festival in September; Highland Homecoming beginning in September and running to October; The MTV European Music Awards in November and ending with Scotland’s Winter Festivals, beginning with St Andrew’s Day and running through to Hogmanay.

Other new funded events include Hebridean festival Howlin’ Fling; an illuminated trail called Electric Glen; Day 2014; the Strathaven Balloon Festival; and Race the Castles orienteering event; whilst newly announced partnership events include Perth Piano Sundays; Monsterfest; Beach Rugby; the World Stone Skimming Championships; and the Orkney Science Festival. Agenda item 2 EET/S4/14/1/1

Key Activity to Date

Further to the launch of the Homecoming Scotland 2014 programme, in March 2013 (UK) and April 2013 (North America), marketing and communications teams are running a series of extensive campaign activities and messaging, promoting the year, the event programme and the themes. The Homecoming team has and continues to work with events and festivals to ensure alignment of their marketing and PR activities with the wider Homecoming Scotland 2014 messages and activities. Marketing activity

 The Homecoming Scotland website was launched in March 2013 and will be updated throughout 2014.  International marketing messaging delivered through website and e-comms activities will continue throughout 2014.  International paid media campaigns, including print and online advertising, began in November 2013 in Long Haul markets and January 2014 in European markets.  The Brilliant Moments campaign launched in November 2013, promoting Homecoming within the domestic market and the rest of the UK and Ireland. This has been augmented by the dedicated Doorsteps TV advert and campaign, launched on 8 January, specifically aimed at residents in Scotland, the north of England and Northern Ireland.  Supporting marketing collateral and activities currently include a digital event guide, social media activities, event branding and a mobile app.  An online toolkit is available through the VisitScotland.org website, providing support to partners, including Scottish tourism and non-tourism businesses, international travel trade, PR and media contacts and so forth.

PR activity

 An extensive campaign of long-lead pitching to both International and UK & Ireland media has generated extensive awareness and interest in the events programme.  A series of press trips cemented this activity and has been showcasing the events and the themes of Homecoming Scotland to influential travel journalists.  UK & Ireland and international media events were held in September, October and November 2013. In Europe there was activity in Paris and Milan. Long haul events took place in India, New Zealand and Australia in November, linking with the Queen’s Baton Relay. Further activity will take place in Canada when the Queen’s Baton Relay arrives there in April.  To date, these events have generated more than 300 pieces of media coverage in the UK and around the world.  The Homecoming and wider VisitScotland teams have been involved in a number of key event programme launches, including The Diaspora Tapestry, Bannockburn Live and The Forth Bridges Festival. Further event launches are planned. Agenda item 2 EET/S4/14/1/1

 Announcements sent out by VisitScotland in late 2013 included: the launch of the Homecoming Food and Drink Fund; national and regional event funding releases; the launch of Whisky Month funding; and funding for events.  As 2014 began there was extensive promotion and positive coverage of the Homecoming celebrations, which has continued with the 8 January launch of the Doorsteps TV advert.

Corporate and industry engagement

 VisitScotland is working with partners to engage promotional and product support for Homecoming Scotland from a range of both tourism and non-tourism related businesses. Those currently confirmed include Mackies Ice Cream, Mackies Crisps, Evans Cycles, Belhaven Brewery, Inveralmond Brewery, Drambuie, National Railcard and Delia Online. This work will continue and further details of company support for Homecoming will be announced in due course as partners’ plans are finalised.  VisitScotland has also engaged with the following associations and industry groups to extend the reach to their membership and contact bases: Federation of Small Businesses; Institute of Directors; Association of Scottish Visitor Attractions, Association of Scotland’s Self Caterers; SCDI; SDI; Scottish Tourism Alliance; Scottish Retail Consortium; Scottish Beer & Pub Association and the Scottish Licensed Trade Association.  Scottish Enterprise and Highland & Islands Enterprise have written to all of their account-managed businesses (c2600) to secure further engagement in Homecoming Scotland 2014, and a briefing webinar has been held for all Scottish Enterprise and Highland and Islands Enterprise account managers.  Companies who developed products for the 2009 celebrations have also been engaged with support from Scottish Enterprise, whilst the Homecoming Toolkit has so far been downloaded by 230 businesses. In addition, Homecoming was covered in the industry advice leaflet, Are you ready for 2014?, which was distributed to 2,000 contacts.

Ongoing Activity

 A dedicated radio campaign, lasting 10 months, across the Bauer network, including Radio Forth, Moray Firth, Clyde FM, will generate 9.8 million opportunities to hear whilst press advertising will appear in national newspapers including the Scottish Daily Mail, Scottish Daily Express, Daily Record, Sunday Mail and The Metro.  E-zines will continue, reaching more than 600,000 consumers across the UK and more than 1 million people in international markets, including 35,000 to VisitScotland’s ancestral database. Agenda item 2 EET/S4/14/1/1

 Local marketing will ensure extensive promotion of Homecoming events to visitors through the country-wide network of VisitScotland Information Centres and Information Points in Partnership.  VisitScotland also sends monthly emails to a gatekeepers’ database made up of 3,200 key people within St Andrew’s Societies, Burns Clubs, Clans, Caledonian societies, pipe bands and Highland Games organisers, who then share this news with their own databases and contacts. It is a live database, being added to as new contacts are made through extensive diaspora engagement.  For international markets a new creative will be based on a seasonal calendar linking in to signature Homecoming events. ‘Real Scots’ will act as Ambassadors for either the themes or the events, providing insider tips to visitors. There will also be a series of one-page adverts in key international titles.  Online, a dedicated online marketing campaign with key international titles which will include skyscraper adverts, interactive map banner adverts, mega banners and giant overlays; whilst digital marketing activity will include the development of an iPad advert and an App.  Monthly communication will continue to be issued to industry contacts across Scotland, reaching 10,000 recipients each month.

Evaluation

Following a competitive tendering process, a consortium of economists working through The Moffat Centre for Travel and Tourism Business Development (at Glasgow Caledonian University) was appointed to develop the framework and approach to evaluating the impacts of Homecoming Scotland. Hervey Gibson is leading the consortium and the work will be based on an updated evaluation model described in the GRID report on Homecoming Scotland 2009, commissioned by and presented to the Economy, Energy and Tourism Committee in 2010. Ultimately the key measure will be the assessment of the net additional expenditure generated for the Scottish economy from the Homecoming funding investment. The target of £44m represents a return on investment of 8 to 1, the internationally recognised standard for events. This will provide a comparable assessment against the results of Homecoming Scotland 2009. In addition to economic impact, the consultants will also assess promotion, participation, collaboration and the development of the events industry. Evaluating each of these will help to explain the longer-term impact and benefits of staging Homecoming Scotland 2014. VisitScotland 9 January 2014

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VisitScotland UK Campaign Additionality Methodology

The additional amount contributed to the Scottish economy by a particular marketing campaign is based on a rigorous assessment of campaign response and is calculated using conversion rates and additionality.

. The conversion rate of any activity is measured by asking recipients (e.g. of a direct mail or e-newsletter) or responders (e.g. responding to a sales promotion or competition) to a campaign whether they actually visited Scotland within the campaign period. This is determined through follow up evaluation research (usually from an online, telephone or postal methodology dependent on what contact details are available). . The additionality is determined by factoring out those who were planning to visit Scotland anyway. Respondents are asked their intentions to visit prior to responding to any campaign and those stating ‘I definitely intended to visit Scotland’ or that ‘the campaign did not influence them at all’ are discounted.

Diagram of the additional revenue calculation

Population figure

X % of respondents who have taken a short break or holiday in campaign period

X number of trips taken in period

X the average spend per party per trip

X % of respondents who hadn’t definitely intended to visit (= only those who were influenced by the campaign activity)  Additionality

= Additional revenue generated from the campaign

The calculation is conducted as follows:-

Population figure

The number of recipients / respondents of a campaign (for example those who have received a direct mail/electronic direct mail from VisitScotland or the number of consumers who have ordered a particular brochure). This count is called the “population” and can Agenda item 2 EET/S4/14/1/1 usually be split up into several cells, which reflect different elements of the campaign activity. An example would be:

Cell 1: Postal Direct Mail recipients Cell 2: E-newsletter recipients Cell 3: Responders for competition A Cell 4: Responders for competition B Etc.

Contacts are de-duplicated so that they are only counted once within the evaluation i.e. it is possible that a consumer received a VisitScotland direct mailing but also entered a competition.

The population figure is multiplied by, on a cell-by-cell basis (see diagram above): . Conversion rate (% of respondents who have taken a short break or holiday in campaign period) The number of respondents claiming to take a trip to Scotland in the qualifying time period. . Number of trips taken in the period . The average spend per party on the trip . Additionality factor (% of respondents who hadn’t definitely intended to visit). This removes those respondents who weren’t influenced or were already definitely coming to Scotland. Clearly, respondents who had already made up their mind cannot be influenced by the campaign activity.

This calculation gives us the Additional Revenue generated from the campaign.

VisitScotland International Campaigns Additionality Methodology

The additional amount contributed to the Scottish economy by a particular marketing campaign is based on a rigorous assessment of campaign response and is calculated using conversion rates and additionality.

. The conversion rate of any activity is measured by asking recipients (e.g. to a direct mail) or responders (e.g. responding to a sales promotion) to a campaign whether they actually visited Scotland in the campaign period. This is determined through follow up evaluation research (usually from an online methodology depending on what contact details are available).

. The additionality is determined by factoring in the amount that VisitScotland marketing material influenced them to visit Scotland. Respondents are asked whether VisitScotland marketing materials (including the website, DM communication etc) influenced them a lot or a little. Those who were not influenced at all are discounted.

Agenda item 2 EET/S4/14/1/1

Diagram of the additional revenue calculation

Population figure

Visits X % of respondents who have or will definitely visit

X % respondents who had not already booked or were not definitely intending to visit Scotland

X average number of trips in period

X average expenditure per party per trip (excluding travel to Scotland)

= Additional revenue generated from the campaign

The calculation is conducted as follows:-

Population figure

The number of recipients / respondents of a campaign (for example those who have received a direct mail/electronic direct mail from VisitScotland or the number of consumers who have taken part in a competition). This count is called the “population” and can usually be split up into several cells, which reflect different elements of the campaign activity. An example would be:

Cell 1: E-newsletter recipients - new acquisitions Cell 2: E-newsletter recipients - previously acquired names (retention) Cell 3: Responders for competition A e.g. Easyjet/DFDS Cell 4: Responders for competition B

The population figure is then multiplied by, on a cell-by-cell basis (see diagram above): o Conversion rate: o (% of respondents who have or will definitely visit) o The number of respondents claiming to take a trip to Scotland in the qualifying time period

o Additionality: o (% influenced by campaign material a lot or a little) o This removes those respondents who weren’t influenced by the campaign material / activity Agenda item 2 EET/S4/14/1/1

. Number of trips taken in the period . The average spend per party on the trip

This calculation gives us the Additional Revenue generated from the campaign to the Scottish economy.

Homecoming Scotland 2014 Events as at 9 January 2014

Start Date End Date Name Category One Local Authorities 31/12/2013 31/12/2013 Glasgow Loves Hogmanay - Hogmanayday HS14 - Partner Glasgow City Council; 31/12/2013 03/01/2014 An Lanntair Ceilidh Festival HS14 - Partner City of Edinburgh Council; 31/12/2013 31/12/2013 Hogmanay Celebrations in the Honest Toun HS14 - Partner East Lothian Council; 31/12/2013 01/01/2014 Club Noir New Year's Eve Burlesque HS14 - Partner Glasgow City Council; 31/12/2013 01/01/2014 Ashton Lane Hogmanay Street Party HS14 - Partner Glasgow City Council; 31/12/2013 01/01/2014 Gig at the Brig - Hogmanay HS14 - Partner Aberdeenshire Council; 31/12/2013 01/01/2014 Biggar Bonfire HS14 - South Lanarkshire Signature Council; 31/12/2013 01/01/2014 Edinburgh's Hogmanay HS14 - City of Edinburgh Council; Signature 31/12/2013 01/01/2014 Red Hot Highland Fling HS14 - Highland Council; Signature 31/12/2013 01/01/2014 Stirling's Hogmanay HS14 - Stirling Council; Signature 31/12/2013 01/01/2014 Stonehaven Fireball Ceremony HS14 - Aberdeenshire Council; Signature 01/01/2014 01/01/2014 Shinty Festival HS14 - Partner Highland Council; 01/01/2014 01/01/2014 Hogmanay Torchlight Procession HS14 - Partner Highland Council; 01/01/2014 15/06/2014 Perth Piano Sundays HS14 - Partner Perth and Kinross Council; 01/01/2014 06/05/2014 Wha's like us? : a nation of dreams and HS14 - Partner East Lothian Council; ideas 01/01/2014 31/12/2014 Burns and the South West HS14 - Partner Dumfries and Galloway Council; East Ayrshire Council; North Ayrshire Council; South Ayrshire Council; 01/01/2014 01/01/2014 Edinburgh Hogmanay: Edinburgh Loony HS14 - Partner West Lothian Council Dook: Homecoming Scotland 2014 11/01/2014 11/01/2014 BUPA Great Winter Run HS14 - Partner City of Edinburgh Council 11/01/2014 11/01/2014 BUPA Great Edinburgh International Cross HS14 - Partner City of Edinburgh Council Country 13/01/2014 13/01/2014 Stargazing in Linlithgow HS14 - Partner West Lothian 16/01/2014 02/02/2014 Celtic Connections HS14 - Glasgow City Council; Funded 22/01/2014 26/01/2014 Alloway 1759 HS14 - Partner South Ayrshire Council; 24/01/2014 26/01/2014 Big HS14 - Dumfries and Galloway Funded Council; 24/01/2014 24/01/2014 Craig Hill Tartan About! Tour - Musselburgh HS14 - Partner East Lothian Council; 25/01/2014 25/01/2014 Craig Hill Tartan About! Tour - Kirkcaldy HS14 - Partner Fife Council; 25/01/2014 25/01/2014 Burns: Life of a Poet HS14 - Partner Highland Council; Agenda item 2 EET/S4/14/1/1

25/01/2014 25/01/2014 The Humanitarian Award HS14 - Partner South Ayrshire Council; 26/01/2014 27/01/2014 Burns Unbound HS14 - Partner City of Edinburgh Council; South Lanarkshire Council; 27/01/2014 27/01/2014 Newton Faulkner, Scottish Tour HS14 - Partner Highland Council; 30/01/2014 22/02/2014 Spring Fling @ The Lighthouse Glasgow (An HS14 - Partner Glasgow City Council; Exhibition) 30/01/2014 02/02/2014 Food on Film festival HS14 - Partner Highland Council; 30/01/2014 02/02/2014 British Dance : Edition 2014 HS14 - Partner City of Edinburgh Council; 31/01/2014 31/01/2014 Craig Hill Tartan About! Tour - Aberdeen HS14 - Partner Aberdeen City Council; 01/02/2014 01/02/2014 Craig Hill Tartan About! Tour - Cumbernauld HS14 - Partner North Lanarkshire Council; 01/02/2014 01/02/2014 Eduardo Niebla Guitar Trio HS14 - Partner Highland Council; 01/02/2014 16/03/2014 Snowdrop Festival HS14 - Partner 02/02/2014 12/02/2014 Glasgow Youth Film Festival HS14 - Partner Glasgow City Council; 06/02/2014 16/02/2014 Electric Glen HS14 - East Renfrewshire Funded Council; 07/02/2014 07/02/2014 Craig Hill Tartan About! Tour - Livingston HS14 - Partner West Lothian Council; 07/02/2014 09/02/2014 Fife Jazz Festival HS14 - Partner Fife Council; 08/02/2014 08/02/2014 Craig Hill Tartan About! Tour- Stirling HS14 - Partner Stirling Council; 12/02/2014 16/02/2014 Snowdrops by Starlight HS14 - Partner Fife Council; 13/02/2014 16/02/2014 Glasgow Short Film Festival HS14 - Partner Glasgow City Council; 14/02/2014 15/02/2014 Enlighten HS14 - Partner Perth and Kinross Council; 14/02/2014 15/06/2014 Scottish Gold (The Hunterian Special HS14 - Partner Glasgow City Council; Exhibtion Programme) 15/02/2014 15/02/2014 Craig Hill Tartan About! Tour - Inverness HS14 - Partner Highland Council; 15/02/2014 22/02/2014 Papay Gyro Nights 2014 Art Festival HS14 - Partner Orkney Islands Council; 20/02/2014 02/03/2014 Glasgow Film Festival HS14 - Glasgow City Council; Funded 21/02/2014 22/02/2014 Isle of Arran One Act Drama Festival HS14 - Partner North Ayrshire Council; 26/02/2014 26/02/2014 Mull Theatre - Bilingual Double Bill by HS14 - Partner Highland Council; Catriona Lexy Campbell and Nicola McArtney. 01/03/2014 30/11/2014 Scottish Diaspora Tapestry HS14 - East Lothian Council; City Funded of Edinburgh Council; Stirling Council; TBC; 01/03/2014 31/10/2014 Innerpeffray Stories Exhibition HS14 - Partner Perth and Kinross Council; 01/03/2014 01/03/2014 Badenoch and Strathspey Music Festival HS14 - Partner Highland Council; 05/03/2014 09/03/2014 StAnza 2014 HS14 - Fife Council; Funded 05/03/2014 05/03/2014 'Kan' and Miss Irenie Rose HS14 - Partner Highland Council; 05/03/2014 17/03/2014 Glasgow St. Patricks Festival HS14 - Partner Glasgow City Council; 06/03/2014 06/03/2014 Scottish Opera Highlights HS14 - Partner Highland Council; 08/03/2014 08/03/2014 Dumfries Environment Fair HS14 - Partner Dumfries and Galloway Council; 12/03/2014 16/03/2014 Hippodrome Festival of Silent Cinema HS14 - Partner Falkirk Council; 14/03/2014 05/04/2014 Glasgow International Comedy Festival HS14 - Glasgow City Council; Funded Agenda item 2 EET/S4/14/1/1

16/03/2014 16/03/2014 Kilomathon Scotland 2014 HS14 - Partner City of Edinburgh Council; 20/03/2014 20/03/2014 Cuairt 2014 - Traditional Music Concert. HS14 - Partner Highland Council; 20/03/2014 20/03/2014 Traditional Gaelic Song Concert HS14 - Partner Highland Council; 22/03/2014 22/03/2014 Brass @ the Bard's HS14 - Partner South Ayrshire Council; 24/03/2014 30/03/2014 The International Ice Hockey Federation HS14 - Partner Dumfries and Galloway World Championships Council; 26/03/2014 28/03/2014 Isle of Arran Music Festival HS14 - Partner North Ayrshire Council; 29/03/2014 30/03/2014 Scotland's Best Outdoors HS14 - Partner Aberdeen City Council; 01/04/2014 07/04/2014 The Family at War HS14 - Partner Perth and Kinross Council; 01/04/2014 01/04/2014 Traditional Gaelic Song Concert with HS14 - Partner Highland Council; Christine Primrose 04/04/2014 21/04/2014 Glasgow International Festival of Visual Art HS14 - Glasgow City Council; Funded 04/04/2014 06/04/2014 Kingussie Heritage Festival HS14 - Partner Fife Council; 04/04/2014 09/04/2014 Edinburgh International Harp Festival HS14 - Partner City of Edinburgh Council; 04/04/2014 05/04/2014 Inverness Whisky Festival HS14 - Partner Highland Council; 05/04/2014 20/04/2014 Edinburgh International Science Festival: HS14 - Food City of Edinburgh Council; GastroFest and Drink 05/04/2014 15/04/2014 Tartan Day 2014 HS14 - Angus Council; Funded 05/04/2014 05/05/2014 Dumfries & Galloway Wild Spring Festival HS14 - Partner Dumfries and Galloway Council; 08/04/2014 08/04/2014 Traditional music concert with fiddler Gabe HS14 - Partner Highland Council; MacVarish 10/04/2014 10/04/2014 The Secret Lives of Suitcases HS14 - Partner Highland Council; 11/04/2014 19/04/2014 Bring It All Home HS14 - Renfrewshire Council; Funded 11/04/2014 12/04/2014 Melrose Sevens HS14 - Scottish Borders Council; Funded 13/04/2014 13/04/2014 The Glenlivet 10K Road Race HS14 - Partner Highland Council; 14/04/2014 30/04/2014 Seasoned to Taste HS14 - East Dunbartonshire Funded Council; 16/04/2014 21/04/2014 Kirkcaldy Links Market HS14 - Partner Fife Council; 17/04/2014 26/04/2014 John Muir Festival HS14 - Argyl and Bute Council; Signature East Dunbartonshire Council; East Lothian Council; City of Edinburgh Council; Falkirk Council; Glasgow City Council; North Lanarkshire Council; West Dunbartonshire Council; West Lothian Council; 19/04/2014 19/04/2014 Hawick Sevens HS14 - Partner Scottish Borders Council; 19/04/2014 19/04/2014 Hollywood Swings HS14 - Partner Fife Council; 19/04/2014 19/04/2014 The Scottish Fiddle Orchestra - Aberdeen HS14 - Partner Aberdeen City Council; 21/04/2014 21/04/2014 A Salmon's Tale - Part One: Smolt Traps HS14 - Partner Highland Council; Trip 22/04/2014 22/04/2014 John Muir Golf Challenge HS14 - Partner East Lothian Council; 23/04/2014 30/04/2014 World Curling Championships Seniors and HS14 - Dumfries and Galloway Mixed Doubles Funded Council; Agenda item 2 EET/S4/14/1/1

25/04/2014 25/04/2014 Gavin Marwick's Journeyman Spectacular HS14 - Partner Highland Council; 25/04/2014 25/04/2014 A Salmon’s Tale - Part one: Smolt Traps Trip HS14 - Partner Highland Council; 26/04/2014 11/05/2014 European Festival of Brass HS14 - Perth and Kinross Funded Council; TBC; 26/04/2014 26/10/2014 Dunvegan Castle Summer Exhibition HS14 - Partner Highland Council; 26/04/2014 27/04/2014 Scottish Association of Family History HS14 - Partner Fife Council; Societies 25th Annual Conference 27/04/2014 27/04/2014 Ormidale 10K Race HS14 - Partner North Ayrshire Council; 28/04/2014 02/05/2014 The 2014 Scottish Malts Reliability HS14 - Partner Perth and Kinross Council; 29/04/2014 11/05/2014 TRADFEST Edinburgh / Dun Eideann HS14 - City of Edinburgh Council; Funded 30/04/2014 02/05/2014 EIMR2014 HS14 - Partner Comhairle nan Eilean Siar; 30/04/2014 30/04/2014 Beltane Fire Festival 2014 HS14 - Partner City of Edinburgh Council; 01/05/2014 31/05/2014 Whisky Month HS14 - Various Signature 01/05/2014 31/05/2014 Distillery Days HS14 - Partner City of Edinburgh Council; 01/05/2014 05/05/2014 Spirit of Speyside Whisky Festival – Come HS14 - Moray Council; Home to Speyside 2014 Signature 03/05/2014 20/07/2014 Marion Deuchars - Lets make art HS14 - Partner Falkirk Council; 03/05/2014 05/05/2014 Open Studios North Fife HS14 - Partner Fife Council; 03/05/2014 03/05/2014 SEALL's 1000th Event Extravaganza HS14 - Partner Highland Council; 03/05/2014 03/05/2014 Brew at the Bog HS14 - Partner Highland Council; 03/05/2014 28/09/2014 Sadie McLellan Exhibition HS14 - Partner South Lanarkshire Council; 04/05/2014 04/05/2014 The Big Beach Ball Festival HS14 - Partner Aberdeen City Council; 06/05/2014 06/05/2014 Alma College Choir HS14 - Partner Highland Council; 09/05/2014 11/05/2014 Selkirk MTB Marathon HS14 - Partner Scottish Borders Council; 09/05/2014 15/05/2014 Newton Stewart Walking Festival HS14 - Partner Dumfries and Galloway Council; 09/05/2014 11/05/2014 Boswell Book Festival (Homecoming PP) HS14 - Partner East Ayrshire Council; 10/05/2014 18/05/2014 Orkney Nature Festival HS14 - Orkney Islands Council; Funded 10/05/2014 16/12/2014 Super Saturdays HS14 - Partner Aberdeenshire Council; 10/05/2014 11/05/2014 The Scottish Birdfair HS14 - Partner West Lothian Council; 10/05/2014 10/05/2014 Spirit of Stirling Whisky Festival HS14 - Partner Stirling Council; 10/05/2014 10/05/2014 Darnick Village Hall Concert HS14 - Partner Scottish Borders Council; 11/05/2014 17/05/2014 Cape Wrath Challenge HS14 - Partner Highland Council; 14/05/2014 18/05/2014 Loch Lomond Quilt Show HS14 - Partner West Dunbartonshire Council; 15/05/2014 25/10/2014 Year of Ancient Ancestors HS14 - Highland Council; Funded 16/05/2014 19/05/2014 Arran Mountain Festival HS14 - Partner North Ayrshire Council; 16/05/2014 16/05/2014 Braveheart Racenight HS14 - Partner South Lanarkshire Council; 16/05/2014 25/05/2015 Dumfries & Galloway Arts Festival HS14 - Partner Dumfries and Galloway Council; 16/05/2014 18/05/2014 Festival of Museums HS14 - Partner TBC; 17/05/2014 17/05/2014 Goatfell Race HS14 - Partner North Ayrshire Council; Agenda item 2 EET/S4/14/1/1

17/05/2014 17/05/2014 Strathfest 2014 HS14 - Partner Perth and Kinross Council; 17/05/2014 18/05/2014 Loch Fyne Food Fair HS14 - Partner Argyl and Bute Council; 18/05/2014 18/05/2014 Gordon Castle Highland Games and Country HS14 - Partner Moray Council; Fair (Homecoming PP) 18/05/2014 21/05/2014 National Parks John Muir Conference "The HS14 - Perth and Kinross Future of National Parks" Signature Council; 22/05/2014 25/05/2014 Knockengorroch World Ceilidh festival HS14 - Partner Dumfries and Galloway Council; 22/05/2014 01/06/2014 Perth Festival of the Arts HS14 - Partner Perth and Kinross Council; 22/05/2014 25/05/2014 Strichen Festival HS14 - Partner Aberdeenshire Council; 23/05/2014 25/05/2014 Burns an’ a’ that! Festival HS14 - South Ayrshire Council; Funded 23/05/2014 01/06/2014 feis ile HS14 - Partner Argyl and Bute Council; 23/05/2014 25/05/2014 Coast Arts Festival HS14 - Partner Aberdeenshire Council; 24/05/2014 08/06/2014 TweedLove Bike Festival 2014 HS14 - Scottish Borders Council; Funded 24/05/2014 25/05/2014 The Atholl Highlanders Parade and HS14 - Partner Perth and Kinross Gathering Council; 24/05/2014 26/05/2014 Spring Fling | Rural Mural HS14 - Partner Dumfries and Galloway Council; 24/05/2014 31/05/2014 A taste of Islay Jura and Mull HS14 - Partner Argyl and Bute Council; 24/05/2014 26/05/2014 Sanday Soulka in May HS14 - Partner Orkney Islands Council; 24/05/2014 26/05/2014 Spring Fling HS14 - Partner Dumfries and Galloway Council; 24/05/2014 25/05/2014 Strathyre Music Festival HS14 - Partner Stirling Council; 25/05/2014 25/05/2014 Carmunnock Highland Games HS14 - Partner Glasgow City Council; 25/05/2014 25/05/2014 The Famous Feastival - Perthshire's Food HS14 - Partner Perth and Kinross and Whisky Festival Council; 30/05/2014 01/06/2014 Northern Roots Festival HS14 - Partner Highland Council; 30/05/2014 31/05/2014 Kingussie WalkFest HS14 - Partner Highland Council; 30/05/2014 01/06/2014 The 5th Haal Folk Festival HS14 - Partner Aberdeenshire Council; 31/05/2014 31/05/2014 Blackford Highland Games HS14 - Partner Perth and Kinross Council; 31/05/2014 01/06/2014 Glenfest:Dunfermline Food and Music HS14 - Partner Fife Council; Festival 31/05/2014 31/05/2014 British Pipe Band Championship & West HS14 - Partner West Lothian Council; Lothian Highland Games 01/06/2014 30/06/2014 Ochils Festival HS14 - Clackmannanshire Funded Council; 01/06/2014 30/08/2014 Return to the Ridings HS14 - Scottish Borders Council; Funded 01/06/2014 01/06/2014 Markinch Highland Games HS14 - Partner Fife Council; 01/06/2014 01/06/2014 John Doyle in Concert HS14 - Partner Highland Council; 01/06/2014 31/10/2014 Glasgay! HS14 - Partner Glasgow City Council; 01/06/2014 31/07/2014 Summer Nights HS14 - Partner Dumfries and Galloway Council; City of Edinburgh Council; Highland Council; 04/06/2014 05/06/2014 goNorth Festival HS14 - Partner Highland Council; 05/06/2014 08/06/2014 Arran Folk Festival HS14 - Partner North Ayrshire Council; Agenda item 2 EET/S4/14/1/1

05/06/2014 15/06/2014 Glasgow Science Festival 2014 HS14 - Partner Glasgow City Council; 06/06/2014 21/06/2014 Linlithgow Civic Festival HS14 - West Lothian Council; Funded 06/06/2014 08/07/2014 The Official Scottish Motor Show HS14 - Partner Fife Council; 07/06/2014 08/06/2014 Scottish Open Volleyball Tournament HS14 - Partner Perth and Kinross Council; 07/06/2014 07/06/2014 Cornhill Highland Games HS14 - Partner Aberdeenshire Council; 07/06/2014 07/06/2014 Helensburgh & Lomond Highland Games HS14 - Partner Argyl and Bute Council; 07/06/2014 07/06/2014 Moonwalk Scotland HS14 - Partner City of Edinburgh Council; 07/06/2014 08/06/2014 Fife Garden Festival HS14 - Partner Fife Council; 07/06/2014 07/06/2014 Bathgate Procession and John Newland HS14 - Partner West Lothian Council; Festival 07/06/2014 07/06/2014 Shotts Highland Games HS14 - Partner North Lanarkshire Council; 08/06/2014 08/06/2014 Strathmore Highland Games HS14 - Partner Angus Council; 08/06/2014 08/06/2014 The Strathearn Marathon HS14 - Partner Perth and Kinross Council; 08/06/2014 14/06/2014 Dundee Westfest HS14 - Partner Dundee City Council; 08/06/2014 29/06/2014 West End Festival HS14 - Partner Glasgow City Council; 12/06/2014 15/06/2014 17th Kirkcudbright Jazz Festival HS14 - Partner Dumfries and Galloway Council; 12/06/2014 15/06/2014 Kirkcudbright Jazz Festival HS14 - Partner Dumfries and Galloway Council; 12/06/2014 15/06/2014 Borders Book Festival HS14 - Partner Scottish Borders Council; 13/06/2014 15/06/2014 FyneFest HS14 - Partner Argyl and Bute Council; 14/06/2014 14/06/2014 BikeFest Scotland HS14 - Partner Fife Council; 14/06/2014 14/06/2014 Glen Rosa Horseshoe Race HS14 - Partner North Ayrshire Council; 14/06/2014 14/06/2014 Isle of Skye Half Marathon HS14 - Partner Highland Council; 14/06/2014 14/06/2014 Lochalsh Dirty 30 Challenge HS14 - Partner Highland Council; 14/06/2014 14/06/2014 Bearsden & Milngavie Highland Games HS14 - Partner East Dunbartonshire Council; 14/06/2014 14/06/2014 Cupar Highland Games HS14 - Partner Fife Council; 14/06/2014 21/07/2014 BardBQ Baton-Burger Day HS14 - Partner East Ayrshire Council; 14/06/2014 22/06/2014 Monsterfest HS14 - Partner Highland Council; 14/06/2014 15/06/2014 Crail Food Festival HS14 - Partner Fife Council; 15/06/2014 15/06/2014 Aberdeen Highland Games HS14 - Partner Aberdeen City Council; 18/06/2014 29/06/2014 Edinburgh International Film Festival HS14 - Partner City of Edinburgh Council; 19/06/2014 22/06/2014 HS14 - City of Edinburgh Council; Funded 20/06/2014 26/06/2014 St Magnus Festival HS14 - Orkney Islands Council; Funded 20/06/2014 22/06/2014 2014 Clan Lachlan Gathering and HS14 - Argyl and Bute Council; Strathlachlan Festival Funded 20/06/2014 22/06/2014 Solas Festival HS14 - Partner Perth and Kinross Council; 21/06/2014 21/06/2014 Newburgh (Fife) Highland Games HS14 - Partner Fife Council; 21/06/2014 21/06/2014 Oldmeldrum Sports & Highland Games HS14 - Partner Aberdeenshire Council; 21/06/2014 22/06/2014 Fat Tyre Weekend HS14 - Partner Highland Council; 21/06/2014 22/06/2014 Bon Accord Steam Fair at Castle Fraser HS14 - Partner Aberdeenshire Council; Agenda item 2 EET/S4/14/1/1

22/06/2014 22/06/2014 Lorne Highland Games HS14 - Partner Argyl and Bute Council; 22/06/2014 27/06/2014 Deans Scottish Clans Golf World HS14 - Partner Perth and Kinross Championships Council; 24/06/2014 25/06/2014 Edinburgh Marathon Festival 2014 HS14 - Partner City of Edinburgh Council; 26/06/2014 29/06/2014 The Gillespie Macandrew Hopetoun Horse HS14 - West Lothian Council; Trials Funded 26/06/2014 28/06/2014 Who Killed the Cock of the North HS14 - Partner Aberdeenshire Council; 27/06/2014 07/07/2014 East Neuk Festival HS14 - Fife Council; Funded 27/06/2014 29/06/2014 Scottish Traditional Boat Festival HS14 - Aberdeenshire Council; Funded 27/06/2014 27/06/2014 Pipefest Stirling 2014 HS14 - Stirling Council; Managed 27/06/2014 28/06/2014 RSAC Scottish Rally HS14 - Partner Dumfries and Galloway Council; 27/06/2014 29/06/2014 Arran Malt & Music Festival HS14 - Partner North Ayrshire Council; 27/06/2014 29/06/2014 British Superbikes Knockhill 40th HS14 - Partner Fife Council; Anniversary Round 28/06/2014 28/06/2014 Drumtochty Highland Games HS14 - Partner Aberdeenshire Council; 28/06/2014 28/06/2014 Ceres Highland Games 1314 - 2014 HS14 - Partner Fife Council; 28/06/2014 28/06/2014 Piping Hot Forres, European Pipe Band HS14 - Partner Moray Council; Championship 28/06/2014 05/07/2014 Edinburgh International Magic Festival HS14 - Partner City of Edinburgh Council; 28/06/2014 30/07/2014 Sanday Soulka in June HS14 - Partner Orkney Islands Council; 28/06/2014 30/06/2014 Bannockburn Live HS14 - Stirling Council; Signature 30/06/2014 05/07/2014 Annan Riding of the Mraches HS14 - Partner Dumfries and Galloway Council; 01/07/2014 13/07/2014 Fife Comedy Festival HS14 - Partner Fife Council; 01/07/2014 30/11/2014 Mackintosh Architecture HS14 - Partner Glasgow City Council; 01/07/2014 22/09/2014 Tattie Bogal HS14 - Partner Highland Council; 02/07/2014 02/07/2014 Kenmore Highland Games HS14 - Partner Perth and Kinross Council; 03/07/2014 06/07/2014 Turnberry Beach Rugby HS14 - Partner South Ayrshire Council; 03/07/2014 03/07/2014 Aiseag - Song, Music and Film with Mary HS14 - Partner Highland Council; Ann Kennedy. A Homecoming Commission. 04/07/2014 06/07/2014 The Global Migrations of the HS14 - Partner City of Edinburgh Council; since c.1600 05/07/2014 05/07/2014 Luss Highland Games HS14 - Partner Argyl and Bute Council; 05/07/2014 06/07/2014 Glasgow Comic Con HS14 - Partner Glasgow City Council; 05/07/2014 12/07/2014 Eyemouth Herring Queen Festival HS14 - Partner Scottish Borders Council; 05/07/2014 11/07/2014 Shetland Nature Festival HS14 - Partner Shetland Islands Council; 06/07/2014 11/07/2014 Festival of Golf HS14 - Partner Fife Council; 06/07/2014 06/07/2014 Shiskine Valley Half Marathon HS14 - Partner North Ayrshire Council; 06/07/2014 06/07/2014 Braveheart meets Robinhood HS14 - Partner Inverclyde Council; 08/07/2014 08/07/2014 Fèis an Eilein - Skye Festival Summer HS14 - Partner Highland Council; Concert 8/7 10/07/2014 12/07/2014 Commonwealth Youth Dance Festival 2014 HS14 - Partner Glasgow City Council; 10/07/2014 13/07/2014 Stonehaven Folk Festival HS14 - Partner Aberdeenshire Council; 12/07/2014 13/07/2014 Dunfermline Bruce Festival HS14 - Fife Council; Funded Agenda item 2 EET/S4/14/1/1

12/07/2014 12/07/2014 Alva Games HS14 - Partner Clackmannanshire Council; 12/07/2014 19/07/2014 The 1000 Mile Trial (Scottish Leg) HS14 - Partner Scottish Borders Council; City of Edinburgh Council; 12/07/2014 14/07/2014 International Tartan Festival HS14 - Partner Glasgow City Council; 14/07/2014 14/07/2014 A Salmon’s Tale - Part two: Electro-fishing HS14 - Partner Highland Council; 15/07/2014 15/07/2014 Fèis an Eilein - Skye Festival Summer HS14 - Partner Highland Council; Concert 15/7 16/07/2014 16/07/2014 National Youth Jazz Orchestra of Scotland HS14 - Partner Highland Council; on Tour 16/07/2014 19/07/2014 Hebridean Celtic Festival HS14 - Partner Comhairle nan Eilean Siar; 18/07/2014 28/07/2014 Homecoming Muster HS14 - Partner Argyl and Bute Council; Glasgow City Council; Inverclyde Council; 18/07/2014 20/07/2014 Awl Scottish National BardBQ HS14 - Partner East Ayrshire Council; 18/07/2014 20/07/2014 Lost Map's HOWLIN' FLING! HS14 - Argyl and Bute Council; Signature 19/07/2014 19/07/2014 Thornton Highland Gathering HS14 - Partner Fife Council; 19/07/2014 19/07/2014 Tomintoul Highland Games HS14 - Partner Moray Council; 19/07/2014 19/07/2014 Loch Lomond Highland Games HS14 - Partner West Dunbartonshire Council; 19/07/2014 19/07/2014 Lochcarron Highland Games HS14 - Partner Highland Council; 19/07/2014 19/07/2014 Gilbert and Sullivan's 'The Mikado' HS14 - Partner Highland Council; 19/07/2014 19/07/2014 Kinloch Beer Festival HS14 - Partner North Ayrshire Council; 19/07/2014 19/07/2014 A Salmon’s Tale - Part two: Electro-fishing HS14 - Partner Highland Council; 19/07/2014 19/07/2014 Inverness Highland Games HS14 - Partner Highland Council; 20/07/2014 26/07/2014 East Lothian Open Tennis Tournament HS14 - Partner East Lothian Council; 20/07/2014 20/07/2014 Rosneath Peninsula Highland Games HS14 - Partner Argyl and Bute Council; 20/07/2014 20/07/2014 Stonehaven Highland Games HS14 - Partner Aberdeenshire Council; 20/07/2014 20/07/2014 Blairgowrie Highland Games HS14 - Partner Perth and Kinross Council; 20/07/2014 25/07/2014 Glasgow Cathedral Flower Festival HS14 - Partner Glasgow City Council; 20/07/2014 26/07/2014 MacPhersons Rant HS14 - Partner City of Edinburgh Council; 21/07/2014 21/07/2014 Burntisland Highland Games HS14 - Partner Fife Council; 21/07/2014 21/07/2014 Dunfermline Childrens Gala HS14 - Partner Fife Council; 22/07/2014 22/07/2014 Inveraray Highland Games HS14 - Partner Argyl and Bute Council; 22/07/2014 22/07/2014 Fèis an Eilein - Skye Festival Summer HS14 - Partner Highland Council; Concert 22/7 23/07/2014 02/08/2014 Crail Festival 2014 HS14 - Partner Fife Council; 23/07/2014 23/07/2014 Skip Gorman HS14 - Partner Highland Council; 24/07/2014 24/07/2014 Mull Highland Games HS14 - Partner Argyl and Bute Council; 24/07/2014 03/08/2014 Tin Forest HS14 - Glasgow City Council; Signature 25/07/2014 26/07/2014 The Wickerman Music Festival HS14 - Dumfries and Galloway Funded Council; 25/07/2014 25/07/2014 Durness Highland Gathering HS14 - Partner Highland Council; 25/07/2014 27/07/2014 Southern Fried Festival HS14 - Partner Perth and Kinross Council; 25/07/2014 02/08/2014 Aberdeen International Youth Festival HS14 - Partner Aberdeen City Council; Agenda item 2 EET/S4/14/1/1

Aberdeenshire Council; 26/07/2014 26/07/2014 Airth Highland Games HS14 - Partner Falkirk Council; 26/07/2014 26/07/2014 Dufftown Highland Games HS14 - Partner Moray Council; 26/07/2014 26/07/2014 Halkirk Highland Games HS14 - Partner Highland Council; 26/07/2014 26/07/2014 Balquhidder,Lochearnhead and Strathyre HS14 - Partner Stirling Council; Highland Games 26/07/2014 02/08/2014 Golspie Gala Week HS14 - Partner Highland Council; 26/07/2014 27/07/2014 10th International Gathering HS14 - Partner Highland Council; 27/07/2014 27/07/2014 St Andrews Highland Games HS14 - Partner Fife Council; 29/07/2014 29/07/2014 Fèis an Eilein - Skye Festival Summer HS14 - Partner Highland Council; Concert 29/7 29/07/2014 29/07/2014 ParClans HS14 - Partner Highland Council; 30/07/2014 02/08/2014 'Gather Together' - hosted by Indepen-dance HS14 - Partner Glasgow City Council; 01/08/2014 01/08/2014 Dornoch Highland Gathering HS14 - Partner Highland Council; 01/08/2014 24/08/2014 Daniel Sloss - Really...?! HS14 - Partner East Lothian Council; 01/08/2014 14/08/2014 Summer Arts HS14 - Partner Fife Council; 01/08/2014 14/08/2014 Wish You Were There HS14 - Partner East Lothian Council; 01/08/2014 23/08/2014 The Royal Edinburgh Military Tattoo HS14 - City of Edinburgh Council; Signature TBC; 02/08/2014 02/08/2014 Aboyne Highland Games HS14 - Aberdeenshire Council; Funded 02/08/2014 02/08/2014 Aberlour Strathspey Highland Games HS14 - Partner Moray Council; 02/08/2014 02/08/2014 Inverkeithing Highland Games HS14 - Partner Fife Council; 02/08/2014 02/08/2014 Newtonmore Highland Games HS14 - Partner Highland Council; 02/08/2014 10/08/2014 Pittenweem Arts Festival HS14 - Partner Fife Council; 02/08/2014 02/08/2014 PWF Callanish Stones Marathon HS14 - Partner Comhairle nan Eilean Siar; 03/08/2014 04/08/2014 Turriff Show HS14 - Aberdeenshire Council; Funded 03/08/2014 09/08/2014 Shetland Fiddle Frenzy 2014 HS14 - Partner Shetland Islands Council; 03/08/2014 03/08/2014 162nd Bridge of Allan Highland Games HS14 - Partner Stirling Council; 04/08/2014 10/08/2014 Fringe by the Sea 2014 HS14 - Partner East Lothian Council; 05/08/2014 05/08/2014 Fèis an Eilein - Skye Festival Summer HS14 - Partner Highland Council; Concert 5/8 06/08/2014 06/08/2014 Isle of Skye Highland Games HS14 - Partner Highland Council; 06/08/2014 06/08/2014 The North Berwick Law Race HS14 - Partner East Lothian Council; 06/08/2014 06/08/2014 Killin Highland Games HS14 - Partner Perth and Kinross Council; 06/08/2014 06/08/2014 Arran Farmers' Show HS14 - Partner North Ayrshire Council; 06/08/2014 06/08/2014 Wigtown Agricultural Show HS14 - Partner Dumfries and Galloway Council; 07/08/2014 10/08/2014 Dare ProtoPlay 2014 HS14 - Dundee City Council; Managed 07/08/2014 11/08/2014 Golf Open Day St Andrews HS14 - Partner Fife Council; 08/08/2014 09/08/2014 Hebrides Tattoo 2014 HS14 - Comhairle nan Eilean Funded Siar; 08/08/2014 08/08/2014 Assynt Highland Games HS14 - Partner Highland Council; 08/08/2014 10/08/2014 Routes to Your North East Roots HS14 - Partner Aberdeen City Council; Aberdeenshire Council; Agenda item 2 EET/S4/14/1/1

08/08/2014 12/08/2014 Midlothian Walking Festival HS14 - Partner Midlothian Council; 09/08/2014 10/08/2014 Celebration of the Centuries HS14 - Highland Council; Funded 09/08/2014 09/08/2014 Galloway ReCycleSportive HS14 - Partner Dumfries and Galloway Council; 09/08/2014 09/08/2014 North Berwick Highland Games HS14 - Partner East Lothian Council; 09/08/2014 09/08/2014 Strathpeffer Highland Gathering HS14 - Partner Highland Council; 09/08/2014 09/08/2014 Atholl & Breadalbane Highland Gathering HS14 - Partner Perth and Kinross Council; 09/08/2014 09/08/2014 Youth Beatz HS14 - Partner Dumfries and Galloway Council; 10/08/2014 10/08/2014 Perth Highland Games HS14 - Partner Perth and Kinross Council; 11/08/2014 15/08/2014 Piping Live! Festival HS14 - Glasgow City Council; Funded 12/08/2014 12/08/2014 Fèis an Eilein - Skye Festival Summer HS14 - Partner Highland Council; Concert 12/8 14/08/2014 14/08/2014 Tain Highland Gathering HS14 - Partner Highland Council; 14/08/2014 14/08/2014 Ballater Highland Games HS14 - Partner Aberdeenshire Council; 15/08/2014 17/08/2014 Anstruther Harbour Festival HS14 - Partner Fife Council; 15/08/2014 10/09/2014 McLellan Arts Festival HS14 - Partner North Ayrshire Council; 16/08/2014 16/08/2014 Helmsdale Highland Games HS14 - Partner Highland Council; 16/08/2014 19/08/2014 Culross Festival HS14 - Partner Fife Council; 16/08/2014 17/08/2014 Border Rail 2014 HS14 - Partner Scottish Borders Council; 16/08/2014 17/08/2014 Scotland's Festival of History HS14 - Partner South Lanarkshire Council; 16/08/2014 16/08/2014 Stirling Highland Games HS14 - Partner Stirling Council; 17/08/2014 17/08/2014 Crieff Highland Gathering HS14 - Partner Perth and Kinross Council; 19/08/2014 19/08/2014 Fèis an Eilein - Skye Festival Summer HS14 - Partner Highland Council; Concert 19/8 19/08/2014 22/09/2014 East Dunbartonshire Heritage Festival HS14 - Partner East Dunbartonshire Council; 21/08/2014 25/08/2014 Coll of the Sharks Festival HS14 - Partner Argyl and Bute Council; 22/08/2014 24/08/2014 Strathaven Balloon Festival HS14 - South Lanarkshire Funded Council; 22/08/2014 25/08/2014 Doune the Rabbit Hole Festival of Music and HS14 - Partner Stirling Council; Art 22/08/2014 31/08/2014 Peebles Arts Festival HS14 - Partner Scottish Borders Council; 23/08/2014 24/08/2014 British Touring Car Championship Knockhill HS14 - Fife Council; 40th anniversary Managed 23/08/2014 23/08/2014 Strathardle Highland Gathering HS14 - Partner Highland Council; 23/08/2014 23/08/2014 Local & Family History Show 2014 HS14 - Partner North Lanarkshire Council; 23/08/2014 23/08/2014 Invergordon Highland Games HS14 - Partner Highland Council; 23/08/2014 23/08/2014 Lonach Highland Gathering & Games HS14 - Partner Aberdeenshire Council; 23/08/2014 24/08/2014 World Highland Games Heavy Events HS14 - Partner Fife Council; Championships 23/08/2014 23/08/2014 East Haven 800 HS14 - Partner Angus Council; 24/08/2014 24/08/2014 Grantown on Spey Highland Games HS14 - Partner Moray Council; 25/08/2014 31/08/2014 Kirkintilloch Canal Festival HS14 - Partner East Dunbartonshire Council; Agenda item 2 EET/S4/14/1/1

26/08/2014 26/08/2014 Fèis an Eilein - Skye Festival Summer HS14 - Partner Highland Council; Concert 26/8 28/08/2014 30/08/2014 Cowal Highland Gathering HS14 - Partner Argyl and Bute Council; 28/08/2014 28/08/2014 Argyllshire Gathering (Oban) HS14 - Partner Argyl and Bute Council; 29/08/2014 30/08/2014 Ride the North HS14 - Partner Aberdeen City Council; Aberdeenshire Council; Highland Council; Moray Council; 29/08/2014 31/08/2014 Fyvie Homecoming Festival 2014 HS14 - Partner Aberdeenshire Council; 29/08/2014 31/08/2014 The Edinburgh Mela HS14 - City of Edinburgh Council; Signature 30/08/2014 30/08/2014 Birnam Highland Games HS14 - Partner Perth and Kinross Council; 30/08/2014 30/08/2014 Abbey Showcase HS14 - Partner Fife Council; 30/08/2014 14/09/2014 Flavour Fornight HS14 - Partner Dumfries and Galloway Council; 01/09/2014 31/10/2014 Highland Homecoming HS14 - Highland Council; Signature 02/09/2014 07/09/2014 Nairn Book and Arts Festival HS14 - Partner Highland Council; 03/09/2014 06/09/2014 2014 World Sheepdog Trial HS14 - Highland Council; Funded 04/09/2014 06/09/2014 Skye Book Festival 2014 HS14 - Partner Highland Council; 04/09/2014 10/09/2014 Orkney International Science Festival HS14 - Partner Orkney Islands Council; 04/09/2014 13/09/2014 Forth Bridges Festival HS14 - City of Edinburgh Council; Signature Fife Council; 05/09/2014 07/09/2014 Dundee Flower and Food Festival HS14 - Partner Dundee City Council; 05/09/2014 07/09/2014 Tomintoul Motorcycle Gathering HS14 - Partner Moray Council; 06/09/2014 28/09/2014 Doors Open Days HS14 - TBC; Funded 06/09/2014 13/09/2014 Midfest HS14 - Midlothian Council; Funded 06/09/2014 06/09/2014 The Scottish Half Marathon HS14 - Partner East Lothian Council; 06/09/2014 06/09/2014 BLAS Festival - a celebration of traditional HS14 - Partner Highland Council; music and Gaelic 06/09/2014 07/09/2014 The Battlefield weekend; Celebrating HS14 - Partner Highland Council; Highland Culture 06/09/2014 06/09/2014 Braemar Gathering HS14 - Partner Aberdeenshire Council; 06/09/2014 06/09/2014 up Ben Macdui HS14 - Partner Moray Council; 06/09/2014 06/09/2014 Peebles Highland Games HS14 - Partner Scottish Borders Council; 07/09/2014 07/09/2014 Edinburgh Riding of the Marches HS14 - Partner City of Edinburgh Council; 12/09/2014 14/09/2014 The Inverness Highland Meeting 2014 HS14 - Highland Council; Funded 12/09/2014 14/09/2014 Eat, Drink, Discover Scotland HS14 - Partner City of Edinburgh Council; 12/09/2014 21/09/2014 Lammermuir Festival HS14 - Partner East Lothian Council; 12/09/2014 21/09/2014 Stirling Fringe Festival HS14 - Partner Stirling Council; 13/09/2014 13/09/2014 Pitlochry Highland Games HS14 - Partner Perth and Kinross Council; 13/09/2014 14/09/2014 Best of the West HS14 - Partner Argyl and Bute Council; 13/09/2014 20/09/2014 City of Elgin Food and Drink Festival HS14 - Partner Moray Council; 13/09/2014 14/09/2014 BriSCA F2 World Championship Final HS14 - Partner Fife Council; 13/09/2014 13/09/2014 The Camanachd Cup Final HS14 - Highland Council; Agenda item 2 EET/S4/14/1/1

Signature 19/09/2014 21/09/2014 Kirkcaldy Film Festival HS14 - Partner Fife Council; 19/09/2014 21/09/2014 Bloody Scotland Festival 2014 HS14 - Partner Stirling Council; 20/09/2014 20/09/2014 Fife Family History Fair HS14 - Partner Fife Council; 20/09/2014 20/09/2014 Invercharron Highland Games HS14 - Partner Highland Council; 20/09/2014 20/09/2014 Skye's the Limit HS14 - Partner Highland Council; 24/09/2014 28/09/2014 Findhorn Bay Arts Festival HS14 - Moray Council; Funded 24/09/2014 24/09/2014 Ryder Cup Gala Concert HS14 - Glasgow City Council; Signature 26/09/2014 05/10/2014 Wigtown Book Festival HS14 - Dumfries and Galloway Funded Council; 26/09/2014 28/09/2014 Turning Leaves- Book Festival HS14 - Partner Highland Council; 27/09/2014 28/09/2014 Baxters Loch Ness Marathon & Festival of HS14 - Highland Council; Running (Homecoming) Funded 27/09/2014 12/10/2014 Aberdeen Film Festival HS14 - Partner Aberdeen City Council; 28/09/2014 28/09/2014 World Stone Skimming Championships HS14 - Partner Argyl and Bute Council; 01/10/2014 31/10/2014 Creative Mackintosh HS14 - Glasgow City Council; Funded 01/10/2014 31/12/2014 Deep Roots HS14 - East Ayrshire Council; Funded 01/10/2014 31/10/2014 Encounters Festival HS14 - Partner North Lanarkshire Council; 01/10/2014 05/10/2014 From Red Lion to Ringford HS14 - Partner Dumfries and Galloway Council; 02/10/2014 05/10/2014 The Cumnock Tryst HS14 - Partner East Ayrshire Council; 02/10/2014 04/10/2014 15th Ayrshire Real Ale Festival HS14 - Partner South Ayrshire Council; 06/10/2014 19/10/2014 Midlothian Science Festival HS14 - Partner Midlothian Council; 07/10/2014 13/10/2014 Shetland Wool Week HS14 - Partner Shetland Islands Council; 10/10/2014 12/10/2014 Scotland’s Boat Show 2014 HS14 - Inverclyde Council; Funded 10/10/2014 02/11/2014 The Enchanted Forest HS14 - Partner Perth and Kinross Council; 10/10/2014 16/11/2014 East Dunbartonshire Arts Festival HS14 - Partner East Dunbartonshire Council; 11/10/2014 19/10/2014 Race the Castles Orienteering Tour HS14 - Aberdeenshire Council; Funded City of Edinburgh Council; Highland Council; Stirling Council; 11/10/2014 18/10/2014 Crieff & Strathearn Drovers' Tryst HS14 - Partner Perth and Kinross Council; 11/10/2014 12/10/2014 World Solo 24 Hours MTB Championship HS14 - Partner Highland Council; 16/10/2014 19/10/2014 75th Anniversary of The Forth Bridge Raid HS14 - Partner City of Edinburgh Council; 16/10/2014 26/10/2014 Biggar Little Festival HS14 - Partner South Lanarkshire Council; 17/10/2014 19/10/2014 Beer 'N Folk HS14 - Partner Highland Council; 23/10/2014 16/11/2014 Sound Festival 2014 HS14 - Aberdeen City Council; Funded Aberdeenshire Council; 23/10/2014 26/10/2014 St Andrews Voices HS14 - Partner Fife Council; 24/10/2014 26/10/2014 An Fèis Mòr - Scotland’s Festival of HS14 - Perth and Kinross Paddlesport Funded Council; 24/10/2014 02/11/2014 Perthshire Amber - The Dougie MacLean HS14 - Perth and Kinross Agenda item 2 EET/S4/14/1/1

Festival 2014 Funded Council; 24/10/2014 02/11/2014 Scottish International Storytelling Festival HS14 - City of Edinburgh Council; Funded TBC; 25/10/2014 25/10/2014 Dark Skye Star Party HS14 - Partner Highland Council; 26/10/2014 26/10/2014 The Culloden Run HS14 - Partner Highland Council; 30/10/2014 31/10/2014 Inverness Halloween HS14 - Partner Highland Council; 30/10/2014 30/10/2014 Skye Swing Jazz festival HS14 - Partner Highland Council; 30/10/2014 01/11/2014 Scotland's Fright Farm HS14 - Partner Fife Council; 31/10/2014 02/11/2014 Paranormal Scotland: The Stirling HS14 - Partner Stirling Council; International Festival of the Supernatural (Homecoming PP) 01/11/2014 30/11/2014 St Andrews Food & Drink Festival HS14 - Partner Fife Council; 05/11/2014 05/11/2014 City of Inverness Fireworks Display HS14 - Partner Highland Council; 09/11/2014 09/11/2014 MTV Europe Music Awards 2014 HS14 - Glasgow City Council; Signature 10/11/2014 15/11/2014 Commonwealth Fencing Championships HS14 - North Ayrshire Council; 2014 Funded 10/11/2014 10/11/2014 A Salmon’s Tale - Part three: Spawning HS14 - Partner Highland Council; 13/11/2014 30/11/2014 Previously Scotland's History Festival HS14 - Partner City of Edinburgh Council; Fife Council; Glasgow City Council; 14/11/2014 16/11/2014 Dance Away! HS14 - Partner Fife Council; 14/11/2014 16/11/2014 Hopetoun Christmas Shopping Fair HS14 - Partner West Lothian Council; 15/11/2014 15/11/2014 A Salmon’s Tale - Part three: Spawning HS14 - Partner Highland Council; 26/11/2014 30/11/2014 The Saltire 2014 HS14 - Partner East Lothian Council; 29/11/2014 29/11/2014 Linlithgow Advent Fayre HS14 - Partner West Lothian Council; 29/11/2014 30/11/2014 Santa's Sparkle HS14 - Partner North Ayrshire Council; 07/12/2014 07/12/2014 Christmas Festival HS14 - Partner Fife Council; 07/12/2014 10/12/2014 LEJOG 2014 - 20th Anniversary Edition HS14 - Partner Highland Council; (Scottish leg) 24/12/2014 24/12/2014 Christmas Eve Celebrations HS14 - Partner Fife Council; 31/12/2014 31/12/2014 The Red Hot Highland Fling HS14 - Partner Highland Council;