Events, Festivals & Cultural Tourism in

opportunities 10for growth Events, Festivals & Cultural Tourism... Contents

Scotland’s events, festivals, culture and heritage are huge 1 Introduction 04 selling points and something we should be rightly proud of. The very best of our heritage and culture is currently being celebrated in the ‘Winning Years’, leading up to 2014 when Scotland will host 2 Overview of events, festivals mega events including The Ryder Cup and Glasgow Commonwealth and cultural tourism in Scotland 08 Games, as well as the second Year of Homecoming. “ 3 Who are our ‘culture’ visitors? 20 Such a global stage presents a fantastic opportunity to showcase Innovation in product and service development, and in business processes, is key the very best of Scotland to the rest of the world. We can only do to the future competitiveness of the Scottish tourism industry. In this fast-moving this successfully, however, if the whole industry comes together consumer marketplace, Scotland needs to continually make the most of its distinctive 4 Getting involved with to turn our cultural strengths into an appealing range of visitor strengths and keep up with growing competition. The more you know about your existing opportunities 28 experiences which are promoted to this global audience in an customers, the better you can cater for them, the more satisfied they will be and the imaginative and creative way. more money they are likely to spend with you. 5 Working together: tourism businesses, The new strategy for Scottish tourism outlines ways we can Gathering and using good market intelligence to drive innovation is a quick, easy, cultural providers and event organisers 34 achieve this, and it is therefore incumbent on destinations, cheap and effective way to improve your business. To support the industry in this communities and individual businesses alike to align themselves area, a joint initiative has been developed by Scottish Enterprise, Highlands and with this strategy and look at how they can contribute to helping Islands Enterprise and VisitScotland, Tourism Intelligence Scotland (TIS). 6 Links & resources 46 Scotland realise its full tourism potential. Tourism Intelligence Scotland is a key initiative in supporting the industry to achieve 7 Next steps for Scotland 47 Iain Limond growth and innovation in tourism. Director of JacTravel Group Tourism Intelligence Scotland is where forward thinking businesses go for easy to use practical insights to inspire them to get ahead... Scotland’s rich cultural history and passion 02 for celebration make it a natural centre for 03 ” It offers businesses the opportunity to access, share and understand a range of useful information – and can help businesses to get ahead and stay competitive. events, festivals and cultural tourism. Go to www.tourism-intelligence.co.uk to access the library of intelligence. Virtually every visitor to Scotland will experience There are insights, hints and tips on a number of topics for every tourism sector. our culture in some form – perhaps through a visit to one of our museums or galleries, or by What are the benefits? sampling an authentic food or nature Tourism Intelligence Scotland can help you to: experience, or by attending one of our renowned 85970 WALKING:85970 WALKING 1/2/10 16:39 Page 1 festivals or larger-scale events. For tourism 1. Walking Tourism... Other specialist resources: Obtain useful customer feedback and understand your customers better businesses, these experiences provide a unique 2. Scottish Tourism in the Future... • How to Shine Online: a practical Develop innovative products and services based on good market intelligence online technology resource platform to exceed visitor expectations and give Knowing Our Markets... 3. Knowing Our Markets... walking tourism... Scotland’s Visitors Second Edition Find inspirational and relevant information quickly and easily them lasting memories. Scotland’s Visitors, 2nd Edition • Listening to our Visitors opportunities opportunities understand the Scottish tourism market better for growth for growth 4. Golf Tourism in Scotland • Scotland’s Historic Properties According to the industry strategy outlined in 1 3 5. Adventure Travel in Scotland • At Your Service – A practical Understand global trends that matter to you Tourism Scotland 2020 – The future of our 6. Food & Drink Experience in Scotland guide to delivering the best food Learn from other businesses, share useful insights and collaborate industry, in our hands, events and festivals have and drink experience in Scotland 7. Mountain Biking Tourism in Scotland Be more successful and stay one step ahead become a tourism priority, offering a fantastic Golf Tourism Food & Drink 8. Sailing Tourism in Scotland • Destination Development: marketing opportunity to attract more visitors and in Scotland Experience in Scotland a practical online tool 9. Wildlife Tourism in Scotland encourage them to spend more and stay longer. opportunities opportunities Register today: www.tourism-intelligence.co.uk or contact us for growth for growth It is the perfect time for tourism businesses to on 0845 601 2454 or [email protected]. 4 6 These guides are developed for Scottish tourism businesses, offering get involved with cultural events and experiences, relevant insights that will help grow their businesses and also enhance By registering with TIS, you will receive the popular TIS and this guide will highlight why you need to the experience they offer Scotland’s visitors. newsletter ‘Ear to the Ground’; each of the TIS guides as act now. Mountain Biking Sailing PDF copies of all guides in the series are available to download at they are produced; and you will be the first to know about Tourism in Scotland Tourism in Scotland WildlifeTourism in Scotland www.tourism-intelligence.co.uk forthcoming events. For the purpose of this guide, we will focus opportunities opportunities opportunities for growth primarily on regional and local events. for growth for9 growth Front cover: Witches in an outdoor performance of Macbeth at Glamis Castle, Angus. 7 8 Credit: P.Tomkins/VisitScotland/Scottish Viewpoint

Image: Fireworks at the Spirit of Speyside Whisky Festival, Aberlour. Credit: Rob McDougall/VisitScotland a Events, Festivals & Cultural Tourism... 1. INTRODUCTION 1 Introduction

Snapshot of traditional Scottish Festivals Hogmanay Historians believe that we inherited the New Year celebration from the Vikings. The firework displays and torchlight processions held throughout many locations in Scotland are reminiscent of the ancient custom at Scottish Hogmanay pagan parties hundreds of years ago.

1314 Highland Games 1040 The highland games held each June at Ceres in Fife is the oldest The Braemar Gathering free games in Scotland. It began under a Charter awarded by Held every September, it is the biggest and most prestigious It’s time to celebrate Robert the Bruce in recognition of the villagers’ support at the highland games event, attended by the Royal Family. Battle of Bannockburn in 1314. 04 The Scots certainly know how to throw a good party! Whether it’s kicking The contests of strength – jumping, running, throwing and 05 up our heels for the Dashing White Sergeant or bringing in ‘the bells’ for riding – were introduced by King Malcolm III as a means of Hogmanay, we’re a nation that loves to celebrate. We’ve always done it, we selecting the most able men to be soldiers and couriers. do it well, and we’re known for doing it well – just ask the 75,000 revellers 1801 from all over the world that joined the Princes Street party to Burns Night mark the start of 2012! This enthusiasm for celebration is rooted in Scotland’s history of culture and The first recorded celebration of the life and work of Robert Burns tradition. Since the earliest days of the clans in the 12th Century, stories, was held in July on the anniversary of his death, by a group of skills, songs and art have been passed down through families and communities. friends and acquaintances. Later the date was to change to the 1907 Each generation since has carried and built on our legends and traditions to evening of the anniversary of his birth (25th January), which would The Stonehaven create a magical, vibrant culture that is truly unique today. This culture is alive become ‘Burns Night’. and still evolving, integrated with our modern-day science, arts, literature and Hogmanay Fireballs music, creating a rich melting pot of influential figures from Robert Burns to The Stonehaven fireball walkers can be traced back Ian Rankin, Douglas Gordon and Andy Goldsworthy. to local fishermen performing back in the 1800s, and With such a wonderful culture and heritage to celebrate, it makes sense that fireball ceremonies in general can be traced back to we have become a nation synonymous with cultural tourism, events and Did you know? times before Christianity. The fire is thought to ward off festivals. Most towns in Scotland have their own fetes, gala days and unique evil spirits. traditional events to celebrate local culture. Highland games, whisky tasting A cup o’ kindness events and music festivals take place all over the country but we also have We all know that Auld Lang Syne by larger events such as The Scottish Open and the Edinburgh Festivals, which Robert Burns is sung across the world on attract attention the world over. New Year’s Eve, but did you know it’s actually To find out more about traditional But the rest of the world is catching up! To make the most of our wonderful one of the most sung songs in the world, Scottish events and festivals please visit culture, which is demonstrated so powerfully through our local and national often polling second only to Happy Birthday? www.rampantscotland.com. events, we must come together to promote what Scotland has to offer. We can’t rely on the old stories to speak for themselves – we need to shout about them!

Top image: Highland Dancing at the Cowal Games, Dunoon, Argyll. Credit: P.Tomkins/VisitScotland/Scottish Viewpoint Image: Tossing the Caber. Credit: Rob McDougall/VisitScotland Events, Festivals & Cultural Tourism... 1. INTRODUCTION Spread the word! Edinburgh may be known There are also cultural events going on throughout the year, such as the Festival City, but as museum and art exhibitions, special events and Doors Open no matter where you are Days, which are all attractive to visitors looking for an authentic in Scotland, there will be Scottish experience. cultural events and activities All of these events and festivals present an opportunity to raise going on near you all year the profile of Scotland. It is up to tourism businesses to make the round. And whether they are most of what is on locally and use this to encourage more visitors world-class ventures or local to the local area and give them good reason to stay longer. gatherings, a significant This guide will show you how to do just that and grow your proportion of the visitor business at the same time. In the world’s spotlight 2012 spend from these events • The Year of Creative Scotland 2012 has highlighted Scotland’s cultural ends up in the pockets of Scotland has long been on the map for events such as and creative strengths through a year-long programme of activity. tourism businesses. The The Open Golf Championship, last held in Scotland in 2010 The cultural and creative sectors have worked with tourism businesses Year of Creative Scotland Six reasons to celebrate! in St Andrews, and the Edinburgh Festivals, which, according to create exciting and engaging activities for visitors. 2012 has already seen the Successful events and festivals can help your tourism business by: to Edinburgh Festivals Impact Study by BOP Consulting cultural and creative sector working with tourism businesses to • The release of Disney Pixar’s film Brave showcased the culture and 1. Increasing visitor spend in your area in 2011, were attended by 4.2 million international and beauty of Scotland to a global audience of potential visitors, young enhance existing activity aimed at the visitor market, developing local people in 2010. and old. new approaches to beneficial cross-sectoral relationships. 2. Encouraging visitors to stay longer However, things are now moving to the next level. A new wave • London 2012 Olympics generated a huge media coverage of the Glasgow has its own position as a major international event 3. Extending your tourism season or boosting your off-season of initiatives created and supported by EventScotland and UK. The opening ceremony attracted a global television audience centre, now hosting the early summer cultural bash Mayfesto and 4. Improving visitor awareness of your area VisitScotland has put Scotland in the spotlight more than ever of one billion, selling the country’s unique history and culture to annual musical festivals including The Glasgow International Jazz 5. Increasing local pride and community spirit before and, on top of the amazing range of cultural events that potential visitors. Festival and . Other multi-arts festivals such as 06 happen throughout each year, there is a build-up of a series the Merchant City Festival are becoming increasingly popular. 6. Strengthening regional values and traditions 07 • Nearly half a million people in Scotland turned out for the Olympic of activities in 2012 and 2013 that will culminate in a pivotal Source: Estimating the Economic Impacts of Festivals and Events: Torch Relay. Beyond the cities, the spirit of celebration reaches far and wide, A Research Guide by CRC Tourism year for visitors in 2014. Will your business be ready? including: whisky festivals in Speyside and on the islands such as Arran and Islay; outstanding arts festivals like The St Magnus Festival in Orkney; and music festivals such as the Belladrum 2013 Festival, Beauly and the Jura Music Festival. Scotland also has a Did you know? • Year of Natural Scotland 2013 will provide the opportunity to highlight particular strength in presenting high quality theatre for children – our unique natural heritage and celebrate our reputation as a land of the highly successful and popular Imaginate Festival takes place in Growing up fast Edinburgh and tours throughout Scotland in May/June each year. outstanding beauty. The Edinburgh International Festival started way back in 1947 in a post-war effort to boost morale and encourage the arts. That same year, eight theatre companies ‘gatecrashed’ by organising their own event, which 2014 How can this guide grew into the Edinburgh Festival Fringe – and has since • Two mega events have been secured for the first time – The Ryder help your business? become the largest arts festival in the world! Cup at Gleneagles (which generated £82.4m for Wales when it was Since then, several more held there in 2010) and Glasgow Commonwealth Games. This guide will offer practical advice and tips in two ways: have joined the annual August • In follow-up to the success of , which 1. Show how tourism businesses can make connections with showcases, and there are now influenced more than 95,000 visitors to Scotland and delivered cultural providers to make the most of Scotland’s existing 12 major festivals including the £53.7m to the economy, Homecoming 2014 will encourage anyone events, linking in to their popularity and audiences as a way Edinburgh International Book with ties to or simply a love of Scotland to come and celebrate our to grow their own businesses. Festival, The Science Festival, unique heritage. The Jazz and Blues Festival 2. Demonstrate how tourism businesses, event organisers and the Edinburgh International and cultural providers can work together to attract Military Tattoo. All of these world-class events represent unique opportunities for tourism businesses in the build-up to, during more visitors. and long after the event has passed. They will bring a host of new visitors and media interest, and the effect will be felt across the country.

Top: The Perth Festival Of The Arts 2012, by the River Tay. Credit: P.Tomkins/VisitScotland/Scottish Viewpoint Top: Living Iron Age Experience, Scottish Crannog Centre on Loch Tay, Kenmore. Credit: P.Tomkins/VisitScotland/Scottish Viewpoint Bottom: Scottish Traditional Boat Festival, Portsoy. Credit: Rob McDougall/VisitScotland Bottom: www.sxc.hu | madmum (Ruth Harris) Events, Festivals & Cultural Tourism... 2. OVERVIEW OF EVENTS, FESTIVALS AND CULTURAL TOURISM IN SCOTLAND OVERVIEW OF EVENTS, FESTIVALS 2 AND CULTURAL TOURISM IN SCOTLAND Come on a cultural tour… Snapshot of cultural tourism in Scotland Cultural tourism is happening every day in Scotland, all The table below is only a snapshot of the rich cultural offering that we have in Scotland. around us. Whether a visitor is enjoying a trip to an exhibit For more information on what visitors can see and do in your area please visit www.visitscotland.com. at the Kelvingrove Museum in Glasgow, a whisky tasting at Edradour Distillery in Pitlochry, or a pottery class at Uig Category Offering in Scotland How to get involved Pottery on the Isle of Skye, they will be absorbing something of the country’s unique cultural heritage. Architecture, Castles, palaces and country houses Provide information on local buildings of interest – We know that culture and heritage are one of the most important Engineering and Falkirk Wheel, Falkirk how to get there, ticket details and opening times parts of Scotland’s tourism offering as at some point they touch Built Heritage Forth Bridges, South Queensferry Organise staff familiarisation trips to ensure they every visitor’s trip. While most visitors may not class themselves can effectively sell your local attractions to visitors Georgian House, Edinburgh as ‘cultural tourists’, the Scotland Visitor Survey 2011 by VisitScotland shows that nearly a third of visitors said that Mousa Broch, Shetland learning about Scotland’s history and culture was their top Tenement House, Glasgow reason for choosing to visit. New Lanark World Heritage Site, Lanarkshire In the same way that events and festivals provide a compelling Crinan Canal, Argyll reason for visitors to come here and provide a memorable Italian Chapel, Orkney experience while they are here, cultural tourism is a fantastic 08 resource for tourism businesses. Give visitors an authentic Film and TV Tourism Brave (Standing Stones, highland games, myths and If your business is near a film or film-related 09 taste of Scottish life by making them aware of the cultural legends, wildlife, forests, clans and culture) location, promote that in your marketing materials activities that takes place throughout the year. Tell them what Harry Potter - Glenfinnan Viaduct, Highlands, and Include images on your website that evoke the is going on locally in the many theatres, museums and Elephant House cafe, Edinburgh feelings of popular films. For example, Highland galleries, concert halls and music venues. Braveheart - Glencoe landscapes to emulate Brave Stardust - Quiraing, Skye Balamory - Tobermory, Mull Definition: The Prime of Miss Jean Brodie - Edinburgh The World Is Not Enough and Highlander - Eilean Donan Cultural Tourism Castle, Kyle of Lochalsh Cultural tourism in broad terms, Monty Python and the Holy Grail - Doune Castle, Perthshire includes: Literary Tourism Edinburgh - UNESCO City Of Literature Are there nearby locations that have featured in • Built, natural and historical heritage (Writers’ Museum, Scott Monument, Ian Rankin Rebus Tours) novels, or that are popular with authors? Promote (buildings, gardens, castles, stately homes) Scottish comics (The Dandy), Dundee that to your visitors • Cultural heritage Beatrix Potter Garden, Dunkeld (museums, galleries, traditional arts, culinary culture) Robert Burns Birthplace Museum, Alloway • Contemporary culture (music, film/TV, fashion, performing arts) J.M. Barrie (Peter Pan), Divach Falls (Drumnadrochit) The Grassic Gibbon Centre, north of Inverbervie Cultural providers include museums and galleries, arts centres, artists’ studios, theatres and visitor centres. Dan Brown (The Da Vinci Code), Rosslyn Chapel (Midlothian) Abbotsford House (Sir Walter Scott), Melrose Range of Book Festivals taking place across the country, throughout the year

Main: Spirit of the West Festival, Inverary Castle, Argyll. Credit: Rob McDougall/VisitScotland Events, Festivals & Cultural Tourism... 2. OVERVIEW OF EVENTS, FESTIVALS AND CULTURAL TOURISM IN SCOTLAND

Category Offering in Scotland How to get involved CASE STUDY Did you know? Music Fingal’s Cave, Staffa (Mendelssohn’s overture) Provide visitors with information about local music listings – Usher Hall, Edinburgh could you have a board updated with what’s on offer? Get reel! Mareel, Shetland (UK’s most northerly music, Could you organise a music evening showcasing local talent? Scotland has the highest level of film, TV and animation cinema and creative industries centre) production in the UK outside of London, with more than 100 production companies and 300 facilities companies, Range of Music Festivals taking place across with a combined turnover of £1.2 billion! the country, throughout the year (, RockNess, The Wickerman) Theatre and Dance His Majesty’s Theatre, Aberdeen What’s on in your local theatre? Display a list of shows and Magic of the movies Festival Theatre, Edinburgh times of what is on According to The Economic Impact of the UK Film Industry by Oxford Theatre Royal, Glasgow There are public ceilidhs held regularly across Scotland as well as Scottish Highland Dancing displays – would your visitors be Economics from June 2010, films depicting the UK are responsible for Eden Court, Inverness interested in an authentic Scottish experience? generating around a tenth of overseas tourism revenues, totalling around Pitlochry Festival Theatre, Pitlochry National Museum £1.9 billion a year. Eastgate Arts Centre, Peebles With Scotland becoming an increasingly popular film and TV location, there is of Scotland a growing interest in film and TV location tourism from people who want to see Scottish Visual Arts, Kelvingrove Art Gallery and Museum, Glasgow Could you offer season tickets to encourage repeat visits The management team at the National Museum where their favourite scenes were shot. According to VisitScotland, one in five Museums and Galleries from local visitors? National Museums Scotland, various locations of Scotland believes that running a changing, overseas visitors to the UK are inspired to visit by images they have seen in films National Galleries of Scotland, Edinburgh Many galleries also have excellent food and drink offerings, innovative programme of cultural events is key to and on TV, and they spend around £3m a year while they are here. so include details like that in recommendations to visitors The Lost Gallery, Bellabeg (Aberdeenshire) attracting media and public attention, whilst at Braveheart had a massive effect on tourism in Scotland. The 1995 epic Taigh-chearsabhagh Museum & Arts Centre, the same time driving new and repeat visits. about William Wallace caused a surge in visitor figures to Stirling’s Wallace 10 North Uist (Outer Hebrides) Head of Marketing and Communications Jane Monument from 40,000 to one million the following year, resulting in an 11 annual turnover of £1m! The Dan Brown book, The Da Vinci Code, The Culloden Battlefield Experience, near Inverness Ferguson says: “We offer a year-round programme of events and exhibitions aimed at families and initially boosted Rosslyn Chapel visitor numbers by 72 percent, then after Timespan, Helmsdale (Sutherland) cultural audiences which generates visits to the the release of the film three years later in 2006, visitor numbers jumped city in off-peak periods, increases length of stay again to 175,000. VisitScotland teamed up with Sony Pictures as well as Textiles and Crafts Orkney Craft Trail Are there workshops near you where visitors could see some and attracts higher spending segments. London and Paris tourism chiefs to promote the aspects behind the legends Scottish Borders Textile Trail of these traditional crafts in action, or even try them? the destinations had to offer in a diverse marketing campaign. And the As part of the Museum’s £47m transformation, Cbeebies children’s show Balamory had a dramatic effect in the town of Tartan Weaving Mill, Edinburgh we have also set out to re-position the site as Tobermory on the Isle of Mull – in 2003, a year after filming began, visitor Harris Tweed, Outer Hebrides an inspiring and unique space in which to enjoy numbers rose by 40 per cent, bringing 160,000 extra visitors to the island. cultural events as well as a day visit attraction. North Lands Creative Glass, Lybster (Caithness) VisitScotland estimated the series contributed £5m a year to the tourist This means the launch of a new strand of Johnstons of Elgin (Cashmere) economy of Mull and the Western Isles. exhibitions with associated evening events and after-hours events, such as ‘RBS Museum Lates’. Fun film facts! We have also enhanced our presence as a venue Did you know? for events such as the Science and Art festivals. • Scenes for Salmon Fishing in the Yemen starring Ewan McGregor were Scottish Borders Textile Trail shot in Scotland. Fabric of society The main reason people give for not visiting Running from Peebles to Hawick, the region’s cashmere 1 • Filming for the Batman movie The Dark Knight Rises was done in the Scottish textiles exports are museums is ‘time’ so our events and exhibitions capital, The Textile Trail brings together some of the best Cairngorms and had a crew working out of Inverness Airport. worth £295m and our luxury programme offers new reasons to visit and spend textile attractions in Scotland. It encourages visitors to take cashmere and Harris Tweed are quality time with family and friends. The events • Glencoe has provided backdrops for the Bond film Skyfall and Scarlett in a number of stops where they can enjoy shopping, eating in high demand from overseas provide hooks that we can use in our marketing Johansson’s Under the Skin. and visitor centres showcasing the region’s famous tweed and markets such as Russia, China messages to remind people that the museum is World War Z Cloud Atlas knitwear industry and heritage. The trail also cross-promotes • starring Brad Pitt and starring Halle Berry were and Japan - and by international there and that it provides a great day/evening out.” attractions throughout the whole area. For more information, shot in Glasgow. designers including Vivienne www.nms.ac.uk visit www.visitscottishborders.com. Can you promote famous filming locations in your area? Westwood and Christopher Kane. 1 Ipsos MORI/Mintel For more information about locations promoted to the film industry, go to http://locations.creativescotland.com.

Image: National Museum of Scotland, Edinburgh. Credit: P.Tomkins/VisitScotland/Scottish Viewpoint Events, Festivals & Cultural Tourism... 2. OVERVIEW OF EVENTS, FESTIVALS AND CULTURAL TOURISM IN SCOTLAND

Events and Festivals – Type of event Description Opportunities for businesses setting the scene... Regional Medium-scale event Link up with regional festivals by offering packages or deals that tie in with their core theme. Visitors from all over the world have albums full of photos of pipers and dancers at the e.g. Fiddle Frenzy, Shetland Attracts domestic and local visitors Think about the needs of visitors attending these regional events Edinburgh International Military Tattoo, street performers during the Edinburgh Fringe Spirit of Speyside Whisky Festival Run by professional organisers – will they be looking for special services that you could provide, Festival, headline acts from T in the Park and famous golfers from the Scottish Open Perthshire Amber Marketed nationally Championship. Events offer unique, unforgettable experiences that visitors will talk such as transfers or packed lunches? about for years to come and come back to experience time and again. Some may The Lammermuir Festival, influence people to travel across the globe, while smaller events provide reasons for East Lothian domestic visitors to take a new interest in an area and see more of their country. Scotland’s events offer a significant contribution to the country’s economy. Local Small-scale event Collaborate with like-minded businesses involved with the event According to the report Ready for Events – a step by step guide to selling Scottish Attracts local visitors and cross-promote your services. food & drink at events e.g. Linlithgow Folk Festivals , Scotland’s event sector generated almost £1.5 billion in Talk to cultural providers about how to promote what is unique Pittenweem Arts Festival, Fife Self-initiated by local businesses gross turnover in 2008, and it now seems to be bucking the downward economic about your area to potential visitors – they will be looking for an trends. Mintel research describes events as ‘affordable escapism’, meaning that Marketed locally Battle of Prestonpans authentic experience. visitors put these experiences above other spending options. In fact, UK visitor re-enactment spend on music concerts and festivals has grown by a massive 69% in the last Communicate with local news providers – unique offerings make five years. great PR stories. The scale of an event or festival has a direct impact on how it will be run and what opportunities will be available to tourism businesses. Major or ‘mega’ events can have a substantial impact on local by two supporters, the total spend will have been even higher. economies. For example, the Edinburgh Festivals Impact Study In addition to this, the report Evaluation: The Melrose Sevens Type of event Description Opportunities for businesses reports that the key Edinburgh Festivals generate the bulk of 2008, highlighted that the rugby event attracted 10,000 expenditure with local tourism businesses rather than the events people from outside the Scottish Borders, 3,000 of which were 12 Cultural tourism Such as libraries, theatres, music, Keep up to date with what is happening locally through your themselves, bringing in around £250m in gross spend – more from outside Scotland, and generated a net spend of nearly 13 historical sites, museums, arts local press and online. e.g Spring Fling, Dumfries than half of which is additional spend in the area! £500,000 in the area. and crafts events, visual arts, & Galloway Provide information about cultural happenings in your area on Regional and local events have a similar impact, albeit on a As major events often have support tools in place for performing arts, craft work, your website. smaller scale. The ‘Strathpuffer’ mountain biking event carried tourism businesses, for the purpose of this guide we will Craft workshops playing a musical instrument Could you have a notice board for visitors where you give them out a review in 2008 and found that the average spend in the focus primarily on regional and local events, discussing how NTS’ Living History’ events and creative writing. tips about ‘local highlights this week’? Highlands per competitor was £213.14, representing a total businesses can benefit from the additional spend that these Scotland’s Gardens Scheme competitor spend of over £90,000 during the area’s off-season events bring to their area, and how they can work together to Consider what family friendly products are available and promote Doors Open Days – and since the survey did not include expenditure among build their area’s profile and attract more visitors. them to visitors. spectators, and on average each competitor was accompanied Major/National Large-scale event Promote major events on your website as a way to get more hits and to incentivise visitors to visit. e.g. The Scottish Open Golf Attracts international, domestic Championship (various) and local visitors Can you offer a deal that includes tickets and transport to Did you know? We welcome the publication of this guide Commercially managed the event? World Pipe Band Hitting the right notes which will encourage more of the new sustainable Championships, Glasgow Marketed internationally Scotland’s big music festivals also generate “partnerships between the cultural and tourism The Royal Highland a large sum of money for the economy. sectors that we have seen through the Year of Show, Ingliston In summer 2010, around 30,000 people Creative Scotland. attended RockNess – widely known as the Mega Mega-scale event Mega events will often produce toolkits that businesses can most beautiful festival in the world Our vibrant cultural life provides a wonderful opportunity to immerse national and use for marketing purposes, including logos and images. e.g. London 2012 Olympics Attracts international and – over three days, benefitting local hotels, international visitors alike in authentic cultural experiences, memories of which can See the event website for details. and Cultural Olympiad domestic visitors bed & breakfasts and shops. Scotland’s last a lifetime. Commercially managed Can you theme a package or promotion around the event? biggest music festival, T in the Park, Glasgow Commonwealth generated more than £40m for the Scottish David Taylor Games 2014 Televised and marketed economy in 2011 – more than double the Portfolio Manager” Special Events, Creative Scotland internationally figure from 2005!

Image: The Royal Edinburgh Military Tattoo, Edinburgh Castle. Credit: P.Tomkins/VisitScotland/Scottish Viewpoint Events, Festivals & Cultural Tourism... 2. OVERVIEW OF EVENTS, FESTIVALS AND CULTURAL TOURISM IN SCOTLAND

Snapshot of Scotland’s diverse events and festivals offering

The table below is only a snapshot of the events and festivals taking place across the country. Discover more on www.visitscotland.com and through the List Festivals Guide at www.creativescotland.com. Area Events and Festivals Month For more information Celtic Connections Jan/Feb www.celticconnections.com Area Events and Festivals Month For more information West End Festival June www.westendfestival.co.uk Greater Glasgow & Arts and Crafts in the Clyde Valley July www.visitlanarkshire.com The Clyde Valley Scottish Traditional Boat Festival June www.scottishtraditionalboatfestival.org.uk Strathaven Balloon Festival August www.strathavenballoonfestival.co.uk Wake the Deen Festival August www.wakethedeen.bigcartel.com Kirkintilloch Canal Festival August www.kirkintillochcanalfestival.org Aberdeen City Aberdeen International Youth Festival August www.aiyf.org & Shire Kingussie Food on Film Festival Jan/Feb www.kingussiefoodonfilm.co.uk Pitmedden Community Music Festival September www.pitmeddenmusicfestival.com Ullapool Book Festival May www.ullapoolbookfestival.co.uk Stonehaven Fire Festival December www.stonehavenfireballs.co.uk RockNess June www..co.uk The Highlands Mull Wildlife Festival Apr/May www.wildisles.co.uk Torridon Walking Festival September www.thetorridon.com/Walking-Festival Colonsay Festival of Spring July www.colonsay.org.uk/Festival The Golden Spurtle World Porridge October www.goldenspurtle.com Making Championships Argyll, The Isles, The Islay Festival of Music & Malt May/Jun www.theislayfestival.co.uk Loch Lomond, Stirling The Crinan Classic Boat Festival July www.crinanclassic.com Fife Jazz Festival February www.fifejazzfestival.com and The Trossachs Tarbert Seafood Festival August www.seafood-festival.co.uk Stanza March www.stanzapoetry.org The Trossachs Beer Festival September www.theladeinn.com The Kingdom of Fife Crail Food Festival June www.crailfoodfest.co.uk Off The Page - Stirling Book Festival September www.offthepage.stirling.gov.uk East Neuk Festival Jun/Jul www.eastneukfestival.com Big Tent July www.bigtentfestival.co.uk Burns an’ a’ that May www.burnsfestival.com Isle of Arran Mountain Festival May www.arranmountainfestival.co.uk 14 The Ba January www.bagame.com 15 Ayrshire & Arran Arran Folk Festival June www.arranfolkfestival.com Orkney Orkney Folk Festival May/Jun www.orkneyfolkfestival.com Largs Viking Festival September www.largsvikingfestival.com Orkney Storytelling Festival October www.orkneystorytellingfestival.co.uk Scottish Windfest September www.scottishwindfest.com Hebridean Celtic Festival July www.hebceltfest.com Newton Stewart Walking Festival May www.newtonstewartwalkfest.co.uk The Outer Hebrides Barra Fest July www.barrafest.co.uk Dumfries & Galloway Arts Festival June www.dgartsfestival.org.uk Hebridean Maritime Festival July www.sailhebrides.info Dumfries & Galloway July www.thewickermanfestival.co.uk Etape Caledonia May www.etapecaledonia.co.uk Wigtown Book Festival Sep/Oct www.wigtownbookfestival.com T in the Park July www.tinthepark.com Lockerbie Jazz Festival October www.lockerbiejazz.com Perthshire The Enchanted Forest October www.enchantedforest.org.uk Perthshire Amber Oct/Nov www.perthshireamber.com Angus Glens Walking Festival May/Jun www.angusahead.com/walkingfestival Kinross-shire Music Festival November www.k-m-f.org.uk Dundee Flower and Food Festival Aug/Sep www.dundeeflowerandfoodfestival.com Dundee & Angus Arbroath SeaFest August www.arbroathseafest.co.uk Tweed Love May/Jun www.tweedlove.com Dundee Science Festival Oct/Nov www.dundeesciencefestival.org Melrose Book Festival June www.bordersbookfestival.org Dundee Mountain Film Festival November www.dundeemountainfilm.org.uk Scottish Borders Common Ridings Jun/Aug www.returntotheridings.co.uk Innerleithen Music Festival August www.innerleithenmusicfestival.org The Loony Dook January www.theloonydook.co.uk Peebles Food Festival October www.peeblesfoodfestival.com Leith Festival June www.leithfestival.com Edinburgh & Scotland’s National Air Show July www.nms.ac.uk/whats_on.aspx Up Helly Aa January www.uphellyaa.org The Lothians Linlithgow Folk Festival September www.linlithgowfolk.com Shetland Shetland Folk Festival May www.shetlandfolkfestival.com Lennoxlove Book Festival November www.lennoxlovebookfestival.com Shetland Nature Festival July www.shetlandbrc.co.uk/SNF Events, Festivals & Cultural Tourism... 2. OVERVIEW OF EVENTS, FESTIVALS AND CULTURAL TOURISM IN SCOTLAND

Events and Festivals – the impacts Who’s here to help? According to the report Estimating the Economic Impacts of Festivals and Events: A Research ‘Scotland – the perfect stage’ Guide, event and festival tourism is one of the fastest growing forms of tourism. And though Did you know? we may first think of what potential extra visitor spend these events can bring to an area, the EventScotland reports in A Strategy • Signature large-scale events BusinessClub positive impacts are not purely economic – there are social and environmental impacts, too. All that jazz for the Events Industry in Scotland The intention is to attract more major There can also be negative impacts resulting from an event, and organisers should try to keep The Edinburgh Jazz and Blues 2009-2020 its plan for the country over events and develop existing ones to a Scotland Festival has been running for Scotland: The these to a minimum or, where possible, eliminate them altogether. These can include the the next few years. Titled higher level, while also supporting others An initiative funded by Scottish over 30 years and is Britain’s Perfect Stage event receiving a poor reputation due to inadequate facilities or inflated prices, and ecological , it aims to use the assets of significance to Scotland, such as Enterprise and supported by the Scottish largest jazz festival! damage as a result of increased footfall and pollution in a concentrated area. that are identified as Scotland’s key The Open Championship. Council for Development and Industry strengths as a tool to grow our events They want to ensure a geographical (SCDI), is designed to help Scotland’s and festivals offering: spread of events and support a range business organisations capitalise on the • Cultural identity and heritage, including of events throughout the year, which opportunities generated by major events The positive effects of an event or festival can be felt before, during and after an event or festival: our rich history, quality food and drink, means there is an excellent opportunity in Scotland both in the run up to the iconic historical figures and artists, and Social Improved reputation – a successful event or festival can highlight the best of what your area has to offer and send for development and launches of new Glasgow 2014 Commonwealth Games out a positive message to future visitors. vibrant contemporary culture local initiatives. and beyond. The Club facilitates • Friendly people and strong sense of contract opportunities, business PR/media coverage – bringing attention to your area through an event or festival raises awareness among potential Read reports, sign up for webinars networking and business engagement visitors of what you have to offer, and can increase local pride and community spirit. identity and find event support at • Historical buildings, picturesque www.eventscotland.org. around major sporting and cultural Community involvement – bringing the community together to promote the area helps to create a more joined-up events in Scotland. experience for visitors and helps you to work together to target more visitors for all. cityscapes and modern sports facilities www.businessclubscotland.co.uk Economic Extend the tourist season – the fixed length nature of events and festivals encourages visitors to stay for the • Dramatic landscapes and beautiful 16 duration of the event and for longer than they might have. scenery 17 Spread the spend – events and festivals can boost an area’s off-season, and help to spread spend by geography and season. The ‘Winning Years’ ‘The ripple effect’ – it’s not only the businesses directly involved with an event or festival that will benefit from the spend. Visitors will also be looking for places to stay, places to eat and local attractions to visit while there. VisitScotland is running the ‘Winning Years’ campaign, which spans Don’t overlook the promotions that have ‘passed’ – you can continue Legacy – a themed event or festival can also attract visitors that would otherwise not have come to an area, which a three-year period from 2012-2014 and includes a series of themed to build on the legacy of an event. For example, the Disney Pixar means businesses can reach a whole new audience. In turn, businesses can promote to those visitors and raise the years and national events, which are geared towards giving past and movie, Brave, will provide businesses with the continued opportunity profile of their area. potential visitors compelling reasons to visit. Tourism businesses have to promote itineraries that take in local castles, standing stones, the opportunity to link in with these major events, or build on their myths and legends and highland games long after the movie stops Environmental Sustainability – if handled sensitively, an event or festival can support the local economy and allow preservation legacy, to boost their own promotional activity. screening in the cinemas. of its natural assets. For guidance, there is an ‘eventIMPACTS’ section with support tools available on Start planning now how your business can link in with these events For more information about marketing support in relation to the www.eventscotland.org. as a way of generating interest with future visitors. What is going on ‘Winning Years’, please visit www.visitscotland.org. Also, Festivals Edinburgh is working with hundreds of venues across the city through their ‘Greening in your area that relates to these themes and will appeal to them? There are toolkits that provide a background to the events and the festivals’ initiative, and have produced an environmental strategy available at For example, what will your local golf courses be doing during The resources to help you get involved, such as logos and itineraries, http://festivalsedinburgh.com/blog-environmental-sustainability. Ryder Cup? What local scenic walks or locally produced food can you free images, and promotional wording. promote as part of the Year of Natural Scotland? Your visitors will Preservation of heritage – by celebrating the unique culture of an area, we are helping to preserve that heritage want to hear about it. for generations to come, while giving visitors an authentic experience of life in Scotland. For a list of helpful resources please see page 46.

For more information and a toolkit of resources that can help event organisers evaluate the impacts of their event, go to London 2012 Olympics and 2012 Year of Creative Scotland Brave (the Disney Pixar movie) Queen’s Diamond Jubilee www.eventimpacts.com. the Cultural Olympiad 2013 Year of Natural Scotland Developed by UK Sport, Visit Britain, EventScotland, the London Development Agency, the North West Development Agency, Year of Homecoming Glasgow 2014 Yorkshire Forward and Glasgow City Marketing Bureau, it includes guidance and good practice principles for evaluating the social, 2014 The 2014 Ryder Cup economic, environmental and media-related impacts associated with staging major sporting and cultural events. Scotland 2014 Commonwealth Games Events, Festivals & Cultural Tourism... 2. OVERVIEW OF EVENTS, FESTIVALS AND CULTURAL TOURISM IN SCOTLAND

CASE STUDY “Boats and so much more…” The Scottish Traditional Boat Festival in Portsoy is really making the most of Scotland’s ‘Winning Years’. Seeing stars! This year - to celebrate the Year of Creative Scotland – the organisers added Top Tips CASE STUDY CASE ‘Ebb & Flow’, a project which explored the rich history and future of Portsoy When The Galloway Forest Park was through the experience of the many thousands who have connected with this designated a ‘Dark Sky Park’ in 2009, unique town, by family, trade or tourism links. Visitors were invited to make their the first in the UK, Kirroughtree House mark on an interactive map, have their photo taken, make some artwork, bring Hotel in Newtown Stewart made the their memories and photographs and find out about how to contribute to the most of the opportunity by offering Your celebration checklist! project on line. Stargazing Breaks for visitors. Chair Roger Goodyear says: “One of the festival’s They have created different package Know what’s happening in your area and beyond. For useful options, which can include dinner main strengths lies in its presentation of our rich event listings go to www.eventscotland.org/events, cultural heritage, but the new project proved hugely or dinner, bed & breakfast, which popular with many hundreds of visitors taking an active include a talk on the solar system www.visitscotland.com and www.creativescotland.com. part. It will be a permanent feature of the festival and and observation trips into the ‘Dark one which we will be looking to grow in the future. Sky Park’. Visitors can also opt for a warming hot chocolate or a bottle of Don’t forget ‘cultural tourism’ in your area – theatre, concerts, Visitors expect every year to be fresh, different and champagne under the stars! museums and more – because they are also an important part of exciting. This is why we have found the national themes so good. Our theme next year will be around Scotland’s creative offering and will be of interest to your visitors. Natural Scotland and we’re really looking forward to Homecoming II in 2014!” Look into what ‘tools’ are available to you from the major events 18 www.scottishtraditionalboatfestival.org.uk 19 happening this year. Are there logos or images available that you could use to attract potential visitors?

CASE STUDY Wigtown Book Festival Consider what visitors who are attending local and regional events might be looking for. Can you provide additional Wigtown Book Festival, which grew out of Wigtown’s designation as Scotland’s first Book Town, is a fantastic example of how a themed initiative can regenerate a small, rural services that will appeal to them? community by attracting new and repeat visitors. Since its inception, the festival has more than doubled in size, however the organisers have been keen to retain its traditional values by growing it in a way that keeps the local elements, Organise staff familiarisation trips for events and cultural with events using the local landscape or focusing on the history and culture of Galloway, as opportunities in your area to ensure they can sell those well as community-led events such as sessions by local writers’ groups. opportunities effectively to your visitors. Festival Director Adrian Turpin says: “The festival brings more than £500,000 of economic benefit to the region each year, but that doesn’t include perhaps its most important role, which is to keep the town in the spotlight through extensive national media coverage. There Look out for VisitScotland’s marketing opportunities, especially are also important unquantifiable benefits. For example, the event has helped to generate a upcoming events in the ‘Winning Years’ campaign. new-found confidence in a previously run down town and has also provided a focus for other cultural and educational initiatives. For more information go to www.visitscotland.org. The publicity generated around the festival also has a longer term effect and we try to make sure that, for example in travel pieces, we highlight other activities and use the programme of events as a shop window for other interesting activities in the area.” www.wigtownbookfestival.com

Image: The Perth Festival Of The Arts 2012. Credit: P.Tomkins/VisitScotland/Scottish Viewpoint Events, Festivals & Cultural Tourism... 3. WHO ARE OUR ‘CULTURE’ VISITORS? 3 WHO ARE OUR ‘CULTURE’ VISITORS?

Consider who your business is targeting and what you can do to appeal to some or all of the following groups:

Event visitor type What they may want What they may need

Participant • Easy to find/navigate website • Comfortable accommodation with • Relaxation during off times, such as easy access to venues massage options for sport participants • Flexible meal times • Surprise added value, e.g. welcome gift, • Wi-Fi access such as an item from a local craftsperson • Instant/quick booking response with their business card/studio address • Highest quality customer service Participant entourage • Advice about the local area and proximity to • Space for storing equipment other facilities • Information about equipment • Details about group activities in the area repairs/retailers • Details about parking

20 • Staff who speak their language 21

Spectator • Information about other events taking place • Local food and drink options on during the time of their visit the go • Information about events going on at other • Transport options times in the year • Ability to share experience via social media

Day visitor • Information about transfers • Information about wet weather to and from the event options/somewhere to dry off • Web access via mobile technology • Food and drink options

Overnight visitor • Information on other things to see and do • Accommodation close to the event Visitor expectations in the area • Details about authentic When you consider the types of visitors coming here for events, the • Flexible meal times eating options, including local scope is actually very wide. For example, a visitor coming here for a Scottish produce golfing event may be a keen golfer, but might also enjoy the opportunity to visit local heritage sights and will very likely want to eat at a restaurant Special interest visitor • Knowledgeable staff and local product • Testimonials from other like-minded that offers quality Scottish food. knowledge visitors They may also be travelling with a partner or group who are interested in authentic cultural experiences, shopping, adventure activities or • Special themed offers • Personal touch spa breaks. • Information about green credentials

Top: The Sharmanka Kinetic Theatre at Trongate 103, Merchant City, Glasgow. Credit: P.Tomkins/VisitScotland/Scottish Viewpoint Bottom: A traditional music session taking place in the bar of Hootananny, Inverness. Credit: P.Tomkins/VisitScotland/Scottish Viewpoint Events, Festivals & Cultural Tourism... 3. WHO ARE OUR ‘CULTURE’ VISITORS? 1 Visitor snapshots Spirit of Speyside 3 4 Scottish Traditional When there is such a wide range of cultural Boat Festival 2010 experiences and events on offer in Scotland, both in Whisky Festival (Annual event held in June) terms of scale and theme, it can be a challenge to (Annual event held in April/May) define a visitor target market. Each event will attract Portsoy’s Scottish Traditional Boat Festival is a family-oriented different visitors, looking for different experiences. Established in 1999, the Spirit of event that generates in excess of £1.4m for the local rural Speyside Whisky Festival is a economy in the North East of Scotland. Established in 1993 For example the demographic of visitors to the celebration of whisky and the cultural as a celebratory event in recognition of the 300th anniversary Scottish Six Days Trial, a motorcycle event in Lochaber heritage of Speyside – known as Malt of Portsoy’s harbour, it promotes Scottish maritime and and Fort William will differ entirely from those attending Whisky Country. Many varied whisky cultural traditions, including sailing, fishing, history, food and Bloody Scotland, an event in Stirling that showcases events take place throughout the festival and are aimed at a range of drink, crafts, theatre, literature and language, music and Scottish crime writing. audiences from whisky connoisseurs to local families and people visiting dance. In 2010 it received International Media Coverage from overseas. The events include whisky tastings and distillery tours as including television coverage in 117 countries. Also, when considering visitor figures, we must take well as community events centred around the themes of local food, drink, displacement into account – this means that sometimes scenery and music. Key stats visitors are counted as ‘event visitors’ when they might • In 2010, in excess of 15,000 people attended, with close have been visiting the area anyway, and the event Key stats to 80% of the total attendance visiting specifically to attend wasn’t the sole draw. • In 2011, the event attracted 47,830 visits to 235 events held over the Festival five days The following snapshots are an indication of the number • Over 60% of visitors stay for three nights or more • 70% of visitors were attending the festival for the first time and 41% Hebridean Celtic Festival of visitors and visitor behaviours for four successful • Engaged 38 local food and drink suppliers, as well as a range planned to return to the festival in 2012 events in Scotland, which can help us to quantify the (Annual event held in July) of other local businesses benefits an event can bring to an area: • It is estimated that 61% of attendees attended more than two events Based in the Outer Hebrides, the Hebridean Celtic Festival is an • The festival engages a cross section of the population and 22 23 • 49% of attendees were from overseas and 34% were from Scotland internationally renowned Scottish music festival that features attracts visitors with a variety of interests including the arts, with 12% coming from the local area local emerging artists alongside world-class Celtic performers. crafts and music • 88% of visitors stayed overnight in Speyside with the average number Its unique setting includes performances from the grounds of of nights calculated as 3.63 Lews Castle, overlooking Stornoway Harbour, and the distinctive character of island Gaelic culture attracts visitors from all over. The event provides a valuable boost to the economy, while also showcasing the cultural heritage of the Hebrides. It has 2 collaborated with several local producers, such as Harris Tweed Mountain Bike World Cup and Hebridean Chocolates to create quality, one-off products. (Annual event held in June) Key stats The Mountain Bike World Cup has been held at Nevis Range, Fort William since 2002, • In 2010, over 16,000 people attended, with ticket sales with the exception of 2007 when the venue hosted the UCI Mountain Bike & Trials doubling from 2009 World Championships. It has established itself as one of the premier events on the • 41% of visitors travelled to the area specifically to attend international mountain bike circuit, with a reputation for innovation, big crowds and a the festival great atmosphere, and reinforcing Fort William’s status as Outdoor Capital of the UK. • 62% of visitors said they would be likely to return to the Islands As an international event hosted in a semi-rural area, it ensures a consistent influx of due to their festival experience visitors each year. • 41% of visitors stayed for 10 days or more, visiting other areas Key stats of the Hebrides • In 2011, it attracted 316 competitors from 26 nations • Almost 50% of festival attendees are visitors to the Islands, • A new mini downhill event was introduced in 2011 for 80 children aged 8 to 16 so the festival offers crucial opportunities for tourism businesses • An average of 19,496 visitors over the three days, of which 9,125 were • In 2010, the event welcomed 76 staff and 452 volunteers from unique visitors the local community • 65% of spectators stayed overnight with an average length of stay of 1.5 nights

Top: P.Tomkins/VisitScotland/Scottish Viewpoint Top: Kindly given by Hebridean Celtic Festival Bottom: Rob McDougall/VisitScotland Bottom: Rob McDougall/VisitScotland Events, Festivals & Cultural Tourism... 3. WHO ARE OUR ‘CULTURE’ VISITORS?

Some of our key UK and international visitor groups, listed below, could be attracted to national and possibly regional events that fit with their areas of interest: Adventure Travel Trade Association World Summit Visitor Market Description May be interested in… Cairngorms Business Partnership (CBP) worked together with the organisers of Affluent Southern Affluent professionals with spare time and • Food and drink festivals/farmers’ markets disposable income • Golf events the Adventure Travel Trade Association World Summit in 2010 to ensure a joined up Explorers (W1) (UK market) • Wildlife and nature-based experiences and welcoming visitor experience for delegates. Following meetings with the organisers, CBP produced a briefing pack for local Younger Domestic Like to discover and explore, often travelling • Music events like RockNess and T in the Park businesses, including information on what was happening at the event and who the Explorers (W2) with children • Heritage events delegates were, along with tips on how to make the most of the summit. They also (UK market) • Sporting events delivered a scheme giving delegate discounts or added value local offers, providing • Family-friendly festivals operators with exposure to the attendees. Offers featured in an event-branded local street map and were promoted in the delegate pack. Mature Devotees (W3) Retired market looking for traditional activities • Cultural events in museums and built heritage (UK market) • Outdoor events such as Gardens Open Day A ‘Magic Moments’ initiative provided an opportunity for delegates to identify • Farmers’ markets and food festivals and reward outstanding customer service, by jotting down and submitting their best customer experience of the week, naming the staff member and what they did. Affluent Active Older professionals that like new challenges • Sporting events The winning delegate and the staff member both received recognition. Devotees (W4) and being active • Food and drink festivals CEO Alan Rankin says: “These initiatives were a win-win for the whole area: they (UK market) • Events that they can get physically involved in gave local businesses the chance to be part of the event, promoted additional spend American Number one overseas market for UK, half • Ancestral and heritage events across the area and at the same time improved the visitor experience for delegates.” (International market) making repeat trip • Golf events, such as the Scottish Open www.visitcairngorms.com CASE STUDY German Number two overseas market for UK, often • Built heritage events, especially those in castles (International market) come in tour groups • Festivals that take in scenery and views 24 25 Be our guest! Australian Growing market, stay for average of two weeks • Cultural events at museums and art galleries (International market) • Theatre events For local or regional events and cultural experiences, local people and Scottish ‘staycationers’ are likely to be the biggest markets. • Golf events In the 2011 Scottish Government’s Scottish Household Survey, 87% of survey respondents indicated that they had engaged in culture • Beer festivals, as they enjoy the pub culture in 2011, either through attending or visiting a cultural event or place or participating in a cultural activity. The most popular forms of cultural attendance for Scottish people are the cinema (54%) and live music events (31%), but there is also a high level of satisfaction Canadian More than half making a repeat trip, mostly in • Ancestral and heritage events accorded to libraries, the theatre and museums and galleries. (International market) the summer months • Events at museums and art galleries Like any visitor, local and domestic visitors will still be looking for a quality experience which includes sampling the best of local food and • Events that take in our coastal scenery drink and trying new activities. There is also high potential for repeat visits, so make sure you are giving them what they want. Brazilian Young market, often travelling with partner • Cultural events, including whisky festivals and tastings (Emerging market) or spouse • Museum and art gallery events Local Visitors Interested in… Attract them by… • Performing arts events • Events that involve our nightlife Living in the area or • Surprising new experiences on • Getting involved in VisitScotland’s ‘My Scotland’ ‘staycationers’ from their doorstep, where they can campaign (find out more at www.visitscotland.org) Russian Spend twice as much as the average visitor • Museum and art gallery exhibitions (Emerging market) to the UK • Music festivals other regions of Scotland learn something new • Thinking creatively about your offer – how can you • Events set in parks and gardens • Celebrating their local culture package up an exciting new experience? and heritage • Showing them behind the scenes or offering Indian Tend to stay for extended trips, mostly • Cultural events that take in our built heritage • Good value for money hands-on experiences (Emerging market) male visitors • Sampling the best of • Offer incentives for return trips or add-on nights, local produce such as a discount promotion Chinese High spenders, typically stay 4-7 nights in UK • Cultural events such as museum or theatre (Emerging market) • Sporting events

The Scotland Visitor Survey 2011 by VisitScotland, which surveyed a selection of visitors in a number of Scottish regions throughout Think about which groups you might target, then make sure you are promoting the events and festivals that will appeal to them. the 2011 summer months, found that 4% of UK and overseas visitors come here specifically for event and festivals. These figures For more information about the types of visitors that come to Scotland and what they look for during a visit, download the Knowing suggest there is a lot of room for growth, however please note that they do not take into account the visitors that enjoy an event or Our Visitors guide available at www.tourism-intelligence.co.uk. festival as part of their visit to Scotland.

Image: The Queen’s Forest, Glenmore Forest Park. Credit: P.Tomkins/VisitScotland/Scottish Viewpoint Events, Festivals & Cultural Tourism... 3. WHO ARE OUR ‘CULTURE’ VISITORS? Getting the basics right Dos & Don’ts ✗ Don’t be tempted to heavily discount or hike prices – people want added value and also want to feel like they’re getting a fair deal. Do add value – visitors are willing to pay the right price, but like ✓ Don’t forget your local visitors – a high number of our visitors to feel like they’re getting a good deal. ✗ come from within Scotland, and they are also easier to target for ✓ Do offer quality – in a competitive market and in the current day or weekend breaks. Top Tips economic climate, visitors are more discerning than ever. ✗ Don’t discount during events and festivals – there’s no need. ✓ Do be flexible – people attending events may have different Instead promote the opportunities these events provide to make needs to your average visitor, so try to be one step ahead and visitors feel part of the occasion and appreciated at every point offer what they need. of their trip. Keep your guests happy! Montréal Crail Food Festival CASE STUDY

en Lumière Crail Food Festival, which takes place in June, is a great Understand the potential visitor groups to events in your area Like Glasgow with its example of how a group of community volunteers have used and what they will be looking for. Celtic Connections market intelligence to deliver a successful event which really festival, Montréal has animates the local area for visitors and locals alike. successfully turned winter Devised by two guest house owners as a way of extending the Consider the needs of the different visitor types – what extra into a real selling point for summer season and attracting visitors in the traditionally quieter visitors. period between May and July, a food theme was chosen to services and special touches would really wow them? Visitors can revel in an capitalise on the area’s strong links with local food and drink 26 atmosphere of light and producers and to complement already established music and 27 warmth in the middle of art festivals. Think about what special products and packages your business winter at Montréal en Lumière, one of the world’s The three-day festival, which has helped develop Crail as a day can offer in relation to the ‘Winning Year’s’ themes. largest winter festivals, which draws in 900,000 visit and short break destination, includes supper nights with fans each February to experience the joy of Montréal menus based around Fife produce, a market hall, a curry and wintertime through a unique programme combining comedy supper and a colourful harbour event. performing arts, gastronomy, free outdoor family Over 80% of visitors to Homecoming Scotland events in 2009 Building on the festival’s success, TIS’s ‘Food & Drink Experience were from Scotland, so think of themed packages that will appeal activities and illuminations. in Scotland’ guide has been used to encourage local businesses Pairing the finest Montréal chefs with the greatest to promote a ‘Grown in Fife’ strapline on menus and to include to locals too. culinary masters from five continents, the gastronomy the details of individual producers and the particular varieties and wine element of the festival has become an they specialise in. The Festival has also been a catalyst in Remember that the old rules of quality, value and good customer absolute must for foodies. Running alongside the food encouraging greater co-operation between small producers, service will always stand true. theme, an arts programme puts the spotlight on the even resulting in the launch of a city with a rich and eclectic mix of music, circus arts, number of new products. song, theatre and dance, whilst a Free Outdoor Site Organiser’s Top Tip for running Be flexible; can you offer meal times that allow visitors to visit local turns the heart of the city into the ultimate family a successful event: theatres, take in shows and attend performances. destination with open-air activities including braziers, “Good communications between shows and activities for children. organisers, participants and On closing night, The Nuit Blanche sees the city lit up visitors is the key. The better the with outdoor illuminations as locals and visitors alike information there is about join together to enjoy music, stories, installations, the event, the better everyone will exhibitions and dance at venues across the city, all of be prepared and the more they them linked by a free shuttle service. will enjoy it.” www.montrealenlumiere.com www.crailfoodfest.co.uk CASE STUDY

Left: www.sxc.hu | some_bo’s (Irina Naumets) Image: Mountain Bike World Cup at Nevis Range, near Fort William. Credit: P.Tomkins/VisitScotland/Scottish Viewpoint Events, Festivals & Cultural Tourism... 4. GETTING INVOLVED WITH EXISTING OPPORTUNITIES GETTING INVOLVED WITH 4 EXISTING OPPORTUNITIES

Eight ways to make events work for you: Don’t forget… The direct and widespread impacts of events are actually 1. Information, information, information often not felt in the year they happen, but in the following year. A combination of increased visitor awareness of the By providing details of what’s on in your area on your website and area and repeat visits from those who enjoyed the event in marketing materials, you might give visitors the final incentive will boost business well after it has happened. Keep in to book with you or even extend their stay. Tell them what’s on, touch with your visitors and help them plan in advance by when it’s on, how to book, and how to get there – anything you highlighting the dates for a festival or event you know they can do to give them a hassle-free experience. Remember that have enjoyed attending – visitors won’t always know when cultural activities are often not weather dependent, so they can to expect publication of the next year’s dates. be a great all-weather choice for families. For event listings, go to www.list.co.uk or www.visitscotland.com. 3. Be creative

2. Get your staff involved If there’s a themed event happening in your area, think about how you could incorporate a flavour of that theme into what you do. For Could you send your staff on familiarisation trips to experience example, if there is a visual arts festival in your area, could you display 28 local events and festivals first-hand? Make sure they know works of a local artist in your premises, or invite them to give a talk 29 what’s happening, so they can sell that to visitors and give about the inspiration for their work? Or if there’s a whisky festival, them a first-rate service experience. Encourage staff to report could you offer a special tasting night? Or join whisky and poetry by back on how your business could get involved and have a inviting a poet to recite traditional – and contemporary – verse. presence at the event. Think differently – if there’s a unique, fun event in your area, like the World Porridge Making Championship held in Carrbridge, then you can give visitors a truly memorable experience!

4. Be selective At any time of the year there are local, regional and national events running. Think about what will work best for you – does your business lend itself to the theme of one of the mega events or would you be better getting involved with a smaller-scale local festival? Put yourself in your visitors’ shoes and think about what they might enjoy. Get proactive! 5. Remember the locals Did you know? With the rising popularity of staycations, and opportunities for With all of these opportunities on your doorstep, how can you Toast the Bard day trips, local Scottish visitors are an important market to target. get involved, with existing events, festivals and cultural activities? Burns night is still a largely untapped opportunity in tourism. They are looking for new experiences, like any visitor. Work with organisers and providers to promote the existing events As it is mostly celebrated privately in clubs, it’s not a For special events that are televised (Glasgow Commonwealth programme, and together use these opportunities as a hook particularly visitor-friendly occasion. How could you work with Games 2014), can you create a sociable experience by hosting a to pull in visitors, encourage them to stay longer, travel further, accommodation providers, restaurants or other service providers themed event that encourages people out of their homes to enjoy the spend more, and also boost the off-season. to help your visitors address the haggis in true Burns style? occasion together, in the one location? Perhaps you can theme your decorations and food to really get into the spirit of the occasion.

Image: Taste of Edinburgh. Credit: P.Tomkins/VisitScotland/Scottish Viewpoint Image: Spring Fling - artist Joanna McLeman Gisbey with visitors, Dumfries and Galloway. Credit: P.Tomkins/VisitScotland/Scottish Viewpoint Events, Festivals & Cultural Tourism... 4. GETTING INVOLVED WITH EXISTING OPPORTUNITIES

6. Take a helping hand Keep up with the trends Maximise the opportunities available to you from government Here are three of the key tourism trends to consider in relation to events, festivals agencies such as VisitScotland and EventScotland, which and cultural tourism: offer advice, support and some funding opportunities. 1. Authentic experiences - Seeing the real thing and learning something new Get Quality Assured by VisitScotland to increase your visibility and give visitors a trusted marker of your quality products For example, for the release of the movie Brave, the Hippodrome in Bo’ness (Scotland’s first and services. Creative Scotland, the national development purpose-built picture palace) brought in members of the Clanranald Trust – the same group agency for the arts, cultural and screen-based industries can who provided warrior talent for film and TV productions such as Gladiator and Robin Hood – also provide advice. to bring the movie to life for the audience. They mingled with the crowd and shared the clan heritage portrayed in the film, allowing visitors to really feel the historical connection. 3. Learning experiences How could you give your visitors a ‘behind-the-scenes’ or ‘hands-on’ experience that they 7. Keep the momentum going won’t forget? Get creative and hands on! If you attract new visitors who are attending an event or festival Many accommodation providers not only in your area, keep their details in your database and use that as 2. Ancestral tourism - Walk in the footsteps of your ancestors offer a place for guests to rest their head, Some distinctly a marketing basis for encouraging them back the following year. Ancestral tourism is a growing and important niche market for Scotland. Worldwide, there are but the opportunity to learn something new Scottish National Days Also, if you were a venue used in an event, capitalise on the 50 million people who claim to have Scottish ancestry. More and more visitors, many from the within the Scottish environment like wildlife to highlight to visitors… legacy effect which that offers; can you enter into a more proactive United States and Australia, have a growing interest in tracing their Scottish roots. photography or landscape painting. partnership that can be jointly promoted for example? VisitScotland’s ‘Ancestral Welcome Scheme’ helps tourism businesses by recognising and Is this something you can offer? Or are there highlighting their enthusiasm and interest to meeting the needs of ancestral visitors. any existing workshops taking place in your 25th January Burns Night - 8. Be prepared To find out if your business is eligible go to www.visitscotland.org. area that you could tie in with? 27th Marc h World Whisky Day - Familiarise yourself with the existing programme of events, both 10 th October local and national, and promote the ones that would appeal to 30 World Porridge Day - your visitors most. Highlight to existing visitors what is currently on Scotland gets Brave 31 30th November St Andrews Day - nearby via a ‘what’s on’ board or in an information pack, and use The Disney Pixar movie follows the heroic journey of a young Scottish princess future events to entice potential visitors. called Merida. It features the voices of big Scottish names such as Billy Connolly Hogmanay - 31s t Dec ember While you have visitors here for one event, use it as an opportunity and Robbie Coltrane, but Scotland itself is the main star of the film as it reaches to promote the next one! new audiences in 72 countries across the world. To put the scale into perspective, Toy Story and adventure sports operator in the CASE STUDY (an earlier Disney Pixar film) took twice Highlands, has seen a resurgence of Ullapool Festivals as much at the box office as Braveheart. interest in archery – the activity enjoyed by VisitScotland’s international marketing Brave’s central character, Princess Merida. Ullapool is a great example of a remote rural town that has successfully • Historic Scotland has produced a map campaign, with a £7m budget, marks the VisitScotland’s dedicated website includes extended its tourist season by developing a programme of cultural events highlighting some of the key spots, first time that Pixar has joined forces with Brave travel experiences and itineraries at designed to appeal to different niche markets. including the Calanais Standing Stones a tourism agency. VisitScotland’s aim is to www.visitscotland.com/brave. The Ullapool Book Festival in May showcases Highland and Scottish bring the magic of Pixar to life by showing on Lewis, Kildrummy Castle near Alford Writers, and provides an opportunity for local people and visitors alike film fans how they could have their They have also created a toolkit, with and Kilchurn Castle, near Dalmally that to hear the best the world of literature has to offer. own adventure in Scotland. assets and key messaging guidance, for tie into the themes portrayed in the film. use by some businesses up to June 2013. Are any of them near your business? The Luppallu Festival in late September sees hundreds of music fans descend Tourism businesses have been quick Find out more at on the town to enjoy an eclectic mix of bands and fine foods from around the to realise the potential of this global Think about how you can adapt your www.historic-scotland.gov.uk/ Highlands, with a line up that overshadows many mainstream festivals. showcase for Scotland, and within only offering for families that want to follow inspired-history.pdf The Guitar Festival in early October brings guitarists and enthusiasts from a few months, there were more than in Princess Merida’s footsteps and have across the world, bringing the town alive with a weekend of concerts, ceilidhs 1000 Brave related experiences available the Brave experience in real life. Include • Also look out for initiatives from the and workshops. for consumers to book on a dedicated imagery reminiscent of the film National Trust for Scotland, Forestry on your website, and give visitors Could themed events be one way of extending the tourist season in your area? website. Brave fever has taken hold and Commission Scotland and the Scottish information about scenic drives and walks Why not get together with others to discuss the possibilities? many are seeing the effect already – Wildlife Trust. Please refer to web links Highland Activities, an outdoor activity that take in the best of our landscapes. on page 46.

Top: Peebles Beltane Festival. Part of the Return to the Ridings. Credit: Rob McDougall/VisitScotland Top: Artist Jane Glue, Shoreline Studios & Gallery, Finstown, Orkney. Credit: P.Tomkins/VisitScotland/Scottish Viewpoint Bottom: Luppallu Festival, 2011. Kindly given by Paul Campbell Photography Bottom: Calanais Standing Stones, Outer Hebrides. Credit: P.Tomkins/VisitScotland/Scottish Viewpoint Events, Festivals & Cultural Tourism... 4. GETTING INVOLVED WITH EXISTING OPPORTUNITIES

Turning local assets Stay one step ahead into visitor experiences The best way to stay ahead of your competitors and be on top of visitors’ needs is to make sure you keep up communication There are many opportunities for businesses to use what they with your visitors. For advice on how best to gather and use already have to promote their own ‘mini events’. feedback, download the ‘Listening to our Visitors’ guide from Top Tips Do you have a natural or cultural asset that you could build www.tourism-intelligence.co.uk. a monthly experience around, giving visitors an unusual and Also, sign up for the VisitScotland and TIS newsletters to keep special experience with you? For example, as many as 35,000 up to date with the latest visitor and event information. It will Barnacle geese begin to arrive on Islay from their arctic breeding help with your own promotional activity if you plan in advance grounds in early October. They can be seen in fields around the for upcoming one-off events, such as these: Create a buzz about island and also at the RSPB Loch Gruinart Nature Reserve. • The Open Championship will be held in Scotland three times what’s out there already! If your business is in the area, are you telling visitors about in four years, starting with Muirfield in 2013, then St Andrews this fantastic sight? in 2015 and then Royal Troon in 2016. VisitScotland arranges Provide information about the events happening in your area press familiarisation trips in advance – could you get involved? Or could you link up with the many existing events that showcase What are you doing to prepare for the influx of visitors? both before and during a visitor’s time with you – it’s an a local area at its best such as Pittenweem Arts Festival, added incentive! Arbroath Sea Festival and Fiddle Frenzy in Shetland? • The Orienteering World Championships 2015 will be based in Inverness in August, spreading to the Moray Coast The Scotland Visitor Survey 2011 showed that nearly a third of and Cairngorms National Park. The internationally acclaimed Be creative about how you associate with national and local visitors said that our history and culture was a major draw in six-day event will bring 5,000 competitors to the area and events – how can you theme packages or promotions to capture choosing to come here. And after sightseeing, trying local food boost the local economy by an estimated £2m. Think was cited as the most popular activity among visitors, with over about how you can promote your business to participants and visitors’ imaginations? half of respondents saying they tried it while here. their parties – how can you accommodate their needs? 32 Make use of National Days as a hook for promotions – 33 How can you make the most of • The IPC (International Paralympic Committee) these interests? Swimming European Championships will be held at the especially those that give you an opportunity to boost the Tollcross International Swimming Centre in Glasgow in 2015. off-season, such as St Andrews Day and Burns Night. Farmers’ markets take place More than 500 swimmers from over 40 countries are across the country – find out expected to compete, and it will be held in the same pool that Keep an eye on tourism trends when considering your involvement where they happen in your area will host the swimming competitions of the Glasgow 2014 and direct your visitors there Commonwealth Games. with events. For example for those who love a little luxury can as an excellent way of Can you promote this event, held in the £13.7m upgraded you add value to your offering by collaborating with your local promoting your local offering. facility, which will feature the Team GB swimmers that finished spa/beauty salon? second in the medal table (with 83 medals) at the last Championships in Berlin? Promote your own ‘mini events’ based on the best of what your business (or area) has to offer. Fun all year round Think beyond the event itself to the future, because it provides a fantastic opportunity to inspire visitors to return for a subsequent When you think of festivals, you probably immediately think of summer days in the sunshine, but actually the events and festivals programme in Scotland lasts all year round. trip. Are you telling visitors about the other great activities and Scotland’s Winter Festivals is a unique programme of events designed to celebrate our three experiences that they should try next time? National Days: St Andrews Day, Hogmanay and Burns Night. The programme showcases Scotland as a modern and creative nation while highlighting our contribution to the world with the best of Scottish music, arts, food and drink, innovation and entertainment. For more information on Winter Festivals go to www.eventscotland.org. There are also funding opportunities for new wintertime initiatives that increase celebration of our National Days.

Top: Summerlee - Museum of Scottish Industrial Life, Coatbridge. Credit: P.Tomkins/VisitScotland/Scottish Viewpoint Image: Living Iron Age Experience, Scottish Crannog Centre on Loch Tay, Kenmore. Credit: P.Tomkins/VisitScotland/Scottish Viewpoint Bottom: George Square, Glasgow. Credit: P.Tomkins/VisitScotland/Scottish Viewpoint Events, Festivals & Cultural Tourism... 5. Working together: tourism businesses, cultural providers and event organisers Working together: tourism businesses, 5 cultural providers and event organisers So why does it not always happen? Top 5 reasons why tourism Many tourism businesses, event organisers and cultural providers work together successfully to develop and promote events, businesses should work but sometimes the following practical issues stand in the way: with events, festivals, and cultural providers: Barriers Suggestions of how to overcome barriers Lack of communication • Could tourism businesses arrange a familiarisation trip of their business to showcase their offering 1. To raise awareness of your business in both directions and facilities to event organisers and cultural providers. If you get involved with an event you will reach a potential new visitor target group. • It would be helpful for event organisers and cultural providers to arrange face to face briefings Make sure you give them details of what with local businesses to inform them about upcoming events, answer questions and brainstorm ways of working together. If you can’t have a meeting, could you piggyback on a local Destination you offer all year round, and create Management Organisation (DMO) meeting and get your event added on to the agenda? meaningful partnerships rather than simply distributing flyers. Tourism businesses • It would be beneficial to local businesses and operators if event organisers and cultural providers 2. For direct marketing opportunities don’t feel engaged included them in their communications about their event or experience. However it would be Where possible, collect information about supportive of tourism businesses to familiarise themselves and promote what is currently going these new visitors for your own database, on in their local area. 34 35 so you include them in future incentives • Tourism businesses would benefit from advance notice (from several months up to two years) to and special offers via e-marketing and help promote events locally and integrate it with their own activity. social media. 3. To test new ideas Parties are not • It is important for all involved to understand that this is an opportunity to ‘share visitors’, build Perhaps there’s a special service or product collaborating the profile of the area and boost tourism for future years. that you have been thinking about. Do it on • Could someone act as a main point of contact for the local tourism businesses that want to get a trial basis and smaller scale as part of your involved? It would help to streamline everyone’s activity. event initiative and test-drive it for rolling out. 4. For PR opportunities CASE STUDY Is there an interesting angle to your Arran Farmers’ Show involvement with a local event? Are you The organisers of Arran Farmers’ Show have successfully broadened their market by working with a local supplier to offer a working in partnership with local transport companies to improve visitor access to the island. quirky new product, or offering a first-time Recognising that one of the best ways to get more visitors to Arran on show day would Why should your business unique experience for locals and visitors? be to enhance transport links, the organisers negotiated with ferry operator CalMac Get in touch with local media, who are to run two additional return sailings on show day while Stagecoach, the island’s only get involved? always looking for local interest stories. bus operator, agreed to provide extra services to tie in with the additional boats. If visitors feel really welcome and involved in an event, and are part of an 5. Social media VisitArran then promoted the new transport options to potential visitors. authentic experience of your area, you’ll send them home with fantastic An event gives you a platform to create memories of Scotland which they’ll share with their friends and relatives – Kenny Bone, Chair of Arran Farmers’ Society, says: “By providing more convenient a buzz online, with something new and spreading the word. ferry sailings and integrated bus transport we opened up new markets for the event different to promote, and also connects and were able to target tourists staying in Ayrshire with a much more effective and It’s not only the large events that have a big impact – smaller events and you with other businesses who you can joined-up visitor proposition. This led to us growing our visitor numbers significantly and, cultural experiences can often have a greater and longer-term impact on an cross-promote with. more importantly, providing a more positive experience for those attending the show.” area, especially if there is an ongoing legacy planned. www.visitarran.com

Image: National Museum of Scotland, Edinburgh. Credit: P.Tomkins/VisitScotland/Scottish Viewpoint Image: Kingscross Herbs, Whiting Bay, Isle of Arran. Credit: P.Tomkins/VisitScotland/Scottish Viewpoint Events, Festivals & Cultural Tourism... 5. Working together: tourism businesses, cultural providers and event organisers Working together Food for thought In order to build on the success of Scotland’s existing events programme there is a requirement for tourism businesses, event Two of the East of Scotland’s best known festivals – organisers and cultural providers to better understand how the other works. By communicating effectively we have an opportunity Big Tent in Fife and the Dundee Flower and Food Festival to really maximise the economic benefit of these events and boost the profile of Scotland. – recently signed up to receive one to one consultancy Here are some more ideas of how you can collaborate more effectively: support from Scottish Enterprise’s ‘Experiencing Scotland’ project, to help them develop their Scottish food and drink offer. How tourism businesses can engage with event How event organisers and cultural providers Fife’s Big Tent Festival takes place each July in the organisers and cultural providers can engage with tourism businesses Take a bite of the opportunity grounds of Falkland Estate, attracting over 11,000 Scotland’s quality food and drink is a highly anticipated visitors. Billed as ‘Scotland’s Environmental Festival’, it Promote the events as an additional incentive/perk for existing Have a clear point of contact for tourism businesses – it will save part of the visitor experience. We are renowned for our excellent offers a weekend of music – headlined in 2012 by the visitors – through email, on your website, social media and blogs. them time and effort trying to find the right person to talk to. natural larder of fresh seafood, sumptuous cheese, distinctive Proclaimers – crafts, family activities, meet-the-author preserves, world-class meat and sweet treats – and of course, sessions, and a host of talks and debates on social and green issues. Have a ‘what’s on’ page with links to this and other events – Have a web-based portal to communicate general information no trip to Scotland is complete without a dram of malt! The Dundee Flower and Food Festival, which takes it may be the trigger that encourages a visitor to book with you. and contact details – it’s easy to access and also to update. VisitScotland research shows that over 70% of visitors look forward place at the start of September each year, offers the to tasting traditional Scottish dishes, regional specialities and fresh, best in food and horticultural entertainment, with a Think about how you can team up with other attractions/ Create a toolkit for businesses with logos, images and locally sourced produce during their time in Scotland. So how can you packed programme including competitions, cookery and accommodation providers to create a package deal to tie promotional wording that they can use about the event, give your visitors a food and drink experience that they won’t forget? in with events. which will also keep your message consistent. gardening demonstrations, children’s activities, a craft Visitors can learn about our fine food and drink in creative ways making fair and live music. Competition is a key element of the Advertise with event organisers, discuss sponsorship Provide details about how to access tickets for potential it a truly unforgettable experience. For example at The Scotch Whisky Festival, and a number of new food orientated ‘classes’ 36 opportunities, and offer promotional competitions to visitors. packages. For example, accommodation providers might want to Experience in Edinburgh, visitors enjoy a barrel-ride as they are taken and competitions took place in 2012. 37 offer a Dinner, Bed & Breakfast deal with tickets to your event. on a creatively visual journey through the whisky-making process Businesses can find out more about the one-to-one which is brought to life through sight, sound, smell and taste. support available by emailing [email protected]. Build themed activity around the event. For example could you Give reciprocal links to tourism businesses’ websites. At Cream O’Galloway near Castle Douglas, visitors can not only enjoy create a special short-term menu that ties in with the event? the flavour(s) of their famous ice cream but can learn what goes on behind the scenes on one of their farm tours, or get hands on and Talk to event organisers about other special services you could Offer advertising space for local businesses in your make their own ice cream! And as well as dining in one of our many offer for event and festival visitors that will fit with their planned marketing materials. cafes and restaurants visitors can enjoy a foodie experience at one activity, such as early breakfasts or late dinners. of the many farmers’ markets, food fairs and whisky tasting events Consider if you could offer transport to and from the event – Create online adverts that can be used/integrated on tourism around the country. or if you could work with event organisers to arrange transfers. businesses’ websites. What is happening in your area that successfully offers a taste of our produce combined with a taste of our culture? Could you Collaborate with other tourism businesses to create a ‘joint’ pass Work together with tourism businesses on your social media provide your own experience by, for example, combining a whisky for visitors. They may be on a short visit without much time to platforms – link and cross-promote. tasting evening with traditional live music? plan – make it easy with a multi-experience theatre, attraction and restaurant pre-paid pass. For more information about how to make the most of our food and drink offering in Scotland, there are two guides available from If the event doesn’t lend itself to your direct involvement, can you Consider teaming with attractions that are unrelated to your core Tourism Intelligence Scotland: Food and Drink Experience in still attend as a business and showcase your products? programme. For example, sporting events can team up with local Scotland and At Your Service – A Practical Guide to Delivering the museums or galleries – visitors may want to experience a range Food and Drink Experience in Scotland. Download them free at of activities. www.tourism-intelligence.co.uk. If you are a food and drink provider, for more information about Even if your business is not based right next to where the event If you can, provide some basic visitor information about the type how to work with event organisers see the guide Ready for Events is taking place, you can still engage with those visitors for pre of people coming, what they will be looking for and where they – a guide to selling Scottish food & drink at events, available at and post stays, so discuss marketing opportunities. come from – it will help to guide tourism businesses in their www.eventscotland.org. offers and service.

Top images: P.Tomkins/VisitScotland/Scottish Viewpoint Bottom: Cairn O’ Mohr Fruit Winery, Perthshire. Credit: P.Tomkins/VisitScotland/Scottish Viewpoint Events, Festivals & Cultural Tourism... 5. Working together: tourism businesses, cultural providers and event organisers

Shining a spotlight on Creative Places The ‘Creative Place Awards’, one of Creative Scotland’s Investment Programmes, is a three year programme (2012-14) that aims to promote and celebrate the creative efforts of smaller communities CASE STUDY CASE

CASE STUDY CASE in Scotland, and highlights the importance of collaboration and community involvement. Cultural organisations, community groups and/or local authorities have the opportunity to bid for an award that The Enchanted Forest – recognises their community’s achievements in using their creative assets to promote A Feast for the Senses the identity of the place, in turn adding Highland Perthshire’s renowned Enchanted Forest value to an area and attracting more sound and light show was developed to show The Bunkers Festival visitors. There are three categories Scottish woodlands and outdoor recreation in a depending on the population of the area For the past two years local businesses in new light while extending the tourist season in and each category winner receives a cash Perthshire into the late autumn period. Inverness have enthusiastically embraced the prize that will allow them to further develop Bunkers Festival, developed to add value The Ryder Cup and promote their area’s creative offering. After a successful eight years under public sector management, the 2009 event was handed over to for visitors attending the Scottish Open Golf The Ryder Cup is the third biggest sporting event in the world in West Kilbride was the 2012 winner of the ‘Under 10,000 Residents’. the newly-formed Highland Perthshire Community Championship. terms of TV/media coverage (after The Olympics and The World Cup). Local volunteers formed ‘West Kilbride Community Initiative’ which has Interest Company, made up of business people and Highland Council Events Officer Gerry Reynolds Around 45,000 visitors are expected to attend Gleneagles for each a remit to position the town as ‘Craft Town Scotland’, and through a volunteers from the local area. 38 says: “We decided early on that we wanted of the six days of the event. There will be a higher proportion of number of craft studios, gallery retail space, and a gift shop they continue 39 Inverness to be known to the Open visitors for overseas visitors than at most other golf events, and these will be to develop a varied programme that engages with new and existing Following poorer than normal visitor feedback ratings more than their golf experience at Castle Stuart; predominantly US visitors – so spend will be higher. audiences. The cash prize will allow ‘Craft Town Scotland’ to develop in 2009, the gloves came off in event management terms and the team’s sleeves were rolled up to make and we saw this as a great opportunity to add to Whilst The Ryder Cup will provide the focus for a lot of support and a new series of exhibitions for The Barony Centre and develop new the 2010 show better than ever! our existing festivals programme. Our plan was marketing activity, it is just one event in a whole programme of programmes to involve younger, and older, members of the community quite simple – get locals and performers into the golfing event opportunities. in their creative programme. For more information on Creative Scotland Decisions were made that dramatically improved city centre and invite golfing visitors and normal the customer experience, including changing the • Keep informed about which golf tournaments are taking place projects please visit www.creativescotland.com. tourists to join in the fun. flow of the event; tasking the sound and lighting each year in the run up to 2014 at www.eventscotland.org/golf. Playing on the golf theme, we ‘trapped’ visitors in companies with the overall implementation of the entertainment bunkers and put on performances • Is your business ‘golf friendly’ in that you offer special services Angus Heritage event; and bringing in a nearby catering company in as many unusual places as possible. Local for golfing visitors? Consider joining VisitScotland’s Golfers specialising in local produce to deliver fresh, locally- businesses added to the party atmosphere by Welcome Scheme. In association with the annual ‘Doors Open Days’ held in Scotland, produced food on the night. which give access to unusual and interesting buildings in Scotland laying on even more themed activities. The results were instant, with the 2010 show • Encourage golf visitors to bring partners and families with them that are normally closed to the public, Angus Heritage Week setting new records for the highest ever levels of We successfully turned our city centre into a fun on their trips. Think about packages or reciprocal deals with local promotes the unique heritage of the area to locals and visitors. customer satisfaction, ticket sales and economic space for golf fans, tourists and locals, giving attractions, spas or retailers. Over 40 events including a genealogy fair, historical walks, everybody a chance to make new friends and impact on the local community. • Look out for further news about EventScotland’s dedicated Ryder traditional music, talks and storytelling are featured in an event enjoy our culture, humour and hospitality. Building on this success, The Enchanted Forest Cup website for tourism businesses, outlining how you can get programme and online at www.angusheritage.com. Feedback from golf fans has been fantastic and won the ‘Event Management Grand Prix’ and ‘Best involved in the event, visit www.rydercup2014.com. The event programme is distributed to accommodation providers Cultural Event Award’ at the 2011 Scottish Event the European tour organisers were really pleased and visitor attractions within a 90 minute drive of Angus, and Awards. In 2012, through Year of Creative Scotland to discover that our city offers a lot more than an • For tips on getting the most out of the golfing market, download businesses are invited to send details of special offers for investment, the Enchanted Forest announced plans exceptional golf course and some wonderful hotels.” Tourism Intelligence Scotland’s Golf Tourism guide at inclusion in a ‘passport’ for visitors – which includes promotions, for renowned visual artists Dalziel and Scullion to www.invernessfestivals.com www.tourism-intelligence.co.uk. competitions, quizzes and interesting facts to engage visitors. introduce a new dimension. Could you get together with other businesses in your area to promote the best of your region? www.enchantedforest.org.uk

Right: Gleneagles Hotel, near Auchterarder. Credit: VisitScotland/Scottish Viewpoint Left: Sheila Fleet Jewellery Workshop, Tankerness, Orkney. Credit: P.Tomkins/VisitScotland/Scottish Viewpoint Events, Festivals & Cultural Tourism... 5. Working together: tourism businesses, cultural providers and event organisers

CASE STUDY Setting up your own event Spirit of Speyside Could your areas strong unique asset(s) be brought to life in the form The Spirit of Speyside Whisky Festival has been attracting whisky lovers from of an event? For example if your area has an excellent mountain biking across the globe since 1999. network could like-minded businesses and event organisers work The organisers have increasingly been using social media to broaden their market together to create an exciting event that showcases the best the area and attract new types of visitors. has to offer? Festival Manager Mary Hemsworth says: “Our target audience is very media savvy As mentioned previously every event had to start somewhere... and the whisky world adopted social media early on to promote events, whisky Fringe by the Sea, held in North Berwick every August as an add-on fairs and new launches. All the major distilleries use it so it was an obvious route to the Edinburgh Fringe, has come a long way from the ‘test concept’ to reach our market. piloted in 2008. It has already expanded to a full seven-day programme As well as using social media to create a ‘must visit’ call to action, we’re engaging of 70 shows, and will continue to grow. In addition, Celtic Connections, more and more with bloggers worldwide, offering them a platform to write which began in 1994 as a celebration of Celtic music at Glasgow’s about their experiences in Speyside at the festival, and are also using affiliate Royal Concert Hall has grown into a multi-venue, multi-award winning marketing to reach greater numbers of potential visitors. An example of this is our cultural festival of concerts, ceilidhs, talks, art exhibitions, workshops Getting started relationship with Glenfiddich, whose Facebook account has over 135 thousand and educational children’s events. In 2011 it featured over 2,000 artists followers. By linking our posts we can reach all their followers too. from five continents, generated audiences topping 100,000 and had 1. Build on your area’s strengths – ensure your proposed idea an estimated economic impact of £4.7m for Glasgow and £1.2m for has a good brand fit so that it can be grown into an overall Alongside this activity we’re also developing a new website which will offer our Scotland. Could you create a spin-off event from an established event experience of the area. visitors an opportunity to use social media to interact with the festival. already taking place in your area? 2. Integrate with the community – base the event near local This change in marketing focus certainly seems to be paying dividends. Ticket See page 38 to discover how ‘The Bunkers Festival’ added value businesses, so they have the best opportunity to get involved. sales were up over 35% this year with a significant increase in revenue.” to visitors attending the Scottish Golf Open Championship at 3. Consider accommodation needs – where will visitors be Mary’s top tip for using social media to promote your event: Use one ‘voice’, able to stay when attending the event? Work closely with 40 Castle Stuart. be consistent, make it fun, engage your audience and get them to participate and 41 local accommodation providers well in advance to create event then when they arrive, they already feel part of the festival. packages, encouraging visitors to stay longer and spend more. www.spiritofspeyside.com 4. Deliver an experience – similar to all other visitor experiences, people attending or participating in events are looking for a good value experience with great service and a personal touch. 5. Keep it Scottish – visitors are looking for an authentic experience – in fact, they expect it. Use Scotland’s strengths to your benefit. For example showcase Scottish food and drink and use local suppliers to offer a truly unique flavour. EcoCab Argyll For in-depth information about how to run your own successful event, access the guide How to maximise the economic benefit EcoCab Argyll offered a cycle rickshaw from events in your area and Event Management: a practical cab service at the Fort William Mountain guide, a support tool for regional events, which offer step-by- Bike World Cup, providing a green transport step guidance to planning, as well as checklists and adaptable alternative for visitors heading out to the templates, at www.eventscotland.org. venue from the town which complemented the ethos of the event perfectly! www.ecocabargyll.co.uk Keeping it Green Don’t forget… EventScotland provides a number of resources to help you create a green and sustainable event, including a resource of 50 top tips and You need persistence to run a successful event. They take many years to establish themselves and reach the visitor levels and Think about what services you could provide a Sustainable Events checklist. business engagement you want to achieve. But the benefits and long-term effects are well worth the investment of your time! to meet the needs and expectations of particular types of event-goers. For more details go to www.eventscotland.org.

Top: Belladrum Festival, 2012. Kindly given by Paul Campbell Photography Bottom: The Spirit of Speyside Whisky Festival, Aberlour. Credit: Rob McDougall/VisitScotland Bottom: Spring Fling - Adam Booth, Artist Blacksmith, at Pipers Forge, Kirkpatrick Durham. Credit: P.Tomkins/VisitScotland/Scottish Viewpoint Events, Festivals & Cultural Tourism... 5. Working together: tourism businesses, cultural providers and event organisers

Marketing an event

Building your events’ profile takes time and effort. Get into the mindset of your visitors and think about what will entice them to come along. Make sure you are promoting with your local VisitScotland Information Centre, and also promote at entry points such as bus, train and ferry ports – they can be an excellent way to catch day visitors, too. CASE STUDY CASE Before the event • Establish your event – set up a domain name; set up your social media presence with Facebook and Twitter - allowing you to develop a relationship with potential attendees and start a blog to excite and engage potential attendees during the build up • Start communicating – create a content roll-out plan to include exciting news announcements, images from past events, competitions and incentives • Try to make posts shareable and interesting, and demonstrate the ‘personality’ of your event through your content, so it really speaks to your target market • Re-tweet and re-post relevant news and events that relate to your event • Promote your online presence – in PR, marketing materials and email signatures • Cross-promote between your own website and social media sites UCI Mountain • Cross-promote with participants’ online presence or venues’ online presence Bike World Cup During the event • Encourage visitors to ‘check-in’ to your event with small rewards – it will increase your visibility online The organisers of the 2012 Fort William • Encourage visitors to share information about their experiences through their own social media UCI Mountain Bike World Cup enhanced the visitor experience with an extensive programme of music • Stream parts of your event with live online video through your website and arts as part of the Year of Creative Scotland. 42 • Share images of your event in real time 43 The Creative Scotland Digital Hub focused on • Generate discussion about interesting bits of news and gossip related to the event mountain bike-related digital arts, such as • Make everything inclusive – not an exclusive club of those ‘in the know’ – this is about everyone, photography and film making, ‘Music in the attendees and non-attendees Mountains’ saw performers taking music and street theatre out onto the hill with performances at • Blog about the highlights of your event After the event Maintaining an event legacy different locations and, to create a more effective • Ask event-goers for feedback and get them to post their favourite pictures link between Fort William and the event, ‘Downhill Gathering feedback and reviewing strengths and weaknesses are key to • Keep your fanbase engaged in the build-up to the next event by tweeting updates and posting Downtown’ offered visitors the best of Scottish the ongoing success of an event. Gather feedback from visitors, community competitions on Facebook music at the Nevis Centre. groups, sponsors, local businesses, local residents, event organisers and • Measure how successful social media was in spreading the word and review your marketing plan suppliers. Once gathered, it should be analysed and the key messages Mike Jardine of Rare Management says: “We are shared with everyone involved. always looking for new activities and innovations For more information see the presentation Digital & Social Media for Event Organisers, available at www.visitscotland.org. that can add to the whole visitor experience. Yes it’s an international standard competition but it’s also important that there is a range of things for people to see and do in addition to the sporting elements. The Creative Scotland strands enabled Promoting your event with VisitScotland Don’t forget… us to focus on a number of new initiatives that Promoting your event to millions of visitors has never been easier. The events section If your business is near an area that already holds an event with showed once again that the Fort William event is of visitscotland.com provides visitors with information about local and national events a strong legacy, there are opportunities for ‘spin-off’ events. progressive and forward looking. taking place across Scotland throughout the year – and it’s a free service for you! Instead of trying to compete, could you work together with other All of the strands tied into the culture of the sport Simply submit your event’s details on an online form and your event will appear on local businesses to tap into the themes of that event, perhaps and it gave an additional focus in terms of features, VisitScotland’s sites within seven days. Go to www.visitscotland.com/submit-event. bring guest acts to your area in support of it? media coverage and credibility.” www.fortwilliamworldcup.co.uk

Image: The Turriff Show. Credit: P.Tomkins/VisitScotland/Scottish Viewpoint Left: Burns Storytelling Festival at the Brig o’ Doon, Alloway. Credit: P.Tomkins/VisitScotland/Scottish Viewpoint Right: Mountain Bike World Cup at Nevis Range, near Fort William. Credit: P.Tomkins/VisitScotland/Scottish Viewpoint Events, Festivals & Cultural Tourism... 5. Working together: tourism businesses, cultural providers and event organisers

Other useful information – intelligence, awards and funding Tourism Intelligence Scotland Top Tips Tourism Intelligence Scotland (TIS) is a joint venture developed by Scottish Enterprise, VisitScotland, and Highlands and Islands Enterprise in partnership with the tourism industry. TIS has a broad reaching range of resources to encourage tourism businesses to drive innovation and grow their business through effective use of market and other intelligence. Events, Festivals and Cultural Tourism is part of the ‘Opportunities for Growth’ guide series. Access all of the guides, as well as a wealth of market intelligence at Working with others www.tourism-intelligence.co.uk. to benefit everyone!

Scottish Thistle Awards Communicate what is going on in the area and the wide The Scottish Thistle Awards, which are organised by VisitScotland, celebrate excellence The Kitbag range of complementary activities to see and do. Give people and quality within the tourism industry. They recognise the very best of Scottish event a reason to stay longer and spend more. tourism through two categories – Best Sporting Event and Best Cultural Event – which are A new website (available November open to sporting and cultural events that take place at a national and/or international 2012) is being developed which is a level across Scotland. Visit www.scottishthistleawards.co.uk. kitbag of information for businesses Whether a tourism business or event organiser/cultural provider, to maximise the opportunities arising try seeing each other’s perspective and consider what you can do from major events coming to Glasgow. Scottish Event Awards to work together effectively. The Kitbag: Where Events Mean EventScotland encourages event organisers to enter to demonstrate the high quality Business is being piloted in Glasgow events and services that are delivered in Scotland every year at the Scottish Event 44 with a national roll-out anticipated If you are a food and drink provider there are fantastic 45 Awards. Whether you are an event organiser, event promoter, in-house team, venue during 2013. Much of the current or an event industry supplier, the Scottish Event Awards is a key event showcasing content is relevant to businesses opportunities to get involved with events and grow your Scotland’s growing events industry. For more information go to outwith the city. business. Refer to www.scottisheventawards.net. Ready for Events – a guide to selling www.glasgowmajorevents.com food and drink available at www.eventscotland.org. VisitScotland Quality Assurance Scheme VisitScotland operates an internationally recognised Quality Assurance (QA) Scheme. Remember that the upcoming mega events offer involvement Whether your business is a small guest house, large hotel, bar or caravan park, your QA opportunities, but they also spawn smaller localised events, grading can tell visitors what to expect from your business and helps you to benchmark Did you know? which may offer you more tangible opportunities. your business against others. Based on customer research, each award is a thorough professional assessment reflecting the quality criteria that customers really value. It’s Bulk ticket sales an official award and a scheme that visitors look out for and trust. For more information The travel trade is also an If you’re planning an event of your own, your first consideration please visit the ‘Business Support’ section on www.visitscotland.org. important consideration for Event should be how to sell something your area already excels at. Organisers. The Edinburgh Military The VisitScotland Growth Fund Tattoo is a great event for tour operators and consistently sells The Growth Fund is available to marketing groups of three or more tourism businesses well through the trade. It helps that and can provide support with 50% of approved total marketing costs – a minimum award the event is highly visible and active of £5,000 to a maximum of £65,000. Marketing activity should be new or a further in the market place, and also that development of current activity which will generate additional visitors to Scotland. Funds it offers a long run of shows. But are open to national, regional and local tourism groups to help them reach new target could your event lend itself to the markets and increase visitor numbers. For more information please visit the ‘Business travel trade in a similar way? Support’ section on www.visitscotland.org.

Image: Tossing the Caber. Credit: Rob McDougall/VisitScotland 6. LINKS & RESOURCES 7. NEXT STEPS 6 LINKS & RESOURCES 7 NEXT STEPS

Events and Festivals listings Research Reports www.visitscotland.com Tourism Scotland 2020 – The future of our industry, in our hands What are you going to do? www.northings.com by The Scottish Tourism Alliance, June 2012 www.thelist.co.uk Scotland: The Perfect Stage – A Strategy for the www.whatsonscotland.com Events Industry in Scotland 2009-2020 by EventScotland • Get up to date: use events listings to research the events, large and small that www.creativescotland.com EventScotland Annual Review 09/10 are happening in your area; identify which are shoulder and off-season as well as high season. Key organisations Scotland – An Insight into Our Segments by VisitScotland EventScotland www.eventscotland.org • Research the websites of local arts and cultural venues, museums and heritage Homecoming Legacy – The Road to 2014, Second Stakeholder Event Know what’s VisitScotland www.visitscotland.org sites to find out what their upcoming programme is. Creative Scotland www.creativescotland.com Analysis Report of Homecoming Scotland 2009 by out there • Find out what event support toolkits are available from EventScotland and Scottish Enterprise www.scottish-enterprise.com The Scottish Government, 2010 VisitScotland that you could use to promote your business. Highland & Islands Enterprise www.hie.com Digital & Social Media for Event Organisers by VisitScotland • Consider how you can get involved with the ‘Winning Years’ campaign in the build-up Other useful links Tourism and Culture Trends by The Scottish Government, to 2014, and start planning now for Homecoming 2014. January 2012 Museums Galleries Scotland www.museumsgalleriesscotland.org.uk National Museums Scotland www.nms.ac.uk Edinburgh Festivals Impact Study by BOP Consulting, May 2011 • Organise staff familiarisation trips for events and cultural experiences in your area 46 National Library of Scotland www.nls.uk The 2010 Ryder Cup: Economic Impact Assessment by IFM Sports 47 Historic Scotland www.historic-scotland.gov.uk Marketing Surveys, March 2011 so they can sell them to visitors. National Trust for Scotland www.nts.org.uk Scottish Open Golf Championship 2011 Economic Impact Understand • Consider the needs and wants of different visitor types – do you currently have Scottish Natural Heritage www.snh.gov.uk Assessment by Reference Economic Consultants, Jan 2012 facilities and services that meet their needs, and do you promote them? Forestry Commission www.forestry.gov.uk/scotland your visitors • What special products and packages can you offer that tie in with a cultural Scottish Wildlife Trust www.scottishwildlifetrust.org.uk Evaluation: The Melrose Sevens 2008 by Ashbrook Research Tourism Intelligence Scotland www.tourism-intelligence.com & Consultancy, June 2008 experience or event in your area? BusinessClub Scotland www.businessclubscotland.co.uk How to maximise the economic benefit of events in your area by TIG, Feb 2009 Resources Estimating the Economic Impacts of Festivals and Events: A • Visit local artists’ studios and talk to artists about their work and opportunities for Toolkits: Research Guide by CRC Tourism, 2002 Build new on-site visits/workshops/talks. Year of Natural Scotland Toolkit www.visitscotland.org/business_support/advicelink.aspx Destination: Music – The contribution of music festivals & major relationships • Get in touch with local event organisers to see what services you can offer and how Brave Marketing Toolkit (available until 31.05.13) concerts to Tourism in the UK by UK Music they can promote your business. www.visitscotland.org/bravetoolkit2012 Generating Visitor Spending: Mega-Sporting Events by Visa, 2011 Guides: Resource Guide: The Impact of Events by The Higher Education Ready for Events – A step by step guide to selling Scottish food & • Provide or point visitors to high quality, unique and authentic experiences that will Academy, May 2007 drink at events in collaboration by EventScotland, Co+operative enhance memories of their visit. Development Scotland, SAOS, Scotland of Food and Drink, Scottish The Highland Council Inverness City Committee report, August 2010 Provide Enterprise and the Scottish Government, 2012 • Hook in to national days as a way to promote the ‘Scottishness’ of your business – The Economic Impact of the UK Film Industry by Oxford Economics, authentic especially St Andrews Day and Burns Night for the off-season. Events Management: a practical guide by EventScotland, Sept 2006 June 2010 The Kitbag: experiences • Promote your own mini events based on the cultural experiences you have on Where Events Mean Business (available from 19.11.12) Scottish Household Survey, 2011 your doorstep. www.glasgowmajorevents.com

Copy written, designed and produced by Tall Poppies Scotland, 2012 www.tourism-intelligence.co.uk [email protected] T: 0845 601 2454