Scotland The Perfect Stage Industry Event: Fort William Leon Thompson: Corporate Affairs Manager 3/28/2011 Why EventScotland? • Established 2003 as the national events agency (now a directorate of VisitScotland) • Deliver a portfolio of major events • Develop the Scottish events industry at all levels • Attract visitors to Scotland • Enhance Scotland’s international profile • Strengthen the sporting and cultural infrastructure • Maximise the economic, social and environmental benefits of events to all parts of the country EventScotland’s role • Provide leadership and expertise • Provide investment and support through International, National and other programmes • Champion a partnership approach • Be a proactive facilitator – not a deliverer • Build capability and capacity in the industry • Credible respected organisation (SportAccord survey) EventScotland: Our Mission and Vision Our 2020 Vision for Scotland Scotland established as the Perfect Stage for events. Our Mission To develop a portfolio of events that delivers impact and international profile for Scotland. Summary of our approach International Events Programme • • • • • Attract and develop sporting and cultural events Economic return of investment of at least 8:1 International media profile for Scotland (media index) Or both Partner support National Events Programme • • • • Drives domestic tourism Invest in events outside Edinburgh and Glasgow Investment around marketing or event enhancement Events in every local authority area which are eligible Active Scotland • Homecoming Legacy initiative to promote the benefits of an Active Scotland for all the people of Scotland and visitors. • Uses tourism and events to promote Scotland as an Active destination. • Events provide participative opportunities for tourists in Scotland whether in running, cycling, orienteering or dancing. • Additional resources provided by Government to develop new opportunities at events with participation and which achieve good levels of media coverage. • Welcome the opportunity to discuss event proposals with the industry. Continue working together • • • • How can we develop the relationship? Are there more events that EventScotland can support? What events would you like to see in the area? Which events are priorities to capitalise on status of OCUK? • How can maximise the impact of the event programme? Discussion 3/28/2011 VisitScotland Growth Fund Joanne Blanusa Growth Fund Manager GROWTH VisitScotland GrowthFUND Fund Who can apply? Promotes partnerships with and across the wider industry to ensure we all reap the benefits of collective effort. VisitScotland Growth Fund Collaboration Technology Partnership Alignment Leverage Impact! Capability VisitScotland Growth Fund Mainstreamed into VS activity Minimum of 3 tourism businesses in a constituted group New or additional activity Alignment to VS activity and Years of Focus (where relevant) 50% intervention – min £5,000 max £65,000 25% private sector funding Contribution towards project management costs The process Submit an initial enquiry form Chat through with a Growth Fund Advisor Growth Fund Advisor assigned to Group Complete a marketing plan & application form Submit application to Growth Fund Panel 2011 - Scotland’s Year of Active VisitScotland Active Growth Fund will support marketing groups to boost active and adventure travel Collaborate on active promotions or packages Market some of our great active breaks to raise awareness of Scotland as an active tourism destination Increase the number of visitors to Scotland for the Year of Active and beyond VisitScotland Active Growth Fund ACTIVE GROWTH FUND Existing and new collaborative groups formed to promote specific activities in their area Activity providers collaborating with other tourism businesses, (e.g. accommodation providers) to create and market an ‘activity package’ or promotion VisitScotland Active Growth Fund 50% intervention: min £2,500 max £25,000 Submit an initial enquiry form Growth Fund Advisor will discuss your project with you Complete a marketing plan and application form Rolling application process Growth Fund Case Studies Scottish Snowsports Outdoor Capital UK Scottish Snowsports Ski Scotland represents Nevis Range, Glencoe, Cairngorm, Glenshee, The Lecht and Sno!zone at Braehead. Developed a comprehensive 2010/11 ski season marketing project to promote the Scottish ski experience to skiers and boarders, following the success of the previous season. Growth Fund award: £17,900 – total project cost: £35,800 Outdoor Capital UK Aim to engage with their target markets through a significantly increased web presence and social media interaction. Offering an innovative facility on their website to allow visitors to research and plan their trip in one place; implement an SEO campaign and raise awareness of OCUK through e-marketing and better promotion of their winter markets. Growth Fund Award: £17,500 – Total Project Cost: £35,000 Questions? WEB visitscotland.org/growthfund visitscotland.org/active_growth_fund EMAIL [email protected] [email protected]