Date :
26/03/2013
An at-a-glance diary might soon be online to allow visitors to browse the full range of Scotland’s events and festivals.
This innovation is among a series of key actions, designed to ensure all event visitors have the best possible experience while in Scotland.
A team led by Brigadier David Allfrey, producer of the Edinburgh Military Tattoo, has been researching the sector. It found Scotland’s diverse and attractive events and festivals could benefit significantly from working more closely together and learning from each other to develop their reach and impact.
“Event organisers are passionate, focused and professional in respect of their own ventures, but do not always integrate their vision and practical arrangements with wider stakeholders,” the team concluded.
“We are not so good at spotting where our visitors might draw benefit from other businesses. Similarly, we are often less than quick to spot where other businesses might add value to our own.
“As ever, the visitor’s experience is only as strong as its weakest element. We can make it easier for visitors to enjoy the whole experience from start to finish, set positive memories and increase the probability of repeat bookings.”
In essence, Brigadier Allfrey was suggesting that each and every business should work harder to promote others; each event and festival perhaps suggesting options for transport, accommodation, food and drink and even other leisure activities ... so rounding out the offer.
Besides the comprehensive new calendar, the Events and Festivals team will be working with others to:
- open a new communications channel so that the events and festivals industry in Scotland can work together, learn from one another, and share best practice in Scotland and further afield
- signpost training and development in core capabilities, such as leadership, market intelligence, marketing, quality, sustainability and financial management
- establish a simple way of measuring progress and success
- establish a true value of the Events and Festivals sector in direct and wider economic impact – a benchmark from which to measure progress and growth