Scotland Business Tourism & Events Conference 2009 V1

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Edited Version of the Presentation given at the Scotland Business Tourism Conference 2009 in Glasgow on the 18th November 2009

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Scotland Business Tourism & Events Conference 2009 V1

  1. 1. events for LONDON Maximising the Business Benefits of Major Sporting Events David Hornby Why Not? Consulting Ltd 18th November 2009
  2. 2. 1.  Scotland Insights 2.  Why Events Matter and a Strategic Approach? 3.  Some good practice examples 4.  Critical Success Factors 5.  Questions? Agenda
  3. 3.   International numbers going down significantly   Event attendees improving position and more sustainable   Existing Markets UK / NA / Germany / France & scandinavia   New Markets BRIC counties – changing world order   Age of Visitor getting older up - line with GB •  London & Glasgow differ.   Health - Obesity on the Increase – No 2 in World   Brand Perceptions possibly quite traditional   Access & route development key to market   MORE COMPETITION everywhere Scotland Insights
  4. 4. 1.  Scotland & Glasgow Insights 2.  Why Events Matter and a Strategic Approach? 3.  Some good practice examples 4.  Critical Success Factors 5.  Questions? Agenda
  5. 5. LONDON / GLASGOW / SCOTLAND Our strategy is aligned to a clear Vision for the city & country. One that is exemplary and sustainable Exemplary World Class City Green City Accessible City for Prosperous Fair City City People City Events will not Events will be Events will Events will Events will have a detrimental accessible to all promote London promote tourism, promote cultural environmental as a cultural sporting and diversity in impact. centre. cultural activity in London London Events will be on A city that Events will a scale that can welcomes the promote tourism in Events will be readily world and London promote London managed within connects the as a cultural the designated world in one place. centre and global event venue or sports hub space. A Place to Live, Work, Visit & Invest In
  6. 6.  Participation + inclusiveness  High Media Profile  Brand fit of Sport & Scotland  Capacity building (officials, volunteers, etc)  Health & sustainable development Sports-led Rationale
  7. 7.  Competitive and Dynamic Brand  Economic Driver in wider sense – investment, jobs, skills.  Economic Return specific to event.  Showcase Glasgow & Scottish Culture & Connect the People  High level of repeat visitor – developing “content motivator”  Growth of short break market Tourism & Destination Marketing
  8. 8.  Reach out and connect with existing and new growth markets  Next DECADE is OUR TIME! Tourism & Destination Marketing
  9. 9.   2009 Twenty:20 World Cup Cricket   2009 FIG World Gymnastics   2009 ATP Tennis World Tour Finals (5 Years)   2010 Ryder Cup – Celtic Manor, Wales   2010 IRB Women’s Rugby World Cup   2011 World Badminton Championships   2011 UEFA Champions League Final   2012 London Olympic & Paralympic Games   2014 Glasgow Commonwealth Games   2014 Ryder Cup – Gleneagles, Scotland   2015 IRB Rugby World Cup   2017 NFL Super Bowl (TBC)   2018 FIFA World Cup (TBC)   2019 ICC Cricket World Cup A Great British Decade of Sport
  10. 10.  Reach out and connect with existing and new growth markets  Next DECADE is OUR TIME!  Develop infrastructure and facilities Tourism & Destination Marketing
  11. 11. New Venues & Facilities – “Content”
  12. 12.  Reach out and connect with existing and new growth markets  Next DECADE is OUR TIME!  Develop infrastructure and facilities  Community involvement & engagement  PRIDE in “your city / country and what it has achieved” Tourism & Destination Marketing
  13. 13. 1.  Scotland & Glasgow Insights 2.  Why Events Matter? 3.  Some good practice examples 4.  Critical Success Factors 5.  Practical Steps 6.  Questions? Today
  14. 14.   £1.47 billion tourism opportunity for London   Legacy for tourism – jobs and businesses   Global media exposure   Increased marketing reach   Hosting other events and hospitality   5000 new homes,6 New Sports Facilities ,2.5 Sq Km Olympic Park, New Transport infrastructure, Stratford City   Enhance London’s position in the world of Major Sporting & Cultural Events London 2012 Impacts
  15. 15.   Set SMART Objectives •  Brand Perception •  Digital @ Heart •  Meeting & Events Sector •  Leverage Commercial Brand Partnerships •  Role of Tourism in DESTINATION ECONOMIC STRATEGY   Sustained Funding   Build Strong Partnerships   Major importance of Role & Strength of the DMO   Don’t silo Events & Business Tourism – UNLOCK DESTINATION   Event Brand v Destination Brand London 2012 Learning’s
  16. 16.   Commonwealth Games Federation / Glasgow 2014   Athletes   Officials & Coaches   Media   National CGF Committees   International Federations   National Governing Bodies   Sponsors and Broadcast Rights Holders   Non Sponsors   Hospitality Agencies   General Public Know Your Potential Customers
  17. 17.   Flexible hospitality facilities – •  Restaurants, Venues, Hotels, Unique Spaces, Public Spaces.   Staff with local knowledge and insights   Secure and safe environment   Flexibility of service – opening times   Cost effective solutions - no gouging!   A joined up City – DMO Role Key What do they need?
  18. 18.   Long term Vision – NOT About 2014 •  2020 – A strategy for the next decade   Partnership Working – Private, Public, Voluntary •  Cities v State   Sustained Funding   Have Ambition and Be Creative   DIGITAL & LIVE CONTENT – Merging experience   Keep communicating – TRUSTED Information   Get people involved and make sure SCOTLAND AND GLASGOW benefits. •  Australian Circus v Beijing 2008 Critical Success Factors – GLASGOW 2014
  19. 19. events for LONDON
  20. 20. events for LONDON

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