National Events Conference 2017

Day 1
27 Nov 2017

Registration & Breakfast

Registration opens at 8:30am. Delegates are invited to enjoy an early-bird breakfast and some relaxed networking prior to the start of the conference programme at 9.30am.

Welcome

Eilidh Barbour, one of the country's rising stars in sports broadcasting, kicks things off with a warm welcome and a run-through of arrangements for the day.
Eilidh Barbour

Opening Remarks

Fiona Hyslop MSP, Cabinet Secretary for Culture, Tourism & External Affairs
Fiona Hyslop MSP

Opening Plenary

The Changing Audience for Events

The opening plenary panel session is chaired by EventScotland Director of Events, Paul Bush, who will report on progress to date and future challenges for Scotland’s national events strategy (2015 – 2025), “Scotland the Perfect Stage.” The session will then focus on the changing audience for events. Keynote speaker David Coletto, CEO of leading Canadian public opinion and marketing research consultancy Abacus Data, will share his expertise on the consumer trends associated with the “millennial” generation. Further input will be provided by VisitScotland’s own expert Insight team, who will share their research findings associated with other emerging markets relevant to the Scottish events sector. The session will invite reaction from the delegates and discussion amongst panel members, with thoughts on how the event industry can best respond to these influences.

David Coletto
Paul Bush OBE
Chris Greenwood

Breakout 1

Delegates should choose one of the following sessions:
  • Social Media Strategies
  • Inclusive & Accessible Events
  • The Regulatory Framework for Events
  • Funding Events
  • Marketing with Scotland

Social Media Strategies with Conor O'Sullivan
Reaching, engaging and retaining your audience online. Expert advice on the development of effective social media strategies for events, with discussion and sharing of experiences.


Inclusive & Accessible Events with Gideon Feldman
EventScotland published the Inclusive & Accessible Events Guide in May 2016. The session will focus on an event organiser’s obligations under the Equality Act 2010. It will consider the opportunity and audience for accessible events, what is reasonable for different types of event, plus offer practical steps event organisers can take towards improving accessibility.


The Regulatory Framework for Events with Kevin Sewell
The session will offer guidance around a broad range of licensing requirements for events, e.g. Public Entertainments License, Occasional Liquor License, Temporary Traffic Regulation Orders, Marches & Parades License, Section 89 and Section 11. It will also consider the role of the local Safety Advisory Group in supporting event organisers.


Funding Events
Making the financial model stack up: Crowdfunding, grants, donations, sponsorship and commercial sales.


Marketing with Scotland with Mark Irwin & Chelsea Charles
What are the marketing opportunities available to events through engagement with Scotland’s national tourism agency, VisitScotland, and national events agency, EventScotland. The channels, content, audience, reach and impact.

Breakout 2

Delegates should choose one of the following sessions:
  • Event Volunteering Strategies
  • Security, Stewarding & Policing
  • Event Tech Live
  • Online Ticketing
  • Event Impacts - WORKSHOP FULL

Event Volunteering Strategies
Volunteers are essential to the successful delivery of many events. The session will look a volunteering strategies across a range of events, consider best practice and the pitfalls, and share the experience of delegates attending.


Security, Stewarding & Policing with ACC Bernie Higgins, Colin Rodger, Stuart Turner & Tom Clements
What have we learnt from the 2017 Edinburgh Festivals and other recent major events and where do we go from here? Sharing information and examples from event organisers, stewarding companies and Police Scotland.


Event Tech Live with Adam Parry
Delivered in partnership with Event Tech Live and EventIt, the session will look at some of the latest event technology developments and trends, showcasing a number of new event products.


Online Ticketing with Gillian Henderson & Tony Davey
Online ticket sales are a must for most events. This session will look at a number of online ticketing platforms, how they work and what more they can do to promote your tickets and capture audience data.


Event Impacts with Mark Stewart - WORKSHOP FULL
Events have the power to inspire and change people's lives in a number of different ways. Updated and re-launched in 2016, eventIMPACTS has been developed by EventScotland with partners across the UK as a toolkit of resources to help event organisers improve their evaluation of the impacts associated with staging sporting and cultural events.

Lunch

A chance for delegates to catch their breath after a busy morning. Refuel and recharge prior to the start of the afternoon sessions, plus enjoy an informal catch-up with industry colleagues.

Breakout 3

Delegates should choose one of the following sessions:
  • Event Volunteering Strategies
  • Security, Stewarding & Policing
  • Event Tech Live
  • Online Ticketing
  • National Culture Strategy Consultation

Event Volunteering Strategies
Volunteers are essential to the successful delivery of many events. The session will look a volunteering strategies across a range of events, consider best practice and the pitfalls, and share the experience of delegates attending.


Security, Stewarding & Policing with ACC Bernie Higgins, Colin Rodger, Stuart Turner & Tom Clements
What have we learnt from the 2017 Edinburgh Festivals and other recent major events and where do we go from here? Sharing information and examples from event organisers, stewarding companies and Police Scotland.


Event Tech Live with Adam Parry
Delivered in partnership with Event Tech Live and EventIt, the session will look at some of the latest event technology developments and trends, showcasing a number of new event products.


Online Ticketing with Gillian Henderson & Tony Davey
Online ticket sales are a must for most events. This session will look at a number of online ticketing platforms, how they work and what more they can do to promote your tickets and capture audience data.


National Cultural Strategy Consultation with Leonie Bell & Marie Christie
The Scottish Government is developing a Culture Strategy for Scotland. Development of the strategy is drawing on a broad range of expertise, views and experience and this session will offer the events and festivals sector an opportunity to hear how the strategy is developing and to input views and ideas that will help to shape the strategy’s vision and priorities. It is an opportunity to show culture’s importance to Scotland’s future and to demonstrate the many ways that creativity and cultures contribute to, and influence, the way we live our lives, our progress as a nation, our expression of democracy and our values as a society. It will consider what is working well and ways to address the challenges that exist, a key part of this is to explore ways to strengthen existing and develop new partnerships within the sector and across other sectors.

Closing Plenary

The closing plenary will be an industry-led panel session looking at the assets in the national events strategy that make Scotland the perfect stage for events:

Our People with Jean Cameron, Bid Director, Paisley 2021

Our Culture & Identity with Leonie Bell, Head of Cultural Engagement and Culture Strategy, Scottish Government

Our Built Facilities with Philip Long, Director, Dundee V&A

Our Natural Environment with Malcolm Sutherland, Managing Director, Loch Ness Marathon & Festival of Running

Our Signature Events with Brigadier David Allfrey, Chief Executive, The Royal Edinburgh Military Tattoo and Chair, EFIG

Closing Remarks

Lord Thurso, Chairman of VisitScotland

Lord Thurso

After Show Reception

A last chance for delegates to relax, reflect upon the day and enjoy an informal catch-up with industry colleagues before heading for home.