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.

Opening Remarks

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

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.

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
Reaching, engaging and retaining your audience online. Expert advice on the development of effective social media strategies for events, with practical examples, discussion and sharing of experiences.


Inclusive & Accessible Events
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
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
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
  • Online Ticketing
  • Event Impacts

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
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
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
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
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
  • 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
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
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
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 Culture Strategy Consultation
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

Scotland's Assets & The Perfect Stage

The closing plenary will be an industry-led panel session looking at the assets that make Scotland the perfect stage for events - Our People, Our Cultural Identity & Heritage, Our Natural Environment, Our Built Facilities and Our Signature Events – and consider some of the key future challenges and opportunities that we face.

Closing Remarks

Lord Thurso, Chairman of VisitScotland

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.