National Event Strategy review and refresh - Scotland: the perfect stage

I've worked in events and festivals in 5 countries on two continents, and across 6 States. One key element is that while government, local and national, is critical to ensure smooth operation and cohesiveness with normal operations and health & safety(ie road works, sanitation, emergency services, etc) - events have a theme, a feel and a life unique to them; with staff that are wholly committed to delivering the vision and ensuring the experience of event goers is as amazing as possible. One thing I have seen is over involvement with a bureaucracy slows down momentum, can over complicate matters and sometime remove decisions from the event organisers. So I'd be mindful to keep a healthy balance between individual events with government or public funds for the best outcome. I think Event Professionals input needs to be heard and understood and communication in both directions is vital.

Understanding and training on the nature of events, discussions and panel for legalities and requirements for organisers, ongoing access, priority is the health of the event and an understanding of long term strategy so growing the economy is vital for both; but understand that costs and needs for events are incredibly fluid and the event needs must supersede boosting the economy or the event won't last long.

Highest priority is safety, security and services (ie toilets, cover, water, traffic management, emergency services access, etc), Second priority is access to vendors, no one is happy hungry or thirsty, tired with no place to sit so the lay out, flexibility and supply are vital so the experience is comfortable. Address sustainability. Event Sustainability (ISO20121) isn't only the carbon footprint, it consists of three elements, Business Sustainability, Environmental Sustainability and Social Responsibility and all must be factored into each decision from start to finish. So you can't just plan an event, count up the carbon and try to offset it with ev cars and recycling. Once you have the basic needs covered then you need to address cost to attend, what's on offer, what's the audience we're targeting,

Weather primarily, parking and access, public transportation locations, if outside urban areas there's transport to and in, lack of community for a "city wide" feel for events going on simultaneously, and likely cost is the biggest factor.

A cohesive marketing plan, ticketing service, a way to plan attending multiple things and booking through a site, having details for back ups for folks, clarifying designated parking and public transportation, paid parking, access and then signage for folks not local. Taking the step to promote the events as part of the local promotions with Visit Scotland, City Councils, etc.

I think there's too much focus on it. If you're looking to create events that welcome everyone than keep it simple and welcome everyone. If you're looking to foster "diversity" for the sake of itself have a way to advertise events a "diversity" and others as say Family, Adult, Youth, etc. But people don't want to spend money to go enjoy an event to then be confronted with political slogans and protestors. So the more important question is what is meant by diversity? If it is to hold an event that is open to everyone than stop focussing on identifying individual groups and just welcome everyone.

Since Covid events have taken a huge hit and we're still crawling out from under it. Plus events require some year round, full time staff and a lot of temporary/seasonal staff and since Brexit that's hard to find as most Brits don't want to litter pick or set up chairs. I also think there's a misconception as to what it is to "work events". I've done it for over 35 years and have done just about everything that events could need from wading bum deep in snow to run an extension lead to greeting Ambassadors and performing CPR. You have to be prepared and willing to jump in and it isn't glamourous, it's hard work and requires a dedication and a commitment to that work ethic.

Safety, training, good wages, recognition for a job well done, special recognition for going above and beyond, being offered help or other work when you're out of your depth and a boss honest enough to action it rather than risk a failure or fault.

Training, expectation that the work means getting your hands dirty, real life hands on experience as part of any degree or certificate course, labour laws that suit the nature of timing and needs of events to protect organisations from excessive rules they can't meet so go without staff. Definition of work ethic as part of job description and ideally a special visa post Brexit for temporary and seasonal staff to be able to recruit where citizens feel "above the work".

We need to have the means to put people in situations and learn hands on, and this also needs to be part of the educational sector. Events Management programs are relatively new in the sector and in my opinion after 35 years doing it, I don't think it offers enough or much. I think they try and there's some value in it. But I don't think you can leave a course and run and event unless you're talking a wedding in a Hilton or somewhere you have everything you need right there. There is a need to be creative, a problem solver on the spot, think quickly and be flexible and willing. I don't see that being taught as you can only learn it from experience.

ISO 20121 approach, being honest about what is sustainability, how can we use local businesses, farms and services, how do events become profitable to afford to take more steps? What partnerships can be developed so the "luxury" of sustainability is a core principal? What are options for strategies? How do we learn from each other? Can we share resources? Networking to maximise benefit, reduce costs and carbon.

In my opinion, no aspect of your budget should be more than 15% in terms of income. It becomes too great a risk if anything goes wrong. So I think events need a number of income streams and need to be creative to always be thinking "can this make us money?" or "how does this save us money?" Off season services you can create billable hours, renting equipment or renting space, freelance services, negotiate commissions on referrals, vendor fees, percentages as part of venue hires or ticket sales, sponsorships, inkind and cash, collaborations; savings on job placements working with another organisations, being prepared to invest in a uni placement, marketing strategy, monetising videos and other works you're doing anyway online, merchandising,

Training or actual services for on the street, in businesses, rewards for completing online surveys, teams to interview and even video folks being interviewed to address issues and possibly have marketing tools to share, funds, software, tools

jobs data, employee satisfaction/performance reviews, insurance data on levels of incidence down or up, economic impact studies, visitor sector surveys, local surveys in schools, local resident surveys, looking at emotional wellbeing, attendance records, feedback from event teams on interaction with attendees, local business input, data from services like emergency services, waste, health care - were numbers up in a good way or down in a good way? Collaboration with other communities where events have thrived to the benefit of economy, locals and businesses.

I think the grey area is the word context. The scope to market is determined by who your audience is, when your event is for travel options, does it coincide with other things, seasonally, nature, etc so they can get the most out of the trip. Are they winter or summer people, what age range is the target market, how long are they coming, what's the key interest? I think if you're looking at a blanket answer for promoting Scotland, you need to ensure it is worth the trip - so make sure those creating the opportunities for things to go on are able to focus on their business and the traveller. Provide the tools to create a link to communicate that isn't over crowded, noisy or difficult to use. Otherwise you're looking at standard common denominators that generally apply to all and then how does that thread weave through the events. But if it is about how can Events market Scotland, rather than Scotland marketing events, then it comes down to what about the event aligns with Scotland other than location? The thing you can't do is ask events, people, mission statements, etc to be something they're not just to tick a box because they'll ruin themselves trying to cover too many bases.

easy transportation, accommodation, facilities, point of contact for guests who is native to them so if they need help the person or service they're asking understands them, understands what it is in their country or region so they can give an answer that is as close to what may be back home as possible. Rather than someone trying to translate what they're looking for and risk getting it wrong, they can advise if it is available or if not, what's the closest thing to what they need - because that person knows what they're talking about.

Events are working harder all the time with less available to them to meet local and national requirements. So I think events go above and beyond in doing research and preparedness to ensure events deliver safely and what the attraction is. There is a constant push for being eco-friendly that needs fine tuning as measuring impact is often generic and sometimes not useful. All of the above are in some way growing but there's a lot to do some are being done but not in a way that generates a useful outcome id developing the workforce. I think it is possible to have an enormous impact on the work force going to all walks of life, but there needs to be a work ethic and value placed on it. Events meet the needs of local people, support local businesses and more. But event professionals are not treated with the same level or respect and value as other professionals, so it is often overlooked for other professions due to lack of respect, wage gaps and growth potential.

Events are one of those things that has a great impact on numerous areas. When done right there's praise during a news cycle, when something goes wrong it's like an old rumour that's wrong and won't stop. It generates income like a ripple effect, keeps jobs going, give folks something to do, to celebrate, a way to spend time together, shares art, entertainment, history, all things that make lasting impacts on people. Sadly there is also a high number of turn overs in staff, ongoing work for sponsorships, competition for tickets, inflation and things that keep event goers away; when actually attending may just be the day out or the break they need. Event organisations also work to address all walks of life. Creating a placement program for events, dispel the illusion that its some glamourous lifestyle, providing support to secure services in-kind where possible, professional help with sponsorships and even breaks and incentives from certain taxes or protections for inflationary costs to keep tickets reasonable for guests. And an understanding that the core of Sustainability is not to battle climate change but to be Environmentally Sustainable. There's a lot of data that disputes the "earth warrior's" demanding the space - so find a balanced approach that meets needs but support the idea of a climate of change.