opening of the Turner Prize pre- view both in Glasgow later that day. “And MTV is on tonight because we couldn’t get them into Glasgow two weeks ago because it was full for the Davis Cup!” Te ‘new’ strategy is not wholly
new, more of a refresh, said Bush; an affirmation of why events were identified, back in 2003 when the strategy was conceived, as being fundamental to S cotland’s economy - and of the effectiveness of a local, regional, national and international portfolio. But the difference this time, he believes, is that the events industry itself is responsible for its direction and ambition over the next ten years. Te result of an 18 month-long
consultation, with more than 100 contributions from the public, private and third sectors, the strategy covers everyone involved in plan- ning, securing, supporting and delivering events in Scotland. Tis
includes major events of interna- tional significance and smaller events supporting local communities.
AT THE CENTRE OF the strategy is equal responsibility for delivery on the Scottish Government, the events and festivals sector and individual event organisers. It represents a more collaborative approach to ensure that Scotland continues to develop, improve and invest in the events industry. “We took a step back,” said Bush
of the process behind the refreshed strategy. “We thought, Scotland – Te Perfect Stage, there’s probably nothing wrong with that; it’s a great line. Scotland’s a great country. Tere was a debate around whether you push the contemporary button, or [stick with] your history, heritage and culture. I think you need both. Why do people traditionally come to Scotland; the castles, the whisky, great people, great countryside.
“I’M NOT GREAT A SUPPORTER OF BRINGING IN ‘EVENT JUNKIES’”
“But then if you weave into that
things like music, fashion, the prov- enance of food and all the other great contemporary things we have, then it’s a powerful offering. Te strategy is a refresh; I think that’s a pretty im- portant message to send, that we are doing a pretty good job. But, we can’t afford to be complacent or arrogant. “Our raison d’etre hasn’t changed;
we want Scotland to be recognised as the perfect stage to bring events, not just sporting and cultural, but also business events, incentive events, but also we’re thinking outside the box about different kinds of busi- ness events, as well as live events,
launches for products and fashion.” EventScotland, the events direc-
torate within VisitScotland, has undergone a reorganisation to better support the industry, make it more cohesive. Tree teams now focus on event development, industry devel- opment and business events. Of the strategy, which will provide
the central theme at the National Events Conference in Edinburgh on 3 December, Bush said: “It’s exciting, it will challenge people. I think the big message is that it’s a call to action for the industry. People have to work in partnership, to realise the next vision for 2025.” To an outsider, the strategy
document might lack specifics. It is certainly a strong framework. But, given the nature of the events busi- ness – that they can take years to bid for and win – it cannot hope to be a 10-year diary of confirmed events
Continued on page 46 ➜ EVENTSBASE | WINTER 2015 | 47
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