I’d like to welcome you all to Glasgow and Scotland for Host City 2017.

This is the third consecutive year that Host City has been held in Glasgow and I am delighted to see how it has grown.

EventScotland has a strong heritage with this conference and, with so much happening in Scotland over the coming years; it is fitting to have so many of the world’s foremost event practitioners meeting in this great city ready to discuss high-impact events

International context

Having spent the last few weeks at home recovering from a new hip I have had lots of time to think, reflect and cogitate about the world sporting events landscape.

Unfortunately, several key words and phrases have stood out on more than one occasion:

• Governance – lack of leadership
• Transparency
• Athlete welfare
• The lack of desire to move with the times
• Doping
• Corruption
• Geo political instability
• A fragile world economy
• Terrorism
• Global warming
• Brexit
• Lack of bids for Olympics
• Bidding confusion over Rugby World Cup 2023

to name but a few.

I find all of this very sad and, whilst it may well be a reflection of where we are, the lack of positive dialogue in terms of what high impact events can achieve is woeful.

Challenges

Whilst we have many challenges I genuinely believe that we need to celebrate success much more and ensure that we articulate and communicate to the public, politicians, media and more importantly athletes and fans how important this sector is for the world’s economy.

Take this city, Glasgow. On the back of the 2014 Commonwealth Games, the Hydro entertainment venue is ranked second or third in the world and the local vicinity is a contemporary and vibrant place to work, live and play, supporting 2,500 new jobs with some of the finest restaurants and cafes in Scotland.

I hope that the next two days gives us all the opportunity to both share our wisdom, and also reinvigorate and celebrate all that is great about our global events industry – one that, if we are not careful, is in my view at risk.

We need to articulate the special DNA of High Impact Events:

• Create moments no one can ever take away
• Inspires others to achieve, perform and learn
• Create impact across global governments that no other sector can, from a 360-degree perspective such as sport, creativity, health, education, economy, tourism, young people, etc.
• And more importantly than ever contributes to the wellbeing of the community, the city, the country and our global wellbeing; and last but not least, makes people smile and have fun!!

Thank you for coming to Scotland and enjoy the conference. I am delighted to announce that we are working with Host City to further grow the event in Glasgow and Scotland next year and see this city as future the home of a world class conference for global event cities and events.

Thank you and enjoy the two days.

Paul Bush OBE is VisitScotland’s Director of Events, leading the EventScotland Team, Business Events and Industry Development.  EventScotland takes a strategic lead in the Scottish events industry and is responsible for working with partners to attract, bid for and secure major sporting, cultural and business events.

Over the past decade this has brought some of the world’s biggest event properties to the country, including The Ryder Cup and Commonwealth Games in 2014, World Gymnastics Championships 2015, World Orienteering Championships 2015 the MTV Music Awards on two occasions and future events such as European Championships 2018, Solheim Cup 2019 and Euro 2020 Football.

Having been on the Commonwealth Games Scotland Board for four years as an independent non-executive Director, he was appointed Chairman in May 2015.

Paul was Chef De Mission for The 2006 Scottish Commonwealth Games team of 245 athletes and officials who secured a total of 29 medals. He was awarded an OBE in the 2007 Queen’s New Year Honours List for Services to Commonwealth Sport.

Paul Bush OBE is Chairman of Host City 2017, the largest meeting of cities and sports, business and cultural events, which took place in Glasgow on 27-28 November.

Hosted by sports broadcaster, Eilidh Barbour, and held at Glasgow’s Technology & Innovation Centre, 42 expert speakers and a capacity audience gathered for the flagship industry conference to share best practice and discuss the challenges and opportunities facing Scotland’s events industry.

David Coletto from Abacus Data delivered a timely and thought provoking keynote speech, providing invaluable insight on understanding the future of events through the eyes of a millennial during his presentation ‘Disruption and Generational Change’; part of the opening plenary session, ‘The Changing Audience for Events’.

He gave the 300 strong audience three things to take away from his talk when thinking about millennials around events. Firstly they are a ‘do’ generation not a ‘have’ generation. They prefer experiences over owning goods. Secondly, it’s all about the experience. Millennials want a quality experience that is authentic, natural and value for money. And lastly, they want to be told a story but they want it to be authentic.

He said: “This generation is a product of their environment and they have been shaped with entirely new skill sets, opinions and values. The more you learn about millennials the more you can comprehend and appreciate the significance of the economic, political and social change happening around us.

“The needs of the millennial generation compared to those of previous generations are so different. We are often described as the experiential obsessed generation and it is this generational change that is disrupting so many markets, including the events and festivals sector. With millennials currently representing a quarter of the population in countries across the world, whether it be Scotland, the UK, American or Canada, it is a key market that represents great opportunity for the industry, so understanding the change and harnessing it to your advantage is vital if you want to succeed in attracting and retaining a millennial audience for your event.

“From my perspective, there’s never been a better time to be in the events and festivals business.”

The day’s 11 break-out sessions also provided further opportunities for the industry to delve into the latest trends and issues facing the sector, with EventImpacts, the National Culture Strategy Consultation, Event Tech, Social Media as well as Security, Stewarding and Policing among the popular topics delegates engaged in.

Following the break-out sessions, the delegates came together for the closing plenary session ‘‘Scotland’s Assets & The Perfect Stage’, with five of the industry’s leading professionals discussing the assets that are the cornerstone of the country’s event strategy - our people, our cultural identify and heritage, our natural environment, our built facilities, and our signature events - and providing their perspective on the opportunities and challenges of continuing to deliver a strong portfolio of events that maximise these key assets to ensure sustainable impact and international profile for Scotland.

Building on the success of the previous conference in 2015, the 2017 event provided the industry with a forum to learn, share knowledge and network, allowing event practitioners to remain up-to-date and ensuring Scotland maintains its reputation as a world-leader in event development and delivery.

Paul Bush OBE, VisitScotland’s Director of Events, said: “The National Events Conference has been a great opportunity for our industry to come together and review the progress we’ve made so far with our national events strategy, Scotland the Perfect Stage, as well as discuss the challenges and opportunities we’re currently facing. The level of debate and discussion that has taken place throughout the day has been truly outstanding.

“As an industry we are doing some amazing work, with a great portfolio of annual events as well as continually attracting some of the biggest events in the world from the Commonwealth Games, The Ryder Cup to the MTV Music Awards. Our work is the envy of many, however, as an industry we need to be better at articulating more clearly the wider benefits of events, especially as we face the challenges ahead.”

Immediately following the National Events Conference has been another leading events conference, Host City 2017, the world’s largest meeting of cities and sports, business and cultural events. Also taking place at Glasgow’s Technology & Innovation Centre from 28 to 29 November, attendees included 30 event owners and 20 organising committees as well as 200 delegates.

Using his opening remarks as co-chair of the conference, Paul, further addressed the challenges facing the events and festivals industry but this time on a global scale.

He said: “While it is an exciting time for the industry with all the technological advancements and the rise in social media allowing events and audiences to be more engaged, it is also a very challenging time. The current security climate, the transparency and governance around the bid process, as well doping and corruption in sport, are adversely affecting the confidence the public has in bidding for and delivering of major events. As a global industry we must be willing to tackle it head on if we are to maintain public support for major events around the world.

“This was an area of great debate by the Scottish events industry at the National Events Conference and one I’m sure will be continued by delegates over the two days at Host City 2017.”

Sky Sports’ innovative coverage of The 145th Open at Royal Troon in July 2016 has earned them a BAFTA after being named best sports production during the awards ceremony in London.

The Sky Sports team won the award for best sports production for their enhanced coverage of the championships, including the thrilling climax when Henrik Stenson and Phil Mickelson were embroiled in a sensational final-day battle watched by hundreds of millions of people around the world.

The Open was named the winner ahead of BBC's coverage of the Rio Olympics and the Six Nations clash between England and Wales, while the Paralympics on Channel 4 was also nominated.

Paul Bush OBE, EventScotland director of events, said: “This is a tremendous accolade, not only for the team at Sky Sports but for golf in general to have beaten off competition from so many top-class sporting productions. It is also a triumph for the stunning Ayrshire coastline which provided the perfect backdrop for the high-class drama that unfolded on the course.

“I’m especially delighted for our golf events executive Katy Mathieson, who was part of the Sky Sports team producing coverage from Royal Troon before joining EventScotland last year. We have a great relationship with Sky Sports through the world-class portfolio of golf events taking place in Scotland and we look forward to working with them on many more in the coming years.”

The EventScotland team work across Scotland’s extensive golf portfolio, which includes the men’s and ladies Scottish Opens at Dundonald Links in Ayrshire and the RICOH Women’s British Open at Kingsbarns in Fife among others this summer. The Open also returns to Scotland in 2018 at Carnoustie.

Next year Glasgow will once again take centre stage and make history when it hosts the inaugural 2018 European Championships in partnership with Berlin.

The opportunity to host this exciting multi-sport event for the first time is a direct legacy of Scotland hosting the XX Commonwealth Games and The 2014 Ryder Cup.

We knew heading into these two landmark events that we had a unique opportunity to establish Scotland as the perfect stage for events. The planning, delivery and ultimately successes of 2014 gave us the springboard to establish Scotland as a world leading international events destination.

The facilities and expertise gained from both of these events, along with the events Scotland has hosted since, will now play a crucial role in the successful delivery of next year’s event.  Six of the seven sports - Aquatics, Cycling, Golf, Gymnastics, Rowing, and Triathlon – will be in Glasgow and Scotland while Berlin will host the Athletics.

The Sir Chris Hoy Velodrome at Emirates Arena, The SSE Hydro, Tollcross International Swimming Centre and Cathkin Braes Mountain Bike Trails are just some of the venues to make a return, while a new World Championship and Olympic standard BMX track will be built in the city, providing future opportunities for major events as well as grassroots development for the sport. A few of the sports will head out of city. Edinburgh’s Royal Commonwealth Pool will host the Diving and the Open Water Swim will take place at the picturesque Loch Lomond, while Rowing and Triathlon will take place in Strathclyde Country Park.

For spectators and athletes alike, the Glasgow 2018 European Championships will create a new highlight on the international sporting calendar. It creates the opportunity for us to reach beyond the dedicated fans of the individual sports and to connect to a much broader audience, just as we saw through the legacy of the XX Commonwealth Games. It is a chance for sports to use Glasgow 2018 as a shop window to connect with people beyond the event and with some of our biggest participation sports taking part, it again allows us to inspire more people to take part in sport, get involved in coaching and establish more teams and places within sports clubs.

The success of and the legacies from the XX Commonwealth Games and The 2014 Ryder Cup have been the catalysts for Scotland’s winning bids to stage internationally significant events in recent times. They set the bar by which Scottish events are judged. Glasgow 2018 will build on this and help create a legacy going into the two major events taking place in 2019.

As the sporting capital of Scotland, Glasgow will again play host to some of the world’s best athletes’ as it hosts the 2019 European Athletics Indoor Championships, while at Gleneagles – which will also host the golf event for Glasgow 2018 -  the magic of The 2014 Ryder Cup will be recreated when it welcomes the women’s equivalent, The 2019 Solheim Cup.

Just like the XX Commonwealth Games and The 2014 Ryder Cup, the images from the 2018 Glasgow European Championships will define Scotland and it is the far-reaching legacies of these occasions that will continue to define Scotland’s event industry.

Coupled with our stunning natural environment, outstanding build facilities, rich culture and heritage and passionate people, Scotland’s capability, credibility, capacity and confidence to deliver innovative and pioneering events will see us maintain our position amongst global elite event destinations.

At EventScotland we are proud of our role in bringing the legacy to life by identifying, developing and utilising Scotland’s unique selling points to bring the world’s best events to our shores.