In this age of constant access to entertainment, sports events are under pressure to become ever more entertaining and offer more activities within the schedule. But is this phenomenon of festivalisation – part of the DNA of mega events  – a good thing for smaller events?

“It’s definitely a good thing for promoting and reaching out to new target groups and bringing communities together and entertaining them,” says Georg Spazier, who brought several events to the Region of Tirol following heading up marketing and communications at the 2012 Youth Olympic Games Organising Committee Company.  He is now running his own agency, ITS GR8, with which he organises Europe’s biggest mountain bike festival.

“But for organising committees it’s additional work, additional budget, additional staff and coordination and so on. You probably need an extra team running it. If it's the one organising committee, doing everything can be overwhelming in many ways.

“There is a threat that sport moves out of the spotlight. We have to look at it more from a holistic entertainment perspective.”

The 2023 Olympic and Paralympic Games will incorporate a number of different cities beyond Brisbane, the nominal host. “I think it's great thing because I think it just gives more cities more opportunity,” says Alana Vought, Program Manager, City of Gold Coast’s Olympic and Paralympic Games Brisbane 2032.”

Involving wider regions can help to involve more diverse communities and in events, especially those communities that lack sports infrastructure, Vought says. “The Pacific islands have no training infrastructure at all. So to be able to bring some training camps into the country, to Australia, into the Gold Coast and have them train – it's a great opportunity for them and it's also a fantastic opportunity for our athletes to share.”

Birmingham, in the UK’s West Midlands, hosted the Commonwealth Games in 2022. “Festivalisation was good for Birmingham because it suited what we wanted to do with the Games, and that was could we involve more communities and different types of audiences,” says Nicola Turner MBE, CEO, United By 2022, who was Director of Legacy for the Games.

Birmingham 2022 wrapped a cultural and festival event around the Games for six months. “We eventually sold more tickets for the cultural and arts festival than we did for the Commonwealth Games itself, and actually then the community decided to put on Festival 23 the next year because they liked it so much.”

Triathlon is a sport which has seen huge rise in in popularity, and the events are getting bigger and bigger. This brings challenges as well as commercial opportunities, according to Kris Gemmell, Head of Marketing and Commercial, World Triathlon.

“There was an opportunity to give sponsors more bang for their buck, and they had more time to activate, but it was taxing for them to be in one place for a greater length of time,” he said.

“The question is, how big is too big?”

National reopening plans, pent-up customer demand and digitalisation will all contribute to the revival of the live events sector, according to Joe Berchtold, President of Live Entertainment.

The head of the world leading event promoter cited the UK government’s announcement of a roadmap to lifting lockdown in England as a great enabler to reopening the events business.

“The UK is the leading example of what’s working well. They got out fast with the vaccines. They came out with a plan last week,” he told Morgan Stanley’s Technology, Media & Telecom Conference on 4^th March.

Subject to the progress of the virus and vaccination, the UK aims to remove all lockdown restrictions in England in a phased approach by 21 June. “Because we have those dates, we can make an informed decision. It has a big impact on consumer side.”

The announcement of the roadmap created a rapid surge in sales of festivals, with Live Nation selling 170,000 tickets in three days, including Creamfields and Reading and Leeds which sold out rapidly.

“We needed a 90-day plan that gives the ecosystem the ability to plan.

“We’re waiting for that in the US, or if not on a state-by-state basis,” he said. “It looks like the south is moving fast. And there are more aggressive plans from some of the big states like California and New York; others are more conservative."

Fortunately outdoor events, which reopen soonest due to the lower risk of transmission, serve the promoter’s biggest customer base. “The benefit for us is the large volume of fans. our most valuable customers are our fans in amphitheatres and our festivals. That’s the best way for us to economically get moving.”

With pressure building on both the supply and demand side, Live Nation’s post-pandemic strategy is to drive more fans into its ecosystem and monetise more effectively.

“We are looking at an elevated supply and demand as we come out of this. We have a very large pent up supply issue,” he said, highlighting a roster of big name artists who have been unable to tour during the pandemic.

“You have latent demand of people wanting to see artists. 95% of fans want to go as soon as they can – so we’re going to have an accelerated supply and demand dynamic.”

Although Live Nation’s revenues were hit dramatically in 2020, their cost base has also reduced.

“We’ve took $950 million out of our cost base last year, and we’re putting $750 million back in. So that’s making us nimbler and more effective.

The promoter is also looking for new revenue streams.

“We’re looking into streaming. There are fans out there that are not going to be able to go to the show, if it’s not in their city or if it’s sold out, who will buy a stream. We can very efficiently provide our thousands of artists with the option of adding a stream to a show or a  tour.

“Most people want to go to the show rather than stream, which reinforces the value of the live proposition. But there are a lot of people who just can’t make it. so it opens the scale of distribution on a global basis. For most artists it will be integrated into touring – an additional element of their live show.”

The pandemic is also accelerating the deployment of digital ticketing. “People will go into the venue on a ticketless basis. This will improve the fan experience and reduce friction. If you reduce friction, you’ll sell more food and beverage and merchandise. That will have direct benefits for the fan, for the venue, it helps us to know and understand our fans, to add value to the sponsors – so the whole system starts to work better.

“Across the whole business, we’re finding ways to do it better.”

Future growth will also be driven beyond the UK and the US. “We’re doing this on a global basis in 40 countries. We have teams in all the markets, taking a market by market approach.

“We are excited about new markets and how they come out of this.”

These comments were made in conversation with Ben Swinburne, Head of U.S. Media Research at Morgan Stanley

The organisers of Glastonbury 2020 have announced the cancellation of the 2020 edition of the festival.

“This will be an enforced fallow year for the Festival,” Michael and Emily Eavis said in a statement published on their website and shared on social media.

“Clearly this was not a course of action we hoped to take for our 50th anniversary event, but following the new government measures announced this week – and in times of such unprecedented uncertainty – this is now our only viable option.

“We very much hope that the situation in the UK will have improved enormously by the end of June. But even if it has, we are no longer able to spend the next three months with thousands of crew here on the farm, helping us with the enormous job of building the infrastructure and attractions needed to welcome more than 200,000 people to a temporary city in these fields.”

Ticket holders will have the opportunity to roll their £50 deposit over to next year, and be guaranteed the opportunity to buy a ticket for Glastonbury 2021.

The organisers added: “The cancellation of this year’s Festival will no doubt come as a terrible blow to our incredible crew and volunteers who work so hard to make this event happen. There will also inevitably be severe financial implications as a result of this cancellation – not just for us, but also the Festival’s charity partners, suppliers, traders, local landowners and our community.

“We were so looking forward to welcoming you all for our 50th anniversary with a line-up full of fantastic artists and performers that we were incredibly proud to have booked. Again, we’re so sorry that this decision has been made. It was not through choice. But we look forward to welcoming you back to these fields next year and until then, we send our love and support to all of you.”

[Source: Aggreko] To support its efforts to reduce its carbon footprint and pursuing more efficient ways of providing power, Aggreko, the world-leading provider of mobile modular power, temperature control and energy services, introduced a number of emission-reducing power solutions at this year’s Glastonbury Festival.

Aggreko is proud to have been the exclusive power supplier for the festival since 2007, and in 2019 several locations at the festival were powered by hybrid thermal-solar generators, combined with battery storage systems and proprietary energy management software. This ensures maximum efficiency and minimise the carbon impact and together, these innovative systems saved over 200 metric tonnes of CO2 across the course of the festival, compared to the use of traditional diesel generators.

Uniquely, the festival’s Green Fields HQ ran entirely on solar power for the duration of the festival, which when combined with the battery storage systems, provided a reliable power source during the hours of festival operation.

In addition, this year saw the use of cleaner, healthier fuel deployed in Aggreko generators – Green D+, a special blend of Hydrotreated Vegetable Oil (HVO), purchased by Glastonbury directly. HVO fuel which is made to an international specification, is derived from a mix of 100 per cent used vegetable oils and waste fats. All carbon is removed in the production process resulting in a biofuel of higher consistency, quality and purity than other biofuels.

Green D+ includes additives that produce a fuel that has several advantages over standard diesel, including a significant reduction in particulates, over 80 per cent saving on greenhouse gases, zero sulphur emissions and reduced noise pollution.

By switching to this fuel, which works in all Aggreko diesel generators without modification, Aggreko achieved a C02 saving equivalent to the annual emissions of 45 family cars.

Bill Egan, a Principle Engineer at Aggreko Events Services who has a been working with Glastonbury Festival for over 25 years, said: “Powering a major event like Glastonbury presents a huge challenge. Providing 25MW of low-carbon power with the reliability to ensure that there are no disappointments for the festival-goers is no mean feat.

“Aggreko’s use of low carbon HVO fuel, combined with our innovative thermal, hybrid, storage and solar power solutions will ensure that everyone enjoys the festival without interruption, all the whilst supporting Glastonbury’s efforts to minimise its impact on the environment”.

The festival took place from 26th – 30th June. It is the largest greenfield festival in the world, attended by around 175,000 people. The five-day festival near Pilton, Somerset, is regarded as a major event in British culture and raises millions of pounds for good causes.

A kickboxing competition; the World Coastal Rowing Championship; a brand-new music festival celebrating the very best of The Highlands; and a special anniversary for a significant Scottish landmark are just some of the events which will benefit from a share of £143,500 from EventScotland’s National Events Programme Fund.

A total of 10 events, taking place across eight local authorities, have been awarded grants from milestone Round 40, to enhance event delivery and to further develop Scotland’s diverse events portfolio.

Paul Bush OBE, Director of Events at VisitScotland, said: “Over the years, our National Events Programme has played a crucial role in our work to increase domestic tourism across Scotland, complementing our International Programme of major events and supporting our long-term strategy of sustaining Scotland’s global reputation as the perfect stage for events.”

“It’s great to see the continued success of the programme, and we’re delighted to be able to support the ten events awarded in this latest round to develop and grow.”

Among the events to receive funding through the National Events Programme is the WKC (World Karate and Kickboxing Commission) Aberdeen Open, taking place at the AECC in May. The action-filled event, which is Scotland’s largest kickboxing competition, will offer spectators the chance to see local kickboxing talent as well as internationally acclaimed fighters from Ireland, Europe and the USA compete.  This is the first time that the WKC Aberdeen Open has received funding through the National Events Programme, with the event being awarded £5,000 to support PR and marketing activities.

Malcolm Evans, President of WKC Scotland, said: “We are extremely grateful to EventScotland for supporting The Aberdeen Open 2019, Scotland’s biggest kickboxing event. This is the fourth year of the competition and it has grown year on year to attract some of the best local, national and international kickboxers. Our main objective is to demonstrate the real benefits of kickboxing and increase public participation in the sport. The generous support of EventScotland has helped us work towards achieving this through investment in promotional activity which has allowed us to communicate the mental and physical health benefits associated with kickboxing, as well as attracting new audiences by building excitement ahead of the event on May 5.”

Also receiving funding the celebrations for The National Wallace Monument 150^th Anniversary. Two special events will be held to mark the 150th anniversary of the opening of the National Wallace Monument; Wallace 150, a unique evening illumination event, marking the start of a special programme of celebrations, and Wallace Wha’ Hae, a family-friendly festival with activities themed on Wallace and his legacy. £25,000 has been awarded to the events to support the delivery of both headline events.

Ken Thomson, Marketing Manager at Stirling District Tourism said: “2019 is a really important year for The National Wallace Monument – as we mark the 150th Anniversary of the famous landmark – and we are really looking forward to welcoming everyone who joins us for the commemorative events in September.  We really appreciate the support of EventScotland – which has been invaluable in helping us to prepare for these celebrations.”

The other events to receive funding from the latest round include:

• Dundee Design Festival - Dundee Design Festival has a new location for 2019. The city’s third design festival will explore the theme of what makes a Liveable and Loveable city from inside a challenged shopping centre in the heart of the city.  Designers across all disciplines will be based at the Keiller Shopping Centre alongside a new exhibition and pop-up shop as part of a week-long programme of interactive workshops and talks where visitors can experiment with the process of design. To support its ambitions, the festival has received £20,000 to expand its marketing activity, develop its new venue and expand the capacity of ‘PechaKucha Night’, which will be its biggest to date at Dundee’s Caird Hall. 
• The Gathering – This new one-day festival, in the grounds of the historic Northern Meeting Park in Inverness, will feature a host of exciting traditional and folk based bands from The Highlands and Scotland alongside a line-up of the finest craft food and drink suppliers from the region. The event has been awarded £10,000 towards its infrastructure.
• Barrhead Rainbow Run -  A 5km fun run, where runners of all ages and abilities tackle a number of interactive challenges on-route, including paint stations, inflatable assault courses, slip ‘n’ slide and foam pits, has received £4,000 to enhance the visitor experience and encourage extended stays by participants in East Renfrewshire
• Run the Blades – a unique trail running event held within the UK’s largest windfarm, Whitelee Windfarm, and incorporating three distances – 10km, half marathon and 50km ultramarathon – Run the Blades has been awarded £12,500 to enhance the spectator experience of its event village, including a large outdoor screen and additional marquees. 
• Solas Festival – A family-friendly weekend arts festival at Errol Park, Perthshire with performances and workshops in music, theatre, dance, literature and visual arts, as well as talks and debates has received £9,500 for infrastructure costs to enhance the children’s and wellbeing area as well as its social media marketing for this strand of the programme. 
• Youth Beatz –Scotland’s largest free youth music festival returns to Dumfries’ Park Farm in 2019 with a spectacular line-up of acts, including Professor Green and Sigma.  The festival has received £25,000 to maintain the size and scale of event following its key part in Scotland’s Year of Young People 2018 signature event programme, ensuring a continued legacy from the Themed Year.
• Stranraer SkiffieWorlds - A colourful and friendly celebration of coastal rowing. Stranraer and Loch Ryan in South West Scotland will host the major international coastal rowing event ‘SkiffieWorlds 2019’ which will see up to 1,000 participants compete. The event has been awarded £22,500 support an enhanced on-shore festival for visitors as well and increased marketing and PR activity for the event.
• St. Andrews Voices - A unique 4-day Scottish festival devoted to vocal and choral music, 2019 will see the beginning of a new partnership with light projection artists Luxmuralis, who will create a unique, immersive voice and light event themed around the universe over two evenings which will take over iconic buildings across the whole town of St Andrews with the main event taking place in Holy Trinity Church. Live music will be performed by Owain Park and Gesualdo Six, as well as creative input from local community groups in the festival’s annual learning and participation programmes £10,000 has been awarded to support the addition of this new partnership.

Since establishing the Programme back in 2004, EventScotland has invested more than £5.8 million into 511 events covering the length and breadth of the country. The support has allowed for the strategic development of events which occur outwith Edinburgh and Glasgow, to help drive domestic tourism, deliver economic impact for local communities and generate media profile for Scotland. It is estimated that to date the Programme has contributed £97.6 million in total to the Scottish economy.

Many of Scotland’s best loved events, including Wigtown Book Festival, Spirit of Speyside Whisky Festival and the Baxters Loch Ness Marathon and Festival of Running, have greatly benefited from the Programme’s support and have subsequently gone on to progress to EventScotland’s Beacon and International Programmes.

Malcolm Sutherland, Event Director of Baxters Loch Ness Marathon & Festival of Running, said: “The National Events Programme was instrumental in contributing to the growth and development of the Baxters Loch Ness Marathon & Festival of Running into one of the UK’s best loved marathons and Scotland’s largest participatory sporting events. We have seen very positive outcomes from EventScotland’s support over the years, with an increase in those travelling from outside Scotland to take part in the marathon and the resulting economic impact and benefits to the surrounding area of staging a high-profile sporting event.”

The National Events Programme is a strategic development programme with eligible events able to bid for a maximum of three rounds of funding. The deadline for the next round of the National Programme is 7 June 2019 with events taking place from January 2020 onwards eligible to apply. Guidelines for entry are available on www.eventscotland.org.

• Twelve events from across 10 local authorities are to benefit from nearly £100,000 of funding from EventScotland, part of VisitScotland’s Events Directorate
• Among them are five events receiving funding for the first time, including Cream o’ the Croft in Comrie Croft, Perthshire, and The Eliminator Mountain Bike Festival in Newburgh, Fife
• The National Programme Fund plays an integral role in developing domestic tourism across Scotland by help grow the country’s diverse events portfolio

Nearly £100,000 of funding has been awarded to 12 events and festivals across Scotland from the latest round of EventScotland’s National Programme Fund.

Among them are Cream o’ the Croft and The Eliminator Mountain Bike Festival, two of five events and festivals receiving funding for the first time from EventScotland, part of VisitScotland’s Events Directorate.

Taking place in June and August respectively, and organised by Muckmedden Ltd, the two family-friendly mountain bike events offer more than just your average mountain bike festival. With something for everyone, including mountain bike racing, live music, gourmet food and drink, and wild camping, the two events are the perfect book ends to the summer.

Both events have been awarded £5,000 each to enhance the PR and marketing support and activity around the event, including video production and online advertising.

Aaron Gray, Events Director at Muckmedden Ltd, said: “We would like to sincerely thank EventScotland for their invaluable support with Cream o’ the Croft and The Eliminator. The generous funding we have been awarded will allow us to promote both of our family-friendly festivals to all of the UK. The investment also gives us the freedom to significantly improve the quality of infrastructure and entertainment at both venues as we seek to attract not only mountain bikers, but young families and music festival-goers to Highland Perthshire and Fife.”

Also receiving funding is Bonfest, the three-day rock music festival that celebrates the life and music of the AC/DC legend Bon Scott. Held in his home town of Kirriemuir, and organised by Scottish charity DD8 Music, this is the third year the festival has received funding from EventScotland. Over that time the funding has helped the festival expand its offer and increase its attendance, with a record attendance of 6,000 from 27 countries turning out across the three days for last year’s festival. This year the festival has been awarded £9,332 towards increasing the capacity and quality of the campsite as well as for staging in Bellies Brae car park, next to the Bon Scott Statue, that will showcase young bands as part of Scotland’s Year of Young People 2018. 

Graham Galloway, DD8 Music Chairperson, said: "DD8 Music are delighted that Bonfest is being supported for the third year by the National Programme Fund. The fund has enabled the festival to grow significantly over the past few years, and we would have found this very difficult to achieve without the help and support of EventScotland. As a youth music charity, we are very excited to be one of the many amazing Year of Young People events happening all over Scotland, which are celebrating the talent and ambition of our upcoming generation."

The National Programme Fund supports the strategic development of events which occur outside of Edinburgh and Glasgow, with the aim of driving tourism, delivering economic impact for local communities and generating media profile for Scotland. Since 2008, EventScotland has invested more than £3.9m into 363 events across the country. Building on existing event activities, extending marketing reach and enhancing the on-site food and drink offer are just some of the ways funding is put to use by events and festivals.

Paul Bush OBE, VisitScotland’s Director of Events, said: “We are delighted to be funding these 12 amazing events and festivals from the latest round of EventScotland’s National Programme Fund. Taking place across 10 local authorities between May and October, these events and festivals will bring real impact by attracting visitors and driving economic impact in their local area.

“The National Programme Fund plays a vital role in maintaining Scotland’s reputation as the perfect stage for events and it is through events like these that we can ensure we continue to have a dynamic events portfolio that benefits everyone.”

The full list of events receiving support from Round 37 of EventScotland’s National Programme Fund are: