Conference Scotland Event

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Scott Sneddon

Welcome to Conference Scotland

Thank you to all Contributors

Scott Snedden

Corn Exchange venue Manager

VT

Richard John

Chair

House keeping

AgendaToiletsPhonesFire Exits

votin

Chris Lawson

Conference-Scotland Founder

State of the Nation(Glasgow)

Glasgow Marketing Bureau secured 131M 2010Hotel occupancy in Glasgow the highest level in a decadeRoom Yields have increased 15% to 64.61 from 54.65 in 2009Glasgow enjoyed the highest year to date occupancy (78.9%) of any Scottish city the first time ever in its history

State of the Nation(Edinburgh)

Edinburgh Convention Bureau secured 74.2M ahead of a target of 73.9M in 2010For the 10th consecutive year, Edinburgh was voted the UKs favourite city in the Guardian, Observer and guardian.co.uk Travel Awards50% of the conferences confirmed by ECB are worth in excess of 0.5 millionIn 2009-10 Edinburgh hosted 257 meetings attended by 58, 277 delegates

State of the Nation(National and International)

The global value of business tourism is estimated to be in excess of 40 billionBusiness tourism is the fastest growing sector in world tourism and represents 28% of inbound tourism into the UKThe UK is the 5th most popular destination for international association meetings, after the USA, Germany, Spain and ItalyA trend survey from UKEMTS suggests that events spend last year topped 16.3bn nationally! 1.3m business events.

State of our Nation

It is estimated that the Scottish market brings in business tourism is worth 827m annually And accounts for 20% of total tourism spend.

State of our Nation

It is estimated that the Scottish market brings in business tourism is worth 827m annually And accounts for 20% of total tourism spend.

Dr Jane Ali-Knight

Sustaining a Competitive Edge: Opportunities and Challenges facing the Scottish Events Industry

Dr Jane Ali-KnightDirector, Edinburgh Institute: Festivals, Events and TourismEdinburgh Napier UniversityConference Scotland, Friday 2nd September 2011

Building on Current Successes..

2012 and beyond

State of Play.Edinburgh

Dynamic value, e.g.Edinburgh C 455 ,000 population -> 55 major Events yearlyEdinburgh Festivals Impact Study, 2011

Worlds biggest programme of arts festivals from June to Sept. Based on a survey of 2 624 visitors

In 2010 Edinburgh's Festivals attracted 4m attendances, and an estimated 2m trips to the city. This generated:output of just under 261m in Edinburgh and 245m in Scotland89% of people say they increase local pride40m in new income in Edinburgh and 51m in Scotlandsupport for 5 242 FTE jobs for a year in Edinburgh Overall, the festivals attracted a wide range of visitors and city residents.

Other valuesCultural driverInvolves community Extend the visitor seasonChange the marketAdapt over time

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Creating the Festival and Event Managers of Tomorrow....

Challenge: Traditional Management Approach v Event-Specific Approach1999 Business Tourism Forum report found event and conference industries required enhanced negotiation skills, higher client management skills, detailed knowledge of venues, ability to anticipate clients needs and to suggest solutions to problems.

Creating the Festival and Event Managers of Tomorrow....

Attractiveness of the industry makes it highly competitive therefore emergence of college and universities coursesPeople employed in events tend to be highly educated (Goldblatt 2000). 79% degree and 15% post grad degree (US 1996) UK 2002 survey support this 66% to degree level Increased recognition of events management qualifications and as a subject association in its own rightFormation of AEME (Association of Events Management Education) in April 2004 now 36 membersOver 40 HE/FE providers in the UK alone - Plethora of courses at undergraduate level since its first course in 1996 Leeds Metropolitan University has over 1000 students studying on its Undergraduate courses. UCAS search brought up 406 coursesDevelopments at postgraduate levelIncreasing professionalism of industry, rise of executive education

.......Globally

Strong tradition of Events Management Training in Australia and North AmericaAmerica tradition of Events Management Education and first Certified Special Event Professional Certifications George Washington UniversityEvent Educators Forum 2004 identified over 200 courses in Australia increased growth esp. after 2000 Olympics. This is being mirrored internationally eg: in Macao 2 institutes offer Event degree programmes.Course being developed in emerging event destinations ie: Gulf region, South East Asia

Challenges..how to keep the Thundering Hooves at Bay!

...and the great Scottish summer

Dr Jane Ali-Knight, j.ali-knight@napier.ac.uk

Thank You!

Paul Bush OBEEvent Scotland

VT

Interactive

voting

Hybrid Events

Gareth Lloyd

Digital Event Services

..a live event that engages and interacts with a remote audience.

The Blended Event

Why would you want to webcast?

Take the event to the people who cannot be present Create an online experience that mirrors the live event, complete with interaction between presenter and viewers Reach new audiences online, giving them a taste of what the on-site event is like Increase revenue by selling live or on-demand access online to attendees, or selling webcast sponsorship to exhibitors and sponsors Avoid scheduling conflicts and boost retention as on-site attendees watch sessions on-demand Support green meeting initiatives by making all conference sessions available online.

adding a virtual component and moving to a hybrid model does not cannibalise physical event attendance but rather drives future physical event attendanceDanette Veal CISCO

be prepared

Internet Connectivity

. your takeaway sir!

Thank You

Gareth.Lloyd@saville.co.uk@savilleDESwww.saville-av.com

Grace Owen

JISC

This much I know...

Grace Owen, JISCwww.jisc.ac.uk

about Hybrid Events

Thank you Richard.

Good afternoon everyone both here in Edinburgh and online. Thank you for inviting me here today.

Im Grace, I work in the Marketing and Communications team at an organisation called JISC. For those of you that have never heard of JISC, we are the UKs expert on information and digital technologies for UK education and research.

JISC provides resources, knowledge and expertise that colleges and universities would struggle to source individually due to cost and resource.

Events are a major part of JISCs corporate outreach communications strategy as a dissemination, engagement and consultation channel. The JISC annual conference has been the biggest event in the JISC calendar year and one of the biggest in the sector. It changed a lot over the years and this year was the first year that we really moved in the direction of a hybrid style event.

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Where it all started

It all started with a hashtag!

Event amplification

Hybrid Event

The journey towards a more hybrid or blended event model for JISC has been a long journey and one of experimentation, taking risks, making a few mistakes and learning from them.

We started experimenting back in 2007 with Twitter by introducing a conference hashtag to harness the backchannel of chat going on. Most people thought it was a total waste of time and just did not get what on earth it was all about or what the point of it was. It was confined to a very small number of uber-geeks who appeared to be swopping digital notes about complete gibberish amongst themselves making it all rather exclusive. 4 years later, look at the power of Twitter today. In 2008 the JISC annual Conference hashtag was actually the number 1 trending hashtag over a period of 24 hours that was how little Twitter was being used in that way at the time.

The following year we added a livestream video and again used Twitter as an online engagement channel. This allowed people to watch the main plenary sessions of the conference and follow and take part in the twitter stream via the conference hashtag.

This proved a pretty successful formula for a few years until we decided to up the ante again this year and turn the amplification activities around our annual conference to online engagement activities. We wanted online followers to be able to interact and actually feel as if they were actually participating in the conference as opposed to just watching or following it with a bit of Twitter action here and there.

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JISC Conference 2011

Separate online programme of activitiesOnline host based in a studio at the eventIntegrated video/audio/slides livestreamPolls and remote question moderationTwitter Lanyrd, LinkedIn

Online delegates will just not get the same experience of the event as those attending in the room. Physical events do not always translate directly to the digital world in the same way that something designed for print often looks horrible if just plonked straight onto a webpage. So we enhanced things a little for our online audience specifically and stopped treating them like a second class delegate:

- created a whole separate programme for online participants. For me this is essential if you are to turn your events into true hybrid or blended events. This comes with a health warning as we learnt that you really need to spend as much time planning the online programme as you do the physical programme as filling just 1 minute of time is actually quite hard on the hoof so it needs careful content pl