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The Scottish Exhibition + Conference Centre is proud to host some of the UK’s best corporate meetings. Whether you are looking for a venue to host your annual general meeting, product launch or company conference, the SECC is the

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With award winning service, innovative catering and high speed Wi-Fi, choose the SECC for a fantastic delegate experience.

Contact us on 0141 275 6211 or conferences@secc.co.uk for further details.

eventS

The magazine for the events trade in Scotland

eventS baSe

Organising geOrge

bringing Hollywood

a-liSt to Scotland

For everyone delivering evenTS and FeSTivalS in ScoTlandIssue number 1 / WInter 2015/2016

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THE PLACE TO MEET CELEBRATE AND STAY

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Golden Girl ellie SimmondS haS GlaSGow in her SiGhtS

For people delivering evenTS & FeSTivalS in ScoTlandIssue 2 / sprIng 2015

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THE ONLY MAGAZINE THAT REACHES EVENTS & FESTIVALS PROFESSIONALS IN SCOTLAND

EventsBase is mailed directly to named individuals within the UK festivals and events industries within Scotland, throughout the UK and overseas. EventsBase is also distributed at all major industry events, by hand or from the VisitScotland stand. We publish over 5,000 copies each quarter. ABC Audit applied for.

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EventsBase is the only magazine for professionals involved in organising, staging and supporting events and festivals in Scotland.

Published quarterly, the magazine is rich in unique content that tells the story of Scotland’s £3.5b events industry through the eyes of the people behind it.

EventsBase is a distinctive and authoritative voice packed with news, views, thought-provoking features and interviews with the industry’s movers and shakers.

We reflect the growing diversity of the sector, both in the size and the nature of events and festivals covered, and the multiplicity of the suppliers involved.

8 | EVENTSBASE | WINTER 2015 EVENTSBASE | WINTER 2015 | 9

A study in minimalism: How the Turner Prize came to GlasgowBY KEVIN O’SULLIVAN

We meet upstairs at Glasgow’s Tramway, on Sarah Munro’s last day as direc-tor of the gallery.

She’s not even halfway through the exhibition for the most prestigious arts prize in the land, the Turner, but she’s landed a job at the Baltic con-temporary arts centre in Gateshead and has been busy sorting through dusty filing cabinets to gather up

to how the process works, from an events perspective, owing to what seems like an increasingly competi-tive market for big ticket items; after all the Turner has only departed London on three occasions in 31 years, with the Tramway now the fourth. It must cost a fortune, surely, and the bidding process an endless round of form-filling, presentations and generating enough of a ‘wow’ factor to impress the eminences of the Tate.

To my surprise, perhaps because

cant opportunity,” she explains. “It was the four partners who immedi-ately sat round the table together and considered it a really positive thing to bring to the city.”

STRATEGICALLY, a decision was also made that the Tramway would be the only Scottish venue to apply and although two other galleries later heard that the Pollokshields centre had been chosen, the approach had already been agreed. Munro says also that the city had a strong sense of a “journey”, having been chosen as the host of the Commonwealth Games and an associated cultural pro-gramme that was going to happen alongside it. And of course there was the city itself, the home of Glasgow School of Art, which has produced five winners and 30 per cent of nominees since 2006. The third fac-tor, she explains, was the quality of the Tramway’s artistic programme.

“We work with this quality of art-ist all the time and we’ve got a really strong reputation of engaging with our audiences.”

In terms of what the bid had to

demonstrate, it had to be able to de-liver on the cost of staging the event, have a set amount of exhibition space and a proven track record in hosting major artistic programmes, all of which the Tramway had. But with just two or three pages of actual form-filling, it was, Munro says, “bureaucratically-lite”.

“It wasn’t a horrific tender docu-ment; the first phase was to submit

an outline vision of what we would do and show we had the capacity to deliver it in terms of skills and knowledge and expertise.”

That was followed up with site visits by a team of three from the Tate in London, who flew up and checked in for a night at Glasgow’s exclusive Blythswood Hotel – paid for by themselves.

“From the Tate there was no sense that they were expecting people to go beyond. But I know that’s a very different model to a lot of the sport-ing events.

“I think a lot of what we try and do is to be really authentic; there was no sense that we were bidding to be something other than what we’re really passionate about.”

she is demob happy, Munro confesses that the prize was secured on the ba-sis of a three-page entry, and around £200 spent on sundries including taxi fares for the judges, a “nice breakfast” and “bunch of flowers” for the downstairs desk.

So that was how the Tramway secured the Turner, beating off stiff competition in 2013 from Notting-ham Contemporary, New Art Gallery in Walsall and Whitworth Art Gallery in Manchester? In an age of auster-ity perhaps it’s a fitting antidote to the millions lavished on much larger sporting spectacles.

But cost is not the defining story. Munro thinks there were actually three significant factors which se-cured the exhibition for the Tram-way. While ‘partnership working’ seems to be one of those overused phrases, in this case Munro believes the close cooperation between Tram-way and its collaborators – Glasgow City Marketing Bureau, Glasgow Life, Event Scotland and Creative Scotland – helped to present a united front.

“It was the city working collective-ly and seeing something as a signifi-

CULTURETURNER PRIZE 2015

What: Turner Prize 2015Where: Tramway, GlasgowWhen: 7 December, 2015

“FROM THE TATE THERE WAS NO SENSE THAT THEY WERE EXPECTING PEOPLE TO GO BEYOND. BUT I KNOW THAT’S A VERY DIFFERENT MODEL TO A LOT OF THE SPORTING EVENTS.”

Around 1,000 guests were invited to the opening night on September 30. The event was coordinated by Glasgow Life and Glasgow Arts with the audio-visual and lighting done in-house by Tramway technicians. The menu was designed by the Tramway’s café, ran by facilities management firm Cordia, who brought in distinctive Scottish suppliers such as Taste of Arran. Canapés were prepared in a specially brought-in kitchen and served in the foyer, where guests were able to meet suppliers and indulge in ‘food theatre’.

Following a tour of the exhibi-tion space, the main T1 auditorium turned into a ‘club night’ with Glasgow DJs Optimo booked to play until 11pm.

The prize night itself will be on December 7 with an antici-pated 300 guests; the evening will feature Scottish tapas and will be ‘cutlery free’ to minimise back-ground noise for the Channel 4 live broadcast.

Exit stage left: Sarah Munro may be departing the

Tramway but she leaves it in good shape with the Turner Prize on December 7, 2015

n LAUNCH

A key requirement of hosting the Turner has centred on triggering interest among those who may not typically be drawn to contemporary arts. As a novel engagement tool, a Travelling Gallery arts exhibition

n ENGAGEMENT bus drove around Scotland, visiting communities from Bishopbriggs to the Highlands, to try and galvanise new audiences.

An outreach programme also began in June, with a pop-up branded Turner tent appearing at the Merchant City festival in Glasgow; for younger peo-ple a doll’s house was used to show-

case the work of one of the nominated artists, Assemble. Glasgow creative agency Tangent, which also designed the branding for the World Gymnas-tics Championships in the city, created the branding for the event.

During the exhibition, which runs until January, a weekly programme of events has been running along-

side; a Thursday night series of talks featuring different speakers has been sponsored by Outset Scotland, a contemporary art fund.

Adult workshops run on Saturdays looking at some of the techniques used by the shorlisted artists, while free family drop-in sessions are on Sunday mornings.

eight years worth of work. It’s an opportunity she can’t turn down, she says, so seldom do such auspicious opportunities arise. And anyway, the exhibition is now firmly established in the converted tram depot, so she’s “surplus to requirements” anyway.

We sit down to talk about how the Tramway came to host this lumi-nous and sometimes derided annual ceremony, which down the years has thrust into the limelight the likes of Tracey Emin, Grayson Perry and Antony Gormley. I’m curious as

The Travelling Gallery has been visiting

communities across Scotland to spread the

word about the Turner Prize

EVENTSBASE | WINTER 2015 | 27

BY WILLIAM PEAKIN

“Thank you very much. Thank you, because gymnastics needed to be organised like this. Gymnastics is a beautiful sport.” The words of Profes-

sor Bruno Grandi, President of the Inter-nationale de Gymnastique, as he reflected on Glasgow’s staging of the 2015 World Gym-nastic Championships at the end of October.

“You look at the presentation and the gymnast has become the protagonist,” said Grandi. “They have been at the centre of the sport. Times before, we have forgotten this as a sport. In Glasgow, with this presentation, I believe it has been better here than at the Olympic Games.”

The championships were delivered through a partnership between British Gymnastics and Glasgow Life, on behalf of Glasgow City Council, with significant sup-port from EventScotland and UK Sport. Over 10 days, the Hydro hosted 15,000 partici-pants, media, sponsors and guests - and the competition was watched by around 55,000 spectators.

Glasgow’s SSE Hydro was pivotal in the event’s staging, breaking with convention to provide one of the finest venues in the 46 editions of the championships.

As well as an ‘in-the-round’ field of play, innovations included the ‘Mega Wall’, a series of LED screens, six metres high and

20 metres long, and an eye-catching podium design, both of which placed more than 55,000 spectators at the heart of the action over 10 days of top-class compe-tition.

For the first time, champi-onship organisers shared in-

formation via an app, containing a schedule of competition, training and warm-up times, meeting alerts, results, transport informa-tion and access to key documents.

Venue graphics were designed and in-stalled by event branding specialist LOOK, a collaboration between Glasgow-based design agency Tangent and brand applica-tion experts EVM. Field & Lawn supplied the coverings around the competition area.

Jane Allen, chief executive of British Gymnastics, said that 2015 would stand as a benchmark for host cities. “[It] started back in 2011 when the bid was won in Glasgow. A group of people came together to discuss how we were going to make this event one of the best world championships. That was our goal.”

SPORTWORLD GYMNASTICS

America’s Simone Biles in Glasgow, where she won her third successive world title. Picture Jeff Holmes

WHOA!How the Hydro turned staging sport on its head

“IT HAS BEEN BETTER HERE THAN AT THE

OLYMPIC GAMES”

Introduction

DISTRIBUTION BY REGIONEXCEPTIONAL EVENTS

IN SMALL PACKAGES

The Scottish Exhibition + Conference Centre is proud to host some of the UK’s best corporate meetings. Whether you are looking for a venue to host your annual general meeting, product launch or company conference, the SECC is the

perfect setting for your company’s smaller events.

With award winning service, innovative catering and high speed Wi-Fi, choose the SECC for a fantastic delegate experience.

Contact us on 0141 275 6211 or conferences@secc.co.uk for further details.

eventS

The magazine for the events trade in Scotland

eventS baSe

Organising geOrge

bringing Hollywood

a-liSt to Scotland

For everyone delivering evenTS and FeSTivalS in ScoTlandIssue number 1 / WInter 2015/2016

REST OF THE UKOur conference partner Conference Care mail a copy of every issue of the magazine to their top 600 clients and we distribute at the following events:International ConfexThe Meetings Show

OVERSEASWe have a small overseas mailing list which is enhanced by distribution at the following events:IMEX FrankfurtIMEX AmericaIBTM

The magazine is a showcase, nationally and internationally, for the incredibly rich experiences, many of them increasingly exportable, that Scotland has to offer.

EventsBase is independent and our team of professional journalists bring a wealth of experience to its pages – straight from the world of national press and magazines.

As well as celebrating achievements, we want to encourage healthy debate, so please join in.

The industry now has the momentum to fulfil the ambition contained in the national events industry strategy - ‘Scotland The Perfect Stage - for the next 10 years.

Every issue has a programme of features on a key geographical region and a programme of regular topics including education, training, support and technology.

20 | EVENTSBASE | WINTER 2015 EVENTSBASE | WINTER 2015 | 21

BY WILLIAM PEAKIN

“W e have ten sec-onds to catch our breath. Then we de-brief, plan and

work on other events we are involved in,” said Gaye Wolfson, general man-ager of the event team at Richemont, the luxury goods company that owns Alfred Dunhill, along with Cartier, Montblanc and Chloé.

Describing the immediate after-math of the Alfred Dunhill Links Championship, Wolfson, in her role heading the team which implements the event, says: “We always see what we want to do differently as the event is happening – we are constantly learning. Our over-riding objective is to make it better every year.”

with helping raise the profile of golf among less traditional audiences and promoting Scotland as a leading golf-ing destination.

The championship also marked the end of a spectacular summer of golf in Scotland, which included the 144th Open at St Andrews, the Scottish Open at Gullane and the RICOH’s Women’s British Open at Trump Turnberry. For Wolfson, the challenge is to “create, organise and deliver a memorable experience for all our professionals, amateur guests and the public.”

She added: “We also work closely with our TV partners, Sky Sports in the UK, the Golf Channel in the US and some 50 other broadcast-ers around the world, to convey the uniqueness and special atmosphere to the television audience – we want

to make our event stand out against the other events on the golf calendar.

“The smiling faces of all the players tell us all has gone well and that’s what makes it worthwhile for all of us working behind the scenes. When we see tweets from both our amateurs and our pros saying this is the best week of the year for them it’s great, very rewarding.”

THE COMPANY HAS a deep connec-tion with Scotland: “We were fortu-nate to have worked with the Alfred Dunhill Cup before the first Alfred Dunhill Links Championship, so had 16 years of experience in St Andrews to help us.

“But, you may recall the first year had many challenges with the weather and we ended up playing an extra day like this year’s Open – a

very challenging start for us. This year by comparison was a dream – best weather ever. Fingers crossed for 2016!”

The connection goes far deeper than just the annual spectacle of celebrities, golf pros and amateurs competing: “The big focus for us over the 15 years of the tournament and the 30-plus years of being in Scotland has been to work with the surrounding communities, towns and companies. And we now have many excellent relationships in place which we are committed to building on.”

Wolfson said that one of the most rewarding aspects is the charity ele-ment of the championship. Since it started in 2001, millions of pounds have been raised for a variety of ben-eficiaries. The Alfred Dunhill Links

Foundation was founded in 2011 as the official charity of the event and funds are allocated to local and inter-national charities and a variety of benevolent organisations.

A particular focus of the founda-tion is young golfers and it currently supports youngsters to play golf in South Africa and Scotland. There is also a very close connection with St Andrews, including support of a charity that helps with renovation of historic areas of the town and the funding of scholarships at the University of St Andrews.

“It’s great to see how all the players connect with our charity work and want to do what they can to help. And this is going to get bigger over the years to come,” said Wolfson. “This has to be one of the most excit-ing things about the championship.”

ALFRED DUNHILL LINKS CHAMPIONSHIP

More than 23,000 people descend-ed on three of Scotland’s links golf courses to watch the final day of the championship in October. Unique on the European Tour, the champi-onship is staged with professionals playing alongside celebrities and amateur golfers.

As well as professionals such as Martin Kaymer, Lee Westwood and Paul Lawrie, the four-day tourna-ment featured actors Andy Garcia, Hugh Grant, Jamie Dornan, musician Ronan Keating and sportsmen Sir Ian Botham and Sir Steve Redgrave teeing off at St Andrews Old Course, Kingsbarns and Carnoustie.

VISITSCOTLAND HAS credited the competition, which came to a dra-matic end when Denmark’s Thorb-jorn Olesen claimed the top prize,

With 23,000 spectators at the final day alone, the director of the Alfred Dunhill Links Championship can reflect on another successful year. But, says Gaye Wolfson, the deeper connections with local communities count as well

Links that matter

This year’s celebrity guests included Andy Garcia, Hugh Grant and Ronan Keating, pictured with his wife Storm Picture Getty Images

“This year was a dream – best weather ever,” said Gaye Wolfson. “Fingers

crossed for 2016!” Picture Getty Images

‘THE COMPETITIONCAME TO A DRAMATIC END WHEN DENMARK’S THORBJORN OLESEN CLAIMED THE TOP PRIZE’

SPORT

58 | EVENTSBASE | NOVEMBER 2015 EVENTSBASE | NOVEMBER 2015 | 59

TECHNOLOGY

JOINING THE DOTS…

Events technology platforms are converging The events industry, like almost all others, is undergoing a technological transformation. From bookings and registration systems, to delegate acquisi-tion, networking and conference engagement – increasingly in the form of interactive games and apps – planners now have at their fingertips an array of tools that can enhance the experi-ence of events for attendees and organisers alike.

The industry has also recog-nised that the many different parts of the ‘journey’, from the initial hunt for an attendee, to the stage where they book, and actually go to the event, involves many processes that have previ-ously not been that well joined together, if at all.

Rene Looper, founder of Inverness-based TuMinds Social Media and organiser of the city’s first ‘Tweetup’, says: “I think it’s about finding little wow mo-ments throughout the process, from the start to the finish of the event. It’s the sum of those little wows that make an event special; the obvious ones are feedback and voting through an app, but overall I think it’s mapping the customer journey to find out how can we make this process stand out. Before IT and social media, it was more focused on a great lunch with great food – and that’s still important – but there’s

a lot more you can do to make your event stand out, especially engaging through technology.” Looper encourages sponsors to see technology as an opportunity to engage more with delegates – something they may sometimes shy away from – through apps and by joining in with the social media conversation.

Networking is also key. Many delegates attend conferences for the opportunity to meet the right people, as much as for the con-tent. Some may even be (secretly) hoping for a new relationship. And the good news is, ‘there’s an app for that’. Software can now enable delegates to create net-works before they even attend, which is helpful to both delegate and organiser as it offers ‘proof of concept’ for the event, especially if lots of connections are being made. “It’s so easy now to make sure you’re going to an event that it’s going to be worthwhile because you’ve already made the connection,” says Looper.

“Also the introduction is a lot easier because a lot of people have difficulty making the first step, the first move. It’s always the fear of a lot of people when they go to an event that they will end up standing alone in the corner with a coffee, not talking to anyone. Now, with Twitter or an app you can find people near-by who maybe have the same interests; it makes finding people so much easier.”

BIG IN DATAEdinburgh-based software developer offers dating-style conference appThe major technology play-ers in the events market are predominantly London-based or international. But there are stories emerging of local pioneers and big data specialist Confbuzz is one such case study. Based at software developers’ hangout Codebase in Edinburgh, the company is at the forefront of new technology platforms that are adding a level of sophistica-tion not previously seen in the conferencing market. Working in collaboration with Edinburgh University’s maths department, and a professor of ‘machine learning’, the company has developed a system which can analyse the interests of delegates before they attend an event, and then creates a social network of delegates, matching up to those with similar preferences. It works by crunching data from the delegates’ LinkedIn or Twit-ter social media profiles. “It helps you identify who the interesting people might be that you want to speak to,” says Nicola Hill-house, founder of the company. “It also tells you who the most researched delegates were, which allows organisers to invite them to the next event. And if you’re a startup it can show you what investors have invested in your sector.” Confbuzz featured at both the Commonwealth Games and Ryder Cup business events last year and is preparing to work on a 60,000 delegate week-long event in England.

DELEGATES JUST WANT TO HAVE FUN

Technology is ideally suited to team-building and corporate away daysA specialist events company has signed a deal with Gleneagles hotel to offer business confer-ence delegates the chance of a non-golfing way to explore the grounds – using a ‘treasure hunt’ app.

Team Challenge Company is working with the Perthshire hotel and international course to deliver the app as a way of engag-ing attendees during their stay.

The Go Team app is powered by simple GPS technology which displays your team’s location on a tablet computer and directs you to various ‘treasure’ points on the map; when you arrive you have to perform a task, take funny pictures of each other or answer a piece of trivia to win points and beat the rival team.

The system even allows for live feedback from the organiser – who can be as rude as they like when assessing your attempts to rack up points.

“We anticipate that there are two applications for the technol-ogy,” says Jonathan Hazley, the Dunfermline-based company’s sales director.

“One is what we have been focusing on in terms of corporate team building but now we feel we are taking it to a new level with conference engagement, us-

ing it as a network-ing tool, using it as an opportunity to give customer feedback, question and answer ses-sions, publishing agendas, ordering food, and checking into hotels.”

MAKING CONNECTIONS

Getting the right tech partner in place is the key to lifting your eventMatt Coyne, sales director for events software giant N200, says the industry is benefiting from increased cooperation between different technology platforms.

“Whilst the industry has been sorting out the what is useful to the what is useless, the better technology providers are creat-ing strong partnerships to help enhance event experiences,” says Matt.

“The advantage of picking a “best of breed” set of suppliers is that you know you’re working with providers who deliver the best technology in their field. This joined up technology, shouldn’t even be noticeable by an events key stakeholders, be they delegates, exhibitors or speakers.”

He adds: “These partnerships should also then be seamless for the organiser to “install” this software and technology into their events. Typically it’s marketing teams who are tasked to deliver new registration or appointment booking services or delegate apps to their events, so if they know a set of suppliers has already created a robust & proven partnership, it will save them time and money and they would be safe in the knowledge that they have the best possible technology deployed on their event.”

technology that can measure the brain activity of delegates.

Volunteers were wired up to EEG (electroencephalogram) headsets to monitor cerebral goings on at the annual National Information Security Conference (NISC) in September.

The EEG allowed organisers to understand when concentration levels began to drop and when stress levels were at their highest.

The event, at the Westerwood

Hotel & Golf Resort near Glasgow, was also completely paperless, and was attended by around 180 networking and cyber security specialists.

Conference founder Sapphire bespoke app was developed fea-turing an online agenda, speaker information and biographies along with a map of the exhibi-tion hall, which allowed attend-ees to select exhibitors of interest and plan their route.

The Go Team app asks you to perform tasks

Nicola Hillhouse: helping you identify interesting people

Rene Looper of TuMindsSocial Media: “It’s about finding

little wow momentsthroughout the process”

Delegates wired up to EEGheadsets meant organiserscould see when concentrationlevels began to drop

I’VE HAD A BRAIN WAVE

Technology measures the cerebral activity of conference delegatesA conference for IT professionals is perhaps a fitting forum to use

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