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Editorial and Conference Director
Ben Avison ben.avison@hostcity.com
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We are delighted to be welcoming you once again to Glasgow, Scotland for Host City, the international meeting of cities and sports, business and cultural events. We thank all our partners and sponsors and thank you all for being here at the eleventh Host City! We ask everybody to note the invaluable contribution of our Global Presenting Partners and Hosts, EventScotland and Glasgow Life, and for Glasgow Convention Bureau for their ongoing support.
The theme of Host City 2024 is Inspiring Action in Major Events, and we are honoured to have so many influential major event leaders here. And with such high-level networking, including IOC members, festival owners, sports federation leaders, city officials and top tier suppliers, you can be sure that many inspiring actions will emerge from conversations within our unique Host City community.
“As Global Presenting Partners & Hosts, it is with great pleasure that we welcome you to Host City 2024. We are excited delighted to once again welcome a range of excellent speakers and industry colleagues to Glasgow and Scotland for two days of collaborative discussion.”
“This year’s conference theme challenges us to reflect on our responsibilities as major event hosts and organisers, focusing on how we can inspire positive action through the events we deliver. Over the next two days, we look forward to engaging in meaningful discussions, exchanging innovative ideas, and building valuable connections that will shape the future of the events industry.”
Cover photo:
Richard Lochhead MSP, Minister for Business, Scotland delivering the keynote address at Host City 2024 (Photo
Rob Lindblade, copyright Host City)
© Copyright 2024 Cavendish Group
Ben Avison
Editorial & Conference Director Host City, Cavendish Group
Susan Deighan, Chief Executive, Glasgow Life and Vicki Miller, Chief Executive, VisitScotland
HOST
credit:
11th Host City Conference advocates for events as catalysts for lasting change
GLASGOW, SCOTLAND – Host City 2024, the greatest international meeting of cities and sports, business and cultural events, took place in Glasgow, Scotland on 3-4 December. The 11th edition of the annual conference brought together event professionalsincluding rights holders, city officials, event organisers and global brandsunder the theme of “Inspiring Action Through Major Events”.
Speakers from all continents examined the evolving opportunities and challenges of hosting major events worldwide, with a particular focus on sustainability, innovation, and social impact.
Key takeaways
• Events are powerful platforms for positive change, extending beyond entertainment to foster community connections, advance sustainability, and create lasting legacies.
• Collaboration and partnership are essential for successful and impactful events.
• Sustainability must be approached holistically, integrating environmental, social, and economic considerations.
• Event organizers must embrace innovation and harness technology to
enhance event experiences, streamline operations, and generate new revenue streams.
• Data is crucial for measuring event impact, informing future strategies, and demonstrating the value of events to stakeholders.
Social Impact and Legacy
This year’s conference placed significant emphasis on the long-term impact of major events, moving beyond immediate economic benefits to consider their role in fostering social cohesion, promoting diversity, driving sustainability, and inspiring community engagement. The events industry is increasingly prioritising social impact and community engagement alongside economic considerations, demonstrating a shift towards a valuesdriven approach.
Susan Deighan, Chief Executive of Glasgow Life said: “Events are not just a moment in time. They can be platforms that inspire action, and drive positive and sustainable change.”
Vicki Miller, Chief Executive of VisitScotland said: “In a world often characterized by chaos and disconnect, events satisfy a deep human need for connection, with people increasingly
prioritising experiences and social impact over mere entertainment.”
Sustainability
The conference highlighted the critical need for integrating sustainable practices into every aspect of event planning and delivery, from procurement to venue management. This includes reducing carbon footprints, promoting responsible resource consumption, and engaging in meaningful partnerships to achieve netzero targets.
Jimena Saldana, CEO, Panam Sports Organisation said: “We still see sustainability as a cost when in actual fact it is a cost-saving. We need to tell that story much better.”
Innovation
The role of technology in shaping the future of events was explored, with discussions on how AI, augmented reality, and digital platforms can enhance audience engagement, streamline operations, and generate new revenue streams. Delegates also discussed the growing importance of data in evaluating event impact and informing future strategies.
Maria Teresa Squillaci, Head of Web & Social Content, Fondazione Milano
Cortina 2026 said: “All of us working in organising major events face the same challenges. One of those challenges is engaging with the young generation in a new way. Through AI, we hope we will be able in 2026 to deliver personalised highlights.”
Event delivery
Effective execution and risk mitigation was a key topic. Events success hinges on meticulous planning, clear roles, and open collaboration among stakeholders to prevent “grey areas” and address unforeseen challenges. Scenario testing, adaptability, partnerships and proactive communication are essential in enabling teams to pivot when issues arise.
Sabrina Ibáñez, Secretary General, FEI and President, Association of Paralympic Sports Organisations (APSO) said: “There’s a sequence to follow - what’s the issue, can we fix it, do we have a termination clause, who needs to know about the cancellation, and what’s our plan B? Everyone needs to know what that plan is in advance.”
Harvey Goldsmith CBE, music promoter said: “Risk aversion is an issue. Health and safety regulations can be overblown and used to stop events taking place.”
Reimagining the economics of events
Discussions centred on exploring alternative funding models, such as cohosting and public-private partnerships, to ensure the financial sustainability of major events, particularly in light of tightening public budgets.
Joel Lavery, Strategic Lead Major Sporting Events at West Midlands Growth Company said: “Local authorities and governments have too much competitive pressure on budgets. So rights holders need to do more to develop commercial partnerships with the private sector.”
Glasgow 2026
The upcoming 2026 Commonwealth Games in Glasgow served as a recurring point of reference throughout the conference,
showcasing the key themes in a realworld context. The organisers explained how the Games are being redesigned to make them more compact, with just four venues within walking distance, reducing operational costs and minimizing the carbon footprint associated with travel. They also echoed themes of adopting new financial models and community inclusion that were prevalent across the conference.
Katie Sadlier, Chief Executive of the Commonwealth Games Federation said: “We are rethinking the economicsmoving the Games out of major markets to a co-hosting model, where costs can be shared among host cities.”
George Black, Chair of the Glasgow 2026 Commonwealth Games Organising Company said: “If we want the Games to have a sustainable impact on Glasgow, then we need to understand the city’s expectations from the start. That requires input from local communities, and especially young people.”
Collaboration
A recurring theme throughout the conference was the importance of collaboration between stakeholders,
including rights holders, host cities, sponsors, suppliers, and communities. This includes shared responsibility for sustainability goals, transparent data sharing, and co-creation of legacy initiatives.
Joseph Piotrowski, VP of Sports Development at Florida Sports Foundation said: “Collaboration has been at the heart of the state’s success in this area. There are 36 partners across Florida that coordinate to cater to a diverse range of demographics and needs.”
Tim Kasper, Account Manager for Sport & Culture, Explore Edmonton said: “Events in the city are planned by engaging with indigenous population and underrepresented groups. It makes events a movement for inclusion and cohesion.”
Prem Singh, CEO of British Kabaddi League said: “EDI policies don’t always reflect real-life. Organisations need to engage with communities directly when planning their events. Engagement is your friend, even if it means hearing tough lessons.” n
Host City 2024 was delivered with the support of Global Presenting Partners and Hosts, Glasgow Life and EventScotland
Legendary music promoter Harvey Goldsmith CBE being interviewed at the Glasgow City Chambers by Patrick Steel (Fat Toad Films) for QTV.
(Photo credit: Rob Lindblade, copyright Host City)
L-R: Rebecca Edser, Head of EventScotland; Katie Sadleir, Chief Executive, Commonwealth Games Federation; George Black, Chair, Glasgow 2026 Commonwealth Games Organising Company; James McVeigh, Head of Innovation and Marketing, Festivals Edinburgh (Photo: Rob Lindblade, copyright Host City)
DEMOGRAPHICS:
BREAKDOWN of industry segments:
Cities/Destinations = 33%
Suppliers/Services = 27%
BREAKDOWN of industry segments
Event Owners = 18%
Association/Education/Non-Profit = 8%
Organising / Bid / National Committees = 7%
Media = 4%
Venues = 3%
Each year the Host City conference in Glasgow provides a mass of good material for the events industry with a list of experts delivering their information on current and relevant issues. The range of information is of special interest to all of the international audience.
– SIR CRAIG REEDIE GBE, HONORARY MEMBER, IOC
I was happy to be part of Host City, and wish it could have gone on for longer!
– NICLAS BRUNS, PROJECT MANAGER UEFA EURO 2024, SENATE DEPARTMENT FOR THE INTERIOR AND SPORT, BERLIN
It was an honour to participate in the Host City meeting in Glasgow. Sharing perspectives and experiences underscored the importance of collective effort and innovation.
– SABRINA IBÁÑEZ, SECRETARY GENERAL, FEI AND PRESIDENT, APSO
Host City was a unique chance to network with tech leaders, discover cutting-edge ideas, and gain insights that are shaping our digital future.
– MARIA TERESA SQUILLACI, HEAD OF WEB & SOCIAL CONTENT, MILAN-CORTINA 2026
Host City once again delivered the right mix of national and international speakers, drawing on key issues affecting policymakers, academics and industry practitioners, now and for the future.
– PROFESSOR GAYLE MCPHERSON, CHAIR IN EVENTS AND CULTURAL POLICY, UNIVERSITY OF WEST OF SCOTLAND
An event in open dialogue among the participants, with interesting and trending topics of the industry. I do enjoy attending, and I would go back again!
– SHINY FANG, SECRETARY GENERAL, UIPM
Host City continues to be a true source of inspiration, bringing together true believers of community driven events. I was provided with a wide range of insights which can bring events to the next level AND which are actionable.
– SVEN BOSSU, CEO,
Host City was an incredible experience that brought together sports tourism leaders and decision-makers from around the globe. Host City is not just a conference—it’s a catalyst for change and a must-attend.
– CONSUELO SANCHEZ, TOURISM DEPUTY DIRECTOR, FLORIDA’S SPORTS COAST
For industry suppliers, Host City is a great opportunity to immerse yourself in the current trends and activities in the marketplace, and the quality and diversity of speakers ensure you have a holistic view of all relevant topics
– ALEX WALTON, BUSINESS DEVELOPMENT MANAGER, KUEHNE+NAGEL
On behalf of Glasgow City Council, Glasgow Life – which is one of Scotland’s largest charities –delivers culture and sport programmes, experiences and events to make a positive impact on the city, and all of its residents and visitors.
Our work is designed to enhance mental, physical and economic wellbeing in Glasgow, and promote inclusion, happiness and health. Spanning arts, music, festivals, sports, libraries, and learning and development – it ranges from small-scale community activities to major events which present Glasgow on an international stage.
The city is renowned internationally for both culture and sport, and the venues Glasgow Life manages range from key cultural attractions – including The Burrell Collection, Kelvingrove Art Gallery and Museum, and Gallery of Modern Art – to world-class sports facilities such as the Emirates Arena and Sir Chris Hoy Velodrome, and Tollcross International Swimming Centre.
Glasgow’s extensive cultural events portfolio spans annual favourites – including Celtic Connections, our UNESCO City of Music’s famous winter music festival, and much-loved favourites including Glasgow Film Festival and Glasgow Mela – to oneoff highlights such as blockbuster exhibitions from artists as diverse as Degas and Banksy.
The city’s remarkable track record for hosting major sporting events features recent resounding successes the 2024 World Athletics Indoor Championships and 2023 UCI Cycling World
Championships, and stretches back to key highlights of earlier years – including the 2018 European Championships, 2015 World Championships, and 2014 Commonwealth Games.
Glasgow’s status as an outstanding destination for sporting events, and achievements in using these as a springboard to create a lasting positive legacy, has led to Glasgow being named European Capital of Sport in 2003 and 2023 – the first city to be honoured twice with the title.
The city also has an enviable reputation as one of the world’s most successful destinations for conferences and conventions. Our Convention Bureau has been voted the best in the UK for 18 consecutive years in recognition of its success, and it promises to strengthen that further, with 120 prestigious conferences already confirmed up to 2029.
Glasgow is looking forward to many more highprofile events. Next year, as the city celebrates its 850th birthday, we will host the Michelin Guide Awards – a first for Scotland. We will also be ramping up preparations for the Commonwealth Games returning to the city in 2026, and planning for the 2028 UEFA European Football Championship.
Looking ahead, we are committed to further reinforcing Glasgow’s reputation as an innovative, inspiring host city by enhancing our portfolio of accessible, inclusive, sustainable events that welcome audiences from near and far.
EventScotland, part of VisitScotland - the national tourism and events organisation for Scotland, works to make the destination the perfect stage for events by securing and supporting an exciting portfolio of sporting and cultural events. It provides funding opportunities and access to resources and information to develop the industry. By raising Scotland’s profile as a leading events destination, we hope to attract more visitors to our shores.
It supports the delivery of Scotland’s National Events Strategy 2024-2035 which aims to build on the events industry’s many achievements to date. The refreshed strategy will help grow and maintain a diverse portfolio of events that bring significant economic benefits and global profile to Scotland. Driving social and cultural impacts, through the delivery of inclusive and responsible events, are also strategic focus areas.
Since its inception in 2003, EventScotland, with partners, has helped bring some of the world’s biggest event properties to the country. These include: The 2014 Ryder Cup, XX Commonwealth Games, 2014 MTV Europe Music Awards, 2018 European Championships, The 2019 Solheim Cup, COP 26, UEFA EURO 2020, 2023 UCI Cycling World Championships, The 152nd Open and 2024 World Athletics Indoor Championships.
These events, alongside Scotland’s annual portfolio of events and festivals, including the world-famous Edinburgh Festivals, all contribute to maintaining Scotland’s reputation as the perfect stage for events.
A few of the major events coming to Scotland in the next few years include: 2025 Orkney Island Games, Tall Ships Aberdeen 2025, Glasgow 2026 Commonwealth Games and UEFA EURO 2028.
EventScotland Waverley Court, East Market Street, Edinburgh, EH8 8BG
Email: info@eventscotland.org
Sign up to our e-news on our website: www.visitscotland.org/events
Glasgow Life: Events that inspire
Susan Deighan, Chief Executive of Glasgow Life, will join Vicki Miller, Chief Executive at VisitScotland, in opening the 11th global Host City Conference and Exhibition in December. We caught up with Susan on Glasgow Life’s approach to success as a host city for major events.
Host City: Thank you so much for hosting us again in Glasgowwhat are your expectations of Host City 2024?
Susan Deighan: The Host City Conference is a really important event for the sector as it provides an invaluable opportunity to bring together global events industry partners. It is an extremely productive platform that enables experiences and insights to be shared on current industry issues, and encourages discussion and debate on challenges and opportunities for host cities.
It is also a fantastic chance to network with the world’s best industry contacts, and build connections that foster collaboration and generate mutually beneficial partnerships – so that’s incredibly important too.
The ‘inspiring action’ theme of this year’s conference is, I think, well-chosen and I hope it will spark lively discussion on ideas about innovative ways for the future development of events.
The conference programme features an impressive line-up of speakers, representing the world’s leading events and global host city organisations – so I’ve no doubt delegates will come away from it inspired to action!
From a Glasgow perspective, I’m looking forward to highlighting our city’s most recent achievements as a host city – staging major international events including the 2024 World Athletics Indoor Championships
– as well as sharing our ambitions, as set out in Glasgow’s new Events Strategy, to broaden our events portfolio, enhancing its impact, and increasing its benefits to local residents as well as visitors.
While acknowledging challenges our industry faces, Glasgow is excited about the future for accessible, inclusive, sustainable and relevant events in our city. So I’m looking forward to hearing conference attendees’ feedback, and their experiences of delivering events that inspire.
Host City: What would you say are the keys to Glasgow’s success as a host city for major events?
Susan Deighan: Over the past couple of decades, Glasgow has focused on developing its events delivery capability and attracting high-profile events to the city. As a result, we have enhanced our international reputation for expertise in world-class events.
We’ve built up a track record for hosting global events such as COP26, the 2014 Commonwealth Games, the 2023 UCI Cycling World Championships, and 2024 World Athletics Indoor Championships. All of these have showcased our city’s ability to host global events.
And we’ve focused too on ensuring events in the city benefit our communities and leave a lasting legacy
So, what differentiates Glasgow from other host cities, making it an inspirational destination for events of all types? As a
proud Glaswegian, I’d say that our city’s character, resilient spirit, energy and creativity are at the heart of its success. Glasgow always wants to innovate, to try out new ways of doing things – and do whatever it takes to make an event a resounding success.
We’re proud too to live up to our city slogan ‘People Make Glasgow’. And of our renowned warm welcome – recognised by Conde Nast Traveller’s Readers’ Choice Awards voting us the friendliest city in the UK, and Rough Guide naming us the world’s friendliest.
So Glasgow always aims to excel in hosting events. And make them more than mere moments in time, but milestones that create lasting memories. We recognise that events don’t just inspire change but make it happen. So, in addition to our track record as an outstanding sustainable events destination, I believe Glasgow’s unique identity gives us an edge that enables us to punch above our weight as a host city.
Host City: How important is it for major event hosts to show leadership in sustainability and diversity right now?
Susan Deighan: Sustainability is an issue that is, quite rightly, of increasing importance to the global events industry. And the green credentials of host cities are now a factor that greatly influences the destination choices of events organisers, as well as attendees.
GlasGLOW: The Christmas Lights Switch On
2023 light up George Square. Photo Paul Watt
SUSAN DEIGHAN, CHIEF EXECUTIVE OF GLASGOW LIFE
We’re proud too to live up to our city slogan ‘People Make Glasgow’. And of our renowned warm welcome.
Our city recognises that, and Glasgow is committed to ensuring we inspire and lead action. So our aim is to embed sustainability into every aspect of our events delivery.
A recent example of how we are doing this is the 2024 World Athletics Indoor Championships, which became the firstever event to win an Athletics for a Better World platinum-level award for its sustainable delivery.
As a city, Glasgow has focused on building its sustainability credentials, and our efforts have seen us becoming the only Scottish city to be ranked in the Global Destination Sustainability Index’s latest top 20. We are one of just two UK destinations to be recognised by the world’s most-trusted environmental
performance improvement programme. It’s essential that our global events industry is responsive to evolving needs and expectations. Host cities can leverage the power of events to inspire action in sustainability, inclusion and diversity, influencing change to ensure access for all audiences. And Glasgow is committed to leading by example on that.
Host City: How does Glasgow Life ensure local communities benefit from and participate in major events?
Susan Deighan: We are committed to ensuring Glasgow’s communities can connect with city events in a way that they can relate to, engage with, and benefit from.
Our new Events Strategy – developed in consultation with city residents and community groups – sets out our plans to ensure our events portfolio meets the needs of all of Glasgow, generating positive long-term impacts for our communities.
While continuing to deliver high-profile events that drive economic growth, we’re focusing on extending the reach of our events portfolio, and strengthening its socio-economic benefits, by encompassing
community, commercial, and publiclyfunded events of various genres and scale.
We are bringing together local community, commercial and public sector representatives in a Glasgow Events Industry Group. It will help us identify new ways for city events to better reflect our diverse communities, by broadening our engagement with groups in the city, and creating more inclusive events.
We will also focus on building on the strong track record Glasgow has built for creating a positive long-term legacy from city events. For example we capitalised on the impact of the 2023 UCI Cycling World Championships by creating enhanced opportunities that enabled and encouraged the people of Glasgow, regardless of ability or background, to take up cycling for life. Our Go Cycle Glasgow Fund provided £210, 000 of funding support to 29 community projects to benefit mental and physical health and social inclusion. As result, over 1,450 people – many from underrepresented groups, took up cycling.
Creating real value for all of Glasgow’s diverse communities also enhances the city’s visitor experience – further increasing the economic return from events and tourism.
Host City: How important is the
Discovering Degas – The Burrell Collection
Commonwealth Games to Glasgow – not just for 2026 but the future of the event?
Susan Deighan: The Glasgow 2014 Commonwealth Games will be remembered as one of the most successful Games ever, and organisers hailed it as the best in the event’s history. Commonwealth Games Federation Chief Executive Mike Hooper said the sporting excellence was backed up by well-run venues, a strong legacy plan, and a warm welcome from Glaswegians.
Attended by 690,000 visitors, the 2014 Games’ resounding success reinforced Glasgow’s reputation as a capable host city for global sporting events.
The success of the 2014 Games, and more recent major sporting events – including the UCI Cycling World Championships and World Athletics Indoor Championships – certainly led to Glasgow being trusted to host the new format 2026 Commonwealth Games.
Due to our record and experience, the Commonwealth Games Federation has come to Glasgow to save and reinvent its flagship event. And to do so within an incredibly tight lead-in time and a fraction of the budget of before.
Glasgow can deliver a much more sustainable model of the Games, which could be replicated in future by Commonwealth countries who don’t have the wealth of the UK, Canada or Australia but who would truly benefit from hosting an international sporting event.
As a result, we can continue to maintain
Glasgow’s unprecedented global profile, delivering benefits to our city and a thrilling two weeks of sport for Glaswegians and the world to enjoy. We are very much looking forward to the Games shining the global spotlight on the city again, as four of our world-class venues welcome around 3,000 athletes from up to 74 Commonwealth nations and territories, as well as spectators from near and far.
Starting 12 years to the day that the 2014 Games kicked off, the city will host the 2026 event from 23rd July to 2nd August. While the scale will be different, with 10 sports instead of the previous 17, hopes are high for another great success for Glasgow.
Host City: Looking ahead, what are your aspirations for Glasgow Life in terms of future events and their impact on the city’s cultural and economic landscape?
Susan Deighan: Major sporting events confirmed for the future, beyond the Commonwealth Games, include the 2028 UEFA European Football Championship, with six finals being played at the city’s famous Hampden Park.
We will also build on the phenomenal success of events showcasing the culture for which the city is renowned. Ranging from unique events – such as last year’s blockbuster Banksy show which attracted over 180,000 visitors to our Gallery of Modern Art, and a critically-acclaimed Degas exhibition at our world-famous Burrell Collection – to many established highlights of Glasgow’s year-round programme of world-class events.
Continuing to grow in scale and reputation, these include Celtic Connections – our UNESCO City of Music’s internationally-famous winter festival. Attracting 115,000 visitors last year, it looks set to top that when it kicks off 2025. And Glasgow International Comedy Festival, which enjoyed a record-breaking 21st edition in 2024with over 560 shows, and has an even bigger and better programme planned for 2025.
Other annual cultural events that
TRNSMT festival
Bailey Lear and Femke Bol cross the finish line at the women’s hurdles during the World Athletics Indoor Championships in the Emirates Arena. Photo Jeff Holmes
are hugely popular internationally are as diverse as the World Pipe Band Championships – which last year saw 204 bands representing 13 countries competing - and the award-winning Glasgow Film Festival. Attracting film industry professionals and screen talent from around the world, as well as international
audiences, this highly-respected festival celebrates its 21st anniversary in 2025 with a special retrospective programme theme. Going forward, business events will also continue to make a huge impact on the city. In the past year 300 conference and conventions were hosted in Glasgow, attracting over 120,000 delegates. And
120 events, worth £220m to the local economy, have already been confirmed up to 2029.
New high-profile events we can look forward to include one that recognises the city’s growing reputation as a world-class food destination. In a first for Scotland, we will host the Michelin Guide Awards ceremony next year – when we will also mark Glasgow’s 850th birthday with celebratory events throughout 2025.
So looking ahead, our ambition is that events continue to be a key force for transformative, positive change for the city and its people. That we build on our journey of over 30 years, when few could have imagined Glasgow would become European City of Culture in 1990, or host the Commonwealth Games in 2014. And that we keep delivering such a major positive impact, and continue working with partners to lead exciting innovation in the world of events. n
UCI Cycling Hill climb
Hundreds of pipers participate in the march past at the World Pipe Band Championships in Glasgow Green 2024. Photo Kris Kesiak
Scotland the Perfect Stage: shaping the future of events over the next 10 years
EventScotland, part of VisitScotland, shares details on the country’s refreshed national events strategy
In May this year, we launched Scotland’s refreshed national events strategy designed to provide strategic focus for all involved in the planning, securing, and delivery of events across the country.
Scotland the Perfect Stage 20242035 builds on our event industry’s many achievements to date, as well as responding to the ongoing challenges and opportunities facing the sector, by focusing on a range of national priority outcomes and critical success factors to ensure continued success for the sector over the next ten years.
The strategy focuses on fostering a thriving, resilient events industry that contributes significantly to Scotland’s social, economic, and environmental well-being.
Collaborative effort
The refreshed strategy was developed following an extensive consultation that was carried out throughout 2023. More than 300 organisations and individuals
engaged via the online consultation, industry workshops and online webinars with their responses informing the strategy’s key themes and priorities.
Building on the consultation, and in order to ensure a strong, shared ambition, the development and approval of the strategy was a collaborative effort involving the Scottish Government, VisitScotland, Scotland’s Event Industry Advisory Group, local authorities, COSLA and Trade Union representatives.
Story so far
Since the development of the first national strategic approach to events in 2008, and its subsequent update in 2015, Scotland has achieved an enviable global reputation as an events powerhouse, hosting a range of major international sporting championships, cultural festivals, and much-loved regional events.
Across the country our iconic venues and picture-perfect backdrops have played host to world-leading events all
year round. Our reputation for delivering innovative events of quality, scale, and impact is admired around the world.
Alongside our world-class annual cultural festivals, Scotland has successfully bid for and hosted a range of high-profile international events including the 2014 Commonwealth Games; 2014 Ryder Cup; 2014 MTV Europe Awards; 2018 European Championships; 2019 Solheim Cup; UEFA Euro 2020; COP26 in 2021; the inaugural 2023 UCI Cycling World Championships; and the 2024 World Athletics Indoor Championships.
Vision, mission and strategic approach
The refreshed strategy to support the events sector in Scotland is clear and ambitious. At its core is its vision and mission. By being the perfect stage for events, our mission is to sustain and develop a dynamic, resilient and responsible events sector that is recognised as a global leader and valued for its contribution to Scotland’s wellbeing economy.
Delivery of the vision and mission is centred on three critical, interconnecting focus areas - Developing Events, Developing the Industry, and Developing Scotland - each of which integrates specific themes and actions designed to advance Scotland’s position as the perfect stage for events.
Developing Events
Developing events is at the core of the strategy, with four main themesInclusive Events, Investment and Support, a Portfolio Approach, and Measuring and Reporting Impacts. They ensure the events taking place across Scotland are diverse, innovative, and resilient; delivering tangible benefits to the communities where they are held.
Inclusive Events – are central to the strategy as we aim to make events in Scotland accessible and welcoming to people of all backgrounds, recognising that an inclusive approach enriches
the experience for both participants and spectators. It is part of a larger ambition to create events that celebrate Scotland’s diverse cultures, identities, and communities.
Investment and Support - financial resilience is vital to Scotland’s events sector, particularly in the face of recent global challenges. The strategy calls for a strengthened foundation of investment and support, both from the government and the private sector, to ensure that the industry can weather challenges when they arise.
Portfolio Approach – this successful model has been central to Scotland’s national events strategy. It has and will continue to allow for a variety of large and small, free and paid, recurring and one-off, cultural, sporting and business events of various types and categories to be identified and supported across the year and the country. It ensures we create a balanced programme and the conditions for the sector to thrive by being able to operate in a responsible and supportive environment. The result is that, over time, skills and expertise are developed and a wide range of impacts are delivered across the whole of Scotland, and the sector.
Measuring and Reporting Impacts – to show the full value of Scotland’s events, it’s essential to measure and report their contributions to the country’s economy, communities, and environment. By having quantitative and qualitative data on the impact of events, it will allow for the case to be made for continued funding and investment.
Developing the
Industry
Developing the Industry centres on building a strong, skilled workforce; ensuring high-quality event planning and execution; and advancing Scotland’s sustainability goals. To achieve this, the strategy focuses on three key themes:
Attracting and Retaining Talent - a skilled and diverse workforce is essential to the growth of Scotland’s events sector. The strategy focuses on attracting new talent, developing existing skills, and creating a supportive environment where fair work practices are upheld. By positioning the events industry as an attractive career path, the strategy seeks to address current workforce shortages and ensure a sustainable pipeline of talent for the future.
Quality Planning and Deliveryconsistency in quality is crucial for us to maintain our reputation as a worldleading host of events and festivals. This includes ensuring training for event organisers, streamlined logistics, and attention to detail in event execution. Through these measures, the strategy aims to enhance the visitor experience and uphold Scotland’s standing in the international events industry.
Responsible and Sustainable Eventsenvironmental sustainability is a priority for Scotland, and the events sector can play a leading role in achieving national net-zero goals. From reducing waste to promoting renewable energy use at events, the strategy outlines ways to minimise the environmental footprint of events. Responsible event management practices are promoted, aligning Scotland’s events sector with the UN Sustainable Development Goals and setting a high standard for sustainability.
Developing Scotland
We know that world-class events require world-class infrastructure and a strong reputation. The strategy focuses on strengthening the country’s infrastructure, enhancing its global reputation, and bolstering the visitor economy. This focus area highlights how events can drive tourism, enhance Scotland’s global image, and support local businesses, particularly in shoulder seasons and areas where visitors may be minimal.
Infrastructure and Services – wellsupported infrastructure is vital for delivering a seamless event experience and leaving lasting benefits for residents.
Reputation and Profile - Scotland’s brand as a destination for events is built on our unique blend of cultural heritage, natural landscapes, and warm and friendly hospitality. By consistently delivering high-quality events, we will continue to strengthen our international profile, attracting both visitors and future events. This aligns with our ambition to be known as a world-leading tourism and events destination where the values of sustainability, inclusion, and community are upheld.
Visitor Economy - events are recognised as a key driver of the visitor economy, which in turn is a driver of the Scottish economy. The UK Event Report 2024 highlights that the events industry generates £61.653 billion for the economy, and it is estimated £5.5billion (9%) of this can be is attributed to Scotland. The strategy aims to maximise the economic contributions of event visitors by encouraging extended stays
that allow them to explore more of what Scotland has to offer. By promoting both well-known and lesser-known destinations, we aim to spread the benefit of tourism and events more evenly across the country.
Delivering the Strategy
A major strength of the strategy is its emphasis on implementation and accountability. It will be underpinned by a detailed action plan, developed in collaboration with the Events Industry Advisory Group and wider industry stakeholders. Regular assessments and transparent reporting will track progress across the strategy’s key areas, helping Scotland adapt to changes in the global events landscape.
Scotland’s commitment to a “Team Scotland” approach fosters collaboration among government bodies, local authorities, and industry partners. This partnership-driven model aims to ensure that all stakeholders are aligned with the strategy’s goals and equipped to contribute to its success.
For EventScotland, this means playing a central role in delivering the strategy by coordinating efforts to attract, develop,
and support events that align with the nation’s cultural and economic goals.
Scotland the Perfect Stage 2024-2035 has set out a bold vision for the future of the events sector. It the country’s unique strengths—its people, cultural heritage, natural beauty, and global reputation— while addressing critical areas like sustainability, inclusivity, and economic resilience. By focusing on a balanced portfolio of events, fostering an inclusive and skilled workforce, and enhancing infrastructure, Scotland is reinforcing its positioning as a world leader in the events industry. This strategy not only aims to attract visitors and stimulate economic growth but also to create lasting benefits for communities across the country, making events a key part of Scotland’s wellbeing economy for years to come. n
To find out more and download the full strategy at www.visitscotland.org/events
A GLOBAL events POWERHOUSE
Scotland is a world-leading destination for business, sporting and cultural events. With partners, we help drive forward Scotland’s National Events Strategy, contribute to the growth and development of the sector and strengthen Scotland’s reputation as the perfect stage for events.
Day One • Tuesday 3rd December 2024
08:00 Registration, Coffee & Networking
07:45-08:15 Speed meetings (Rights Holders & Cities only)
09:00 Organisers Welcome
09:05 Welcome & Keynote Addresses
Susan Deighan, Chief Executive, Glasgow Life
Vicki Miller, Chief Executive, VisitScotland
09:30
Panel 1: Global Trends: Inspiring Action Through Major Events
This panel explores how global trends shape event strategies, and how major events can inspire action globally. From embracing new trends and ensuring safety and resilience to adapting to shifting audience preferences, experts discuss strategies to drive positive change and innovation in event hosting.
Speakers include:
Marisol Casado, IOC Member and President, World Triathlon
Katie Sadleir, Chief Executive, Commonwealth Games Federation
George Black, Chair, Glasgow 2026 Commonwealth Games Organising Company
James McVeigh, Head of Innovation and Marketing, Festivals Edinburgh
Moderator: Rebecca Edser, Head of EventScotland
10:15
Panel 2: Activating Major Events with Technology
Technology is revolutionising the way events can be organised, marketed, and experienced. This panel explores how cutting-edge innovations such as virtual reality, augmented reality, and AI can drive efficiency, enhance engagement and leave a lasting impact.
Speakers include:
François Ribeiro, CEO, iR Enterprise Solutions, Infinite Reality (iR)
Steve Watmough, Board Member, Triathlon England and Digital & Technology Commission Member, International Olympic Committee
Maria Teresa Squillaci, Head of Web & Social Content, Fondazione Milano Cortina 2026
Paul Foster, CEO, OnePlan
Moderator: Name TBC
11:00–11:30 Refreshments & Speed Networking (sponsored by Florida)
11:30 Case Study: Birmingham 2022 Travel Demand Management
Chris Thompson, CEO, You. Smart. Thing
11:40 Panel 3: Sustainability Strategies: Making Events the Solution, not the Problem
Inspiring action towards sustainability is essential for the future of events. This panel examines strategies for reducing carbon footprints, minimising waste, and engaging stakeholders in sustainable event management practices to catalyse action towards a greener future. And how can we maximise the benefits of events, to make them even more worthwhile?
Speakers include:
Jimena Saldaña, Vice President, PanamSports Organization
Billy McFadyen, Managing Director, Corporate Operations and Compliance, Scottish Event Campus (SEC)
Selina Donald, Director of Sustainability, Trivandi
12:15 Presentation
Joel Lavery, Strategic Lead Major Sporting Events, West Midlands Growth Company
12:30 Host City Awards Shortlist Announcement
Katie Traxton, Founder, Good Vibes Only Talent
12:35 Lunch & Networking
13:50 Panel 4: Social Impact: Harnessing Events for Positive Community Change
Major events and conferences offer platforms to address social issues and drive positive change. This panel showcases examples of events that have successfully leveraged their platforms to advocate for social causes, promote diversity, create employment opportunities and empower communities
Speakers include:
Allegra Roccato, Head of Events, World Physiotherapy
Prem Singh, CEO, British Kabaddi League
Richard Smith CBE, Chief Operating Officer, Invictus Games
Moderator: Rob Dickson, Director of Industry and Events, VisitScotland
14:35
Presentation : Beyond Beaches and Theme Parks: Florida’s Best-Kept Secrets in Sports Tourism
Consuelo Sanchez, Tourism Deputy Director, Florida’s Sports Coast
Joseph Piotrowski, Vice President of Sports Development, Florida Sports Foundation
14:50 Panel 5: The Power, and Changing Nature, of Sponsorship
How is the relationship between rightsholder and sponsor changing, and why? Where do the interests of rightsholders and sponsors align, and how can they work together to address them? What is the real value of sponsorship in major events and how can the impact of purpose-based partnerships be measured and communicated?
Nuno Moura, Chief Marketing & Commercial Officer, F.P.F. Portuguese Football Federation
Susan Russell, Head of Marketing, Communications & Sponsorship, Edinburgh Festival Fringe Society
Moderator: Jonathan Coates, Marketing, Communications and Events Manager, ESA (European Sponsorship Association)
15:25 Refreshments & Networking (sponsored by Explore Edmonton)
15:50 Panel 6: Working Together for Better Event Planning and Delivery
From transport and logistics to operations and security, planning and delivering major events involve an incredibly diverse range of stakeholders. How can rights holders, organisers, suppliers and communities be more joined up in their approach to staging the greatest shows on earth?
Sabrina Ibáñez, Secretary General, FEI and President, APSO
Joanne Deponio, Host Relations Lead, UEFA EURO 2028 UK & Ireland
Ian Nolan, Senior Projects Manager, LS Events
Name TBC, Kuehne+Nagel
Name TBC, Evolv Technology
Moderator: Sarah Lewis OBE OLY, Honorary Secretary, GB Olympians
16:45
Panel 7: The Changing Connection between Audiences and Action
How audiences connect with content is changing, both online and in the real world. This panel explores strategies for leveraging traditional and digital media platforms to engage global audiences and maximize exposure, and how technology is revolutionising ticketing processes, improving user experience and combating fraud.
Colin Grahamslaw, Secretary General, World Curling
Kerry Halliday, Head of Group Ticketing & Customer Engagement, Scottish Rugby
Moderator: Jack McGill, CEO, QTV
17:20 Panel 8: Major Cultural and Entertainment Events: Local Meets Global
This panel explores the impact of major cultural and entertainment events on city identity formation and cross-cultural understanding. From film festivals to music concerts and art exhibitions, experts discuss how these events contribute to the enrichment of societies and the promotion of cultural exchange on a global scale.
Speakers:
Harvey Goldsmith CBE, Promoter, Earth Aid Live
Faye Woodbridge, Head of Marketing and Ticketing, 13 Artists
Claire McColgan CBE, Director of Culture, Liverpool City Council and Vice Chair, UK City of Culture
Tim Kasper, Account Manager, Sport & Culture, Explore Edmonton
Moderator: Paul Bush, Chair, British Curling
18:05 Day One conference close
18:15-20:45 Civic Reception, Host City Dinner and Awards
Glasgow City Chambers
Day Two • Wednesday 4th December 2024
08:00 Registration, coffee & networking
08:00-08:30 Speed meetings (Rights Holders & Cities only)
09:00 Keynote Address
09:20
10:05
Richard Lochhead MSP, Minister for Business, Scotland
Panel 9: City Development and Event Legacy: Action for Sustainable Growth
Inspiring action towards sustainable city development and event legacies is vital for host cities. This panel discusses strategies for balancing economic benefits with community needs, inspiring action for long-term sustainable growth.
Matlohang Moiloa-Ramoqopo, Member, International Olympic Committee and Vice-President, ANOCA
Céline Payelle, Vice-President and General Manager, Events & Experiences, Cirque du Soleil
Billy Garrett, Strategic Lead for Culture, Tourism and Events, Glasgow Life
Joel Lavery, Strategic Lead Major Sporting Events, West Midlands Growth Company
Moderator: Duncan Mackay, Award-winning Journalist and Author
Panel 10: International Events and the Americas: Inspiring Global Collaboration
Bringing international events to the Americas requires proactive action and collaboration. This panel explores how American hosts can position themselves as desirable destinations for global events, inspiring action for international collaboration and partnerships with rightsholders and suppliers.
Mihir Warty, Chief Strategy Officer, World Rugby
Tom Kiley, Senior Director, Global Market Development, National Football League (NFL)
Jennifer Arnold Vice President U.S. Soccer Foundation
Moderator: Kirsten Sibbit-Johnston, Director, Strategy, Transformation & Growth, The Sports Consultancy
10:40
Panel 11: Data and Metrics for Actionable Insights
This panel explores the challenges and opportunities of data and metrics for improving and evaluating the impact of major events. Experts delve into the specific challenges faced by major event organisers, such as limited historical data and compressed timelines, and discuss innovative approaches to leverage available data effectively.
Patrick Nally, President, IFMP (International Federation of Match Poker)
Paul Bristow, Director, European Championships Management
Niclas Bruns, Project Manager UEFA EURO 2024, Senate Department for the Interior and Sport, Berlin*
Moderator: Iain Edmondson, Founder, Legacy Delivery and Honorary Member, IAEH
11:15 Refreshments & Networking
11:45
Panel 12: DEI in Event Governance: Inspiring Action for Inclusivity
Diversity, equity, and inclusion (DEI) are increasingly recognised as essential principles in event management. This panel assesses the progress made in promoting DEI within the industry, as well as the challenges and opportunities that lie ahead. Which events and hosts are driving best practice in accessibility and neurodiversity?
Shiny Fang, Secretary General, UIPM
David Grevemberg CBE, Chief Innovation and Partnership Officer, Centre for Sport and Human Rights
Professor Gayle McPherson, Chair in Events and Cultural Policy, University of West of Scotland
Moderator: Billy Garrett, Strategic Lead for Culture, Tourism and Events, Glasgow Life
12:20 Panel 13: Readiness and Learning: Preparing for Success and Leveraging Past Experience
This panel delves into the dual aspects of readiness and learning crucial for event professionals. Experts discuss strategies for preparedness in hosting events, including risk assessment, contingency planning, and infrastructure readiness. Additionally, the panel explores the importance of knowledge transfer from previous event hosts, sharing insights, and lessons learned to enhance future event planning and execution.
Speakers include:
Jason Ferguson, Chairman, World Professional Billiards and Snooker Association
Davi Kaur, CEO, European Society for Emergency Medicine
Sven Bossu, CEO, International Association of Convention Centres (AIPC)
Paulo Ferreira, Director General, FISU
Moderator: Katie Traxton, Founder, Good Vibes Only Talent*
13:05 Key Takeaways
Adam Soroka, CEO, Cavendish Ltd
Ben Avison, Editorial & Conference Director, Cavendish Group
14:00-16:00 Glasgow 2026 Supplier Engagement Workshop
Host City Awards winners revealed at Host City 2024
The inaugural Host City Awards at Host City 2024 in Glasgow, Scotland recognised the most innovative and impactful achievements in event hosting and delivery across the globe
The first edition of the prestigious Host City Awards honoured excellence, creativity, and collaboration in the events industry across three categories: Impactful Event Hosting, Resourceful Event Delivery and Engaging the Audience.
Host City Awards drew a very high standard of entries and created some close contests. In addition to the winners and runners-up, Host City thanks everyone who entered, including the Trinidad and Tobago Olympic Committee (TTOC)/Trinidad and Tobago Commonwealth Games Association, Manchester City Council and Kuehne+Nagel.
The winners were revealed at the Host City Awards Ceremony on 3rd December 2024, held at the iconic Glasgow City Chambers. The awards were presented by Sir Craig Reedie GBE, Paul Bush OBE and Jennifer Arnold, and hosted by Katie Traxton, Founder, Good Vibes Only Talent.
The shortlist was carefully selected by a distinguished panel of leading event owners, promoters, organisers and hosts: Harvey Goldsmith CBE, Promoter, Earth Aid Live; Céline Payelle, Vice-President and General Manager, Events & Experiences, Cirque du Soleil; Ralph Straus, Commercial Director, FEI; Brian Lewis, immediate Past President, Trinidad & Tobago Olympic Committee;
Jennifer Arnold, Vice President, U.S. Soccer Foundation; Joanne Deponio, Host Relations Lead, UEFA EURO 2028 UK & Ireland; Iain Edmondson, Founder, Legacy Delivery and Honorary Member, IAEH; Sarah Lewis OBE OLY, Honorary Secretary, GB Olympians; and Allegra Roccato, Head of Events, World Physiotherapy.
The shortlist and winners were selected by a rigorous independent process whereby the judges each gave marks out of 10 for a set of 3 criteria within each category. Judges did not vote on entries where there was any conflict of interest. The judges noted merit in all applications.
“A huge congratulations to Berlin, OnePlan and BLAST, and to the shortlisted nominees. We also extend our heartfelt thanks to everyone who submitted their inspiring projects, and our expert judges. Your dedication to excellence in the events industry is truly commendable,” said Ben Avison, Host City’s Editorial & Conference Director.
Host City looks forward to presenting a wider range of categories, attracting more entrants and offering a longer awards ceremony as part of the evening dinner reception in 2025.
For more information contact ben. avison@hostcity.com
IMPACTFUL EVENT HOSTING AWARD Winner:
UEFA EURO 2024 Host City Berlin
Runners up: Glasgow Life and Düsseldorf Marketing GmbH
RESOURCEFUL EVENT DELIVERY AWARD Winner: OnePlan
Runners up: Wasserman Live and LS Events
ENGAGING THE AUDIENCE AWARD Winner: BLAST
Runners up: AIR RACE X and Pitch Scotland
credit Glasgow 2026
Glasgow confirmed to host 2026 Commonwealth Games
The Commonwealth Games Federation (CGF) has also confirmed the sports programme
[Source: Commonwealth Games Federation]
The 23rd edition of the Commonwealth Games will take place in Scotland from Thursday 23 July to Sunday 2 August 2026, returning to the city 12 years after the hugely successful 2014 Commonwealth Games.
Glasgow 2026 will feature a 10-sport programme concentrated across four venues within an eight-mile corridor, ensuring an actionpacked broadcast schedule across each day of competition and making the event accessible and appealing to spectators looking to enjoy the multisport environment and festival feel.
With over 500,000 tickets to be made available at a future date, there will be around 3,000 of the best athletes competing from up to 74 Commonwealth nations and territories that represent 2.5 billion people – one-third of the world’s population. Para sport will once again be fully integrated as a key priority and point of difference for the Games, with six Para sports included on the sport programme.
The sports programme will include Athletics and Para Athletics (Track & Field), Swimming and Para Swimming, Artistic Gymnastics, Track Cycling and Para Track Cycling, Netball, Weightlifting and Para
Powerlifting, Boxing, Judo, Bowls and Para Bowls, and 3x3 Basketball and 3x3 Wheelchair Basketball.
The Games will take place across four venues: Scotstoun Stadium, Tollcross International Swimming Centre, Emirates Arena – including the Sir Chris Hoy Velodrome, and the Scottish Event Campus (SEC). Athletes and support staff will be housed in hotel accommodation.
The Glasgow 2026 Games will deliver over £100 million of inward investment into the city and is projected to support over £150 million of economic value added for the region, with a model that has been specially designed to not require public funding for the delivery of the Games. An additional multi-million-pound investment has also been secured for upgrading public sporting facilities, alongside funding for city activation projects across the city.
With the confirmation that Glasgow will host one of the world’s biggest multisport events and the biggest sporting
event in the United Kingdom in 2026, the branding for the Glasgow Games has also been released. For the first time in the Games’ history, the logo combines the Commonwealth Sport logo with the overall visual identity of the 2026 Games – emphasising the central role of the Commonwealth Games within the wider Commonwealth Sport Movement.
The Glasgow 2026 logo features Glasgow graphic elements inspired by some of the engineering, architectural and natural elements found at the heart of the city. The three elements include representations of the River Clyde, the Finnieston Crane, and the Clyde Arc, which are all centrally aligned in the Commonwealth Sport celebration mark in the colours of the waterfront –symbolising the meeting point for sport and culture at the heart of the Games.
Commonwealth Games Federation CEO Katie Sadleir NZOM said, ‘’On behalf of the entire Commonwealth Sport Movement, we are delighted to officially confirm that the 2026 Commonwealth Games will take place in the host city of Glasgow. The Games promise to be a truly immersive festival of sport and celebration of culture and diversity that inspires athletes and sports – with a fan experience more accessible than ever before.
‘’The 2026 Games will be a bridge to the Commonwealth Games of tomorrow – an exciting first step in our journey to reset and redefine the Games as a truly collaborative, flexible and sustainable model for the future that minimises costs, reduces the environmental footprint, and enhances social impact – in doing so increasing the scope of countries capable of hosting.
JON DOIG OBE, COMMONWEALTH GAMES SCOTLAND CHIEF EXECUTIVE
Glasgow 2026 will have all the drama, passion and joy that we know the Commonwealth Games delivers even if it is to be lighter and leaner than some previous editions
‘’With the reassuring legacy of Glasgow 2014 providing existing sporting, transport and accommodation infrastructure, and world-class venues and expertise, we look forward to working with the Glasgow team to deliver a very special Commonwealth Games in 2026.
‘’Our Movement’s commitment to sport for development and social change remains central to Glasgow 2026 and beyond – with full integration of Para sport a priority the Games will continue to be an inspiring and impactful platform.’’
Commonwealth Games Scotland Chief Executive Jon Doig OBE, said “We’re absolutely delighted to have secured Glasgow as hosts of the 2026 Commonwealth Games. When we started pulling this concept together just under a year ago, our focus was on creating a Games that was different – that could be delivered to the highest quality, in the short time frame, in a financially sustainable way.
“Glasgow 2026 will have all the drama, passion and joy that we know the Commonwealth Games delivers even if it is to be lighter and leaner than some previous editions. It will be more accessible, delivered on a smaller footprint which brings our fans closer to the sporting action.”
First Minister John Swinney said, “The Commonwealth Games is a hugely important event for Scottish sport and an exciting opportunity for the people of Scotland.
“As well as an action-packed, inclusive sports programme that will inspire and excite audiences across the globe –Glasgow 2026 will also be a cultural celebration.
“While Glasgow 2026 will look quite different to previous Games, we can, and we must, use this as an opportunity to work collaboratively to ensure that this new concept brings a strong and sustainable future for the Games. The Scottish Government is committed to playing its part in building that new vision.”
Scottish Secretary Ian Murray said, “The UK Government has actively supported the proposal to bring the 2026 Games to Glasgow, and is providing up to £2.3 million contingency towards security costs. This is a great example of the UK and Scottish governments working together to deliver for Scotland.”
Glasgow City Council Leader Susan Aitken said, “The 2026 Games are an opportunity to set out a new blueprint for the future of sustainable, accessible Commonwealth sport – and it should come as no surprise that the organisers believe Glasgow is the place they can make that happen.
“Our city has a track record that is second to none when it comes to staging major events – and, in particular, working with organisers to make sure new competitions and formats get off to the best possible start.
“Glasgow benefitted greatly from hosting the Games in 2014 and officials have shared expertise and experience with both Commonwealth Games Scotland and the Commonwealth Games Federation as they have developed their plans for 2026.
“These Games will be, by design, different from those the Glasgow hosted a decade ago – but the city will play its part in helping make them a success on their own terms.” n
Florida – The World’s Premier Sports Destination
Florida is more than a state—it’s a global stage where world-class sports, exceptional venues, and breathtaking experiences come together. Here, athletes, teams, and fans from across the globe gather to play, compete, and celebrate. Ranked as the top state for sports tourism, Florida offers an unmatched combination of facilities, accessibility, and culture. Whether hosting an international competition, youth tournament, or championship match, Florida welcomes you with the expertise, resources, and charm needed to create unforgettable moments. The Florida Sports Foundation (FSF) stands as a committed partner, ready to guide event planners and organizers at every turn.
Why Florida?
As a destination, Florida has everything to elevate any sporting event to new heights. From pristine beaches to metropolitan excitement, Florida is diverse, and its sports venues mirror this versatility. The state boasts countless stadiums, arenas, training centers, and outdoor facilities equipped to handle events of any scale—from small tournaments to world championships.
Florida’s year-round sunshine is one of its most valuable assets, allowing events to be hosted in ideal weather conditions, regardless of the season. This unique advantage not only attracts world-class athletes and teams but also enables fans to enjoy an immersive experience.
Moreover, Florida’s impressive network of airports makes the state accessible for all travelers. Each year, millions pass through Miami, Orlando, Jacksonville, Tampa, and more, making travel seamless for both participants and organizers.
The Florida Sports Foundation – Your Trusted Partner
The Florida Sports Foundation is the driving force behind sports tourism in the Sunshine State. With a mission to promote, develop, and grow the sports industry, FSF has fostered partnerships and a support network that spans every corner of the state. Whether you’re looking to host in the bustling cityscape of Miami, the cultural heart of Tampa, or the coastal tranquility of Pensacola, the Florida Sports Foundation has established partnerships that allow organizers to match their event needs to the perfect location.
Sports Venues and Expertise for Every Sport
Florida’s infrastructure is unparalleled. The state’s venues and facilities cover
every sport imaginable. Miami’s Hard Rock Stadium hosts major events like the Miami Open and Super Bowl, while Orlando’s Inter & Co Stadium welcomes fans worldwide for high-profile soccer matches. Host your event in the Tampa Bay area and catch a Florida Panthers game, or head to Central Florida and enjoy an Orlando Magic or Orlando City SC match.
But Florida isn’t just about big stadiums. The state is rich with community-oriented and specialty venues that cater to youth sports, emerging sports, and everything in between. IMG Academy in Bradenton, for instance, is a hub for developing young athletes, while the Daytona International Speedway attracts racing enthusiasts globally. Whether it’s golf, tennis, water sports, or extreme sports, Florida’s facilities meet every need with precision.
From the pristine beaches of the Panhandle to the tropical landscapes of the Keys, Florida offers an incredible diversity of locations that cater to all types of sports events. Our partners are eager to get creative, hosting events in unique settings like pole vaulting competitions on Key West’s beaches or cycling along the state’s scenic coastline. Whether you’re looking to host an event in an urban area or amidst natural beauty, Florida provides the perfect backdrop for every event.
A Culture That Celebrates Sports
Beyond its venues, Florida is a state with a deep passion for sports. Cities like Gainesville, Tallahassee, and Coral Gables host iconic
college sports programs, while cities like Tampa, Jacksonville, and Orlando contribute to Florida’s professional sports tapestry with dedicated fan bases and long-standing traditions.
And it’s not just about traditional sports; Florida’s diverse population has introduced the state to a wide range of sports and activities, from Latin American favorites like soccer and baseball to Caribbean water sports and international martial arts. This eclectic mix makes Florida not just a destination, but an experience where fans of all backgrounds and interests feel at home.
Comprehensive Support for Event Planners
Planning a sports event can be a complex process, and the Florida Sports Foundation understands the importance of getting every detail right. With connections to local businesses, government entities, and event service providers, our dedicated partners can help streamline the process of organizing, funding, and promoting events in the state.
For organizations looking to minimize costs and maximize impact, FSF provides insights into grants and funding opportunities that can significantly reduce the financial burden of hosting. The Foundation’s connections across the state— from media outlets to hospitality vendors—
make it possible to ensure events receive the visibility and support they deserve.
World-Class Accommodations and Attractions
A sporting event in Florida is an opportunity for fans, athletes, and their families to experience all that the state has to offer. Florida’s accommodations range from luxury hotels to family-friendly resorts and budget-conscious lodging, ensuring every guest finds a place that suits their needs. World-renowned theme parks like Disney World and Universal Studios in Orlando provide endless entertainment, while the beautiful beaches along Florida’s coast offer relaxation and scenic views for those looking to unwind.
Florida’s hospitality industry understands the unique needs of sports tourism, providing accommodations with the amenities and services essential for both small and large groups. With a range of dining options, shopping experiences, and local attractions, attendees will enjoy a well-rounded visit that goes beyond the event itself.
A Proven Track Record and a Bright Future
From hosting international tennis championships and golf tournaments to
attracting major events like the Super Bowl, Florida has proven itself as an elite sports destination time and again. With more high-profile events on the horizon, including future opportunities for global sports events and national championships, Florida’s reputation only continues to grow.
Partner with Florida –Where the World Comes to Play
When it comes to sports, Florida isn’t just a place; it’s an experience. The Sunshine State welcomes you to explore its diverse venues, world-class facilities, and exceptional hospitality. Whether you represent a federation, team, or you are an organizer looking for a new home for your event, the Florida Sports Foundation and its partners are ready to bring your vision to life. Here, in Florida, the world comes to play, and unforgettable memories await.
If you’re considering Florida as the next location for your sporting event, let the Florida Sports Foundation help make it a reality. Our dedicated team is ready to answer your questions, connect you with local partners, and ensure your event is a resounding success. Visit PlayInFlorida.com to learn more about the incredible opportunities that await in the Sunshine State. n
Olympic Marathon Trials
Ironman Florida USTA National Campus Championship Court
Score Unforgettable Events on Florida’s Sports Coast!
Located on the west coast of Central Florida, just 30 minutes north of Tampa International Airport (TPA), Florida’s Sports Coast is a vibrant destination where champions come to train, compete, and embrace adventure. With direct flights available from major European hubs, including London (Gatwick and Heathrow), Frankfurt, Amsterdam, and Zurich, it’s easy for international visitors to access this exciting region. Whether you’re an athlete, a business traveler, or an active adventurer, Florida’s Sports Coast offers world-class sports venues, exhilarating outdoor activities, and a wealth of leisure experiences. With its year-round warm climate, this dynamic destination provides the perfect backdrop for unforgettable memories—whether you’re attending a sporting event or simply escaping to explore. This is the place to score unforgettable moments!
World-Class Sports Venues
Florida’s Sports Coast boasts some of the finest sports facilities in the region, making
it the ideal location for athletes, event organizers, and sports enthusiasts alike. The Wiregrass Ranch Sports Campus of Pasco County in Wesley Chapel stands out as one of the largest and most versatile venues in the area. This cutting-edge sports complex features a 98,000 square-foot indoor facility, plus 7 outdoor fields designed to host a range of sports such as soccer, football, rugby, lacrosse, etc. The venue regularly attracts regional and national events, drawing athletes and spectators from all over.
For tennis enthusiasts, The Sarah Vande Berg Tennis Center in Zephyrhills provides a premier setting for training and competition. This modern facility boasts 11 tennis courts, featuring both hard and clay surfaces that cater to professional tournaments and training camps. The facility also features 4 padel courts, and 8 pickleball courts. Known for its pristine courts and excellent amenities, the center is a local favorite and hosts numerous community tennis programs and outreach initiatives. Whether you’re competing in a national tournament or enjoying a recreational clinic, this venue offers an
ideal environment for all levels of play.
For fans of ice sports, AdventHealth Center Ice in Wesley Chapel is one of Florida’s largest ice sports complexes. Featuring 3 NHL standard rinks, 1 Olympic standard rink, and 1 junior ice rink, this 2,000 sq. ft. facility serves as a hub for competitive ice sports in the region. The venue also regularly hosts regional and national competitions, providing state-of-the-art facilities for training camps and tournaments. It also offers public skating sessions and youth hockey leagues, making it a great destination for family fun and competitive training alike.
Leisure and Adventure: More Than Just Sports
While Florida’s Sports Coast is best known for its sports venues, it’s equally renowned for its outdoor adventure offerings. The region’s natural beauty, combined with its mild climate, makes it the perfect place for outdoor enthusiasts to explore. Here are just a few of its various leisure offerings. Werner Boyce Salt Springs State Park in Port Richey offers a serene escape into
Florida’s wilderness. Visitors can enjoy kayaking and canoeing along these scenic waterways, surrounded by lush greenery and abundant wildlife. This park provides the ideal setting for a peaceful day of nature exploration with plenty of opportunities to spot native wildlife and enjoy the beauty of Florida’s natural landscape.
For those seeking a unique wildlife experience, Giraffe Ranch in Dade City offers an unforgettable safari-style adventure. This 47-acre ranch provides visitors the opportunity to get up close and personal with exotic animals from around the world, including giraffes, zebras, and ostriches. Guests can enjoy guided tours through the ranch’s lush, scenic grounds, where they can feed and interact with the animals in a natural, open-air environment. Giraffe Ranch is perfect for wildlife enthusiasts looking for a hands-on experience in a serene, rural setting. With its educational
tours and breathtaking views, it’s a mustsee destination for anyone visiting Florida’s Sports Coast.
Adrenaline seekers can head to The Lift Adventure Park at SunWest Park in Hudson, known for its innovative cable wakeboarding system. This one-of-a-kind park uses a cable system to pull riders across a lake, offering an exhilarating experience for wakeboarders of all skill levels. The park also features an inflatable obstacle course with slide, sandy beaches, and picnic areas, making it a fantastic spot to relax after a thrilling session on the water.
A Shopper’s Paradise
After a day of sports or outdoor adventure, Florida’s Sports Coast offers plenty of opportunities for leisure and relaxation. Tampa Premium Outlets in Wesley Chapel is the perfect destination for shopping enthusiasts. With over 110 stores offering
top brands at discounted prices, it’s a shopper’s paradise. Whether you’re looking for the latest fashion, electronics, or accessories, you’ll find a wide range of luxury and everyday brands to suit your style and budget.
Conclusion
Florida’s Sports Coast is the ultimate destination for champions—athletes, business travelers, and active adventurers alike. With world-class sports venues, stunning outdoor environments, and a wide range of shopping and dining options, this vibrant region seamlessly combines the thrill of competition with the relaxation of leisure. Whether you’re here to compete in a tournament, attend a conference, or simply explore and unwind, Florida’s Sports Coast offers the perfect backdrop for making unforgettable memories. Life’s a Game. Let’s Play! n
Whether you’re an athlete, a business traveler, or an active adventurer, Florida’s Sports Coast offers world-class sports venues, exhilarating outdoor activities, and a wealth of leisure experiences
The West Midlands: great sporting stories start here
Joel Lavery, Strategic Lead for Major Sporting Events at the West Midlands Growth Company, shares his learnings from more than three years as the West Midlands’ sporting specialist and looks ahead to an exciting pipeline of regional sporting activity
Earlier this autumn, the West Midlands Growth Company launched a dynamic new promotional campaign to transform perceptions of the region on the global stage. The campaign – called It Starts Here – celebrates the West Midlands’ innovation-led strengths, highlighting the ingenuity from our past and present, and positioning the region as a creative destination where “disruptive minds meet” and “breakthroughs begin”.
It’s a campaign, which is a great match for our sporting activity. The West Midlands has played a unique, instrumental role in shaping the UK’s sporting tradition. Lawn tennis and rugby started here. The region created the Football League, and also hosted the forerunner to the Olympic Games in Much Wenlock.
I was inspired by our It Starts Here messaging, as it perfectly encapsulates my journey since I started developing the West Midlands’ major sporting events strategy three years ago. We want to become known globally as a great sporting city region, hosting major sporting events which deliver positive benefits for our
partners, business and communities. We want to bring a ‘golden decade’ of major sporting events to the West Midlands, and have made a promising start.
The start of this journey came when the international sporting spotlight fell on Birmingham during the 2022 Commonwealth Games. Delivered in just four and a half years and within budget, the Games were our postcard to the world. There would never be a better platform to promote our great city region, showcase our world class venues and tell our story to a global audience.
The 22nd Games delivered a series of significant wins for the West Midlands. The largest multi-sport event held in England for a decade brought people together for a festival of celebration. A record 1.5 million spectators bought tickets for the event, making it the most popular Commonwealth Games to ever be hosted in the UK. New infrastructure – including housing and transport improvements in Perry Barr, the new Sandwell Aquatics Centre and redeveloped Alexander Stadium – will have a lasting impact on communities across the region. The Games
also delivered a series of important firsts – a carbon-neutral legacy, an integrated para sports programme and the first major multi-sport event to have more women’s than men’s medal events.
One of the most noteworthy aspects – and something that I believe has been overlooked in the post-event glow and subsequent debate about future Commonwealth Games – is the phenomenal success of our Business and Tourism Programme (BATP).
The £24 million programme, funded by the Department for Culture, Media & Sport (DCMS) and the West Midlands Combined Authority (WMCA) and supported by the Department for Business & Trade (DBT), VisitBritain and the West Midlands Growth Company, aimed to use the spotlight created by the 2022 Commonwealth Games to embed positive perceptions of the West Midlands into the international mindset, bringing the region long-term economic benefits.
The programme was the reason I joined the West Midlands Growth Company. I was excited by what I called the first ‘grown up’ legacy programme, a first
serious attempt to use the platform of a mega event to help drive tourism, trade and inward investment in a very targeted and collaborative way. With a substantial budget behind it, and the opportunity to focus on target markets such as Australia, India and Canada in the post-Brexit era, BATP attracted record visitor numbers and inward investment for the West Midlands. It provided us with the platform to promote our ambition nationally and internationally, and launch our sporting vision and plans for the wider region.
We said at the very outset that we wanted to attract sporting events with purpose and impact. Of all the many thousands of event prospects we could attract, we made it our intention to focus on those sports and audiences, which best aligned to our values. We are welcoming and inclusive, young and diverse, and bold, innovative, collaborative and sustainable.
This attracted a lot of interest from rights holders and international federations, who enjoyed their Birmingham 2022 experience and understood that we wanted to
approach this in a unique, attractive way. We developed a pipeline of opportunities and helped to pique the interest of a number of high-profile national and international sporting event organisers.
Our ambitions were given a further boost when we were able to make the business case for a proportion of the £70 million of Commonwealth Games underspend to be set aside to establish a major events fund, into which our Local Authority partners could bid.
Alongside this new fund and with the support of industry experts, we developed a Major Events Evaluation Framework, based around our values – such as social and economic outcomes, sustainability, media profile and – importantly – power and partnership. We wanted to target the events, which would give us not only the biggest
Credit - Thom Bartley
Katharine Merry at Sport Accord Credit - Thom Bartley
return on investment, but the most significant return on influence.
One of the first events to benefit from this investment was the bid to host the 2024 SportAccord World Sport and Business Summit, which took place in April at the ICC Birmingham. The event represented a unique opportunity for West Midlands partners to design and curate an event of global significance which sits at the intersection of sport, culture and business events.
Bringing together more than 1,700 decision-makers involved in the business of sport, the event was a collaborative effort between stakeholders such as DCMS, DBT, UK Sport, the WMCA and Birmingham City Council, and highlighted what is possible in a young, diverse and growing region.
With a conference theme focused on the ‘power of sport’ and diversity, inclusion and sustainability at the heart of the summit’s event programme, SportAccord enabled local leaders and regional bodies to make and strengthen relationships with more than 140 different international federations. The feedback we received was phenomenal, with attendees giving the summit an overall rating of 9/10. Expressions of interest have been sought from Birmingham and the West Midlands for over 200 new event properties, which are currently being evaluated and assessed.
In recent months, the West Midlands has hosted the FISE Xperience – an eye-
catching festival for BMX, scooter and breaking, which saw thousands of young people descend on Wolverhampton. Leading up to the event, we ran an e-FISE event, enabling youngsters to show off their talents via an online competition. Blending the use of social media into the overall experience helped to create a successful, all-embracing spectacle, taking place for the first time outside France.
Building on the first Commonwealth Esports Championships in Birmingham in 2022, we’ve funded major esports events – with more than 15,000 fans coming to Solihull last April and many more watching online for the ESL One Grand Final. We’ll be welcoming many more young fans to the borough’s bp pulse LIVE arena next March for the 2025 Rocket League Championship Series. A few weeks before the main event, members of the public will be invited to take part in the ‘British Esports Cup’, with a business esports summit (WM Esports Unwrapped) also planned for the event weekend.
The Kabaddi World Cup will be taking place across the West Midlands next March. The sport is the fastest growing in India behind IPL Cricket, with staggering viewing figures of nearly 250 million people watching the Pro Kabaddi League finals in 2022. The World Cup – to be hosted in Wolverhampton, Birmingham, Coventry and Walsall – will be the first outside Asia, and builds on the success of the British Kabaddi League, which has just celebrated its third year.
We also led a successful bid to host the International Working Group (IWG) on Women and Sport – the world’s largest network dedicated to advancing gender equity and equality in sport, physical education and physical activity. Taking place in July 2026 in Birmingham, the event will unite more than 1,200 delegates, including ambassadors, thought leaders and academics in the global women’s sport movement, with a focus on realising change and empowering women.
With the return of world-class athletics to the West Midlands in 2026 thanks to the European Athletics Championships at the Alexander Stadium, the Invictus Games Birmingham 2027 promising an incredible, inspirational showcase to remember and UEFA Euro 2028 at Villa Park, we are well on our way to delivering our golden decade.
We hope that these events illustrate our commitment to attracting and hosting events, which match our values of youth, diversity, innovation and collaboration. They sit alongside regular fixtures on our West Midlands sporting calendar, which include the YONEX All England Open Badminton Championships, Premier League football, international cricket, the British Open Squash, the Horse of the Year Show, and British Masters golf, to name a few.
We have learned many lessons along the way and are far from the finished article, but we have a clear plan and set of guiding principles, which will help bring more exciting sporting events to the region. As the only UK destination to increase its position in the 2024 Ranking of Sporting Cities, Birmingham and the West Midlands is waking up to its massive potential as a major sporting events host. Our distinctive history has set the pace, and now – with substantial advances to infrastructure at venues such as the Birmingham Sports Quarter, The Belfry and Edgbaston Stadium – we’re ready to embrace and welcome more sporting championships.
The next chapter of the West Midlands’ sporting story… starts here. n
Creating Unforgettable Event Experiences: How LS Events Leads the Industry
With over 20 years of experience, LS Events has become synonymous with creativity, innovation, and the highest standards of event management. Drawing on our deep expertise, we offer unmatched insight and professionalism in curating, producing, and delivering exceptional event stories. Our commitment to excellence is supported by extensive ISO accreditations, ensuring that we operate at the highest standards throughout the event lifecycle
From prestigious global sporting events to vibrant cultural celebrations, LS Events has consistently raised the bar, delivering event excellence while championing sustainability, quality, and creativity.
UEFA Champions League Final: A World-Class Showcase
In May 2024, LS Events took centre stage as London hosted one of the most anticipated global sporting events of the year—the UEFA Champions League Final. Appointed by the Greater London Authority (GLA) as the lead Event Management agency, we produced, programmed, and managed City Operations for this iconic event. Coordinating five high-traffic sites across the city and accommodating over 400,000 attendees in addition to two fan meeting points for 80,000 visiting fans, LS Events demonstrated unparalleled expertise in logistics, programming, and stakeholder collaboration.
The result was a flawlessly executed celebration that not only captivated global audiences but also showcased LS Events’ ability to deliver under the highest
levels of scrutiny and complexity.
“This event was not just a celebration of football but a remarkable achievement in logistical planning, event management, and collaborative execution across multiple agencies and venues,” explains Steve Reynolds, Co-CEO LS Events.
“LS Events has shown that central London can indeed host large-scale, simultaneous events with seamless coordination. We made history by closing Regent Street in its new configuration, securing a fresh premises licence for Trafalgar Square, and reimagining the use of Victoria Embankment—all amidst major citywide protests.”
The Champions Festival, held at Trafalgar Square, Regent Street, Somerset House, South Bank, and Potters Field Park, featured free concerts, a Giant Trophy activation, a Champions Tournament, and interactive fan experiences. Each site, from Somerset House’s historic courtyard to the bustling Regent Street, was thoughtfully designed and meticulously managed to honour London’s heritage while providing an unforgettable experience for fans.
“This wasn’t just an event; it was a defining London takeover, a moment of inclusivity, impact, and precision that will echo in the city’s legacy. It was a true privilege to bring such an iconic project to life for the GLA, creating a lasting mark that future generations will look to as a benchmark for what’s possible,” comments Reynolds.
Euro 2024 Final Screening: Agile Excellence
Just weeks after the Champions League Final, LS Events was tasked with delivering the capital’s largest public screening of the Euro 2024 Final at The O2 for the Mayor of London. With a tight 72-hour timeline, our team transformed the venue into a spectacular space for 15,000 fans.
This achievement exemplified LS Events’ agility, meticulous planning, and creativity, highlighting our “can-do” attitude in even the most challenging scenarios. By maintaining the highest standards while working under immense time pressure, LS Events reinforced its reputation as a leader in dynamic event delivery.
Pride in London: Advocating for Equality and Diversity
As the lead Event Production Agency for Pride in London 2024, LS Events delivered the UK’s largest and most diverse celebration of LGBTQ+ equality and diversity. The event featured over 33,000 participants in a vibrant procession from Park Lane to Whitehall, alongside a further 5,000 visitors enjoying live entertainment at Trafalgar Square and many more in iconic London locations including Leicester Square, Soho Square, Golden Square and Victoria Embankment Gardens. A truly pan-London event providing a celebration for every part of London’s LGBTQ+ community.
Since 2013, LS Events has also produced the globally celebrated American Express presents Hyde Park concerts, which share a similar operational footprint. This extensive experience allowed us to flawlessly coordinate the logistics of a large-scale event while championing inclusivity and community spirit.
LIV Golf League: “Golf But Louder” Expanding their expertise in sports events, LS Events brought the LIV Golf League’s “Golf But Louder” philosophy to life at its Rocester event. By integrating live music
and a thoughtfully designed audience journey, we elevated the traditional golf experience into an electrifying spectacle.
Drawing on our extensive experience in music and entertainment, we ensured the brand’s vision was realised, blending sport and entertainment into a seamless, unforgettable event.
Formula E: Setting New Standards in Global Motorsport
The 2024 Hankook London E-Prix was another standout achievement for LS Events. Appointed as the local event operator for the ABB FIA Formula E World Championship, we delivered London’s largest Formula E event while also supporting races in cities like Diriyah, Hyderabad, Cape Town, São Paulo, and Portland.
The Formula E Fan Village we designed for London set a new benchmark for fan engagement, showcasing LS Events’ ability to craft innovative, immersive experiences that resonate globally. Built on trust and creativity, our collaboration with Formula E continues to push the boundaries of what’s possible in motorsport events.
“The team of LS Events have done fantastic in delivering an unforgettable 2024 Hankook London E-Prix. Their deep understanding of Formula E’s unique demands, combined with their ability to adapt to our specific needs and requirements, made working with them a smooth experience,” explains Marco Greil, Host Cities Event Director – Formula E.
“Their team brought not only competence but also passion and creativity, which shone through in every detail of the
event. The Fan Village, Formula E’s vibrant hub for passionate fans, was a particularly huge success, designed and produced with an imaginative flair that resonated with our fans. LS Events played a crucial role in the event’s success. We are very grateful for their dedication and partnership and look forward to further successful years.”
Elevating Event Excellence
From the UEFA Champions League Final to Pride in London, LS Events delivers experiences that captivate, inspire, and leave lasting legacies. Our ability to merge creativity with precision has been honed over two decades and across countless high-profile projects.
Whether transforming the O2 Arena in 72 hours, integrating music and sport for LIV Golf, or redefining fan engagement for Formula E, LS Events embodies the future of event management. By continuously pushing boundaries while prioritising sustainability and quality, we create impactful moments that bring people together and set new industry standards.
Let LS Events transform your vision into an extraordinary event experience. For us, delivering event excellence is more than a profession—it’s a passion. n
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Build the experience, fan engagement, and revenues by guiding people to destinations, venues, and events the smart way
Power Personalisation
>3m personal travel plans delivered 70% travel update engagement rate!
~20% increase in upsell conversions
Improve Accessibility
99% benefit from customised routing 10% would like assistance at venues
45% want EV or active travel options
We enable organisations to offer curated low-carbon travel plans that nudge visitors towards ‘net zero’.
Our intuitive online travel assistant service delivers tailored travel demand management strategies, optimising data capture, people flow, dwell time and revenue generation Easily embedded within web, mobile, ticket booking and customer relationship management systems, ‘You Smart Thing.’ adds personalisation and enhanced wayfinding beyond the capability of traditional travel planning tools
Advance Sustainability
Less than 16% drove to the Birmingham 2022 Commonwealth Games*, 10% walked or cycled, over 70% used public transport ✓
‘You Smart Thing ’ landing pages provide travel guidance alongside optional rich media content promoting relevant information or offers, at the point of consideration, booking confirmation, and in pre-event communications.
Supported by our award-winning team and ISO certified business processes, organisations including the All England Lawn Tennis Club, Commonwealth Games 2022, Rugby League World Cup and multiple regional authorities use ‘You Smart Thing ’ to enhance their visitors’ experience
* YST modal shift and travel plan analytics
Powering the Planning of Paris 2024
OnePlan’s multi-award winning mapping and digital twin software delivered an 80% time saving in planning the Olympic Games
IOC President Thomas Bach called the Paris 2024 Olympics and Paralympics “the Games of a new era.” With innovation and sustainability at its heart, Paris 2024 was transformative through its use of technology, and especially so in its planning.
For the first ever time, an Olympic and Paralympic Games was planned with dedicated GIS mapping and digital twin software. OnePlan’s easy-to-use web platform enabled 46 different functional areas within the organising committee to collaborate in real-time, while the 204 National Olympic Committees were able to view the venues without needing to visit them, cutting travel costs and the associated carbon emissions. In total, nearly 2,500 people used OnePlan before the Games had even started.
The software delivered three primary benefits. Firstly, internal teams could plan and visualise the venues to make better planning decisions for security, operations,
accreditation, workforce, traffic and more. This in turn meant stakeholders could conduct virtual tours of the venues using VenueTwin, OnePlan’s digital twin platform. And thirdly, the host broadcaster was able to define camera positions at venues to best serve the global TV audience. All of this was planned with pinpoint accuracy, giving confidence to organisers in the delivery of the Games.
The result? A huge 80% time saving compared to how Games have previously been planned. Marion Gauffidry, Innovation and Legacy Manager at Paris 2024, says, “Thanks to OnePlan we found that functional areas now take one hour to do their planning work, whereas previously with other tools, it used to take them five hours to do the same job.”
The Sport department was one such functional area. With responsibility for every sport that took place at the Olympic and Paralympic Games, the Sport team was able to plan in detail with OnePlan for
competition venues, fan zones, different accreditation areas and more, resulting in efficiencies and reduced risks. Erwann Derradji, Sport Services Coordinator at Paris 2024, says “OnePlan was a huge time saver for us. It allowed us to be totally aligned with the sports’ international federations.”
The collaborative nature of OnePlan means any stakeholder can access the event and venue plans, with access controls as necessary. Erwann continues, “By sharing the plans with our partners, we reduced the risks involved in planning sports events at major events.”
A good example of this is Invalides, the city centre venue that hosted Archery and Para Archery. “We planned the layout with absolute precision in OnePlan, based on the drawings validated by World Archery, to ensure an optimal athlete and fan experience,” Erwann adds.
As part of its planning process, Paris 2024 uploaded hundreds of existing CAD and floor plan files to OnePlan, making
use of architectural drawings for venues. In OnePlan they could filter these on and off, change the transparency settings, and place objects on any floor level of venues. Another much loved feature was the ability to switch between different configurations at venues - for example, from the ceremony to rugby to athletics at Stade de France. Every sport has a unique setup, and being able to switch between configurations delivered big efficiencies. Erwann says, “OnePlan was a huge time saver for us. It was easy to switch between the different
sports, different fields of plan, for different sessions on different days, all at the touch of a button. This flexibility was vital for how we planned multi-sport events.”
The venues could be viewed in any setting in VenueTwin, with athlete and partner journeys mapped out in life-like 3D visualisations. For NOCs and NPCs around the world, this meant they could explore the venues from their computers without the need for expensive travel. Felix Böck, Coordinator for International Relations and Services at Paris 2024, says “OnePlan
significantly decreased the time and money that is typically spent for pre-Games visits.”
A key component of how Paris 2024 used OnePlan was for its data integrity, with the platform proving a single source of truth for all information about the sports, event sessions, venues, dates and more. In the three months before the Games started, all functional areas combined placed 48,142 objects in the software.
This was an Olympic and Paralympic Games powered by 46 functional areas planning collaboratively on ‘living plans’ that could be viewed in hyper-realistic digital twins. Truly the Games of a new era. Tony Estanguet, President of Paris 2024, sums up the software’s impact and legacy neatly: “Our partnership with OnePlan facilitated the work of our teams and our entire ecosystem around the world. We’ve been able to leave a new way of organising events with international collaboration, helped by technology.” n See more at oneplan.io/paris2024
Trusted by 50,000+ events & venues
“OnePlan was a huge time saver for Paris 2024”
Erwann Derradji, Sport Coordinator
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ARENA
Arena Group is a global leader in the design, build, and delivery of iconic venues and experiences. With a rich history spanning centuries, we’ve been at the forefront of shaping the global events landscape. Our commitment to innovation, creativity, and unparalleled expertise allows us to deliver world-class experiences that captivate audiences worldwide.
Our global network of offices and experienced teams enables us to deliver seamless, large-scale events across the globe. From Europe and North America to the fast-emerging markets of Asia and the Middle East, we’ve left our mark on countless iconic events including Olympic Games, FIFA World Cups and international golf championships.
At the heart of our success lies our innovative approach to design and engineering. Our expert teams push the boundaries of creativity to create stunning, functional spaces that are tailored to the specific needs of each event. Whether it’s a high-profile sporting event, a cultural celebration, or a corporate conference, we deliver bespoke solutions that exceed expectations.
Our construction and project management capabilities allow us to build world-class venues that stand the test of time. From state-of-the-art stadiums to versatile exhibition halls, we’ve constructed landmarks that have hosted truly iconic moments.
Our operational expertise and dedicated teams provide a seamless experience for organizers, participants, and spectators alike.
With a legacy of delivering successful events, Arena Group has earned a reputation for excellence and reliability. Our commitment to sustainability and social responsibility drives us to create events that have a positive impact on the communities we serve.
We believe in the power of collaboration. By partnering with clients, suppliers, and local communities, we create lasting relationships that drive innovation and deliver exceptional results.
As the global events landscape continues to evolve, Arena Group is at the forefront of shaping the future – and we’ll continue to embrace emerging technologies and innovative approaches to create immersive and unforgettable experiences. n
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The Florida Sports Foundation, a 501(C) 3 non-profit corporation, is the official sports promotion and development organization for the State of Florida. It is charged with the promotion and development of professional, amateur, recreational sports, and physical fitness opportunities that produce a thriving Florida sports industry and environment. With a seemingly endless list of sporting ventures and venues, the Florida Sports Foundation strives to promote Florida’s unique sports industry. The Foundation’s staff is dedicated to serving the needs and interests of Florida’s sports community and assists with all questions concerning Florida sporting activities and issues.
To create the thriving sports industry and environment, the Florida Sports Foundation:
• Provides grants to support sporting events that bring out-of-state visitors to Florida;
• Produces and distributes annual golf, fishing and boating, and MLB baseball spring training guides for both in-state and outof-state tourists; and
• Organizes the annual Sunshine State Games, an Olympic-style festival for Floridians of all ages, and the Florida Senior Games State Championships for senior athletes, age 50 and over.
Take a timeout from your usual vacation spots and tackle your next BIG adventure on Florida’s Sports Coast. Located in Pasco County, we’re the perfect place to score unique experiences and one-of-akind attractions. With so much to see and do here, every play you make during your trip will be jampacked with new adventures and unforgettable memories—filling your vacation with legendary stories, not just souvenirs..
COMPANY WEBSITE: FLSPORTSCOAST.COM
CONTACT: Consuelo Sanchez Tourism Assistant Director Experience Florida’s Sports Coast
Cellphone: 813-770-4343
Cbsanchez@flsportscoast.com
Welcome to Edmonton, Alberta, where we pride ourselves on going bigger, better, and bolder when it comes to hosting your events. Edmonton has garnered an impressive reputation as a premier host city for major events, ranking second in Canada and an impressive 38th globally. Our dedicated team at Explore Edmonton’s Sport & Culture division is at the forefront, tirelessly attracting, nurturing, and supporting over 50 world-class sport and cultural events each year. From thrilling triathlons to gravity-defying Stadium Big Air Snowboard competitions, Edmonton eagerly embraces a diverse range of experiences.
Our success story is woven together by a robust network of partners, including our close-knit collaboration with the City of Edmonton. This partnership goes beyond mere cooperation; it involves securing essential political and financial support, meticulously orchestrating logistics, and ensuing our event partners connect with precisely the right people.
In Edmonton, we don’t just host events; we create unforgettable experiences, and we invite you to be a part of this remarkable journey.
Located in the beating heart of the UK, this was the cradle of the world’s first industrial revolution; kickstarting a tradition of innovation that remains ingrained across our region today. This is a place of pioneers, where football league, lawn tennis, rugby union, and the world’s first ever cricket world cup all began.
In recent decades, the region has reinvented itself from an industrial heartland to a leading business, cultural and major events destination that creates truly unforgettable experiences. Our three dynamic cities – Birmingham, Coventry and Wolverhampton – all boast incredible resources and amenities, and each offers a uniquely warm welcome. Birmingham, the city at our centre, is one of the most accessible, fastest growing, and most lively cities in the UK. It’s also one of the youngest in Europe with 32% of the population under 25. Among our 4.7 million strong population, you’ll
discover vibrant cultures mixing and melting together, with people of over 190 nationalities calling it home.
Birmingham and the West Midlands region has played host to some of the largest global sporting events over recent decades including the Athletics World Championships, the Ryder Cup and SportAccord World Business Summit. Our region’s dynamic and innovative spirit was showcased to the globe during the Birmingham 2022 Commonwealth Games which bought over 5 million people to city and saw 1.5 billion people tuning in globally. But this was just the beginning. Looking to the future, we have an exciting pipeline of events that are set to further cement our status as a leading international host of major sporting events including the Kabaddi World Cup 2025 , European Athletics Championships 2026 and IWG Women and Sport Conference. The success of the Games has provided the springboard for a golden decade of major sporting events in Birmingham and the West Midlands, with new and improved world-class facilities across the region providing the ideal home for Major Events.
Are you looking to promote your product to potential buyers across the world at a trade fair? Or are you perhaps interested in staging a live event in front of thousands of people? We are an experienced logistics partner that can support your ambition and help you bring your event plans to life.
As the official logistics partner to numerous major trade fairs and exhibitions across the world and the designated official freight forwarder and customs broker for premier international sporting events, we know what it takes to deliver on the big stage.
Spread across 35 specialised offices globally, our network offers a complete range of services to
support the planning, coordination, and logistical requirements of your project. Our deep experience makes us well equipped to handle transportation of different types of products, different speed requirements, including time-critical, as well as diverse locations.
Our team of over 250 professional experts have deep-rooted experience in all fields of the exhibition and event industry from product launches to orchestra tours.
Whether your project is a major sporting event, high-tech product presentations, national or international shows, our team can support
LS Events is one of the UK’s leading event management companies, on a mission to deliver event excellence for its clients. Whether it’s welcoming global superstars to the stage at American Express presents BST Hyde Park, designing globally acclaimed fan experiences for Formula E or managing the complexities of pan-London events such as the funeral for Her Majesty Queen Elizabeth II, this team of event experts has a wide range of technical, creative and operational skill sets that allow it to deliver complex public events with firstclass customer journeys and experiences.
When LS Events is delivering Central London events such as Pride in London or the UEFA Champions Festival and its fan meeting points, seamless stakeholder engagement and collaborative working are essential. With over 20 years’ experience in nurturing deep and trusted relationships with multi-agency stakeholders, emergency services and landowners, it means that when challenges come up, LS Events is able to take them head on and resolve them quickly.
COMPANY WEBSITE: WWW.LS.UK/
‘You. Smart. Thing.’ is the leading travel demand management platform for destinations, venues, and events. It enables organisations to offer visitors a personalised low carbon travel plan, enhancing experience and engagement whilst reducing the disproportionate carbon footprint created by travel.
The platform comprises an easily embedded web-based travel assistant interface for visitors, an intuitive configuration dashboard, and a comprehensive data analytics and insights suite. The service utilises stateof-the-art web-based technology making it easy for destinations to implement. There’s nothing for visitors to download or install, it’s intuitive, mobile optimised, and integrated with client systems such as websites, mobile apps, ticket booking systems, and marketing communications.
Sustainability is woven into the fabric of the team’s event design, guiding every decision from conception to execution. Informed decision-making and data-driven intelligence have paved the way for significant reductions in environmental impact year after year. LS Events’ role in delivering the St Patrick’s Day Festival and Parade for the Greater London Authority (GLA) exemplifies this approach, utilising the Trace by isla system to monitor the carbon impact of the event.
In 2024, LS Events celebrated its 20th Anniversary. Our foundations continue to inform a culture of development and personal growth that empowers our employees to thrive. Proudly employing a team of over 40 permanent staff, we have taken time to think about the way that we operate to ensure that our systems and policies are meaningful. By working closely with our staff, we continuously evaluate the ways in which we can support our teams both professionally and personally. This commitment to looking after our greatest asset - our people - enables us to be adaptable to the ever changing landscape of events.
To discuss how LS Events can deliver excellence for your next event experience visit www.ls.uk or email info@ls.uk.
The service provides visitors with additional confidence and assurance in respect of attending destinations, venues, and events by enabling organisations of all shapes and sizes to offer them a low-carbon travel plan.
‘You. Smart. Thing.’ reduces travel emissions, which typically make up most of a destination or event’s carbon footprint, by integrating venue, local authority, national highways, and transport operator datasets to generate recommended low-carbon routes. Curated ‘last-mile’ routes are also configured to improve destination accessibility and wayfinding, whilst automated travel plan updates mitigate the risk of delays or disruptions and can even recommend discounted travel and accommodation.
The platform is currently used by multiple regional authorities, destination management organisations, venues, and major events, both in the UK and internationally, to help address their environmental, social, and governance (ESG) challenges, and to tackle decarbonisation
COMPANY WEBSITE: YOUSMARTTHING.COM/SECTORS/PRIVATE/MAJOR-EVENTS
The Sports Consultancy is a professional services firm working at the intersection of host cities and major events.
Founded in 2006 on a passion for commercial sports industry acumen we are one of the few independent events management consultancies providing expertise on both sides of the relationship between sports and destinations.
With offices in the UK, Middle East and APAC, we enable our global clients to maximise the impact of their investment in sports and major
events and deliver complex commercial, tourism and participation objectives. We provide turn-key sectoral expertise in major event identification, brokerage and delivery; venue development and operation; and, a full range of tailored legal, regulatory and governance services.
We have built a market-leading reputation for our tailored commitment to all our clients, and are proud of our longstanding client relationships, many of which date back to the year we were founded.
COMPANY WEBSITE: WWW.THESPORTSCONSULTANCY.COM
From international sporting events to captivating entertainment programs and concerts, the logistics professionals at DB SCHENKER are experts in handling any event. DB SCHENKER | sportsevents specializes in providing logistics for all types of major events worldwide. With their global network, they put the right resources, in the right place, at the right time.
With care and precision, their logistics experts plan and execute all your service and budgetary
needs for each event, whether it’s a one-stop show or an entire tour. Not only does DB SCHENKER provide first-class air, ocean, and land transport services, but also coordinates worldwide customs clearances, warehousing, and venue logistics.
Whether you are a media company, sports team, event agency, or musician, the DB SCHENKER sports and events solutions will ensure a smooth experience, from start to finish.
COMPANY WEBSITE: WWW.DBSCHENKER.COM/GLOBAL/BUSINESS/INDUSTRY-SOLUTIONS/ SPORTS-AND-EVENTS-LOGISTICS
Creating Safer Experiences with Industry-Leading Security Technology.
Evolv delivers non-invasive security screening solutions under a unified ecosystem of AI-based advanced security technologies—helping make spaces safer for people to live, work, learn, and play.
COMPANY WEBSITE: EVOLV.COM
Trivandi transforms ambitious visions into unforgettable experiences for major events, venues, destinations and sports organisations.
Founded in 2013 from the success of the London 2012 Games, we have grown to over 60 specialists across three global offices in London, Dubai, and Riyadh, delivering over 260 projects in 26 countries.
We understand the pressures our clients face — time constraints, budget limitations, and the weight of expectation can turn exciting ideas into a shadow of their potential. Our team, with real-world experience of delivering Olympic Games, World Expos, FIFA World Cup, major stadium and infrastructure
projects, and more, know how to navigate these challenges.
Our unique “One Team” approach brings together the right expertise at the right time, synchronising strategy, design, project management, and operations to simplify complexity and deliver actionable solutions that drive meaningful impact.
We passionately share our knowledge to empower local teams, unlocking the full potential of each unique experience to inspire positive change and create lasting legacies.
That’s what we mean by creating experiences, better.
OnePlan massively simplifies and improves the design, management and operations of major events. Used by over 1,500 events in the US and internationally - including major music festivals, sports federations and teams from the NBA and English Premier League - it’s the single source of truth for organisers who plan and host major events.
Combining the best CAD tools with the biggest selection of 2D, 3D, satellite and aerial maps, OnePlan enables centimeter-accurate design and planning of major events. Easily plan infrastructure,
WEBSITE: WWW.ONEPLAN.IO
security, transport management, staff and more. Procure directly from suppliers. And collaborate in real-time with your team, partners, broadcasters and any stakeholder in one plan.
Our hyper-realistic and fully interactive 3D Venue Twin platform enables you to visualize exactly how your city-wide event will look. It drastically reduces the need for stakeholder site visits, delivering significant cost savings and sustainability benefits for major events
Arena is a vertically integrated global supplier of temporary architecture and infrastructure delivering marketleading products and services across a variety of sectors. We deliver some of the world’s most iconic sporting and cultural events, including F1, PGA Golf, The Ryder Cup and Olympic and Commonwealth Games
WEBSITE: ARENAGROUP.COM
GLOBAL PRESENTING PARTNERS AND HOSTS
SPONSORS AND PARTNERS
OFFICIAL USA DESTINATION PLATINUM PARTNERS
GOLD SPONSORS
OFFICIAL LOGISTICS PARTNER
LANYARD SPONSOR
SUPPORTING PARTNERS
