Scotland Welcomes the World

SPECIAL REPORT: SCOTLAND WELCOMES THE WORLD an easy sell Harnessing Scotland’s global pulling power beyond the horizon What happens after the fun and games end In full swing Warming up for a fierce battle on Scottish soil

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CONTENTS

CONTACTS

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room501 ltd Christopher March Managing Director e: chris@room501.co.uk Bryan Hoare Director e: bryan@room501.co.uk

The latest stories related to Scotland’s thriving visitor economy

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EditorIAL Kenny Kemp Editor e: kennykemp@blueyonder.co.uk Andrew Mernin e: andrewm@room501.co.uk

VisitScotland’s chairman Mike Cantlay on selling Scotland to the world

14 1314 and all that Geneology expert Chris Holme on the relevance of Homecoming 2014

16 a powerful grip Meet the grappling champion at the heart of the Glasgow Games

26 cleaning up Getting down and dirty to make Scotland shine

32 after the games Planning beyond a pivotal year for Scotland on the world stage

36 back to our roots How a new development is breathing new life into an age-old site

40 let battle begin Looking ahead to an epic event to be held on Scottish soil

after the games

SPECIAL REPORT:

SCOTLAND WELCOMES THE WORLD

WELCOME Welcome to BQ2. We hope you enjoy the content. Our theme is: ‘Scotland Welcomes the World’ and our magazine is supported by VisitScotland. So thank you to them for making this possible. We are looking forward to 2014 with relish - this will be a massive year for every single Scot. Of course, it is the year of the Ryder Cup at Gleneagles, the Commonwealth Games in Glasgow, the second Year of Homecoming and the 700th anniversary of Bannockburn. Whatever the outcomes, it will be 12 months that Scotland will remember and look back on for generations to come. Such a powerful spotlight presents a massive opportunity for businesses of all sizes across Scotland to step up to the mark. We hope this special edition will give you food for thought about what is going on - and how you might play your part.

Kenny Kemp, Editor, BQ Scotland

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Design & production room501 e: studio@room501.co.uk Photography KG Photography e: info@kgphotography.co.uk Peter Dibdin e: info@peterdibdin.com advertising For advertising call 0191 537 5720 or email sales@bq-magazine.co.uk

room501 Publishing Ltd, 16 Pickersgill Court, Quay West Business Park, Sunderland SR5 2AQ www.room501.co.uk room501 was formed from a partnership of directors who, combined, have many years of experience in contract publishing, print, marketing, sales and advertising and distribution. We are a passionate, dedicated company that strives to help you to meet your overall business needs and requirements.

All contents copyright © 2013 room501 Ltd. All rights reserved.

While every effort is made to ensure accuracy, no responsibility can be accepted for inaccuracies, howsoever caused. No liability can be accepted for illustrations, photographs, artwork or advertising materials while in transmission or with the publisher or their agents. All information is correct at time of going to print, February 2013. room501 Publishing Ltd is part of BE Group, the UK’s market leading business improvement specialists. www.be-group.co.uk

In association with

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BQ Magazine is published quarterly by room501 Ltd.

SPECIAL REPORT | SPRING 13

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The writing’s on the wall, perfectly poised for the action, digging for new talent, Rabbie on the recruitment drive, a sound idea for a new campaign, visitors to go wild, and luxury at the Links Edinburgh topped the list of places to visit, with half (50%) of visitors making the journey to the historic capital city, closely followed by the Highlands (45%) and Loch Lomond and the Trossachs (36%).

Using the internet for research remained strong with almost two thirds (57%) of visitors accessing information online while on their trip compared to a guidebook (34%), and use of tablet/ipad more than doubled from 6% in 2011 to 15% for the same period in 2012. On their return home, almost half (47%) of visitors used online platforms such as Facebook, Tripadvisor and Twitter to talk about their trip.

>> The writing’s on the wall Best-selling author Alexander McCall Smith has been recognised in a public art installation unveiled in Edinburgh. The art wall forms part of the new Atria office development developed and funded by the City of Edinburgh Council.

The quote, written by McCall Smith as part of a campaign to promote Edinburgh in partnership with the City of Edinburgh Council, Marketing Edinburgh, Essential Edinburgh and Edinburgh City of Literature, reads: ‘This is a city of shifting light, of changing skies, of sudden vistas. A city so beautiful it breaks the heart again and again.’

McCall Smith unveiled the wall, alongside the leader of the City of Edinburgh Council, Andrew Burns and chief executive Sue Bruce on a new public thoroughfare, Ladyfield. The walkway connects Morrison Street with Conference Square, and runs between the two office developments Atria One and Two. The name reflects an old street name (Ladyfield Place) that existed in the 1800s.

The art wall installation celebrates Edinburgh’s strong literary heritage and its status as the world’s first UNESCO City of Literature. Atria Edinburgh is the council’s landmark Grade A office development located next to the EICC (Edinburgh International Conference Centre).

It is being marketed for let by joint agents Jones Lang LaSalle and Montagu Evans. One of the first tenants is the Green Investment Bank.

>> Perfectly poised A new survey has shown that Scottish tourism businesses are in a prime position to welcome the world for the Commonwealth Games, Ryder Cup and Year of Homecoming in 2014.

The Scotland Visitor Survey, by VisitScotland, reveals that Scots were the perfect hosts in the summers of 2011/12 with 80% of visitors agreeing they were made to feel welcome by locals.

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A further 88% of visitors went on to say they would definitely recommend Scotland to others and 70% would definitely visit in the next 5 years.

Such a warm reception led to 67% of visitors feeling some kind of connection with Scotland, with almost a quarter (22%) of repeat visitors noting a connection because they have visited before.

While landscape and scenery remained the main reason to visit Scotland (55 %),

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Edinburgh topped the list of places to visit with 50% of visitors going there >> 2020 vision The Edinburgh 2020 Tourism Strategy outlines key recommendations to ensure the continued success and growth of Edinburgh’s tourism sector.

Prepared by the Edinburgh Tourism Action Group, the strategy is the result of research and over 150 individual consultations with tourism related businesses, setting out a clear vision and targets for the industry to achieve by 2020.

In 2010, visitor spending was £1bn per annum, compared to £250m in 1990.

Employment in tourism accounts for about 12% of the city’s workforce, 32,000 individuals, with the potential to create a further 6,500 new jobs by 2020.

SCOTLAND WELCOMES THE WORLD

Edinburgh attraction raises a glass to expansion

Business case study All information correct as of November 2012.

An Edinburgh visitor attraction is looking forward to its 25th anniversary next year after significant investment with the support of Bank of Scotland.

The Scotch Whisky Experience, located on the Royal Mile, was established in 1988 and offers an interactive tour experience, whisky shop, bar and restaurant, allowing visitors to learn about and purchase a wide range of Scotch whiskies.

It welcomes around 300,000 visitors a year, with 80 per cent of these coming from overseas. The majority of these come from Europe and North America but an increasing (L-R) Ian Craig (Bank of Scotland) with number of tourists from China, Russia and South America Tony Dick (Scotch Whisky Experience) are visiting the attraction.

Three years ago, the business invested £3m to upgrade the tour and add more interactivity providing the financial support we have needed and foreign language facilities. In 2012, a to consolidate our position as one of Scotland’s “Since 1988 we have built further £1m was spent refurbishing the shop to leading five star visitor attractions.” create a much improved retail experience.

Ian Craig, Relationship Director at Bank of a relationship with Bank Financial support to help with both these Scotland, said: “The Scotch Whisky Experience of Scotland based on projects was provided by Bank of Scotland, has built up a strong reputation among visitors which has been the business’ bank since the from around the world. Its continued appeal transparency and trust, and Scotch Whisky Experience first opened. is testament to the hard work and dedication this has made the bank The company, which currently employs 60 of Tony, Susan Morrison, Director and General people, is constantly looking for new ways to Manager, and the business’ founder Alastair an important part of our grow and keep the business up to date and McIntosh, as well as the wider team. support network.” competitive.

“At Bank of Scotland, we understand how Tony Dick, Finance Director at Scotch Whisky important both tourism and the food and drink Tony Dick, Finance Director at the Experience, said: “We operate within the very sectors are to the country’s economy, and we Scotch Whisky Experience competitive tourism sector so it is important work hard to ensure our customers in these that as a business, we constantly look to industries get the guidance, support and funding innovate and make the experience that we offer to visitors they need to support their growth.” as good as it can be.

“This ethos has led to significant investment in the last To find out how Bank of Scotland can work with your few years, and Bank of Scotland has been instrumental in business, please visit www.bankofscotlandbusiness.co.uk

Any property given as security which may include your home, may be repossessed if you do not keep up repayments on your mortgage or other debts secured on it.

All lending is subject to a satisfactory credit assessment Bank of Scotland plc Registered Office: The Mound, Edinburgh EH1 1YZ. Registered in Scotland no. SC327000. Authorised and regulated by the Financial Services Authority under number 169628. Licensed under the Consumer Credit Act 1974 under registration number 0593292. We subscribe to The Lending Code; copies of the Code can be obtained from www.lendingstandardsboard.org.uk

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>> New member of the flock One of Scotland’s leading ornithologists, Martin Scott, a senior ecologist at Atmos Consulting, has been recently selected as a member of the Scottish Birds Records Committee with the Scottish Ornithologists Club. The SBRC is an essential part of the Scottish Ornithologists Club’s aim to maintain a high standard of accuracy of bird records in Scotland. The main responsibilities of the SBRC include assessing and examining records of species across Scotland; maintaining the Scottish List; producing papers on identification and status; and keeping the Scottish birding community well informed on key ornithological issues.

>> Cheering champions Around 3,000 cheerleaders will come to Scotland on 29 and 30 June for the first European Cheerleading Championships to be held in the UK. The event will be staged at the Emirates Arena in Glasgow. The European championships started in 2011 with the inaugural competition held in Prague. 34 teams will compete in the twoday event and around 5,000 people are expected to come to Scotland, including competitors, coaches and family.

The bid to bring the event to Glasgow was made by Scottish cheerleading body Scotcheer with support from Glasgow City Marketing Bureau.

>> Double success Glasgow VisitScotland Information Centre welcomed double its usual number of daily visitors on its first day of opening to the public two weeks ago.

The Information Centre has relocated from George Square to 170 Buchanan Street, and is now providing information and inspiration in one of the highest-footfall locations in the country.

Footfall on Buchanan Street is 91 million per year, which equates to 6,100 people per hour and visitors have already been impressed with the new facilities.

The new, interactive layout includes a ‘tablet table’ where visitors can browse apps,

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websites and make social media updates and free wi-fi is also available in the Centre.

A video wall broadcasting VisitScotland’s latest TV advertising has also been installed and tourism businesses can now promote themselves via digital posters and HD video which can be continually updated.

The relocation is timely as Scotland prepares to welcome increased numbers of visitors through the impact of milestone events, including the Commonwealth Games, Ryder Cup and Homecoming Scotland celebrations in 2014.

>> Digging for talent Teachers from 644 schools across Scotland can nominate for Royal Horticultural Society Young School Gardener of the Year 2013, a quest to find the most knowledgeable, enthusiastic and talented gardening pupil in the UK. The competition is open to all schools on the RHS Campaign for School Gardening scheme, of which there are nearly 16,500 in the UK, and aimed at children up to the age of 16. Teachers and other adults associated with the school can nominate a pupil by visiting www.rhs.org.uk/ schoolgardening by May 18. The winner of RHS Young School Gardener of the Year 2013 will be announced on 12 July, 2013.

>> Global welcome Let’s get ready to welcome the world is the rallying call for a week of talks, conferences, receptions and events lined up for the annual Scottish Tourism Week from 4-13 March 2013.

The week, organised by The Scottish Tourism Alliance with support from VisitScotland and other key industry players, will bring together leaders from within the tourism industry and beyond to discuss how to make the most of 2014.

Speakers and contributors during the week include Dr Frank Dick OBE, one of Scotland’s most successful sports coaches, Scotland’s Enterprise and Tourism Minister Fergus Ewing, Sports Minister Shona Robison, Mike Cantlay, chair of VisitScotland, Stephen Leckie, chair

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of The Scottish Tourism Alliance, Gordon Arthur, marketing director of Glasgow 2014, Ufi Ibrahim, chief executive of the British Hospitality Association and Simon Calder, travel editor of The Independent. Events will be held across the country from Glasgow and Edinburgh to Aberdeenshire, Aviemore and the Isle of Bute and themes will encompass everything from accessibility to hospitality, skills investment to the visitor economy.

Scottish Tourism Week is organised by the Scottish Tourism Alliance with lead sponsorship from VisitScotland and The Caravan Club.

For more information on The Scottish Tourism Alliance, visit www.scottishtourismalliance.co.uk

>> Tourism stars recognised Local tourism businesses are being encouraged to enter the prestigious Scottish Thistle Awards - the ultimate accolade in Scotland’s biggest industry which this year sees the introduction of two brand new categories.

Organised by VisitScotland, the awards celebrate excellence and quality within the tourism industry. Now in their 21st year, the 2013 awards will again include four regional ceremonies, with the winners progressing to a glittering national final.

The regional award areas are: North East and Tayside, South/Central East, South/ Central West and Highlands and Islands, with the winners in each category then going on to represent their respective regions at the gala national ceremony later in the year.

As with 2012, the Scottish Thistle Awards will be working with the Highlands and Islands Tourism Awards (HITA), with the HITA finalists automatically progressing to represent the region at the national ceremony. This year sees the introduction of two new categories: Best Tour Operator Programme of the Year Award and the Partnership in Tourism Award. For further details on regions, categories or to enter the 2013 Scottish Thistle Awards, visit the new-look website at http://www.scottishthistleawards.co.uk/

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COMPANY PROFILE

The Royal Yacht Britannia This former floating royal residence is now one of the UK’s most prestigious five-star corporate event venues in addition to an award-winning visitor attraction by day. However, for many world leaders, ‘Britannia’ has always meant ‘business’…

As well as hosting royal banquets and receptions, Britannia was an ambassador for the UK, promoting trade and industry around the world. From New York to Sydney, The Queen’s guests were entertained as if they were at one of the royal palaces. The Royal Yacht was involved in numerous trade missions and an invitation on board for what became known as ‘Sea Days’ was very much sought after by the world’s business and political leaders.

Today the tradition continues and Britannia offers a unique opportunity for corporate clients to host exclusive dinners and drinks receptions in the impressive State Apartments. The meticulous attention to detail and highest royal standards for which Britannia was renowned are still rigorously adhered to today. From the artistic canapé creations and artisan breads, to delicate hand-made petits fours, all food is created on board by Executive Chef, Mark Alston, and served

by Britannia’s immaculate butlers.

Complete privacy and discretion are assured and every last detail is catered for by a dedicated Events Manager, allowing guests to concentrate on the business at hand.

As the Britannia prepares to celebrate 60 years (1953-2013), where else could be more fitting to host your event than The Queen’s former Royal Yacht Britannia.

For further information on hosting the event of a lifetime on board Britannia, please call the events team 0131 555 8800 or email events@tryb.co.uk

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The Royal Yacht Britannia Ocean Terminal, Leith, Edinburgh, EH6 6JJ www.royalyachtbritannia.co.uk

SCOTLAND WELCOMES THE WORLD

SPECIAL REPORT | SPRING 13

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>> Spring showcase

>> Northern exposure

Big April Adventures is a major marketing initiative developed by VisitScotland to celebrate the Year of Natural Scotland 2013. Its aims are to inspire the Scots and those living in Scotland to get out and about during April, encouraging them to either go somewhere they’ve always meant to visit, or return to a favourite haunt, perhaps from their childhood.

Working with transport partners CalMac, ScotRail, Northlink and Stagecoach, VisitScotland is offering thousands of free and discounted journeys across Scotland For more information and apply for tickets visit: www.visitscotland.com/ bigapriladventures.

A strategy aimed at making Aberdeen City and Shire a sustainable tourist destination, while enhancing the region’s outstanding assets, has been launched.

The Aberdeen City and Shire Tourism Partnership’s area tourism strategy was marked with a networking lunch at Cruden Bay Golf Club.

The partnership, made up of representatives from the tourism industry, both local authorities, VisitScotland and other stakeholders - has contributed to a regional strategy, which will target the markets that offer the greatest potential to grow, including golf, nature, heritage and activities; business tourism and events and festivals/ culture/arts.

>> Rabbie recruiting Travel company Rabbie’s Small Group Tours has launched a recruitment drive for ‘big personalities’ to join its team during the 2013 season. The Edinburgh-based business is on the hunt for friendly and enthusiastic people to fill positions as driver-guides in Scotland.

And with recent news that 350 applicants were received for 12 driver jobs for the Capital’s trams, Rabbie’s is keen to highlight the prospects the position brings.

Robin Worsnop, CEO of Rabbie’s Small Group Tours, said: “While Edinburgh is without doubt one of the UK’s most beautiful cities, why restrict yourself to a role driving up and down the tram route all day when you can get off the beaten track and explore Scotland’s breathtaking and most remote landscapes?”

Current employees range in age from 24 to 62 and have previous diverse experience including accountancy, radio producing, sports presenting and even bomb disposal expertise.

Why restrict yourself when you could get off the beaten track

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>> Pride of Place Tourism is set to benefit from lion’s share as Disney’s award-winning musical comes to the Edinburgh Playhouse this October.

Celebrating the relationship between Disney and Scotland at the launch of The Lion King stage production at the Edinburgh Playhouse. VisitScotland Chief Executive Malcolm Roughead said “We are delighted Disney has chosen Edinburgh as the location for staging this exciting and iconic production of The Lion King in Scotland. Disney’s award-winning musical is the biggest production to ever tour the UK and so will drive economic growth throughout Scotland and help to boost the local economy by millions of pounds.”

>> A sound idea Visitors to Scotland will hear the authentic voices from the Doric in the North-east to the Highland burr. VisitScotland is using local voices from various locations throughout the country for its campaign, Explore Scotland.

Local dialects play an important part in signposting visitors to the best things to see and do with the strapline “we’ll point you in the right direction”.

The radio broadcasts are part of a larger marketing campaign which includes a mix of national print advertising, e-marketing and direct mail and targets both people living in Scotland as well as those living south of the Border. Included in the suggestions are wildlife opportunities and ‘Natural Wonders’ which highlight this Year of Natural Scotland.

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>> Visitors to go wild Dumfries & Galloway is home to 20% of the red squirrel population, boasts 200 miles of stunning coastline and is home to the UK’s first Dark Sky Park.

Nature tourism is worth £127m to the Scottish economy and one of the forthcoming events in the region during this Year of Natural Scotland is the Wild Spring Festival. The festival, now in its tenth year, offers more than 100 events throughout the region and kicks off at the end of March.

An excellent way for everyone to get closer to nature the Wild Spring Festival will take you to the Galloway and Southern Ayrshire UNESCO Biosphere as well as remote hill tops, sandy beaches, forest trails, local nature reserves and indeed the Dark Skies Park which is also home to the 7Stanes world class mountain bike trails.

For more information log onto www.wildseasons.co.uk

>> Fleet expansion Bus and rail operator FirstGroup has ordered 464 new vehicles worth £76m for delivery in the 2013/14 financial year. This order will bring First’s

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investment in new buses to around £240m in three years. More than 95% of its 2013/14 manufacture will be in the UK. The bulk built by Falkirk based Alexander Dennis Limited (222 vehicles) and Ballymena based Wrightbus (179 vehicles).

Volvo Group UK will manage its 37 bus contract from its headquarters in Warwick, while Leeds company Optare will manufacture 18. A further eight vehicles will be ordered, but as yet no decision has been taken as to the manufacturer.

>> Luxury at the Links An eight-bedroom Highland country house hotel is set to become one of Scotland’s finest luxury retreats when it opens in June 2013. Links House at Royal Dornoch, located on the first tee at Royal Dornoch Golf Club, is an historic property in the Highland village of Dornoch. Links House is being restored and renovated promising to be a discreet destination for discerning travellers.

Royal Dornoch Golf Club, frequently ranked in the world’s top 10, is considered by many to be the finest natural links course in the world. Royal Dornoch is the birthplace of legendary golf architect Donald Ross while the course also enjoys Old Tom Morris lineage.

It was the course that first attracted Todd Warnock to Dornoch.

Warnock is founding partner of Chicago -based private equity investment firm, RoundTable Healthcare Partners. Prior to founding the RoundTable, which focuses on control investments in the medical device and pharmaceutical sectors, Warnock was a managing director with Credit Suisse First Boston, where he served as the head of the US Healthcare Investment Banking Group.

Warnock is trustee of The Art Institute of Chicago, Governor of The School of The Art Institute of Chicago, Chairman of the Advisory Board of the Department of Economics at the University of Wisconsin-Madison and a Member of The Counsel of Booth School of Business, University of Chicago.

After becoming a member at Royal Dornoch

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Golf Club and regular visitor during the past decade, he set about turning the 19th century manse house adjacent to the Club into a luxury country house retreat to cater for Dornoch’s stream of discerning visitors.

“After many years of visiting Dornoch to play golf, the Highlands has become a special place for me in so many ways, but now well beyond golf,” says Warnock. “Links House at Royal Dornoch was borne out of a love of the special light, landscape, imagery and atmosphere you find in Dornoch. In addition to the world-class links golf, the warm welcome, the stunning scenery and the beautiful and extended daylight in the Northern Highlands, Dornoch is a unique and special place. I hope to encapsulate that spirit at Links House and create a

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perfect retreat from the stresses of commercial endeavor.”

Warnock and his architecture and interior design teams have spared no expense in renovating and restoring Links House. The result is an exquisite, tasteful, intimate, eight-bedroom retreat that overlooks one of Scotland’s finest golf courses.

The Highlands has become a special place to me in so many ways

>> 60 years of The Royal Yacht Britannia 1953-2013 For over 40 years, The Royal Yacht Britannia played host to kings and queens, prime ministers and presidents. Today, this iconic, five-star venue, based in Edinburgh, can host exclusive dinners and drinks receptions. As The Queen’s former floating royal palace, you will find the same high standards today as when Britannia was in Royal service. Days of preparation go into every event. Everything is considered, down to the smallest detail; from fresh flowers to the finest crystal, gleaming silver cutlery to personalised menus, embossed with Britannia’s unmistakable gold crest.

The in-house culinary team is led by executive chef, Mark Alston, and the exquisite cuisine is all prepared on board in the original Royal Galleys, using only the finest, seasonal ingredients.

Following The Queen’s Diamond Jubilee in 2012, this year The Royal Yacht Britannia is looking forward to a very special 60th anniversary. On 16 April, 1953, Britannia was launched from the John Brown & Company shipyard in Clydebank, the start of a long and illustrious career.

Britannia will shortly be unveiling the Officers’ Wardroom for exclusive, intimate dinners. This elegant room has been refitted to the original layout and furnishings when the Royal Yacht was in service. Officers dined and entertained here and the room is adorned with original items from the Wardroom Collection. In an exciting, new development, an exclusive partnership with Moët Hennessy will mean guests can enjoy the ultimate dining experience, paired with Champagne and wine from this world-renowned maison.

Britannia is also launching a new evening on board, tailored to businesses looking to leave a lasting impression on their clients. The new ‘Ambassador’ option has been created for business presentations and awards evenings. This option compliments an already comprehensive and unique portfolio of evenings on board the Royal Yacht.

This summer, the legendary Racing Yacht Bloodhound, which once belonged to Her Majesty The Queen and His Royal Highness The Duke of Edinburgh, will be available for charter. Based in Oban Marina, up to 8 guests will be able to enjoy sailing through the stunning scenery of Scotland’s West Coast. With hospitality provided by the skipper and crew who are all former HMY Britannia ‘Royal Yachtsmen’, guests can choose to sit back and relax while on board, or help the Ocean Master qualified Skipper and crew ‘man the ropes’. Perfect for sailing enthusiasts, private celebrations, company incentives or team building.

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INTERVIEW

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It’s a wonderful opportunity for us to show off a bit. We want our visitors to love every moment so they may come back again

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INTERVIEW

Scotland’s travelling salesman VisitScotland’s chairman Mike Cantlay knows that global tourism is a tough market place. But, he tells Kenny Kemp, he remains fired up and optimistic about what Scotland has to offer in 2014 – and beyond Mike Cantlay needs strong arms. His job is to vigorously wave the Saltire for Scotland at all times. On the international stage, the peripatetic chairman of VisitScotland is campaigning and cajoling at every turn to bring visitors to Scotland – and give them an emotional reason to fall in love with our country. He is, after all, Scotland’s travelling salesman.

“It’s simple: Scotland will be welcoming the world in 2014. It’s a wonderful opportunity for us to show off a bit. We want our visitors to love every moment – so that they come back again,” he says, sitting in Edinburgh Airport before another international flight to take in a tourism symposium.

While the businessman, who has his own leisure-wear company with outlets in Canada and is a keen amateur golfer, is perpetually optimistic and up-beat about Scotland’s offering, he’s honest in his assessment of the last 12 months.

“It’s as tough as it ever has been. I see my job as making the rallying call for the industry –

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especially when times are tough. In my view, this is what leadership is all about. We’re about selling Scotland: we do, we will and we always will.”

The Disney-Pixar film Brave, winner of an Oscar, has been watched by 350 million mums, dads and young people around the globe, while Scotland’s portrayal in the James Bond epic Skyfall have dramatically helped raise the international interest in Scotland, birthplace of 007. Unfortunately, VisitScotland doesn’t have any control on the weather and the Olympic summer did not deliver the kind of visitor bonus Scotland expected.

“Many of our regular English visitors chose to stay at home or go to London to be part of that great UK occasion. Money has been very tight for people.

“The combination of the recession and the poor weather, when it seemed to be raining almost every day, wasn’t helpful. Yet Scotland had a wonderful early summer and spring – and the Hebrides had one of its driest summers in many years,” he says.

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“It was never going to be easy. We’re still ahead of the game and back on a level playing field. We’ve been remarkably resilient even with a tough summer, expenditure figures were up 3%. Now there’s a great deal to look forward to in 2014 this is the chance of a lifetime for every man, women and child to play a part in this exciting opportunity.

This will be the springboard for the end of the decade.”

Golfing is a key component – especially with the Open championship at Muirfield this year, followed by the nail-biting match-play battle between Europe and America.

“We’re the next host nation of the Ryder Cup at Gleneagles from 26-28 September 2014, and this is after the Glasgow 2014 Commonwealth Games, running from 23 July to the 4 August. Then there are over 400 Homecoming events covering the whole country throughout the summer.

“Scotland needs to make the most of this exposure. That’s why we had such a major presence and a sales mission at the Ryder >>

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INTERVIEW

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Global tourism operates at a great pace and we need to keep the faith about Scotland and what we provide

Cup at Chicago at Medinah in 2012.

We arranged a programme, along with EventScotland, including a ministerial visit and representatives of the Scottish Government, as well as Scottish Development International, Gleneagles Hotel, Perth & Kinross Council Tayside Police. It went very well indeed.”

“We have been specifically engaged with targeting business in the golf tourism sector in the United States. The First Minister Alex Salmond held an official Scotland 2014 reception for 350 guests. That’s what you need to do these days to gain the goodwill and create the buzz.”

His latest sojourn will be about selling Scotland as a place for tourism investment and infrastructure.

“2014 will be a year of great international events in Scotland that will build confidence.

For tourism businesses it’s about having the right tools. We want to step ahead in term of capital investment projects.

“We want to show that Scotland is a safe and profitable place to invest. Scottish tourism is a solid base for the major international players – be they five-star hotel groups or leisure companies such as Disney - when it comes to them considering new facilities or attractions,” he says.

Every business in Scotland can benefit in some

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way. ScotRail and CalMac are keen to get more Scots out to explore their own country and will be offering thousands of free tickets to inspire this.

“If more Scots from the Central Belt can be persuaded to visit the Highlands, to Oban, Fort William, Inverness and further north, and perhaps take a glorious boat trip out to the Hebrides, or head to the Borders and Galloway, then this all puts extra money into our economy. It’s about maximum spend.”

His flight is being called. Scotland’s travelling salesman, dressed in a crisp white shirt and a

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tartan tie, a VisitScotland pin in the lapel of his Harris-Tweed jacket, an iPad under his arm, is off again rolling his leather trolley bag to another destination.

“Our job is keep moving on. Global tourism operates at a great pace – it’s a dynamic business – and we need to keep the faith about Scotland and what we provide.

“We are a first-class destination with so much to offer. We’ve all got to play our part in welcoming the world this year, next year and beyond.” He disappears again through the departure area. n

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REPORT

SPRING 13

1314 and all that 2014 is a significant occasion to commemorate the Battle of Bannockburn. But Robert the Bruce is not the only Scottish hero. Everyone has their own family story that can be painful, unexpected and, at times, inspirational. Chris Holme, an expert in geneology, talks about its relevance to Homecoming 2014 It’s all around us, largely undiscovered, yet permeates every part of our lives.

And it’s the only thing that has reduced Jeremy Paxman to public tears.

History comes in different forms: genealogy, heritage, the popular appetite served by a host of TV and radio programmes, local history, and, a relative newcomer, corporate history.

Like it or not, it is with us.

You can argue all night about what it says about us as a society – a basic atavistic desire to connect with previous generations, something lacking in the present or trepidation for the future, or simply baby boomers taking over the computer to show youngsters that digital is not just about playing games. It will certainly prove a powerful magnet for drawing visitors to Homecoming 2014, all the more so because of the way the internet has now made Scotland’s history accessible at the touch of a mouse across the world and something VisitScotland has been quick to capitalise on.

Ironically, this is also one of our best kept secrets. Few recognise the extraordinary enterprise by the public and private sectors to establish Scotland as a world leader in opening up its digital history in all its forms - text, photographs, maps, music and film. What this means in practice is that the visitor experience extends much farther than the actual trip. You can get a real taste of your particular area of interest beforehand and can follow it up later on the web – so it’s not just a holiday fling but the makings of a lasting relationship. All of this goes beyond the superficial because of history’s capacity to surprise and shock.

This is what Paxo found on his visit to the

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Mitchell Library in Glasgow with Who Do You Think You Are? He discovered that his great-great grandmother, Mary Mackay, and her family of nine lived in the direst poverty and she was denied poor relief because one of her children was illegitimate. It was enough to move any heart of stone.

That dramatic moment is repeated every day as people seek to unlock their own family secrets.

It can be painstaking work: Who Do You Think You Are? compresses months of effort by teams of archivists and historians into less than an hour of television.

History provides other emotional triggers. I watched Neil Oliver’s History of Scotland BBC series which highlighted the mass emigration continuing after World War Two. And then the penny dropped – that’s why I have so many aunts and uncles in Houston (Texas, not Renfrewshire). History and heritage can also be easily hijacked to serve a cause. The end product is often meretricious rubbish – a bland regurgitation of Brigadoon, or cheap tartan tat that lacks any authenticity.

The antidote to this is to make primary materials available on the web and ensure

that interpretation follows sound principles of naming your sources and arguing from evidence not flights of fancy (romantic or otherwise). This doesn’t mean dull – a bit of flair and imagination should make it fun.

So what’s available now and how has this revolution in digital history come about?

It sounds unlikely from its arcane title, but the undoubted web leader across Europe has been the Royal Commission of Ancient and Historical Monuments of Scotland (RCAHMS).

It runs Scran, a unique source of 370,000 photographs, films and educational material.

It was set up in 1996 (the digital dark age) but the website now has a million hits a day.

Canmore and ScotlandsPlaces break Scotland down to parish level and RCAHMS also hosts the national aerial photography archive.

Scotland is also the easiest country in the world to search online for basic family data – births, marriages, deaths and census returns, through Scotland’sPeople.

The remarkable feature of all this activity has been the collaboration between public bodies.

Joint working by RCHAMS, the National Records, National Library, and National Museum has greatly enhanced the value of

You can get a real taste of your particular area of interest beforehand and can follow it up later on the web it’s not just the making of a holiday fling but the makings of a lasting relationship

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the online service to the public.

Another excellent example of team working is Tobar an Dualchais. This translates into treasure chest which is what it is – a vast online audio collection library of largely Gaelic but also broad Scots and folk recordings Tobar is now working with the National Library to pilot a national sound archive.

All of this has not been easy and, of course, there have been some turkeys on the way - poorly designed and executed projects which failed because they were overly ambitious, badly marketed, crashed through lack of funding or, more critically, essential maintenance. Websites are like pot plants – if you don’t feed and water them, they die very

quickly. Online services even stretch into the dawn of history.

You can have your own DNA tested for familial links to Genghis Khan, or other marauding ancestors, through ScotlandsDNA. At the end of that you might want to take a trip across the Tay Bridge in 1897 which you can do online via the Scottish Screen Archive.

Or buy a DVD of the earlier disaster from Panamint Cinema based in West Lothian.

Most of these resources are free. Charges, where they do apply, are relatively modest and linked to actual use. Digitising and storing the huge amount of material available has provided commercial opportunities. Again, Scotland has been a successful trailblazer with brightsolid, a DC Thomson company, which worked with National Records to set up the

Chris Holme is the founder of the www.historycompany.co.uk

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REPORT

ScotlandsPeople site.

Its stable now includes findmypast, friendsreunited and genesreunited. It works with the British Museum to digitise UK newspapers and its online census services now extend to the USA. All of this came a long time before the Dandy was digitised so time to change the mantra – Dundee is now the city of Jute, Jam, Journalism and JavaScript.

Where Scotland and the UK have fared poorly is in the field of corporate history – firms and organisations capturing how they evolved over the years to what they are now.

Barclays came a cropper on this last year when chief executive Bob Diamond was asked by John Mann MP at the Treasury Select Committee what the bank’s founding Quaker values (honesty, integrity and plain-dealing) were. He couldn’t, despite Mr Mann’s helpful invitation to have them tattooed on his knuckles. This is not surprising since there is no mention of it on the main Barclays website.

Barclays is not unique – many British institutions are still caught in the old time warp where history is merely a tool for glib marketing campaigns. These don’t impress a much more sophisticated public who can spot phoney history a mile off.

Bosch and Carlsberg, in contrast, have superb corporate history websites catering for all levels of interest from the ivory tower to the pub quiz. Where did the first Carlsberg Export shipment go? Edinburgh.

What was the first meeting between petrolhead and fashionista? Stuttgart Polytechnic where Robert Bosch’s great influence was Dr Gustav Jaeger creator of the “Sanitary Woolen System” which became the luxury brand.

Corporate web histories can also be updated.

IBM’s founder Tom Watson, labelled the greatest salesman of the 20th century, is invariably described as the son of a farmer and lumber merchant in New York State. Looking at the records again, however, reveals that his parents married in Edinburgh where his father was listed a “commercial traveller.”

So he was a chip off the old block. Another story to add to the many that will be told and retold in Homecoming 2014. n

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INTERVIEW

SPRING 13

Sporting a dark suit and neck-tie, David Grevemberg appears as a refined, cleancut and gently-spoken American. The first impression is of a youthful, Southern gentleman - who has just turned 40 - with impeccable manners. This is all true, yet it conceals one of his passions: the physical and bruising struggle of combat sport. And it is something that defines Grevemberg, who was handed the baton in 2011 of organising the Glasgow 2014 Games. Grevemberg originally joined the organising committee as the director of operations, coming to Glasgow in October 2009. His previous role was the director of sport at the International Paralympic Committee, where he also served as sports director from 1999 to 2007, overseeing all activities associated with the development and delivery of the Paralympic Games. In Glasgow, he was made chief operating officer in July 2010, responsible for the planning, management and supervision of the Games, working with the City of Glasgow Council, the Scottish Government and the Commonwealth Games Federation. Then in June 2011 he took over as chief executive after the unfortunate resignation of John Scott, who breached a strict policy on gifts and gratuities from potential suppliers. It turned out to be an opening for the young American who was happy to grapple with the complexity of organising the Games. >>

While David Grevemberg, chief executive of Glasgow 2014, enjoys grappling with the mental challenges of leading the Commonwealth Games’ organising committee, he finds time for more physical activity in a Govan warehouse. Kenny Kemp meets a mild-mannered Southern gentleman

A powerful grip on Glasgow 2014 SPECIAL REPORT | SPRING 13

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INTERVIEW

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INTERVIEW

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Away from leading Glasgow 2014 team, he relaxes – if that’s the right word – by grappling with opponents on the Brazilian jiu-jitsu mat.

The academy for this often-bruising martial art and combat sport is in a Govan warehouse, and Grevemberg heads down from his Albion Street office a couple of times each week to keep himself trim.

“People from all walks of life come in. It’s been eye-opening for me. In my last job I was travelling 180 days a year and I wanted to get fit again. So I started to work-out. I’ve got back into it and enjoy the opportunity and being put under the intensity of combat sport – which I thoroughly enjoy,” he says with a smile.

“I’ve always loved wrestling and judo. I’m particularly pleased we have men’s and women’s boxing on the 2014 programme as well. I think women’s boxing is progressing very well in terms in showcasing contrasts.

You either love it or hate it. When you hear testimony from women in boxing about the discipline, confidence and the drive that it gives. It is about technique, stamina and strategy rather than pure strength.”

The Grevemberg surname has Germanic roots going back to the 1700s. His grandfather was a colonel in the US Army during World War II and his father was in the National Guard in Louisiana. David, born and raised in the city of New Orleans, found that being good at sport was one way to keep in with the crowd. As a Southern white boy, in a pre-dominantly black neighbourhood, he played American football, took part in track and field athletics, learned about looking after himself and keeping in with the right people.

“I was the only white kid at my school and it gave me some great perspectives. One was the legacy of slavery was in front of me every day – whether I knew it as such at the time.

Racial relations and tension was something that was part of your consciousness. There was profound poverty, yet at the same time New Orleans had a rich heritage, history and cultural offering – in terms of music, food and art. All of that contrast was mesmerising in many ways. What was spectacular was the power that sport played in our lives. It galvanised us as young kids. It was the one thing that gave you an immediate result

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and a sense of camaraderie.” Early on, he understood the gratification of succeeding – something that remains at the core of his leadership in Glasgow. “The more I learned, the more I was able to adapt to new environments and experiences. This gave me self-confidence.”

He won a full wrestling scholarship to Springfield College in Massachusetts, most famous as the place where the sport of basketball was invented. Here again, David was in the minority - a Southerner among the New England fraternity.

“I had to show my stuff – I was the Good Ole’ Boy from the South, which was defining in its own right. But again I enjoyed the challenge.”

He wrestled internationally as a student for the United States and was aiming for the 1996 Olympic team but a serious injury ended his light-heavyweight wrestling hopes. It was a

like Glasgow.”

So 2014 will be defining moment for Scotland’s greatest city. The Commonwealth Games is more than an international sporting event – it is the opportunity to re-invigorate the daily lives of people in Glasgow and the rest of Scotland.

“If we can do that – then it’s job done,” says Grevemberg. “Even if we spark curiosity among people in asking what does it mean to be a Commonwealth citizen, then we’ve started a conversation.”

With a massive response to the appeal for 15,000 volunteers to run the Games and most of the venues ready or nearing completion, the next job is to raise £100m from ticketing, the sale of merchandising, corporate sponsorship and global television rights.

“Glasgow is ready in terms of its pride to take its place in the line of great Commonwealth

I was the only white kid at my school and it gave me some great perspectives...There was profound poverty, yet at the same time New Orleans had a rich heritage, history and cultural offering blow but it was eased by a move over into sports administration after taking a degree at Georgia State University. It instilled in Grevemberg a strong work ethic. “You don’t succeed unless you try. One of my coaches said: We respect everyone but fear no-one.”

In a previous BQ interview, Lord Smith, the chair of Glasgow 2014, with his tongue in his cheek, gently teased David by saying in Glasgow: “We respect no-one, and fear everyone.” Grevemberg laughs at this.

“On Lord Smith, I have massive admiration for him. He’s been inspiring to me. His commitment to Glasgow, to the people of the city and Scotland is unbelievable. We never forget where we came from: I share this with him. There are a lot of commonalities between New Orleans and Glasgow. There’s a gallus-ness that exists in New Orleans – just

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Games cities. We’ve had Sydney, Manchester, Melbourne, Vancouver, Delhi, all cities of the Commonwealth where sport has changed the way we look at ourselves. Sport and culture in the Commonwealth are alive. Glasgow has shown it embraces sport and the culture. That pride, underpinned by confidence, is what matters. People are already assuming that Glasgow 2014 will be great event – which is fantastic. People’s energy and expectation will make it a great event. It is also a chance to re-define some stereotypes about Glasgow.”

For Grevemberg, it is about grasping the opportunity.

“This is not just a destination of 11 days of competition but a journey beyond. People are already making the most of these Games and it should not be any surprise that the Games will be resounding success because they are

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INTERVIEW

ultimately about people. I don’t see too many people under-estimating the value and power that this vehicle has for Scotland. This is not the landing strip – it is the launch pad for beyond 2014.”

He says the power of the Olympics in London has given people a glimpse of what sport can have on the psyche of the world and nations.

He says Glasgow Games will be spectacular and have a real relevance at a national and international level.

But how does he square the concept of the Commonwealth at a time when there is also a focus on Scotland’s own constitutional position within the United Kingdom? As an American, Grevemberg is clear he doesn’t wish to get involved in any political debate but is happy to define what he sees as the essence of the Commonwealth.

“In order to believe in one’s self, you need to understand your identity, so when I arrived I started asking Scots about what it meant to be a citizen of the Commonwealth. Do the Scots look at themselves as citizens of the Commonwealth? The reaction I got was that there was an accidental citizenship versus a natural citizenship. So I started to challenge quite a few people on the notion of the Commonwealth.” Grevemberg started a dialogue with a number of close friends, which mirrored an earlier discussion about elite sports people.

“It was deliberately provocative - trying to define what the Commonwealth Games was about. However, it was no different from earlier in my career when I first started working in the Paralympic sports movement. I was a high performance manager and had the opportunity to address about 500 athletes, all aspiring and inspiring Paralympians. This was before the 1996 Olympics and I posed a similar question: what does this mean to you and what do you want to get out of it?”

In essence, almost all of the athletes wanted to be taken seriously about their achievements in sport. “I said, ‘From this point forward we stop using the word disabled and we use the word elite instead’. I said if you don’t believe you are elite, then how can you expect others to think you are.”

This can be transposed to citizens of the Commonwealth. “What is the sense of >>

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INTERVIEW

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Games makers: Glasgow 2014 chair Lord Smith (left) with chief executive David Grevemberg belonging and identity that you can hold onto? The Commonwealth means different things to different people. That’s important and it means taking the aggregate aspirations of many people across a number of countries and trying to harness these ambitions and control the anxieties. It’s about refreshing the ideal, making it truly inspirational – and appealing to the young people of the Commonwealth. There’s a massive opportunity because 50% of the Commonwealth is 25 years old or under. A billion young people to inspire: this is what we are trying to do here at Glasgow 2014.”

His team in Glasgow has been working to create this sense of identity by creating a call to action based on the connections of history and the bond of the English language.

“You can talk about our values – respect, honouring your opponent and fair play, which are all noble – but values are only valuable when they are put into action. That’s what we are about.

Let’s be a catalyst to re-fresh the idea of the Commonwealth and continue to be progressive in that notion.”Glasgow is reaching out to Africa, the Caribbean, Canada, Australia, New Zealand, India and the other nations while the Queen’s Baton

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relay – which carries here letter of invitation to the Games - around the Commonwealth will invoke the sense of Commonwealth camaraderie, after all these are ‘The Friendly Games”. Grevemberg says that while these connections are deeply embedded in historical terms by Britain’s colonial past, there is now a modern economic, educational and a social connection. “If you look at the Diamond Jubilee, what people really admired was the sense of service and sacrifice given by Her Majesty to the people of the Commonwealth.

These connections are powerful. The three things that bind are: leadership; history and aspirations. These are three aspects that we can use.” Grevemberg has witnessed the excitement of massive sporting events, and the joy of those taking part. “It’s about time, place and purpose. The notion of the Commonwealth Games is about unified diversity, of people doing extraordinary things.

It’s a chance for people to dare greatly.

For a city to dare greatly, for a nation to dare greatly, for a global community to dare greatly. This requires being courageous enough to be almost vulnerable enough to grow and succeed.” He has been delighted by the support across Scotland to allow the Games to deliver a true legacy. “It is a

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neutral proposition that requires everyone in Scotland’s support – and that is our expectation. We’ve had incredible support from all parties. We are not about any one political agenda – we’re about invoking and inspiring a positive change and awareness in this world.” David Grevemberg is making no firm plans for his career after 2014. He prefers instead to concentrate on the job in hand. His primary-school age children and his American wife, Nanami, have also taken to Scotland and Grevemberg is delighted how the children have become ‘Positive Young Scots’.

“I need to do this job well and keep my focus.

That will be the measure of my success and that I stay true and make the most of this opportunity. Something will come and it will need to be the right fit for myself and my family. For now, I’m part of something that means so much for so many people.”

He understands he has a huge responsible with his team. It’s not just Glasgow 2014, but with all the stakeholders in the city, the government, and partners.

“It’s all hands on deck. It’s very exciting,” he says. He has the broad shoulders to wrestle with the challenges. And confidence that he will succeed – which will be a great result for Glasgow. n

SCOTLAND WELCOMES THE WORLD

Let’s showcase our tourist strengths

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INSIGHT

SPRING 13

Why the diaspora is important to modern Scotland

Professor Tom Devine explains why the spirit of the Scots who went out and explored the globe are intrinsically linked to our economic future ‘Rats, lice, and Scotsmen: you find them the world over’. So ran the medieval French proverb. It was not far from the truth. From the 13th to the 17th century Scots traders, soldiers, scholars, pedlars and clerics were ubiquitous throughout much of Europe, from Russia in the east to England in the west with areas of concentrated settlement in PolandLithuania, the Baltic ports, Scandinavia, France and the Low Countries. Then, in the decades immediately before the Anglo-Scottish Union of 1707, the axis of emigration started to swing towards the Atlantic, first with substantial movement to the north of Ireland, with Ulster dubbed ‘Scotland’s first colony’ and then on to the Americas.

The most spectacular example of the last dynamic was the ill-fated Darien expedition, the attempt in the 1690s to establish a Scottish trading post in the isthmus of Panama to develop commercial links with the spice islands of the East Indies. The venture failed with colossal loss of life, ships and treasure.

But what Darien underscored was the intention of the nation’s landed and commercial elites to seek their fortunes in the

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west, on the waters of the Atlantic.

The old connections with Europe contracted and soon Scotland found itself no longer at the periphery but at the crossroads of the revolutionary expansion in trade with the New World. In the 18th century Scots became pre-eminent figures in the tobacco and sugar trades to the American continent and the Caribbean as plantation owners, merchants, administrators, teachers and army officers.

Mass emigration to the colonies rapidly followed along these trade routes. At the same time Scots systematically penetrated the East India Company, probably the world’s largest commercial corporation of the period.

The profits from the plunder of India together with the riches accruing from the American trades helped to fuel economic transformation in the homeland.

The final stage of this epic story was the global transformation of Scottish emigration.

The imperial territories, such as Canada, Australia, South Africa and New Zealand, were very popular destinations. But the USA was by far the most significant for much of the 19th and early 20th centuries and Scots merchants, engineers, sea captains, physicians, missionaries, bankers and professors were also to be found throughout south east Asia, China, Japan and Latin America. It was the >>

In the Victorian era Scotland was the second richest nation on earth after England but experienced out-migration at the level of some of Europe’s poorest countries and regions

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remarkable longevity and world distribution of Scottish emigration which helped to make it distinctive compared with that of other European nations. But the Scottish migratory experience also stood out for other reasons. The share scale of the exodus was extraordinary. After c.1850 Scottish movement overseas per head of the home population was third after Ireland and Norway, second in three decades before the Great War and top of this unenviable league table in the 1920s when the haemorrhage of people was so great that the national population actually fell for the first time since the 17th century.

Emigration again surged after 1945 with a net loss of over 800,000 from then until the early 1990s, and this from a country of just over five million inhabitants.

Then there is the ‘paradox of Scottish emigration’, the puzzle recently addressed by historians. In the Victorian era, Scotland was the second richest nation on earth after England but experienced out-migration at the level of some of Europe’s poorest countries and regions. For every two children born in Scotland between 1850 and 1939 who survived infancy, one would in time leave his or her native land forever. Why? Finally, the question of the Scottish impact on the world through these emigrations requires comment. The old aphorism that England ruled the greatest territorial empire the world has ever seen but the Scots actually ran it contains more than a core of truth. Statistical research on the Scottish contribution to imperial administration, commerce, education and technology in relation to that of the other three British nations has confirmed a disproportionate effect on the part of the Scots. This in turn meant that Scottish ideas on everything from religion to science were in wide circulation across a considerable part of the anglophone world in the heyday of the empire. By the late 20th century there were an estimated 25 million of Scottish descent (or five times the home population) living outside Scotland. Only in the past decade or so has the Scottish Government recognised the potential value of this international ethnic network. The First Minister has announced, building on the initiatives of previous Holyrood administrations: ‘Connecting with

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INSIGHT

Scottish ideas on everything from religion to science were in wide circulation across a considerable part of the anglophone world in the heyday of the empire our diaspora will be a fundamental policy aspiration of this government’. Thus there are the GlobalScots, comprising over 600 successful executives drawn from across the world who have strong connections with Scotland and are committed to supporting the nation’s ambitions in the international business arena. In addition, the first ‘Year of Homecoming’ in 2009 will be followed by a second which is planned for 2014 with the aim of cementing links with the diaspora and encouraging them to visit Scotland. Then, in 2010, the present Government published a Diaspora Engagement Plan, billed as the first such clearly defined initiative in Europe to develop diasporic connections. The objectives of the strategy were to create conditions for members of the diaspora to visit, return and work in Scotland ; bring a ‘sharper economic

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growth focus ‘ in the promotion of Scotland to the diaspora; and enhance Scotland’s reputation with the diaspora as ‘a distinctive global identity, an independent-minded and responsible aims, confident of its place in the world. ‘These are all laudable objectives.

Whether they will succeed or not, wholly or in part, only time will tell. n TM Devine is personal senior professor of history and director of the Scottish Centre for Diaspora Studies in the University of Edinburgh. The themes raised in this article are treated in more depth in two of his books available in Penguin paperback, Scotland’s Empire: the Origins of the Global Diaspora (2003,2004,2012) and To the Ends of the Earth: Scotland’s Global Diaspora 1750-2010 (2011,2012).

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INTERVIEW

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Getting down and dirty to make Scotland shine

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Derek Robertson wants to see the mobilisation of a million Scots to help make the nation shine in 2014. Kenny Kemp meets a straighttalking champion who wants us to face up to a national disgrace – and sign the pledge

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INTERVIEW

Scotland has set ambitious targets for a sustainable and low carbon economy. That’s all very laudable, but what happens if our environment is fouled by graffiti, mounds of litter, fly-tipping and beach pollution? Not the best advert for a future Scotland.

Not according to Derek Robertson, the straight-talking director of the Keep Scotland Beautiful organisation, which carries out a number of initiatives, including a campaign to mobilise a million Scots to get out with black plastic bags and tidy our cities, suburbs and countryside.

“Sustainable Scotland is built on a number of foundations: one is a strong sense of pride in the place we live. Looking after our own communities, making them better for living, work and play, has to be a part of this. It can have a positive impact in Scotland.”

“The Scottish Government has set the targets, and local government has the responsibility >>

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INTERVIEW

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to drive through the changes that we must make. In order to motivate people, you need to win hearts and minds. Yet government and industry doesn’t win hearts and minds. It is NGOs, not-for-profit organisation and charities with a clear mission – such as Keep Scotland Beautiful - that can capture hearts and minds and make a difference.”

“If we don’t look after our environment and we have filthy and dirty communities, then we are never going to achieve the loftier ambitions that we are seeking. Who are the environmental champions in this country outside politicians and lobbying organisations?

Where is the organisation that is going to stimulate and motivate people about our country? I think that Keep Scotland Beautiful is in this sweet spot.”

Robertson has been touring Scotland to say that KSB is the conduit – but can’t do it all on its own. It needs the public’s support, community involvement, local authorities buy-in and extra financial backing to make this mass-engagement happen.

“We’ve got the natural beauty and the splendour that everybody wants to celebrate.

But what we don’t see is the graffiti, the fly-posting, the fly-tipping, the people who throw their burger carry-out cartons out of the car window. I call this Scotland’s secret shame. There are people in our country who are utterly disregarding our countryside and our communities,” he says with some vehemence.

Keep Scotland Beautiful is assisting Scotland’s local councils in taking action against what Robertson terms ‘incivilities’.

“Keep Scotland Beautiful, which is independent of government and has a direct relationship with local councils, is promoting positive action against these incivilities. It is the only organisation in Scotland doing anything about this.”

He says people see broken windows in a community then they think something is disused and this creates a downwards spiral which feeds vandalism and graffiti. It impacts on the lives and the perception of security in our most vulnerable and poorest communities.

Local authorities now have to find an independent auditor to monitor performance and KSB can play a role. “We have become an

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important part of local authority assessment in how they are tackling the incivilities.”

The quality of Scotland’s local environments is a matter for cash-strapped local authorities, but working with KSB can link into partnerships with Scottish Water, Crimestoppers, SEPA and Dump Dumping.

Robertson wants a national campaign of a million volunteers to take action under the banner Clean Up Scotland and help drive long-term behaviourial change. KSB will provide co-ordination and information packs to communities willing to make Scotland shine.

In May 2012, a similar campaign was successful – and showed what could be achieved on a wider national scale. “The pictures of the activity showed that people across Scotland were prepared to get down and dirty to make their local communities cleaner. Young people, retired folks, business people, community council activists, student groups, and others were all getting involved.”

Last year 120,000 Scots registered to help and take part, but for everyone registered there were often one or two extra helpers. It is estimated that 250,000 Scots were involved.

The groups registered with KSB, then the local authority were informed so that stuff could be bagged and collected and disposed of properly. “We managed to get 1,200 tonnes off the streets that would otherwise cost time and money. I thought what could we do in the year? Let’s get a million people involved. That will make a massive impression.”

KSB is also responsible for the Blue Flag beach, the international Foundation for Environmental Education, with FEE granting KSB a licence to deliver their five programmes, including EcoSchools, Green Key, Leaf and Young Reporters.

“The seaside awards are important for

Scotland because we have great beaches.

Blue Flag is a symbol of good environmental practice. However, a tributary filled with affluent running into a beach is undesirable.

Scottish Water don’t like people stuffing stuff down the loos that cause pipe blockages or end up on the beaches.

“So we well be working with them on their ‘Bag it and Bin it’ campaign.”

Derek Robertson, who started with KSB in March 2011, has spent most of his career in the not-for-profit sector. He was chief executive of YMCA in Scotland aged 26, worked for the British Red Cross, then Groundwork in Leeds. This is his fourth job running a charity, but he was keen to come back to Scotland working in an organisation with an environmental focus.

“I am very committed to the role the not-forprofit and charity sector can play in creating a successful economy. It’s a huge component part of the economy for Scotland. Like many others in the not-for-profit sectors, we are fighting for credible acknowledgement that the multi-million pound businesses that we are running are not fag-packet outfits. We are actually providing robust businesses that are making a positive contribution,” he says.

Profit is not the driving force, but Robertson agrees that he has to run a viable and sustainable business. There was confusion when he first took up his position. Robertson, who sits on the Government’s 20:20 climate change board, felt that the organisation had not been properly recognised.

“I was fascinated that an organisation that had so much going for it, yet it had very little presence in Scotland. We have some brands and products that belong to the organisation and we have skills and competencies that very few, if anyone, can

If we have filthy and dirty communities, then we are never going to achieve the loftier ambitions that we are seeking

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The Pledge “I pledge to support Keep Scotland Beautiful and its Clean Up Scotland campaign through my everyday action, by helping free my community of litter and graffiti, reporting incidences of fly-tipping and abandoned vehicles and responsibly disposing of my litter and mess.”

www. cleanupscotland.com

actually deliver. So we’re useful.”

The Scottish Government views Keep Scotland Beautiful as a ‘safe pair of hands’ on environmental initiatives. “We are also custodians of good things for the country.”

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He felt there was an opportunity for Keep Scotland Beautiful to be positioned as ‘Scotland’s leading environmental charity’.

“We used to be responsible for all the waste awareness activity in Scotland – with recycling,

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which was a £4m a year income for us, but this has been taken over by Zero Waste Scotland, which is WRAP at the UK level. Yet Zero Waste Scotland is not focused on the other areas of litter, graffiti, fly posting and dog fouling.

“When I arrived the organisation was coming to terms with a large part of its core funding being given to another organisation. Around 35 staff were transferred through TUPE, which left a financial hole in KSB.” He says this might have been a blessing in disguise. The organisation’s cash cow had gone – and KSB had to become self-reliant.

“It took time to come to terms with that. It focused our mind on what we wanted to achieve and our ambition for Scotland.”

Robertson persuaded the board that KSB was not operating as a conventional charity, with donors or corporate support, and it required an income from its advisory services.

He found that most people thought Keep Scotland Beautiful was a quango, rather than a charity. For over 40 years Keep Britain Tidy group had an office in Wigan covering Scotland. Scotland was a department of this operating service which was a public information anti-litter campaign.

“After devolution, looking after our litter became the responsibility of Keep Scotland Beautiful, as an independent charity. If we can flip our identity as a force for good in Scotland and we deliver well, we’ve got a positive contribution to make to this country,” he says.

“My job will be done when Scotland is a pristine place, where no-one drops litter, where people clean-up after their dogs, and where there is no graffiti on walls and buildings. There is a crisis in Scotland because we have lost our sense of civic pride about our environment. There is something in the Scottish mass physche that must change – otherwise all the initiatives to make this a beautiful place will fail.”

What can anyone do today? Robertson is clear he wants all kinds of businesses to get on board, and allow their staff to have time off to help take part in the clean up. But, more directly, he wants Scots to sign the pledge on the website. That’s an easy starting point for all of us. n

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Where is the organisation that is going to stimulate and motivate people about our country? I think Keep Scotland Beautiful is in this sweet spot

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INTERVIEW

Beyond the fun and Games Malcolm Roughead, VisitScotland’s chief executive, is already looking well beyond 2014 to ensure a sustainable legacy for the tourism industry. Kenny Kemp talks to him about the way ahead The visitor business is a constantly moving target. There’s an insatiable appetite for newer experiences and different things to see and to do. Once one event is secured and completed, it’s onto the next.

Malcolm Roughead knows this more than anyone. As chief executive of VisitScotland, his horizon is years ahead of most of us still planning where to go this summer. He likes to put this time frame in some context.

“2012 was pretty tough going for everyone economically. Despite that, the underlying strength of Scotland’s tourism industry is coming through.

“2011 was a very positive year and showed growth. That was encouraging.”

Already in 2013, the Year of Natural Scotland, Scotland has been voted the No1 destination in the world by CNN, which is major feather in the cap.

“This is a fantastic accolade for the country,” he says. “More recently, Conde Naste’s Spanish edition has devoted its whole publication to Scotland and the Year of Natural Scotland.

“There are clearly a lot of positive vibes out there about Scotland as a destination. It is up to us to try and build on this.”

He is also delighted that Brave, the PixarDisney film, supported by VisitScotland, won a BAFTA and an Oscar.

This is an opportunity for Scotland’s businesses to shine – and welcome the visitor.

“While 2014 is very important to us – we need

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to look ahead much further for the industry.

Of course, it is a pivotal year but it is also the catalyst for future growth. What is important is what we also do in 2015, 2016 and 2017.

“The Youth Olympic Games in 2018 is something we are focusing on too. The decision will be made in July. Glasgow winning a nomination as a candidate city is a great achievement – and it will be helped by the Glasgow 2014 experience.”

Paul Bush, the chief operating officer of EventScotland, who has worked successfully on the Ryder Cup and Commonwealth Games bids, is leading the bid team, so Roughead feels it is in capable hands.

“If you are looking at the line in the sand it is 2018, and then how do we move forward into 2020 and 2022.”

VisitScotland has been taking part in a series of workshops talking about 2014’s specific opportunities, such as the Commonwealth Games in Glasgow, or the opening of the visitor centre at Bannockburn, which has more

of a Homecoming theme.

The Battle of Bannockburn project, led by the National Trust for Scotland, working with Historic Scotland, and funded by the Scottish Government and the Heritage Lottery Fund, is also an important hook for VisitScotland.

“The centre is coming along well. The infrastructure is visible. The celebration around this is being organised by the National Trust but we will be helping with this once we see the shape of it.”

On the Ryder Cup, Roughead, himself a keen amateur golfer, says that the scene is set for a classic return battle in Scotland in 2014.

“You could not have had a better finale to the previous one. The excitement around it is still there. Everyone is over the moon that it is coming to Scotland. But we have been preparing for this for the last ten years.

There have been various working groups, led by Robbie Clyde, who is the director for the Ryder Cup, based in the events directorate in VisitScotland. If there was ever a ‘Team >>

There are clearly a lot of positive vibes out there about Scotland as a destination. It is up to us to try to build on this

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INTERVIEW

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Robbie Clyde (lleft) director for the Ryder Cup, based in the events directorate in VisitScotland, with Malcolm Roughead

Scotland’ manifestation, then this is it. Right across the whole event, including the local authorities, Ryder Cup Europe, Gleneagles Hotel, the Tayside Police. It’s a massive effort that will never be seen again in Scotland. We want people to come and have a great time.

It’s about making sure that it is seamless and people enjoy themselves while they are here.

“We’re also encouraging companies to use the Business Tourism Bid fund. This has been very successful. The beauty of business tourism is that is reaches down the supply chain into areas that you might not normally associate with tourism per se.

“There are the florists, bakers and butchers, private hire companies, the chocolate makers, that are all involved in supplying goods and services for the visitor. Smaller business can benefit as well as the larger venues and the usual food and drink suppliers.”

The fund was launched by Fergus Ewing

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in June 2012. It is a three year programme which has already increased the number of international conferences that have come to Scotland.

“It is a match fund. So a convention bureau, such as Glasgow City Marketing Bureau, or Edinburgh or Aberdeen, can apply to help bring major conferences to Scotland. To date, we’ve won an additional 19 which takes us all the way to 2020, and the estimated economic impact of this is £56m.”

VisitScotland is now working more closely with the cities’ marketing bureaus.

“Leadership is not always about delivery. It is about influencing and setting up platforms that allow the businesses on the ground to get that extra spend. That’s what we are trying to do. To give them the tools and let them do what they do best, which is sell their destinations and venues.

“The Conference Bid Fund is already proving a success and is making Scotland even more

The beauty of business tourism is that it reaches down the supply chain into areas that you might not normally associate with tourism per se

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attractive in this global market where we face competition from cities such as Las Vegas to Lisbon.

“Glasgow, Edinburgh and Dundee have been the main beneficiaries of the fund so far but Aberdeen, Inverness and principal resort destinations such as, St Andrews and Perthshire can also benefit.”

Malcolm Roughead is clear that he wants to share the spoils across Scotland.

“Business tourism is not just about cities - the whole of Scotland has a wealth of distinctive venues and top class accommodation that can easily lend itself to hosting conferences,” he says. “Given that you will have a major body of visitors coming to events in Scotland.

“How can we get into Glasgow and pull people out to experience Argyll and Bute, or go down to Dumfries and Galloway? It’s about spreading the benefits, so that the whole country can get something.”

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The VisitScotland chief acknowledges there is a great deal of creativity in Scotland’s tourism sector. “The ownership is far greater when it comes from the industry itself. It also allows for more sustainable partnership.

“Once you get that momentum then it becomes self-sustaining.

“The legacy for me is the industry in Scotland working together and taking advantage of these big events. The biggest change for me over the years is that there are a lot of entrepreneurs coming into the tourism industry with a ‘can-do’ attitude. That’s refreshing because they are building this on the back of big successes.

“There are the outdoor leisure guys who are using Scotland as their backdrop, whether it’s mountain biking, wind sailing or touring.

This is all coming on the back of the mountain bike championships we have been sponsoring for ten years. These are the legacy projects

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which give a reason for businesses to get involved.”

He says Scots, on the whole, are good at giving a warm welcome, with the latest survey showing high levels of satisfaction for the overall experience.

“People are seen as being friendly, open and helpful. More than happy to spend time chatting to visitors. All these little things that make a big difference. Yes, we can always improve – and that’s what continuous improvement in the industry is all about.

Expectation levels are always rising and you’re only as good as your last visit. We’re not in a bad place.

“It is about taxi drivers, restaurateurs, bar owners, and everyone else understanding the importance of tourism to the economy.

“If you can extract as much cash as possible but leave them with a smile on their face, then they will come back again.” n

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UPDATE

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UPDATE

Back to our roots >> SCOTLAND WELCOMES THE WORLD

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A new development is breathing new life into one of the most pivotal moments in Scotland’s history, as Kenny Kemp reports The Battle of Bannockburn project will be at the heart of Scotland’s commemorations in 2014. The Stirlingshire site, owned by the National Trust for Scotland, holds a special place for Scots but has required significant upgrading and a re-interpretation of its medieval significance.

A new visitor centre is now emerging, due to be open this summer, while parkland landscaping will give the visitor a new experience of the battle in 1314, a defining moment in Scotland’s national history.

Mansell Construction has been working on the new centre, which is based on a design

by Reiach and Hall Architects, inspired by traditional Scottish buildings.

The skeleton consists of a steel frame with brickwork walls and black gloss pan tiled roof forming the external skin. Inside, the visitor will experience a full 3D story of the actual battle and its consequences.

Architects Reiach and Hall said: “The facades are about texture and pattern, like the warp and the weft of a tweed, two bricks are selected one dark and one light. Each elevation is varied so that there is a transition from dark to light and from flat to textured.

The tone then changes as you move around the building. The building becomes almost like a shadow in the trees therefore not imposing on its setting.”

This approach allows the landscape, monuments, rotunda and avenue to remain the most important elements. The intention is to bond the brick in such a way as to

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make reference back to ideas of snecked rubble, a stone coursing tradition that elevates a stone facade to something above the norm.

“Broached ashlar, snecked and coursed work are the principal choices of masons in Stirlingshire,” say the architects.

Meanwhile the topmast of the flagpole was declared as unsafe during a report undertaken by the National Trust for Scotland. It could no longer fly the Saltire as it had done since 1870. Repairs were commissioned and it was removed in late 2012 for conservation and to be replaced.

The flagpole is situated at the centre of

the Rotunda monument, where Robert the Bruce is said to have planted his standard in a borestone the night before the battle.

The recovered topmast has been replaced by a new stainless steel version with factory applied machine grade coating to provide a long-life and reduced maintenance solution.

A new stainless steel weather vane has also been created as a direct replica of the 1937 version. And Scottish poet Kathleen Jamie was successful in achieving the most votes from the public for a poem (right) inscribed into the new replacement ring beam of the Rotunda monument. n

The inscription reads: >> Here lies our land: every airt Beneath swift clouds, glad glints of sun, Belonging to none but itself.

We are mere transients, who sing Its westlin’ winds and fernie braes, Northern lights and siller tides, Small folk playing our part.

‘Come all ye’, the country says You win me, who take me most to heart.

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UPDATE

The building becomes almost like a shadow in the trees therefore not imposing on its setting

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REPORT

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America v Europe: a blood-less battle on Scottish soil The 2014 Ryder Cup on the PGA Centenary Course at Gleneagles will be one of the sporting highlights of 2014 watched on television by tens of millions of golf fans.

Martin Dempster, The Scotsman’s golf correspondent, explains its significance for Scotland >>

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REPORT

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When the Ryder Cup was staged at Muirfield in 1973, it was only really big in terms of the players taking part. Arnold Palmer, Jack Nicklaus, Billy Casper and Lee Trevino were in the winning United States line-up while the Great Britain & Ireland team included Tony Jacklin, Bernard Gallacher, Brian Barnes and Peter Oosterhuis.

There were no big crowds lining the fairways of the East Lothian links. There was no giant merchandise tent with its tills ringing merrily.

Media interest in the event was minimal. And there was no blanket coverage of the biennial joust being beamed to all corners of the globe.

The contest carried bragging rights, which belonged almost exclusively to the Americans

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The Ryder Cup allows Scotland to present itself on the world stage like never before

back then, but not much else.

How times have changed. The modern-day Ryder Cup is a different animal, as the Home of Golf will discover to its benefit when the 2014 match is staged on the PGA Centenary Course at Gleneagles. In 2010, when the event was held at Celtic Manor in Wales,

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the local economy benefitted to the tune of £82.4m.

Based on that as well as information from existing data on the economic impact of the Open Championship on Scotland, the projected figure for next year’s encounter is £100m. In short, it’s now big business as well.

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“The Ryder Cup is one of the biggest sporting events on the planet and as well as the kudos and achievement that goes with hosting such a major sporting spectacle, the economic and legacy benefits to Scotland are significant,” said Robbie Clyde, 2014 Ryder Cup project director with EventScotland.

“On top of the headline £100m figure for economic impact during the week of the event, the commitments made as part of Scotland’s Ryder Cup bid are delivering tangible benefits to Scotland.”

The clubgolf junior initiative, for instance.

Launched in 2003 with the backing of eighttime European No 1 Colin Montgomerie, it has seen more than 260,000 school children introduced to the game, generating new

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members for Scotland’s 500-odd golf clubs.

Such has been the success of the scheme that it is regularly held up as a shining example to other nations interested in hosting the event

by Europe’s Ryder Cup director, Richard Hills.

“Scotland is also leading the way in commitment to, and delivery of, major golf events thanks to investment from EventScotland and the Scottish Government as part of the Ryder Cup bid,” added Clyde.

“These events not only promote Scotland to new audiences all over the world but provide a terrific platform for Scottish golfers to compete on a bigger stage.”

On the European Tour, few stages come bigger than the Aberdeen Asset Management Scottish Open, which will be held for the

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third year running at Castle Stuart, close to Inverness, in 2013 before moving to a new home, Royal Aberdeen, next summer. Staged the week before the Open Championship, it has become accustomed to attracting a worldclass field, with South African Ernie Els using last year’s event as the perfect preparation for his second Claret Jug success at Royal Lytham the following week.

As a direct result of hosting the 2014 Ryder Cup, more than 30 professional tournaments have already been supported in Scotland since 2003, generating over £20m in economic benefit to the country. In addition to the Scottish Open, events such as the Senior Open Championship, the Scottish Challenge and the Ladies’ Scottish Open have >>

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These events not only promote Scotland to new audiences all over the world but provide a terrific platform for Scottish golfers to compete on a bigger stage

grown in stature with the help of a £10m commitment by EventScotland. Building on the legacy of the Ryder Cup, this funding will continue through to 2018, as is the case with clubgolf.

Excitement about Scotland hosting its first Ryder Cup in more than 40 years was already growing before the event was delivered an added bonus. On the back of losing five of the six previous matches, the PGA of America threw away its rule book in terms of picking a captain and called Tom Watson out of ‘retirement’. The last man to lead the US to victory on European soil - at The Belfry in 1983 - has a great affinity with fans in Scotland, having claimed four of his five Open Championship triumphs here. He won’t necessarily guarantee an American victory, though, in picturesque Perthshire and, in Irishman Paul McGinley, he’ll be locking horns with an astute opposite number.

As with the match in Wales and, before that, the 2006 encounter at The K Club in Ireland, next year’s event will be a sell-out.

It is expected to attract 250,000 spectators during the course of the week while, in addition to that, the Ryder Cup now attracts a huge television audience. ESPN’s coverage of the opening day’s play at Medinah last year,

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REPORT

for example, averaged a record 1.68 million viewers while Europe’s fantastic last-day comeback on the outskirts of Chicago was reported to have drawn a peak audience of more than two million to Sky Sports.

With figures like that, it’s no suprise that, in the build-up to the Gleneagles event, VisitScotland has heightened marketing activity around Scotland as the Home of Golf in a bid to take full advantage and attract visitors to the country in the future.

The third biggest event on the sporting calendar - it’s only eclipsed by the Olympics and football’s World Cup Finals - will also help attract potential inward investors and businesses. “The Ryder Cup allows Scotland to present itself on the world stage like never before and VisitScotland is already capitalising on what the increased marketing activity to promote the Home of Golf and maximise long-term tourism benefit from the event,” concluded Clyde.

It’s big, a lot bigger than that 1973 event.

Scotland, though, has a record that is second to none when it comes to staging the Open Championship, the world’s oldest major.

It also takes all the beating in terms of staging the Women’s British Open, which returns to the Old Course at St Andrews for a second time this summer.

Those examples, coupled with the fact it will attract the most knowledgeable golf fans in the world, will ensure Scotland delivers with the 2014 Ryder Cup on all fronts. n

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Scotland has a record that is second to none when it comes to staging the Open Championship SPECIAL REPORT | SPRING 13

CASE STUDY

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SCOTLAND’S OPEN FOR BUSINESS This summer the world will be watching when the global game of golf comes home to its true birthplace, as BQ reports The rolling fairways and gentle sea-breezes at Muirfield in East Lothian start the international golfing elite spotlight on Scotland this summer.

The venue for the British Open - the only one of golf’s four majors played outside the United States - is at the discretion of organisers, the Royal & Ancient Golf Society.

It is Scotland’s honour to host six out of ten Open Championship. Lancashire’s Golf Coast and the Garden of England also merit places on the roster but the country known universally as the Home of Golf is more often than not where the world’s greatest players battle it out for the oldest major championship in the sport. Aficionados will never forget the final day in 2002, the popular South African Ernie Els was on his way to winning the Open, when a mistake at the 16th hole cost him a stroke and put him one behind those who had played blistering rounds. He saved himself with a birdie at the 17th, but could only finish on 268, not enough to take the title. The day had produced astonishing last minute challenges.

Stuart Appleby had gone round in 65, Steve Elkington and Frenchman Thomas Levet had scored 66. By the end, four men had a score of 268, Els, Elkington, Levet and Appleby. The first four man, four-hole playoff in the Open championship followed.

The action was tense. Appleby bogeyed the 16th and 18th holes and Elkington the 1st and 18th, so their birdies at the 17th meant they finished one over par.

Els played steadily, with pars at every hole, while Frenchman Levet provided true Open drama, with a birdie at the 16th and a bogey at the 18th, also finishing even and producing a sudden death play off with Els. Levet found a fairway bunker at the18th, and Els found

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Photo courtesy of Getty Images

Star quality: South African Ernie Els evokes memories of great golfing battles in Scotland one by the green. It was Els, however, who held his nerve, playing out of the bunker and onto the green, landing just four feet from the hole. Levet missed his seven-foot putt and Els placed his ball securely in the hole, becoming champion of 2002.

Golf is Scotland’s game.

The record shows that the most successful ball and stick game ever devised took root and was enjoyed by the widest cross section of society. As Scots author Tobias Smollett in his

novel, “The Expedition of Humphry Clinker” observed, in 1771: ‘Of this diversion (golf) the Scots are so fond, that when the weather will permit, you may see a multitude of all ranks, from the senator of justice to the lowest tradesmen, mingled together in their shirts and following the balls with the utmost eagerness.‘ Thankfully for the R&A and its executive director of business affairs, Mike Tate, that eagerness is still manifest today.

On the busiest days we expect spectator numbers of up to 50,000 when the Open is in Scotland

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“On the busiest days we expect spectator numbers of up to 50,000 when the Open is in Scotland and our corporate hospitality sales this year at Muirfield are significantly ahead of last year at this time.”

Demand is strong for golf played at the highest level and our role is to give our customers what they want and to use the commercial success of The Open Championship to benefit the game of golf around the world,” adds Tate.

Pundits struggle to highlight business growth in the economic climate but the Open has more global partners or patrons than before and can count on almost 4,000 hours of worldwide television exposure that keeps the brand global. Media partners, the BBC, ESPN and TV Asahi deliver a 500 million household reach for the Open on television.

Japan’s NTT Data is a first time patron of the Open Championship this year at Muirfield and completes a stellar list of sponsoring brands, Doosan, HSBC, Mastercard, Mercedes-Benz, Nikon, Ralph Lauren and Rolex.

Sizing up the Open reveals some big numbers.

According to Sheffield Hallam University’s Sport Industry Research Centre, the Open Championship at St Andrews in 2010 delivered an economic benefit of £100m. A headline figure calculated from £47.4m of new money entering the Scottish economy and £52.6m, the place marketing value for Scotland of global television exposure.

St Andrews draws the biggest crowds to the Open championship and delivers the greatest economic benefit but looking ahead to Muirfield 2013, St Andrews 2015 and Royal Troon 2016 it is reasonable to conclude the nation will be £250m better off.

The Open Championship’s official hospitality programme plays its part in the business story offering unmatched course facilities for companies large and small to entertain their customers. According to Mike Tate: “Our official hospitality programme gives our corporate customers the location they want, on course, close to the action, and they have the additional comfort of knowing that their advance purchase is secured by us and tailored to meet the highest standards of customer service.”

Working with Food and Drink East Lothian

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and East Lothian Council, The Open Hospitality Programme will source local produce and hire local staff, many from catering colleges in the area who will gain their first experience of major event catering as a result.

The atmosphere in two fine-dining restaurants at Muirfield could hardly be more conducive to doing business.

Housed in a new £2m fairway-edge, doubledeck pavilion overlooking the 9th hole they share this prime viewing location with a complex of exclusive-use suites.

Here the view of Ernie Els competing against Rory McIlroy, Tiger Woods and Luke Donald, in defence of his Open title won last year

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at Royal Lytham & St Annes, will be an experience to savour. n Official hospitality programme packages include priority parking, fast track entry, Open Championship TV with rolling leaderboard information, golf simulator access, air-conditioning and private washroom facilities. The Open Championship Official Hospitality Programme sales team can be contacted on (0) 844 371 0883, by email at hospitality@TheOpen.com or for information visit TheOpen.com/hospitality.

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INSIGHT

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Happy landings

Scotland’s airports are the front door for our overseas visitors. So how are they doing? Kenny Kemp finds they are in welcoming mode

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It is one of the oldest clichés in the book: first impressions matter. Your plane lands and the pilot tells you the local time and what weather you can expect. Then, you disembark and are immediately confronted with a strange place; a new culture and new people.

But your sense of excitement is fragile.

However well the country has worked to tempt you to visit, it is likely that your first impression – good or otherwise - will be shaped at the airport.

“At Edinburgh Airport, we have a simple philosophy. We want people to feel good about travel, and to help put some of the glamour back into flying,“ says Gordon Dewar, the aiport’s chief executive. “Above all, we want visitors to sense unbridled excitement about arriving in Scotland’s capital city, and to quickly feel the warmth of Scotland’s renowned hospitality.”

In 2012, Edinburgh Airport, Scotland’s busiest, was sold by BAA to Global Infrastructure Partners. This momentous event in the airport’s illustrious history brought about a marked change in priorities. A new management team set about sharpening its focus on customer service, and cajoling all of the airport’s many key players – from airlines and handling agents to the UK Border Agency, Police and HMRC – to reach for higher standards. It has to be a team effort, and hopefully it rubs off on all the other airport workers.

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“The airport company itself employs a minority of the people who make it work. There are airline staff and other businesses working here. We therefore can only influence the behaviour of the majority by setting a great example and explaining why a warm and friendly welcome is as important for the longterm health of the airport as it is for Scotland itself,” he says.

The reputation of an airport and its people is only ever a product of how well it works on a daily basis, and how well every part of it treats passengers. Take the border, for example. The first impression most foreign visitors have of a new country is the passport desk.

For some reason, it used to be accepted that the border had to be protected by solemn individuals, surveying passports and passengers with a wary eye and few, if any, words. Today, life is different.

“Despite the changing and unpredictable

INSIGHT

nature of security threats, we are working closely with the UKBF to set new standards of customer care. The UKBF understands perfectly well that it is possible to provide a warm and friendly welcome to Scotland, and to simultaneously maintain the integrity and security of the country’s border,” says Dewar.

The same applies to airport security and to the police and customs; to engineers, baggage handlers, car rental companies, taxi and bus drivers, cleaners and shop workers.

That important first impression will be formed not by one person or a process but by the whole team.

“The responsibility of a Scottish welcome stops with the airport, and it is for us to provide the compelling day to day leadership required to ensure that Edinburgh Airport provides nothing short of a warm and friendly welcome to all passengers.

“It is a responsibility we relish.”

Glasgow is famed for its welcoming nature.

And this also starts at the airport terminal.

Glasgow Airport has enjoyed tremendous success in recent months in expanding its route network and growing passenger numbers. With almost 7.2 million passengers travelling through the airport in 2012, its busiest spell since 2009.

Much of this growth can be attributed to Glasgow Airport’s success in adding new routes, including the launch on 1 June 2012 of Emirates’ second daily flight to Dubai - a route which will play a crucial role in encouraging export led-growth, attracting further inward investment and supporting tourism.

Other route development highlights have included direct flights to Amsterdam, Barcelona, Rome and Venice, and the decision

by Lufthansa Regional to introduce a >>

Above all we want visitors to sense unbridled excitement about arriving in Scotland’s capital city

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SPECIAL REPORT | SPRING 13

INSIGHT

SPRING 13

direct service to Düsseldorf. It is the first time Glasgow Airport will have served Düsseldorf in 20 years and the route will also mark the return of the Lufthansa network to Glasgow.

In January 2013, the airport further underlined its commitment to expanding its route network by welcoming Wizz Air on board.

The airline will operate flights to Warsaw and Gdansk and it means Glasgow can add Poland to our long list of destinations after an absence of more than 15 years.

Alongside its efforts in route development, Glasgow Airport has continued to invest in upgrading its facilities to deliver an improved service to customers. Strong and sustainable direct access links are key to the achievement of the Scottish Tourism Industry’s Ambition for Growth. VisitScotland’s International Marketing team works in close partnership with carriers, airports and route development groups to enhance connectivity for inbound tourism to Scotland.

Amanda McMillan, managing director of Glasgow Airport, says: “We have always recognised that growing our route network will not in itself ensure success. To be truly successful we need passengers to choose Glasgow Airport over alternative transport options and that means providing first class facilities and service.

“Glasgow Airport is for many, their first and last impression of Scotland and our focus in recent years has been on improving our customers’ journey through the terminal building. In the last two years alone we have committed over £21m to capital projects and a significant proportion of this investment was spent on improvements to the fabric of the terminal building which underwent an extensive refurbishment in 2011,” she says.

Recent additions have included new retail and catering facilities including two new bars in the departures lounge that were designed

in such a way that they offer spectacular views of the airfield. In 2012, Glasgow Airport became the first airport in the UK to launch a customer charter which articulates its commitments to enhancing every aspect of customer service.

Amanda McMillan adds: “While we have continued to commit significant investment to enhancing our facilities, our underlying belief has always been that by standing out from the crowd in terms of customer service, Glasgow Airport would flourish and this has proved to be the case.

“By delivering a step change in customer service through the introduction of the charter, we are playing our part in creating the right image for Glasgow and Scotland.”

Aberdeen Airport has now become Aberdeen International Airport to reflect the growing of status of this thriving north-east of Scotland business – which is the fastest growing airport in the UK. Managing director Derek Provan said: “The new name reflects the progress of the airport

Over the last decade we have invested £60m in our business and we are set to continue our development plans

SPECIAL REPORT | SPRING 13

50

and in particular the runway extension which enables longer sector flying and is already delivering more international connections.

“The name change is also a reflection of the airport group, formerly known as the BAA Group, putting in place a decentralisation strategy place which allows the airport to operate more autonomously from Heathrow.

While the oil and gas sector is going well for the airport there is also a growing tourism market. Over the last decade we have invested £60m in our business and we are set to continue our development plans with the creation of a consolidated car hire building with connecting covered walkways.”

The airport has also created a customer care charter to ensure that the visitor and the employees understand more clearly what is on offer.

Roger Hunt, head of HR and customer services at the airport, said: “We recognise our customer numbers continue to grow as the airport develops.

“The charter will ensure their experience is enhanced as we continue this growth.

“The charter not only adds to the customers’ experience but holds the airport to account.

This is just the start of the journey and we will continue to develop the proposition in line with their needs.”

With all of Scotland’s airports welcoming the world in 2014, they will be the frontline in Scotland’s charm offensive. n

SCOTLAND WELCOMES THE WORLD

We use a special tool to make silverware this fine. called a hand.

We use a specialIt’s tool to make silverware this fine.

It’s called a hand.

at the end of the hand is one of our craftsmen, skilled in the silversmith’s arts of raising, chasing, polishing and engraving. we’ve had our own silver workshop since 1866. from candlesticks to quaichs, decanters to vases, wine coasters to hammered bowls, handmade is our hallmark. while many of our techniques and tools have barely changed at the end of the hand is one of our craftsmen, skilled in the silversmith’s arts of raising, chasing, polishing and in over 140 years, our designs are contemporary, innovative and award winning. come and see us, we’ll be happy engraving. we’ve had our own silver workshop since 1866. from candlesticks to quaichs, decanters to vases, wine to show you round. as you’ll discover, when it comes to creating exciting new silverware we’re old hands. coasters to hammered bowls, handmade is our hallmark. while many of our techniques and tools have barely changed in over 140 years, our designs are contemporary, innovative and award winning. come and see us, we’ll be happy to show you round. as you’ll discover, when it comes to creating exciting new silverware we’re old hands.

87 george street, edinburgh eh2 3ey telephone 0131 225 4898 52 beauchamp place, london sw3 1ny telephone 020 7589 3215 www.hamiltonandinches.com 87 george street, edinburgh eh2 3ey telephone 0131 225 4898 52 beauchamp place, london sw3 1ny telephone 020 7589 3215