Host City 2023

REGISTER at www.hostcity.com INTERVIEW

The Greatest Meeting of Sports, Business and Cultural Events

Host City 2023 Glasgow, Scotland

The Greatest Meeting of Cities and Sports, Business and Cultural Events

Post-show Report WINTER 2023

www.hostcity.com | WINTER 2023

www.hostcity.com

1

GLOBAL PRESENTING PARTNERS AND HOSTS

SPONSORS AND PARTNERS HEADLINE SPONSOR

OFFICIAL USA DESTINATION PLATINUM PARTNERS

GOLD LEVEL DEVELOPMENT AGENCY PARTNER

GOLD SPONSORS

OFFICIAL LOGISTICS PARTNER

DESTINATION PARTNER

EVENT OWNER INNOVATION PARTNERS

SILVER SPONSOR

TRANSPORT AND MOBILITY PARTNER

INNOVATION PARTNERS

MEDIA & SUPPORTING PARTNERS

GLASGOW SCOTLAND

www.hostcity.com

creativity, but increasingly on co-creation – Download the Brella App and use joincode M0JWTM:

CEO Matthew Astill

the act of engaging with all stakeholders in

Managing Director Adam Soroka adam.soroka@bric.com

developing concepts. Ernest Hemingway spoke truly when we wrote: “One man alone ain’t got no chance”.

the greatest of innovations are Editorial and ConferenceWhile Director Ben Avison human, the greatest power to enable ben.avison@hostcity.com

these innovations is undoubtedly tech-

Designer Sheldon Pink

nological. Humanity is experiencing its biggest change since the first industrial

Arrange meetings, view the agenda and speakers.

Engaging with each other and the conference on Brella is crucial to a successful experience for everyone

revolution, and the event hosting sector Dear Delegate,

is no exception. Many creative industries

We are delighted to be welcoming you to

have already been hugely transformed Glasgow, Scotland for Host City, the largest of events cities and by digitalisation,meeting and live is sports, business

Reformulate, Co-Create

cultural events. We thank all our currently riding and a wave of technological

019 takes place in Glasgow on

mber, under the conference

partners and sponsors and thank you

transformation.all for being here at the tenth Host City!

We ask everybody to note the invaluable

REGISTER at www.hostcity.com

INTERVIEW

The Greatest Meeting of Sports, Business and Cultural Events

nnovate, Reformulate and Host City 2023 Glasgow, Scotland

The Greatest Meeting of Cities and Sports, Business and Cultural Events

portant to innovate? Consider

ete is always striving to break

s. Just when you think the

Report g has reachedPost-show its physical

er one comes along to raise WINTER 2023

www.hostcity.com | WINTER 2023

www.hostcity.com

1

Only the most innovative events contribution of our and Global Presenting

andon Hosts, EventScotland and destinations willPartners capitalise these

opportunities. Glasgow Life, and for Glasgow Convention Bureau for their ongoing support. We particularly Susan Deighan and This is why we’ve launchedthank the Host City Paul Bush OBE and for their support and Tech Forum, taking place in London on 26 leadership.

March at the Millennium Gloucester Hotel in Kensington. Join us there, alongside The theme of Host City 2023 is Driving and

Reacting to Change, andtowe are honoured 120-150 delegates and 10 exhibitors, ew heights – which to have so many influential major event HOST CITY isinspires published by explore the challenges leaders and here.opportuniAnd with such high-level Cavendish Group International Ltd pand their horizons as well.

In ties of the technological transformation networking, including IOC members, 2nd Floor Front f Steve 116-118 Jobs, founder of the festival federation leaders, Chancery Lane sweeping across majorowners, sports, sports business LondonApple: “Innovacity officials and top tier suppliers, you can est company, and cultural events.

WC2A 1PP, UK be sure that many new partnerships and uishes between a leader and a ideas will emerge from this unique melting Tel: +44 (0)0203 675 9530 We look forwardpot to that seeing you City. there, if not is Host

on is not just about compe-

“As Global Presenting Partners & Hosts, it is with great pleasure that we welcome you to Host City 2023.

With the global spotlight shining on Glasgow, and Scotland for the 2023 UCI Cycling World Championships earlier this year, we are excited to once again welcome a range of excellent speakers and industry colleagues to Glasgow for two days of collaborative discussion.”

“This year’s conference theme will encourage us all to consider the importance of proactive adaptation, resilience, and transformation as we continue to navigate the dynamic and ever-changing world we operate in.

Here’s to another excellent Host City edition, filled with shared wisdom, meaningful connections, thoughtprovoking debate and the exchange of ideas - we look forward to meeting many of you across the two days.”

before!

so about being creative – an

t outlasts sporting prowess.

r Maya Angelou said: “You

p creativity. The more you use,

u have.”.

© Copyright 2023 Cavendish Group

ng your events and city

elies not only innovation and

Ben Avison Editorial & Conference Director Ben Avison Host City, Cavendish Group

Editorial and Conference Director

Susan Deighan, Chief Executive of Glasgow Life and Paul Bush OBE, Director of Events, VisitScotland

www.hostcity.com | WINTER 2023

1

HOST CITY 2023 : ATTENDEE FEEDBACK

DEMOGRAPHICS:

215

BREAKDOWN of organisations:

attendees

42 events/rightsholders represented

24

36 cities/destinations represented

sponsors & partners

144

33 suppliers/services represented

organisations

15 associations/academic institutions represented

54

7 media organisations represented

speakers

21

countries

BREAKDOWN of attendees/representatives: Cities/Destinations = 34% Event Owners/Rightsholders = 29% Suppliers/Associated Services = 22%

6 organising / bid / national committees represented 3 major venues represented

85%

Associations/Academic = 7% Organising / Bid / National Committees = 4% Media = 4% Venues = 1%

It is always a pleasure to attend Host City as a delegate or as a panellist. It is an excellent opportunity to learn from other top professionals from sport and culture industries and exchange experiences. It is also a great platform to increase our network and find partners for our future events worldwide.

– TONI JORBA, HEAD OF EVENT OPERATIONS, WORLD ATHLETICS

of attendees said they were likely to attend Host City again

I enjoyed immensely.

– JOE DOUGAN, DIRECTOR, SHINE

A true pleasure and very enjoyable. Thank you for the very good organization.

– PETRA SÖRLING, IOC MEMBER AND PRESIDENT, INTERNATIONAL TABLE TENNIS FEDERATION (ITTF)

Host City is a hardy perennial in the conference calendar with essential content and world-class speakers. There is no better place to get a topical 360 view of the global events industry and its underpinning partnerships.

– JONATHAN COATES, MARKETING, COMMUNICATIONS AND EVENTS MANAGER, ESA (EUROPEAN SPONSORSHIP ASSOCIATION) AND COMMUNICATIONS DIRECTOR, UIPM

2 WINTER 2023 | www.hostcity.com

HOST CITY 2023 : ATTENDEE FEEDBACK

Main Stage Presentations 77% said main stage presentations were excellent or good

Usefulness 85% rated the usefulness of the event as excellent or good Speakers 97% said speakers were good or excellent

Attendance 74% would recommend the event to others

Networking 83% said networking was good or excellent

Many brilliant interventions and memorable proposals – DR BEATRIZ GARCIA, MEMBER, CULTURE AND OLYMPIC HERITAGE COMMISSION, INTERNATIONAL OLYMPIC COMMITTEE

Host City is a great event to connect to people from the industry and exchange experiences on topics such as partnerships, sustainabilty and technology!

– JANA WACHT, CONFERENCE MANAGER, EUROPEAN SOCIETY OF HUMAN GENETICS

We learnt so much and the opportunity to meet such talented people was humbling. We have made a number of contacts and are able to move forward promoting ARX to potential host cities. A fabulous conference and would highly recommend to anyone wanting to extend themselves and company involved with international events.

– SIMONE HAWKINS, INTERNATIONAL RELATIONS MANAGER AT AIR RACE X

I liked it very much, learned a lot from the host cities world and saw that their concerns are very similar to those of the MICE industry.

– JOSÉ G. AGUAROD, FOUNDER, EVENTOPLUS

www.hostcity.com | WINTER 2023

3

COMPANY PROFILE

On behalf of Glasgow City Council, charity Glasgow Life delivers culture and sport programmes, experiences, and events to make a positive impact on individuals, their communities, and the city.

Our work is designed to enhance mental, physical and economic wellbeing in Glasgow, and aims to promote inclusion, happiness and health. It spans arts, music, festivals, sports, libraries, and learning and development, and ranges from local, smallscale activities to major events which present Glasgow on an international stage.

The venues we manage range from key cultural attractions – including Art Fund Museum of the Year 2023 The Burrell Collection, Kelvingrove Art Gallery and Museum, and Gallery of Modern Art – to world-class sports facilities such as the Emirates Arena and Sir Chris Hoy Velodrome, and Tollcross International Swimming Centre.

The extensive indoor and outdoor leisure facilities we operate throughout Glasgow are underpinned by a sports and physical activity development team dedicated to promoting sport from grassroots to professional levels and ensuring sport is integral to life in Glasgow.

As European Capital of Sport 2023, Glasgow is the first city to be honoured twice with the title, having originally held it in 2003.

The designation recognises Glasgow’s status as a city globally renowned for sport thanks to its remarkable record of hosting major international events. These include the 2014 Commonwealth Games, 2015 World Gymnastics Championships, 2017 TOTAL BWF Badminton World Championships, the inaugural European Championships (in partnership with Berlin) in 2018, the 2019 LEN European Short Course Swimming Championships, UEFA EURO 2020, and the 2023 UCI Cycling World Championships.

Glasgow’s reign as European Capital of Sport also acknowledges the city’s achievements in building a lasting legacy from major events by using them as a springboard to increase participation in sport.

In 2024 Glasgow looks forward to welcoming the World Athletics Indoor Championships 2024, continuing to inspire local and international audiences alike and further extend the portfolio of international events hosted by the city.

COMPANY WEBSITE: WWW.GLASGOWLIFE.ORG.UK

4 WINTER 2023 | www.hostcity.com

COMPANY PROFILE

EventScotland, a team within VisitScotland’s Events Directorate is working to enhance Scotland’s international reputation as ‘The Perfect Stage’ for events. In partnership, EventScotland attracts and secures high-profile sporting, cultural and business events for the country.

Scotland’s continued success in securing and developing events is driven by its strong National Events Strategy ‘Scotland the Perfect Stage’. It has helped build and maintain a diverse portfolio of events that bring incredible value to Scotland’s economy, generating jobs and attracting visitors from across the globe while also generating significant media profile as well as culture and social impacts for the whole country.

EventScotland Waverley Court, East Market Street, Edinburgh, EH8 8BG Email: information@eventscotland.org Twitter: @EventScotNews #perfectstage LinkedIn: EventScotland

Since its inception in 2003, EventScotland has helped bring some of the world’s biggest event properties to the country including The 2014 Ryder Cup, XX Commonwealth Games, 2014 MTV Europe Music Awards, 2018 European Championships, and The 2019 Solheim Cup. Scotland’s reputation as ‘The Perfect Stage’ was further reaffirmed when the nation hosted the biggest ever cycling event in history – 2023 UCI Cycling World Championships.

COMPANY WEBSITE: WWW.EVENTSCOTLAND.ORG www.hostcity.com | WINTER 2023

5

INTERVIEW: GLASGOW LIFE

Interview: The perfect location for international events Susan Deighan, Chief Executive of Glasgow Life, will join Paul Bush, Director of Events at VisitScotland, in opening the 10th global Host City Conference and Exhibition in November.

Ahead of that we caught up with Susan on Glasgow Life’s approach to securing and delivering engaging major events with positive long-term impacts.

G

lasgow Life has enormous reach and a profound influence on the people who live in and visit Scotland’s largest city. As one of Scotland’s largest charities, it is tasked with developing the city’s event strategy and delivering culture and sport programmes, experiences, and events on all scales. Their reach spans culture, sport, arts, music, festivals, libraries, and learning, and ranges from local activities to major events, which project Glasgow on to an international stage. Everything they work on is designed to enhance mental, physical, and economic wellbeing in Glasgow, with a focus on promoting inclusion, happiness, and health.

Host City: The events landscape is increasingly competitive, and in the current financially challenging environment, why does Glasgow continue to host major events?

Susan Deighan: Glasgow has an immensely strong record of delivering some of the world’s biggest events, from the Commonwealth Games to COP26, and, this year, the inaugural UCI World Cycling Championships. These significant world events contribute to the city’s economy and identity and over the last decade Glasgow has cemented its reputation as the perfect location for international events.

Yet every bid is rooted in the local. Each decision to bid for or host a major event

rests in Glasgow’s policy ambitions. While traditional economic benefits are still key, increasingly the focus is on creating a tangible, worthwhile legacy for the city and its communities.

We believe that the city’s events programme provides the people of Glasgow with the opportunity to benefit in the longer term, from the enhanced opportunities for participation leading to improved health, and wellbeing outcomes.

Major events can be a catalyst for change in societal behaviours, and aligning with local aims to encourage a healthier and more active population has countless benefits.

Take this summer’s Cycling events and their long-term impact. The city of Glasgow is committed to improving access to cycling for all, to active travel, to volunteering, to becoming a healthier, happier, and more sustainable city. For Glasgow, the UCI Cycling World Championships were an incredible opportunity to change a great city for the better.

As a world-leading festival and events destination, Glasgow is capitalising on major events to generate global

6 WINTER 2023 | www.hostcity.com

exposure, developing, and promoting the city’s enviable international brand, People Make Glasgow. In addition, it is a driver for generating positive social impacts. We have recently recruited our first Social Impacts Development Manager, who is responsible for developing and evidencing positive outcomes for local communities and ensuring this is part of our event planning process.

INTERVIEW: GLASGOW LIFE

Credit: 2023 Cycling Worlds

www.hostcity.com | WINTER 2023

7

INTERVIEW: GLASGOW LIFE

SUSAN DEIGHAN, CHIEF EXECUTIVE OF GLASGOW LIFE Given changing tastes, landscapes, and attitudes, we must consider, adapt, and respond to what makes an event relevant to its audiences.

Host City: The theme of this year’s conference is Driving and Reacting to Change. Is Glasgow an innovative city?

Susan Deighan: As you touched on, Glasgow is operating in an increasingly competitive environment, I think this has encouraged us to draw attention to Glasgow’s USP. In recent years Glasgow has, in partnership with others, created brand new events. In 2018 Berlin and Glasgow successfully co-hosted the inaugural European Championships. In August, Glasgow was at the centre of the biggest cycling event in the world, when it welcomed the first-ever UCI Cycling World Championships to Scotland.

Glasgow is a trailblazer; some might say a disruptor. From scratch, we have created completely new major events,

which have succeeded and have gone on to be hosted elsewhere. We have an enviable reputation for being a successful host city, making Glasgow a stand-out candidate when international sport bodies are considering where to host their event.

They can look at our innovative events history and trust Glasgow to deliver confidently and expertly.

Host City: Continuing to consider reacting to change, how might evolving audience attitudes drive change for host cities?

Susan Deighan: Glasgow has welcomed the Host City Conference to our city for nine years. It returns to Glasgow again this year because we use this gathering of leading destinations, rightsholders and organising committees as an opportunity

Credit: 2023 Cycling Worlds

8 WINTER 2023 | www.hostcity.com

to pose and discuss the tough questions facing our industry.

This year we will focus on driving and reacting to change. I am confident issues such as what is important to Gen Z will be tackled. How will environmental values push major events to drive innovation through sustainability initiatives, which in turn push governments on towards net zero targets.

Glasgow’s approach to this, across the range of events the city hosts, has led to our ranking 8th in the world on the Global Destination Sustainability Index.

The ranking positions Glasgow as the first city out with Scandinavia, and the only UK city, to appear in the top ten, maintaining this will be key when hosting future events.

Will the rise of the mega event continue or will joint pan-destination bids like the UK and Ireland’s Euro 2028 become the new norm in international

INTERVIEW: GLASGOW LIFE

Credit: 2023 Cycling Worlds

sporting events? Should the historical significance of an event be enough to guarantee its continuation? Continuing to deliver successful events will rest on being brave enough to challenge the status quo.

Given changing tastes, landscapes, and attitudes, we must consider, adapt, and respond to what makes an event relevant to its audiences.

Host City: Equality, diversity and inclusion are increasing buzzwords; has Glasgow made a genuine effort to influence a shift in the events the city has hosted?

A: Yes. I have watched Glasgow flourish by committing wholeheartedly to the transformative power of investing in culture and sport for all. The city has hosted an amazing array of civic events, from the Garden Festival in 1988 and City of Culture in 1990 to the UEFA Champions League Final in 2002 and the opening of the Hydro in 2013, the incredible 2014 Commonwealth Games, the UN Climate Change Conference in 2022 and, this summer, the UCI Cycling World Championships.

This year Glasgow is celebrating soaring up the annual World’s Best Cities Report from 93rd last year to 61st, second in the UK after London, and our role as European Capital of Sport. I think one of the reasons we were the first city to be awarded this accolade for a second time is because we recognise that sport can be an immensely powerful way of bringing diverse communities together. It inspires passion, engagement, and identity like few other things.

At Glasgow Life we believe access and participation are universal rights, which can have profound lifechanging impacts.

For these reasons we are pleased to have worked with UCI to combine all para-cycling events into the main competition programme at this summer’s World Cycling Championships. We support equal prize money for men and women and, personally, I was incredibly proud to watch the elite women’s road race bring

eleven days of outstanding competition to a close in Glasgow this summer.

Host City: Looking at evolving sports and formats, what does the future of events in Glasgow look like?

Susan Deighan: 2024 is another significant year as we prepare to be in the international spotlight again with World Athletics and the World Irish Dance Championships.

History and experience continue to deepen my belief that major events have the power to change people’s behaviour at a societal level.

As competition to host events increases from across the globe, and while the financial situation at home remains challenging, it is important we take stock.

In this time of change, Glasgow continues to collaborate with partners and is currently developing a new events strategy. As an innovative host city, with a successful record of reacting to change, Glasgow will respond to the enlightening, exciting and inventive ideas emerging from these discussions, to ensure Glasgow remains at the forefront of event organisers’ go-to cities when deciding on a host city. n

www.hostcity.com | WINTER 2023

9

Credit: Liam Moss

INTERVIEW: EVENTSCOTLAND

Ahead of Host City 2023, Paul Bush OBE, Director of Events at VisitScotland, spoke to Host City about the drivers of change in the events industry, in Scotland and worldwide

How to be a world-leading destination in a changing events landscape

H

ost City: The theme of this year’s conference is ‘Driving and reacting to change’. Can you share some thoughts about how the events industry in Scotland is both responding to and proactively evolving in a rapidly changing landscape?

Paul Bush: Following the events of the last few years, we all find ourselves living in a new world that has seen us all having to drive and react to the change brought on by local, national and global events.

The impact of Covid, Brexit and the global economic crisis have required us all to respond in different and innovative ways as these events impact on our industry.

The events industry is a dynamic ecosystem where adaptability and external influences are vital for success.

We regularly have to respond to emerging trends and challenges, none more so than recently. In addition to the above, we are faced with change across a range of areas including technology, regulatory compliance, commercial revenue streams,

funding landscapes, safety and security and consumer expectations. All of these are forcing the need to be more creative, flexible and to make some difficult decisions in some cases.

In Scotland, our national events strategy, Scotland the Perfect Stage, has ensured we have been well placed to respond to this rapidly changing landscape. First published in 2008, it has been the cornerstone of much of the country’s success over the last 20 years, helping us develop into a world leading events destination that has attracted and delivered some of the world’s biggest events alongside supporting our enviable portfolio of annual events and festivals.

Our recent successful hosting of the 2023 UCI Cycling World Championships is just one of the many great examples of this over this time. Awarded to Glasgow and Scotland in 2019, we were the UCI’s choice to host the inaugural event based on the unrivalled success of our events sector at hosting world-class

10 WINTER 2023 | www.hostcity.com

INTERVIEW: EVENTSCOTLAND

events along with our existing built and natural environment infrastructure that we had been developing for a number of years.

Of course, with a mega-event of this scale we had to adapt, be flexible and respond to a range of global and UK challenges but our experience stood us in good stead to ensure we were not overwhelmed by them.

While we continue to face challenges, especially in relation to the events workforce and supply chain, the national events strategy has allowed Scotland to successfully establish a global reputation for excellence in event delivery that is supported by a strong and dynamic events industry that is able to respond to and evolve to the changing events landscape to ensure we continue to produce a world-class portfolio of sporting, cultural and business events.

Host City: There is currently a review of Scotland’s national events strategy ‘Scotland the Perfect Stage’ that will extend its term to the end of 2035.

What were some of the key priority areas coming back in terms of response to the public strategy consultation which took place earlier this year?

Paul Bush: The strategy was last updated in 2015 to cover the period between 2015 and 2025. Following the wide-scale global challenges across last few years, now is the right time to review and update the strategy to provide a renewed strategic focus for all involved in any aspect of planning, securing, supporting and delivering events of all sizes in Scotland between 2025 and the end of 2035.

In March, the Scottish Government launched a 14-week public consultation to get views on the strategy. The consultation, which saw 102 responses to the online survey and feedback from more than 220 participants at the regional engagement and sector workshops, highlighted a number of key priority areas including boosting the economy and enhancing wellbeing and community engagement. These were considered to be the most important strategic priorities for

events over the next 10 years.

Other priorities include ensuring there is legacy and clear benefits for the local community when hosting mega events as well as maximising skills development opportunities around them. A greater focus on equality, diversity and inclusion was also highlighted, and 61% of respondents also thought the events sector is an attractive place to work so again; this is an area where we need to continue showcasing the benefits of the sector.

Host City: Looking to the future, what does success look like for Scotland in terms of the refreshed strategy?

Paul Bush: The national events strategy has already helped Scotland achieve so much. It has been the cornerstone of our success of the last 20 years, helping bring major events from the 2003 and

2014 MTV Europe Music Awards, the 2014 Commonwealth Games and the 2014 Ryder Cup, to the 2019 Solheim Cup, UEFA EURO 2020 and COP26. It has also supported the continued development of a range of annual events including the Edinburgh Festivals, Wigtown Book Festival, The Royal National Mod, and Paisley Halloween.

Looking to the future, success for

PAUL BUSH OBE, DIRECTOR OF EVENTS, VISITSCOTLAND We had to adapt, be flexible and respond to a range of global and UK challenges but our experience stood us in good stead to ensure we were not overwhelmed by them.

The variety of technical terrain at Glentress will challenge even the most seasoned MTB Marathon and Cross Country riders. Credit: Liam Moss

www.hostcity.com | WINTER 2023

11

INTERVIEW: EVENTSCOTLAND

Scotland in terms of the strategy will be ensuring we have a financially robust and sustainable events sector that delivers both significant economic and social benefits for the country.

It will also continue to help showcase Scotland, its values and its assets to a global audience, while also contributing positively to the physical, mental and social health and wellbeing of its people and communities.

Few industries have the impact events do and in Scotland our events programmes drive collaboration, innovation and strong impacts against a wider range of Scottish Government policy areas. The key to continued and future success will be ensuring we better demonstrate the value

and impact they bring, especially around sustainability, EDI (equality, diversity and inclusion), and health and wellbeing.

Events also provide a range of employment possibilities, and we therefore must ensure it continues to be an attractive sector to work in that fairly rewards its workforce with regards to pay, conditions, security and opportunities if we are to continue to be the perfect stage for events.

Host City: What are you looking forward to at Host City 2023 and what can people expect to hear from you?

Paul Bush: First of all, we are delighted to once again be a Global Presenting Partner for this year’s event. It takes a

huge effort to attract, secure and plan a two-day conference of this scale so a special thanks to all those involved so far.

Host City is always a great opportunity to meet with colleagues from around the world and share learnings and new ideas from the last 12 months, as well as look to the future.

Once again there is a great agenda across the two days with some really interesting topics being covered including AI, monetisation, sustainability, EDI (Equality, Diversity and Inclusion), and event delivery, all of which continue to be at the forefront of our thinking as an industry.

I look forward to seeing everyone in Glasgow at the Technology and Innovation Centre on the 20 to 21 November. n

Fireworks from Edinburgh Castle during the Royal Edinburgh Military Tattoo.

Credit: VisitScotland / Kenny Lam

PAUL BUSH OBE, DIRECTOR OF EVENTS, VISITSCOTLAND Few industries have the impact events do and in Scotland our events programmes drive collaboration, innovation and strong impacts.

12 WINTER 2023 | www.hostcity.com

Scotland the perfect stage

Scotland is a global leading events destination, with major events in 2024 and beyond: • World Athletics Indoor Championships 2024, Glasgow • Edinburgh Festivals 2024 • UCI Mountain Bike World Series 2024, Fort William • Genesis Scottish Open 2024, The Renaissance Club, North Berwick • Sprint World Orienteering Championships 2024, Edinburgh • The 152nd Open 2024, Royal Troon • AIG Women’s Open 2024, Old Course, St Andrews • Orkney 2025 Island Games • UEFA EURO 2028, Glasgow and across the UK and Republic of Ireland © Phunkt

VISITSCOTLAND.ORG/events

INTERVIEW: FLORIDA

A hub for sports events Host City spoke with Mathew Ratner, Director, Sports & Entertainment Tourism, Greater Miami Convention & Visitors Bureau and Consuelo Sanchez, Tourism Assistant Director, Pasco County to find out about their approach to event hosting

Saddlebrook Golf Wesley Chapel

H

ost City: We’re really looking forward to hearing you speak at Host City 2023. What are your expectations of this important event?

Consuelo Sanchez: As an emerging destination striving to create brand and destination awareness, our expectations for the 11th global Host City Conference in Glasgow are centered on networking, learning, exposure, partnerships, inspiration, and the development of a long-term vision.

We anticipate valuable networking opportunities with industry experts, rightsholders, and potential partners, as well as discovering adaptable best practices for our unique situation. With distinctive qualities setting Florida’s Sports Coast apart, we aim to use this conference to showcase these unique selling points that make us an attractive choice for events.

14 WINTER 2023 | www.hostcity.com

Our aspiration is to gain fresh ideas and a renewed sense of purpose in our journey to be recognized as a respected event destination. This event is pivotal in establishing ourselves as such and securing our position as a hub for sports events.

Mathew Ratner: Maimi is as global brand and in order to keep the destination top of mind, we need to showcase ourselves to the world and there’s no better place than to be at Host City to meet and learn from the leading industry professionals that will be in attendance.

Host City: What role do events play for your local audiences and society?

Consuelo Sanchez: Sporting events play a multifaceted and significant role in the life of Florida’s Sports Coast, Pasco County, FL, enriching both local audiences and our society. These events

INTERVIEW: FLORIDA

MIRADA Obstacle Course

have far-reaching effects on various aspects of our community; they stimulate economic growth by drawing visitors who spend on accommodations, dining, and more, supporting local businesses and jobs. These events also promote community engagement, social cohesion, and cultural exchange, fostering a sense of togetherness and diverse cultural experiences. Furthermore, they offer opportunities for education, better quality of life by inspiring healthier lifestyles, and contributing to the region’s infrastructure development. In essence, sporting events

enhance the quality of life, cultural enrichment, and the overall well-being of our community.

Mathew Ratner: Sporting events play a significant role for local audiences and society in Miami, as they do in many other cities around the world. Sporting events provide a source of entertainment and recreation for residents. Miami is home to several professional sports teams, including the Miami Dolphins (NFL), Miami Heat (NBA), Miami Marlins (MLB), and Inter Miami CF (MLS), as well

CONSUELO SANCHEZ, TOURISM ASSISTANT DIRECTOR, PASCO COUNTY Sporting events play a multifaceted and significant role in the life of Florida’s Sports Coast, Pasco County, FL, enriching both local audiences and our society.

16 WINTER 2023 | www.hostcity.com

as numerous college and amateur sports teams. These teams offer a wide range of sports for fans to enjoy, from football and basketball to baseball and soccer.

Sporting events can have a significant economic impact on the local economy.

Miami attracts tourists and visitors from around the world to attend games and events. These visitors spend money on tickets, concessions, hotels, restaurants, and other local businesses, contributing to job creation and economic growth in the region. Miami’s status as an international sports destination attracts high-profile events, such as FIFA World Cup, Super Bowl, Formula 1, World Baseball Classic, NASCAR and major tennis tournaments, showcasing Miami to a global audience, boosting the city’s tourism industry, and promoting it as a desirable place to visit and live.

It’s a fast-paced getaway that energizes your body and relaxes your mind as you kick, swing, swim, bike, run and dive into an array of fitness fun followed by a rejuvenating escape to the spa. That’s my Miami.

Learn more at FindYourMiami.com

INTERVIEW: FLORIDA

MATHEW RATNER, DIRECTOR, SPORTS & ENTERTAINMENT TOURISM, GREATER MIAMI CONVENTION & VISITORS BUREAU Miami’s status as an international sports destination attracts high-profile events, such as FIFA World Cup, Super Bowl, Formula 1, World Baseball Classic, NASCAR and major tennis tournaments, showcasing Miami to a global audience.

Host City: What are the other elements of your event hosting strategy going forward?

Mathew Ratner: Our event hosting strategy for Florida’s Sports Coast combines diversification, infrastructure investment, marketing, community engagement, partnerships, and post-event evaluation.

We prioritize diversifying our portfolio by hosting a broad spectrum of events, including youth, adult, conventional, and non-conventional sports, as well as adaptive sports. This approach helps us attract a wide range of athletes and spectators while supporting underserved sports audiences.

Furthermore, we are committed to investing in sports infrastructure through the construction and renovation of topnotch facilities. This not only appeals to event organizers but also benefits our local sports community.

In terms of marketing, we leverage digital platforms, social media, and collaborations with event organizers to showcase Pasco County’s unique attributes and emphasize our dedication to hosting successful events.

Collaboration with sports organizations, event planners, and local businesses is integral to our approach, as these

partnerships contribute to effective event management and positive experiences for all involved. After each event, we conduct thorough evaluations to gather feedback and insights, facilitating continuous improvement and better experiences for all stakeholders.

In our pursuit of event hosting excellence, we are firmly focused on building long-term partnerships. By fostering these enduring relationships, we aim to provide not only memorable experiences but also sustainable, mutually beneficial connections for event organizers and their participants. Our commitment to the long-term is a cornerstone of our strategy, ensuring that we continue to be the preferred destination for years to come.

Mathew Ratner: Miami is a diverse and multicultural city, and sports can serve as a unifying force that brings people from different backgrounds together. People of all ethnicities and backgrounds come together to support their teams and countries, fostering a sense of unity and cultural integration.

Miami is known for hosting a wide range of sporting events from world-class marathons to dragon boat racing. There is

a venue in Miami that can suit most major events that don’t involve snow – and we can probably create that environment if we need!

We’ve always had a strong sense of community and when a major event comes into town, the destination comes together to put on the best event possible. This collaborative community effort is essential to Miami’s success in hosting events. n

About the Florida Sports Foundation

The Florida Sports Foundation, a 501(C) 3 non-profit corporation, is the official sports promotion and development organization for the State of Florida. It is charged with the promotion and development of professional, amateur, recreational sports, and physical fitness opportunities that produce a thriving Florida sports industry and environment. With a seemingly endless list of sporting ventures and venues, the Florida Sports Foundation strives to promote Florida’s unique sports industry. The Foundation’s staff is dedicated to serving the needs and interests of Florida’s sports community and assists with all questions concerning Florida sporting activities and issues.

Stilt House Sunset

18 WINTER 2023 | www.hostcity.com

?

S e k a T T I t a wH

LEVEL UP YOUR NEXT SPORTING EVENT! Score unforgettable memories on Florida’s Sports Coast! From premiere sports venues to unique experiences like paddling adventures, safari-style tours, cable wakeboarding and amazing restaurants, you’ll discover endless ways to play in our year-round warm weather.

800.842.1873 | flsporstcoast.com For information contact: Consuelo Sanchez cbsanchez@flsportscoast.com

WEST MIDLANDS GROWTH COMPANY

Designing the future of major sporting events in the West Midlands

By Joel Lavery, Strategic Lead Major Sporting Events, WMGC

MARCEL PROUST, FRENCH NOVELIST The real voyage of discovery consists not in seeking new landscapes but in having new eyes.

20 WINTER 2023 | www.hostcity.com

WEST MIDLANDS GROWTH COMPANY

The economic benefits of hosting major sporting events When BBC News interviewed an Australian tourist in the heart of Birmingham city centre during the 2022 Commonwealth Games and received the response…

“It is totally different to how I expected it. I expected it to be industrial and horrible buildings. And it is amazing. I didn’t expect it to be so multi-cultural. I’ve loved it.” …in one soundbite, it perfectly hammered home the importance of hosting major sporting events. They change perceptions, they get people talking about an area, and they encourage visitors to explore and enjoy a destination, and return.

Just as importantly, though, is the fact that big domestic and international major sporting events and championships equal big business for a city and region. You only have to look at a 2021 report ‘The impact of major events on London’s economy’ by London & Partners and Hatch to appreciate the huge benefits that sporting spectacles can bring.

Between 2017-20, England’s capital city hosted 757 events, including 305 sporting events, which brought an injection of £2.51billion into its economy, including £2.27 billion in visitor expenditure on items such as accommodation and food and drink.

Sport overall is a significant player in the UK economy. It contributed £48.9billlion gross value added (GVA) pre-pandemic, accounting for 2.6% of the UK total (source: The Power of Events).

The role of the 2022 Commonwealth Games and the Business and Tourism Programme The wonderful celebration of sport and culture served up by the Birmingham 2022 Commonwealth Games played a huge role in stimulating the West Midlands’ visitor economy as well as the sports economy and supply chains.

It is not just about sports events and tourism, of course. The success of Birmingham 2022 and the results of the Business and Tourism Programme (BATP) – the first of its kind to be aligned to a Commonwealth Games – demonstrate that there is a much broader impact of hosting major

sporting events on business growth, inward investment, jobs and skills.

In the 2022/23 financial year, the West Midlands attracted more foreign direct investment projects than Scotland and Wales combined, and bucked the national trend of a decline in FDI-related jobs.

Soft power As the post-pandemic race to attract more major sporting events hots up, we are increasingly seeing evidence of ‘soft power’ playing a major part. The notion of a region’s ability to win sporting bids not through coercion or payment, but through the attraction of its culture, initiatives, values and policies, has the potential to boost the UK’s economy by at least £4billion by 2030.

That’s according to EY’s ‘The impact of major sport events: Study of soft power, trade and investment impacts’ report, which used Birmingham 2022 as a case study to highlight the event’s wider benefits for the West Midlands and UK. The Games showcased “the UK as a leading economy and player within the Commonwealth that is open for business post-Brexit” and promoted “important agendas such as equality and sustainability”. The event also helped to build, leverage and reinforce vital relationships on a regional, national and international scale to “showcase industry and commitment to air quality”, “capitalise on Commonwealth connections”, “generate the feel-good factor seen at London 2012 and Glasgow 2014” and “work with embassies, DIT (now DBT) and VisitBritain (to deliver international tourism)”.

The French novelist Marcel Proust once wrote “The real voyage of discovery consists not in seeking new landscapes but in having new eyes” and hosting the Commonwealth Games has given the West Midlands and its people a newfound confidence and can-do attitude.

We told a story of welcome, inclusion and rebirth, which helped to change our selfperception of what we can achieve. We were – and continue to be – driven by purpose and impact, and are guided by our values to be

www.hostcity.com | WINTER 2023

21

WEST MIDLANDS GROWTH COMPANY

JOEL LAVERY, STRATEGIC LEAD MAJOR SPORTING EVENTS, WMGC To coin a sporting phrase, we have already put points on the board in our efforts to maintain momentum following the 2022 Games and keep the West Midlands in the global sporting spotlight.

innovative, youthful, inclusive, diverse and collaborative.

We have always said that last summer’s sporting spectacular must represent a starting point and not the finish line, and we are starting to build from that strong foundation in 2022 to create an exciting decade of opportunity. That means capitalising on the West Midlands’ venues and infrastructure – which, when combined, rival any city region in the world.

These range from shining new venues like Sandwell Aquatics Centre to Birmingham’s Alexander Stadium. The region also boasts iconic sporting settings

like The Belfry and Edgbaston Stadium, and world-class arenas such as the NEC, Resorts World Arena and Utilita Arena.

Its Premier League and EFL stadiums Molineux, Villa Park, St Andrew’s, The Hawthorns, Coventry Arena and the Bescot Stadium regularly host domestic and international football fixtures.

Across the West Midlands region, not only do we have the infrastructure, we have the passion, knowledge, experience and expertise to welcome and host events of any size or duration, and our efforts are starting to gain recognition.

Having appeared for the first time in the

22 WINTER 2023 | www.hostcity.com

prestigious BCW Ranking of Sports Cities in 2022, Birmingham has improved its ranking to 33rd this year. In a new report

by Quantum Consultancy and Durham University Business School, Birmingham is the top English sporting destination for event hosting – highlighting the attention that the city has gained from athletes, fans and sports organisations on a global scale.

The SportAccord summit Winning the right to host the prestigious SportAccord World Sport & Business Summit at the ICC next April – bringing together senior policy and decision makers from the top tier of world sport – has the potential to increase the West Midlands’ ranking among global major sporting event destinations even higher.

You only have to look at the numbers. We anticipate more than 1,500 international sports leaders and key decision makers to come together for six days in Birmingham and across the West Midlands, and it’s crucial that we put on a show for organisers and delegates.

In the lead up to, during and after hosting the summit, we will have direct

WEST MIDLANDS GROWTH COMPANY

access to the unique network of global sporting organisations that SportAccord represents – from the highest levels of the International Olympic Committee (IOC) through to 15,000 individual sporting federations and an estimated 50,000 event properties.

The most successful previous hosts of SportAccord – including the Gold Coast in 2019, which is now set to play a key role in the Brisbane 2032 Olympic and Paralympic Games – have leveraged this network and developed new relationships to build a strong pipeline of future hosting opportunities.

By showcasing the visitor experience for athletes, coaches, teams, spectators and fans – and promoting our great West Midlands venues, connectivity and expertise – we plan to make the maximum impact to provide a springboard for our future. It is an event, which will generate valuable opportunities for towns and cities across our region.

Walsall will seek to build on the town’s status as the home of British Judo by attracting other martial arts governing bodies, while Wolverhampton will aim

to add to its rollcall of sporting fixtures, which currently includes boxing, darts and snooker. Solihull’s esports credentials and Sandwell’s state-ofthe-art Aquatics Centre will also be on show as our destinations work towards bringing more high-profile sporting events to the region.

The West Midlands’ sporting calendar To coin a sporting phrase, we have already put points on the board in our efforts to maintain momentum following the 2022 Games and keep the West Midlands in the global sporting spotlight.

We have an enviable platform, on which to build. Our sporting calendar includes the British Basketball League Trophy Finals, the Netball Super League, the All England Open Badminton Championships, Esports and gaming, Horse of the Year Show, World Indoor Athletics, snooker’s Players Championship, European judo and the International Blind Sport Federation (IBSA) World Games. This summer, more than 100,000 fans packed into Edgbaston Stadium for the thrilling first Test of the Ashes.

Looking ahead, the World Trampoline

Championships in November, the first Kabaddi World Cup outside Asia in 2025 and the 2026 European Athletics Championships will entice even more sports tourists to enjoy the region’s offer.

If you also include the International Working Group (IWG) World Conference on Women & Sport 2026, and the launch of our £6million major events fund to attract more major events for the West Midlands, then we are already reaping tangible rewards.

The West Midlands is starting to wake up to its massive potential as a major sporting events host. Its distinctive history has already set the pace – from inventing lawn tennis and rugby to the creation of the Football League and forerunner of the modern Olympic Games.

Now, more than a century on, with world-class ‘ready to go’ facilities, multibillion-pound advances to its infrastructure and a young, diverse population ready to embrace the region’s next big championships, the West Midlands is set to make the cut, step up to the plate and mix it with the established global sporting destination heavyweights. n

www.hostcity.com | WINTER 2023

23

SPORT EVENT DENMARK

Grand Depart Copenhagen 2022 (Stage 3, Sønderborg). Credit: Esben Zøllner

24 WINTER 2023 | www.hostcity.com

SPORT EVENT DENMARK

Denmark’s growing reputation as a premier cycling event host nation 1,6 million spectators united in the festive celebration of cycling along the route as the Tour de France started in Denmark in 2022.

The celebrating the world’s greatest cycling race, the Tour de France, in one of the greatest cycling nations, Denmark. And, with the bonus of celebrating the winner, Danish Jonas Vingegaard in front of 50,000 cheering Danes at the city hall in Copenhagen.

D

enmark’s passion for cycling is not limited to the Start of the Tour de France. The nation’s commitment to hosting major international cycling events extends to various disciplines within the sport, reflecting a deep-rooted love for cycling. Next year in Denmark, cyclists and riders will unite, qualify and participate in the UCI Gran Fondo World Championships.

Denmark bids for both a World Tour for men and women 2025-2027, and the 2029 UCI Road World Championships. Alongside Denmark’s bid for the 2029 UCI Road World Championships and the World Tour, the country has also demonstrated a strong commitment to hosting the 2024 UCI World Track Championships, and the 2025 UCI BMX World Championships.

Denmark’s cycling legacy Denmark’s affinity for cycling is deeply ingrained in its culture, dating back over a century. Beyond the road races, the country has embraced cycling across various disciplines, making it a hub for both professional and recreational riders.

Whether it’s road cycling, track cycling, or BMX, Denmark has consistently produced world-class athletes and offered a conducive environment

for enthusiasts to thrive. With a comprehensive network of cycling paths and a fervent cycling community, the country’s dedication to the sport is unparalleled.

The national sporting event organization, Sport Event Denmark, has been part of the journey for more than 15 years from the early stages of the bidding process over the preparation stages to the staging and evaluation.

In 2011, Denmark hosted the UCI BMX World Championships in Copenhagen, providing riders with a world-class track and enthusiastic spectators.

In 2025, the event returns to Copenhagen. Hosting the World Championships underlines Denmark’s dedication to promoting BMX and fostering the next generation of riders. The successful organization of the event in 2011 and the upcoming hosting of the 2025-edition is another testament to the country’s commitment to different cycling disciplines, not just road cycling.

“Sport Event Denmark has been an integral part of the ride for more than 15 years, accompanying Danish national federations and host cities from the early stages of the bidding process through to meticulous preparation, event staging, and rigorous evaluation. Together, we’ve cemented Denmark as a global cycling hub, and we’re ready to pedal into an even more

www.hostcity.com | WINTER 2023

25

SPORT EVENT DENMARK

Track: The Danish Cycling Federation

exciting future,” said Lars Lundov, CEO, Sport Event Denmark.

Promoting cycling in all its forms Denmark’s bid to host the 2029 UCI Road World Championships is a continuation of its tradition of promoting cycling in all its forms. The prospect of hosting the road championships, alongside the track and BMX events, solidifies Denmark’s reputation as a cycling haven. The 2029 bid is backed by strong government support, as well as a comprehensive plan that includes well-designed race routes, logistical support, and a commitment to sustainability, all aimed at ensuring the smooth conduct of the event.

“Denmark’s bid to host the UCI Road World Championships in 2029 and the ambition to host a World Tour for men and women 2025-2027 is a testament to the country’s commitment to cycling.

The events would provide a perfect platform to showcase Denmark’s scenic landscapes and well-maintained cycling infrastructure. Hosting the Championships

and World Tours would not only boost the country’s tourism but also brand Denmark as a sporting event nation and destination.

Finally and foremost, Denmark will offer the World of Cycling the very best staging for the benefits of riders, teams, and spectators,” said Lars Lundov.

Denmark the hub of Scandinavia Denmark is easy to get to and easy to get around in. Denmark’s geographical location further underlines its position as a prime host for various cycling events.

Its proximity to cycling powerhouses like Belgium, the Netherlands and Germany offers easy access for participants and fans alike.

Denmark’s unique geographical location in Northern Europe is a key factor in its ability to host a wide array of cycling events. Nestled amidst Belgium, the Netherlands, and Germany, Denmark’s position is strategically advantageous. This proximity offers cycling enthusiasts and professionals easy access to international events, fostering an environment that

26 WINTER 2023 | www.hostcity.com

Grand Depart Copenhagen 2022 Team Presentation in Tivoli). Credit: Lars Møller

SPORT EVENT DENMARK

Grand Depart Copenhagen 2022 (Vingegaard). Credit: Pernille Kingo

FACT BOX Upcoming cycling events in Denmark 2024 UCI Gran Fondo Svendborg.

08/06/2024 - 09/06/2024 | City: Svendborg 2024 UCI Gran Fondo World Championships.

28/08/2024 - 01/09/2024 | City: Aalborg 2024 UCI Track World Championships.

16/10/2024 - 20/10/2024 | City: Ballerup 2025 UCI BMX World Championships.

July 2025 | City: Copenhagen Bidding for 2025-2027 World Tour, Men & Women, Copenhagen

JONAS VINGEGAARD “I’m speechless. It’s fantastic that so many people have come to celebrate me for my victory. This is definitely something I will remember for the rest of my life.” (July, 26, 2023)

2029 UCI Road World Championships

encourages collaboration and competition.

Denmark’s efficient and wellconnected transport network ensures that participants, spectators, and their equipment can move seamlessly from one event to another. International airports and a comprehensive train system make it easy for riders and fans to traverse the country, creating a cohesive and interconnected cycling community.

Denmark’s commitment to sustainability extends to cycling events as well. Efforts are made to minimize the environmental impact of these events, showcasing the country’s dedication to responsible event hosting. Sustainable initiatives include waste management practices, and a focus on minimizing the carbon footprint of the championships.

Denmark equals cycling events “With Denmark’s rich cycling history, government support, and strategic location, Denmark is well-positioned to create memorable and successful events, inspiring the global cycling

community and bringing the UCI Road World Championships back to the scenic Danish landscape. Should Denmark’s bid be successful, it will not only be a celebration of cycling but also a showcase of Denmark’s commitment to hosting world-class sporting events. Denmark equals cycling events,” concluded Lars Lundov, CEO, Sport Event Denmark.

“Denmark equals cycling events” is not just a statement; it’s a testament to Denmark’s unwavering commitment to hosting and celebrating the world of cycling. With a legacy that spans over a century, Denmark has become synonymous with cycling events, showcasing excellence in various disciplines. The Danish passion for the sport, coupled with their strategic location in Northern Europe, has turned Denmark into a global hub for cyclists and riders, both amateur and professional.

As we look ahead, Denmark’s reputation as a premier host nation for cycling events continues to grow, promising an even more exciting and dynamic future for the cycling community worldwide. n

www.hostcity.com | WINTER 2023

27

EVENT ATLANTIC

Creating memorable and impactful experiences Host City caught up with Stefanie Turner, Executive Director, Event Atlantic to find out how events are bringing about positive change in the region

H

ost City: How important are events for tourism and economic growth in Atlantic Canada?

Events are fundamental drivers of tourism and economic growth in Atlantic Canada. They serve as magnets, attracting visitors from various regions, both nationally and internationally. These visitors contribute significantly to the local economy by spending on accommodations, dining, transportation, and other goods and services. Events generate revenue not only through ticket sales but also by promoting local businesses and products while enhancing the region’s marketability.

Furthermore, events create jobs and stimulate investments, providing a vital boost to the economy of Atlantic Canada.

Host City: How would you describe the social and cultural impacts that major events can achieve?

Major events have the power to transform communities socially and

culturally. They foster a sense of pride and unity among residents, encouraging active participation and volunteerism.

These events celebrate the unique cultural heritage of Atlantic Canada, showcasing its traditions, arts, and culinary delights.

They provide a platform for local artists and musicians to display their talents, preserving and promoting the region’s cultural identity. Major events often incorporate educational components, raising awareness about local history, environmental conservation, and social issues, contributing to a more informed and socially conscious society.

Host City: How important is partnership work for you as an organization? What are your key relationships and how do you go about nurturing them?

Collaborative partnerships are vital for Event Atlantic’s success. We engage in close cooperation with various

28 WINTER 2023 | www.hostcity.com

government entities at the federal, provincial, and municipal levels, as well as national organizations such as Sport Tourism Canada and Festivals and Major Events. Our collaborations extend to venues, community organizations, the local supply sector, and dedicated sponsors, all of whom play a crucial role in ensuring the success of our organization and the events hosted by our members.

Establishing strong relationships with these stakeholders is built upon principles of open communication, mutual respect, and shared objectives. We actively involve our partners in our organization’s growth planning process through our ‘Meeting of the Minds’ working groups. We publicly recognize their valuable contributions via our Excellence Awards Program and create networking opportunities and collaborative sessions at our annual Event Summit. Additionally, we host regular meetings with our federal and provincial partners, fostering connections not only

EVENT ATLANTIC

between us and them but also among the partners themselves.

We firmly believe in the power of mutual learning, acknowledging that everyone has something valuable to share. Our partnerships serve as platforms for this reciprocal education, driving the entire industry forward through shared knowledge and experiences.

Host City: The theme of Host City 2023 is “Driving and Reacting to Change.” What are the major changes that are impacting event hosting in Atlantic Canada?

Certainly, the landscape of event hosting in Atlantic Canada is undergoing significant transformations due to several key factors. There is a heightened emphasis on sustainability and environmental responsibility, with event organizers increasingly adopting ecofriendly practices and initiatives to reduce their ecological impact. Additionally, the integration of technology has become a prominent trend, enhancing the overall event experience for attendees and expanding the reach of events to a larger audience.

Furthermore, there is a growing focus on inclusivity, diversity, and social responsibility, with events becoming platforms to celebrate various cultures and traditions. However, challenges such as staffing and volunteer shortages pose hurdles in organizing these events

towards a more sustainable, inclusive, and impactful direction.

effectively. Moreover, inflation has impacted budgeting and financial planning for events, requiring careful consideration of resources.

Another noteworthy change is the extension of the event hosting season into shoulder months, allowing for more diverse and year-round event opportunities. Alongside this, there is a positive shift in perception, with increased recognition of the positive impact that event hosting can have on the local community. Communities are understanding the economic and social benefits, fostering a more supportive environment for events.

In this evolving landscape, sponsors are also changing their approach, preferring experience over exposure when approached for support. This shift indicates the importance of creating meaningful and engaging event experiences that resonate with both sponsors and attendees, emphasizing the value of the event beyond mere visibility. These collective changes are shaping the future of event hosting in Atlantic Canada, driving the industry

Host City: What kind of changes are you looking to bring about as an organization?

Event Atlantic is dedicated to instigating positive change within Atlantic Canada. We are actively working towards establishing stronger hosting partnerships among neighbouring municipalities and provinces, shifting from traditional competition to collaborative efforts. This approach will pave the way for Atlantic Canada to host larger-scale events, contributing significantly to the region’s growth.

Our focus lies in supporting the creation of memorable and impactful experiences for event attendees.

Concurrently, we are committed to fostering a more sustainable, inclusive, and socially conscious event landscape in Atlantic Canada. To achieve this, we will continue to provide extensive professional development opportunities tailored to current industry needs, develop essential resources for the Atlantic Canadian event industry, actively promote the region, and continue to celebrate the contributions of those individuals and organizations that enhance the success of events in Atlantic Canada. Through these initiatives, we are determined to elevate the event industry in the region and leave a lasting positive impact on Atlantic Canada. n

www.hostcity.com | WINTER 2023

29

COMPANY PROFILES

REDEFINE CUSTOMER ENGAGEMENT WITH AI CHAT Satisfi Labs is the leading conversational AI platform for the sports, entertainment, and tourism industries. We’ve built AI chat solutions for over 450 organizations, becoming the goto solution for those seeking dynamic, twoway interactions with their audience to drive engagement and revenue.

With support from prominent investors such as Google and the MLB, Satisfi Labs collaborates with a diverse range of brands, including university sports departments like the Florida Gators, iconic sports leagues such as the MLB, NHL, and Premiership Rugby in the UK, renowned venues like Madison Square Garden and the O2 Arena, as well as destinations and attractions like Visit Greater Palm Springs, BST Hyde Park, and the Los Angeles Zoo.

•

Drive Staff Efficiency: Make it easier for your staff to handle questions throughout the year and during peak events and seasons.

Our AI Chat drastically reduces the strain on customer support teams by handling more than 90% of user inquiries and directing only critical queries to your staff, allowing them to manage more complex and revenue-driving conversations.

•

Collect Unique Data: Gather unique data based on the questions customers ask. Our proprietary intent indexing allows you to harness zero-party data and insights, making it easier for business units to identify digital communications gaps and influence decisions based on direct customer inputs.

Powered by our proprietary Context NLP and LLM technology, Satisfi Labs makes brands AI-ready.

Our patent-pending chat experiences enable our partners to: •

Embrace the Conversational Shift: Customers expect on-demand, two-way conversations, 24/7. Our AI Chat ensures those conversations are automated, consistent, and scalable. With on-brand messaging across multiple digital communication channels, first-time guests will quickly become brand loyalists.

COMPANY WEBSITE: WWW.SATISFILABS.COM

30 WINTER 2023 | www.hostcity.com

Satisfi Labs’ AI Chat solutions exceed customer expectations with conversational AI solutions that are built for your industry, by your industry.

COMPANY PROFILES

Aggreko is a world-leading provider of mobile modular power, temperature control and energy services. We are committed to powering progress, delivering energy anywhere it’s needed so businesses can grow and communities can thrive.

Our expert team of over 6,000 employees in 80 countries operates at the forefront of a rapidly changing energy market, delivering flexible, cost-effective and low emissions solutions for our customers around the globe. As sector specialists, we’ll use our deep expertise to work with clients to ensure they have the right choice of energy and specialty rental applications to improve their productivity today and help them move towards a more sustainable future.

We are innovation leaders, always looking to employ the most efficient technologies for

our clients while delivering the highest level of reliability. Our solutions comprise thermal generation using a broad range of fuels, including greener options such as hydrogenated vegetable oils (HVO) and hydrogen, alongside renewable energy generation such as Solar PV and battery storage.

Our rapidly deployable equipment and our expert people are delivering global spectacles, reaching the biggest audiences worldwide. We have a strong track record of delivering global events such as the 2023 Ryder Cup in Italy, 2023 FIFA Women’s World Cup in Australia and New Zealand and 2020 Summer Olympics in Japan.

We are committed to reaching a 30% reduction in the emissions intensity of our energy solutions by 2030 and becoming net zero across all our own business operations by 2035.

COMPANY WEBSITE: WWW.AGGREKO.COM/EN-GB/SECTORS/EVENTS www.hostcity.com | WINTER 2023

31

COMPANY PROFILES

The Florida Sports Foundation, a 501(C) 3 nonprofit corporation, is the official sports promotion and development organization for the State of Florida. It is charged with the promotion and development of professional, amateur, recreational sports, and physical fitness opportunities that produce a thriving Florida sports industry and

environment. With a seemingly endless list of sporting ventures and venues, the Florida Sports Foundation strives to promote Florida’s unique sports industry. The Foundation’s staff is dedicated to serving the needs and interests of Florida’s sports community and assists with all questions concerning Florida sporting activities and issues.

COMPANY WEBSITE: PLAYINFLORIDA.COM

Take a timeout from your usual vacation spots and tackle your next BIG adventure on Florida’s Sports Coast. Located in Pasco County, we’re the perfect place to score unique experiences and one-of-akind attractions. With so much to see and do here, every play you make during your trip will be jampacked with new adventures and unforgettable memories—filling your vacation with legendary stories, not just souvenirs.broadcast innovations, and in-stadium attractions that elevate the overall entertainment experience.

COMPANY WEBSITE: FLSPORTSCOAST.COM

32 WINTER 2023 | www.hostcity.com

CONTACT: Consuelo Sanchez Tourism Assistant Director Experience Florida’s Sports Coast Cellphone: 813-770-4343 Cbsanchez@flsportscoast.com

COMPANY PROFILES

The Greater Miami Convention & Visitors Bureau is the official, accredited destination sales and marketing organization for Greater Miami and Miami Beach. A global sports, leisure and business destination that delivers culturally rich, diverse, and innovative experiences inspiring boundless

passion in visitors and residents alike. Our mission is to generate travel demand to Greater Miami and Miami Beach, to maximize economic impact to our community, ensure industry resiliency, and elevate the resident quality of life.

COMPANY WEBSITE: WWW.MIAMIANDBEACHES.COM

A city and region beating at the heart of the country, full of innovators, creators and achievers proudly making our mark. As a region that has attracted incredible investment and regeneration over recent years, we sit firmly on the world-stage as a destination to be seen.

to host major sporting events. As a strategic arm of the Birmingham and the West Midlands Convention Bureau, an organisation that is designed to attract events to the region, we’re the experts in facilitating world-class events that will leave a lasting impression.

The Birmingham and West Midlands Major Sporting Events team has one guiding objective: to promote the region as a leading destination

The Birmingham and West Midlands Convention Bureau is a division of the West Midlands Growth Company’ at the bottom of the profile.

COMPANY WEBSITE: WWW.MEETBIRMINGHAM.COM/MAJOR-SPORTING-EVENTS

www.hostcity.com | WINTER 2023

33

COMPANY PROFILES

Sport Event Denmark is the national sports event organization, established and supported by the Danish Government.

Through our close collaboration with Danish host cities and national governing bodies, we ensure that each event builds on the success of the previous ones.

We create value by Uniting People through the hosting of world-class sporting events, including World and European Championships and major congresses across a variety of sports.

With over 250 events hosted in the last decade, Denmark stands proud as one of the leading international sports event destinations in the world and as a valued partner to the global sports industry.

COMPANY WEBSITE: WWW.SPORTEVENTDENMARK.COM

Wonderful Copenhagen is the official tourism organisation of the Capital Region of Denmark, working to promote and develop both leisure and business tourism and attract major events.

COMPANY WEBSITE: WWW.WONDERFULCOPENHAGEN.COM

34 WINTER 2023 | www.hostcity.com

COMPANY PROFILES

Welcome to Edmonton, Alberta, where we pride ourselves on going bigger, better, and bolder when it comes to hosting your events. Edmonton has garnered an impressive reputation as a premier host city for major events, ranking second in Canada and an impressive 38th globally. Our dedicated team at Explore Edmonton’s Sport & Culture division is at the forefront, tirelessly attracting, nurturing, and supporting over 50 world-class sport and cultural events each year. From thrilling triathlons to gravity-defying Stadium Big Air Snowboard competitions, Edmonton eagerly embraces a diverse range of experiences.

Our success story is woven together by a robust network of partners, including our close-knit collaboration with the City of Edmonton. This partnership goes beyond mere cooperation; it involves securing essential political and financial support, meticulously orchestrating logistics, and ensuing our event partners connect with precisely the right people.

In Edmonton, we don’t just host events; we create unforgettable experiences, and we invite you to be a part of this remarkable journey.

COMPANY WEBSITE: EXPLOREEDMONTON.COM/INDUSTRY/SPORT-CULTURE

Are you looking to promote your product to potential buyers across the world at a trade fair? Or are you perhaps interested in staging a live event in front of thousands of people? We are an experienced logistics partner that can support your ambition and help you bring your event plans to life.

support the planning, coordination, and logistical requirements of your project. Our deep experience makes us well equipped to handle transportation of different types of products, different speed requirements, including time-critical, as well as diverse locations.

As the official logistics partner to numerous major trade fairs and exhibitions across the world and the designated official freight forwarder and customs broker for premier international sporting events, we know what it takes to deliver on the big stage.

Our team of over 250 professional experts have deep-rooted experience in all fields of the exhibition and event industry from product launches to orchestra tours.

Spread across 35 specialised offices globally, our network offers a complete range of services to

Whether your project is a major sporting event, high-tech product presentations, national or international shows, our team can support.

COMPANY WEBSITE: UK.KUEHNE-NAGEL.COM/EN/-/SERVICES/EXPO-EVENTS-LOGISTICS

www.hostcity.com | WINTER 2023

35

COMPANY PROFILES

As an event hosting membership-based organization, Event Atlantic represents the needs of diverse event hosting industry stakeholders in Atlantic Canada. While staying true to core values—community, fun, diversity, excellence,

credibility, and sustainability—Event Atlantic works with members to grow the event hosting industry in Atlantic Canada to increase the contribution to tourism and economic development.

COMPANY WEBSITE: EVENTATLANTIC.CA

Citec is a firm specialized in planning, design and management of transport systems.

With its team of transport engineers and planners, Citec is a recognized transport planning actor at European level. Thanks to its broad international activity, Citec can approach any kind of mobility challenge providing innovative and pragmatic solutions at the same time, to be always aside to its clients.

With more than 25 years of experience, Citec became a leading firm in the field of Large Event transport expertise over the last years, providing strategic advice and operational expertise to accompany Host Cities, Event Organizers and Owners from candidature and early stage planning, to event delivery and operations.

Its competence and reliability is proven by the longterm involvement on UEFA and Olympic projects. Citec is also active in the transfer of knowledge, observation

COMPANY WEBSITE: WWW.CITEC.CH/EN

36 WINTER 2023 | www.hostcity.com

programs, seminars and conferences, and capable to provide training to local authorities and event staff, or to moderate chair transport policy workshops.

Among the most relevant experiences Citec was involved into: UEFA Euro 2008, 2012, 2016, Winter Olympic Games 2006, 2014, 2026, Summer Olympic Games 2004, 2012, 2024, FIFA World Cup 2018 and Ryder Cup 2018, 2023 and as IOC expert for Summer Olympic Games 2020 Evaluation Commission.

Citec is the leading company of Citec Group, covering the whole scope of mobility, with its various expertise such as: event management, GIS solutions, transport planning and design, data treatment and digital solutions, logistics and asset management.

Multidisciplinary competences for a broad vision and to provide turnkey solutions around transport planning and events mobility.

COMPANY PROFILES

AIR RACE X a 5-Dimensional Motorsport that Transcends Time and Space AIR RACE X (ARX) is the next generation of motorsports, establishing an unprecedented innovative competition format and spectator style through a new racing format that combines actual flight with the latest augmented reality (AR) technology.

Eight of the world’s elite race Pilots race for six days in a remote format qualifying round of heats at locations around the world. This format is called “digital rounds”. The pilots each follow the same racetrack as that of the final race day held in Shibuya, Japan.

The race times and location are mapped using a Remote Data Unit, (RDU) with data and video uploaded to ARX headquarters after each flight.

These times are shown publicly on the ARX website.

Pilots will also fly a semi-final and final race, these are kept confidential until the final race day, Sunday 15th October where pilots and aircraft are bought together in a 45-minute broadcast using life size AR planes using data from flown races and AR advertising and pylons through the streets of Shibuya.

Spectators can watch the pilots’ flights using (AR) technology on their mobile devices using the STYLY app in Shibuya, Tokyo, at selected event areas or worldwide live broadcast and/or live streaming on YouTube.

COMPANY WEBSITE: WWW.AIRRACEX.COM

SlamBall is a one-of-a-kind sports and entertainment property with a rich history of success in the United States and in markets around the world. SlamBall is a compelling hybrid combination of the best elements of basketball, football and hockey, infused with the essence of a video game come to life.

The game is lightning fast, non-stop, actionpacked and perfectly suited for how modern fans

want to experience sports. It’s a compelling live experience and ideally suited for live broadcasts, highlights and social media.

SlamBall just had an enormously successful relaunch in Las Vegas in the Summer of ’23, has a multi-year partnership with ESPN to broadcast all of its games in the U.S and will begin bringing live events globally starting in late 2024.

COMPANY WEBSITE: SLAMBALLLEAGUE.COM

www.hostcity.com | WINTER 2023

37

COMPANY PROFILES

on Asia, USA, Middle East, Brazil, FONTSConcentrating NAMES :

#2e58a6

MexicoEthnocentric and Europe, IPSEM Squared is a boutique sports QTypeSquare-Book and events agency with a target focus on #01a0c6 Brands, Right Holders, Venues, Local Authorities, Suppliers, Sports Federations and Investors. ‍We deliver Commercial, Marketing Services, Event Delivery (Operations) and Support Services.

We focus on better outcomes for our clients in the sport, event and entertainment industries by leveraging our world-leading experience,

intimate knowledge and established relationships to maximise the success of our client’s events.

We do this through the provision of unexpected revenue generation, marketing and world-class event operations services where our customers will gain the benefit of our Global Tier 1 event experience. This, combined with using our global network to service clients allow us to operate with limited overheads, deploy globally at scale, all the while offering unique products that larger organisations cannot

COMPANY WEBSITE: WWW.IPSEMSQUARED.COM

AIPH, the International Association of Horticultural Producers, with a mandate by international convention, is the globally recognised body for approving International Horticultural Exhibitions. Lasting up to six months and covering areas from 25 to 500 hectares, these spectacular public-facing events are held in cities around the world to promote the beauty and benefits of plants in the built environment.

Engaging communities and raising the appreciation of plants and flowers, AIPH approved exhibitions are inspiring and educational. They boost city economies and infrastructure, increase tourism and future visitation, encourage foreign trade and international investment, create positive financial impacts and leave a memorable and lasting legacy for the city.

International Horticultural Exhibitions attract many international participants and millions of visitors, and provide a wonderful opportunity for a city to showcase its green and sustainability credentials through the delivery of a beautiful, major, international event.

International Horticultural Exhibitions are organised with the expertise, advice and guidance of AIPH. AIPH connects organisers to the best support network and community, ensuring an AIPH approved exhibition is an enjoyable and world-class success.

COMPANY WEBSITE: AIPH.ORG/EVENTS/EXHIBITIONS

38 WINTER 2023 | www.hostcity.com

GLOBAL PRESENTING PARTNERS AND HOSTS

SPONSORS AND PARTNERS HEADLINE SPONSOR

OFFICIAL USA DESTINATION PLATINUM PARTNERS

GOLD LEVEL DEVELOPMENT AGENCY PARTNER

GOLD SPONSORS

OFFICIAL LOGISTICS PARTNER

DESTINATION PARTNER

EVENT OWNER INNOVATION PARTNERS

SILVER SPONSOR

TRANSPORT AND MOBILITY PARTNER

INNOVATION PARTNERS

MEDIA & SUPPORTING PARTNERS

GLASGOW SCOTLAND