Shetland Events and Festivals Strategy

Transcription

FINAL REPORT - SEPTEMBER 2010
A Strategy For
Events & Festivals
In Shetland
THE FERRERS CENTRE • STAUNTON HAROLD • ASHBY DE LA ZOUCH •
LEICESTERSHIRE LE65 1RU
Contents
Why Events & Festivals?
Section 1
Current Situation
Section 2
Timing of Events and Festivals
Section 3
Shetland Events and Festivals Statistics
Section 4
Stakeholders
Conclusion
Venues and Support Services
Section 5
Organisation
Section 7
Evaluation
Section 8
The Tourism Context
New Events and Festivals
Some Conclusions and
Strategic Background
Section 9
Section 10
Some Conclusions and Recommendations
Section 12
Consultations and Publications
Appendix
Section 6
Section 11
It has been a privilege for us to prepare this strategy for the Shetland
Islands Council and to meet so many people with different opinions
and passions about Shetland, its events and festivals. A special
thanks to Neil Henderson, Kevin Moreland and Nicola Halcrow.
We would also like to express our thanks to Shetland Islands Council,
Promote Scotland, Billy Fox Photography, Dennis Coutts and
The Shetland Times for granting permission to reproduce some of the
Illustrations and photographs used within this report.
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Why Events and Festivals
1.1
Section
1
INTRODUCTION
Our vision is to see Shetland’s many assets fully mobilised bringing new visitors to enjoy what
Shetland offers. Its events and festivals will be acting as beacons that highlight unique
opportunities to those on the mainland who cherish what Shetland offers.
To get them to come they need to know about what is on offer. Some have been briefed
through the exposure of Shetland’s natural world on television by personality Simon King.
Heritage is less well known but can develop to challenge Orkney. Fishing is said to be Britain’s
biggest participant sport and Shetland‘s brown trout lochs and its surrounding seas are little
known but excellent resources. Walking is booming and walkers have a thirst for different
locations and new festivals. The UK Folk Music scene continues to grow and Shetland offers a
feast of music especially if a visit coincides with one the many festivals.
Like the mobile phones – whatever the market wants “Shetland has an APP for it”.
The strategy is about using what Shetland already has, to bring new visitors to fuel growth. It is
not about throwing away what is operating successfully and contributing to the quality of life in
Shetland.
1.2
WHY EVENTS AND FESTIVALS ?
‘EventScotland’ has no specific definition of what is an event or festival, nor any set criteria for
an event to be classed as major. What is major in Shetland may not be so in Glasgow. Criteria
should be set to meet strategic objectives. For this study in Shetland we have defined Events
and Festivals as occasions, usually lasting no longer than two weeks, that celebrate particular
themes. They usually happen annually but others are less frequent and the very large
gatherings such as Hamefarin are less regular. They focus on the chosen theme bringing
together people to participate in the event or to attend as spectators. They are usually
Shetlanders but can also be visitors motivated to come to Shetland specifically for the event or
festival. Many of the events focused primarily on a local audience also attract those in
Shetland on holiday, hence improving the visitor experience. Some events attract no audiences
and only involve participants – often sports tournaments.
Shetland has some remarkable events. Up-Helly-Aa, an event designed almost wholly for the
local people, has always been a stereotype of Shetland and now through internet reaches a
huge worldwide audience. The Shetland Folk Festival is now reaching out to new audiences
from “away” but maintains its policy that it is a local event for local people. It demonstrates what
has been christened “Island factor” by a prominent Shetlander. It provides Shetland people with
top line artists from the mainland and overseas, with some public sector funding support which
is justified because it maintains the high quality of life that Shetland offers, and that took it into
the top 5% of European places. Other events on the calendar achieve the same result in
differing ways. Overall it is a huge operation organised by local volunteer committees and
helpers.
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Why Events and Festivals
Section
1
The organisational capabilities of Shetland people are remarkable. The Classic Motor Show
takes place every two years and it involves historic vehicles and exhibits coming to Shetland to
create, with local participants, a great exhibition in Clickimin Centre. It’s a colourful occasion
that reaches out into the country with the vehicles touring and visiting the community halls for
lunch!
While the Folk Festival and others draw upon Shetland’s musical heritage, others are asset
based and take advantage of the place itself. The Shetland Nature Festival has a unique
platform and the Brown Trout and Viking Sea Angling Festivals draw on huge resources of fish.
Sports events can be based at the fine indoor and outdoor facility at Clickimin Centre which
includes a legacy of the 2005 Island Games event.
Shetland Arts, an independent charity funded by the Shetland Charitable Trust and the Scottish
Arts Council (now Creative Scotland), has not only encouraged many local festivals but also
acted as an innovator with its successful Wordplay–festival of literature, Screenplay–a festival of
films, and Fiddle Frenzy, a top quality fiddle school which has involved students around
Scotland and beyond.
Events and festivals are an excellent way of highlighting the special resources and attributes of
a place. They focus interest and can demand wide media attention for a short period, especially
when something very special is included, or it is personality led. The involvement of Simon King
has already given the Festival of Nature prominence and there is the potential for much more.
His endorsement and enthusiasm must increase the value of Shetland in viewers’ minds and
facilitate the achievement of the Shetland Islands Council’s principal policy aim which is to
attract people to Shetland to live and work thus giving a much-needed increase in population.
Shetland Islands Council has taken the bold step in creating 'Promote Shetland', an
organisation focused on encouraging trade, talent, inward investment and tourism. Events are
important for a variety of reasons however priority is given to events that bring people to
Shetland and to those that have the potential for further development.
In addition 'Promote Shetland' will provide a broadcast platform for key Shetland events to
provide access to a global audience of ex-pats, previous visitors and aspiring visitors to further
promote Shetland as a desirable place to visit, live, study and do business with. A strategic
approach to online broadcasting has been adopted by Shetland Arts and Promote Shetland in
recognition the benefits of the Internet brings to a small island community with a growing
creative sector.
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Shetland Events & Festivals - Current Situation
2.1
Section
2
BIDDING EVENT - ISLAND GAMES
Dates:
An event to bid for in competition with other islands. Shetland had the
Games in 2005 (9-15 July) and ran them successfully but with
considerable demands put on the officers and volunteers involved (1000
volunteers)
Venue:
Clickimin outside and inside facilities were the main venues and were
improved especially for the Games. It has left a considerable legacy of
facilities for various sports. Sailing was at Brae and other venues outside
Lerwick were used for various sports. Considerable knowledge of the
needs of all the sports was acquired. The greatest legacy was knowledge
and experience.
Event:
There were 2328 participants including officials and the admin. team.
Spectator numbers were limited by the lack of accommodation which was
taxed and unable to take visitors in any numbers – perhaps 500 in
addition to participants. In all, at least 2500 beds were required directly
by the event.
Finance:
The cost rose substantially at the end due to the cost of the two cruise
liners needed to provide bed space. Overall EventScotland gave £98,000
and the Shetland Islands Council contributed £1.4 million. An amazing
level of sponsorship was found in Shetland – about £400,000.
Plans:
No plans exist to bid for another Island Games. The facilities and
knowledge now exist in Shetland but the accommodation position is not
improved over 2005. The cost would again be considerable but not out of
line with other event activity currently planned. Would another Games
meet Council priorities? Would there be sufficient enthusiasm within the
corps of people who made it happen in 2005? Perhaps something for the
2020’s.
2.2
BIDDING EVENT - TALL SHIPS EVENT 2011
Dates:
This itinerant event has been secured for Lerwick for 4 days, 21-24 July
2011
Organisers:
A special company has been formed to run the Shetland visit and also
market the Greenock to Shetland cruise. This is a Shetland company
handling the franchise fee to be paid by the host port. It has an office
operating in Lerwick.
Event:
The spectacle of 71 Tall Ships filling the harbour would normally attract
huge numbers of people but the estimates for Shetland are modest. The
million person audience secured for the Tall Ships in English ports is not
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Section
2
feasible in Shetland. The ships will bring over 3,000 crew and youth
trainees. 3,000 visitors are estimated including 500 from outside
Shetland. Apart from accommodating the vessels the host port must
mount an attractive social programme of high quality for the visiting
events.
Marketing:
Not yet planned but perhaps the estimated 500 visitors can be increased.
This is a key task.
Finance:
The cost is £1.6 million. £0.4 will come from private sponsors and £1.2
million from Shetland Islands Council.
Policy:
An event to increase the image of Shetland so it is dependent on a major
media effort and maximising visitor members.
2.3
MAJOR OCCASIONAL EVENT - HAMEFARIN
HAMEFARIN SOUVENIR GUIDE 2010
SHETLAND HAMEFARIN 2010
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Dates:
14-27 June 2010. There has been a sequence of Hamefarin events in
1960, 1985, 2000 and 2010. It is an occasional event generated by the
Shetland Islands Council.
Organisers:
Shetland Islands Council Economic Development Unit staff, backed by
Hamefarin Committee
Event:
To encourage Shetlanders living away to return to their homeland. A
programme of events, exhibition and tours will be on offer with special
features such as Clickimin dance and the Viking Parade. It will overlap
Flavour of Shetland. There will be a Member Club at Islesburgh for
visitors to socialise. Visitors receive discount offers.
Marketing:
Web site. Leaflets. Newsletter (by web). Contacts with the Family History
Society and History Group. Media work in Australia, New Zealand,
Canada etc
Finance:
Funded by Shetland Islands Council with budget of £112,000. It is
expected to have 500 people visiting – with anticipated stay of 14 days,
who will spend £400,000 plus transport spend of £100,000.
Plans:
No forward plans
Policy:
Should this be linked to the operation to bring back people to Shetland
permanently?
Consider a further Hamefarin for 2014 as part of the next Scottish
Homecoming year which is also Commonwealth Games year.
2.4
YOUNG FIDDLER OF THE YEAR
Dates:
24/25 April 2009 on annual basis
Organisers:
The Shetland Folk Society has been the organiser from the start of the
event. The Roll of Honour shows many famous names in its lists from
1982 to date. Distinguished fiddle players continue to give it support, with
Aly Bain a judge for 2010
Venue:
The Garrison Theatre is the venue for both the competitions and the
Saturday evening concert. Special advice is provided by local organiser,
Davie Gardner
Capacity:
The event operates near to capacity. 118 competitors are listed in the
2009 programme and it is reported that the final concert is normally filled
to capacity.
Type:
Young Fiddler of the Year is a Shetland event for local people
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Marketing:
Self-marketing. A simple programme is produced
Policy Fit:
Strong links to the education system. It is part of the development
process for young Shetland fiddle players and often a step towards
performing elsewhere. It has the support of the Shetland Charitable Trust
and Shetland Music Heritage who contribute to the cost.
Finance:
Cost of £3000 of which about £1700 comes from fees and concert tickets
with grant aid of £1300
2.5
SHETLAND COUNTRY MUSIC FESTIVAL
Dates:
2 - 4 October 2009 Annual - three years old event but club is 33 years
old
Organisers:
Shetland Country Music Club
Venues:
Garrison Theatre, Royal British Legion and country venues outside
Lerwick - 9 concerts held. Good attendances especially in Lerwick.
Type:
Caters at present for a Shetland audience. Relatively new event with
some incoming personalities, but not yet attracting visitors to come to
Shetland.
Marketing:
Locally but would like to be able to attract from outside by adding big
names to the programme
Numbers:
860 attended
Plans:
Would like
(1) to establish links with Caithness Country Music Festival
(2) to be able to bring in American names to generate mainland interest
(3) would consider appropriate mergers with other Shetland events
Finance:
Northlink support. Grant aid from Shetland Arts who in a recent letter,
commented on ticket price levels and the need to develop the programme
to appeal to new audiences.
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2.6
Section
2
SHETLAND FOLK FESTIVAL
SHETLAND FOLK FESTIVAL
Dates:
29 April to 3 May 2010 (over 5 days)
Organisers:
Shetland Folk Festival Society, a volunteer organisation mounted its 30th
Festival in 2010. Shetland Folk Festival Society Trust was established to
promote this annual festival of folk music, dance and culture. It aims to
showcase musical talent and culture from around the world alongside
Shetland’s own rich musical heritage.
Volunteer committee of 10 plus pool of 250 volunteers.
Venues:
The focus of the Festival is Islesburgh Community Centre which includes
the Members Club and it is the location for several events. Other events
use Royal British Legion, Shetland Hotel, various community halls and the
large hall at Clickimin.
Programme:
This is a major festival with recognition throughout the UK and beyond. It
involves 100 visiting artists and 200 local artists. The invited visitors are
asked to work hard on their visit with multiple appearances at main
concerts and other free events arranged for playgroups, school, special
needs etc
Capacity:
The Festival has offered 5200 tickets in recent years and sold virtually all
of them. This has meant that tickets have been very scarce and largely
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purchased by Shetland people. While the Society believes that it is
essentially an event for Shetlanders, they are happy to welcome visitors
and have just received grant aid from EventScotland to allow them to
grow the event and offer an additional 1000 tickets, targeted at visitors.
For this to be effective a suitable marketing and ticketing system is
needed.
Marketing:
To date marketing has not needed to be vigorous and that budget has
been tiny. If the Festival’s commitment to steadily develop visitor
audiences is to be fulfilled mainland markets will have to be targeted and
effective online sales arrangements put in place.
Finance:
In 2010 the Society expects a turn over of £134,000 of which £116,000
will be spent on staging the event and engaging the visiting artists.
Revenue comes £70,000 from tickets, merchandise, advertising,
sponsorship and £33,000 from public sector support. (Shetland Charitable
Trust, Scottish Arts Council, EventScotland). It will hopefully include
1,000 visitors in its total audience of 6,200 in 2010.
Issues:
(1) This is a very substantial operation and every possible help should be
given to its volunteer organisation
(2) Getting tickets to the visitor market could be greatly facilitated by
getting the Shetland Box Office online and persuading the organisers to
use an online facility.
(3) Is this event seasonally mobile? Is the conjunction with the Orkney
event important?
(4) A full evaluation could be helpful to the organisers and to the wider
event scene in Shetland- perhaps 2011
Plans:
No doubt the Festival will wish to consolidate the 2010 growth plans but
the UK Folk Festival market is huge and growing and there must be a
potential for continued growth. A possible constraint could be the fact
that it is volunteer–led and volunteer fatigue is a real danger. Should
future plans provide for key staff who are paid? This is a festival with a
huge potential for further development, subject to the wishes of the
organisers.
2.7
ACCORDION AND FIDDLE FESTIVAL
Dates:
8 -12 October (5 days)
Organisers:
Voluntary committee
Venue:
Festival Club at Islesburgh Community Centre (members and concerts)
Garrison Theatre (and an other venue ) for Sunday concert
Clickimin – dance
Community Halls at 10 places (using the concert/supper/dance formula)
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2
Event:
The Festival Club is based at Islesburgh and had 627 members in 2009.
The Garrison Theatre event is the final concert and the Clickimin dance
attracts 700. Total attendances are 2500 with about 210 visitors
motivated to come to Shetland by the event. It attracts 70 visiting artists
from the UK and overseas.
Finance:
Festival club membership and ticket sales, plus raffle and other fund
raising opportunities provide £34,400 of the total cost of £48,000. Public
sector funding of £12,000 is provided. Support is also received from
Loganair and through families hosting visiting artists.
Marketing:
No major promotion is felt to be needed in a close-knit market. The
organisers place an advert in “Box and Fiddle” magazine and used their
own mailing list of 1000. Steady growth. Programme produced. Special
Weekender Package offered to visitors.
Plans:
To maintain the number and quality of visiting artists. This festival has
great potential and further growth will be encouraged.
2.8
WORD PLAY - SHETLAND’S BOOK FESTIVAL
SHETLAND BOOK AND FILM FESTIVAL
Dates:
5 and 6 September 2 days An annual event that is 8 years old
Organisers:
Shetland Arts
Venue:
Islesburgh Community Centre using various rooms with 25 to 160 seat
capacity.
Event:
A festival of books and literature with high profile writers visiting the event.
Personality led attracting major writers and poets. It is an event for
Shetland people and does not bring visitors at present but efforts are
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being made to increase awareness beyond Shetland. Prices low. The
festival is backed by Creative Scotland. 29 sessions over the 2 days.
The attendance was close to 1,000.
Aim:





To broaden the impact of literature on the community at large and
develop the skills relating to writing and reading
To help individuals fully develop their creative potential
To PromoteShetland writing to a broader audience and increase
awareness of Shetland and Shetland writing outside the Islands
To provide opportunities for individuals to develop new relationships
and networks both professional and social.
To enrich cultural life in the community
Finance:
Visiting authors are paid the standard fee. Total cost £16,000. Ticket
income and private sponsorship leave £7,000 support needed from
Shetland Arts, private sponsor and Creative Scotland.
Plans:
Could consider activities and close contact with other UK Book Festivals
such as Hay on Wye, Wigtown and Sedbergh, could help generate
incoming visitors and further another interest. This event has
considerable potential as the popularity of literature festivals grows.
2.9
PEERIE WILLIE JOHNSON GUITAR FESTIVAL
GUITAR FESTIVAL
Dates:
18 - 20 September
Organisers:
Shetland Arts
Annual event over 3 days
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Venue:
Section
2
Lerwick Town Hall 120-160 seats
Some outreach at Bigton and Busta
Celebration of the guitar, with concerts and educational events: Dedicated
to the memory of William Johnson who pioneered the jazz influence
accompaniment style in Shetland music.
Event:
There were 4 visiting artists in 2009. The programme included
4 workshops, 5 concerts and a guitar show which together attracted about
1,000 people.
Finance:
2.10
Of a total cost of £7,900 of which £2,200 was funded through Shetland
Arts with balance from ticket sales and sponsorship.
SCREENPLAY - SHETLAND’S FILM FESTIVAL
Dates:
3 - 6 September
Organisers:
Shetland Arts with Shetland Film Club
Venues:
Garrison Theatre, Museum, Fair Isle, Whalsay, Northern Isles, West
Mainland
Emphasis on the venues outside Lerwick
Event:
Personality led by Mark Kermode. The programme involves the
screenings of films rather than workshops. 1448 attendees, including 422
outside Lerwick.
Objective is to encourage Shetland’s film makers and to stimulate film
audiences, anticipating Mareel. At present it is a local event but Shetland
Arts believe, with Mareel available, that it can become a major film
festival.
Finance:
Support for cost of £13,500 through Shetland Arts and various film
development bodies
2.11
FIDDLE FRENZY
Dates:
2 - 9 August (7 days)
Venues:
Garrison Theatre, Clickimin Centre, Islesburgh Community Centre, Voe
and Fetlar Halls
Organisation:
Shetland Arts
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2
Event:
Fiddle Frenzy is a Shetland fiddle school with top tutors working with
students over the week. In addition there is a programme of evening
concerts including top artists. The fiddle school is very popular and
included 120 players (60 visitors and 60 Shetlanders). The fiddlers pay
fees of £380 excluding accommodation/travel. Day students pay £35 a
day (£210 for 6 sessions).
Concert attendances were 2230. Total attendance 3180.
Another new brand to diversify the event involved 8 textile workers and
writers, and was introduced in 2009
Finance:
Cost £56,000 Shetland Arts and Scottish Arts Council provided £6,000.
There was a one-off contribution of £10,000 from EventScotland. The
balance from students and concerts revenue was £38,000
Plan:
Fiddle Frenzy School operates at capacity. Could the fiddle school
operation be repeated at another date? Can the textiles and writers
element be developed?
2.12
THE THOMAS FRASER MEMORIAL FESTIVAL
Dates:
11-14 November
Organisers:
Thomas Fraser Memorial Committee – volunteers
Venue:
Burra Public Hall, Hamnavoe
Event:
Personality–based festival with authentic acts of very high quality, not
normally available in Shetland. Concerts, exhibitions, CD launches and
gospel concert. In 2009 featured the National Theatre of Scotland
presenting a play based on Thomas Fraser’s life. Visiting artists come on
expenses basis and local artists do not charge. 600 people attend over
the 3 nights plus 250 for the Play.
Finance:
Cost is £12,000. Public support is £2,200 and the balance from ticket
sales, raffle etc. BBC did a documentary in 2008
Marketing:
Little needed. Web site popular among fans with a high level of Thomas
Fraser DVD sales. Advert in Shetland Times. It is said by the organisers
to be the “Fastest selling ticket in town”. Programme produced.
Policy:
Located in Burra. 70% of spend incurred with local business
Thomas Fraser has a wide following hence the web interest.
Small number of visitors but a Shetland event for a Shetland audience
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2.13 SHETLAND BLUES FESTIVAL
Dates:
3 - 5 Sept 2010 Annual event
Organisers:
Voluntary committee with company limited by guarantee
Venue:
Royal British Legion (3 concerts)
Scalloway Hall (1 concert)
Northern Lights, Brae (1 concert)
Sandwick and various pubs.
Event:
Main venue is the British Legion Hall with 3 events and 200 at each.
Scalloway has 80. Gradually building up an audience. At present largely
in early 20’s upwards. 1500 attenders. 30 people from mainland –
participants
Finance:
Cost of event is £6,500 Try to pay bands when possible. Grant of
£2,500 secured and Northlink are supportive.
Marketing:
Programme published for event
Seeking editorial visit by “Blue Matters”
Adverts in Shetland Times- cannot afford regular placements
Plans:
Want to be able to get visitors from ‘away’ and feel they need a named
American band to achieve this or a personality with a big name. A similar
objective to Country Music Festival.
2.14 SHETLAND COUNTY DRAMA FESTIVAL
Dates:
3-6 March 2010
Organisers:
Local Committee
Venue:
Garrison Theatre
Numbers:
4 performances attracting 1029 people
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2.15 SIMMER DIM BIKERS RALLY
Dates:
June each year. 4 days. Started 27 years ago
Organisers:
Venue:
Volunteers from Shetland
The base is in field at Vidlin close to the hall and shop
Tented event. Organisers have their own marquee (140x140) for 400
people. Community Hall used for music and catering.
Type:
Visiting bikers come by boat Thursday morning and join local bikers.
Visitors depart Sunday night. Rally organisers provide hot meals on 3
days, drink tickets, bands etc Bus trips offered. Charge £60 per person
inclusive. Would like to have portable showers available for them to hire
Numbers:
450 people (150 locals and 300 visitors)
Operated at capacity in 2009. Minimal need for marketing
Policy:
Locally organised and local involvement but also a substantial visitor
event. (300 visitors/1000 bed nights)
Finance:
Northlink support. Turnover and cost £27,000 plus all purchases including
fuel
Plans:
Niche market but probably at optimum size
2.16
VIKING SEA ANGLING FESTIVAL
SEA ANGLING FESTIVAL
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Dates:
4 days 18 - 21 August 2010
Organisers:
Scalloway Boating Club and Scalloway Sea Anglers
Association
Fish out of Scalloway
Venue:
Section
2
Event:
Competitive sea angling competition currently for 57 anglers in 2009, of
which 5 were visiting Shetland for the event. Capping the event at 66 for
2010 and this capacity has been filled.
Finance:
No special funding for Viking Festival.
Plans:
The current event has been revived by local initiative. The next step is to
consider further growth.
(1) Overcome lack of boats and club facilities and increase to 60 anglers
(including 20 visitors) then 100 anglers (40 visitors)
(2) Opportunities now exist to revive angling for big skate (used to be the
basis of international events in Highlands and Islands) at a separate
event.
(3) Opportunities to host a round of the European Federation of Sea
Anglers championship. It would be May or September and involve 90
anglers (10 bigger boats)
These would require modest levels of funding to secure the events and
support the initial years. It may be that the combined involvement of other
angling clubs would be needed.
We recommend consideration of a special initiative to take advantage of
these opportunities.
2.17
SHETLAND BROWN TROUT FESTIVAL
Dates:
12-15 May 2010
4 days
Organisers:
Shetland Anglers Association. Based at its own premises in Lerwick
Event:
4 days of angling. 3 evenings and 1 full day. Designed for Shetland
anglers. Of the 92 entries in 2009 only 6 were from outside Shetland
Finance:
No public support for the event. No sponsor at present for the Festival
Venue:
The 300/400 under-fished lochs in Shetland
Plans:
The club would consider growth to attract visitors. The Shetland trout
fishing is excellent and there are various top local anglers with 3 in the
Scottish team. There is considerable media interest in Shetland angling.
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Subject to the club being willing the event could be grown, or another
created and targeted at visiting anglers. Pump-priming funding would be
needed. The club has excellent equipment and plans for a hatchery
awaiting approval
2.18 SHETLAND’S STRONGEST MAN
Dates:
Previously held
Organiser:
Privately arranged in Shetland
Event:
At UK level the Strongest Man is huge television success and its format is simply
a series of tests of strength endurance. Usually 6 tasks that can relate to the
location and often are spectacular.
The past Shetland events were of local interest and involved 7-12 competitions, 5
from the mainland. They bring their entourage and have attracted up to 1,000
people at the pier venue in Lerwick.
Plan:
There is the potential to mount a round of one of the major championships. It
would cover 3-5 days and cost about £50,000. It would attract local spectator
interest but the main benefit would be television exposure of the event in the
Shetland setting. Further study could be useful, perhaps in the context of the
whole subject of much-televised adventure events for which Shetland has great
potential and which we refer to in the “new events” section of this report.
2.19
YACHT EVENT- ROUND BRITAIN AND IRELAND RACE
MARINA AT VOE
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Date:
Section
2
Every 4 years start 6 June
Organisers: Port Authority involved and Shetland Islands Council
Event:
Race for 48 two-handed yachts. Mandatory stop in Lerwick for 48 hours. The
event interests National Media. (Major article in yachting press in 2010)
Finance:
Support from Shetland Islands Council in 2010 was for £25,000 sponsorship and
£25,000 PR funding. There is no forward commitment.
Context:
This is part of Shetland’s effort to attract visiting yachts and motor cruises to
Shetland and part of an integral programme of exhibit the islands marinas at the
London Boat Show. Holiday yachts, attracted by the Race image bring a
reasonable level of spend and make multiple calls at Shetland’s marinas.
Plans:
Yacht numbers have risen from 349 in 2007 with the target 1,000 for 2010
season
2.20
YACHT EVENTS – BERGEN RACES
Dates:
Bergen Race – annual 24-28 June (at time of Flavour of Shetland on pier)
Organisers:
Local voluntary committee assist overall organisation. Lerwick Port
Authority are interested
Event:
Biggest race in the North Sea with 40 plus yachts (with crew of 4). 90%
of them are Norwegian. Yachts based in Lerwick for 4 days. It is a twoleg race and the prizes for the first leg are presented during the Lerwick
stay. Every second year a group of Dutch yachts joins the event. Yacht
personnel are said to remain on their boats most of the time though tours
of Shetland are offered on the website. Some interest by spectators.
Finance:
Seems to be self funding. Civic hospitality extended to the participants.
Plans:
No changes indicated. There is a feeling that the yacht crews could get
more involved in the town. This event must also contribute to the effort to
boost visits to Shetland by holiday yachts.
2.21
ADDITIONAL SPORT EVENTS
The Sports Development Unit has identified these additional initiatives.
Rugby Sevens: Every 2 years on a regular basis. 3 day event. 40 visitors in 2009.
Accommodation in a Hall. No major funding.
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SEPT 2010
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Section
2
Sea Kayaking: Every 2 years. Based at Bridgend Outdoor Centre, Burra. Various types of
accommodation . 50 visitors.
Fencing : North District Championships every 3 years in Shetland (August)
Local accommodation for 80 fencers.
Junior Inter County Sports: With Orkney. Alternative years. A 2-4 day event with 70/80 junior
partners and some followers. Accommodation in Youth Hostels or with families.
Other occasional events that have come to Shetland include Fireball Sailing (2003) World
Pool Championships (2002) and Netball.
No major sums have been involved. The Sports Development Unit believes the participation
events would be helped by having a standard all-in package (travel and accommodation) of
£100 from mainland Scotland. We believe it is essential to recognise that the cost of travel
inhibits participation events. While £100 is an attractive figure, if there is a real wish to bring
participants to Shetland, it may be too high. It should be negotiated, supported if necessary and
a 3 year initiative mounted to secure participation by groups from outside Shetland. This
initiative could be helpful to those events that were too small for any new Event Development
Fund.
2.22 UP- HELLY- Aa – LERWICK
Courtesy Up Helly- Aa Web Site
UP– HELLY – Aa FESTIVAL
Dates:
Last Tuesday in January each year
Organisers:
The Local Committee is a strong organisation that is active all year
preparing for the event. They are clear that this is a Shetland event
designed for local people who are involved year after year in the actual
squads and in the entertainment halls. They are happy to have visitor
interest but attracting visitors is not a priority for the Festival. They do
provide an opportunity to visit the Galley Shed through the summer period
to view an exhibition including a galley and the various costumes, artwork
etc. Visitor numbers are disappointing and this attraction merits
promotion.
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2
There is a big demand to be involved. A hierarchal system exists with
elected members gradually progressing to the two senior posts including
the procession leader the Guizer Jarl. It takes 15 years to work to this
position. Nobody can become a squad member until resident in Shetland
for 5 years.
Venues:
The Up-Helly-Aa base is the Galley Shed where all the construction is
done and meetings held. The procession is held just outside in the town
but there are 11 entertainment halls visited in turn by the 45 squads of
guizers who are additional to the Guizer Jarl squad. Each hall has up to
400 people in attendance. All halls are fully subscribed. The Guizer Jarl
squad also do a range of visits to schools, homes, the TA centre, clubs
etc
Numbers:
About 960 people are actively involved in the procession, 800 with
torches. Numbers at the halls are estimated to be about 4,500. Many
others are street spectators. Visitors find it difficult to obtain places at the
halls – perhaps 120 succeed. There is a view that this major event
should provide more opportunities for visitors.
Finance:
Fully self sufficient financially, receiving donations from local businesses.
Considerable personal expenditure is incurred preparing for the event and
afterwards at the succession of dances etc.
Policy:
A mega event image-wise which is increasingly projected around the
world using all the modern methods of communication. This presents
major opportunities for Shetland, without diminishing the very local nature
of Up-Helly-Aa.
Issues:
The Up-Helly-Aa operators will continue their event on the present basis.
They are not at all hostile to visitors but would not allow them to intrude.
(1) Many visitors are in Shetland for several days around Up-Helly-Aa. In
addition to the few that get “hall” places others just spectate and there
is a need to develop a programme of other activities before and after.
There was evidence in 2010 that this was beginning to happen.
Visitors in January are valuable and this is worthy of action to
maximise the value of the event.
(2) Visitors to the Galley shed are disappointingly low and should be
increased to make it a major attraction built around the event.
(3) The involvement of the Up-Helly-Aa members from Lerwick and the
various other regional festivals in other events in the summer should
be encouraged to broaden the impact of this iconic event.
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SEPT 2010
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Section
2
Regional Up – Helly - Aa Festivals
There are regional Up-Helly-Aa festivals around Shetland at 9 locations in addition to Lerwick
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2.23
Lerwick Senior
Lerwick Junior
Scalloway Fire Festival (note correct name, not Up-Helly-Aa)
Bressay Up-Helly-Aa
South Mainland Up-Helly-Aa
Northmavine Up-Helly-Aa
Norwick Up-Helly-Aa
Uyeasound Up-Helly-Aa
Nesting and Girlsta Up-Helly-Aa
Cullivoe Up-Helly-Aa
Brae Up-Helly-Aa
SHETLAND CLASSIC MOTOR SHOW AND TOURS
SHETLAND CLASSIC MOTOR SHOW & TOURS
Dates:
Every 2 years 3-8 June 2010
Organisers:
Shetland Classic Car Club and Shetland Classic Motor Cycle Club
Venue:
Clickimin main hall, bowling hall, marquees and open spaces for the
exhibition but need more covered space to allow growth. Tours of
Shetland country areas.
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SEPT 2010
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Section
2
Event:
No judges. Range of cars, motor cycles, models etc to view.
250 exhibits including 100 exhibits from visitors. Major car clubs make
the trip. 70 exhibitors 25 commercial vehicles in 2008
Three aspects (1) the display in Clickimin (2) the vehicle tour of Shetland
with lunch in community halls (3) Foy at Sound Hall
Finance:
Cost is £36,000 to the Club. In addition to the 550 exhibitors and families
there are 3,000 paying spectators (just £4). Non-paying roadside
audience not calculated in Lerwick or in the country areas.
No public funding Northlink are supportive in moving vehicles
Marketing:
Impressive. 3,000 leaflets to use at the other shows (attend 25/30). DVD
available to enquiries and mail shot to the mailing list.
VG web site. Material ready September 2009 for 2010 event. Proper
programmes produced.
Plans:
Considering 4 days instead of 3 days
Need more marquees to meet demand
Modest growth possible but constrained by covered space available and
boat capacity to bring visitors and their vehicles.
2.24
IDEAL HOME EXHIBITION
Dates:
Every 2 years. Lasts 2 days
Organiser:
Rotary Club volunteers
Venue:
Clickimin main hall and bowling hall are both used
Type:
An exhibition for mainly local businesses to display and sell their product
range. Very high sales turnover
Entry:
£3 per person. 3,500 attend
Policy:
Successful local event for local traders and local people. No visitor
impact
Finance:
No public support provided. Makes a substantial profit for charity
Plans:
Increase from 2 to 3 days
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SEPT 2010
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2.25
Section
2
JOHNSMAS FOY
JOHNMAS FOY FESTIVAL
Dates:
18 - 28 June 2009 and lasting 10 days, the festival had a theme of Viking
Heritage. It continues a long tradition of a mid-summer event in Shetland
Organisers:
Johnsmas Foy Steering Group. The 2009 event was coordinated by
Davie Gardner, a private sector operator based in Shetland, working in
close partnership with Shetland Island Council’s Economic Development
Unit and other local agencies
Venue:
Various indoor and outdoor venues with the Opening Event held at the
museum.
Event:
The Foy aims to embrace a wide range of cultural activity, much of which
could not be offered on a purely commercial basis. Feed back, including
that from the main agencies, has been positive. These included Shetland
Arts and Shetland Amenity Trust. Some events such as exhibitions ran
throughout the period and others were offered once. The Walhalla Viking
Re-enactments at Scatness, the Viking Feast in Dunrossness, the concert
of Viking and Medieval Music were among the 39 separate events
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SEPT 2010
23
Section
2
programmed of which 11 did not take place for various reasons and some
had disappointing attendances
Marketing:
There is a significant lack of awareness and understanding of this event.
As is common the whole process of mounting the event has been on too
short a span. It is not sufficient to have the dates. The actual details of
what was being offered should have been publicised and promoted as a
key part of the marketing actions on the web, in print and through the
media. In fact an attractive Events Guide was produced and the
organisers had a Business Plan for 2009 and with the coordinator
prepared a Report and Evaluation Feed back.
Finance:
For 2009, it was anticipated in the Business Plan that the cost would be
about £60,000 of which £5,000 would be payments by participants and
the balance of £55,000 would be from Shetland Islands Council.
Plans:
This is an event that offers a programme that is not otherwise available.
Many of the programmed items were very different and were worthy of
reaching a much larger audience. It is understated and with its serious
cultural content could be a major feature of the Shetland programme. At
present it seems to be lacking confidence. Established in conjunction
with Flavour of Shetland both were part of the overall back-up programme
to the Island Games. The Johnsmas Foy will not be held in 2010 and
2011 but must not be set aside as a concept. Shetland needs a major
heritage event, but one that will appeal to a wide audience and be able to
attract visitors to Shetland. We are aware that a separate study is looking
at the future of Johnsmas Foy. With the dead wood cut out we believe
that, as a true cultural event, it should have a major place in the Shetland
cultural event programme. Probably it should move to different dates.
2.26
SHETLAND MOTOR SHOW
Dates:
Every 2 years
Organisers:
Rotary Club volunteers
Venue:
Clickimin Main Hall
Type:
Event for local traders and local people
Policy:
Local event. No visitor involvement
Finance:
Self funding. No public support
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SEPT 2010
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2.27
Section
2
FLAVOUR OF SHETLAND
FLAVOUR OF SHETLAND
Dates:
25 - 28 June 2009 over 4 days
Organisers:
The Economic Development Unit of Shetland Islands Council took
responsibility for developing and organising this event, initially it was
created as an initiative by Council members to present a wide range of
Shetland food and produce a complement to the Island Games. A local
company now oversees the project infrastructure and a varied programme
is offered but responsibility and much of the organisation remains with
the EDU.
Venue:
The tented venue is on Victoria Pier. It includes 10 catering stalls
featuring Shetland produce, 8 craft people with their goods and a
refreshment/ entertainment tent. The capacity of the site is limited to
1400 which frequently does not meet demand – but is a free “show”. A
total attendance of 38,000 is estimated
Policy:
The event is very popular with local people and with visitors who happen
to be on holiday in Shetland at the time. Its original purpose (ref Island
Games) has gone and its main role now is to be a busy popular feature in
the local calendar. Its main objective was to present local Shetland
products and produce, promoting awareness of what is available within
the islands. It also provides useful sales income to those traders who are
involved.
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Section
2
Plans:
There is concern over the venue. It is popular with the local people but its
limited capacity means queues. A move to another location has been
proposed and it has been suggested that it may be possible to create a
self-funding event at another larger location (Clickimin) but we believe
there is great merit in retaining this busy event in the town and suggest
(1) that consideration be given to extending from the Pier on to
the town streets which is something that the Lerwick Town
Centre Association would favour though their willingness to
take responsibility and to negotiate the associated red tape
that would be involved has not been discussed
(2) that the stands spread out from the pier where this is easy to
do but some remain and with the entertainment hall to provide
a focus
(3) consideration be given to reducing costs through sponsorship
and by charging for entry to the pier location and the
entertainment
The event will play a major role in 2010 with the Hamefarin project and in
2011 with the visit of the Tall Ships. 2011 could be a time for changes.
Finance:
At present the Shetland Islands Council fund the event at a level of
£70,000 per annum. Revenue from stalls is limited but entry charges, if
introduced might amount to £20,000 or more, to reduce the overall net
cost. Some public sector support is merited to keep the popular event at
the seafront location.
2.28 SHETLAND FOOD FESTIVAL
SHETLAND FOOD FESTIVAL
Dates:
2 – 11 October 2009 with the main programme of activities on 3rd and 4th
October An annual event.
Organisers:
The Shetland Islands Council delegated the Economic Development Unit
to take responsibility for creating and operating this Festival in 2008 and
2009. It forms part of the Unit’s remit to “PromoteShetland” food products.
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Section
2
A comprehensive programme of displays, demonstrations and courses
has been offered.
Venue:
Clickimin (2 days) and at 18 other venues throughout Shetland including
restaurants were involved.
Outcome:
The 2009 event was developed after a full evaluation of the first festival in
2008.
Finance:
Several bodies backed the 2008 Festival. Those included various private
companies, EventScotland, the NHS, HIE and Shetland Islands Council.
The budget was £77,000 which included a large one-off establishment
cost.
Plans:
The Festival aims to obtain national and international recognition for
Shetland produce. It also attempts to get local food made available in
Shetland shops and restaurants. These are important objectives and
should be the main purpose of the event. It is essential that visitor
numbers to the Festival are increased and we commend plans to merge
with the Winter Craft Fair to create a strong consumer event for
Shetlanders in autumn. Consideration should be given to bringing food
buyers and perhaps gift buyers to see the produce and products in their
home environment.
2.29 AGRICULTURAL SHOWS
SHETLAND AGRICULTURAL SHOWS
Dates:
Series of shows held during the first week in August
Organisers: Local Show committees. One of the Shows is designated the Shetland Show
and there is a Shetland Association of Agricultural Shows.
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Section
2
Venues:
There are Shows in Unst, Voe,Yell, Walls, each of which has its own territory
while Cunningsburgh is able to accept entries from all Shetland. The
showground is usually close to the Community Hall which plays an important part
in each event.
Events:
They are essentially local events but welcome visitors and add an extra
dimension to their time in Shetland. Publicity is local and they do not seek
personality guests or VIPs.
Finance:
Cunningsburgh is the largest show with an attendance of 4,200. Voe and the
others have 1,500 – 2,500 attendees. In all it is estimated 12,000 people of
whom 2,000 are visitors. Turn over exceeds £50,000
Plans:
The Shows are amenable to having more holiday visitors to enjoy this aspect of
Shetland life. There would be merit in promoting the “5 shows” as a group
festival.
On a smaller scale the same opportunity arises from the series of Sheepdog
Trials and they might also be promoted as a Group, perhaps using the same
promotional material.
Another dimension could be “The Shetland Teas” which are available at
different locations in different weeks. For this attractive product to be effective
the ideal arrangement would be to have set locations that offer teas every week
though careful publicity could cope with a set day but at various venues.
2.30 WINTER CRAFT FAIR
SHETLAND
WINTER CRAFT FAIR
Dates:
Mid November
Organisers: Shetland Crafts Association
Venue:
Main hall at Clickimin Centre
Event:
A retail show for the public. 50 or more stalls selling craft products
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Section
2
Finance:
3,000 visitors who pay £2. Stand holders pay £30 a stand. No support sought
Plans:
The Association sees potential synergy in merging with Shetland Food Festival
and we believe this is being considered
2.31
SHETLAND FESTIVAL OF NATURE
Dates:
3 - 10 July 2010 will be the third event to be run
Organisers:
The idea was developed by Helen Moncrieff (RSPB) who has acted as
the pioneer. It was backed by RSPB and SNH with an overall aim to raise
awareness of Shetland’s natural world within the local community and
with visitors to Shetland. They had stated aims which are very apt today
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To offer fun, information and inspirational experiences
To raise awareness of Shetland’s natural heritage
To PromoteShetland as a unique destination for nature
To bring economic benefits to local businesses and organisations
and to demonstrate potential benefits of responsible wildliferelated tourism
The 2008 event involved about 20 individuals and organisations but
overall responsibility lay with Helen Moncrieff and 2 others. All were part
time and preparing and running the event alongside their own job. Our
discussions confirmed our initial view that this was an event with real
potential that required much greater resources.
We believe that the Shetland Amenity Trust has now taken it under their
control. This has been welcomed by Helen Moncrieff. The Trust already
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2
runs the Ranger Service and the Geopark and is responsible for
managing “PromoteShetland”.
Event:
In 2009 the programme had 36 different elements mainly outside and a
number were cancelled due to bad weather. It is greatly helped by the
support and involvement of TV personality Simon King. His opening talk,
the Open Day on Noss and the Sumburgh Head Open Day all attracted
large audiences but overall attendances were modest.
Marketing:
Until now marketing has been very limited and the programme delayed
due to pressure from the normal jobs of those involved. (The pre-event
period is a very busy one for RSPB). The event is publicised in “Shetland
Visitor” magazine and the organisers attend the Rutland Bird Fair. There
are many USPs to use to add to Simon King’s presence in taking it
ahead.
Finance:
At present it is a low budget event with a cost level of about £6,500 plus
no doubt substantial costs absorbed by the host organisations. Ticket
sales were £1,360 and it has a Council grant of £5,000. Shetland Arts
make a small contribution including work in kind.
Plans:
This festival features Shetland’s biggest potential visitor resource. It also
enjoys the interest and potential involvement of top personalities with
access to national media. The market is huge. We will suggest ways in
which its potential can be fully realised to make it Shetland’s top festival
for motivating visits to the islands.
2.32
GEOPARK FESTIVAL
Dates:
24 May to 5 June is the period set for Geopark Festivals. As a European
Geopark Network member it is expected that a Festival will be held
around the above dates though there is some flexibility.
Organisers:
Shetland Amenity Trust. Geopark Officer in post will take responsibility.
Event:
Shetland is a new member of the Geopark network and it has many very
positive and interesting dimensions to add to the European Geopark
scene. It already has some excellent promotional material and a private
company Geotours offering “geology based “ holidays.
Marketing:
The Geopark Network appears to offer an excellent opportunity for crossmarketing within the 34 European Geoparks (and 57 throughout the
world). We believe for this to be effective the Shetland Geopoark will
need to be pro-active or nothing will happen. The European Network
operates in a member organisation with no core administration let alone
marketing activities. Direct contact with other individual members is
essential.
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Plans:
Section
2
The Trust has made a big investment to join the Network and will wish to
capitalise on it. The creation of the event will be part of the whole
Geopark programme and no doubt closely linked to the developing
Festival of Nature.
2.33 MUSEUM OPEN DAYS
Dates:
The actual number of Open Days has varied from 6 in 2007 to 2 in 2009
and 3 are planned in 2010. Summer has been avoided as seen as being
unpopular with local people
Organisers:
Museum staff and Curator led. Main constraint is staff availability and
cost.
Numbers:
Open Days are popular and each held brings 500-750 people
Plans:
3 planned for 2010. Not clear if they are marketed at holiday visitors.
The Museum and Archives is visited by most holiday visitors to Shetland
but could play an even bigger part if these Open Days were regular and
widely publicised within the visitor market. A means could be found to
make a charge to help cover the extra costs
2.34 MID SUMMER CARNIVAL
Dates:
One day 27 June 2009
Organisers: Callum Younger Reach Fund. Charity
Event:
A spectacular colourful parade of floats, Jarl’s squads etc through Lerwick
streets. Event known for its high standard of organisation and observance of
health and safety rules. Attracts 7,000 people including many holiday visitors.
Finance:
Operated for a specialised charity
Plan:
Lacks publicity in tourism material
2.35 BIG BANNOCK
Dates:
Weekend 15 August (pre school re-start) annually
Organisers:
Volunteers for charities benefit
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Section
2
Venue:
Camp and Caravan site in North Roe with marquee and community hall
used
Type:
Big Bannock baked and sold
Various events during the day with sideshows and sale of goods. Meals
provided
Evening events more alcohol centred
Numbers:
Some stay all week end. Others are day visitors. Visitors 5%.
Mainly Shetland people. 1500 total (about 70/80 visitors)
Marketing:
None apparent - word of mouth
Finance:
No entry fee. Revenue from sales and donations produce funds for
charity
No public funding
2.36 UNSTFEST
Dates:
9 -19 July 2009
Organisers:
Volunteer committee in Unst
Event:
Programme developed by local people using the many interesting
resources on the island, The Heritage Centre, Boat Museum etc. Live
interpretation
Numbers:
Estimated 3,000 attended including holiday visitors and others from
elsewhere in Shetland
Finance:
Cost about £10,000 excluding volunteer time. Public support of £4,500
Plans:
Prediction difficult but intend to run 2010 and 2011. A strong festival on
Unst perhaps specialising in the Viking theme would be a useful addition
to the Shetland event programme. We believe that it is a real opportunity
with the strategic advantage of having a large event out of Lerwick and in
the most northerly island.
2.37 SCHOOL AND YOUTH EVENTS
School Music Festival
Dates:
Annual Festival, alternately for Secondary and Primary Schools. March
Event:
A part of the Education Service commitment to deliver “a pack” of artistic and
cultural skills to each pupil. An aim is to further the development of youngsters
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2
who will become part of the Shetland corps of senior artists. Attended by offisland visitors seeking talent.
Venues:
Town Hall for the festival events with a Gala Concert in Clickimin
Youth Service Concerts
Events:
6 concerts a year organised around Shetland for young artists who want to
perform and their peers who want to watch. Professional lights and PA with help
from Shetland Arts. Alcohol-free events. Not for visitors.
Venues:
Community Halls
Finance:
Get 150/200 per concert. Audience pays for entry and transport but Youth
Service provides a support budget.
Plans:
Would like to expand to 12 concerts
2.38 EVENTS OUTSIDE SHETLAND
This strategy has not considered in detail those events outside Shetland which are attended by
Shetland companies and organisations other than when discussed as part of their marketing
activities on Shetland-based events.
Product Sales
We are aware that the Economic Heritage Unit supports various sales efforts by arranging a
Shetland presence at certain events, with the aim of exposing a certain product range and
securing orders for Shetland producers e.g. Foodies Festival in Edinburgh. We are also aware
that certain industry sections take part in relevant trade events, such as the seafood producers.
Our experience has been that the craft industry benefits by coming together to promote at the
National Events such as Scottish Craft Fair or the International Gift Fair at NEC.
Each commercial sector has its own special needs and opportunities and no doubt these are
understood by the relevant trade bodies. The Economic Development Unit should continue to
work with them to achieve a presence at appropriate events. Where certain sectors need
special encouragement it would be appropriate for the EDU to offer leadership and practical
help. Craft producers could certainly benefit from a presence at the International Spring Fair at
the NEC.
Recruit artists/participants for Shetland’s events.
This is done by Shetland organisers attending various shows in the UK, rather than having any
physical presence. The Folk Festival and other Shetland music events value Celtic
Connections. The Classic Car Rally organisers attend events similar to their own to distribute
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Section
2
material (which they have ready sufficiently early) to recruit visitors/vehicles to come to
Shetland.
Visiting relevant shows in the UK and abroad could help Shetland event organisers to increase
awareness of new events, sign up artists and also widen their experience of other operations.
These would need to be focussed visits, usually by individuals and it could be appropriate to
establish a fund to support such visits.
Generate Tourism Business
The use of exhibitions for tourism marketing is a policy and often a financial decision and
depends on a view on the return that can be achieved. Direct exhibiting by “PromoteShetland”
has been limited to certain specialised shows e.g. Outdoor Show where they had strong
products and also personality back up. In recent years we have not seen Shetland at major
exhibitions but Northlink are active in this work and no doubt involve “PromoteShetland” as a
partner. They are competent exhibitors but are primarily trying to fill their ships. SIC does
exhibit at certain marine events such as The London Boat Show and in Hamburg. This is to
promote its network of marinas to the yachting world and to encourage yachts to include
Shetland in their itinerary.
“PromoteShetland” should be put in a position to take maximum advantage of those available
exhibition opportunities which they judge useful. Where possible they should take full advantage
of working with Northlink provided they have a staff presence and can offer the whole Shetland
range.
At a policy level it would be valuable if Shetland was able to promote its “Move to Shetland”
concept at places around the UK. It would be worth registering an interest in this with Scottish
Government who may be able to identify or create an appropriate platform. Another possibility
would be opportunities that could arise from the Shetland–inspired
“Voyage” project based around the Olympics in 2012.
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3.1
Section
3
The timing of events and festivals is important to Shetland. Clashes of dates have to be
avoided with a limited overall potential local audience and to ensure that capacity is available in
accommodation and on access transport.
The present pattern of events shows some peaks around the mid-summer period but otherwise
it is very satisfactory. There are many events which fall in the shoulder and winter months.
Events Dates
January to March
26 January
March
9-12 March
Up-Helly-Aa
Regional Up-Helly-Aa
Schools’ Music Festival
County Drama Festival
April and May
24 - 25 April
29 April – 2 May
12 – 15 May
24 May – 5 June
Young Fiddler of the Year
Shetland Folk Festival
Brown Trout Festival
Geopark Festival
June
6 June
3 - 5 June
14 - 27 June
21 - 24 June
16 - 20 June
26 June
18 - 21 June
20 June
17 - 20 June
Start of Round Britain and Ireland Race
Classic Car Motor Show
Hamefarin (2010)
Johnsmas Foy (2009)
Tall Ships (2011)
Bergen Race
Mid Summer Carnival (2010)
Flavour of Shetland
Half Marathon
Simmer Dim Rally (2010)
July
3 - 11 July
9 -19 July
Festival of Nature
Unstfest
August
1- 5 Aug
9 -15 Aug
14-15 Aug
27 Aug-5 Sept
Agricultural Shows
Fiddle Frenzy
Big Bannock
Screenplay
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September
4 - 5 Sept
3 - 5 Sept
17-19 Sept
Wordplay
Shetland Blues Festival
Shetland Youth Conference
Shetland Guitar Festival
October
2 - 4 Oct
2 -11 Oct
8 -12 Oct
Shetland Country Music Festival
Shetland Food Festival
Accordion and Fiddle Festival
November
11-14 Nov
Mid November
Thomas Fraser Festival
Winter Craft Fair
December
Nil
Section
3
As may be expected there is little event activity in December or February. January is dominated
by Up-Helly-Aa. The latter part of March could handle an event as could April, the second part
of May and the latter part of September and October. July could cope with another event but
will fill up as the Nature Festival grows. The second part of August has capacity. It may be felt
by some that the basic holiday trade needs all the available accommodation and travel space in
July and August and any new festivals should be geared at entertaining the existing visitors
rather than stimulating more. Occupancy figures would not support this view.
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Section
4
4.1 ESTIMATED VALUE OF REGULAR EVENTS AND FESTIVALS TO SHETLAND
Estimated Value
(1) Visiting participants
(2) Visitors event motivated
(3) Holiday visitors (casual attendees)
Total
Incl travel
£ 475,720
£1 001,700
£2,709,400
£4,186,820
Excl travel
£ 254,850
£ 578,760
£1,996,400
£2,830,010
(4) Shetland attendees value
£ 2,008,530
£2,008,530
Total
£ 6,195,350
£4,838,540
Notes
(1) Based on an estimated visitor value of 50% of Shetland Tourism Survey data per head
(2) Based on Shetland Tourism Survey expenditure data at 100%
(3) Based on Shetland Tourism Survey expenditure - 25% of visitor spend
(4) Based on Shetland visit values based on the GB Day Visit Study 2003 (uplifted for inflation)
These estimates have been prepared with imperfect data and do not pretend to be precise.
They are sufficient, however, to provide a measure of the events and festivals industry in
Shetland.
The total value is calculated to be £6.2 million (including the value of travel to and from the
islands). Of this £4.2 million is earned from visitors including participants. It includes visitors
whose motive was to attend an event and those on holiday who included one or more events in
their programme. The balance is the value of event visits by Shetlanders. These are largely
day visitors though we are aware that it is common for those from the country to spend an
overnight in Lerwick.
4.2 REGULAR SHETLAND EVENTS
Estimated events turnover
Financial support included
Including support from outside Shetland
£960,800
£445,600
£ 71,000
In fact it is likely that event and festival turnover exceeds £1 million (when those not surveyed
are included). Our figures suggest that £445,600 is financial support from the various bodies
who facilitate event and festival arrangements. Much of this support comes from within
Shetland with just £71,000 identified as being from outside bodies such as EventScotland,
Creative Scotland, Scottish Screen etc.
Shetland Islands Council is a major funder of events and festivals. The Council provided the
major funds that made the “Island Games” possible and has taken responsibility for the £1.2
million required to mount “The Tall Ships” event in 2011. The pattern of funding will change
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4
Section
significantly in 2011 with money previously committed to its other events being transferred to
Hamefarin in 2010 and The Tall Ships in 2011. In 2009 Council funding was approximately
£200,000, a bit more in 2010 and will be close to £1.3 million in 2011. We anticipate that in
2012 the Council’s funding could return to the 2009 pattern



Flavour of Shetland
Johnsmas Foy
Food Festival
£73,000
£46,000
£43,000
It may be that there will be a change in the Flavour of Shetland arrangements. The future of
Johnsmas Foy has been under consideration and hopefully this serious event will continue
albeit at different dates. The Food Festival merger with Craft Fair will have been accomplished
and hopefully the Food Festival will have developed its commercial content, with visits by
buyers to see what Shetland can offer.
We are recommending that the Council does not take on any major events over the five years
2012 to 2016 and that funds would instead be made available to create a new fund devoted to
the development of events that bring visitors to Shetland either as participants or spectators.
4.3 ESTIMATED ATTENDANCES AT REGULAR SHETLAND EVENTS AND FESTIVALS
Event Theme
Visitors motivated
(incl participants
from outside
Shetland)
Holiday visitors
attending
an event
Shetland
Residents
All attendees
(excluding
participants)
1,180
540
22,500
23,755
517
150
2,500
2,690
1,512
4,820
33,500
39,420
Trade Fairs
25
-
7,350
7,350
Other
320
8,750
42,395
51,145
Total
3,554
14,260
108,245
124,360
Arts
Sport
Nature/ Heritage
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Stakeholders
5.1
Section
5
STAKEHOLDERS
The current programme of events and festivals involves many people. The main stakeholders
are the organisers. Shetland Islands Council is a major instigator, organiser and funder of
events. Shetland Arts is an independent body with charitable trust funding. Others are
community bodies including charitable trusts and companies limited by guarantee formed to
organise a particular event or in a few cases private commercial companies. A feature of many
of these organisations is the substantial involvement of volunteers.
The many venues used (discussed later in this document) are also major stakeholders as are
the various suppliers of equipment, goods and services.
Many of the artists and sports persons taking part are from Shetland and the local festivals and
events can be important stepping stones in their careers. This is especially true in music.
Shetland Islands Council provides young people with tuition at school and many of these
eventually appear in the Schools’ Music Festival, then the main events such as the Shetland
Folk Festival or Accordion and Fiddle Festival. Fiddle Frenzy has been a key player in nurturing
local talent. All of this has helped develop various musical groups, like Fiddlers Bid, who now
play throughout Britain and beyond.
Other stakeholders are the various trusts, sponsors, patrons and funders who support the
programme. The accommodation providers and traders are involved as beneficiaries and on
occasions as supporters. Transport operators North link and Loganair are important
stakeholders in Shetland’s events and festivals
The largest group who are directly involved are the audiences, about 127,000, who attend and
enjoy the various performances and spectacles. Many are local people, others are those on
holiday who take advantage of the events while a number make the visit to Shetland especially
to participate in or attend a particular festival.
Events and festivals impact on many organisations, companies and individuals and form an
important part of Shetland’s economy and social life.
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Section
6
6.1 VENUES
SHETLAND VENUES
It could be said that with a receptive audience and quality performers an event can overcome
the deficiencies of an inadequate venue. It is equally true that the enjoyment of a high quality
event can be much enhanced by it being presented in an appropriate venue, whether a sporting
event or an artistic evening.
Shetland has a fine range of venues that meet most needs. They are of different sizes, cost
and sophistication and often flexible. This will be further enhanced with the opening of the new,
state of the art, Mareel in 2011 at a fine site, beside the Museum, on the waterside and looking
out to sea. This will be an outstanding asset.
We have discussed the strengths and weaknesses of the various venues with the event and
festival operators who use them. These paragraphs document what is available.
Clickimin Centre is the largest venue. It is primarily a sports centre with a swimming pool,
leisure pool, unique facilities for squash (double courts – very unusual), a large
bowling hall, climbing wall and large sports hall for a wide range of sporting activities. Its
outside provision includes a running track and athletic facilities updated for the Island Games,
the track surrounds a football field which is fully floodlit but lacks covered seating. A number of
other football pitches are available on the site.
Usage of Clickimin is heavy with 54 organisations having regular bookings. Its programme of
courses for dry sports involved 11,913 people in 2009 and 3,596 had classes in the pool. The
holiday programme brought 5,761 people and school admissions were 17,828. In all 417,196
used the Clickimin facilities.
The main hall and the bowling hall (whose surface is readily covered for event use) are
important Shetland venues. In 2009 a full house of 1200 paid a record £25 each for a concert
by “The Proclaimers”. Many Shetland festivals use the Clickimin venue for at least one main
event in their programme.
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Section
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Standing audiences are allowed but numbers depend on the nature of the event and seldom
exceed what can be seated. Local service providers can make the hall fully acceptable as an
event venue though for some special occasions equipment must, at present, be brought from
Aberdeen. The halls can also be used as an exhibition hall and the Classic Motor Show uses
both halls and any other available covered space. Marquees can be erected adjacent to the
halls. The Shetland Food Festival, the Winter Craft Fair, the Ideal Home Exhibition, Motor
Show and Showcase and company events (such as visits by Debenhams) all feature in the
programme each year, fill the space and attract many thousands of visitors.
The facilities housed various sporting events in 2009. These were mainly local indoor
participant events with limited need for spectator space. One shortcoming of the venue is the
lack of any covered spectator facilities for the main pitch and track.
Area Leisure Centres are located on Unst, Yell, North Mainland, Whalsay, South Mainland,
Scalloway and West Mainland. All have swimming pools and sports halls. While these are
used for local sporting events, the policy is not to compete with local Community Halls. These
are facilities that could be brought into use if required to mount area events and festivals.
Community Halls are a special feature of Shetland community life. They were the subject of a
development policy document in 1986 which recognised their importance and committed the
Council to both the Area Leisure Centre network (above) and the network of Village Halls and to
their development. Today there are 52 community halls which have been modernised, often
with extensive kitchens and bar facilities. They are of a high standard, acceptable for all types
of event. They often play a part in Shetland events as a meal stop on Classic Motor Show tours
or as the focal point of camping-based events such as the Big Bannock and Simmer Dim Rally.
Lerwick Town Hall is a very attractive venue for any event. Opened in 1883 and completed
with its stained glass windows, fireplace and paintings in 1884, it was developed by the Town
Hall Company Limited and passed for management to the Town Council. It is a place worthy of
many more casual visitors. The Town Hall is readily available for private functions such as
weddings and dinners or the events and festivals seeking a prestigious venue. The main hall
seats 220 without a stage, 160 with a stage and raked seating and 129 cabaret-style. It has an
excellent ante-room for serving and fully equipped kitchens are available. No shortcomings in
the venue have been identified to us. An ideal venue for a high quality event.
Islesburgh Community Centre has a reputation as a high quality events venue, capable of
handling up to 800 guests at a time. There are 10 bookable areas in the building. Performances
for up to 170 people can be accommodated in the building’s main function room. It is open 7
days per week, 50 weeks per year and welcomes approximately 225,000 visitors and 3,000
events annually from small meetings to large, multi-room festivals and conferences. A wide
range of AV equipment and other support is available.
Large events hosted in Islesburgh include Shetland Folk Festival, Shetland Accordion & Fiddle
Festival, WordPlay and Fiddle Frenzy. Some base their Club at the Centre (long hours). It also
plays a central role in the Lerwick Up-Helly-Aa.
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Section
6
Its Catering Service provides everything from homemade soup and sandwiches to full, five
course dinners. The Central Café is open seven days a week and during the larger festivals can
be open until 2.00am in order to support the organisers of festivals.
Shetland Museum and Archives, opened in May 2007. It deems itself the North Atlantic’s
newest conference venue, providing first class hospitality and presentation facilities in a truly
inspiring environment. Its Hay’s Dock Restaurant seats 50 and is a popular place with
residents. Its kitchen can serve receptions/buffets for up to 120 held in the Museum Reception
area. The Auditorium seats 120 with retractable seating. With an open floor it takes 100. It is
state of the art with projection room, screen, surround–sound, microphone etc. A brochure is
produced to market the location. The whole Museum is used on occasions by major
conferences but the auditorium is used for various other events and played a part in the 2010
Hamefarin programme. It has an exhibition venue in Da Gadderie for exhibitions by local,
national and international artists with 10 shows in a year.
The Garrison Theatre is a long established small theatre in Lerwick which at present also acts
as Shetland’s only regular cinema. It is run by Shetland Arts and provides a year round
programme of films, music, drama, visual art and dance. It is used by both local and visiting
companies and has housed performances by Scottish Opera and other national bodies. Many
of Shetland’s festivals use the Garrison for all or part of their event. The Garrison seats 280
people. When the new Mareel facility opens in 2011 the function of the Garrison will be able to
focus more on its core function as a theatre. It will no longer be the cinema venue and should
be more readily available for community bookings.
Bonhoga Gallery is a 4star Shetland Arts venue at the old Weisdale Mill. It operates as a
purpose–built visual and applied art gallery with a changing programme of art and craft
exhibitions (10 per annum). It has a beautiful setting and the excellent café is a popular visit for
many Shetlanders.
The Royal British Legion Hall in Lerwick is used by many event and festival organisers. Its
exterior has little merit and the entrance is not attractive, looking directly behind the public bar.
The hall interior seems basic but no doubt would look acceptable in special lighting at events
and festivals. This is not an attractive venue but it offers a good acoustic and no doubt is good
value to event operators whom it has served well. We have been unable to establish if there
are any plans for its refurbishment.
Outside venues play a part in the events and festivals programme. Fort Charlotte will be
used in the 2011 Tall Ships celebrations and Victoria Pier is the location for one of Shetland’s
most popular events, Flavour of Shetland, which fills the pier to capacity and 38,000 people
attend the event.
Discussions with the Lerwick Town Centre Association showed that they and the town traders
wished the actual streets to be made use of as a festival and event venue. There is no doubt
that the paved narrow streets and the many independent shops could be an attractive setting for
an event. Our impression is that this would be supported by the Planning Authority. The
Association’s willingness to be actively involved in the physically mounting and funding an event
would be part of an examination of the possibility.
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Section
6
In fact the whole of Shetland is a stage for events. The Nature Festival will increasingly
embrace many locations and the sea is the setting for others.
Mareel will open in early 2011 as Shetland’s new music, cinema and education venue. Its
cinema will have 2 screens and seat 160 in the main cinema and a smaller picture house for 35.
The live performance auditorium seating 350 will be backed by rehearsal rooms, a large
recording studio, education and training spaces, a digital training suite and a café bar. It was the
subject of an economic impact assessment for HIE in April 2008.
The assessment envisaged 43,165 cinema admissions and 41,592 admissions to the main
auditorium. The plan is for these events:
Events
Major event hires
Festival events
Big Band
External
Other
TOTAL
Number Per Annum
Attendees
6 per annum
15 per annum
9 per annum
6 per annum
141 per annum
3,000 attendees
4,500 attendees
3,600 attendees
3,000 attendees
27,500 attendees
41,600 attendees
Management will be with Shetland Arts as will have responsibility for the marketing plan and
generating the projected audiences. Shetland Arts see the potential of the technically excellent
venue being used to transmit its programming off-island to internet audiences and those
assembled at other venues.
Mareel is in accord with Shetland’s ambition to offer top class facilities to sustain its ranking in
the top 5% for Quality of Life in Europe. It should help to promote the Council’s target of
increasing the population. Mareel will provide a new top quality venue for Shetland’s festivals
and events to consider. Many are interested, but may find it difficult initially to retreat from
positions taken during the controversial decision process. No doubt pricing policy will be
important but where appropriate, every encouragement should be given to quality events and
festivals to use Mareel.
6.2
SUPPORT SERVICES
Events and festivals require more and more equipment as they grow in size and sophistication.
In parallel they need increasing levels of support services.
Discussions with suppliers of technical and production services and with organisers have
indicated that while most equipment is available in Shetland, for major events they have to
import from Aberdeen. This is costly to the event organisers as charges for the equipment are
high and the journey (including weather safety margins by sea) mean a 4 day hire can be
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Section
6
needed for 1 day’s use. It is estimated that 70% of equipment brought from Aberdeen could be
sensibly delivered, held and provided in Shetland.
We are aware of the small bank of equipment at Islesburgh Community Centre and the 10 year
old PA rig owned by Shetland Arts and used by many event organisers. The businesses
providing support services also own a range of equipment in frequent demand. To extend their
holdings needs considerable investment and, while we have not examined this in detail, would
require some financial incentives to the relevant businesses. An appropriate level of self–
sufficiency seems an appropriate aim and achieving this should be part of the events and
festivals strategic aims.
‘eventIMPACTS’, an event analysis technique recently launched by EventScotland,
emphasised how a need to resource equipment and services outside its area could seriously
diminish the value of the event to a host economy and have a negative effect on the
environment aspect of a funding bid.
One shortcoming of the Clickimin sports fields is the lack of covered seating. No permanent
structure is likely to be justifiable but, with Shetland weather, a mobile facility could be a
valuable asset and used not only at Clickimin, but at various events in the country areas. A
vehicle mounted grandstand unit could be a useful investment for everything from football
matches to agricultural shows.
6.3
BOX OFFICE
It is reported that Shetland Box Office has now sold 65,000 tickets for 45 different promoters at
32 venues. It is a partnership between Shetland Arts and Shetland Islands Council with the
software license owned by Shetland Arts and management is by the Council.
These matters have been identified
- the Box Office availability “online” has been delayed but is expected soon
- at present several event operators prefer to handle their own ticket sales
- there is a branding issue in that some cannot accept that tickets for their event should
carry the Shetland Arts name /logo
It is essential that these matters are clarified and the problems solved. While the individual
events manage to sell tickets within Shetland, it can be an arduous task at a time, often close to
the event dates, when efforts may be better directed towards the product. With an increasing
emphasis on event ticket sales to potential visitors from outside Shetland, it is essential that
they are offered “online”. The work is proceeding to put BOX OFFICE online and when this is
achieved, the aim should be to have at least a percentage of tickets to all events available to
online customers through that system. Hopefully the benefits of having this service will
overcome the other problems.
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Organisation
7.1
Section
7
ORGANISATION
Volunteers in Shetland achieve remarkable results. Most of the events are organised by
volunteers who deliver them successfully. The organising committees or boards operate
throughout the year getting together the next occasion. There may be one obvious
leader/manager but it is usual for various areas of responsibility to be distributed among
members, one marketing, another finance, one programming and recruiting big names etc. Few
faults have been identified to us, perhaps marketing material is available later than desirable. At
the actual time of the event many more volunteers may be required and recruited. Separate
organisations, like the Rugby Club or Rowing Club may be asked to take on duties (eg bar
operators) to earn funds for their organisations. The volunteer system was fully stretched at the
Island Games when 1,000 volunteers were involved, which was a remarkable mobilisation of
resources that was essential for such an event to take place. Shetland Arts have created a
detailed system to recruit and use volunteers. Their publication “Volunteer in the Arts” sets out
job profiles for 100 positions in their organisation. Those vary from semi-executive and
administrative jobs to various event–related posts. Profiles are set with job details, dates
needed, location, skills needed and the supervisor applicable.
Shetland Arts is an independent registered charity. It is part funded by Shetland Charitable
Trust and Creative Scotland. It is exploring opportunities to adopt a Social Enterprise format
which may produce some “third sector” benefits. The professional staff has various types of
involvement with Shetland’s events. In some cases it may provide guidance and grant
assistance, in others it may hire its PA rig. It is innovative and operates a number of important
events itself. These relate to main arts themes and have an educational purpose as well as
providing an enjoyable experience. They include: Screenplay, Wordplay, the Peerie Willie
Guitar Festival and Fiddle Frenzy which is principally a successful fiddle tuition school with
various concerts in evenings. Attempts are being made to broaden the creative range with
storytelling and textiles and visual arts.
Shetland Arts’ role will grow further when the new Mareel project opens in 2011. It will stretch
the organisation’s resources. Mareel will provide a bespoke high quality venue to enhance the
presentation of events. Event organisers feel unable to make decisions on using Mareel until
hire prices are available. Using Mareel may soon be seen as a sign of an event’s ambition.
Commercial event operators are involved in Shetland. Local and incoming promoters may bring
acts that are capable of operating profitably. The major promotions are housed in the Clickimin
Centre where 1,200 audiences are possible. These can be valuable earners for the venue and
for specialist services contracted locally.
Shetland Islands Council do operate a number of events themselves. These are events that are
devised by the Council and delivered by the Marketing section of the Economic Development
Unit to develop and deliver. These events tend to reflect the promotional purpose of that
section. The Shetland Food Fair and Flavour of Shetland both have direct relationships with the
promotion of Shetland produce. Johnsmas Foy has a much broader agenda and includes a
range of ambitious elements. All three require a lot of organisation and the time of the
Marketing Section, which has designated one person full time, to the work, with substantial
contributions from others. They have developed considerable skills and flair for this innovative
work.
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Organisation
Section
7
These events involve substantial budgets provided by the Council and it is understandable that
it wishes to have these sums directly under the control of Council officers. If other events
develop, the work involved could make an increasing impact on their main responsibilities.
It may be that after it has fully embraced its main role, “PromoteShetland” could be a possible
repository for this work. Meantime we believe the EDU should retain this work. They should
also take steps to extend their use of outside services subject to retaining training control of and
responsibility for the substantial level of funding
The Sports Development Unit of the Council (SDU) also has a direct interface with events,
usually through themed sports clubs with the emphasis is on club initiatives. Unlike in the “arts”
sector these clubs do not create major events with big names invited to Shetland. Where
events occur they are mainly about participation rather than being for spectators. The ability of
the Unit to mount events was fully proven at the Island Games and we believe that ways should
be found to allow them to increase the number of sports events, either by direct action or
through working with ambitious sports bodies. The SDU prepared a useful paper (May 2007)
that considers the potential for organising sports events aimed at attracting visitors. If such
bodies are not forthcoming, the Recreational Trust might work in association with the SDU.
Such events may be able to apply to a new Event Development Fund for support and small
projects could benefit from the “supported access sales” discussed earlier.
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Evaluation
8.1
Section
8
EVENTSCOTLAND’S PERFECT STAGE
We have studied EventScotland’s own strategy, “The Perfect Stage”, which looks ahead from
2009 to 2020. Like Scotland, Shetland can often be a perfect location for certain events and
festivals. Shetland has a very strong identity with culture and heritage, distinctive, but not
conflicting with the Scottish position. It offers very special food products and a dialect that is
almost a language! Its people enjoy an outstanding quality of life (judged to be in the top 5% in
Europe) and at Shetlands’ events and festivals, which are largely run by volunteers, there is an
interface between local people and those attending. Again, as in Scotland the natural
environment of Shetland is an outstanding asset that features in many of its events. Huge
media exposure is pushing the islands’ wildlife as a basis for growing a festival. Shetland’s
built facilities, whether the narrow cobbled streets of Lerwick or historic sites at Jarlshof or
Scatness are unique assets. Its level of leisure and sporting provision leads anything elsewhere
in Britain. Shetland’s main signature event “Up-Helly-Aa” has worldwide interest with staggering
numbers of web hits each year. EventScotland’s seven areas of impact as set out in “The
Perfect Stage” are all a feature of the Shetland scene.
Our attention was drawn to the EKOS Report dealing with the creative industries in Shetland
and their important contribution to the Islands’ economy and employment opportunities. Many
of Shetland’s festivals and events are on themes from within the group of creative industries
and, through their high profile, they can offer a stimulation to them and help to promote the
creative community. Certain of the events (e.g. Fiddle Frenzy, Wordplay, Screenplay) make a
direct contribution to the development of creative talent and others (e.g. Folk Festival) make the
opportunities in Shetland for creative people better known.
Though it did mount the “Island Games” in 2005 and is the location for the Tall Ships day visit in
2011. Shetland is not usually a location for major events. It cannot accommodate the
audiences. Shetland already has a fine spread of events and festivals to satisfy its own needs
and others able to attract visitors to the islands. This strategy aims to further strengthen what is
available and to examine how those designed to attract new visitors can be developed.
Tourism benefits from the current events programme, which provides an important part of the
overall offer presented to the holiday visitor specifically attracting niche markets who are
motivated by the theme. Their use to generate more new business is now seen as a priority.
Events and festivals already make a special contribution to social and cultural activities and
help to ensure that the special quality of life enjoyed in Shetland is maintained.
EventScotland recognises the need for a seasonal spread of activities (in which Shetland has
an excellent record) and the benefit of a geographical spread of events. Shetland has already
benefited from EventScotland’s support in several instances and is anxious to work closely
with them. While local facilities and requirements will be an influence on the implementation of
this strategy, there is little in “The Perfect Stage” which would not be endorsed by Shetland.
8.2
HIE
In 2009 HIE informed Shetland Islands Council of a new approach to supporting events and
festivals. It reflected the revised focus of HIE and the Scottish Government’s requirements
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Evaluation
Section
8
through the Government Economic Strategy with HIE’s support based on the following
guidelines. They have stated

We will not support events and festivals per se; rather we will support businesses and
community groups for whom an event or festival is a product or a service. We will make
a distinction between commercial events and community driven events and festivals in
our approach to their support.

In terms of commercial events and festivals, where this is a “product” delivered by a
business, we will treat this as a business development application by the promoter.
Promoters may therefore be supported through our account management system and
supported as appropriate in areas such as marketing, product development etc

Community driven events and festivals will be treated as community growth projects,
required to show that they will make a quantifiable impact on the local economy to a
level at least in excess of the HIE investment. In addition, we will look for community
projects to demonstrate growth plans over a 3 year period to demonstrate sustainability
without repeated HIE subsidy. Should HIE support be made available it is likely to focus
on supporting capital investment, capacity building and training, as opposed to
subsidising the running costs of an event or festival

Certain categories of events and festivals that don’t fit easily into the above categories.
The first of these is major sporting events, which tend to be promoted by national or
international sporting bodies, tend to be non-commercial in nature, but seek to develop
and showcase their respective sport. We recognise that some of these can have
significant economic impact on local areas such as the UCI Mountain Bike Downhill
Series in Lochaber. HIE support for such events will focus on supporting capital
investment in local infrastructure and building local capacity such as through staff and
supply chain development.

We will prioritise support for events and festivals taking place in HIE designated fragile
areas, or with a measurable positive impact on an adjacent fragile area.
Prima facie this means that HIE mean to play a very limited role in developing events and
festivals in Shetland which is not one of its fragile areas. However Shetlands Arts is an
accounted managed HIE organisation and there may be an opportunity to secure HIE
involvement in festivals through Shetland Arts who are a creative industry based HIE backed
organisation.
8.3 SHETLAND MEDIA IMPACT
While usually treated as a separate matter, the media response to events is really part of the
overall economic impact though the effort in one year is often felt in the following year and this
would certainly be the situation in Shetland.
Media coverage matters, not least locally in creating an opinion with a community of the
importance of any event but it is also a major factor for private businesses considering
sponsorship and public bodies assessing the event for financial and other support.
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What factors matter to potential funders?
-
will a sponsor’s name and message be prominent?
for sports bodies will the event be a means of increasing interest in the sport, in
participation and being part of the audience?
will the event feature the theme that an area wants to use as a major promotional
device?
will the event help a destination to position and promote its image and strengths?
An initial bid must show a consciousness of the importance of generating media exposure, best
through a media plan that sets out expectations of coverage in

National and regional television and radio

International television and radio

National and regional press

Local press and local radio

Specialist press – magazines

Web coverage – live webcasts to web site hits generated

Journalists’ visits planned
Positive or at least neutral coverage is always hoped for, but a media plan should provide for
handling negative media messages. It should identify any possible areas of weaknesses and
how they would be dealt with.
After the event the expectations set out in the media plan can be assessed. Certain things can
be easily measured but a comprehensive evaluation probably needs a commercial company to
be involved. This may not be justified for most Shetland events but as much information as
possible should be collected in the event host area but also in the various target market areas.
A useful AVE (Advertising Value Equivalent) can be calculated, web site hits analysed and the
output of visiting journalists assessed. This post-event evaluation can provide guidance for
designing the next media plan and dates for supporting a future bid.
8.4
eventIMPACTS
EventScotland has been involved with a consortium of UK organisations and to develop
“eventIMPACTS” which is a set of tools to improve the techniques available to evaluate events
and thus help public sector funders to assess them for possible support. Each toolkit considers
a different type of impact. Together they allow an event to be assessed from a wide range of
angles and not merely Economic Impact.
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The aim is simplicity, while recognising the complex set of matters that may arise in major
events. Three levels of impacts are offered, one considers Basic Impacts, another Intermediate
Impacts and the third Advanced Impacts. We believe that Basic Level will usually be ample for
Shetland and it should be built into its assessment procedures. In some cases Shetland
operators may want to seek funds from bodies outwith Shetland and the Basic Impact level may
not be sufficient. Cases can be strengthened by Intermediate Assessment techniques which
usually involve survey work and thus must use one year’s event to apply for the following year.
There are toolkits to measure
(1)
(2)
(3)
(4)
(5)
(6)
(7)
8.4.1
Economic Impact
Satisfaction levels
Identity, Image and Place factors
Participation
Children and Young People
Skills and Volunteering
Environment
Economic Impact
This refers to the amount of additional expenditure generated by an event/festival within a
defined area as a consequence of staging the event, causing a net change in the host economy
Basic Impacts include
 Number of spectators
 Number of attendees (non spectators)
 Percentage of spectators and attendees from outside the host economy
 Duration of the event (in Shetland the stay may exceed the event length)
It is indicated that at UK level the key determinant of total economic impact is the number of
spectators and by considering the above 4 matters it is possible to get a good idea of the scale
of economic impact. Advice is given on measuring attendance numbers, including un-ticketed
events, perhaps viewed by an audience stretched along a road. It also warns against
exaggerating crowd sizes, a common practice for public relations purposes but unhelpful to
proper assessment of an event
8.4.2
Satisfaction
Satisfaction is accepted as an important social impact. Providing people with an enjoyable
experience is a valuable objective as it contributes to general happiness and contentment. It is
also capable of enhancing the achievement of other social impacts such as changing people’s
perception of a place or their attitude to a particular activity. Certain things that do help
satisfaction are under the control of the event operator such as the quality of the show or
competition, the comfort and suitability of the venue, the ease of getting tickets, the quality of on
site catering and the customer’s judgement on overall value for money. Other facilities are
outwith the operator’s control such as the general amenity of the location, travel arrangements
and the weather!
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While no Basic Impact measures are suggested on “satisfaction” it could be that if any
evaluation or other survey is done of an event a simple scoring opportunity could be offered –
perhaps from Very Satisfied through 4 stages to Very Dissatisfied.
8.4.3
Identity, Image and Place
This is an important matter for Shetland. It is accepted that people’s perception of an event may
elicit a strong impact to their perception of the place in which it is hosted and suggests the ability
of an event to change people’s views.
It is only Intermediate impacts that are included and they suggest consideration of

Visitor perception

Local resident perception (including non attendees)

Civic Pride factors

Local Valuation
The latter asks the direct question to a sample of the community - “Would you be willing to pay
£x in local taxation to attract or retain this event” When tested in London about 2012 Olympics,
residents were willing, on average, to pay £22 per year and £12 per year in Manchester to
achieve this.
8.4.4
Participation
This area of “eventIMPACTS” considers the potential of an event to change people’s thinking
about a certain activity. An event can certainly act as an excellent shop window for an activity
but the numbers who buy will be influenced by the facilities, support and opportunities that are
available to those who feel motivated. Suggestions are made on how to measure the impact of
an event on people’s behaviour at events and to trace those who actually get involved.
This would be relatively easy to assess in Shetland and appropriate events should be invited to
prepare a suitable package of assessment to track those who are encouraged to seek
participation.
8.4.5
Children and Young People
It is argued that this group is the most important part of society for events to impact on,
especially with many events considering long-term legacy plans.
Questions to consider are
- Is the event accessible to young people? Do they buy in?
- Does the event increase participation by young people?
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8.4.6
Section
8
Are they consulted about events at planning stage and are they involved in designing the
aspects for young people in their delivery and evaluation of what has taken place?
Skills and Volunteering
The development of people’s skills and volunteering through events is not just an important
social impact but also an important operational objective if future events are to be sustainable.
eventIMPACTS suggests these basic impacts should be measured
 Number of volunteers

Cumulative volunteering hours

Cumulative volunteering training hours

Economic value of volunteering (valued at UK average wage)

Profile of volunteers (including all levels of skill)
This would produce spectacular results for Shetland.
8.4.7
Environmental Impact
No Basic Impacts are set out in this category but a number of matters for consideration are
shown.
eventIMPACTS recognises that event organisers are most likely to measure those matters that
they are obliged to do to attract funding or be successful in bids. It is accepted that there will
seldom be time and scope for a conceptual approach and a pragmatic approach is likely.
It suggests that events which do not mainstream the environmental agenda will be increasingly
isolated and it should be made clear that the objective is to offer a truly sustainable experience,
thus “buying-in” goodwill. For all events, especially those seeking funding at a national level, it
will be prudent to show environmental awareness and a sense of responsibility.
A brief environmental strategy will be useful

sustainability procurement (local cf Aberdeen sourcing)

waste disposal/ recycling

energy use

travel footprints
It will be beneficial to promote the existence of this strategy.
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The Tourism Context and Event/ Festival Marketing
9.1
Section
9
THE TOURISM CONTEXT AND EVENT/ FESTIVAL MARKETING
With a substantial element of the travellers to Shetland classed as business traffic, it has been
suggested that Shetland’s hotel sector may feel that tourism is of lesser importance, indeed the
question has been asked “is tourism worth it?” This is not a question the accommodation
sector itself would ask. This has been confirmed in meetings with the hotel sector which is
currently recording summer occupancy levels of under 50% and Shetland’s largest hotel was full
on just 10 nights in 2009. Tourism is a significant part of the Shetland economy worth perhaps
£12 million excluding travel. It is a relatively long stay holiday business with average stays of
5.8 nights and each successful sale is worth about £900! There should be no confusion –
Shetland needs tourists and it should be high on the economic development agenda.
Events and festivals in Shetland are not primarily related to tourists and attendances are
dominated by Shetland residents. Some do motivate trips to events in Shetland and many
others contribute to the very high level of visitor satisfaction recorded by those on holiday. They
are part of the whole Shetland tourism offer.
Events and festivals elsewhere have proved to be valuable in tourism marketing. In some
places the whole destination image is dominated by a single festival (Braemar, Cowes, Henley,
Glastonbury etc) but more often an event can be used to draw attention to a particular strength
of an area by focusing interest and publicity on a theme, perhaps through its detailed
programme or the involvement of a personality. Having secured exposure to the market, only
part of the response may be to attend the actual event. Others are attracted by the image
created. In addition it may stimulate sufficient interest in the topic to stimulate a separate visit at
the festival time. The success of a festival or event should not be measured only by its
attendance numbers, but in the growth of visitors in that whole interest sector.
At a higher level the event may help to stamp an image on an area or to promote an overall
policy. The various Shetland events can help to demonstrate its environmental and cultural
strengths and thus contribute to achieving the Council’s main policy of attracting more people,
not just to visit on holiday, but to return to stay.
The current 2010 VisitScotland Accommodation Guide is part of a national suite of regional
promotional material from the Scottish Tourist Board. VisitScotland locally in Shetland are
known as 'Visit Shetland' and also operate the Tourist Information Centre in Lerwick. Their
Shetland web presence can be found at www.visitshetland.com and is themed to national
marketing campaigns.
'Promote Shetland' with the wider remit to encourage trade, talent and inward investment
operate the Shetland Internet Gateway site which can be found at www.shetland.org and follows
a strict visual style guide.
The role of 'Promote Shetland' should be essentially an information hub; to work closely with
local event organisers to ensure that all relevant information is made available online and in key
promotional print in a timely manner. The current Events information news feed operated by
'Promote Shetland' should be made available to VisitScotland, VisitBritain and other relevant
organisations to reach as wide an audience as possible.
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'Promote Shetland' has already embraced the power of social networks in its promotional
activities. It also provides a number of innovative promotional media channels for event
organisers to better utilise in the promotion of their own programmes.
In addition 'Promote Shetland' are generating their own consumer database and establishing
loyalty programmes to encourage repeat visits whilst better understanding existing visitors to
Shetland. Some of these visitors could be targeted in the promotion of key or emerging events
depending on their interests and location but it is essential that every event understands its
intended market, has its own marketing plan & budget, remains focused and gathers consumer
feedback.
Visitors to Shetland in 2008 totalled 56,352 of which 31,558 were on business. Holiday visits
were 15,736 and VFR traffic 9,058.
Business traffic was reasonably evenly spread with holiday and VFR traffic peaked in the June
to August quarter. The shoulder months of May, September and October were well below the
peak and the 6 months November to April very low.
9.1.1
Non business visitors 2008
January
February
March
April
May
June
July
August
September
October
November
December
Total
9.1.2
Holiday
VFR
Total
282
332
350
159
1053
3463
3331
3902
1462
972
258
171
153
517
305
553
555
1085
1209
1820
941
790
680
311
435
849
655
712
1608
4538
4540
5722
2403
1762
938
482
15,736
9,058
24,794
Accommodation
The Island Games in 2005 tested accommodation to the limit. 1200 beds in Lerwick and
Central Mainland were supplemented by 1300 on two cruise ships and others in halls and
schools. Official statistics for 2008 showed 1589 bed spaces (of which 148 were on camp
sites).
Occupancy rates achieved are shown in the following table.
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Section
Occupancy Rates
Hotels
Guest House/ B&B
Self Catering
Jan/April
May/Aug
Sept/Dec
31%
13%
34%
46%
43%
64%
36%
16%
26%
These figures do not suggest saturation, even taking account of hotels where substantial single
occupancy is common. Discussion with hotels indicates that there is ample capacity at most
times and that additional event business would be welcome. The other sectors appear to have
a large number of empty beds, while self catering has high occupancy levels in the summer
peak it is only 64% occupancy.
Festivals do have some impact on bed availability, including demand from Shetland people
coming from the country to Lerwick for major events. Incoming visitors are attracted to major
events such as Up-Helly-Aa, the Classic Motor Show, the Shetland Folk Festival, Fiddle Frenzy
and the Accordion and Fiddle Festival. Certain of these events bring in special artists but they
are often accommodated on a homestay basis. The same applies to many of the sporting
events in the calendar.
However, advice to us is that Shetland can accommodate and would welcome more event and
festival business throughout the year excepting a very few peak dates.
The 2010 Shetland Islands brochure bears a “Visit Scotland “ branding but has a clear
“Shetland” ownership. It lists events and devotes a substantial space to highlight the full list on
the Shetland.org web site. Editorial features the event and festival themes and there are some
adverts. This and the Visit Shetland web site are very important and the event and festival
operators should work to obtain increased detailed coverage, perhaps buying space if
necessary.
“Visit Scotland”, with its continuing responsibility for providing visitor information in Shetland
and operating the Information Centre, would also value similar linkage and information about
events. “PromoteShetland” will no doubt both feed material into the main “Visit Scotland” and
“Visit Britain” networks which reach outwards to overseas markets as well as throughout Britain
and Ireland. These bodies need information very early for it to be effectively included in their
web sites, standard publications and newsletters that circulate through the main tourism
organisations overseas. There is no reason why each of the main Shetland events should not
supplement this system and feed material directly to potential users, such as Visit Britain
Newsletters, through their overseas offices.
“PromoteShetland” is already using social networks. These could also be exploited by
individuals and event organisers. While they would no doubt assist where possible,
“PromoteShetland” cannot be expected (at current staff levels) to take responsibility for
individual event marketing. Each event must exploit its own niche market. Many are already
doing so through using their own direct mailing lists, attending seminar events elsewhere to
make contacts and stimulate interests through circulating literature (e.g. the Classic Motor Show
visits up to 30 other shows), visiting sector exhibiting or seeking coverage on related web sites
or occasionally some very limited advertising. Every event and festival should have its own
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marketing plan and budget to ensure it feeds effectively on the big promotions, but also to tackle
identifiable business within its own niche.
Northlink, and Loganair, are, partly in their own interests, major promoters of Shetland tourism.
Northlink has its own quality print and website with special publications for group business.
They are also major stakeholders, through attending major exhibitions and taking part in allScotland joint promotions and also by providing substantial sponsorship and help in kind. Their
brochure devotes a page to listing nine of Shetland’s main events and carries some advertising,
editorial and pictures. Northlink appreciate the importance of events and provide valuable help
to organisers. Loganair also provide such help but it has less direct control of publicity, as it
operates as a franchise from the leading UK domestic airline Flybe. Every effort should be
made by event operators to secure coverage in the Flybe in-flight magazine “Uncovered”.
A large number of visitors to Shetland are classed as VFR. These are those persons with direct
affinities to Shetland and visiting their friends and relations. This group is much less interested
in tourism attractions but can be a market for many of the festivals and events that are designed
primarily for local markets. Some of their visits will be timed to coincide with the dates of their
favourite event, indeed the event can motivate the visit. They will get information from Shetland
web sites, through contact with their Shetland friends and families and through the social
networks. If regulars at an event they may also be contacted through its direct mail shots. The
VFR market is important to the event and festival business and should be cultivated.
Local promotional information for visitors remains the responsibility of VisitScotland through
Information Centres, one centrally located at their Lerwick office and at Holmgarth Terminal and
Sumburgh Airport. It is essential that event organisers ensure that each of these has ample
supplies of attractive literature about their event and it is prudent to make checks to ensure that
it is on display. It is also a useful exercise for organisers to check at all key information spots
in Scotland and, if their information is not displayed, ask if is normally on view and whether they
have sufficient stock.
Local Shetland people may go into the Lerwick TIC or take a look at Sumburgh or Holmgarth
when meeting friends but they normally get their information by word of mouth, over the local
radio or through the Shetland Times. They can also consult the local Shetland News web site.
Despite these being available there is a view that a simple “What’s On” publication could be
useful, either weekly or monthly.
9.1.3
Editorial
While modern techniques have made it easier to spread information about particular matters we
believe that there are special benefits gained from conveying messages to the market through a
third party by achieving editorial coverage.
There is no central mechanism for distributing this material but direct action can be taken to
secure or create a named press list for the tourism sector. Subject to liaison with
“PromoteShetland”, to avoid mixed messages, this can be used by event organisers.
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Each organiser can also originate material for their niche market. Ideally the distribution could
be coordinated and material could be combined into a Storylines Newsletter to be sent out but
leaving the recipient to pick from the list at will. The material originated could also be sent direct
to the press lists appropriate to niche markets and featured on relevant web sites.
9.1.4
Access Travel
Alleged accommodation limitations, inadequate space on the access services by boat and plane
are often cited as constraints on tourism and event/festival activity. It is a controversial matter
not confirmed by the figures, but strong views are held by bodies such as the Shetland Tourism
Association who have made recommendations for improving access travel.
FERRY SERVICES TO SHETLAND
The official O and D survey made available to us by the Council showed a high level of
passenger satisfaction with both the boat and air services. Of those surveyed 70% of the air
passengers and 94% of the boat users classed the services as good or very good. A lack of
cabins was identified as a shortcoming of the boat service and the main negative reaction was
the cost of air travel with only 15% of air travellers classing the prices as being good or very
good. Some indicated that air fares would deter a further visit to Shetland. The Report
concluded that “generally the services have the capacity to allow travel on the preferred flight or
sailing”. All transport services have peaks and this should always be a consideration when
setting dates for events and festivals that are likely to stimulate the demand for travel. It would
be useful to have daily data on unsold travel spaces (also of unsold beds) but this is not
currently available.
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AIR SERVICES TO SHETLAND
Loganair have some flexibility in their scheduling and are aware of various peaks caused by
events in Shetland for which they can arrange additional flights. This is not done on an “ad
hoc” basis. They must be arranged several weeks ahead and then are offered as normal flights
on the web. It is a very complex matter for Northlink to add sailings to their schedule, both
because of the tight timings and the financial position which means that even minor measures
must be approved by Scottish Government.
Loganair now operate summer services to and from Bergen and believe that Norway should be
considered in event and festival marketing plans.
Loganair provide sponsorship to a small number of events and travel concessions to others.
Support is offered to some outgoing as well as incoming organisations and there are various
long term relationships. This support is valued at £75,000 p.a. Northlink has offered support to
a wide range of events, festivals and community groups since it began operation. Applications
are considered twice a year and currently thirteen organisations benefit from the support. No
long term commitments are made. The value of their support is about £100,000 per year.
9.1.5
Growth and Jobs
Our vision is that tourism should be recognised by Shetlanders as an important growth sector
within their control. We see events and festivals as a realistic tool to achieve this growth using
existing assets, with minimal capital expenditure and some revenue support funding. We
envisage the growth of some existing events already or planning to target new visitors and the
creation of new events with that specific target.
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No comprehensive information is available on the number of jobs supported by tourism but
using published material it could be a minimum of 1150 jobs (accommodation and catering and
small percentage of retailing/wholesaling, business services and transport) of which over 500
relate to holiday tourism. Our suggestions for event development could steadily add jobs to that
number over 5 years. It is generally agreed that in the next 5 years there will be a significant job
shortage in the UK and areas that can offer job opportunities will be well placed to attract new
population which is the main objective of Shetland Islands Council. To this end we believe that
Shetland should look at the funds currently directed to tourism. “PromoteShetland” is a bold
step but it deserves sufficient resources to take advantage of the opportunity. We feel sure that
any investment made in tourism, including events and festivals, will produce a more than
satisfactory return to the economy.
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10.1
Section
10
NEW EVENTS AND FESTIVALS
Our advice is that at this time the emphasis should be put on event-action that will bring more
visitors to Shetland to enjoy the islands and spend money.
These events should, preferably, be suitable for bidding for funds from outside Shetland and to
do this they must be able to fulfil the conditions set by “Event Shetland” and eventIMPACTS.
While both recognise a range of benefits that can arise from events their main criteria is
Economic Benefit and Economic Impact on the host economy. For new and growing Shetland
events and festivals these five basic impacts will need to be demonstrated
- number of spectators
- number of participants taking part
- percentage of spectators and followers coming from outside Shetland for the event
- percentage of participants coming from outside Shetland for the event
- duration of the event or probable length of stay by participants and spectators
This information will be the vital part of any bid for outside funding.
It is recommended that there should be a new Shetland financial support scheme created to
encourage new events and assist the expansion of existing events with the aim of bringing new
visitor business to Shetland. Like the outside bids this Shetland Event Development Scheme
would be measured principally on the economic impact they can make.
A new scheme would be aimed at
(1) the creators/organisers of new events targeted at markets that are outside Shetland
(2) the organisers of existing events who add a substantial new element to their current
operations, targeted at markets that are outside Shetland. It would be able to commit support for
up to 5 years to allow for proper planning (with termination possible if an event does not perform
on evaluation). The support would take account of proposed spend and potential value of the
event to Shetland.
The scheme would not be a means of relieving existing funders of their involvement in events.
Only growth would be supported. As an economic development initiative, it is appropriate that it
should be located in the Economic Development Unit but operated with the involvement as its
associate “PromoteShetland”. It would also involve the tourism trade through the Tourist
Association and the Hoteliers Association.
We see this being funded directly by Shetland Islands Council. We are recommending that the
Council sets aside its major image-building events for a period after the 2011 Tall Ships and
diverts the investment (Island Games was £1.6 million and Tall Ships £1.2 million) plus perhaps
some savings in other Council funded events to provide a fund of £250,000 to £300,000 a year.
We do not believe that there could be an all-embracing events and festivals body for Shetland.
There are many bodies involved who would wish to keep themselves independent and many
funders who would want to maintain control of the sums they make available.
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For the new Event Development Scheme we recommend that the management should be by a
small Events Board (perhaps 5 people) with the ability to co-opt when necessary. It would be
administered by an Event Team who would deal with these new and expanding events. The
Event Team might take responsibility for all events and festivals under Shetland Islands Council.
It would also provide thrust and leadership to develop new events where they have no “owners”.
The Event Board would be set targets, initially over 5 years, to achieve value from its work.
EventScotland in the Perfect Stage is looking for an 8:1 ratio of impact to funding. This would
be very ambitious for the new Shetland scheme but if 5:1 was achieved a fund of £250,000
would be asked to achieve an addition £1,250,000 of visitor spend which means 2,500 extra
visitors based on visitor value data from the Shetland Tourism Survey. This includes the value
of transport. This represents a 10% increase in the number of holiday and VFR visitors and
would make a worthwhile contribution to filling the near to 100,000 empty beds in Shetland over
the summer period.
In discussion we identified events and festivals that would consider increasing their involvement
in markets outside Shetland to secure the growth of their event. These included
Events with Growth ambitions





Homecoming
2014
Country Music
Festival
Shetland Folk
Festival
Accordion and
Fiddle
Wordplay









Brown Trout Angling Festival
Strongest Man
Additional Participant Sports
Up-Helly-Aa Fringe
Classic Motor Show
Johnsmas Foy
Unstfest
Classic Motor Show
Screenfest
The Brief invited us to make recommendations for new events and festivals that we felt would
strengthen the Shetland product. These are suggestions that are based on the use of
Shetland’s assets. All of these would need to meet the criteria for the Event Development
Scheme to be fundable.
10.2
THE FESTIVAL OF NATURE
There is a current festival, held in July. It is discussed in an earlier part of this report. It has
been developed with the backing of several bodies in Shetland including Scottish National
Heritage, RSPB and the Ranger Service. This development work has been led by a part time
enthusiastic and skilled RSBB employee. It is believed that overall responsibility for the
existing festival has now been taken on by Shetland Amenity Trust.
The Festival features Shetland’s most powerful asset, the environment, with its scenic
attraction, its flora and fauna. The unique wildlife resources have become a matter of interest
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among households throughout the UK with the high profile television exposure and the
involvement of personalities. It appeals to those with varying levels of interest from the general
appeal of puffins and otters to those who travel immediately whenever a rare bird is spotted.
Shetland is rated first in the UK areas for the spotting of rare birds. The potential of those
resources to be a basis for visitor development is huge and it is backed by significant private
sector operators specialising in the field.
FESTIVAL OF NATURE
Walking has always been promoted as part of
the Shetland tourism product and it is a key
activity of visitors today with 69% doing short
walks and 40% taking long walks. “Britain’s Most
Northerly Walking Festival” existed early in the
decade. More recently the walking product has
been based on an attractive programme “Take it
in your Stride” which was accompanied by a
walking guide which remains available at
Information Offices. It has been suggested that a
“Walking Festival” should be re-introduced.
Seven day walking festivals are common
throughout Britain and the Shetland Festival
could add itself to the choice available to walkers
and walking groups who work themselves around
the circuit. Dates in May, after the Folk Festival,
or late September could be considered.
WALKING
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Geopark - We believe that there is real opportunity to encourage a major development of the
Festival of Nature concept and the associated opportunities in the Geopark designation and
from the Walking theme. The designation requires the members to create an annual festival in
late May/early June. These take different forms and are given various levels of emphasis in the
other UK Geoparks. One of the benefits of being a Geopark is that it gives access to other
Geoparks throughout the UK, Europe and elsewhere in the World and they can be used as a
chain of marketing outlets. An imaginative high profile Geopark festival can be thrust in front of
visitors at other locations to impact people interested in this type of attraction and motivate them
to come to Shetland. This may be the most important benefit of the Geopark name.
To maximise the potential of the natural themes, all of which score highly as activities in the
Shetland Tourism Survey, there is a strong case for creating a new festival, building on what
exists, but which could be extended to cover all of June and July with a second event in autumn.
The Amenity Trust will no doubt keep all the key bodies involved. Having a poor weather
element to the programme will be important and the new Mareel could be the focus and house a
programme of indoor activity to match the outdoor events. The natural world and wildlife is a
rich area for music, books, poetry, film and visual arts.
The product content is there and the market certainly exists but to achieve the development it
needs a full time Director with access to support services. A 5 year plan should be prepared
with sufficient funds to fulfil its targets. There should be an opportunity to secure title
sponsorship and also support for the individual event of the programme. This plus a bid for
EventScotland funds and an application through the proposed Shetland Event Development
Scheme should produce a budget of £200,000 pa and a capacity to bring £1 million of new
business to Shetland (creating or supporting 40 jobs).
10.3
A SHETLAND WINTER FESTIVAL
SHETLAND WINTER FESTIVAL
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The tendency in most tourist areas is to apologise for or to cover up their weather. This Festival
would do the contrary and be based on the natural splendour, power and excitement of winter in
Shetland.
Everything is more dramatic in winter and the landscape is cut differently in the winter light.
Shetland offers the UK’s longest nights and shortest days and weather is unpredictable. It could
be a week of dramatic storms or of blue sky and calm seas
The basis of this winter experience would be a contrast between the reality of outdoors and the
comfort and warmth indoors, which would be an equal partner in the product that is offered.
There is so much to see outdoors
- watching wildlife when visitors are fewer
- rivers in torrent with waterfalls in full flow
- cliffs that are more dramatic with the wind howling and creaming surf at the base
- windswept beaches with flotsam
- thrilling ferry trips on long or short routes
- the possibility of seeing Aurora Borealis
In direct contrast indoors
- warm and comfortable bedrooms and lounges in selected accommodation
- food becomes very important
- lifts provided to location for walk and pick ups on return
- programmes at the Mareel complex
- access to the superb Shetland Museum
- an opportunity to venture offshore to the smaller islands
- special extra openings of heritage sites including local centres during the festival
- reflect the quality of life and entertainment
While those on foot outdoors would enjoy the greatest contrast, the Festival should not be
presented as an event for hardy people braving the elements, but as one which could also be
enjoyed from the comfort of a car or a bus. It would involve the membership and participation of
accommodation that delivered the level of indoor comfort that contrasted with the stormy
outdoors.
Looking ahead the development at Sumburgh Head and the possible roofing of Scatness would
add major attractions to the winter offer.
The Winter Festival could have some specific extra elements but the plan would be based on
what is naturally there and exposed by the weather during the period of the Festival. The
winter concept has been used by VisitScotland in its Winter Whiteways product which is much
less dramatic than what is being proposed. The former Visit Shetland special adverts based on
the “tell it as it is” principle were much nearer the mark.
Dates could be set to avoid the “docking dates” of the ferry and also the restriction arising on the
shortest days. The Festival could be for one period only or two or three times during the winter,
perhaps two weeks in late October, 2 weeks in March, one week after Up-Helly-Aa in January.
A sponsor could be interested if their product was specially geared to tough going and winter
conditions. With a sponsor it could be an ideal product for short television adverts, perhaps of a
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4x4 or special clothing. There could also be considerable editorial interest in such a radical
concept and the budget would need to allow this to be maximised.
10.4
NEW FOOTBALL–BASED EVENTS
FOOTBALL EVENTS
Shetland successfully staged the Island Games, a major sport participant and spectator event.
Football, which is a very important part of Shetland life was a significant part of the Island
Games and the biggest event attendance was the final of the football competition.
We believe that the interest in football can be the basis for a new event that embraces all ages
in the local population and involves incoming participants using Shetland accommodation.
It would be an annual event with a 5 year plan and could have two main elements
1. A senior competition in which Shetland meet attractive opposition. This might be teams
from Faroe, Iceland, Norway, Orkney and Western Isles, a named team from mainland
Scotland or a top named club from England. This would provide a worthwhile spectator
event in the world of sport to provide quality entertainment. It must be of sufficient quality to
attract paying spectators. We are aware of the reluctance to pay and the lack of a secure
stadium.
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2. A junior tournament involving visiting teams who would stay in Shetland accommodation –
perhaps 100 visiting players plus followers. This would also attract spectators but its main
purpose would be to provide the competitive opportunities Shetland’s young players need.
3. A feature of the festival could be a visit from a named personality able to provide coaching to
both the mature and young players.
4. The quality image would be reinforced by inviting a top referee to attend to take on some
games but also to meet and coach the local officials.
This programme could be mounted in July and attract teams seeking a pre-season tour.
It could attract sponsorship and also bid to the Events Development Scheme based on the new
visitors attracted and for the importance to the community of major spectating opportunities, the
availability of top coaches and the value of big names visiting Shetland. This would be a project
for the Sports Development Unit of the Council to progress with the Shetland F.A. and the
Shetland Junior F.A. It may attract support at national level.
10.5
ADVENTURE SPORT EVENT
This could be located in Unst/Yell/Fetlar. It could involve some type of endurance event which
could be devised using the spectacular terrain on these islands. It might be a 4 day event, and
could involve individual, team and, potentially, corporate entries.
The basis for such events is television interest and this would have to be secured with
guarantees of television time on significant channels. The number of participants elsewhere
varies from mega entries like 3,000 runners in the Snowdon Race to as few as 20. A target of
50 would be useful for the first Shetland event. This would bring up to 150 people to participate,
support and produce the television output.
This pilot event would provide an opportunity to address potential logistical and organisational
challenges, whilst at the same time providing a platform on which to market subsequent events
to a broader audience through specialist journals.
If accommodation along with suitable skilled personnel to develop and manage such an event
can be identified, this should be encouraged with guidance provided as required. Financial
support through the new Event Development Scheme would depend on the level of coverage
promised in draft media contracts and the value of additional visitors expected.
10.6
HERITAGE
We believe that there is an opportunity for a new Heritage event which could form part of a
challenge to Orkney in this sector. It might be based on Johnsmas Foy festival which has been
set aside for 2010 and 2011 due to other events being scheduled.
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10.7
Section
10
MUSIC
While the Shetland Folk Festival’s growth is likely to continue there is a need for strong musical
content in the new events agenda. To fit the criteria for a new event to fit a possible new Event
Development Scheme it would need to have an ability to attract new visitors. This is a matter
that Shetland Arts may wish to consider in the context of the new Mareel facility.
10.8
COMEDY FESTIVAL
We are aware of Shetland Arts’ plans to mount a Comedy Festival which should have the ability
to attract new visitors.
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11.1
Section
11
STRATEGIC BACKGROUND
We have prepared the Events and Festivals Strategy within the context of the Shetland Islands
Council’s overarching policy which is to attract people to come to live and work in Shetland. The
Economic Development Unit’s aim is to also stimulate businesses development and marketing
development projects, including tourism which is now contracted to “PromoteShetland”. Their
task is to increase the number of visitors and the value of their visits to Shetland economy, and
implement its Economic Development Policy/Plan and to benefit those who provide the lifeline
transport links to the islands. The basic principle of the “Shetland Brand”, which is “Quality”,
should apply to the provision of events and festivals just as to other products, especially when
directed outside.
The Shetland Cultural Strategy is also relevant. Many existing festivals have a cultural basis
and this strategy acknowledges the connection between culture and economic development.
The Cultural Strategy aims to
“Recognise the contribution made by cultural heritage and activity to sustainable economic
development…”
“Recognise that the principal foundations for developing tourism are Shetland’s rich and diverse
cultural life and outstanding built and natural heritage”.
It also recognises that when developing strategies the interests of people beyond the islands
must be considered, because Shetland’s cultural life is one of the things that attract them to
visit. Events and Festivals can highlight particular aspects of life in Shetland, focusing on
matters that attract immediate interest and attention. It could be a big name artist who might not
be expected to be performing in Shetland or a high profile naturalist such as Simon King
opening the Festival of Nature or Jean-Christophe Novelli demonstrating at the Food Festival –
later valued at over £2 million worth of media exposure. Personalities matter in establishing the
credibility of events.
Shetland’s festivals and events can be an increasingly effective part of the Islands Council’s
main policy, in the Corporate Plan, to persuade people to come to Shetland to live and work,
providing material for documents such as “10 Reasons to Move to Shetland” and featuring a
particular aspect of Shetland life that may coincide with an individual’s special interest. It could
be a keen angler who spots the Brown Trout Festival with 100 lochs of free fishing or a folk
music enthusiast wooed by the many music festivals on offer.
The offers that may attract people to move to Shetland must be sustained when they come,
indeed the whole population of Shetland expects to be able to enjoy job opportunities, decent
levels of pay and good education but also this high quality of social and cultural life on a day to
day basis. Events can provide special “highs” when they bring the big named artists and players
to the islands. There is agreement that Shetland people have a right to the best. While these
may be commercial on mainland UK they often need support to appear for the smaller but
equally important Shetland audience. Events and Festivals are a useful way of delivering this
level of artist.
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In setting out the holiday offer for Shetland to potential visitors it is likely that the various events
and festivals help to convince them that there are special things that make the adventure to
Shetland worthwhile. When examining lists of things that visitors do on their holiday, it is clear
that natural and art heritage experiences rank high. Festival literature can provide exciting
detail of each subject and a festival programme can guarantee delivery.
While appreciating the interest that events and festivals can add to any holiday,
“PromoteShetland” would emphasise the special value that arises when they actually motivate
additional visitors and would recommend support for those that strive to achieve this. It may be
done by increasing the capacity of an existing event to take visitors, as Shetland Folk Festival
has done by expanding to create extra tickets, or by committing a certain number of tickets to
visitors from “away”. Much could probably be achieved by making it easier to buy tickets
through online sales. An online Shetland Box Office will be important if it was used by major
events for at least part of their available tickets.
TOP 12 THINGS FOR VISITORS
1. Beaches and Coastal Scenery
71%
2. Short Walks
69%
3. Historical or Archaeological Visits
62%
4. General Sightseeing and Touring
61%
5. Bird Watching
59%
6. Nature/Wildlife Sites
54%
7. Heritage Centres and Museums
53%
8. Photography
53%
9. Other Nature Watching
45%
10. Shopping for Crafts and Local Goods
44%
11. Long Walks
40%
12. Boat Trips
30%
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12.1
Section
12
SOME CONCLUSIONS

Shetland’s Events and Festivals are calculated to have a turnover of about £1 million p.a.
and to have 127,000 attendees and an economic value for £6.2 million p.a. This is a
significant part of the Shetland economy but much more can be achieved.

In addition to the Shetland accommodation, food and retail sections the transport industry
including Northlink and Loganair are significant stakeholders in events and festivals. They
provide various types of help including £150,000 of direct support in cash or kind to events.

Tourism’s increasing importance to the Shetland economy was highlighted by the Council’s
bold decision to create “PromoteShetland” who agree that the use of events and festivals to
motivate new visitors to come to Shetland is a top priority.

To achieve this new business, events and festivals must develop their marketing
arrangements and “PromoteShetland” must have the resources to facilitate this. For people
outside Shetland, quality information must be available well in advance and online bookings
made easy. “Box Office” must be made attractive to operators and be fully effective for
customers.

Operators should have a marketing budget built into their Business Plan and new event
plans should only be approved for support if this is in place.

With “Move to Shetland” continuing to be the Council’s main policy objective, events and
festivals can play an increasing role. They can continue to help to maintain the current
attractive lifestyle and can also be part of a pro-active move to impact on potential groups of
new residents in the near future.

Larger events such as the Tall Ships Races and the Island Games should be looked at more
as community building events rather than as projects to attract in visitors and as revenue
earners. Strategic projects such as these form a different category of event, seen as
motivational statements about Shetland as a place. “Tall Ships” will be a spectacular event
in 2011 but we conclude that there should be no further such events in the near future.
While strengthening the image of Shetland and providing a considerable feel-good factor for
the population the “Tall Ships” will be restricted by the lack of Shetland’s ability to handle the
large numbers of visitors normally attracted to the spectacle. From 2012 such money should
be directed at the main priority of attracting new visitors through marketing and the
development of several smaller events able to achieve this over the year.

We recommend continued support for the festivals that satisfy the local population and that
continue to contribute to the high standard of lifestyle that is expected. This, at present,
emphasises the “arts” and some balancing could be helpful to meet the needs of those with
“sporting” interests, as spectators.

Participant events in “sport” involving incoming teams can bring useful visitors over a long
season. To develop this we believe that Shetland should find a means of overcoming the
high cost of incoming travel and work cooperating with the transport operators to achieve an
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attractive price. This may need some support in the initial years – a three year experiment
could be useful.

It is sometimes a criticism that a dependency on public funding has developed. In fact the
real dependency is on volunteers whose skills and efforts sustain much of the events and
festivals programme. This may well continue but it may be that volunteers are not easily
forthcoming for events developed specifically to attract incoming visitor rather than providing
local satisfaction.
12.2
MAIN RECOMMENDATIONS
1. Our vision is that tourism can make an increasing contribution to the Shetland economy and
Festivals and Events can be an important tool to achieve this. They can be used to
stimulate interest in Shetland and to mobilise the use of its special assets to motivate visitors
to come to the Islands. These can be quite new events or the targeted growth of those that
already exist.
2. Support this priority with a programme for organisers to work with “PromoteShetland” to
develop the marketing of appropriate events and festivals outside of Shetland through
organisers having effective marketing plans, early decisions on programming, early print
production, improved web marketing, media action and activity to make Box Office a full
involvement of Shetland events online.
3. Encourage continued support for the range of festivals that have developed, primarily for
local people as part of the measure to ensure that, despite living on the islands, the
population has access to top quality performances and “big names”. Where appropriate
encourage these festivals to look outward and to attract visitors from beyond Shetland.
4. Wherever possible to maximise the use of events and festivals to advance the main
Shetland policy of persuading people to move to Shetland to live and work. Creating new
jobs opportunities can contribute to this aim.
5. Focus at least for the next 5 years from 2012 on this main objective of targeting events and
festivals that are capable of generating substantial numbers of additional visitors. Do not
support single big-budget projects and target all available sources at the development of
certain existing events and the creation of new events directed towards this objective.
6. Encourage the use of Shetland–based equipment and services and take positive steps to
develop these businesses
7. Focus on Shetland’s under-used assets whether these are in the natural world, unsold
rooms or event venues
8. Give a monetary value to volunteer time in any bids and proper status to those involved
9. Seek ways of enhancing local sponsorship, - perhaps by schemes for joint funding
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10. In those events provided primarily for local people consider enhancing the number of sport
related events that are included.
11. Encourage events that contribute to healthy living.
12. Recognise the importance of personalities in adding credibility to an event
Secure wider views on events and festivals from stakeholders.
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Appendix – Consultations and Publications
Section
13
APPENDIX – CONSULTATIONS
The majority of consultation has been on a direct face to face discussion basis. A small number
were consulted by e mail, letter or telephone and they are marked *
Councillor Sandy Cluness, Convenor of Shetland Islands Council (SIC)
Councillor Rick Nickerson, SIC Cultural Spokesperson
Councillor Betty Fullerton, SIC
Councillor Andrew Hughson, SIC
Councillor Jonathan Wills, SIC
Paul Bush, EventScotland
Neil Grant, SIC, Head of Economic Development SIC Economic Development Unit (EDU)
Douglas Irvine SIC Head of Business Development SIC EDU
Neil Henderson, Principal Officer Marketing SIC EDU
Kevin Moreland, Marketing Officer SIC EDU
Sandra Laurenson, Lerwick Port Authority
Dr Ann Black, Shetland Charitable Trust
Hazel Sutherland, SIC, Executive Director Education and Social Care
James Johnston, Shetland Recreational Trust
Jimmy Moncrieff, General Manager, Shetland Amenity Trust
Andy Steven, “PromoteShetland”
Deborah Legatte, Misa Hay, “PromoteShetland”
Brian Robertson, Shetland Country Music Festival
Karl Simpson, Thomas Fraser Memorial Concerts
Jimmy Carlyle, Shetland Blues Festival
Rebecca Arthur, Shetland Blues Festival
Aimee Sutherland, Simmer Dim Bikes Rally
Davie Gardner, Atlantic Edge
David Wagstaff, Technical Services Provider
Neil Robertson, Up-Helly-Aa Committee
John Uttley, Scottish Natural Heritage
Helen Moncrieff, RSPB and Shetland Festival of Nature
Tommy Coutts, Hamefarin and Flavour of Shetland SIC EDU
Nicola Halcrow, Hamefarin and Flavour of Shetland SIC EDU
Linda Coutts, SIC EDU Tourism Officer
Malcolm Younger, Callum Younger Fund Lerwick Mid Summer Carnival
Gwilym Gibbons, Shetland Arts
Richard Wemyss, Shetland Arts
Fiona Dally, Island Games and Tall Ships 2011
Jonathan Molloy, SIC Planning
Mark Fuller, Classic Motor Show and Tour
Graham Johnston, Classic Motor Show and Tour
Neil Watt, SIC Sport and Leisure Services Manager
Bob Kerr, SIC Sports Development Unit
Peter Leask, Accordion and Fiddle Festival
Davie Henderson, Shetland Folk Festival Committee
Christine Fordyce, Shetland Folk Festival Committee
Mhari Pottinger, Shetland Folk Festival Commitee
Kirsty Kennedy, Shetland Museum and Archives
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Marvin Smith, Development Manager SIC EDU
Maurice Henderson, EU Impact Project and Performance SIC EDU
Sheila Keith, LEADER
Sally Spence, EU Project Manager SIC EDU
Michael Craigie, SIC, Head of Transport
Avril Nicholl, SIC, Youth Services
John Nicholson, Community Halls Network (former SIC Director)
Helena Johnston, Voe Hall and Voe Show Committee
Siljvia Crook, Rotary Club of Shetland
Robina Barton, Geopark Office (SAT)
Alex Miller, Shetland Anglers Association
Howard Foster, Viking Sea Angling Festival
Douglas Sinclair, Young Fiddler of the Year
Steven Hendry, Shetland Tourism Association
Peter McKenzie, Scalloway Hotel
Robert Smith, Brodolff Group of Hotels
Joe Rocks, Busta House Hotel
Noelle Henderson, SIC, Education
Alistair Hamilton, ex SIC, Head of Planning
Derek Hendry, Technical Services
Billy Sandilands, Manager, Lerwick Town Hall
Ewan Balfour, Big Bannock
Paul Woods, Shetland Simmer Dim Half Marathon
Wendy Inkster, Shetland Craft Association
Ian Gidney, Shetland Winter Craft Fair
Laurence Smith, Lerwick Town Centre Association
Willie Ross, Cunningsburgh Agricultural Show
Doug Forest, Walls and District Agricultural Show
Ruth Henderson, Seafood Shetland
David Sandison, Shetland Aquaculture
Jonathan Hinkles, Commercial Director, Loganair
Scott Grier, Chair Loganair,
Committee members of Uyeasound Up-Helly-Aa
Stuart Wadley, Shetland’s Strongest Man
Drew Tulloch, Hughson Bros
Susie McCullough, Tourism Ireland, Northern Ireland Events
Adrian Turpin, Wigtown Books Festival
Laurence Robertson, Inter-Club Yachting Association *
Jim Anderson, Yoal Rowing Association *
Elizabeth Johnston, Unstfest *
Bill Davidson, Northlink *
Lily Wroath, Northlink *
Angela Henderson, St Magnus Festival Orkney *
Gavin and Elma Cullen Orkney Folk Festival *
Bob Boston, Royal British Legion *
Duncan Sainsbury, Nimrod Group
Attendees at the SIC Tourism and Cultural Panel 2009 chaired by Councillor Josie Simpson
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APPENDIX 1 SOME PUBLISHED MATERIAL CONSULTED
On the Cusp; Shetland’s Cultural Strategy
Shetland Statistics 2009
eventIMPACTS, EventScotland and other UK bodies
Shetland Recreational Trust Annual Report
Shetland Amenity Trust Annual Report
Economic Development Policy Statement 2009-2011
Shetland Visitor Survey 2005/06
Origin Destinations and Tourist Needs of Passengers 2009
National Events Strategy for Wales
Shetland Cinema and Music Venue Economic Impact Assessment 2009
Hansel: Our Creative Plan for the Arts, Shetland Arts
Creative Links: Shetland Islands Council and Scottish Arts Council
Documents relating to Hay-on Wye Festival of Literature
Unkans: Shetland Museum Newsletter, various issues
10 reasons to Move to Shetland: Shetland.org
“PromoteShetland”; various documents re establishment of the body
“PromoteShetland”: Operational Plan 2009/2010
Scottish Food and Drink Business Plan 2007-2010
Volunteering in the Arts; Shetland Arts
Licensing (Scotland) Act Current Measures and new proposal (alcohol)
Specification for a sustainable event management system BS8901:2007
Project Selkie – a brand strategy for Shetland, 2007
Marketing Strategy for Shetland 2008-2011
Johnsmas Foy, various business plans and reports
Shetland Food Festival, various reports and business plans
Flavour of Shetland, Evaluation 2009 and 2008
Impact of Folk Festival on Cultural Tourism 2003
Programmes for many events and festivals
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The Ferrers Centre
Staunton Harold
Ashby De La Zouch
Leicestershire
LE65 1RU
England
Tel +44 (0)1332 865920
Fax +44 (0)1332 865678
phtconsultants@btconnect.com

Shetland Events and Festivals Strategy

Transcription

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