No pain, no gain could be the new motto for a
new entrepreneurial approach to events by The Scottish Exhibition + Conference
Centre (SECC) and Glasgow City Marketing Bureau (GCMB). The organisations are
putting their necks on the line to share event organisers’ pain and gains with
the launch of what they claim is the first venue support model of its
Known as ‘The Glasgow Model’, the project is
a collaboration between the SECC and the GCMB.
SECC Director of Sales, Ben Goedegebuure,
says the initiative is a direct response to concerns raised by clients worried
about delegate numbers. “We wanted to offer a way to reduce the risk to our
client whilst sending a confident message from the destination that we can
deliver on delegates.
“As a destination we’re set up to help
organisers boost attendance using the resources and connections we have
throughout the city. The Glasgow Model is an extension of a unique collaborative
approach that has already put Glasgow on the map as a world class events
GCMB Chief Executive Scott Taylor adds that
the Glasgow Model is “incomparable” to other cities’ schemes and “a
unique commitment to a jointly shared business strategy with the conference
organiser. We explicitly understand the importance of reputation and brand, and
have a clear responsibility to deliver success through creating equity and
profit for the association”.
Taylor claims the
model “will set the pace of change in the industry”.