The International Live Events Association (ILEA) and VisitScotland Business Events have launched Event Horizons, a report highlighting the findings of the recent ILEA Global Event Summit 2016 which was hosted in Scotland.
The ‘Purple Paper’ outlines the key elements of the summit which took place in April, bringing together a selection of leaders from the international events industry for two days of discussions surrounding the challenges and opportunities faced by the sector.
The report found that there was a unanimous opinion that live events remain the most effective medium of communicating to people’s emotions, creating brand positivity and core message affinity.
Threats to the sector highlighted included: networked digital communication devices, unskilled practitioners, the fear of terrorism and poor economic conditions. The broad opinion was that by promoting the value and benefits of live events, these could all be overcome, the report found.
Jodi Collen CSEP, ILEA president, explained: “Our delegates came together with open minds, ready to engage in discussions and activities, aiming to identify the challenges and opportunities faced by today’s industry. They left with their minds exhausted, yet filled with ideas and inspiration.”
Collen added that the inaugural GES was the beginning of the conversation, defining what the industry needed to do to ensure a prosperous future. “We plan to meet again soon, to delve into the specifics of how, as individuals and collectively, we can truly realise our value and achieve our global potential.”
The summit was a collaboration between ILEA, VisitScotland and IMEX Group, with support from technology provider Cvent and Events are GREAT Britain. It was hosted across multiple venues in Scotland, including Gleneagles and the EICC in Edinburgh and preceded by a visit to IMEX Frankfurt.
Neil Brownlee, head of business events at Visit Scotland added: “It was great to be involved with such a unique event, and to have the chance to show this influential group why Scotland is the perfect stage for live events. The Purple Paper will act as a crucial outlet to help us meet our shared ambition of keeping the summit’s conversation going within the wider industry, helping to promote the true values and address the challenges currently surrounding live events.”
Event Horizons: A Purple Paper from the ILEA Global Event Summit 2016: Scotland can be downloaded here