Host City 2016 takes place in Glasgow on 21 and 22 November and it’s not too late for you to join the most important gathering of cities and sports, business and cultural events.

Just when you thought the line up couldn’t get any better, new VIPs continue to come on board, including:

• Adam Pengilly, IOC Member and VP of International Affairs, International Bobsleigh & Skeleton Federation
• Angela Ruggiero, USA IOC member and Chair of the IOC Athletes Commission
• Jean-Francois Martins, Deputy Mayor of Paris
• Attila Szalay-Berzeviczy, Chairman, Budapest Olympics Foundation
• Mike Lee OBE, Chairman of VERO

At Host City 2016 Cities, Event Owners and Suppliers will exhibit alongside a truly outstanding conference programme that includes top-level speakers from some of the most influential organisations worldwide, alongside representatives from businesses with experience of all aspects of event hosting. 

These new speakers join a star-studded cast that includes city leaders from New Zealand, Odense, Rotterdam, Paris, as well as: Sir Craig Reedie CBE, President, World Anti-Doping Agency; Paul Bush OBE, Director of Events, Visit Scotland; Francesco Ricci Bitti, President of the Association of Summer Olympic Sports Federations (ASOIF); Sarah Lewis, Secretary General of the International Ski Federation (FIS); Ugur Erdener, Vice President, IOC; David Grevemberg CBE, CEO, Commonwealth Games Federation; Bridget McConnell, CEO, Glasgow Life; Dimitri Kerkentzes, deputy Secretary General, BIE (World Expos); Simon Clegg CBE, Chief Operating Officer, World Expo Dubai 2020;  Reinhard Pfeiffer, Deputy CEO, Messe Munich; and many more.

View the full speaker line-up on the Host City website.

Don't miss this opportunity to attend Host City 2016! Get your pass today to attend the leading meeting of cities and sports, business and cultural events in Glasgow on 21-22 November. Register online

For further information please contact Ben Avison on +44 (0) 7876 682072 or ben.avison@hostcity.com

Over the years I have listened to dozens of marketing experts talk about how to effectively promote and sell your product or brand in the face of stiff competition. Undoubtedly there are various techniques and tactics that marketeers can deploy but for me, the conversation has always seemed to end up back at one place – the unique selling point.

Working out what it is that differentiates your product from all others on the market is the key to not only standing out from the crowd but maintaining credibility in an environment where everyone is trying to shout louder than you.

In Scotland, our golfing USP was forged many centuries ago when the humblest beginnings of a game now played by more than 60 million people worldwide first took root. Few countries in the world have such a close association with a single sport than Scotland does with golf.

It is known around the world as the birthplace of the game, where every legend of the sport has played, where the rules were first established and where the game’s greatest championships were first played.

It is the place where golf clubhouses are the hubs of local communities, where a love of the game is celebrated in families and passed down through generations and where the finite elements of the game are regularly dissected over a few drinks in the 19^th hole. In short, Scotland is the Home of Golf.

This USP represents the basis of all Scotland’s activities in golf, from promoting the country globally as a golf tourism destination to instilling it into the minds of Scotland’s schoolchildren as a game for everyone.

It has also been a catalyst for Scotland’s success in bidding for and securing the world’s most prestigious golf events. Don’t get me wrong, there are many factors that go into securing major events, not least past experience and an engaged and supportive Government, which we also have in abundance in Scotland.

But there is no doubt that when it comes to hosting a major golf event in Scotland, event organisers are drawn to the Scotland, the Home of Golf message and the added value it can bring to events.

A key example was The 2014 Ryder Cup, an event which was undoubtedly a huge success for Scotland, delivering economic impact, legacy and huge media profile in our key markets. But what was also apparent was the benefits that The Ryder Cup derived from being hosted in a country synonymous with the game and respected worldwide. Record numbers of overseas spectators at Gleneagles, including a larger proportion from the US than previous Ryder Cups, is indicative of that.

I don’t believe any other golf tourism brand can stand alongside that of The Ryder Cup and add value in the way that Scotland, the Home of Golf did in 2014. And in the current market with global golf sponsors and government support in shorter supply, in traditional markets at least, there is an even greater premium on a country being able to add brand value in this way.

When hosting a major event in Scotland, we endeavour to hand it back to organisers in a stronger position than when it came. This was a key element of our bid for The 2019 Solheim Cup and we firmly believe that Scotland, the Home of Golf can play its part in continuing to elevate the profile of not only The Solheim Cup but the women’s game globally.

There is an obvious quid pro quo in this equation. Our ultimate objective is to encourage more visitors to Scotland and we use our hosting of major golf events as a vehicle for achieving that. This event-led marketing strategy allows us to reach more potential visitors than we could through traditional marketing techniques and a limited budget, while adding further credibility to Scotland’s golfing proposition.

If you look closely at the golf events we support and the golf marketing we undertake, you’ll rarely see a VisitScotland logo when targeting golfing consumers. Instead, you’ll see the Scotland, the Home of Golf message because we know this resonates strongly with golfers around the globe.

This event-led technique also allows us to be innovative in the types of event we target, while also supporting the Scottish Government’s social inclusion and equality agenda. The 2019 Solheim Cup and the European Golf Team Championships – the world’s first mixed men’s and ladies professional event – in 2018 is further testament to that.

The golf tourism market is more competitive than it has ever been with golf tourists presented with more choice than ever before. Each destination has its proposition whether that be warm weather, cost, ease of access, new courses or luxury resorts. But among them Scotland continues to stand unique, as the only Home of Golf.

Paul Bush is speaking at Host City 2016, the largest meeting of cities and sports, business and cultural events. For more information visit www.hostcity.com/events/host-city-2016

Host City 2016 conference and exhibition takes place in Glasgow on the 21 and 22^nd November 2016, drawing together the owners, organisers, hosts and enablers of sports, business and cultural events.

Sarah Lewis, Secretary General of FIS and the Association of Winter Olympic International Federations, is speaking at the conference, the theme of which is “Creating Safe and Engaging Events”.

In this exclusive interview, she talks about how Host City can help to create safe and engaging event experiences in a competitive world.

Host City: What do you see as the most important issues facing the events industry today and why?

Sarah Lewis: Guaranteeing a safe event is becoming increasingly complex and yet something every organiser must ensure, regardless of the costs and logistics.

The market has become so competitive to gain media attention and fan support with such a wide array of different events on offer for consumers to choose from.

As far as our FIS sport of Alpine and Cross-Country Skiing, Ski Jumping, Nordic Combined, Freestyle Ski and Snowboard are concerned, today it is not enough for the organisers to simply stage a competition to attract visitors and fans, there must be a complete experience and this is also an excellent opportunity for sponsor engagement.

How do you think public perception of Winter Olympic Games changed since Sochi 2014 and what are your expectations of the future for the Games?

Leading into the Sochi 2014 Games many of the headlines concerned the huge expenditure that was made for construction, but the reality is that this investment was related to building logistical infrastructure for developing tourism in the area including the roads, railway and airport as well as three ski areas and many hotels.

Recently the image of Sochi 2014 suffered another blow with revelations and allegations about corruption and doping that have further damaged the perception of these Games. But the extraordinary performances of the athletes captured the public’s imagination and hearts which is the fundamental mission of the Games.

The IOC has taken many steps to address the future of the Games in a proactive manner through measures adopted in Agenda 2020 and specifically for the Winter Edition through an expert working group that has looked into adapting the model to make them more accessible for more candidates. Looking at the number of countries that are presently studying potential bids for 2026, the new model appears to be making steps in achieving this objective. 

What has been the highlight of 2016 for you so far in the event hosting world?

The two major events with the Rio 2016 Olympic Games and European Football Championships have had the biggest global impact and produced many memorable sporting accomplishments.

In the winter sport world, back in February the Winter Youth Olympic Games was on a different scale, but it successfully engaged youngsters and uncovered some future champions.

The ski and snowsport world is just gearing up for the main winter season and we have many highlights ahead, led by our FIS World Championships in Alpine Skiing (St. Moritz - Switzerland), Nordic Events (Lahti - Finland), Freestyle Ski and Snowboarding (Sierra Nevada - Spain).

Before these begin in early February, the FIS World Cups will be in full swing, including Olympic Test Events in PyeongChang, Korea as part of the tours.

 

As a speaker at Host City 2016, what are your expectations of this important event – what do you hope to share and learn?

Host City provides a great platform to communicate and promote our sports and events to a knowledgeable audience, and also gain valuable information from other important events. It is particularly interesting to encounter new and different events, who we are not generally meeting up with in the Olympic Movement.

Why is it important for cities, rights holders and their partners to have the opportunity to connect at Host City 2016?

Host City offers a convergence of the various stakeholders involved in staging events and it is always helpful to learn of the challenges and opportunities from other angles of event organisation and participation.

 

What can the organisers of sports, business, culture and entertainment events learn from one another?

Transfer of knowledge is important in every area of business, but perhaps none more so than the event industry. There is so much experience among those that hosts events, and so many excellent best practices out there, that it can only benefit organisers – and ultimately those that attend the events – to provide the most compelling consumer experience possible.

Sarah Lewis, the Secretary General of FIS and the Association of Winter Olympic International Federations, is speaking at Host City 2016. Register your attendance here.

[Source: IOC] The International Olympic Committee (IOC)’s Coordination Commission for the Olympic Winter Games PyeongChang 2018 wrapped up its seventh visit well pleased with the progress of venue construction.

The Commission, led by IOC member Gunilla Lindberg, assessed every aspect of Games preparations during three days of venue visits and collaborative discussions with the PyeongChang 2018 Organising Committee.

The Games organisers reported that, on average, the new venues in PyeongChang and nearby Gangneung are 90 per cent complete in advance of 26 test events scheduled between this November and April 2017. PyeongChang will host the mountain events; Gangneung will host the ice sports.

“We saw first hand the progress of the construction projects,” Chair Lindberg said at a closing news conference with PyeongChang 2018 President Hee-beom Lee on Friday. “There is no doubt that the venues will be ready for the upcoming test events.”

President Lee also expressed satisfaction with the visit, calling it “a productive three days”.

He added: “With the Rio Games now behind us, it is time for PyeongChang. Based on thorough preparation, we will strive to provide the best of service to all participants and realise our goal of making the PyeongChang 2018 Games Cultural Olympics, Environmental Olympics, Olympics for Peace and Economic Olympics, and pleasantly surprise the world with our performance.”

President Lee also announced that PyeongChang 2018 will launch ticket sales in conjunction with the one-year-to-go milestone celebration in February 2017.

Representatives from all seven winter International Federations (IFs) joined the discussions in PyeongChang, which focused on 10 areas: test events, sport, venues, legacy, Games services, full stadiums, finance, accessibility, governance, and communications and engagement. The Commission and POCOG held two plenary sessions and a series of side meetings devoted to specific topics, such as athletes and National Olympic Committees; sport and IFs; and spectators.

The IFs were particularly focused on preparations for test events involving their sports. The first test event, scheduled for 23-26 November, will be the FIS Snowboard Big Air World Cup. Snowboard Big Air will make its Olympic debut at PyeongChang 2018.

“PyeongChang 2018 is entering the last stages of preparations,” Chair Lindberg said in her closing remarks. “My colleagues and I leave here more confident than ever that PyeongChang 2018 will deliver great Games.”

Source: IOC

Host City: What do you see as the most important issue facing major events today and why?

Prof. Dr. Ugur Erdener: Unpredictable international political situations, which result in security and economic issues, are much more in focus in the modern world. Then there is doping and match fixing – both serious issues that cannot be overlooked. Protecting clean athletes is a particular priority of mine.

How is World Archery leading the fight against doping?

As a lower risk sport our emphasis has progressively shifted towards education. However, we increased the number of in- and out-of-competition tests taking place in 2016 following two cases at the start of the year.

Both were rooted in a lack of knowledge and attributed to accidental use rather than performance-enhancing doping. These cases are very sad, as they are not intentional and are completely avoidable.

In the lead up to Rio 2016, World Archery actively targeted Russian athletes for doping control, which – in the end – allowed us to prove beyond reasonable doubt that they were not implicated in any doping activities. That allowed them to compete in Rio at the Olympic Games. I believe that we had to protect clean athletes' rights for participating in the Rio Games.

What was the highlight of Rio 2016 for you?

The archery competition at the Olympic Games in Rio was great success. Our broadcast hit record numbers in Germany, France and Korea, and received excellent viewing figures in the USA and other major markets.

The quality of the competition on the field of play was excellent, featured athletes from 56 countries, and we ended with medals going to four of the five continents.

What for you will be the greatest legacy of Rio 2016?

Seven years ago, Brazil did not have a fully-formed archery team. Now, the nation has several professional archery athletes, and a good coaching and judging structure. If progress continues, Brazil will soon be challenging for medals.

World Archery substantially increased its worldwide exposure across all kinds of media. There was a 52 per cent rise in the number of Facebook fans during the Games period.

In general, we can say there is a huge transformation in the city, a big legacy related to many high level sports facilities – and of course their management and maintenance will be important going forwards.

As a speaker at Host City 2016, what are your expectations of this important event – what do you hope to share and learn?

Host cities are critical partners in the success of any event. As a sport federation, we are constantly working to see how to better exchange expectations and expertise with our host cities, to ensure our events are a win for both parties.

Hopefully, this event promotes and nurtures this positive collaboration.

Why is it important for cities and rights holders of sports, business and cultural events to have the opportunity to connect at Host City 2016?

Successful events only take place when stakeholders truly collaborate.

Not only is it important for sports – or event rights holders – and cities to find the correct fits, for both parties, but be able to define common objectives that allow them to work together to deliver results for both parties in a true partnership.

Prof. Dr. Ugur Erdener is delivering a keynote address at Host City 2016, the largest meeting of cities and sports, business and cultural events. For more information visit http://www.hostcity.com/events/host-city-2016

In all sectors, we gain invaluable experience from working alongside skilled professionals from overseas. This brings all kinds of benefits – and sport is no exception, except for the fact that it is structured around international competitions.

Does foreign talent in leagues really overshadow the development of national teams, or is that just an excuse for other issues around local football development? And what difference would quotas make, if any?

Everyone seems to have a view on these subjects and there were plenty to be heard at Soccerex Global Convention.

Andy Burnham MP, Mayoral Candidate, Greater Manchester

“The English Premier League was set up with a very specific objective: to improve the England team. Clearly that hasn’t happened.

“Can you have the best league in the world and the most successful team? Of the countries that have tried to do that I think Spain has got the closest to managing that, but I think here we haven’t managed that.

“And I think we need to give more thought to that, because a strong national team is something that builds pride in football and boosts participation at the grass roots.

“In the 25 years of the Premier League we’ve had one semi-final, at our own home European championship in 2016.

“Could Brexit mean something different for football? Could Brexit mean that English football takes a step away from the European directives in relation to free movement in sport - and could we look at introducing quotas for our homegrown players, so that the Premier League doesn’t become a playground for the world’s best talent, but actually we make sure that we bring through more English homegrown players in our domestic league.

“We look at the European Championships in France in the summer and I observed the England team’s disappointing performance, and it seemed to me that there was a lack of heart; a lack of hunger, or desire. And you have to ask the question; is that something that the modern game is increasingly bringing – a sense that there’s nothing playing for, because these players have it all.

“And you look, by comparison at Wales, at Iceland and Slovakia, and there was a different sense of team spirit. I think the game also has to ask where its priorities truly lie.

“The nature of the game has changed, I believe, since the 25 years that the premier league started.”

Li Jiuquan, Director of Marketing Department, Chinese Football Association

“I think there are conflicts for some clubs; they want to have more international players.

“Some suggest that we should have more foreign players in the clubs so we can have better performance in the club championships. They say if we have more international players we will have better performance. But we need to have a balance between the league and the national team.

“Is it good for china to have foreign coaches? It depends how you see it. If you say big names can bring something new, they can bring their knowledge and the Chinese coaches can learn from them, it’s good. But they get their positions and for the Chinese coaches have no practice at all. For most of the CSL clubs, we have almost no Chinese coaches.

“Personally I think there might be some problem, because the Chinese coaches have no chance to practice. It’s the same for the national team; if all the strikers are foreign, we have no good strikers.”

Simon Li, Chairman, International Football Connections Limited

“In my experience in the Chinese Super League they have a four plus one rule: four foreign players that can come from outside Asia, plus one Asian player.

“That might change to three plus one, from January 2017. The league below can have only three foreign players full stop.

“For the league below there is no restriction – apart from one important thing: no foreign goalkeepers allowed.”

Gerard Houllier OBE, former Liverpool FC Manager

“Quotas can work for under21s, but they are not suitable in Europe. In France, for example if you were to say you were to have five French and six European or whatever, I don’t think this would work.

“If a player has been developed in your country, if that player is at the same level as the foreign player I would always take that player. At Liverpool, if two players were the same level I would take the local above the foreign.”

The above are a combination of exclusive interviews with Host City and statements made to the conference at Soccerex Global Convention

Host City 2016: Two months to go and CGF, Red Bull, Feld (Disney) and European Commission join as speakers

With two months to go until Host City 2016, a new wave of international event brands has joined an already impressive line-up of speakers.

The largest meeting of cities and sports, business and cultural events will open on 21 November with a Keynote Address by Sir Craig Reedie CBE, President, World Anti-Doping Agency.

David Grevemberg OBE, CEO, Commonwealth Games Federation makes a welcome return to Host City to speak on “Transformations in Multi-City and Multi-Sports Events”.

Erich Wolf, Managing Director, Red Bull Air Race and Claire Ballard, Regional Marketing Manager, Feld Entertainment (Disney Live) will join Wang Dong, Vice President, Alisports in a panel on “Building Sports and Entertainment Brands; China’s Investment Strategy”.

Also recently confirmed to speak at Host City 2016 are Bridget McConnell CBE, Chief Executive, Glasgow Life; Yves Le Lostecque, Head of Sport Unit at the European Commission and Risto Nieminen, President, Finnish Olympic Committee.

These new speakers join a star-studded cast that includes city leaders from New Zealand, Odense, Rotterdam and Paris, as well as: Paul Bush OBE, Director of Events, Visit Scotland; Ugur Erdener, Vice President, IOC; Dimitri Kerkentzes, deputy Secretary General, BIE (World Expos); Simon Clegg, Chief Operating Officer, World Expo Dubai 2020; Michel D’Hooghe, FIFA Council Member and Chairman of the Medical Committee, FIFA; Reinhard Pfeiffer, Deputy CEO, Messe Munich; Sooad Islam, Associate, Populous; John Langford, Vice President and General Manager, The O2, AEG Facilities and more international experts.

Host City 2016 is firmly established as the largest meeting of cities and sports, business and cultural events. View the full speaker line-up on the Host City website.

Host City 2016 is an event that you don't want to miss! Get your pass today to attend the leading meeting of cities and sports, business and cultural events in Glasgow on 21-22 November. Register online

A very limited number of speaking opportunities remain. For opportunities please contact Ben Avison on +44 (0) 7876 682072 or ben.avison@hostcity.net