Host City 2022 champions value of major events

Host City, the global meeting of cities and sports, business and cultural events, made a return to Glasgow, Scotland,15-16 November, after two years online. With the theme of ‘Face to Face with New Realities’, the conference championed the value of major events against a challenging global landscape. In his opening address, Paul Bush OBE, director of events, VisitScotland, touched on a range of themes including community engagement, the creation of Scotland’s Event Industry Advisory Group, sustainability and the ongoing challenges being faced by the sector following the pandemic. Digitalisation in events continues to accelerate and has changed the way we work, live and do business, Bush noted. “We are regularly seeing events putting attendees in control of their own experience, with innovation and creativity driving new dynamics and consumer satisfaction,” he said. Susan Deighan, chief executive of Glasgow Life, believed the future of events is “extremely positive. Events of all kinds that bring people together have great benefits – but not at any cost”. In his keynote address, Ivo Ferriani, IOC member and president of GAISF, SportAccord, AOIWF and IBSF said: “In a cost-of-living crisis, a ticket is a luxury. We need to price events in a way that people can afford. We need to find a new balance between online and offline, and we need to do this quickly. Sport can be a driver of sustainable development.” Georgina Grenon, director of environmental excellence, Paris 2024 Organising Committee for the Olympic and Paralympic Game, said: “If you want sustainability to work, it has to be embedded in processes.” She highlighted how meals at the Games will have half the carbon weight of the average French meal. “A lot has been achieved in making online events meaningful,” said Andy Miah, metaverse council and commission member at the Global Esports Federation. “The challenge is now combining those things – integrating the physical and digital is critical.” For major events to thrive, they need to demonstrate impact, said Beng Choo Low, secretary general, World Baseball-Softball Confederation. “You have to ask yourself what the event will do for the community.” “For the 2026 World Cup, FIFA wants all host cities to leave a legacy,” said Mathew Ratner, associate director, Sports & Entertainment Tourism, Greater Miami Convention & Visitors Bureau Miami. David Stubbs, who was head of sustainability at London 2012, added: “Alongside the climate crisis we are seeing a catastrophic loss of biodiversity. Every event can do something to support biodiversity. If you don’t get it right, you can lose sponsors.” Other conference highlights included a presentation on solving the complex transport challenges of the next Winter Olympics from Stefano Manelli, director of Citec Italy and transportation supervisor, Fondazione Milano Cortina 2026. Host City 2022 took place at the Technology & Innovation Centre, Glasgow with the support of host and headline partners EventScotland and Glasgow Life.