Glasgow City Marketing Bureau (GCMB) is launching the next generation of legacy measurement, a bespoke research model designed to report the key impacts of conferences taking place in the city.
Destinations across the globe have historically monitored the benefits or legacy of a conference taking place in their city through the direct financial impact on the local economy.
Although Glasgow City Marketing Bureau reports the impressive year-on-year economic benefit that the city and industry partners deliver through conferences, it will now also use its position as a leading industry voice to delve deeper into the added legacy benefits that conferences bring to a host destination.
The Bureau is preparing to launch a year-long series of case studies exploring the subject of legacy. As one of the UK’s leading convention bureaus, Glasgow will undertake a project, the first of its type within the UK conference community, aimed at cementing its position as a convention bureau of the future and lead industry best practice.
By launching a twelve month legacy project, GCMB will execute a programme of activity including interviewing clients and ambassadors, analysing quantitative data and getting under the skin of association meetings and the associated impacts of them.
Additionally, GCMB has also co-funded research to gain wider understanding of the legacy of one of its biggest ever conferences held in the city, the European Association of International Education.
By investing in an impact study, the Bureau was able to to measure the tangible impacts of hosting such a large and prestigious meeting, beyond the significant £7.3million economic benefit and 4,300 recorded delegate numbers.
Aileen Crawford, Head of Conventions at Glasgow City Marketing Bureau, said: “We’re delighted to start the New Year with the launch of our legacy series. We feel there is an opportunity for destinations to showcase more than just the economic impact of a conference. In Glasgow we always put the client and our academics at the heart of the planning and delivery of a meeting; to ensure both societal benefits and tangible impacts for the specific sectors linked to our association conferences.
“Glasgow is well known for positioning itself ahead of the curve in the meetings industry and our legacy series is the perfect example of that. Defining best practice is part of our model and we look forward to sharing our research as we launch our exciting legacy series.”
Over the next twelve months, Glasgow will report the legacy impact project findings, in order to collate the wider measurements surrounding the meetings.
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