Glasgow: Tomorrow’s bureau, today!

The voice of next generation conference legacy
17th Mar, 2016

This year Glasgow City Marketing Bureau is rolling out its campaign about 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 reported a conference’s direct financial benefit on the local economy when measuring impact.

Although Glasgow City Marketing Bureau reports the impressive year-on- year economic benefit of its conferences, delivered through the city and industry partners, it will also use its position as a leading industry voice to delve deeper to explore the added legacy benefits that meetings bring to a host destination.

Aileen Crawford, Head of Conventions at Glasgow City Marketing Bureau, said:We launched our Tomorrow’s bureau, today legacy project at the start of the year and we’re very excited to share our findings. 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 sector association.”

The first case study of Glasgow’s series is the 18th International Congress of Phonetic Sciences (ICPhS) held in 2015. Traditionally Glasgow would report that the meeting attracted 1000 delegates travelling from global destinations, injecting a substantial financial boost of £2.3m to the local economy.

However, this year the Bureau has vowed to delve deeper to measure the wide-ranging impact of legacy across the conference journey.

Understanding these impacts will position Team Glasgow as the Convention Bureau of the future, keeping the client at the heart of the city’s offering.

The bid for the conference was led by local ambassador Professor Jane Stuart Smith, a world-leading professor of phonetics and sociolinguistics, who has spent the last 20 years using Glasgow as her research platform to study the changing landscape of language.

The bid and delivery team for the conference consisted of a consortium of Scottish universities including the University of Glasgow, the University of Strathclyde in Glasgow, Queen Margaret University in Edinburgh and the University of Edinburgh.

As a direct result of the conference, relationships across the four partner universities have produced a new framework for working collaboratively, a formula which will be adopted for future academic projects. 

Although the economic impact of a conference has a sustained and long-lasting value to the destination, research has been pivotal in legacy measurement.

Glasgow City Marketing Bureau can quantify that a third of research papers from the UK community at the conference were produced in Scotland.

The Glasgow conference was a platform for the culmination of four years of collaboration and the progression of networking leads to an end goal – the submission of a major project bid to profile new work on monitoring changing language over time.

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