Developing your event proposition

Good ideas can come from anywhere and there are many reasons why you may be planning to organise an event in Scotland.

This could be to: 

• showcase or develop a particular cultural or sporting activity – such as literature or cycling
• create a competitive or mass participation sporting event – such as a running festival 
• encourage and celebrate community activity – such as a traditional festival, parade or Christmas event  
• celebrate a unique aspect associated with your city, town or local area – such as using an historic building as a venue, paying tribute to a famous resident from the past or something that originated in your town, such as curling from Paisley 
• mark an historic occasion, national day or local holiday – such as St Andrews Day, Hogmanay or Burns Night 
• mark an opening or launch – such as a new distillery opening day 

Your event may touch on more than one area, but if you’re just starting out, it can help to have a single concept which you can deliver well, rather than trying to do too much too soon. 

Whatever the reason for your event, always take time to assess the various success/risk factors associated with its delivery.

Review research and the National Events Strategy

As you develop your idea, its good practice to check what’s happening in the wider events market – what events might be competition for you, what do your audience want and how does your event fit with the national strategy?

Updated in 2024, Scotland’s National Events Strategy gives a strategic focus for everyone involved in planning, securing, supporting and delivering events of all sizes. It will help you develop and promote your event, as well as connect you with other partners in the industry.

Find details of all the latest research and insights, and the National Events Strategy.

Planning time 

You need to give everyone sufficient time to plan, generate income, market and set up the event. A common issue with events is not allowing enough time which impacts on the success of planning and delivery.   

When considering how much planning time you need, think about: 

• the size and complexity of the event 
• the resources and funding that are required to organise 
• the time needed for effective marketing promotion and ticket sales 
• allowing for any public holidays or staff availability during planning 
• asking your partners how long they will need 

Be generous and realistic in your estimate. As a general guide, successful smaller events will require at least six months planning time whilst larger events can take more than a year. Major international events often take years from the bidding stage to final delivery.  

If your event needs to happen on a certain date ie an anniversary – then you’ll need to start your planning early so that you have enough time, or consider bringing in additional staff to help plan and organise the event.