Lessons from Carnoustie - Alan McKeown, Director, Angus Borough Council
Alan McKeown, the Strategic Director at Angus Council, shares insights and strategies from Carnoustie, discussing the significant investments made, realism in managing global golf events, the impacts of The Open on tourism and golf in Angus, marketing plans, and initiatives beyond golf development like trade and investment opportunities and employment skills maximization.
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Presentation Transcript
Lessons from Carnoustie Alan McKeown, Director, Angus Borough Council
Alan McKeown Strategic Director Angus Council
Some Realism You are the envy of every venue 3 in 30 The Open is not a week Significant Investment, we didn t have! 0.5 - A grant scheme Revitalise 6m - A new train station 5.5m - Upgrade of the public realm 3m - Urban Development Grants development of derelict properties and gap sites 0.5m - Car park upgrades
Some Realism 2 This is a global event run by a global brand This is much bigger than previous golf events No re-entry is not a real issue, golfers come to watch golf Beginning and end of the day are the golden opportunities, you will be busy, people will spend Get your licenses sorted, trade late You are in control of your attitude and investment These are your businesses and you have the power to drive things forward
The Open The Impacts Tourism is worth 227m, attracts 1m visitors and employs almost 4000 FTE Golf in Angus worth 20m and employs 868 people Origin of golf visitors to Angus (Scottish figs in brackets) 67% of visitors from Scotland (50%) 8% rest of UK (19%) 24% overseas (34%) 55% of visitors stay overnight (65%) 7% female (12%)
Marketing Two supporting destination campaigns Visit Angus and Carnoustie Country Three year Open Marketing Opportunities Plan pre, during and post event Need to maximise global exposure and economic impact to Angus Support for businesses to be Open ready Compliment the R&A s Strategy and actions
More than Golf Product and business development working with golf tour operator and industry Golf leadership group innovation workshop Trade & investment opportunities a regional and national approach Employment and skills maximise recruitment opportunities R&A schools tour Year of Young People 100,000 Legacy fund
The Village Destination exhibition area partnering with VisitScotland Investment opportunities programme together with Tay City Deal councils, SE and SDI Showcasing local food & drink in partnership with R&A Support Tourism NI
What Did I Learn? The town had reservations but nothing came to fruition Golfers come to watch and play golf Golfers spend, spend, spend Visitors to Scotland and Ireland spend more Traffic and Transport just worked The global audience (Tiger driven) was amazing I want what you ve got!
Some Predictions You won t please all of the people all of the time This will be one of the best Opens and Open venues ever People will talk about you around the globe You will sell out practice days as well as Tournament days Portrush will exceed expectations Some of you will run out of stock You will work hard and make money
