In Scottish lore selkies are mythological creatures that can transform themselves from seal to human and back again, while the kelpie is a supernatural water horse frequenting Scotland’s lochs and rivers, luring unsuspecting travelers to ride on its back before drowning them. The renowned Loch Ness Monster in 565 A.D. is said to have leapt out of a lake near Inverness and eaten a local farmer. And the folk tale tradition continues today, with Inverness being used as one of the main locations for the filming of television’s mega-hit saga, Outlander.
Tapping the Past
On par with Scotland’s colorful myths and legends is its rich history, from Viking raids on the Isle of Skye to Jacobite battles fought in the Northern Highlands.
“Islands in the north of Scotland have a Viking presence, where visitors can walk, touch and see where the Vikings lived,” said Richard Knight, director of marketing, The Americas for VisitScotland Business Events.
Celebrating Scotland’s stories, both fact and fiction, as well as its 850 castles and other historic sites, VisitScotland is preparing for next year’s promotion: Year of History, Heritage & Archaeology 2017.
“Scotland’s unique history, which reaches back thousands of years, provides us with an enviable destination for unique conferences and meetings,” said Lord John Thurso, chair of VisitScotland. “Set against a backdrop of our hospitality and traditions, guests can experience everything from gala dinners at inspiring venues to stays at castles or on private grounds.”
According to Knight, “Scotland is fairly unique in the menu of items we can draw from to promote and appeal to a wide range of industries and planners.”
One promotional tool has been the annual UK Summit, rotating locations between Scotland and London, during which some 25 to 30 North American MICE buyers meet one-on-one with suppliers.
Part of the appeal now is that Scotland has become more affordable after Brexit, Knight noted, with a current 20 percent savings off the cost of delivering an event in the UK. There is also increased airlift with major airlines such as American and Delta as well as Iceland Air.
“It has never been easier to get to Scotland with a variety of direct flights from many North American cities,” Thurso said. “What’s more, the U.S. dollar has been performing well against the pound sterling, adding to the country’s attractiveness. The #ScotSpirit campaign highlights why Scotland is ideal for incentives and conferences.”
Historic Castles and Homes
Edinburgh offers a glimpse into Scotland’s past, filled with history and heritage, much of it centered along the Royal Mile in Old Town and at 12th century Edinburgh Castle, perched on Castle Rock above the city.
According to Catrina Cochrane-Mills, director of Eventcore Scotland, a local DMC, Edinburgh Castle, which also once served as a prison, can be hired out on exclusive-use basis.
“It’s a blank canvas and you can create any type of event, such as a Scottish gala dinner,” Cochrane-Mills said.
Part of the dinner can incorporate haggis—Scotland’s national dish—and end with a traditional Scottish pipe and drum band in full Highland regalia, for a ceremonial “Beating the Retreat” performance.
Eventcore Scotland can put on a similar production at Stirling Castle, known for its Queen Anne Gardens and Royal Palace. Attendees are welcomed by a piper and entertained by a jester during receptions. The Great Hall is used for ceremonious dinners replete with goblets and large platters, as well as a battle re-enactment between courses.
“Other excellent properties I have used are Dundas Castle and Skibo Castle,” Cochrane-Mills said.
Dundas is a private for-hire space and offers luxury accommodations as well as teambuilding options that reference Scotland’s heritage and culture, including Highland dancing, bagpipe playing and military drumming.
West of Dornoch in the Highland county of Sutherland, Skibo is a private members-only club with options for groups.
“It’s a very exclusive top-end venue,” Cochrane-Mills said. “It’s wonderful.”
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Aside from castles, Scotland is home to a variety of estates open to groups.
Eventcore uses the Hopetoun House in South Queensferry, located on the Hopetoun Estate. Though the house itself is closed until April 2017, groups can still plan future visits and use the State Apartments within the main house to host dinners for up to 50 and the State Dining Room for up to 16 guests.
Gosford House is set on 5,000 acres of coast and parkland in East Lothian, and for golfers is home to the highly touted golf courses of Muirfield, Gullane and Craigielaw. The house hosts gala dinners for up to 450 and barbecues for 1,200.
Though Scotland’s largest city of Glasgow focuses more on contemporary arts and culture, history and heritage are still within reach for group experiences. The classical Greek-style Holmwood House, a villa built for mill owner James Couper in 1857-’58, for example, can host groups.
Nearby, Ayrshire is home to the circa-1105 Blair Estate, and is set within 250 acres of landscaped gardens, park and woodlands. The estate can host private dinners.
Just half an hour from Glasgow are myriad golf courses and whiskey distilleries, including the Glengoyne Distillery, which can host group events.
There are 125-plus whiskey distilleries in Scotland, many offering VIP whiskey tastings straight out of the barrel.
“Attendees can also blend their own whiskey and can take it home, so you go home with your own slice of Scottish history,” Knight said.
Newly refurbished is the Scotch Malt Whisky Society in Edinburgh, now focusing on hosting corporate dinners and tastings. More remote, the Talisker Distillery & Visitor Centre, the only distillery on the Isle of Skye, is open to groups.
Groups can also host whiskey tastings at the 850-acre Gleneagles, or other activities, such as learning the art of falconry from a falconer. The property is also offering an Outlander group itinerary that showcases Scotland’s Highland scenery, and the five-day Spectacular Scotland Incentive program, which is jointly produced by the Gleneagles Hotel and The Balmoral Hotel.
Other activities that tie into Scotland’s heritage can be organized for groups, such as participation in Highland games, which traditionally are events to celebrate Scottish and Celtic culture. Aspects of the games include bagpipe playing and kilt wearing.
In the Future
Aside from its historic sites and venues, Edinburgh is focusing on expanding and upgrading its hotel options. Hilton Hotels & Resorts reopened the refurbished Hilton Edinburgh Carlton in August following a $22 million renovation. The Sheraton Grand Hotel and Spa, Edinburgh is home to a new dedicated events space, with 14 function rooms. In the works for 2020, plans call for the launch of a W in Edinburgh, according to Knight.
In Glasgow, recently opened hotel properties include Scotland’s first Hampton by Hilton hotel, located in Glasgow’s city center, while Motel One Group will open a new $28 million hotel in 2017 located next to Glasgow Central Station. Also launching in 2017, Delta Air Lines will begin the only nonstop flight between New York-JFK and Glasgow.
The Scottish Exhibition and Conference Centre in Glasgow recently added The SSE Hydro, an arena with a capacity of 13,000, to its venues.
Work is underway on the Aberdeen Exhibition and Conference Centre, planning a $440 million transformation, including relocating to a site near Aberdeen International Airport. Facilities will include a performance arena, hotels and restaurants, and it will also boast outdoor green areas and an on-site energy center, which will make it the most sustainable building in Europe when it opens in 2019.
Last year Gleneagles Arena opened at Gleneagles, with the capacity to host 2,250 guests. Meanwhile, on the Ayrshire coastline, the Trump Turnberry, a Luxury Collection Resort, has a selection of newly refurbished meeting rooms, and last year the Trump Turnberry Clubhouse also debuted. More upgrades in the planning stages include new conference and banquet facilities, a new spa and a 500-person ballroom.
In Dundee, construction of the V&A Museum of Design Dundee, the first ever design museum to be built in the UK outside London, is slated for completion in 2018.
