Planning a new event

9 minute read • Last published: 25 February 2025

Turn a new idea into reality with our advice on developing an event proposition. There are lots of things to consider when planning an event but this guidance will help you tackle these challenges and set you on the path to success.

We’ll guide you through the steps from identifying your unique selling points and objectives to choosing a date and a venue. Find out how to plan your event as a business with advice around funding, finances and risk management.

Developing your idea is just the beginning - once you have all of your planning completed, there is more advice on delivering your event including creating an event action plan, finalising your budget and checking your event will be sustainable and responsible.

Finding the right idea

silhouette of person enjoying forest light show — Enchanted Forest installation
© VisitScotland/Kenny Lam

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, support 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.

Identify your unique selling points (USPs)

Identifying the unique selling points (USPs) of your event is crucial for attracting attendees and differentiating your event from other events, which helps your event stand out in a crowded field.

Understand your audience
It’s helpful to speak to your potential audience to gather insights into what they value most from an event and would like to experience.
Find out more about how to identify, engage with and grow your event's target audience.
Look at competitor events
See what other events offer and how they are marketing their event, then look for areas where your event can offer something different or better.
Gather and respond to feedback
Take audience feedback on board and stay updated with audience and event industry trends. You can seek feedback on your event idea and concept, and again once the event has been held for future years.
Highlight unique features
If your event has any unique or special programming elements (artists/speakers/performers) or has a unique sense of place, make sure to emphasise these, especially if they are exclusive to your event.
Create a strong brand identity
Develop a clear brand identity and message that will allow you to communicate the essence of your event and use this consistently across your marketing, PR and branding materials.

Setting up your business

You might be setting up an event, but there is still lots of relevant business advice which you need to put in place from creating a business plan and setting out objectives, to planning for future challenges and organising funds and budgets.

Creating a business plan

All business plans should include a short executive summary which outlines your business, its aims and objectives and whatever products and/or services you provide. 

Business Gateway provides some useful resources for creating a business plan.

Know your purpose

Setting a vision and mission statement not only helps you stay focused as an organiser but will help when you are communicating to others what your event is about and what you are hoping to achieve.

Vision statement
Your vision statement should be a short statement that describes, in broad terms, the event’s long-term aim(s).
Example
Here’s an example of what a vision statement might look like for a visual arts festival in Dumfries:
"To put Dumfries’ visual arts heritage and community on the Scottish cultural map."
Mission statement
The mission statement follows this and gives more detail about how the vision will be delivered. These are important positioning statements which should be both concise and achievable.
Example
Using the same example of a visual arts festival in Dumfries, here is an example of a mission statement:
"Stage a responsible annual visual arts festival with a programme of quality events, exhibitions and community participation activities that showcase the work of local artists. Engage with the wider visual arts scene in Scotland, whilst attracting visitors and media interest from outside the region for the cultural, social and economic benefit of the artists and wider community."

Conduct a SWOT analysis

A SWOT (strengths, weakness, opportunities and threats) analysis can help you evaluate your idea and identify any additional points you should consider to make your event a success. This will allow you to pick up on any issues at an early stage so you can either adjust your idea/concept or mitigate against them in your action plan.

Not all of these will be in your power to control or influence but it is still important to be aware of how they might impact your event, either positively or negatively.

Considering and understanding all of these will help with the planning and improve your chances of organising a successful event.

Example of an events SWOT analysis

Strengths
Think about your unique selling points (USPs), existing audience, relevant and interesting associations with your event, venue or location etc.
Weaknesses
Perhaps a limited budget, a lack of experience in certain areas ie social media etc.
Opportunities
How does your event align with the National Events Strategy (Scotland the Perfect Stage), and any local plans or strategies, or can you tie your event to any notable and relevant anniversaries etc?
Threats
Similar events in the area or at the same time, unreliable weather at proposed time of year for event etc.

Managing your finances

Good financial management is fundamental to the delivery of successful events. You must plan ahead, be realistic, monitor your budget and implement control systems that work for you.

Right from the start, ensure that you set a realistic budget with inbuilt flexibility and contingency plans. If you are looking to raise public funds or sponsorship, you will always need a realistic outline budget to present to potential supporters and give them confidence in your event.

Find out more about preparing your event budget and cash flow projections.

More information

Check out our advice on setting up a business for more information on managing staff and volunteers, training and development and project management.

You can also find advice on risk management in delivering your event.

Picking a date

Now that you have interrogated, reviewed and revised your idea to a point you are happy with, one of the next practical steps you need to take is to set your date. The date of your event should be considered carefully.

Crowds enjoying pipers — World Pipe Band Championships
© VisitScotland/Kenny Lam

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.

Date considerations

The choice of date for your event can have a major impact on its success. You’ll need to look at: 

Theme
Does the theme of the event guide you towards a certain date ie an anniversary? Does it guide you away from a particular type of season ie how might the weather impact your event, and can you choose a particular month or put infrastructure in place to try and manage that risk?
Location
Where is your event to be held, and are there any restrictions on availability of that location at certain times of year?
Weather
How might the weather impact your event, and can you choose a particular month to try and manage that risk?
Audience
When is your target audience available? Think about time of day, which day of the week, holidays and anything else that could prevent them from attending or encourage them to attend.
Competition
Is there already an event in that location at that time of year? How could you compliment or work together with that event rather than compete? Are there enough resources locally to cater to both events - people, equipment, other agency support? Is there anything that might compete for media attention?
Opportunities
Could your event sit in a quieter month outside of the peak tourism season, and introduce economic benefits to the area by boosting visitor numbers?

Choosing a venue

Deciding on the right venue for your event can be a lengthy process requiring lots of investigation but it is a worthwhile exercise which will save you trouble, disruption and unnecessary expenditure later. 

Suitability
- Is there a certain type of venue which would most suit your event, for example a music concert in a concert hall, a family fair in an outdoor park, or a sporting event at a facility with all the necessary equipment on site?
- Does your venue suit your vision, mission and sustainability goals? Check out our advice on environmentally responsible travel and transport planning.
Location
- Is there a particular location that would best suit your event?
- What locations give the best access in terms of public transport, walking and cycling? Are surrounding roads suitable for the volume of people expected?
- Is there accommodation nearby if you expect people to want to stay over before, during or after the event?
- Is there easy access for staff and deliveries?
Cost
- What venues are within your budget allocation?
- Are there any additional costs to consider for setting up at that venue, or for access requirements?
- Is there a reinstatement bond for the cover of any accidental damage?
Audience
- What venues can support the size and needs of your expected audience?
Facilities
- What recycling/waste management facilities does the venue provide?
- Does the venue take a percentage of food and drink or merchandise sales?
- Are there enough toilets for the expected audience?
- Are there any other useful facilities available?
Resources
- Does the venue have event, administration, production and security staff who could work on the event?
- Or do they have a supplier already who could provide additional staff support?
Layout
- Does the venue’s layout cater for all of your needs such as production, staging, staff areas etc?
- How much work would be required to get it adapted for your event?
- Who is responsible for the clean-up and reinstatement of the existing layout after the event?
Restrictions
- What is the venue opening and closing times for setting up?
- Is there 24-hour access to the venue?
- Are there any noise limitations due to nearby homes and businesses?
- Can you display sponsor signage or are there restrictions due to existing venue sponsors?
Inclusivity
- Is this venue suitable for everyone?
- Are there enough disabled toilets, and easy access to the site or building?
- Does the venue have an accessibility guide or statement on their website?
Other things to check
Once you have a venue in mind and are looking at an agreement, you need to consider:
- Contract terms and conditions - requirements around existing staff and catering, insurance and when payment should be made.
- Timescales - is there enough time allowed to adapt the venue layout, and organise everything required at this venue for your event?
- Permissions - make sure you can get the permissions needed around the land, licences, road access and anything else.

Delivering your event

Take the next steps to bring your event to life, with advice on creating an event action plan, finalising your budget and checking your event will be sustainable and responsible.

Delivering an event

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