Speaking at the ITB Convention on the subject “How To Create Global Mega Events For Enthusiasts” Friday 10 March, Jon Barnett, General Manager of Goodwood Motor Circuit is well-placed to advise best practices, as he has helped transform the specialist destination of Goodwood, UK, into a successful ‘pilgrimage’ site. Barnett explained to ITB Berlin News what impact his annual events – Goodwood Festival Of Speed and Goodwood Revival have had on the region’s economy:
HOW TO CREATE GLOBAL MEGA EVENTS FOR ENTHUSIASTS
Category: ITB Destination Day 3
Date: March 10, 2017 Time: 10:45 a.m. – 11:15 a.m. Location: Hall 7.1a, Auditorium New York 1
Goodwood as a whole contributes around £245million to the economy each year and employs 650 full time staff. We are very proud of that because estates have historically always been about supporting their community. Rolls Royce has a plant on the estate after Lord March persuaded them that being in England was good for them. They associate with Goodwood because they need to cement in people’s mind that they are a perfectly-made English motor car and they can bring their customers here all the time to demonstrate that.
What is the secret in organising a mega-event that positively impacts a region?
At Goodwood we have a great events teams that constantly strive to over deliver on content and experience. One of the most important qualities to have as an event organiser is attention to detail and we are renowned for our obsession for perfection at Goodwood. We also work very hard to ensure the customer journey is exquisite and that the negative impact on the region is minimised. Lastly, we have been entertaining people on a grand scale for over 300 years. Authenticity is key to all we do – if we can’t genuinely claim to be an authority on a particular subject, the chances are we won’t do it.
What are the pitfalls to avoid?
You need to make sure you claim a business area that is rightfully yours and that is in your DNA as a business. Do that beautifully and over-deliver on the customer experience, making them want to come back