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EVENTS CASE STUDY The Mighty Coe An on-snow ski and snowboarding festival for backcountry exploration fans Held at the Glencoe Mountain Resort, The Mighty Coe’s format was a UK first. We talk to organiser Neil Dalgleish (experienced mountain bike festival organiser from Hillside Outside) and production partner Jamie Fallen (Event Production Group) about creating a start-up event in the snow. <strong>50</strong> WWW.OPENAIRBUSINESS.COM
EVENTS Describe your event and how many people it attracts? Neil: The Mighty Coe is the UK’s first on-snow ski and snowboard festival. It offers participants the opportunity to try new kit, see next year’s gear and learn new skills. It has a focus on backcountry exploration, which took off during lockdown, giving people an insight into what’s involved to make the most of Scotland’s amazing winter mountains. The venue limits are around 1,000 per day, plus 2<strong>50</strong> on film/party night. Explain a bit about your venue Neil: Glencoe Mountain Resort is Scotland’s oldest ski centre (1954). I am a part time resident in Glencoe and have loved the whole area for a long time. The ski area has the most exciting lift-served terrain in Scotland. What made you decide to run the festival? Neil: This was the first year. We had the idea while on backcountry ski mission during lockdown. We at Hillside Outside already run one of the UK’s biggest mountain bike and cycling festivals, and realised there was nothing similar for snowsports. We did some research and realised there was enthusiasm in the industry and among the public for something like this. How does the relationship work with the venue you hold the event at? Neil: This event was always going to have to be a partnership as its success is totally dependent on the co-operation of the venue, for use of its facilities and operational staff. Jamie: Working with the Glencoe Mountain team had to be hugely collaborative; we had no idea how snow over winter would change the natural shape and layout of the site and they very much did! There was no way we could get the required level of equipment to the top of the mountain if we didn't work together. How is your relationship with the local authority and community? Neil: The local authority signed off safety and licencing permissions etc. and we had a series of meetings with its events group “THERE WAS NO WAY WE COULD GET THE REQUIRED LEVEL OF EQUIPMENT TO THE TOP OF THE MOUNTAIN IF WE DIDN'T WORK TOGETHER” and safety advisory group. The local community is largely tourismcentric and we provided a welcome visitor and publicity boost in the winter season. What entertainment did you offer? Neil: We offered films, DJs and an afterparty. We sourced everything through snow industry partners and our own contacts. Jamie: The in-house DJ looked after the entertainment for the weekend but we had to ensure that we could handle all of the possible technical requirements while still packing extremely light. How did you publicise the event? Neil: Mostly through social media – it’s a fairly specialist market for this event. Authenticity is everything as we’re marketing to and providing an event for a tribe who love their particular sport, its values and style. Did you make any money? Neil: Year one – no profit expected nor delivered! But it worked very well; we’ve learned a great deal about venue choice, programming and partnerships. Next year will be a little different, but it should also be bigger and more profitable. How did you plan the layout and what structures did you use? Jamie: We began by meeting on the mountain last autumn to plan a site layout and to see what was physically possible to build in such a remote location. We planned the site with what we all agreed was the best guess at how deep the snow would be. WWW.OPENAIRBUSINESS.COM 51
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Page 37 and 38: MAINSTREAM INSPIRATION More and mor
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