A once-in-20-years opportunity on which we must all capitalise

25th October 2010

By Tony Openshaw, Director of Marketing, Lancashire and Blackpool Tourist Board

Most people here in the North West will be aware of the old saying “once every Preston Guild” and with the countdown to the 2012 event now firmly underway it is vital that everyone involved in tourism across Lancashire capitalises on the opportunities it will present.

The important thing to focus on is that this isn’t just an event for Preston – it will attract attention to our whole area from across the world and it’s also happening in a year when Britain will be centre-stage though the London Olympics.

We are certainly looking for a major business tourism boost from the Guild and the work to deliver that is already underway.

To that end Lancashire & Blackpool Conferences & Meetings joined forces with Guild organisers to highlight the strength of the area’s business tourism offering at two high-profile national events in September.

We used Event UK 2010 at the NEC Birmingham and office*at London’s Earls Court to promote what will be on offer during Preston’s year of community celebrations and partying, which only happens once a generation.

For those who may be unaware, Preston Guild 2012 will mark 833 years since King Henry initially granted a ‘Guild Merchant’ to Preston and it will be the 23rd Guild since the decree to hold a celebration every 20 years was made in 1542.

Preston Guild promises to be a fantastic year-long international event and gives us a great opportunity to promote the whole of our region and what it has to offer organisers of events and meetings.

Businesses and organisations can hold their events and meetings here and also take part in and enjoy the great Guild celebrations.

What is encouraging is Guild Year is already sparking increased interest in the area as a destination for conferences and meetings.

Guild organisers are already looking at the creation of new and quirky events spaces across Preston as part of 2012 along with a series of high-profile celebrations of the arts, sports, faith, diversity and youth.

‘Proud Preston’ has just received another major boost to its fast-approaching celebrations having been named a European City of Sport for 2012, which is also London Olympics year.

It follows the news that the city will host the 19th UK Corporate Games - Europe’s largest corporate multisport festival - in 2012. It has been estimated the games will boost the local economy by at least £3 million.

Those taking part are known as “weekend sports warriors” and at least 3,500 people from big name companies such as John Lewis Partnership, ASDA, Fujitsu and HSBC, will take part in 23 sports including football, golf, badminton, basketball, karting, tennis and dragon boat racing.

Promoting these opportunities is all part of the hard work to raise the profile of business tourism in Lancashire and Blackpool that began at the start of the year.

We are all delighted at the progress that is being made and the response and feedback we have received, including valuable new business from people who have been impressed with our message – a message we will continue to deliver to Guild year and beyond.

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