Michelle Gorman, managing director at Visit County Durham, took part in a thought-provoking panel this week, as part of the North East Pavilion at UKREiiF, the leading forum for real estate, investment, and infrastructure, on unlocking world-class spaces for major events.

The experience economy has become a lifestyle choice, with consumers now consistently prioritising an emotional return on investment over physical. Whether it is a gig, a sports event or leisure activity, destinations need to provide memorable experiences in inspiring places.

The panel explored the future of major events and their role in the UK’s economy, the importance of strong partnerships and the environment needed to get developments off the ground.

Michelle was joined by Caroline James, general manager at Utilita Arena Newcastle, Joanne Roney CBE, managing director at Birmingham City Council, Kalam Neale, head of education at the British Esports Federation, and Tania Love, associate partner at FaulknerBrowns, as they discussed what role stadiums, arenas, entertainment, and grassroots venues play in driving visitors, investment and economic growth into a destination and how the public and private sector work together to maximise opportunities.

This is a real-world strategy that has really paid off for the North East. The region has successfully harnessed the impact of major events including the Great North Run, Women’s Rugby World Cup, Cricket Internationals, and world-class concerts to name just a few recent examples, to raise its collective profile and appeal, and ensuring the benefits spread far wider than the immediate venue.

Michelle Gorman said: “Major events have a pivotal role to play in unlocking the potential of a place, whether that is a town, city or region, not just with regards to attracting visitors, but also in animating a location, and shaping a compelling proposition as a great place to live, work, invest, visit and study. These audiences are all interlinked, and it’s important to recognise that.”

Recently launching a place brand for the county which highlights the importance of events, Visit County Durham acknowledges the important role they play in building the image, identity and reputation of a place.

“Events can do our storytelling for us, if it is the right event, in the right location. They can build distinctiveness, attract new audiences, and enable visitors and residents alike to access a topic, landscape or location in an accessible way.”

This is an approach that has been demonstrated across County Durham to great effect, from the North Pennines Stargazing Festival that combines destination strengths with a growing visitor trend, to an international music festival, rooted in the county’s mining heritage, but which connects to a current audience in an engaging way.

“Durham Cathedral is a great example of this in practice. This UNESCO World Heritage Site, steeped in history and heritage, has taken the role it has had for centuries as a place of welcome and pilgrimage to the modern day, by welcoming new audiences to gather, experience and enjoy the space, by animating the historic site through contemporary art, music and performance”. “We need to continue to build on this bold approach and harness the power of events and the role they play in the prosperity of a place.”