Money, Money, Money: Rewriting the Value of Subventions in Events
What if we remix the role and scope of funding for the global events industry so that it’s a more sustainable, available, adaptable, and actionable anthem? Guy Bigwood takes the (dance)floor.
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Written by Guy Bigwood, CEO and Chief Changemaker, GDS-Movement
Edited by Jess Henson, Marketing and Communications Manager, GDS-Movement
Quick quiz for those in the events biz. Who said, “all the things I could do, if I had a little money…”?
Hint: they were ABBAsolute pros at attracting both audiences and money!
Let’s face it—when it comes to funding in the events industry, these iconic ABBA lyrics still ring true. But what if subventions weren’t just about “a rich man’s world”? What if we reimagined them as strategic tools to fund positive impact and vital transformation for all?
At GDS-Movement, we believe it’s time to remix how we think about event funding. Subventions*, when designed with intention, can do more than attract business – they can power legacy, social transformation, and regeneration.
💸 From Blank Cheques to Strategic Investments
Historically, subventions were like a simple drumbeat: a financial boost to help secure a bid. But today’s landscape demands more than transactional support; we need funding models that reward sustainable practices, amplify local voices, and align with broader city goals. A syncopation, if you will.
Enter eco-conditionality, the idea that financial or fiscal investment should tie directly to outcomes like carbon reduction, community benefit, and more inclusive economic development.
This is more than policy; it’s a mindset shift. Subventions become levers for creative change, nudging events’ leaders toward an industry that’s more balanced, equitable, and resilient.
🎤 Case Studies That Hit the Right Notes
Banff and Lake Louise’s Community Impact Programme is pitch perfect. Delegates receive prepaid cards to spend locally, fuelling small businesses and donating any unspent funds to local charities. It’s funding that sings in harmony with the community.
Copenhagen strikes a chord by requiring event organisers to adhere to its Sustainability Guide in exchange for financial support. The city isn’t just funding events—it’s investing in long-term legacy.
And destinations like Berlin, Montréal, Britain, and Wales are stepping up with similar models, tying funding to sustainability metrics and social value creation.
🎼 Creating a More Impactful Score
Do you want your subvention strategy to go platinum? Based o our audits through the annual Global Destination Sustainability Index benchmark, here are a few ways to top the charts:
🎷Join the Chorus – We Need Your Voice
Together with our partners #Meet4Impact and Conferli, we’re conducting a global survey on subvention practices, and we need your input. Whether your destination funds events or not, or whether your associations has an impact strategy or not, your perspective is key.
Participants receive the final insights report.
Deadline: April 15, 2025
