Glasgow based deals and events company itison has announced it is investing £4M to bring GlasGLOW and Elfingrove, its flagship winter events, back to the city, lighting up the west end through the darker months.
Combined, the investment will create 300 jobs over the winter period and contribute an estimated £14M to the local economy in addition to giving people something to look forward to and providing the opportunity for much needed light and respite. Combined, the investment will create 300 jobs over the winter period and contribute an estimated £14M to the local economy in addition to giving people something to look forward to and providing the opportunity for much needed light and respite.
Now coming into its fifth year, GlasGLOW, which takes place in the city’s Botanic Gardens, bolsters the local area with an estimated £6M economic impact driving tens of thousands of visitors, 62% from the local area, into the surrounding bars, restaurants, shops and hotels in what has been described by businesses as a ‘second Christmas trading period’.
An idea first conceived in 2010, it took until 2018 to fund and bring the show to life – it is now the biggest sound and light show in Scotland, and the largest Halloween event in the UK creating 150 positions across creative and production – and engaging with over 100 predominantly Scottish suppliers including great local makers, artists and designers.
Meanwhile Elfingrove, founded originally in 2019, returned in 2021 to Kelvingrove Art Gallery & Museum with Scotland’s biggest bespoke ice rink designed to rival the great cities of the world.
Inspired by Rockefeller’s iconic ice rink, the custom made Elfingrove rink was commissioned by iSkate – the company behind SKATE at Somerset House and Dancing on Ice, with a fully covered clear roof and open sides, attracting over 100,000 people to skate under the stars.
Itison CEO, and founder of GlasGLOW, Oli Norman said: “Over the past two years, the event sector has been decimated by Covid – now we’re facing soaring supply chain costs, the cost-of-living crisis and the steepest energy hikes we’ve seen in our lifetime.
“We firmly believe though that people need things to look forward to – the darker nights, cold weather and uncertain economic and political climate have a heavy impact on our emotional and mental well-being. These events light up our city and bring people together creating joyful experiences – making them all the more important.
“The theme for this year’s GlasGLOW is still under wraps – the idea came to me when I was on the Isle of Skye with family which might give a clue away – but I’m excited to bring both events back more spectacular than ever before.”
The first GlasGLOW trailer and show details are due to drop next week on the 17th of August.
The itison Pumpkin Fund, created in 2019, will also return for 2022 – and will be donating 1000 free tickets to good causes around the city to help those who might not be able to attend otherwise, and funding a capital project in the local area.
Over the past few years, itison has donated thousands of free tickets to local schools, charities and community groups, a 16 seater mini-bus to Highpark Primary LCR in Ruchill and £15,000 to create a new sensory room, called The GLOW ROOM, at East Park in Maryhill that supports kids with complex needs including autism.
A £10,000 sum has also been pledged to help with improvements to the Children’s Garden within the Botanics dating back to 2019.
Based in Glasgow, itison is a Sunday Times Best Employer – founded originally in 2010 focusing on the premium deals space, the company has become one of Scotland’s biggest major event producers – and specialises in creating amazing experiences that bring people together.
Its flagship head office spans over two floors with a tonne of great perks and benefits for its 80 strong staff including a gym, yoga and pilates studio, a fully kitted out bar with beer fridge and Prosecco Friday, a hot air balloon, a fireman’s pole – and the latest addition a 4m long dinosaur named Roary.
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