Event Background
The inaugural Rock Ness event took place in 2006 on the shores of Loch Ness and was a one day event. The event featured two stages with Fatboy Slim as the headline act. Rock Ness was a success and attracted a sell-out audience of 23,400. Based on this, in 2007 the event was increased to two days and the organisers introduced a camp site for attendees.
In 2008 the event expanded its capacity to 35,000 and acts included Fatboy Slim once again, Razorlight, Underworld, The View, Editors and Roisin Murphy.
For 2009 headline acts were The Flaming Lips, Orbital, The Prodigy, Placebo and Basement Jaxx. In 2008 only 8% of ticket sales were from outside Scotland however audience research showed that this increased to 16% in 2009. The 2010 line-up included Pendulum, Friendly Fires, Fatboy Slim and the Strokes.
Tourism
The event’s date is on the shoulder of the main tourism period (beginning of June) and therefore a welcome boost to local tourism.
Of the total 32,000 attendances, 84.5% were from within Scotland, 15% from the rest of UK and 0.5% from elsewhere.
Business
Businesses are actively encouraged to network during the event. Organisers hosted GoNorth seminars and invited their delegates to the event. This undoubtedly helps the company in raising its profile and the association with Rock Ness is heavily exploited by GoNorth.
Hotels and other tourist accommodation are actively promoted by their association with Rock Ness. Aldourie Castle hosted dinners for international and national journalists and promoted themselves by the fact they had world famous bands staying at the castle.
Local production companies got to meet with touring promoters and tour managers, and they can now effectively put themselves into the shop window to tender for other tours and events.
Image and identity as a nation
The event has a very high profile throughout the UK and is now seen as the international music event for the Highlands. It is strongly associated with the Highland and national music industry.
Media
The event achieves extensive coverage online and in national press coverage. 2010 saw the first year of a successful partnership with Radio 1 and the BBC online coverage of the event proved very popular.
Participation and development
The key focus in this area has been for Rock Ness to engage with the local community to assist them in promoting Dores Village and the eastern side of Loch Ness to the tourism industry. The legacy of Rock Ness has helped to put Dores on the map.
Environment
EventScotland support went towards promotion of a green travel initiative which offered ticket purchasers free coach travel from locations around the UK. This contributed to an impressive 52% of survey respondents stating they arrived at the festival by transport other than car.
The 'Go-Green' ticket option is already being promoted for the 2011 event, providing a good legacy for EventScotland support. It also means Rock Ness fairs very well in comparison to the cost of attending other big name UK Festivals and should contribute to its appeal in the international market going forward.
Social and cultural benefits
The local community is encouraged to participate in the event on every level. Local businesses are used where ever possible, the community takes three stalls on the festival site, and most significantly the event makes a donation to the village community council for them to use for the local good. The fund currently stands at over £120,000.
