Elfingrove, the 2019 show that drew over 175,000 event goers, will return with a new £2 million show set to create over 200 jobs this December. The new experience will again take place at Kelvingrove although it will be based outside the museum, with an outdoor ice-skating experience and a similar style to itison’s other West End event, GlasGLOW.
“With so many of Scotland’s events cancelled for 2021, itison, headquartered in Glasgow, is determined to create a major December show to bring friends and family together for fun and escapism and to help aid the creative sector recovery whilst injecting millions of pounds by way of economic benefit into the local area” the Glasgow company said today in a first announcement.
Oli Norman, CEO of itison and event creator said: “In October 2020 we managed to put on GlasGLOW for over 90,000 event goers making it Scotland’s largest outdoor activity. The odds were stacked heavily against us, but we managed to bring light to the dark winter months as an impending lockdown loomed and created 160 event sector jobs.
“Now, as the creative sector aims to recover from all but decimation, we’re determined to build back in our home city of Glasgow. We’re making a significant investment in the return of Elfingrove, creating over 200 jobs in the industry, but most importantly aiming to create a spectacular show for locals and visitors alike that make us proud to live where we call home.
“In 2019, we welcomed 175,000 people to Elfingrove. We got lots of things right, but as is the case with a year one event, there were areas we needed to improve upon. We’ve listened to lots of feedback and are back this year with a brand-new show.
“If people like GlasGLOW they’re going to love what we have in store with Elfingrove 2021.
“We’ll also be bringing back our E.L.F. Fund that helps local families and organisations who need it most.”
Full details will be announced in September. You can follow on Instagram here.