Great Scotland

Michael Hurwitz’ incentive attendees have been all over Europe — Paris, London, Madrid, Dublin, Lisbon, Prague, Budapest…you name it, they’ve seen it. Ask them their favorite destination, though, and you might get a surprise: Edinburgh. “Of all the destinations we’ve done — 10 years’ worth for this particular company — it was the highest-rated, ever,” he says.

What’s the Scottish capital’s secret? “If I say we’re taking a trip to Paris, it establishes a very high expectation even though you’ve never been there before. With Edinburgh, I don’t think people really knew what was going to happen,” says the president of Philadelphia-based United Incentives Inc. “So as it unfolded, it was so wonderful. It just way exceeded the average expectations.”

Approximately the same size as South Carolina, Scotland is a small country known for some memorable exports — golf, whisky, plaid. But with its notably friendly people, good infrastructure and spectacular historic buildings, the country is garnering a reputation among incentive planners and their attendees that far outweighs its size.

Outside the City

While Hurwitz’ group was based in Edinburgh, Don Hawkins of All Seasons Travel took his group an hour north for a five-day stay at Gleneagles (gleneagles.com), a golf and spa luxury hotel that manages to feel traditional without being stuffy, and contemporary without seeming insecure about its age.

It was an easy sell for golfers, with the Ryder Cup planned for The Kings course at Gleneagles in 2014, he said. But hitting the links was just one of many activities his group participated in, including falconry, off-roading, skeet and trap shooting, and tours of Edinburgh and the royal family’s yacht Britannia, which is berthed in the city.

Not far from Gleneagles, of course, is golf mecca St. Andrews (www.standrews.org.uk). Although getting a tee time can be challenging, an excursion to the famous location is highly recommended for golfers and nongolfers alike.

Hawkins suggests starting to communicate with St. Andrews a year out. For the historic Old Course, you must enter names into a lottery — and be prepared to play one of the other courses if you’re not drawn, he says.

Half an hour east of Edinburgh is another excellent golf destination, the West Links in the coastal town of North Berwick, accessible from the recently renovated Macdonald Marine Hotel & Spa (macdonaldhotels.co.uk/marine).

For an evening event, Hawkins took his group to Stirling Castle (www.historic-scotland.gov.uk), whose cavernous 16th century Great Hall fairly echoes with toasts of eras past, making it an ideal setting for a modern feast. The castle’s Chapel Royal, with its hanging tapestries and stained glass windows, is another of several spaces available for meetings and events.

Minutes away from Stirling is Argyll’s Lodging
(www.historic-scotland.gov.uk), a Renaissance townhouse available for smaller groups of up to 25 (or 120 reception-style).

Other spectacular historic venues are available for events as well, including hotel, restaurant and sporting estate Kinnaird (kinnairdestate.com); Glamis Castle (glamis-castle.co.uk), childhood home of Queen Elizabeth the Queen Mother; and Traquair House (traquair.co.uk), originally a hunting lodge for Scottish royalty.

Exploring Edinburgh

While the post-industrial Glasgow is the cultural capital of Scotland and Aberdeen is a maritime city, Edinburgh is a walking destination that is both redolent with history and thoroughly modern.

To give attendees a real taste of Scotland, start at the cozy but refined Scotch Malt Whisky Society (www.smws.co.uk), where you can organize a whisky tasting, reception or meal. Expect to challenge your taste buds — flavors you may experience include chlorine, hot sand, nippy gobstoppers, Chinese balloons and well-polished leather, as one bottling list promised.

The royal yacht cum corporate event venue Britannia is another favorite — even if Americans’ interest in the royals doesn’t quite approach that of our brethren across the pond, it always gets good reviews, says Hawkins, who has organized cocktail receptions and tours there.

Overlooking the city, the imposing Edinburgh Castle
(www.historic-scotland.gov.uk) has numerous spaces available for meetings and events.

If castles don’t suit your needs, try Mansfield Traquair (mansfieldtraquair.co.uk) with its muraled walls and soaring nave, known as Edinburgh’s Sistine Chapel.

Hurwitz’ group stayed at the centrally located Sheraton Grand Hotel & Spa (starwoodhotels.com), which features function space for up to 5,000 people, an attentive staff and an award-winning spa, ONE.

Not to be missed for incentive groups is The Balmoral (thebalmoralhotel.com), a luxurious hotel located on Princes Street, the main shopping area overlooking Edinburgh Castle. Completely refurbished in 2004, the hotel features a clean, modern aesthetic with enough historic flourishes to remind you that it was, after all, built in 1902.

Over the years, Hurwitz has brought several groups to Scotland, and regardless of the demographics, the responses have been consistent.
“They loved it,” he says.