Local businesses have been urged to “stand up for Sheffield” by becoming ambassadors for the city.
The call came from Sheffield City Council leader Julie Dore, speaking to more than 100 local companies at a business summit in the Town Hall.
Coun Dore wants companies to join the successful Conference Ambassador Scheme, run by city promotion organisation Marketing Sheffield.
Until now, the ambassadors’ programme has focused on encouraging the academic community to bring events run by their professional bodies to the city.
Coun Dore asked business leaders at the summit: “If you could bring one conference or event to Sheffield that would benefit your business, what would it be?”
“In terms of value to the city, our current ambassador enquiries which are completed or confirmed for the future are worth £3.7 million.
“We have a wide range of events coming to the city including the Institute for Small Business and Entrepreneurship in 2011; the British Association for Ophthalmic Pathology in 2012; a European Congress on Glass; an Eco Schools National Exhibition; and the Business Librarians Association, to name but a few.
“Now we want to extend the Conference Ambassador scheme to involve our business community, and we’d like to invite the private sector to play a part in Sheffield’s future.
“If everyone in the room today was to bring an event for 100 people for one day and with one night’s accommodation, it would benefit the regional economy by around £1.4 million.”
Marketing Sheffield’s director, Brendan Moffett, told business chiefs that the city’s promotional strategy would focus on trade, talent and tourism.
Mr Moffett said the trade element of Sheffield’s promotion would include the Global Manufacturing Festival, MADE: The Entrepreneur Festival and the city’s presence at the international property exhibition, MIPIM.