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Purpose of the fund

A new National Events Strategy for Wales 2022 to 2030 was launched by the Minister for Economy on 13 July 2022.  Developed in partnership with the industry, it identifies that a strong industry will create and retain job opportunities in Wales and support fair work and a stronger, fairer, greener Wales.

Support for job creation and skills development already forms part of Event Wales’ current considerations for event funding support and Welsh Government’s wider Skills and Training programmes. In order to support the industry-led programme of development of people within the sector, recommended in the new strategy however, we have now made a new pilot discretionary fund available within our overall grant scheme.

In line with the Welsh Government’s strategic priorities of inclusive, sustainable growth in the economy, Event Wales will prioritise funding for projects that make a difference to the events industry in Wales over the medium to long-term.  Funding will also be targeted at projects that maximise return on investment to ensure limited budgets deliver maximum value for Wales and those that also promote or support the principles of fair work and pay, well-being, sustainability, equality and diversity and promotion of the Welsh language. 

How much funding is available

Funding of up to £300,000 will be allocated to the Fund in each of the 2023-24 and 2024-25 financial years. We wish to support as many projects as possible so anticipate that individual applications would not exceed £20,000 to £30,000 but this is a guide only and each application will be considered on its individual merits. Applicants may submit more than one application. Whilst we will support full project costs, applications which can leverage match-funding (including value-in-kind support) are particularly welcomed as this will enable our funding to go further.

Applications may be made for projects to be implemented in either the 2023 to 2024 or 2024 to 2025 financial year.  An application may also cover both years but all projects must be delivered, and all grant funding claimed, by 31 March of the financial year to which the project relates i.e. a project implemented in 2023 must be delivered and claimed for by 31 March 2024.

Event Wales will only provide funding at the minimum level required to enable the project to take place in Wales.  Applicants will need to demonstrate that without Welsh Government support they could not deliver the proposed project or this would be at a smaller, less effective, scale. 

Event Wales funding should not be presumed, or communicated as confirmed, in your finance plan until due process is afforded to all elements of the application and assessment process, culminating in an Award of Funding letter being fully signed and accepted by you.

Eligible costs: what activities will the fund support

We do not wish the fund to be overly prescriptive and, instead, encourage innovative and forward-thinking applications. The following is not an exclusive, or exhaustive list, but includes some examples of the type of activity we would seek to support:

  • Initial ‘starter’ support for the creation of new jobs - particularly roles that further contribute to the development of the events sector e.g. a Volunteer or an Accessibility/Inclusion Manager or development of the applicant e.g. exporting the event or funded activity beyond Wales
  • Activity which aligns with the ambitions set out not only in our Strategy but also in the  Stronger, fairer, greener Wales: a plan for employability and skills,  Stronger, Fairer Greener Wales: Net Zero Skills Action Plan  and the Young Persons Guarantee
  • Activity which seeks to maximise use of local supply chains (technical, logistical or Welsh food and drink for example)
  • Training and development costs for existing staff e.g. technical or marketing skills or Equality, Accessibility or Sustainability awareness training (but not where these can be funded by existing training schemes already in operation such as the Flexible Skills Programme | Business Wales Skills Gateway
  • Activity designed to improve equality, diversity and inclusive recruitment within the sector
  • Development of case-studies of best-practice to share with the wider industry.

Ineligible costs

We are unable to support the following:

  • any capital costs
  • costs incurred prior to application or which can be met through other funding sources (e.g. the Welsh Government’s Flexible Skills Programme or Apprenticeship Programme)
  • recoverable VAT
  • redundancy costs
  • debt or debt service charges
  • dividends
  • interest payments
  • anything which is in contravention of Welsh Government legislation or advice
  • any kind of activity which in our opinion could bring the Welsh Government into disrepute
  • costs related to promoting the cause or beliefs of political or faith organisations
  • projects which depend on, or encourage, free labour
  • costs not specific to the activity/project applied for
  • existing core event costs or for additional editions of existing events.

Who is eligible to apply

We welcome applications from event owners/organisers, supply chain businesses, local authorities, academia or others with a relevant role in the events industry. Applicants must be based in Wales or otherwise able to demonstrate that the funding and supported activity will be applied in Wales.  Partnership projects between two or more events or organisations are also welcomed. Allocation of funding for such projects will be discussed and agreed prior to award for such projects and it would be helpful if you could set out in your application how you envisage the funding being administered.

Applicants should have a proven track record in providing high quality services in the events or other relevant industry. If this is the first venture for a new start up with no track record, Directors should have a previous demonstrable track record of projects in a similar field. 

Funding criteria

Applications must align with one or more of the 7 Wellbeing Goals and applications will be scored against the fund criteria at Annex 1.

All projects will also be expected to deliver against the core criteria of supporting sector development but it is recognised that the degree to which projects will deliver against other criteria will vary, depending on the nature of the project. The decision on whether a project secures funding is based on a combined score against all of the relevant criteria.

Based on the content of the application and aims of the project, targets (examples at Annex 1) will be included in the Award of Funding letter and will form part of the terms and conditions of funding.  Appropriate targets, tailored to project type, will be discussed and agreed with you before an award of funding is made.

You will also be required to submit a report on completion of the project to evidence these targets have been met and to share any best-practice, or lessons learned, that can be shared with the wider industry.  Payment of the final instalment of funding will be dependent upon receipt of this report.

This is a competitive fund and not all applications may be approved.  Any expenditure committed prior to an award of grant is done so at your own risk and may invalidate your application if it appears that the grant support is not required to fulfil the project.

Application and assessment process

Our team can provide advice on eligibility and the application process but discussing your project with a team member does not imply approval. This is a competitive fund where all projects will be assessed and scored to the standard criteria at Annex 1. To request an application form, or for advice on applying, please contact the team at

Applications for this initial pilot round of the Fund will open at midday on Wednesday 19 April 2023. Applications should be submitted to no later than 17:00 Wednesday 31 May 2023. No late applications will be considered.

All applications and supporting information will be subject to full due diligence and financial checks. This will include a review of your financial projections, a fraud check, and checks on Directors of your company.  Where information is not available (e.g. sole traders not registered with Companies House) you will be asked to provide relevant information separately for this purpose. If you are involved in a business which is in debt to the Welsh Government, you are unlikely to be able to apply for further funding and should discuss this with us in advance of any application.

Applications will be assessed in 2 stages. Initial checks will be undertaken to determine that the following basic eligibility criteria have been met:

  1. Offers a strategic fit with the National Events Strategy for Wales.
  2. Will support the development of the sector in Wales in the medium to long-term.
  3. Will maximise the economic and social benefits to Wales.

Applications which do not meet all the eligibility checks (including due diligence) will be rejected, and notified, at this stage. 

Applications which have met all eligibility criteria and satisfied due diligence checks will then be assessed by Event Wales officials and scores verified at an Assessment Panel. An official from another relevant department, external to Event Wales, will be involved in this assessment process.

Projects achieving a minimum pass score will be presented to Ministers for approval. Should the value of eligible applications exceed the budget available in any financial year the highest scoring applications will be prioritised for support. 

Following approval by Ministers, successful applicants will be informed and award letters issued. All awards of funding, including their value, will be published on

This is a discretionary fund with no appeals. Unsuccessful applicants will be notified by email either after the initial Stage 1 sift (we aim to do this within 2 weeks of the closing date) or following the outcome of the Assessment Panel (no later than 21 July).

Payment and monitoring

The funding will be awarded as a grant, paid in instalments subject to conditions which will be set out in the award letter.

  • The funding will be paid in arrears as default. In exceptional cases funding may be paid in advance, where an applicant can demonstrate a satisfactory business case.
  • Details of what you need to provide at claim stage will be included in your award letter.
  • We aim to process payment within 20 working days of a claim being submitted with all supporting evidence.
  • Applicants should be aware that the grant may be required to be repaid in part or full if you do not meet the terms and conditions of any award of funding.

The Welsh Government is committed to evaluating the success of this grant. Through post-completion monitoring we will assess the extent to which the outputs and outcomes can be attributed directly to the scheme activities and examine whether wider anticipated or unanticipated effects have been realised.

The Welsh Government or a third party acting on behalf of Welsh Government may contact you for the purpose of research and evaluation and/or to give feedback on your experience of the scheme. This information will be analysed and presented in line with the Privacy Notice below.


All successful applications will be expected to:

  • Agree to be included on publicity, press releases and marketing material we produce in relation to this Fund, for up to three years from the date of Award.  This may require the supply of images or video, and relevant rights for us to use in press and publicity.  
  • Agree to include a Funded/part-funded by Welsh Government credit on their promotional material, including, where appropriate, their website.

Wellbeing of future generations

The objectives of the Act show how each public body will work to achieve the vision for Wales set out in the ‘well-being goals’. The seven well-being goals show the kind of Wales we want to see. The Act makes it clear that the listed public bodies must work to achieve all of the goals, not just one or two. The strategy is aimed at ensuring we expand the contribution that events already make to these seven goals. Reference to and explanation as to how your project meets these goals will be important in the assessment of an application.

Equality, diversity and inclusion

Our strategy places a conscious focus on ensuring events or projects cover a wide variety of genres to appeal to as many people as possible. A balanced portfolio will consider age, region, ethnicity, religion, cost to attend and so on to ensure the events on offer are widely inclusive and accessible.

Projects which can demonstrate and address underrepresentation in the industry are therefore particularly welcomed.


Projects which can demonstrate and contribute to industry and Welsh Government sustainability goals are welcomed. Developing a circular economy is a key step towards achieving our Well-being goal to be ‘A globally responsible Wales’ and we have a significant opportunity to be a world leader in this aspect of event delivery

Projects might therefore include new jobs, or training for existing staff, linked to delivering a sustainable event management policy, or further work in a particular area within this. Note: There is a separate discretionary scheme to support projects which seek to implement new or innovative sustainable event practices. If your project is specifically focussed on sustainability you may wish to apply under that Fund instead. If Event Wales officials feel your application is more suited to that Fund you will be notified and your agreement sought to be considered under the terms of that fund instead.

Welsh language

The Welsh Government is committed to promoting and growing the Welsh language. The events industry has a key role to play in contributing to the Welsh Government’s priorities for the Welsh language and the target of a million Welsh speakers by 2050 as set out in Cymraeg 2050.

Additionally, one of the 3 key themes of our strategy is ‘Authenticity’. Events in Wales will have a distinct ‘Welshness’ regardless of size, scale, or location.  This will include the Welsh language, reflect the Cymru Wales Brand, and the Well-being Act criteria.  Projects which support this theme are therefore particularly welcomed.

Privacy notices

Please ensure you have read, understood and accept these Guidance Notes and Privacy Notices before you start the application.

  • Privacy notice: Welsh Government grants | GOV.WALES.
  • Privacy Notice: Event Wales contacts database, see Annex 2 (We would like to add all our applicants to our contacts database to ensure you receive timely information about further support options from Event Wales, but this is not a condition of funding).

UK subsidy control

You must ensure that the use of the Funding is compatible with the applicable agreements contained in the World Trade Organisation rules, UK-EU Trade and Cooperation Agreement, any Free Trade Agreement involving the UK the Northern Ireland Protocol and any relevant domestic legislation As part of your application you will need to provide details of any previous funding your business has received.

Your application, if successful, will count as Minimal Financial Assistance (MFA) in line with Part 3 Chapter 2 of the Subsidy Control Act 2022 previously known as (SAFA)* / de minimis aid, as per Article 3.2 paragraph 4 of the UK-EU Trade and Cooperation Agreement. This aid limits the amount of aid a business can receive from the state. 

If you have received MFA, SAFA or de minimis in the past, you should have been notified in writing when you received that aid. You will need to add this award to your overall total of MFA over the last three fiscal years which needs to remain under approximately £315,000 and for any future MFA declarations or claims and declare the amount to us at application stage.

You are responsible for ensuring that the Purposes are delivered in line with the State Aid criteria upon which the Funding is awarded.

If you exceed the limit you will be responsible for any action as a result, including repayment of the support you have received.

Further information

To request an application form, if you have any further queries related to the Event Wales Sector Development Fund, or would like the information in a different format, please contact

Annex 1: assessment criteria for Sector Development Fund

Supporting skills and development within our sector is a key priority. We are committed to working towards building a sustainable, inclusive and diverse industry in Wales, and supporting a thriving supply chain across Wales.

Assessment criteria for the core event Wales grant scheme, which may also be used in the assessment of your application and/or as targets within the grant offer letter include the following:

  • Net additional contribution (£s) to the Welsh economy;
  • Other public or private sector income leveraged;
  • Value of contracts to Wales based suppliers;
  • Innovation, engagement and interaction with relevant businesses;
  • Number of skills/training opportunities created;
  • Sustainability/Equality/Welsh language plans developed or implemented;
  • Community participation/engagement activities, particularly those which encourage inclusivity and diversity

Applications will be assessed in two stages. Initial checks will be undertaken to determine that the following basic eligibility criteria have been met:

  1. Offers a strategic fit with the National Events Strategy for Wales.
  2. Will support the development of the sector in Wales in the medium to long-term.
  3. Will maximise the economic and social benefits to Wales.

Applications which do not meet all the eligibility checks (including due diligence) will be rejected, and notified, at this stage. 

Applications which have met all eligibility criteria and satisfied due diligence checks will then be assessed  against the following criteria and scores verified at an Assessment panel.  An official from another relevant department, external to Event Wales, will be involved in this assessment process.


Assessment criteria




Strategic fit: to what extent does the project align with/deliver against:

  • the key priorities of the National Events Strategy for Wales
  • the 7 goals of the Well-being of Future Generations (Wales) Act 2015
  • the employability ambitions set out in the Welsh Government’s Stronger, Fairer, Greener Wales: A Plan for Employability and Skills and the Young Persons Guarantee
  • the Welsh Government’s priority to increase inclusion and diversity and celebrate Wales, its culture and language








Strength and Quality of proposal and evidence of need for the activity:

  • Overall quality of application and description of proposal
  • Will the proposal deliver measurable benefits for the events sector in Wales?
  • Is the project innovative?
  • Evidence of adding value to and supporting the development of a strong and sustainable events industry in Wales






Management plan and ability to deliver:

  • Proven track record in delivering similar projects or within the events industry
  • Are project plans including delivery timescales and resources realistic?
  • Sufficient expertise, capacity and ability to deliver?
  • Evidence of partnership/collaboration with the industry or experts in a relevant field (e.g. Accessibility)
  • Are project risks identified and management plans in place?






Project Outcomes/Outputs

  • Quality of project targets and outcomes/outputs; realistic and in line with strategic priorities?
  • Details of how these will be measured






Project costs and value for money

  • Does the overall proposal represent value for money?
  • Are project costs reasonable for planned activities?
  • Has the project secured, or seeking, additional public or private financial or VIK support?
  • Are expected benefits proportionate with costs?
  • Has evidence been provided for exit strategy and long-term sustainability of project (including continued funding of any new posts created)
  • Is Welsh Government funding required for the project to proceed/will it accelerate or increase the potential benefits?






Total potential score*



 *Should the value of eligible applications exceed the budget available in any financial year the highest scoring applications will be prioritised for support. 

Annex 2: Privacy Notice, Event Wales contacts

Event Wales would like to keep you up to date about events, industry related policy, news and research via email. In order to do this it is necessary to process some personal information about you. Your personal information will be kept on a contacts database and stored with secure Welsh Government systems.

The Welsh Government will be the data controller for any personal data you provide and will process it as part of its public task in supporting and developing the events sector in Wales.

Being on our contacts database is entirely voluntary and will require you to actively ‘opt in’ by emailing Event Wales at providing the following information:

Required information:

  • Name
  • Job title/role
  • Event/Organisation
  • Email address
  • Language preference for correspondence (English/Welsh)

Additional useful information:

  • Telephone number/s

If at any time you wish for your personal information to be removed from the contacts database then please let us know by emailing Event Wales at

Your information will be kept on the database until you choose to opt out of receiving the updates.

Event Wales may share your personal information with third parties but only when they are delivering services under contract for the purposes outlined in this privacy notice or if we are obliged to do so by law.

Your rights

Under the UK General Data Protection Regulation you have the following rights;

  • To access a copy of your own data;
  • For us to rectify inaccuracies in that data;
  • To object to or restrict processing (in certain circumstances);
  • For your data to be ‘erased’ (in certain circumstances); and
  • To lodge a complaint with the Information Commissioner’s Office (ICO) who is our independent regulator for data protection.

Contact information

The contact details for the Information Commissioner’s Office are:

Wycliffe House, Water Lane, Wilmslow, Cheshire, SK9 5AF.

Phone: 01625 545 745 or 0303 123 1113. Website:

If you have any questions relating to this privacy notice or about how Welsh Government handle your personal information, please contact our Data Protection Officer:

Welsh Government, Cathays Park, Cardiff, CF10 3NQ,