Elected Member Briefing Note 2025, No. 085a
About this Briefing Note
Report by: Julie Barnsley, Economic Development Officer - Business, Place and Investment
EMBN Number: 085a-25
Date: 8 July 2025
Subject: The Famous Grouse Ideas Centre - change of name
Responsible Officer: Steven MacDonald, Economic Development Manager Business, Place and Investment
Details
Purpose
To explain the reason for the change of name of The Famous Grouse Ideas Centre to Perth Ideas Centre.
Briefing Information
Background - Perth Creative Exchange
Perth Creative Exchange is a £4.3m partnership and economic development project which transformed the former St John's School building (Stormont Street) into Perth's first 'creative hub' - an inspiring home for artists, makers, creative industry professionals, and the public.
This regeneration project was led by Perth and Kinross Council in partnership with Wasps (Workshop & Artist Studio Provision Scotland Ltd), and in collaboration with key stakeholders: UHI Perth, Elevator (Business Gateway contract provider in Tayside) and Perth Contemporary Arts Trust (PCAT).
Wasps is the building's Head Tenant. The building provides the following accommodation:
The Famous Grouse Ideas Centre
studios for artists and makers
office space for creative industry businesses
fixed-desk accommodation
hot-desk accommodation
exhibition space
workshop
meeting rooms
The Famous Grouse Ideas Centre (FGIC)
The Famous Grouse Ideas Centre is an innovation lab. It is located in the former school gym hall and was one of the key deliverables in the regeneration of the Creative Exchange building.
The purpose of The FGIC is to support the creation, development and growth of innovative businesses and ideas. These ambitions are supported by a Technologist in Residence; tailored programmes; and a range of technology which was selected to specifically support the development of business ideas and prototypes.
The day-to-day management and operation of The FGIC is provided by Culture Perth and Kinross through a Service Level Agreement with the Council. The technical support and expertise which is available for users is also provided through this agreement (Technologist in Residence post).
Sponsorship Agreement - The Edrington Group
As per the original business case for the regeneration of the building, the Council sub-leases The FGIC space from Wasps. This 10-year lease is supported by a 10-year Sponsorship Agreement between PKC and The Edrington Group. The value of this Agreement is £500,000 which Edrington pays in annual instalments of £50,000. The tenth and final instalment will be paid in financial year 2026/27.
The Sponsorship Agreement gives Edrington naming rights, hence The Famous Grouse Ideas Centre.
The Edrington Group is changing its brand strategy to focus entirely on malt whiskies. As a result, the sale of The Famous Grouse brand to WH Grant is in the final stages of conclusion.
The Edrington Group has confirmed that whilst the 10-year funding will be fulfilled as per the Sponsorship Agreement, all references to The Famous Grouse must be removed.
New name
Officers have considered various alternative names, and the most suitable has been identified as Perth Ideas Centre, for the following reasons:
It is very similar to the existing name, which will minimise confusion for users, partners and the public.
It describes what the space is.
From our investigations there are no other facilities of this name.
Next steps
Officers are working to identify where the branding appears to ensure all references to The Famous Grouse are removed. This work is being implemented as quickly as possible.
Web links for further information
Wasps Perth Creative Exchange - Perth Creative Exchange - Wasps
The Famous Grouse Ideas Centre - The Famous Grouse Ideas Centre Home
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