Elfingrove is returning this December and organisers say have they listened to criticism following the inaugural event.
The winter festival took over Kelvingrove Art Gallery and Museum in December 2019.
But the show was dogged by negative reviews and claims that it failed to offer value for money.
This time around, organisers are promising a major new outdoor show and Scotland’s largest outdoor ice rink.
Itison, the events company based in Glasgow, says it is investing £2m in the festival and creating 200 jobs.
The event will be a fully-outdoor taking place along the banks of the River Kelvin and set to transform the grounds of Glasgow’s most famous museum.
Oli Norman is CEO of itison and event creator.
He said: “In October 2020 we managed to put on GlasGLOW for over 90,000 event goers making it Scotland’s largest outdoor activity.
'Decimation'
“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.
We got lots of things right, but as is the case with a year one event, there were areas we needed to improve upon
Oli Norman
“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 of what to expect at Elfingrove will be revealed in September.
