The Perth and Kinross business sector has been told it must do more to meet the staggering challenges and opportunities offered by the Ryder Cup.
Organisers have warned employers they may have to make changes to the way they work for one of the world’s biggest events.
At a meeting attended by more than 150 businesses, Ryder Cup Europe recommended that everyone from taxi firms to hairdressers, retailers, accommodation providers, restaurants and leisure operators look at staffing levels and hours of operation.
More than 250,000 spectators are expected at Gleneagles during September while 7,000 staff and volunteers will be preparing months in advance.
Even in the short-term, there is significant gain to be had, with studies following the 2010 Ryder Cup in Wales recording a direct economic impact of £82 million.
That will be lessened and the lasting impact negated, however, if the area fails to adequately cater for the influx of visitors.
To ensure the region does not fail, businesses are being urged to consider tailoring their services to its demands.
Successful adaptation in the short-term could benefit the region for years to come, establishing it in the eyes of many as a must-visit destination.
A series of meetings and breakfasts will be held in the months to come to enable businesses to find out what the 2014 Ryder Cup could mean for them.
The latest took place at Auchterarder Golf Club and McDiarmid Park this month, with Perth and Kinross Council’s regeneration team and VisitScotland joining forces to offer a “business toolkit”.
It featured a wealth of advice on issues such as branding to ensure they maximise the promotional opportunities.
Ryder Cup Europe, meanwhile, has been sharing its knowledge of the experiences of local business involvement in previous Ryder Cup competitions.
A spokesperson for Ryder Cup Europe said: “The build phase of the event, when the infrastructure for the tournament is set up on the course, will take over two months.
“Those working on the build will all be looking for local accommodation as well as leisure opportunities.
“With local accommodation expected to be full during the week of the event, advice has been provided on how businesses could tailor services, such as opening hours, to meet the demands of the visiting spectators and those working on the site.”