Sorry johngwms, it may be our wording that's caused a misunderstanding here. We said the EVENT was in the UK, not Europe. Obviously we totally agree that the UK itself is in Europe...
We sell products both into Europe and Worldwide (outside Europe) but also organise sporting events in the UK and in Europe. IT is part of these events (timing / records etc) albeit these are NOT IT specific events. The experience from these events, is why we think that the approach for an event in one country, is very rarely just replicated, when an event is repeated in another country.
The approach for an event held in the UK, should be UK focused and specific to that market (we think anyway). If this event is then repeated in say Germany, then the focus changes accordingly etc.
Trying to run one, new "European" event in the UK and imagining that people are going to pay in advance and then travel over from say Greece, for 3 hours in a bar in Richmond On Thames (we think) is defiantly "quite ambitious"
We are in the UK and we want the event to be a success and are supporting it accordingly. Some advance customer perspective should be handy for the X-Cart Team though, even if it's not all what it was imagined it would be!