Auchterarder will take centre stage like never before over the next 12 months when it hosts the 2014 Ryder Cup and next year’s T in the Park.
This has made technological advances ever more vital to the community, which hopes to draw maximum benefit from the events.
Improvements have begun to be delivered, with the town the latest beneficiary of the £410 million Digital Scotland Superfast Broadband rollout.
The start of its arrival means many businesses and residents will be able to benefit from fibre broadband ahead of the major golfing event.
Deputy First Minister Nicola Sturgeon believes that delivering broadband improvements to communities such as Auchterarder will help to secure Scotland’s long-term prosperity.
“This programme will lay the foundations of a world-class digital Scotland by extending fibre broadband access to parts of Scotland that wouldn’t otherwise be served commercially,” the MSP said.
“That is vitally important in communities such as Auchterarder.
“The scale of the challenge of delivering fibre broadband into rural Scotland outstrips any other part of the UK and will generate significant economic benefits, including new jobs and increased productivity.
“This is an important step towards ensuring that Scotland has world-class digital connectivity by 2020.”
Perth and Kinross Council has contributed £1.2 million towards the broadband project, which will see communities across the region benefiting.
Councillor John Kellas, enterprise and infrastructure convener, was among those who gathered yesterday to see work begin to install superfast broadband services.
He said it was “fantastic” to see yet more progress being made towards keeping Perth and Kinross “connected”, adding: “Faster broadband connections are increasingly important for business and leisure and can be a key selling point for areas looking to attract inward investment.
“I’m delighted Auchterarder and the surrounding area will be benefiting in time for the 2014 Ryder Cup.”
His views are shared by Carol Wood, owner of local chocolatier and caf Cocoa Mountain and chairwoman of the Auchterarder Community Partnership.
She believes that customers increasingly demand access to speedy broadband and believes it will be vital as the area stages key events and bids to attract visitors in 2014 and in the years to come.
“The arrival of fibre broadband to Auchterarder is great news, whether your business is centred on tourism or not,” she added.