ok, I got it working using <events name="turn_pano" onloadcomplete="set(view.hlookat,-90);" />
However, obviously, it doesn't happen until the tour is actually loaded and looks a bit strange.
Also, it spins the pano when entering from other areas, which I had not thought about and don't want.
So, is there a way to assign the action to the hotspot arrow so that the pano is orientated before it's loaded?