Strategic Event Creation

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Changes in the wider environment have triggered a new normal for event creation. Heightened attendee expectations, a keener focus upon the return required by funders and wider stakeholders, and, of course, an ever more competitive event marketplace. Couple these with CSR, social media, globalisation and technology and the reasons event creation is now a strategic and multilayered responsibility are clear. Strategic Event Creation is the contemporary textbook that recognises and articulates this changed reality for students and professionals. It moves away from an older paradigm of simply ‘making events work’ and managing inputs to show a sector that now needs to be: outcome obsessed, stakeholder centric, strategically focused and driven by strategically aware reflective professionals. This text is based on a carefully designed framework which- • Delivers a clear overview of the key principles • Integrates theory with industry voices, cases and the practitioner perspective • Uses the lens of outcomes to anchor the role of inputs/processes/decisions/budgets • Delivers clear learning summaries and highlights key questions for reflection The broadly based and experienced author team ar

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