Within the context of place branding and place making (for an explanation of place making see our principles), events can serve different roles (Getz 1991; Van ‘t Klooster 2002).
- The event as attraction in a particular place (e.g. Edinburgh Festival Fringe)
- The event as animator of an existing attraction (e.g. Amsterdam Museum Night )
- The event as image builder (e.g. Cultural Capital of the Year)
- Event as catalyst for urban development (e.g. Olympic Games)
- Event as instrument for heritage preservation and sustainable tourism (Wine & Food Festivals)
- Event as platform for developing organizational capability which can be used for future projects and events
Getz, D. (1991) “Festivals, Special Events, and Tourism”. New York, Van Nostrand Rheinold.