About the Masterclass

The Festival and Event Management Masterclass is a popular professional development programme designed to inform and inspire anyone involved in creating, managing and supporting festivals and events. We have presented the Masterclass in 26 countries worldwide and it has been attended by several thousand participants.  As well as people directly involved in managing festivals and events we have had many participants from municipalities, museums, galleries, theatres, concert venues and tourism organisations.  You can find details of the wide range of organisations that have participated in the course at the Who Has Attended section. We have received lots of positive feedback from our participants and you can find their comments in the Feedback section.

We have 2 versions of the Masterclass, the 1 -day programme and also a 2-day programme.


Session 1 – Festivals and Events in a Post-Covid World

The past year has been a huge challenge for festivals and events and 2021 will be a crucial year as we revive our events and reconnect with our audiences. This session considers strategies and options to help face up to the challenges of running festivals and events in a post Covid-19 world.

Session 2 – Marketing and Media

This session will focus on how to define and develop a strong brand identity for your event looking at how to take advantage of technology and online opportunities as well as more traditional forms of marketing. We also cover ways to engage the media to deliver positive coverage around your event.

Session 3 – Sponsorship and Fundraising

This session will help develop a greater awareness of revenue generating possibilities from traditional sponsorship opportunities to more digital-era initiatives. We consider how to adopt a creative approach to identifying potential sponsors, creating effective proposals and strategies to build and maintain relationships with supporters. We also focus on a wide range of options to source valuable resources for your events.

Session 4 – Placemaking, Impact and Evaluation

This session considers the role festivals and event play in raising the profile and strengthening communities within our towns and cities. We cover how to measure your achievements and analyse feedback to make improvements. We also consider the most effective ways to use your data to maintain and strengthen your relationship with key stakeholders.




Festivals and Great Festival Destinations

Understanding what makes outstanding festival destinations work and assessing how to make the most of your own festival environment

Survival and Revival after Covid-19

The past year has been devastating for many festivals and events, some are struggling to survive and many face a very uncertain future. This session considers strategies
and options to help face up to the challenges of running festivals and events now and in a post Covid-19 world

People and Partnerships

Looks at how effective festival organisations manage themselves, their relationships with stakeholders and collaborations with partners.


The key to the success of any festival is the strength of the programme. This session explores a number of successful programming approaches

Sponsorship and Fundraising

This session considers how to approach sponsors and explores other ways of generating valuable income.

Festivals, Tourism and Destination Branding

This session considers how festivals can play a crucial role in raising the profile of a destination.


Festival Marketing

This session examines a number of successful marketing approaches adopted by leading festivals

Venues, Operations and Festival Infrastructure

This session considers how to make the most of the venues available to your festival and the infrastructure required to run festivals successfully

Working with the Media

Every festival needs good press coverage and this session considers how best to achieve this aim.

Festivals – Impact and Evaluation

This session considers how festivals should look to maximise and evaluate their impact economically, socially and culturally.

I Got One A-Ha Moment After Another!

You`re sharing so much practical knowledge and brilliant examples, I got one a-ha moment after another! LOTS of useful ideas (and energy!) to bring back home. Hilmarfestivalen, Norway

Reinvent Our Town

Amazing ideas to not only reinvent my events, but also reinvent our town. Rural City of Wangaratta

Empowered and Buzzing With Ideas

An inspiring and informative masterclass session. I left empowered and buzzing with ideas. City of Greater Geelong

I Highly Recommend This Masterclass!

I had the most wonderful experience. It’s great to go to a course that gives you tangible and useful information that you can go away and implement yourself. I highly recommend this Masterclass! Feast Festival

A Brilliantly Practical Course

A brilliantly practical course for anyone in the event management industry, no matter how experienced! Sydney Music Expo

Food for Thought

The masterclass on festivals gave food for thought, presented in an inspiring and refreshing way. CODA Oslo International Dance Festival

Head Full of Ideas and New Energy

I left the masterclass with my head full of ideas and new energy and A Great sense of believing in festivals as the best method to bring People and art/culture together. Billund Kommune

The Ultimate Crash Course in Festival Management!

The course was a vitamin injection in how to manage a festival and also how to evolve it. In short: The ultimate Crash Course in festival management! City of Sodertalje

I Can Highly Recommend It

The course was highly skilled, personal and interesting all the way through! I can highly recommend it – the time spent with Paul is spent really well! Salaam Film & Dialogue

Get the Creative Juices Flowing.

Paul is a wealth of knowledge and fun to listen to. It’s clear he knows his stuff and gave us great mini-exercises to get the creative juices flowing. I can’t wait to bring some of the ideas I generated in is class to my city! Brockville & 1000 Islands Tourism

A Unique and Creative Set of Tools

Paul is an incredibly talented and passionate individual with a wealth of knowledge on festivals and events. Participating in the Festival and Event Management Masterclass has provided me with a unique and creative set of tools and a deeper understanding to improve my abilities as an Event Manager. After completing the two day course I have a greater understanding of how to develop events and how to give them a point of difference from those that are already established. Carclew, South Australia

…inspired me to broaden my mind and widen my parameters

The Festival and Event Management Masterclass 2019: Paul’s knowledge and experience in this area is phenomenal. The information gained from the masterclass has been tremendously helpful and has inspired me to broaden my mind and widen my parameters. The education I received was utilised immediately. I was sending off emails during class to my festival team! The Basin Music Festival

A Variety of Tips and Tools that I can Pass on

As a local government officer providing support for event organisers in our municipality, this course provided me with a variety of tips and tools that I can pass on as well as giving me the opportunity to look more critically at how we as a council support events and what we can do differently or better. Coming from a small rural municipality, this sort of networking is usually hard to come by so it was a nice bonus on top of a great course!, Alpine Shire Council

Now Our Dance Festival Will Be Even Better

I think everyone should take the class a second time. This got me to see how I had implemented some of the suggestions from the last class and how our festival had improved by it. This time around the class gave me tons of new ideas thanks to Paul and the other participants. Now our dance festival will be even better once again. Abundance International Dance Festival

Worked Miracles for Us!

Great, inspirational course. Worked miracles for us! Malmö Eid-Festival

A Brilliant Two Days

Thank you Paul for a brilliant two days! The material delivered was interesting and highly relevant to our industry. Your presentation was full of inspirational ideas on how we can improve and refine our events, which I found very motivating. I am grateful to you for sharing your knowledge and experience with us. Thank you once again! Wine Geelong

Paul’s knowledge is second-to-none…

Affable and highly knowledgeable, Paul Gudgin has condensed 30 years of festivals industry know-how into two days of intensive learning, offering advice on anything from grassroots to strategic aspects of developing festivals, across all areas. Paul’s knowledge is second-to-none making this workshop a must-attend event for festival and arts workers at any stage of their careers.

West Australian Music (WAM)

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