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.
MASTERCLASS PROGRAMME (1 Day)
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.
MASTERCLASS PROGRAMME (2 Day)
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.
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.