The internationally acclaimed Festival and Event Management Masterclass will be presented in Berlin on 28 & 29 October bringing together festival and event professionals from across the cultural and creative sectors.

Designed for organisers, producers, marketers, venue managers, and cultural leaders, this highly regarded workshop delivers practical insight, fresh ideas, and inspiring strategies to help create exceptional festivals and events.

Previous participants consistently praise the Masterclass for its valuable industry expertise, creative thinking, and inspiring atmosphere. With more than 2,000 organisations represented the programme has become one of the sector’s most respected professional development experiences.

Who Attends?

Music Festivals: L’Off Festival de Jazz de Montréal, Sweden Rock, Savonlinna Opera Festival, Dublin City Soul Festival

Film Festivals and organizations: Banff Mountain Film Festival, Film Stockholm, Rotterdam International Film Festival, Film Training Manitoba

Tourism and Placemaking: Tourism Calgary, Estonian Tourist Board, Events Tasmania, Göteborg & Co

Municipalities: City of Edmonton, Stad Brugge, Belfast City Council, Adelaide Hills Council

Dance and Theatre Festivals:  Bard on the Beach, Oslo International Dance Festival, Oulu Dance Centre, Singapore Repertory Theatre

Book Festivals: Quebec Writers Federation, Oslo Litteraturhuset, Sask Book Awards, Dubai, Emirates Festival of Literature

Family Events: Horsens Children’s Theatre Festival, BUFF Malmö Film Festival, Surrey International Children’s Festival

Food and Drink Events: Vancouver International Wine Festival, Taste of Antwerp, Bendigo Food Truck Festival, Taste of Tasmania

Museums and Galleries: Estonian National Museum, Art Gallery of Burlington, South Australian Museum, Utrechts Museumkwartier

Venues and Cultural centres: Banff Centre, Harbourfront Centre Toronto, Jersey Arts Centre, Venues Canberra

Other participants: Copenhagan Photography Festival, Stockholm Pride, Dutch Design Week, Oulu European Capital of Culture 2026, Arts Council Malta, University of Antwerp

A full list of participating organisations is available at:
www.festivalmanagers.com

What You’ll Gain

• Expert insight from internationally respected festival and event specialists
• Practical strategies to strengthen and grow your events
• New ideas and inspiration to innovate and adapt
• Valuable networking opportunities with industry peers

Day 1 Programme

Developing Great Festivals and Events

Explore successful festivals, events, and cultural destinations from around the world. This session examines creative programming, operational approaches, audience engagement, and the future role of emerging technologies, including AI.

People and Partnerships

Learn how successful festivals build strong teams, develop effective leadership, and create meaningful partnerships with stakeholders, sponsors, and collaborators.

Programming

Discover innovative programming strategies that strengthen audience engagement, enhance identity, and create memorable event experiences.

Sponsorship and Fundraising

Gain practical guidance on securing sponsorship, building long-term partnerships, and developing sustainable income streams.

Festivals, Tourism and Placemaking

Examine how festivals and events contribute to destination branding, tourism development, and community identity.

Day 2 Programme

Festival Marketing

Explore effective marketing strategies used by leading festivals, including branding, digital communication, audience development, and promotional campaigns that drive attendance and engagement.

Venues and Festival Infrastructure

Learn how to maximise venue potential, improve operational infrastructure, and deliver safe, sustainable, high-quality events.

Working with the Media

Understand how to build strong media relationships, increase visibility, and manage communications effectively.

Impact and Evaluation

Discover practical tools for measuring economic, social, and cultural impact while strengthening long-term event success.

The Presenters

Paul Gudgin has worked in the festival industry for over 30 years on major events including the Aldeburgh Festival, City of London Festival, and Durham International Brass Festival. He spent eight highly successful years as Director of the world’s largest arts festival, the Edinburgh Festival Fringe during a dynamic period which saw the event double in size. Recognised as a leading expert in festival and event management, Paul received the Arts and Business Scotland Award for Leadership and an honorary degree from the University of Edinburgh. He has delivered training for organisations worldwide, including the British Council, Events Tasmania and the National Arts Council of Korea. Paul created the Festival and Event Management Masterclass to pass on the benefit of his considerable festival and event experience.

Eva Kern is a Berlin-born communications strategist and cultural manager. She studied Communication in Social and Economic Contexts at the Berlin University of the Arts (UdK Berlin) and later completed a Master’s degree in Arts and Cultural Management in Barcelona.
With over 12 years of experience in journalism, agency work, curating and cultural management, Eva has worked with artists, festivals and creative organisations across Europe. Her experience includes collaborations with the internationally renowned video art festival LOOP Barcelona, bringing together galleries and artists from around the world, as well as the Berlin-based innovation festival Z2X. Since founding Core Communication in 2024, Eva has been supporting artists and cultural organisations with communication strategy, digital visibility and audience engagement. Working between Berlin and Barcelona, she brings an international and interdisciplinary perspective to contemporary cultural and events communication.

Secure Your Place

• €395 – Early booking (before 7 October)
• €450 – Standard booking (after 7 October)
• €295 per person – When more than one person attends from the same organisation

Payment can be made by card, or an invoice can be issued for payment via bank transfer or cheque.

Morning and afternoon tea and coffee plus lunch are included in the price.

Cancellation Policy

• 10 days or more before the course start date: Full refund
• 2–9 days before the course start date: 50% refund
• Less than 2 days before the course start date: 25% refund

 Additional Information

Language:
The Masterclass is delivered in English and German