Cambridge Festival and Event Management Masterclass

The popular Festival and Event Management Masterclass will be heading to Cambridge in November. This internationally acclaimed workshop that has been delivered in 27 countries and brings together festival and event professionals from across the cultural and creative sectors. Designed for organisers, producers, marketers, venue managers, and cultural leaders, this highly respected programme offers practical insights, innovative ideas, and proven strategies to help create outstanding festivals and events.

The course includes sessions on programming, marketing, media and social media, AI and events, volunteers, tourism and placemaking, greening events, sponsorship and fundraising. Full details of the programme can be found further down the page.

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. We have included a few examples of the feedback we have received below and you can find plenty more in the Feedback section of this website.

We welcome delegates from a wide range of organisations and sectors. Below is just a small selection of the organisations that have participated in previous Masterclasses:

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

Film Festivals and organizations: S.O.U.L. Film Fest, Banff Mountain Film Festival, Film Stockholm, Rotterdam International Film Festival, Film Training Manitoba

Tourism and Placemaking: Angel Business Improvement District, Tourism Calgary, Estonian Tourist Board, Regina Downtown, Events Tasmania, Göteborg & Co, Almere City Marketing

Councils: South Ribble Borough Council, City of Edmonton, Stad Brugge, Provincie Overijssel, City of Espoo, Alpine Shire Council, Belfast City Council, Adelaide Hills Council

Dance and Theatre Festivals:  Bard on the Beach, Oslo International Dance Festival, Warsaw Salsa Festival, Oulu Dance Centre, Cafe Theater Festival

Book Festivals: Burnley Words Festival, Quebec Writers Federation, LitFest Alberta, 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, Arts House – Singapore, Jersey Arts Centre, Venues Canberra

Other participants: Salt and Tar, Kendal Mountain Events, Copenhagan Photography Festival, Stockholm Pride, North York Moors National Park Authority, Dutch Design Week, Oulu European Capital of Culture 2026, Adelaide Fringe, Geelong Regional Libraries, Just For Laughs, Arts Council Malta, Sing Ireland, University of Antwerp

A full list of participating organisations is available in the ‘Who has attended’ section of this website.

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

Secure Your Place

• £290 – Early booking (before 30 October)
• £350 – Standard booking (after 30 October)
• £225 – 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.

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.

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

 Feedback

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

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

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

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

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 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

There is much more feedback from past participants on our website www.festivalmanagers.com