Malmö Festival and Event Management Masterclass

The internationally acclaimed Festival and Event Management Masterclass is returning to Sweden on 23 & 24 April.

This highly respected workshop is designed for anyone involved in planning, managing, or supporting festivals and events. It offers expert insight, fresh ideas, and inspiration to help you create unforgettable experiences.

The Masterclass has received outstanding feedback from previous participants (see below), who consistently highlight the valuable industry knowledge, creative ideas, and, above all, the inspiring and motivating nature of the workshop.

Pricing

• 3,750 SEK – Early booking (before 1 April)
• 4,250 SEK – Standard booking (after 1 April)
• 2,995 SEK per person – When more than one person attends from the same organisation

Who Attends?

One of the Masterclass’s greatest strengths is its diverse range of participants. We have hosted more than 200 delegates from Sweden and over 2,000 organisations worldwide including:

Music Festivals
Pori Jazz Festival, Early Music Stockholm, Norbergfestival, Uppsala Gitarrfestival, Malmöfestivalen, Calgary Folk Festival, Halland Opera & Vocal Festival, Flow Festival

Film Festivals and Organizations
Nordisk Panorama, Panora Malmö, Film i Skåne, Helsinki International Film Festival, Banff Mountain Film Festival, Skövde Filmfestival, Tempo Dokumentärfestival, Film Stockholm, Gothenburg Film Studios

Tourism and Placemaking
Göteborg & Co, Estonian Tourist Board, Regina Downtown, Events Tasmania

Municipalities and Regions
Malmö Stad, Region Halland, Lund Kommun, Köpings Kommun, Uddevalla Kommun, Eskilstuna Kommun, Västerås Stad, Region Värmland, Göteborgs Stad, Västra Götalandsregionen, Sundbybergs Stad

Dance and Theatre Festivals
Oslo International Dance Festival, Kuopio Dance Festival, Scensverige, Herräng Dance Camp

Book Events
Saskatchewan Festival of Words, Oslo Litteraturhuset

Family Events
Horsens Children’s Theatre Festival, Bibu, BUFF Malmö Film Festival

Food and Drink Events
Vancouver International Wine Festival, Taste of Antwerp,

Museums and Galleries
Lönnström Art Museum, Estonian National Museum, Arbetets Museum, Art Gallery of South Australia

Venues and Cultural Centres
Konserthuset Stockholm, Boo Folkets Hus, Kristianstad Theatre, Teatercentrum, Handelsbeurs Concert Hall, Korjaamo Culture Factory, Banff Centre for Arts and Creativity, Helsingborg Arena & Scen

Other Participants
Cirko, Stockholm Pride, Musik i Syd, Kulktur Ungdom, Sweden Festivals, H.C. Andersen Festivals Odense, Stockholm Fringe, Oulu Capital of Culture 2026, Humak University, Copenhagen Photography Festival, Helsinki Baroque Orchestra, Viking Line

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

What You’ll Gain

• Expert knowledge from a renowned festival and event specialist
• Practical strategies to strengthen your event’s success
• Inspiration to innovate, grow, and adapt
• Opportunities to connect with like-minded professionals

Day 1

Developing Great Festivals and Events

This session draws inspiration from successful festivals, events, and cultural destinations worldwide. It explores what organisers can learn from their creative approaches, operational models, and programming strategies. The session also looks ahead to examine how emerging technologies, including AI, can support the future development of festivals and events.

People and Partnerships

Strong organisations are built on strong relationships. This session explores how leading festivals manage teams and staff effectively, build meaningful stakeholder relationships, and develop successful partnerships and collaborations.

Programming

An attractive programme is at the heart of every successful event. This session examines innovative and effective programming strategies, exploring how creativity and audience understanding can strengthen event identity and engagement.

Sponsorship and Fundraising

This session provides practical guidance on approaching sponsors, building long-term partnerships, and developing alternative income streams to support sustainability and growth.

Festivals, Tourism and Placemaking

Festivals and events play an important role in shaping and promoting destinations. This session explores the relationship between festivals and their towns, cities, and regions, and how events can enhance destination branding, tourism, and community identity.

Day 2

Festival Marketing

This session examines successful marketing strategies used by leading festivals, including audience development, branding, digital promotion, and communication techniques that increase engagement and attendance.

Venues and Festival Infrastructure

This session explores how to maximise the potential of available venues and develop the infrastructure required to deliver safe, effective, and high-quality events. It also considers practical approaches to improving environmental sustainability.

Working with the Media

Positive media relationships are essential for event visibility and reputation. This session provides guidance on building strong media partnerships, generating coverage, and managing communications effectively.

Impact and Evaluation

Festivals and events create economic, social, and cultural value. This session explores how to maximise impact and provides practical tools for measuring and evaluating success.

Additional Information

Language:
The Masterclass is delivered in English.

Secure Your Place

• 3,750 SEK – Early booking (before 1 April)
• 4,250 SEK – Standard booking (after 1 April)
• 2,995 SEK 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

FEEDBACK

Stockholm 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

Stavanger I found the workshop both interesting, inspiring and helpful. I have gained new ideas for my own festival and also important confirmation of things we have done that seems to be the right thing to do. In short: I loved it! Nordlysfestivalen, Tromsø

Bergen The course was well planned and insightful. Paul has loads of experience, is confident in himself, yet informal and easy to talk with, and great at involving the participants. I would recommend the course both for learning and motivational purposes.  Nordland Music Festival

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

Göteborg All we talked about I can apply to my own way of thinking when it comes to our event, and I got so many new ideas and also confirmation that what we do is right, which leads me to believe that our dance festival will be even more successful this time around. Thank you Paul for two packed, and inspiring days!    Abundance International Dance Festival

Helsinki Paul has the amazing ability to coach event management professionals participating in his Masterclass without them even knowing it! He inspires participants to think and connect the dots in a creative way in order to create stronger programmes, partnerships and networks for their festival and events. His passion is contagious Culture Export Management and PR Lounge

Trondheim 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

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