Oulu Festival and Event Management Masterclass
Join us in Oulu for the renowned Festival and Event Management Masterclass, a unique opportunity to attend one of the world’s leading festival and event management workshops and visit the European Capital of Culture.
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. Participants consistently rate the Masterclass highly for its expert industry knowledge, creative inspiration, and collaborative learning environment. More than 4,000 professionals worldwide have attended the programme, including 200 participants at our workshops in Finland.
We welcome delegates from a wide range of organisations and sectors. Below is just a small selection of Masterclasses attendees:
Music Festivals: Pori Jazz Festival, Olavsfest, Vinjerock, Turku Music Festival, Flow Festival, Savonlinnan Oopperajuhlat, Dublin City Soul Festival, Rauma Blues, Helsinki Festival
Film Festivals and organizations: Espoo Cine Film Festival, Banff Mountain Film Festival, Helsinki International Film Festival, Film Stockholm, Film Training Manitoba
Tourism and Placemaking: Destinasjon Halden, Visit Lillehammer, Tourism Calgary, Estonian Tourist Board, Events Tasmania, Göteborg & Co
Municipalities: City of Lahti, City of Imatra, Stavanger kommune, Kuusamon kaupunki, Stad Brugge, Pirkkalan kunta, Adelaide Hills Council
Dance and Theatre Festivals: Kuopio Dance Festival, CODA Oslo International Dance Festival, Tanssin talo, Kulturfestivalen Peer Gynt , Bard on the Beach, Oulu Dance Centre
Book Festivals: Oslo Litteraturhuset, Quebec Writers Federation, 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: Bergen Matfestival, Vancouver International Wine Festival, Taste of Antwerp, Bendigo Food Truck Festival, Taste of Tasmania
Museums and Galleries: Lönnströmin taidemuseo, Estonian National Museum, Nykytaiteen museo Kiasma, Art Gallery of Burlington, Utrechts Museumkwartier
Venues and Cultural centres: Olavshallen, Brygga Kultursal, Stavanger konserthus, Banff Centre, Harbourfront Centre Toronto, Jersey Arts Centre
Other participants: Svenskea kulturfonden, Humak University, Copenhagan Photography Festival, Stockholm Pride, Cirko, Dutch Design Week, Oulu European Capital of Culture 2026, Arts Council Malta
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
Secure Your Place
- €350 – Early booking (before 10 September)
- €420 – Standard booking (after 10 September)
- €250 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.
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 Presenter
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.
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
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
Flow Festival
