CONTENTS; Foreword; Preface; Part I New Normal For Events; 1 Strategic Event Creation; 2 Stakeholder Centric Approach; Part II Outcome Obsessed; 3 Setting the Event Host Objectives: a framework for businessvalue creation; 4 The Attendee and the Audience: a strategic approach; 5 Understanding Sponsors' and Partners' Motivations; 6 Community Outcomes; Part III Purposeful Design; 7 Designing and Mapping Event Experiences; 8 Creating the Eventscape; 9 Food and Function; 10 Marketing Events: Three perspectives to support strategicevent creation; 11 Realising a Legacy; Part IV Reflective Approach

12 Strategic Event Evaluation 13 Capturing the Learning; Part V Strategic Persona; 14 Industry Insights; 15 Concluding Remarks and Future Gazing; Index