Introduction

Citation

Wardrop, K. (2010), "Introduction", International Journal of Event and Festival Management, Vol. 1 No. 1. https://doi.org/10.1108/ijefm.2010.43401aae.001

Introduction

Article Type: Practitioner perspective on some of the papers in this issue From: International Journal of Event and Festival Management, Volume 1, Issue 1

The challenges for practitioners (destination promotion, management bodies, or event organisers), in balancing or aligning the brand values and needs of event promoters (sponsor and media partners) with their own objectives, whether they be for example local audience engagement, perception management, or achieving maximum economic benefits would appear to be a worthwhile area for further research.

How important a driver is the desire for promotional or destination brand messaging, especially for large events with a potential global reach through TV or digital media, in shaping the character of festivals and events? The challenges of balancing the often conflicting demands of authenticity and local audience need especially in relation to “premier contests” with their uniform and dominant formats and brands, as opposed to drawing visitors to the destination for a locally based visitor experience.

The explanation of the prohibitive impacts of regulation and risk management infrastructure (for example public safety costs and insurance) as critical factors or inhibitors of success is also of interest to practitioners. Practitioners often witness the failure or demise of potentially attractive events, which fall under the financial and bureaucratic burden of the increasing requirements for licence and regulation compliance. These areas would appear to be interesting topics for further analysis and publication and review in the International Journal of Festival and Event Management.