ABSTRACT
This chapter discusses the key concepts and tools, such as maintaining sustainable creative advantage (SCA), which can be applied by both academics and practitioners to their own real-life. Assessing the performance, sustainability and the generation of creative capital of arts events is essential for both short-term and longitudinal research on these phenomena. The nature of a glocal orientation and support for an event is important for understanding the enabling conditions for achieving sustainability in relation to arts. One of the first issues to investigate or review is the number and strength of arts community networks that might support the event and how the event could be considered a point of connection with these communities within an arts ecology. The Basel group of international art fairs with annual events in Basel (Switzerland), Miami (USA) and Hong Kong Special Administrative Region, China, use this kind of connectivity to a strong commercial advantage to reinforce its brand image as a market leader internationally.
