ABSTRACT
To achieve the greatest competitive advantage, an event needs to exploit fully its revenue potential, and much can be achieved at the feasibility stage in the planning process. Indeed, much has to be achieved at this point if the event is to be successful. If an event can be financially underwritten as early as this, then there is every chance of its achieving its objectives. However, it is not apparent that all events can, do or indeed attempt to attain such a status before progressing. This chapter continues with the theme of the last by highlighting the need for early strategic financial planning. While the focus of the last chapter was on expenditure and control mechanisms, the focus here is on maximizing revenue.
