ABSTRACT
Events can play an important role in enhancing or preserving local culture and history. The chapter explores how local people reacted when, due to a variety of perceived problems with the event, a professional event management company was hired to become involved with the event. In late March 2011, plans for the revised event were withdrawn following alleged abuse and threats of physical violence to the event organisers. The authors have also endured a torrent of online criticism and abuse from cowards who failed to identify themselves by hiding behind false identities. Whilst events predate any concept of event management, it is clear that distinctive local events, such as cheese rolling, are an important part of how people relate to their local area. The case study highlights the importance of the local media as a communication mechanism about local issues, and how local identity can be both constructed and challenged via these media.
