ABSTRACT
This chapter presents a netnographic case study of the protests, providing a pertinent demonstration of what happens when municipalities' strategic use of festivals comes into conflict with the communities being festivalised. It synthesizes key ideas from event management and queer theory discourses: the implicit tension between corporate and community stakeholders, and critiques of the heteronormativity and commercialisation of Pride events. The chapter argues that in spite of the recognised necessity of sponsors in the contemporary events environment, the communities being festivalised must remain central to stakeholder management, for without community support, the sustainability of events is ultimately threatened. It provides an overview of key literature and the method employed, discusses the context of Auckland's Pride Parade, and outlines the protests that took place. Finally, the chapter presents illustrative examples of community reaction before offering some concluding remarks.
