ABSTRACT
This chapter provides an overview of strategic planning as it applies to the field of event management. It begins by discussing the importance of strategic planning and then moves on to describe its application in the contexts of event management companies, host locations (cities, towns, regions) and individual events, with an emphasis on the latter. While the steps involved in the process of strategic planning vary within these different contexts, its intent - to identify a desired future and to work towards it - remains the same. The chapter concludes with two case studies, ‘Liverpool Irish Festival Business Plan 2020-2025’ and ‘Leaving legacies from the Platinum Jubilee Pageant’.
