ABSTRACT
In this chapter, we argue that festival organisers should move past using the triple bottom line mainly as an evaluation and reporting tool, and rather apply the framework as a guiding philosophy, with the goal of improving event sustainability. This shift warrants a more proactive strategic management approach. The aim of this conceptual chapter is to introduce a holistic strategic model of festival management, comprising four interrelated stages: ex ante strategic planning, activities during production and consumption, ex post festival activities and reporting, and a feedback loop for future sustainability improvements. Earlier research from strategic development, stakeholder mapping and the triple bottom line measures is integrated to address the research question: What are the key strategic steps toward a more holistic approach to sustainable festival management? This integration helps festival organisers to identify and prioritise important sustainability efforts across the three pillars of economic, environmental and social sustainability, to meet key stakeholders’ demands and expectations. Contributions are made to research in event management and sustainability in services. In addition, the chapter offers valuable managerial insights for designing and managing more sustainable events.
