ABSTRACT
This chapter concerns a smaller scale that may be defined as ‘mid-sized’ events. It focuses on two mid-sized urban events organized in the capital city of Finland, Helsinki. The chapter presents and discusses the selected urban events in the light of research literature, drawing on previous studies on places and placemaking, urban marketing and branding, and creativity. The commonly used meaning of ‘place’ refers to a location or material setting of human action. Places and locations possess significant implications for practical uses, including urban planning and design, since locations such as event parks are parts of wider spatial structures. Creativity has been deemed as one of the influential engines of economic growth in cities and their surrounding regions. In many cities, organizing events has become an important means of city branding and marketing. The mutually beneficial relationship between city branding and event branding is evident in the marketing materials used to promote Flow and Slush.
