Event innovation in times of uncertainty

Abstract

Purpose: This study highlights areas of key importance for building event resilience and provides best-practice industry examples that foster innovative, adaptable and transformative event environments, which are areas of high academic and managerial relevance in times of uncertainty. Design/methodology/approach: The study employs a multicase study research design that draws on interviews with the leaders of four event organizations in Denmark and Norway: (1) the Steinkjer Festival, (2) Run Alone Denmark, (3) FC Midtjylland and (4) the Bergen International Festival. Findings: The events demonstrated the critical necessity of understanding innovation and its contribution to resilience in the event sector, particularly in times of uncertainty, such as the COVID-19 pandemic. These organizations achieved success by continuously fostering innovative environments before COVID-19 by being value-driven and customer-centric organizations. Digital technologies were not used as makeshift solutions but rather to enhance event attendees' experiential platforms and expand each event's business potential. Practical implications: The paper answers the call for event and festival research during the COVID-19 pandemic to explore the importance of understanding failure, crisis, innovation and recovery. Originality/value: The paper's contributions to event management research are (1) adding to the ongoing discussion about building a resilient event sector in times of uncertainty, (2) screening how event organizers achieve innovation in their organizations and (3) providing insights on future requirements for events in a post-COVID world.