Jonathan M. Tisch Center of Hospitality
Cultural Events and Festivals
This course examines festivals and cultural events, and how they can motivate travel, generate unique experiences, create positive images of destinations and act as a catalyst for investment and/or development. We will examine events ranging from food festivals, parades and carnivals to hallmark cultural events including art exhibitions and music festivals. Students will analyze the role of marketing and communications, environmental planning, and the increasing role of public/government and private/investor entities throughout the planning & development process. In addition to exploring objectives, strategies and tactics, prevalent trends in festivals and social events will be reviewed. A range of case study examples will be used in the teaching of this course.