21 Feb 2024

Embracing Events Masterclass: Delivering Commercially Successful Events

The 'Embracing Events' series kicked off this February with an in-person Masterclass on 'Delivering Commercially Successful Events'. 

The 'Embracing Events' series, which is being delivered as part of our ongoing Tourism Enterprise Development (TED) Programme, kicked off with an in-person Masterclass on Delivering Commercially Successfully Events. 

On the day we considered a range of revenue streams to help maximise income and look to develop more sustainable financial models.

With guest speakers from home and away, panel discussions, workshops and industry networking opportunities, the aim was to inspire and equip event organisers with the necessary tools and information to become more economically sustainable in an uncertain funding environment.

Overview of the day: 

You can now view a recording of each of the presentations here:

Welcome and Introductions

Siobhan McGuigan, from Tourism NI, welcomes those in attendance to the first session of the Embracing Events Series- Delivering Commercially Successful Events.

Industry Case Study: Keswick Mountain Festival

Join Nicola Meadley to hear about her experiences as Event Director for Keswick Mountain Festival. You can also access Nicola's full Slide Deck in the 'Supporting Documents' section of this page. 

Industry Case Study: Garden Show Ireland 

Ursula Fay, from Garden Show Ireland, shares her experiences delivering Garden Show Ireland.

Industry Case Study: Camp Dalfest 

Hear from Adrian Morrow, organiser of Camp Dalfest, as he shares the story of the evolution of this event and provides some useful insights.

Panel Discussion

During this panel discussion we hear from each of our Industry Case studies as our host Donna Traynor delves further into each event and picks up questions from the floor.

Attracting & Maintaining Sponsorships 

One of the keys to success for Balmoral shows is the team’s talent for attracting and maintaining sponsor relationships.

During this panel discussion we hear from Rhonda Geary, Operations Director at Balmoral Show and Vickie White who spearheads their sponsorship strategy, along with Simon Seaton from one of the event sponsors, Ulster Bank.

Karin Jeffrey 

Karin shares her abundant knowledge of the funding environment and how you can develop new revenue streams through sponsorship and corporate partnerships. You can also access Karin's full Slide Deck in the 'Supporting Documents' section of this page.