Events Feasibility and Development

1st Edition

From Strategy to Operations

Authors: William O'Toole
Paperback ISBN: 9780750666404
Imprint: Butterworth-Heinemann
Published Date: 14th December 2010
Page Count: 360


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Table of Contents

Section 1: Strategic Feasibility and Development

1. Event Strategy
2. Preparing the Strategy
3. Event Support: Directing the Development
4. Implementation of the Strategy
5. Techniques and Tools for Event Development
6. Building Competency: Associations, Awards and Training

Section 2: Management Feasibility and Development

7. Management Models and the Business Case
8. Setting up the Management System
9. Event Management Processes
10. Event Management Processes -- Section Two
11. Event Metrics and Checklists

Section 3: Operation Feasibility and Development

12. Event Operations: Upstream Design
13. Case Studies
14. Dictionary of Terms


Events Feasibility and Development: From Strategy to Operations answers two fundamental questions faced by all events planners and organisers: "how do I justify this event to the client?" and "why are we spending money on this event?".

With a user-friendly learning structure containing bullet points, questions and exercises and international case studies (Australian Taxation Office, Saudi Arabian events returns, Fuji-Xerox events), Events Feasibility and Development: From Strategy to Operations looks at issues such as:

  • The process of creating a feasibility study
  • Events forecasting models and cost/benefit analysis
  • Types of events (exhibitions, sports, festivals) and their benefits and returns
  • Project management tools for measuring return on investment

Companion website: -- contains videos, colour photos and a list of related resources.

Key Features

  • Presents tools, techniques and arguments for justifying expenditure on event and festivals
  • Guides the reader through the project management process moulding existing models of cost benefit analysis for the events industry
  • International case study material is used throughout to add practical insight and support theory


2nd and 3rd year undergraduate courses in Events Management; Practitioners; Event Management Companies and Associations.


No. of pages:
© Butterworth-Heinemann 2011
Paperback ISBN:

About the Authors

William O'Toole Author

William O'Toole is an international events development specialist. He assists councils, cities, regions, countries and companies to grow their events portfolio and create their long term events program. For last five years he advised the Supreme Commission for Tourism in the Kingdom of Saudi Arabia on the development of their new festival program in the thirteen provinces. Bill trains and assists the United Nations event organisers in places such as the Sudan and Uganda and is facilitating the development of the event industry in Kenya. He is a founding director of the Event Management Body of Knowledge and key advisor to the International Event Management Competency Standard.. He has two international event textbooks released and the information and checklists on his CDROM ELMS (, are used by events and venues around the world to manage their events.

Affiliations and Expertise

International Events Development Specialist, Sydney, Australia.