This class examines what makes some festivals and social events truly special, and how their unique ambience can powerfully motivate travel, animate otherwise static attractions, create positive images of destinations and act as a catalyst for development. Examining events ranging from food festivals and carnivals to weddings, students will analyze the role of marketing and communication, environmental planning, and the increasing role of governments through the creation of event strategies. Trends in social events will be reviewed, and the key differences between social events and other event types will be explored through a range of case study examples.