The Business of Events: Creating Memories and Revenue
Boost municipal revenue while creating experiences residents actually love.
What’s Inside the Course?
Pricing & Enrollment
Revenue Meets Community Impact
Events should strengthen budgets and deliver experiences your community can’t stop talking about
When Effort Doesn’t Equal Impact
Municipalities don’t struggle with events because of lack of effort - they struggle when events drain resources without creating real impact.
Budgets balloon while revenues barely cover costs.
The same predictable events lead to declining attendance and interest.
Staff get caught in logistics and lose sight of resident experience.
Sponsorships and partnerships go untapped or underutilized.
Success is measured by survival, not by value or memories created.
.
The result is exhausted staff, disengaged communities, and events that feel more like obligations than opportunities..
How to Create Events that People Remember
The Business of Events shows you how to design celebrations that deliver lasting memories for residents while strengthening the bottom line.
You’ll gain practical strategies to spark creativity, attract revenue, and manage logistics without losing sight of what makes events special.
After this course, you’ll:
Plan events that balance budgets with unforgettable experiences.
Attract sponsors and partners who add value beyond dollars.
Create fresh programming that keeps residents engaged year after year.
Streamline logistics so staff can focus on quality and impact.
Measure success by both memories made and revenue earned
.
You’ll leave with the tools, strategies, and confidence to run events that pay for themselves - and the reputation of being the leader who makes the fun sustainable.
Who Should Take this Course?
This course is designed for anyone who is responsible for planning, supporting or delivering municipal events, including:
Recreation and events staff who coordinate programs, festivals, and community celebrations.
Municipal leaders and managers who oversee budgets, sponsorships, and event strategies.
Frontline staff and volunteers who bring events to life through operations and resident interaction.
Your municipality’s events should be more than line items on a calendar - they should be experiences that bring people together and pay dividends long after the tents come down.
Great events don’t just entertain; they build pride, attract partners, and generate revenue that sustains future celebrations. This course gives your staff the skills to plan strategically, execute flawlessly, and deliver events that matter.
Enroll now and start Creating Events That Last.
Why Learn From Municipal Mentor Group?
With decades of municipal leadership experience, our team has seen complaints in every form - from heated phone calls to Council chambers filled with frustration.
We’ve tested these strategies in real life, under real pressure, and we know they work.
We don’t just teach theory - we give you practical tools you can use the very next day.