Forget the traditional one-off, in-person event. Welcome to a new world, where event organizers no longer see themselves as pure organizers; rather their role is to facilitate - business, connections, education and advocacy. Events are all about building communities and nurturing customer relationships 'all year round' - with the use of event technology at its core. So much so, that digital platforms with already highly engaged communities are adding events as a seamless extension of their services. With more competition, it is imperative organizers help change the mind-set of their organizations. Are they in the business of events or value-adding community catalysts? The authors Denzil Rankine and Marco Giberti have seen it all in their 30 years of consulting, operating and investing across the global exhibitions and events industry. Based on dozens of their interviews with senior executives, entrepreneurs and investors this book is packed full of practical case studies that will equip readers with new strategies, tools and insights they can apply back into their day-to-day roles. This book is a must-read for C-Level management, marketing and event professionals, or anyone looking to participate in the events industry.