These days no company, government department or any other major organisations can ignore their events. It could be training events, sponsoring events, exhibitions, conferences or festivals.
The risk is too high. The only way to proceed is to develop an events strategy.
Plan a direction so that the organisation maximizes the benefits and can account for the enormous risk and spend they take in having events.
They must regard their events as assets and use an asset management approach – and this involves an events strategy.
There is far more information of the development of events strategy in the textbook Events Feasibility and Development. More information on the website
Here is an example of a timeline for a tourism event strategy development.