Part I New Normal For Events -- 1.Strategic Event Creation / Phil Crowther -- 2.Stakeholder Centric Approach / James Bostock -- pt. II Outcome Obsessed -- 3.Setting the Event Host Objectives: a framework for business value creation / Chiara Orefice -- 4.The Attendee and the Audience: a strategic approach / Jonathan Moss -- 5.Understanding Sponsors' and Partners' Motivations / Leah Donlan -- 6.Community Outcomes / David Strafford -- pt. III Purposeful Design -- 7.Designing and Mapping Event Experiences / Colin Beard -- 8.Creating the Eventscape / Richard Cooper -- 9.Food and Function / Liz Sharpies -- 10.Marketing Events: Three perspectives to support strategic event creation / Richard Tressider -- 11.Realising a Legacy / Stewart Hilland -- pt. IV Reflective Approach -- 12.Strategic Event Evaluation / Anjalina Pradhan -- 13.Capturing the Learning / Lindsey May -- pt. V Strategic Persona -- 14.Industry Insights / Phil Crowther --