Event innovation in times of uncertainty

PurposeThis study highlights areas of key importance for building event resilience and provides best-practice industry examples that foster innovative, adaptable and transformative event environments, which are areas of high academic and managerial relevance in times of uncertainty.Design/methodology/approachThe study employs a multicase study research design that draws on interviews with the leaders of four event organizations in Denmark and Norway: (1) the Steinkjer Festival, (2) Run Alone Denmark, (3) FC Midtjylland and (4) the Bergen International Festival.FindingsThe events demonstrated the critical necessity of understanding innovation and its contribution to resilience in the event sector, particularly in times of uncertainty, such as the COVID-19 pandemic. These organizations achieved success by continuously fostering innovative environments before COVID-19 by being value-driven and customer-centric organizations. Digital technologies were not used as makeshift solutions but rather to enhance event attendees' experiential platforms and expand each event's business potential.Practical implicationsThe paper answers the call for event and festival research during the COVID-19 pandemic to explore the importance of understanding failure, crisis, innovation and recovery.Originality/valueThe paper's contributions to event management research are (1) adding to the ongoing discussion about building a resilient event sector in times of uncertainty, (2) screening how event organizers achieve innovation in their organizations and (3) providing insights on future requirements for events in a post-COVID world.