Event pitching: The role of design and creativity

The purpose of the research is to contribute towards a better understanding of the role of design and creativity in the pitch phase of an event bid. The paper does not seek to re-document the formal proposal process of preparing and bidding for an event but instead will look at an element within event bidding, the pitch to the client. Winning an event pitch is a crucial part of the events industry and is undertaken by most event management companies (EMC) or agencies. It is highly competitive. The material is based on qualitative research with key individuals working in the events industry and presents selective reflections upon the pitch process, the rationale and criteria for pitching and the extent to which they use creative thinking to win. Design and creativity are essential components that help make events memorable experiences, but as the paper demonstrates they also have a significant role in securing the event contract in the first place. In some cases elaborate and extreme design tactics are used to make a successful pitch.