An introduction to your mentor; how the event industry structure works; key event types and roles; and our direction for the future.

Explore the nuances that make this job a lifestyle; what defines an event professional; why it is listed as one of the most stressful jobs; and how to develop your career path.

What is an experience; why it sits at the forefront of how events are conceived and created; the impact of emotional connection; and how to create long lasting, memorable experiences.

How to set purpose, objectives and outcomes of events to measure for success. We learn how to identify and understand audience behaviours and assess their needs; and how to apply these and the phases to the lifecycle of event projects.

What is holistic event design, and how to design for varying event types — live, hybrid and virtual. Understanding how to design your event identity; the creative process, and working with a creative team.

Brad brings his unique business management skill set to the table as he talks through the commercial side of events. Event ownership and responsibilities; how to develop profitable event budgets; and how to structure your pricing model as an event professional.

How to get your event to market; channels that generate the greatest returns; efficient and effective ways to communicate your event brand, ensuring it stands out and people attend. How to pitch and win events; how to structure, and what to include in, written proposals and tenders; how to present to prospective clients.

Brad explains his process in establishing the project management structure to events; how to construct the correct event team and who to include; leading people and collaborating with stakeholders. We step through building an effective and dynamic project management plan; methods, risks and tricks to keep your events on schedule, and achieve the vision and objectives.

Learn about the dynamic world of content creation — how, what and when to apply it in events, and the importance of film. We dissect the evolving world of hybrid and virtual events, and the role they play, now and in the future. Learn how to incorporate new digital event technologies to events, plus how to use them to measure event success and enhance the audience experience.

Brad explains the art of showcraft, detailing why it is one of the greatest skill sets you need to turn any event into an experience. We look at the elements of showcraft; how, when and where to apply them in creating a guest journey, and their impact on human senses. We will show you how to correctly scope and use your technical production and supporting skill sets to benefit your event.

Our biggest module: we lay it all out here for you, from venue and site management, risk management, through to contingency planning. Learn problem solving and decision making skills specific to events, and how to apply them in a live situation; best practice in operating your events processes and procedures; plus many more operational tricks and tips.

Events and entertainment go hand-in-hand. We explore the relationship between the two, and discuss how entertainment is interwoven with events — to enhance the experience, tell a story, and take guests on a journey. Brad has worked with world-leading artists, and directed and produced entertainment in theatre and live events. Now, he shares his premium knowledge of the entertainment industry: how to select the correct talent for your events, navigate the cut-throat entertainment industry, develop the story, and work with entertainers to deliver a powerful impact in your events.

We wind up the Events Masterclass in this module, consolidating your learnings with a few extra tips and tricks to set you up for continued success and growth.