Understanding social creativity amongst event professionals : an action research approach

Live events represent a significant and growing sector of the creative industries but the creative process underlying this sector is little researched in the event management context. Despite the increased consumption of virtual and online media, the live event remains a popular channel of expression for a wide range of creative art forms and commercial messages. Live events use such messages as 'props' or 'stages' to produce memorable and emotionally positive moments for audiences. The creative process behind developing a live event is in itself a live event, involving groups of event professionals working in a social context to conceptualise ideas for their audiences. This research fills the gap for event professionals in the creative industries by seeking to understand the creative process intrinsic to live events. This paper suggests that social creativity is used to develop live event concepts. The phenomenon of social creativity identified from the existing literature is explored in the context of its application to event professionals. An Action Research approach is recommended to better understand the key antecedents of social creativity and how they can influence event concept development.