1. Getz's Taxonomy: How to Correctly Classify an Event

Introduction: Classify to Plan Better

The first step to excelling in the events industry is understanding the landscape in which you operate. With thousands of event types taking place every day around the world, from small birthday parties to the Olympics, having a clear and widely accepted classification system is essential. Donald Getz's taxonomy provides exactly that: an internationally recognised framework that allows professionals to categorise events systematically and apply strategies specific to each type.

This is far from a purely academic exercise. An event manager who can correctly classify an event is able to make more informed decisions about budgets, suppliers, marketing and logistics. Each category has its own dynamics, its own audience expectations and its own measures of success. Ignoring these differences means risking a generic approach to situations that demand specific responses.

What Is Getz's Taxonomy and Why Does It Matter

When working in the events sector, one of the first skills to acquire is the ability to correctly classify different event types. Donald Getz's taxonomy is the most widely used and internationally recognised method for categorising events according to their nature and purpose. Understanding this classification is an operational tool that helps event managers define strategies, allocate resources and select the most suitable suppliers.

Getz's classification has evolved over time, adapting to changes in the sector and incorporating new types that have emerged with the evolution of society and technology. In this article we will analyse each of the six main categories, with concrete examples and practical tips for those working in the events world.

The Historical Context of the Classification

Before Getz, the events sector lacked a shared language to describe different types of events. Every professional used their own terminology, making it difficult to communicate with colleagues, train new professionals and compare events across different countries. Getz's taxonomy bridged this gap, providing a common vocabulary that contributed to the professionalisation of the entire sector.

The Six Categories of Getz's Taxonomy

1. Cultural Celebrations

The first major category encompasses all events that celebrate the culture, tradition and identity of a community. These are events with deep historical and social roots that often represent the soul of a territory. This category includes:

• Heritage festivals and commemorations: from the Palio di Siena to the Festa dei Ceri in Gubbio, these events celebrate centuries-old traditions and attract visitors from around the world.
• Carnivals and Mardi Gras: the Venice Carnival or Viareggio Carnival are perfect examples of cultural events combining tradition, art and entertainment.
• Religious rites and pilgrimages: processions, patron saint festivals and pilgrimages uniting spirituality and a sense of community.
• Parades and processions: public events celebrating civic, historical or cultural occasions.

For an event manager, working on cultural celebrations requires a deep sensitivity towards local traditions and the active involvement of the community. The success of these events is measured not only in terms of attendance but also in the ability to preserve and transmit cultural heritage. A common mistake is over-modernising a traditional celebration, losing the authenticity that constitutes its core value.

2. Business and Commercial Events

The business world generates an enormous volume of events, from small corporate meetings to large international trade fairs. This category includes:

• Meetings and conventions: corporate meetings, general assemblies and industry conventions.
• Trade fairs and exhibitions: from Milan's Salone del Mobile to the Web Summit in Lisbon, trade fairs are a crucial meeting point between supply and demand.
• Markets: from neighbourhood markets to Christmas markets, commercial events that enliven the urban fabric.
• Corporate events: product launches, team building, corporate dinners and incentive travel.
• Educational and scientific congresses: academic conferences, symposia and training workshops.

Business events require rigorous planning, with particular attention to ROI (Return on Investment) and results measurement. Every element, from the choice of venue to catering, must serve the client's business objectives. In this category, the ability to demonstrate tangible results is what distinguishes a successful event manager.

3. Art and Entertainment

This category encompasses all events related to the world of art, performance and creativity. Artistic and entertainment events have the unique power to move, inspire and create indelible memories. Key types include:

• Concerts and theatrical performances: from the opera season at the Arena di Verona to stadium concerts.
• Art exhibitions: temporary and permanent exhibitions in museums, galleries and unconventional spaces.
• Installations and temporary art: events that transform public spaces into immersive artistic experiences.
• Award ceremonies: from the David di Donatello to literary prizes, moments celebrating artistic excellence.

Working with artistic events means managing technical complexity (lighting, acoustics, staging) while keeping the audience's emotional experience at the centre. Managing artists' riders, specific technical requirements and copyright protection are aspects requiring highly specialised skills.

4. Political and Institutional Events

The political and institutional sphere produces events of great media and organisational impact. This category includes:

• International summits: G7, G20 and heads-of-state summits require extremely high levels of security and protocol.
• State ceremonies: inaugurations, official receptions and institutional celebrations.
• VIP visits: welcoming political figures, diplomats and dignitaries.
• Political congresses: party assemblies, electoral conventions and public debates.

These events require specific skills in protocol, security and media management. Precision in planning is essential because any mishap can have significant repercussions. Knowledge of protocol rules, from seating arrangements to the order of speakers, is a skill acquired through years of experience.

5. Private Events

Private events represent significant moments in the lives of individuals and families. They include:

• Rites of passage: christenings, communions, bar mitzvahs and ceremonies marking important life milestones.
• Parties: birthdays, anniversaries and family celebrations.
• Reunions: family reunions, class reunions and get-togethers.
• Weddings: one of the most lucrative and specialised sectors of the events industry.

Wedding planning, in particular, has evolved into a full-fledged industry, with highly specialised professionals and budgets that can reach considerable figures. The key to success in private events is personalisation: every detail must reflect the client's personality and wishes. The emotional aspect is dominant, and the ability to manage the emotions of clients who are often personally invested is an essential skill.

6. Sport and Recreation

Sport is inherently linked to events, from amateur competitions to mega-events that capture the attention of billions of viewers. This category includes:

• Championships and leagues: Serie A, Champions League and all structured sports championships.
• Tournaments and tours: individual competitions, circuits and touring events.
• Recreational sports events: colour runs, mud runs and events combining sport and fun.
• Sports festivals: multi-discipline events promoting physical activity.

Sports events present unique challenges related to crowd safety, athlete management, live media coverage and relations with sports federations. The growing importance of eSports has also added a new subcategory requiring specific technological expertise.

How to Use the Classification in Professional Practice

Knowing Getz's taxonomy offers concrete advantages in the day-to-day management of events. First, it helps build a diversified professional portfolio. If you are starting your career in event management, seek experience across different categories: volunteering at a cultural festival, collaborating on a corporate event and supporting the organisation of a wedding will give you valuable cross-functional skills.

Second, the classification helps you identify the right suppliers. Each event type requires specific services: a scientific congress will need advanced audiovisual technology and simultaneous translation, while a music festival requires expertise in security, crowd management and audio production.

Finally, understanding which category your event falls into allows you to define appropriate KPIs. The success of a cultural event is measured differently from a business event: in the former, community participation and preservation of traditions matter; in the latter, return on investment and leads generated.

Operational Checklist for Classification

• Identify the main category of your event according to Getz's taxonomy
• Analyse benchmark events in the same category to identify best practices
• Define KPIs specific to the event type
• Select suppliers with experience in the relevant category
• Study the specific regulations applicable to the event type
• Adapt your marketing strategy to the typical audience of the category

The Evolution of Classification in the Digital Age

Getz's taxonomy continues to evolve to reflect changes in the sector. The advent of virtual and hybrid events has added a new dimension to the traditional classification. Today, each of the six categories can be delivered in physical, virtual or hybrid format, multiplying the possibilities for organisers.

Another significant evolution concerns the cross-pollination between categories. Contemporary events increasingly tend to blend elements from different categories: a food festival that includes artistic performances, a corporate event with a strong entertainment component, or a sports competition enriched with cultural elements. This trend reflects the expectations of an audience accustomed to multidimensional experiences.

Platforms like Play the Event integrate this classification into their management system, allowing organisers to catalogue their events by type and access tools specific to each category. From budget management to programme planning, every feature is designed to adapt to the specific needs of the event type being organised.

Practical Tips for the Event Manager

To make the most of Getz's classification in your daily work, here are some practical suggestions:

• Study industry benchmarks: each category has its own reference standards in terms of costs, timelines and quality. Knowing them will help you prepare more accurate estimates.
• Build a network by category: develop relationships with specialised suppliers for each event type. A good contact database, organised by category, is one of the most valuable assets for an event manager.
• Experiment with cross-pollination: the most innovative events often arise from the hybridisation of different categories. A corporate event with artistic entertainment elements or a cultural festival with a business component can create unique experiences.
• Document everything: after each event, create a detailed report that includes the specifics of the category. This archive will become an invaluable resource for future events.
• Train your team on the differences: ensure every team member understands the specifics of the event type they are working on.

New Categories: Hybridisation and Cross-Pollination

Getz's taxonomy provides distinct categories, but in the contemporary reality the boundaries between categories are increasingly blurred. The most innovative and successful events often arise from cross-pollination between different types. A corporate event integrating artistic entertainment, a cultural festival with a business component, or a sports event with a strong cultural celebration element: these hybridisations create unique and hard-to-replicate experiences.

For the event manager, being able to navigate between categories and combine elements from different types is an increasingly sought-after skill. It is not about ignoring the classification but about using it as a starting point to then explore creative combinations that meet the specific needs of the client and the audience.

Concrete Examples of Hybridisation

A tech company that organises a product launch (business) in a contemporary art museum (art) with live performances and themed cocktails is hybridising at least three categories. A municipality that promotes a city marathon (sport) within a cultural festival (celebration) with food stalls and markets (business) is creating a multidimensional experience that attracts different audiences.

These examples show how Getz's classification is not a constraint but an analytical tool. Understanding which categories are being combined helps identify the skills needed, the suppliers to involve and the expectations to manage for each dimension of the event.

Conclusions

Getz's classification is not just a theory to study in books: it is a practical compass that guides every event manager's decisions, from the concept phase through to post-event evaluation. Mastering it means having a real competitive advantage in the events market. Whether you are organising your first event or your hundredth, returning to Getz's classification will help you maintain strategic clarity and avoid the mistake of applying a generic approach to situations that require targeted responses.

In daily practice, Getz's taxonomy integrates perfectly with other strategic analysis tools, such as PESTEL, SWOT and the stakeholder matrix. Together, these tools provide a complete view of the landscape in which the event sits and the specific challenges the organiser will face. Play the Event supports this process by integrating typological classification into the overall event management, from planning to results evaluation.