Abstract
The DSM Book Festival, produced by the Greater Des Moines Partnership (GDMP), is a regional literary event that connects book lovers with enhanced content involving interactions with authors, keynote speeches, and other events. Although the festival was canceled in 2020 due to the pandemic, it occurred in 2021 in an alternative format. To mitigate the financial impact of the 2020 festival, the Downtown Events Director wants to diversity revenue streams for this festival for the long-term. This case study examines diversification of festival revenue streams to offset some of the challenges in executing the event in a post-COVID environment.
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