This chapter explores the events-focused policy often adopted by local authorities, the aim of which is usually to attract visitors into town centres in the hope that additional economic activity will result. This is one of a range of tools employed by town centre managers (TCMs), buisness improvement district (BID) managers or local authority officials as they attempt to animate urban spaces and add vibrancy to what can sometimes be perceived as mundane or functional town centres, while at the same time demonstrating to local businesses that they are implementing policies that help to drive up footfall and support local economic activity. High profile, large-scale annual festivals, such as the Edinburgh International Festival or Notting Hill Carnival have done much to promote the success of such a policy, with commercial economic impact studies indicating significant revenue benefits (eg London Development Agency 2003; SQW Consulting 2005). As attractive as they may seem, large-scale events such as these are rarely attainable for smaller cities and towns.