Events can be a key part of a business's growth strategy by generating leads, cross-selling opportunities, building brand awareness and community, retaining customers, and educating the market. The Growth Hub in Gloucestershire chose to focus on events early on as networking events were found to be one of the most profitable promotional tactics nationally and locally. To create a high-return event, thorough planning is needed around event setup, marketing, pre-event organization, the experience itself, and follow-up. Measuring key metrics can help ensure events are effective in meeting business objectives.