Sam Elphick, Senior Director Events & Entertainment, Diriyah CompanyFor decades, success in the events and entertainment sector has been measured through traditional metrics. Attendance figures, ticket sales, economic impact and return on investment (ROI) have shaped how performance is evaluated.
These metrics still matter. But they only describe what happened, not what it meant.
Events, cultural programmes and large-scale activations are human experiences. Their true impact lives in perception, memory and behaviour. Traditional metrics tell us what was delivered. They say very little about how people felt, what stayed with them, or whether the experience changed what they did next. This gap is where return on emotion (ROE) becomes relevant.
ROE looks
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