The One Thing Live Events Keep Getting Wrong About Audiences

Story only works when it has focus. That focus is the hero. The hero is not the meaning itself - it’s the carrier of meaning. The tangible anchor audiences connect to emotionally. Using the Event Meaning Framework, heroes typically fall into five categories:

• Athlete (greatness, performance, personal story)

• Team / Nation (pride, identity, collective)

• Event (tradition, prestige, venue)

• Community (friends, family, shared atmosphere)

• Competition (the contest itself, rivalry, stakes)

The flag can be a powerful hero - when the moment earns it. 

Global stakes, rarity, and clear context turn national identity into a reason to attend, as seen at the Olympics, FIFA and the World Baseball Classic.

The Data Makes the Pattern Obvious.

Different events succeed by centering different heroes -and the data proves it. At the Olympic Games, the dominant driver is the Team/Nation. Nearly 60% of attendees are motivated primarily by supporting their nation. Athlete stories matter, but they play a supporting role.

At the World Juniors, national identity decreases in importance - but it works because it’s paired with a clear narrative: the Athlete journey, progression, and future stardom. The flag has context. The hero is defined.

At the National Bank Open, 28% consider attending to support their nation, with a significant shift towards the desire to see athletes and the event. The flag isn’t driving the same levels of ticket purchase intent. Greatness is. The greatness of Sabalenka, Djokovic, Alcaraz and a strong Canadian contingent including Felix and Mboko.

Different heroes. Same result: clear meaning, strong behaviour.

When the Hero Is Vague, Impact Suffers.

This is where many events - and many bids - struggle.

Too often, we default to the safest, most familiar hero. 
National identity. The flag. The format.

But when everyone leads with the same hero, differentiation disappears. Story loses power. Meaning becomes generic.

That’s why strong infrastructure doesn’t guarantee success. 
Why some bids fail despite flawless logistics. 
And why national pride alone is rarely enough anymore.

The Strategic Takeaway

Every successful event has meaning. 
Meaning is expressed through story. 
Story only works when it has a clear hero.

The hero can change. 
The context can change. 
But clarity cannot.

Because if you don’t define why your event matters, someone else will decide that it doesn’t.

As teams plan their next events, bids, and partnerships, this is the conversation worth having internally: what’s the hero, and is it clear enough to give the event real meaning? For teams looking to sharpen that clarity, it’s a conversation we’d be happy to help lead. Get in touch!