I worked in senior roles within the event industry for 11 year before becoming a university lecturer in 2006. I teach, research, and also undertake consultancy within varied areas of events and event management. My specialism is particularly in the areas of strategy and events, in the sense that events are investments that deliver outcomes and impacts for involved (and impacted) stakeholders. Hence I have a particular interest in event and experience design. My research, teaching, and consultancy, focussed in this area and all of this was central to my PhD which I completed in September 2015. My PhD was 'By Publication' and brought together eight journal articles and book chapters that I have published since becoming an academic in 2006.
My first degree and industry career was in recreation / leisure / tourism / event management. I held various General Management, and Marketing / Sales roles, in cinema, theme parks, and health clubs. I become very involved in designing and delivering film premiers, celebrity birthday parties, and large team building events. During that time I completed an MBA in Executive General Management which was my pathway back into universities.
I enjoy contributing to literature, through book and journal paper writing, and continue to do this aligned with my teaching in key areas such as; event strategy, event design, event (experiential) marketing. Two passions of mine are experiential marketing and also industry involvement in student's education and these aligned in 2016 when we launched the UKs first degree in Experiential Marketing and did this in collaboration with a leading player in this marketplace, TRO. Real world approach to education is very much close to my heart.
- 2015: PhD Strategic application of events, Sheffield Hallam University, United Kingdom
- 2007: Post Graduate Certificate in Education, Learning and Teaching, Sheffield Hallam University, United Kingdom
- 2003: Executive MBA in General Management, Leeds Beckett Univeristy, United Kingdom
- 1995: BSc Recreation Management, Loughborough University
- 2011: , Conwy County Borough Council, United Kingdom
Developing CPD activities or exec ed programs
Sharing best practice
- 2012 to 2014: , Sheffield Hallam University, United Kingdom
- Event Design
- Event Strategy
- Events Management
- Experiential Marketing
- Service Sector Management
- CPD/ Training
- Managing own business
- Partnership development
Sheffield Business School
Bostock, J., Breese, R., Ridley-Duff, R., & Crowther, P. (2019). Challenges for third sector organisations in cutback management: a sporting case study of the implications of publicness. Public Management Review. https://doi.org/10.1080/14719037.2019.1577911
Schofield, P., Crowther, P., Heeley, J., Jago, L. and Taylor, S. (2018). Collaborative innovation: Catalyst for a destination’s event success. International Journal of Contemporary Hospitality Management.
Crowther, P, Orefice, C., & Beard, C. (2018). At work and play; business events as entrepreneurial spaces. International Journal of Entrepreneurship and Innovation, 19 (2), 90-99.
Strafford, D, Crowther, P and Schofield, P. (2018). Enlivenment and the Gruffalo; the unfolding story of events in destination shopping centres. International Journal of Event and Festival Management, 9 (2).
Bostock, J., Crowther, P., Ridley-Duff, R., & Breese R. (2017). No Plan B: The Achilles heel of High Performance Sport management. European Sport Management Quarterly, 18 (1), 25-46
Gillooly, L., Crowther, P., & Medway, D. (2017). Experiential sponsorship activation at a sports mega-event: The case of Cisco at London 2012. Sport, Business and Management: An International Journal, 7 (4), 404-425.
Crowther, P., Bostock, J., & Perry, J. (2015). Review of established methods in event research. Event Management, 19(1), 93-107.
Sharples, L., Crowther, P., Orefice, C., May, D. (2014). Strategic Event Creation. Goodfellow, Oxford.
Crowther, P. (2014). Strategic event creation (Chapter 1). In Sharples, L., Crowther, P., Orefice, C., May, D. (eds) (2014). Strategic Event Creation (pp3-20). Goodfellow, Oxford.
Crowther, P., Industry Insights (Chapter 14) In Sharples, L., Crowther, P., Orefice, C., May, D. (eds) (2014). Strategic Event Creation (pp265-275). Goodfellow, Oxford.
Crowther, P., Orefice, C. (2014). Co-creative Events; Analysis and Illustrations. In Richards, G., Marques, L., Mein, K. (2014). Event Design; Social Perspective and Practices (eds) (pp122-136), Routledge, Oxon.
Crowther, P, Donlan, L (2013). Leveraging sponsorship to achieve consumer relationship objectives through the creation of 'marketing spaces': An exploratory study. Journal of Marketing Communications. 20(4), 291-306
Crowther, P. (2011). Marketing event outcomes: from tactical to strategic. International Journal of Event and Festival Management, 2(1), 68-82.
Crowther, P., & Donlan, L. (2011). Value-creation space: The role of events in a service-dominant marketing paradigm. Journal of Marketing Management, 27(13-14), 1444-1463.
Crowther, P. (2010). Marketing space: a conceptual framework for marketing events. The Marketing Review, 10(4), 369-383.
Crowther, P. (2010). Strategic application of events. International Journal of Hospitality Management, 29(2), 227-235.
Crowther, P., & Beard, C. (2008). Events education: the value of ‘real world’ learning. Link, 20, 35-37
- 2018: Faculty Inspirational Teaching Award, Sheffield Hallam University, United Kingdom
- 2017: Faculty Inspirational Teaching Award, Sheffield Hallam University, United Kingdom
- 2016: Faculty Inspirational Teaching Award, Sheffield Hallam University, United Kingdom
- 2014: Faculty Inspirational Teaching Award, Sheffield Hallam University, United Kingdom
- 2014: University Inspirational Tutor Award, Sheffield Hallam University, United Kingdom
- 2013: University Inspirational Tutor Award, Sheffield Hallam University, United Kingdom
- 2013: Faculty Inspirational Teaching Award, Sheffield Hallam University, United Kingdom
- 2012: Faculty Inspirational Teaching Award, Sheffield Hallam University, United Kingdom
Prize or best paper
- 2011: The Tim Ambler Academy of Marketing Prize, Liverpool John Moores University, United Kingdom
- 2015:Supervisor (1 student)
- 2014:PhD (1 student)
- 2014:Director of Studies (1 student)