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  4. Dr Philip Crowther

Dr Phillip Crowther


Summary

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.

About

Qualifications

  • 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

Consultancy

Project

  • 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

Teaching expertise

  • Event Design
  • Event Strategy
  • Events Management
  • Experiential Marketing
  • Marketing

Research

  • Service Sector Management

Industry Links

  • Consultancy
  • CPD/ Training
  • Managing own business
  • Partnership development

Teaching

Department of Service Sector Management

Sheffield Business School

Events Management

Publications

Key Publications

Crowther, P. (2010). Strategic application of events. http://doi.org/10.1016/j.ijhm.2009.10.014

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. http://doi.org/10.1080/16184742.2017.1364553

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. http://doi.org/10.1177/1465750318767109

Crowther, P. (2011). Marketing event outcomes : from tactical to strategic. International Journal of Event and Festival Management, 2 (1), 68-82. http://doi.org/10.1108/17582951111116623

Crowther, P., Bostock, J., & Perry, J. (2015). Review of established methods in event research. Event Management, 19 (1), 93-107. http://doi.org/10.3727/152599515X14229071393061

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. http://doi.org/10.1080/0267257X.2011.626786

Donlan, L., & Crowther, P. (2014). Leveraging sponsorship to achieve consumer relationship objectives through the creation of ‘marketing spaces’: An exploratory study. Journal of Marketing Communications, 20 (4), 291-306. http://doi.org/10.1080/13527266.2012.684068

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. http://doi.org/10.1108/SBM-04-2016-0015

Schofield, P., Crowther, P., Jago, L., & Taylor, S. (2018). Collaborative innovation: Catalyst for a destination’s event success. International Journal of Contemporary Hospitality Management. http://doi.org/10.1108/IJCHM-07-2016-0396

Crowther, P. (2010). Marketing space : a conceptual framework for marketing events. The Marketing Review, 10 (4), 369-383. http://doi.org/10.1362/146934710X541339

Sharples, L., Crowther, P., Orefice, C., & May, D. (Eds.). (2014). Strategic Event Creation. Oxford, UK: Goodfellow Publishers Limited.

Strafford, D., Crowther, P., & 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). http://doi.org/10.1108/ijefm-09-2017-0048

Sharples, L., Crowther, P., Orefice, C., & May, D. (Eds.). (2014). Strategic Event Creation. Oxford, UK: Goodfellow Publishers Limited.

Crowther, P. (2012). Eventful spaces can provide a creative platform. Market Leader, 2, 37-38.

Bostock, J., Breese, R., Ridley-duff, R., & Crowther, P. (2020). Challenges for Third Sector Organisations in cutback management: a sporting case study of the implications of publicness. Public management review, 22 (2), 184-205. http://doi.org/10.1080/14719037.2019.1577911

Crowther, P., Westwood, C., & Langridge-Thomas, G. (2021). The Royal Welsh Show: The Nation's True Cauldron. Event Management: an international journal, 25 (1), 41-55. http://doi.org/10.3727/152599520X15894679115466

Book chapters

Crowther, P., Orefice, C., & May, D. (2014). Strategic Event Creation (Chapter 1). In Sharples, L., Crowther, P., May, D., & Orefice, C. (Eds.) Strategic Event Creation. (1st). (pp. Mar-20). Oxford: Goodfellow Publishers Ltd

Crowther, P., & Orefice, C. (2014). Co-creative events: Analysis and illustrations. In Event Design: Social Perspectives and Practices. (pp. 122-136).

Theses / Dissertations

Abson, E. (2020). Exploring relational connections and the emergence of shared leadership in experiential agencies. (Doctoral thesis). Supervised by Crowther, P. http://doi.org/10.7190/shu-thesis-00308

Presentations

Bostock, J., & Crowther, P. (2011). Delivering an Engaging Visitor Experience at Mega-Events - Challenges and Opportunities.

Crowther, P., & Tresidder, R. (2010). Planned Events: A Contemporary Marketing Strategy.

Other activities

Award

  • 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

Postgraduate supervision

Current supervisions

  • 2015:Supervisor (1 student)
  • 2014:PhD (1 student)
  • 2014:Director of Studies (1 student)

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