From Annual Events to a Growing Community Event Program
The Challenge
The City of Centennial brought Adelska on to manage four signature events and a Summer Social Series, with a clear mandate: refresh programming, grow sponsorship revenue, and create stronger community experiences.
Rather than simply continuing the existing event calendar, Adelska used the first year to evaluate each event's performance, community engagement, and return on investment. The data revealed that five events were not delivering enough value to justify their investment.
Armed with those insights, Adelska worked with the City to make a strategic shift in year two: eliminate underperforming programming, redirect resources, and introduce a new signature event designed to deliver greater community impact.
The Approach
Adelska approached the first year as both an execution and evaluation opportunity, producing the City's existing event portfolio while gathering the data needed to make informed decisions about its future.
Evaluated the entire event portfolio
Analyzed attendance, cost per attendee, community engagement, and overall event performance to identify where the City's investment was delivering the greatest value.
Made data-driven recommendations
Identified five underperforming events, where the cost per attendee was nearly 3–7 times higher than the City's most efficient signature event. Recommended eliminating those events and reallocating resources toward higher-impact programming.
Reimagined the event calendar
Introduced Celebrate Centennial in 2026, a new family-focused signature event designed to create a stronger community experience and make better use of the City's resources.
Transformed the sponsorship strategy
Shifted from individual event sponsorships to season-long partnerships, creating more valuable opportunities for sponsors and increasing sponsorship revenue by nearly 98% year over year.
Elevated the attendee experience
Refreshed entertainment, programming, and event design while improving operational efficiency across the season.
Services
Event Strategy & Portfolio Optimization
Event Planning & Production
Sponsorship Strategy, Sales & Activation
Programming & Entertainment
Vendor & Exhibitor Management
Marketing & Attendee Engagement
Event Logistics & Operations
Performance Analysis & Reporting
Notable Results
Grouped by what they actually measure, not scattered as a highlight reel.
152%
INCREASE IN SPONSORSHIP REVENUE
over two seasons, significantly exceeding the City's original growth objectives.
17%
INCREASE IN ANNUAL EVENT ATTENDANCE
from 2025 to 2026, despite a reduction in the number of events.
Greater Impact
WITH FEWER EVENTS
Replaced underperforming programming with a new signature event that attracted more attendees than the smaller events it replaced, at a lower cost per attendee.
Improved
RETURN ON MUNICIPAL INVESTMENT
through data-driven programming decisions, strategic resource allocation, and more efficient event production.
Event Highlights
Portfolio Optimization
Making Data-Driven Decisions
After producing the City's existing event portfolio in year one, Adelska conducted a comprehensive performance analysis that revealed significant differences in cost efficiency and community reach. Some smaller events cost as much as seven times more per attendee than the City's most efficient signature event.
Rather than continuing the existing calendar, Adelska recommended eliminating underperforming programming and redirecting resources toward experiences with greater community impact. The City adopted the recommendation, creating an opportunity to rethink its event strategy for 2026.
Celebrate Centennial
Turning Insights Into Action
With resources redirected from smaller events, Adelska developed and launched Celebrate Centennial, a new family-focused signature event designed to bring residents together through entertainment, activities, and community engagement.
The inaugural event attracted more attendees than the smaller programs it replaced combined, while delivering a lower cost per attendee. It demonstrated how thoughtful programming and strategic resource allocation could expand community reach without expanding the event calendar.
Sponsorship Transformation
Creating More Value for Partners
Adelska restructured the City's sponsorship program, moving from individual event opportunities to integrated, season-long partnerships that offered greater visibility, stronger activation opportunities, and more meaningful connections with the community.
Through proactive sales, new sponsorship opportunities, and stronger partner relationships, Adelska increased sponsorship revenue by 152% over two seasons, creating a more sustainable funding model for the City's community programming.