Program Overview
This interactive course explores how memorable consumer experiences are created in the live events industry. Participants will learn the fundamentals of event management and examine how organizations use live experiences to engage audiences, strengthen brands, and create meaningful connections with fans and consumers.
Through real-world case studies, guest speakers from the industry, venue visits, group discussions, and hands-on activities, participants will move beyond theory and see live event planning, execution and management in action. Working collaboratively, participants will apply what they learn to develop a consumer experience surrounding live events and present their ideas to industry executives.
Format
15 Weeks / In-Person Sessions / Venue Visits / Capstone Project
Credential
Non-Credit Gateway Certificate from the University of Michigan
Date
Launching in Winter 2026
Interested in learning more? Reach out to Amy Tuckfield at [email protected].
Meet The Instructors
RON WADE, CLINICAL ASSISTANT PROFESSOR, SPORT MANAGEMENT (COURSE FACILITATOR) Ron Wade teaches sports management at the University of Michigan School of Kinesiology. Before joining U-M, he served as director of marketing for the Detroit Tigers. He earned his Master of Arts in sports administration at Wayne State University.
His work centers on the business side of sport — marketing, ticket sales, sponsorship, experiential marketing, and fan engagement — along with how storytelling and digital strategy shape brand loyalty and the athlete, team, and event experience. He's active in research on Olympic and Paralympic sport development and global growth of the industry.
ANGELA T. PEREZ (COURSE FACILITATOR) Angela T. Perez is an experienced marketing, events, and experiential professional with a career spanning sports, entertainment, community engagement, and large-scale live events. She is the founder of Supremas Creative and has held roles with the Detroit Tigers, Major League Baseball (MLB), FOX Sports Detroit/Bally Sports Detroit, and Michigan Central. She studied public relations and communications at Michigan State University.
Her work focuses on event strategy, logistics, marketing, brand activations, and community engagement. Drawing on more than 15 years of experience, Perez brings a real-world perspective to live event management, emphasizing collaboration, adaptability, problem-solving, and the behind-the-scenes work required to bring memorable experiences to life.
Learning Objectives
1: Event management overview
What event management is, how the industry evolved, and the major event types — plus first meetings to form capstone project groups.
2: Event planning and logistics
Setting objectives with clients, project management checklists, budget creation and cost control, and venue selection — including Michigan-specific legal considerations.
3: Indoor venues and on-site operations
Small, medium, and large indoor venues, their differences and terminology, plus on-site operations: entry and exit, security, VIP areas, staffing, and technology.
4: Outdoor venues and on-site operations
Outdoor venues across Detroit, Oakland, and Macomb counties — weather and safety considerations, and real-time problem-solving in the field.
5: Event leadership
Leadership and communication, delegating duties, day-of execution and troubleshooting, post-event evaluation, and capstone presentations to industry executives.
What You’ll Walk Away With
- Recognize the characteristics of impactful live events.
- Gain a realistic understanding of the live events industry.
- Build hands-on, work-ready skills through a capstone project planning a real event.
- Understand the real challenges of creating impactful events.
- Analyze and report the metrics that determine an event's effectiveness and impact.
- Develop professional readiness and leadership skills.
- Study and discuss events across a range of venue types.
- Get exposure to a variety of live event career pathways.
Acknowledgements
We would like to acknowledge and thank all the participants of our community focus group sessions for this program for sharing their time, reflections, and experiences with us. Your thoughtful engagement helped shape this program.
Eriyon Adams
Katie Alexander
J Ann
Marletta Boyd II
Kelli E. Clark
Alonso Delarte
Isaac Douglas
Joyce A Driver
Briaca Duesette
Brian Fisher
Matt Firsten
Hussian Fry
Evan Green
Arianna Griffin
Amanda Hardy
Bethany Howard
Dichondra R. Johnson
Erica Johnson
Crystal Lewis
Amani Masada
Frank McGhee
Angel Mills
Lakreta Morris
Cece Nash
Kirk Oliver
Christina Potts
Jessica Ramirez
Craig Regester
Cameron Simpson
Brent Smith
Justin Spencer Smith
Kevin Taylor
Chloe White
Jamal Williams
Mena Davis
Nicole Houin
Renard Wilson
Ric Preuss
Richard McCall
Robert Nash
Ron J Stefanski
Scott Wallace Smith
Therese White
Tinetta Wilson
Trayce Brooks
Vincent Fulton
William Moore