By: Da'Stanza Murphy, UMCI
Date:
From the roar of a sold-out stadium to the energy of a festival crowd, live events create some of the most memorable experiences we share. But long before the lights come up and the first guest walks through the doors, teams of professionals are making several decisions to bring that experience to life.
What happens behind the scenes?
The University of Michigan Center for Innovation in Detroit (UMCI) is pulling back the curtain with its new Live Events Management Gateway Certificate, a 15-week program launching in winter 2027, in-person program designed for people who want to understand and help shape the business of live experiences.
Whether you’re interested in sports, entertainment, festivals, concerts, experiential marketing or venue operations, the program offers an opportunity to explore the industry from the inside out.
Take the learning into the real world
Throughout the 15 weeks, participants will have opportunities to engage with industry professionals, examine real-world examples and visit live event venues to see operations in action.
The experience provides an opportunity to put strategy into practice, collaborate with others and experience the kind of problem-solving that happens every day in the live events industry.
Participants will gain insight into potential pathways in:
- Event and venue operations
- Sports and entertainment
- Experiential and event marketing
- Sponsorship and partnerships
- Fan and audience engagement
- Event strategy and production
- Guest experience
- Leadership and management
And they’ll do it in Detroit – a city with a deep history of creating, hosting and reinventing live experiences.
Led by Ron Wade, clinical assistant professor of sport management at the University of Michigan School of Kinesiology and former director of marketing for the Detroit Tigers, the program connects participants with the practical realities of the industry and the people who make it happen.
“This certificate program gives learners hands-on experience in the fast-paced and creative world of live events planning and execution,” said Wade. “Learners will walk away with the types of connections to local and national industry leaders that lead to career growth.”
Get beyond the event. Learn the business behind it.
Participants will explore how successful events are conceived, planned, marketed, operated and evaluated. Through a combination of classroom learning, industry insights, hands-on activities and visits to venues throughout Detroit and the region, participants will get a closer look at the many moving pieces behind a live experience.
The program covers everything from event strategy and budgeting to venue operations, guest experience, security, staffing, technology, communication and day-of execution.
Participants will also examine the challenges that can make or break an event – including weather, safety, logistics and unexpected problems that require teams to think quickly and work together.
Detroit-based event professional Angela T. Perez brings a practitioner’s perspective to the program, drawing on her experience in the live events industry to help participants understand what it takes to turn an idea into a successful experience.
"What makes live events so dynamic is that no two experiences are ever the same. You have to be ready to adapt, communicate and make decisions in real time,” said Perez. “Detroit is an incredible classroom for that, and this program gives participants the opportunity to gain firsthand insight from real professionals, venues and experiences, while learning what it truly takes to bring an event to life."
Ready to see what happens behind the scenes?
The Live Events Management Gateway Certificate launches in winter 2026 and is designed for anyone looking to build knowledge, expand their professional skills or explore a career in the business of live events.
Want to learn more? If you’re interested, we’ll send more information about the program, including upcoming dates, program details and how to participate at the link below.
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