Clare Mackay is a Senior Lecturer in Events Management and Programme Leader for MSc. Events Management at UWE Bristol. She is a Fellow of the Higher Education Academy and an Assessor for A Greener Festival (AGF). She previously co-authored a book chapter on Sustainable Event Design. More recently, she has written a pedagogic case study based on her experience as an AGF Assessor which will be published in the forthcoming book Pedagogic Cases for Event Management and Event Tourism. Her previous research on Boomtown Fair found that the festival’s social marketing, green initiatives, and alternate reality game increased festivalgoers’ awareness of environmental issues and had a positive impact on their behavioural intentions, which may pay dividends for the festival in future years. Her current research aims to address the attitude-behaviour gap by determining if Boomtown Fair is successful in encouraging festivalgoers to adopt more pro-environmental behaviours in their everyday lives.