The Mikkeli Events project will bring Mikkeli event production actors from the private, third and public sectors to the same network, operating model and information. As the internal division of labour becomes clearer and the roles become clearer, we create opportunities for growing events and new business. The number of medium and large events in Mikkeli will increase, the summer season will expand, significant event concepts will be added outside the high season and the already significant regional economic impact of the event industry will increase. The need to develop the capacity of event operators to organise, produce and provide event organisations with larger and more professionally produced event services has long been identified in Mikkeli and the Mikkeli region. It is a diverse whole, ranging from event technology operators to event content producers, experiential producers and marketing of these services and events. The need to clarify the image of our city from the point of view of national and international event production companies has also been recognised. As a result of this information and mapping work carried out during the project, we understand Mikkeli’s positioning, opportunities and threats among Finnish cities in terms of organising events. In addition, the extraordinary circumstances caused by the coronavirus are putting the entire business of events, culture and tourism in the entire Mikkeli economic area at risk. This project helps companies, producers of experiences and events and other Mikkeli business and associations to respond to changes in demand. The project’s measures will lead to a tourist season in Mikkeli, extended by new types of event pilots. Event companies and associations need the support of experts in productisation, marketing and deployment of the right distribution channels. In cooperation with companies, factors of attraction are created for the summer and winter seasons: activities, attractions and pop-up experiences to attract tourists from home to our city. With regard to the event pilots, cooperation with the Mikkeli Cultural Dream Year 2022 project is carried out.