Eventization of Faith: Conceptual development, articulation, and manifestation, with application to church and events in England and beyond.

Emerging from my decade-long qualitative research programme and intersecting emic roles of events practitioner, events academic, and priest, this exegesis articulates my innovative reconceptualization of Pfadenhauer’s (2010) initial ‘Eventization of Faith’ construct. Illuminating the nuances resulting from denominational theological differences in the use of sacred spaces for events, my conceptual development enables faith communities to consider their strategic positioning and practical event processes to facilitate holistic local event programming. Incorporating critical analysis of relevant literature, my research on eventization of faith demonstrates transcendence beyond the marketing limitations ascribed by Pfadenhauer and Hitzler. My work establishes that whilst the core motivational aim of intentional Christian faith event activity is mission and evangelism, it is complexified by a plethora of interconnected event purposes, with varied theological perspectives and local contexts influencing each event management element. Church denominations and traditions have established diverse moral, ethical and theological boundaries regarding appropriate use of sacred space, a vital factor that especially complexifies secular event usage following venuefication. The resulting considerations, models and processes enable local faith communities to situate themselves strategically in events practice, minimising reputational and financial risks. The naming of the concept is critically assessed, justifying the broader terminology of ‘faith’ rather than ‘church’. Being based on ancient, traditional, and mega-church event spaces and practices, my research presents a vital lens enabling diverse faiths to consider their strategic values, policies and resources in delivering operational offerings. Practical theology invites a theological reading of the events engagement of churches, contributing to the justification of the ethnographic methodological choices that shaped my research into the life of church communities. Reflecting Ziakas’ (2023) ontological invitation to critical event studies, my academic, professional practice, and embedded faith perspectives facilitated analysis of numerous events, in multiple European locations, across denominations and theological traditions.