If you think about it we have a culture of events. If you go to a party or even on social media, the buzz is often about the launch date for a new Apple product, a big name concert, a sporting match or a party. Whatever the event is, it has a date and a place where a gathering takes place.
Oprah recently held sold out events in several cities in Australia to packed halls and stadiums, to share her message of empowerment and to continue to build her massive brand.
The Music industry have been running events and filling stadiums for years and this is a main source of income for many artists. Tesla used the power of events to launch it's new model X.