In the UK museums (29%), gardens (38%) and historic buildings (27%) are the most visitedattractions, yet admissions revenue is often insufficient for operational costs and long-term repairand investment costs. With the UK events sector worth £42.3 billion annually historic buildings arein a unique position to use events to generate income and raise awareness. However, themanagement of events within the heritage setting is complex, contextually informed and contestedby stakeholders while operators manage the competing issues of conservation, access and revenuegeneration. Through ten detailed semi-structured interviews this study explores the way in whichknowledge is gathered and embedded to professionalise event management practices within theheritage tourism sector. Building on the work of Garvin (1993) and Brine & Feather (2010) amodel is evolved to explain how knowledge is gained, embedded and shared across the heritagesector.