surely can be described as learning, for all involved. However, this introduction ends with the question of whether learning truly takes place if there is no reflection in line with Kolb's Learning Cycle (Kolb, 1984), and how and when this reflection takes place is an issue for event managers, event educators, and researchers in terms of embedding learning and knowledge. Conceptualizing "Events" and "Event Experiences" It is widely accepted that making sense of event experiences is difficult. As Ooi (2005) and O'Dell (2007) aptly summarized: "experiences are highly personal, subjectively perceived, intangible, ever fleeting and continuously ongoing" (p. 35). However, undeniably, in the context of event management, event experiences are more than random phenomena occurring in the minds of individuals. As O'Sullivan and Spangler (1998) pointed out, experience is about Involvement and participation; the state of being physically, mentally, socially, spiritually and emotionally involved; the changing knowledge, skill, memory or emotion; a conscious perception

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