Examining the Impact of Eventification in the Sa'dabad Cultural Complex

Document Type : Original

Authors

1 Ph.D. candidate, Faculty of Architecture and Urban Planning, Iran University of Art.

2 Assistant Professor, Faculty of Architecture and Urban Planning, Iran University of Art

3 Assistant Professor, School of Community Resources & Development, Arizona State University.

Abstract

Eventification refers to the organization of events in places with the aim of strengthening the bond with places, fostering social interaction, enhancing cultural understanding, and shaping and branding the image of a place. The present study, with an emphasis on the place–time qualities of eventification, examines the impact of events in the Sa’dabad Cultural Complex—one of the historical ensembles that hosts events. Based on the literature, six main objectives of eventification in historical complexes and sites are specifically identified: 1. Changing the mental image, 2. Responding to changing needs and creating experiential opportunities, 3. Strengthening economic and social ties in historical sites, 4. Re-engaging audiences, 5. Transforming experiences into narratable memories, and 6. Enhancing the quality of place.
Based on these objectives, through a mixed questionnaire, the events in the Sa’dabad Cultural Complex are evaluated and studied from the viewpoint of event participants (both with prior museum visit experiences and without) as well as site visitors (without experience of attending events). The findings of the study of eventification in the Sa’dabad Cultural Complex indicate that the experience of events has had a significant effect on creating a vivid and strong mental image of the place, fostering curiosity and a desire for deeper knowledge of the site, generating new experiential opportunities, reinforcing stronger economic ties with the community, transforming experiences into narratable phenomena, motivating repeated visits, and increasing the sharing of memories. Regarding the response to changing cultural and social needs, motivation to stay longer and spend extended periods in the place has shown positive changes, though not significantly different from the experiences of those who did not attend events. In addressing human needs and improvements in the experiences of both groups, however, certain shortcomings are perceived.

Keywords

References

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Journal of Iranian Architecture Studies
Volume 14, Issue 28
March 2026
Pages 113-127

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