Example of this essay: “In the creation of a festival or event as a meaningful-experience, one must first consider the idea of creativity, as it has a central role in the first stage of meaningful-experience creation, in that new concepts are conceived of in a creative way (Boswijk, Thijssen & Peelen 2007, p. 149). Being described as a fundamental part of all human endeavour, creativity can be observed as a mental process of generating new ideas or concepts (Getz 2012, p. 225). Creativity according to Chartrand (cited in Richards & Wilson 2007, p. 15) is when an individual steps beyond traditional ways of doing, knowing and making. The notion of stepping beyond traditional ways echoes the view that creativity is an ability to make a perception shift, where one thing is looked at and something else can be seen (Corso 2017). Whether creativity is a process, ability, or both, the desired outcome is the generation of new ideas, however it is becoming more and more unlikely that individuals can continue generating truly original ideas (Getz 2012, p. 225). Lau (2011, p. 215) tells us however that new ideas are just old ones combined in new ways. From this it can be explained how people might arrive at new ideas by taking two disparate concepts or starting points and combining them to create a new pattern or meaning (Corso 2017). This observation of creativity as a combinatorial process tells us that creativity requires knowledge (Lau 2011, p. 216), where one may consciously and unconsciously combine and recombine their collection of knowledge, information, previous memories and existing ideas into something new (Corso 2017). For this to be achieved, normal patterns of thinking must also be broken down and key assumptions challenged (Corso 2017). The need for creative and original thinking in designing festivals and events that offer a meaningful-experience is inherent in the observation that the experience economy has resulted from an increase in competition that has forced companies to look for new ways in attracting the attention of consumers (Boswijk, Thijssen & Peelen 2007, p. 2). Creativity can then be seen as a key source of competitive advantage (Getz 2012, p. 225) that can be applied to bring a festival or event to the attention of potential consumers. More specifically in the world of event design, one is tasked with the challenge of creating an experience that connects with people, where it is argued that creativity is needed in developing this experience that otherwise does not exist (Berridge 2007, p. 161). It is also suggested that when creating an experience, one first needs to understand the elements that make a good experience (Berridge 2007, p. 174), echoing the argument that creativity requires knowledge. Where the intention of a festival or event is to provide a meaningful-experience to people, creativity is then definitely needed, as mentioned previously, the first stage of the creation of meaningful-experiences involves the application of creativity (Boswijk, Thijssen & Peelen 2007, p. 149). ” This is
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