This Host City 2025 panel, Driving Growth in Major Events, brings together leaders from live entertainment, festivals and multi-sport events to explore how major events can scale sustainably while protecting quality, culture and community value. Jim King (AEG Presents UK & European Festivals), Lori Anderson (Festivals Edinburgh) and Darren Hall (Commonwealth Sport) join moderator Billy Garrett (Glasgow Life) to discuss audience growth, programming and place-making, balancing commercial ambition with public value, and the strategies required to future-proof major events in an increasingly competitive global landscape.