The authors of the conference proceedings provide explanations from the perspectives of marketing, communication theory, and media studies regarding the emergence and impact of experiences in the event context. The volume summarizes the current research findings on the topic of events and experiences that were presented and discussed at the eighth Scientific Conference on Event Research, held on October 28, 2016, at TU Chemnitz. The main theme is supplemented by scientific and practice-oriented contributions, including topics such as trade fair controlling, events in innovation management, digitalization in live communication, and trademark protection.