Interest in events is unquestionably at an all-time high, fueled by the profile of major cultural, religious and sporting occasions that are subject to increased commodification and, consequently, growing media coverage. Capitalising on this interest, event studies has emerged in recent decades as the new kid on the block, an addition to the leisure, tourism and hospitality fields of study. The growth path of event studies has been documented in a number of reviews and summations of the extant literature (Harris et al. 2001; Getz 2000, 2008, 2010, 2012; Kim et al. 2013; Lee and Back 2005; Mair 2012; Mair and Whitford 2013; Yoo and Weber 2005). These reviews, whilst invaluable in identifying the scope of event studies and gaps in current knowledge, have yet to be explored in relation to their contribution to future event studies and education. With greater freedom to test the waters compared to an empirical paper, this conceptual piece provides an opportunity for some much needed critical introspection (Thomas and Bowdin 2012) as to progress in the field.