Special events and festivals of the Ural capital: structure, specifics, potential[Ивент-Мероприятия Уральской Столицы: Структура, Специфика, Потенциал]

Modern life overloaded with information and events leads to a regular ranking of events in the urban space according to the principle of exceeding information noise. Similarly, cultural and leisure events are also subject to perceived ranking, leading to socio-cultural festivities identification. As a remarkable event in public cultural life, special events take over part of the socially significant functions of traditional events. However, for effective event implementation, it's necessary to understand their specifics, their content and implementation features. The article highlights three approaches to the identification of special events in city socio-cultural event structure. Based on the analysis of specifics of existing approaches to the definition, the types of special events in the urban space are analyzed and the event structure of the city of Ekaterinburg is characterized, including various types of events, as well as types of event subjects. Comparing the data obtained, the specifics of Ekaterinburg events were distinguished based on two factors: the coexistence of various types based on various methods of forming the "extraordinary happening" and various means of working with the audience, as well as significant contribution of initiative associations in thematic events creation. In conclusion, the development potential of urban special events based on these features is revealed. The presence of various levels and subjects of events forms attractive environment for visiting, and contains the potential for further development into a single interconnected system, the elements of which act in concert with each other to achieve socially significant goals. The formation of such a system and the use of the advantages of the audience diversity will allow working with visitors in a more personalized way, in accordance with the peculiarities of motivation and individual perception of the "specialty" of event.