Experiential marketing has gained a lot of importance in the past few years. Today, people pay for not just goods and services but also for the experience. Brands and product organizations have now understood the value of promoting their services and products around the experience and not just the intrinsic value of the product. Experiential marketing is utilized not just in retailing or branding but also in events marketing, hotels, restaurants, airlines and more (Smith and Wheeler, 2002). There is some evidence (Sneath et al., 2005) that the impact of event experience builds long term change in belief and attitude of the consumer. Events should have the capability to connect the audience with the promotional product or service (Schmitt, 1999). Thus, the importance of events to create an experience is of paramount importance.