This study examines the nature of festivals and special events held in the Appalachian Mountain Region. One hundred event planners were surveyed. Among other things, they were asked to report the primary goals and objectives for the event, the human resources utilized, primary funding sources, chief expenditures and methods used to promote the event. The "typical event" is profiled. In addition, the marketing mix variables are examined. Important reasons for holding these events included attracting tourism to the area, providing an entertaining or educational activity and promoting community pride. While the study is unable to provide event planners with a guaranteed formula for success, it should assist them in their attempts to improve the quality of their festival.