Cultural Events in a Modern Context: Example of the “D Day” Festival in St. Petersburg

Understanding successful examples of the involvement of citizens in cultural events has both theoretical and practical significance. This article aims to identify the characteristics of cultural and mass events that enhance their appeal, while also clarifying the definitions of the terms “event” and “cultural and mass event”. Particular attention is given to the approaches utilized in organizing urban festivals, through the case of the annual “Day D” festival in Saint Petersburg. The success of this festival lies in the strategy of engagement, which is implemented through four models: participation in implementation, participation in evaluation, participation in obtaining results, participation in decision-making. The project component in the organization of the festival is investigated. The cultural event is analyzed from the point of view of applied cultural studies. The festivals held in different years are considered: 2016 ‒ the first festival; 2017 ‒ a claim to an international network project; 2019 ‒ updating the festival program in the context of 2024; 2021 ‒ the goal of the festival is fixed, the festival becomes interregional; 2024 is the last festival where the concept conceived in 2016 is read.