One of the odd things about the Internet is that event based web sites often get more traffic after the completion of the event than before the event.
I know, this the exact opposite of what web developers and event promoters want. As a promoter, I want a great deal of traffic the week before the event. What happens in cyberspace is that is that all the reviews, youtube videos and tweets related to an event flood in after the event is complete.
A smart webmaster or event promoter should plan in advance for the post event traffic. It is wise to have a post event publishing plan set well in advance of the event. Immediately, after the completion of the event, it is wise to thank participants and quickly post any recaps, scores and photos of the event.
You might want to link to reviews of the event. Linking to post event reviews builds web traffic to the next event.
Many people today use electronic calendars. While the event is on a person's mind, they will add it to their calendar even if the event is a year in advance. Having your event in a calendar followed and maintained by your users is the absolute most effective advertising in the universe.
A good post-event web site will have information about upcoming events or action items for the people who missed the event.
If you are hosting an annual event, it is wise to have the date of
the next year's event up online immediately after the completion of this year's
A final note on events. Always include the year of the event. Search engines have a nasty habit of caching information. If you just have the date and month of an event on your page, the search engines might cache this information and your patrons just might get confusing information about your next event.