How about I do for my project a map system of events. I notice that I and many of my friends miss great events in our city. Due we are not on the mailing list of a certain organisation or really visit the council website.
But also tourist who pass by our city, would unnecessary check the site. My solution: Integrated event system into GPS applications such as Google Maps or other Nav System. Having also an interactive map available on the street and portable devices easy to access without all the registering and email sharing. Of course those (5% of the market) can register and modify the events more tailored to their interested.