Volunteers are often a significant social and economic interest group in the creation of events and festivals. The significance of the group has been recognised in event (management) literature, but little attention has been paid to the group’s knowledge and its role in event creation. How do volunteers know in event and festival contexts? Event Co-creation as Choreography addresses volunteer knowing through a longitudinal, autoethnographic study on volunteering in Finnish events and festivals. Reading events as arenas of co-creation through the concept of choreography, the knowledge of volunteers is constructed as embodied and affective practice formed in relation to spaces and places. The analysis suggests that understanding volunteer knowledge as such practice gives avenues to thinking further about the relation of production and consumption in the co-creation discussion in marketing. For the event (management) studies, it opens up an alternative way, conceptually and methodologically, to study volunteers and their knowing in event co-creation.