Research on place meaning often emphasizes private, suburban spaces and tends to neglect public, urban environments. However, public spaces convey much information about societal meanings and values through past and current associations of group members in that space (Stokols & Shumaker, 1981). Historic city centres, particularly those found in northern Europe (e.g., Belgium), are rich sources of information about meaning because people utilize the public spaces on a daily basis and, therefore, have an intimate knowledge of these centres rooted in experience, memory, and emotion. As time passes, meanings for the city centre will undoubtedly change, fluctuating with political, economic, and social changes. However, drastic alterations to a setting can significantly or even traumatically impact a place forever (Selwood & Hall, 1986). One type of event that has the capacity to influence place meaning is the tourist hallmark event (e.g., Winter Olympics). Such events are of limited duration, occurring one-time or regularly, with the goal of enhancing the awareness, appeal, and profitability of a tourism destination (Ritchie, 1984).