This feature has been a big request from event organizers to Foursquare: let us create events within a venue! (It’s been a basic feature in other geolocation services like Gowalla). Users have found workarounds which were far from perfect like creating an event as a venue, but some attendees would check-in to the “event-venue” and others to the real venue which, apart from being far from ideal, it also littered Foursquare’s database with temporary gigs that never again would be used.
Now, when you check in to a place with one of those things happening, you’ll be able to check in to the event, too. It’s a great way to include big events and save the shout-typing time, without creating too much clutter in our UI.
It seems that for the time being only a few companies will be able to create events within Foursquare (ESPN for sports events, MovieTickets.com for movies, and Songkick for concerts), though an update on their blog says that they’re “thinking about venues and users creating events, but want to make sure we do it right.”
For more details on events at Foursquare, read this article on their blog: For when a place is more than just a place, we now have events