Events appearing in the Knowledge Panel can be extracted from a 3rd Party source or from your own website. Naturally having the event information appear based upon your websites information is far better then Google relying on a third party for the information.

In order for Google to use your event information in the knowledge panel, you need to provide Google with event details in a structured format using Event Schema or structured data markup.

Specific Event Schema

Event Schema is then broken down into more specific event types. Keep an eye on these as Schema is always being updated and added to.

All event types follow a similar structure.

Exhibition Event JSON-LD Structured Data

Exhibition Event would be an event at a museum, library, archive, tradeshow

<script type="application/ld+json">
{
  "@context": "http://schema.org",
  "@type": "ExhibitionEvent",
  "name": "Stone and Bronze",
  "image": "http://messumswiltshire.com/wp-content/uploads/2016/03/18-03-2016_10091-225x300.jpg", 
  "url": "http://messumswiltshire.com/bronze-and-stone/",
  "description": "Stone and Bronze exhibition features work of three internationally recognised West Country Artists, Bridget McCrum, Tim Harrisson and Dominic Welch.",
  "startDate": "2016-09-24T10:00",
  "endDate": "2016-11-05T17:00",
  "location": {
    "@type": "Place",
    "name": "Messums Wiltshire",
    "sameAs": "http://messumswiltshire.com/",
    "address": {
      "@type": "PostalAddress",
      "streetAddress": "Place Farm, Court St, ",
      "addressLocality": "Tisbury",
      "addressRegion": "Wiltshire",
      "postalCode": "SP3 6LW"
    }
  },
  "offers": {
    "@type": "Offer",
    "url": "http://messumswiltshire.com/bronze-and-stone/"
  }
}
 </script>

 

Offer type could also be to a booking sites URL.

 

Education Event JSON-LD Structured Data

An Education Event could include, workshops, classes, seminar etc.

<script type="application/ld+json">
{
  "@context": "http://schema.org",
  "@type": "EducationEvent",
  "name": "Christmas Decoration Making",
  "image": "http://messumswiltshire.com/wp-content/uploads/2016/08/Christmas-Decoration-Making-Workshop.jpg", 
  "url": "http://messumswiltshire.com/christmas-decoration-making-at-messums-wiltshire/",
  "description": "A two hour art and craft class for children using artist quality materials to produce dazzling Christmas decorations to bring home.",
  "startDate": "2016-12-21",
  "endDate": "2016-12-21",
  "location": {
    "@type": "Place",
    "name": "Messums Wiltshire",
    "sameAs": "http://messumswiltshire.com/",
    "address": {
      "@type": "PostalAddress",
      "streetAddress": "Place Farm, Court St, ",
      "addressLocality": "Tisbury",
      "addressRegion": "Wiltshire",
      "postalCode": "SP3 6LW"
    }
  },
  "offers": {
    "@type": "Offer",
    "url": "http://messumswiltshire.com/christmas-decoration-making-at-messums-wiltshire/"
  }
}
 </script>

 

Theater Event JSON-LD Structured Data

Theater Event includes the artist, the piece being performed etc.

<script type="application/ld+json">
{
  "@context": "http://schema.org",
  "@type": "TheaterEvent",
  "name": "Piece No. 43",
  "image": "http://messumswiltshire.com/wp-content/uploads/2016/07/Conceal-Reveal-Piece-No.-43-Russell-Maliphant-Company-cred.-Hugo-Glendinning-5-700x467.jpeg", 
  "url": "http://messumswiltshire.com/russell-maliphant/",
  "description": "Russell Maliphant, who has adapted his latest work “Piece No. 43” for performance in the barn",
  "startDate": "2016-11-24",
  "endDate": "2016-11-26",
  "location": {
    "@type": "Place",
    "name": "Messums Wiltshire",
    "sameAs": "http://messumswiltshire.com/",
    "address": {
      "@type": "PostalAddress",
      "streetAddress": "Place Farm, Court St, ",
      "addressLocality": "Tisbury",
      "addressRegion": "Wiltshire",
      "postalCode": "SP3 6LW"
    }
  },
  "offers": {
    "@type": "Offer",
    "url": "http://messumswiltshire.com/russell-maliphant/"
  },
  "workPerformed": {
    "@type": "CreativeWork",
    "name": "Piece No. 43",
    "sameAs": "https://vimeo.com/151758362",
    
    
        "creator": {
      "@type": "Person",
      "name": "Russell Maliphant",
      "sameAs": "https://en.wikipedia.org/wiki/Russell_Maliphant"
    }
  }
}
</script>

 

Google places the business knowledge panel front and center in desktop and mobile search, its up to you to capitalize on this and start using structured data in your site.