diff --git a/eventarc/generic/.dockerignore b/eventarc/generic/.dockerignore
new file mode 100644
index 000000000..9314ae21e
--- /dev/null
+++ b/eventarc/generic/.dockerignore
@@ -0,0 +1,5 @@
+Dockerfile
+README.md
+.ruby-version
+.bundle/
+vendor/
diff --git a/eventarc/generic/.gcloudignore b/eventarc/generic/.gcloudignore
new file mode 100644
index 000000000..d2ffb8bb2
--- /dev/null
+++ b/eventarc/generic/.gcloudignore
@@ -0,0 +1,4 @@
+README.md
+.ruby-version
+.bundle/
+vendor/
diff --git a/eventarc/generic/Dockerfile b/eventarc/generic/Dockerfile
new file mode 100644
index 000000000..8f45d0ef4
--- /dev/null
+++ b/eventarc/generic/Dockerfile
@@ -0,0 +1,33 @@
+# Copyright 2020 Google, LLC.
+#
+# Licensed under the Apache License, Version 2.0 (the "License");
+# you may not use this file except in compliance with the License.
+# You may obtain a copy of the License at
+#
+#    http://www.apache.org/licenses/LICENSE-2.0
+#
+# Unless required by applicable law or agreed to in writing, software
+# distributed under the License is distributed on an "AS IS" BASIS,
+# WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
+# See the License for the specific language governing permissions and
+# limitations under the License.
+
+# [START eventarc_pubsub_dockerfile]
+
+# Use the official lightweight Ruby image.
+# https://hub.docker.com/_/ruby
+FROM ruby:2.7-slim
+
+# Install production dependencies.
+WORKDIR /usr/src/app
+COPY Gemfile Gemfile.lock ./
+ENV BUNDLE_FROZEN=true
+RUN gem install bundler && bundle install --without test
+
+# Copy local code to the container image.
+COPY . ./
+
+# Run the web service on container startup.
+CMD ["ruby", "./app.rb"]
+
+# [END eventarc_pubsub_dockerfile]
diff --git a/eventarc/generic/Gemfile b/eventarc/generic/Gemfile
new file mode 100644
index 000000000..cdcb8a3de
--- /dev/null
+++ b/eventarc/generic/Gemfile
@@ -0,0 +1,11 @@
+source "https://rubygems.org"
+
+gem "sinatra", "~>2.0"
+
+group :test do
+  gem "rack-test"
+  gem "rest-client"
+  gem "rspec"
+  gem "rspec_junit_formatter"
+  gem "rubysl-securerandom"
+end
diff --git a/eventarc/generic/Gemfile.lock b/eventarc/generic/Gemfile.lock
new file mode 100644
index 000000000..0899952b3
--- /dev/null
+++ b/eventarc/generic/Gemfile.lock
@@ -0,0 +1,65 @@
+GEM
+  remote: https://rubygems.org/
+  specs:
+    diff-lcs (1.4.4)
+    domain_name (0.5.20190701)
+      unf (>= 0.0.5, < 1.0.0)
+    http-accept (1.7.0)
+    http-cookie (1.0.3)
+      domain_name (~> 0.5)
+    mime-types (3.3.1)
+      mime-types-data (~> 3.2015)
+    mime-types-data (3.2020.0512)
+    mustermann (1.1.1)
+      ruby2_keywords (~> 0.0.1)
+    netrc (0.11.0)
+    rack (2.2.3)
+    rack-protection (2.0.8.1)
+      rack
+    rack-test (1.1.0)
+      rack (>= 1.0, < 3)
+    rest-client (2.1.0)
+      http-accept (>= 1.7.0, < 2.0)
+      http-cookie (>= 1.0.2, < 2.0)
+      mime-types (>= 1.16, < 4.0)
+      netrc (~> 0.8)
+    rspec (3.9.0)
+      rspec-core (~> 3.9.0)
+      rspec-expectations (~> 3.9.0)
+      rspec-mocks (~> 3.9.0)
+    rspec-core (3.9.2)
+      rspec-support (~> 3.9.3)
+    rspec-expectations (3.9.2)
+      diff-lcs (>= 1.2.0, < 2.0)
+      rspec-support (~> 3.9.0)
+    rspec-mocks (3.9.1)
+      diff-lcs (>= 1.2.0, < 2.0)
+      rspec-support (~> 3.9.0)
+    rspec-support (3.9.3)
+    rspec_junit_formatter (0.4.1)
+      rspec-core (>= 2, < 4, != 2.12.0)
+    ruby2_keywords (0.0.2)
+    rubysl-securerandom (2.0.0)
+    sinatra (2.0.8.1)
+      mustermann (~> 1.0)
+      rack (~> 2.0)
+      rack-protection (= 2.0.8.1)
+      tilt (~> 2.0)
+    tilt (2.0.10)
+    unf (0.1.4)
+      unf_ext
+    unf_ext (0.0.7.7)
+
+PLATFORMS
+  ruby
+
+DEPENDENCIES
+  rack-test
+  rest-client
+  rspec
+  rspec_junit_formatter
+  rubysl-securerandom
+  sinatra (~> 2.0)
+
+BUNDLED WITH
+   2.1.4
diff --git a/eventarc/generic/README.md b/eventarc/generic/README.md
new file mode 100644
index 000000000..c863c81a6
--- /dev/null
+++ b/eventarc/generic/README.md
@@ -0,0 +1,37 @@
+# Eventarc - Generic
+
+This sample shows how to create a service that receives and prints generic events.
+
+[![Run in Google Cloud][run_img]][run_link]
+
+[run_img]: https://storage.googleapis.com/cloudrun/button.svg
+[run_link]: https://console.cloud.google.com/cloudshell/editor?shellonly=true&cloudshell_image=gcr.io/cloudrun/button&cloudshell_git_repo=https://github.com/GoogleCloudPlatform/ruby-docs-samples&cloudshell_working_dir=run/events-pubsub
+
+## Quickstart
+
+Deploy your Cloud Run service:
+
+```
+gcloud builds submit \
+ --tag gcr.io/$(gcloud config get-value project)/eventarc-generic
+gcloud run deploy eventarc-generic \
+ --image gcr.io/$(gcloud config get-value project)/eventarc-generic
+```
+
+## Test
+
+Test your Cloud Run service with cURL:
+
+```sh
+URL=$(gcloud run services describe eventarc-generic --format='value(status.address.url)')
+curl -XPOST $URL -H "CE-ID: 1234" --data '{"foo":"bar"}'
+```
+
+Observe the Run service replying with the headers and body of the sent HTTP request.
+
+## Unit Test
+
+```
+bundle install
+bundle exec rspec
+```
diff --git a/eventarc/generic/app.rb b/eventarc/generic/app.rb
new file mode 100644
index 000000000..50926e4f9
--- /dev/null
+++ b/eventarc/generic/app.rb
@@ -0,0 +1,53 @@
+# Copyright 2020 Google, LLC.
+#
+# Licensed under the Apache License, Version 2.0 (the "License");
+# you may not use this file except in compliance with the License.
+# You may obtain a copy of the License at
+#
+#    http://www.apache.org/licenses/LICENSE-2.0
+#
+# Unless required by applicable law or agreed to in writing, software
+# distributed under the License is distributed on an "AS IS" BASIS,
+# WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
+# See the License for the specific language governing permissions and
+# limitations under the License.
+
+# [START eventarc_pubsub_server]
+require "sinatra"
+require "json"
+require "base64"
+
+set :bind, "0.0.0.0"
+port = ENV["PORT"] || "8080"
+set :port, port
+# [END eventarc_pubsub_server]
+
+# [START eventarc_pubsub_handler]
+post "/" do
+  request.body.rewind # in case someone already read it
+
+  puts "Event received!"
+
+  puts "\nHEADERS:"
+  headers = request.env.select { |k, _v| k.start_with? "HTTP_" }
+                   .collect { |key, val| [key.sub(/^HTTP_/, ""), val] }
+                   .collect { |key, val| "#{key}: #{val}" }
+                   .sort
+  headers.each do |key, value|
+    if key != "Authorization"
+      puts "#{key}: #{value}<br>"
+    end
+  end
+  headers_json = headers
+
+  puts "\nBODY:"
+  body_json = JSON.parse request.body.read
+  puts body_json
+
+  result = {
+    "headers" => headers_json,
+    "body"    => body_json
+  }
+  result.to_json
+end
+# [END eventarc_pubsub_handler]
diff --git a/eventarc/generic/e2e_test_setup.yaml b/eventarc/generic/e2e_test_setup.yaml
new file mode 100644
index 000000000..cc6dc3f1a
--- /dev/null
+++ b/eventarc/generic/e2e_test_setup.yaml
@@ -0,0 +1,38 @@
+# Copyright 2020 Google, LLC.
+#
+# Licensed under the Apache License, Version 2.0 (the "License");
+# you may not use this file except in compliance with the License.
+# You may obtain a copy of the License at
+#
+#    http://www.apache.org/licenses/LICENSE-2.0
+#
+# Unless required by applicable law or agreed to in writing, software
+# distributed under the License is distributed on an "AS IS" BASIS,
+# WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
+# See the License for the specific language governing permissions and
+# limitations under the License.
+
+steps:
+- # Build the renderer image
+  name: gcr.io/cloud-builders/docker:latest
+  args: ['build', '--tag=gcr.io/$PROJECT_ID/eventarc-${_SUFFIX}', '.']
+
+- # Push the container image to Container Registry
+  name: gcr.io/cloud-builders/docker
+  args: ['push', 'gcr.io/$PROJECT_ID/eventarc-${_SUFFIX}']
+
+- # Deploy to Cloud Run
+  name: gcr.io/google.com/cloudsdktool/cloud-sdk
+  args:
+  - gcloud
+  - run
+  - deploy
+  - eventarc-${_SUFFIX}
+  - --image=gcr.io/$PROJECT_ID/eventarc-${_SUFFIX}
+  - --region=us-central1
+  - --platform=managed
+  - --no-allow-unauthenticated
+  - --set-env-vars=NAME=Test
+
+images:
+  - 'gcr.io/$PROJECT_ID/eventarc-${_SUFFIX}'
diff --git a/eventarc/generic/spec/handler_spec.rb b/eventarc/generic/spec/handler_spec.rb
new file mode 100644
index 000000000..98a304134
--- /dev/null
+++ b/eventarc/generic/spec/handler_spec.rb
@@ -0,0 +1,36 @@
+# Copyright 2020 Google, LLC
+#
+# Licensed under the Apache License, Version 2.0 (the "License");
+# you may not use this file except in compliance with the License.
+# You may obtain a copy of the License at
+#
+#     http://www.apache.org/licenses/LICENSE-2.0
+#
+# Unless required by applicable law or agreed to in writing, software
+# distributed under the License is distributed on an "AS IS" BASIS,
+# WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
+# See the License for the specific language governing permissions and
+# limitations under the License.
+
+require_relative "../app.rb"
+require "rspec"
+require "rack/test"
+
+describe "eventarc_generic_handler" do
+  include Rack::Test::Methods
+
+  def app
+    Sinatra::Application
+  end
+
+  it "Service can accept POST requests and prints headers and body" do
+    message_hash = { data: "some data" }
+    message_json = JSON.generate message_hash
+    post "/", message_json, {
+      'HTTP_CE_ID' => '1234'
+    }
+    expect(last_response.status).to eq 200
+    expect(last_response.body).to include 'some data'
+    expect(last_response.body).to include 'CE_ID: 1234'
+  end
+end
diff --git a/eventarc/pubsub/README.md b/eventarc/pubsub/README.md
index ddcf4942b..adcac949e 100644
--- a/eventarc/pubsub/README.md
+++ b/eventarc/pubsub/README.md
@@ -1,4 +1,4 @@
-# Events for Cloud Run – Pub/Sub tutorial
+# Eventarc – Pub/Sub tutorial
 
 This sample shows how to create a service that processes Pub/Sub messages.
 
@@ -19,7 +19,7 @@ Create a Cloud Pub/Sub topic:
 
 ```
 gcloud alpha events triggers create pubsub-trigger-ruby \
---target-service run-events-pubsub \
+--target-service eventarc-pubsub \
 --type com.google.cloud.pubsub.topic.publish \
 --parameters topic=my-topic
 ```
@@ -28,9 +28,9 @@ Deploy your Cloud Run service:
 
 ```
 gcloud builds submit \
- --tag gcr.io/$(gcloud config get-value project)/run-events-pubsub
-gcloud run deploy run-events-pubsub \
- --image gcr.io/$(gcloud config get-value project)/run-events-pubsub
+ --tag gcr.io/$(gcloud config get-value project)/eventarc-pubsub
+gcloud run deploy eventarc-pubsub \
+ --image gcr.io/$(gcloud config get-value project)/eventarc-pubsub
 ```
 
 ## Test
diff --git a/eventarc/pubsub/e2e_test_setup.yaml b/eventarc/pubsub/e2e_test_setup.yaml
index 5cb5a54ad..cc6dc3f1a 100644
--- a/eventarc/pubsub/e2e_test_setup.yaml
+++ b/eventarc/pubsub/e2e_test_setup.yaml
@@ -15,11 +15,11 @@
 steps:
 - # Build the renderer image
   name: gcr.io/cloud-builders/docker:latest
-  args: ['build', '--tag=gcr.io/$PROJECT_ID/run-events-${_SUFFIX}', '.']
+  args: ['build', '--tag=gcr.io/$PROJECT_ID/eventarc-${_SUFFIX}', '.']
 
 - # Push the container image to Container Registry
   name: gcr.io/cloud-builders/docker
-  args: ['push', 'gcr.io/$PROJECT_ID/run-events-${_SUFFIX}']
+  args: ['push', 'gcr.io/$PROJECT_ID/eventarc-${_SUFFIX}']
 
 - # Deploy to Cloud Run
   name: gcr.io/google.com/cloudsdktool/cloud-sdk
@@ -27,12 +27,12 @@ steps:
   - gcloud
   - run
   - deploy
-  - run-events-${_SUFFIX}
-  - --image=gcr.io/$PROJECT_ID/run-events-${_SUFFIX}
+  - eventarc-${_SUFFIX}
+  - --image=gcr.io/$PROJECT_ID/eventarc-${_SUFFIX}
   - --region=us-central1
   - --platform=managed
   - --no-allow-unauthenticated
   - --set-env-vars=NAME=Test
 
 images:
-  - 'gcr.io/$PROJECT_ID/run-events-${_SUFFIX}'
+  - 'gcr.io/$PROJECT_ID/eventarc-${_SUFFIX}'
diff --git a/eventarc/pubsub/spec/run_events_pubsub_handler_spec.rb b/eventarc/pubsub/spec/handler_spec.rb
similarity index 100%
rename from eventarc/pubsub/spec/run_events_pubsub_handler_spec.rb
rename to eventarc/pubsub/spec/handler_spec.rb