Exhibition World Issue 2 — 2020 - Page 31

Germany The Rotary International convention and exhibition at Hamburg Messe, 1-5 June 2019, well illustrated the value of the events sector to the economy: The exhibition took place alongside the ‘House of Friendship’ convention, and comprised of 334 stands showcasing international exhibitors, 200 of which featured Rotary humanitarian projects. More than 26,000 attendees visited the Rotary International Congress from 170 countries (representing 3,605 Rotary Clubs) in what was the largest event in the history of Hamburg’s Trade Fair (according to NDR - Northern German Broadcast Company). As an added benefit this event generated an estimated US$27m for the local economy according to Rotary International. the success of the country’s expo industry, it helps to understand the economic system of modern Germany. Anyone familiar with the German car industry will know its success is often attributed to its private-public model – meaning they operate as private companies but also receive significant funding from the government. This economic model is common across much of the country’s industry and this is exactly how the German exhibition world works. Unlike other countries where venues and events are run by private profit-focused companies, German exhibition venues receive strong support from the public sector and are owned and managed by local government bodies. However, each exhibition hall is run as a private company known as a ‘Messe’ – which translates as ‘’fair’ or ‘expo’. The result of this unique business model is that organisers can hold events with low participation fees and low technical service costs. w w w.exhibitionworld.co.uk Above: The Speicherstadt warehouse district at night in All of the major German cities host tradeshows. Here we look at some of the leading venues for organisers to consider: Hamburg, Germany Messe Hanover Covering a surface area of 554,000sqm (58,000 sqm of outdoor space and 496,000sqm indoors), Messe Hanover is the largest exhibition ground in the world (pending Stage 2 in Shenzhen World, China, of course). With 29 halls and 35 function rooms, it has been a leading exhibition venue for more than 60 years. Also known as ‘the miracle of economies’, it is also the birthplace of the German exhibition industry. In order to encourage economic recovery after World War 2, the British Military held a tradeshow in an old aircraft hangar in Hanover. The event proved so successful it soon became a permanent fixture, and the site went on to become Messe Hanover. With a large international airport on its doorstep, with many direct flights to major world cities, Messe Hanover is easily accessible. Messe Frankfurt If Hanover can claim to be the largest exhibition ground, then Frankfurt has the biggest capacity. Located in Germany’s financial and business centre, Messe Frankfurt is one of the most modern in the world, with 367,000sqm of hall area and 96,000sqm of free space at its disposal. Frankfurt Airport has direct flights to over 260 destinations. Business is engraved into Frankfurt’s DNA. With over 5m professionals living within the centre’s catchment area, the venue attracts a large B2B audience with good reason. Messe Düsseldorf With 19 exhibition halls, spanning 262,000sqm, Messe Düsseldorf is equipped to host any sized event, from large industry exhibitions to small tradeshows. The venue organising arm at the Messe has enabled Messe Düsseldorf to become one of the top venues in terms of tradeshow revenue. Located in the north-west of Germany, the venue is just a two- Issue 2 2020 31