Red carpet treatment and celebs galore
Trade fair opening ceremonies are anything but dry-as-dust tradition. They signify the esteem in which guests are held and send out signals to business.
When the ITB Berlin opening celebration took place on March 11, 5,000 specially invited guests got to enjoy top-notch speakers and entertaining highlights. Political and media celebrities passed round the mike, and after Chancellor Gerhard Schröder had officially opened the ITB, moderator and well-known television presenter Johannes B. Kerner compèred the evening. Government ministers Wolfgang Clement and Otto Schily, the UEFA president and 2006 FIFA World Cup organisation chief Lennart Johansson, Franz Beckenbauer and Oliver Bierhoff were among the VIPs crowding the stage. A source of pride for Raimund Hosch, CEO of Berlin exhibition company even before the fair had begun. Announcing the programme, he said: "The ITB opening evening stands for the International Tourism Exchange's dual role as a global leader tourism fair for international trade visitors and a popular consumer show for private travel enthusiasts."
But Berlin is not the only one to pull out all the stops. Other fairs, other cities and other countries likewise go for the big bang to launch a show. There can be no question of outdated traditions or stale habits, simply doing things the way they've always been done. At the opening ceremony for the BioFach in Nuremberg, agriculture minister Renate Künast's visit and address underscored the importance of the show for the industry. Prominent visitors at ministerial level from the partner countries were also testament to the significance attached to the fair as a business platform. Conversely, exhibition companies and organisers naturally also want to make their guests welcome. It is a tradition in Frankfurt to invite the consular corps and media representatives as well as exhibitors and political, business and cultural figures. For Ambiente, for example, invitations were sent out to 350 guests. The gala evening was designed first and foremost to put exhibitors in the mood for the days ahead - and, of course, to work up enthusiasm for the exhibition themes with the media. Ambiente's performance, for instance, is taken afresh every year as an indicator of the overall economic situation, making it of interest not only to the consumer goods industry. But it also means that the themes chosen for an opening have a business and socio-political slant (the economy, globalisation, consumer behaviour). This markers for the consumer goods sector. Regional politicians such as Roland Koch, Hesse state premier, also gladly put in an appearance. Representatives of the federal, state and local governments take turns to grace such occasions. However, Ambiente is generally opened by a member of the federal government: In 2004, for instance, foreign minister Joschka Fischer did the honours.
Important as the opening and its little ceremonies may be, they are no longer an absolute must in exhibition business. The official launch can look quite different. Messe Frankfurt has adjusted to the times and to new business practices, as separate opening events are no longer necessarily compatible with exhibitors time schedules in the brief and hectic exhibition period. Often the opening is then celebrated as part of an evening for exhibitors together with an award ceremony. Or a completely different setting is chosen, as for the Automechanika in 2004, when a working breakfast was arranged with the premier of Hesse and exhibitors from the state. Another venue was the Imperial Hall, where Mayor Petra Roth presented the City of Frankfurt Music Award together with rock star Udo Lindenberg during the 2004 music fair.
Different countries, different customs: In Asia, and the Middle East as well, the ceremonial part of an opening is very important. Protocol determines the setting far more than in Germany. The purpose of ceremonies, too, can be quite different from one culture to another. Frank Venjakob, event manager in charge of proprietary shows at Nürnberg Global Fairs, is familiar with a wide range of very different mentalities: "In the Middle East, in Bahrain for example, there is often an official patron for a fair. He duly puts in his appearance, really only coming to cut the tape." But no-one should underestimate the symbolism of this act. In Bahrain, say, it is a demonstration of pride that an international event is taking place in the country. "The hosts want to show their appreciation of the exhibitors. So they make sure to send high-ranking representatives." Everything is very solemn. This is underscored by readings from the Koran at the opening; and a separate room is decorated with flowers, sofas and armchairs. There, the guests different rank is evident: the more important they are, the more comfortably they are seated.
In Japan the tape-cutting ceremony is similar, but an opening is often over much more quickly than in Bahrain. A small podium in front of the fair is enough to carry out the symbolic act. But this certainly does not mean that hierarchies are less important in Japan, Venjakob points out. On the contrary, whoever has the honour of opening the event is very important in shaping it. Ministries, associations and functionaries are weighed very carefully. It is therefore a highly political matter, in which the Japanese hold back until they know what positions the guests hold, so that they can be sure of confronting the invitees with their hierarchical counterparts. Embarrassing situations have to be avoided at all costs.
A golden rule in Germany naturally applies the world over: The presence of the media is important. In Bahrain, for example, exhibition openings attract considerable media attention, in both the newspapers and on television. And most importantly - particularly in an international context - an opening is also a forum for political messages. It is quite possible in Japan to integrate political statements into an opening speech, for example as a means of drawing attention to trade barriers. As ever, it's the packaging that's important, because the other side must not lose face.
At any rate it is extremely important in all countries, to give decision-makers with precious little time the opportunity at an opening for peer exchange in a different environment. That paves the way for fresh encounters. Basically, though, officials in Frankfurt, too, are convinced that "as well as fostering exhibition business, openings are there to entertain, as a platform for exchanging information and for networking". Annic Kolbrück
m+a report Nr.2 / 2005 vom 23.03.2005
m+a report vom 23. März 2005