Perfectly professional


Wiesbaden's World of Events has gained - in exhibitor numbers and seriousness. But satisfied as the industry may be, it still has some quite sensible suggestions for improvement.

At the 9th World of Events (WOE), Wiesbaden's Rhein-Main Hallen could boast an attractive new main entrance. Evidently inspired by the venue's enhanced attraction, many exhibitors had invested heavily again in their exhibition appearance and found their efforts rewarded. They include such seasoned WOE exhibitors as JMT Mietmöbel. Ewald Meuter, managing partner of the company from Hilden, summarised: "The quality of the visitors, and also the outward appearance of the exhibition booths, have made huge strides forward. We succeeded in establishing far more new contacts with event organisers than expected."
With the professionalism likewise lauded by Meuter, most of the 411 exhibitors reported by the WOE organisers also underscored in purely optical terms that they perceive the event as a trade fair and no longer just a mixed bag of attractions. It was clearly apparent - and confirmed by many other exhibitors - that the number of professional attendees had increased.
Particularly on the first day of the show, top-flight talks were in progress, some already at very concrete stages. Klaus Mertens, head of Marketing & Corporate Communications at Party Rent from Bocholt, arrived with high expectations: "And they were more than fulfilled. We successfully used the fair to communicate current issues, intensify existing ties and establish a lot of new contacts as well."
That many trainees and students customarily visit Wiesbaden on the second day may be rather arduous for exhibitors and does not hold out the prospect of much immediate trade; nevertheless the "tradition" is certainly not a bad one. It represents an investment in the future, given that today's young industry talents will be deciding on tomorrow's budgets.
And there were still sufficient attendees with decision-making powers on site. Christoph Freiherr Schenck zu Schweinsberg, managing director of publishers Schenck Verlag in Hamburg, was very taken with Wiesbaden: "As first-time exhibitors we were bowled over by our own success. All the big companies of repute visited our stand, as well as a lot of event agencies. This exhibition facilitates our work enormously because you get the personal feedback to the target groups we are out to attract."
Thorsten Heyer, managing director of Blickfang from Mainz, hit a slightly lower key: "I am struck by the fact that visitors this year are tending only to collect literature and not very willing to talk. Last year we conducted many extremely interesting conversations that also addressed specific projects." His suggestion to improve the atmosphere: "The exhibition halls need a few rest or lounge areas of their own where visitors can sit down to take a bit of a breather."
Exhibition newcomer Hannes Gerriets from Gerriets Bühnenbedarf, Umkirch, on the other hand was full of praise for the people in Wiesbaden: "The fair went very well for us. We're here for the first time, and there are still a lot of clients who don't yet know us, something we certainly wouldn't expect as a classical Showtech or Pro Light + Sound exhibitor."
Others took the opportunity as visitors to this year's show to explore whether a commitment might be worthwhile next year. Depending on the industry, reactions vary considerably. Liane Röhricht for example, marketing manager of technical service provider LK from Essen, takes a rather sceptical view. "We weren't at the show for long, and our impression was very mixed. We've yet to decide for ourselves whether the WOE is all that interesting for us as providers of technical services." Others, like Elke Neuhausen from the agency Marbet in Künzelsau, tend to find inspiration: "Especially on the catering side, there were lots of little suppliers with good and out-of-the-box ideas that could ideally be booked for smaller events."
The Live Forum, where a large number of artists were able to perform instead of having to work their way through the halls with all the attendant noise and ballyhoo, again proved a good institution.
Around 80 visitors, a good 40 less than in the previous year, took part in the accompanying trade congress and workshops. The drop in interest will at least force the organisers to rethink the congress concept.
And importantly, there were also exhibitors not happy with the squeeze, which was down to the fact that the square meterage was sold out. Harsh criticism was directed at the organisers for having "cluttered up the entrance so that nobody could find us", in the words of Rudolph Pettenpohl from Orgatech in Rutesheim. "That was a shame not only for the six exhibitors at the joint stand, but equally for the visitors who didn't get to see us."
Another fly in the ointment: What started out as a great idea for a stand party by Lufthansa Party Service and partners has now finally cannibalised itself this year. Not one, but indeed several prominent and longstanding exhibitors hosted get-together parties, with the result that not only did they steal each other's guests, but the individual parties were not exactly the hoped-for rave and failed to attract the people really worth meeting.
Participants who still hadn't indulged in sufficient communication after the first day of the exhibition gathered for the WoE Night in the illustrious setting of Wiesbaden's pump rooms. In an industry like this, everyone obviously realises that such a function is inconceivable without sponsors. It is a matter of debate, though, just how often a lady clinging to an outsize balloon has to float up and down the domed ceiling before it dawns on the very last guest just who has come up with the idea for this live act.
Antje Peters-Reimann

m+a report Nr.1 / 2007 vom 13.02.2007
m+a report vom 13. Februar 2007