Preconceptions can be a good thing
Couched in the diplomatic vocabulary of the Swiss, Switzerland is special. This is very much to the advantage of the domestic events market.
Preconceptions tenaciously held about Switzerland make a major contribution to the USP of the Helvetian events industry. And that's in splendid shape. Top-level public and business functions are hallmarked by Swiss precision in terms of their conceptual design, organisation and implementation. Let's take a glance at the Swiss events industry and its success factors.
While at first sight the big urban agglomerations around Geneva, Basel and Zurich are seemingly the only bastions of the event scene, on closer scrutiny a more nuanced picture emerges. The more rural surroundings are in no way inferior to the famous big names, featuring lots of small events and special locations. There, a modern, urban flair melds across short distances with scenic beauty and tranquillity. This variety is matched by the ample choice of facilities. Visitors from all over the world will find a wide selection of very different top-notch cultural, musical and sports events open to the general public, ranging from film festivals through world sports championships to the biggest techno street parade in the world. The business sector is dominated by corporate events, shareholders meetings or incentives, which take place either in trendy locales in the big cities or, based loosely on the motto "back to the roots", equally integrate the rural idyll and the unique charm of the mountain scenery. "Although we can only stage events for large audiences on a limited scale here in Switzerland, what we have to offer in the way of small and very select functions is out of this world," says Georg Twerenbold from t´nt events in Zurich. "The trend is towards staging smaller events in remote and peaceful surroundings." That this need not necessarily be unspectacular is illustrated by "Rent-a-Village". Nestling in the mountains, the mediaeval hamlet Gruyères can be rented for exclusive use with all conceivable services and programmes. Where else will you find anything like that? Special indeed. Special, too, are other features of the Swiss event scene evident at business functions, for instance. One of these is that some preconceptions of Switzerland suit event makers very well.
The most important clients for the national market come from the very sectors that are internationally associated with Switzerland: the financial services industry and pharmaceuticals companies are among the most prominent and high-turnover clients. Added to these are big international institutions such as FIFA or the International Olympic Committee, which are headquartered in Switzerland and welcome as the source of substantial custom. Conversely, these high-profile customers foster Switzerland's exclusive image as an event host.
Exclusiveness and high class are what Switzerland stands for. Meetings and events there enjoy a correspondingly good reputation, which the country must work hard to maintain. Strategic alliances between suppliers and contractors are among the key criteria of success in the market. Preference is given to national partners, who cater to the expectations of Swiss and international clients alike with legendary Swiss quality. "Switzerland has a very distinctive reputation not only as a destination," says Jörn Wagenbach, who is in charge of the ‘Eventdocks function rooms at Zurich Airport. "Clients staging an event in Switzerland expect premium quality throughout, smooth operation and that little bit more than they would get elsewhere." The belief that Swiss subcontractors are commissioned only in order to keep the business in their own country is wrong, all industry insiders unanimously insist. But the sector benefits from this preconception nonetheless, because clients always assume that this putative constellation will naturally work to their advantage.
But Switzerland's quality image is not the only asset. The impression of political neutrality and social stability sets the Swiss market apart from other countries in the world. "After 9/11 we saw the relocation of international events to Switzerland - which customers explained with the search for a politically neutral and safe place," Barbara Albrecht from the Switzerland Convention & Incentive Bureau explains.
The future is bright, so everyone agrees. Whilst increasing internationalisation does pose a challenge, Switzerland should be able to benefit for a long time to come from the outstanding image. Not that the industry intends resting on its laurels. "The UEFA European Football Championship 2008 is in prospect, and we've already blocked the calendar for that period," says Hugo Mauchle from the Hallenstadion in Zurich. Switzerland's biggest multipurpose hall is not the only one gearing up for the next football spectacle; the entire industry is limbering up: "We are taking the perfect organisation of the mega-occasion in Germany as our model and will try to manage things equally as well, very Swiss-like."Marie-Theres Wahle
m+a report Nr.5 / 2006 vom 14.08.2006
m+a report vom 14. August 2006