W hen a trade fair at a medium sized venue comes up against the limi tations of that venue there are normally two typical scenarios The first is that the venue is extended which often entails an excessive amount of invest ment and generally only solves the problem temporarily The second is that the trade fair switches to a different trade fair centre where it thrives In the latter scenario the first venue loses a trade fair and the associat ed revenue In the past that often led to live ly competition for the event between differ ent trade fair centres in Germany But there is another way as shown by what has hap pened with the Friedrichshafen trade fairs Eurobike which is a bicycle trade fair and Aero a general aviation trade fair They be came part of a joint venture with Messe Frankfurt Fairnamic a portmanteau of the words fair and dynamic If the ideal scenario that a trade fair re mains at its traditional venue is no longer really an option then the second best solu tion is the best solution as Friedrichhafen s lord mayor Andreas Brand puts it The deci sion makers in this city on Lake Constance know from experience that things can turn out more unfavourably than that A number of years ago they lost the trade fair Outdoor to Munich This time the Friedrichshafen trade fair company took action in good time and remained in control of the process As a result after being held 29 times in Friedrichshafen Eurobike moved to Frankfurt for its 30th edition where it took up around 140 000 square metres of space compared to the 100 000 square metres including outdoor space that were occupied in Friedrichshafen in 2019 the year before the pandemic Ex hibitor numbers also increased At its central ly located new venue the bicycle trade fair will continue to grow and benefit from Frank furt Messe s international network Although Messe Friedfrichshafen had to let its leading international trade fair go to gether with the indirect revenues it generated for the city s economy it did receive a very high double digit payment from Frankfurt according to local media reports In addition Messe Friedrichshafen will benefit from a 51 per cent share of the trade fair s future growth Friedrichshafen Messe s managing director Klaus Wellmann says that this in creases the company s earning power By hosting Eurobike Messe Frankfurt has en sured that the Rhine Main region s economy will benefit from additional indirect rev enues Local retailers the hospitality sector and taxi companies will be delighted In ad dition it has secured for itself a trade fair in an industry with a promising future on which there is likely to be even greater focus in the future as we continue to change how we get from A to B www messefrankfurt com Fairnamic s second mainstay Aero is remaining in Friedrichshafen a city with an illustrious past in the aviation industry The legendary Zeppelin airships were built there www messe friedrichshafen de Here too there will be an injection of dynamism As a result of the joint venture the trade fair is set to become more international www fair namic com PB 8 FOCUS TradeFairs Internation al 3 2022 TRADE FAIR COLLABORATIONS New momentum for two trade fairs The joint venture between Messe Friedrichshafen and Messe Frankfurt that was launched in 2021 has successfully negotiated its baptism of fire Both companies have benefited from the arrangement 2022 Die 30 Eurobike wurde in Frankfurt ausgetragen und zog auch Prominente wie Bastian Schweinsteiger an 2022 The 30th edition of Eurobike took place in Frankfurt and attracted celebs like Bastian Schweinsteiger Ph ot o fa irn am ic

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