Trade shows: Prowein’s success puts new exhibitors on the waiting list

Saturday November 14 2015 by Vitisphere

Trade shows: Prowein’s success puts new exhibitors on the waiting list

We successfully managed the extension of floor space in 2015”, claimed Michael Degen, executive director of Prowein, at a press conference in Paris on November 5 marking the launch of the 2016 show. Last March, the Düsseldorf-based trade show increased its exhibition footprint by 20%. The new format seems to have been welcomed by all involved because it will remain unchanged next year and the show will continue to run over three days, from March 13 to 15, 2016. The only allowance made for visitors and exhibitors, who ensure the show’s success in equal measures, is a change in opening times, from 10am to 7pm instead of 9am to 6pm, so that they coincide better with arrivals at the airport. “The change was requested by a majority of exhibitors”, pointed out Patricia Muller, managing director of Promessa, the French representative of international shows held in Düsseldorf.

Despite Michael Degen’s reassurances, there is still a lot of pressure on the show. The number of potential exhibitors has exceeded capacity. “In 2015, we welcomed over 1,500 French exhibitors and this year, demand is even stronger so we have a waiting list,” said Patricia Muller. The strategy implemented by the show’s organisers remains inflexible however and aims to strike a balance between the number of exhibitors and visitors. “Visitors must not be overwhelmed by too many stands”, claimed Michael Degen. Visitor attendance is one of the main concerns of a show that has successfully attracted overseas visitors, with a 40% share of total attendance. “We are focusing primarily on the English, American and Asian markets and are aiming to attract new countries such as Mauritius and Korea this year”, he pointed out, whilst admitting that in the United States there is very tough competition from the show’s Bordeaux and Verona rivals.

Key figures for Prowein 2015

-          5,981 stands representing 50 countries

-          67,000 m2

-          52,393 visitors from 120 countries

-          Nationalities: 61% German, 39% other countries

-          Visitors by country of origin: 1. France (12% of foreign visitors), 2. Netherlands (11%), 3. Belgium (7%)

-          Ranking of product searches by country: 1. Germany (58% of visitors), 2. Italy (37%), 3. France 35%), 4. Spain (29%), 5. Austria (21%)

-          Ranking of product searches by category: Spirits (21% of visitors), Champagne (21%), sparkling wines (18%) and organic wines (12%)

-          Stand price: 178 euros/m2


[Photo credit: Prowein]


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