Messezentrum Salzburg sets visitor record

In the previous business year, 2011, Messezentrum Salzburg set a new attendance record attracting 628,000 registered visitors. In 2005 the annual visitor count came to 399,000, however, this figure has grown by 57.4% over the past six years. In 2011 a total of 32 fairs were held on the grounds of the ‘Messezentrum’ expo centre. Furthermore, another 60 events were successfully staged at the adjacent ‘Salzburgarena’, and a total of around 5600 exhibitors showcased their goods and services. ‘This was a very encouraging result. Despite the effects of the international financial crisis and the ongoing construction work for the new expo hall, this has delivered proof that we are clearly heading in the right direction’ explained Henrik Häcker (Dipl.-Kfm.), CEO for the Messezentrum venue. In 2011 the Messezentrum management was directly responsible for seven of the shows staged at the venue. Among the events being staged in Salzburg for the first time were the ‘1st International Music Fair’ and the ‘BEST OF EVENTS AUSTRIA’, a fair for live marketing and event services. A further 17 trade fairs were held by the main customer of the Messezentrum, Reed Exhibitions Messe Salzburg, and 8 shows were staged by various external organisers. In terms of overall ‘knock-on’ economic benefits, activities at Messezentrum Salzburg have generated an estimated €114 million in indirect returns, securing around 1200 jobs in Salzburg. The greatest beneficiaries were the regional and local economies, hotels and restaurants. Last year €34 million were invested in the construction of a multifunctional hall; a project completed in just 6½ months and in good time to go into operation at the start of November for the autumn edition of the ‘Alles für den Gast’ fair. The new expo hall replaces halls 10 to 15 and offers 15,163 m² of floor space, providing around 2000m² more space than the previous facilities. Completion of the foyer and the meeting facilities on the 1st floor will be achieved no later than 16th August 2012, after which Messezentrum Salzburg will be also able to stage large scale congress-expos for up to 6000 participants. ‘The new seminar and conference facilities enable us to offer clients an optimal business platform. Customer relation consolidation is an important part of the marketing mix for successful businesses, certainly during periods of economic difficulties – and this is a growing trend’, elucidated Mr Häcker, Chief Executive for Messezentrum Salzburg. According to AUMA* expo trend research for 2012, in the future 30% of the exhibiting businesses will be investing more money in trade fairs, 55% can be expected to invest the same amount, and only 15% are considering downsizing their budgets. 33 trade fairs have been scheduled at the venue for 2012. One such show is the first edition of the ‘Monumento’, an event that attracted 160 exhibitors from seven countries, serving all those concerned with the issues of how to clean, care for and repair monuments. Other featured events include the ‘acqua alta alpina’ (8-10 Mar.) – the forum for alpine infrastructure, natural hazards and flood control; the ‘Auto Messe Salzburg’ (23-25 Mar.) – the international classic car fair, ‘Classic Expo’ (05-07 Oct.); the ImageDays (12-13 Oct.) – covering the entire range of photo, video and entertainment electronics-related issues; the Salzburger Spielemesse games fair featuring the new sections ‘Babywelt’ and ‘Tier & Wir’ (12-14 Oct.) - and the BIM career information show (22-25 Nov.). *AUMA = German Trade Fair Industry Association