From A for ABS Driving Safety Centre to Z for Zollverein Convention – by the beginning of November, more than 332 companies had placed firm bookings for the upcoming Best of Events in the Westfalenhallen Dortmund, already reserving 9,400 m² of floor space. Organisers CC Corporate Communications, Norderstedt, are thus perfectly poised to transfer the tried-and-true concept of the former World of Events successfully to the new venue. Following announcement of the trade fair's new home, traditionally strong exhibitors wasted little time in declaring for Dortmund as the location, signalling to the industry where its preferences lie.
 
But the new managing director of Wiesbaden's Rhein-Main-Hallen, Holger Syhre, was not prepared to let Germany's premier trade show for the meetings and events sector go without a fight. Following the acrimonious split between the former partners in Wiesbaden and Norderstedt, each tried to go it alone with a fair on the same date (January 20 and 21, 2010) and geared to identical target groups. Amid a legal dispute over the show's original title World of Events (WoE) CC Corporate Communications entered the running with the Best of Events (BoE) and Rhein-Main-Hallen planned to launch a Universe of Events. What remains now that the Rhein-Main-Hallen have pulled out is the BoE in Dortmund. It is of little importance that a court case over the rights to the name was eventually won by Wiesbaden. This simply goes to show that a brand needs to be packed full of vitality if it is to remain successful. Whether a commitment to Wiesbaden's Universe of Events by a former winner of a “Germany's got talent”-style show honed or dented its image is debatable.
 
Organiser Beate Nöhre from CC Corporate Communications is convinced by the new venue. “Further development of the exhibition concept will also benefit professional attendees, with exhibition company Westfalenhallen Dortmund helping to sharpen the show.” The new partners are full of optimism. “Our exhibition venue provides everything the fair needs to be taken forward successfully,” Stefan Baumann, managing director of Messe Westfalenhallen Dortmund, insists. The exhibition company recently invested in a state of the art data network and a digital visitor information system. “Added to which is an ideal environment. Within a 150-kilometre radius Dortmund has a catchment area of 20 million people.”
 
That the organisers are giving the show a positive spin is understandable. But exhibitors are not sparing with praise upfront either. Says a tent rental company from Recklinghausen: “De Boer has faithfully partnered this fair for many years as a competence partner. So going forward De Boer will continue proactively to support the Best of Events to tackle the challenges ahead of us together,” its managing director Detlef Schmitz stresses.
 
When, in January, the bellwether fair for events, live marketing and exhibition services takes place for the first time in Dortmund exhibitors, visitors and organisers expect an improved area arrangement and a more attractive offering. The show's proximity to the European Capital of Culture Ruhr.2010 will also give the creative industries, and consequently the events sector, a boost.
 
The city of Dortmund itself is expressly dedicated to promoting the creative industries. Udo Mager, managing director of the City of Dortmund Economic Development Agency: “It is a good sign for Dortmund as a creative industries centre that the leading trade fair for events is to take place in Messe Westfalenhallen.” Since last year Dortmund Economic Development Agency has concentrated activities in support of the creative industries. “With the Best of Events we are now getting a dedicated fair for our clientele in the region that will radiate way beyond Dortmund,” Mager comments.
 
This is a chance for exhibitors that cover the entire services segment for conferences, event services and live marketing. They include companies whose range comprises outfitting with furniture, event technology and IT, catering and marquees, and equally event services by hotels, halls and special event venues. The spectrum is rounded off by exhibitors active in event management, creation and planning, and training and education. From now on there will be sufficient room in Messe Westfalenhallen Dortmund's halls 4, 7 and 8, which provide up to 20,000 m² of space in total, to increase the number of exhibitors and their square meterage.
 
“The move to Dortmund is giving the event exhibition the fresh impetus that we have been eagerly awaiting for two years,” says Alexander Ostermaier, head of corporate communications at Neumann & Müller Veranstaltungstechnik. “For the exhibitors the roomier floor plan definitely means that they can deliver a better presentation – which will make the whole fair more attractive for visitors. A good decision!” ank