Messe Frankfurt Rethinks Plans to Open Heimtextil to Public
December 12, 2000
Frankfurt, Germany — Compromise and yet more compromise appears likely over Messe Frankfurt's plans to open Heimtextil to the public.
At a meeting in May 2000, the mainly German members of the show's Exhibitor Advisory Council favored opening the fair for home and household textiles to non-trade visitors on Saturday, the fourth and last day of the international event, which is held in Frankfurt every January.
But following substantial resistance from exhibitors and trade associations from many countries, in particular the U.S.A., the latest option being put forward is a partial opening of the Frankfurt fairgrounds to the general public on Saturday.
Although the Council originally rejected a proposal to open certain parts of the fair on Saturday, saying it would necessitate numerous restructuring measures and cause a "dilution of the trade-fair concept," it now appears the proposition is back in play.
Exhibition organizer Messe Frankfurt said, if a public day is introduced, the earliest it could happen is 2002.
The Exhibitor Advisory Council also recommended that visitor types be strictly differentiated by means of must-wear admission badges.
Messe Frankfurt said the goal of introducing a day for private visitors is to "awaken greater consumer interest in home fashions and textile furnishings and, therefore, to generate new business for the trade."
Both manufacturing and trading members of the Advisory Council agree that more intensive and direct contact with consumers is essential in order to arrive at a decision. "Only by communicating the variety of home and household textiles on the market will it be possible to give consumers new ideas for decorating their homes and awaken demand for new products," said a council statement.
However, some industry sources said marketing efforts should focus on helping retailers promote products in-store, rather than opening the exhibition to the public.
Earlier this year, the idea of introducing an additional day —Sunday — for private visitors was floated. However, both German and overseas exhibitors overwhelmingly rejected this suggestion, principally on the grounds that it would add substantially to their costs.
It is understood that Messe Frankfurt surveyed exhibitors following Heimtextil 2000 to determine the level of interest of companies wanting to make direct contact with consumers by way of an extra, non-trade day. However, the results, which were to have been finalized in spring 2000, have yet to be publicized.
Ahead of their next meeting on 14 December 2000, the members of the Exhibitor Advisory Council will present to their partners and association members its favored option of a public Saturday. Messe Frankfurt said it would also discuss this model with important foreign exhibitors and representatives of their associations.
The final decision will be taken after the Advisory Council's December meeting. Messe Frankfurt added that if further discussions were necessary, it would be impossible to introduce the measure before 2003.
While few overseas exhibitors will be overjoyed about the Advisory Council's public Saturday option, there will be at least minor relief that public day discussion has moved away from extending the show.
Messe Frankfurt said it is aware that few foreign exhibitors are interested in marketing to German consumers and that the exhibitors are opposed to admitting non-trade visitors to the show. However, it pointed out that the models now under discussion would not mean any significant additional costs for these companies. F&FI
At a meeting in May 2000, the mainly German members of the show's Exhibitor Advisory Council favored opening the fair for home and household textiles to non-trade visitors on Saturday, the fourth and last day of the international event, which is held in Frankfurt every January.
But following substantial resistance from exhibitors and trade associations from many countries, in particular the U.S.A., the latest option being put forward is a partial opening of the Frankfurt fairgrounds to the general public on Saturday.
Although the Council originally rejected a proposal to open certain parts of the fair on Saturday, saying it would necessitate numerous restructuring measures and cause a "dilution of the trade-fair concept," it now appears the proposition is back in play.
Exhibition organizer Messe Frankfurt said, if a public day is introduced, the earliest it could happen is 2002.
The Exhibitor Advisory Council also recommended that visitor types be strictly differentiated by means of must-wear admission badges.
Messe Frankfurt said the goal of introducing a day for private visitors is to "awaken greater consumer interest in home fashions and textile furnishings and, therefore, to generate new business for the trade."
Both manufacturing and trading members of the Advisory Council agree that more intensive and direct contact with consumers is essential in order to arrive at a decision. "Only by communicating the variety of home and household textiles on the market will it be possible to give consumers new ideas for decorating their homes and awaken demand for new products," said a council statement.
However, some industry sources said marketing efforts should focus on helping retailers promote products in-store, rather than opening the exhibition to the public.
Earlier this year, the idea of introducing an additional day —Sunday — for private visitors was floated. However, both German and overseas exhibitors overwhelmingly rejected this suggestion, principally on the grounds that it would add substantially to their costs.
It is understood that Messe Frankfurt surveyed exhibitors following Heimtextil 2000 to determine the level of interest of companies wanting to make direct contact with consumers by way of an extra, non-trade day. However, the results, which were to have been finalized in spring 2000, have yet to be publicized.
Ahead of their next meeting on 14 December 2000, the members of the Exhibitor Advisory Council will present to their partners and association members its favored option of a public Saturday. Messe Frankfurt said it would also discuss this model with important foreign exhibitors and representatives of their associations.
The final decision will be taken after the Advisory Council's December meeting. Messe Frankfurt added that if further discussions were necessary, it would be impossible to introduce the measure before 2003.
While few overseas exhibitors will be overjoyed about the Advisory Council's public Saturday option, there will be at least minor relief that public day discussion has moved away from extending the show.
Messe Frankfurt said it is aware that few foreign exhibitors are interested in marketing to German consumers and that the exhibitors are opposed to admitting non-trade visitors to the show. However, it pointed out that the models now under discussion would not mean any significant additional costs for these companies. F&FI
