They are referred to as wine-o-clock, OFF THE RECORD, or simply get-togethers or disco nights. But they all denote the same thing: having fun, sharing ideas and celebrating together at the end of a long trade fair day. What is new is that the entire trade fair community is invited to join these parties. While in the past, exhibitors used to invite individually selected customers to traditional, small stand parties, visitors, stand staff, service providers and exhibitors now celebrate together.
So what is the point of these parties? Aren’t trade fairs all about performance shows where the focus is on driving business? In essence, yes. But in times where presenting new products is something that can easily be done digitally, the importance of networking as the second key aspect of physical trade fairs is gaining focus. This is why HMC expressly presents itself as a platform for networking and innovation today.
“We increase the fun factor – and not just for fun’s sake. Fun is a key driver of event quality,” says Claus Ulrich Selbach, Business Unit Director at HMC who is in charge of half a dozen HMC trade fairs, including SMM, the leading international maritime trade fair, and WindEnergy Hamburg. At both events, participants were invited to wine-o-clock parties for the first time in 2022 after the format had been tested at smaller trade fairs.
So, at 5pm, visitors and exhibitors alike were able to gather at various points throughout the exhibition halls to have a beer, wine or soft drink and some pretzels together. “We expressly want to enable our visitors to extend their visit to the halls, instead of kicking them out at 6pm. This provides opportunities for enhanced communication in a relaxed atmosphere,” says Selbach who also wants to bring a greater portion of the conference programmes into the halls. To this end he wants to expand the Open Stages concept which conveys expertise to all trade fair visitors without any access restrictions.
“Get-Together" is the simple name of an event at HAMBURG OPEN, the Innovation and Networking Event for Broadcast and AV Technology Professionals, which even carries the networking concept in its name. Logically, a spacious networking area is always set up in the centre of the hall. “HAMBURG OPEN is not a normal trade fair; it is an event that thrives on its unique familiar, relaxed atmosphere and its networking activities. We want to emphasise this character with the get-together zone,” says Daniel Schmitt, Head of Business Development at Hamburg Messe und Congress.
The team in charge of PHOTOPIA, the Festival of Imaging, takes a slightly different approach: On two evenings of the event, the area surrounding the main stage where well-known DJs work their magic turns into a concert hall after the exhibition closes. “This highlights the festival character of the event while catering to entirely new target audiences,” explains Melina Paeper, Project Head for PHOTOPIA. Contrary to other trade fairs where an entry ticket is required for access to networking events, the roughly 2,000 concert tickets at PHOTOPIA are sold separately – as combination tickets that also grant access to the exhibition. “This is how we get people interested who may have never even considered visiting PHOTOPIA. What is more, the DJs have an enormous reach through their social media channels and can generate additional curiosity.”
The traditional gastronomy trade fair INTERNORGA prepared an entire exhibition hall for its Afterwork Lounge called OFF THE RECORD in 2023 and invited exhibitors and visitors to join for a relaxed gathering after a long exhibition day. On three evenings, a spectacular bar 20 metres in length and comfortable lounge areas welcomed INTERNORGA guests for drinks, snacks and music presented by live DJs.
“One cancellation, one digital event and one postponement – that was INTERNORGA in the years 2020, 2021 and 2022. In 2023, we wanted to deliver a really awesome trade fair,” recalls Project Head Matthias Balz. “The Covid pandemic had hit the gastronomy and hospitality industry especially hard. This is why we wanted to offer people some really inspiring evenings this time.” That was obviously successful. “Many exhibitors were downright touched, saying: ‘What you guys have organised for us – wow!’ I can’t imagine a nicer compliment,” says Balz.
