Success factors for trade fair venues

René Kamm.René Kamm presented "Eight success factors for the exhibition venue of the future" at the 83rd UFI Global Congress on November 10. Around 600 event professionals from more than 50 countries worldwide traveled to Shanghai for the congress of the global association of the exhibition industry.Quality instead of quantity"Don't build too big: quality instead of quantity" is the first of the eight factors that René Kamm put forward. Based on his own experience, the new building by architects Herzog & de Meuron reduced the exhibition space of Messe Basel from 162,000 to 141,000 square meters in 2013. Since then, however, the exhibition halls can be adapted to almost any customer request.Attractive brand touchpointAccording to Kamm, other success factors include:- Create an architectural landmark- Be an attractive brand touchpoint for events and their customers- Offer a high level of customer comfort- Be flexible: parallel events, multifunctionality, catering- Be sustainable and energy-efficient- Meet the increasing demands on security- Make the technical infrastructure future-proofMore details on the success factors in the MCH Blog.