02 | 2009 4 Euro Message Trade Fairs Congresses Events Marketing

High-Tech Highlights Behind the scenes at the New Messe Stuttgart Efficient advertising MediaBudget 2009

Marque world

Fascinating experiences Porsche Museum

Modern machines

Effective production MOTEK 2009 Don’t open a shop if you can’t smile.

Aus dem Reich der Mitte stammt das wundervolle Sprichwort „Wenn Sie nicht lächeln können, eröffnen Sie besser kein Geschäft“. Auch ein Messestand ist ein Geschäft auf einem Marktplatz. Eines von vielen! Denn nirgendwo sind Unternehmen so miteinander vergleichbar wie bei einer Messe.

Big Player können darüber nur müde lächeln. Je größer das Budget, desto größer die Wirkung. Nicht unbe- dingt! Wir haben oft bewiesen, dass man auch mit kleineren Budgets erstaunlich viel bewirken kann. Mit Messeständen, die zwar nicht groß, dafür großartig gedacht und gemacht sind und den Messebesucher schon von Weitem anlachen. Fazit: „Je kleiner das Budget ist, desto freundlicher muss der Stand sein“. Das stammt übrigens nicht von den Chinesen, sondern von Bluepool. Also, immer schön lächeln!

bluepool GmbH Messen I Events I Systeme I Equipment Gaußstraße 4 D-70771 Leinfelden-Echterdingen T +49 711 90214-0 F +49 711 90214-137 [email protected] www.bluepool.de

Sie finden uns auch in Salzburg und Shanghai

bluepool_Message_Mai-09.indd 1 06.03.2009 11:49:47 Uhr Contents

8

News 04 Prize for MediaBudget Messe Stuttgart wins an award 05 Editorial: "Europe's greenest trade fair centre"

Cover Story 08 High-Tech Highlights Behind the scenes at the New Messe Stuttgart

Location Stuttgart 12 Modern, flexible, communicative The Stuttgart Region Lounge 15 Potential and projects Community portrait: Sindelfingen

Trade Fairs – Markets INTERVITIS INTERFRUCTA Don’t open a shop 16 16 It‘s a small world 19 Consense if you can’t smile. Sustainability 22 IT & Business Aus dem Reich der Mitte stammt das wundervolle IT meets Business Sprichwort „Wenn Sie nicht lächeln können, eröffnen 26 MOTEK Sie besser kein Geschäft“. Auch ein Messestand ist Innovations through ein Geschäft auf einem Marktplatz. Eines von vielen! interdisciplinary thinking Denn nirgendwo sind Unternehmen so miteinander 28 COSMETICA vergleichbar wie bei einer Messe. New cosmetics trade fair xx 31 Crash Test Expo Europe 19 Stable simulants Big Player können darüber nur müde lächeln. Je größer das Budget, desto größer die Wirkung. Nicht unbe- Media – People 40 Portrait Dr. Dominik Wagemann, dingt! Wir haben oft bewiesen, dass man auch mit Sales Manager at Messe Stuttgart kleineren Budgets erstaunlich viel bewirken kann. Mit Messeständen, die zwar nicht groß, dafür großartig Events – Congresses 42 Top acts for festival fans gedacht und gemacht sind und den Messebesucher BW Bank jazzopen schon von Weitem anlachen. Fazit: „Je kleiner das 43 Complete success Budget ist, desto freundlicher muss der Stand Business year 2008 in the ICS sein“. Das stammt übrigens nicht von den Chinesen, sondern von Bluepool. Also, immer schön lächeln! Stuttgart Sightseeing 44 Mecca for motorsport fans The new Porsche Museum 44 Four-star service Ramada Hotel Stuttgart/Herrenberg bluepool GmbH 45 Simply Italian Messen I Events I Systeme I Equipment La Montanara, Degerloch Gaußstraße 4 42 D-70771 Leinfelden-Echterdingen Opinions + 46 Opinions Andreas Lapp, CEO of T +49 711 90214-0 Imprint Stuttgart-based Lapp Holding AG F +49 711 90214-137 [email protected] www.bluepool.de Imprint

Sie finden uns auch in Salzburg und Shanghai

 Message 2 | 2009

bluepool_Message_Mai-09.indd 1 06.03.2009 11:49:47 Uhr News – Trends

Christian Ude, Mayor of Munich, was the Andreas Wiesinger (Messe Stuttgart), Friedrich M. Kirn (MIM Markeninstitut München GmbH) patron for the German Media Prize 2009. and Volker Kaupp (Messe Stuttgart, from left to right) accepted the prize for MediaBudget. Prize for MediaBudget

New Stuttgart trade fair for efficient marketing communication was presented with the renowned German Media Prize 2009 in Munich.

MediaBudget in Stuttgart, Germany's Munich, acted as the patron for the functional addressing of agency first cross-media marketing trade event. In winning this renowned decision-makers, marketeers and fair for decision-makers from adver­ award, the annual trade fair (next advertising companies, as well as tising companies, media managers scheduled date: 8 and 9 July 2009, to knowledge, the associated con­ and marketeers, has been the proud see also Page 20 in this respect), centrated competence in different bearer of the German Media Prize proves that its concept is en­ media genres, their services and 2009 since 26 February this year. thusiastically accepted by experts efficient marketing programmes." after its premiere on the Filder in The number of registrations re­ Ideal strategy tool 2008. ceived to date for this year's event The Stuttgart trade fair and con­ "The debut event last year clearly on the Filder also proves that gress won the prize in the category indicated that MediaBudget and its MediaBudget and the related con- "Tools for media strategies". In the cross-media approach have closed gress are already well-established presence of around 450 invited guests a gap in regard to marketing trade events in the industry. Messe Stuttgart from the marketing and media in­ fairs in Germany", said Ulrich Kromer, is expecting a substantial increase dustries, the German Media Prize was Managing Director of Messe Stuttgart. in the number of exhibitors at the presented at the Old Town Hall "In difficult economic times even 2nd MediaBudget. The around 110 in Munich. Christian Ude, Mayor of more importance is attached to cross- companies will include such well- known names as Nielsen Media Research GmbH, Deutsche Post AG, Schober Group, Vogel Business Media or Media-Daten Verlag.

Top congress topics The congress on the first day of MediaBudget also has a first-class line-up.During this congress com­ petent media managers from well- known agencies and companies will discuss, for example, trend topics Festive setting: prize-presentation ceremony in the Old Town Hall in Munich. such as "advertising planning and spendings during a recession".

Message 2 | 2009  It is certainly very rare for a member of

the Greenpeace executive committee and

Baden-Württemberg's Minister-President Günther

Thomas Brandl, Company Oettinger to appear at a press conference and spokesman of Landesmesse jointly initiate a project, i.e. one of the world's Stuttgart GmbH (LMS) largest solar power plants. Messe Stuttgart made Retro Classic meets Baroque: meeting-point for aficionados of exclusive historical vehicles. it possible. Ecology and economy need not be

a contradiction. The photovoltaic power plant (area: 27,000 square metres) on Retro Classic meets Baroque 2009 the roofs of the New Stuttgart Trade Fair Centre produces 3.45 million kilowatt

Classic beauties hours of "clean" electricity. This power plant could fully supply 1,100 households

Fascinating vehicles in front of a with energy. A second system with an area of around 7,000 square metres will historical backdrop: during "Retro Classic meets Baroque“, which will take place this year from 11 to 14 June at the ba- roque palace in Ludwigsburg, classic car "Europe's greenest enthusiasts will get their money's worth in two simultaneous "beauty contests". The exclusive Concours d‘Elégance – one trade fair centre" of only three A class events in the world staged according to the rules of the In­ ternational Federation of Historic Vehicle also be installed on the roof of the Bosch multi-storey car park by autumn 2009. Clubs – is open to vehicles of all marques In our opinion, which is also fully shared by the majority of customers, the New and types which were built between 1896 and 1958 and can still be driven. The Stuttgart Trade Fair Centre is the most beautiful and greenest trade fair centre Festival of Classic Cars will also be held at the same time – with slightly more in Europe. Over 50 per cent of the total area is planted with grass and trees, the moderate regulations. In this event, vehicles constructed up to 1979 will be judged by 2.8 hectare park is ideal for a short break, the surface water is cleaned by retention a first-class jury according to historical, basins and the world's first layer ventilation system incorporated in a trade fair technical and aesthetic aspects. Unlike some other events of this kind, the Concours centre saves 30 per cent energy compared with conventional technology. It is d‘Elégance and the Festival of Classic Cars are open to the general public. therefore not surprising that this unique large-scale project has already won eight

architectural prizes to date – and that it is now quietly accepted by some people who

vehemently fought against its realisation years ago.That's very pleasing to hear.

A pulsating economic location such as Baden-Württemberg with its core region

Stuttgart needs such a showcase to the world's markets.In spite of the current crisis,

most of the trade fairs and exhibitions in Stuttgart in recent months have been

successful.This is certainly due in some part to economic conditions in specific

industries. But also to the high quality of the trade fairs and exhibitions held Enjoy historical cars in an authentic style: partici- pants in Retro Classic meets Baroque stroll around at the New Messe Stuttgart. And now enjoy reading Message.

 Message 2 | 2009 News – Trends

Review of R+T 2009: top event AMB/Interbad 2010: Quantum leap New dates

Around 60,000 trade visitors and 750 exhibitors AMB, International Exhibition for from all over the world were extremely satisfied with Metal Working, and the baths and R+T 2009. This event is the world's leading trade fair swimming pool trade fair Interbad for the roller shutter, door/gate and sun protection will take place in Stuttgart on new industries. Top marks were awarded, in particular, dates next year. Messe Stuttgart has for the perfect location and reachability, as well as for therefore complied with the request the superb infrastructure of the New Messe Stuttgart by exhibitors to stagger the dates of next door to the airport. "The New Stuttgart Trade these events in relation to rival events. Total success: R+T in Stuttgart is Fair Centre produced a quantum leap", said Wolfgang For this reason, AMB 2010 will be the top event in its industry. Cossmann, President of the Federal Association for held from 28 September to 2 October Manufacturers of Roller Shutters and Sun Protec­ 2010. The industry trade fairs will tion." The entire industry is defying the economic crisis and is well-equipped to face the kick off with IMTS in Chicago, future thanks to numerous innovations." Dr. Claus Schwenzer, Cossman's colleague from followed by AMB and then Bimu in the National Federation of Door and Gate Manufacturers, awarded " marks 1 to 2 to the Milan. This will guarantee the neces­ top event R+T" and was expecting "very good business after the event". There was a good sary long construction and dismant­ reason for this: 52 per cent of visitors at R+T came to the trade fair with specific investment ling times for AMB exhibitors, who intentions. Around 65 per cent of exhibitors came from abroad while the proportion of will also present their large machines international visitors rose from 46 to 50 per cent compared with the last R+T. The at the New Messe Stuttgart next door attractive accompanying programme of this top event in Stuttgart extended this year from to Stuttgart Airport. Interbad 2010 the Master Craftsmen's Aisle through to protection against counterfeit products, from will be staged – one week earlier than the marketplace of trade associations through to the b2fair cooperation bourse and from originally planned – from 13 to 16 the special show for young talents through to a workshop on energy efficiency. October 2010.

Building site(s) by Ulrich Kromer, Spokesman for the management of Landesmesse Stuttgart GmbH. Defying the economic crisis

2008 was a more than successful year for the question must be asked as to whether level of business after Cebit. These ex­ Messe Stuttgart, and we achieved in­ we shouldn't talk in fact or in defiance amples naturally do not prove that the creases in all key figures. The enormous about successful anomalies and, thus, still economic situation is not serious. It is also growth in the number of visitors (average successful industries. true that we will experience some other approximately 50 per cent, highest rate That also applies to Cebit, which recently surprises this year.However, they are at up to 80 per cent) benefited our cus­ finished. In spite of their considerable least an indication that many companies tomers in particular. magnitude, the decreases in the number and industries can use the marketing tool I hardly dare to mention that we also of exhibitors and visitors at Cebit can of trade fairs really successfully in spite of recorded increases in all key figures easily be explained. In my opinion, how­ a critical economic situation. This is not relating to the highly specialised trade ever, it is more important that many calculated optimism. However, I should fairs in spring this year, for example the exhibitors were obviously very satisfied perhaps mention that anti-cyclical action world's leading trade fair R+T, LogiMAT with their results despite everything. also contains advantages. It is, and will and Medtec. Of course, we are not ig­ We, Messe Stuttgart, spoke to a very remain, a pity that we will be almost noring the current economic situation and large number of exhibitors at Cebit re­ totally confronted by negative news know or rather expect that it will also garding our own project (IT & Business).It in this undoubtedly difficult situation for inevitably leave its mark on the trade fair was interesting to note that the large, all concerned. The following principle and exhibition industry. However, despite medium-sized and small companies we applies, especially in an economic re­ all the discussions concerning the spoke to were extremely satisfied with the cession. wherever there is shadow there financial crisis and the resulting critical visitor numbers and discussions on their is also light. And a half empty glass is also economic situation for many companies, stands, and were expecting an acceptable half full.

Message 2 | 2009  SCHON WENIG OCTANORM ZEIGT GROSSE WIRKUNG.

[email protected] www.octanorm.com

33-Octanorm Anzeige 06 Motiv Marke M+A (210x297).indd 1 22.07.2008 11:22:24 Uhr Cover Story High-tech Highlights

High-tech Highlights State-of-the-art technologies are used behind the scenes of the new Stuttgart Trade Fair Centre.

Impressive curved roofs, two rows of is supplied with 3.45 million kilowatt supplied; the amount of CO2 saved is trade fair halls with flourishing greenery hours of power per year and is thus one approximately 1,800 tons each year. A well suited to the surrounding landscape, of the largest solar systems in the world further 7,000 square metres of solar the unique 'two-fingered' Bosch multi- installed on a building. It is operated by panels are to be installed by October 2009 storey car park over the A8 motorway: it Planet Energy, a subsidiary company of on the roof of the Bosch multi-storey car is clear to visitors from the very start that the green electricity provider Greenpeace park over the motorway. "Our courage in the new Stuttgart Trade Fair Centre Energy. Since its official launch by implemen-ting innovative and sustainable belongs to one of the most remarkable Minister President Günther Oettinger in energies has paid off", stated Horst Mehr­ exhibition centres in Europe. What February of this year, enough power to länder, Chairman of Projektgesellschaft makes this large-scale project in the supply 1,100 households has been Neue Messe GmbH & Co.KG, at its in- Filder region one of the most modern trade fair centres in Europe can often only be seen, however, upon closer in­ Electronic cash desk turnstiles spection. And even then there are several The new Stuttgart features which still go unnoticed. Trade Fair Centre is A very public display of high tech­ also at the cutting nology is, for example, the 15 million edge of European- Euro solar power station on the roofs of wide applied the new Messe Stuttgart. Boasting a information surface of 27,000 square metres and technology. 21,132 photovoltaic modules, the centre

Message 2 | 2009 Sutter_75x297_4c_neu 17.03.2009 15:06 Uhr Seite MEHR

auguration. "The photovoltaic generating each hall by means of layered ventilation station is a significant element of the and is simultaneously distributed be­ entire 'green trade fair' concept. And tween the trade fair stands. "The used although solar panels are soon to be warm air rises and is extracted as it installed on practically all buildings, there reaches halfway", explains technical ex­ is still sufficient space remaining for pert Mattes. "At the same time, fresh air implementing the planned greenery streams in below so that there is always feature on the trade fair hall roofs." an optimal room temperature at three to four metres. There is also no need for the Excellent climate instead of air in the hall to be constantly changed as draughty environment is the case with conventional systems." Messe Stuttgart is focussing on The trade fair souvenir of a sore throat economy through ecological means, for or even a head cold thanks to draughty example with ventilation, heating and halls really is now a thing of the past. "We cooling. For ten thousand square metres use the long-throw nozzles just to of hall space, a large amount of energy is quickly heat the halls before a trade fair required, depending on the trade fair and starts, then we switch to our modern congress occupancy. "We have therefore layered ventilation system", says Mattes, decided on flexible gas-operated boilers", explaining the procedure. "We do it to explains Peter Mattes, who as Technical save costs. We save up to 30 percent in Infrastructure Team Leader is responsible energy output in comparison to the more for the smooth running of the building conventional systems. An annual power services. "The three boilers have a total consumption of around 22 million kilo­ output of 15.2 megawatts, enough to watt hours and a gas/oil consumption of heat approximately 800 detached houses. eleven to twelve million kilowatt hours WIR GEBEN We also have the option of switching is a great deal of energy." Thus the oppor­ to oil if we need to. For cooling the tunities for further potential are by buildings, we are operating four re- no means exhausted. "The new system MESSEN frigerating machines with environmen­ needs individual fine tuning depending tally friendly ammonia technology and on the size of the hall and the trade fair", 800 cubic metre ice storage to cover reports Mattes on his experience of the ENERGIE. the peak output." system so far. "For CMT 2009, we were Mattes is particularly proud of a once again able to save 40 percent of certain high-tech highlight within his power in comparison to the 2008 event." field of responsibility: the layered ven­ Mattes' realm of responsibility lies Damit Ihre Messe immer einen Schritt schneller ist tilation. Behind the sometimes difficult to a large extent under the ground. In und als erste durchs Ziel geht, brauchen Sie kompetente "technical German" is an innovative air the first or second basement floor conditioning method which, until now, under the trade fair halls, there are two Partner. Auf die richtige Vorbereitung und den pas- has only been found in the office and utility corridors along the side walls of senden Energie-Mix kommt es an. Gemeinsam mit industry sector. It works in the following the trade fair. Located here are, among way: instead of the traditional method of other things, the central heating and unserem Call Center sind wir Ihr Partner, wenn es blowing conditioned air at the roofs using cooling station, running tracks used by darum geht, eine Messe vom Start weg erfolgreich inconsiderable rotating air outlets or fresh the power lines to supply the trade fair ins Ziel zu bringen. Wir unterstützen Sie als Messe- air from the walls into the trade fair halls stands. Connections for gas, fresh and using so-called long-throw nozzles, sewage water, as well as compressed macher mit individuell abgestimmten Service- conditioned fresh air flows from eight air lines, complete this impressive paketen in allen wichtigen Phasen vor, während large source air outlets in the walls of image of a trade fair catacomb. und nach einer Veranstaltung: Mit dem Aufbau von Aussteller- und Fachbesucher-Datenbanken, mit Intelligent visitor information systems Modern server centres zielgruppengenauen Akquisitionsmaßnahmen bis hin zur Vermarktung und Produktion Ihres Messekataloges und zur Registrierung Ihrer Fachbesucher.

Entwicklung | Recherche | Akquisition | Verkauf | Produktion | Support | Registrierung

Sutter. Messen am Erfolg. A. Sutter Fair Business GmbH Bottroper Straße 20, 45141 Essen Telefon +49 201 8316-001 E-Mail [email protected] Internet www.fair-business.de Cover Story High-tech Highlights

Die Top-Adresse am Fuße der Schwäbischen Alb und nahe der Outlet-Stadt Metzingen.

EINKAUFEN und ENTSPANNEN!

Eine Erholungsphase nach einem anstrengenden Tag auf dem Messegelände! Immer mehr Menschen besinnen sich auf unsere Region. Seien auch Sie unser Gast! The extinguishing water is also stored sound, video, light and stage technology below ground. Three concreted con­ in the ICS and do not need to rely on the tainers underneath the International national radio and television broadcasters Congress Center Stuttgart (ICS), each for high technology. "Our entire range of with 790 cubic metres of water, supply technology is digitally designed", says Nur 23 km zur Messe the sprinkler systems and hydrants. Kuklok proudly. "There are only very Stuttgart 5,390 fire alarms automatically monitor few in Europe who can say that." und zum the air quality. If smoke is detected An enormous cable network which Flughafen. anywhere by the suction system, an was redundantly designed for safety alarm message is immediately relayed to reasons stretches approximately 109 kilo­ HERZLICH the control station in the building ser­ metres for the stage technology, around WILLKOMMEN! vices central office and, of course, also to 52 kilometres for the stage lighting and the trade fair's own fire department. In 162 kilometres for the media technology. the case of a fire, all procedures are carried It connects with, among other things, the out quickly and are fully automated: hall four high-end production monitoring doors and windows open, ventilation desks with automatic stage podiums, systems are switched on and visitors are remote-controlled spotlights and the ICS safely guided to the exits using the video and camera technology. Should a loudspeaker. system fail even once, the second system While Mattes and his team work takes over automatically and does so both behind and 'below' the scenes of the within nanoseconds. "Only the operator Ihr Verwöhnhotel im Grünen! trade fair to ensure visitors and exhibitors at the control desk will notice this", enjoy as pleasant a stay as possible, the assures Kuklok. work of Axel Kuklok, Technical Head of Around 200 spotlights are installed the ICS, is found to be more in the in the ICS at all times; for major events limelight. Kuklok and his team of top such as the popular German television international experts are the masters of show "Wetten, dass ..?" or the CDU 2008

Innovative layered ventilation Mobile source air outlet Seminare und Tagungen in entspannter Atmosphäre!

STAUSEE-HOTEL, Familie Klose Unterer Hof 3 72555 Metzingen – Glems Tel.: 07123 / 92 36 0 Fax.: 07123 / 92 36 63 E-Mail: [email protected] www.stausee-hotel.de 10

S A i 1 09 03 2009 9 40 04 Uh High-tech Highlights

operation 24-hrs a day in which not intelligent visitor information and guid­ only the entire trade fair data commu­ ance system of the new trade fair centre, nication converges but also, via agency are the responsibility of Anders and his agreement, the applications of event team. At the terminals, visitors can pur­ locations Liederhalle, Schleyerhalle and chase their own tickets independently, the Porsche Arena in Stuttgart. print out their name badges for events The IT department additionally mo­ which require registration using a touch­ nitors the telephone control centre under screen, request information about pro­ Hall 5, supervises around 500 employee ducts being exhibited or find the location PCs and 49 servers at nine locations. The of exhibitors which they have already With 27,000 square metres of surface area, the daily amount of data received is en­ selected online. solar system on the roof of the trade fair is one of the largest of its kind worldwide (left). Above: ormous: approximately 5,000 emails are How this massive amount of up- Control station of the building services centre. received at the trade fair centre each day to-date information makes its way to and 3,000 are sent. When there are the large terminals remains as much of a mailings being sent, the number can rise mystery for most of the visitors as how to 10,000 per day. The most up-to-date the high-tech infrastructure operates in software intercepts around 4,000 viruses the background, and under the ground, Federal Party Convention, Kuklok rents and 100,000 spam emails on a daily of the new Messe Stuttgart. And that's out at least 100 additional spotlights with basis. It goes without saying that all exactly how it should be. Because in an extra output of 2,500 watts each. The the computer systems are redundantly Europe's most modern trade fair centre, high-definition video technology used at designed and are automatically protected the high level of technology is there some events is also state-of-the-art. And from failures by an early-warning system. to serve the people – and not the other by now it is not only customers such as The cash desk turnstiles, as well as the way around. "Wetten, dass...?" presenter Thomas Gottschalk or fellow well-known guests, but also the organisers of medical con­ gresses in the ICS who appreciate this. "Modern HDTV technology displays images such as x-rays with superb definition and without any disruption from projectors", confirms Kuklok. "And this is what more and more of our customers are demanding today". That the new Stuttgart Trade Fair Centre is fully meeting the current in­ ternational standards with regard to all things IT is something Rudolf Anders, EDV Department Head, and his 20-man team are fully aware of. They are re­ sponsible for ensuring that everything runs smoothly, i.e. the WLAN through­ out the entire trade fair grounds, the super-quick 300 megabyte connection to the Internet, eight computer centres in

Utility corridors

The flat layered ventilation (far left) saves energy and creates a pleasant trade fair environment. Mobile source air outlets serve to quickly heat the halls from the moment the trade fair starts (centre).

11 Location Stuttgart

Modern, flexible, communicative

The 'Region Stuttgart Lounge' at the New Messe Stuttgart offers companies and local authorities a suitable environment in which to meet with investors and other important target groups.

The New Messe Stuttgart is a of this and has thus focussed on making an investment or a settlement. Inter­ meeting point for visitors from all over the region's qualities even more well national specialist trade fairs connect us the world. Companies, investors, politi­ known on both a regional and inter­ with important target groups such as cians and journalists are regular guests national level within the scope of companies and investors, meaning that who are eager to find out about the location marketing. we achieve an optimal ratio of effort and latest innovation and current trends. "With the Region Stuttgart Lounge, performance", says Rogg proudly. For the many small and medium-sized the WRS has created a meeting room The visitors are greeted at the companies, as well as the 179 local on the trade fair grounds which has information counter where they receive authorities from the Stuttgart region, a wide range of uses", explains WRS initial information about the region of there is hardly a better place in which Managing Director Dr. Walter Rogg. Stuttgart and the specific event. From you can meet with these important "The lounge thus benefits from its there, they arrive at the approximately target groups. The Stuttgart Region prominent location with a direct 50 square metre event area, equipped Economic Development Corporation connection to the modern and elegant with state-of-the-art technology and (WRS), a subsidiary of the Greater trade fair halls, as well as the Inter­ which boasts, for example, a large Stuttgart Association, is also well aware national Congress Center Stuttgart." presentation screen, a wireless micro­ The approximately 70 square metre phone system, a whiteboard and Inter­ lounge is located at the East trade fair net access. Depending on the seating entrance and connects the trade fair arrangement, there is space for up to foyer to the International Congress 50 people in the lounge. At the pro­ Center Stuttgart (ICS). Thanks to its fessionally equipped coffee bar, the flexible furnishing, the lounge can be guests receive cold drinks and freshly used for the most varied of events and brewed coffee from the Stuttgart is suitable for receptions and exhibitions roasting house, Hochland. The com­ just as much as it is for presentations or pany Aramark is responsible for the workshops. "Since the trade fair centre catering. opened, we have been successfully Parallel to the trade fairs and using this unique lounge for addresses congresses, the Region Stuttgart Lounge The event area of the lounge is equipped from companies and investors with the mainly serves as a place to maintain with state-of-the-art technology. aim of ensuring their economic activity, contacts and develop networks. Always

Message 2 | 2009 12 "With the Region Stuttgart Lounge, the WRS has created a room suitable for all kinds of Appartement Zehn events." Wohnen auf Zeit Dr. Walter Rogg, Managing Director of the Stuttgart Region „Wohlfühl“-Appartements Economic Development Corporation (WRS) für 1 Woche und mehr. Tageweise Buchung auf Anfrage to the fore are the industry-related The Region Stuttgart Lounge is a addresses from companies or potential suitable venue for many different events, investors, for example with the aid of an which a glance at the programme from expert discussion at the specialist trade previous months clearly shows. It is fairs. In the process, location and in­ suitable for location presentations, as dustry experts illustrate the advantages well as for delegation visits or lectures. of Stuttgart as a high-tech region. The lounge has also already served as a Companies and investors thus have venue for a documentary about Stuttgart the opportunity to exchange infor­ as a mechatronics region and for numer­ mation with renowned experts from ous company presentations, for ex­ the fields of economy, science and ample during the CMT trade fair when research. Previous partners to these the Esslingen region presented a dif­ expert discussions were the Fraunhofer ferent company or product range each Die hochwertige Einrichtung Institute and the Institut für Strahl­ day. The Region Stuttgart Lounge can mit Küchenzeile, werkzeuge (jet spray tools) at the also be reserved for any kind of event LCD-Fernseher, University of Stuttgart. outside of the trade fair times. Safe, Breitband-Internet- Anschluss, Bad, Dusche, Fön und eigener Three questions to: Appartement-Klingel gehören genauso dazu Volker Smid wie der wöchentliche Chairman of the Executive Board of Bettwäsche- und Hewlett-Packard Germany Handtuchservice

Hewlett-Packard Germany has it headquarters in the Stuttgart region. 1 What makes this location better than anywhere else? Thanks to its technological competencies in reference to the Californian think tanks, the greater Stuttgart area is also referred to as the "Swabian Valley". The innovative power of the established technological companies which here includes the automobile industry, the groundbreaking research activities of the universities and institutes, as well as the foundation initiatives and partner networks, represent these particular strengths. Which of the region's advantages could people be made more aware of? Definitely the "Baden-Württemberg: Connected" Initiative. It is the leading 2 economic initiative for the promotion of Baden-Württemberg as an innovative and high-tech location. The networking between start-ups and companies, and in particular the support of founders,are exemplary. How would you rate the development of the New Messe Stuttgart? The region offers good conditions for an international trade fair location. With Zentral gelegen an der A8, 3 the global trend of trade fairs becoming more and more oriented towards target and specialist groups, the location can now begin to profit from this. We will be 15 Min. zum Stuttgarter following this development closely and will see in which way we can purposefully engage Flughafen oder zum ourselves, both on our own and together with our partners. Messegelände

Untere Steinstraße 14 D–73230 Kirchheim/Teck Tel. +49(0)171–8359204 [email protected] 13 www.appartement-zehn.de

Appartement10_03.indd 1 26.02.2009 17:01:50 Location Stuttgart

Stuttgart faces (14): Jörg Mink, Restaurateur "Stuttgart is a super location for all things gastronomy"

in Germany with such a great its restaurateurs. I believe that selection of star-rated restaurants, whoever has enjoyed success in this few cities where the gastronomy fast-paced metropolis can succeed in works so well and so reliably. And the every other large city in the world. Baden-Württemberg cuisine here in The continuity and security much Germany is up there with the best of treasured by the Swabian people here them. in southern Germany simply does That doesn't sound like the not exist. typical Swabian understatement When I was given the chance to usually heard in this region and take over the challenging Castle rightly so. In recent years I was given Solitude restaurant from November Travelling around the world, at home in the opportunity to see what was on of last year, I sold my thriving eatery Stuttgart: Jörg Mink, Restaurateur. offer beyond the Stuttgart horizon. in Berlin and returned once again to For five years I was a successful my native city. I had never really member of Berlin's culinary scene properly left the city though; during Somebody once asked me what it with my restaurant "Oma Mina" and my time in Berlin I also had "Linde" was that I liked so much about later with "Mink's" on the Ku'damm, in Stuttgart-Möhringen and my Stuttgart. To even partially answer one of Berlin's most famous avenues, catering business. When I really their question, I replied, would be in direct proximity to celebrity think about it, the variety of people enough to fill a book. Because hairdresser Udo Walz. in my home town is reflected in my Stuttgart offers such a variety of I realised then that the capital city Stuttgart restaurants with their culture and, of course, gastronomy. has its own laws; it is like a great big different target groups: from regional In my opinion, there are few regions film set and demands everything of to modern.

Message Series: Bars in Stuttgart (14)

a pleasant mixture of people to Stuttgart's nightlife district on Rohbau Theodor-Heuss Strasse. Variety is a given: the owners didn't want a bar in which the "kids came for the music and the over 30s felt out Where to after the trade fair or congress? In this of place". Therefore a more mature mixture of guests is to be found series, Message has selected bars for you to try out. at Rohbau. Depending on what day it is, alternating DJs ensure a varied music programme and a sophisticated atmosphere. And The name "Rohbau", which means the 'shell of a building', is a whoever finds the colourful designs at the bar that little bit too bright bit misleading. It is, at most, the concrete ceiling overrun with can retreat to one of three Japanese booths. The selection of drinks cables and the stone flooring in this traditional Stuttgart bar which on offer will certainly impress the vodka, gin and cocktail enthu­ may remind you of a building site. The rest of the venue exudes siasts among you and the daiquiri with freshly squeezed strawberries Japanese - Asian charm: illuminated lychee motifs on the walls and comes highly recommended by the Rohbau regulars. Opening times: a golden glittering bar with seating reminiscent of modern design Thursday 9pm to 1am, Friday and Saturday 9pm to 4am. Address: classics from the likes of American Charles Eames. For seven years Rohbau, Theodor-Heuss-Strasse 26, 70174 Stuttgart, Internet/Email: Rohbau, in what was formerly a weapons shop, has been attracting www.rohbau-stuttgart.de/[email protected].

The "building shell" with Asian charm: The epon­- mous bar has become one of the most popular on the Stuttgart scene.

Message 2 | 2009 14 Futura_Leonberg_ANZ_75/297 28.10.2008 10:29 Uh

First-Class zu Messe-Mini-Preisen

Charming: the Sindelfingen town centre invites you to take a stroll. Potential and projects

Many communities in the conurbation of Stuttgart are important business locations in the state. Message is presenting them in a series. In this edition: Sindelfingen.

In the business location of Sindel­ transport connections are also excel- fingen, there is a successful mix of large lent. The city is located directly on the international companies such as auto­ A81 motorway and is accessible from mobile manufacturer Daimler with its Stuttgart Airport and the new Stuttgart 36,000 employees, MB-Technology Trade Fair Centre in just 15 minutes. GmbH, RAS Reinhardt Maschinenbau The business location of Sindel­ GmbH and established medium-sized fingen boasts various commercial and � 139 Zimmer companies primarily from the engi­ industrial areas. The former, 80-hectare � 3 Appartements � 5 Etagen neering, metal working, fashion and Böblingen/Sindelfingen airfield is cur­ mit Klimaanlage retail industries. "Our location boasts rently one of the largest urban devel­ � 5 Tagungsräume quality features in the midst of the opment projects in Baden-Württemberg. � WLAN im gesamten European metropolis Stuttgart with its At the moment, there is a top-class Haus verfügbar approx. 2.7 million inhabitants ", says commercial and services quarter close � Restaurant mit internationaler Küche Sindelfingen's Lord Mayor Dr. Bernd to the city which is used for pro- � Parkplätze und Vöhringer. "We have successful com­ duction, research, education, accom­ Tiefgarage panies, a very good transport connection modation and green spaces. Approx­ direkt am Hotel and infrastructure, as well as lots on offer imately half of the area is already � Shopping Center for families and recreational activity." developed; in the coming years there in 2 Gehminuten � Stadtpark vor der Tür should be roughly 7,000 new work­ Optimal infrastructure places created here. Around 61,000 inhabitants cur­ rently live in Sindelfingen; the town has almost as many inhabitants as it does Schon gebucht? workplaces. The municipal education AMBER HOTEL opportunities are superb: six primary Leonberg/Stuttgart: schools, four primary and secondary Faire Preise, guter Service, nah zur Messe schools, three junior high schools, four academic high schools and three occu­ � Messe-Mini-Raten pational schools. Further institutions � 3 Minuten zur Autobahn A8/A81 such as the International School of � S-Bahn Anschluss Stuttgart City � 20 Autominuten zur Messe Stuttgart Sindelfingen (ISS) or the School for Urban lighthouse project: the development � HBF Stuttgart: 15 km Music, Theatre and Dance (SMTT) add of the Böblingen/Sindelfingen airfield. � Flughafen-/Messe-Taxi zum Fixpreis to what Sindelfingen has to offer. The

AMBER HOTEL Leonberg/Stuttgart Römerstraße 102 - 71229 Leonberg � 07152/303-3• Fax 07152/303-499 [email protected]

15 www.amber-hotels.de Trade fairs – Markets

TRADE FAIR CALENDAR

16. – 17.05. | COSMETICA Stuttgart Cosmetics trade fair

16. – 18.06. | European Automotive Components Expo Int. trade fair for suppliers of OE components and materials

16. – 18.06. | Engine Expo Int. trade fair for engine design, components, manufacturing, test and development It‘s a small world 16. – 18.06. | Automotive Testing Expo Europe's leading trade fair for test and develop­ An international focus for Messe Stuttgart with its ment procedures in the automobile industry flagship trade fair INTERVITIS INTERFRUCTA. 16. – 18.06. | Crash Test Expo The leading automotive test and evaluation exhibition and open technology forum The massive container ship slowly VITIS INTERFRUCTA South America, pulls out of the Valparaiso port and into since 1995 they have been joint 16. – 18.06. | Vehicle Dynamics Expo the open Pacific. On board: copper from organisers of the Wine Farmers & Fruit Int. showcase exhibition and conference for the Atacama desert, grapes, cherries, Growers Exhibition in Cape Town in vehicle dynamics technologies and components strawberries and chirimoya fruits in South Africa which, after a majority bulk, countless containers with fruit takeover by "the Germans", will be held 23. – 24.06. | Consense juice concentrate and "bulk wine" from from 28 to 30 July 2009 as INTERVITIS Int. congress and trade fair for the Valle Central, not forgetting the fine INTERFRUCTA South Africa. On 4 sustainable building wines intended for connoisseurs and and 5 November 2009 in Nashik, the 24. – 26.06. | TopClinica expensive restaurants. Final destination: most important winegrowing region Europe. Which here means Hamburg, in India, a specialist congress with an Medical equipment and solutions Specialist trade fair/Congress Rotterdam, London and Antwerp. Wine accompanying exhibition will be taking and fruit trading has long been a global place for the second time under the 08. – 09.07. | MediaBudget business. Chile is responsible for 50 name INTERVITIS India. The similarly Trade fair and forum for efficient marketing percent of fruit exports in the southern strong Russian market will see the communication hemisphere and is the fifth largest second INTERVITIS INTERFRUCTA wine exporter in the world, tripling Russia taking place at the end of April 16. – 26.07. | BW Bank jazzopen its vineyard acreage over the past 20 in cooperation with the exhibition com­ years. Messe Stuttgart and its partner, munity in Krasnodar; INTERVITIS 28. – 30.07. | INTERVITIS the German Winegrowers' Association VIENNA has already been held twice. INTERFRUCTA South Africa (DWV), is fully involved in this eco­ The age of the Swabian native Cape Town nomic dynamism: In 2004, together sipping only his local Trollinger wine with the Fimaule trade fair company in or the supermarket offering grapes 21. – 24.09. | Bondexpo Talca/Chile, they resurrected INTER- or strawberries strictly according to Trade fair for industrial adhesive technology

21. – 24.09. | Motek INTERVITIS International trade fair for assembly INTERFRUCTA and handling technology South America (right) and 25. – 26.09. | FACHDENTAL Leipzig INTERVITIS INTERFRUCTA Messe Leipzig South Africa 06. – 08.10. | IT & Business (far right) in Cape Town taking place Trade fair for software, infrastructure and in the midst of IT services dynamic markets.

Message 2 | 2009 16 The Stuttgart trade fair flag ship INTERVITIS INTERFRUCTA is represented abroad by events such as INTERVITIS VIENNA in Austria (middle photo) and INTERVITIS INTERFRUCTA Russia (right) in the Russian city of Krasnodar. season is long gone. The world has General Secretary Dr. Rudolf Nickenig. become a very small place. Almost 40 Therefore the internationalisation percent of the wines produced in the strategy for the IVIF flagship, imple­ world today (at least 91.3 million mented for several years now, is un­ hectolitres) are sold well beyond their deniably important for Messe Stuttgart country borders; this is double as much and DWV. "We are thus showing global as it was during the 1980s. The New competency and are present as a World is primarily responsible for this: marketing partner for our exhibitors on the USA, Argentina, Chile, South all continents", explains LMS Managing Africa, Australia and New Zealand at Director Ulrich Kromer. And finally, this stage hold a 28 percent stake in the the main trade fair centre in Stuttgart is global wine trade. "And who is aware benefiting from the various subsidiaries that today China has already half a who supply many additional specialist million hectares of vineyard acreage, visitors to the main event taking place five times as much as Germany, and in in Germany every three years. The next India wine production is increasing event will be taking place from 24 – 27 annually by 20 percent?", asks DWV March 2010.

TRADE FAIR TICKER

17. – 25.01. | CMT CMT 2009 has fulfilled all expectations: 206,000 visitors and 1,900 exhibitors came to the holiday exhibition and its accom­ panying special exhibitions in the Filder Complete success: Retro Classics 2009. region. "CMT has enjoyed great success in the tourism area and has continued to build on its position as a platform for innovation roller shutters, doors/gates and sun pro­ for the entire south German region in the tection came to a close. The percentage of area of camping and caravaning", explains international exhibitors rose from 60 to 65, Messe Stuttgart Managing Director Roland the percentage of international visitors from Bleinroth. 46 to 50.

30.01. – 01.02. | MEDIZIN 13. – 15.03. | Retro Classics The MEDIZIN trade fair exhibition and the The 9th Stuttgart classic car trade fair, Retro accompanying congress of the District Classics, finished up with record numbers. Medical Association of North Württemberg With over 57,000 visitors, the excellent attracted almost 7,000 specialists. result from the previous year was once again exceeded by approximately 15 percent. 10. – 14.02. | R+T There was also a record number of exhi­ With almost 60,000 specialist visitors from bitors at the New Messe Stuttgart with more all continents and 750 highly satisfied than 1,050 taking part. The space requested exhibitors, the international trade fair for increased to 100,000 square metres.

17 Message 2 | 2009 Trade fairs – Markets

International growth strategy Successful trade fair for the textile decoration market will continue to be further developed in 2010.

The Stuttgart TV trade fair has Industry players are now operating succeeded, during its ten year exis- on an international level. And the tence, in combining the trade fair trade fair itself owes its growth in the themes of textile printing, embroi­ last year to its increasing level of The successful international trade dery, transfer and flocking, as well as internationality. With its particular fair TV Textile Finishing and Promo- textile advertising media and corpo- focus on textiles, it is today the lea- tion will be taking place in Stuttgart rate fashion, and with it bringing to- ding trade fair for textile finishing from now on under the new name of gether textile decoration and textile and promotion in Europe. TV TecStyle Visions. This decision promotion. After an initial 70 exhi- was taken by both event organisers bitors in 2000, more than double Additional services Messe Stuttgart and gmk Veran­ this figure were present at the TV The TV trade fair platform will staltungsservice GmbH. The next 2008 event with 150 exhibitors. The soon be expanding to become a TecStyle Visions will be running number of specialist visitors also so-called 'textile community' by from 4 to 6 February 2010 in the increased to a final count of 7,230, ­offering further services to exhibitors Filder region, with a new logo and compared with less than 3,000 at the and visitors. Included here is an the slogan "Join the textile commu- beginning. online job market for the textile nity". The aim of this name change finishing industry and attractive is to incorporate the increasing in- Leading trade fair in Europe ­special events for interactive ex- ternational character of the trade fair Since the TV trade fair started, change within the industry during into its title. the market has changed dramatically: the TV-free years.

Auf Messen zeigen Sie, was Sie können. Wir auch. SCHENKERfairs

Guter Stand, starker Auftritt. – SCHENKERfairs Schenker Deutschland AG bietet Messelogistik nach Maß. Damit Ihre Stuttgart-Messe Exponate immer Vorsprung haben. Weltweit. Messepiazza Mit dem Fullservice der Schenker Deutschland 70629 Stuttgart AG. An allen wichtigen Messeplätzen sind wir Telefon +49 711 18560-3300 offizieller Messespediteur. Telefax +49 711 18560-3349 [email protected] Alles eine Frage der Logistik. www.schenker.de Consense 2009: Sustainability

"Creating added value – sustain­ ability in the construction and real estate industry": This is the motto of the second Consense event, the international congress and trade fair for sustainable building, which will be taking place on 23 and 24 June 2009 in Stuttgart. Hosts to this top- class industry event are the New Experts' forum: At the Stuttgart Consense, renowned experts presents their ideas. Messe Stuttgart and the German Su- stainable Building Council (DGNB). "Everyone benefits from sustain­ provided at Consense regarding the tification makes sustainable building able building", explains DGNB German "Sustainable building" seal for the first time really transparent ­Managing Director Christian Do­ of quality which was first introduced and measurable", explains DGNB nath. "This is clearly demonstrated at last year's event. Here the DGNB President Prof. Dr.-Ing. Werner by Consense along the entire value will present the latest developments ­Sobek. "The seal designed by DGNB chain." Renowned investors, service for various types of certification in cooperation with the Federal providers, architects, planners and ­system, as well as for the training of ­Ministry of Transport, Building and manufacturers will be showcasing accredited quality seal auditors. Urban Affairs is a clear improvement their latest developments and case There will be two attractive on the labels to date. It is based on studies at the congress while indivi- ­excursions taking place which the idea of volunteering informa- dual themes will be looked at more will give congress participants the tion and offers investors and con­ closely in the workshops. In additi- ­opportunity to view recently certi- structors a clear picture of building on, there will be further information fied buildings on location. "The cer- evaluations." 06/139-14/2 AZ_ MessageFe#F8B90 15.01.2008 10:28 Uhr Seite 1

BILDUNGSSTADT | ERHOLUNGSSTADT | ERFOLGSSTADT | FLUGHAFENSTADT | FREIZEITSTADT | MESSESTADT | SPORTSTADT MESSE STADT

Wenn Sie zur Neuen Messe Stuttgart kommen, sind Sie schon in Leinfelden-Echterdingen. Und hier finden Sie selbstverständlich auch alles andere, was eine Messestadt ausmacht: Hotels, Restaurants, Kultur, Natur, Sport, Erholung ... mehr Info unter www.welcomecity.de Trade fairs – Markets

GARNI

Classic billboard advertising is today only one element of the entire marketing mix. Im Herzen der Stadt Networked advertising New channels of communication, sinking budgets: effi­ ciency is much sought after in the advertising industry.

The recession has not gone unnoticed ­Depending on the industry and the pro­ in the advertising industry. The idea of duct, the ‘new media’ can fulfil various anti-cyclical advertising sounds good in functions. They open up completely theory but is, however, often difficult to new paths of advertising between the günstige Verkehrsanbindung implement in reality. Company budgets manufacturer and the target group", tend to sink along with the sales. The explains Koch. In order to increase the marketing aims remain unchanged, how­ efficiency of communication measures, eigene Hotelgarage ever: opening up new target groups and Koch says it is crucial to properly com­ increasing the sales figures are tasks to be bine the various measures. And in carried out even in hard times. Yet how this way, ambitious objectives can be Gourmet-Frühstücks-Buffet can objectives, already planned months in achieved even with sinking budgets. advance, be achieved with an increasingly Long gone are the times when the lower advertising budget? And do the Internet was used solely as a static U-Bahn zur Messe classic advertising methods even still information medium. With Web 2.0, work today? "Advertising still works, and the Net has become interactive, the works well, when somebody feels affected number of communication channels by it", says Thomas Koch, Executive has swiftly risen and passive users have Business-Zimmer mit Member of the Düsseldorf agency become active designers. Today people Internet-Zugang Crossmedia. However, he went on to say are twittering, blogging, swapping tips that it has become harder to reach people and evaluating everything from muesli as the number of communication channels bars to hotels online. "The important has increased to a massive extent in recent question is: "What pages do people visit, years. "The Internet has changed the what do they do there and how can I use advertising world, even when now only this opportunity to reach the custom­ around seven percent of expenditure is er?", explains Koch. "It has to be ensured put into banner advertising", he explains. that the individual campaign is heard by the target group who will listen." Effective advertising measures And how this is achieved will be a Newspapers, magazines and the theme at the MediaBudget trade fair and television are still the most intensive forum, taking place on 8 and 9 July in and important advertising media. If the Stuttgart. Marketing experts from com­ consumer’s interest is aroused, the panies and agencies will be discussing Internet, however, plays a significant effective marketing communication mea­ role. "Online advertising is not the sures, as well as other topics such as how Hotel Unger backbone to communication but does advertising works and what significance Kronenstraße 17 play a significant supporting role. cross-media approaches have. 70173 Stuttgart Telefon: (0711)20 99-0 Telefax: (0711)20 99-100 E-Mail: [email protected]

www.hotel-unger.de Message 2 | 2009 20 European Automotive Components Expo 2009: A turbulent time for automotive suppliers

The economic crisis appears to shown, for example, that primarily also have reached the automobile medium-sized Western European supply industry. Numerous companies companies, as well as companies from have announced reduced working Japan, have performed above-average. hours due to a slackening of the auto­ Although in order to be able to mobile market and the possibility of strongly emerge from the crisis, this is redundancies cannot be ruled out. certainly not enough. According to At the same time, supply com­ the Berger study, successful companies panies have already been suffering must look to concentrate on future for quite some time due to a level of growth markets and products and competitive pressure never seen be­ conquer there a market share of 20 to fore: rising prices for raw materials, 30 percent in one to two segments. competition from companies in low- It is just as important to only aim wage countries, enormous cost pres­ for above-average profit margins with sure from car manufacturers. And the innovative products, i.e. the reduction Economic crisis, competitive pressure: Only the

situation doesn't appear to be getting of CO2-emissions, with new drive innovative automobile suppliers will survive. any better in 2009. and vehicle concepts. With regard to costs, only those who are in an costs can be lowered through stan­ Successfully surviving the crisis optimal global position can count themsel- dardisation and outsourcing has long The profitability of the supply ves among the competition. And this been a basic strategy of the small industry has continued to rise in increasingly applies not only for pro­ suppliers. There will be numerous previous years. A study conducted by duction locations in so-called low- industry suppliers present at the international strategy consultants wage countries but also for the re­ European Automotive Components Roland Berger in cooperation with location of research and development Expo from 16 to 18 June 2009 06/139-14/2 AZ_ theMessageFe#F8B90 investment bank 15.01.2008 Rothschild 10:28 has Uhr Seitedepartments. 2 That administration in Stuttgart. TRADEFAIR CITY

Leinfelden-Echterdingen is the nearest town to the new Stuttgart trade fair centre. And the town has everything you’d expect from an exhibition venue, with hotels, restaurants, culture, nature, and sports and relaxation facilities. For more information, please visit www.welcomecity.de

Message 1 | 2009 Trade fairs – Markets -YTHOS IT meets Business

2OMMEL From 6 to 8 October, IT & Business will be taking
"VTTUFMMVOH place for the first time in the New Messe Stuttgart ° as a new platform for IT decision-makers.

Uwe Kutschenreiter from the Sales based Konradin publishing house is and Marketing Executive Board of Ett­ providing support as a media partner and linger Oxaion AG sums it up: "Baden- will be participating in the framework Württemberg needs an IT trade fair with programme and forums. a focus on small and medium-sized companies. No other German state has as Practical innovation strong a small and medium-sized struc­ At the centre of IT & Business is ture." This demand is being met by the primarily IT and software innovation, New Messe Stuttgart with IT & Business supporting the users by providing 2009. The premiere of the international solutions to real company problems. trade fair for software, infrastructure and Rainer Glatz, Managing Director of IT services will be taking place from 6 to the software sector of the VDMA 8 October 2009 in the Filder region. IT Association, explains: "Publicised hype & Business is directed each year towards themes are often simply of lesser im- IT decision-makers and users in compa­ portance for small and medium-sized nies and focuses on exhibitors and companies." Investments are planned, visitors from Germany and other Ger­ he continued, primarily in ERP systems c‡†Šy|EY|}†y}ŠEkŒŠy }8IN man-speaking countries. (software for resource planning in OHIOK8kŒŒŒyŠŒ The promotional sponsor of the new companies), CRM (applications for trade fair is the software sector of the customer relations management) and a†~‡Š yŒ‡†}†8†Œ}ŠR VDMA Association, which will be bring­ software for business intelligence (BI). XXXNZUIPTSPNNFMEF ing its annual PPS in-house trade fair, a The new IT & Business is, for this 

 meeting point for manufacturers and reason, also focussing on these target- consumers of production planning and group-specific requirements during the control systems, to the new event. specialist forum presentations taking Further important participants in IT & place parallel to the trade fair. Here, Business include MFG Baden-Württem­ themes such as the equipping berg (Media and Film Association), along of computer centres, industrial net­ with the economic initiative 'bwcon' and working and 'green-IT' will be on online platform 'ebigo'. The Stuttgart- the agenda.

The new IT & Business trade fair: EDV innovation for small and medium-sized companies.

Message 2 | 2009 22

hdgbw_75x297.indd 1 12.01.2009 10:50:36 Uhr Messen + Ausstellungen 2009 – 2010

16. Car+Sound 14. Echtdampf-Hallentreffen 9 Die internationale Leitmesse Dampfbetriebene Modelle von

für mobile Elektronik Eisenbahnen, Straßenfahrzeugen, 10 16. – 19.04.2009 Schiffen und stationäre Anlagen Messegelände Köln 08. – 10.01.2010 Messe Karlsruhe 200 20 3. Agri Historica i-plast Traktortreffen, Teilemarkt, Die Fachmesse für Vorführungen, Bauernmarkt Kunststoffverarbeitung 25. + 26.04.2009 08. – 12.01.2010 Messe Sinsheim Codissia Messe Komplex, Indien

23. Control 19. Faszination Motorrad Die größte Motorradmesse Die internationale Fachmesse im Süden Deutschlands. für Qualitätssicherung Europas größte Gespanne- 05. – 08.05.2009 Verkaufsaustellung Neue Messe Stuttgart 22. – 24.01.2010 Messe Karlsruhe The ESV conference is dedicated to the theme of vehicle safety. Polymer Elmia 16. Faszination Modellbau Powered by Fakuma KARLSRUHE Die internationale Fachmesse für Kunststoffverarbeitung Verkaufsausstellung für 05. - 08.05.2009 Modellbahnen und Modellsport ESV Conference 2009: exchange of information Messezentrum Jönköping / 25. – 28.03.2010 Schweden Messe Karlsruhe Stanztec 24. Control Vehicle Safety Die Fachmesse Die internationale Fachmesse für Stanztechnik für Qualitätssicherung 16. – 18.06.2009 04. – 07.05.2010 The 21st ESV conference (International Technical Con­ CongressCentrum Pforzheim Neue Messe Stuttgart ference on the Enhanced Safety of Vehicles) is the world's largest congress which addresses the theme of vehicle safety. 2. Air Light 3. Motek Schweden Messe für thermische und Die Fachmesse für Montage- In 2009, the top event, which takes place every two years, ultraleichte Flugsportgeräte und Handhabungstechnik will be running from 15 to 18 June in the International 11. – 13.09.2009 18. – 20.05.2010 Messe Sinsheim Messezentrum Jönköping / Congress Center Stuttgart (ICS). The internationally impor­ Schweden tant safety event will also include a large specialist exhibition 28. Motek 8. Qualitec Die internationale Fachmesse Die internationale Fachmesse and an extensive framework programme. A leading für Montage- und Hand- für Qualitätssicherung participant in these ESV conferences is the American National habungstechnik 18. – 20.05.2010 21. – 24.09.2009 Messezentrum Jönköping / Highway Traffic Safety Administration (NHTSA). The Neue Messe Stuttgart Schweden 10. Optatec Federal Highway Research Institute (BASt) will be hosting 3. Bondexpo Die internationale Fachmesse the event this year, supported by Mercedes-Benz. There will Die Fachmesse für optischer Technologien, be engineers, public authority representatives and politicians industrielle Klebtechnologie Komponenten, Systeme und 21. – 24.09.2009 Fertigung für die Zukunft present who will be discussing measures and technologies Neue Messe Stuttgart 15. – 18.06.2010 Messegelände Frankfurt / M. for the improvement of vehicle safety. 6. Kölner Echtdampf-Treffen 20. Fakuma Dampfbetriebene Modelle von Die internationale Fachmesse Eisenbahnen, Straßenfahrzeugen, für Kunststoffverarbeitung Schiffen, stationäre Anlagen und Zeitgleich mit 13. – 17.10.2009 der weltweit Originalmaschinen Fachdental Leipzig 2009: Exhibition Messe Friedrichshafen größten Modell- 18. – 21.11.2010 bahn-Ausstellung Messegelände Köln Products and Innovation 15. Druck+Form EDMexpo Die Fachmesse für Die Fachmesse für Senk- und die grafi sche Industrie Drahterodieren mit internationalem On 25 and 26 September 2009, the 20th Fach­ 14. – 17.10.2009 Kongress für Fertigungstechnik Messe Sinsheim 2010 dental Leipzig will be taking place. At the two-day Messe Sinsheim regional specialist event in Middle Germany, the 8. Faszination Modellbau 2. QualiPro FRIEDRICHSHAFEN Die Fachmesse für Qualitäts- dental depots from Saxony, southern Saxony-Anhalt Verkaufsausstellung für sicherung in der Produktion and eastern Thuringia will be presenting their Modellbahnen und Modellsport 2010 30.10 – 01.11.2009 Messe Westfalenhallen extensive portfolios and providing information about Messe Friedrichshafen Dortmund 4. Faszination Modellbau their individual ranges and new products. At last 6. Control France BREMEN year's event, the dental depots and their industry Die Fachmesse Verkaufsausstellung für für Qualitätssicherung partners presented innovative equipment for prac- Modellbahnen und Modellsport 2010 20. – 22.11.2009 tices and laboratories, EDV hardware and software, Paris-Nord Villepinte / Frankreich Messe Bremen instruments, materials for dentists and dental tech- 2. FISW 7. Motek France nicians, pharmaceuticals, as well as services for Faszination Internationale Die Fachmesse für Montage- dentists and laboratory owners, at approximately 200 Sammler-Welt und Handhabungstechnik November 2009 2010 exhibition stands. Also this year, many visitors will Messe Sinsheim Paris-Nord Villepinte / Frankreich have the opportunity to become better acquainted with their dental depot and its technical team, 9. Blechexpo 9. Control Italy Die internationale Fachmesse Die Fachmesse establish new contacts and intensify business für Blechbearbeitung für Qualitätssicherung relations within this specialised trade. Important 01. – 04.12.2009 2010 Neue Messe Stuttgart Messe Parma / Italien industry trends will also be reflected in the Fachdental Leipzig framework programme. 2. Schweisstec 9. Motek Italy Die internationale Fachmesse Die Fachmesse für Montage- für Fügetechnologie und Handhabungstechnik 01. – 04.12.2009 2010 Neue Messe Stuttgart Messe Parma / Italien

P.E. Schall GmbH & Co. KG Messe Sinsheim GmbH Gustav-Werner-Str. 6 Neulandstraße 30 23 Message 2 2009 D - 72636 Frickenhausen D - 74889 Sinsheim | Fon +49 (0) 7025.9206 - 0 Fon +49 (0) 7261.689 - 0 Fax +49 (0) 7025.9206 - 620 Fax +49 (0) 7261.689 - 220 [email protected] [email protected] www.schall-messen.de www.messe-sinsheim.de MS0108_16_39.qxd 21.12.2007 14:19 Uhr Seite 22

DRUCKE Trade fairs – Markets Trade fair industry 2009: representative AUMA survey zum Geniessen Trade fairs in Germany strengthen exports

MODERN Approximately 70 percent of German companies who exhibit at PROFESSIONELL trade fairs and who also export goods WIRTSCHAFTLICH and services consider international trade fairs in Germany to be very important or important for increasing their international business. The AUMA MesseTrend 2009, a representative survey of 500 German exhibitors by the Association of the German International trade fairs held in Germany are Trade Fair Industry, has come to this also important platforms for increasing exports. conclusion. TNS Emnid carried out the survey. In contrast, trade fairs held turnover over 50 million Euro, abroad are only really relevant for approximately 75 percent consider 57% of exporting exhibitors. Mainly trade fairs held abroad to be very smaller companies with an annual important or important for increasing turnover of less than 50 million Euro exports; around 70 percent of this focus primarily on international trade group also consider participation fairs in Germany for their exports. in trade fairs in Germany to be Of the companies with an annual relevant to exports.

Afterwork programme: new Stuttgart party raft Cruise along after the trade fair

Relax and let your thoughts wander summer afterwork parties after the trade as you cruise along the river in the centre fair. The 25 metre long and ten metre of the city: Stuttgart Neckar cruises offer wide party raft has capacity for up to 200 trade fair visitors and exhibitors the people. With an experienced skipper at chance to do this. The "Neckarkäpt'n" is the helm, the ship makes a round trip in steered upstream along the 367 kilo­ the area of the Neckarkäpt‘n hop on/hop metre long tributary of the Rhine as far as off locations Wilhelma, Mühlgrün, Max- Plochingen and downstream to Heil­ Eyth-See and Mühlhausen. Depending bronn. The home port of the "Neckar- on the wishes of the guests, the party raft käpt‘n" is in Stuttgart directly down­ can be turned into a floating jazz club, be stream from Wilhelma, the zoological used as a base for visiting castles, holding and botanical gardens. Passengers can grill parties or hosting wine and beer hop on and hop off at different locations. sampling events. For more information The latest offer from the Stuttgart please call 0711/54997060 or take a inland water company is ideal for look at www.partyfloss.com.

SALESFOLDER KATALOGE KALENDER

BERTSCH KG MEDIENPRODUKTION The new Stuttgart party raft is ideal for relaxing after a hard day's work. FRIEDRICH-LIST-STRASSE 4 70771 LEINFELDEN- ECHTERDINGEN TEL. 0711/79 68 86 FAX 0711/7 97 98 10 EMAIL: [email protected] Message 2 | 2009 2224 Customer Trade fairs in Germany strengthen exports Care Trade fairs are optimal marketing instruments even during turbulent economic times.

Trade fair experts know that in tion. Good intuition is required here, The more specific measures agreed and ­difficult economic times, personal which can be learned in the trade fair implemented per employee and day, the customer contact is important in order to training sessions. more effective the trade fair. In order retain connections and build or rebuild Discussions at the stands should be to develop personal contact, trade fairs trust. Therefore, trade fairs are extremely developed in such a way that there is are the optimal marketing instrument. important in difficult times. follow-up business after the trade fair. Sustained success can only be achieved at How successful a trade fair visit There should be specific action at the end trade fairs however, when the contact is depends on the work put in before and – a date for a follow-up discussion or a is further developed and maintained after the event. An exhibitor is happy promise to send the customer a proposal. after the trade fair. when he has achieved his goals. However, in order to achieve his goals, these goals must be precisely defined beforehand. In addition, goals should also be measurable and achievable. The trade fair strategy should be centred on these objectives: Offizieller Vertragspartner der Stuttgarter Messe where will I exhibit? How big? How much money will I spend? Which products will I display? How should the Ihr Lösungsanbieter für stand be designed and organised? What skills must the employees have? And, Elektrotechnik most importantly, what should happen . Elektroanlagen . Beleuchtungsanlagen after the trade fair? . Gebäudeleittechnik These questions can not be ade­ . Niederspannungs- quately answered without specific goals. Schaltanlagen One of the most important factors for success is the stand personnel. Because the best product is no use if the employees don't familiarise the visitor with it. For this purpose, it is not only important to have the tech- nical know-how but also good commu­ nication skills. In general, ideal trade fair contact is made to a large extent at an emotional level and at the level of information provided. The visitors should feel at home at the stands. This happens when they are accepted and when not only the product but they themselves are the centre of attention. There is no patent remedy for dealing properly with visitors. Wir knacken jede Nuss In fact, the stand personnel must decide which form of communication is the most suitable depending on the situa- Hoppenlaustrasse 3-5 . 70174 Stuttgart Tel. 0711/22 00 778-0 . [email protected] www.ziegler-systemhaus.de

25 Trade fairs – Markets Innovations through interdisciplinary thinking

Technical congress "Looking to the future" to be staged for the first time during MOTEK 2009.

During the last 27 years, MOTEK logy, research, training and advanced has become the world's leading trade vocational training. However, the focal fair for assembly and handling tech­ points will not just be technologies, but nology. When it is held for the 28th also the presentation of the process and time at the New Messe Stuttgart from value-added chains. 21 to 24 September 2009, MOTEK will "The congress delegates will not feature another attraction, i.e. the tech­ only be able to theoretically expe­ Mechatronics nical congress "Looking to the fu­ rience the presentations by keynote will also be the centre of ture"."The technical congress this year speakers, but also then closely exa­ attention in will primarily be devoted to the mine applications and innovations pavilions and accompanying special shows during live in the MOTEK pavilions and spe­ special shows MOTEK", said Rainer Färber, spokes­ cial shows covering an area of around during MOTEK man for the event organiser P.E. Schall 700 square metres. 2009. GmbH. "We will focus here on The definite participants will in­ mechatronics, microsystems techno­ clude, for example the Stuttgart-based Fraunhofer Institute for Manufacturing Engineering and Automation (IPA), FKM_125x148,5_4c_dt_links 10.03.2009 16:33 Uhr Seite 1 universities from Ulm and Karlsruhe, C M Y CM MY CY CMY K the Institute for Microsystems and Information Technology, and the Institute for Microassembly Technology of the Hahn-Schickard Association for Applied Research from Villingen- Schwenningen. The sponsors of the mechatronics and microsystems tech­ nology pavilions are the Baden- Württemberg Mechatronics Com­ petence Network (KMBW) from Göppingen and Festo AG; the spon- sors of the research and training pavilions are Göppingen Technical College and Wirtschaftsförderung Region Stuttgart GmbH (WRS). All these sponsors are also responsible for related congress topics. According to Dipl.-Ing. Volker Schiek, Managing Director of KMBW, "MOTEK is already the most important trade fair for mechatronics engineers in Germany. In our capacity as a com­ petence network, we have therefore committed ourselves even more this year to ensuring that MOTEK and the technical congress contain future top-ics such as mechatronics.Inno­ vations are created through interdiscipli­ nary thinking. We will bring suitable partners together at MOTEK."

26

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-ITàBER&AHRZEUGENSINDWIR AUCHIN)HRER.ËHE

4AXI !UTO :ENTRALE 3TUTTGART E' q +ARLSBADER 3TRA”E  q  3TUTTGART

Entdecken Sie das Wohlfühl-Flair ! sind eben EinWir Haus mit Atmosphäre und Ausstrahlung, ein Haus zum Wohlfühlen und Entspannen. Der Standort ist ideal, nah am Puls der Landeshaupt- stadt Stuttgart, nurmitten wenige Kilometer bisin zur City,Stuttgart. direkt bei der Autobahn München-Karlsruhe-Frankfurt, in Nachbarschaft zum Stuttgarter Flughafen undWas zum gibt esMusical Schöneres, Zentrum. als nach einem Kongress in tollem Ambiente direkt zu Fuß ins Nachtleben der Stadt eintauchen zu können? Und danach ganz bequem wieder ins ErwartenHotel zurückzukommen? Sie viel vom HotelKommen Filderland! Sie zu uns Hier und erlebenfühlen SieSie es!vom ersten Augenblick das attraktive Flair eines modernen Stadthotels. Kultur- und Kongresszentrum Liederhalle Berliner Platz 1-3 Ihr70174 Hotel Stuttgart Filderland heißt Sie herzlich willkommen.

Stuttgart Telefon: (0711) 20 27-7 10 Telefax: (0711) 20 27-7 60 apel 70771 Leinfelden-Echterdingen · Tübinger Str. 16 · Tel.: 0711/94 94-6 · Fax: 0711/94 94-888 · E-Mail: [email protected] · www.Filderland.de & E-Mail: [email protected] www.liederhalle-stuttgart.de mausner

• Ihr Messe Wohnort Nur 15 min von der Neuen Messe entfernt **** balladins SUPERIOR Hotel Residence

• 135 geräumige Zimmer, teilweise mit Klimaanlage + Kitchenette • reichhaltiges Frühstücksbuffet • „ The Cruise Cafe“ Bar und Restaurant • Kostenfreie Benutzung unserer Sauna und des Fitnessraums • kostenfreie Benutzung der Hoteltiefgarage

Calwer Straße 16-18, 71063 Sindelfi ngen Tel.: + 49 (0) 7031 933-0 Fax.: + 49 (0) 7031 933-100 Internet: www.residence-hotel-sindelfi ngen.de E-Mail: mail@residence-sindelfi ngen.de

AZ_200_89_180209.indd 1 09.03.2009 9:37:50 Uhr Trade Fairs – Markets New cosmetics trade fair COSMETICA Stuttgart set to celebrate its premiere on the Filder on 16 and 17 May 2009.

The modern new trade fair centre and visitors to Wiesbaden will remain loyal its ideal infrastructure are attracting an to us in Stuttgart." increasing number of first-class events to Bock has confidence in the proven the trade fair city of Stuttgart. On 16 and COSMETICA concept at the new venue, 17 May 2009, the state capital of Baden- but the congress programme will be Württemberg will replace Wiesbaden as extended to include free technical talks the venue for the renowned cosmetics and company presentations, as well as trade fair COSMETICA. This change of exclusive workshops subject to a charge. location was mainly due to the extremely In addition to companies and brands cramped conditions: 24,450 visitors from apparative, decorative and care came to Wiesbaden in 2008. "We are cosmetics, COSMETICA in Stuttgart naturally delighted with the new visitor will feature exhibitors from the areas of record", said Nathalie Bock, Managing foot care, nails and wellness, as well as Director of the organiser KOSMETIK vendors of additional products and international Messe GmbH. "However, accessories. the physical restrictions no longer satisfied our quality demands which we Prominent figures and events want to offer exhibitors and visitors.The The varied accompanying pro­ New Messe Stuttgart contains far more gramme of COSMETICA Stuttgart will room and is much more comfortable." include special events, competitions and appearances by Udo Walz, the star Strong economic location hairdresser from Berlin, and the well- Another reason for moving the trade known make-up artist Boris Entrup fair to Stuttgart is the economic strength from the television series "Germany's Beauty on the spot: cosmetics trade of the location and the surrounding Next Top Model". Other highlights of fair COSMETICA moving from Wiesbaden to Stuttgart. region. Bock: "The catchment area of the trade fair: the COSMETICA NATUR Stuttgart alone contains around 19,500 section with exhibitors and talks relating self-employed beauticians, not to men­ to natural cosmetics and a "day spa" for tion the rest of southwest Germany. relaxation in the middle of the trade fair However, we also believe that many hustle and bustle. KKL-Anzeige-Message-NEU.qxd 23.02.2009 14:33 Uhr Seite 1

Pssst, mal ehrlich: In der City ist einfach mehr los!

Was gibt es Schöneres, als nach einem Kongress in tollem Ambiente direkt zu Fuß ins Nachtleben der Stadt eintauchen zu können? Und danach ganz bequem wieder ins Hotel zurückzukommen? Kommen Sie zu uns und erleben Sie es!

Kultur- und Kongresszentrum Liederhalle Berliner Platz 1-3 70174 Stuttgart

Ariane Hummel Telefon: (0711) 20 27- 6 37 Telefax: (0711) 20 27- 7 16 E-Mail: [email protected] Kommunikation www.liederhalle-stuttgart.de APEL www.parkhotel-ostfildern.de

Wireless LAN in allen Zimmern Herzliche Professionalität vor den Toren Stuttgarts. Drei-Sterne-Komfort-Zimmer und erstklassige Gastronomie

LMS Managing Director Roland Bleinroth (4th from right) welcomes a Chinese economic delegation. Kreuzbrunnenstraße 103 · 73760 Ostfildern Telefon: (0711) 341 688 -0, Fax: -430 Chinese Trading Centre (CTC): commercial agreements signed [email protected] Politicians visit New Messe Stuttgart

Jinsheng Liang, Managing Director of highest governmental and economic level Canton Fair, China's largest trade fair towards the development of the CTC." centre, visited the New Messe Stuttgart 250 medium-sized Chinese exhibitors at the end of February 2009 with an will present goods for small and medium- economic delegation. The reason for this sized enterprises at the CTC in future.The flying visit was the signing eb forehand of construction of the CTC in the immediate commercial agreements with a volume of vicinity of the New Messe Stuttgart and € 10 billion at the German-Chinese Stuttgart Airport will lead to the creation Economic Forum in Berlin. of around 400 new jobs. In the presence of Karl-Theodor zu Guttenberg, German Minister of Eco­ nomics, and Chen Deming, Chinese Trade Minister, an agreement relating to the sale and renting of the CTC and joint use of the database of Canton Fair was signed by Hauptbahnhof Willi Schöller, Managing Director of the Nur 6 bzw. planned Chinese Trading Centre (CTC) 7 Kilometer Ostfildern in Leinfelden-Echterdingen, and Liang. Neue New Chinese Trading Centre (CTC) to be zur Messe! Messe Schöller: "This is a major step at the constructed in Leinfelden-Echterdingen. Flughafen

Engine Expo 2009: Stuttgart trade fair being held for the 11th time Topevent for engine developers

The world of engine component production will also be present at the manufacturers and technology sup­ new Stuttgart Trade Fair Centre next pliers traditionally meets at Engine door to Stuttgart Airport. Expo in Stuttgart. The trade fair will The traditional highlights of be held concurrently with the fol­ the trade fair include the Open lowing events at the New Messe Technology Forum with technical Stuttgart from 16 to 18 June 2009: talks by leading experts from the Automotive Testing Expo Europe, fields of drive system design, de­ Vehicle Dynamics Expo and Euro­ velopment, production, logistics and pean Automotive Components Expo. marketing. The Forum this year will The four events attracted more than feature trend topics such as reduced 11,000 trade visitors in 2008. exhaust emissions, downsizing of Engine Expo is now one of the engines and new hybrid and Verkehrsgünstig most important trade fair for com­ hydrogen drive systems. The Ruhig im Grünen gelegen panies operating as suppliers of International Engine of the Year Komfortabel ausgestattete Zimmer engines, engine components, pro­ Award will be presented live on the Tiefgarage und Parkplatz kostenfrei Restaurant · W-LAN duction systems, new technologies, second day of Engine Expo. This technical services, tools and ma­ award is one of the most coveted terials. OE suppliers involved in prizes in the international auto­ engine design, development and mobile industry.

In den Anlagen 1 73760 Ostfildern-Nellingen Telefon: (0711) 34 01 95 -0 · Fax: - 55 29 Message 2 | 2009 [email protected] www.filderhotel.de Trade Fairs – Markets

Further increase in the hotel occupancy level in Stuttgart and the surrounding region Continuous rise in the hotel occupancy level since "New Messe Stuttgart – a blessing for tourism" the opening of the New Messe Stuttgart. Record results were again achieved for tourism in Stuttgart in 2008. With an increase of 6.4 per cent compared with the previous year and around 2,737,420 nights spent in total, the volume of overnight stops in Stuttgart has more than doubled since 1993. "Stuttgart has definitely become a very popular destination for city breaks among visitors from Germany and abroad", enthused Klaus Lindemann, Managing Director of Regio Stuttgart Marketing- und Tourismus GmbH." However, in order to successfully survive in international city tourism during dif­ ficult economic times, it is necessary to festivals, this includes trade fairs and con­ Since the opening of the New Messe present our attractive and market-con­ gresses."Lindemann is already convinced: Stuttgart, the number of overnight stays, form programmes even more consis­ "Trade fairs and congresses are now for example, has risen enormously in tently and provide adequate incentives already a blessing for tourism in Stuttgart practically every district. The District of to travel. In addition to exhibitions and and the entire surrounding region." Esslingen has seen a huge increase in the annual number of overnight stops by around 958,000.Hotels, restaurants MPS_Anz_Doppel:Layout 1 12.03.2008 23:08 Uhr Seite 1 and shops in the District of Esslingen benefit especially from the New Messe Stuttgart next door to the airport. How­ ever, the winners also include the other four districts and the cities of Reutlingen and Tübingen which have good transport links to the New Messe Stuttgart.

Large number of new hotels "The total hotel occupancy rate has increased again from 41 to 44 per cent", reckons Lindemann. "Although new ca­ pacities have also been created." In spite of the economic crisis, investors are reacting to the new demand pressure by building new hotels in Stuttgart and the surrounding region New projects are being planned, for example, in Echter­ dingen, Filderstadt and Degerloch. "De­ cisions have also been taken to build new hotels in Fellbach, Ludwigsburg and Göppingen“, said Lindemann. "In all probability, one or two hotels will also Perfektes Doppel. be constructed in the Neckar Park in Stuttgart while the so-called Da Vinci Herzlich Willkommen in den Mövenpick Hotels Stuttgart Project on Karlsplatz in Stuttgart (due to Airport und Messe. Als Gast in einem unserer beiden Hotels start in 2011) will include ministries, logieren Sie direkt neben dem Stuttgarter Flughafen und nur shops, restaurants and a five-star hotel.“ Lindemann also knows how Messe wenige Meter von der Landesmesse entfernt. Ein einmaliger Stuttgart can make a bigger contribution Standort, zwei außergewöhnliche Hotels, doppelter Genuss. towards hotel occupancy levels: "By Wir freuen uns auf Ihren Besuch. attracting even more international events to the Filder." Mövenpick Hotels Stuttgart Airport & Messe Flughafenstraße 50-51, 70629 Stuttgart Tel +49 711 553440, Fax +49 711 55344 9000 [email protected]

30 MesseRegion Stuttgart

Das Städtenetzwerk im Süden der Messe V I E L E W E G E F Ü H R E N NAC H RO M

Crash-test dummies still indispensable despite simulations on a PC. Unsere 6 Städte Stable simulants  liegen ver- kehrsgünstig im Reutlingen Crash-test dummies risk "life and limb"so that car Telefon (0 71 21) 3 03 26 22 passengers are saved from this fate later on. Süden von Messe und Flughafen und sind schnell Due to cost savings, a large 250,000 in their test laboratories – erreichbar number of crash tests now take place from baby, child and female on a computer. However, developers dummies through to an adult man.  einkaufen, of new vehicles still create loud bangs. Depending on the accident scenario, essen, besichtigen Tübingen Crash-test dummies are on board the crash-test dummies (with or und Kultur genie- Telefon (0 70 71) 9 13 60 when developers deliberately drive a without a seat belt) sit in front of the ßen in beschau- car into a wall. Car manufacturers steering wheel or in the back of a car, have been using these standardised simulate crashes with a motorcycle lichem Ambiente plastic figures since the mid-1950s. or supply for instance – as so-called  entspannen pedestrian dummies – important Tough tests for Sierra Sam test values on human movements in über 3.000 The father of all crash-test dum­ during the collision between a car Hotelbetten mies was called Sierra Sam. He was and a pedestrian. Rottenburg a. N. Telefon (0 74 72) 91 62 36 developed for the American Air Force  Dienstleistun- in 1949 by the American company Leading industry meeting-point gen, Lieferanten Sierra Engineering and used to test This is possible thanks to up to und Handwer- ejector seats and seat belts. Sam had 200 test sensors which have to react ker für jeden to be very tough: the tests were con­ within fractions of a second to force ducted at speeds of up to 1,000 km/h effects and transmit them to the Messeeinsatz on rocket sleds or by dropping him developers. In cooperation with acci­  Kontakt: from a crane. dent doctors, the developers then use info@stuttgart- Bad Urach these data to calculate the loads for Telefon (0 71 25) 9 43 20 Models for every scenario the human body and consider which messeregion.de Ever since the beginning, a great structural improvements to the deal of work and research expendi­ vehicle can minimise these loads. ture have been invested in further The world's leading experts for LINE N scientific development of the the safety of motor vehicle passengers O dummies. Major car manufacturers and pedestrians will meet during

N now have a large number of different Crash Text Expo Europe at the www.stuttgart-messeregion.de R E professional crash-test dummies New Messe Stuttgart from 16 to 18 E R Metzingen S I E costing between € 100,000 and € June 2009. E R V Telefon (0 71 23) 92 52 98

NEU: Hotels online buchen www.stuttgart- 31 Message 2 | 2009 messeregion.de Mössingen Telefon (0 74 73) 37 01 55 MS0108_16_39.qxd 21.12.2007 14:19 Uhr Seite 28

Trade Fairs – Markets

Trade Fair People: (6): "Do you know..." Claudia Stahl-Kottsieper Manager of the VIP Lounge of Messe Stuttgart

The best place at the New Messe Stuttgart is the VIP Lounge. Claudia Stahl-Kottsieper ensures that guests feel totally at home there. She is an employee in the Protocol Department and also manages the VIP Lounge. It is open, in particular, during large events such as AMB, CMT, Intergastra and R+T, but also during some smaller trade fairs depending on the particular requirements. "CMT is always the first major event of the year. It is a meeting-point for leading politicians, mayors, ministers, heads of district authorities, trade association representatives, members of advisory panels and the consular corps", says Stahl-Kottsieper. She knows them all – and they all know her. She must attend to around 100 guests every day. Not only does she supply them with food and drinks, she also helps them regarding a large number of everyday problems. Discretion, a friendly manner and an impeccable appearance pose no problem for Stahl-Kottsieper. After twelve years as a flight attendant with Lufthansa, she is the perfect hostess. She has been working for Messe Stuttgart since 1992, while the VIP Lounge has been her main domain for ten years. Depending on the size of the trade fair or exhibition, the group of invitees is enlarged or reduced. During a "great challenge" such as CMT, chefs from a wide range of top restaurants in the region spoil guests on every day of the event. The range of tasks to be accomplished beforehand is just as extensive. Stahl-Kottsieper is responsible, for example, for acquiring the restaurants, inviting guests, planning the deployment of personnel in the VIP Lounge, preparing the menus and drinks cards, and ordering the cleaners. The guests can then come."Personal contact with guests and consideration of special requests such as vegan meals are absolutely essential in this case", says Stahl-Kottsieper. It is therefore not surprising that her guests feel totally at home. In addition, she organises supervisory board and advisory panel meetings and deals with the gift section of Messe Stuttgart. When she is not working, Stahl-Kottsieper likes to travel, preferably with her daughter to London where she loves the arts scene and visits to the theatre and opera. However, you can also meet her almost every day out power walking, an activity which keeps her fit.

Babywelt 2009: New trade fair

Seven events will take place under the umbrella of the "Stuttgart Trade Fair Autumn" from 6 to 15 November 2009. One of these new events is "Babywelt" (13 to 15November). During the "Trade fair all about children", Landesmesse Stuttgart GmbH and the magazine "Eltern" will jointly present everything relating to the desire for children, pregnancy, birth, babies and children. "Babywelt" will be a shopping

experience for pregnant women, young parents and couples wanting to have children. The accompanying programme will include seminars, podium discussions, first-class products for learning through play, professional advice and detailed information, as well the exchange of information and experiences with experts and other families. The other events in the "Stuttgart Trade Fair Autumn" are Familie & Heim, Hobby & Elektronik, Modellbau Süd, Süddeutsche Spielemesse, Kreativ- und Bastelwelt and the International Mineral and Fossil Exchange.

2832 In 30 Minuten erreichen Sie ausgeruht den Flughafen Stuttgart und die neue Landesmesse.

Machinery for butchers: SÜFFA to present the latest technology trends.

Meat treats Sie  nden uns in einer herrlich grünen Oase vor den Toren Stuttgarts. SÜFFA, Stuttgart's trade fair for the butchers' trade, will present the trends in the industry in 2009. Unser kostengünstiger Hotel-Shuttle entführt Sie aus dem hektischen Messe- alltag in eine Atmosphäre der aktiven The German butchers' trade has had eating out. This is benefiting snack bars, Entspannung. Schöpfen Sie Kraft in un- to cope with many a crisis in the last bistros or specialist butchers with their serer großzügigen Sportanlage mit Fit- few years: falling sales and the closure hot counters and other products for a ness-Studio, Tennis- Squash-, Badminton- of butchers' shops have created quick midday meal. Schnitzels, roasts, problems for this traditional industry. sausages or other traditional products plätzen und Indoor-Golf-Anlage sowie in Then there was the so-called rotten from German cuisine are therefore unserer Wellness- und Saunalandschaft meat scandal whose impacts, however, appearing more and more often on the mit Natur-Badesee. Das gutbürgerliche led to benefits for professionally run menu of Germans. Hotel-Restaurant verwöhnt Sie mit raf- specialist butchers: an easy life certainly  niert zusammengestellten Gerichten. looks different. In view of the difficult Organic products becoming economic situation, the success of more important Gönnen Sie sich diesen Ausgleich – SÜFFA last autumn at the New Messe Even the meat scandals during the Stuttgart could not necessarily have last few years haven't worried specialist Sie haben es sich verdient. been expected. Around 10,525 trade butchers. On the contrary, consumers visitors came to the Filder, i.e. more have become much more conscious of than at SÜFFA in 2007. quality and are again going more often to specialist butchers instead of the Repeat previous year's success refrigerated counters in discount stores. Messe Stuttgart and the Baden- Consumers are prepared to pay more Württemberg Regional Association of for quality products and competent Butchers’ Guilds are aiming to repeat advice. As part of this trend, organic Tagungs- und Sporthotel ARAMIS this success from 18 to 20 October meat and sausages are becoming in­ Siedlerstraße 40-44 2009. The target groups of the trade fair creasingly more important. 71126 Gäufelden-Nebringen are small and medium-sized butchers, The demands on the efficiency of Telefon: 07032 / 781-0 i.e. professionally run specialist firms professionals in the butchers' trade are and small industrial enterprises. In correspondingly high. The international www.aramis.de addition to the international compe­ competitions during SÜFFA also prove titions for professionals and vocational that the industry has nothing to fear. school students, an Innovation Prize "The quality standards of the parti­ will be presented this year for the cipants and the dedication of our second time during SÜFFA. apprentices are extremely high", says In spite of the difficult economic Hans-Peter de Longueville, Managing situation at present, which is not only Director of the Baden-Württemberg affecting the butchers' trade, there is Regional Association of Butchers’ every good reason to be confident. Over Guilds. Meat treats will therefore the last few years, the Germans have ­definitely be on the menu at the become a nation of snack fans and SÜFFA 2009.

33 Message 2 | 2009 Trade Fairs – Markets

BONDexpo 2009: Innovations

Industry is no longer conceivable without innovative adhesive technologies. Modern automotive lightweight con­ struction is not possible without adhesive technology and hybrid solutions com­ New adhesive technologies are becoming increasingly important in the production of prising mechanical joints and adhesive or photovoltaic systems. sealing materials. And also in a con­ tinuously growing market for renewable with enormous technical challenges. In stressed components in the world. Photo­ energies, key adhesive technology plays order to be able to increase the output of voltaics, another futuristic means of clean an increasingly important role. By 2020, individual generators, their rotor blades energy generation, is also to a large extent wind power generators should be pro­ must be of ever greater dimensions. An dependent on loadbearing adhesive ducing roughly 25 to 30 per cent of the approximately 60-metre-long rotor blade ­connections. Previously the individual electricity required in Germany, and is held together by centimetre-thick solar modules were joined by means of around 20 per cent in Europe. Further­ adhesive seams; altogether, for the manu­ ­soldered connections to form solar cells. more, by 2030 approximately 15 per cent facture of a 40-metre-long rotor blade, Conductive adhesives are an interesting of German electricity requirements roughly 400 kilograms of adhesives are alternative for this purpose. All other should be covered by so-called offshore used. Their required performance charac­ important developments in the field of wind power generators off the coast. teristics are exactly specified in directives. adhesive technology will be on display at These forecasts for growth present manu­ After all, rotor blades for wind power the BONDexpo trade fair in Stuttgart facturers of such wind power generators generators are among the most highly from 21 to 24 September 2009.

EMVA Business Conference Meeting of experts

Tagen in der Hölderlinstadt Nürtingen The annual Business Conference of the European Machine Vision Association is to take place in Fernab der Großstadthektik, jedoch mühelos erreichbar. Dublin on 14 and 15 May 2009. The Zwischen Stuttgart und der Schwäbischen Alb event, organised by the official partner of the Stuttgart VISION 15 km vom Stuttgarter Flughafen / Neue Messe entfernt trade fair, will provide experts from 6 km zur A8 all over the world with the ideal framework for the targeted exten­ finden Sie den idealen Ort für Ihre Veranstaltungen. sion of business contacts. The top-class programme of K3N – die neue Stadthalle Nürtingen presentations at the EMVA con­ [Tel. 07022/2434-0 · www.k3n.de] ference 2009 will focus on four 7 lichtdurchflutete Räume 2.200 m2 main themes: machine vision in moderne Kommunikations- und Ireland, technological trends, Präsentationstechnik business trends and the situation in the growing machine vision markets angegliedertes Parkhaus mit 630 Stellplätzen in the so-called BRIC countries – leistungsfähiger Catering-Partner Brazil, Russia, India and China. In the area of business trends, the international presenters will exa­ Best Western Hotel Am Schlossberg mine, among other things, the [Tel. 07022/7040 · www.hotel-am-schlossberg.de] questions of what challenges a 163 Komfortzimmer growing machine vision company 16 Tagungsräume bis 430 Personen must face, and why it is necessary in 3 Restaurants many companies to adjust the Wellnessanlage mit Schwimmbad, Sauna, personnel policy and corporate Dampfbad... structure to the rapidly changing social framework conditions.

Übernachten in der Hölderlinstadt Nürtingen!

34 -%%4).' ).#%.4)6% #/.'2%33 %6%.4 *AHRE'!,,u$AMIT3IE:EITHABEN SICHAUFDAS7ESENTLICHEZUKONZENTRIERENh ■0ROFESSIONALITÊTININTERNATIONALERUNDNATIONALER+ONGRESS UND %VENTORGANISATIONMIT4OP +ONDITIONEN ■,OGISTIKSTÊRKEUNDDADURCH,AUFRUHEFàR3IEWÊHRENDDES%VENTS ■0ERSÚNLICHE!NSPRECHPARTNERUNDJAHRELANGERPROBTE,EISTUNGSTRÊGER ■:UVERLÊSSIGKEIT 1UALITÊT "UDGETTREUE "ODENSTÊNDIGKEITUND6ERTRAUEN ■'!,,&ULL 3ERVICE 0AKET!LLE,EISTUNGENAUSEINER(AND 4RANSPARENZ +UNDENZUFRIEDENHEITUND3ICHERHEIT    q&AX WWWGALL GMBHDE 0ERFEKTIONHEI”T,IEBEZUM$ETAILnVERTRAUEN3IEAUF'!,,
'ALL'MB(q3IEMENSSTRASSEq(OLZGERLINGEN 4ELEFON Trade Fairs – Markets

Organises marketing measures for the company: advertising department at Messe Stuttgart. Branded article trade fair Imagine there's a trade fair and nobody knows about it: the advertising department of Messe Stuttgart knows how to prevent this situation arising.

"Each one of our trade fairs is a brand is on mailing campaigns", explains article in its own right", explains Martin Walter. "For an international trade fair Walter, Manager of the advertising like R+T, this initially means acquiring department at Messe Stuttgart. "For addresses through our foreign represen­ this reason, brand management is one tatives, then, among other things, of our core tasks." This abstract term mailings in seven different languages. conceals a lot of work for the 14-person In this respect, advertising for trade advertising team. "The CMT logo, for fairs such as AMB or INTERVITIS example, is yellow with blue lettering", INTERFRUCTA is more difficult than explains Walter. "And the slogan for the CMT, even though the latter requires tourism trade fair is 'Go there to get away'. an enormous catalogue of precisely We in the advertising department en- ­coordinated advertising measures above all sure, among other things, that these through its seven subsidiary events." and other important elements of the When designing advertising media, CMT brand are used in all advertising for reasons of capacity Walter also uses media, from the exhibitors' brochure and the competence of external advertising city centre posters to the radio adverts." agencies. "We provide the content of individual advertising media in close Up to date and meticulous coordination with the trade fair project In this regard, the numerous mar­ teams, and control all processes, while keting measures that are listed with exact the agencies are then responsible for dates in advertising schedules differ not the design." only according to the respective trade fair. Usually, it all has to be done very It is also important to note differences fast. For, as we say, "after the trade fair between public and specialist events. is before the trade fair". Approximately "With public trade fairs such as CMT or one month after the end of an event, a Slow Food, the focus is on advertising critical review takes place. And then – as campaigns in daily newspapers, on the is the case with CMT, for example – the radio or with posters in the city and advertising planning already starts for region", says Walter. But this is not the next trade fair. Walter: "When the case for specialist trade fairs such as ITB takes place in Berlin in March, we R+T, the world's leading trade fair for already need the poster for the following roller shutters, doors/gates and sun year's CMT for our own advertising protection. "Here, for example, the focus for ITB."

Message 2 | 2009 36 Portrait: FIX Maschinenbau Shaping the future

Since the company was founded in 1959, FIX Maschinenbau GmbH, with its headquarters in Korb, has developed to become a worldwide provider of special machinery and industrial plant for assembly, handling and testing tech­ nology tailored to customers' specific requirements. FIX Maschinenbau manufactures special machinery and industrial plant tailored to customer requirements. In this regard, FIX sees itself as a single-source provider: the company's services range from design and pro­ with customer requirements, are used, Furthermore, FIX is involved in the gramming to component manufacture, among other things, in the automobile further technological development of mechanical and electrical installation, and automobile supplier industry, by fuel cells and provides automation as well as commissioning and subse­ manufacturers of entertainment elec­ solutions for their process-secure quent service. The range of machinery tronics, microelectronics, domestic and production. The Korb-based company and plant extends from simple assembly household appliances, and in medical is currently applying its know-how in devices and semi-automatic systems to technology. For some years FIX has the field of thermal solar collectors. FIX fully automated assembly systems. The been developing a new area of business will be represented at the joint stand of machines, which are developed and with system technology for the pro­ the UTZ Group at the Stuttgart MOTEK constructed individually in accordance duction of thin-layer solar modules. trade fair (21. – 24.9.).

Fastener Fair 2009: Course of growth The 3rd Fastener Fair, the inter­ Berner national trade fair for fastener and fixing technology, will take place at the New Messe Stuttgart on 7 and 8 October 2009. This successful event is the meeting point for all important manufacturers and providers of production machines, whole­ Wir sorgen für Verbindung. salers, distribution companies and tool suppliers, as well as providers of related services and products. "435 exhibitors Ihr kompetenter Partner für: from 37 countries and 3,500 specialist visitors from around the world took part in Telekommunikation Fastener Fair 2007", says event organiser Einbruchmeldeanlagen Jerry Ramsdale. "In 2009 we expect Videoüberwachung the number of exhibitors to exceed the Elektrotechnik 500 mark." Klimatechnik Regenerative Energien Solaranlagen Brandmeldeanlagen Netzwerktechnik

Berner Elektrotechnik GmbH | Hafenbahnstraße 16 | 70329 Stuttgart | Tel.: +49 (0) 711 - 937456 - 0 A successful event: Fastener Fair. Fax: +49 (0) 711 - 937456 - 111 | [email protected] | www.berner-elektrotechnik.de

37 Anzeige.indd 1 06.02.2009 16:40:34 Trade Fairs – Markets

Also the towns of Tübingen (right), Bad Urach, Metzingen, Rottenburg, Reut­ lingen (clockwise) and Mössingen (not shown) benefit from their proximity to the trade fair.

Attractive environment

The Neckar-Alb region is very close to the trade fair action. Much to the joy of hotels, restaurants and retail.

Direct connections to the airport, of the trade fair can choose from a wide motorway and rail network: the new range of hotels providing a total of Messe Stuttgart is ideally located at more than 3,000 beds. Service providers, the heart of the market. The six towns suppliers and craftsmen for all kinds of of Reutlingen, Tübingen, Rottenburg, trade fair jobs are also available without Mössingen, Bad Urach and Metzingen problem. And to ensure relaxing hours to the south of the Filder district after a busy day at the trade fair, there also benefit. They have combined to is a large number of gastronomical and form a town network in order to cultural offers. advertise jointly to trade fair visitors Tübingen, with its setting on the and exhibitors. Neckar and timber-framed houses in the Old Town, is famous around the New cooperation world. Reutlingen, by contrast, is an In this context, their geographical original mixture of romantic timber- advantages are apparent. All six towns framed houses and modern architecture. can be reached fast from the trade fair And the most beautiful landscapes of the and airport. Those travelling without Swabian Alb are just outside the door. their car, and who do not wish to hire a Residence, shopping and candle-lit car, can travel to Tübingen, for example, dinners can be optimally combined in the with the "Airport Sprinter"; the com­ retail outlet paradise Metzingen: for fortable bus provides a service practi­ example, with the special 'Power cally every half hour from Monday to Shopping Offer' from the local tourist Friday between the airport and the information office. Also Rottenburg, the picturesque university town on the episcopal town on the Neckar, the spa Neckar river. Reutlingen and the other resort Bad Urach and the charming town network towns can be reached with the of Metzingen located at the foot of the eXpresso airport bus and the appro­ Alb are ideal bases for trade fair visitors priate connecting buses or trains. and exhibitors. More information at: Overnight guests in the six towns south www.stuttgart-messeregion.de

Message 2 | 2009 38 Trade fair partner: A. Sutter Fair Business GmbH "Sutter. Ensuring trade fair success"

The company motto hits the nail well as specialist visitor registration. on the head: "Sutter. Ensuring trade "For the New Messe Stuttgart, we fair success". Since 1985 the Essen produce and market, among other company has been established as a things, trade fair catalogues for the service provider supporting trade fair R+T, AMB, eltefa, INTERVITIS organisers in all important phases of INTERFRUCTA, Vision, and Lasys their events with services that are events. At the same time we provide indispensable for success. "At the the exhibitor databases with the Sutter Fair Business GmbH produces and mar- same time, the slogan summarises our respective search functions on the kets trade fair catalogues, among other things. company philosophy", explains Sutter Internet and in the visitor infor- Managing Director Günther Dilly. mation system of Messe Stuttgart", Around 140 employees work for says Dilly, explaining the multifaceted and the trade fair portals as completely A. Sutter Fair Business GmbH and its services of his company. In this regard, as in any way possible. Only in this subsidiary A. Sutter Dialog Services the objective of Sutter Fair Business way is it nowadays possible for visitors GmbH at the two locations of Essen is to produce valuable information and exhibitors to establish contact and Nuremberg. Services range from media for the trade fair, exhibitors with each other in a rapid and targeted exhibitor acquisition, marketing and visitors. manner, and for trade fairs to fulfil and production to the 'just-in-time' Dilly: "The respective sector the justifiably high expectations on provision of important information should be portrayed above all in the part of organisers, exhibitors and media and trade fair publications, as exhibitor databases on the Internet visitors."

TopClinica 2009: New concept Offizieller Vertragspartner der Stuttgarter Messe "Medicine needs a future": Under this motto, Messe Stuttgart will intro­ duce a completely new congress concept Ihr Lösungsanbieter für within the framework of TopClinica – Trade Fair and Congress for Medical Sicherheitstechnik Equipment and Solutions – from 24 to . Zutrittskontrollen . Störmeldungen 26 June 2009. At this interdisciplinary . Video & Medientechnik event, professional scientists will talk . Firewall about the most exciting topics currently under discussion among experts from hospitals and the medical world. Imaging techniques will be the focus on the first morning of TopClinica, followed on the next two days of the congress by computer-aided therapies and inno­ vations in biotechnology. Roughly 200 exhibitors are expected at the New Messe Stuttgart.

Wir knacken jede Nuss

TopClinica in Stuttgart is to introduce a completely new congress concept in 2009. Hoppenlaustrasse 3-5 . 70174 Stuttgart Tel. 0711/22 00 778-0 . [email protected] www.ziegler-systemhaus.de

39 Media – People

"Personal customer contact plays a very important role"

Message portrait: Dr. Dominik Wagemann, Sales Manager at Messe Stuttgart

Since June 2007, Messe Stuttgart international management during his contact to our customers plays a very has had its own sales department. An studies, and was thus ideally qualified important role. The contact can be important step, as a qualified sales for the new task. initiated on the telephone and through structure is essential for all successful electronic media, reaching large num­ companies. This is, naturally, also the Long-term relations bers, but a genuine relationship only view of Sales Manager Dr. Dominik With his team, which meanwhile comes into being through personal Wagemann. "The new trade fair site pro­ comprises a staff of ten, Wagemann contact", explains Wagemann. vided the initial impetus. Prior to processes around 30 trade fairs each The importance of long-term con­ creating the department, we looked at year. "We are responsible for new tacts in a trade fair sales department is the question of how we as a trade fair customer acquisition for practically all shown by the fact that only around 50 wanted to present ourselves externally, of our own events in the Messe Stutt­ per cent of current acquisition activities both nationally and internationally, and gart portfolio", he says, describing the are relevant to the trade fairs taking how we could best adapt our organi­ function of the sales department. The place in 2009; the other half is already sational structure to the new challenges. department works exclusively on in­ aimed at the events of 2010 and later. We wanted to create greater capacities structions from Project Management, Wagemann can evaluate how successful for supporting the project teams, as which requests early support from the the work of his team has been after the their resources were already practically sales department. In this context, the conclusion of a project; this trans­ exhausted with the existing customer scope of work differs, depending on parency is very important to him. The base", explains Wagemann. requirements. "For some trade fairs, we existing personnel level is at present It rapidly became clear that the are extensively involved, and for other sufficient for Wagemann. "However, existing organisational structure was projects, by contrast, only in specific depending on the development of Stutt­ insufficient for the objective of imme­ phases, providing no more than just a gart as a trade fair location and diately filling a trade fair site which was telephone acquisition service for about also on our own success, we will have now twice as large. It was then just a three weeks." to expand further in accordance with small step to creating our own sales The sales measures are as a rule requirements." department. A suitable manager was implemented in the team of sales Messe Stuttgart does not leave the also quickly found. Wagemann, who consultants and assistants, whereby the 33-year-old in peace even in his spare had started working at Messe Stuttgart consultants are often travelling, primari­ time. "I also play tennis and football in April 2005 as Management Assistant, ly to competitor trade fairs, for the with Messe colleagues, we've got a good had experience in sales and marketing. purpose of direct acquisition. However, community spirit", laughs Wagemann. With a doctorate in economics and an it may also be the case that potential But spending time with his girlfriend, M.B.A. from Oregon/USA, he had customers are invited to Stuttgart to his family and friends is also very already focused on marketing, sales and visit the trade fairs. "The personal important to him.

Message 2 | 2009 40 New Internet offer for PDAs, mobiles and Smartphones LMS-internal Messe Stuttgart goes mobile

The most important information regarding Messe Stuttgart events is Joachim Schubart ✝ now also conveniently available when those involved are on the move. Messe Stuttgart regrets to an­ With an Internet offer optimised for mobile end devices such as nounce the death of Joachim mobile phones, PDAs and Smart­ Schubart, Lifestyle & Leisure phones, Messe Stuttgart now pro­ Department Manager. He died vides exhibitors and visitors with the unexpectedly on 2 March at the opportunity to plan their trade fair age of only 52 years. Schubart visit around the clock and from any worked form 1994 to 1998 as Project Manager at location. Stuttgarter Messe- und Kongressgesellschaft, to which At the Messe portal www.messe- he returned in January 2003 after a period working stuttgart.de/mobil, users can find freelance. As Lifestyle & Leisure Department Manager, current schedules and concise, quick the native of the city of Bonn was responsible for all information on coming events, as public trade fairs, such as CMT, Retro Classics and well as useful tips on optimum travel Stuttgarter MesseHerbst. Schubart, usually known simply arrangements. Furthermore, the as "Schubi" among colleagues and customers alike, was mobile websites for individual events a textbook trade fair man: dynamic, communicative, with provide a hall overview for quick a great Rhineland sense of humour, he was a very orientation at the trade fair site and popular member of the Messe Stuttgart team. His death practical research opportunities in The online presence of Messe Stuttgart is leaves a great gap which will be very difficult to fill. the exhibitors' database. now also suitable for mobile end devices.

Trade fair bees give first honey: Sweet gifts

Ulrike Siegle and Thomas Wörner are making sure that the New Messe Stuttgart will soon be even "greener". Grüne Wiese The two employees from the advertising department are looking after four colonies of bees that have recently been mit Anschluss: established in an area of the trade fair site not accessible to the public. The spot is home to herbs and plants which Gewerbegebiet are typical for the Filder region and provide the nectar. "The first honey from the trade fair bees should be Kruichling! available in June", says Wörner, who has trained as an amateur beekeeper on n direkt an der A8 Stuttgart/München several training courses at the Uni­ versity of Hohenheim. "We expect to n 15 Min. zu Messe have a maximum of 80 kilos." However, und Flughafen Stuttgart the trade fair honey will not be for sale. Instead, partners and friends of Messe n voll erschlossen, 190.- Euro/m² Stuttgart will in future be treated to the honey as a gift. n S-Bahn Anschluss

Thomas Wörner (and his colleague Ulrike Siegle) are looking after the – hopefully – busy bees.

stadt Kirchheim unter teck · Wirtschaftsförderung Tel. +49 (0)7021 502-281 · [email protected] www.kirchheim-teck.de

41 Kirchheim115x138,5_RZ.indd 1 04.03.2009 10:25:04 Uhr Events – Congresses Top acts for festival fans

The New Messe Stuttgart is now the main venue for the BW Bank jazzopen. In 2009, the famous festival will take place for the first time primarily in the Filder region.

Since 1994, the stars from the three indoor stages will be used either international jazz and rock scene have simultaneously or alternately. An open-air been meeting annually in Stuttgart. In stage in the trade fair piazza will also attract 2009, the BW Bank jazzopen, which visitors. Here festival goers can listen to originally developed from the top-class music talents from the region from 6 pm Stuttgart jazz scene, will take place for the and free of charge. In addition, the "Jazz for first time (16.–26. July) at the New Messe Children" project will take place on the Stuttgart in the Filder region. two Sundays (19. and 26. July) of the Artists and bands from all over the festival. This event is also free of charge. world will meet here for eleven days The New Messe Stuttgart will become a on four stages. Two of the four venues Optimal infrastructure Mecca for jazz and rock music fans during the BW Bank jazzopen in July 2009. are located in the International Congress "The jazzopen is one of the most Center Stuttgart (ICS), one in Hall 1 internationally renowned festivals of its (L-Bank Arena) of the trade fair centre. The kind and for this reason alone is ideally suited to us", explains Ulrich Kromer, Managing Director of Messe Stuttgart. "We are looking forward to the festival atmosphere." Michael Pfister, spokesperson for LBBW, the main sponsor of the BW Bank jazzopen, was also pleased. "We are discovering excellent conditions in the trade fair centre which will make for a top quality festival. For the increasing number of visitors coming from different regions, the location offers excellent infrastruc- ­ture and transport connections." Some of the world stars performing on the trade fair stages include rock star Lenny Kravitz, the British singer Marianne Faithful, James Morrison and Katie Melua. The BIX jazz club in Stuttgart city centre and the open-air stage at the Mercedes Benz museum will also play host to attractive concert events during Genuss auf dem Fluss the BW Bank jazzopen. • 20 Anlegestellen, 5 Schiffe, 1 Partyfloß, 1 Café. • Weinberge, malerische Ortschaften, Sehenswürdigkeiten, • Ausflugslokale und Museen, • Spaß und Erholung, • Attraktive Gruppenangebote.

NEU: Partyfloß mit Grill an Bord, Buchungen auch außerhalb der Saison

Appearing in Stuttgart: Lenny Krawitz.

Neckar-Käpt’n · Anlegestelle Wilhelma·70376 Stuttgart Telefon 0711 54 9970 60 · Fax 0711 54 9970 80 · www.neckar-kaeptn.de · www.partyfloss.com

42 Top acts for festival fans ICS: business year 2008 Complete success

The International Congress Center Stuttgart (ICS) is looking back on ex­ tremely positive results after its first full business year in 2008: 69 events, of which approximately a third were German Savings Bank Day: 2010 in the ICS. congresses, another third conferences and the final third special events, attracted roughly 72,000 visitors to the Filder ICS: Savings Bank Day 2010 region. "Our concept was a complete success", stated ICS Manager Stefan Top event Lohnert happily. "We have established the centre as a top ten location and On 5. and 6. May 2010, the German sought-after congress destination in Savings Bank Day will take place at the an incredibly short space of time." International Congress Center Stuttgart The ICS catered for up to 11 events ICS). The event is organised by the per month, among them conferences German Savings Bank Association with 50 people and congresses with over (DSGV), the LBBW and the German 5,000 participants. The highlights of the Savings Bank publishing house in Stutt­ past year include a urology congress with gart. Approximately 3,000 participants 5,900 participants, the CDU federal party are expected. The Baden-Württemberg convention, and the TV show "Wetten, Savings Bank Association had applied to dass ..?". Despite the overall difficult host the Savings Bank Day, which takes economic climate, Lohnert is confident. place every three years. The optimal "The bookings for 2010 are already infrastructure of the ICS was the decisive well under way." factor for winning the contract.

B^i'+%bdYZgcVjh\ZhiViiZiZcO^bbZgc! Events – Congresses 2009 Z^cZghX]ŽcZcE^VooVhdl^ZKZgVchiVaijc\h" bŽ\a^X]`Z^iZc[“gW^hoj**%EZghdcZcW^ZiZc 15.05.2009 19. – 20.10.2009 l^gjchZgZc<~hiZc_Z\a^X]Zc@db[dgi#JchZgZ Atze Schröder parts2clean congress WZ^YZcGZhiVjgVcihHiZV`]djhZjcYHZVhdch! The German – Cleaning in production Z^cZ7Vghdl^ZjchZg;^icZhhWZgZ^X]!EddajcY comedian presents Global requirments, technologies, HVjcVaVYZcojbKZglZ^aZcZ^c#

15. – 18.06.2009 OZcigVa\ZaZ\Zc/9VhHijii\VgiBVgg^dii=diZa 21st ESV Conference 30.10.2009 H^cYZaÇc\ZcWZÇcYZih^X]^ccjg&*B^cjiZc Status Quo Organiser: Federal Highway Research :ci[Zgcjc\ojgCZjZcBZhhZjcYojb Institute (BASt) 40 years of "Rocking all over the world" – the British Kings of Boogie make a ;aj\]V[Zc# (ICS – New Messe Stuttgart) stop in Stuttgart (Porsche Arena) 05.07.2009 25.11.2009 Elton John & Band Dr. med. Eckart von The British songwriter legend is guest Hijii\VgiBVgg^dii=diZaH^cYZaÇc\Zc Hirschhausen to the region (Schleyerhalle) BV]YZciVahigV›Z+-Ê,&%+*H^cYZa[^c\Zc "Signs of love" from Germany's medical IZa# ).%,%(&"+.+"% comedian (Porsche Arena) ;Vm ).%,%(&"+.+"--% lll#hijii\Vgi"bVgg^dii"h^cYZa[^c\Zc#YZ hijii\Vgi#bVgg^dii5bVgg^dii]diZah#Xdb

43 Message 2 | 2009

ImageAZ_Messe_1_3.indd 1 20.11.2008 17:35:44 Uhr Stuttgart Sightseeing

Sightseeing tip: Porsche Museum

Impressive: Modern architecture of the new Porsche Museum.

Discrete: There are no snazzy effects inside the building.

Mecca for motor sports fans as sculptures in a white gallery: an elegant and discrete understatement, The new Porsche Museum in Zuffenhausen has made Stuttgart an even more as we have become accustomed from attractive location for visitors. Architecture and cars are a feast for the eyes. this premium marque. Further attrac­ tions in the Porsche temple include It is massive and appears to float. is a Mecca for motor sports fans at the gourmet restaurant Christophorus The bold exterior of the new three- Porscheplatz. On approximately 5,600 and the glass museum workshop on pillar Porsche Museum, which cost square metres, the modern structure the ground floor. Technology fans roughly 100 million Euro, is definitely houses around 80 historic cars and can watch mechanics as they restore worth the visit to Stuttgart-Zuffen­ more than 200 small exhibits from the rarities for classic car races or histor- hausen. 140 metres long, 70 metres history of the traditional Swabian ic and classic car drives. Opening wide and weighing approximately 135 company. The creators of the exhibition times: Tuesday to Sunday 9 am to 6 tons, the museum, which was designed have consciously chosen not to use pm. Groups and special tours: Tel. by Viennese architect Roman Delugan, snazzy effects. The cars are displayed 0711/91120911.

Hotel tip: "Ramada Hotel" Stuttgart-Herrenberg

Four-star service

Where can you stay in a relaxed atmosphere and stage efficient conferences? Message presents attractive hotels in the Stuttgart region.

In the heart of "Gäu", the countryside between the Black Forest and the Baden- Württemberg state capital Stuttgart, lies Herrenberg, a Swabian timbered town with ideal transport connections. The "Ramada Hotel" in Stuttgart-Herrenberg makes it easy for its guests. Located approximately 26 kilometres from the motorway to the New Messe Good location: The New Messe Stuttgart Stuttgart and the airport in the Filder region and a similar distance to the Swabian and the airport are easy to reach from the metropolis with its sightseeing and cultural attractions. The old town of historical Ramada Hotel in Stuttgart-Herrenberg. Herrenberg is only a 5-minute walk away. Herrenberg is roughly 20 kilometres away from the world-famous university city of Tübingen. Its guests have awarded the Ramada Hotel with four stars for its 135 rooms and 23 maisonette suites. Nine air- conditioned and multifunctional conference rooms with capacity for up to 300 persons are available for business meetings and small congresses. Wellness fans can find relaxation in the hotel's own sauna, in whirlpools and a fitness room. Food is served in the hotel's two restaurants. The public transport facilities make it easy to get to the trade fair. The hotel provides a complimentary shuttle bus for all trade fair guests to the Herrenberg train station which has a direct connection to the Filder region. Info: 07032/271-0.

Message 2 | 2009 44 Highlights 2009 Gastronomy tip: La Montanara

18.12.08 – 30.08.09 Simply Italian Mythos Rommel From the rustic wine tavern for lovers Haus der Geschichte of Swabian cuisine to the star-rated Baden-Württemberg gourmet temple: Stuttgart has it all. 10.06. – 14.06. SWR Summer festival Schlossplatz Stuttgart Traditional Italian cuisine with a slight tendency towards South 09.07. – 19.07. Tyroleon specialities: In La Monta- Hamburg Fish Market nara in Leinfelden-Echterdingen, a in Stuttgart cosy restaurant with an approximate Homely hospitality, traditional Italian cuisine: Karlsplatz Stuttgart seating capacity for 35 people, Ulrike La Montanara. Pizzini provides pure and simple 13.08. – 16.08. Cucina Italiana. Stuttgart Summer Festival Pasta, fish and meat dishes make up should try pizzinis involtini, veal rolls Schlossplatz Stuttgart the vast majority of food served filled with parma ham and cheese on the menu, which is adjusted flambéd with Cognac, or scaloppine 26.08. – 06.09. seasonally. In the pasta department, valdostana, veal schnitzel filled with Stuttgart you can try tasty dishes such as ham and sage. For fish lovers, the menu Weindorf Trentini porcini dumplings with offers dishes such as pike-perch, salmon Stuttgart City butter and parmesan, papardelle with and plaice fillets. Address: La Montanara, Centre walnut pesto or tagliatelle with breast Filderbahnstrasse 18, 70771 Leinfelden- of duck and vegetables served in a Echterdingen, Tel. 0711/ 7977740, balsamic sauce. Those who have a E-mail info@ la-montanara.de. Reser- passion for something more meaty vation recommended. 0901_ES-Anzeige 200x138,5:0 21.01.2009 12:50 Uhr Seite 1

(T)Räume...... für alle Gelegenheiten © Roland Halbe

Neckar Forum Neckar Forum Zentrum Zell Altes Rathaus Osterfeldhalle Esslingen am Neckar, die zweitgrößte Stadt in der Region Stuttgart, verfügt über vier Veranstal- tungshäuser, die für Tagungen, Kongresse und Events aller Größenordnungen geeignet sind:

� Neckar Forum, Großer Saal für bis zu 1200 � Zentrum Zell, multifunktionaler Komplex Ihr Ansprechpartner: Personen, acht Konferenzräume für 10-130 mit zwei Sälen und Tagungsräumen für Esslingen live Personen, direkt angeschlossenes Hotel mit maximal 888 Personen Kultur und Kongress GmbH 150 Zimmern und 270 Tiefgaragenplätzen Ebershaldenstraße 12 � Osterfeldhalle Berkheim, eine Halle mit 73728 Esslingen am Neckar � Altes Rathaus, eindrucksvoller Fachwerk- zwei Sälen und Seminarräumen für bis zu Telefon +49 (0) 7 11/ 4 11 11 - 700 bau aus dem 15. Jahrhundert mit modernen 790 Personen Telefax +49 (0) 7 11/ 4 11 11 - 999 Räumen für bis zu 150 Personen [email protected] www.esslingenlive.de

Message 2 | 2009 Opinions

Before it was always when Daimler experienced difficulties, the entire state of Baden-Württemberg would suffer.

Today, it is not only Daimler who is experiencing difficulties, but nearly the whole economy. We are in a deep economic crisis and Baden-Württemberg, which is the global leader in exports, is strongly affected by it.

In these times, quality products are being demanded at a fair price-performance

ratio more than ever. On the other hand, one also needs to be persuasive in order

to encourage customers that it is worthwhile to invest during these times.

Furthermore, a platform both for the presentation of the products and also

for direct communication with customers is necessary. Trade fairs are ideal for

this purpose.

As can be seen, the trade fair location in Stuttgart, which is right on our

doorstep, is top-class. Thanks to the close proximity of the airport and the

intended long distance railway station, the New Messe Stuttgart in the Filder Andreas Lapp, CEO of Stuttgart-based Lapp Holding AG region becomes even more attractive. With the acquisition of the naming right, Attractive platform we have documented our commitment to Stuttgart and the New Messe Stuttgart in trade fair hall 6. Named after my father Oskar Lapp who was a great inventor and handyman and who constantly created much excitement with his excellent innovations in the cable industry. In 1959, he invented the first industrially manufactured control cable which was called "Ölflex". Therefore, it seems obvious to remember him when today the industry and exhibition location in

Baden-Württemberg is showcasing many new inventions and technologies.

The increasing international character of the New Messe Stuttgart proves we have made the right decision. The trade fair centre is an important link for all of us in order to demonstrate the performance capability of our company to an international public, even during difficult times.

Imprint Editor: Maschinenbau GmbH, Hewlett- GmbH, www.stuttgart-messeregion. Advertisements: Beck Medien- und Messe Stuttgart, 70629 Stuttgart Packard Germany, Henkel AG, de, A. Sutter Fair Business GmbH, Verlags-GmbH, 73732 Esslingen, Person responsible: Thomas Brandl Kompetenznetzwerk Mechatronik Toshiba Europe GmbH, Konstantin Contact partner: Karin Weber, Editorial office and production: BW, Kosmetik International Messe, Tschovikov/Messe Stuttgart, TT Telephone: 07 11/33 59 16 correct. Klaus G. Danner, 70182 La Montanara, Lapp Holding AG, COMM, promotion of economic Print: Stuttgart, Telephone: 07 11/45 79-5 51 Messe Institut GmbH, Jörg Mink, development in the Stuttgart region, Bertsch KG MEDIENPRODUKTION, Editorial staff: Mövenpick Hotels & Resorts, Böblingen/Sindelfingen joint airfield 70771 Leinfelden-Echterdingen Gerd Fleischer, Jens Kohring, MTS GmbH, Opus GmbH, Stefan authority Messe Stuttgart: Axel Recht, Silvia Stoll Ostberg, P. E. Schall GmbH, Porsche Messepiazza 1, 70629 Stuttgart, Photos: Robert Bosch GmbH, AG, trade fair region of Stuttgart, Layout, composition, repro proof: Telephone: 07 11/185 60-2436, Daimler AG, Deutscher Mediapreis Ramada Hotel Stuttgart-Herrenberg, Gerhard Baumann GmbH & Telefax: 07 11/185 60-2305 (German Media Award) 2009/ Retro Promotion GmbH, town of Co. KG, 71638 Ludwigsburg, Internet: www.messe-stuttgart.de Gerhard Blank, German Savings Sindelfingen, Ströer Out-of-Home Telephone: 0 71 41/688 96-3 E-mail: Bank Association (DSGV), FIX Media AG, Stuttgart Marketing Graphics: Gabriele Kleefeld [email protected]

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