Messe Friedrichshafen has opened online registrations for the 21st session of the OutDoor fair, scheduled for July 10-13, which will feature a number of improvements in the back office and on the show floor.
The biggest visible changes will take place in Hall A2. Called the Hall of Visions, it will showcase future fashion trends in different ways to help retailers to plan their purchases.
In another important change, water sports will be represented in Foyer West more fully than in the last few years. The pond outside the fairgrounds will be used for demonstrations like many years ago. Coleman and a dozen other companies have agreed to participate in the enlarged water sports section of the fair.
Messe officials tell us that they do not want to go into stand-up paddling like the Outdoor Retailer Summer Market in Salt Lake City, as this growing sport belongs more to the action sports sector. On the other hand, they plan to do more in the other growing segment of trail running.
In general, the management of the fair wants exhibitors to get more out of their investment in the show, particularly by promoting greater media awareness and brand experience. One step in this direction is the still tentative project of opening up the show to the general public on the last day, maybe using a different stand layout and more current products.
Messe Friedrichshafen is also building up a VIP list of key retail accounts which will be given special treatment at the show. A new person joined the team in January, Birger Dredher, to take care of major retailers attending both the OutDoor and Eurobike shows at Lake Constance (more in The Outdoor Industry Compass).
