Home » Destinations & Venues » Operation Status and Strategy of Global Top Exhibition Venues 1. Largest Venue in North America and Europe ② [Global 3rd] Fiera Milano: corporate value increases through diversified business portfolio, M&A, and aggressive overseas advancement

Operation Status and Strategy of Global Top Exhibition Venues 1. Largest Venue in North America and Europe ② [Global 3rd] Fiera Milano: corporate value increases through diversified business portfolio, M&A, and aggressive overseas advancement

1. Largest Venue in North America and Europe

② [Global 3rd] Fiera Milano: corporate value increases through diversified business portfolio, M&A, and aggressive overseas advancement

In 1906, with a view to Milan International, the Italian government completed the construction of Simplon Tunnel that goes through Simplon Pass crossing the Switzerland-Italy border, all the while creating Milan’s first fair ground. Fiera Milano has an indoor exhibition space of 345,000㎡ (an outdoor space of 60,000㎡), thus being the world’s third largest venue after Messegelande Hannover (466,100㎡) and Messe Frankfurt (355,678㎡) of Germany. Most notably, Fiera Milano provides a full gamut of exhibition and meeting services in partnership with the affiliates of Fiera Milano Group.

A Basis for Reinvigorating Trade Exhibition Industry Created in Government-Led Postwar Reconstruction
As venue rehabilitation progressed fast after World War II, the exhibition facilities destroyed in bombing were restored and Palazzo delle Nazioni (‘Nation Hall’), the official accommodation for visitors, was newly built in a government-led effort. Thus, Fiera Milano quickly recovered from the war ravages and established itself as the hub for business exchange across East and West.

The Boom during the 1960s and 1970s: Growth of Exhibitions Specialized in Industrial Sectors
Coming into the 1960s and 1970s, the Fiera Campionaria di Milano established itself as the exhibition that represented Italian products, thus supplying power for the growth of the Italian economy. In 1985, with Fiera d’Aprile (‘April fair’) was newly presented, ordinary types of previous exhibitions began to change their character as ones specialized in industrial sectors. And in 1991, exhibitions specialized in industrial sectors became the standard for Fiera Milano events.

Reform in the 1990s: Expansion of Venues and Creation of Professional Facilities Operators
As demand for exhibition venues grew in the 1990s, Fiera Milano built three more pavilions, with its total exhibition space thus increasing to 74,000㎡. Meanwhile, since 1999, Royal International Exhibition Corporation of Milan reorganized itself into a foundation, all the while separating its management from its ownership. Accordingly, in July 2000, Fiera Milano Spa was created as an event organizer to start the full-swing operation of the venue from October.

The 1st Decade of the New Millennium Saw the Company Leading Global Market through M&A and Business Diversification
In November 2000, Fiera Milano SpA created Expopage SpA, a large event?organizing portal that provided exhibitors, audience, and event-organizers with information and various services on exhibitions held in Milan, which marked the start in building the cornerstones of today’s Fiera Milano Group. To expand its business portfolio, Fiera Milano established partnership with Deutsche Messe AG, a global event organizer running Messegelande Hannover, which is the world’s largest venue, and signed a contract for a joint venture in January 2008. Currently, Fiera Milano and Deutsche Messe AG are jointly pushing for an event-organizing business in China and India.

Fiera Milano SpA that Owns Various Event Organizers
Fiera Milano SpA is a large event organizer that operates not only Fiera Milano exhibition venue but also Fiera Milano City and Milano Convention Center located in downtown Milan, and holds various exhibitions such as Milan Furniture Fair, the World’s largest of its kind. The business portfolio of Fiera Milano SpA includes the three major divisions of Venues and Related Services (VRS), Value-Added Services (VAS), and Exhibition and Congress Organization. While VRS is handled by Fiera Milano SpA, the mother company, VAS and other projects are handled by its affiliates.

Fiera Milano Group’s Exhibition Portfolio: with More than Twofold Portion of Overseas Event-Organizing Business
In 2011, Fiera Milano Group directly held 15 exhibitions in its home country and 33 exhibitions overseas, thus the latter being double the size of the former. This means that overseas business takes up a large portion of the event-organizing portfolio of Fiera Milano Group.

4.3-Bil.-Euro Spillover Effect on Regional Economy with 64% Registered in Hotel & Commerce and Related Services
According to the analysis by Center for Research on Regional Economics, Transport and Tourism-University of Bocconi, the total economic spillover effect that Fiera Milano Group exercised in 2003 on Lombardy was 4.3 billion euros. By related industry, it turned out that the company had the biggest influence on hotels and commerce (34%) and B2B service and other services (30%). Furthermore, the company exerted spillover effects in various areas of manufacturing, transportation, construction, energy, and agriculture. 1.9 billion euros, about 44% of the total spillover effects (4.3 billion euros), came from the spending by the exhibitors and audience at the exhibitions, 39% of which was generated in the services related to event-organizing industry such as B2B services, logistics, manufacturing, and construction. The remaining 61% arose from the region-based services such as hotels & commerce and transportation.

Tags:

comment closed

Copyright © 2009 · Global MICE Insight · All Rights Reserved · Posts · Comments