Home » Destinations & Venues » Operation Status and Strategy of Global Top Exhibition Venues 4. Operation Status and Strategy of Eco-Friendly Exhibition Venues ② [Global 36th] Leipzig Messe ? Promoting Growth in Balance

Operation Status and Strategy of Global Top Exhibition Venues 4. Operation Status and Strategy of Eco-Friendly Exhibition Venues ② [Global 36th] Leipzig Messe ? Promoting Growth in Balance

4. Operation Status and Strategy of Eco-Friendly Exhibition Venues
② [Global 36th] Leipzig Messe ? Promoting Growth in Balance

Created to promote the market function of Leipzig as a trade hub between Eastern and Western Europe (from 1165)
First held in 1165, Leipzig Trade Fair boasts its long history of about 850 years and has led the growth of the regional economy as Leipzig’s leading industrial fair. When a number of merchants and artisans created shops around the market plaza of Leipzig, the city grew into a trade and fair hub. As most of its residents descend from Anglo-Saxon, a Germanic tribe known for its business acumen and adventurous thinking, the city has its economy more closely connected to exhibitions than the other parts of Germany. In 1873, Leipzig Trade Fair was built as the area’s first arcade. The existing smaller exhibitions became unable to handle the emerging demand in the wake of the rapid changes in the market that followed the German reunification of 1990. And an increasing demand for specialized and larger industrial and consumer exhibitions increased the need for large and professional exhibition venues.

New exhibition facility built to ensure sustainable growth into the future (from 1991)
Under such circumstances, there came in 1991 a proposal for the construction of a new trade fair multiplex, and when the German government decided to provide 300 million DM (215 billion won) as part of its program for economic revival in former East Germany, the construction of a new exhibition venue began to shape up. Afterwards in 1994, the construction of the current Leipziger Messe started and it was completed in 1996, along with Leipzig Congress Center. As European Union expanded its scope into Eastern Europe, Leipziger came to be front and center of EU, and Leipziger Messe has emerged as the new business center for EU. Having long served as the gate between Eastern and Western Europe, Leipzig now performs the role of a crucial trade hub in the new environment that integrates a planned economy, free market, and the European Union.

Owning hardware with great artistic value
Leipziger Messe aggressively uses light and colors to create an attracting exhibition atmosphere and is decorated with distinctive art pieces created by the famous artists from all over the world. When Leipziger Messe was newly built, the design arranged for inclusion of an art gallery, and with cooperation from twenty-four renowned artists, they put in meticulous work on the interior for the exhibition venue including space, walls, stairway, and sculptures. As a result, the exhibition venue created an atmosphere in which individual artworks register pronounced contrast with the rowdiness seen in ordinary exhibitions. The flags hoisted along the main street of Messe-Allee, where Leipziger Messe is located, and City Hall are all designed by artists, and with these artworks, the place creates huge political and economic effects, thus serving to engender new relationships and potential value.

Fulfilling social responsibility and creating a basis for sustainable growth
Leipziger Messe pursues a long-term strategy for environmental protection in order to grow into a company with potential for environmentally, economically, and socially sustainable growth. So, investment considers economic cycles and future environment to minimize environmental impairment through implementing joint cooperation with employees and partners. Also, Leipziger Messe has contrived Growth in Balance, a measurable and transparent company-wide management system, to ensure sustainable growth. The ultimate goal of the system is to accomplish simultaneously economic growth as well as the fulfillment of environmental and social responsibilities, and the first implementation point is 2-Degree Office introduced in 2009. 2-Degree Office is a program that provides Messe employees with information on ways to save resources and energy that can be practiced in everyday life and supports improvement through evaluation. As a result of such efforts, in February 2010, Leipziger Messe obtained Green Globe Certificate from an eco-friendly certification agency that serves the global tourism & convention industry.

With the motto of ‘Provide Best Services’, Leipziger Messe rated top in evaluation of service level and value-to-cost ratio
With its motto as ‘Provide Best Services’, Leipziger Messe is focusing on upgrading the value of soft infrastructure. With meticulous consideration and respect for customers, Leipziger Messe figures out diverse-ranging needs of customers and thereby provides differentiated services. Leipziger Messe is rated top in service level and value-to-cost ratio among twenty major specialized exhibition venues in Germany.

Leipziger Messe performs fairly well with continued growth in the face of an economic depression
2010 annual report of Leipziger Messe shows that its 2009 performance registered relatively stable growth as compared to 2008 in spite of the overall depressed market. It had 10,842 exhibitors, up 7% from 2008, and 30 events, up 15% from 2008, and a net exhibition space of 436,126㎡, up 11%. On the other hand, it had audience of 1.11 million people, down 3% from 2008, while it had total 1.15 million participants for all exhibitions, conventions, and events, which was similar to 2008. The total sales for the group was 69 million euros (106 billion won), down 14% from 80 million euros (122.6 billion won) in 2008. Considering the crisis that assailed the European economy and the depressed European event-organizing industry, such performance comes in as not too bad.

Creating annual spillover effect of 460 mil. euros on regional economy and 6,000 jobs across Germany
In general, one standard indicator that measures the performance of a professional exhibition venue is to check its economic spillover effects on the regional economy. Leipziger Messe is estimated to return 5 to 7 euros for every single euro to the regional economy, thus finding its direct beneficiaries among restaurants, hotels, taxi drivers, trade fair related services, and local services. The economic spillover effect that Leipziger Messe creates on the region is estimated at yearly 460 million euros, which suggests that it contributes greatly not only to former territories of East Germany but also to the whole national economy. Also, Leipziger Messe creates some 6,000 jobs throughout Germany.

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