Preview


Putting the show back into Golf Europe


With Messe Augsburg hosting this year’s Golf Europe 2012 what does the show hold for exhibitors and visitors? David Owen gives a taster of things to look forward to in Germany


T


he fundamental purpose of Golf Europe is to be a platform for the golf trade,


where everyone comes together, signs orders, builds their network and communicates. We have taken the wishes of the Golf industry’s key players to heart and we believe everyone will be pleased with the results. There will be a strong


supporting programme at the show. Added to which we will have a new sector at Golf Europe this year entitled golf tourism. With all the talk about the sport of golf needing to be rejuvenated


and the number of golfers to be grown, we will stage the Augsburg Golf Day 2012 in close collaboration with the City of Augsburg which is to be held at a prominent location in the city on the Saturday preceding the show. Manufacturers can partake in this ostensibly public event, designed to encourage ‘past golfers’ back onto the golf course and also give a new impetus to the sport by growing the number of golfers. This event is not mandatory,


but offers a new approach to putting the fun back into golf and generating interest in the sport. Naturally this will be a major talking point and a great opportunity to sell more equipment.


Demo day For the trade, we will have the demo day on the Saturday before the show at a driving range and short course a mere two miles from the exhibition venue with shuttle busses running regularly between the two. Hands-on demos, a programme of free lessons and a few competitions for the pros will add excitement too. At the Messe Augsburg


exhibition grounds, we have put the show back into Golf Europe.


22 There will be a stage for


speakers and a catwalk, both of which will give manufacturers, buyers and pros additional promotional opportunities. The demonstration area with nets at the end of Hall 3 will create enthusiasm and a buzz, putting the buyers in an ‘order now’ frame of mind. This is the intention, at least. But it’s also up to the industry to do their bit. Outdoors there is a demo area


and space for the tour/fitting trucks.


VIP area Our VIP area will add to the quality feel and this will be a focal point for the matchmaking with VIP buyers who we will invite in collaboration with the industry. Naturally we’ll also be looking


into exciting growth markets to ensure buyers are present e.g. Golfstore, Stadium. We will also have a hosted


buyer scheme, funded by Golf Europe, to attract key industry players from new growth markets. In the meantime the media


plan has a very international focus, thus further promoting the event to the surrounding countries such as Poland, Czech Republic, Russia, France the UK and also within Germany.


Further complementing this,


we will organise a hosted buyer scheme to bring key players from target markets such as Russia, but also Germany etc to Augsburg; expected to be a big benefit to those exhibiting companies. We certainly must not forget


the importance and great potential within the German market.


European counterpart to Orlando On a final note, the vision for years to come is for Golf Europe to develop into an order show. The initiatives presented above


will certainly help put the buyers in the right frame of mind, but it is also down to the industry to include this event into their schedule which will eventually develop into the European leading show as a perfect counterpart to the Orlando show. The weather in Augsburg is


very pleasant in mid-September making a round of golf at Burgwalden (Bernhard Langer’s course) a very real possibility should you wish to have a go. Golf Europe relies on the


willingness of the industry to turn it into the refreshed, stronger, international, global golf event.


•www.golf-europe.com Pro Shop Europe April 2012


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