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SPN AUG 2012 ShowPreview
INTERBAD, STUTTGART, GERMANY
IN POLE POSITION TO LAUNCH NEW ERA FOR TRADE SHOWS
tuttgart’s four day interbad swimming pool and spa show in October will almost certainly be the first show in the last five years to find a way to beat all the problems with national debt crisis, falling specialist sales and turbulences within the Euro economy.
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The event, which takes place every two years, has re-invented itself in a bid to find growth and is set to be the first European trade show in years
to show real expansion and lay down a message of confidence in its national specialist trade. The interbad event takes place from 9 to 12 October and is just five weeks ahead of the Piscine 2012 event in Lyon.
All the major European shows in recent years have been hit by a declining swimming pool industry with the number of new pool buildings dramatically down and a general air of recession surrounding the big trade events. However interbad on the back of statistics which show the pool industry recovering in Germany from a low point of 2009 seems to have found a winning formula.
The idea to make Stuttgart the permanent venue of interbad paid off in 2010. The show set a new exhibitor record and the trade fair was also able to attract significantly more visitors. The number of international visitors also rose.
Now 2012 interbad looks set to show a 15%
growth from the previous event with a record 500 exhibitors from 22 countries expected to book. “It reflects the enthusiasm of pool companies to become more aggressive and invest into 2013,” said Ulrich Kromer, Managing Director of Messe Stuttgart who organise the show with the German Association for the Recreation and Medicinal Bath Industry.
So what has interbad done to buck the trend? Said Birgit Ackermann, Project Manager of interbad: “There seems to be a genuine demand to be the first with new products and to identify industry trends for 2013. We know from our exhibitors that our broader base this year fits in with their ambitions for 2013.”
Other events would do well to follow the interbad model because if it does work and the indications are all good then the Stuttgart business has found the right formula. After the successful 2010 event organisers set out on a plan which included:
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