A new chapter in the history of eroFame is about to begin. Firstly, the show in late September 2024 will be the last to take place in Hanover, and secondly, the decision was made that, starting in 2025, there will be two eroFame shows per year: a spring event, the first of which will take place in Malaga, Spain, and a fall event, which will take place in Amsterdam, the Netherlands, in 2025. Wieland Hofmeister, head of Mediatainment Productions GmbH and organizer of eroFame, tells us more about these farreaching, ambitious changes in our interview.
"New times mean new challenges..”
At the end of September, we’ll have the final eroFame in Hanover. What is the predominant emotion among the team right now: a bit of wistfulness or excitement about the new beginning and new locations?
Wieland Hofmeister: Hanover is home to our team, and it is also my hometown, so that makes it a little harder to move eroFame to a different city. Also, we’ve had the show here for many years, and we had many processes down to a T. Working with the team of the Hanover fairgrounds was effortless, and we could more or less guarantee a smooth event every year. Not to mention that Hanover has the biggest fairgrounds in the world, with a long tradition of hosting massive, international events. Saying goodbye to this location, and to all the friends we`ve made along the way, is understandably making usa big wistful.
But at the same time, there is great energy within the team as we look at new, exciting locations, and our motivation remains as high as ever. New times mean new challenges. And we are definitely looking forward to these challenges, knowing that, no matter which location we’ll go to next, there will never be a dull moment.
Let’s talk about your farewell show in Hanover. Is interest in eroFame unbroken in spite of the ailing market and changes in the European tradeshow landscape?
Wieland Hofmeister: Of course, we are aware of the current situation in the market. Business isn’t exactly peachy for most, many companies have to be mindful of budgets and investments. However, I can already tell you this: Trade members will find all the relevant players of the industry at this year’s eroFame! All of the companies that really move the needle in this market will be a part of the show, and we are also looking forward to welcoming several new exhibitors. After all, without them the market wouldn’t be what it is: a place of endless variety and innovation.
This being the last eroFame in Hanover, there are great expectations. Will you pull out all the stops to make it a farewell to remember?
What was your motivation to leave Hanover and move the next fall event to Amsterdam?
Wieland Hofmeister: If there was a point of criticism about past eroFames, it was probably the location. Next year, the fall eroFame is going to take place in Amsterdam – a decision many of our exhibitors and visitors have welcomed. As a matter of fact, many of them have already registered for eroFame 2025. Judging by this feedback, we have clearly made the right decision. Not only is Amsterdam’s RAI convention centre a perfect venue for our event, but the city is also absolutely incredible. Truly something that has be seen and experienced to be believed.
Some feel that this decision was long overdue as people had been criticizing the old location for years; others might feel that there was no real reason to move the event considering eroFame’s resounding success in Hanover. Would you say that this is one of those cases where you simply can’t make everybody happy?
Wieland Hofmeister: We have made it a point to always listen and to look at what we can do. If the situation changes, you have to act accordingly and face these new challenges. Hanover has always served eroFame well. We had lots of people flocking to the shows, and the price-quality ratio was highly appealing. And that’s also how it will be this year.
What are your expectations as you move eroFame to Amsterdam?
Wieland Hofmeister: We hope this will be another successful step in the right direction. One that benefits everybody - visitors old and new, the exhibitors, and us, the organisers. More information about next year’s event can be found at our new homepage, which we are really proud of: www.erofame.eu.
Will Amsterdam be a permanent home to the fall eroFame, or will it just be a one-off before you move on to another location?
Wieland Hofmeister: Personally, I don’t think that eroFame will return to Hanover, if that’s what you mean. Amsterdam has so much to offer. Will it become the permanent home of eroFame? Well, that depends on the success of our shows there. As always, the decision will ultimately be up to our advisory board. I could definitely see eroFame moving to a new city every year. Vienna or Munich would make great locations at some later date. We’ll see ...
The other big news was that, beginning in 2025, there will be two annual eroFame events. Apart from the well-known fall show, there is also going to be an event in spring. Why did you decide to take this step?
Wieland Hofmeister: The market has been sending a clear signal: There is demand for a trade show in the south of Europe. A few years ago, we had already proposed such an idea, asking the industry members if they would want a second annual event. However, back then, there was little interest, so we didn’t pursue the concept any further. Today, we know that the companies and trade members in southern Europe would very much welcome an eroFame on their home turf.
Some might argue that adding another trade show to the calendar is not a good idea in these trying times. How do you respond to this criticism?
Wieland Hofmeister: As mentioned earlier, we are all aware that our market is going through a rough patch. Personally, I can’t help feeling that maybe, we had gotten used to the COVID boom times a little too much and that maybe, what we are experiencing right now is simply the market returning to pre-COVID levels. Back then, during the lockdowns, many new consumers discovered our market.
You chose Malaga, Spain, for the 2025 spring event. Why makes Malaga the perfect location?
Wieland Hofmeister: A sun-kissed city on the shores of the Mediterranean, Malaga has in international airport, and it provides one of the most beautiful backdrops you could find anywhere in the world. The fairgrounds combine functionality and eye-catching aesthetics. I already said it once, you have to see it and experience it yourself!
There are several hotels offering top service and fair prices within sight of the fairgrounds, and exhibitors can rest assured that they will get the best square metre prices possible. Combine all of these things, and you have an event that should be appealing to all members of the industry. Malaga is indeed a perfect fit for eroFame. If you visit our website, you can already find some early, helpful information about the location.
In Hanover, eroFame was unrivalled for many years. In Malaga, however, you are faced with direct competition from another show. What makes you optimistic that the spring eroFame will be successful in the long run?
Wieland Hofmeister: Well, there has always been competition for us in the European market. We just managed to persevere with our concept for a b2b show. To answer your question: I think – and many people in the industry seem to share this opinion – that in the long run, there will probably only be one big spring show in southern Europe. Usually, the saying goes that competition is good for business, but in this context, one show would make the most sense for our industry. And of course, we hope, that eroFame will be that show.
We would have liked to come to some kind of agreement about a collaboration with the other trade show, but they did not accept our offer, which is regrettable, of course. We are professional event organisers. We don’t run a wholesale business apart from this. No, this is the focal point of what we do. We are confident that our visitors and exhibitors appreciate the reputation that eroFame has built over the years, and we hope they will continue to trust and support us.
Wieland Hofmeister: Well, I think the very reason for this interview and all of my answers have proven that we don’t shy away from changes when they become necessary.
