Messe Stuttgart restructures MICE proposition with cluster strategy


EUROPE – Stuttgart’s exhibition and convention centre, Messe Stuttgart, has restructured its Guest Events business division after adopting a cluster strategy to attract new events in five key thematic sectors. It has also merged its exhibition halls and congress centre event management under the control of one team.
For each of these areas (medicine and healthcare, automotive, IT, trade and energy), the Guest Events sales team will now have a permanent contact person who is familiar with the respective market environment. It is hoped this move means the contact can meet customers’ needs even more quickly and effectively.
Also, the project support for events at Messe Stuttgart’s exhibition halls and its International Congress Center Stuttgart will now come under the one team. Messe Stuttgart says this allows greater internal and external flexibility as service will in future come from a single source. Customers will, therefore, always have the same contact person, regardless of what the event is or where it is being held.
“By implementing this internal restructuring, we’re giving Stuttgart an even higher profile as a potential destination.” says Division Director Guest Events, Stefan Lohnert. “We want to become Germany’s number one fair and events location for the automotive, IT, medicine, energy and trade sectors, with resulting benefits for the region’s hotel, restaurant and culture industries.”
“By providing customer support for both trade fair and congress facilities from a single source, we’re setting the benchmark for the entire industry,” he adds.
The Guest Events business area is also making a number of personnel changes. As of 1 September 2013, Mirjam Hägele joined the sales team as Sales Assistant. Hägele previously worked in banqueting sales for Messe Stuttgart’s catering partner, ARAMARK Restaurations.
Hanna Hofmann, who was previously Senior Client Service Manager Aircraft Charter at Pro Sky AG in Cologne, is now responsible for implementing trade fairs, corporate events and congresses in the Project Management team.
Sandra Tersteegen will perform the same task. A trade fair management assistant by profession, Tersteegen comes to us from Hagenbeck Veranstaltungs in Hamburg.
According to the results of the venue’s latest survey, 95 per cent of all customers are satisfied or even very satisfied with their guest event at Messe Stuttgart.
Photo: Vice President Division Director Guest Events Stefan Lohnert (center) with Karolin Blessing (Sales Manager), Meike Poweleit (Team Manager Project Management), Manuela Walter (Sales Manager), Mirjam Hägele (Sales Manager); not in the picture is Ulla Göransson (Sales Assistant). Image source: Landesmesse Stuttgart.
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