59 instead of 126 (previous year) million euros in sales in fiscal year 2020 and a result of -18 million euros instead of around 396,000 euros (earnings after taxes) in the previous year. This is the bitter balance for Landesmesse Stuttgart in the first Corona year. This is because no trade fairs have been held at the Stuttgart location since March 2020.

"We have managed well over the years, had a good equity ratio and were able to secure liquidity with the help of our shareholders," trade fair managing director Roland Bleinroth sums up. Nevertheless, he expects similar figures for the current fiscal year 2021. After all, no attendance trade shows have been held to date. "The pandemic and its effects will demand a lot from us this year and also in the following years," adds Stefan Lohnert, Managing Director of Messe Frankfurt.

185 trade shows canceled

Since spring 2020, the group has had to postpone or cancel 185 trade shows and events worldwide to date. For the first time in its history, the company had to apply for short-time work for its employees. However, no compulsory redundancies were announced. "The past few months have demanded quite a lot from all of us. Within a very short time, the entire trade show system collapsed - from acquisition and marketing to planning and execution," Bleinroth sums up.

Hybrid formats complement physical trade shows

The company used the long months without trade show operations to reorganize its content. "The crisis was and is without question stressful for all those involved in trade shows. However, at the same time, it has fired our creativity immensely and motivated us to break new ground," says Lohnert. Messe Stuttgart had already gone to market in the fall of 2020 with four broadcast-capable studios in order to fulfill its original task of bringing together supply and demand. Since then, many hybrid and digital events have been handled through them.

This is a business that will continue to be used after the pandemic and should be of particular interest to international visitors. Bleinroth: "At present, it is not yet foreseeable how long visitors and exhibitors from abroad will be confronted with travel restrictions. Digital solutions are therefore still interesting and absolutely timely." The managing director does not see the physical trade fair presence as being endangered by this. "The core of any trade fair is personal contact, the conversation en passant. Digital formats only enable this to a limited extent. That's why we also see them as a supplement to the physical trade fair in the long term."

In September 2021, trade show operations will begin again - presumably

With the physical trade fairs - as of now - it should already continue from September. This is made possible by an updated form of the Corona Ordinance from the end of June and Messe Stuttgart's sophisticated hygiene and safety concept. With "Safe Expo", Messe Stuttgart is ensuring that trade fairs are possible even in times of pandemic.

More than 20 events are on the agenda until the end of the year. Among them is Vision 2021, which will take place from October 5 to 7, 2021.