Opinion:
DURST Expo 2022 takes place in Brixen April 26th-29th, and if you recognize these dates, you are right - it's the exact same days LabelExpo was supposed to take place in Brussels. LabelExpo canceled the 2022 edition in Brussels and left exhibitors furious.
This story will cover three aspects - the consequence of the canceled LabelExpo, the future or tradeshows, and finally, what to expect from DURST Expo.
When Tarsus canceled the European edition of LabelExpo, they blamed the supply shortage of components and materials and the Russian attack on Ukraine as the reasons for canceling the show. However plausible this may sound, can it be true? What is widely discussed but officially not disclosed is that major exhibitors months ago already pulled the support to LabelExpo or said they wouldn't bring equipment to Brussels. According to various sources, Tarsus even asked these exhibitors not to announce this disturbing news, so Tarsus could continue selling booth space - I assume? As late as January, exhibitors were, according to one source, assured by Tarsus that LabelExpo would take place. However, several of the dominant exhibitors already had pulled the full support to the event at this time.
Gallus even publicly announced that they would drive guests to their demo center rather than exhibiting at LabelExpo - a position that by all means was a direct hit on LabelExpo, but makes perfect sense, in my mind! Why bring equipment to Brussels for a few days when perfectly working demo centers have been established during the Covid?
Exhibiting serves a couple of purposes, but when the day is over, exhibitors evaluate the value of a tradeshow - like any other business decision! When shows like drupa continue to state that the industry needs exhibition, this sounds more and more hollow as businesses find new ways of achieving the purposes!
The tradeshows have problems justifying their very existence - or at least some! With Tarsus's decision to postpone yet again, exhibitors will maybe again consider the value of their participation? The press release issued by Tarsus claims the decision was taken in close consultation with exhibitors, etc. But think of this for a moment. As bad as the Russian invasion of Ukraine is, does this influence shows and attending shows? FESPA is full-steam ahead for the Berlin event end-of-May, which is closer to Ukraine, Poland, and Russia; should the war be a show stopper? I can't believe it, and to me, it sounds like the PR and marketing departments have been on overwork!
I believe there can only be one reason for Tarsus to cancel LabelExpo: the lack of support from Exhibitors - and maybe even very few pre-registered attendees!
So why did they cancel March 1st, and not earlier? As with so many other things, it could be MONEY. When exhibitors exhibit, payments for booth space are paid in agreed installments - with all being paid sometime before the event. According to a few sources, the last installment to the Brussels 2022 was due in February, but it is not confirmed from a third party, as I haven't got a copy of the contract yet - but are chasing one! And according to other sources, Tarsus issues "vouchers" that are good for the next LabelExpo - though canceled by Tarsus! If this is true, Tarsus kind of strongarm exhibitors to exhibit in 2023 or force a loss that could have been avoided!
Regardless, the exhibitors who, until March 1st, believed in LabelExpo are upset, furious, and to some extent left in a vacuum. The vendors who decided not to exhibit long ago have already made plans for how to market and communicate products, services, and announcements without LabelExpo. The others, however, now have to figure out what to do. Suppose they don't get the payments back. In that case, they have to invest two times to get the same messages out - unfair, twisting competition, and well - something that could have long-term consequences for Tarsus and LabelExpo not only in Europe, I believe.
The Future of Trade Shows
Despite the best intentions and wishes, the pandemic has changed the market. If organizers at first thought it was the fear of COVID that would keep attendees away, it is as wrong as believing the financial crisis in 2008/2009 to be the reason for the major decrease in the commercial print market. A widely thought of speculation is how technology life-cycles influences our lives and businesses significantly. When the financial crisis hit, it hit the same time as the global internet population reached almost 50%. Yellow pages, phone books, printed encyclopedias, and a whole range of other products disappeared because the Internet made it easier, faster, cheaper, and more convenient. The pandemic has again pushed everything - if not forward - then at least to another place. Terms like Zoom, Teams are not only products but terms that indicate a major change in how we communicate.
To believe that this change shouldn't influence how we get information about products and services is at best naive and more likely stupid!
When I talk to vendors, many say that their customers are WAY more informed about the products they are interested in than in the past. You don't HAVE to go to a tradeshow to see the newest and latest - you can do it from your desk, your sofa, even on planes, when doing the only thing that emphasizes the value of events - the physical one-to-one contact!
Does it mean that there isn't a need for tradeshows in the future? It depends. I have earlier written that it will be difficult if the exhibitions don't re-invent themselves. Mark Subers from PRINTING United Exhibition and I talked about this at the Dscoop #EdgeRockies and challenged me to suggest ideas. Subers is a very creative guy, and I am sure they will do what they can to invent an outstanding PRINTING United show in Las Vegas later this year - and as it's an event with a supporting member base, I am confident that many will attend. However, I will work on suggestions, so seeing if some of these might resonate with PRINTING United will be fun!
I have earlier predicted that the first major organizer to withdraw from the printing industry could be Tarsus. With the cancelation of Brussels, I believe it will be extremely difficult for them to re-invent themself. Though I want to see a drupa again (I think), I am not 100% sure it will take place again, mainly because I can't see the need for exhibitions with hundreds of thousands of attendees - but I may be wrong!
However, many vendors are considering it, and from what I hear, I would at least expect it to be considerably smaller in size and number of visitors. We will, however, soon see. It's only two years from now!
The DURST Expo 2022
If Tarsus expected vendors to accept the cancelation of LabelExpo to go as easy as earlier, they miscalculated. Most would understand and accept yet another postponement if the reason was COVID or other things that people believe to be a reasonable and trustworthy reason. DURST and some of their close friends did not accept this, and just a few days ago, they announced the DURST Expo 2022 on the same date as LabelExpo was supposed to take place! DURST Expo will take place in Brixen - and that may be the only 'show-stopper,' as it's not as easy as Brussels! However, DURST's headquarter outperform any exhibition venue in the world. As I know DURST also has good taste; I can't believe that they will serve bad-tasting hotdogs and bottled water but will exceed and prove that they and their partners in the future won't need Tarsus or LabelExpo. This is just speculation from my side, but why shouldn't they at least consider it?
If other groups of vendors decide to follow the steps of DURST, it will be a hard hit to any even remotely dreaming of having a conventional tradeshow! We have for years predicted more Hunkeler Innovationdays, Connects, Dscoops, thINK, and more. They may not be cheaper to do, but the smaller events are just so much nicer to attend (in my mind) as you have the number one resource most don't have - TIME!
A final note. The cancelation of LabelExpo is, in my mind, the maybe biggest bomb any could throw at the exhibition industry and I believe will influence and inspire hundreds of vendors in all segments, sizes, and geographies!
All the best!
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