Back in 2017 and 2018, we could still make an interesting trip to Frankfurt and be sure to see a good show at the Fest Halle organized by PRG, and in the exhibition halls during Prolight+Sound, we were sure to discover the latest equipment launches, just like at a good auto show, where new products are shown first and foremost.
As of 2019, however, something went awry, and the nail in the coffin was the pandemic, after which other trade shows quickly found a place and time for themselves on the calendar, and good old Frankfurt seemed to have missed the changes and other players.
Significant competition
ISE Barcelona has already found its deadline for good at the very beginning of the year. January is a good time for launches, as there is enough time for pre-season decisions. ISE is also a multi-industry technology fair, where you can touch and see new products that touch the tech scene industry from all sides. In the end, Barcelona is a much cooler place than Frankfurt.
The fact that ISE is going from strength to strength can be seen from the fact that a year ago light and sound stage together filled one exhibition hall, meanwhile in 2024 they will be separate halls, where in the one with light at the end of August it was in vain to find free exhibition spaces.
What is LEaTcon?
Meanwhile, in Germany itself, a new concept for industry trade shows - LEaTcon - is growing in strength. The latest edition on October 17-19, 2023 in Hamburg beat its previous editions in terms of the number of exhibitors and the number of visitors. From exhibitor reports, it could be inferred that in the previous edition there were as many visitors during the entire event as there were this year during just one day.
Why is LEaTcon growing rapidly and gaining more and more visitors, including visitors from abroad, slowly becoming an international fair? After all, I guess it's not just a matter of timing? Although it seems that October is quite a reasonable date to build a new industry trade fair 'after the season' on this date. Also, the timing is a plus.
Three times YES.
What else contributes to such growth momentum for this event? There are three other things that have been well thought out.
First, all booths are of similar size and all booths do not have a tall design. A simple design with a wall in the background and individual products displayed on the booth. Full focus on the products, careful viewing and discussion of individual products. No big stages, VIP areas, bars or secret rooms.
Secondly, the whole three days literally packed with workshops, trainings, presentations - a huge amount of knowledge and new skills. MA training zones or immersive sound demonstrations. The only downside is that still the vast majority is in German.
Third, putting networking, everyone with everyone in every place. At the end of the first day, a joint event for everyone. At the fair, several large areas with tables and a bar. Plus catering and an open fridge... throughout the fair. People mingle, see each other at the booths, then at the conference area, and then see each other again and talk over lunch.
In the word of the end
LEaTcon is now set to become an international trade show, but with this approach it is sure to become one of the more important industry events in Europe. Who knows if one day we won't be more likely to choose Hamburg over Frankfurt.
Manufacturer: Portman
