The trade show organisers state: “Structural changes in the golf market require re-evaluation of the trade show concept”, and also pointed to a “budget migration to new growth markets like Asia [that] is driving the correction of the European market”.
“We are currently re-designing the Golf Europe concept in close co-operation with the industry, in order to return to the market with a modified and conclusive format,” says Klaus Dittrich, chairman and CEO of Messe München. “The strategic reorientation will take some time, which means the trade show will be postponed until further notice.”
The dimensions of Golf Europe have been clearly shrinking over the past five years, with hardware brands struggling to find value in the show, in particular, which has traditionally been held in late September or early October. A source at Messe München has confirmed to SGB Golf that the exhibition floor space booked up by UK companies had shrunk from 1,500 square metres at its peak, down to 1,100 square metres in 2010. The value of floor space value has also dropped.
"We are currently re-designing the Golf Europe concept in close co-operation with the industry, in order to return to the market with a modified and conclusive format" -- Klaus Dittrich, Messe München
In an apparent decision to cut its losses with hardware and concentrate on apparel brands, Messe München brought forward the dates for this year’s show to August 28-30. SGB Golf understands that bookings for the 2011 event were in fact up by 15% in May, year on year, but with the show brought forward by a month, this was not considered a viable position with three months to go before the show was due to open.
Mixed reactions
Reaction to the cancellation of Golf Europe has been mixed among the UK trade.
“I am disappointed that Golf Europe has been cancelled,” Conor Dillon, regional manager at Golf Pride, tells SGB Golf. “I found it a good platform for meeting key European customers under one roof.”
“I am not surprised Golf Europe has been cancelled to be honest,” says Jacqui Hitchcock, UK managing director of SkyCaddie. “In recent years it had become more of a German show than the European show it used to be.”
“It was clear over the last few years there have been challenges and perhaps a resistance among many exhibitors, which just reflects the financial pressure many are under,” says Paul Hedges, managing director of Foremost Golf, which is part of the tri-party body that organises the Golf Show in Harrogate. “I do not think the Foremost and TGI show was a contributor to its demise – if indeed that is what happens – as there had been issues before that.”
SGB Golf understands that Messe München is investigating ways in which it can bring added value to its golf trade show format, such as attaching the show to some form of trade congress, or perhaps a golf coaching event with educational opportunities for club professionals.
