Claude Membrez, Managing Director, Geneva Palexpo
An Interview with Geneva Palexpo Managing Director, Claude Membrez.
Surrounded by the mountains of the Jura and Alps, with dramatic views of Mont Blanc and located at the southern tip of one of Europe’s most famous lakes, lies Geneva. Aside from its obvious natural beauty, the City’s venue, Geneva Palexpo offers significant opportunities for UK and International exhibition organisers. In this interview, Marcus Timson talks to Claude Membrez, Managing Director of Geneva Palexpo and we discuss events, challenges, successes and the future and discover what unique advantages Geneva offers UK and International exhibition organisers looking for something new.
Tell us a little about your career and background, how did you come to join the Exhibitions industry and come to run Geneva Palexpo?
I was born in Geneva in 1965. My father worked for the Touring Club of Switzerland, which is something similar to the RAC or the AA in the UK. He became the Chairman of the Automobile Association for Europe. Within these clubs, you have the background of tourism in general. For example, the club has hotels for camping etc. and clubhouses. My mother had attended a hotel school because my grandparents had a hotel in the Swiss mountains. So it was natural for me to join the tourism industry and a hotel school in particular. I worked in hotels in Canada and Paris and then back in Switzerland. After a while, I wanted to do something else and I discovered that an events venue was being built in Fribourg. I joined before it was built when it was still an open field, we had to build it, put it onto the market and then operate it. It was in 1999, after a few years, we had a fully operating venue with 15000 sq metres and several events running there. I learned a lot with creating this venue so when the opportunity came up to manage the Geneva Palexpo I leapt at the opportunity and have been here since 2004.
My career has always been in hospitality. We do not view Palexpo as a real estate company, we believe we sell service and create experiences for people. I have worked in this way welcoming guests into ‘our house’ which is quite different from some other venues I believe, and we genuinely help our customers to achieve their goals.
Geneva is a spectacular setting for any event
What unique characteristics does the venue have and what are the key values and USP’s you’d like the UK and International exhibition industry to learn of?
What we try to do is to serve our customers and ensure their event works as well as possible then the success of the event dictates whether it will return to Palexpo.
The partnership philosophy we have is really important to note, many venues might state that they do the same, but I doubt they will approach it in the way with the same amount of commitment than we do.
The second point is that we believe it just makes more sense for us to host events that match, align or link with Geneva’s unique profile and personality. The point is an event that matches the profile for the City will be more successful we think.
For example, can you imagine a defence show in a city such as Geneva, which is also the place that founded the Red Cross? Or a Tobacco Show in the City that is famous for the World Health Organisation? This doesn’t make sense, so we think this it is a really important factor for consideration. We prefer to work with show communities that come to Geneva not just because they think the City, Lake and Mountains are nice, but because it is the right location and the City provides the right backdrop, tone and image for the event. Our view is that any show can go to London, Paris, or New York and enjoy a certain level of success as you have access to a large population. But the show itself will only be a small part of that City. If you launch in Geneva it has to be very well organised with the Swiss touch, great quality and related to the City and the country to make it work to its best possible potential. For that short time, the event will become Geneva, and Geneva will become the event and this does a lot to enhance the success of the event by creating a superb atmosphere as well as making it very easy indeed for visitors.
Geneva International Motor Show is one of the worlds most famous trade shows
What key strengths does the Swiss market, and Geneva in particular offer international exhibitors and organisers?
As above really - the values inherent in our culture are also that of the Swiss such as collaboration, precision, cleanliness, professionalism, security, reliability, innovation, independence and internationalism. We are an outward-facing country as we need to be for our economy to thrive, but we value our independence, as does the UK.
Why do events choose to run in Geneva?
I think it is a lot about the history and the image. For instance, the Pope recently gave a mass at Palexpo, he could organise these anywhere but I believe the venue was the right kind of place for this kind of event. Geneva was chosen I think due to its neutral, friendly, safe, international and open culture and the fact that very positively the World Council of Churches is positioned here. The City is supportive of positive initiatives and which bring people together and help people.
And we also attract prestige events of international renown such as the Laver Cup, which ran in September.
Laver Cup Tennis Showcased the Flexibility and Class of Geneva Palexpo
How did the Laver Cup at Palexpo come about?
We realised 18 months ago that in September 2019, Palexpo was available and that this time frame aligned with the usual dateline for the competition. We also understood that the Laver Cup was a competition that was right for Geneva, particularly as Roger Federer, as one of the captains, is Swiss and there is a lot of interest in the game in the country. Swiss people, and particularly Genevan’s love their tennis. Also, we had already run the Davis Cup and the Fed Cup here at Palexpo and we knew we would be able to fill the stands. We also knew well the major sponsors as Rolex is based in Geneva and Mercedes Benz exhibits at Palexpo for the Geneva International Motor Show.
Everything worked very well and as a result, it was a huge success. I guess the organisers could have run this in London - but would the event have pulled as much attention if it were in Excel? In London, you already have Wimbledon plus the ATP Tour Finals at the O2 in November and this may well be enough.
What other kinds of events do you host, is there a common theme?
We find that the events that are working are those linked to high-end consumers and products. For example, some brands at the Car Shows are top-end names such as McLaren, Ferrari, Porsche and Rolls Royce for instance. We also have a wristwatch show as it is a key market and segment, with high-end products, we host a private jet show, a diamond and jewellery show and a contemporary art show. These are all high-end consumer shows and this makes sense in Geneva as our City is a wealthy one. Of course in Paris, London and New York you could also run these kinds of events, however, these smaller events appeal to people who like a beautiful location that is easy to get to.
And the private jet show works wonderfully as Palexpo is only a 15-minute walk from the airport!
So, on the one hand, we have a profile that means we often compete with Cannes and Monte Carlo for exclusivity and profile, but also as a location with a focus on science and innovation, and we have International Shows for industry and innovation.
For example, the International Exhibition of Inventions is one with a global focus on innovation and inventions. Industrial and commercial companies, universities, inventors and researchers, associations, private and state organisms and institutes, present their inventions, the results of their research and their new products. Manufacturers, commercial agents and financiers find 1000 absolute novelties ready to be marketed. It is a festival of innovation, ideas and inventions. And, the WIPO sits in Geneva!
UN is synonymous with Geneva and underlines the City’s Importance
What is Geneva famous for?
As well as the Lake Geneva Region's focus on innovation, of course, Geneva is famous for the UN, and several famous NGO’s have been established in Geneva since 1870. Soon, the UN will be celebrating its 100th anniversary. All of these international organisations are neutral and they want to be the go-between people. They run conferences for peace, are focused on helping to solve problems, to work together, with a collaborative culture and they like being located in Geneva, as we have a neutral status and are located in the middle of Europe.
I have mentioned science already, but I think CERN is worthy of a mention. CERN is a world-leading scientific centre made famous by the Hadron Collider and Higgs Boson. This collaborative organisation is based in Geneva, half in France half in Switzerland and was established in the 1950s as a centre for particle physics research with 12 member European countries. Again, another example of collaboration and specialised work.
We also have several leading banks based in the City and a lot of wealthy people live here so it is a lucrative place as well as a neutral, innovative and collaborative one.
Vitafoods
How is the Swiss Exhibition and Event industry? Is it growing? How has it changed over the past 15 years since the rise of the internet and smart technology?
The challenge of running an event venue such as Palexpo is that our local market is not huge. The Swiss population is 8 million and this can be limiting, so we want to focus on the virtues of running an event here for international visitors as well. Getting here from all over Europe is easy, plus the City is very appealing with a beautiful backdrop of the lake and the mountains with a great view of Mont Blanc! Geneva is surrounded by France, so the B2C market in Geneva is for French and Swiss visitors.
Of course, Germany is the heartland of the mega-show. After WW2, big events were launched to reignite the German and European economy. Then these events became international. It is not worth us even trying to compete! Instead, we see Geneva as a unique City that offers access to a different experience and a different geographical region including Italy, France and southern Germany. Our shows are therefore more specialised, they serve both the local population and the local industry.
What kind of events do you run?
We will run events for the wristwatch market, as obviously, this is an industry we are famous for. It’s about precision technology and this attracts visitors on an international level. We also run the famous Geneva International Motor Show, INDEX and other prestigious events that focus from sports to private jets, food and beverage as well as machinery and medical congresses. Or we run events here that align nicely with our values and profile as a City and visitors come from around the world.
What changes have you observed with events at Palexpo over the past 15 yrs?
We have seen that B to C events are declining, I think this is in line with the fact people have plenty of other ways to spend their time and money these days. Some have even cancelled now. We have also seen that events for finished products seem to be under pressure, also in the B to B markets. You simply do not need to go to a show to see a finished product. The traditional trade show is under pressure from other media where buyers can see the product and learn about it from other users, from influencers online for instance. This is a key change - people want to hear what their peers say - and an exhibition doesn’t always provide the quickest and easiest way for them to achieve this. Don’t get me wrong trade shows will always exist, but perhaps the formula needs to adapt.
For example, we have seen how brands are now organising their roadshows - for instance, we have a truck show. Some of the brands here are organising their own truck events. This gives their customers an experience, and a chance to try out the vehicle as opposed to seeing it stationary and then potentially following up the conversation. It is not as convenient or effective somehow. The other trends is where truck brands are putting their trucks alongside a related event.
This is also true of Mercedes and Rolex’s sponsorship for the Laver Cup. They had a high level and volume prestige category of consumers attending, and a chance to show their product without their competitors there. Both brands felt they would have a great audience next to the Car Show or the Watch Show, as inevitably you get an audience of hobbyists who attend but do not frequently buy.
We managed to attract a dairy show and a cattle show. John Deere will put 2-3 tractors/machines at the show. They felt that showing their product and brand would be much more effective at an event attracting farmers as opposed to a traditional trade show. This to me is an example of how B to B Marketing strategy has changed.
Are you concerned about the future of events?
Not concerned no, people need to meet and events remain the best format. So I am not worried on the use of our venue as people will always need to meet but I am worried about the performance of trade shows in the future because I think 'finished product events' will be difficult to maintain their relevance unless they adapt.
For a UK organiser to either launch or take a geo-clone version of their show outside of the UK, this is a big deal for them, what does Geneva offer organisers that is special and unique in terms of partnership or support?
Everything! We are open to any kind of collaboration. UK organisers are used to the UK market, which is unique. For UK organisers going to Germany, it is difficult and complicated as the market is already crowded. The mid-European markets could be an opportunity for a B-to-B event and great opportunity to focus on a European market with the French touch. If you want to touch Germany you have to be a German, if you want to connect with the French market then you have to be French, the same goes for Italy. But now if you want to connect with these three markets - a prestigious international City such as Geneva can provide this access where it can be organised in English.
The UK has always been a good partner for Switzerland. London is the best-connected city from Geneva Airport. The UK in the past was the biggest power but in our eyes, it is still a big powerful country perhaps less than 150 years ago but an island and proud to be independent. We, the Swiss are a little like this. We may not be an island but the spirit of independence is very big in the heart of people not to be bitten by others and the people are keen to be independent like the British. The Swiss parliament is known for its collaborative culture and our system is noted for its democratic approach and we see good partners with the UK.
Villa Sarasin available for event organisers to host VIP events
I recall us running FESPA at Palexpo, and what you’re saying rings true. The venue and City were spectacular, but we also ran an effective summit in the run-up to the event at a Villa, which is owned by Palexpo. Tell us more about this?
We also have an extra venue Villa Sarasin which can be used by organisers for summit events. Some use this approach to gather leaders in their markets to tackle some of the issues that define the future of their particular sector.
The exhibition venue as I say is positioned right next to the airport you can walk from the airport to the venue. This is special and you cannot do this with some of your UK venues! This is a great advantage and appreciated.
Lastly, choose one phrase that in your opinion sums up well the importance of events?
Connection. On a human level, there is no replacement for face-to-face interaction. Events enable experience, they inspire by helping people. This is why I love the industry! The meeting industry exists exactly for this purpose. It would be a very sad world if we did not meet people. And despite the continued rise of Smart technology; it still cannot replace the connection and experience you get from events!
For further information on Geneva Palexpo please contact Claude.membrez@palexpo.ch
Or visit the website www.palexpo.ch