RE:BOOT for the event industry

We need planning security! Before the coronavirus crisis, Germany was a nation of culture and Hanover was a hotspot for trade fairs and congresses. Since February last year, the cultural and event industry has suffered immense losses to the point of going out of business.

The first steps towards reopening museums, for example, have already been taken and others such as the "Back on Stage" concert series by Hannover Concerts or the "Fête de la Musique" in Hannover's city center will follow. In the livestream event organized by hannoverimpuls and the kreHtiv Network Hannover, industry representatives and business leaders from the Hannover Region make it clear that they are looking forward to the restart. But despite all the anticipation, there is still a long way to go and the industry needs help and reliable prospects.

"Every festival has a longer lead time. The Maschsee Festival, for example, requires three months of planning, which is no longer possible in August," explainsHans Nolte, Hannover'sHead of Tourism. And NicoRöger, Managing Director of Hannover Concerts, also puts the brakes on large-scale or indoor events: "We have to proceed with caution. Without support, we can't currently offer an event that pays off." "We have to offer everyone a seat," addsGunnarGeßner, Project Manager at MusikZentrum Hannover, on the current challenges facing the industry.

The spirit of optimism is palpable among everyone, but they expect reliable prospects from politicians.

Hanover's discos are now likely to reopen at short notice, but the operators are first looking for staff again. How can theaters, cinemas, concert halls and trade fairs reopen to the public? "We need politicians to engage in dialog with us and safeguard our substance," demands Juliavon Wild, Deputy Chairwoman of the Live Music Commission LIVEKOMM, the association of music venues in Germany, in her keynote speech. In 2020, the 2,000 venues in Germany had to cope with a 90 percent drop in revenue and a 75 percent reduction in staff - concepts for the transition to the "new" normality are needed.

In addition to the extraordinary economic aid, bridging aid III and restart aid as well as the "Neustart Kultur" program, the federal government approved the special fund for cultural events with a volume of up to 2.5 billion euros a few days ago. From 1 July 2021, organizers can receive funding for events with up to 500 people and from 1 August for events with up to 2,000 people if the number of spectators* at events is reduced due to corona. In addition, from September 1, 2021, the special fund will offer cancellation insurance for the planning of larger events with 2,000 or more participants.

"The current easing of restrictions is a ray of hope for the industry, making it possible to reopen - subject to certain restrictions," says a delightedDoris Petersen, Managing Director ofhannoverimpuls and organizer of the evening. "Our business development team is once again on hand to provide advice and help with applications. We must not forget, for example, that around 15,000 jobs and significant added value for the region are directly and indirectly linked to Hannover as a trade fair and congress location. The companies now need a perspective for a new start."

Trade fairs and cultural events are not only important for revitalizing city centres, but it is also the case that the export world champion Germany urgently needs the event industry to present its products. Incidentally, around half of all business trips to Germany are for events.

"I believe that as soon as it is possible and people have confidence in the hygiene concepts, they will immediately start buying tickets and attending events again. I very much hope that the concepts that are now being presented are sustainable and also economical for those who implement them," says co-organizerTobias Lüttig, member of the board of kreHtiv Netzwerk Hannover. Advance sales of the open-air events organized by Hannover Concerts on the Gilde Parkbühne with 999 instead of the previous 5,000 spectators confirm the public's interest and give hope for more.

Nico Röger, Gunnar Geßner, Tobias Lüttig, Hans Nolte, Julia von Wild and host Doris Petersen discussed together which impulses can now support the new start. The new sense of unity in the industry and various forms of collaboration are giving rise to hope. Everyone agrees that streaming, which was born out of necessity, has also found its fans and will remain in part. Organizers like Nico Röger are also hungry for live experiences: "I'm already looking forward to the first goosebump moment on site!"

Photo: Philipp Linss
(from left) Nico Röger (Hannover Concerts), Gunnar Geßner (MusikZentrum), Jan Egge Sedelies (moderator), Doris Petersen (hannoverimpuls), Hans Nolte (HMTG) at the digital event in the MusikZentrum Hannover

to the top
go to top