Developments over the last two years have triggered numerous shifts, with business models changing, value creation being redefined and event formats themselves being adapted on the spot to meet fresh requirements as they emerge. After a long hiatus, the dancefloors in the state rooms were filled with dancers once again during this year’s ball season. The traditional events held at the beginning of the year marked a dazzling return for Viennese social life, while the portfolio of events lined up for spring 2023 speaks to a revival of the event industry.
Events in 2023 - stunning returnThis year's ball season, which featured 14 traditional events, was shaped by a highly memorable and very special atmosphere. Word soon started to spread among dance lovers of a "renaissance for the Viennese ball". And the record attendance figures at the Hofburg events speak for themselves. Lavish decorations, toe-tapping rhythms supplied by a range of waltz ensembles and jazz bands, and performances by ballet and opera stars set the scene in the iconic state rooms, while chic bars and delicious buffets kept the refreshments flowing. From the super sweet Confectioners’ Ball, the lavish WU or TU student balls, to noble traditional events such as the Officers' Ball, the Viennese Medical Doctors' Ball or the Lawyers' Ball, every single one of them held at the Hofburg Vienna has its own distinctive charm. But it wasn’t just ball events that played out inside the historic state rooms during the season – SEMI Industry Strategy Symposium Europe - ISS Europe took place in parallel on 16 February with 230 participants.The range of events in store is particularly broad this year. Highlights include the United Nations Industrial Development Organization (UNIDO) Vienna Energy Forum 2023, and the FLEET Convention, as well as various scientific congresses such as the 67th Austrian ENT Congress 2023 and AIC 2023 (the annual meeting of the Austrian Society for Anesthesiology, Reanimation and Intensive Care Medicine) with about 1,500 participants. Representatives from research and industry will converge on the venue to share their latest results, discuss current topics and forge contacts in a dynamic science-centric get-together. Additional regular events such as the annual Marke(ding), the popular Falstaff awards or the busy Int. Wiener Motorensymposium reaffirm the positive underlying sentiment among organisers when it comes to staging in-person events once again.Identifying trends - shaping the future“Simply imparting information to others is taking a back seat to more practical and beneficial forms of knowledge sharing. These days, the focus is increasingly on the individual participants," explains Managing Director Alexandra Kaszay.Participant demographics now generally show more females, and that attendees tend to be younger, more international, more tech-savvy, more at home with digital tools – and have higher expectations. This has led to a clear change in communication culture, too. The answer: meeting architecture, a concept which puts participation and involvement front and centre. Events have a much higher degree of freedom than before, but this calls for much more detailed planning, too. “Open conferences” featuring open workshops – the content and form of which are outlined by participants at the start of the conference and which take shape as time passes – are becoming increasingly commonplace."Our state-of-the-art event technology, such as video walls and broadcast technologies, are an essential part of giving visitors the opportunity to interact even more closely at events." The lighting chosen for congresses, workshops and product presentations also directly influences participants. It is a powerful tool for proactively managing visitors' perceptions and behaviours. While humans perform more effectively when working in bright light, they are also less willing to cooperate with one another in such an environment. Warm white light, by contrast, is good for networking. All of this has to be planned in advance, with nothing left to chance. And this is where the Hofburg Vienna team’s wealth of experience makes the difference.Trade fairs and exhibitions – smart and effectiveSustainability goals are increasingly informing decisions about live communications within the venue. Thanks to their unique aesthetic, recycled materials can become exciting alternatives to composites and plastic-based foils. “Think smart" is the mindset adopted by the Hofburg Vienna team. Combined with tried-and-tested lighting concepts, even product-centred trade fairs and exhibitions have the potential to become truly memorable experiences. Use of LED lighting cuts energy consumption by up to 75%, while allowing natural daylight to flood inside delivers much-welcome additional savings.New innovations include ultra-energy-efficient equipment and solutions designed to reduce transport costs. Ultimately, the Hofburg Vienna’s location right in the heart of the city – and the ease of accessibility it brings for participants – is another of the venue’s inherent advantages. After all, careful use of resources and cutting emissions are key considerations for event organisers.Time and again, the imperial location has proved its credentials in this respect, living up to its reputation as a place that brings exhibitors and participants together. Aspects such as experience, emotional value, added value and authenticity are still significant benchmarks for successful trade shows. The quality of a trade fair concept stands and falls by the ability to translate corporate and trade objectives into a coherent communication concept, which is brought to life at the booth itself. Experiential product presentations, where brands, corporate culture and sustainability are showcased with new media and forms of communication such as storytelling, live long in the memory and hold the key to success.Information
Hofburg Vienna, Heldenplatz, 1014 ViennaMonika Scheinost, Head of Marketing & SalesT +43 (0)1 5873666-600, F +43 (0)1 5356426E-mail: m.scheinost@hofburg.com, www.hofburg.com HTML
