Messe Düsseldorf North America - Trade Show Daily

Succeed with us Around the World: A Primer to How We Organize Trade Shows

Posted by Ryan Klemm on Tue, May 25, 2010 @ 12:31 PM

In the United States, many trade shows take place in conjunction with industry conferences, usually under the patronage of a supporting trade association.  The show’s sponsor selects a suitable city in which to hold the trade show, and then negotiates and signs a contact with the city’s convention center or other private venue.  More often than not, show management activities are then jobbed-out to professional show management firms.

We often get asked about how we “do” shows in comparison.  Indeed our system is set up differently in Germany than in the United States, starting with the structuring of the company and its approach to how things are managed.

How WE do it

Düsseldorf Fair GroundsMesse Düsseldorf not only owns and produces many of the events held in Düsseldorf, it also owns and operates the convention center (a.k.a. “The Fairgrounds” or “das Messegelände”) – something unheard of in the U.S.  The Düsseldorf Fairgrounds is one of the world's largest and most modern convention centers, featuring 18 halls offering over 2.5 million square feet of exhibit space.


Shareholders of Messe Duesseldorf include primarily the City of Düsseldorf, along with the German federal st
ate of North Rhine-Westphalia and other affiliated public chambers of commerce and trade.  Dusseldorf’s mayor is the Chairman of the Board, who appoints and oversees the company’s CEO.

The company is structured as a full-service trade show management company – not only does each trade show that we produce have a dedicated team of project management specialists, all related goods and services to the exhibitor are provided under one roof:

  • Facilities Management
  • Traffic and Logistics Control
  • Technical Services
  • Stand Construction
  • Protocol
  • Press and Public Relations
  • IT and Internet Support Services


Since 1947, Messe Düsseldorf has been operating world-class and industry-leading trade shows across a wide variety of industries.  Today, 23 of the 50 events that take place in Düsseldorf are the No. 1 events in their respective industries.

And as the company has grown, so too have its international operations.  We’ve branched out over the years into all major markets, and are now on location in 127 countries, with 66 agencies abroad and more than 1500 employees.

For over 30 years, Messe Düsseldorf North America (MDNA) has been your local partner for trade fairs in Germany and beyond.  We were the first German trade fair company to establish roots here in the United States and for the past 20 years have been based in Chicago.

Succeed with Us Around the World isn’t just our slogan – it’s how WE do business.

Topics: Germany, trade show, international business, Messe Düsseldorf, International Trade Shows, trade fair, Trade Show Planning, City of Düsseldorf, trade show organizer