Could sound ambitious but it’s reality. Event industry is pointing towards the higher level: put its stone to unify Europe through the events.
Events players don’t want any more to stay closed within their national frames, they want to cross borders and are building bridges with events’ stakeholders throughout Europe in several different ways. This seems to be the recipe to face the current economical crisis.
“We must play on the European field if we want to grow like we did in the past” says Montse Steward, Co-director at La5excelencia (Spain). Thinking out of the borders it means to be more responsive to the opportunity that, even these days, event’s industry offers. Taking this point of view, Europe offers still a plenty of business opportunity, it takes to do an effort to be where Europe is.
The same attitude comes from 27Names, the paneuropean association that integrated events agencies from 17 different European countries. The richness of 27Names is to put different cultures at the service of creativity. Imagine what happens when you put together ideas coming from such as different cultures from the Baltic to the Mediterranean. From this point of view, working at the European level it means an exchange that enrich the creativity.
The evidence of the trend toward Europe is given by the growing interest to the EuBEA, the only prize that awards events at European level. Is not by chance that EuBEA is becoming more and more important for the European event’s industry. This is the place where events players want to be in order to be competitive in Europe.
Events’ actors who wants to be protagonist in this new European challenge, they aim to candidate their best events to the EuBEA for three main reasons:
- The first is to present, or to consolidate their brands at European level
- The second reason is to measure themselves and get motivation
- The third is to get from the others new fresh creativity to bring at home
Europe, for events industry, is the opportunity to grow but also the chance to underline the value of the differences, and put, in this way, a stone in the construction of the United Europe.