Trade Fairs International 2/April 2006

RUSSIAN EVENTS -
More exclusive, less glitter

An end to the current growth concerning events in Russia is not in sight. Moscow and St. Petersburg exert strong attraction in the event area. Here is where infinite potential exists, for locations too. The building boom in connection with the demand for exclusivity will not stagnate. Yet no new building will ever have the same brilliance and emotion as those Moscow places where history was always present.

Russian event culture started a few years ago with the concept of ”Las Vegas in Russia“. Glittering entertainment centres sprung up like mushrooms and there was money in abundance for them. Those times however are passé; standing out from the
masses is now the motto. New, unusual ideas are needed, exotic locations promising exclusivity and uniqueness. Here is where a location scout in the event industry can be successful or not. A new trend for example is to have exotic butterflies flutter around events. The butterflies come into contact with the public and create a decadent, but exclusive and fairy tale ambience.

Calculating complications

When choosing a venue one has to differentiate beforehand between state and private locations. Contracts do not enjoy the same bureaucratic significance as in West European countries. At stateowned venues the booking risks and barriers manageable. In the private venue segment it is questionable whether or not the site will still exist at the booked date. These unexpected complications have to be planned for in the Russian event market. Every logistical step has to be planned and checked twice " not least while budgeting can otherwise go of course. For Moscow without a doubt belongs to the most expensive cities in the world. Cost estimates are often not to be taken seriously. Many times competition and hope for further business relations between suppliers and partners are the key to quality and success.
 
Ilja Eisen is General Manager Russia, Commpany Gesellschaft für strategisches Ereignismarketing, Sinntal, Frankfurt am Main, Moscow.

LOCATION TIPS MOSCOW

Exotic locations can always be found in Moscow, you only have to look for them. Three tips from Ilja Eisen:

Greater Kremlin Palace
The impressive building and the main hall inside the Kremlin Palace make up one of the largest halls in Russia. A second, smaller hall is also available. Both spaces can of course be divided.
Even the foyer can be used as a separate location. The main hall is suitable for extraordinary presentations as well as galas and can hold up to 6,000 guests. The stage alone offers 450 square meters of space. The venue is fitted out with complete lighting and sound equipment as well as noble marble floors.

Borodino
Unfortunately there are no official interior pictures of this wonderful location. The multistory museum holds only a few but special displays. These displays can also be removed if desired. The exclusive museum atmosphere can be used for events with up to 500 people.

Yacht Club ”Admiral“
This venue is seven kilometres from Moscow and features the following equipment and capacities: yacht club, yacht with six decks, sand beach, swimming pools of the most various kinds, circus tent restaurant (1,100 guests), open-air café (250 guests), conference rooms (650 guests). There are various possibilities of renting yachts and ordering show programmes. www.commpany.com