The Zuger Messe has transformed from a sales fair into an experience fair

The 50th Zug Trade Fair (Zuger Messe) opened at the weekend. While it used to be purely a retail trade fair, it now impresses with various special shows and insights into exciting theme worlds.

“It’s not a given that we are able to attend the opening of the 50th Zuger Messe today. As a rule, we celebrate tradition at such events,  and emphasize what has been tried and tested. But a look back shows that it wasn't consistency that paved the way to today's event: it was adaptability."

With these words, Ms Landammann Silvia Thalmann-Gut from Zug opened the 50th Zuger Messe (Zug Trade Fair). A lot has changed since the opening of the then three-day winter fair in the winter of 1962 in the Zug Casino – which was the predecessor of today's Zuger Messe: the location, the time of year, the duration, the number and products of the exhibitors, the number of visitors and the names of the initiators and the organisers.

It takes more than a good idea
Silvia Thalmann-Gut asked rhetorically  what it takes for a company to age successfully. Given the fact that more than 50% of newly founded companies exit the market once again within the first five years of their existence, it takes much more than a good idea to be economically successful in the long term.

“It all starts with the entrepreneurial will to meet a need in society and thereby create added value. Building a company is backbreaking work. It requires entrepreneurship, passion, perseverance, capital, sales talent, the right employees and much more. The reason for the short-lived nature of companies is often not due to a lack of commitment in the start-up phase, but rather due to changing demand,” emphasized the (Lady) Landammann of Zug.

Impressive special shows
Before the official opening, the highlights of the 50th Zuger Messe were displayed to the many invited guests at the opening ceremony. The Chairman of the Board of Directors Adrian Risi and trade fair manager Thomas Huwyler were interviewed by moderator Fabienne In-Albon, and described the event as a meeting point, a constant.

They also highlighted the special shows. The guest canton of Obwalden stood out with a number of items: including its scenic beauty, such as the Melchsee-Frutt high plateau, the Mörlialp or the largest moorland in Switzerland. And with the Älggialp, the central point of Switzerland, and Holy Brother Klaus from Flüeli-Ranft.
 

Ms Landammann Silvia Thalmann-Gut speaks at the opening of the 50th Zug Trade Fai
There is once again a petting zoo at this year's Zug trade fair.
Trade fair board chairman Adrian Risi (right) and trade fair manager Thomas Huwyler are interviewed by Fabienne In-Albon.
The Jung-Juizers from Obwalden created a homely atmosphere at the opening.
A climbing park for children, provided by the guest canton of Obwalden              Photos: Matthias Jurt

The Zug Police raise visitors' awareness of how to use trendy electric vehicles and can answer questions about training to become police officers. Or the Zug Farmers' Association, which provides information on how biodiversity can be promoted and how every person can make a contribution to improving the habitat for animals and plants.

The exhibition of posters from the 50-year history of the Zug Trade Fair is also likely to attract great interest. The concept for this exhibition came from Michael Felber from Zug.

The Obwalden Jung Juizers also deserve a big compliment, as they enriched the ceremony musically with their singing. And praise also goes to the presenter Fabienne In-Albon, who skilfully led the event.

Note:
The Zuger Messe lasts until 5th November. Information about the trade fair is available at www.zugermesse.ch.