– Lars Wöhler wants to strengthen customer loyalty
Darmstadt, Germany 28/02/2011. On 1 January 2011, a new man took charge on the bridge of the darmstadtium science and congress centre. Looking back at the past twelve months, Mr Wöhler was able to announce that revenues increased by ten percent compared to the previous year. “These results clearly show that the congress centre is heading in the right direction. There was a noticeable increase in capacity utilisation especially in the second half of the year,” said Wöhler. Approx. 140,000 visitors attended around 270 events at the darmstadtium in 2010 generating revenues of € 3.4 million.
Wöhler sets targets: Optimise costs, put a freeze on subsidies required
The new managing director aims to continue the improvement in the business position of the darmstadtium, which is one of the most modern and innovative event centres in the Rhine-Main-Neckar metropolitan region. “In the medium term, we aim to increase revenues to more than € 3.5 million per annum. If possible, we want to limit the level of support we require for our operating business to € 1.2 million,” said Wöhler. His strategy for achieving these goals includes additional campaigns to build customer loyalty, establishing a key account management and intensifying corporate and institutional partnerships in the region. Of these, the existing close links to one of Germany’s most renowned scientific universities, the Technische Universität Darmstadt, are particularly dear to Wöhler’s heart.
However, he also intends to develop further the centre’s contacts with the two other universities in Darmstadt, the city of science.
The existing mix of marketing tools will be adapted to meet the challenges of the shifting competitive landscape. Print and online media will be given a facelift and new campaigns will take advantage of the opportunities afforded by Web 2.0. This will be associated with greater differentiation when approaching target groups with the aim of winning new customers.
Cost management will continue to be refined in order to achieve a higher degree of efficiency. The establishment of internal controlling procedures will be of key significance.
Furthermore, Lars Wöhler is planning to expand existing international networks in order to increase the dynamism of the darmstadtium’s campaign to position itself as a forum for the transfer of practical scientific knowledge. Among others, these include the ICCA (International Congress and Convention Association), EVVC (European Association of Event Centres) and AIPC (International Association of Congress Centres).
Sustainability and IT remain key elements of the brand
The 37-year old Wöhler also plans to reinforce the philosophy of sustainability at the darmstadtium. “Every business uses raw materials. We want to optimise the ways in which we use them still further and thereby do an even better job of living up to our social responsibilities,” said Wöhler. At the same time, the darmstadtium will continue to be a responsible employer and dependable trainer of apprentices.
The darmstadtium is certified by “Green Globe” and is the perfect venue for all who want to accept ecological, economic and social responsibility and make these values part of their everyday lives. “Our sustainability concept and IT infrastructure, which is unique anywhere in the world, remain as key elements of the darmstadtium brand,” said the new managing director.
Hoffmann: € 30 million of purchasing power inflow, 3,000 jobs
“Every Euro invested in the darmstadtium is money well spent,” said Walter Hoffmann, Lord Mayor of Darmstadt. “Guests bring purchasing power of around € 30 million to our city. A study conducted last year shows that this supports some 3,000 jobs.” Hoffmann said that the new managing director was a “good selection”. The city committees and supervisory board agreed on his appointment “quickly and unanimously”.
darmstadtium as part of a dynamic city development
Lars Wöhler is the successor to Klaus Krumrey, who managed the darmstadtium from February 2008 to December 2010. Wöhler has a reputation for being ambitious and decisive as well as valuing fairness and cooperation. In 2006, he became managing director of the congress and tourism operations of the city of Aschaffenburg as well as its marketing and development association (Förderverein Stadtmarketing Aschaffenburg e.V.). Between 2001 and 2006, Wöhler was responsible for the Department of Business Development for the city of Aschaffenburg. A graduate in economic geography, he was previously employed in a scientific role by the University of Bayreuth and as an advisor at the Gesellschaft für Raumanalysen, Regionalpolitik und Verwaltungspraxis mbH (RRV-GmbH). Within the scope of his scientific work, he dealt with the production of efficiency and feasibility studies as well as themes concerning the regional and environmental economy. During the course of a research project, he also had extended stays in the United Kingdom on a number of occasions. On a personal level, Wöhler is looking forward to working with the young and highly motivated darmstadtium team and Darmstadt, the city of science. Not least, however, he is relishing the chance to be a partner in the dynamic development of a city through the active promotion of business and tourism.
