B2C event with 8,000 guests

Spatial experience, brand world, visitor flow - how B2C events with 8,000 guests work

ESN Day is a B2C trade fair in the field of sports nutrition and supplements. Over 8,000 people came together here in one day in all the rooms of the RMCC. Our best-practice example shows the event concept.

A woman holds a sign "A day made for winners" and the audience queues in front of the RMCC

The audience in the foyer during the event

A man and a woman stand in front of the signage system in the RMCC

Three men have their photo taken in front of the ESN wall.

Special features of the event

Controlled and fast admission was a top priority at this event: The target was to admit the expected 8,000 visitors within one hour
Admission was via 36 doors. The doors at the loading yard were also used as entrances. A total of 160 security staff were deployed for admission control and to ensure security and smooth operations during the event
Hall North was not used for seating, but for a standing audience with a large stage so that more people could follow the stage performances. The stage program was then shown on several large LED screens in Halle Nord
The organizer's uniform branding concept gave visitors a sense of togetherness, which the event thrives on
Water stations across the entire area

Which rooms were used and how?

Outdoor area/entrance area RMCC (opens in a new tab):

Admission was regulated via tent stations located in front of the RMCC. The main entrance was used as the central admission area, along with many other entrances. Every guest was given the opportunity to pick up a branded and reusable cup here. Water stations were set up throughout the building to fill the cups
The organizer used various branding options on the exterior façade, at the food counters, in the store and on the signage, so that the overall look of the event was very coherent. The client's look and feel also went well with the RMCC's color scheme

Event guests in the central foyer of the RMCC

Event guests in the queue in front of the RMCC

A tent for the registration of event participants in front of the RMCC

Event guests in the North Foyer of the RMCC

A tent in front of the RMCC for the registration of event participants

Guests during an event at the RMCC in the Central Foyer

North Hall: (opens in a new tab)

This was the main stage for the main program and the stage shows.
the stage shows
Unseated, standing room only
Large LED screens on which the stage program was broadcast
Water stations to fill the water bottles distributed at the entrance
Stations to join in, such as weightlifting and meet & greet stations as well as partner stands
Clever routing through a barrier fence in the middle of the hall. Guests pass through the fence to the stage and are then guided back to the main foyer via the side entrances through the North Foyer

Studios/boxes: (opens in a new tab)

These are partly used for the organizers/VIPs/press

Event guests at the exit in the North Hall

Event guests in front of the stage, shot from above

A man stands behind the camera in the illuminated exhibition hall

A man stands in the box in the North Hall

Event guests stand in front of the stage

Two men sit behind the screens during an event and direct a movie.

Terrace hall: (opens in a new tab)

The first part of the Terrace Hall housed the ESN store, where products were sold
The remaining four of the five segments were not subdivided. Further snack stands were installed here, as well as a coffee bar, bar tables and furniture for lingering and having lunch

South Hall: (opens in a new tab)

Hall South was used as a food hall and chill area. In a relaxed atmosphere, visitors were able to stock up on snacks, protein coffee and co. and enjoy a relaxed lunch break.
The furniture, consisting of stools and armchairs, invited visitors to linger a while