Questex and Messe Frankfurt to Launch New Shows in 2020-21

September 17, 2019

Two new shows representing two very popular and expanding industry sectors will debut in the next two years. 

Questex is gearing up to launch Impact CBD, a content-based trade show and conference and digital platform focused on the rapidly evolving world of the $22 billion CBD market. 

Set for Aug. 30-Sept. 2, 2020, at Hilton San Diego Bayfront in San Diego, the inaugural Impact CBD will feature in-depth education with tracks analyzing the impact of CBD on patients, clients, health practices and businesses. It will also have an expo hall with hundreds of CBD providers and experience centers touting CBD health and wellness products. 

CBD, or cannabidiol, is a naturally occurring, non-psychoactive compound found in the resinous flower of the cannabis (marijuana) plant. Known for its potential therapeutic benefits, CBD is used by many people to help reduce pain, anxiety and inflammation.

According to Julie Keller Callaghan, vice president of content and business development for the Questex Wellness Market, the creation of Impact CBD was inspired by the recent 2019 American Spa CBD Summit, held last month in Denver.

“We discovered that CBD impacts so many aspects of the health and wellness market, with attendees and speakers joining us from the spa, medical, naturopathic, retail, chiropractic and other health-related categories, so we decided to expand our digital and event footprint to serve this demand and, thus, the idea for Impact CBD was born,” Callaghan said.

Questex has also launched, a year-round content feed featuring curated posts, articles, blogs, videos and podcasts chronicling the impact of CBD. 

Starting with a digital content feed launching in Q4 of this year, the website will serve as a real-time source for health and wellness professionals to understand the science, clinical studies, products, delivery options, health benefits and condition-specific applications of CBD. According to Questex officials, this approach will enable a level of trending data and analytics that will define Impact CBD’s conference programming. 

“With a growing number of events, conferences and websites popping up in the CBD space, Questex is launching Impact CBD to be the gathering point for the entire industry,” said John Siefert, Questex group president. “[It will] connect the dots between proactive and reactive healthcare, holistic and conventional medicine, and the ability to understand the impact CBD products can have on patient and client outcomes through both digital and live event experiences.”


In addition, trade fair and event organizer Messe Frankfurt and B2B media company Crain Communications are teaming up to launch Festival of Motoring USA, an interactive consumer celebrating U.S. car culture. 

Set for April 29-May 2, 2021, at Michelin Raceway Road Atlanta in Braselton, Ga., the event will be modeled after the Festival of Motoring Johannesburg in South Africa, Africa’s leading automotive event launched in 2016. 

Featuring both static and interactive content from mainstream, exotic and classic cars to off-road vehicles, Festival of Motoring USA will be anchored by leading automakers along with other industry-related companies, according to Messe Frankfurt officials.

“We are pleased to be working alongside a powerhouse such as Crain Communications to bring this experiential event to the U.S.,” said Konstantin von Vieregge, president and CEO of Messe Frankfurt Inc. “Our combined competencies solidify our path to success and the realization of our vision to provide a high-energy, comprehensive automotive event that appeals to all motoring enthusiasts.” 

To further strengthen the event, Kinrara, the event consultancy arm of the famed Goodwood sporting estate in the U.K., will lend its expertise in creating a sold-out event as it has done with leading motorsport events including the annual Festival of Speed in the U.K. 

Designed to “appeal to all of the automotive senses,” Festival of Motoring USA will offer consumers opportunities including test drive circuits with professional drivers, technology zones, self-drive tracks and more. Officials plan to expand Festival of Motoring USA to additional North American locations in the future, as well.

“Crain Communications is thrilled to be partnering with Messe Frankfurt to present a dynamic event in the consumer automotive space,” said KC Crain, president and COO of Crain Communications. 

He continued, “Messe Frankfurt’s model of experiential, interactive activities will create a must-attend event each year. Adding the expertise of Kinrara, Goodwood’s event consultancy, will ensure an experience of exceptional quality in North America.” 


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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.