The American dream of horseback riding will come to the international quadripoint in 2023. After AMERICANA GmbH, as the rights holder and sports management, decided to look for a new location for Europe's top Western and pleasure riding event, the choice was made to enter a new partnership with the trade fair makers from Lake Constance. After a thorough examination, Messe Friedrichshafen is the ideal partner and venue for the demanding Western format. "We are very pleased that we will now also be the trade fair capital for Western riders and, with this new event, we can expand our expertise in the horse sector once more," says Klaus Wellmann, CEO of Messe Friedrichshafen. The AMERICANA premiere in Friedrichshafen will take place next year from September 6 to 10, 2023, and then every two years. In the even years, Pferd Bodensee will return to its established earlier date, with the next fair taking place from February 16 to 18, 2024.
Project manager Jana-Marie Roth and senior consultant Roland Bosch from Messe Friedrichshafen are thrilled about the good news: "With AMERICANA, our portfolio will include a second expert trade fair on horses and equestrian sports. Since these two formats will take turns annually, horse fans can look forward to visiting Lake Constance every year." The decisive factors for relocating AMERICANA were infrastructure issues at the Augsburg location, a strained situation regarding dates as well as limited growth opportunities.
"It was a long-term, successful cooperation at the Augsburg location. We would like to thank you very much and wish you all the best for the future in the trade fair business," said Sandra Quade and Joachim Bochmann on behalf of the management of AMERICANA GmbH. AFAG, the previous organizer of AMERICANA, also expressed its gratitude: "We got to share some wonderful moments together with AMERICANA in Augsburg. Now you're off to pastures new, and we wish you every success!" concluded Henning and Thilo Könicke, managing directors of AFAG.
AMERICANA, which is a unique combination of top-class sports, trade fair and entertainment, and has been held every two years in Augsburg in the past, regularly attracts more than 300 exhibiting companies and more than 50,000 visitors. Europe's largest trade fair for Western and pleasure riding will run for five days at the new location as well, presenting everything around Western horses and the Western way of life. Messe Friedrichshafen is very familiar with the requirements of horses and riders and has been convincing the international equestrian scene for more than 20 years with Pferd Bodensee. The extensive expertise in the areas of equestrian sports, breeding and horse keeping will enrich both the AMERICANA exhibitor service and the unique supporting program.
AMERICANA will celebrate its premiere in Friedrichshafen from September 6 to 10 and maintain its biennial cycle for the upcoming events. Following the one-time fall edition, the next Pferd Bodensee will take place earlier in 2024 from February 16 to 18.