A new face at interlift

He currently works alongside Joachim Kalsdorf, but in 2027 Michael Löffler will take sole responsibility for interlift. LIFTjournal asked him about his plans.

In an interview with our editorial team, the 55-year-old talks about how the international trade fair is shaping up this year and how he would like to develop it in the future.

Mr Löffler, could you tell us a little bit about yourself? You are still relatively unknown in the industry...
Michael Löffler: Yes, I am indeed still unknown in the lift industry, but I already have a lot of experience with trade fairs and events. From 1992 to 1995, I studied business administration at the Ravensburg University of Cooperative Education, specialising in trade fair management. It was a dual study programme, where I learned both theory and practice at a private trade fair organiser.

I worked in various positions at trade fair organisers and advertising agencies and was responsible for Microsoft's CeBIT stand for four years, among other things. There, I organised everything from stand construction and catering to security. I also managed events for BMW worldwide and worked in the software industry. By the way, I am 55 years old.

How did you come to interlift?
Michael Löffler: I have been living in Nuremberg since 2003 and wanted a career change. AFAG was looking for a project manager for trade fairs, so I applied. I became project manager for the eltec (electrical and energy technology) and Stone-tec (natural stone and stone technology) trade fairs and later division manager for the trade fairs, including interlift and the Elevator Show. I have a team of eight employees.

Photo: © LIFTjournal / Bernd Lorenz

There is hardly any information about you online. Is that intentional?
Michael Löffler: Partly. I'm not very internet-savvy and I keep a low profile on social media. I'm also very careful with my data and it always takes me a long time to click all the ‘decline’ buttons.

When will you be solely responsible for interlift?
Michael Löffler: I will still be working on interlift 2025 together with Joachim Kalsdorf, but after that he will be retiring and I will take over completely. The handover period will last about two years, during which I will be able to benefit from his knowledge and experience.

What do you think sets the lift industry apart?
Michael Löffler: The lift industry is like a big family. Many people have been working in the industry for decades and know each other well. There is a strong emotional bond and many long-standing relationships. The industry is large, but you always bump into each other. Many have been around for 20 or 30 years and are happy working in the industry. There are many stories and personal connections that cannot be recorded in databases.

What will you do differently from your predecessor?
Michael Löffler: Mr Kalsdorf did a very good job of managing interlift and expanding it internationally. I would like to further develop the concept of the trade fair, expand the supporting programme and integrate topics such as occupational safety and human resources development more strongly. Knowledge transfer and training will also be expanded. There are many topics related to the lift industry that we could integrate more strongly, such as personnel consulting and training. I am also thinking about open forums at the trade fair to facilitate access to knowledge.

Let's move on to interlift. Why did you decide against themed halls in 2025?
Michael Löffler: The current system has proven itself and is well received by exhibitors and visitors. Themed halls could cause problems if exhibitors offer several product categories. In addition, exhibitors often group themselves organically according to topics. At other trade fairs, I have seen that exhibitors often orient themselves towards their competitors and want to be located near them.

How did exhibitors react to the move to Nuremberg?
Michael Löffler: Mostly positively. Many exhibitors are already familiar with the site and appreciate the modern halls and good transport links. Some halls were particularly sought after, but overall we have found a good mix. The new halls also offer more options for stand construction and higher construction heights, which is important for some exhibitors.

Photo: © AFAG

Are there any special offers for smaller companies?
Michael Löffler: Not at present. The trade fair industry is affected by price increases, and we are unable to offer significantly lower prices. However, our stand rental prices are accepted in the market and there are hardly any price discussions. Most companies see participation in interlift as an important investment and are more concerned with how large their stand should be.

Are there any new or returning companies at the trade fair?
Michael Löffler: Yes, we have a number of new and returning companies, including Fermator, Schmidt+Sohn and Hyundai Elevators. In total, we have around 30 to 40 new or returning companies. Some companies that had paused due to the coronavirus are now back again.

In your opinion, what are the biggest advantages of Nuremberg over Augsburg?
Michael Löffler: The modern exhibition centre in Nuremberg offers growth opportunities and better connections. There are two entrances, which allows for a circular route, and the transport links are excellent. The underground runs every few minutes and you can get to the city or the airport quickly. There are also more parking spaces and better infrastructure for exhibitors and visitors.

Are there any quiet areas for exhibitors at the Nuremberg exhibition centre? Some people missed this in Augsburg...
Michael Löffler: There are more rooms than in Augsburg, and exhibitors can rent additional rooms. However, there are no plans for a special quiet area, but we could set up more quiet zones. There are also conference centres that can be used. Some exhibitors rent additional rooms as back offices to take breaks or hold meetings.

What are your plans for the last day of the trade fair? Visitor numbers were relatively low, especially at interlift 2023.
Michael Löffler: We want to step up regional visitor advertising and are considering special offers for Friday. However, most visitors receive free tickets from the exhibitors, so the admission price is often not a deciding factor. We hope that increased advertising will attract more regional visitors and make Friday more attractive.

The interview was conducted by Ulrike Lotze.

More information: interlift.de