At the beginning of next week, approximately six of my work colleagues
will travel across to the Rhineland city of Cologne, in order to participate in
the 2025 International Dental Show (IDS). The IDS, which occurs biennially, is generally regarded as the world’s largest dental show. Although this status might now
be challenged by other similar dental exhibitions held in the emerging markets
of the Middle and the Far East. (Dubai & Singapore).
My company has
maintained a presence at the IDS since before I became an employee in 2006, and
although the event requires considerable time, money and effort, the rewards
associated with it are well worth it. Chief amongst the rewards, my employer
has become the largest manufacturer of dental materials in the United Kingdom.
The dental show also provides opportunities to acquire new
customers and distributors for our products, as well as to discover innovative
ideas in the field of dentistry. Additionally, it offers a chance to connect
with customers from around the globe, with in-person interactions being
considered effective. The COVID-19 pandemic and associated lock-downs have
demonstrated that digital platforms, such as Zoom, are no substitute
face-to-face interactions. Sometimes these meetings extend into evening
gatherings. A meal or a few beers with a prospective customer or an existing
client can be highly beneficial, although it is difficult to quantify the value
of such interactions. Despite the assertions made by proponents of virtual
meetings, face-to-face interactions remain unparalleled.
Over the past 15 years, I have written numerous posts about
these biennial
visits to IDS, and with eight visits to Cologne, six of which
were for business purposes, under my belt, I have developed a considerable affection
for this Rhineland city. I have also become quite proficient in navigating my
way around Cologne and can readily identify some of the finest for both eating and
drinking. When I first joined the company, the travel plan for IDS involved driving
across to Cologne in a hired mini bus, loaded with promotional materials. Our
route from Kent took us through the Channel Tunnel, across Northern France and
Belgium, and then into the Germany.
In 2017, the company switched to rail
travel, and by sending samples and product literature ahead of time, it
became possible to take a 30-minute drive from the factory to Ebbsfleet, board
a Brussels-bound Eurostar service. At Brussels, we would then take a Deutsche
Bahn ICE train or a Thalys service to Cologne. After the pandemic the journey
became longer, and more complicated than previously, because Eurostar has
refused to reopen the two international, Kentish stations at Ebbsfleet
and Ashford. Protests from Kent based businesses, trade bodies and
residents continue to fall on deaf ears – time perhaps to strip Eurostar of its
franchise, and let a different operator have a go?
Since I first went to Cologne, the company has used the
same hotel, the Appartel am Dom, a friendly family run establishment close to
the Haupt Bahnhof, and within 25 minutes walking distance of Köln Messe, the
vast agglomeration of exhibition halls on the other side of the river Rhine.
Getting to it on foot involves a walk across the Hohenzollern Bridge, a similar
structure to the Hungerford Bridge which runs across the River Thames to Charing
Cross station from the South Bank.
In recent years, as I have grown older and my walking pace has slowed, I have opted to take the S-Bahn train across the Rhine
from Haupt Bahnhof to Köln Messe – Deutz, on the opposite side of the river.
This journey is straightforward and simple, and it is also free, as one’s dental show exhibition pass is valid on these trains. The service is particularly
useful when time is limited or during bad weather. Some colleagues have found
out the hard way, just how exposed that crossing is when it rains. Arriving at
the exhibition soaked isn’t the best start to a long day, and looking like a
drowned rat doesn’t create a good impression either!
Back in 2023, I wrote an article titled “Cologne for
the Final Time?” which indeed turned out to be my last visit. Prior to Christmas, I
was asked by our General Manager if I wanted to attend the upcoming 2025 event, but I declined, albeit with
mixed emotions. Although the company offered the option of attending for
limited hours, I realised this wouldn’t be feasible. One of the primary
responsibilities of staff members at such events is to ensure that someone is
always present at the stand. This is crucial because key members of our team, such
as the Sales Manager and General Manager, are often either away, visiting other
companies, meeting prospective clients, or hosting meetings at our stand. While
I possess a fair amount of product knowledge, I am not equipped to provide
information on pricing, distribution deals, etc.
There would then be a return journey across the river Rhine,
or in my case, a train trip, back to the hotel. An opportunity to freshen up
and change into something casual would follow before heading back into the city
centre for a meal at a prearranged restaurant or bar. Consequently, there is
very little personal free time. However, during my last visit, I managed to
check off a couple of Kölsch outlets from my list. This was an exception rather
than the norm.
Given these circumstances, I decided it would be best not to
attend, as I would likely find myself standing at the booth until the
exhibition closed at 6 pm. Looking back, I see that I posted following IDS 2023, that having crossed those final two Cologne “essentials” off from my
list, there is no compelling reason for a further visit to the city. I closed the article with the words, “I may feel
different in a couple of years’ time, but at this current moment, I’m not sure
whether I want to do the full week, IDS experience again.”
So, as my colleagues depart for Germany on Monday morning, I am
not overly disappointed that I will not be accompanying them. Instead, I would
like to reflect on some of the notable establishments in Cologne, where one can
enjoy quality food, freely flowing beer, engaging conversation, and a relaxing
atmosphere after a long day at the exhibition stand.
