Boot Show Is a Blast

This was my 20th or so Boot Show. I never quite loved it, but I was always irresistibly drawn to it. This cognitive dissonance was beginning to grow into an itch for me to explain, not least to myself, and finally, the penny dropped. What I find is that the show is clinically effective. It is a top-trimmed apparatus. Every detail is taken care of, and the organisation runs a very tight ship. It is a showcase of German effectiveness, a well-oiled, finely tuned machine. 

All the same, it also makes one feel small and embedded in a big, high-tech factory, with its industrial design and harsh lighting. It is not gentle, soft or cosy, but an environment comprising metal, glass and sharp corners. It is very business-like, so one indeed gets business done at this expo, which is great, but it does not score many points on the charm scale. I would not have it any other way, though, as I am, after all, there to do business and network. In that regard, it is a very productive show, but, as such, also exhausting. I ended up walking 35km over four days at the expo, according to my step counter.

Two faces

That said, what is redeeming is that at 18:00 hrs, when the public hours end, the other, completely different side of the expo comes out. Exhibitors let loose, drinks and music come out, and there is always a little party somewhere on the floor—just listen for a distant drum beat from a boom box and head in that direction. 

And it is perfectly OK and part of the culture. I assume this “happy hour” has evolved as a mental survival mechanism for exhibitors, given that the show runs for a whopping nine days. As tight as the expo is during show hours, after hours it gets chill and relaxed for the exhibitors and industry members—at least for an hour or two, before everyone goes their separate ways, back to the hotel or out to eat at one of the many great restaurants Düsseldorf has to offer. In any case, the cloakroom, which is free, is open until 23:00 hrs, and outside, public transportation keeps running, as the expo complex has its own terminal.  

I usually stay in a hotel downtown and travel to the show by the U-Bahn light rail/tram system. I actually enjoy this little ritual. You get to commute with a cross-section of German society, from school children and students on their way to their classes, to white-collar workers heading for offices, and blue-collar workers heading to their workplaces. But perhaps that is just me getting a kick out of it.

New this year

Nothing groundbreaking in terms of new destinations or equipment stood out this year, as much of the new equipment was presented at DEMA a few months ago and was covered in our report from that show. But there is always something new, as well as some first-time exhibitors, hiding among the booths on the vast show floor, which I will get into elsewhere, such as in the captions for the images in this article and in this issue’s new equipment section.

Nursery

New exhibitors can also be gently funnelled into the expo, which surely can be a bit intimidating, by renting a smaller booth under the auspices of our good media colleagues at Taucher.Net. They had set up a big island inside the hall, where new exhibitors could have a small booth and use some shared services provided by Taucher.Net, such as a common area with meeting tables and kitchen facilities. There was also a party here on one of the show days—I do not recall which one.   

Networking event

The whole show spans nine days: two weekends with five workdays in between. And this appears to divide the show into distinct parts: a predominantly public dive show, when the masses turn out on weekends, and a network-focused period during weekdays, when it is significantly quieter. 

This year, I took it upon myself to note the extent to which the remaining public, at the show mid-week, interfered with my access and quality time with exhibitors and other dive industry members. I found that it really did not. Compared to DEMA, which is a trade-only show, I did not have to wait in line or get interrupted. This can, at times, be quite an annoyance at DEMA, since people there seem to have less manners or situational awareness and often just butt into ongoing conversations. As a networking event, Boot is just as focused, if not more so, and it is growing in importance, as more of the dive industry and community have found out.

For many international exhibitors (obviously the Mediterranean and Red Sea operators, but also many of the Asian ones), it is also geographically closer. So, accommodation, food and per diem costs are much less than in the United States. For example, I stayed at a four-star hotel, and the going rate, including breakfast and parking, was listed at €108 for a standard room, which was quite nice. The comparable standard in the United States now costs US$250, plus a host of junk fees, assorted taxes and expected tips for underpaid workers. 

Granted, exhibitors at Boot have to endure nine to ten days, and that certainly adds to the costs of taking part in the event. But for networking visitors like me, who attend the show for four to five days mid-week, the costs and bother are significantly lower, and flights from other parts of the continent are also cheaper.

Bigger audience

The population of Europe is also significantly higher than that of the United States, with approximately 448 million living in the 27 current EU member states, and about 750 million across the continent as a whole. It is, of course, not all of Europe that is relevant to consider as a catchment area, such as Russia, given the current conflict with Ukraine. 

That said, the show’s location in Germany’s Ruhrgebiet—the chief coal-mining and industrial region of Germany in North Rhine-Westphalia around the valley of the River Ruhr—is also the most densely populated region in Europe. I estimate that over 100 million live within a few hours’ drive of the expo. The Low Countries are just a short drive away, and it is just a short commute for many Dutch and Belgian visitors. 

Thanks to Germany’s excellent rail network and autobahns, many drive from the other end of the country, as well as Poland, the Czech Republic, Austria or Switzerland. The United Kingdom and Scandinavia are also just a short flight away—in my case, just 55 minutes by plane from Copenhagen. And, as the airport is just 3km from the expo complex, it only took me 2.5 hours to get to the show from my front door. I can usually catch a morning flight and make it to the expo as it opens. Then, I leave on an evening flight on the last day, after the show closes.

Cost effectiveness

My total expenditure for flights and accommodation for a four-day visit typically comes to about €750, which is a tiny fraction of what this magazine spends on attending the DEMA Show. Can you see where I am going with this? Boot is about to overtake the DEMA Show as the leading dive industry event, according to my prediction. 

In terms of business generated and valuable networking, it is already close to even, I find, and has a higher potential for further growth and certainly momentum. The DEMA Show, on the other hand, has long since become stale, stagnant and stalled, which I am very sorry to note. I have attended over 30 DEMA Shows, and it has been immensely important for us over the years, so it breaks my heart, and I would like to do something about it. But it is what it is. 

The DEMA Show has not changed much over the years. The world, however, moves on, and one must move along with it or be left at the platform after the proverbial train has departed the station. Meanwhile, the Boot Show attracts over 200,000 visitors, a massive number. How many of these attendees visit the dive halls, I do not currently know, but the dive halls were surely quite crowded at times. Never a dull moment.

Dive Awards

This year, I was asked by the show organisers to attend the Dive Awards on Friday night, when I usually go home for the weekend. It was quite an evening and a celebration. A jury of fellow editors awarded prizes in five categories: Personality, Product, Destination, Climate and Innovation. There were three nominees in each category, each of which was presented before the winner was announced, just like they do at the Oscars. 

It was a blast, with good catering and drinks, and a nice party. Going forward, yours truly will join this esteemed international jury, which is a big honour and a greatly appreciated acknowledgement. A big thanks also goes out to our own outstanding team, who have a big stake in the good standing we have achieved across the global dive community. The glory is certainly also theirs. We are a team!

I started out by stating that I do not love the show, but I must admit to myself and others that I am growing quite fond of it. I am already looking forward to the next one, and I will probably add some more days to my visit there next year. The next Boot Show will open its doors from 23 to 31 January 2027. Come join the show and the party!