Despite the somewhat cliche theme, the Karlsruhe borough of Durlach in Baden-Württemberg, gives us a brief insight into event concept planning with its annual Christmas market. With a middle ages theme, the small event managed to differentiate itself from competing ones around. It mixes medieval and modern attractions and has been a successful yearly event since its debut in 2002, particularly amongst families with young children. Here’s a breakdown of the event in relation to event planning process:

Organisation and stakeholders’ involvement

The event, organised by local associations, seeks to involve both local and regional communities in many ways. Local school choirs sing and perform nativity scenes on stage while jugglers and fire-eaters add their sparkles to the festivities amongst bonfires scattered throughout the venue. Middle-ages enthusiasts and clubs perform sword fights and tricks surrounded by shiny little eyes amazed at the costumes and artifacts, while musicians playing medieval instruments create the perfect atmosphere.

Concept and theme

As an old German tradition, the purpose of the event is clear and well-established. The Durlach event sought to better segment its audience by focusing on a specific theme and thus attract kids and their families,  middle-ages enthusiasts as well as the local tradespeople that benefit from additional sales of produce and handcrafted goods. Had it not found its niche and differentiated itself, the event would have been overshadowed by a much larger (and uninspiring) nearby Christmas market in the centre of Karlsruhe. The event timing is perfect and needs no explanation, for obvious reasons.

The ingenious ride made almost entirely of wood

As part of the attractions, culinary delights include a Saubraterei (Hog-roast), funny-looking chips on a stick and the usual German specialties such as sausages and chocolate hearts. The regular daily activities of artisans and traders in medieval-looking stalls, combined with various entertainment activities and main-stage highlights, give the event the feel and image it hoped to achieve precisely. Children can make their own bows and arrows, shoot dragons and see how blacksmiths work. To top it all, this year’s event displays what is arguably the world’s smallest, hand-operated Ferris wheel.

Marketing and financial screening

It would be interesting to see the screening process and what kind of financial return the event actually generates. As it is usually the case, the event was advertised in local newspapers, the city’s Facebook page and on posters in the local area. Germans tend to adopt a low profile approach to their events, but it seems to work. Everyone gets their free newspapers delivered weekly and are happy to take part, especially when they are free.

The event operation seems to be running according to plan. I have witnessed one of the knights’ performances myself;  it was very realistic, involved the audience and kept everyone standing on their toes, despite the wet weather of the last few weeks. Christmas markets are a charming tradition and make for a fun family time out. You can learn more about the event here.

Merry Christmas and a Happy New Year!

Photos source: Karlsruhe Facebook page and CG Durlacher.de website.