“Scala Fair is constantly evolving, so you never know what surprises it has in store for you!”

The basic concept of the Scala in-house fair will remain the same, but visitors can expect some changes when they attend the event at the beginning of September. Maeglin Harmsen, head of the company’s marketing and communication department, tells us more about these changes and why they were implemented – and of course, she also provides us with a preview of what awaits at the big Luxury Scala Fest.

Although Scala Fair has been successful for many years, Scala are now going to change the concept of the show. Why did you decide to take that step?
Maeglin Harmsen: The Scala Fair is constantly evolving, with our team reviewing the concept and tweaking elements that we think can improve the visitor-experience after each edition. For the upcoming fair, we decided to add an extra ‘VIP’ day on Saturday for a select group of clients. On Sunday and Monday, the fair will be open to all visitors – and will once again bring the same fantastic atmosphere as previous editions.

To make the entire concept a bit more exciting, we’ve decided to transform the fair into a special ‘Luxury Scala Fest’. We’ve got the biggest headliners wowing the crowds, with premium products taking the centre stage in our amazing showroom. Marvel at luxurious new releases, go wild by all the incredible offers, and dance with delight by the amazing prize-competitions. The fun doesn’t stop when the showroom doors closes; as we’ve got you exclusive backstage-passes for the Scala Fair After Party (Scala Party) where you will be spoiled with luxury entertainment and can revel in the festival atmosphere until the early hours of the morning…

One of the bigger changes involves the duration of the show, which will now be a day longer than previous events. Was the Sunday-Monday timeframe not sufficient anymore?
The Sunday and Monday set-up still works perfectly for all visitors: enabling retailers to either visit the event during the weekend – or during the working week, whatever suits them best. The decision to add the Saturday to the mix wasn’t about time; it was about extending the Scala Fair experience for a select group of customers – giving them the exclusive opportunity to preview elements of the Luxury Scala Fest.

Another change: On Saturday, September 2, Scala Fair will only be open to invited guests. What are the reasons for that decision?
We wanted to add an extra element to the Luxury Scala Fest for a select group of customers as a special ‘thank you’ for their loyalty and support. This concept also enables our Account Manager and Sales Team to inform and advice these customers on Saturday – freeing up more time in their hectic schedules on Sunday and Monday: making them more accessible to other valued visitors.

“We wanted to add an extra element to the Luxury Scala Fest for a select group of customers as a special ‘thank you’ for their loyalty and support.”

As mentioned before, part of the event will be for invited guests only, which is great for them, but not so much for the rest who are not on the guest list. How does Scala respond to criticisms that you are splitting up your customers and visitors by taking that route?
It’s not about splitting up our customer base: it’s about extending the experience for a select group that has deserved our gratitude through their fantastic support and loyalty over many, many years. As explained earlier, this concept also enables our Sales Team and Account Managers to be more available and provide better service to visitors on the other days, making it a great choice that benefits all our valued customers.

Are there other elements on the programme that have been changed from previous years?
No, the elements have remained the same – although they might have a slightly different execution for this special festival-themed edition. Visitors can still look forward to the amazing offer, fantastic entertainment, and generous hospitality they’ve come to expect of a Scala Fair! Oh, and don’t forget the Scala Party, which will once again take place on Sunday evening, but this time at a very special ‘Luxury’ location.

The motto of the upcoming Scala Fair is ‘Luxury’. Sounds interesting. How will this motto be reflected in the event itself?
Actually, the theme is the ‘Luxury Scala Fest’, turning our showroom into a festival of luxurious new releases. We’ve got the biggest headliners in the industry; mystery guests, fantastic support acts and other surprises that will make you dance with delight. This rocking take on a festival will mean visitors get exclusive backstage access to their favourite brands, all with a luxurious Scala Playhouse twist. Excited yet? We are!

“We’ve got the biggest headliners in the industry; mystery guests, fantastic support acts and other surprises that will make you dance with delight.”

The main pillars of Scala Fair – Cash & Carry, special offers, event discounts, product presentations for new toys and brands, the opportunity for a personal chat with your team and your suppliers, not to mention the legendary Scala hospitality – will remain unchanged though, right?
Our main concept will remain largely unchanged, although we might make some alterations to specific elements to maximise the Luxury Scala Fest experience. As we are still in the process of finalising all the details, more information on the full line-up of events will follow. Customers are advised to keep a close eye on our newsletter, PLAY magazine and website for further information about this rocking Scala Fair.

Are there maybe a few details you can tell us to whet our readers‘ curiosity? What can we expect in terms of products, third-party brands, and your own private brands?
We have over 40 of our valued suppliers representing their brands in our beautifully decorated showroom, including experts from CalExotics, Pipedream, Doc Johnson, NS Novelties, Fleshlight, We-Vibe, System JO, Swan, pjur and many more… This means visitors are able to have special ‘Meet and Greets’ with knowledgeable representatives from their favourite names in the adult industry. This face-to-face contact means you get all your questions about new products and collections answered, receive inside advice on how to market products and learn directly from the source what is hip and happening in the world of adult novelties.

“We have over 40 of our valued suppliers representing their brands in our beautifully decorated showroom.”

Will there also be product and sales training courses, or will you leave it to the visitors and your suppliers to discuss these things on their own terms, without making it a fixed element of the Fair?
We want to give our visitors full access to all their favourite brands and suppliers – without the restriction of certain time-slots. Guests are encouraged to roam freely through our festival playground – a.k.a. the Almere-based showroom – and engage with brand representatives. These – plus our own Sales Team – are there to help answer questions, talk about new releases and advice on how to maximise your sales profit on brands and collections. Basically, the Luxury Scala Fest is one big training course, allowing you to learn all about the hottest releases and best-selling products in the world of adult novelties.

Is the upcoming Scala Fair at the beginning of September a test run for the new concept, or have you already made up your mind that this is the way you want to go?
We view every Scala Fair as an individual event and will evaluate afterwards if the concept lead to a maximum visitor-experience. As stated at the very start of this interview: the Scala Fair is constantly evolving, so you never know what surprises it has in store for you! Just join us on the 2nd (invite only),3rd and 4th of September to find out what the upcoming edition has in store for you (spoiler: amazing deals, entertainment, hospitality, prize-competitions and more). We hope to see everyone there!