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Osterndorff puts Europe on the show map

So, was Cuxhaven a European Chicago? No, not quite. But it was a big, bold step in the right direction. The European Pipe and Tobacco Show in mid-August drew some 60 exhibitors and over 400 visitors to the German resort, according to organizer Rolf 'Piepenhoeker' Osterndorff. Beating everyone's expectations, the success demonstrated a clear raison d'être for major pipe events in Europe.

There had been ample reason to be sceptical: experts argued that the density of high-class specialist shops in Europe - and especially in Germany - eliminated any need for a major sales event aimed at consumers. The venue was criticised as too remote, the timing (smack in the middle of school holidays) as poor strategy. Despite such misgivings, online-dealer Heiko Jahr from Leipzig took the trip to the North Sea coast, sold almost 30 high grades and agreed that the show had been a resounding triumph. "Rolf drew just about all the significant carvers to Cuxhaven. The atmosphere was great, the mood fantastic and manners nicely casual. A class event."

And classy it was: virtually the entire Scandinavian elite appeared: Nordh, Ivarsson, Chonowitsch, Eltang, Anne-Julie, Teddy and Balleby - along with several of their peers. Germany's top and mid-tiers were almost fully represented, too, with Rainer Barbi, Cornelius Mänz, Karl Joura, Werner Mummert, Paul Becker, Roland Schwarz, Tom Mehret and the Brandts. Italy sent the likes of Baldo Baldi and Maurizio Tombari, while Rolando Negoita and Lee von Erck gave many European visitors their first 3D experience of American pipes. Jan Zeman, who came all the way from New Zealand, was able to sell more than enough briar to finance this particular leg of his trip to Europe. Internationally known dealers such as Tarek Manadily, Jesper Klith and Jeff Folloder (who had come as a buyer for smokingpipes.com) added just the right measure of commercial buzz, both fuelled and tempered by their own passion for the hobby. Even a few American collectors had crossed the pond, author Rick Newcombe among them.

No less than Rainer Barbi - originally one of the sceptics - praised Rolf's single-handed preparations and his ability to motivate the international scene, noting that even US shows rarely manage to attract so many famous names: "When you consider that American shows are managed by teams with years of experience, the achievement seems even more amazing."

Piping and partying

Ever been to a barbecue where Bo, Lars, Jess and Teddy were sitting at the same table enjoying a smoke? Well, that's what happened in Rolf's garden on Saturday night. The after-show events at Casa Osterndorff were at least as riveting as the exhibition itself, and moreover, they weren't restricted to any perceived elites. Three generations of Rolf's family made anyone who cared to turn up as welcome as a long-lost cousin - four nights in a row. That's how pipesters found out that German dealer Achim Frank can tap lager even faster than he can pack a pipe, that Rainer Barbi hardly ever sleeps and that Portugal's new carving star João Reis plays a nifty guitar, nicely in tune with the 1970s nostalgia that comes naturally to a mature and somewhat boozy audience. The only drawback was the fact that visitors' accommodation was spread all over the Cuxhaven area, making it inconvenient for some to attend the parties. Rolf says he's looking at more centralised rooming schemes for the next show.

The bottom line

Importantly, Rolf was able to breath a huge sigh of relief after months of public speculation that his show would prove a personal financial disaster. "It was anything but a flop for me. Also, I have my own way of calculating these things. You've got to consider the fact that I hardly ever spend money on advertisements for my own shop. But now, due to the show, all the world knows where Cuxhaven's Piepenhoeker is. Business-wise, it was worth it for that reason alone."

A quick survey of tables on Saturday revealed that several makers had also been highly successful. Over 25 Barbis were sold, and almost every available Cornelius Mänz. By noon, half of Rolando Negoita's stock had been marked as no longer available. In general, exhibitors with plenty of high grades on offer did well, while sales of more reasonably priced brands appeared comparatively sluggish. An educated guess says that the predominantly German audience had not come to buy pipes readily available in an average B&M store. They were out to find pieces not often seen in 3D, and otherwise content to enjoy the company of other aficionados.

Yet, as Heiko Jahr pointed out when chatting to Swedish high-grade dealer Per Billhäll, visitors to the Cuxhaven event may not have been very representative of Europe's pipe community - not even, more specifically, of Germany's. Most were under 50, a good many far younger, and almost all were die-hard enthusiasts. Heiko attributes this to the fact that the Internet had been Rolf's main PR channel for the show, noting that the commercial pipe and cigar magazines had largely ignored the event. He also points at the comparative lack of B&M dealers among exhibitors, urging Rolf to target them more intensely next time, "because they are certain to motivate some of their customers, too."

Rolf says he's going for an even bigger event next year, but that he won't be repeating his single-handed feat of 2004. "There'll be significantly more sellers and visitors, because the success of this year's show will be widely known. Perhaps I'll even rent a larger venue. But next time, I'll be looking for sponsors and helpers."

Rainer Barbi has already appealed to the German pipe community to support Rolf, saying that "one person alone pushed this train and got it started. I'm hoping that a team will get together to ensure that the locomotive will not run out of steam."

(August 31, 2004)

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