The team at Festspielhaus Bregenz organises business events that are moving away from the traditional conference format and evolving into genuine spaces for connection, with an impact that reaches far beyond the venue itself. A well-designed event can contribute to value creation and economic growth in the region, says Ursula Kaufmann from the Marketing & Development department. The entire team brings not only years of experience in event planning but also know-how in dramaturgy and access to state-of-the-art sound, lighting, and stage technology that is hard to match globally.
A conversation with Ursula Kaufmann about Festspielhaus Bregenz as a unique venue for congresses and business events on Lake Constance.
How well do congress and culture go together?
So well, in fact, that they share a building and benefit greatly from each other. Even if some confusion exists. On the surface, we're seen as a cultural venue - and that's not wrong. The building was originally constructed for the Bregenz Festival, and our work benefits significantly from that. Still, we represent the other part of the house: a congress and event venue, a place for all kinds of meetings. We understand that many people associate the venue strongly with the festival. Even for a congress, people say: “We’re going to the Festspielhaus.” That two separate companies operate in the building often goes unnoticed - but for us, it matters.
Why is that distinction important?
Because we’re two companies with different focuses, sharing one location. Our company is responsible for organising and hosting congresses and events at the Festspielhaus. We rent and design the spaces from the end of August until June. After that, the Bregenz Festival takes over as the main tenant. We work closely together and both sides benefit.
In what way?
We benefit from the dramaturgical expertise of the Festival, which flows into the events we run throughout the year. Our technical equipment is also exceptional - mainly because the lake stage productions require such high standards. We have this technology at our disposal year-round, allowing us to deliver powerful, high-impact events. The creative input from the Festival also influences us. And vice versa, the Festival benefits from our professional experience in event organisation. It’s a mutually enriching collaboration.
How is the event industry doing these days?
It’s definitely picking up again. Over the last decade, the events sector has evolved. People have realised just how essential events are - for companies, associations, and institutions. Events bring people together and create meaningful encounters that leave a lasting impression. According to the Meeting Industry Report Austria (mira), pre-COVID figures have now been reached again, and we’re seeing that reflected in demand. But: events are changing. Impressive architecture and beautiful surroundings are no longer enough. People want more. That’s why new event formats are emerging - and younger generations are embracing them. The term “festivalisation” says it all. A high-profile keynote or networking opportunity is no longer sufficient. Participants want a real reason to attend. They are more selective and intentional. Overall, I’d say the industry mood is positive.
What makes a location suitable for congresses?
It starts with the basics: an open, welcoming environment with people who understand the purpose of the event and are eager to contribute. The attitude of those hosting the event matters. They need to understand what makes a good experience and enjoy being part of it. Of course, hardware is essential - but soft skills are what really make the difference. Successful event planning involves more than just the venue. It’s about thinking bigger, including the surroundings, and tapping into the full potential of the location and region.
Marketing & Development
Do you also integrate the city into your events?
Absolutely. The city and region strongly shape expectations and associations. For example, when someone attends a business meeting in Bregenz, they may think of the global players in the Rhine Valley - the region's economic strength. Event organisers consider who they can connect here and what else they can offer beyond the venue. Events need to be seen in a larger context, integrating different locations in the city. Why not include nearby Lindau, which we can connect to via boat? We like to think without borders - and we act accordingly. As part of micelab:bodensee, we regularly exchange ideas and collaborate with colleagues across the region to help move the industry forward sustainably. We also support each other when organising events - sometimes by simply lending furniture. But we also share our expertise and consult each other on different formats. Demand around Lake Constance is high - we’re not competing with each other; we’re strengthening the region as a whole.
Do you have a wish for the city of Bregenz?
The city supports us in many ways. One area we’re still working on is making events more visible in Bregenz. We’d love for locals to be more aware of what’s happening at Festspielhaus Bregenz. Our participants come from all over the world, and it would be great if people in Bregenz recognised the value this brings - and helped make our guests feel welcome.
Text: Simon Bleil / Ursula Kaufmann
11 Nov 2025
