It is the emergence “a new event offer“in Toulouse, after the economic slump experienced by the event industry for 18 months.”Our activity has fallen to minus -70%“, recalls Jean-François Renac, the managing director of the company manager of event spaces Miharu.
In this air hole, the leader, who notably carried the SOS Event 31 movement during the health crisis, has “Laid the first stone of this new offer at the end of the first containment, in the summer of 2020“, he says. this location.
“It is clear that the event activity will not disrupt the historical activity of sale of food and other products of the Min de Toulouse”, wishes to reassure Jean-François Renac.
At least ten events per year
Through this partnership, he thus finds himself operating a little more than 10,000 m2 of surfaces, including the renowned producers’ tile (3,500 m2), the flower market, or the small marquee, etc.On small gauges, we can start from 300 people and go up to 2,500. But the Min is not going to become a convention center, it is not the objective nor our will“, presents the boss of Miharu.
The producers’ tile (Credits: Min de Toulouse).
Whoever already operates, for example, the Mas des Canelles or the Village By CA in Toulouse, plans to organize 10 to 20 events each year in this industrial site of the Pink City, little known to Toulouse.
“It’s quite innovative to entrust the site outside of market opening hours. But we know that the Min’s spaces can be better optimized and used over time because they are sometimes unoccupied. Moreover, for us, the “The challenge is also to open up to Toulouse residents. Paradoxically, many know the Rungis market even though they have a small Rungis next to them,” explains Maguelone Pontier about the launch of this new offer.
In May 2022, the Min de Toulouse will receive its first big event with the gala dinner and the CJD congress, with a tonnage of more than 2,000 people. “In a period where we notice an appetite of customers for more raw sites, the idea is to offer them a site that is different», Adds Jean-François Renac.
Despite industrial tourism visits organized with the Manatour group, Maguelone Pontier wants to open up the Min of Toulouse more to local inhabitants (Credits: Rémi Benoit).
Double turnover in three years
Beyond the diversity of the offer, this novelty is part of a larger plan of the Miharu company. After fundraising of nearly one million euros, notably from BPI and the Tourisme Occitanie fund, the Toulouse-based company wants to take its operations to the next level in a few years.
If it now manages five sites in Toulouse, for an annual turnover of three million euros, it aims “ten sites under management” within three to five years. Objective: to achieve between five and ten million euros in turnover by the same deadline.
“We will respond to all public service delegation calls for local authorities in the south-west, within a two-hour radius of Toulouse. But we are not preventing ourselves from external growth,” warns him. Miharu’s boss.
Shaken by the health crisis, the consolidation of this event sector is also an important issue for the recovery of the sector. A few weeks earlier, the companies Stop & Go and Master Films announced their association and merger to become The Picture Factory group.