The international trade fair for western riding and western culture, including the World Open Championship has been taking place at Messe Augsburg since 1992. Starting 2011, this event will be held once a year.

Logistical challenges

 

Some 45,000 fairgoers and 250 riders from 16 nations with about 400 horses will be visiting Augsburg in September 2010. About 580 cows will also be transported to Messe Augsburg for cow competitions. In order to create a suitable environment for the competitions and for the animals, about 1,200 tons of sand and clay will be required in the main arena alone.

Everything under one roof

 

Besides a top sporting event, the Americana is also Europe's leading sales fair for western and leisure riders. On 20,000 square meters in halls 2, 3, 4 as well as the outside fairgrounds, some 250 exhibitors present their extensive range of products. And there's fun and entertainment as well: e.g. the "Country Music & Dance Festival" or during the Miss Americana 2010 pageant.

The event makes use of halls 3, 3a, 4, 5, 6 and 7, the conference center as well as the outdoor fairgrounds