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Interview: Dagmar Grossmann – Vision and Determination

26/11/2013 by Cdr. Bud Slabbaert

Dagmar Grossman, CEPA founder and CEO of Grossman Jet Service

If there is a bit of a time span between meeting a person and an interval in being part of an event, it gives a better picture of the difference between now and then; maybe a bit of distance is the trick to it. I had not seen Dagmar Grossmann for about two and a half years and so it was a pleas­ure to set up an appointment to meet in Prague. I looked forward to it after all this time. We decid­ed to meet at “The Bakeshop” on Kozi near the Old Town Square. It is one of Dagmar’s favourite establishments to meet for a conversation under some coffee and fine pastry. From the moment we walked in I loved the very relaxed ambiance of the place. I spent a moment just staring at the beauty, the architectural, and mouth-watering ed­ibles. We both ordered our coffees and she want­ed a piece of French apple tart with it. I couldn’t stay behind and I ordered a piece of Bakeshop’s famous ‘Death-by-Chocolate‘; what the heck, it sounds challenging. We cordially exchanged a bit of the usual „where have you been lately “and „how are you doing“ and then got started.

“What are the two or three most significant changes from the first CEPA conference in 2010 to the fourth, now in 2013?” I wanted to know as a logical opener of the interview.

“Wait, let me think for a moment.” Dagmar said.

The waitress brought our order and with a ‘Cappuccino’ for Dagmar and ‘Double Americano’ for me, in front of us, Dagmar began:

“I believe that the most and significant change is the contri­bution that we made to the market, the growth that was initiated and the degree of information and exchange that we could pro­vide to the entire industry. You’ll remember yourself that it was a relatively small conference in 2009”

I did indeed as I was one of the speakers during that first event. Sure it may have been a relative small meeting but at that time I felt that it was an appealing initiative that already attract­ed a gathering of interesting professionals and that we would hear more about in the years to come.

“Bud, my vision was that what was started for the purpose of getting together once, in a while should grow out into some­thing much more significant. In the meantime, we now have an expo and all major players of the industry are gathering and by participating contribute to the success. Besides that, we are also seeing an increasing involvement of government representatives which shows that an event like this brings value to the region and has the earned the status of being important and signifi­cant.”

In front of me I have sitting an example of a woman who works hard, strongly believes what she is doing and has a vi­sion where things eventually can lead to. Yet, things don’t always come easy.

“Sometimes a disappointment in one year turns into a posi­tive surprise or opportunity the next year. Did you experience such a thing yourself at CEPA EXPO?” I asked.

Dagmar lifted her cup and looked at me over the brim.

“Yes, I had to go through a lot of these experiences. And so did my Chairmen and our team.”

She took a sip of her cappucino as if it was fine wine and continued:

“Most of our frustration resulted from the fact that in a really slow market there are still signs of jealousy or envyness over an event and its success. Instead it should be considered as a benefit when attempts are made to positively contribute to the market situation, bringing in new ideas, and helping to pick things up.”

She put her cup down, paused for a moment and looked a bit away outside through the window of the Bakeshop, and then again turned her eyes straight to mine:

“You know, to be honest, that is some­thing I will never understand. It is like you are a hospital or a school and people in the neighbour district are jealous of that school.”

She paused again and was now a bit cooler but released as she continued:

“Referring to your question, it means Yes! This, for instance, happened to us as around the first event when we saw that people just smiled about us and the suc­cess of the CEPA EXPO. Now they are asking for more tickets to bring more del­egates. By turning the whole event into a shareholding company the gates are open to companies and individuals to contrib­ute and bottomline; help all of those in­terested to prosper in the field of business aviation. Such an association and event was missing in our part of Europe.”

“Dagmar, let’s talk a moment about the beginnings of CEPA, the Central Europe­an Aviation Association and CEPA EXPO as ‘Open Corporation’. In April this year, it was announced that CEPA intends to sell approximately 50% of CEPA EXPO’s newly issued stock. Things are definitely happening, so to say. What was the origi­nal impulse for the organization of which you are the founder?”

“My idea has always been to connect the East and the West in terms of busi­ness aviation. And the truly basic impulse was really my own personal experience as a person who originated from the “West” and who lived and worked in the “East”, with all its problems and miscon­ceptions. I believed that these were just small things that happen and it would not be difficult to sort them out. And then, I founded CEPA to create a platform for all who are interested in this region and have the similar issues to deal with. In re­ality it has proven that it was the perfect moment and that the market was ready for it and often experiencing exactly the same problems that I went through. So, it started at right time, in the right place, for the right reasons and we’ll make things move.”

Dagmar didn’t only sound determined; any­one knowing her will confirm that she is a res­olute lady. The next logical question that I had to ask was:

“What would the activities of the or­ganization ideally result in, for instance, next year or in two years from now?”

“There is no doubt in my mind that we need to do the event at the airport. So, at this year’s show we added an ‘air­line day’. It is again something new that CEPA does and not is seen anywhere else. We have to examine the synergies that we may have in our two aviation branches and how we can approach the problems we have in common. Some may think that changing much is not good for a brand or an event that has already established itself successfully in a promising market. But, I believe that it is important to widen our horizons. We decided that for now we would postpone holding the event at the air­port, but would change to that location next year and we will take the appropri­ate steps for it in the beginning of 2014. Let’s say that the ‘airline day” was an initial move in that direction.”

“Looking back at the past three confer­ences, what was the most pleasant CEPA EXPO experience to you?” I knew that she has a number of upbeat occurrences but wanted to find out what was the most outstanding to her.

“That many quotes were made and re­search results of the UHNWI study were the foundation of further analysis of the entire business aviation industry. With our groundbreaking research of the Ul­tra High Net Worth Individuals, we were able to present something that is unique to our industry; a market research study that deals with the problems and the key things and. It provides important infor­mation about our private, executive and VIP clientele and gives guidance for how to further develop the aviation business in Central and Eastern Europe. Getting that study accomplished really makes me feel proud.”

I noticed some emotion in Dagmar’s voice and in the look of her eyes. Not sur­prisingly because the study was indeed unique and praised widely.

“What do you see as the future mile­stones and ultimate goal of the CEPA EXPO, for instance in numbers?” was next on my list of queries.

“Well, in numbers, I see the turnover to be increased significantly. We will reach the seven digit ceiling within a relatively short period.”

“And the future as for any new event, ses­sion, or happening?” I added to my ques­tion.

“For one, I want to see the show as a ma­jor event at the Prague Airport in 2014. And I want to see all those chalets of the main aircraft manufacturer there. That is my vi­sion and the vision of my Chairman as well.”

“And are you still thinking of a static display,” I inquired.

“Oh, yes, we’ll have it at the next CEPA EXPO in 2014!” Dagmar assures me con­fidently.

“Dagmar, every year you have a new special surprise for the attendees of the Gala Dinner. Last year it was a beauti­ful French chanteuse. What is this years’ surprise for the guests?”

“A surprise is a surprise” she smiles with a mysterious expression in her face and waits a moments as if she is going to keep it a secret but then continues: “We focus on the details in our events. This year we’ll have the CEPA EXPO party in the SAHARA CAFE. You may guess that it has to do with the Arabic world but…, we do not import a camel! That’s all I can tell you.”

“Secret kept, curiosity level raised, and knowing Dagmar it will be a pleas­ant surprise. Maybe a ‘One Thousand and One Nights’ fair­ytale event,” I specu­lated in my mind; she knows how to make a party an episode to be remembered.

Our interview was about to end and I needed one last question answered to make things complete.

“Tell me, what are the plans in next five years for Dagmar Grossmann as a private person and as the successful entrepreneur?”

Dagmar closed her eyes for a moment in some meditative pose but the answer came fast as was to be expected from a woman who knows what she wants.

“I wish to have a good private life and that all my visions will come true, and that I will still remain the person who is happy when the sun shines and the coffee is smells good.”

She looked at her watch. “Oh, I have to go now. I have another important ap­pointment.”

“The typical business woman Dagmar,” I thought as she got up.

”I’ll see you in a couple of weeks at CEPA.” she said as she was about to move away from our table.

“Dagmar?” I asked.

She turned around as if she expected a question that I might have forgotten to ask.

“Dagmar, where did you get those nice shoes?” I asked her with grin.

“Chanel gave them to me,” she an­swered. I could see that she had a hard time keeping a straight face while telling a little lie.

“Why on Earth does Chanel give you shoes?” I acted as if I believed her.

„Because I paid for them.“ She gave me big smile, turned around and left The Bakeshop.

„That is exactly what I assumed,” I mumbled in myself as I looked at the notes I took during our talk. “Good inter­view. An amazing and wonderful person.“