everything that can be sustainable will be – the way we prepare food, get rid of rubbish, source water and the merchandise we sell. Also, this is the fi rst time we’ve known
what’s going to happen to the venue after the expo. Floriade 2012 will be leaving the region a sustainable legacy – Venlo GreenPark. Venlo GreenPark will eventually be a high-end business park with offi ces and buildings dedicated to innovation, sustainability and education set in the stun- ning surroundings of the Floriade site.
Who is the target audience?
It’s a nice, fun day out for families. We’re on the German border so we get visitors from Germany and Holland. People from further away will come for a few days and visit Düsseldorf or Amsterdam. We’ll also get a lot of business people attending con- ferences and congresses.
How do you plan the expo?
It takes six years to arrange. We conduct market research so we know what peo- ple want and expect of Floriade. Next we decide how the site will look; it must be a relaxing park that people can walk around easily. Then we put together the market-
ABOUT FLORIADE 2012
DURATION: April – October 2012 SIZE: 66 hectares, of which 40 hectares is exhibition space THEME: ‘Be part of the theatre in nature, get closer to the quality of life!’ The expo’s sub themes are: Relax & heal, Green Engine,
Website: www.fl
oriade.nl
AM 2 2010 ©cybertrek 2010
Education & Innovation, Environment and World Show Stage VISITORS: At least two million are expected with up to 35,000 people on peak days EXHIBITORS: 25 international exhibitors and 90 Dutch exhibitors
ing and business plans and fi scal analysis. The site’s almost ready now and representatives will start arriving later this year to build their pavilions.
Who do you work with?
One of our most important partners is Bob Rogers at BRC Imagination Arts, who has done the design and architecture. The actual park has been designed by a Dutch architect, John Boon. On the site, we have 25 people at the offi ce and 25 people work- ing every day at the venue, all of whom have contracts for up to fi ve years. During Floriade we will have a summer school for students to work here for one year. They’ll be trained in hospitality and gain experience of working in entertainment parks and hotels.
How will you make the subject matter interesting to children?
Floriade Kids is a learning programme about horticulture and sustainability. More than 200 schools are following this pro- gramme in Germany and Holland.
What are the main challenges?
Firstly, to get countries with interesting pavilions to commit to the expo, then to get
What do you want from Floriade?
I’m hoping for a very good cultural offer. There should be an international pro- gramme, both for other countries and for this part of Holland. I also want people to enjoy themselves – we’re not selling tickets, we’re selling memories. I want people to leave the park with a happy feeling.
Are you a keen gardener?
No. Unfortunately I don’t have any time for that, but I have very good people who know a lot about gardening. ●
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them to build their pavilion in keeping with our guidelines. In the past, people would say: “We want a pavilion and we’re going to do X.” Now, we say: “Hang on, we’re pro- ducing the show and need to know what’s happening on our site.” They have to stick to our theme and do it in a sustainable way. It’s taken a lot of time to get this sorted out, but it’s working very well now.
How have expos evolved?
Expos are more than a collection of pavilions, merchandise and restaurants – they’re about feelings. We need to learn from amusement parks because they need to entertain. Expos are changing and we’ve tried to do this in new ways by getting visi- tors emotionally involved, not just by giving them something to look at.
Bob Rogers at BRC Imagination Arts took care of the design and architecture, while John Boon designed the actual park
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