Floriade 2012 Company Profile - Clamer Informa

Income and expenditure
The multi-year (2006 – 2012) basic budget for Floriade 2012 amounts to approximately EUR 90 million.
Of this sum of EUR 90 million, roughly half can be accounted for by the primary development of the Floriade site, while the remaining
sum is for organisational costs and the exploitation of the site.
The following sources of income have been budgeted to finance Floriade:
“Rabobank calculates the economic spin off of Floriade Venlo 2012 for the Venlo/Noord-Limburg region to be EUR 225 to EUR 280
million in terms of turnover for regional businesses. In addition, a further approximately EUR 160 million represents the added value in
prosperity for the regional economy.”
Government contribution
35%
The turnover for regional businesses consists of:
• 105 -130 million spent by visitors to Floriade in restaurants, hotels and the retail trade. For the hospitality industry this
represents roughly one third of the annual turnover.
Ticket sales
33%
Operating income
10%
Sponsoring
22%
• 120 – 150 million arising from investments in construction and realisation of the event site. These investment effects
relate to the work being carried out on the Floriade site
The calculated benefit of EUR 160 million is closely related to the effect Floriade, as a flywheel, has of accelerating the realisation of
(social) investments in Greenport Venlo. Floriade is not responsible for investments made in the regional infrastructure, business parks
and greenhouse horticulture. However, the event does act as a catalyst in this development, so the outcome is that investments are
made in time, or even brought forward. Consequently, the financial benefits will also be felt sooner.
In the calculated effect, the Rabobank has assumed that a substantial role will be played by the regional business community in the
realisation and exploitation of the Floriade site. The Rabobank also adheres to the fundamental criterion that the number of visitors
attending the event must reach the minimum objective set by Floriade BV (2 million).”
Additional to the basic budget are the (financial) impulses involved in the realisation of the pavilions by the participants.
The pavilions are financed by the participants.
Financial spin off
In 2008, the Knowledge and Economic Research department of Rabobank Nederland published a report entitled
‘Op weg naar de Floriade 2012’. In this report, Rabobank outlines the implications and impact of Floriade 2012 on the
regional economy.
The main conclusion in the report is a quotation from the ‘Management Summary’, page 7: