Floriade 2012 Company Profile - Clamer Informa

What is Floriade
The World Horticultural Expo Floriade is staged every ten years in the Netherlands.
Previous Floriades were organised in Rotterdam (1960), Amsterdam (1972 and 1982), Zoetermeer (1992) and in Haarlemmermeer
(2002).
Floriade 2012 in Venlo is a unique, exciting and active experience, revolving around the contribution paid by horticulture to our quality
of life, combined with the local culture and regional qualities of the landscape. Floriade will inspire its guests, young and old alike, by
offering them imaginative and authentic information in the form of an unforgettable experience. Floriade aims to play host to at least
two million paying visitors (figure based on various surveys).
Based on the visitor profile of Floriade 2002, the wish was expressed of bringing horticulture to the attention of a broader public using
Floriade as a vehicle. Consequently, Floriade 2012 will devote extra attention to attracting visitors from two specific target groups:
1. Families with children aged 4-12 years
2. The young senior demographic, with an affinity for gardening, aged 55+
Villa Flora
The only World Expo in the Netherlands is a unique stage on which to showcase the knowledge and expertise of the Dutch horticultural
sector and related industries. Floriade 2012 forms an international platform for ingenious innovation and inspirational, market-ready
ideas from the horticultural and related sectors.
Floriade 2012 will leave behind a sustainable legacy in the form of GreenPark Venlo; a ground-breaking, sustainably developed
agrologistic business park where economy, ecology and knowledge transfer will be intrinsically connected.
The primary quality of Floriade will be: hospitality. The Burgundian lifestyle typically associated with the fertile soil in the province of
Limburg will envelop visitors in a warm, welcoming embrace.
This brochure has been compiled for readers with a more than average interest in the ideas that form the foundations of Floriade. In
particular, for stakeholders and readers with a commercial interest. This brochure therefore gives details which we expect will foster a
feeling of friendship, and encourage the participation of the business community.
We hope the plans outlined in this publication will kindle your interest for Floriade.
We look forward to your response!
Region Venlo Floriade 2012 BV
Paul Beck
Managing Director
Floriade expects to attract visitors from the Netherlands and Belgium (40 %), Germany (40%, mainly from North Rhine-Westphalia),
and 20% from other countries.
Floriade 2012 will be targeting these two groups by presenting the event as an educational experience with an entertaining character
- in other words, as a public edutainment event.
Alongside these two specific target groups, Floriade will remain an appealing and key event for professional representatives from the
horticultural sector. For this group of visitors, Floriade is profiled as a horticultural exhibition; the not to be missed, international
“trade event”’ held every ten years.