AIPH International Horticultural Expo Conference

HORTICULTURAL EXPO ORGANISERS TAKE ADVICE FROM EXPO 2015 MILAN

AIPH International Horticultural Expo Conference
Congress Centre
Expo 2016 Antalya, Turkey
28-29 September 2016

The former General Manager of Expo 2015 Milan, Pietro Galli, shared his wealth of experience with delegates at the International Association of Horticultural Producers (AIPH) International Horticultural Expo Conference at Expo 2016 Antalya in Turkey on 28th September. Expo Milan welcomed 21.5 million visitors over its 6 month duration and 30% of these were from outside Italy. 140 countries participated around the theme of food.

Delegates at the AIPH conference, hosted by Expo 2016 Antalya, were able to learn from the experience of Milan as they prepare to organize or participate in future International Horticultural Exhibitions. Getting people to visit is the most important aspect to any Expo and Milan addressed this through extensive market research before the event. They questioned 25,000 people and defined clear market segments that would be used to direct their future marketing and ticket sales. Only 20% of tickets were sold at the gate and 55% were ‘pre-paid’ having been purchased by re-sellers, according to Mr. Galli.

Deputy Secretary General of Expo 2016 Antalya, Mucahit Sengul, shared the lessons he has learned in the organization of the A1 AIPH-approved Antalya Expo which will close on 30 October after a 6 month duration. Despite the challenges facing the Turkish tourism industry this year the Expo has attracted over 3 million visitors so far with strong levels of international participation, second only to the Osaka Expo in 1990.

AIPH Senior Consultant, Sven Stimac, presented on ways to ensure good quality international participation at an Expo and this was followed by an expert panel on the subject. The need to be able to demonstrate a return on investment to participants was clear and this may be different for different countries.

Delegates heard progress reports from the Tangshan International Horticultural Exposition currently running in China as well as future expos:

  • 2018-19 Taichung World Flora Exposition, Chinese Taipei. (A2/B1)
  • 2019 International Horticultural Exposition Beijing, China (A1)
  • 2020 Australis, Gold Coast, Australia (B)
  • 2022 Floriade Amsterdam Almere, Netherlands (A1)

An application for a B Class International Horticultural Exhibition in Yangzhou, China in 2021 was presented and later approved by AIPH members. The municipality of Hatay in Turkey also expressed its interest in potentially hosting an Expo in 2021.

Chairman of the AIPH Marketing & Exhibitions Committee, Kevin Chung, reiterated the importance of these expos for raising awareness of the need to green cities and for supporting national horticultural industries.

Commenting on the conference AIPH President, Bernard Oosterom said “AIPH believes that International Horticultural Exhibitions are a great way to share with your country and the whole world the importance of plants. We see ourselves as ‘the world’s champion for the power of plants’ and we want every person who visits one of our approved Expos to be inspired, informed and invigorated by plants. Households have the opportunity to learn how to use plants in their lives and cities have a place to come to discuss and develop new ways for using the green landscape better for their own citizens and for the environment.”

Read more on the topics discussed at the conference at http://aiph.org/expo-conference/

INSPIRATION AND BEST PRACTICE FOR EXPO ORGANISERS

AIPH International Horticultural Expo Conference
Congress Centre
Expo 2016 Antalya, Turkey
28-29 September 2016

9.00 am Conference coffee and registration

  • Introduction – by Chairman, Tim Briercliffe, AIPH Secretary General
  • Welcome from AIPH President, Bernard Oosterom
  • Organising a Successful Expo – Pietro Galli, General Manager of Expo 2015 Milano will share his experiences in organizing a World Expo as well as his secrets for success:
    • Maximising visitor numbers
    • Securing international participation
    • Maximising promotional opportunities
    • Successful operational management
  • Expo 2016 Antalya – A1 International Horticultural Exhibition – Mucahit Sengul, Deputy Secretary General of Expo 2016 Antalya, will present his experiences in planning and organising the Expo. The talk will cover:
    • Review of the expo and how it was organised
    • Lessons learned from the experience
    • Advice for other expo organisers
    • Introduction to Expo Tour on 29 September
    •  Q&A/Discussion
  • Providing inspiration with high quality landscapes – Mrs. Nehir Humalı, Landscape Architect of Rixos Land of Legends Hotel will describe:
    • How The Land of Legends uses planting and the green landscape to enhance the visitor experience
    • The importance of the landscape to The Land of Legends
    • How to maintain landscape quality
    • Q&A/Discussion
  • Building international participation – Sven Stimac, AIPH Senior Expo Consultant will outline his suggestions on ways to gain strong international participation including:
    • Engaging smaller and developing countries
    • Engaging countries through a ‘making of’ programme
    • Q&A/Discussion
  • Securing International Participation – Panel chaired by Tim Briercliffe and including:
    • Sven Stimac (AIPH Senior Expo Consultant)
    • Kevin Chung (Chairman of AIPH Marketing & Exhibitions Committee)
    • Mucahit Sengul (Deputy Secretary General, Expo 2016 Antalya)
  • The panel will discuss:
    • What process should be followed to attract international participation?
    • What are the key factors for persuading countries to participate?
    • How do you contact the right people?
  • Many AIPH approved international horticultural expos are currently going through the development and construction process. For each expo coming up there will be a short progress report from the organisers where they will share progress to date and their expectations for their own expo. Reports will be given from:
    • Tangshan International Horticultural Exposition, China 2016 (A2/B1)
    • Taichung World Flora Exposition, Chinese Taipei 2018-19 (A2/B1)
    • International Horticultural Exposition Beijing, China 2019 (A1)
  • Expo reports continued:
    • Australia’s International Horticultural Exhibition, Gold Coast, Australia 2020 (B)
    • Floriade Amsterdam Almere, Almere, Netherlands 2022 (A1)
  • The Government of the City of Yangzhou in China is bidding to host a B Category International Horticultural Exhibition in 2021. They will present their application and proposal.
  • The Municipality of Hatay in Turkey will present their concept for a future B Category International Horticultural Exhibition
  • Closing speech – Kevin Chung, AIPH Marketing & Exhibitions Committee Chairman
  • Closing remarks and next steps – Tim Briercliffe, Secretary General, AIPH

5.00 pm Conference close

  • Networking drinks reception

7.00 pm Conference dinner

PIETRO GALLI 
piero-galliPietro Galli is CEO of Finalter S.p.A. a company newly formed after the completion of his duties having served as General Manager of Expo Milan 2015. Finalter main areas of activities are in professional advisory both for Private Corporations and Public Administration as well specific investment vehicle on private and public/private partnerships.
Mr. Galli has served for three years as General Manager of Expo Milan 2015 where he held the overall responsibility of managing the whole event before and during the six months of exposition granting a successful achievement of the 20 million visitors target, achieving 21,4 million visitors and granting more than 730 million euros in sales.
Before joining Expo Milan 2015, Mr. Galli served for 21 years as a Partner and Director of Bain & Company in the Milan office, member of Bain’s global TMT practice, head of the Telecom, Media and Technology practice in Italy.
Mr. Galli lead projects in the Media, Technology and Telecommunications sectors covering strategy and change management with special focus on Planning & Strategy (alliances, business definition, core competences, corporate strategy, expansion/growth strategies) and Operations (Marketing Strategies, Distribution Channels, Pricing, Distribution & Logistics) as well as growth initiatives (both organic and inorganic) M&A and post-merger integration processes.
 
MUCAHIT SENGUL
Mucahit SengulMücahit Şengül is the Deputy Secretary General of EXPO 2016 Antalya Agency, where he has been mainly responsible for the operational directorates. Although he is an electric and electronical engineer, he has become one of the key actors in international relations, ticketing, accreditation and IT systems of the EXPO.  He also managed to ensure a wide participation of institutions, cities and small municipalities in EXPO, which proved to be a great success. 
He has over 24 years of experience in his profession in Turkey and abroad. Previously he worked as the Head of IT Department of Ministry of Food, Agriculture and Livestock, after holding positions as IT Manager in Savings Deposit Insurance Fund of Turkey and Ford Motor Company, and as Electrical Engineer in General Electric.
 
SVEN STIMAC 
sven-stimac#Sven Stimac is CEO of the friends + friends AG a business consulting firm specialised in project management of visitor attractions. He has been in the World Expo and Horticultural Exhibition field for 20 years, both as a consultant and as a director.
Sven Stimac worked/works in international and interdisciplinary large scale projects such as the World Expo 2000 Hannover, Germany, the Expo.02 in Switzerland, the Horticultural Exhibition 2008 Schleswig, Germany and the A1 International Horticultural Exhibitions Floriade 2012 Venlo, The Netherlands, Expo 2016 Antalya, Turkey and Floriade 2022 Almere, The Netherlands. He also worked as project manager for the European Space Program EURECA, USA and the firefighter dispatch system of the City of Hamburg and the BMW World in Munich, Germany.
He holds a University Diploma in Physics from the Christian Albrechts University of Kiel, Germany. www.svenstimac.com
 
KEVIN CHUNG
kevin-chungKevin Chung, Vice Chairman AIPH Marketing & Exhibitions Committee, is an expert in Flower Auction System and Flower Exhibitions. He has been involved in the Floriculture Industry for more than 25 years having graduated from the Chinese Culture University with a major in Horticultural Science. As a postgraduate Kevin studied Agriculture Economics in London and received an MBA degree from University of North Alabama.
Kevin leads TFDA Chinese Taipei which became a member of AIPH in 2004. He was elected as vice chairman of the AIPH Marketing & Exhibitions committee in 2007. He applied for the successful 2010 Taipei Flower Exposition with Taipei Municipal Government in 2012, and then in September 2014, succeeded the chairman of marketing and exhibitions of AIPH from Mr. Shinya Wada.
 
BERNARD OOSTEROM
bernard-oosteroomAs AIPH President, potted plant grower and board member of several organisations within the ornamental sector, Bernard Oosterom has experienced much international cooperation across the horticultural industry.
He is Chairman of the Dutch Council for Cooperatives (NCR), Chairman of the AIPH Novelty Protection Committee, Chairman of the Dutch Flower Auctions Association (VBN), and Chairman of the Members Board / Supervisory Board for FloraHolland. His past roles include being a Board Member of the Flower Council Holland (BBH) and a Board Member and Vice Chairman for FloraHolland.
Bernard champions a future for international cooperation to bring the ornamental industry to the highest possible level and as a result enrich lives.
 
TIM BRIERCLIFFE
tim-briercliffeTim is Secretary General of AIPH, a role he has held since June 2013. He is responsible for the management and administration of the association which includes the approval of international horticultural exhibitions, Green City initiatives, statistics and environmental and technical issues facing growers of ornamental plants. Tim previously worked for over eight years at the UK’s Horticultural Trades Association as its Director of Business Development overseeing the Associations’ work for growers, retailers, landscapers and manufacturers. This included policy work with government as well as managing projects and committees. Tim also worked for landbased consultancy ADAS as a Senior Ornamental Horticultural Consultant and has worked on plant production nurseries in the UK and Canada. He graduated with an Honours degree in Horticulture from the University of Reading in 1997.