A Guide to the Planning, Organization, Design & Operation of World Expositions

In addition to this online publication, The Expo Book is available in print in issues of InPark Magazine (IPM).

To request a hard copy, send an email to [email protected].

© 2008 Gordon Linden, All Rights Reserved event with the best chances of success. The critical the materials repurposed by others A Guide to the second phase cannot be modeled here because the (to the extent feasible), then the legacy plan of each expo will be unique. An expo economics are clearly quite different. Planning, Organization, legacy can be almost anything: from a municipal park, to a trade fair (i.e. convention center) campus, Services costs include architecture and engineering Design & Operation to something else yet unforeseen that a future and project management. Restoration includes the expo organizer will envision and create. The costs costs of removing temporary improvements and of World Expositions of land assembly and the long term development making the site usable for the long term after the and operations benefits vary substantially from case expo is over. to case, and expo organizers need to work with an economic consultant who has experience with this Capital Equipment Chapter Three: unique type of undertaking in order to develop an There is a substantial inventory of furnishings, appropriate strategy and plan to capitalize on the fixtures, and equipment required to host an expo. Going Into (and Out of) dynamics of the process. Included are such items as office furnishings, entrance gate turnstiles, visitor facilities and support the Expo Business The expo business model takes into account all the service facilities. Desks, chairs, file cabinets, work Getting to Opening Day and Beyond costs and revenues associated with staging the tables, beds, shelving and racks, computers, event. On the cost side are the expenses involved in telephone systems, forklifts, air compressors and securing a site and providing the necessary facilities, painting apparatus, saws and other carpentry tools, This much-needed business guide is intended primarily to assist those who are involved in, or considering equipment, services and attractions to accommodate automobiles, trucks, golf carts, and other specialty becoming involved in, a modern world expo – whether as host, organizer, promoter, participant, sponsor, a major visitor event. On the revenue side are all vehicles such as ambulances and fire trucks, gas concessionaire, designer or contractor. THE EXPO BOOK provides useful information, guidelines, illustrations, of the various sources of income that accrue to the storage tanks and pumps, 2-way radio equipment, facts and figures and relevant examples, gained through the authors’ decades of experience advising the event organizers. Cost components and revenue fire and security alarm systems, trash containers, organizers of world expositions, Olympic Games and other mega-events. It is appearing in six consecutive sources are also discussed here. hand carts and trash compactors are included in this installments of InPark Magazine (IPM), every other month from Nov 2007 through Nov 2008. If you missed cost category. a previous chapter, contact IPM to request a copy. Construction Excluding the costs of assembling land, which Equipment will also be needed for entertainment can vary substantially from case to case, a typical facilities, graphics, signage and wayfinding, street the second phase together. It is important for the The Business Model budget of construction costs to be borne by an furniture, storage and distribution, security and expo organization to know this and act on it from the expo organizer for the event consists of five major medical, fire and emergency, solid waste removal and earliest stages, and to share this perspective with The business model for an international exposition is items: 1) site preparation, 2) site development more. Based on experience at previous international the host community in order to generate the right structured around two distinct yet highly interrelated and infrastructure, 3) buildings, 4) services and 5) expositions, some capital equipment costs may be kind of understanding and support for the project. phases of the overall undertaking. The first phase site restoration. significantly reduced through the implementation of By way of illustration, producing the first phase of of the project encompasses the development and an official supplier program. This program involves the 1986 Vancouver Expo involved the assembly of operation of the expo proper, which will run for Site preparation includes clearing and grading. Site obtaining discounts on the purchase price of various a number of riverfront properties including railyards three to six months. The second phase addresses development encompasses the installation of utilities products and goods in return for designation of the and sawmills, the development of temporary the post-expo period: the long term outcome known (power, water, sewer, etc.), roads, walkways, lighting, suppliers involved as “official.” buildings and infrastructure to accommodate as the expo legacy. [See Chapter Two for a detailed and landscaping. Buildings include exhibitor pavilions, the expo, and the eventual redevelopment of the discussion of expo legacy.] administrative offices and visitor support services properties to accommodate new housing and such as restrooms and food/beverage facilities. The commercial activities. Focusing solely on the cost/ The success of an expo should ultimately be viewed costs of providing indoor space are another factor revenue picture of the expo proper, this first phase through a long term lens, taking the first phase and that can vary significantly. If suitable structures are incurred some significant losses even with income readily available on-site for these purposes - such from a Provincial lottery. However, when the second as the exhibition halls and facilities at Hanover Expo phase – the long-term redevelopment of the site - is 2000, which was held on the Hanover Trade Fair added to the picture, the economic benefits of the grounds - then the costs are obviously much lower overall project are outstanding, not to mention the than at expos for which buildings must be erected fact that an important district in the City of Vancouver Authors Gordon Linden to provide needed space. Likewise, if the long term was recovered and dramatically upgraded. Paul Creighton plan for the site is to retain structures for some later use, perhaps as a trade or convention center, then That said, the financial model outlined in this chapter Special Contributor Bob Rogers the costs of those structures can be amortized over applies to the first phase only – the expo proper. It Editor Judith Rubin many years. If, on the other hand, the structures is intended to give an idea of the scope of work, and are only to be used temporarily for the expo and Graphic Designer Urso Chappell the resources and expenses involved in realizing the afterwards are to be relocated or disassembled and Revenue Other food and beverage services include Licensing, Amusements & Entertainment exposition can also be made available The various sources of revenue that are typicallyA restaurants,Guide cafeterias,to th e snack bars, food carts The licensing of an expo logo or trademark and for resale. Some recent events have generated by an expo are listed in the Expo and the like. Most expo organizers seek qualified official designations can also be a source of used Internet auctions to conduct sales Revenues pie-chart. The major source of income isPlanning, concessionaires toOrganization, provide these. The obligations of revenue. Each expo organizer has the opportunity of such items, thereby substantially visitor spending - for admissions and the purchase the expo organizers in the case of concessionaires to create a variety of intellectual properties such enlarging the potential pool of interested buyers and of goods and services. Virtually all of this spendingDesign extend to the& provision Operatio of building nspace and basic as a logo and related designations, a mascot, enhancing the process of managing and disposing of occurs during the operation of the event and most utilities (power, water, etc.) for the duration of the official music or song(s) which are used in various inventory in a timely fashion. occurs on-site. of event.World In return Expositions for the opportunity to operate the ways to promote and characterize the event. It is food and beverage concessions during the expo, the possible to license the use of the properties – on Participants & Pavilions Admissions concessionaire compensates the expo organization clothing, souvenirs, toys, etc. The BIE expo format recognizes three main categories The largest single source of revenue by far is according to an agreed-upon formula which can of participants at an international exposition: visitor admissions. Unlike a large sports event,Chapter be either a fixed Three: fee or a percentage of revenues Revenues can also be generated by visitors’ countries and international organizations, national such as the Olympic Games or World Cup, that received during operation. patronizing ticketed rides and attractions. participants and corporate participants. [Note: See derives the majority of its revenue from sponsors,Going Into (and Out of) Attractions at recent expos have included a Ferris Chapters One & Two for discussion of the BIE, or an expo is very dependent upon success at thethe Merchandise/Souvenirs Expo Busines ands Novelties wheel, a bungee-jumping tower, and an arcade Bureau of International Expositions, the Paris-based gate. Expo organizers have utilized a variety of Most visitors will purchase some amount of games area. Some expos have purchased or entity that regulates world expos. Chapters Four and ticketing strategies and pricing policies in orderGetting merchandise to Opening while on-site. Day The and Internet Beyond provides leased equipment and operated it directly while Five will address pavilion design, architecture, exhibit to maximize attendance, including season passes, additional opportunities for online sales to people others have utilized the concessionaire approach. design and the guest experience.] There has been two- and three-day tickets and night-only tickets. anywhere in the world. As with food and beverage An amusement area is not a required element of significant growth in the number of these various A large portion of attendance comes from the sales, most expo organizations do not elect to go an expo and there have been events, such as Expo entities participating in expos over the years. Nations local community, and special promotions can be into the merchandise business themselves, but 92 Seville, which had no amusement zone. (BIE member states) and international organizations designed to maximize this. rather seek concessionaires who will take on the are considered as official participants while the others opportunity in return for some form of compensation Revenues may also be generated by the sales of are unofficial. (See Expo Participants sidebar.) Food and Beverage such as payments based on a percentage of sales tickets to various shows and programs that are Some international participants will develop and or a fixed fee. part of an entertainment program carried out International Participants operate food and beverage facilities at their own throughout the duration of the expo, in various expense; these are located within the individual Corporate Sponsors on- and off-site venues. An additional source of Quantity & Quality pavilions. These facilities range from elegant, Most expos can attract corporations to become revenue is the sale of expo guidebooks. In addition Referring to the Expo Participants sidebar, the full-service establishments with entertainment sponsors of the event, paying fees for various to the sales of the books themselves, it is possible dramatic jump in the number of international and gourmet cuisine to simple snack bars or categories of sponsorship which may include: official to place advertising or credits to sponsors in them participants registered in expos after 1988 is directly beverage carts. sponsor, official supplier, associate company, or to generate additional revenues. related to the changes in the world political scene collaborating company. Corporations may sponsor including the establishment of newly independent specific elements within the expo, such as a monorail Parking Fees & Other states through the collapse of the former Soviet or a specific building or area. In these circumstances, Depending upon the site location, the availability Union. For instance, Lisbon Expo 98 had more the contributions of sponsors are reflected as cost of nearby land, and the public transportation than 150 countries and international organizations savings to the expo organization, reducing the infrastructure available to guests, employees and participating, while Montreal Expo 67, although a Expo Revenues % 0.03 s 0.05% construction, capital equipment, and operations participants, it is probable that some amount of very large expo by all indices, had just 60 foreign % costs budgets. These savings would, therefore, not parking will be required which can generate some national governments. 0.08 aining be reflected as revenues. revenues. Typically, there will be some number Orientation and VIP Tours % of restricted parking spaces on-site which are Quantity is important but quality and content Concessionaires One-Time Charge allocated to the operators of the various pavilions, of presentation also matter. High numbers of Participant Employee % Each of the sponsorship categories will be tied s 1.7 Recruiting and Tr to a particular level of financial support (from expo officials, and VIPs. Parking space will also participants do not automatically create a more 1.1% VIP Club Memberships 0.46 2.0% the sponsor to the expo) and each will have be needed for management employees. Another interesting event or even generate additional levels Licensing 2.6% Entertainment Ticket Sale 3.3% a specific benefits package associated with it source of parking revenues can be tour buses. of attendance. Several reasons for this may be 2.8% % Corporate Sponsors 5.1 Other potential revenue areas include broadcast postulated including lack of experience (in designing Guidebook Sales - such as the expo providing to the company a Merchandise certain number of entrance tickets and the like. and media rights and internet advertising. and operating an exhibit), insufficient resources Residual Sales Values 5.4% s An official supplier program involves corporations (both financial and human), and an inability to Authors GordonParticipant Space Linden Rentals providing needed goods or services to the expo at Residual Sales Value connect with the theme in a meaningful way (i.e. a PaulSouvenirs Creighton and Noveltie% significant discounts or for free. It is also possible At the conclusion of the exposition, a substantial land-locked country participating in an expo on the 6.3 % for the organizers to establish a private club on the inventory of equipment and materials is usually theme of the oceans). SpecialAdmissions61.5 Contributor Bob Rogers Amusement Area exposition grounds to provide various services to available for reuse. If willing buyers can be found for Editor Judith Rubin7.7% corporate members, generating revenue through the various items involved, substantial revenues can Each country will plan, design, fabricate, and install Graphic Designer Urso Chappell the sale of memberships to the club. be recovered. The capital equipment acquired by the its own exhibition, typically to be housed in a space Food and Beverage provided by the expo. (Some participants will design be viewed as giving a competitive advantage to a parts remain thinly populated. Because these order. Prior to Taejon Expo 93, wherein and build their own pavilions, but this has becomeA participantGuide (and to a disadvantage the to another). buildings tend to have unique architectural and this incentive was offered to attract the exception rather than the rule, even at larger design features, careful siting can serve to make international participants, organizers events. At Hanover Expo 2000, participants had aPlanning, The basic function Organization, of the enclosed space is to house them landmarks within the exposition. charged participants an amount which choice of erecting their own pavilions or occupying exhibits, administrative offices, an employee rest was intended to cover construction space within the existing and new structures thatDesign area, and, in& some Operatio cases, a small merchandisen area. The participation of corporations as exhibitors is costs. For corporate participants who seek to utilize are part of the Hanover trade fair campus.) The In many cases, a VIP reception area is included to important to the overall content of an expo, but space provided by the organizer, a charge for space facilities provided by the expo organizers shouldof accommodateWorld meetingsExpositions and small social gatherings format and level can vary greatly from one event to rentals is usually applicable. Here again, because the be approximately equivalent in terms of physical for country dignitaries and business persons. Also, another. At Lisbon 98, for example, there were just expo organizers wish to encourage a corporation’s character, quality and prominence on the site. some countries elect to develop and operate a two corporate pavilions: Swatch and Unicer, whereas participation, the amount charged should not be so Any major variation in the facilities provided may restaurant as part of their exhibit. at Seville 92 there were several dozen. Japan’s Aichi high as to either discourage participation or represent Chapter Three: Expo 2005 had two zones for corporate exhibitors a burden which could take a toll on the quality of the The international pavilion area should be a major unit accommodating a number of large and well-attended exhibit and its operations. Depending upon the long Goingwithin the Into overall (andexposition Out site distinguished of) from pavilions. The motivation for companies to participate term legacy plans for the expo site, it is conceivable the entertainment areas, corporate sponsors, and Expo Participants, 1958-2010 as exhibitors in a given location is primarily market- that a corporate participant could undertake the theother Expo functions Busines in a manner commensurates with the driven: that is, a corporation is certain to benefit building of space for its own account. official status of government representations. Larger from the attention it will receive at an expo in a Gettingpavilion to spaces Opening are generally Day and occupied Beyond by more large, active market. Government entities and expo organizers are

te ) ra developed nations while smaller ones are occupied usually quasi-governmental entities, and as such by developing countries. In some cases, groupings Rather than mount its own pavilion, a corporation are typically provided space without charge or on of smaller countries may be accommodated in one may elect to participate indirectly by having a some negotiated basis. pavilion. It is desirable to locate the larger units in presence within a national pavilion. Others may such a fashion as to act as anchor points with the choose to provide sponsorship of one kind or another The flow of revenues to the expo organizers from smaller units interspersed around and near them. (see the Business Model section in this chapter). the rental of participant space is conceptually similar to food and beverage and merchandise The structures provided must meet all applicable Government Entities and Theme Pavilions space rentals in that the participant is required, t building code requirements. Requisite services In addition to the pavilions for the foreign (i.e. upon execution of the participation contract,

even participant countries other official participants non-official participants (corpo state, regional, local, etc. total participants (power, water, telecommunications, etc.) must be non-host) participants, there will also be a national to provide advance payments prior to taking provided and the enclosed spaces typically require pavilion representing the host country, as well as occupancy. These advances assist the organizer Brussels 1958 51 6 81 137 air conditioning. The structures should be of a a series of theme pavilions developed by the expo both in ensuring the commitment of the participant Seattle 1962 24 2 79 3 109 simple, accessible, modular design, permitting great organizers. Government agencies, provinces/ and defraying the costs of providing the space. New York 1964-’65 361 70 25 131 flexibility in adaptation for exhibitions including states and local government entities all represent modification of the facades. All pavilions should be additional candidates for participation. Generally, Montreal 1967 55 3 23 13 94 Organization easily serviced for delivery of goods and removal of such entities develop their own pavilions, however, San Antonio 1968 25 1 20 3 49 trash and have good access for security, fire, and it is also possible that the organizers could develop Why Expos are Different Osaka 1970 76 3 29 10 medical emergency purposes. some of these structures as part of the overall Undertaking an international exposition can entail Spokane 1974 10 47 7 64 building program. Requirements are similar to those investments that exceed several hundreds of millions Knoxville 1982 16 1 12 7 36 Corporate Participants of corporate participants. of dollars. It requires an extensive organizational Corporate presentations are another important focal New Orleans 1984 25 10 13 48 effort to plan, design, construct and operate the point of visitor attention and major corporate pavilions Space Rentals needed facilities and services. The process demands Tsukuba 1985 47 37 28 1 113 can be very well attended. Corporate pavilions are One of the biggest costs of hosting an expo can be a thorough understanding of the unique needs of 2 Vancouver 1986 38 3 9 50 typically designed, built, equipped, and dismantled the provision of buildings to accommodate exhibits. this unique type of event. Brisbane 1988 35 2 4 41 by the participants themselves. Since each corporate In cases where participants choose to erect their own Seville 1992 111 6 7 17 141 entity that develops a pavilion desires to convey a buildings, then these costs are borne directly by the Certain attributes set an expo apart from other types Taejon 1993 108 6 27 141 unique message to visitors, a variety of architectural participants. At expos where the organizers provide of mega-event: and structural expressions are possible. Sites for the Lisbon 1998 148 11 6 9 174 buildings, the costs are borne by the organizer who corporate pavilions are rented out by the organizers can then seek to recover some of the costs by charging To begin with, unlike the process of creating a major HanoverAuthor 2000 155s Gordon17 11 Linden1 184 with services provided on a fee basis. As with the rent to the participant who occupies the space. For business wherein the ultimate goal is to create an Aichi 2005 120 4 9 3 136 international pavilions, access and other operational BIE-member international participants, in order to organization which will function for many years, the 3 Paul Creighton Zaragoza 2008 101 1 TBD TBD TBD requirements are important. attract numerous countries and reduce the overall organization of an expo must be designed to go out Special Shanghai Contributo 20103 166r Bob274 RogerTBD TBDs TBD costs of participation for these countries, organizers of business successfully. Editor Judith Rubin It is desirable to disperse major corporate pavilions do not charge rent for a standard amount of space; if 1Note a BIE sanctioned event, 23 U.S. states, throughout the site in order to avoid large crowd a participant requires a larger exhibition space, then Moreover, in addition to the many tasks required to 3ScheduledGraphic to participate Designer as of MarchUrso 2008, Chappell 421+6 NGO’s concentrations in one part of the site while other some negotiated price for providing this may be in carry out the event itself, the process of creating

Sources: guidebooks, organizer final reports, BIE. Please not that data provided by different sources is not always consistent due to different categorizations of participation. Some participants’ exhibits were part of larger pavilions. Expo Organization: Exposition Company the organization to plan and operate it is a major need for reorganization and restructuring, both of Preliminary Stage endeavor in its own right. It involves such tasks asA whichGuide are costly to and thtime-consuming.e Expo recruiting and training human resources, developing President schedules, budgets and other managementPlanning, Typically, major Organization, infrastructure and urban facilities systems, as well as coordinating and managing theDesign must be built & for Operatio the event, within a strictn timeframe. many interfaces between the organization and the The expo organization must ensure that design Site Development Marketing Operations Legal Admistration Finance exhibitors, participants, concessionaires and others. and construction are carried out in a timely and Vice President Vice President Vice President Vice President Vice President Vice President Because of the need to simultaneously build theof coordinatedWorld manner Expositions so that the temporary works organization and carry out the work, organizers are required for the expo can be put into place and tested in a highly demanding management environment to ensure their functional and operational soundness. that is in constant flux. Failure to maintain control Running out of time puts the expo at significant risk and achieve progress at any given time can placeChapter for additional expenses Three: and operational difficulties goodwill and energy of that original team starts to to take on an enhanced formal character because the enterprise at serious risk. Going Into (and Out of) become overtaxed and the need for a more formal each specialized area needs to develop specific In addition to the many specific facilities and services organization becomes evident. At this point, an scope, schedule and budget plans. There emerges In addition, each expo is a unique, one-time eventthe which Expo must be Busines developed ands operated, such as the organizational chart is produced and, fundamentally, a greater need for more formal, frequent and clear subject to individual factors such as physical setting, exhibition halls and the transportation services, there the organization begins to have a functional communications between functional divisions or long-term legacy plan, financial commitments, andGetting is a plethora to Opening of “soft” requirementsDay and Beyond to be planned character with particular people being assigned to departments. Committees and task groups are the high expectations that surround a world-class and implemented. Budget-wise, many of these - particular areas. Because the number of people formed. More staff and management positions are event. The organizing committee must adopt an such as press relations or sponsor services – are remains relatively small at this stage – they can added, making it incumbent on expo leadership to approach conducive to a six-stage development relatively small, yet they are critical to the success all gather in a large conference room at one time – inculcate newcomers with the original values and process: 1) Formative, 2) Organizational, 3) Planning, of the operation. the organization can still function without the more mission of the event and make them productive 4) Execution, 5) Operation, and 6) Demobilization. rigorous management control systems that will be members of the overall team. The Six Stages: Change is Constant needed in the future. If the organizational approach is not planned correctly The two Expo Organization charts and the Six Stages At some point in time – it varies from expo to expo, from the outset, the organizers will be faced with the sidebar, along with the 168 Key Tasks sidebar, reflect Next, the expo begins to focus attention and energy depending on specific conditions - the Execution the various stages of the project’s development, from on planning for the event. The organization begins phase begins. For example, the site may need to its earliest stage (Formative) through its conclusion (Demobilization) and the characteristics of the Top 10 Most Difficult Questions organization at each stage. An expo organization Posed by Expo Participants will evolve over a period of years, shifting to meet Expo Organization: Exposition Expo organizers will hold a series of planning meetings to the particular requirements for different stages of Execution Stage Board of Directors recruit participants, address their concerns and guide them activities. Certain types of staff will cycle in and then through the process of creating their pavilions. Based on the out as needs change. authors’ experience in the planning of several expos, here Exposition Exposition Company are some of the toughest questions that organizers should be prepared to answer. Initially, staff will number fewer than 10 employees. 1. Are planning and construction for the expo proceeding At its peak, it will be several thousand. Then - Poof ! Expo according to schedule? In which areas are the organizers Out of business! While this organizational dynamic is President ahead of schedule? In which areas are they behind? easily portrayed in a diagram, this constant evolution 2. How does the state of readiness of the expo compare to is perhaps the greatest management challenge that comparable previous events? the expo will face. Most people don’t like change, but Site Development Marketing Operations Legal Admistration Finance 3. Can the organizer meet all of its commitments on time in in an expo organization, change is constant. Vice President Vice President Vice President Vice President Vice President Vice President order to be 100% complete on opening day? 4. Is the financing package for the expo in place and The members of that initial small team can Architecture Public Relations Security Contracts Human Resources Budget are the necessary funds committed for construction, Director Director Director Director Director Director marketing and operations? communicate easily among themselves. Decisions can be made relatively easily and consensus Design/Review Media Relations Admissions & Gates Legal Purchasing Revenue 5. What are the different sources of funding for the event? Director Director Director Director Director Director Is the total financing plan in place? reached quickly. At this stage, there is not much Engineering Advertising Emergency Services Office Management Expenditure 6. Which countries and corporations have signed a letter of of a formal organization and minimal need for Director Director Director Director Director intent to participateAuthor in thes expoGordon at this point Linden in time? management controls and bureaucracy. This Construction Participant Sales Communications 7. Why would participation by myPaul country Creighton at this exposition formative “honeymoon” stage is both stimulating Director Director Director be especially important for us? Special Contributor Bob Rogers and rewarding for those involved because of the Architecture Storage & Distrib. 8. What procedures have been set up for cooperation creative energy and enthusiasm that abound. Director Director between the City Editorand the expo?Judith Rubin Building Maint. Solid Waste Removal Director Director 9.Graphic Is there a formal Designer or informalUrso agreement Chappell among the As the complexity of the undertaking grows, the political parties, at the national level, to support the Landscape Maint. Entertainment exposition? Director

10. If a different political party comes to power prior to the Special Projects opening of the expo, can they cancel the event? Director The Six Stages of Expo Organization

Characteristic Time Decision Form of Modus Management Personnel Stage (years) Process Organization Operandi Control of significant tasks which require motivated, pro- a schedule for starting and ending the active staff to wind up the affairs of the expo. The task. 5) Revenue production. If a given disposition of the remaining assets of the expo will Formative -10 to -5 <10 total consensus none creative thought none task includes revenue production, the also take place at this time and care and attention estimated revenue must be determined key personnel skeleton, group thought, must be given to the secure transfer or sale of such and incorporated into the budget. Organizational -5 <50 none consensus functional functional to the appropriate, designated parties. At the point that the task process is started, the committees, group thought/ minimal Paul Creighton’s 168 Key Tasks Planning -5 to -3 50<100 full functional task groups, basic support functions (Legal, Administration and consensus milestones thinkers The 168 tasks (see sidebar) necessary to develop and Finance) must be in place to process the applications market and operate an expo follow the organization and details of going forward with the expo project. formal and of the event from beginning to end. The major areas hierarchical with doers, The developed task information can be forwarded to Execution -3 to 0 100<1000 project matrix accountable formal approvals action oriented in the process are Site Development, Marketing and the three support divisions, which in turn can review, (results) Operations. These three areas are supported by ask for revisions, etc. and monitor the fulfillment of Legal, Administration and Finance which play major decentralized minimum central, the tasks. problem solving, exception Operation 0 1000<2000 formal maximum support roles in each of the three major areas. The keep it running reporting approvals distributed “build it, sell it, run it” scenario applies throughout Attendance Factors & Ticketing the entire process. As touched on in Chapter Two, estimating attendance get finished, formal and Demobilization +1 <50 dictatorial project matrix at an expo is an inexact science subject to a variety of get out driving There are five essential activities which must be factors, many of which are beyond the control of the applied to each of the 168 tasks: 1) Budget: Each task organizers. A thorough feasibility study is a must for must be budgeted from the standpoint of costing out producing responsible, realistic attendance projections. every item necessary to complete the task. 2) Assign But it must also be kept in mind that the actions of be cleared and existing facilities demolished before such a severe culture change that they are unable proper management responsibility to the individual the expo organization – how the event is created and any buildings or services needed for the expo can to function. Organizations that fail to anticipate who is in charge of carrying out the details of the carried out - sit high on the list of factors that will help be started such as occurred in Lisbon 98, wherein the difficulties of this transition may face severe task from beginning to end. (One individual can be or hurt the viability of those feasibility projections. It an aging oil refinery had to be dismantled. In such management crises. responsible for more than one task. ) 3) Assemble is critical to understand and communicate what the a case, Execution commences several years earlier the needed resources. The cost of gathering and projections mean, and to support their attainment than if existing buildings were already in place that Having successfully evolved through the Execution mobilizing resources has to be accounted for early through creating a worthwhile event that provides a the expo could use for part of the event. Whatever stage, the expo organization must now face the test on and fed into the task budget process. Site delivery satisfying guest experience and is well-marketed. Here the timeframe, the transition from Planning to for which it has long been preparing: Operations. has to be programmed. Adequate and well- trained is a discussion of some crucial specifics. Execution is dramatic and often difficult. The Staff is increased in order to operate many of the personnel are part of the resource gathering. 4) Create organization takes on another level of formality, various functions which take place just prior to and and is increasingly focused on results. Individuals during the event. The roles and responsibilities of and groups are held accountable for their actions. each person are well-defined and management Paul Creighton’s Government In some cases, management and staff who have authority and control allocated to the various 164 Key Tasks of Board of Directors excellent planning skills and capabilities, and who functional areas. The primary goal is to successfully have been with the organization for several years, operate the expo during its pre-determined period a World Expo Commissioner General find that the actual execution of their plans brings of three to six months, and therefore the operational mode of the organization is to quickly address and solve any problem that may arise. This means that Special Projects Exposition Company Participation Protocol President Deputy Commissioner General Deputy Commissioner General the authority to take action must be decentralized opening ceremony • national days special holidays • closing ceremony international participation BIE relations • accommodations general (special) regulations theme seminars workshop Hypothetical Ticket Sales and that information about potential problems should college of commissioners general and Attendance Scenario come to the attention of the appropriate management participants' manual as quickly as possible. This is accomplished through reporting systems that focus on exceptions to the Type of Number Site Visits Total Marketing Administration Finance Site Development Operations Legal normal operations as opposed to focusing on the Public Relations Human Resources Budget Architecture Security Contracts TicketSold Sold per Ticket Attendance VIP club regional programs hiring • travel • revenue projections master plan • permanent buildings • temporary parking areas • off-site/on-site • crowd control evacuation • lost contract normal operations. Because the expo is a one-time, • community relations • training newsletter • • cost projections • buildings • theme pavilions • service buildings • and found • building security • site security • VIP security formation • relations with volunteers • task line-item food and beverage • merchandise/souvenirs • Admission Gates contract neighboring countries • accreditation badges reviews • budget feature structures gate • ticket sales • ticket-taking turnstiles • attendance reporting completion • finite event, it is important for the organization to public relations • print • personnel files • management • Design Review • guest services • tours • VIP • will-call • attendee services • contract One Day 3,000,000 1 3,000,000 materials clerical pool weekly budget participant liaison • design-review committee • programs/site maps schedule • do what it can to retain those people who can most Media Relations Purchasing review against special regulations • construction design • Emergency Services contract records preview center • equipment • supplies actual compliance permit application • flags/banners • on-site medical • on-site tire department • hazardous materials • • government effectively and efficiently operate it to the finish. information center • • inventory • Revenue signage • building codes • participant move-in health and sanitation legal compliance Three Day 2,000,000 3 6,000,000 graphic services • media/ official-supplier cash control • ticket Engineering: Communications Legal press center • broadcast agreements control • billing • utilities • roads • walkways • service roads • on-site telephones/faxes • information booths • emergency contract services • flag plaza • Office Management participant lighting • permanent buildings • feature structures communications • on-site video • off-site video compliance • Season Pass 200,000 20 400,000 in-house printing office management • collections • revenue Construction Warehouse Storage logo name The final stage is Demobilization. Although the Advertising office control • weekly utilities • roads • walkways • permanent buildings • receiving • participants' storage • on-site transport • supplier enforcement • attendees • pre-fair ticket supplies/equipment • revenue reports temporary buildings • service buildings • feature inventory • equipment • maintenance • post-expo asset disposal • archives Totals 5,200,000 9,400,000 event is technically over, there remains a variety sales • tour packages • janitorial • furniture • Cost structures expo storage group sales • travel agents computer programs/ cost accounting • Building Maintenance Solid Waste Participant Sales hardware • risk insurance • key control • janitorial service • building on-site garbage • pick-up/waste containers • garbage storage • Paul Creighton’s corporate pavilions • maintenance • mail accounts payable • maintenance lighting maintenance • water/sewer garbage transportation • recycling list was previously sponsorships • food and room • accounts receivable maintenance air-conditioning maintenance Entertainment published in beverage • telephones/faxes • • financial reports Landscape Maintenance amusement area • off-site cultural • on-site cultural • on-site World’s Fair merchandise/souvenirs • telephone list payroll • asset on-site furniture • on-site signage • fountains • parade • street entertainment • region entertainment • special Magazine (now official suppliers inventory ponds • trees • shrubs • grass areas entertainment events • theaters/amphitheaters. • night show out of print), Vol. XV, No. 3. Access and Egress and exacerbated marketing problems. declining propensity to purchase merchandise An important prerequisite to obtaining visitorA Guide to the items such as T-shirts and also to make repeat visits to the more expensive restaurants. However, attendance is the ability to accommodate major Media reports can also affect attendance in a About the Contributors volumes of people – for example, 50,000 to 100,000Planning, positive direction. Organization, In addition to a significant in most cases, more visits generally translates to or more on a given day – with reasonably fast television marketing campaign directed at California, higher per-capita spending. Gordon Linden AIA, AICP is Manager of Planning and Urban Design with Parsons International, based in Dubai, access to and from the expo site. For expos which Vancouver Expo 86 benefited from very favorable Design & Operation UAE where he has responsibility for directing the planning take place over a period of six months, there are media coverage prior to and early in the run of the If the difference between visits (i.e. attendance) of a variety of mega-projects in the Middle East. During significant opportunities for visitors, providersof of event.World This positive Expositions press and good marketing were and visitors (people) is not understood by the his career, he has worked on numerous one-time events, transportation services, and public traffic and safety credited with attracting many visitors who would organizers and the host community, then several including Olympic Games and International Expositions; authorities to address problems of peak activity or otherwise have vacationed elsewhere. According to errors in planning and delivery of facilities and recently he was part of a team assisting Toronto, Canada services are likely to occur. For example, if the in assessing the potentials for hosting an Expo in 2015. other access issues. (For the three-month events, the official Expo 86 Final Report, the original target Visit www.GordonLinden.com. stabilized patterns may not emerge.) In either for California visits was 1.5 million and the final count, business community in a host city anticipates Chapter Three: Paul Creighton is President of Creighton Management, from California alone, was actually 2 million. The that the projected attendance translates directly case, it is important that adequate transportation Inc. in Olympia, Washington, a private firm specializing into needs for hotel rooms, restaurants, and the infrastructure be in place to support the operationGoing report also Into indicated (and that British Out Columbia of) Tourism in recreational park development and world’s fair of private and public services. Inadequacies in reported a substantial number of new visitors to BC like, then there will be an overreaction to the development and management. Mr. Creighton has held road, parking or other fixed facilities will be fullythe from Expo the US. Business anticipated demand. This misunderstanding has management positions at numerous North American tested by a mass attendance event. led companies and individuals to make significant Expos and acted as an advisor to several Expo organizations in Europe, Asia and North America. GettingVisits vs.to OpeningVisitors Day and Beyond expenditures in anticipation of high demand which Turmoil, Competition & the Press Visits does not equal visitors. This vital point is simple later resulted in major disappointment and, in Expo Book editor Judith Rubin is a prominent editorial yet often overlooked. A total attendance number of, some cases, financial difficulties. voice in the attractions industry and contributing editor International and/or domestic strife may affect to InPark Magazine. She was associate editor/associate attendance. For example, about two years prior say, 8 million does not mean 8 million people, or publisher of World’s Fair magazine from 1987 to 1995. to the opening of Seville Expo 92, the Gulf War even 8 million tickets sold – it means 8 million clicks A realistic understanding of attendance projections Visit www.JudithRubin.Blogspot.com. significantly disrupted international participants’ of the turnstile. The same person may enter the expo can also serve to reduce anxieties within the Urso Chappell is a San Francisco-based graphic designer planning for the event. The conflict being relatively grounds in the morning, depart in the afternoon, community about a variety of potential impacts, and branding specialist. As a lifelong student of world’s brief, both organizers and participants were return in the early evening and depart again late most notably traffic. With substantial repeat fair history, he founded ExpoMuseum.com in 1998. He fortunately able to quickly recover lost time and at night, all on the same day. Understanding the visitation, visitors gain experience traveling to and was the winner of Expo 2005’s international contest to from the expo site, thereby reducing inconvenience design the Linimo maglev train exterior and has visited the event was not adversely affected. likely attendance patterns will enable organizers six world’s fairs. Visit www.UrsoChappell.com. to structure ticketing in an appropriate way, by, for caused by traffic congestion on certain routes Competition from other events has also been example, issuing tickets that are good for multiple at certain times of day. Also, as guests seek to blamed by some as a reason for lower than projected entries, three-day tickets, and season passes. minimize costs associated with travel to the expo, attendance at an expo. The same year – 1992 – in the market for transportation-related services such which Seville hosted its expo, a smaller expo with Consider the Hypothetical Ticket Sales sidebar. For as parking will tend to moderate pricing, thereby A Guide to the Planning, Organization, an overlapping theme (Christopher Columbus: the sake of argument, it assumes that all tickets reducing the potential for dissatisfaction among Design & Operation of World Expositions Ships & the Sea) was staged in Genoa, Italy - for all categories are purchased and used, that one-time visitors. the three-day and season passes are not shared Six Installments in and Barcelona also hosted the summer Olympic Six Issues of InPark Magazine Games. If such factors are not taken into account among multiple guests, and that each ticket buyer Season pass holders are almost always residents by Gordon Linden and Paul Creighton ahead of time, attendance projections are likely to uses his or her ticket the full number of times of the host community who perceive a season be off. In fact, the Genoa expo received minimal allowed. The total attendance or number of site pass as a good value for them. They live nearby Nov-Dec 2007 Chapter One: World Expositions Today attention and was “buried” by Spain’s events. visits resulting is 9.4 million. The actual number of and, at little or no cost, can avail themselves of Genoa attracted the participation of 54 countries, tickets sold is about half of the total attendance: the opportunity to travel to the site on numerous Feb-Mar 2008 Chapter Two: Putting It Together: but only saw 1.7 million in attendance while the 5.2 million. For example, at Seville Expo 92, it occasions, and can have a variety of incentives to Feasibility, Legacy Planning & BIE Approval was reported that each of the 300,000+ season do so. Expo season passes were first introduced Seville expo drew some 42 million visits. Apr-May 2008 Chapter Three: Getting to Opening Day: pass holders attended the event an average of 64 at the Spokane Expo 74 as a means of generating Operations & Organization More than one factor caused Expo 84 New Orleans times. This accounts for nearly 20 million of the much-needed revenue prior to the opening of the attendance numbers to come in at roughly half of reported 42 million in attendance. event and were placed on sale in the fall of 1973. Jun-Jul 2008 Chapter Four: Design: The Guest Experience (Special contributor: Bob Rogers) what had been projected (7.3 million vs. 14 million). Experience indicates that attendees are drawn New Orleans ‘84 was staged the same year that There are significant economic implications of the from both resident and tourist markets. However, Apr-May 2008 Chapter Five: Design: Exhibits & Buildings Los Angeles hosted the summer Olympic Games – same visitor making multiple visits to the site vs. all things being equal, the propensity for people (Special contributor: Bob Rogers) the one-time visitor. The one-time visitor may to attend the event is greater if they live closer two major touristAuthor drawss Gordon in two popular Linden US tourist Oct-Nov 2008 Chapter Six: Legacy: Closing & than if they live further away. As the travel time destination cities. Expo Paul 84 was Creighton also hurt by press have a high propensity to make several purchases Transition to Post-Use accounts that many of its pavilions and exhibits were of souvenirs and sample various types of food and increases, visitor attendance declines; repeat visits Specialstill under Contributo constructionr afterBob the Roger openings of the event. beverage services with the foreknowledge that he also decline with distance. The upward boundary of As evidence ofEditor severe financialJudith Rubinproblems surfaced, or she will only be at the expo once. The visitor a resident market could be defined as within a day’s www.TheExpoBook.com media coverage took on a decidedly negative tone who makes multiple visits will have, in theory, a travel; any visitors coming from a time/distance Graphic Designer Urso Chappell greater than this would be considered tourists.