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U.S. Pavilions at International Expositions: Platforms for Advancing National Goals

Jim Core, Director, International Expositions Unit U.S. Department of State

September 10, 2018

EX20180910 Overview and Objectives

• Objective: By the end of this presentation participants will have a better understanding of Expos, history of U.S. participation, alignment with U.S strategic goals, and the future of the program. • Overview • History • Why & How • Current Environment: Financing, Legislation, & Opportunities • Standing the Test of Time

“The community of nations must work together to achieve stability, security, and peace. This exposition that we open today is another step toward achieving those goals.”

Ronald Reagan Opening of World’s 1982 Knoxville What is an International Exposition?

• Also known as World’s or World Expo • Bureau of International Expositions (BIE) is the intergovernmental organization that regulates Expos • Nation branding events - evolved from trade & technology fairs • Two Types • World Expos: every 5 years (“0s and 5s”) • 6 months long, self-build pavilions • Platforms aimed at finding solutions to universal challenges of our time • Specialized Expos, may occur in between World Expos • 3 months long, building provided by organizers • Events dedicated to finding solutions to precise challenges of humanity Expo 1933 Chicago 1964 New York Expo 1962 Expo 1974 St. Louis 1904 Seattle Spokane 1900’s 1910’s 1920’s 1930’s 1940’s 1950’s 1960’s 1970’s 1980’s 1990’s 2000’s

Expo 1968 Expo 1915 San San Antonio Francisco 1984

Living Legacy: Expo 1939 Expo 1982 20th Century World’s Fairs in USA New York Knoxville World’s Fairs are Not…

• Dead • Trade Shows • Series of giant tents • A • A Carnival or • Only a few countries Visitor Numbers Legend: 6 month Expo 7 Representative Expos 2017 Astana, 3 month Hannover, 2 Million 1986 Vancouver, 18 Million 1993 Daejeon, 22 Million 2008 Zaragoza, 15 Million 6 Million 2012 Yeosu, South Korea 1998 , 8 Million 11 Million 2005 Aichi, 2015 , 2010 Shanghai, 22 Million 1992 Seville, 23 Million Spain 73 Million 42 Million

1988 Brisbane, 16 Million Milan 2015 Shanghai 2010

Expo Images: Big Pavilions Inspiring Design Large Crowds Trade Delegations Arts & Culture

Aichi 2005 Astana 2017 Astana 2017 By the Numbers

• Philadelphia 1876, 1926 • St. Louis 1904 • New Orleans 1884-85,1984 • Portland 1905 • Louisville 1883-87 • Jamestown 1907 • Chicago 1892,1933 • Seattle 1909,1962 • 1894,1915,1939 • 1915-16,1935 • Atlanta 1881, 1895 • Long Beach 1928 • Nashville 1897 • New York 1939, 1964 • Buffalo 1901 • San Antonio 1968 • Charleston 1901-02 • Spokane 1974 100+ Expositions • 29 Expos Hosted by the U.S. Knoxville 1982 11 BIE Sanctioned Historical Continuum

19th Century 20th Century 21st Century

• 1874 First • 1953 USIA created • 2000 U.S. misses Hannover Expo mention of State • 1957 Exhibits Service created • 2001 U.S. renounces BIE membership Department is in • 1992 Exhibits Service closes • 2008 U.S. misses Zaragoza Expo a letter from • 1994 Congress restricts use of • 2016 Expo Task Force John Jay to appropriated funds for pavilions • 2017 (Jan) Expo Unit opens Secretary of State Hamilton • 1998 Congress discourages • 2017 (May) Congress passes H.R. 534, Fish payment of BIE dues President signs law, U.S. rejoins BIE • 1999 Congress restricts • 2017 (Nov) Dues paid, interagency transfers campaign ends Public Private Partnership Model

Expo Evolution: 13 Years Iterative Experience with PPP Framework Documents (RFP, LOI, MOAs) Public Responsibility, Private Funds Since the 1990s Joint Public & Private 25 Years of Public Private Partnerships Funding 50%/50% Fall '92 USIA Exhibitions 82% Federal Expo Unit 25 Years of Mostly Private Funding* Office Closes Funding Opens Yeosu, Genoa, Seville, Taejon, Lisbon, Hannover, Aichi, Zaragoza, Shanghai, South Milan, Astana, Dubai, Italy Spain South Korea Portugal * Germany Japan Spain China Korea Italy Kazakhstan UAE 1992 1992 1993 1998 2000 2005 2008 2010 2012 2015 2017 2020 Responsible Entity USIA USIA USIA USIA - State - State State State State State Implementer USIA USIA Private Private - Private - Private Private Private Private Private *Reprogrammed funds used in 1998. Legislative Guidelines

• The State Department’s authority stems from the Fulbright-Hays Act of 1961 (22 U.S.C. 2451 et seq.) • 1994: Congress limited authority by prohibiting use of Department appropriated funds for U.S. pavilions unless the funds are expressly appropriated and authorized for this purpose • 1999: No funds transferred from other Federal agencies may be used without Congressional notification • 2017: Department of State officials are prohibited from soliciting funds to pay expenses of a U.S. pavilion Why We Participate Alignment with National Security Strategy Promote American Champion Partnership with Counter Rival Prosperity American Values Friends and Allies Narratives • Showcase American • Inspiring design • Opportunity to • Present America’s technology & culture showcases the reinforce political story to the world • Global platform for American spirit and economic ties • President U.S. businesses, • Provide citizen to with allies & Eisenhower told entrepreneurs, citizen experiences partners U.S. student guides culture makers • Highlight innovation to smile and “…not • Encourage exports in commerce and to brag…” and foreign direct culture investment • Promote tourism and education in the USA Past is Prologue

“A vigorous, imaginative and carefully planned program of major overseas exhibits in support of U.S. foreign policy objectives is in the national interest…We can use it as a means of expressing our hopes, desires and potential for further progress, in partnership with others and in the interest of peace and improved wellbeing for all mankind. We should employ this means effectively for our affirmative purpose of projecting our fundamental attitudes, values and accomplishments.” President Kennedy Letter to USIA Director Edward R. Murrow, August 11, 1961

“A competition for influence exists in these institutions. As we participate in them, we must protect American Sovereignty and advance American interests and values…We will remain a beacon of liberty and opportunity around the world.” U.S. National Security Strategy 2017 Pages 40-41 Expo Unit – Program Activities

• Lead U.S. Engagement at Expos • Support U.S. Candidacies • Expand Programming and Contain Costs Through Partnerships • Advance U.S. Interests at the BIE • Comply with Laws and Explore Modernization • Improve Results Through Planning & Evaluation Methodology

- Collaborations and Partnerships -

Amplify U.S. goals through public diplomacy programming Support USG and commercial delegations, promote exports and attract FDI through With private sector commercial advocacy implementing partners, welcome guests to an interactive American experience. Expo Unit - Illustrative Projects

Expand Programming Improve Results Dubai Expo 2020 & Contain Costs through Planning & (Oct 2020 – April 2021) through Partnerships Evaluation

• Large public diplomacy and • Restarting tradition of • Benchmarking commercial platform in a partnerships with industry • Decision making process region of strategic groups, non-profits, state for BIE candidacies importance and competing & local governments and • Evaluate Expo invitations: narratives other Federal agencies to Factors include the • First Expo in Middle East, tell America’s story potential for advancing North Africa, South Asia U.S. interests & the • 25 Million Visitors (6M-7M U.S. likelihood of raising funds Pavilion) • 170+ Countries U.S. Pavilions: Serving the Nation, Amplifying Our Voice Increase exports, FDI, tourism, & awareness of American culture

Concept: Partner with Industry Concept: State Days Associations and non-profits U.S. National Day Celebration: Work with governors on Astana 2017 • Mobility firms self funded delegations with political, business, • National Band Association & cultural leaders Placeholder – Insert • National Cheerleaders Astana Video – which is Association too large to email • Professional and Collegiate Sports Leagues • Food and Beverage Restoring Intergovernmental Partnerships

Extend Tradition of Using Existing Capabilities to Support National Goals • Department of State • Programs (Academic, Professional & Cultural Exchanges) • American Film Showcase • International Writing Program • Tech Camps • NEA – American Artists Abroad • DOD • Marching Bands, Speakers, Industry Collaboration • Smithsonian Institution • State and Local Expo Project Timelines

Expo Unit Deliverables 2017 2018 2019 2020 2021 2022 2023 2024 2025 2017 - 2025 Project Timelines Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

Expo 2020 Dubai Expo 2027/2030 Campaign (If there is a U.S. Candidacy)

Expo 2023

Expo 2025 (TBD) Dubai - First Truly Global Expo

200+ 30% 70% participants Domestic International

25 million visits Projected Tourist Numbers

Projected Top 10 Source of Inbound Visitors to Expo 2020 Unofficial Projections by USG Based on 2017 UAE Tourist Data Applied to a Projection of 25 Million Visitors

2,500,000 2,296,044

2,000,000 1,693,513

1,500,000 1,401,108

954,747 1,000,000 846,203 701,108 662,342 587,025 560,443 557,120 500,000

0 Saudi United China USA Germany Arabia Kingdom Dubai 2020 Pavilion

What Moves You https://pavilion2020.org/

Pavilion USA 2020 Consortium Contact Information

[email protected] www.state.gov/r/expo

twitter @pavilionusa2020 https://pavilion2020.org/#contact