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 those goals and objectives are will vary depending and site will be converted into a A Guide to the on the needs and aspirations of the community. 160,000-square-meter business It is the organizers’ job to shape those goals and park. Two years later, Expo Planning, Organization, determine how they will be attained with the will be the instrument of regenerating a run- as their genesis. Ideally, starting the very day after down industrial waterfront site as a component Design & Operation an expo is concluded, a well-planned effort will take of the Huangpu Riverside Regeneration Program. place to dismantle temporary improvements and “The expo will not only give the area a complete of World Expositions facilities, while those planned to serve long-term facelift, but also turn it into a pilot for new urban needs will be transferred to the entity or entities living, a firm testament to the very theme of Expo that will operate them in future years. 2010: ‘Better City, Better Life,’” say organizers. Chapter Two: Some quick examples: New exhibition halls built Looking further ahead to the recently confirmed for the Hanover 2000 Expo were easily utilized Expo 2012 in Yeosu, Korea, organizers forecast within months after the event closed, as part of the that “the biggest beneficiary of the Expo is no Putting It Together inventory of buildings on the trade fair campus. doubt Yeosu itself. After vibrant interactions with Feasibility, Legacy Planning, Site Selection Aichi’s was quickly transformed into a 80 nations over three months, the place will be public park and most of the exhibition buildings, successfully transformed into a global marine and Getting BIE Approval including some of the signature corporate city, adding more strength to Korea’s ambition pavilions, were quickly dismantled, according to become the world’s fifth largest sea power.” to plan, and the materials recycled into other Yeosu’s plans encompass new links to modern building projects elsewhere in . Coming up: land, sea and air transport including a high- speed train connection to Seoul, five-star hotels Herewith, IPM Magazine presents the second installment of THE EXPO BOOK. This much-needed business will run June 14-Sept 14. and other tourism-related development. guide is intended primarily to assist those who are involved in, or considering becoming involved in, After closing day, the Zaragoza expo pavilions

a modern world expo – whether as host, organizer, promoter, participant, sponsor, concessionaire, designer or contractor. THE EXPO BOOK will present useful information, guidelines, illustrations, facts and figures and relevant examples, gained through the authors’ decades of experience advising the Expo Locations: Past and Future organizers of world expositions, Olympic Games and other mega-events. It is appearing in six consecutive In the post WWII era, beginning with Brussels in 1958, expos have been held in , and North America. While there is some installments, from Nov-Dec 2007 through Oct-Nov 2008. If you missed an earlier chapter, contact IPM evidence of a given region having a string of events, in fact, the BIE does not have a regional agenda wherein one region or area is to request a copy. favored over another. In fact, just the opposite is true in that locations for expos are selected on the merits of the proposals of local organizers. Thus, with international interest in promoting new tourist destinations at an all-time high, it is quite conceivable that future expos could be sanctioned in regions and countries which have never hosted prior expos. For example, the large-scale investment s in the in tourism infrastructure including airports, highways and hotels, could easily be a platform for a future expo; Thinking Long-Term: obvious attractions, the city that seeks to develop likewise, one or more locations in the former Soviet Union, and Latin America, while facing economic and social challenges, Feasibility and Legacy Planning an expo should have its eye on a much bigger and could be well-advised to host an expo as a means of generating international attention and attracting visitors. more enduring prize. The substantial, long-term Why host an international exposition? local and regional benefits that are the legacy of a well-planned event are the true measure of As any visitor can attest, international expositions its value to the host community. Such benefits are educational and entertaining. An expo has the include: 1986 Vancouver potential to attract large numbers of people and • Positioning or repositioning the image of a 1974 Spokane 2008 Zaragoza generate demand for on- and off-site purchases of community, region and/or country 1984 New Orleans 1958 Brussels goods and services, benefiting the region through • Developing or redeveloping a major parcel or 1982 Knoxville 2000 Hannover 1993 Taejon tourism and retail revenues. But apart from these parcels of land 1967 Montreal • Creating jobs and economic opportunities 2012 Yeosu 2005 Aichi • Accelerating the implementation of infrastructure 2015 or Izmir 1962 Seattle and other improvements which, under ordinary 1998 Lisbon circumstances, may take many years 1968 San Antonio 1992 Seville 2010 Shanghai 1964-1965 New York 1992 Genoa 1975 Okinawa In other words, the expo is not an end in itself, it is Authors Gordon Linden 1970 a catalyst. An expo’s planning and the vision of its 1985 Tsukuba Paul Creighton organizers should and must include mapping out Special Contributor not only the years leading up to opening day and Editor Judith Rubin the three- to six- month period of the expo itself, but also the years beyond closing day during which Graphic Designer Urso Chappell long-term goals can be realized. Exactly what 1988 Brisbane Your Feasibility Data The feasibility analyst will develop the necessary information a site, preparing a professional feasibility study, expressed by host cities as well as participants. project is subsequently divided into on such topics and questions as the following: A assemblingGuide a competentto the team, understanding the The forthcoming Zaragoza 2008 Expo will be the construction packages, prospective Market. From where will the attendees come, how many business structure of an expo, shaping a post- first official Recognized event. How it actually plays bidders are qualified, bids solicited of them will there be, what are their socio-economic and Planning,plan that is compatible Organization, with the site and with the out and how the host city handles it will bear close and evaluated, and award demographic characteristics and how much will they spend? parameters of the expo format, and conforming to watching. We will report on it in a future issue and recommendations made. The Construction phase What other attractions in the area will compete with the Design & Operation provide some insights as to how the new changes involves the physical realization of the project, expo? concerns and priorities that drive BIE decisions. are likely to affect future expos and their planning. initiating with site clearing and grading, placement Overall concept. What kinds of exhibits, attractions, of World Expositions [Note: See Chapter I for additional background on of basic infrastructure and foundations, construction entertainment, food/beverage services, and merchandise At the present time, the BIE recognizes two types outlets are to be provided; what particular themes or imagery of international expositions: the Registered and the BIE.] of building shells and other structures, finish work, will the project contain? the Recognized. (A third option exists: the Flower installation of equipment, furniture and fixtures, Relevance to the community. How does the Expo relate Expo, which can get BIE sanction through the Getting to Feasibility: and finally, start-up testing and project close-out. to other projects and goals of the community in terms of ChapterBIE’s connection Two: to the International Association The Project Development Approach its potential to be a strategic instrument in guiding future of Horticultural Producers – AIPH - comprised of It is necessary to coordinate the design and development of the area? Puttingsome 25 member It Together organizations. Most AIPH expos As with any project that requires a large development of the project with government Location and site. What is the location of the project and take place in Europe, although Expo 90 in Osaka, capital investment, the successful international entities and agencies at the local, regional, and, how is this location responsive to marketing, access, land Feasibility, Legacy Planning, Site Selection exposition meets and achieves established possibly, national levels. Topics likely to come cost, and surrounding land use factors? Japan was an AIPH event.) and Getting BIE Approval economic performance criteria. Educational under discussion include the location, design Physical plant. What are the physical facility requirements? A little background is in order on the matter of types and entertainment value notwithstanding, an Cost. How much will the project cost to build? What are the of expos: Up until Aichi’s Expo 2005 which was international expo is a business and should be costs associated with site development, including roads and approached with the same attention to careful utilities; what are the costs for buildings and structures, rides the first Registered event, expos were classified and attractions, furniture, furnishings, and equipment; what as either Universal (Category I) or Specialized planning as one might approach any worthy are the related “soft” costs, such as design, management, (Category II). Universal expos were the larger, industrial or commercial venture. Outlined here financing, etc? in area and content, of the two categories of is a step-wise, logical process for preparing the Operations and income. How will the project operate and events with correspondingly higher attendance. A feasibility study – an essential document that will how will it perform economically? What are the operations Universal expo was hosted roughly every 10 years play a key role in applying to the BIE, and guide and maintenance requirements? What is the anticipated theExpo subsequent Locations: creation Past of the and expo Futur and thee all- return on investment? and participating countries were expected to build importantIn the post legacyWWII era, plan. beginning It is with broken Brussels down in 1958, into expos three have beenEast held Site, in Europe, Expo 2000Asia and North America.Global While Loop, there Expois some 2005 their own pavilions; the themes for Universal events evidence of a given region having a string of events, in fact, the BIE does not have a regional agenda wherein one region or area is Management. How will the project be developed from an basic parts: 1) Project Development Plan (PDP), organizational and management perspective? were intended to be very broad, encompassing a favored over another. In fact, just the opposite is true in that locations for expos are selected on the merits of the proposals of local range of possibilities for participants. Examples of 2)organizers. Design Development,Thus, with international and interest 3) Construction. in promoting new tourist destinations at an all-time high, it is quite conceivable that future Universal expos include Montreal 1967 and Seville expos could be sanctioned in regions and countries which have never hosted prior expos. For example, the large-scale investment s Thein the PDP Middle provides East in tourism the basicinfrastructure framework including forairports, the highways and hotels, could easily be a platform for a future expo; New Expo Categories and 1992. The Specialized (Category II) events were likewise, one or more locations in the former Soviet Union, Africa and LatinSite America, Selection while facing economic and social challenges, implementation of the project and describes, in the Role of the BIE intended to be hosted in between the years of the could be well-advised to host an expo as a means of generating international attention and attracting visitors. some detail, its physical, operational, and financial Sites for expos have come in all sizes and shapes and there larger events, and so took place generally every are no BIE rules about what constitutes an acceptable site. characteristics. Once the PDP is complete, sufficient The Paris-based Bureau of International Expositions five years. The themes were focused on narrower However, based on prior experiences around the globe, a few information is available for the organizers to make criteria on selecting a site can be put forward: (BIE) is the international organization that officially topics and the host country/city was required to informed decisions about the overall feasibility of regulates and sanctions these events. Making an provide exhibit space to participants. With some Availability. To state the obvious, in order to host an expo, the project, including equity and debt requirements you must have a site which is available for the intended effective presentation to the BIE is crucial for a exceptions, the duration of both Universal and 1986 Vancouver and the project development timeframe. In most purpose and which can be controlled by the organizers for would-be expo host. (In past decades, there have Specialized expos was about six months. 1974 Spokane cases, before a final PDP is prepared, discussions 2008the Zaragoza entire period of planning, construction, operation and been some expo-type events staged without BIE 1984 New Orleans 1958dismantling. Brussels Surprisingly, many would-be hosts of expos With the shift to the Registered and Recognized with potential financial institutions can be initiated, do not undertake the needed due diligence to confirm this sanction, such as New York’s Worlds Fair of 1964- 1982 Knoxville 2000 Hannover potential sponsors and exhibitors can be identified fundamental requirement. 1993 Taejon 65, but there are numerous pitfalls to this route categories, some important changes in the 1967 Montreal and, if timely, long-term reuse agreements can be 2012 Yeosu including the possibility that BIE member countries approach to hosting an expo have been made. Location. The general rule of thumb in real estate is negotiated and signed. The regulatory process, “location, location, location” and it goes as well2005 for Aichi an will boycott the event.) This chapter focuses on how First, the size of the sites for the Recognized events 2015 Milan or Izmir has been limited to a maximum of 25 hectares (62 including1962 Seattl anye environmental reviews that may be expo site. The availability of adequate transportation and to achieve BIE sanction for an expo by identifying 1998 Lisbon infrastructure will represent a substantial savings on costs. acres). There is no restriction on the size of the necessary, can be initiated. 1968 San Antonio 1992 Seville Many expos have2010 been Shanghai located on waterfronts which provide site for the Registered event. Next, the Recognized a variety of opportunities to create interesting views, vistas, 1964-1965 New York 1992 Genoa 1975 Okinawa event is limited to three months’ duration, while Design Development begins upon completion of show venues, etc. Authors Gordon Linden 1970 Osaka Expo 2005’s Pavilion the Registered event can be up to six months. the PDP and is based on the architectural and Size. Some preliminary estimates1985 Tsukub of participationa by Paul Creighton engineering concepts prepared in that first phase. countries and companies as well as visitors should be made Special Contributor Bob Rogers These category changes are an attempt on the part Detailed design and construction documents are to provide a quantifiable basis for determining the required prepared and bills of quantities are used to develop size of the site. Requirements for parking are often over- Editor Judith Rubin of the BIE to help minimize the costs of hosting stated, as visitors quickly find the most cost-effective and participating in an expo - concerns often a definitive estimate of capital requirements. The means of attending the event and avoid high-priced parking Graphic Designer Urso Chappell lots. Aichi’s Expo 2005 provided1988 minimal Brisban parking,e thereby requiring virtually all visitors to use public transport and dramatically reduced the overall site requirements.

February/March 2008 | XX characteristics, and schedule of regional highways expo organizers should engage a professional, Financial Modeling plan necessitates a unique financial and infrastructure improvements. In some cases,A qualifiedGuide team toincluding th individualse and firms with in- model. We can, however, provide governmental assistance may be available to depth experience in feasibility analysis and market/ The financial model for an expo is structured general guidelines here for modeling the project, for such things as provision ofPlanning, economics research, Organization, preferably having a track around the two distinct, yet highly interrelated, the first phase: the expo period. infrastructure and facilities, financial incentives record in international expos and/or comparable phases of the overall undertaking: First, the event such as tax holidays, and training programs forDesign mega-events, & andOperatio with a thoroughn understanding proper, factoring in all of the costs and revenues As previously stated, as with other types of employees. The findings of the feasibility study, of the dynamics of these unique events. Without associated with its development and operations projects the expo financial model is based on should they be positive and reinforce the initialof anWorld understanding Expositions of the fundamentals of an expo, - and second, the post-expo legacy period. It is costs and revenues. On the cost side are all local enthusiasm for the idea, will be a powerful people who are otherwise highly qualified to prepare important that organizers envision the two phases of the expenses involved in securing a site, tool for gaining community support and, in turn, feasibility studies for commercial or industrial ventures together for the complete planning picture. providing the necessary facilities, equipment, obtaining serious consideration from the BIE. encounter a relatively barren bookshelf when seeking From a short-term view, focusing exclusively on services and attractions to accommodate a large Chapterto quickly acquire Two: the knowledge needed to make the expo costs and revenues, the project may visitor-based event; on the revenue side are The issues and matters to be studied and resolved in crucial judgments about the potentials for a future produce some significant losses. But when the all of the various streams of income. We have producing the PDP and the feasibility study encompassPutting event of this Itkind. Together Due to the changing dynamics of long-term redevelopment of the site is included in broken down these cost components into three five general categories: 1) Market Definition, 2) the events themselves, only by keeping abreast of the the picture, the economic benefits of the overall basic categories: 1) Construction, 2) Capital Project Concept, 3) Site Concept, 4) Master PlanFeasibility, actual experience Legacy of expos Planning, can one Sitebe fully Selectio informedn project can be outstanding. Equipment and 3) Operations. and 5) Economics/Finance. To accomplish this study,and as Getting to the challenges BIE Approval and requirements ahead. That said, the legacy of an expo is unique to its Capital Equipment location and can be almost anything from a municipal park to a trade fair campus to a resort development. In addition to the construction budget requirements, A Comparison of Expo Themes The economics of land assembly and long term there is also a substantial inventory of furnishings, The application of the BIE expo classification system requires organizers to identify and select an appropriate theme for development and operations tend to vary radically fixtures, and equipment that is required in order their individual events. The experience of previous expos demonstrates widely divergent approaches to selecting and from case to case, and therefore each expo legacy to organize and host an expo. These items include implementing themes. Because each event presents a unique set of political, socioeconomic and cultural circumstances, the selection of a theme must be approached through a consideration of many factors. Expo Locations: Past and Future In the post WWII era, beginning with Brussels in 1958, expos have been held in Europe, Asia and North America. While there is some expo New Orleans 1984 Tsukuba 1985 Vancouver 1986 Brisbaneevidence 1988of a given region having a stringSeville of events, 1992 in fact, the BIE does not have a regionalLisbon agenda 1998 wherein one region or area is favored over another. In fact, just the opposite is true in that locations for expos are selected on the merits of the proposals of local theme The World of Rivers Dwellings and Surrounds World in Motion, Leisureorganizers. in the Thus, Ag withe international interestThe in Age promoting of Discovery new tourist destinations at an all-timeThe high, Oceans, it is quite a conceivablHeritagee that future — Fresh Water as a — Science and Technology World in Touch of Teexposchnology could be sanctioned in regions and countries which have never hosted prior expos.for For the example, Future the large-scale investment s in the Middle East in tourism infrastructureCelebr includingating Columbus’airports, highways discovery and hotels, could easily be a platform for a future expo; Source of Life for Man at Home likewise, one or more locations in the former Soviet Union, Africa and Latin America, while facing economic and social challenges, Theme was originally A majorcould be purpose well-advised of the to host an expoof as the a means of generating was particularly international attention andGovernment attracting visitors of Po. rtugal concept Expo site with a Intended to give “Transportation” and name expo was to promote important to Seville because the enlisted UNESCO in major waterfront international exposure to of event “Transpo 86.” as a tourist expedition began there. broadening the expo redevelopment. It the expo and Tsukuba Market research indicated destination. Many Officially, the theme explored message, through UNESCO’s was hoped other science city, a cornerstone this was confusing and exhibits stressed leisure three eras: pre-1492, declaring 1998 International exhibitors might project in Japan’s national lacked broad interest. and recreation 1986 Vancouver1492-1992, and the future. Year of the Oceans. share relevant “Technopolois” program. opportunities. 1974 Spokane development Exhibitors embraced the Theme allowed interpretation2008 Zaragoza Organizers presented the 1984 New Orleans 1958 Brussels examples. Virtually all participants theme with displays of Exhibitors found plenty 1982of both Knoxville Old and New Worlds. theme in a variety of 2000 Hannover 1993 Taejon developed exhibits of transportation technology. of diverse ways to Spain1967 presentedMontreal several large substantial pavilion exhibits, interpretation Followed by most technology, with New Vancouver rapid explore the theme. exhibits. European countries live performances and2012 shows. Yeosu 2005 Aichi local, city, and particularly strong transit system itself were well-represented with 2015 MilanThe orexpo Izmi drewr record state exhibitors, representation by became an important 1962 Seattle historical themes within international participation. 1998 Lisbon but not by many Japanese corporations element of the fair. futuristic, modern structures. 1968 San Antonio 1992 Seville national pavilions. specializing in household 2010 Shanghai 1992 Genoa Authors Gordon Linden consumer electronics. Adoption of modified In terms of1964-1965 Australia ’sNew York First international expo held in Very1975 appropriate Okinawa theme for evaluation Considered limited theme allowed the greater known appeal to the rest Europe since Brussels 1958 and this ocean-bound1970 Osaka region. and evenPaul irrele Creightonvant Effective theme for Japan flexibility needed by of the world, the media interest was very high. There was1985 an Tsukub impressiona of Special Contributoto countriesr Bob whereRoger s and Tsukuba. Posed exhibitors. The fair was “leisure” theme was The broad theme allowed a wide some thematic repetition rivers do not play a challenges to exhibiting considered a great success well-considered. range of presentations yet felt between the Lisbon expo Editormajor roleJudith in their Rubin countries with inferior or and has had a strong specific to Seville. and Seville ‘92. Graphic DesignereconomyUrso and Chappellculture. less-developed technology. local legacy. 1988 Brisbane office furniture and equipment, entrance gates, Operating Costs A Guide to the assorted visitor facilities, myriad support service facilities, a range of entertainment facilities, and In the years preparatory to opening, the expo Planning, Organization, graphics and signage. organization will evolve from a small group into a full-fledged entity with all of the basic management Design & Operation Based on the authors’ experience from previous structure to plan, coordinate/manage development, international expositions, there are ways in and hire and train the staff required to operate Expo 2005’s gondolas drift above undeveloped forest of World Expositions which some of the capital equipment costs may the event. [This aspect will be further detailed be reduced. One is through the implementation in Chapter III.] In addition to the salaries of all of an official supplier program. Such a program employees, a variety of expenses will be incurred in maintaining and running the offices of the expo Expo Risk Analysis involves obtaining discounts on the purchase An event of the magnitude and complexity of an international ChapterThe following diagram describes Two: a process for the reduction price of various products and goods in return for as well as the expo itself. exposition carries with it various elements of risk, some of of risk in the planning and execution of an Expo project. The designation of the suppliers involved as “official which are identified here. Puttingbasic concept embodied It hereTogether is that, for the organizers of an Revenue Expo, there are a series of events or milestones which, taken expo suppliers.” This gives the suppliers significant Theme. A theme that may be perceived as controversial Feasibility,in an appropriate Legacy sequence, can Planning, serve to substantially Site Selectio re- n promotional benefits and can result in significant may deter potential exhibitors from participating. Likewise, a duce risk. On the vertical axis is the degree of risk while the savings for the expo organization. Additionally, it is On the revenue side of the equation, the major theme that is confusing or unclear in its message could deter andhorizontal Getting axis indicates BIE a Approvalprogression of the aforementioned often very cost-effective to rent certain equipment source of income during the expo is visitor spending the public from attending. milestones. Without achieving a single milestone, the risk to for admissions and the purchase of goods and the would-be organizer is 100%. In other words, the would- rather than purchase it, and some equipment may Timing. If an expo is in operation during a time period when be organizers, at the beginning of the process, have no as- be donated by corporate or institutional sponsors. services. Virtually all of this spending occurs during other major events are taking place, particularly nearby, sets and therefore are 100% at risk of not having the event. the operation of the event and most occurs on-site, then attendance can potentially be affected. Lisbon Expo 98 was staged concurrently with ’s World Cup and some observers believed that had a negative impact on attendance. Likewise, Seville Expo 92 coincided with the Olympic Games in Barcelona which, at a minimum, diverted attention from A Lesson from Lisbon the Expo. Attendance Projections Without a reasonable understanding of the requirements of accom- ExpoMaintaining Locations: Reality Past and Future modating a certain range of visitation, both on- and off-site facilities Political and Economic Conditions. Although completely In theAttendance post WWII projections era, beginning in planning with and Brussels organizing in 1958, an exposexpo are have been heldand in services Europe, may Asia suffer and from North critical America. over or While under-supply. there is s omeBy way beyond the control of organizers, economic and political situ- evidenceessential. of Thata given said, region formulating having the a projectionsstring of events, is a complicated in fact, the BIE doesof not illustration, have a regional the experience agenda at Lisbonwherein Expo one 98 region is indicative or area of is the ations such as recession, armed conflict, national tragedies favoredprocess over that another. will never In befact, an justexact the science. opposite Unlike is true a major in that theme locations fortypes expos of areproblems selected that oncan the be meritsexperienced: of the proposals of local and other events can dramatically affect an Expo. For ex- organizers.park, which Thus, can with establish international a fairly predictableinterest in promotingannual attendance new tourist destinations at an all-time high, it is quite conceivable that future level, an expo is a one-time event and its contents, attractions and ample, the San Antonio HemisFair of 1968 opened on the day expos could be sanctioned in regions and countries which have never hosted• The priororganizers expos. projected For example, the attendance the large-scale at the five-month investment events position in the marketplace cannot be absolutely determined until the that Martin Luther King Jr. was assassinated, and the market- in the Middle East in tourism infrastructure including airports, highways andat 15hotels, million; could actual easily attendance be a platform was about for 8 million.a future expo; ing program was delayed for approximately 30 days, which first day it opens. Even upon opening, the possibilities for greater or • The opening weekend, in late May of 1998, there were fewer than likewise,lesser one attendance or more may locations be influenced in the formerby numerous Soviet factorsUnion, suchAfrica as and Latin America, while facing economic and social challenges, organizers believed had a significant impact on attendance. could be well-advised to host an expo as a means of generating international30,000 attention persons and per attracting day and visitors visitors could. access all pavilions During the planning and construction of Expo 92 in Seville, pricing of hotels in the community, media reports, marketing efforts, without waiting; restaurants and shops were, likewise, only etc. Furthermore, an individual expo lacks an established brand to the Gulf War broke out and announcements were made by sparsely patronized. market, as opposed to the theme park. Yet, there are experiences, several participants, including and , that • One week before closing, on 30 September, daily attendance was as previously discussed, which would-be organizers can draw upon in approaching 100,000 and almost all pavilions had queues, some their participation plans were being put on hold; fortunately, order to make educated estimates of attendance. the war was short-lived, allowing all parties to move ahead. with waiting times of up to six or more hours; restaurants had lines as well as did restrooms where long lines of visitors (espe- Asian economic woes were cited by the as the The overall sizing of the expo grounds, gates, visitor facilities and the cially women) were in evidence particularly in the evenings. Al- principal reason for canceling the planned Expo 2003. like, should be based1986 on the Vancouver expected number of people to be ac- 1974 Spokane though business was up in the shops, licensees had manufactured commodated during a given day. The following three factors, based 2008 Zaragozasuch large inventories of merchandise that substantial markdowns Finance. There are numerous areas of financial risk associ- on trends observed at previous events,1984 Newshould Orleansbe taken into account 1958 wereBrussels being offered well before closing day. ated with hosting an expo. One of the most significant risks in determining this number. 1) Attendance 1982 Knoxville tends to fluctuate on a • Outside the Expo, in anticipation of the needs to accommodate is a shortfall in actual attendance compared to forecast. Low monthly basis over the duration of the event, rising initially, dropping 2000 Hannover 1993 Taejon 1967 Montreal large numbers of out-of town visitors, the organizers arranged for attendance translates into lower revenues derived from ad- With a feasibility study, which begins to answer many of the and then rising as the event draws to a close. 2) Attendance also two cruise ships to be docked as hotels during2012 the Yeosevent;u it was tends to peak on weekends and drop off during the early days of the missions and visitor spending, thereby affecting the financial important questions about the proposal, such as the potential reported that the ships never achieved full occupancy.2005 Aichi results obtained by organizers and concessionaires. From the attendance and cost/revenue parameters, the risk is some- week. 3) The total daily attendance is actually greater than the num- • Having2015 given Milan wide publicity or Izmi tor the estimated total attendance point of view of participants (i.e. exhibitors), concerns about what reduced: the organizers have an asset – knowledge 1962ber of Seattl peoplee who are on-site during a given period of time. at Expo 98 at 15 million, daily reporting of the actual results at financial risk arise from the potential failure of the organizers, – and can begin the more difficult work involved in obtaining 1998 Lisbon the gate showed that a substantial shortfall was likely; under Note also that an expo’s attendance potential will never be realized due to insufficient resources, to deliver and operate a high financial backing and securing a site. While these elements 1968 San Antonio 1992 Seville questioning by the2010 media, Shanghai organizers were consistently on the without formulating and implementing a sound marketing plan. defensive to explain the difference. quality, successful event. Another major area of potential risk are fully within the control of the would-be organizers, there 1964-1965 New York 1992 Genoa 1975 Okinawa pertains to the plannedAuthor legacys or Gordonpost-expo use Linden of the site is a point where the proposed event becomes contingent and facilities; more than one expo has anticipated significant upon the participation, support and commitments of others: 1970 Osaka economic benefits from the legacyPaul use of Creighton the site which have It is this feature – the participation of others – that distin- 1985 Tsukuba failed to materialize in the anticipated time frame. As major guishes an expo from a festival or major sports event which Specialevents are increasingly Contributo accustomedr Bob to attracting Roger significants is fully controlled by the organizers. Because an expo de- sponsorship and officialEditor supplier Judithcommitments Rubin of both cash pends on the participation of others, there is significance in a and in-kind goods and services, there is some risk that expo sanction or endorsement by an organization such as the BIE organizersGraphic will take Designer sponsor revenuesUrso for Chappellgranted and budget because this can, in theory, serve to secure the participation 1988 Brisbane costs against the expected income; a more prudent approach, of members of the organization. Ultimately, even with a sanc- given the potential “ups” and “downs” of sponsor interest, is tion or endorsement, it is the commitments of the individual to not budget them and treat them as offsets to cost when participants, in the form of signed contracts, that expand the they actually occur. bankability of the enterprise and reduce the risk of the expo. ’s Hungary Pavilion Expo 2000’s European Union Pavilion Expo 2000’s Japan Pavilion although season tickets and some merchandise represented, to the BIE, by its government, and economic development. These initiatives are of local initiatives which create unique sales can be initiated prior to opening. Most its country must be a member of the BIE. Without usually developed at the city level either through windows of opportunity. For example, of this revenue accrues to the expo organizers, the approval and support of the proponent’s local governmental authorities or through business in 1992, hosted the Summer although through tradition and standard practice, government, a would-be expo host has no official organizations or some combination thereof. Olympic Games and a Category I Expo; the timing some of the income – and risk – is shared with standing with the BIE.The existence of this process, Because an expo needs a specific site, an early of the Olympics was set by international agreements concessionaires. The presence of large numbers of indeed the role of the BIE, is often unknown to step in the local initiatives is the identification of on the intervals between Summer Games, but the people is a major inducement for corporations to would-be organizers who expend some effort, a suitable location for the event. Although the site premise of the expo was to recognize the 500 years provide some financial support to the expo. Some not to mention money, on pursuing the idea of configuration and sometimes location may change since Columbus discovered the New World. Thus, the corporate support comes in the form of supplies hosting an expo before these requirements come as the proposal moves forward, it is often the case window of opportunity became the driving force for or in-kind donations, but there is also revenue to light. For example, in the early 1990s, a group that a prime motivation for the local community setting the timing of the expo. The BIE will, no doubt, through corporations’ developing and operating was formed in Hong Kong to explore the feasibility to host an expo is the opportunity or need to on occasion continue to make scheduling exceptions exhibits as well as sponsorship of entertainment of hosting an expo. After considerable study, local significantly renovate a part of the city. of this kind. But at the early stages, local promoters and other on-site activities. (See Expo Revenue debate and discussion, the promoters learned will need to deal with the proposed dates officially Sources sidebar for more information.) that Hong Kong, prior to the handover to , Another key component in the process of promoting set by the BIE, and with any other cities that are in had status as a Special Territory and did not have the idea of an expo for a given city, is the preparation competition to secure those dates. The BIE Approval Process standing, directly, with the BIE; therefore, the of a feasibility study as outlined above. organizing effort was dropped. The BIE will carry out a multifaceted inquiry process There are several steps in the process that expo One of the major considerations at this early stage for cities under official consideration to host an organizers must pursue in order to receive a Because the steps required to secure the support is the proposed timing of the event. As discussed in expo. The first step is a formal announcement by sanction from the BIE. and approval of a government differ from country Chapter I of this book, the BIE has attempted, over the the government of the prospective expo host of its A Comparison of Expo Themes to country, it is not possible, in this discussion, years, to maintain certain intervals of time between intention to seek BIE sanction for a specific year. If The applicationFirst and of foremost, the BIE expo in classification order for thesystem BIE requires to recognize organizers to identifyto outline and select all an of appropriate the possible theme requirements for which events; in reality, a look at the schedule shows that the BIE is receptive to this initial declaration of intent, their individuala proposal events. to hostThe experience an expo, of the previous proponent expos demonstrates must be widelymight divergent be faced. approaches However, to selecting it is possible and to observe, the pattern is quite the opposite. Part of the reason the next step is for the proposing city to assemble implementing themes. Because each event presents a unique set of political, socioeconomic and cultural circumstances, the selection of a theme must be approached through a consideration of manybased factors on . the authors’ previous experiences in for this variation from the ideal is that, unlike the a dossier of information about the proposed event, North America, Europe and Asia, that the process Olympic Games which in format and timing are quite which is then formally presented to the BIE. Assuming typically begins with initiatives to promote well-established, expos arise out of a combination the response is positive, a team is assembled to The Expo Legacy expo New Orleans 1984 Tsukuba 1985 Vancouver 1986 Brisbane 1988 Seville 1992 Lisbon 1998

theme The World of Rivers Dwellings and Surrounds World in Motion, Leisure in the Age The Age of Discovery The Oceans, a Heritage expo —Seattle Fresh 1962 Water as a — ScienceSpokane and 1974 Technology WoTsukubarld in To 1985uch Vancouverof Technology 1986 Lisbon 1998 Hanoverfor 2000 the Future Aichi 2005 site Sourcenear perimeter of of Life downtown for Mandowntown at riverfrontHome Tokyo suburbs downtown waterfront formerCelebr industrialating riverfront Columbus’ area discovery trade fair grounds Nagoya suburbs theme Century 21 Celebrating Tomorrow’s Fresh, ThemeMan and was Technology originally WoA rldmajor in Motion, purpose World in To ucofh the Theof Oceans, the aAmericas Heritage for the was Future particularly Man, NatureGovernment & Technology of PortugalNature ’s Wisdom New Environment concept ExpoCapital city site of Wa withshington a state, on the Intended to give “TraLocatednsportation” in largest metro and area in name Japan, Locatedexpo onwas west coastto promote of British Lisbonimportant is the westernmost to Seville capital city because in the Major city enlistedin NW German UNESCOy, near in Nagoya is the capital of regional context majorUS west coast. waterfront Relatively close to internationalNorthwestern US exposure inland location to with of onevent largest cent“Traralnspo island of 86. Honshu.” Columbia,Australia far from as Canada a tourist’s eastern mainlandexpedition Europe and began the largest there. city in Wolfsburg broadening(Volkswagen the expo the Aichi province and locations of Expo 74 and . Cold, hot summers and cold winters. Nearest Prime location for growth and population centers but close to Portugal. It lies about 200 miles from headquarters). Experiences the fourth largest city redevelopment.wet winters and warm summer It s the largeexpo city and is Seattle, Ts ukubahost of 1962 expo. Marketdevelopment. research Mild winters indicated and westerndestination. US population Many centers. Mild Seville,Officially Spain, host, the of Expo theme ’92. Summers explored some heavymessage, summer rain, duethrough UNESCOin Japan. To’syota is was hoped other science city, a cornerstone thissummers. was confusing and coastalexhibits climate. stressed leisure arethree hot, with er occasionalas: pre-1492, breezes from the to proximitydeclaring of the North Sea.1998 Internationalheadquartered nearby. pre-expo site Older, declining industrial and residential Built on industrial riverfront and on a Atlantic, which borders the entire country on exhibitorsarea that required might acquisition of various projectlargely in undeveloped Japan’s island national in the lackedUndeveloped broad agricultur interest.al land adjacent Olderand industrial recreation area and railyard the1492-1992, west. and the future. The HanoverYe trarade offair thegrounds Oceans . The site was an conditions parcels of land and the demolition of Spokane River. to Tsukuba Science City, a planned adjacent to central business district. were already a well-established, undeveloped shareexisting structures. relevant “Technopolois” program. specialized research community. Twopportunitieso sites: western waterfront. (False Site of an aging, and polluting refinery with major international trade fair forest/open space area. development Converted to major city park combining Exhibitors embraced the Creek) and Vancouver Harbor. associated,Theme rundown allowed industrial interpretation areas and a center hostingOrganizers more than 60 presented the post-expo site Major city park with educational, cultural recreational facilities, open space and Industrial park connected with Tsukuba small port on the Tagus River. events each year. The site is now a large examplesand commercial. facilities including Virtuallycultural/business all participants facilities such as an themeScience withcity, with displays more than 15 of 15-Exhibitorsyear mixed-use found development plenty plan of both Old and New Worlds. theme in a variety of park, although conditions convention center, science museum, opera house and a convention center. companies investing in production, for BC Place went into effect on site A multi-faceted waterfront redevelopment With the addition of numerous substantial parts coliseum and the Space Needle. Monorail developedMany pavilions exhibits sold for re-use of locally. transportationshipping and trade facilities. technology. clearedof diverse of expo buildings ways saving to three projectSpain including presented an aquarium seve (the largestral large halls and facilitiessubstantial resulting from pavilion exhibits,remain undeveloped . Fobuiltllowed for the expo by still most runs from the site technology, with New Vancouver rapid majorexplore facilities: the previously theme. existing in exhibits.Europe), a convention European center, thecountries Vasco the Expo progrliveam, performances the Hanover and shows. interpretation to downtown. Site Development Committee of city Expo 85 was a symbolic event to stadium, new convention center and de Gama Tower (a Space-needle like fairgrounds is now said to be the The post-expo use of local, city, and particularlyofficials worked strong alongside expo officials transitpromote system Tsukuba Science itself City which three new administrative buildings. structure),were well-representeda 9,000-seat performance with largest in EuropeThe .expo drew recordthe site was carefully post-expo From the outset, the event was to identify long-term opportunities. City developed according to original master venue, multimodal transportation center, planned and most stateintegrated exhibitors into long-range, urban representationPublic Works department by paid 20% becameplan. Most an expo important structures sold for use Master plan for BC Place was andhistorical housing. themes within The post-expointernational use of the participation.pavilions and structures experience butdevelopment not byplans. many A tempor ary board of Japaneseadditional corporcost to increaseations size of certain elementoffsite. of the fair. developed before the expo and futuristic, modern structures. facilities and buildings was were removed to city officials was appointed to determine water mains to meet anticipated reflected long-term land use aims of The post-expo use of the site closely mirrors carefully planned. Several restore the natural nationalpost-expo needs. pavilions Further development. on specializinglong-term demand in household. A well-planned event that achieved its Vancouver city plan. Most expo the expo installations with little change. pavilions purpose-built for the state of the area. the site continues. goals. Land preparation and facilities sold for re-use and required There are ongoing plans for additional expo have been retained in an consumerSuccessful electronics.example of a small city using Adoptioninfrastructure of required modified for the expo buyerIn terms to remove of building Austr withalia ’s investmentsFirst international in the area including expoa new hotel held in “Expo Park”V eryarea. appropriate themeAn ex foemplaryr case of evaluation ConsideredConsidered a success limited with some an expo to implement long-term themefacilitated allowed quick development the greater of the foundationsknown .appeal to the rest as Europepart of the Va sincesco de Gama Brussels tower complex. 1958 and this ocean-bound regioncreating. a site of experience caveats. Too many expo buildings development plan. Joint committee was industrial park after closing. As in the case of Lisbon, using significance to the gained andinitially even remained irrele on site.va Buildingnt Effectivekey in being theme able to reconcilefor Japan differences flexibility needed by Becauseof the the world, private sector the was to take Majormedia success interest story in post -expowas planning. very high. exhibit hallsThere first for anwas expo anand impressioncommunity of which is a orientation for an expo is different from and guide decisions on construction and the lead in new development, it was Organizers modeled the housing components then as a trade fair or convention large park and open tothat countriesfor an urban development. where Lag time and budgetTsukuba. allocation Po. sed exhibitors. The fair was important“leisure” to leave theme vacant landwas to allow onThe the successful broad Barcelona theme Olympic allowed Village a wide center is perhapssome the thematic most repetitionspace (i.e. not a real riversbetween fairdo and not post play-use could a have challenges to exhibiting considered a great success greatestwell-considered flexibility. One city. official (’92).ra ngeThe expo of itself presentations did not achieve yet felt logical legacybetween concept of all.the Lisbon expoestate development). been shortened. noted the extended timeline required anticipated attendance and there was some major role in their countries with inferior or and has had a strong to absorb new large scale development politicalspecific turmoil todue Sevilleto operating. losses. and Seville ‘92. economy and culture. less-developed technology. local legacy. in Vancouver. A makeGuide an official to BIE th sitee visit. The team is made up of representatives of about three of the member About the Contributors governments, plus the BIE Secretary. This part of Expo Revenue Sources Planning, Organization, Gordon Linden AIA, AICP is Manager of Planning and the inquiry lasts about three days and provides an Admissions • Season Passes Urban Design with Parsons International, based in Dubai, • Three Day Tickets Designopportunity &for localOperatio proponents to nmake their case UAE where he has responsibility for directing the planning • One Day Tickets for the proposed event, responding to a variety of of a variety of mega-projects in the Middle East. During • Group Sales his career, he has worked on numerous one-time events, questions about the availability of a suitable site, the • Advance Sales of World Expositions including Olympic Games and International Expositions; degree of local political, business and community • Preview Center The Expo 2005 site under construction recently he was part of a team assisting Toronto, Canada support, the financial plan, etc. Upon the conclusion Food and Beverage in assessing the potentials for hosting an Expo in 2015. All Photography by Urso Chappell by All Photography of the inquiry visit, the team members prepare a Visit www.GordonLinden.com. Merchandise Chapterreport of findings Two: which is submitted to the Executive Paul Creighton is President of Creighton Management, Souvenirs and Novelties Expo Construction Costs Committee of the BIE which, in turn, makes its Inc. in Olympia, Washington, a private firm specializing Setting aside the issue of assembling land and the related Puttingrecommendation It Together to the General Assembly during Participant Space Rentals • International in recreational park development and world’s fair costs, a typical budget of the construction costs to be borne one of its two annual meetings in Paris, France. • National development and management. Mr. Creighton has held by an expo organization for an event structured along the Feasibility, Legacy Planning, Site Selection • Provinces/States management positions at numerous North American lines of a BIE Recognized Expo consists of some five major • Local Expos and acted as an advisor to several Expo categories of items as outlined in the following table. andIf Getting all has gone BIE wellApproval to this point, without local organizations in Europe, Asia and North America. controversy or the emergence of a rival proposal, Licensing • Logo Licensing Note: the costs of providing exhibition and concessionaire • Product Licensing Expo Book editor Judith Rubin is a prominent editorial spaces (i.e. pavilions, food and beverage facilities, etc.) can the BIE will reserve the date for the proposed event. • Other voice in the attractions industry and contributing editor vary significantly. If suitable existing structures are readily Once sanction has been received, further steps in to IPM Magazine. She was associate editor/associate Amusement Areas available for these purposes, then the costs could be lower. the process of moving from sanction to planning publisher of World’s Fair magazine from 1987 to 1995. Visit www.JudithRubin.Blogspot.com. Likewise, if the long-term plan for the site is to retain the and implementation deal with the invitations to Concessionaires structures for some use, perhaps as a trade or convention international participants, the drafting of General Children’s Play Areas Urso Chappell is a San Francisco-based graphic designer center, then the costs of the structures can be amortized over and branding specialist. As a lifelong student of world’s many years. If, on the other hand, the structures are only to and Special Regulations which will govern the Games fair history, he founded ExpoMuseum.com in 1998. He be used temporarily for the Expo, and relocated or demolished hosting and operations of the Expo, and a host of Internal Transportation • Monorail was the winner of Expo 2005’s international contest to afterwards, then the economics are clearly quite different. more administrative and operational activities. Expo Locations: Past• Others and Future design the Linimo maglev train exterior and has visited six world’s fairs. Visit www.UrsoChappell.com. Item Comment In the post WWIIEntertainment era, beginning with• Ticket Brussels Sales in 1958, expos have been held in Europe, Asia and North America. While there is some Other factors may be cited as contributing to and evidence of a given region having• On-Site a string Venuesof events, in fact, the BIE does not have a regional agenda wherein one region or area is Site Preparation Site clearing, demolition of existing influencing the location of these events. As already favored over another. In fact, just• theOff-Site opposite Venues is true in that locations for expos are selected on the merits of the proposals of local structures/infrastructure, etc. organizers. Thus, with international• Entertainmentinterest in promoting new tourist destinations at an all-time high, it is quite conceivable that future alluded to, governmental support is one. Proponents of expos could be sanctioned in regions and countries which have never hosted prior expos. For example, the large-scale investment s Site Restoration Cost of restoring the site for permanent Program Sales an expo need to demonstrate considerable government in the Middle East in tourism infrastructure including airports, highways and hotels, could easilyA Guide be ato platformthe Planning, for a Organization, future expo; use after the Expo including demolition • Other support at the highest levels. Site development or likewise, one or more locations in the former Soviet Union, Africa and Latin America, while facingDesign economic & Operation and ofsocial World challeng Expositionses, of any temporary buildings, etc. could be well-advisedParking to Fees host an• expo Expo as Staff a means of generating international attention and attracting visitors. redevelopment is another. Many of the sites where • Tour Buses Site Work & • Grading, paving and surfacing Six Installments in expos have been held have been urban locations • Participants Infrastructure (roads, walkways, parking, etc.) Six Issues of InPark Magazine • Outdoor Lighting where local communities have sought to host an expo Guide Book and Video Sales by Gordon Linden and Paul Creighton • Site and Street Furnishings as a means of achieving a higher and better use for Participant Employee • Fountains underutilized, unsightly or depressed properties. The • Perimeter Fences Recruitment & Nov-Dec 2007 Chapter One: World Expositions Today BIE will take the post-use intentions into account - Training Program1986 Vancouver • Landscaping and Irrigation System 1974 Spokane • Civil Structures particularly in today’s political environment in which Orientation and 2008 Feb-MarZaragoza 2008 Chapter Two: Putting It Together: • Transportation Facilities “sustainability” is no longer just a fashionable phrase, V.I.P. Tours 1984 New Orleans 1958 Brussels Feasibility, Legacy Planning & BIE Approval • Utilities 1982 Knoxville but a mandate - as well as the community’s goals Corporate Sponsors • Local 2000Apr-May Hannover 2008 Chapter Three: Getting to1993 Opening Taejon Day: • Sewerage and Drainage Buildings for generating tourism and economic development. 1967 Montreal • Administration • Province/State Operations & Organization2012 Yeosu • Entrance Areas, Gates However, it is important to not overplay the needs and • National 2005 Aichi Jun-Jul2015 2008 MilanChapter or Izmi Four:r Design: The Guest Experience • Pavilions plans of the host city, to the BIE members. After all, • International 1962 Seattle (Special contributor: Bob Rogers) • Food & Beverage Facilities like athletes at the Olympics, the “stars” of an expo V.I.P. Club Memberships 1998 Lisbon • Souvenir/Merchandise Facilities Aug-Sep 2008 Chapter Five: Design: Exhibits & Buildings are the international participants and their presence 1968Residual San SalesAntoni Valueso • Equipment 1992 Seville 2010 Shanghai • Visitor Service Facilities 1992 Genoa (Special contributor: Bob Rogers) • Warehouse and Distribution must not be overshadowed by the local aims. 1964-1965 New Yor•k Buildings 1975 Okinawa Author• Security sandGordon Emergency FacilityLinden • Landscaping Oct-Nov 2008 Chapter1970 Six: Legacy: Osaka Closing & • Fire DepartmentPaul Creighton An advantage of our electronic age is that the Miscellaneous Transition1985 to Post-Us Tsukube a • Solid Waste Removal Facilities candidates as well as the confirmed future hosts of Special Contributo • Employeer AreasBob Rogers international expos will have a public Internet presence. Note: The practice of charging international participants • Amusement & Children’s Play Area for rental of space has changed over past decades. It used www.TheExpoBook.com • EntertainmentEditor Judith Facilities Rubin Services Their websites reveal useful material and direction for to be the norm that organizers were allowed to charge for Graphic Designer• Architecture/EngineeringUrso Chappell others considering getting into the game. space, based on what was charged at prior events. However, • Project Management Taejon Expo 93 provided its exhibitors space free of charge, 1988 Brisbane establishing a precedent which has since been followed for smaller-scale expos.