Toronto, Ont. – In response to what retail customers want, Landscape Ontario’s EXPO, formerly the Garden and Floral Expo, plans a major transformation. Building on a recently acquired new name and modern look, EXPO 2011 ushers in the new decade in a new location, with more suitable dates and show hours, and spotlights on the plant and floral merchandise showcased by more than 300 vendors.
Building on a decade of success, EXPO 2011 moves to the Toronto Congress Centre’s North Building which provides a perfect setting for the trade show, symposia and exclusive social events enjoyed by vendors and buyers alike. The clean, modern design of the building, combined with enhanced lighting effects, provides the opportunity to merchandise displays in unique ways. The intent is to delight and surprise visitors and to inspire them to emulate some of the merchandising concepts in their stores.
“To maximize ROI, we’ve spent lots of time trying to understand what our customers value and then work really hard to effectively deliver more than expected,” said Lorraine Ivanoff, EXPO show manager. “Like our customers, we’re in the business of creating extraordinary experiences. When customers come to EXPO, we want them to see what makes a visual impact. And we demonstrate that visual displays do more than attract attention – they can boost sales.”
New location: North Building (Halls H & I), Toronto Congress Centre, 650 Dixon Rd, Toronto, ON, M9W 1J1
New dates and hours: Wednesday, October 19, 2011, 10 a.m. – 6 p.m.; Thursday, October 20, 2011, 10 a.m. – 4 p.m.
New look: Exhibits will have dramatic visual impact created with specialty lighting packages to spotlight merchandise
Keeping EXPO au courant is the responsibility of artistic director Albert Graves, president of Bloemen Décor, who said, "From a design perspective, products always show better with correct lighting. Using spotlights on booths, instead of general overhead lights, adds warmth to the products, and creates a theatrical feeling, just like the spotlight does to a dancer on stage. Lighting sets the right ambience and puts the focus where it belongs."
The main functions of the expo are to maximize customer-merchandise contact, recognize customers' thirst for product knowledge and facilitate buying decisions.
"We are excited about the new direction the show is moving towards. With the new North Building and the ambient lighting, the focus will be on products and the overall atmosphere. This setting will provide exhibitors a new means of connection to build business relationships." said Beth Edney, CLD of Designs By The Yard, new chair for Landscape Ontario’s show committee.
Visitors to EXPO include retail florists, garden centers, gift boutiques and mass merchants, landscape architects, contractors, designers and greenhouse growers. According to a visitor survey conducted in 2010, 90 percent were decision-makers or members of a buying team and 80 percent plan to attend EXPO 2011 and will recommend the show to their colleagues.
More information is available at www.loexpo.ca.