Expo enters new decade with a distinctive look

March 23, 2011
March 24, 2011 - In response to what retail customers want, Landscape Ontario’s Expo, formerly 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.

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,” states 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 comments, "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 ambiance and puts the focus where it belongs."
The main functions of Expo are to maximize customer-merchandise contact, recognize our 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." adds Beth Edney CLD of
 Designs By The Yard, new chair for Landscape Ontario’s show committee. As a design professional, Edney is the ideal leader to take the show into the new decade.
Visitors to Expo include retail florists, garden centres, gift boutiques and mass merchants, landscape architects, contractors, designers and greenhouse growers. According to a visitor survey conducted in 2010, 90 per cent were decision-makers or members of a buying team, and 80 per cent plan to attend Expo 2011 and will recommend the show to their colleagues.

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