The Floriade in Almere threatens to end in a costly failure. Two months after the opening, the organization is asking for an extra loan of more than 33 million euros from the municipality to keep the gates open until October.
The reason is the disappointing ticket sales. In the first two months, the world horticultural exhibition attracted 232,500 visitors, three times less than had been planned. The Floriade budget was based on 2 million visitors during the entire event. That has now been adjusted to 1.2 million.
This has major consequences for turnover. For the entire event, the organization is missing out on 24.3 million euros from ticket sales and turnover from the catering industry. With the extra costs for measures against corona and a lower turnover from parking costs, the deficit amounts to 33.8 million euros.
Helping hand
In a letter to the council, the council proposes to lend a helping hand. If the municipality does not make an extra loan available, there is a good chance that the Floriade will have to close next month. Almere has already lent 40 million to the company that organizes the event.
A study conducted by the company shows that corona is an important cause of the disappointing figures. Since the end of the lockdown, people have chosen to visit family and friends rather than a day out to an amusement park. People also dread the high entrance fee of 35 euros.
The Floriade wants to use the money, among other things, to boost the number of visitors. Special target groups must be reached with marketing campaigns and consideration is also being given to a reduction in the entrance price. The much criticized entrance (little greenery, a lot of bare plain) will also be addressed.
The council’s proposal to keep the Floriade going with an injection of millions will be discussed in the council on Thursday evening. It promises to be an exciting debate, also because of the earlier assurances that no more extra money would go to the event.
Earlier this year, King Willem-Alexander opened the Floriade Expo 2022 world horticultural exhibition in Almere:
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