When organizers of Canada Blooms changed this year's location from the Metro Toronto Convention Centre to the Direct Energy Centre, they also chose to bring more attention back to the horticulture industry, an effort that filtered into the show's opening night party.
Instead of past attractions like open bars, flashy performers and food spreads, this year's party had an intentionally simpler feel. Servers handed pink drinks to guests as they entered the venue, but it was cash bar service for all but the V.I.P. attendees after that. Tasting stations were spread around the space to encourage wandering in the 6,000 acres of feature gardens. And Canada's top 20 gardening personalities, including master of ceremonies Mark Cullen, helped announce the opening of the show with a ribbon-cutting that had a casual, improvised tone.
“Sometimes you need to refocus, and moving to this building really gave us that chance,” said Canada Blooms general manager Gerry Ginsberg, whose first order of business for the party was dropping ticket prices from $200 to $75, a move that contributed to a nearly 200-person spike in attendance from the previous year. “It's not about all the food and alcohol you can drink. It's about the right experience.”
Ginsberg added the change in location allowed landscapers and providers—who, in total, invest almost $10 million in the show—to be more creative in their displays because of easier venue access and load-in. He referenced the wow factor in Landscape Ontario's opening display of a waterfall and so-called “living wall” made from soil and local plants.
Beyond the showcase of landscape talent, Canada Blooms' five-day run also includes an educational component for the industry, a gardening show and competition, and a marketplace targeted at consumers. The buzz factor for the show went up last week when it was confirmed Martha Stewart would make an appearance on Saturday to promote the launch of her houseware line at Home Depot, the presenting sponsor of Canada Blooms. Ginsberg said Stewart's involvement helps reinforce the focus on quality that goes into the show.
“We did a study two years ago that showed Canada Blooms had $32 million of economic impact to the city, primarily because we bring a lot of people from across Ontario and adjoining states like New York and Michigan,” Ginsberg said. "It's the largest flower and garden show in Canada and the second largest in North America and we couldn't do it without the support of the industry.”
