Planning an event on the scale of Cultivate’25—held in July at the Greater Columbus (Ohio) Convention Center (GCCC)—involves coordinating a diverse array of activities, managing logistics for thousands of attendees and ensuring a seamless experience across multiple venues and sessions, according to Bill Behrens, trade show and event manager for AmericanHort, which hosts the event.
“Cultivate is recognized as the premier event for the $500 billion horticulture industry. The event attracts more than 10,000 industry professionals and visitors from all 50 states and more than 30 countries,” he says. “Attendees participate in a wide range of activities, including a robust trade show, keynote presentations, nearly 200 educational sessions, industry production tours, workshops, evening networking and award events. There are also special experiences such as the Women in Horticulture luncheon, the Retailers’ Choice Awards and Unplugged, a networking event hosted by the next generation of our industry.”
Bringing the horticulture community together in-person is essential for fostering collaboration, sharing industry insights and driving innovation, according to Behrens.
“The event provides a unique platform for professionals to connect, learn from one another and build relationships that support business growth and industry advancement,” he says. “In-person engagement enables meaningful networking, hands-on learning and the exchange of best practices that are vital to the success of the green industry both now and for generations to come.”
Setting the tone
Behrens says the ability to bring together a broad spectrum of professionals and provide tailored experiences for multiple audiences was a distinguishing factor for Cultivate’25.
“What made Cultivate’25 unique was its comprehensive approach,” he says. “We offered nearly 200 educational sessions, a dynamic trade show floor and specialized programming for every segment of the industry, which includes greenhouse, nursery, garden retail, landscape and interior plantscape.”
The Sunday morning keynote address and the “State of the Industry” presentations featuring insights on trends, challenges and opportunities were among the standout moments of Cultivare’25, according to Behrens.
“These sessions set the tone for the event, inspire attendees and foster a sense of unity and shared purpose within the community,” he says. “Additionally, the Cultivate Live! stage on the trade show floor provides an engaging platform to highlight the latest innovations and technologies, creating memorable experiences for both exhibitors and attendees. And the most popular areas of the show include our New Varieties and New Product Zones where everyone can see the latest plant genetics and newest product innovations. Our team really loves watching attendees taking selfies in different inspirational displays and sharing these via social media. We strive to create a variety of fun, sharable moments for guests to enjoy.”
A seamless experience
Attendee feedback, educational session participation rates, exhibitor engagement and the quality of networking opportunities are key success metrics that AmericanHort monitors each year, Behrens says, along with post-event surveys and direct feedback that help the team gauge satisfaction and identify areas for improvement.
“Additionally, the impact on business growth, new partnerships formed and the advancement of industry knowledge are key indicators of the event’s effectiveness,” he says. “Another indication of success is the high retention rate we have of returning exhibitors, the amount of time it takes to sell available booth space and whether we have a waiting list for new exhibitors.”
The GCCC has hosted Cultivate for decades and was selected for its central location, meeting facilities and capacity to accommodate a large and diverse group of attendees, according to Behrens.
“Its proximity to the vibrant Short North District offers additional opportunities for networking and exploration,” he says. “The venue’s flexible spaces, state-of-the-art amenities and experienced staff contribute to a seamless event experience, allowing for a wide range of activities and ensuring that attendees can make the most of their time at Cultivate’25. And the city of Columbus has been a wonderful host; our attendees often comment on the warm welcome they receive from our hotel partners, local restaurants and other nearby attractions.”
