New €28m amusement park based on flowers to open doors in 2020

Cut flowers at a wholesalers. Photo:
Dutch flowers for export in Aalsmeer Photo:

Plans to build a new amusement park centred on the flower trade in Aalsmeer are set to go ahead, the Financieele Dagblad reports on Tuesday.

Floriworld, as the park will be named, will be built on land close to flower auction firm FloraHolland which, along with promotional company Bloemenbureau Holland and tourist attraction firm Dutch Experience group, is putting up part of the €28m investment costs.

Flower exporters and growers have also been asked to purchase shares in the park and so far fourteen businesses have said they would do so. A bank loan is also part of the financing structure.

The new park will be the ornamental flower sector’s ‘visiting card’ and as the park is located in the vicinity of Amsterdam organisers are counting on 1000 visitors a day, the FD said.

‘Ultimately Floriworld’s aim is to persuade consumers to spend more money on flowers and plants,’ director of the prospective park Daniëlle Santen told the paper.

‘The park will make the visitor experience the effect flowers and plants have on people and how they influence health. A secondary aim is to gain a better insight into consumer behaviour.’

Floriworld is meant to complement existing attractions such as the Keukenhof, the World Horti Center and the flower auction at Aalsmeer, which has been struggling with declining visitor numbers. The covered park will be open all the year round, unlike the Keukenhof which is open for only eight weeks a year.

It is not yet known who will build the park but it is scheduled to open in the spring of 2020, at the same time as the Keukenhof, the paper said.

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