AmericanHort Changes Name Of OFA Short Course To Cultivate’14
AmericanHort has changed the name of OFA Short Course, the annual Columbus, Ohio, horticulture trade show, to Cultivate’14.
“The word ‘cultivate’ reflects what happens at the event. Thousands of people attend each year to cultivate their businesses and professional networks,” says Michael V. Geary, CAE, the President and CEO of AmericanHort. “Updating the brand of the 85-year-old event makes sense for the vision of AmericanHort. Cultivate captures the essence of what the experience is for our attendees.”
“This is not your grandfather’s trade show. In fact, Cultivate is more than a trade show. It is a dynamic experience designed to offer interactive learning and community building, and it celebrates all of horticulture,” says Mark Foertmeyer, AmericanHort’s Chairman of the Board.
Geary says, “We refresh this event every year, and now the name truly reflects what people will experience. And industry companies use this event to introduce innovative products and new varieties. This is fitting in the host city of Columbus because it has also become known as an incubator for innovative companies, including some of the world’s premier retail brands.”
Marketing for the 2014 show reads, “It used to be called Short Course. The name is new, and now it’s even bigger and better.” The newly designed logo for the event includes the tagline, “Cultivate ’14, An AmericanHort Experience.”
In January 2012, the American Nursery and Landscape Association and OFA — The Association For Floriculture Professionals announced distant plans to merge the two organizations. The associations voted to begin the process of forming a new organization in July 2012. The AmericanHort name was officially announced in September 2013, which led many to speculate if the name of the July trade show would change.
Like OFA Short Course, Cultivate’14 will continue to offer premier educational and networking experiences, and more than seven acres of trade show exhibits including technology, new products and services, and new plant varieties. This year will also also see an expansion of products and services for retailers, nursery production and landscaping. Attendees from more than 20 countries are expected this year.
The trade show has been named among the top 200 largest trade shows in North America for the last seven years by the annual edition of Trade Show News Network, ranking number 147 in 2013. The show debuted on the list at number 194. Other trade shows making the list include the Consumer Electronics Show, the International Builders Show and the National Restaurant Show
Cultivate’14 will be held July 12-15, 2014. Housing and registration opens March 11, 2014 at 11 a.m. See more at the new Cultivate ’14 website at AmericanHort.org/Cultivate.