u.s. pavilions at international expositions: platforms for ......expo unit - illustrative projects...
TRANSCRIPT
U.S. Pavilions at International Expositions: Platforms for Advancing National Goals
Jim Core, Director, International Expositions Unit
U.S. Department of State
September 10, 2018
EX20180910
Overview and Objectives
• Objective: By the end of this presentation participants will have a better understanding of Expos, history of U.S. participation, alignment with U.S strategic goals, and the future of the program.
• Overview• History
• Why & How
• Current Environment: Financing, Legislation, & Opportunities
• Expo 2020 Dubai
“The community of nations must
work together to achieve stability,
security, and peace. This exposition
that we open today is another step
toward achieving those goals.”
Ronald Reagan
Opening of World’s Fair 1982 Knoxville
Standing the Test of Time
What is an International Exposition?
• Also known as World’s Fairs or World Expo
• Bureau of International Expositions (BIE) is the intergovernmental organization that regulates Expos
• Nation branding events - evolved from trade & technology fairs
• Two Types• World Expos: every 5 years (“0s and 5s”)
• 6 months long, self-build pavilions• Platforms aimed at finding solutions to universal challenges of our time
• Specialized Expos, may occur in between World Expos• 3 months long, building provided by organizers• Events dedicated to finding solutions to precise challenges of humanity
St. Louis 1904
Expo 1939 New York
Expo 1915 San Francisco
Expo 1974 Spokane
Expo 1968 San Antonio
Expo 1962 Seattle
1900’s 1910’s 1920’s 1930’s 1970’s 1980’s
Expo 1933 Chicago
Expo 1982 Knoxville
1960’s1950’s1940’s 2000’s1990’s
1984 New Orleans
Living Legacy:
20th Century World’s Fairs in USA
1964 New York
World’s Fairs are Not…
• Dead
• Trade Shows
• Series of giant tents
• A circus
• A Carnival or state fair
• Only a few countries
Visitor NumbersRepresentative Expos
7
2005 Aichi,
Japan
22 Million
1998 Lisbon,
Portugal
11 Million
2010 Shanghai,
China
73 Million
1986 Vancouver,
Canada
22 Million
2000 Hannover,
Germany
18 Million
1988 Brisbane,
Australia
16 Million
1992 Seville,
Spain
42 Million
2008 Zaragoza,
Spain
6 Million
1993 Daejeon,
South Korea
15 Million
2012 Yeosu,
South Korea
8 Million
2015 Milan, Italy
23 Million
2017 Astana,
Kazakhstan
2 Million
6 month Expo
3 month Expo
Legend:
Milan 2015 Shanghai 2010
Aichi 2005 Astana 2017 Astana 2017
Expo Images:
Big Pavilions
Inspiring Design
Large Crowds
Trade Delegations
Arts & Culture
By the Numbers
• St. Louis 1904
• Portland 1905
• Jamestown 1907
• Seattle 1909,1962
• San Diego 1915-16,1935
• Long Beach 1928
• New York 1939, 1964
• San Antonio 1968
• Spokane 1974
• Knoxville 1982
• Philadelphia 1876, 1926
• New Orleans 1884-85,1984
• Louisville 1883-87
• Chicago 1892,1933
• San Francisco 1894,1915,1939
• Atlanta 1881, 1895
• Nashville 1897
• Buffalo 1901
• Charleston 1901-02100+ Expositions
29 Expos Hosted by the U.S.
11 BIE Sanctioned
Historical Continuum
• 2000 U.S. misses Hannover Expo
• 2001 U.S. renounces BIE membership
• 2008 U.S. misses Zaragoza Expo
• 2016 Expo Task Force
• 2017 (Jan) Expo Unit opens
• 2017 (May) Congress passes H.R. 534, President signs law, U.S. rejoins BIE
• 2017 (Nov) Dues paid, Expo 2023 campaign ends
21st Century
• 1953 USIA created
• 1957 Exhibits Service created
• 1992 Exhibits Service closes
• 1994 Congress restricts use of appropriated funds for pavilions
• 1998 Congress discourages payment of BIE dues
• 1999 Congress restricts interagency transfers
20th Century
• 1874 First mention of State Department is in a letter from John Jay to Secretary of State Hamilton Fish
19th Century
Public Private Partnership Model
Genoa,
Italy
Seville,
Spain
Taejon,
South Korea
Lisbon,
Portugal *
Hannover,
Germany
Aichi,
Japan
Zaragoza,
Spain
Shanghai,
China
Yeosu,
South
Korea
Milan,
Italy
Astana,
Kazakhstan
Dubai,
UAE
1992 1992 1993 1998 2000 2005 2008 2010 2012 2015 2017 2020
Responsible
Entity USIA USIA USIA USIA - State - State State State State State
Implementer USIA USIA Private Private - Private - Private Private Private Private Private
*Reprogrammed funds used in 1998.
25 Years of Mostly Private Funding*
25 Years of Public Private Partnerships
13 Years Iterative Experience with PPP Framework Documents (RFP, LOI, MOAs)Expo Evolution:
Public Responsibility, Private Funds Since the 1990s
Joint Public & Private
Funding 50%/50%Fall '92 USIA Exhibitions
Office Closes
Expo Unit Opens
82% Federal Funding
Legislative Guidelines
• The State Department’s authority stems from the Fulbright-Hays Act of 1961 (22 U.S.C. 2451 et seq.)
• 1994: Congress limited authority by prohibiting use of Department appropriated funds for U.S. pavilions unless the funds are expressly appropriated and authorized for this purpose
• 1999: No funds transferred from other Federal agencies may be used without Congressional notification
• 2017: Department of State officials are prohibited from soliciting funds to pay expenses of a U.S. pavilion
Why We Participate
Promote American Prosperity
• Showcase American technology & culture
• Global platform for U.S. businesses, entrepreneurs, culture makers
• Encourage exports and foreign direct investment
• Promote tourism and education in the USA
Champion American Values
• Inspiring design showcases the American spirit
• Provide citizen to citizen experiences
• Highlight innovation in commerce and culture
Partnership with Friends and Allies
• Opportunity to reinforce political and economic ties with allies & partners
Counter Rival Narratives
• Present America’s story to the world
• President Eisenhower told U.S. student guides to smile and “…not to brag…”
Alignment with National Security Strategy
Past is Prologue
“A vigorous, imaginative and carefully planned program of major overseas exhibits in support of U.S. foreign policy objectives is in the national interest…We can use it as a
means of expressing our hopes, desires and potential for further progress, in partnership with others and in the interest of peace and improved wellbeing for all mankind. We should
employ this means effectively for our affirmative purpose of projecting our fundamental attitudes, values and accomplishments.”
President Kennedy Letter to USIA Director Edward R. Murrow, August 11, 1961
“A competition for influence exists in these institutions. As we participate in them, we must protect American Sovereignty and advance American interests and values…We will
remain a beacon of liberty and opportunity around the world.”
U.S. National Security Strategy 2017 Pages 40-41
Expo Unit – Program Activities
• Lead U.S. Engagement at Expos
• Support U.S. Candidacies
• Expand Programming and Contain
Costs Through Partnerships
• Advance U.S. Interests at the BIE
• Comply with Laws and Explore
Modernization
• Improve Results Through Planning &
Evaluation
Methodology
With private sector implementing partners, welcome guests to an interactive American experience.
Support USG and commercial delegations, promote exports and attract FDI through commercial advocacy
Amplify U.S. goals through public diplomacy programming
- Collaborations and Partnerships -
Expo Unit - Illustrative Projects
Dubai Expo 2020 (Oct 2020 – April 2021)
• Large public diplomacy and commercial platform in a region of strategic importance and competing narratives
• First Expo in Middle East, North Africa, South Asia
• 25 Million Visitors (6M-7M U.S. Pavilion)
• 170+ Countries
Expand Programming & Contain Costs
through Partnerships
• Restarting tradition of partnerships with industry groups, non-profits, state & local governments and other Federal agencies to tell America’s story
Improve Results through Planning &
Evaluation
• Benchmarking
• Decision making process for BIE candidacies
• Evaluate Expo invitations: Factors include the potential for advancing U.S. interests & the likelihood of raising funds
U.S. Pavilions: Serving the Nation, Amplifying Our Voice
Concept: State Days
Work with governors on self funded delegations with political, business,& cultural leaders
Concept: Partner with Industry Associations and non-profits
• Mobility firms
• National Band Association
• National Cheerleaders
Association
• Professional and Collegiate
Sports Leagues
• Food and Beverage
Increase exports, FDI, tourism, & awareness of American culture
U.S. National Day Celebration:
Astana 2017
Placeholder – Insert
Astana Video – which is
too large to email
Restoring Intergovernmental Partnerships
• Department of State• Programs (Academic, Professional &
Cultural Exchanges)• American Film Showcase• International Writing Program• Tech Camps
• NEA – American Artists Abroad
• DOD• Marching Bands, Speakers, Industry
Collaboration
• Smithsonian Institution• State and Local
Extend Tradition of Using Existing Capabilities to Support National Goals
Expo Project Timelines
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Expo 2020 Dubai
Expo 2027/2030 Campaign
(If there is a U.S. Candidacy)
Expo 2023 Buenos Aires
Expo 2025 (TBD)
2023 2024 2025Expo Unit Deliverables
2017 - 2025 Project Timelines
2017 2018 2019 2020 2021 2022
Dubai - First Truly Global Expo
200+participants
25million visits
70%International
30%Domestic
Projected Tourist Numbers
2,296,044
1,693,513
1,401,108
954,747846,203
701,108 662,342587,025 560,443 557,120
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
India SaudiArabia
UnitedKingdom
Oman China USA Pakistan Russia Germany Iran
Projected Top 10 Source of Inbound Visitors to Expo 2020
Unofficial Projections by USG Based on 2017 UAE Tourist Data Applied to a Projection of 25 Million Visitors
Pavilion USA 2020 Consortium
Contact Information
www.state.gov/r/expo
twitter @pavilionusa2020
https://pavilion2020.org/#contact