Home » Destinations & Venues » Operation Status and Strategy of Global Top Exhibition Venues 4. Operation Status and Strategy of Eco-Friendly Exhibition Venues ① [Global 33rd] Fiera Roma ? Creating Europe’s Best Green Expo Hub

Operation Status and Strategy of Global Top Exhibition Venues 4. Operation Status and Strategy of Eco-Friendly Exhibition Venues ① [Global 33rd] Fiera Roma ? Creating Europe’s Best Green Expo Hub

4. Operation Status and Strategy of Eco-Friendly Exhibition Venues
① [Global 33rd] Fiera Roma ? Creating Europe’s Best Green Expo Hub

Birth of EUR Exhibition Center (1952) as the first postwar event-organizing structure
The first structure that has become today’s Fiera Roma is EUR Exhibition Center located in Via Cristoforo Colombo, which was built in 1952, after the 2nd World War, with a view to hosting Fiera di Roma which had been held since 1946. The building was previously owned by Banca della Cooperazione now known as Paribas BNL Group. With the initial fund of 26 million lire, the construction of the venue was realized.

Expo District created on a new site as specialized exhibitions grew (1989)
As specialized exhibitions like Fiera di Roma continued to grow with further internationalization and up-sizing, the governments of Rome and Lazio discussed creating on a new site Expo District that focused on exhibition venues, and in 1989 when the government of Lazio got a fund of 14 billion lire (7 million euros), the construction of a new exhibition venue was implemented and brought Fiera di Roma as it is now. In 1990, with the completion of Fiera Roma, Rome’s largest exhibition & convention center with exhibition & convention space of 150,000m2, Fiera Campionaria, previously held at EUR Exhibition Center, moved to Fiera Roma. And the Fiera Roma company, which was previously under control of Lazio, joined hands with its current shareholders to create Fiera Foma SpA in 1998.

Officially launched in 1999 and operated from 2000, Fiera Foma SpA had its executive committee with representatives from organizations such as Chamber of Commerce of Rome, Rome City Council, and Lazio Regional Authority, and agreed to create a new Expo District as part of Rome’s largest economic development project. The creation of Expo District started in 2004 and two years later in 2006, Fiera Roma equipped with world-class size and advanced facilities began its operation, thus leading people to expect that it would efficiently lead the development and exploration of the Italian commerce and trade. The operation of Fiera Roma is now the responsibility of Fiera Roma S.r.l, which was created in 2003 with Fiera Foma SpA as its sole shareholder.

Qualitative excellence displayed by the building
Designed by architect Tommaso Valle and built by Lamaro Appalti, New Fiera Roma is now touted as an architectural piece that has successfully achieved urban development, environment, architecture, and functional integration. Most of the materials used in the construction of New Fiera Roma are pre-processed thus easy-to-decompose, thus minimizing negative effects on environment. Valle described his buildings as adopting the principles of eco-friendliness and sustainability and thereby realizing modern design by using cutting-edge system, the combination of which is quite manifest in the design of Fiera Roma. There was a preliminary regulation stipulating use of materials such as glass, steel, cement, and Texalon with a view to ensuring its connectivity with the designer’s vision for a hub that is compatible with biological climate and environment.

Drawing up a plan for protecting cultural heritage
As Rome is reservoir of ancient cultural relics, the greatest concern during the construction lay in minimizing damage inflected on the nearby environment, archeological relics and history. For this purpose, a feasibility analysis for the development of a new EXPO complex and the construction of an exhibition facility was conducted jointly with Ostia Antica cultural heritage department, a professional agency, and a plan was drawn up to conserving and reinforcing existing cultural heritage.

Massive investment for upgrade to eco-friendly facilities
Fiera Roma and Green Utility s.p.a tapped into new technological solutions to install the world’s largest thin-film photovoltaic system on the roof of the exhibition hall (about 38,000ft2). The facility, which cost about 12 million euros, produces a power supply of 1.7 million Kwh, which is the yearly consumption by 600 or so households and thus reduces 1,200 tons of carbon dioxide a year.

Using Solar Energy Mobility Card
Fiera Roma operates a solar energy charging station which runs on photovoltaic panels and allows exhibitors and audience to use the power supply for free. With SEM card or Green Pass that may be used within a designated period (e.g., on Dec. 31, 2012), an owner of an electric vehicle or bike can use the service with reservation. To get an SEM card, a user must submit his or her ID and for an electric vehicle, one must show one’s vehicle registration as well. An SEM card allows not only free charging but also parking in Green Area in the facilities and free participation in events that Fiera Roma holds for card members. Even outside event period, card-based charging service is available.

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