by Judith Rubin

Plans for realizing a US pavilion at the upcoming world expo in Shanghai, which will run from 1 May to 31 Oct 2010, appear to be on track and the nonprofit group led by Nick Winslow and Ellen Eliasoph is heading into the design development phase, with detailed estimates in place and major sponsorship announcements imminent, according to Winslow, who spoke with us by phone on Feb 13.

In April 2008, the US Dept. of State issued a letter of intent authorizing Winslow's team to take on the challenge of putting together a national pavilion concept – a package including creative, construction and sponsorship. The group reached a thin-ice stage and announced suspending its activities in October 2008, but was empowered to resume by new assurances from the State Department. Two recent design presentations given by Winslow's group in Shanghai garnered positive responses from the Shanghai expo organizers as well as the business community, including AmCham (the American Chamber of Commerce in Shanghai, which is providing the group with office space in that city) according to Winslow.

There are still hurdles to clear. National participation in a BIE-sanctioned world expo such as Shanghai 2010 is formalized at the highest levels of government. Some money is being sought from states and cities, and it is hoped that the Fed will appropriate some funds, but most of the pavilion's $61 million budget must come from private sources. Winslow's group must have letters of intent from those sponsors by April 15 in order for the State Dept. to sign the official participation agreement and the project to break ground by May 1.

Winslow indicated that a primary corporate sponsor is on board now, and that the sponsor's identity will soon be made public by an announcement issued by the company itself. Heading up the US pavilion fundraising effort is Norm Elder, a specialist known for brokering corporate sponsorship deals for major theme park projects such as Disney's Epcot, Tokyo Disneyland and Universal Studios Japan.

The US Pavilion will emphasize urban sustainability, health, teamwork and the Chinese-American community, in keeping with the expo's theme of “Better City, Better Life.” The guest experience is being produced by BRC Imagination Arts, a company with many past expo pavilions to its credit, including the famous General Motors “Spirit Lodge” pavilion at Vancouver Expo 86, and the US Pavilion at Aichi Expo 2005 (Japan). The building itself will be a model of sustainable design and energy efficiency. Architect Clive Grout of Clive Grout Architects also has numerous world's fair pavilions, beginning with Vancouver 86, among his numerous credits.

Ellen Eliasoph is an attorney with Washington, DC law firm Covington & Burling. She has extensive business ties and experience in China, dating back to the 1990s. Nick Winslow is a renowned leisure industry expert, economics analyst and theme park development consultant whose past positions include president of Warner Bros. Recreation Enterprises, president of Harrison Price Company and VP, Technical Subsidiaries at Paramount Pictures.

Winslow reports that Federal support and enthusiasm for the project have increased since the Obama administration took office, and that the US pavilion at Shanghai will be among the topics that Secretary of State Clinton will discuss with the Chinese government on her upcoming visit there.

Shanghai Expo 2010 augurs to be the largest world's fair ever. Expo organizers are projecting some 200 national and corporate participants, and about 70 million visitors. In hosting this international mega-event just two years after the stellar summer Olympic Games in Beijing, China underscores its new status as a major player on the world stage. Visit http://en.expo2010china.com/.

See also:
Update on Zaragoza Expo 08
The Eye, the Dome, and the Expo: International Events and Attractions Abroad
As Nations around the Globe Pursue the Expo Dream, US Should Get Back in the Game
Spain’s Expo Zaragoza 2008: A Guide to the Best Pavilions and Shows
US Expo Pavilion Team Seeks Champion to Realize Presence at Shanghai 2010 World’s Fair, Rescue the US from Acute International Embarrassment and Prevent Trade Losses with Asia
BH&L Group Declares Mission to Make US Expo Pavilion at 2010 Shanghai World’s Fair a Reality
US Must Act Rapidly to Ensure Participation in China's 2010 World Expo or Risk Major Diplomatic Blunder, Says Consortium