Short Course Now “Cultivate”

Chris Beytes

That’s the short name for what used to be Short Course. The full name of the July trade show and educational conference put on by AmericanHort is now “Cultivate: An AmericanHort Experience.” This summer’s event will be “Cultivate ’14.”

We know why the association got a new name: because it was a new organization created by combining OFA and ANLA. But why did the show need a new name?

In the official press release, CEO Michael Geary stated, “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.”

But GrowerTalks wanted the non-press release answer, so we asked for more details. Replied Michael: “Why a new name? The Board of Directors made this decision for several reasons. First of all, the formal name was ‘OFA Short Course’ and OFA no longer exists. The event’s 85-year history is tied to the former OFA and now the event belongs to AmericanHort.

“Also, if you do an online search for ‘short course’ you will see that it’s used by many other organizations and institutions for educational and sporting events (the expression originated in the late 1800s). Therefore, the event requires a unique, modern and horticulture-focused brand that supports and complements the new AmericanHort brand.

“Over the past couple of years, we engaged a marketing firm to conduct research on the ‘OFA Short Course’ brand. Among the many findings, people told us the former name did not adequately reflect the entirety of the experience (education, trade show, networking, fun, etc.). The largest North American horticulture trade show needs a name that demonstrates the whole of the industry and the totality of the experience. Among the over 100 names we tested, ‘Cultivate’ was considered to be the most inspirational, action-oriented, fresh, innovative and inclusive of the entire industry. That’s why a new name and why specifically ‘Cultivate.’”

To register for Cultivate ’14, visit http://cultivate14.org/. GT