Anyone who has followed international affairs closely knows that one distinctive flaw in U.S. cultural diplomacy is our public welcome pavilions at major world events, including the Olympics and the World Cup. Due to legislation in the 1990s, the U.S. Government does not fund these pavilions, and it is left to private donors—corporations and individuals—to be the face of U.S. culture at such events. Sometimes this leaves gaps, such as Olympic pavilions where the public is not allowed to enter.
After experiencing this first-hand Maxine Turner, President of the U.S. Welcome Pavilion, stepped in to create a space where U.S. culture and business can come together to reach a global public. We spoke with her about her plans for the inaugural U.S. Welcome Pavilion at the 2016 Rio Olympics.
What was your inspiration for the US Welcome Pavilion in Rio de Janeiro, Brazil?
Our catering and event company, Cuisine Unlimited—headquartered in Salt Lake City, Utah—has been involved with international sporting events for many years. We had the opportunity to visit hospitality centers hosted by various countries. These “country houses” are fun, engaging, and educational. We learned so much about each country and its people and have built life-long friendships as a result.
What truly stood out was that our country was not part of this global experience. The U.S. does not have a hospitality center open to the public. Our government encourages the private sector to host these sites. To fill that void, we developed the U.S. Welcome Pavilion under the direction of the U.S. Welcome Foundation, a 501C3 not-for-profit organization.
We have developed a strong educational and cultural exchange base that will be used to promote economic development, build trade opportunities, and promote U.S. destinations for tourism as well as to convey the goodwill of the American people in the Olympic spirit. In short, we want our country to show its commitment to being part of the global community by providing a warm and welcoming hospitality center.
What is your vision for the Pavilion? What should Americans in Rio expect to experience when they visit?
A very exciting part of the project are the opportunities for our country to really be part of the 2016 Summer Games with a hospitality center that is open to the public at no cost to attendees. Strategic to the program is our educational and cultural activities that will engage attendees in both interactive displays of our corporate sponsors and state participants.
Our “Made in America” gift shop will feature American-made products. The inventory will be small on purpose—so guests can purchase online or on-site, and have their selections delivered directly to them! At the American Grill, U.S. regional cuisine will be featured, using fresh, local products in a healthy, fast-casual setting.
From 7 to 11 p.m. nightly, each of the participating U.S. states will be showcased on our Pavilion stage. Along with this will be diverse cultural programs. Music and dance are a way of life in Brazil, so we are coordinating, for example, with American jazz organizations and popular jazz and blues groups in Brazil. Nothing could be more exciting than Rio Carnival, New Orleans style. We will also include various children’s groups from countries in art, music, dance, and theater productions.
Can the average American help support the Pavilion?
Of course! The Pavilion was created as a grassroots effort to fill a need we saw—to boost goodwill for the U.S. in the international community. To ensure it will be a smashing success, the project is now being managed and produced by some of the most talented event professionals across the country—but we will absolutely never forget our roots!
On our website (uswelcomepavilion.org) you will find a “donation” icon. Even the smallest amount will help support this outstanding and very worthwhile project. It is our dream to see people from every state participate. Every person can make a difference in the success of the U.S. Welcome Pavilion.
What kind of opportunities to do you hope to create for American business in Brazil?
We have conducted extensive research about the value of corporate and industry participation in sponsorship programs of this level. (One excellent source of historical information has been Olympic Cities, John R. Gold’s book about how various cities planned and organized their Olympic venues.) We have spent much time analyzing the roles of several major sponsors and tracked their company growth during their sponsorship periods. Over and over, we have seen the benefits of brand recognition to these companies. We looked both at long-term corporate investment in official sponsorship, and at companies that chose instead simply to have an Olympic Games presence in order to entertain clients or reward employees. And either way, the “payoff” for them in terms of business was impressive.
The U.S. Welcome Pavilion is a private endeavor that is not sponsored or endorsed by, or affiliated with, the U.S. Olympic Committee, USA House, the IOC, Rio 2016, or the Olympic Games. We want to go beyond the Olympics—we want to go on to other international events where people gather in celebration so that our country always has a presence and demonstrates that we are active members of the global community.
We are thrilled to be working with some great minds in international affairs. The board consists of high profile individuals from across the U.S. Our Advisory Board is co-chaired by General James Jones of the Jones Group International in Washington DC and Clifford Sobel, former Ambassador to Brazil. These two have worked tirelessly to guide us in the formation of an outstanding Pavilion. Through their efforts, for example, we are working in collaboration with the U.S. Chamber, U.S. Corporations with operations in Brazil, and major tourism groups. It is the efforts of many like the General and Ambassador, patriotic American corporations, and every private citizen that will be the driving force to bring the Pavilion to fruition.
We just returned from Brazil with the State of Utah Trade Mission. The business climate in Brazil is robust with many opportunities for the exchange of product and services for both our countries.
How do you plan to leverage technology in the Pavilion's presentation and access?
Technology will play a major role in informing and delighting Pavilion visitors, and also to ensure that the facility and its grounds remain safe and secure at all times. From the LED graphics on the buildings exterior to the high-tech interactive displays and meeting spaces for sponsor organizations, it is all about engaging and impressing our visitors.
The latest high-tech products will be introduced. For example, Photonn will have a very interesting display introducing their new product line. What is important is delivering the message about who we are and what makes us an excellent business and vacation destination and certainly showcasing the very best of who we are as Americans.
What is the next step for the 2016 Rio Pavilion? What are the next steps you are taking in 2015?
We’re in full swing “corporate contact mode,” explaining the concept to businesses and states to reinforce all the reasons they will be thrilled to join us in Rio! We’re sure they will agree this is a rare opportunity for forward-thinking companies, industries, and economic development agencies to be part of the world’s premiere goodwill experience. We want them to be able to showcase their products and services, and to have an innovative “home base” to meet clients and entertain guests. We also have met with many of the cultural and education groups to begin lining up the daily entertainment segments of the Pavilion.
We’ve been to Rio for the planning phases a dozen times in the last two years—and every time, we are more convinced than ever that this will be a not-to-be-missed experience.
Where do you hope to take the U.S. Welcome Pavilion in the future? Is this limited to the 2016 Rio Pavilion?
Beyond the Olympics, we love this idea so much that we want to take it to other international events to represent the trail-blazing, entrepreneurial spirit of America. It is critical that the United States be seen as an active, positive participant in the global community. We want our nation’s ideas, products and the warmth of its people to really shine through at the U.S. Welcome Pavilion—in Rio and beyond. If there’s an international celebration, our goal is to be there!
The goal of the U.S. Welcome Pavilion is to become the recognized organization to represent American interests at major global events. The 2016 Rio Olympic Games is the starting point as we plan to expand our presence alongside other countries. The 2016 Rio Olympic Games are only a start as we expand our presence alongside other countries.
a global affairs media network
Bringing America to the World: Presenting the U.S. Welcome Pavilion
January 16, 2015
Anyone who has followed international affairs closely knows that one distinctive flaw in U.S. cultural diplomacy is our public welcome pavilions at major world events, including the Olympics and the World Cup. Due to legislation in the 1990s, the U.S. Government does not fund these pavilions, and it is left to private donors—corporations and individuals—to be the face of U.S. culture at such events. Sometimes this leaves gaps, such as Olympic pavilions where the public is not allowed to enter.
After experiencing this first-hand Maxine Turner, President of the U.S. Welcome Pavilion, stepped in to create a space where U.S. culture and business can come together to reach a global public. We spoke with her about her plans for the inaugural U.S. Welcome Pavilion at the 2016 Rio Olympics.
What was your inspiration for the US Welcome Pavilion in Rio de Janeiro, Brazil?
Our catering and event company, Cuisine Unlimited—headquartered in Salt Lake City, Utah—has been involved with international sporting events for many years. We had the opportunity to visit hospitality centers hosted by various countries. These “country houses” are fun, engaging, and educational. We learned so much about each country and its people and have built life-long friendships as a result.
What truly stood out was that our country was not part of this global experience. The U.S. does not have a hospitality center open to the public. Our government encourages the private sector to host these sites. To fill that void, we developed the U.S. Welcome Pavilion under the direction of the U.S. Welcome Foundation, a 501C3 not-for-profit organization.
We have developed a strong educational and cultural exchange base that will be used to promote economic development, build trade opportunities, and promote U.S. destinations for tourism as well as to convey the goodwill of the American people in the Olympic spirit. In short, we want our country to show its commitment to being part of the global community by providing a warm and welcoming hospitality center.
What is your vision for the Pavilion? What should Americans in Rio expect to experience when they visit?
A very exciting part of the project are the opportunities for our country to really be part of the 2016 Summer Games with a hospitality center that is open to the public at no cost to attendees. Strategic to the program is our educational and cultural activities that will engage attendees in both interactive displays of our corporate sponsors and state participants.
Our “Made in America” gift shop will feature American-made products. The inventory will be small on purpose—so guests can purchase online or on-site, and have their selections delivered directly to them! At the American Grill, U.S. regional cuisine will be featured, using fresh, local products in a healthy, fast-casual setting.
From 7 to 11 p.m. nightly, each of the participating U.S. states will be showcased on our Pavilion stage. Along with this will be diverse cultural programs. Music and dance are a way of life in Brazil, so we are coordinating, for example, with American jazz organizations and popular jazz and blues groups in Brazil. Nothing could be more exciting than Rio Carnival, New Orleans style. We will also include various children’s groups from countries in art, music, dance, and theater productions.
Can the average American help support the Pavilion?
Of course! The Pavilion was created as a grassroots effort to fill a need we saw—to boost goodwill for the U.S. in the international community. To ensure it will be a smashing success, the project is now being managed and produced by some of the most talented event professionals across the country—but we will absolutely never forget our roots!
On our website (uswelcomepavilion.org) you will find a “donation” icon. Even the smallest amount will help support this outstanding and very worthwhile project. It is our dream to see people from every state participate. Every person can make a difference in the success of the U.S. Welcome Pavilion.
What kind of opportunities to do you hope to create for American business in Brazil?
We have conducted extensive research about the value of corporate and industry participation in sponsorship programs of this level. (One excellent source of historical information has been Olympic Cities, John R. Gold’s book about how various cities planned and organized their Olympic venues.) We have spent much time analyzing the roles of several major sponsors and tracked their company growth during their sponsorship periods. Over and over, we have seen the benefits of brand recognition to these companies. We looked both at long-term corporate investment in official sponsorship, and at companies that chose instead simply to have an Olympic Games presence in order to entertain clients or reward employees. And either way, the “payoff” for them in terms of business was impressive.
The U.S. Welcome Pavilion is a private endeavor that is not sponsored or endorsed by, or affiliated with, the U.S. Olympic Committee, USA House, the IOC, Rio 2016, or the Olympic Games. We want to go beyond the Olympics—we want to go on to other international events where people gather in celebration so that our country always has a presence and demonstrates that we are active members of the global community.
We are thrilled to be working with some great minds in international affairs. The board consists of high profile individuals from across the U.S. Our Advisory Board is co-chaired by General James Jones of the Jones Group International in Washington DC and Clifford Sobel, former Ambassador to Brazil. These two have worked tirelessly to guide us in the formation of an outstanding Pavilion. Through their efforts, for example, we are working in collaboration with the U.S. Chamber, U.S. Corporations with operations in Brazil, and major tourism groups. It is the efforts of many like the General and Ambassador, patriotic American corporations, and every private citizen that will be the driving force to bring the Pavilion to fruition.
We just returned from Brazil with the State of Utah Trade Mission. The business climate in Brazil is robust with many opportunities for the exchange of product and services for both our countries.
How do you plan to leverage technology in the Pavilion's presentation and access?
Technology will play a major role in informing and delighting Pavilion visitors, and also to ensure that the facility and its grounds remain safe and secure at all times. From the LED graphics on the buildings exterior to the high-tech interactive displays and meeting spaces for sponsor organizations, it is all about engaging and impressing our visitors.
The latest high-tech products will be introduced. For example, Photonn will have a very interesting display introducing their new product line. What is important is delivering the message about who we are and what makes us an excellent business and vacation destination and certainly showcasing the very best of who we are as Americans.
What is the next step for the 2016 Rio Pavilion? What are the next steps you are taking in 2015?
We’re in full swing “corporate contact mode,” explaining the concept to businesses and states to reinforce all the reasons they will be thrilled to join us in Rio! We’re sure they will agree this is a rare opportunity for forward-thinking companies, industries, and economic development agencies to be part of the world’s premiere goodwill experience. We want them to be able to showcase their products and services, and to have an innovative “home base” to meet clients and entertain guests. We also have met with many of the cultural and education groups to begin lining up the daily entertainment segments of the Pavilion.
We’ve been to Rio for the planning phases a dozen times in the last two years—and every time, we are more convinced than ever that this will be a not-to-be-missed experience.
Where do you hope to take the U.S. Welcome Pavilion in the future? Is this limited to the 2016 Rio Pavilion?
Beyond the Olympics, we love this idea so much that we want to take it to other international events to represent the trail-blazing, entrepreneurial spirit of America. It is critical that the United States be seen as an active, positive participant in the global community. We want our nation’s ideas, products and the warmth of its people to really shine through at the U.S. Welcome Pavilion—in Rio and beyond. If there’s an international celebration, our goal is to be there!
The goal of the U.S. Welcome Pavilion is to become the recognized organization to represent American interests at major global events. The 2016 Rio Olympic Games is the starting point as we plan to expand our presence alongside other countries. The 2016 Rio Olympic Games are only a start as we expand our presence alongside other countries.
