AMSTERDAM MAGAZINE

FLOWERS OF AMSTERDAMEXPERIENCE CONTEMPORARY TULIP MANIA JUST AN HOUR FROM THE CENTRE OF AMSTERDAM, AS HOLLAND BURSTS INTO BLOOM.

Include s

area map &

tran sport

advice

Visit FloraHollandMonday through Friday: from 7.00 AM - 11.00 AM

floraholland.com

Download your guidebook for a trip to the heart of inter national flower trade at www.vvvaalsmeer.nl or ask for the brochure at the nearest Visitor Information Centre.

Where the flowers come fromAalsmeer Flower Village

Discover past and present of the Dutch floral traditions

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published by Amsterdam Marketing editor-in-chief Bart van Oosterhout art director & basic design Loes Koomen designers Monique Willemse & Zlatka Siljdedic copy editor & writer Megan Roberts

HOLLAND IN BLOOM

The Netherlands produces a staggering 70 per cent of the world’s commercial fl ower output. For a colourful glimpse into this contempor-ary Dutch fl ower power, you need go no further than an hour from Amsterdam to visit the so-called ‘fl ower strip’. With Holland’s famous bulb fi elds in full bloom, you’ll be surrounded on all sides by a rainbow of fl owers: purple hyacinths, pink crocuses, countless varieties of tulips and sunshine-yellow daffodils. Don’t miss one of the world’s most photogenic attractions, the Keukenhof fl ower gardens, which is open for just eight short weeks each year. Or fi nd out how the Dutch fl ower trade created a unique economic system at the FloraHolland auction, housed in the world’s biggest trading building and open all year round. Put things into perspective with a trip to the Black Tulip Museum or the Historic Garden, and you’ll see that Tulip Mania never really ended here...For more suggestions and excursion tips, visit www.iamsterdam.com/cityescapes

P.04 KEUKENHOF GARDENS The garden of Europe opens its gates for just eight short weeks.

P.06 FLOWER PARADELavish fl oats and decorated cars parade through the fl ower strip.

P.08 REGION MAP Transport routes and partner information.

P.11 BULB FIELDSThe fl ower strip is a carpet of colour until August.

P.12 ‘FLOWER CAPITAL‘ AALSMEERThe world’s largest fl ower auction and more.

P.13 TULIP MANIAExplore the Netherlands’ love affair with the tulip.

CONTENTS

P.14 VISITOR INFORMATION

Transport tips, Visitor Information Centres, where to stay, where to eat & more.

AMSTERDAM MAGAZINE

FLOWERS OF AMSTERDAM

FLOWERS OF AMSTERDAMMINI keukenhof gardens

KEUKENHOF GARDENS

FLOWER SHOWSWith several indoor pavilions, Keukenhof hosts more than 30 fl ower shows during its two- month open season. Over 600 growers present their most beautiful blooms and leading fl orists create truly unique displays with them. Visitors can cast their vote for the most beautiful fl owers. In the Oranje Nassau Pavilion, each week a different fl ower becomes the focus – from the ubiquitous tulip through freesias to roses and chrysanthemums. From 9-18 May, the Willem Alexander Pavilion hosts the largest lily show in the world (15,000 in over 300 varieties), and throughout the season the Beatrix Pavilion is transformed into an orchid show of unprece-dented proportions.

Nowhere is the Dutch cult of the tulip celebrated in more glorious fashion than at the ‘garden of Europe,’ located in the dune and bulb region just south of the city centre.

Come tiptoe through the tulips, admire the amaryllis and cruise past the crocuses...

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KEUKENHOF GARDENS

Open for just eight weeks each year (in accordance with the tulip’s national

flowering season), the Keukenhof Gardens boast a staggering 7 million blooms, planted across the 32-hectare park. There are other species besides the tulip, of course – crocuses, hyacinths and narcissi from late March; lilies and roses in early summer – but the tulip is definitely the star. They stand to attention in regimental rows that extend as far as the eye can see, planted in extraordinary patterns and swathes of contrasting colour. New designs are revealed each year, the work of some 30 gardeners – who also work behind the scenes to ensure bulbs are in full bloom at all times. The Keukenhof (literally, ‘kitchen garden’) welcomes more visitors per day in its short open season than any other attraction in the Netherlands – some 800,000 in total – and it’s not difficult to see why. With a different theme each

year (‘Holland’ is the inspiration in 2014), the country’s top bulb growers use the Keukenhof as the ultimate showcase for their wares. In 2014, we can expect to see a bulb mosaic of Amsterdam’s iconic canals. Located on the site of the former 15th-century Slot Teylingen estate, owners Baron and Baroness van Pallandt commis-sioned landscape architects JD and LP Zocher, who designed Amsterdam’s Vondelpark, to lay the grounds out in the English landscape tradition. The first open-air flower exhibition was organised here in 1949, and since then the Keukenhof has become one of the Netherlands’ star attractions.

OPEN 20 MARCH -18 MAYStationsweg 166a, Lisse+31 (0)252 465 555www.keukenhof.nl

A See page 14 for Visitor Information Centres and transport advice.

See page 08 for region map.

SAIL AROUND KEUKENHOFTravelling on ‘whisper’ boats (so called because their electric motors make them practically silent) you’ll get a unique perspective of the bulb fields surrounding the Keukenhof – not to mention escape the crowds and combine two Dutch clichés in one go. Buy your tickets near the Keukenhof windmill.

CULT OF THE TULIP

6 MINI FLOWERS OF AMSTERDAM flower parade

FLOWER PARADE

The musical entertainment and beautifully decorated fl oats of the annual fl ower strip Flower Parade

are one of the highlights of the Dutch events calendar. Back for its 67th edition with the theme ‘Energy’ for 2014, some 20 lavish fl oats and 30 decorated cars will travel 40km along the main roads from Noordwijk to Haarlem, where they’ll conclude with an illuminated procession. Visitors fl ock to the roadsides and the atmosphere is deliciously convivial – and best of all, it’s free. If you miss the parade itself, head to Haarlem the next day, where the fl oats will be displayed until 4pm on the city’s main square.

3 MAY, DEPARTS 09.30www.bloemencorso-bollenstreek.nl

A & B See page 14 for Visitor Information Centres and transport advice.

CASTLE KEUKENHOF

It may be perpetually outshone by its showy neighbour, but this castle (located straight across from the world-famous Keukenhof Gardens) boasts an impressive history with Golden Age roots. Inside, you’ll fi nd portraits, artefacts and period furniture; in the 230-hectare wooded estate, leading artists’ work.

2014 EXHIBITIONSATELIER VAN LIESHOUTOverview of 250 outdoor sculptures.20 March-20 October

FLOWERCASTLE 2014An exploration of fl owers, nature, environment, sustainability and awareness in contemporary art, with the theme ‘Fatal Flowers’. 20 March-20 June

COBRA BUITENWith Guggenheim Museum. March-October

Keukenhof 1, Lisse+31 (0)252 750 690www.kasteelkeukenhof.nl

A See page 14 for Visitor Information Centres and transport advice. See page 08 for region map.

Including bus line 858 from Schiphol Airport to Keukenhof

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REGION DAY TICKET 2014 minimag flowers.indd 1 06-02-14 09:19

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Attractions Keukenhof Gardens Keukenhof Castle Flower Auction FloraHolland The Historic Garden Westeinder Boat Cruise Black Tulip Museum

Tourist Information Centres A Lisse B Noordwijk C Aalsmeer D Amsterdam E Schiphol Airport

C

D

E

Damrak 26, Amsterdam | Tel. +31 20 420 4000

Book this tour now!

BOOK ONLINE AT WWW.TOURS-TICKETS.COM

€ 45DISCOUNT PRICE € 50

OFFICIAL PRICE

10%DISCOUNT

KEUKENHOF & FLOWERFIELDS

Re:mbrandtAll his Paintings

Casa Rosso

FlowerMarket

Torture Museum

House of Bols

Diamond Museum

Het Grachtenhuis

Erotic Museum

Red LightSecrets

All his PaintingsAll his PaintingsAll his PaintingsAll his PaintingsAll his PaintingsAll his PaintingsAll his PaintingsAll his PaintingsAll his PaintingsAll his Paintings

Casa Casa Casa Casa Casa Casa Casa Casa RossoRossoRossoRossoRossoRossoRossoRosso

Erotic Erotic Erotic Erotic Erotic Erotic Erotic Erotic Erotic Erotic Erotic Erotic Erotic Erotic Erotic Erotic Museum Museum Museum Museum Museum Museum Museum Museum Museum Museum Museum Museum Museum Museum Museum Museum Museum Museum Museum Museum Museum

Red LightRed LightRed LightRed LightRed LightRed LightRed LightRed LightRed LightRed LightRed LightRed LightRed LightSecretsSecretsSecretsSecretsSecretsSecrets

DAILY 5 DEPARTURES | DURATION: 5 HOURS

KEUKENHOF & FLOWERFIELDSKEUKENHOF & FLOWERFIELDSKEUKENHOF & FLOWERFIELDSExcursion

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From Leiden to Haarlem, bold beautiful stripes of colour fl ame across the landscape. After the crocuses, it’s the turn of the

tulips, daffodils and hyacinths – an impressive display that continues into May and beyond. In late summer, the gladioli, dahlias, carnations and asters stage a second show of colour. The history of fl oriculture in Holland began with the digging of dunes in the 16th century, when it was discovered that the sandy soil was exceptionally well suited to the cultivation of bulbs. Holland’s thriving fl ower industry was born. You’ll catch sight of the bulb fi elds on many of the trains heading southwest from Schiphol Airport – and even from your aeroplane when you’re coming in to land – but they truly deserve a closer look. Special routes are marked by hexagonal signposts, and local Visitor Information Centres can provide suggested car or bike routes, as well as guided tour information.

A See page 14 for Visitor Information Centres and transport advice.

Bulb fi elds� e Dutch bulb � elds, whose bulbs and blooms support a billion-euro industry, are a carpet of geometric colour blocks, from mid-March through to August.

BIKING THE BULB FIELDSTo explore at your own pace, a bike is by far the best option. You can rent bikes – including tandems – from Rent-a-Bike Kees van Dam at the main entrance of the Keukenhof for €10 a day, including a cycle route. In total there are four signposted and marked routes, ranging from 5km to 25km long. For the real green-fi n-gered fanatics, there is also a longer ‘Bulb Route’, a bum- numbing 35km. Guided tours and combination tickets (including Keukenhof entry) are available.Rent-a-Bike Van DamHavenstraat 78, Noordwijkerhout+31 (0)6 1208 9858www.rentabikevandam.nl

RENT A VESPA SCOOTERIf pedal power isn’t your thing, Vespa scooters can be rented in Noordwijk – and of course, there are guided tours around the bulb fi elds. Prices start at €37.50 for half a day, and when you’ve had enough of the fl owers, Noordwijk’s sandy beaches are a lovely detour.Vespa Verhuur NoordwijkKabeljauwsteeg 1Noordwijk aan Zee+31 (0)6 4343 1068www.vespaverhuurnoordwijk.nl

B See page 14 for Visitor Informa-tion Centres and transport advice.

MINI FLOWERS OF AMSTERDAM bulb fields

MINI FLOWERS OF AMSTERDAM

‘FLOWER CAPITAL‘ AALSMEER

The world’s biggest bloemenveiling (fl ower auction) is FloraHolland, in Aalsmeer, 15km outside Amsterdam. It’s housed in the

world’s biggest trading building. It’s so large, in fact, that the workers traverse the site by bike. FloraHolland handles more than 21 million cut fl owers and 2 million potted plants each day, mostly for export. The unusual sales method used gave rise to the phrase ‘Dutch auction’. Dealers bid by pushing a button to stop a ‘clock’ that counts from 100 down to one; thus, the price is lowered – rather than raised – until a buyer is found. Bidders risk either paying too much for the goods or not getting them if time runs out. The best action is usually before 9am, so you’ll have to get up early to see it, but there are fl owers stretching as far as the eye can see, the smell is divine and with an (optional) knowledgeable, multilingual guide you’ll witness the auction process fi rst-hand. Legmeerdijk 313, Aalsmeer, www.fl oraholland.comOpen Mon-Fri only

C See page 14 for Visitor Information Centres and transport advice. See page 08 for region map.

Aalsmeer is all about � owers. Not only it is home to the world’s biggest � ower auction; you can also learn about the history of bulb cultivation at � e Historic Garden, sail through the region’s horticultural history or even visit some nurseries yourself !

aalsmeer12

FLOWER AUCTIONFLORAHOLLAND TIP

Check the cycle or driving tour through Aalsmeer’s botanical attractions at www.vvvaalsmeer.nl

TIPYou can buy a combi-ticket to the Flower Auction, Historic Garden and for a Westeinder boat cruise at the fl ower auction from the end of April.

VISIT A GROWERUnsurprisingly, Aalsmeer abounds in fl ower cultivators, many of which are open to the public. Belle Epoque (www.belle-epoque.nl) specialises in roses; while Klaas Joren Gzn (www.seringen.nl) grows lilacs. Both welcome visitors.

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BLACK TULIPMUSEUM

MINI FLOWERS OF AMSTERDAM tulip mania

‘FLOWER CAPITAL‘ AALSMEERTHE HISTORIC GARDENIf you’re interested in learning more about the unique Dutch auction process, visit De Historische Tuin in Aalsmeer, where they’ve literally turned back time with a replica of an auction hall, complete with a large clock dating from the 1930s. Telling the story of horticulture in the area from the 1700s until around 1940, this offers nice context to your excursion. Open from 12 April.Praamplein, Aalsmeer +31 (0)297 322 562 www.htaalsmeer.org See page 08 for region map.

WESTEINDERBOAT CRUISEThe combination of horticulture, recreation and nature make Aalsmeer unique. An open boat tour takes you through a maze of islands, and knowledgeable skippers fi ll you in on the region’s horticultural history.Departs Praamplein, Aalsmeer+31 (0)297 341 582 www.westeinderrondvaart.nl See page 08 for region map.

Nestled in a beautifully restored building in the heart of Lisse, the Black

Tulip Museum tells the history of the Netherlands’ bulb region and tulip-growing ‘bulbiculture’. The permanent exhibition – comprising colourful pictures, photos and videos explaining bulbiculture soil working, as well as other horticultu-ral artefacts – explains the entire cycle from bulb to fl ower and back again. Don’t miss the collection of tulips preserved in formic acid.

Grachtweg 2a, Lisse +31 (0)252 417 900www.museumdezwartetulp.nl

A See page 14 for Visitor Information Centres and transport advice. See page 08 for region map.

Despite their associations with the Netherlands, tulips originally came from the Ottoman Empire. They gained popularity in Holland in 1593 when

botanist Carolus Clusius planted the fi rst tulip bulbs in his garden in Leiden. The fl ower’s fame spread rapidly and the tulip immediately became popular with the upper classes, spurring growers to produce ever more beautiful specimens. Tulips soon became a luxury item and a status symbol, and before long tulip mania was gripping the country. In 1636, stock exchanges were established to trade in bulbs and their future options. By 1635, a sale of 100,000 fl orins for 40 bulbs was recorded. This was ten times the average salary of a skilled labourer. Of course, the hype had to end, and in 1637 the market crashed, leaving most traders with not much more than a bunch of fl owers. Today, tulip mania is a term used to refer to any large economic bubble that cannot last. The Dutch might be cured of this fl oral mania, but they do still love their tulips....

Tulip Mania

14 MINI

GETTING THERE FROM AMSTERDAM CENTRAL STATION:

KEUKENHOF GARDENSThe easiest way to reach Keukenhof from Amster-dam is with the All-In Arriva Combi-Ticket, inclu-ding bus transport from the city centre or Schip-hol Airport plus entrance to the park. The All-In Combi-Ticket can be purchased at the Visitor Information Centre at Central Station Amsterdam.

KEUKENHOF CASTLEFrom Amsterdam Central Station take the train to Schiphol Airport then Bus Qliner 361 (journey time 60min). From Schiphol Airport take Bus Qliner 361 (journey time 45min).

FLOWER AUCTION FLORAHOLLANDFrom Amsterdam Central Station take Bus 172 (journey time 60min). From Schiphol Airport take Bus 300 and change at Amstelveen to Bus 172 (journey time 45min).

THE HISTORIC GARDENFrom Amsterdam Central Station take Bus 172 (journey time 80min). Or tke the train to Hoofddorp then Bus 140 (journey time 40min). From Schiphol Airport take Bus 198 (journey time 25min).

WESTEINDER RONDVAARTFrom Amsterdam Central Station take Bus 172(journey time 80min). Or tke the train to Hoofddorp then Bus 140 (journey time 40min). From Schiphol Airport take Bus 198 (journey time 25min).

BLACK TULIP MUSEUMFrom Amsterdam Central Station take the train to Schiphol Airport then Bus Qliner 361 (journey time 55min). From Schiphol Airport take Bus Qliner 361 (journey time 35min).

visitor informationFLOWERS OF AMSTERDAM

VISITOR INFORMATIONEverything you need to know to get the most out of your visit.

RESTAURANTS & HOTELSDE OUDE VEILINGDelicious food in a former fl ower auction building. Marktstraat 19, Aalsmeer +31 (0)297 368 378, www.deoudeveiling.nl

THE BEACHThis sports complex-slash-restaurant boasts an indoor beach and volleyball court in a unique location: the former fl ower auc-tion of Aalsmeer. Oosteinderweg 247a, Aalsmeer +31 (0)297 347 444, www.beach.nl

HOTEL AALSMEER Renovated rooms and quality rates – and conveniently close to the Flower Auction FloraHolland.Dorpsstraat 15, Aalsmeer +31 (0)297 385 500, www.hotelaalsmeer.nl

HOTEL DE DUIF Located in the bulb region, the Keukenhof is just a ten-minute walk away. Bike rentals available.Westerdreef 49, Lisse, +31 (0)252 410 076, www.hoteldeduif.nl

HOTEL SASSENHEIM Four-star hotel and casino in the heart of the bulb region and near the beach.Warmonderweg 8, 2171, Sassenheim +31 (0)252 219 019, www.hotelsassenheim.nl

VISITOR INFORMATION CENTRESA LISSE Grachtweg 53a +31 (0)252 414 262, www.vvvlisse.nl

B NOORDWIJK De Grent 8, +31 (0)71 361 9321 www.noordwijk.info

C AALSMEER Boekhuis Aalsmeer, Zijdstraat 12 +31 (0)20 702 6000, www.vvvaalsmeer.nl

D AMSTERDAM Across from Central Station Stationsplein 10, +31 (0)20 702 6000www.iamsterdam.com

E SCHIPHOL AIRPORTSchiphol Airport, Arrivals 2 Schiphol Plaza, +31 (0)20 702 6000 www.iamsterdam.com

TIP: the Amsterdam & Region Day Ticket is valid for public transport in the Metropolitan Area. For the Flowers of Amsterdam region you can travel to Aalsmeer & Haarlem (www.iamsterdam.com). During the opening time of the Keukenhof you can also use the ticket on busline 858 (Schiphol-Keukenhof).

Enjoy Holland at his brightestFlowerfields in the Bollenstreek

5 reasons to visit the Bollenstreek1. The beaches and the spectacular dunes 2. The sweet smelling and colorful bulb fields 3. The widespread, recreational water areas 4. The cultural and historical attractions 5. Welcoming accommodations for short or longer stays.

Get more information on:www.bollenstreek.info

ENJOY THE FLOWERS OF AMSTERDAMExplore the surroundings of KEUKENHOF by BIKE. We have sign-posted routes in 10 languages. Starting from the parking lot of Keukenhof they lead you along the FLOWERFIELDS.

www.rentabikevandam.nl+ 31 (0)6 12089858

www.vvvlisse.nl

FLOWER VILLAGE LISSE

Enjoy thewhole storyof the

fl owers of Amsterdam!

• Keukenhof• The fl ower fi elds• The ‘Black Tulip’ Museum• Keukenhof Castle• More than 40 restaurants• More than 150 shops

Come to Keukenhof this spring and enjoy the millions of blooming tulips, daffodils and hyacinths in endless varieties. Be inspired by our spectacular flower shows and our surprising inspirational gardens.

Keukenhof is the most enjoyable and most colourful day out for the whole family and guarantees the very best photos. Visit Keukenhof and experience the unique spring feeling in the world’s most beautiful spring garden!

Buy your Keukenhof ticket at Visitor Information Centers Central Station and Schiphol Airport (Holland Tourist Information) or in the Tours & Tickets shops in Amsterdam.

Keukenhof, unique and unforgettable!

4021_KH_ADV FLOWER MAG.indd 1 24-01-14 16:49