Flowers of Amsterdam by amsterdam&partners

AMSTERDAM MAGAZINE ude s I nc l a p & m a rea s po r t n t ra ce ad vi

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

Aalsmeer Flower Village

Where the flowers come from Discover past and present of the Dutch floral traditions Download your guidebook for a trip to the heart of international flower trade at www.vvvaalsmeer.nl or ask for the brochure at the nearest Visitor Information Centre.

Visit FloraHolland Monday through Friday: from 7.00 AM - 11.00 AM floraholland.com

AMSTERDAM MAGAZINE

HOLLAND IN BLOOM The Netherlands produces a staggering 70 per cent of the world’s commercial flower output. For a colourful glimpse into this contemporary Dutch flower power, you need go no further than an hour from Amsterdam to visit the so-called ‘flower strip’. With Holland’s famous bulb fields in full bloom, you’ll be surrounded on all sides by a rainbow of flowers: 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 flower gardens, which is open for just eight short weeks each year. Or find out how the Dutch flower 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

FLOWERS OF AMSTERDAM

CONTENTS P.04 KEUKENHOF GARDENS

The garden of Europe opens its gates for just eight short weeks.

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

P.08 REGION MAP Transport routes and partner information.

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

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

P.13 TULIP MANIA Explore the Netherlands’ love affair with the tulip.

P.14 VISITOR INFORMATION Transport tips, Visitor Information Centres, where to stay, where to eat & more.

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

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FLOWERS OF AMSTERDAM

keukenhof gardens

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

KEUKENHOF GARDENS

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. FLOWER SHOWS With several indoor pavilions, Keukenhof hosts more than 30 flower shows during its twomonth open season. Over 600 growers present their most beautiful blooms and leading florists create truly unique displays with them. Visitors can cast their vote for the most beautiful flowers. In the Oranje Nassau Pavilion, each week a different flower 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 unprecedented proportions.

5 SAIL AROUND KEUKENHOF Travelling 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

pen 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 commissioned 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 MAY Stationsweg 166a, Lisse +31 (0)252 465 555 www.keukenhof.nl

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

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FLOWERS OF AMSTERDAM

flower parade

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 find portraits, artefacts and period furniture; in the 230-hectare wooded estate, leading artists’ work.

2014 EXHIBITIONS ATELIER VAN LIESHOUT Overview of 250 outdoor sculptures. 20 March-20 October

FLOWER PARADE

he musical entertainment and beautifully decorated floats of the annual flower 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 floats and 30 decorated cars will travel 40km along the main roads from Noordwijk to Haarlem, where they’ll conclude with an illuminated procession. Visitors flock 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 floats will be displayed until 4pm on the city’s main square. 3 MAY, DEPARTS 09.30 www.bloemencorso-bollenstreek.nl

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

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

COBRA BUITEN With Guggenheim Museum. March-October Keukenhof 1, Lisse +31 (0)252 750 690 www.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

Bus

Railway with station 0km

50 80

Zandvoort

8km

Heemste



90 57

 50

Keukenhof

Hillegom 90

858

Noordwijkerhout



57 Noordwijk 361

90 50

Lisse A

361 Sassenheim

361

Katwijk

Kaag

Voorhout Kager Plassen

90 57 Warmond

Oegstgeest

30 50 57

Den Haag Centraal

Leiden

Roelofar

Braassem meer

Haarlem

Halfweg Zwanenburg

Amsterdam Central Station

172

Haarlem

Amsterdam Marnixstraat

Amsterdam City Haarlemmermeerpolder

Badhoevedorp

172 E

Hoofddorp

Amstelveen

361 Amsterdam 858 Airport  Aalsmeer  Flower Auction Aalsmeer



172 140

Westeinderplassen

De Kwakel

Nes a/d Amstel

Uithoorn stel

Rijsenhout

ieuw-Vennep

361 858

Ouderkerk a/d Amstel

Schiphol

140

Hoofddorp

Amstel

ede

Kudelstaart

Vinkeveen

Mijdrecht

rendsveen

mer-

Langeraar

Attractions

Tourist Information Centres

 Keukenhof Gardens  Keukenhof Castle  Flower Auction FloraHolland  The Historic Garden  Westeinder Boat Cruise  Black Tulip Museum

A Lisse B Noordwijk C Aalsmeer D Amsterdam E Schiphol Airport

Wilnis

KEUKENHOF & FLOWERFIELDS DAILY 5 DEPARTURES | DUR ATION: 5 HOURS

Excursion

10%

DISCOUNT

OFFICIAL PRICE

€ 50

DISCOUNT PRICE

€ 45

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Re:mbrandt l his Paintings

Red Light Secrets

Casa Rosso

Damrak 26, Amsterdam | Tel. +31 20 420 4000 BOOK ONLINE AT WWW.TOURS-TICKETS.COM

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FLOWERS OF AMSTERDAM

bulb fields

Bulb ﬁelds The Dutch bulb fields, 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 FIELDS

rom Leiden to Haarlem, bold beautiful stripes of colour flame 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 floriculture 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 flower industry was born. You’ll catch sight of the bulb fields 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.

To 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-fingered fanatics, there is also a longer ‘Bulb Route’, a bumnumbing 35km. Guided tours and combination tickets (including Keukenhof entry) are available. Rent-a-Bike Van Dam Havenstraat 78, Noordwijkerhout +31 (0)6 1208 9858 www.rentabikevandam.nl

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

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

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FLOWERS OF AMSTERDAM

aalsmeer

‘FLOWER CAPITAL‘ AALSMEER Aalsmeer is all about flowers. Not only it is home to the world’s biggest flower auction; you can also learn about the history of bulb cultivation at The Historic Garden, sail through the region’s horticultural history or even visit some nurseries yourself !

FLOWER AUCTION FLORAHOLLAND

he world’s biggest bloemenveiling (flower 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 flowers 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 flowers 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 first-hand. Legmeerdijk 313, Aalsmeer, www.ﬂoraholland.com Open Mon-Fri only

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

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

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

VISIT A GROWER Unsurprisingly, Aalsmeer abounds in ﬂower 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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THE HISTORIC GARDEN If 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.

WESTEINDER BOAT CRUISE The combination of horticulture, recreation and nature make Aalsmeer unique. An open boat tour takes you through a maze of islands, and knowledgeable skippers fill you in on the region’s horticultural history.

FLOWERS OF AMSTERDAM

tulip mania

Tulip Mania D espite 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 first tulip bulbs in his garden in Leiden. The flower’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 florins 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 flowers. Today, tulip mania is a term used to refer to any large economic bubble that cannot last. The Dutch might be cured of this floral mania, but they do still love their tulips....

Departs Praamplein, Aalsmeer +31 (0)297 341 582 www.westeinderrondvaart.nl  See page 08 for region map.

BLACK TULIP MUSEUM

estled 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 horticultural artefacts – explains the entire cycle from bulb to ﬂower and back again. Don’t miss the collection of tulips preserved in formic acid. Grachtweg 2a, Lisse +31 (0)252 417 900 www.museumdezwartetulp.nl

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

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visitor information

FLOWERS OF AMSTERDAM

VISITOR INFORMATION Everything you need to know to get the most out of your visit. GETTING THERE FROM AMSTERDAM CENTRAL STATION:  KEUKENHOF GARDENS The easiest way to reach Keukenhof from Amsterdam is with the All-In Arriva Combi-Ticket, including bus transport from the city centre or Schiphol Airport plus entrance to the park. The All-In Combi-Ticket can be purchased at the Visitor Information Centre at Central Station Amsterdam.

 KEUKENHOF CASTLE

VISITOR INFORMATION CENTRES A 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 6000 www.iamsterdam.com

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

From 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).

RESTAURANTS & HOTELS

 FLOWER AUCTION FLORAHOLLAND

Delicious food in a former flower auction building. Marktstraat 19, Aalsmeer +31 (0)297 368 378, www.deoudeveiling.nl

From 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 GARDEN From 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 RONDVAART From 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 MUSEUM From 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).

DE OUDE VEILING

THE BEACH

This sports complex-slash-restaurant boasts an indoor beach and volleyball court in a unique location: the former flower auction 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 tenminute 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

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 brightest Flowerfields in the Bollenstreek Get more information on: www.bollenstreek.info

5 reasons to visit the Bollenstreek

1. 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.

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

FLOWER VILLAGE LISSE Enjoy the whole story of the flowers of Amsterdam! • • • • • •

Keukenhof The ﬂower ﬁelds The ‘Black Tulip’ Museum Keukenhof Castle More than 40 restaurants More than 150 shops

ENJOY THE FLOWERS OF AMSTERDAM Explore 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.vvvlisse.nl

Keukenhof, unique and unforgettable! 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 worldâ&#x20AC;&#x2122;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.