Gramado rescues its essence with a cultural and educational movement inspired by the hydrangea

This Monday the 29th, the Bavária Hotel in Gramado welcomed the press and local authorities for the presentation of the project's sponsors.

Fourteen prominent Gramado residents will sponsor the project, contributing to the development of education focused on tourism and hospitality. Among the sponsors is 93-year-old Iraci Casagrande Koppe, the first Hydrangea Queen, elected in 1958, the year the first Hydrangea Festival was held. Also part of the group are Jussara Hoppner, owner of Mini Mundo, former Gramado Mayor Pedro Bertolucci, and Mayor Cláudia Maldaner.

The current Secretary of Agriculture, Eliezer Lima; the Secretary of Education, Simone Tomazelli; the president of Gramadotur, Rosa Helena Volk; and the owner of the Hard Rock Café, Gabriela Michaelsen, along with Maria Helena Acorsi Willrich, Professor Daniel, Professor Romeu Riegel, the artist Rita Gil, and the young people Matheus Tomazelli and Gabriela Thoen Krause, complete the group of 14 sponsors.

The official launch of the Hydrangeas Project is scheduled for the 37th edition of Festuris – International Tourism Fair, in November, within the traditional Luxury Space. The project proposes a movement to recover the essence of Gramadena, inspired by the flower that transformed the city into one of the most enchanting tourist destinations in South America: the hydrangea.

Hydrangea Project

Conceived by entrepreneur Beatriz Gehlen, curated by Luciana Thomé and produced by Rossi & Zorzanello, the project aims to strengthen the community's sense of belonging by connecting Gramado's past, present, and future through educational, cultural, and social initiatives, aligned with the tourism economy that has made the destination a global benchmark.

One of the pillars of the Hydrangea Project is integration with the city's educational network. Students from Gramado schools will participate in activities that include the distribution of educational materials, workshops, and content on the importance of the hydrangea as a local symbol and of good hospitality for visitors. The initiative seeks to build a cultural legacy from childhood, connecting generations through the flower that shaped the city's identity.

Additionally, hydrangea planting, the creation of a children's book, and an educational game are planned, reinforcing the commitment to education and the appreciation of local knowledge.

“The hydrangea was the starting point for Gramado's economic development.”

This quote comes from Marta Rossi, CEO of Rossi & Zorzanello and Festuris. With activities planned throughout the year, the Hydrangea Project aims to be much more than an aesthetic celebration.

"It's a profound, emotional, and social rescue effort that aims to rekindle the pride of being a Gramadecan and leave a lasting legacy for future generations," Marta emphasizes.

“I discovered Gramado when I was fifteen. It made a huge impression on me, with its hydrangeas in bloom. For me, it was the city of dreams. My wish is that Gramado and the neighboring communities that make up the region unite with a common goal: to make this region an ever more beautiful place, filled with hydrangeas. Unity is strength. We are going to teach children and adults alike the importance of welcoming and appreciating our symbolic flower,” says the project’s founder, Beatriz Gehlen, 87.

"What we want is to create a movement to rescue and enhance Gramado's tourism and hospitality identity, inspired by the hydrangea. This is an initiative that unites tradition, innovation, and education, with a vision for a sustainable and culturally rooted future," highlights curator Luciana Thomé.

Text: Fernando Gusen