New at Festuris: project seeks to rescue the essence of Gramado

Gramado is about to experience a new chapter in the valorization of its history and cultural identity with the Hydrangeas Project, an initiative that goes far beyond beautifying the city. The Bavária Hotel welcomed the press and local authorities for the presentation of the project's sponsors.

Fourteen prominent figures from Gramada will support the initiative, contributing to the development of education focused on tourism and hospitality. Among them is 93-year-old Iraci Casagrande Koppe, the first Hydrangea Queen in 1958, the year of the first Hydrangea Festival. Also part of the group are Jussara Hoppner (owner of Mini Mundo), former 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; the owner of the Hard Rock Café, Gabriela Michaelsen; along with Maria Helena Acorsi Willrich; teachers Daniel and Romeu Riegel; artist Rita Gil; and young people Matheus Tomazelli and Gabriela Thoen Krause complete the list of sponsors.

The official launch is scheduled for November, during the 37th edition of Festuris – International Tourism Fair, within the traditional Espacio Luxury. The project proposes a movement to recover the essence of Gramádena, inspired by the hydrangea, the flower that transformed the city into one of the most charming destinations in South America.

Hydrangea Project

The initiative was conceived by entrepreneur Beatriz Gehlen, curated by Luciana Thomé, and produced by Rossi & Zorzanello. Its goal is 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.

One of the pillars is integration with the educational network: students from Gramado schools will participate in workshops and receive educational materials and content about the hydrangea as a symbol of identity and hospitality. The goal is to build a cultural legacy from childhood, uniting generations through this emblematic flower.

The project also includes planting hydrangeas, creating a children's book, and creating an educational game, reinforcing the commitment to education and local knowledge.

Voices of the project

“The hydrangea was the starting point for Gramado's economic development,” said Marta Rossi, CEO of Rossi & Zorzanello and Festuris, who emphasized that the project is “much more than an aesthetic celebration.”

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

For her part, the idealizer Beatriz Gehlen, 87, recalled:

“I discovered Gramado when I was fifteen, and it made a huge impression on me: the hydrangeas were in bloom. It was the city of dreams. My hope is that the region will unite around a common goal: to make this place an ever more beautiful destination filled with hydrangeas. We're going to teach children and adults the importance of welcoming and appreciating our symbolic flower.”

Finally, curator Luciana Thomé highlighted:

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