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

Gramado is about to embark on a new chapter in its history and cultural identity with the Hortênsias Project—an initiative that goes far beyond simply expanding the city's beautification. This Monday, the 29th, the Bavária Hotel in Gramado hosted the press and local authorities for the presentation of the project's sponsors.

Fourteen Gramado personalities will sponsor the project, contributing to the work of promoting education focused on tourism and hospitality. Among the sponsors is Iraci Casagrande Koppe, 93, who was the first Hydrangea Queen, elected in 1958, the year of the first Hydrangea Festival. Jussara Hoppner, owner of Mini Mundo, former Gramado mayor Pedro Bertolucci, and Major Cláudia Maldaner are also part of the group.

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

The official launch of the Hortênsia project is scheduled to take place during the 37th Festuris - International Tourism Fair, in November, within the traditional Luxury Space, the project proposes a movement to rescue the essence of Gramado, taking as inspiration the flower that transformed the city into one of the most charming tourist destinations in South America: the hydrangea.

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

One of the pillars of the Hortênsias Project is integration with the city's education system. Students from Gramado schools will participate in activities that include the distribution of teaching materials, workshops, and content on the importance of the hydrangea as a local symbol and welcoming visitors. The initiative aims to build a cultural legacy from childhood, connecting generations through the flower that shaped the city's identity.

Additionally, activities are planned to plant hydrangeas, create a children's book, and create an educational game, reinforcing the commitment to education and the appreciation of local knowledge.

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

These are the words of Marta Rossi, CEO of Rossi e Zorzanello and Festuris. With activities scheduled throughout the year, the Hortênsias Project aims to be much more than an aesthetic celebration. "It's an initiative of profound, emotional, and social renewal, which aims to rekindle the pride of being a Gramado resident and leave a lasting legacy for future generations," emphasizes Marta.

"I discovered Gramado when I was fifteen. My impression of enchantment was immense; the hydrangeas were in bloom. For me, it was the city of dreams. My wish is that Gramado and neighboring communities in the region unite in a common goal: to make the region increasingly beautiful and filled with hydrangeas. Unity is strength; let's teach young and old alike the importance of hospitality and our symbolic flower," comments the project's creator, Beatriz Gehlen, 87.

"What we want is to create a movement to reclaim and promote the identity of Gramado's tourism and hospitality, inspired by the hydrangea. This is an initiative that unites tradition, innovation, and education, with an eye toward a sustainable and culturally rooted future," says curator Luciana Thomé.