More than ever before in Amsterdam's long tradition of structural planning, the City Council wanted this Structural Vision to take shape in an open process. Citizens, businesses, organizations and other government bodies had to be given the opportunity to share their thoughts and provide input throughout the process. A big public campaign was held in which people were asked to participate in thinking about the future of Amsterdam. At the end of the whole process of creating the Structural Vision a big conference was held on Amsterdam in 2040.