te_5_parallel session - the westergasfabriek - a unique venue
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TRANSCRIPT
: Unique Venue
A session on creating a ‘Meeting place for refreshing ideas’
ICCA Research, Sales and Marketing ProgrammeTwitter: #RSMP14
What we were Transition and redevelopment What we are Identity Challenges Strategy What’s next?
Outline
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But first...
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What we were
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Providing Energy and Light for Amsterdam
14 hectare factory site
Closed in 1963
And a lot of time passed..
Bordering downtown Amsterdam
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Transition and redevelopment
Setting the framework
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Redevelopment: A Grand Design
Cleaning the grounds
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Restoration buildings
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Restoration buildings
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Restoration buildings
Basic renovation
No annexes
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The Future – keeping it vibrant
Preserving industrial look
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What we are
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Providing space...
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Providing space...
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for a comfortable stay
for nature, sports and relaxation
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for business and conferences
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for festivals and events
to meet and socialize
for art and culture
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to work
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Facts
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14 hectares of parkland for events and recreation
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15,000 m2 buildings
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10,000 m2 for permanent tenants & workplaces
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5,500 m2 event venues (6 buildings)
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Art House Cinema, Theatre, Television studios
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Restaurants, Clubs, Cafés, Galleries
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250 events a year
Affordable Art Fair | Awakenings | Amsterdam International Fashion Week | Cinekid Festival |Denim Days | Holland Festival | Manuscripta | 3FM Awards |The Next Web |Rolling Kitchens | Sieraad Art Fair | PITCH Festival | Rockstart | Meesterlijk | Amsterdam Series Weekend | Food Film Festival | De Wereld Draait Buiten | Sunday Market | NeigbourFood Market | Unseen Photo Fair | We Like Art | Sneakerness | Vrije Westen | ...
ICCA Research, Sales & Marketing Programme | European Society for Emergency Medicine Congress | Interaction Designers Association Conference | The NextWeb Conference | Think with Google | Unity Unite Conference | ESOMAR World Association for Market, Social and Opinion Research Congress | Europeana Platform for Cultural Heritage Conference | PICNIC Cross Media Week | European Veterinary Conference, FD Summit | ...
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Inside and outside
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Identity
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Mission
Meeting place for refreshing ideas
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What we stand for
• Innovation• Openness• Culture• Adventure• Sustainability• Entrepreneurship
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What we want
Provide space for innovative, creative and cultural events
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What we do
Rent out spaces Use direct communication
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GREAT!
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ICCA Research, Sales and Marketing ProgrammeTwitter: #RSMP14
Challenges
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ICCA Research, Sales and Marketing ProgrammeTwitter: #RSMP14
ICCA Research, Sales and Marketing ProgrammeTwitter: #RSMP14
ICCA Research, Sales and Marketing ProgrammeTwitter: #RSMP14
ICCA Research, Sales and Marketing ProgrammeTwitter: #RSMP14
ICCA Research, Sales and Marketing ProgrammeTwitter: #RSMP14
ICCA Research, Sales and Marketing ProgrammeTwitter: #RSMP14
ICCA Research, Sales and Marketing ProgrammeTwitter: #RSMP14
Strategy
Money Communication Profits Balance Whose venue is it,
anyway?
Difficulties and lessons
Focus Creativity Be unique Business model Support
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Method in the madness
Dare to experiment
Have vision
Find added value
Draw audiences
Tell the world
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Strategy
• Stay close to own identity
• Focus on best matches
• Make (hard) choices
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Building the brand
BUILDINGS PARK
TENANTSwho fit the identity and help develop the brand
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Facing challenges
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Facing challenges
ICCA Research, Sales and Marketing ProgrammeTwitter: #RSMP14
Facing challenges
ICCA Research, Sales and Marketing ProgrammeTwitter: #RSMP14
Facing challenges
ICCA Research, Sales and Marketing ProgrammeTwitter: #RSMP14
Facing challenges
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Facing challenges
Consolidation of historic buildings
2nd park of Amsterdam – 5.2 million visits a year
Prize winning example for urban redevelopment
Local economy and culture strengthened
+5-10% increase in house prices in direct proximity in comparison to other areas
Results so far: general
One of the largest centers for creative industry and conferences and events in Amsterdam
250 events – 700.000 visitors
A profitable exploitation, yearly increasing results
Gaining ground as unique conference venue with a vast increase in ‘matching’ leads and bookings
Turn-key event solutions, still expanding services
Results so far: events
Facing challenges
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What’s next?
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Growing up
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But staying fresh
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Thank you