: Unique Venue
A session on creating a ‘Meeting place for refreshing ideas’
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
 What we were
 Transition and redevelopment
 What we are
...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
But first...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
What we were
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Providing Energy and Light for Amsterdam
14 hectare factory site
Closed in 1963
And a lot of time passed..
Bordering downtown Amsterdam
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Transition and redevelopment
Setting the framework
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Redevelopment:
A Grand Design
Cleaning the grounds
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Restoration buildings
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Restoration buildings
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Restoration buildings
Basic renovation
No annexes
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
The Future – keeping it vibrant
Preserving industrial look
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
What we are
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Providing space...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Providing space...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
for a comfortable stay
for nature, sports and relaxation
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
for business and conferences
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
for festivals and events
to meet and socialize
for art and culture
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
to work
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Facts
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
14 hectares of parkland for events and recreation
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
15,000 m2 buildings
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
10,000 m2 for permanent tenants & workplaces
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
5,500 m2 event venues (6 buildings)
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Art House Cinema, Theatre, Television studios
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Restaurants, Clubs, Cafés, Galleries
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
250 events a year
Affordable Art Fair |
Awakenings |
Amsterdam International
Fashion Week | Cinekid
Festival |Denim Days |
Holland Festival ...
ICCA Research, Sales &
Marketing Programme |
European Society for
Emergency Medicine
Congress | Interaction
Designers Asso...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Inside and outside
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Identity
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Mission
Meeting place for
refreshing ideas
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
What we stand for
• Innovation
• Openness
• Culture
• Advent...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
What we want
Provide space for innovative,
creative and cult...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
What we do
Rent out spaces
Use direct communication
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
GREAT!
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Challenges
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Strategy
 Money
 Communication
 Profits
 Balance
 Whose venue is it,
anyway?
Difficulties and lessons
 Focus
 Creativity
 B...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Method in the madness
 Dare to experiment
 Have vision
 F...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Strategy
• Stay close to own identity
• Focus on best matche...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Building the brand
BUILDINGS PARK
TENANTS
who fit the identi...
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Facing challenges
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Facing challenges
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Facing challenges
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Facing challenges
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Facing challenges
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Facing challenges
 Consolidation of historic buildings
 2nd
park of Amsterdam – 5.2 million visits a year
 Prize winning example for urba...
 One of the largest centers for creative industry and
conferences and events in Amsterdam
 250 events – 700.000 visitors...
Facing challenges
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
What’s next?
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Growing up
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
But staying fresh
ICCA Research, Sales and Marketing Programme
Twitter: #RSMP14
Thank you
TE_5_Parallel Session - The Westergasfabriek - A Unique Venue
TE_5_Parallel Session - The Westergasfabriek - A Unique Venue
TE_5_Parallel Session - The Westergasfabriek - A Unique Venue
TE_5_Parallel Session - The Westergasfabriek - A Unique Venue
TE_5_Parallel Session - The Westergasfabriek - A Unique Venue
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TE_5_Parallel Session - The Westergasfabriek - A Unique Venue

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TE_5_Parallel Session - The Westergasfabriek - A Unique Venue

  1. 1. : Unique Venue A session on creating a ‘Meeting place for refreshing ideas’
  2. 2. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14  What we were  Transition and redevelopment  What we are  Identity  Challenges  Strategy  What’s next? Outline
  3. 3. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 But first...
  4. 4. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 What we were
  5. 5. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Providing Energy and Light for Amsterdam
  6. 6. 14 hectare factory site
  7. 7. Closed in 1963
  8. 8. And a lot of time passed..
  9. 9. Bordering downtown Amsterdam
  10. 10. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Transition and redevelopment
  11. 11. Setting the framework
  12. 12. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Redevelopment: A Grand Design
  13. 13. Cleaning the grounds
  14. 14. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Restoration buildings
  15. 15. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Restoration buildings
  16. 16. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Restoration buildings
  17. 17. Basic renovation
  18. 18. No annexes
  19. 19. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 The Future – keeping it vibrant
  20. 20. Preserving industrial look
  21. 21. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 What we are
  22. 22. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Providing space...
  23. 23. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Providing space...
  24. 24. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 for a comfortable stay
  25. 25. for nature, sports and relaxation
  26. 26. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 for business and conferences
  27. 27. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 for festivals and events
  28. 28. to meet and socialize
  29. 29. for art and culture
  30. 30. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 to work
  31. 31. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Facts
  32. 32. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 14 hectares of parkland for events and recreation
  33. 33. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 15,000 m2 buildings
  34. 34. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 10,000 m2 for permanent tenants & workplaces
  35. 35. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 5,500 m2 event venues (6 buildings)
  36. 36. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Art House Cinema, Theatre, Television studios
  37. 37. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Restaurants, Clubs, Cafés, Galleries
  38. 38. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 250 events a year
  39. 39. 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 | ...
  40. 40. 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 | ...
  41. 41. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Inside and outside
  42. 42. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Identity
  43. 43. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Mission Meeting place for refreshing ideas
  44. 44. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 What we stand for • Innovation • Openness • Culture • Adventure • Sustainability • Entrepreneurship
  45. 45. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 What we want Provide space for innovative, creative and cultural events
  46. 46. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 What we do Rent out spaces Use direct communication
  47. 47. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 GREAT!
  48. 48. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14
  49. 49. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Challenges
  50. 50. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14
  51. 51. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14
  52. 52. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14
  53. 53. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14
  54. 54. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14
  55. 55. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14
  56. 56. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14
  57. 57. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Strategy
  58. 58.  Money  Communication  Profits  Balance  Whose venue is it, anyway? Difficulties and lessons  Focus  Creativity  Be unique  Business model  Support
  59. 59. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Method in the madness  Dare to experiment  Have vision  Find added value  Draw audiences  Tell the world
  60. 60. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Strategy • Stay close to own identity • Focus on best matches • Make (hard) choices
  61. 61. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Building the brand BUILDINGS PARK TENANTS who fit the identity and help develop the brand
  62. 62. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Facing challenges
  63. 63. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Facing challenges
  64. 64. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Facing challenges
  65. 65. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Facing challenges
  66. 66. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Facing challenges
  67. 67. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Facing challenges
  68. 68.  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
  69. 69.  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
  70. 70. Facing challenges
  71. 71. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 What’s next?
  72. 72. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Growing up
  73. 73. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 But staying fresh
  74. 74. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Thank you

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