테드를 강연쇼로만 생각하기 쉬운데, 사실은 네트워크가 이루어지는 장소가 되어야 합니다. 강연보다 그 다음이 더 중요한 이유이겠징. 암스테르담은 참 잘 하고 있는 것 같습니다.

1. 1
Guest Experience
Amsterdam

2. 2 3
INTRODUCTION
Take the time to step inside of a time machine and take a look at the second half of 2009. There you’ll see a small team of
Dutch TED-fans running around, well on their way of making the last preparations for the event November 20th 2009 (the
very first TEDxAmsterdam event).
One of the speakers would be professor Marcel Dicke
with a really strong story about the eating of insects.
Based on his arguments, you couldn’t really disagree
with him, only on the basis of personal taste.
The very first moment, Monique got the offer from a
patissier to actually serve nice little bites made of in-
sects. She thought it would be great to let TEDxAm-
sterdam’s guests taste what it was actually like to eat a
grashopper with strawberry and chocolate during the
tea break.
It was a huge success. Thanks to Dicke’s great story,
and also the experience during the tea break, this be-
came the story that guests told their friends, spouses
and colleagues after that day.The entire concept even
got adopted by TEDGlobal in Oxford, including our
Marcel Dicke and his patissier.
From that moment on, we knew that TEDxAmsterdam
was way more than a programme of speakers. From
that moment we’d search for more of those tantalizing
and memorable experiences.
Therefore, I am happy that Femke and Veerle took the
lead to convert the team’s ideas to experience with a
capital X.
Jim Stolze
60 ideas worth doing...

3. 4 5
1 INVITATIONS
IDEA #1
During applications ask guests for their ‘Connected
Consequences’.Ofwhichcauseareyoutheeffect?Orof
which effect are you the cause? In any case: which idea
or thought has made a large impact on who you are
today and what you stand for? To give people the
feeling that they are selected on this criteria for the
applications.
IDEA #2
Send a guest list with the invitations. This guest list is
presented in the form of a network,so you can already
see who’s connected to whom.
IDEA #3
Use #TEDxAMSvoorpret in the week preceding the
eventtoinvitegueststosharehowtheyexperiencethe
anticipatory fun before the event. With a lot of back-
stage pictures from the TEDx team.
“Wow! On the 6th of November me and 999 other people are invited to TEDxAmsterdam.An event of which I already know it’s going
to be special.And I feel special, since I’ve been chosen out of all those applications.The fun can start now!”
IDEA #4
A personal card from aTEDx member at the beginning
of the week of the event on your doormat: How great
you can make it. We don’t know each other yet, but I
hope we can meet one another on the day itself. Be-
cause you (something personal e.g. you are a graph-
ic designer), I would like to invite you to do the fol-
lowing on the day itself: (Assignment for a break-out
e.g. drawing on a large sheet of paper). Best regards,
(Name TEDxAms member).” With 50 TEDx members
these are only 20 cards per person.
IDEA #5
Connected consequences: Have a direct impact on
your carbon footprint. With the application you can
indicate with which mode of transportation you will
be arriving.You can directly see what your carbon foot-
print will be on the entire event.

4. 6 7
2 ARRIVAL
CONCERTGEBOUW
“It cannot be missed where I have to be.From all the tram stops and parking garages,the way is indicated properly: X marks the spot!
Besides, the glass windows next to the entrance show a big sign saying “TEDxAmsterdam”.There are crowd barriers and a red carpet
on which I’m walking. It’s nice and bustling this atmosphere. And I have to wait in line for a bit. Happy there’s a lot of amusement
while waiting.”
IDEA #9
Umbrella service can be provided by TEDxAMS
volunteers in case of rain (with special TEDxAMS-
branded umbrellas).
IDEA #10
Facial recognition during entry. When entering the
building, the faces of the guests are linked to their
names so they can be tagged in all the pictures that
are taken during the day.
IDEA #6
Crowd barriers at the entrance and a red carpet.At the
entrance there is a photographer in front of a large
TEDxAMS logo wall. A picture is taken of every vis-
itor. In case of bad weather this can be done in the
entrancehall.ThepicturesareuploadedontheTEDxAMS
Facebook for everyone to see and tag themselves.
IDEA #7
The crowd barriers will carry signs saying ‘from here
only 15 minutes” and the #TEDxAMS, so people can
already start tweeting while they wait with the right
hash tag. The signs will also show some fun facts of
the day.
IDEA #8
Coffee stand outside the entrance so people can get a
really good cup of coffee to fire up their senses before
kick off and while waiting. (e.g. Hesselink Koffie) .

5. 8 9
IDEA #11
All volunteers will follow a workshop on hospitality
and hostmanship.
IDEA #12
Wi-Fi needs to be directly available.If there’s a code to
logon,thisoneneedstobeapparenteverywhereinthe
building (wardrobe, toilets) so people can easily find
Internet.
IDEA #13
The TEDxAmsterdam team (e.g. 3 people) will be at
the door to shake everyone’s hand when they come
in. This is to say: we’re happy you’re here, welcome!
Preferably the board can do this because they are the
faces of TEDxAmsterdam.
IDEA #14
Violin player/street artist at the entry (nice, calm
music)
IDEA #15
Children welcoming guests while entering the build-
ing.
IDEA #16
Big sign in the hall: Characteristics of a real TED-head.
Follow these instructions and be a true TED-head,e.g.:
BE A CONNECTING GOD(ESS) – There are a thousand
special people gathered here today. A real TED-HEAD
will start a conversation with around 5 strangers. BE
CURIOUS there are 4 different rooms.A real TED-HEAD
will pay a visit to all of them during break-outs and
lunch.
BE A SOCIAL MEDIA MAGNET -#TEDxAMS and share
your experiences.
A large infographic of this on a poster.
IDEA #17
Waiting room: queue for people without a ticket that
can fill out empty spaces in the theatre. This way you
can better manage the flow of people.
3 ENTERING
THE BUILDING
“This is not the impersonal welcome I’m used to at events and congresses.I’ve seldom felt this welcome at a large event like this.This
is promising a lot of good things ahead. The entry is very ambient and everything is showing me that magical things are going to
happen today. Everyone’s so excited: I’m really getting a smile on my face just from seeing all of this.”

6. 10 11
4 WARDROBE
IDEA #18
A Let visitors take a picture of their coat tick-
ets so they have a backup in case they lose it.
IDEA #19
Volunteers look recognizable: a blackTEDxAmsterdam
T-shirt with black pants.
‘No hassle with tickets that you can never seem to find afterwards. Easy does it.They can also store my heavy bag for me.”

7. 12 13
5 REGISTRATION
IDEA#20
‘CONNECTING YOUR CONSEQUENCES’ there are
peoplewalkingaroundwho,inafunnyway,connectone
person to another. So for example let people shake
hands in a row. (e.g. use Acting beauties as a partner).
IDEA#21
The programme booklet is handed out by ‘wandering
basquets’. Ladies who walk around with two different
versions of the programme booklet in their skirts.
IDEA#22
The badge is an eye catcher. Next to showing
a clear name, it is personalized. Show on the
badges how many times people have been to a
TEDx event with stickers. Also make the name and
surname very visible on the badge. Also provide a
pocket to put in business cards for the real collectors.
‘Always an exciting moment: Will I be registered for real? The TEDxAMS team members directly reassure me: great you’re here, I’ll
find your badge for you. “What’s your name?” The badge looks cool. I’ll definitely save it when I get home.”

8. 14 15
6 FIRST COFFEE
“Great,I have my beautiful badge with me and I don’t feel so alone anymore: I met some great people while waiting in the queue and
I’m joining them now for a coffee.Because of the maps and building plans hanging everywhere I’m well aware of what is happening
in which room.Wait.. what’s happening here? This is AWESOME!”
IDEA#23
TEDxCoffee: Coffee with a story and homemade cook-
ies.
IDEA#24
Flashmob with classical music during coffee and to
announce the main room is opening again.
IDEA#25
Poloraid cameras on tables or give them to the
acting beauties to have people ‘save the moment’ as a
souvenir.
IDEA#26
A lot of maps during the morning and on them dif-
ferent rooms and activities, which you can do during
breaks and break-out sessions.
IDEA#27
Connecting consequences wall: Every guest can
add a word to the beginnining of a sentence about
connected consequences. With each word the sen-
tence grows longer and this way you create a story
written by 1000 people.
IDEA#28
During coffee breaks people will walk around with
trays of coffee and tea, so people don’t have to wait
too long for their hit of caffeine or hot cup of tea.
IDEA#29
In the bathrooms, toilets are themed and people can
write their quotes/thoughts on each theme while on a
little bathroom break..

9. 16 17
7 SEATING IN
THE THEATRE
“‘The doors of the big hall are opening! Time to go inside.Thanks to my badge and good indications I know where I have to be in the
hall. Thank god, because with 1000 people I’m now at least sure there’s a spot for me out there. With my two gathered programme
booklets, I am studying the first part of the programme. I’m saying hi to my new neighbours. And I’m tweeting. The show’s finally
IDEA#30
Some guests can find a little present underneath their
seats. A TEDxTreasure. This can for example be a book
that one of the speakers has written, or a product that
a speaker has made, or a bag of home made cookies.

10. 18 19
8 OPENING &
WELCOME
“The lights are off. There’s music starting. Exciting, mysterious and clear that it’s all starting now. The lights are reoccurring slowly
now… what a cool feeling to be here! I’m at the tip of my seat and enjoying every second. But wait- what’s this?”
IDEA#31
The lights go on, exciting music is starting out:
everything is pointing towards TEDxAmsterdam
starting. And then it happens: the power gets cut off.
The music is stopping, the lights are flickering lightly
anditbecomespitchdarkintheroom.Abitofconfusion
hits the audience: what’s happening?Then Jim comes
up with one small candle. He’s telling that TEDxAm-
sterdamcanonlybebroughttolifebecauseof thecon-
nection with the people here towards each other and
TEDxAmsterdam. There is one person clapping. There
a second person clapping. A small red light starts
burning. With every set of extra hands the lights
jump on one by one, until all of them make a sign:
TEDxAmsterdam. Generating power through natural
energy of excitement.
IDEA#32
Aroomfullofpossibilities:Jimisintroducingpeoplein
thisroomtooneanotherpublicly.Withhisstorythere’sa
visual of guests and their names. E.g. if Monique
(Care) would have coffee with Jan (Tesla) and they
would also engage in conversation with Sara (Medical
innovation), then we can expect a new type of ambu-
lance next year, which is not only electronic, but also
saves 3% more lives.
IDEA#33
Classical music flashmob in the main hall. One by
one people stand up in the room with a musical in-
strument and this forms the main opening (or closing)
event of the day.

11. 20 21
9 PROGRAMME
“The programming is again amazing this year.The speakers are good, interesting, touching and there is a lot of variation. IT’s not too
long and doesn’t start too early. Besides there is a lot of interaction with the audience and there’s a chance to easily meet speakers
IDEA#34
My next step: speakers corner. The speakers indicate
on a big piece of paper what they still need help with
in order to make the next move with their idea. As a
guest you can walk up to the speaker, but if he/she’s
engaged in conversation you can also provide your
comments and contact details on the paper.
IDEA#35
Connected Consequences: The introduction of the
speakers.During this introduction there’s a line on the
screen that moves from one red dot to another, the
last dot being TEDxAmsterdam and the name of the
speech.
IDEA#36
Acartoon artist draws the speakers on largeA0 papers.
People can leave their comments like a ‘live’ Twitter
feed.Pictures are taken of this analogue feed and add-
ed to the actual Twitter feed.
IDEA#37
The speakers get their very ownTEDxPampering room:
this is a room where relaxing music is played, candles
are lit and massages are given to kneed all the tension
out of their bodies so they are as relaxed as possible
when entering the stage.

12. 22 23
10 BREAK & ACCOMPANYING
ENTERTAINMENT
“The breaks are almost as interesting as the talks themselves. Now I can discover who else is invited as a guest to this event.And not
only discover, it seems to be really normal to have a little chat with people you don’t know.”
IDEA#38
There’s a pop up book store where speaker’s books are
being sold.You can also have them signed here.
IDEA#39
Meet & Greet. There are ‘Acting Beauties’ walking
around that will take you out to find someone you
wish to meet. This can be a specific person, but also
someone that shares the same passion, profession or
farouvite dish.
IDEA#40
Drones that fly over the public during breaks,which take
pictures and film the audience.
IDEA#41
Drivingbar.DuringbreaksTjeerdvanToorenburgisdriv-
ing around with his ‘Chez Jopie’ through the corridors
of theConcertgebouw.Peoplearebeinginvitedtotake
a seat and start conversations with other bar members,
speed dating and this way connect in a very light fash-
ion.
IDEA#42
Theme corners during the breaks. e.g. a silent disco
cornerwherepeoplecanpartyanddance,ahandshake
cornerwheremeetingpeopleisacentraltheme,ahelp
me corner where one can post a problem on the wall
and others can help (also for speakers), a meditation
corner ‘Citylighting’ to make Amsterdam a better city,
together. This last one is also an option to do with the
entire audience as an intermezzo during the program.

13. 24 25
11 LUNCH
“This inspiring morning has made me hungry.They’ve really thought of everything here.There’s a nice lunch waiting for us when we
leave the big theatre room and people’s dietary requests have been answered as well. Great!’”
IDEA#43
During lunch the hallways have been magically
refurbished into a ‘connect-with-your-food’ syle.
Everywhere there’s things to be seen and read about
where the food came from, how it’s been made and
what the consequences are of how we deal with the
world and food production today.
IDEA#44
Garbage cans with stickers that make you aware of
what happens with the food waste we throw away.
IDEA#45
To stimulate the handing out of lunch bags,volunteers
will aid in the catering.When the volunteers are done,
they will have lunch together with the guests to con-
nect with the audience this way (especially keeping an
eye on people who are alone).
IDEA#46
Long tables and couches in the halls of the Concertge-
bouw.We all sit together ‘Italian style’ on a long table.
Thisisthewaytoreallyconnect.Thelunchpackagesare
being handed out per table so this all goes very
smoothly. If possible, the TEDx team members are
sitting in between the guests.
IDEA#47
A Band ‘troubadour style’ that goes and entertains
people who are eating and which also plays requests.
IDEA#48
During breaks there are a few volunteers (and chil-
dren) walking around with guest books. Each speaker
gets their very own guest book.Here,guests can leave
reactions and comments on their talks. They will be
able to take it home with them at the end of hte day.
IDEA#49
During the lunch break there will be posters hanging
on the walls with quotes about making you aware of
the food your eating and its consequences.
IDEA#50
Volunteers help separating waste during breaks.
DON’T
WASTE
WASTE

14. 26 27
12 CLOSING SPEECH
“The day has flown by. It’s already time for the end.What an experience! And what an organisation, beautiful to see als those people
who have worked together.The end came with a real bang!”
IDEA#51
Video mapping. Underneath some chairs there is a
red dot. People who find this dot will have to keep it
above their heads. The dots will form a word (this will
be filmed live and there will be a picture of it put on
social media). This you can do with more colours of
dots to close off the day with a beautiful thought of
connecting the dots, and a thank you to all that have
participated.
IDEA#52
Here the audience also decides how amazing the end
is going to be.The louder they clap,the more happens
on stage: spots are turning on and off, there’s a DJ
appearing (famous!)..all responding to the intensions
of the audience.Avisual measuring instrument can be
projected (like a decibel measurer) with on one end
“boring” and on the other “awesome”. The more and
louder people clap, it will go from boring, to great, to
awesome, to never to forget.
IDEA#53
We prolong the party of the big theatre to the ‘borrel’
/ drinks afterwards. Everyone is putting on their head-
sets and is leaving the theatre swinging and dancing.

15. 28 29
13 DRINKS
“What an experience.I want to relive and enjoy this and meet some more people,that’s going so well here today.Just one little drink
before I make my way home to close the evening.”
IDEA#54
Handshakers (connectors) are also present at the
‘borrel’ to connect people together. Besides the
TEDxAmsterdam team is also having drinks with the
guests.

16. 30 31
14 DEPARTURE
“It’s really time to leave.On a large wall I write my review and I’m being waved goodbye .What a special day,I’ll never forget this one.
I can’t wait to check out all the videos and pictures of the event when I get back.”
IDEA#55
The Acting Beauties are also at the exit to wave people
goodbye and thank them in a funny manner.
IDEA#56
Wall of fame: When walking towards the exit you
walk past a wall of fame where TEDxAmsterdam
thanks all sponsors and volunteers that have helped
(everyonegetstheirown“tweet”totellsomethingabout
themselves / share something inspiring.
IDEA#57
Live Twitter. When exiting the building you can leave
your review of the day in maximally 140 characters on
a big sheet of paper (this can also be done on a black-
board wall.
IDEA#58
Forontheroad:Therearebikelightsbeinghandedout
for people who have come by bike, or a bike bell with
the TEDxAmsterdam logo on them. For people who
camebycarthereisabottleofwaterandanappleanda
parkingticketorapublictransportcard.Asmallseedto
compensate for the Co2 emissions is also provided.

17. 32 33
15 AFTER CARE
“Hey that’s cool. I can already see the pictures of the event the next day. This is all different from last year because there are many
pictures taken of guests this year. Great, because now I can show my colleagues who else was there this year.”
IDEA#59
You receive a message “how nice to have seen you at
TEDxAmsterdam!”.A lot of pictures of the audience are
taken from the start, during breaks and the ‘borrel’.
There’s a possibility to tag yourself in these pictures
online.
IDEA#60
After the event all volunteers and partners are being
thanked by the board through a letter.

18. 34 35
A QUICK LOOK BACK

19. 36 37
THANK YOU
TEDXAMSTERDAM
We would like to thank some wonderful people that really
inspired us and touched our hearts during the design of
the guest experience of TEDxAmsterdam.
Amis Boersma, Fleur Embrechts, Liselotte Lardenoye, Na-
talie Wool, Rinske Spijkerman, Cornelia Zeilstra, Eva van
Drumpt, Evelien Slaats, Evelyn van der Burg, Leslie de
Vries, Djai Bereiter and Faye Bereiter - our guest experi-
ence team-diamonds that kept on shining during the
event to make sure guests got the TEDx experience. Great
respect for you all.
Simone Heeremans (production TEDxAmsterdam, Simone
produceert!) - She really helped us to make it all happen.
We think she is a rockstar, the queen of production who
stayed calm and friendly no matter what.
Monique van Dusseldorp (member of theTEDxAmsterdam
board) - some people can be critical for all the right rea-
sons: to push things further. Monique did just that and
really enhanced the guest experience.
Diederick Croese (directorTEDxAmsterdam) - some people
don’tspeakoften,butwhentheysaysomething,it’sprofound,
inspiring and really makes for better ideas. Diederick is
one of those people.
Mara van Bentveld, Coen Rispens and Maarten Fijnaut
(volunteer coordinators TEDxAmsterdam) - it was a great
pleasure to work with them as a real team during the or-
ganisation of the preparation day for all the volunteers
and during the event.
Jasper de Valk (partnerships TEDxAmsterdam) - there is
always the guy who makes sure people do what they are
supposed to do while keeping a magical balance between
pushing and staying friendly.Jasper is that guy.
PhilipvanIerschot(Foodwire,foodcuratorTEDxAmsterdam)
-welovedcocreatingfoodawarenessposterswithPhilipwitha
deadline of just one day.And we shared a ridiculous sense
of perfectionism...we even coloured the thumbtacks black
to match the posters :-)
Oliver de Leeuw and Mathijs van den Broek - (TEDxAmster-
dam Online Communication) who did all the communica-
tion so well and decided that guest experience was an idea
worth spreading: they made sure some great blogs were
written and movies were made.
Jan Scheele and Mie Dries (TEDxAmsterdam guest list &
Feller Media) Who have such a sparkling energy that they
can light up a room and help you overcome difficult mo-
ments during the process of creating an amazing event.
Paul Rispens (TEDxAmsterdam Guest List & member of the
board TEDxAmsterdam) - His positive energy during the
entire process filled our mailboxes and hearts.
And Jim Stolze - who gave us the opportunity to share our
passion for guest experience with TEDxAmsterdam in the
first place.
And all the other team members of TEDxAmsterdam who
helped us, gave us ideas and inspired us to make it hap-
pen.Thank you so much!
FemkeLans&VeerleDonders

20. 38 39
COLOFON
No right may be derived from the content of this
publication.Theauthorsarenotresponsibleforpossible
errors and/or omissions in this publication. We tried
to do our best to find the copyright holders of several
images that appear in this issue. This booklet is for
internal purposes only.
Date of Publication
15 November 2013
Author
Femke Lans - Dear Customer
Graphic Design
Veerle Donders - HotelsAhead
We’d like to design your guest experience!
Check www.dearcustomer.nl for more information.