TE_5_Parallel Session - The Westergasfabriek - A Unique Venue

: 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


But first...


What we were


Providing Energy and Light for Amsterdam

14 hectare factory site

Closed in 1963

And a lot of time passed..

Bordering downtown Amsterdam


Transition and redevelopment

Setting the framework


Redevelopment: A Grand Design

Cleaning the grounds


Restoration buildings





Basic renovation

No annexes


The Future – keeping it vibrant

Preserving industrial look


What we are


Providing space...


Providing space...


for a comfortable stay

for nature, sports and relaxation


for business and conferences


for festivals and events

to meet and socialize

for art and culture


to work


Facts


14 hectares of parkland for events and recreation


15,000 m2 buildings


10,000 m2 for permanent tenants & workplaces


5,500 m2 event venues (6 buildings)


Art House Cinema, Theatre, Television studios


Restaurants, Clubs, Cafés, Galleries


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 | ...


Inside and outside


Identity


Mission

Meeting place for refreshing ideas


What we stand for

• Innovation• Openness• Culture• Adventure• Sustainability• Entrepreneurship


What we want

Provide space for innovative, creative and cultural events


What we do

Rent out spaces Use direct communication


GREAT!



Challenges









Strategy

Money Communication Profits Balance Whose venue is it,

anyway?

Difficulties and lessons

Focus Creativity Be unique Business model Support


Method in the madness

Dare to experiment

Have vision

Find added value

Draw audiences

Tell the world


Strategy

• Stay close to own identity

• Focus on best matches

• Make (hard) choices


Building the brand

BUILDINGS PARK

TENANTSwho fit the identity and help develop the brand


Facing challenges


Facing challenges


Facing challenges


Facing challenges


Facing challenges


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


What’s next?


Growing up


But staying fresh


Thank you

Education

TE_5_Parallel Session - The Westergasfabriek - A Unique Venue