How did you get into the industry?
I started my career in advertising and sports. After that I joined Amsterdam RAI where I had several sales and marketing jobs before becoming member of the board as executive vice president, responsible for Amsterdam RAI convention centre commerce. In the meeting and exhibition industry I have been active as board member for local, national and international associations.
What is Amsterdam RAI’s mission for the next 24mths?
Amsterdam RAI is focusing on its current location over the coming decades in order to facilitate more multi-day international events of the highest standard in Amsterdam.
In a changing world, Amsterdam RAI has defined its strategy for the coming years, with the connection of physical and virtual meetings; linking of new economic superpowers to Europe and strengthening of client focus playing important parts. In combination with the aforementioned physical innovations, Amsterdam RAI is well-prepared for the future.
While large-scale global events are where the bulk of profit is being made, in which other events/business divisions are you looking to expand?
The number of visitors to international conferences and exhibitions in the RAI has continued to increase, but we notice a domestic decrease in events. Our growth plans are focused on the international markets, integrating virtual (components) into live events and innovating to exceeding expectations of organisers, exhibitors and visitors.
How is Amsterdam RAI’s international business doing? As an organiser, does it organise any events internationally or at least advise/consult?
Our base continues to be Amsterdam, however we are exporting more of our own exhibitions to other countries like China, America, Poland, India, Mexico and Turkey; our people are present all over the world. In 2013 Amsterdam RAI was (co-) organiser of 10 international exhibitions overseas. Eight of these are exhibitions who also take place at Amsterdam RAI Convention Centre such as Aquatech, Intertraffic and ISSA Interclean.
I am delighted that so many international organisers find their way to Amsterdam and the RAI. We do everything in our power to make each event as successful as possible and provide exhibitors and visitors with an optimal experience. Amsterdam RAI aims to be a place that people look forward to returning to.
The number of visitors to international conferences and exhibitions in the RAI has increased. For the first time, Amsterdam RAI attracted over 400,000 international visitors to Amsterdam in 2013. This is part of a highly impressive increase of 30 percent over the past five years, which was largely due to medical conferences and events involving information technology and energy.
Is Amsterdam RAI looking to find a new 2nd-tier venue partner venue in the Netherlands, given the severance with the MECC?
We have had a great cooperation with our MECC colleagues over the last 27 years. Our focus in the following years will be on Amsterdam and the business abroad.
How does the RAI go about promoting the potential for exhibitions?
We’re building and managing long-term relationships, sharing knowledge (an example of this: our trend reports about Generation Y/X and the Connected Society) and making sure the exhibitions we facilitate are successful. Currently we are working on a new marketing campaign, so more about that soon!
Can you tell me about new development at the RAI, including the Amtrium?
Amsterdam RAI began the construction of a new multipurpose conference/office building with a first-class restaurant by October last year. RAI Amtrium is a third-generation exhibition venue in which conferences, exhibitions and office functions will be united. It will give the RAI a new, modern face as seen from the centre of Amsterdam. In terms of function, it will be a full-service conference centre with reception lounge, conference areas and break-out rooms, complemented by flexible office space on the upper floors.
At the same time, the building will offer a full-service entrance to the exhibition halls behind (Halls 4 and 5). The addition of a premium restaurant will complete the concept. With the opening of RAI Amtrium on 1 May 2015 the total capacity will be 108,150sqm (RAI Amtrium: 1,650sqm).
Only the most sustainable technologies will be applied in the development of the compact building. Together with its partners, Amsterdam RAI aims to be the first conference centre in the Netherlands to achieve BREEAM-NL Excellent level – the sustainability seal of approval from the Dutch Green Building Council (DGBC).
We are preparing to build a new parking garage for 1000 vehicles and we would like to develop an onsite hotel for our guests.
What are your latest green initiatives and how are you continuing the momentum gained with EarthCheck and the UFI sustainability award?
We help organisers to make their events more sustainable by supplying green energy, calculating their CO2 emissions, offering organic catering and minimising traffic movements by using various smart logistic concepts. We stimulate visitors to travel by public transport by offering them combi-tickets at reduced prices, and provide them with a comfortable and inspiring environment for exchanging their ideas and experiences.
It is fantastic to be awarded EarthCheck Gold status in 2013 and the the UFI Sustainable Development Award in 2013. We have worked exceptionally hard over recent years to involve all our people and departments in every aspect of corporate social responsibility. The many initiatives within the RAI and, in particular, the dedication of our employees to achieving sustainable results strengthens our belief that we will continue to play a defining role in the exhibition and congress industry in the coming years.
Where would you like to see Amsterdam RAI in two years time?
In two years time the events of our current organizers have grown and are successful looking into their future. I see Amsterdam RAI as a partner in that success. In addition, in two years time Amsterdam RAI is even more international as it is today: in terms of our traditional international markets (US, UK, Europe) and we have build the bridge to several new economic super powers. In addition we have integrated ‘virtual’ into the events we facilitate and organize. In other words, we add value to both physical as well as virtual visitors.
Amsterdam is holding the 10th position on the worldwide Congress City rankings van International Congress & Convention Association (ICCA). I would be great if we would receive a higher ranking in the following years.
Any plans to reinstate the AutoRAI show – even if it is to be developed into new ideas?
My colleagues of the AutoRAI team are working very hard with the automotive sector to make sure the Auto RAI show can take place in 2015. I really hope they succeed in doing so. AutoRAI is one of our primary exhibitions. On the other hand we have a decisive team of people that can adapt to this situation.
What do you do to relax when you’re not at work?
When I go home I hang out with my family. They keep me busy in the best way. I have two (young) daughters who think my work is playground. When they come to the RAI there are always people, events, parties, theater etc. They say it is much more fun than going to school? I think they are right.
On a personal note, what would be your ideal exhibition to host at the RAI?
We have exhibitions on all kind of subjects and for all kind of people. Of course they are all very much welcome. As long as our visitors and exhibitors do successful business, meet other people, get inspired and have fun, I am happy.
This was first published in issue 76 of CMW. Any comments? Email Antony Reeve-Crook
