26 October 2020

Convention Bureau Event Park Amsterdam primary focus is promoting Haarlemmermeer (the region between Haarlem, Leiden and Amsterdam) within the (inter)national meeting and event market. The website of Event Park Amsterdam gives a clear overview of all possible partners and offers an easy way to submit requests. On a frequent basis, Event Park Amsterdam shares columns to keep meeting and event planners update on news and trends in the market as well as the way in which they apply to Haarlemmermeer.

Column Floris Licht, Chairman Event Park Amsterdam -During times like these, many organizations are forced to review their business practices. Key questions they ask themselves are: What do we stand for? How are we adding value? How do we want to achieve our goals and what differentiates us from competitors? 

A part of this review often consists of a thorough check of all cost lines. What are we paying for and what do we get out of it? Are certain subscriptions or memberships necessary or can we stop them with little impact? One or multiple saving opportunities often arise if such a review is done correctly.

Don’t cut too much! 

The big danger however is that companies take this exercise too far and start cutting vital elements that are needed for future growth. A prime example of this are the expenses in the areas of PR, communication and promotion. Of course, it could very well be that these types of activities will not show an immediate return in these uncertain times. The question should however be if your customers will remember your company at all if you decide to “lay low for a while” and stop showing any type of online or offline activity, which reassures your client base that you are ready for “the world of tomorrow”. 

Work on the image of Haarlemmermeer 

Much of the same applies for the image of the Haarlemmermeer region in the national and international meeting & events market. Even though many of Event Park Amsterdam’s partner are going through a very difficult period, it is important for the key players in this market to continue to work together on letting the world know that Haarlemmermeer is better available, better accessible and more affordable than Amsterdam. Next to this Haarlemmermeer offers a huge amount of space, water and “green” which given the current focus on safety and social distancing definitely is a plus versus the (much busier) major cities. 

Based on all this I am very enthusiastic about the fact the city council has approved the Touristic Vision 2020 – 2025 for Haarlemmermeer whereby we will soon be meeting them to discuss how Event Park Amsterdam will fulfill its key role in turning this vision into reality. 

Floris Licht