In conversation with Operations Manager Nadine Hosford

Welcome to the Beurs van Berlage! Thank you for taking the time to talk to us, in the middle of the busy conference season at the Beurs van Berlage. How are you?

I’m doing really well! There are lots of big and challenging events that I’m organising with my colleagues this autumn. I find that this is also the best way for me personally to get to know the Beurs well, because you learn a lot during the most intensive period of the year.

Can you briefly tell us who you are, where you come from, and what education(s) you have followed?

I come from a family in the hospitality industry and grew up in my parents’ restaurant in Dalfsen. After that, I went to the Hogere Hotelschool (Hotel Management School) in Leeuwarden. For my internship, I went to San Francisco, and via Sydney and Singapore, I returned to the Netherlands 16 years later.

What motivated you to become Operations Manager at the Beurs van Berlage?

This role came my way through my network, and it perfectly matched my ambitions. I have a fondness for places with a rich history where unique experiences are realised at the highest level. This mix immediately attracted me to the Beurs.

And what is your first impression of the Beurs as an organisation?

The Beurs is a well-oiled machine with a team of people who all share the same ambition. The flexibility and commitment are striking: everyone works hard, is flexible and supports colleagues where necessary. The team strives for excellence in everything they do, from the smallest details to large-scale logistical operations. And there is also a lot of fun to be had; everyone is considerate towards each other, and small and large successes are celebrated together.

Of course, many international events take place at the Beurs. Do you have a lot of experience working in an international environment?

Absolutely, I actually have more experience in that than in the Dutch market. All the events I have organised so far have been for international clients. It has helped me a lot that I speak English fluently, which has been surprisingly valuable in my career so far.

What do you think are the biggest operational challenges for an event venue such as the Beurs van Berlage? And what working methods or operational processes would you like to implement here?

The venue itself is an interesting challenge. The centre of Amsterdam is an environment where loading and unloading is complex due to all the logistical restrictions. That is why we work closely with partners who are well equipped to handle these specific challenges, so that the entire logistical process runs smoothly.

Another challenge is sustainability. Many decorations, materials and setups are made for a single event. It is therefore important to work with our partners to consider more efficient and sustainable working methods. How can we build in more circularity?

To ensure smooth collaboration both within the team and with our partners, I believe in clear communication, structured planning with flexibility for unexpected situations, and regular reflection. In this way, we learn together as a team and continuously optimise our processes.

Building a strong team by hiring new colleagues and mentoring current colleagues is, of course, also an important part of your work. What do you think are the most important criteria for building a strong team? And what are the key qualities you want to see in your team?

A positive attitude. You must be naturally enthusiastic, even in difficult moments. That rubs off on others and determines the energy of a team. Flexibility is also essential, because events often require last-minute changes, unexpected obstacles and creative solutions. If you don’t like change or can’t adapt quickly, it won’t work. Solution-oriented thinking also helps. I look for people who don’t see problems as obstacles, but as puzzles to be solved. Creativity and pragmatism should be combined. Finally, it’s perfectly okay if you don’t know how everything works just yet. What is important is that you are open to learning, dare to ask questions and are eager to continue developing yourself.

Which trends are you following with interest in the field of sustainability and innovation in your profession?

I follow the trend towards circularity with great interest: away from the throwaway culture, towards reuse. Think of modular decor that can be reused or shared with partners. I also consider reducing food waste to be important. I would like to achieve this by planning more intelligently and devising smart solutions together with our Banqueting team and caterers.

I also see opportunities in digitisation and technology. AI tools can serve as creative sparring partners that help devise themes, activities and content tailored to an event. They also support efficient communication and logistical solutions, making the planning process increasingly innovative.

What are your ambitions for the coming years in this role? And what do you hope guests, partners and colleagues will say about the Beurs van Berlage’s operational team?

My ambition is to really get to grips with this role in the coming year. That means I want to get a handle on all the operational processes, understand which ones work really well and which ones we can optimise. I want to get an overview: what makes events run smoothly for us? What are our strengths and where are our opportunities? In the longer term, I hope that we as an operational team will (continue to) be known as “the best in class”, that we as a team will deal creatively with challenges and that this will ensure that every detail is right.

The ultimate goal is for guests to consider the Beurs the best event location. Not only because of the beautiful monumental location, of course, but also because the team continues to make the difference.

For our partners and colleagues, I hope they experience: ‘It’s great to work with the operational team at the Beurs van Berlage. They communicate clearly, contribute ideas, sense where the problems are and we grow together. They make our work easier, not more difficult.’