From idea to congress: the key role of our ambassadors
The Beurs van Berlage has been able to engage several Ambassadors in recent years through an Ambassador programme. Why did the Beurs set up this programme? And what is the added value of this programme, both for the Beurs van Berlage and for event organisers and the Ambassadors themselves? Jean is happy to talk more about this during this interview.
A bridge between knowledge and location
Jean’s role focuses mainly on connecting people: “I bring ambassadors – often professors, researchers or experts within their field – into contact with international organisers or associations considering holding their congress in Amsterdam. These ambassadors provide substantive context, open doors at institutions and instil confidence that Amsterdam – and the Beurs van Berlage – is the right choice.”
Lasting relationships
Because of this, maintaining relationships is obviously important, and professional relationship management is crucial. The Beurs van Berlage therefore organises regular informal meetings for the ambassadors: “We meet regularly, for example during special events and performances at our Beurs. We also actively involve our ambassadors in bids and brainstorming sessions, clearly showing that we value their opinion. Their commitment grows once they see that their contribution really does make a difference.”
Active role before and during the congress
And that the contribution of ambassadors is valuable is already often apparent, as they are often the key to a successful bid. This is mainly because their substantive authority and/or international network impress decision makers. Jean says: ‘When an ambassador makes a personal commitment to a congress in Amsterdam, this outweighs a purely commercial proposal.’
Ambassadors know their way around in their field and in the Netherlands. Whether it is collaboration with a university, access to specific datasets or finding speakers – they provide relevant inputs. ‘In addition, they help us to keep looking through the eyes of a visitor,’ Jean says, ‘which keeps us sharp in how we present our venue and services.’
With the Ambassadors Programme, we not only highlight the venue, but above all the intellectual strength of Amsterdam.
Valuable for congresses
Sometimes ambassadors themselves act as hosts of the congress they have brought to the Beurs van Berlage. Jean: “Naturally, we like to put them in the limelight and recognise their valuable role. We do this in an appropriate way – with sincere attention, some privileges and small gifts that reflect their commitment.” In addition, an ambassador is always welcome at the Beurs van Berlage, even outside the conference – for example, with a smaller committee for a meeting or consultation. Our house is also their house.
Distinctiveness
‘With the Ambassador programme, we don’t just put the location centre stage, but above all the substantive strength of Amsterdam,’ Jean explains. As Beurs van Berlage, we therefore like to facilitate sustainable partnerships between science and the conference world through this programme. As a venue, we always actively seek cooperation with the city – with universities, institutions and other partners. Jean: “Our Ambassador programme is at the heart of this. The Ambassador programme makes the Beurs van Berlage more than just a special place; it makes us a full service venue and a full commitment partner in Amsterdam. A committed partner, from the first idea to the last conference day.”