Beurs van Berlage

What Makes an Event Crazy-Popular?


Beurs van Berlage

The Beurs van Berlage is a hotspot that cannot be missed during your visit to Amsterdam. It is the vibrant meeting point in the heart of the city. One thing is certain, there is always something to do in the unique historical building! Have a bite to eat in one of our restaurants, visit the Tony's Chocolonely shop for the tastiest chocolate, order the most delicious fish dishes in The Seafood Bar, rent a bicycle or use one of the lockers in the Bike Rental and discover the secrets of Sherlocked. Check out events and the expositions in our calendar.

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How do event planners reach a humongous audience? In other words, what makes a great big event big?

Blog What Makes an Event Crazy-Popular?

5 March 2019

How do event planners reach a humongous audience? In other words, what makes a great big event big?

We think the answer is convergence. And the Amsterdam Dance Event is all about convergence. Organizers call it “The ultimate annual business and inspiration conference in the field of electronic music.”

We see it as a prime example of modern event planning, where convergence is the way to reach the broadest possible audience.

Here are top 3 three things the Amsterdam Dance Event (ADE) converges:

  1. Interests: The event attracts people interested in music (personally and professionally), dancing, the recording industry, partying….
  2. Formats: ADE includes the Conference format (presentations, panels, talks), which features top music-industry people; the Playground format, where people can dance, and the Festival format, featuring a colossal electronic party.
  3. Venues: You’ll see people spread out across 4 places: De Brakke Grond, DeLaMar Theater, the Melkweg, and the Stadsschouwburg (city theater).

What’s the downside to using convergence to expand an event’s audience?

If the activities aren’t well-defined, potential audiences may get confused. For example, in describing the Amsterdam Dance Event, writer Sean Bradford admitted, “I’m calling it a thing because there are so many components, it’s hard to describe exactly what it is.” But, bottom line: the last Amsterdam Dance Event saw 180,000 people dancing in Amsterdam. And that’s a ginormous achievement.

Would you like more information about the Beurs van Berlage? Then contact us.