EventMgzn. 2025 EN

EventMgzn.

From creative concept to culinary experience

The touch of Vermaat Events

Where reality ends and imagination begins Prompting the future

In a world of...

culinary imagination

We are Vermaat Events.

We craft culinary experiences. Classy, Catchy & Responsible.

Whether it is in an industrial warehouse, a stylish venue, or right in your office garden.

From bold street food moments to exclusive VIP dinners with starred chefs. From unforgettable company parties to carbon-neutral dining events.

Culinary excellence is our art. Wowing your guests with flavor, atmosphere, and sensory magic. That is our mission. Every single time.

We go above and beyond to add that signature twist. So your event does more than stand out – it shines. Your taste, our touch.

On our own or with trusted partners. But always with heart and guts.

Ready to sparkle? Let’s make it yours!

culinary imagination In a world of...

Step into the world of Vermaat Events, a world where flavor tells a story, hospitality stirs emotion, and every experience leaves a lasting impression. As an event professional, you understand better than anyone how powerful those special moments can be. Moments where everything aligns, from the very first impression to the final detail.

Culinary Imagination captures what drives us: creativity, imagination, and the art of surprise. A hint of mystery, unexpected twists, and concepts that go beyond the ordinary. In our world, food and hospitality take center stage, forming the foundation for unforgettable experiences. Vermaat Events stands for Classy, Catchy, and Responsible. Stylish, impactful, and with a sharp eye for sustainability.

Over the past year, we have brought more than 8,500 events to life, from intimate dinners to large scale productions for corporate clients. We refined our identity, sharpened our vision, and expanded our Concepting team to push the boundaries of creativity.

This edition of EventMgzn. is your personal invitation to explore our world. Inside, you will find 139 pages filled with inspiration, ideas, and stories that showcase how we combine culinary craftsmanship with bold creative thinking. See how ideas are born, and how we transform trends and sustainability into concepts that resonate. Get inspired by projects like the ‘Aardbewonersdiner’ at ARTIS, collaborations with chefs such as Syrco Bakker, and VIP events like the KLM Open, where sustainability, innovation, and experience come together.

“A world where flavor tells a story”

We hope this magazine inspires you to embrace new ideas and create extraordinary moments together. Because your ambition deserves a partner who thinks ahead and dares to go beyond.

Pieter Munten

Commercial Director Leisure & Events

Netherlands Vermaat Groep

SKILLED

70 Creative & Original venues

74 Tasting, planning, perfecting

78 Event case: KLM Open 2025

84 From outsider to work of art

88 She knows what’s cooking

92 Nothing to worry about!

94 Where events meet a greener future

AMBITION

98 Gault&Millau Chef of the Year 2025

100 Taste the masterpieces

102 New venues alert!

104 Event case: Royal christening in Vlissingen

INITIATIVE

110 Tastefully connected

112 The future of hospitality

114 Event case: Classic cars & haute cuisine

118 Celebrate the season!

128 Events to visit 130 Hotspots!

132 Venues

The EventMgzn. is an initiative of the Vermaat Group, powered by Vermaat Events and several event venues across the country. The magazine is published annually, both in print and digital formats.

Date of publication. September 8, 2025

Editor-in-chief. Romy Smits | Nikki van Vulpen Copywriter. Lonneke de Kroon Editors. Anniek Rutten | Julie Verspeek | Joy Ophorst | José de Kuijer – Ooms | Hendrik Franken Design. Merle Veurman | Liselotte Baksteen | Linda Bakker Cover. Fitchd Copyright © Vermaat Groep 2025.

It’s a tasty mess “ ”

Bold

Perfection is boring! We love doing things our own way, and coloring outside the lines when it feels right. Because let’s face it: the most legendary moments often come from a little chaos. Culinary experiments, unexpected flavor pairings, spectacular presentations, we are all about creating unforgettable culinary wow moments!

tastes better! Coloring outside the lines

Why internal events are the secret ingredient for a happier workplace

How do you retain talent in an era of remote work and tight labor markets? Through meaningful experiences, pride, and workplace joy. At Vermaat, we know exactly how to bring colleagues together – with surprising catering and inspiring internal events. Community managers Claire Steerenberg and Sabine Koers, along with activation marketeer Suzanne Diepenveen, share why it is worth stepping outside the lines.

The Vermaat Festival: ultimate connection Community manager Claire Steerenberg recently organized the Vermaat Festival for all employees across the Vermaat Group. For her, it was one of the most successful events in terms of employee happiness. Claire explains: “We wanted to create something where teams could come together to strengthen their bond and connect with colleagues from other locations. We are a large organization with more than 500 locations and over 8,000 employees. Everyone feels part of their own site, but it is just as important to feel part of the bigger picture.”

A wide variety for a diverse crowd

The festival took place at the Railway Museum in Utrecht, which became the common thread running through the entire experience. From the ‘Vermaat

Festival Express’ (a dedicated train that brought employees right into the heart of the museum) and hosts dressed as train conductors, to limbo dancing beneath railway crossing gates, every element had a rail inspired twist. Claire: “We had multiple ‘stations’ with something for everyone – from a Comedy Train to a Fine Dining Express and Club Ontspoord (‘Derailed’), where a new music genre kicked off every hour. The most important thing was that everyone felt welcome, so the program was broad and inclusive. We gathered input beforehand, asking employees about their favorite music genres to tailor the experience.”

Pride and fulfillment

Organizing an event of this scale takes intense preparation. The moment when it all came together, was a moment of pure magic. >>

“As the venue filled up, the music started playing, and I saw everyone enjoying themselves and dancing, I thought: ‘Yeah, we did it!’ It almost felt like a shame how quickly it all went by.” The employee feedback said it all: “‘Vermaat really knows how to throw a party,’ one person told me. Another said, ‘I felt truly spoiled.’ That kind of feedback puts a huge smile on your face. That is exactly what makes it all worthwhile,” Claire shares.

Meaningful moments start small

Connection does not always come from big, showstopping events. It sometimes begins with the smallest gestures. Like a post, King’s Day “Brakfast” (hangover breakfast) with recovery smoothies, or the Longest Lunch of Love on Valentine’s Day, where coworkers gather around one long table.

“Yeah, we did it!”

Suzanne explains why these kinds of playful, themed experiences really work: “A bowl of soup and a sandwich are not enough to bring people back to the office. It needs to feel fresh and unexpected. Like a brunch with a DJ, or events with sustainable partners like Instock, who use rescued fruits and vegetables. People want more than just something to eat; they want food with meaning.” Claire agrees: “We also host smaller initiatives, like a monthly breakfast with a board member. That creates real, personal connection. People feel heard.”

Food is the new company perk

As Sabine points out, food has become a true employee perk: “People are constantly overstimulated these days. If their workplace lacks energy, they are gone. Good catering and engaging events keep the office experience fresh and meaningful. For employers, investing in this is essential—food is the new company car. The best ideas and most meaningful conversations happen over a great cup of coffee or a surprising bite to eat. Just give us the space and we will deliver the energy and productivity your people need. That kind

of trust is something you have to be willing to give as an employer,” says Sabine. Claire adds, “With more people working from home, meaningful interaction is often missing. We call it FOMO: Fear Of Missing Office. Events and great food are the reasons people want to come back. They create connection, pride, and joy at work.”

Why every employer needs an event strategy

Internal events are a must for any company that values engagement and motivation, Claire believes: “Make it personal, listen to what people actually need, and step outside the expected. A typical Friday afternoon happy hour is no longer enough. Try something new. Something that surprises.” Sabine agrees and emphasizes the importance of boldness: “Make healthy, unexpected choices that are good for people and the planet. That kind of care makes employees feel truly valued. When you dare to color outside the lines, that is when new doors open.”

Sabine Koers

Community manager

Tech Vermaat Groep

Suzanne Diepenveen

Activation marketeer

Corporate Vermaat

Groep

Community manager

Vermaat Groep

Claire Steerenberg

A flavorful start to something big Event case:

Out with the Old,

In with the

Bold

Demolition & construction celebration WTC Amsterdam

A party to celebrate demolition and renovation? At WTC Amsterdam, they like to do things a little differently, so yes, absolutely. On Thursday, June 26, the central lobby was transformed into a celebration of both tearing down and building up. Because when walls come down, space opens up for something new. That called for a proper celebration, with colorful hard hats, bold street food, and chocolate bricks that guests could smash to pieces themselves.

The event marked the official start of WTC’s major transformation, and that deserved more than a simple ribbon, cutting. Under the motto “Out with the old, in with the bold,” tenants were treated to a creative lunch experience packed with playful nods to the construction site.

Snacking on the scaffolding

Vermaat Events designed the entire concept from start to finish. From dish names to staff outfits: everything breathed construction vibes. Picture this: The Flamethrower (a spicy chicken burger), The Jackhammer (Texas style chicken hot dog), and The Sandbag (a Middle Eastern falafel bowl). Drinks were served from wheelbarrows by ‘construction workers’ dressed in overalls and hard hats.

A tasty mess

This event was not just about demolition; it was also about building connection. The styling was industrial with a playful twist: buffet tables made from cement tubs, pallets as dining tables, and visual nods to the construction theme throughout. The crowd favorite? Chocolate bricks you could smash yourself. Because sometimes, something has to break to make room for something better.

Auditorium in the making

This event was just a sneak peek of what is to come: a brand new WTC. One of the highlights in progress is a state of the art auditorium, an inspiring space that will soon also be available for external bookings. A bold move that positions WTC Amsterdam for the future.

Fish

The Tropical Stand

Hawaiian poke bowl | salmon | sushi rice | grilled pineapple | cucumber | red onion | sesame | teriyaki sauce

Light, fresh and flavorful, a tropical refreshment for every construction break. ***

Veg(etari)an

The construction flame

Tortilla | veggie chili | red kidney beans | bell pepper | cheese | green herb mayonnaise

Ignites the construction site and gives your taste buds a solid foundation.

The Sandbag

Middle East falafel bowl | couscous | falafel | hummus | sweet potato chips | tahini dressing

Powerful, crunchy and full of character, this bowl does not let you down.

What was on the menu?

Meat

The Flamethrower

Spicy chicken burger | coleslaw | chili mayonnaise | cheddar

Bold flavors and fiery sauce, like a high, risk power tool on the construction site.

***

The Grill machine

Grilled beef burger | sesame bun | smokey BBQ sauce | pickles | lettuce

Packed with smoky grill flavor, as rugged as a steel machine. ***

The Jackhammer

Chicken hotdog ‘Texas style’| bun | green herb mayonnaise | crispy fried onions

Een smaakklap in één hap, kruidig, krokant en krachtig.

ARTIS Aardbewoners

diner 2025

A culinary dream

ARTIS’s mission? Creating a sustainable planet together. Driven by this mission, ARTIS hosts the annual Earthlings Festival. The inspiring Earthlings Dinner on Monday, May 26, 2025, marked the festive kickoff of this event. The dinner brought together 140 guests from the worlds of business, science, government, and media, all with a shared goal: to take meaningful, collective steps toward a more sustainable future. >>

The Earthlings Dinner was a carefully curated experience where ARTIS, in collaboration with Michelin starred chef Emile van der Staak (De Nieuwe Winkel) and culinary partner Vermaat Events, invited guests to rethink sustainability. Francine Hijmans, head of Fundraising and Partnerships at ARTIS, sums it up perfectly: “We want to give people a positive, energizing nudge. It starts with awareness, and hopefully leads to action.”

An inspiring, energizing, and connecting program

The evening began in the Planetarium, where guests zoomed out into the vastness of the universe, only to return their focus to our small and fragile planet. “It was a powerful moment,” says Francine. “You realize how incredible it is that we can live here, and at the same time, how vulnerable that is.” Keynote speaker Melati Wijsen, known internationally for her fight against plastic pollution, showed that anyone can make an impact. “She is an incredible role model,” Francine explains. “So many people think, ‘What can I do?’ But she proves that anyone can spark change. She is only 24 and has already done so much.” After the talk, guests took a guided walk through ARTIS, designed to spark playful conversations and unexpected connections.

Coming together for a thriving planet

Dinner was served inside the ARTIS Groote Museum, where chef Emile van der Staak presented a fully plant-based menu on tables set with real grass turf. “The idea came from our gardener Ton,” Francine says. “We loved it instantly and so did Vermaat Events. I mean, how often do you sit down to dinner with your plate resting on actual grass? It came with some practical challenges, like uneven surfaces and all, but Vermaat Events came up with great solutions. After the event, we returned the grass to our pampas meadows so the animals could graze on it. That is sustainability in action.”

A creative co-creation

“A truly incredible dinner emerged through co-creation,” Francine shares. The evening opened with Ontwaken (“Waken up”), a botanical welcome drink developed by De Nieuwe Winkel and Oedipus Brewery. Then came a series of surprising dishes: forest pâté filled with nuts, fruits, and plants, and hearty buckwheat tempeh with seasonal vegetables. The dessert? A “non-chocolate creation” made from chestnuts, served with natural wines and alcohol-free pairings.

Together for the well-being of the planet.

“One of the main dishes was even designed to be eaten by hand,” Francine smiles. “It brought a sense of intimacy and activated all the senses: hearing, sight, touch, smell, and taste.”

From head to heart

The evening’s theme was Planetary Health: the well-being of our planet and our shared responsibility to care for it. “A lot of people spend their days behind spreadsheets and KPIs,” says Francine. “But translating that into action can be hard. We wanted this evening to move people, from head to heart.” The event also marked the launch of the Natural Leadership Program, an ARTIS initiative designed to help organizations not just understand sustainability, but feel it, and bring it into practice in meaningful ways.

Real impact and lasting impressions

The evening was a success. Guests stayed longer than usual, made new connections, and shared overwhelmingly positive feedback. “We heard over and over how surprising, meaningful, and inspiring the evening was,” says Francine. “At the end, we handed out cards where people could indicate what they wanted to learn more about or who they wanted to connect with. Because we do not just want to host events, we want to help people truly connect.”

The golden triangle

Francine highlights the powerful collaboration between ARTIS, chef Emile, and Vermaat Events: “I am so proud of this triangle. Together, we create real moments of surprise. And that is what matters most: that people feel truly welcome and leave with a lasting impression. I am excited that we get to host more events like this at ARTIS with Vermaat Events by our side.”

Francine Hijmans

Head of Fundraising and Partnerships at ARTIS

From snapshot to showstopper: make your event Insta-worthy

You know your event is a success when guests start snapping photos and sharing videos online. But how do you make sure your event is truly Instagrammable? This practical checklist will help you create a visually irresistible experience that gets all the attention it deserves:

Professional documentation

Focus on styling

• Choose a striking theme keep the theme consistent across decorations, invitations, and catering.

• Make sure your staff fits the theme, down to the smallest details. Like matching hair ties, identical sneakers, and a shared hairstyle. Want to take it a step further? Bring in a makeup artist to style your team to match the theme.

• Consider setting up a mini glam area with a make-up artist or hairstylist for quick touch-ups.

• Hire a professional photographer or videographer who can also create quick previews for Instagram.

• Produce short reels or aftermovies that people will want to share.

• Share a QR code where guests can upload their photos.

• Want to go all out? Bring in an event content creator who shares your event in real time through short videos, reels, and stories

Serve food and drinks like art

• Present dishes in unexpected ways, like from a serving tray worn on the belly, off a (donut) wall, or in edible cups.

• Introduce signature cocktails or mocktails in bold glasses or with creative toppings.

From A to Z

• Create a full experience from arrival to departure: surprise guests right from the parking lot or entrance with eyecatching visuals or a playful welcome team.

• Make sure each element includes a “wow” factor, such as creative food presentation, unexpected staff outfits, or a DJ booth in a unique location.

Encourage guests to share

• Create a short, unique hashtag (e.g., #YourEvent2025) and display it everywhere, from photo spots and screens to wristbands.

Magic! The summer is

Wrapping up a strong quarter, boosting team spirit after the holidays, or kicking off a new campaign: Some moments call for a venue with serious summer vibes. Think open air, good energy, and plenty of space to relax and have fun. Here are five sun-soaked favorites:

1. B. AMSTERDAM

Summer vibes call for a rooftop! And not just any rooftop, but the largest rooftop terrace in Amsterdam! Atop the green roof of B. Amsterdam, you will find a true urban summer vibe. With a pétanque court, BBQ, cocktails, and sweeping views of the city, your event naturally becomes a warm-weather experience. The seasonal menus are inspired by sunshine, sunsets, and long summer nights. Indoors and outdoors flow seamlessly together. And the bonus? There is plenty of parking space.

2. GOLF COURSE BENTWOUD (Benthuizen)

This green oasis is perfect for outdoor summer events, networking sessions, or team outings. Surrounded by lush landscapes, woodlands, and water, Bentwoud offers a balanced mix of relaxation and activity, from golf clinics to guided walks with a forest ranger. It is the perfect spot to recharge. Restaurant ROEST welcomes you to its terrace overlooking the golf course. >>

3. PAVILJOEN STERREBOS (Groningen)

A hidden gem in nature with a summer-ready terrace nestled in a city garden: Paviljoen Sterrebos is the ideal spot for relaxation and inspiration. It strikes the perfect balance between greenery and good company. With seasonal ingredients and local products, the chef treats your guests to sustainable and flavorful dishes.

4. FORUM GRONINGEN

Enjoy breathtaking sunsets and panoramic 360° views over the city from the rooftop terrace of Forum Groningen. The popular Sunset Sessions here are known for their buzzing summer energy: DJs, bites, and good vibes. And yes, you can book the rooftop for your own unforgettable summer party or event.

5. DUINRELL (Wassenaar)

Want to feel the tropics without leaving the country? Duinrell delivers with its Tiki pool and summer-ready entertainment mix. From BBQs and food trucks to cozy cocktail bars, this is the place for a unique outdoor team outing your colleagues will not forget.

44 event spaces

From industrial halls and rooftop dining to creative breakouts and inspiring boardrooms

2.500 guests

We’ve got the space So you can host your company party, conference, hackathon, trade fair, or product launch right here.

12 padel cou r ts

Need a sporty break? Go for the win in a tournament or level up your game with a clinic.

600 parking spots.

Yes, even in Amsterdam

Planning your event in a vibrant space with room to imagine? Our experienced team will translate your ideas into an event that’s perfectly taken care of, down to the very last detail

S can for more info

Partners in crime “ ”

Engaged

We are more than just a caterer, we are a committed partner. Together with our clients, we create unforgettable events. As the culinary partner for your event, we go all out to deliver a unique experience for your guests, from bold flavors to memorable settings. Co-creation is our standard. Courage and care are our signature.

Partnering for

Perfection

Vermaat Events is much more than catering. Not just for clients, but especially for event venues. We go the extra mile to make our partners shine. Together, we elevate your location, increase visibility, and create events with real impact.

Partners in crime

“We are not just a vendor, we are a strategic partner who thinks along, advises, and delivers,” says Romy Smits, Manager of Concepts & Marketing. “Through the Vermaat Events label, we help venues strengthen and sharpen their positioning in the business market. We support with strategic advice, marketing campaigns, and use our own channels to put venues in the spotlight.”

Strategy, creativity, and logistic power

“Our strength lies in combining bold strategy with flawless execution,” adds José de Kuijer-Ooms, Commercial Manager. “We do everything in-house: advisors, concept developers, designers, marketers, and a planning team that ensures every idea we pitch is logistically feasible. Sustainability and social responsibility are central to our approach with dedicated teams for ESG and Social Return.”

Every partnership is unique

Whether it is a museum, a theater, or a conference center, you want your offering to align with the needs of your guests and clients. “We speak the language of both the event industry and the venue,” Romy explains. “We immerse ourselves in the DNA of the location and go deep into the wishes of the client. That means tailormade solutions, not one size fits all. Every collaboration is different. Sometimes we only handle the catering, but we often take over the full rental and marketing operation as well.”

Food with a vision (and a whole lotta flavor)

From VIP hospitality at the Dutch Grand Prix or the KLM Open to sustainable bites at a staff party, Vermaat Events delivers. And not with the usual smoked salmon on a wooden board, but food with a vision. “We aim for culinary excellence and catering with a twist. Classy, Catchy, and Responsible,” says José. “Within that, we offer a wide range of creative concepts, from highend VIP dinners with Michelin-star chefs to colorful street food experiences. Everything we serve has to be just a little different. With a twist. A little bolder. Or ultra-sustainable. Whatever the client is looking for.”

EventSummit & other boosts

With initiatives like the Vermaat Events Square at EventSummit, we give venues a direct platform to present themselves to their audience. We help increase visibility, generate valuable leads, and make sure your venue stands out. Romy: “You decide how closely you want to collaborate. We are ready when you are.”

Vermaat Events: your venue booster

At Vermaat Events, we support your location with true partnership. From strategic advice to full-scale execution, we are here to help your venue thrive. Are you ready to level up?

From migration to menu Event case:

the opening of Fenix The story behind

Fenix is a place where past and future meet. In the heart of Katendrecht, a remarkable new museum has opened in a fully renovated harbor warehouse. Fenix tells the story of migration – of departures and arrivals, of leaving home and starting over. Today, it is home to a striking landmark: a 30-meter-high Tornado with a double-helix staircase leading to a panoramic deck 24 meters above ground. Where people once left to chase new dreams, a vibrant new destination has emerged, part museum, part gathering space, part event venue.

During opening week, nine events took place in rapid succession, each with its own character, but all with the same goal: to firmly anchor Fenix in Rotterdam. Highlights included a reception for donors who each contributed a suitcase to the collection, each one carrying a personal story. And of course, the official opening by Queen Máxima. In between? Press days, walking dinners for artists, crew catering for everyone involved, and warm welcomes for friends, family, building partners, and industry peers.

Close collaboration leading up to opening week

As Fenix’s culinary partner, Vermaat Group handles the museum’s daily catering. For the grand opening week, Fenix brought in Vermaat Events to take care of the culinary experience across multiple events –from guest receptions to crew catering, and from ambiance to flavor. Months of preparation culminated in a week where everything came together: hospitality, atmosphere, and purpose. >>

What was on the menu?

Stronger together, down to every detail

Jelmar van der Wel, Managing Director at Fenix: “We deeply appreciated the incredible dedication of Vermaat Events. In the lead-up to the opening, they were regularly in the museum to fine-tune every detail and had a sharp sense of what each event needed to feel right and truly special.”

The

world on your plate

The museum’s vision was translated directly to the plate. In close collaboration with Fenix, Patrick van Fraeijenhove (Vermaat Events) developed a custom menu for the opening week, where global cuisines told stories of migration. Cape Verdean and Chinese bites, Italian influences, and unexpected twists, each dish told its own story. Always crafted with care for the museum and the moment.

A

taste of global kitchens

The culinary spotlight belonged to Michelin-starred chef Maksut Aşkar, whose O Anatolian Café & Bakery at Fenix serves street food and family recipes from Anatolia. Hendrik Franken, Creative Director at Vermaat Events, shares: “We are incredibly proud of this partnership. Together, we are building hospitality

Fenix connects the taste of migration.

concepts that are personal and full of flavor. It is a unique opportunity to share the rich culinary heritage and stories of Anatolia.”

Granucci Gelato also found a home at Fenix. With their classic Italian ice cream, made using Grandpa Luigi’s original recipes, they bring another layer of migration history to life.

Rotterdam-Chinese flavors on Plein

Plein, the 2,000-square-meter covered city square inside Fenix, is a vibrant space for connection, storytelling, and flavor. Here, chefs invite you to explore their food culture. Every six weeks, a different Rotterdam-based chef takes the stage, thanks to an initiative by Mooncake, to showcase and share their culinary roots. Master chef Tim Kan kicked off with Rotterdam-Chinese cuisine.

The opening week was just the beginning. This unique venue will continue to host meaningful encounters and kitchens that tell powerful stories. If one thing became clear in that first week, it is that Fenix is a destination built to surprise.

Driven by taste Event case:

Pole position Vermaat Events & Circuit Zandvoort

Creating a successful inspiration event is all about collaboration. That is why we joined forces with Circuit Zandvoort, a location where experience and energy are built into its DNA. Together, we hosted an afternoon full of inspiration, interaction, and culinary surprises for our partners on October 16, 2024. It was also the perfect occasion to unveil our new name: Vermaat Events.

Romy Smits, Manager of Concepts & Marketing at Vermaat Events, explains: “Each year we host one inspiration event and one knowledge-sharing event. Our goal is to share insights, spark inspiration, and strengthen relationships through unexpected experiences. This year’s event was also the moment we revealed our recent rebranding. Previously, we were known as Vermaat Partyservice. But we wanted a name that better reflected our position as a leading hospitality specialist and venue partner. So we brought Vermaat Events to life. This was the moment to introduce and embody our new identity. We did that together with 150 guests, including clients, venues, and partners.”

Ready, set, GO: a full experience from the parking lot on Vermaat Events and Circuit Zandvoort teamed up to deliver an all-out experience. Guests were welcomed right at the parking lot by two Vermaat Events team members holding signs that read ‘Ready to sparkle?’, guiding them to the entrance. Once inside the Pitlane Lounge, the Vermaat Events Experience kicked off. Guests were introduced to our three new brand pillars: Classy, Catchy, and Responsible. Each zone had its own menu, styling, and host – all fully aligned with the spirit of its pillar. >>

Menu

Classic shellfish bisque

About Circuit Zandvoort

Hosting a plenary session, reception, dinner, or exclusive meeting? Circuit Zandvoort offers the perfect space for every type of event. Choose Bernie’s, located in the heart of the circuit, or enjoy panoramic views of the track from the Founders Lounge. Soak up the racing atmosphere while overlooking the iconic Tarzan Corner, or treat your guests to an exclusive lounge experience above the pit lane, complete with that unmistakable race-day vibe.

What was on the menu?

pan-seared prawn | sour cream | orange

Emmeloord red lentil soup

Westland tomatoes | curry | coconut

Scallion

pumpkin |Jerusalem artichoke | fresh almond dressing

Beetroot mousse chestnut | fresh fig | smoked almond ***

Poached Dutch Marigold egg

spinach | potato foam | smoked butter | Belper Knolle

***

Red shrimps and octopus

grilled bell pepper sauce | lime gel

***

Blanquette de veau

braised veal | veal escalope | mushrooms | onion | lemon | tarragon

***

Dark chocolate cremeux

passion fruit | tropical fruit | palm sugar crumble | mango passion sorbet

“

It is the perfect moment to test whether everything truly hits the right note.

”

Circuit meets content

After a warm welcome in Bernie’s Lounge by Romy from Vermaat Events and Kirsten Schouten from Circuit Zandvoort, guests were free to curate their own afternoon program. From an engaging talk by Chris Lukkassen on the impact of Gen Z on the events industry to former Formula 1 driver Robert Doornbos highlighting the parallels between racing and the dynamic world of business. In between sessions, there was no shortage of adrenaline: guests could test their skills in the sim racing experience, join an exclusive tour of GP Elite, or explore the track by bus.

That freedom of choice resonated, noted José de Kuijer-Ooms, Commercial Manager at Vermaat Events: “Throughout the day, many participants told me they had been looking forward to the event and had already planned what they wanted to do. Having the flexibility to choose their sessions while still leaving ample time to connect and network proved to be a real success.”

Of course, the culinary element played a starring role. Guests indulged in a wide variety of new creations from the Vermaat Events kitchen. Highlights included a savory Gouda cheese “vetkoek” with basil cream and pumpkin seed crumble, served on skewers from a

rustic tree-trunk platter, and a red beet mousse with chestnut, fresh fig, and smoked almond, presented straight from the amuse wall.

Collaboration at full throttle

The partnership with Circuit Zandvoort shifted into top gear. From the speaker line-up to the program design, every detail was fine-tuned well in advance. On the day itself, a dedicated team from both Vermaat Events and Circuit Zandvoort worked seamlessly behind the scenes to keep everything running smoothly. Romy: “At our inspiration events, we always present a selection of dishes from our new seasonal leaflet. It is the perfect moment to test whether everything truly hits the right note. Thanks to the commitment of our sponsors, we can make these events possible time and again. For the venue, it is also a unique opportunity to showcase all its possibilities for future events.”

Curious about the vibe, or were you there and want to relive the experience? Be sure to check out the aftermovie.

The recipe for online impact

Vermaat Events and High Profile Locations put digital hospitality in the spotlight

Digital hospitality is alive and kicking! That was made abundantly clear during the knowledge event hosted by High Profile Locaties and Vermaat Events on June 16 at the Kunsthal Rotterdam. Around 40 event professionals from various venues came together to gain knowledge, insights, and inspiration around digital hospitality and online marketing.

Digital hospitality is a must

The importance of digital readiness and hospitality was clearly outlined by Ronnie Witjes of High Profile Locaties. “We analyzed 27,000 requests from 2,400 clients across more than 300 venues. We dove into the online behavior of corporate clients and discovered why they drop out, even before the first contact. From that benchmark, five core principles emerged that are essential for optimal digital hospitality in event venues.”

1. Visuals. “Show your venue clearly and realistically. If you say there are outdoor spaces, then show them. The same goes for a rooftop bar, for example.”

2. Pricing. “People do not want to have to call for everything; they want an immediate price indication.”

3. Availability. “The date is often one of the most important criteria. Make sure people can see which dates are busy and whether there is still availability at all.”

4. Online reviews. “The experiences of others create trust and increase visibility.”

5. Terms and conditions. “What is and is not possible. Think of cancellation policies, sound recording, and frequently asked questions.”

The benchmark from Locaties.nl revealed that already one in four venues shows pricing and availability online. Clients expect this nowadays too, says Ronnie: “Just like when booking flights. Venues that display reviews also average 25% more online visibility.”

Seeing is believing

Suzanne from SEM Agency spoke about the transformation of venues. How do you transform a venue from a “social brand” into a “love brand”? For example, by sharing authentic customer stories on TikTok and Instagram. Ronnie adds: “That kind of social proof is very important. People trust the experiences of others more than what a company says about itself. But the type of content also matters. Make it personal, make it authentic.”

AI: Another way of Informing

Artificial Intelligence (AI) was another major topic at the knowledge event. And rightfully, because if your website is not digitally in order, you simply do not count anymore. AI tools, such as search agents or voice assistants, “read” websites very differently than humans. They do not care about visuals or sleek design but focus on structure: HTML, headers, buttons, >>

labels, descriptions. Think of it like someone who is blind using a screen reader. If your venue page does not include clear text labels, logical structure, or alt text, then AI simply does not “see” your venue, and you will not show up in search results.

Being visible without sight

“As a human, you might think, ‘I will just give them a call,’ but a computer does not do that. If a computer cannot access your information, you are out. At that point, the room went completely silent,” Ronnie recalls. Those who fail to meet the five core principles of digital hospitality, such as transparency around availability, pricing, and visuals, quietly fade from view. “And since June 2025, this has become even more critical with the introduction of the European Accessibility Act. Your website must now also be accessible to the visually

impaired and blind, which ties in seamlessly with the adjustments needed for AI agents. Digital accessibility is, quite simply, a necessity.”

From resistance to opportunity

From online welcome to offline impact.

During the event, it became clear that digital transparency can sometimes spark resistance among venues, for example when it comes to making availability and pricing public. “But,” Ronnie stresses, “digitalization actually frees up more time for valuable personal contact with truly interested clients.” This presents major opportunities for venues. Realtime availability through system integrations can easily be managed via platforms such as Locaties.nl. Flexibility in bookings is becoming increasingly important as well, especially with clients booking later and more often for smaller groups.”

Taking knowledge home

Transparency pays off, social proof builds credibility, and AI is changing the way clients find you. The knowledge event gave participants valuable insights they can put into practice right away. We are proud that, together with High Profile Locaties, Vermaat Events can share knowledge in this way and contribute to the growth and visibility of our venues.

This gives you a deeper look into the content of the presentation.

Owner High Profile Locaties

Ronnie Witjes

Padel, Beer & Pizza

This is how you build an experience together

Twelve padel courts and one hundred participants with a mission: connect, compete, and enjoy. On Monday, March 31, Padel, Beer & Pizza made its return as the go-to sports networking event by Event Inspiration. In collaboration with Vermaat Events and B. Amsterdam, the fourth edition was brought to life. And the best part? Attendees gave the event an impressive 8.4 rating afterward!

Event Inspiration is a platform for daily inspiration, industry news, supplier tips, venue updates, and more. Jelle van Keulen, partnership manager and coowner, explains: “Six years ago, we started our online community. To connect our partners, we host two partner events each year: one with a fun element, like padel, and the other with a knowledge focus.”

Stronger together: 1 + 1 = 11

This edition was a textbook example of how partners can amplify each other’s strengths. “Great events do not just happen,” says Jelle. “They happen when there is trust and everyone gets the chance to show their expertise. That is when one plus one suddenly becomes eleven.” Together with Vermaat Events and B. Amsterdam, they created a truly immersive >>

experience with concept catering, creative branding, and a spot-on location with the largest rooftop terrace in Amsterdam: everything came together perfectly. What makes Padel, Beer & Pizza so powerful? The sport itself. “When you are in your sports gear, it no longer matters whether you are a CEO or an intern,” says Jelle. “You are sweating side by side, exchanging high fives. That makes it so easy to start a conversation afterward. At a business networking event or after a conference, you are far less likely to approach someone, but here you just find yourself chatting naturally. That is the true strength of this event.”

Sporty playground

Why B. Amsterdam? Simple: it fits like a sports glove. “B. Amsterdam is a perfect match with what we do. Their slogan, ‘Our business is your playground,’ says it all: it is a creative environment, but still highly professional. On top of that, Vermaat Events went all out conceptually. It matched the location, and it matched our brand,” Jelle explains. From the padel courts at B. Amsterdam Padel to the rooftop terrace music, everything struck the right balance between sports, relaxation, and connection. “Or better yet, Bar Bistro Bureau, the restaurant on the fifth floor of B. Amsterdam, is not only a restaurant but also a fantastic event venue that more and more companies are discovering. And the fact that the location also boasts the largest rooftop terrace in Amsterdam is an extra bonus. The weather was incredible too, which made it even more memorable.”

Co-creation from start to finish

Vermaat Events took the experience to the next level with original details. Savory cones were served from padel rackets, and a pizza delivery scooter was parked on the rooftop, perfectly in tune with the catchy Vermaat-pink pizzas that were served. “Everything fit the theme, right

down to the neon sweatbands worn by the staff. Vermaat Events translated the concept brilliantly. It was true concept catering, and I love that. Everyone contributed to making this event a big success. As for the catering, I had zero concerns. From the very first proposal, I knew it was going to be great. We really created this together. The collaboration between all partners was seamless. When you do something like this, you need to work with parties you can trust, and that is exactly what we had here.”

Lessons for the future

Of course, there are always small details to improve. Next year, for instance, the music could be a little softer during the daytime program. But beyond that? “Not much needs to change. This event was rock solid,” says Jelle. Padel, Beer & Pizza is not just networking. It is about building something together that is bigger than yourself. True partners in crime.

About Jelle:

The connector, the networking hero: partnership manager and co-owner of Event Inspiration, Jelle is winning over both the market and the hearts of suppliers and partners. With more than 20 years of event experience (including 14 years on the agency side), he brings an impressive network and a wealth of expertise.

Manager partnerships and co-owner of Event Inspiration

Were you there, or are you curious to see more? Check out the photos and aftermovie! Want to make sure you join us next year (as well)? Keep an eye on our socials or sign up now at eventinspiration.nl.

Jelle van Keulen

Creativity on the menu “ ”

Creative and original

The world of food is constantly evolving. We know what’s cooking and love keeping you in the loop! Discover the latest trends, surprising concepts, and Instagrammable moments that leave a lasting impression. From matcha to mochi, we bring food trends to life, always with a creative and original twist!

the future Prompting

Creating a world full of (culinary) imagination

The cover of this magazine is unlike any other. The magic lies in the details: the image was created entirely with artificial intelligence, yet the model is real. A unique blend of human expression and AI creativity. The result? A cover that sparks the imagination and invites you to explore what is possible. A preview of the future of photography and image editing. And who better to talk to about this than Floris Heuer, founder of Fitchd Agency and a specialist in imagery and brand visualization.

Floris is a well-established name in the world of photography and events. He began his career as a photographer and spent many years working with Vermaat Events. In 2019, he founded Fitchd Agency with the conviction that the true power of imagery lies in collaboration. Under the motto “create better together,” he brings together creative talents from different disciplines. Floris is a true connector: he knows how to unite the right people and capture the very essence of a brand through visuals.

Pioneering together

Floris excels at translating brand identity into a powerful visual story, and AI is increasingly part of that process. “For the cover of this magazine, we deliberately chose an image that was partly created with AI. We believe this is the future, and it ties in seamlessly with the power of imagination, or the ‘world of culinary imagination,’ we aim to create. I was thrilled with this assignment because it allowed me to showcase AI’s potential to a wider audience. Vermaat Events dares to explore new frontiers with us, where authenticity and technology converge. Together, we are exploring a new dimension of imagination.”

Authenticity and experience

He continues: “People are still very cautious about using AI to generate images, and rightly so. The possibilities are limitless, but authenticity is often lacking. Especially for event organizers, real connection – the act of creating genuine bonds – is incredibly important. >>

That is why we chose to feature a real model in the cover shoot, to keep the image authentic. The more generated imagery we see, the greater the demand for authenticity becomes. Real experiences remain essential, but in this edition of EventMgzn, we show how AI can enhance the power of imagination.”

Efficiency and limitless creativity

Is AI a threat to photographers and designers? Not according to Floris: “I see AI as an opportunity, a possible extension of our services. Of course, the profession is changing. But as a creative professional, you have to adapt. If you sit back now, you will miss the boat.” For Floris, the main advantages of AI in photography are efficiency and limitless possibilities. “Where you once needed a stylist, set builder, and food stylist, AI can generate unique and realistic images in a short time. It speeds up workflows, opens up new styles, and allows you to experiment with future-proof concepts. With prompts, you can fine-tune style and lighting. You can have your opinions about it, but the real question is: are you willing to adapt?”

Capturing connection

Floris sees a clear shift in event photography. “It will not disappear,” he says, “because reportage still tells the real story. Organizers still want to show what is genuine: authentic moments, true connection. The role is simply changing. It is less about perfection and more about meaningful moments that build trust.” According to Floris, the focus is moving toward fast, shareable content. “Think more snapshots and live coverage rather than the perfect staged shoot. Organizers are looking for ways to make an immediate impact and share experiences quickly. Speed and authenticity are winning over traditional polished images.”

Tailored content

Quick shareability is one way to create impact for your audience, but there are plenty of others. “I expect we will move toward a more customized approach to content, where event guests soon receive tailor-made albums featuring visuals that match their specific interests and reasons for attending. Whether that is networking, speakers, or the experience itself. AI will become more visible in fast editing and post-production, but less in image creation. Unless companies deliberately experiment in the context of an event or theme,” Floris explains.

Guidelines for event pros

Floris shares his three golden tips to make your event visually unforgettable:

1. Think strategically about visuals. Involve your photographer or videographer early in the planning process and make visuals part of the entire guest journey.

2. Choose quality over quantity. Give your guests 10–20 targeted, personal images rather than an album of 150 shots. Replace the traditional aftermovie with a video that reinforces your theme or message.

3. Go beyond instant shareability. A powerful image can also have impact later as a surprise effect. Plan in advance how and when you can create the greatest impact.

Human + AI: the perfect match

Where will photography and image creation be in five years? “The traditional craft will partly disappear. Photographers who do not embrace technological possibilities will struggle. At the same time, especially in events, there will always be a place for capturing real human moments. AI makes it possible to work faster and more creatively. As an organization, start conversations about visuals early, use AI strategically where it adds value, and choose collaboration. Because together we create the stories of tomorrow, with AI as a powerful partner.”

Floris Heuer

Owner Fitchd

From creative concept to

experience culinary

The touch of Vermaat

Events

How do you keep coming up with culinary concepts that get people talking – and posting? Romy Smits, Manager of Concepts & Marketing, and Patrick van Fraeijenhove, General Manager of Vermaat Events, know exactly how to turn abstract ideas into tangible experiences. From hype to bite, and from trend to the unmistakable touch of Vermaat Events.

From idea to tangible experience

Inspiration is everywhere, Patrick says: “Inspiration sessions, dining out, markets, Pinterest, TikTok, vacations, I find inspiration all around me.” Turning an abstract idea into a concrete menu is a careful process, Patrick explains: “We start with brainstorming, create mood boards, and put the concept on paper. Then come the prototypes, for example presentation materials, to test whether everything is operationally feasible. In the end, every detail has to align, from food and beverages to signage and presentation during the event.”

Culitainment: the element of surprise

One of the most important aspects of a creative culinary concept is “culitainment” (culinary entertainment). Something has to happen. Romy: “It is all about the unexpected. Think pop-up food trolleys with surprising bites that suddenly appear at >>

“The best compliment? Guests posting your creations on social media!”

different moments. Or a dish where the guest adds the finishing touch themselves. For example, with a pipette filled with spiced dressing.”

The unexpected can also be in the dish itself, Patrick adds. “Take our concept ‘No Salmon | No Tuna.’ Products that look and taste like fish but are absolutely not. The guest is surprised, and there is a meaningful story behind it.” By now, Vermaat Events has developed a wide range of its own culitainment concepts, such as “Say Cheese,” “El Cortador,” and sweet treats like “Wanna Wafel” or “Sweet Cannelloni.”

Storytelling in every detail

That story, the storytelling, is essential, Patrick emphasizes: “The story has to be flawless so that guests immediately understand why a concept is special,” Romy adds. “With storytelling, you give an event meaning and depth. But only when you tap into the wishes and

identity of your guests does it become truly personal. Vermaat Events believes in the power of both: storytelling that resonates and customization that creates connection.”

Collaboration as a magical balance

The collaboration between concept development and daily operations is an ongoing process, and sometimes a struggle. Patrick: “I often hear: ‘What have you come up with this time?’ We always need to find the balance between feasibility and creativity, but that is what makes it exciting.” The magic of Romy and Patrick’s collaboration lies in their shared drive. Romy: “We want to position our brand more strongly in the market. Patrick through operational excellence and I through concepting and marketing.” Patrick: “The greatest compliment is when guests take photos and share them on social media. That is when you know it is a success.”

The true touch of Vermaat Events

Romy and Patrick dream of building a strong and distinctive signature for Vermaat Events. Romy:

“Our ultimate goal is that when you walk into an event, you immediately recognize it as a Vermaat Events concept, even without our name attached. I think we have already taken many steps in the right direction, especially with the renewed Vermaat Events label. We know what we stand for, where we want to go, and what we want to project. You should see that reflected in the food, the experience, and the setting: that is the true touch of Vermaat Events.”

General Manager Vermaat Events

Manager of Concepts & Marketing Vermaat Events

Patrick van Fraeijenhove Romy Smits

Va Va

Voom!

TOPdesk ends the year in ultimate DIVA style

How do you wrap up a year full of success, collaboration, and growth in the best possible way? Exactly: with glitter, karaoke, drag, and street food. Like a DIVA! In December 2024, Vermaat Events transformed the Kunsthal Rotterdam into a vibrant DIVA paradise, where glamour, creativity, and inclusivity came together for an unforgettable year-end celebration. Honey, it’s time to shine!

Sparkle magic dust!

A pink carpet rolled down the famous Kunsthal slope, the perfect catwalk for 300 partygoers. Dressed in their finest outfits, they were welcomed with a sparkling pink mocktail and invited to snap photos with glamorous drag queens. For a savory bite, guests could enjoy cones of popcorn and both beef and oyster mushroom “bitterballs.”

DIVAs on the dance floor

The absolute highlight? Amy Astoria and Victoria Vyper, the queens of AbsolutelyDrag. These divas owned the stage with their powerful, glitter-filled lip sync performance full of attitude. Meanwhile, the DJ kept the dance floor alive with timeless hits, while guests could try out their vocal range during DIVA karaoke.

Not much of a dancer or singer? No problem, there were plenty of old-school board games to enjoy as well. And the vintage photo mirror had everyone striking their best diva pose.

Bites and bubbels

From Korean vegan crispy wings to Philly cheesesteaks, the Kunsthal café became the culinary heart of the party. Four food stands and a champagne tower bar served bites and bubbles. Prefer a cappuccino? A professional barista had that covered too.

From exhibition to total transformation

Guests first visited the DIVA exhibition before immersing themselves in a festive setting where pink lighting, Christmas sparkles, and creative details set the tone. >>

The Auditorium was styled in an intimate and playful way, complete with a bar, standing tables, and a DIVAthemed décor that invited everyone to unleash their inner Mariah. “All I want for Christmas is yououououou!”

A party full of glitter and hospitality

With divalicious hosts in lilac-pink costumes, a stylish bar crew, and a party manager who ensured everything ran seamlessly, this was no ordinary company party. It was an ode to expression, joy, and the courage to do things differently. Why do normal when you can do DIVA?

Kunsthal Rotterdam: colorful and versatile

The iconic Kunsthal Rotterdam is an inspiring venue for any (year-end) event. From 20 to 350 guests, with seven exhibition halls, a vibrant Auditorium, and the atmospheric Kunsthal Café, there is always a space that fits your plans. Combine your gathering with a visit to one of the exhibitions, and you offer your guests a totally unique all-in experience.

HIGH-END HOSPITALITY WITH A PERSONAL TOUCH

At Making Connections, it is all about creating experiences that leave a lasting impression. From sparkling baristas to creative hosts and hostesses, we deliver high-end hospitality with a personal signature. Prefer a full-service concept? We are happy to co-create with you! Unique concepts such as our Bee Girl, Rose Girl, or Violet Girl turn every event into an unforgettable experience. Give your guests something to talk about.

GET IN TOUCH AND TURN YOUR EVENT INTO AN EXPERIENCE.

Nikki’s

Normal New Classy

When Project Manager Nikki van Vulpen walks into an event, she sees it instantly: does the whole picture add up? Does it feel like Vermaat Events? For her, it is not just about great food, but about the power of details. That is the feeling she wants to create at every single event. At Vermaat Events, we call this Nikki’s New Normal.

The signature of Vermaat Events

Nikki explains: “Over the past year, we carefully rolled out our rebranding to ensure that every Vermaat Events production is high-quality, surprising, and responsible. Our three pillars, Classy, Catchy, and Responsible, guide every event we organize. This is how you immediately recognize the signature of Vermaat Events. And every choice matters: from atmosphere and storytelling to taste and experience. Always ask yourself: does it surprise, does it resonate, does it feel right?”

Three routes to an unforgettable event

You can give your event any theme you like. From Winter Wonderland to Circus, from Barbie to The Great Gatsby. Vermaat Events then makes sure that

your event is fully executed within that theme. Nikki: “But even then, we always keep our three pillars in mind. Sometimes the focus leans more toward one pillar: a Barbie event, for instance, is more Catchy, while a Great Gatsby event is more Classy.”

Would you like to organize an event yourself with one of our pillars as the guiding theme? Keep the following image in mind:

Classy feels like a champagne bubble...

A stylish reception at the Concertgebouw, understated elegance at Restaurant RIJKS®, or a refined walking dinner by candlelight. Classy is all about premium quality, refinement, and subtle luxury.

Responsible Catchy

Think of:

• Monumental venues with a rich history

• Personalized details, such as elegant menu cards

• Hosts and hostesses who welcome you with timeless class and effortless perfection

Catchy feels like a shower of confetti…

The wow effect the moment you step inside: a creative explosion at the Kunsthal Rotterdam or a playful event setting at Beeld & Geluid. Catchy means bold, surprising, and above all Instagrammable.

Think of:

• Food stations and colorful snack walls

• Creative visuals and interactive elements

• Surprise moments made to be shared on social media

Responsible feels like conscious impact…

An inspiring gathering at the Stedelijk Museum or the versatile Naturalis, where sustainability and mindful enjoyment are at the heart of it all. Responsible is about caring for both people and planet.

Think of:

• Plant-based and seasonal dishes

• Zero-waste catering and sustainable materials

• Clear communication on CO₂-conscious choices

An event is only truly successful when every detail is in perfect harmony. That signature is what defines Vermaat Events. And Nikki? She is only satisfied when she knows: this was another one for the books.

Nikki van Vulpen

Project Manager Vermaat Events

Creative

A product launch, the introduction of a new branding, or a thank-you for your employees could always use a touch of creativity! Are you looking for a venue that is just a little different, sparks inspiration, and genuinely surprises your guests? Be inspired by these six unique locations:

PANORAMA MESDAG (The Hague)

Step right into a 360° painting and be enchanted by visual illusions and a one-of-a-kind experience. Ideal for workshops, meetings, or exclusive dinners, combined with rotating exhibitions. Choose from several spaces— there is always one that fits your event.

GRONINGER MUSEUM

In this colorful, eclectic interior designed by Maarten Baas, creativity comes alive in every room. Expect bold, playful, and artistic vibes: pure creativity in design. The event spaces created by top designers are perfect for brainstorming sessions, surrounded by designer furniture and iconic architecture for endless inspiration.

BEELD & GELUID (Hilversum)

This vibrant building overflows with media images and surprising elements, such as the spectacular Atrium and the Media Wall of Fame. The creative spaces are bright and flexible in setup, making them perfect for inspiring gatherings, workshops, VR games, and even outdoor activities like a silent disco, reception, or team-building sessions.

Original

Do you want something truly out of the ordinary? Choose a venue your guests would never expect. Training between trains or dancing in the Drents Museum? Absolutely possible!

SPOORWEGMUSEUM (Utrecht)

Host your event surrounded by iconic trains, explore an authentic station building from 1874, or choose from sixteen unique rooms, each with its own special atmosphere. The Spoorwegmuseum (Railway Museum) offers a remarkable blend of history and originality. Here you discover how the train changed the world while surprising your guests with a truly memorable experience.

DRENTS MUSEUM (Assen)

A charming mix of classic and modern: historic rooms meet organically designed contemporary event spaces and terraces. The elegant Statenzaal, with its stained glass windows, offers perfect acoustics, while the outdoor terrace and rooftop garden provide extra opportunities for open-air events, barbecues, or networking gatherings.

NIO HOUSE AMSTERDAM

This futuristic spot is a showroom, café, gallery, and event venue all in one. With flexible spaces such as the “Lab” for meetings, the “Gallery” for exhibitions, the “Living Room” for receptions, and the top floor for events, you are guaranteed an unforgettable setting.

Food for thought “ ”

Skilled

We combine our skilled approach with creativity and efficiency. As a logistical powerhouse, we effortlessly manage even the largest events. At the same time, we go a step further: how does our offering contribute to the well-being of your guests and the world around us? Let us show you how we maintain the balance between smart organization and conscious choices.

Tasting, planning, perfecting

Behind-the-scenes at the logistical powerhouse of Vermaat Events

At Vermaat Events, nothing is left to chance. Whether it is a walking dinner, a multiday event, or a sit-down dinner for hundreds of guests, the three production kitchens run like a well-oiled machine, a true logistical powerhouse. That machine often starts with one of the four permanent chefs in the production kitchen in IJsselstein: Tim Meulenbeek-Klink.

For nearly twelve years, Tim has been one of the team’s cornerstones. “I am not a fan of titles,” he says, “but I was once hired under the label ‘high-end chef,’ whatever that may mean.” Tim participates in tastings, menu development, collaborations with Michelin-starred chefs, and creating seasonal menus and food books.

A close-knit team

The core of the IJsselstein team consists of four chefs, each with their own specialty. “We have been working together for years. One of us has been with the company for thirty years, and the four of us have

now been together for over a decade. That is quite unique in the hospitality industry.” Most of the event production takes place in the IJsselstein kitchen.

“We also have production kitchens in Groningen and Maastricht. In Groningen, they primarily cook for Vermaat Events’ fixed venues. They also handle smaller events themselves, but when it comes to really large events, we step in from IJsselstein. The kitchen at MECC Maastricht serves as the base for southern venues but mainly caters to MECC’s own guests, where we manage large events with as many as 5,000 guests.”

Streamlined

logistics: everything in the right place at the right time

Most events are managed from IJsselstein. Here, all food is prepped so that as much as possible can leave ready-made for the event location. On site, dishes are finished—such as in the oven—and plated from a temporary kitchen setup. “We do not cook each event separately; sometimes we are working on twelve dinners at once. Everything overlaps, but every dish, every detail must be perfect. Of course, we run quality checks, but also checks on exact quantities. Whether you are cooking in the headquarters of a major tech company or in a pop-up kitchen at Circuit Zandvoort, you want to make sure you have everything with you. That is why we count everything. Do the numbers add up? Are the right dishes in the right cart?” The sous chef oversees the logistics: everything is counted, checked, cooled, packed, and staged. “You cannot drop the ball. Not on the plate, but certainly not in the cart that travels to the event.”

Flexibility

as a recipe for success

With multiple events being prepared each week in IJsselstein, planning is crucial. “If we are late, the entire driver schedule gets disrupted. Suddenly a

second trip is needed, or something has to hitch a ride with someone else. Luckily, we are flexible. I cannot exactly carry a dinner for 200 people in my car, but I have walked through the canals of Amsterdam in my chef’s whites carrying a pot of five liters of sauce. Yes, people do look at you funny.”

Tastings: the pitch on a plate

Tim invests a lot of time in preparing tastings, the moment when clients can try what will later be served at their event. “It used to be a few per month, now I have several every week. And that makes sense. Vermaat Events has grown significantly, and with that, the number of events has too. When you are organizing a big event, you want to know exactly what your guests will be served.” A tasting is sometimes also part of the selection process, giving Vermaat Events the chance to prove that what looks good on paper is just as strong in practice. It is also a way to stand out from the competition. “Sometimes the entire project depends on it. Landing it is the cherry on top, because that is what we do it for.” >>

Perfectly replicable by the entire team

Preparing for a tasting is an intensive process: two to three days of cooking, presenting, and fine-tuning. And it not only has to taste great, but it also needs to be scalable. “I can create something beautiful for four guests, but if it is for 400 people, it still needs to work. That is why I record everything in both words and images: quantities, ingredients, recipes, plating, and tableware. Because even if I am not there, the team must be able to replicate everything exactly. By documenting everything properly, we ensure that the guests at the event are served the exact same dishes the client tasted during the preview.”

From bitterball to caviar

The strength of Vermaat Events lies in its versatility, Tim says. “Nothing is too crazy. From bitterballs to caviar and everything in between.” His favorite example?

A collaboration with a two-Michelin-star vegan restaurant. “We did a three-day event with 250 guests each day. On the first day, we were still finding our rhythm, but by day three everything was running like clockwork. Everyone knew exactly what to do. That is when you see the power of a team.”

A complete culinary experience

There is no single dish that, according to Tim, represents the production kitchen at Vermaat Events. “It is about quality, creativity, and top-level customization. We excel at translating complex event concepts into full culinary experiences. From exclusive walking dinners to largescale multi-day conferences, we know exactly how to bring together flavor, logistics, and experience. What makes us unique? We master the entire chain and always manage to surprise within that framework. And if something does not yet exist, we develop it ourselves. We never say ‘no.’ We say: let us figure out how it can be done within our standard of top quality.”

A second family

Tim draws inspiration from everywhere: travel, fine dining, colleagues, the freelancers he works with regularly, magazines, and social media. “And from our General Manager Patrick, who comes up with the craziest ideas, and I make them happen. That is how we complement each other. I always say: when there is work to be done, there is work to be done. This is not a nine-to-five job. We cook the food here, the driver delivers it to the venue, and then we follow along. We travel all across the country. We run events together, and that is fantastic to do as a team. It feels like one big family.”

Head Chef

Vermaat Events

Tim Meulenbeek-Klink

More space. More possibilities.

From September, our completely redesigned conference space will be available. Spacious. Powerful. Transparent.

Room for 350 guests. Perfectly suited for conferences, corporate events, presentations, and product launches. Everything you need, easy. And of course, with the service and quality you have come to expect from Expo Houten:

KLM Open 2025 Event case:

Food in full swing!

KLM Open 2025: a stormy success!

From June 5 to 8, 2025, the prestigious KLM Open took place at The International golf course in Amsterdam. More than 40,000 visitors enjoyed world-class golf, hospitality, and culinary surprises. Rain and thunderstorms added an extra layer of challenge at times, but perhaps also created a unique atmosphere. Laurie Zegers from TIG Sports, Monique de Jong from KLM, and Boudewijn de Waard from Vermaat Events look back.

Rain, wind, and experience

The 105th edition of the KLM Open was one to remember. Laurie from TIG Sports sums it up well: “We faced a lot of rain, wind, and cold. But that also made it spectacular. What makes the KLM Open so special is the combination of international top-level sports and overall experience. You are incredibly close to the action, but there are also plenty of other things to enjoy. Like shopping in the KLM Open Village, singing along to Dutch hits during Dutch Night, or testing your own golf skills. It is a business event, but also family-friendly. There is so much to do, and that combination is simply great.”

Challenge of the weather gods

This year’s conditions demanded a lot from both players and organizers. Laurie: “Evacuations on a golf course are not unusual. As soon as there is a threat of lightning, everyone has to leave the course. The game was halted for a few hours due to strong gusts of wind. That gets a little tense. No play means everyone heads to the hospitality area, which suddenly becomes extremely crowded.” Boudewijn explains: “All of a sudden, we had 400 to 500 extra people inside. At that point, you have to reset. You reassign staff, for example, circulating more hors d’oeuvres to take the pressure off the buffets. That switch took about 20 minutes, and then everything was back under control. So it went very smoothly.” >>

Team spirit and preparation

Organizing an event of this scale requires months of preparation. Monique: “As a full event team, we work towards this for several months. Many of our other events are handled by a single event manager, but this is the only event we tackle as an entire team. That creates a special kind of team spirit, which makes it even more enjoyable for me.” Laurie also finds the complexity exciting: “With sports, you never know what you will get. Anything can happen, and how you respond to that is what makes it interesting.” The long-standing collaboration between the three partners also plays an important role in the success of the event. Boudewijn: “The atmosphere is always excellent. Communication is open with all parties, and we can switch quickly and stay flexible when it matters most. The look and feel of the event is truly top class.”

Hospitality at the highest level

For title sponsor KLM, the event is a perfect way to host and connect with clients and partners, Monique explains. “We have two lounges on the grounds: a main lounge and a smaller lounge. The smaller one even overlooks the Beat the Pro hole. In both lounges, we pamper our guests all day with food and drinks. The focus is really on making sure our guests are well taken care of while they enjoy a world-class sporting event. We also host a breakfast for the greenkeepers, who are already working on the course in the middle of the night.”

From gyoza to ‘Eberhardjes’

This edition featured an Asian street food concept, chosen to reflect KLM’s international character. The live cooking stations, especially those preparing fresh gyoza, were a crowd favorite. The theme of “750 years of Amsterdam” was also highlighted with local treats such as Eberhardjes, heart-shaped butter cookies with Amsterdam’s three crosses, and Amsterdam-style snack boards. Boudewijn: “Of course, we also focused on sustainability. We used biodegradable tableware, actively repurposed unused food, and sourced local

About KLM Open 2025

The 2025 tournament marked the 105th edition of the KLM Open. Scotland’s Connor Syme claimed his very first DP World Tour victory, taking home the win. The 750th anniversary of the city of Amsterdam was a central theme, reflected in activities, promotions, and catering. The event has now been held on twelve different golf courses. After previous editions in 2019 and 2024, this was the third time in Amsterdam. The KLM Open was the first tournament to award prize money back in 1915. This year, the prize purse increased from 2.5 million to 2.75 million dollars. Ruud Gullit served as tournament director.

ingredients. We also deliberately designed the menu with a sustainable approach, emphasizing poultry and vegetarian options.”

An unforgettable edition

Despite the challenging weather, the event proved to be exceptionally well prepared. Boudewijn: “Our many years of experience allow us to adapt quickly and stay flexible, which is essential at a large-scale event like this. Despite the unpredictable conditions, the KLM Open 2025 was a sporting and atmospheric edition that will not soon be forgotten.”

Were you there, or are you curious? Check out the aftermovie!

Team lead Events KLM

Monique de Jong

Sales manager

Vermaat Events

Boudewijn de Waard

Account/Project Manager, TIG Sports

Laurie Zegers

From outsider

to artwork

3D food printing as a flavor maker at your event

Your brand’s logo in chocolate mousse. A creamy carrot purée made from “imperfect” carrots that looks like the real thing. Or a dessert with a personalized chocolate message. All of it: technology on your plate! The 3D food printer from FELIXPrinters, partner of Vermaat Events, brings attention and a lasting story to any event. Vermaat Events chef Chris Lourens and Michael Bergman of FELIXPrinters show how technology and flavor go hand in hand.

From robot to real butter

FELIXPrinters builds 3D printers for applications in industries ranging from healthcare to retail, and now the professional kitchen. Michael: “We print custom shoe insoles, but also precisely composed medicines for pharmacists.” About three years ago, food printing entered the picture. “In some nursing homes, food printing is already standard practice. For people who have difficulty eating hard foods, they print carrot purée in the shape of a carrot, for example. At events, the printer is mainly used as a gadget or for creative details.”

Real food in, artwork out

So what exactly goes into the printer? Chris: “Anything smooth that can hold its shape in layers. Butter, chocolate ganache, purée, mousse, cream cheese, anything relatively soft can be printed.” Michael adds:

“Many people still think printed food is highly processed and full of additives, but that is not true. It is just real food. You put in what you have made yourself. The printer is an extension of the chef, not a replacement.” Chris nods: “The fun part is that you still decide what you make. You do everything you normally would in the kitchen. I season everything myself; it just comes out in a form you could never create by hand.”

A carrot with a story

The first collaboration between Vermaat Events and FELIXPrinters came in early 2023 for an event at Beeld & Geluid. “We wanted something special for a sustainable dinner,” Chris explains. “We ended up working with FELIXPrinters and printed a carrot made from carrot purée, which was displayed as a showpiece on the buffet and also appeared in the dish. >>

It looked amazing and fit perfectly with the theme. People were really gathering around to watch,” Michael adds. “A printer like this draws attention. It is almost hypnotic. You see the print head moving, building something layer by layer, and you cannot help but wonder what it will become. Especially at trade shows and events, it works brilliantly.”

Personal touch on your plate

Experience is everything at events, and 3D food printing fits perfectly. Chris: “You can print a logo in butter on an amuse-bouche, or add a personalized detail to a dessert. It is also ideal for weddings or anniversaries, printing ‘Congratulations Sandra’ is just as easy.” Michael: “What makes it unique is that everything is exactly the same. You get a consistently high level of finishing and can create things that are impossible to achieve by hand. And quickly too. You do not need to order molds or spend hours piping.”

Sustainable applications

Sustainability also plays a role. “We are currently exploring ways to use kitchen by-products,” Chris explains. “Think of vegetable scraps that would normally go into stock, or so-called ‘imperfect’ produce. You can purée them, season them, and then turn them into something beautiful with the printer.”

Food printing is also promising for reducing meat and fish consumption. “Because you build it layer by layer, you can even mimic the fat structure of a piece of meat or fish. A printed steak tastes quite different from an average meat substitute. For those who want to eat less animal protein but still want the same experience, this is a very exciting option.”

Gadget with impact

For now, food printing at events is still in the pioneering phase. “It really is still a gadget,” Chris admits. “Designing the prints takes time. You need to understand design software and fine-tune the settings. But when it works, it really works. You can create something that guests will remember—and talk about afterward.”

Head Chef Vermaat Events

Michael Bergman

Chris Lourens

THE GREENBOOKINGS

COMMUNITY IS GROWING RAPIDLY, AND YOU’RE ONE OF US!

SCAN THE QR-CODE AND SIGN UP!

We are now a group of 98 professionals from the meetings and events industry, working together towards a more sustainable sector.

This online community brings together people who want to move forward: event organizers, venues, suppliers, and other stakeholders who are eager to share their knowledge, ideas, and experiences.

What can you expect?

Inspiration, mutual support, smart insights, and a network that truly wants to make a difference. No sales pitches. just real conversations about how we can make our industry greener, step by step.

Joining is completely free.

All you need is motivation and a genuine commitment.

DO YOU WORK AT A MEETING OR EVENT VENUE?

Join Greenbookings and show that your venue is serious about sustainability, hassle-free and with real impact. Every booking contributes to tree planting and increases your visibility as a green frontrunner in the events industry. www.greenbookings.nl

She knows what’s cooking

Maaike de Reuver about food, events en impact

If anyone knows what is happening in the world of foodservice, it is Maaike de Reuver. As editor-in-chief of Food Inspiration and founder of the disruptive catering company We Canteen, she closely follows every development, from technology to experience to the protein transition. We asked Maaike about the most important trends in food and events. What should you know, where are the opportunities, and how can you, as a client, respond smartly?

Sustainability in food and events is no longer a trend, but a basic requirement, Maaike points out. “You simply cannot ignore it anymore.” In recent years, the hospitality and events industry has made considerable progress: less meat, less waste, less packaging, more local sourcing, and better logistics. “There are so many choices that can make your event more sustainable,” Maaike explains. “From what you do on site to which products you use— and whether you use them once or more often.”

The future lies in smart combinations

That does not mean sustainability is easy. “Entrepreneurs are saying now: I want to, and I am doing things, but the payoff is relatively small. Meanwhile, costs – from staff to sourcing to venues – are rising. And consumers are willing to change a little, but not too much.” What is needed, therefore, are solutions that make an impact and are practical. “Not either sustainable or affordable, but both. Hybrid meat, for example. It is a smart in-between solution: meat in which part of the protein is replaced by plant-based proteins. It is still meat, it costs less, it lowers emissions, and you honestly cannot taste the difference. >>

That is why hybrid meat is being used more and more in event and corporate catering.”

Making smart use of residual streams

Circular concepts are also on the rise. “At our own event, the Food Inspiration Days, some of our leftovers go to fermentation expert Christian Weij, who turns them into new products like miso. He sells it, so it generates value as well. Or take InstockMarket, a partner of Vermaat Events. They buy residual products from farmers and sell them to hospitality businesses. For the farmer, it is better than throwing it away; for the hospitality sector, it is cheaper; and of course, it is far more sustainable. These win-win-win solutions are the future.”

Food follows the event, not the other way around Events are changing (hello, Gen Z!) and food offerings are evolving right alongside. “It used to be: check in at 9 a.m., lunch at noon, drinks at 5. Now it is much more flexible. People arrive when they want, stay shorter, do not always follow the full program, and may combine it with doing a bit of work in between.” The food service has to adapt. “So not one big lunch between 12 and 1, but bites, drinks, and smaller portions available throughout the day. Just as the way we work has changed, so too has the way we eat at events.”

Sustainability? Practice, do not preach

One key tip: do not overwhelm your guests with responsible claims, Maaike advises. “You do not need to label everything with ‘vegan’ or ‘organic.’ Just do it right, make your conscious choices behind the scenes as an organizer. Clients will choose the partner, such as a caterer, who can convince them best and whose philosophy aligns with their own. Guests and visitors attend an event to have fun, to learn, to meet people, or to celebrate. They are not looking for a flood of signage telling them how sustainable it all is.”

The most important thing

Maaike: “Another crucial topic when organizing an event is your plastic and disposable policy. That does not mean you have to ban everything completely, but you must think carefully about how you handle it. Just like waste separation and waste management. If you do not, you will no longer be taken seriously. Not by partners, not by guests, and not by the industry.” But what is the most important ingredient for organizing a successful event? “You need to know your audience. What matters to them? What fits the moment? What do you want to create? A knowledge event for a tech company

About Maaike de Reuver

As founder of the disruptive catering company We Canteen, Maaike’s expertise originally lies in catering, but by now she knows the entire foodservice industry inside out. Since 2018, she has been editor-in-chief of Food Inspiration, where she writes and speaks about (international) trends, transitions, and developments in food and hospitality.

with mostly Gen Z employees in Amsterdam calls for something very different than a corporate party for a car dealership in Enschede. Both can be on-trend, but in their own way.”

Tomorrowland gets it

An inspiring example is the Belgian festival Tomorrowland, which draws 200,000 visitors per weekend. “They operate on a massive scale, and do it well. Take the Tomorrowland Burger, for example. It is vegetarian by default, without even saying so. They also use a single required line of biodegradable disposables, have an impeccable waste separation system, collaborate with local heroes, and source locally. Just as important: they actively involve the local community. The night before the festival, they invite the entire village for a barbecue on the grounds. The whole town becomes a fan. Normally, if the world’s biggest festival was in your backyard, you might not be thrilled. But there, they are – because the organization is set up that way. That kind of community investment is also vital for the future of your event.”

Quick wins for big impact?

According to Maaike, these are the easiest quick wins for making your event more sustainable and successful:

• Hybrid meat: lower CO2 emissions, same taste, lower cost.

• One line of sustainable disposables: “At the Food Inspiration Days, we use a single line of disposables, everything is compostable.”

• Where it’s possible: a cup return system with tokens. “At events where guests receive a token for returning their cup, you do not see cups on the ground anymore. Why did we not think of this sooner?”

• Mystery guests: “Have a test panel anonymously sample your food and give real-time feedback. Costs almost nothing and delivers great value.”

In the end, it comes down to this: “You do not need to do everything perfectly all at once. People do not expect that. But make thoughtful choices. With smart decisions, you can make your event fun, flavorful, and responsible.”

Annual event: Food Inspiration Days

For those who really want to know where the future of foodservice is headed, there are the Food Inspiration Days: an annual event with more than 1,300 professionals, top speakers, and promising opportunities. This is the moment to immerse yourself in new innovations, trends, and insights. Network, gain knowledge, and be inspired by successful real-world examples. As an event professional, this cannot be missed, because everyone you want to meet will be there.

Get your ticket for the next edition here.

Maaike de Reuver

Editor-in-Chief Food Inspiration

Curious about the Food Inspiration Days?

Cocktails with flavor, without the headache: NIX (nothing) to worry about!

Starting a breakfast event with a rosé bubble. Festive cocktails at a summer reception. Or a complete food-pairing arrangement at your dinner. But all alcohol-free. At World of NIX, everything revolves around flavor and experience, without the alcohol. No plain water, soda, or boring juices, but surprising alternatives that give every event a sparkling upgrade.

“We did not want to keep drinking lots of alcohol ourselves, but we also wanted something more exciting than the same old sparkling water or cola,” says Frederike de Groot, founder of World of NIX. Together with her business partner Wim Boekema, she began a mission four years ago to find truly delicious alcohol-free alternatives. World of NIX has since grown into the destination for unique non-alcoholic drinks. From premium bubbles to adventurous elixirs and cocktail mixes. Today, World of NIX has an online platform and three alcohol-free liquor stores in Amsterdam and Haarlem. Frederike: “We literally searched the whole world for drinks with real quality and taste.”

Alcohol-free is booming

Why the huge rise in alcohol-free options? Frederike notes that many people are more conscious about their health: “Our largest audience is people between 40 and 70 years old. They drink less alcohol because they want to feel fitter, or on their doctor’s advice.”

At the same time, younger people, especially Gen Z, are embracing alcohol-free drinks for the unique taste experiences. “They want to make conscious choices, and that often includes alcohol-free options. This group is specifically looking for original drinks such as elixirs and kombuchas.”

Events with style

Alcohol-free is now an essential part of business events. “Companies are increasingly setting alcohol policies for corporate gatherings. Why not start an event with a non-alcoholic bubble or a sparkling tea? With our alcohol-free cocktail bar, we create a true eye-catcher. We bring in professional bartenders who craft stunning cocktails. And it works, our alcohol-free bar usually attracts more guests than the regular bar.”

Frederike stresses that event organizers must take alcohol-free seriously: “Guests want full-fledged alternatives and actively ask for them. Even when a client thinks there is no demand, the guests often prove otherwise. People do not always want alcohol when they need to stay sharp for business conversations, when they have to work the next day, or when they are driving afterward. It is not about avoiding alcohol entirely, it is about giving people the choice to drink less.”

“Tasting is believing.”

Experience at the center

There is also increasing demand for high-quality alcoholfree pairing options at business dinners. “People do not want to sit with water all evening. A good non-alcoholic wine or sparkling tea makes a dinner festive and memorable. We often see food pairing being overlooked, but this is a huge opportunity for organizers.” Presentation is a key factor in success, Frederike adds: “The experience has to be right. We serve our drinks in champagne flutes and wine glasses, so guests feel a sense of luxury. Small producers put great effort into beautiful packaging, which elevates the entire experience.”

Social inclusivity and sustainability

What matters most, Frederike believes, is that nondrinkers feel acknowledged. “We call this social inclusivity.

You do not want guests to feel excluded because they are not drinking alcohol. Give them something festive and flavorful to toast with. At the end of the day, it is all about experience and enjoyment.” Sustainability ties in seamlessly. “Offering premium non-alcoholic options fits perfectly with a conscious and sustainable lifestyle.” It is no coincidence that World of NIX aligns perfectly with the core values of Vermaat Events: Classy, Catchy & Responsible. Frederike: “Tasting is believing. Guests are always pleasantly surprised, and that is what it is all about.”

Frederike de Groot

Co-owner World of

NIX

Where events meet a greener future.

When sustainable business practices are at the heart of your organization, you naturally want to reflect that when hosting an event. More and more organizations are therefore consciously choosing sustainable venues. Discover these three locations where sustainability truly inspires.

1. Naturalis Biodiversity Center (Leiden)

In this sustainable building, nature conservation takes center stage. Step into the world of dinosaurs, come face to face with a T. Rex, or discover what the Netherlands looked like during the last Ice Age. Naturalis is not only a museum but also the national research institute for biodiversity. The catering reflects this mission with local, seasonal, mostly plant-based dishes and minimal food waste. A responsible choice for any event.

2. Next Nature Museum (Eindhoven)

Here, everything revolves around awareness and innovation. From solar panels to EV charging stations and educational workshops on the future of ecology and technology, this hospitable space makes sustainability both accessible and engaging. The venue connects nature and technology: surrounded by greenery, it offers the ideal setting for sustainable breaks or networking sessions.

1 2 3

3. Stedelijk Museum (Amsterdam)

Combine iconic design with a conscious choice. The Stedelijk Museum uses green energy, works with sustainable materials, and provides catering based on local and seasonal products. This way, your event becomes not only stylish but also responsible.

Where Hostmanship comes alive “ ”

Ambitious

Hospitality is a craft, and at Vermaat Events we are ambitious! We always aim for the absolute best. With a smile, we bring ultimate hospitality to life and create unforgettable experiences your guests will be talking about long after the event.

Gault&Millau Chef of the year 2025

Joris Bijdendijk serves hospitality at star level

When we talk about ambition in its purest form, and about flavor – deep, unforgettable flavor – we are talking about Joris Bijdendijk. Executive Chef at Vermaat and now officially crowned Chef of the Year 2025 by Gault&Millau. A title that is not given, but earned. Through courage. Through creativity. And above all: through a devotion to hospitality with a capital H. Or rather: with a capital J.

Joris does it differently

Joris is Executive Chef of the Michelin-starred restaurants

RIJKS® and Wils, as well as Wils Bakery Café, which has a Bib Gourmand listing in the Michelin Guide. All three are Vermaat venues, and Joris regularly appears at exclusive Vermaat Events, where he serves one or more of his signature dishes. This year, for instance, he was the only Michelin-starred chef present in the Founders Lounge at the Dutch Grand Prix. Joris is an entrepreneur, an inspirer, and a mentor. Sustainability, innovation, and the constant refinement of hospitality are central to everything he does. Every flavor, every dish, and every experience carries his signature. What Joris creates embodies hostmanship, that magical blend of care, craftsmanship, and experience.

About Joris Bijdendijk

Joris (Amsterdam, 1984) is an active promoter of using local products. In his cookbook Bijdendijk, Een Keuken voor de Lage Landen (A Kitchen for the Low Lands), he highlights the richness of Dutch ingredients. Together with Samuel Levie and Joris Lohman, he founded the Low Food movement with the mission of transforming and renewing Dutch food culture. Low Food now includes an online platform, a festival, an academy, a symposium, and chef labs. Vermaat Events’ Net Positive concept is derived from the Low Food vision. With this concept, we aim to give back more to the planet than we take, creating value for people, animals, and the earth.

Where hostmanship is on the plate

For Joris, fine dining is not about stiff white gloves but about warmth, wonder, and storytelling. “Whether in a restaurant or at an event, it is always about much more than good cooking,” he says. “Atmosphere, service, and experience are just as important.” And you can feel it, in the flavors of forgotten vegetables from the Dutch polder, in the collaboration with local producers, in how his team makes you feel welcome. As if you are coming home to a place where everything fits together seamlessly. That is no coincidence. That is hostmanship. And that is precisely why the title Chef of the Year is so well deserved.

Ambition in every fiber

Anyone who has worked with Joris knows: he is ambitious to the core. At RIJKS®, Wils, and Wils Bakery Café, he shows what is possible when you continue to innovate, surprise, and connect. But ambition, for Joris, is not a goal in itself. It is a tool. To train young chefs, to inspire others, and to demonstrate that hospitality is not an afterthought, but the very heart of the craft.

Driving change

His vision extends far beyond the kitchen. With initiatives like Low Food and its accompanying Low Food Labs, he advocates for a more sustainable and inclusive food system, with chefs as drivers of change. That too is hostmanship. At Vermaat Events, we can only look on with pride. Joris shows what happens when you follow your heart, master your craft, and truly put the guest at the center.

* Wils Bakery Café is the first bakery in the Netherlands to receive a Bib Gourmand. It combines the craftsmanship of a bakery with the cozy atmosphere of a French bistro

Taste the masterpieces: your event at the Rijksmuseum

The Rijksmuseum is not just any museum. It is a place where masterpieces and history come together in a breathtaking building. Have you ever walked past The Night Watch, beneath the monumental ceiling of the Gallery of Honor? Here, history truly comes alive! The building itself is equally impressive. Designed by Pierre Cuypers, the same architect who created Amsterdam Central Station, it is a true showcase of grandeur and craftsmanship.

A unique experience

Until recently, hosting an event at the Rijksmuseum was reserved for a select group of partners and patrons.

But with the introduction of the Rijksmuseum Club, it is now possible to host an event in the museum’s Auditorium as a member. A one-of-a-kind experience in one of the most iconic buildings in the Netherlands.

An Auditorium that matches your ambitions

The Auditorium has been recently renovated and is fully equipped for an unforgettable event. It features an impressive LED screen measuring 12 meters wide and 3 meters high, along with the latest technology. Speakers can easily be connected through various software programs, while multiple cameras make professional recording and live streaming possible. AV support is available both during preparation and on the event day itself. The Auditorium has a maximum capacity of 280 people and can even be booked during regular opening hours. As a bonus: combine your event

with a museum visit! The adjacent Foyer serves as an exclusive reception area for catering.

Everything you need

Whether you are organizing a lecture, conference, or talk show, the Auditorium is ready. The space is easily accessible, equipped with an elevator, and offers wheelchair seating in the front row. All necessary technology is in place, from headsets and microphones to welcome screens and professional lighting. The adjoining Foyer can be transformed into a unique reception, lunch, or dinner venue. Dining at the Rijksmuseum is an experience your guests will be talking about for a long time!

Want to know more about hosting your next event at the Rijksmuseum?

New venues ALERT!

Specifications

Capacity up to 300 guests

• High-end AV facilities, including large screen and technician

• Two minutes’ walk from Q-Park Stadionplein

• Can be combined with the Mobility Experience

• Can be combined with Wils Bakery Café or Michelin-starred Restaurant Wils (in the same building)

From a groundbreaking museum about migration to an event venue right next to the Olympic Stadium: these three new locations are literally and figuratively opening their doors to your next event. Each one iconic, surprising, and full of opportunities for meaningful encounters.

Move Amsterdam

An event at Move Amsterdam means movement in every sense of the word. This stunning venue, located right next to the Olympic Stadium, brings together mobility, innovation, and culinary creativity. The Event Center is the beating heart of the building, a prime spot for hosting business events, product launches, fashion shows, or even TV recordings. Move Amsterdam stimulates all your senses and makes every event unforgettable. The Event Center is exclusively bookable through Vermaat Events.

Delicious food and cars from past and present

Complete your gathering with a culinary experience at Michelin-starred Restaurant Wils or the inviting Wils Bakery Café. Add the interactive Mobility Experience, and your event becomes unforgettable. This exhibition showcases PON’s automotive history and is currently being completely renewed, reopening in fall 2025.

WTC Amsterdam

In the heart of the Zuidas, WTC Amsterdam is transforming into a future-focused event venue. A spacious Auditorium, the Foyer, meeting rooms, and even a rooftop bar on the 21st floor (Firebird) make for a versatile offering. With sustainable facilities and a welcoming atmosphere, this venue is perfect for everything from intimate boardroom meetings to large-scale networking events.

Specifications

Capacity up to 300 guests

• Ample parking spaced

• Located right next to Amsterdam Zuid Station

• Top-level food and hospitality

• Certified sustainable event venue

Fenix Rotterdam

In the brand-new Fenix, history and hospitality come together. This museum tells the story of migration while also serving as an inspiring setting for events. Outside opening hours, a variety of spaces are available for exclusive rental, such as the Atrium, the upper floor, or the square. O Café & Bakery by Michelin-starred chef Maksut Aşkar is also available, adding a modern, international, and meaningful character to your event.

Specifications

Capacity up to 1,000 guests

• Located in the heart of Rotterdam’s Katendrecht district

• Multiple spaces available for groups of different sizes

• Option to combine with O Café & Bakery by Michelin-starred chef Maksut Aşkar

• Suitable for receptions, dinners, presentations, or cultural programs

Event case: Royal christening in Vlissingen

A historic moment full of taste and tradition

Who does not remember the beautiful images of Princess of Orange Catharina-Amalia and her very first independent public duty? During the christening of the Combat Support Ship Den Helder in Vlissingen, the entire world was watching. Many were moved by her softly whispered words: “May I say it?” It was a day that made history, one that Vermaat Events was proud to contribute to.

“It was truly special,” says Bart van Muijlwijk-Emons, Operations Management Assistant at Vermaat Events. “To be part of such a significant first step for our Crown Princess is something unique. Especially with the more than one thousand guests we hosted, including politicians and generals from the Ministry of Defense. It was a remarkable collaboration between three parties that had never worked together before: production company Unlimited Productions, concept store Oogenlust for décor, and our Zeeland catering partner SEC Catering.”

A festive start

The christening of the Royal Navy’s new supply ship was a milestone for Defense as well as for royalty watchers around the world. Guests were welcomed in the morning at the VIP pavilion with freshly brewed coffee from luxury bean machines and a wide variety of sweets. Later, a light lunch followed, featuring mini sandwiches and scones. The pavilion itself was beautifully decorated, Bart explains: “We completely dressed up the pagoda tent. The walls were covered, carpeting and plants were added, and the ceiling lined with fabric. It felt like you were inside a grand building.”

Strict protocols

Organizing a military event requires both experience and flexibility. Bart: “The event took place on military grounds, which meant we had to request Certificates of Good Conduct for all our staff. Part of the site was also an official construction area, so during setup everyone wore safety shoes and helmets. That is really different from working in an office or at a standard event venue. We know these kinds of safety protocols from events like the Dutch Grand Prix or the KLM Open, but this was another level altogether.”

“This is the kind of thing you may experience only once in a lifetime!”

A royal moment

At 12:45 p.m., the official christening ceremony began. Princess Amalia spoke the words: “I christen you Den Helder and wish you and your crew safe travels” before breaking the traditional champagne bottle against the bow. At that historical moment, all 1,100 guests, including Defense staff, partners, and invitees, raised their glasses in a collective toast. The ceremony was followed by a reception that showcased the very essence of Vermaat Events: attention to detail, a sense of atmosphere, and refined culinary offerings. On the menu were delicate Zeeland-inspired bites such as local shrimp, steak tartare made from Zeeland beef, artisanal ‘bitterballs’, and a creamy crayfish bisque.

Collaboration for success

The event’s success was also thanks to strong collaboration between the various partners, says Boudewijn de Waard, Sales Manager at Vermaat Events: “This was an event that truly showed what a professional team can achieve, everything came together perfectly.” Bart looks back with pride on the special day: “You set everything up the day before, and the next day it is showtime. You realize this may only happen once in your career.” The collaboration left everyone wanting more: “We recently worked with the same group again on another event. That in itself says a lot about how well this all went.”

© Nathan Reinds

Tastefully yours “ ” Initiative

We do not wait and see. For us, being proactive is just as important as delivering culinary excellence. Time and again, we search for, and find, that personal touch that makes your event complete and truly your own. By embracing collaboration, we give every event your personal signature. Let’s make it yours!

Tastefully connected: the Yuki Partner Gala

Thursday night February 6. The red carpet was rolled out. The prosecco was chilled. The festively dressed Yuki guests poured in. Not for just any party, but for an evening full of sparkle, flavor, and excitement. A dazzling black-tie event with the thrilling highlight of the Yuki Awards ceremony. And all of it set in the iconic Beeld & Geluid.

A painting of bubbles

The welcome was anything but ordinary. No standard trays of drinks, but prosecco served from a giant picture frame, art with a playful twist! The styling was flawless: bold-colored flowers, mini paintings as place cards, and small painter’s palettes on the cocktail tables. From the very start, this event promised more.

Showtime in the theater

At seven o’clock, the celebration moved into the theater. The lights dimmed, the spotlights came on, this was the moment. Applause, suspense, proud winners across seven different categories. The show was tightly produced and ended with a standing ovation.

Sit back, dine hard

Back on the event floor, the dinner tables were already set. Round tables, ten seats each, and artful, flavorful, surprising dishes. Think pumpkin tartare with charred avocado, beef chuck in Thai curry with sushi rice, and quinoa tempeh with nut pâté. Every course was a celebration in itself.

Eat, dance, snack, repeat

After dinner, it was time to let loose. Guests hit the dance floor to the DJ’s beats while our hosts kept the energy up with savory treats. Warm bites like crispy cheese sticks with a twist and a selection of reinvented savory classics were served. Because with all that dancing, a little extra fuel never hurts!

Table snacks Quadriptych

balsamic onions | carrot chips | bread | duxelles mayonnaise (V)

Streetfood, served

Black pepper beef bowl

stir-fried beef tender | vegetables | oyster sauce | white rice nut salad

Loaded veggie sausage

jalapeño | red onion | sweet & spicy mayonnaise(V)

Pork belly char siu spicy coleslaw | cilantro | spring onion | steam bun

What was on the menu?

2-course sit-down dinner

On the table VanMenno bread with salted butter

First course

Pumpkin tartare

sun-dried tomato cream | charred avocado | tomato powder | crispy potato chips (vegan)

Main course

Slow-braised beef

Thai red curry | fried sushi rice | green beans

Vegan Rossini quinoa tempeh | nut pâté | spinach | Madeira gravy

Dessert

Strained yogurt mango compote | sugared almond

Blackberry mousse

white chocolate & lime ganache | cookie crumble | spices

Shariska Gangadin

Event & Project Marketeer at Yuki:

“Our partners were treated to an outstanding evening, where Vermaat Events not only delighted the taste buds with culinary highlights but also truly excelled in service. An event at Beeld & Geluid that was a success in every respect!”

Hendrik Franken shapes

the future of hospitality

Hendrik Franken, Director of Marketing & Concepts at Vermaat Groep, has been ranked number 6 in the FavorFlav Food Top 100: the list of the most influential tastemakers in the world of food and drink. He was quite surprised by the recognition: “When you see who else is on that list, it really is an honor. What I especially like is that the list is compiled for and by people in the field.” And even more meaningful was the fact that he was nominated by none other than Michelin-starred chef Joris Bijdendijk. “That, to me, was the best part, that Joris thought: I need to do this once.”

That really says everything about Hendrik. Hendrik strongly believes in teamwork and the bigger picture. “I have spent the past twenty years mainly in the background, and that is fine with me, because I think it is more important that we, as a team, show what we can do together. It is not about me. It is about what we create collectively.”

The

power of simplicity

When asked about the essence of a strong hospitality concept, Hendrik does not hesitate: “You must be able to explain it in one sentence. And ideally, each dish should have no more than three to five ingredients. Less is more. Clean, clear, fresh, and recognizable.” What seems simple in theory is, in practice, a highly strategic process. Hendrik calls it “layering”: everything has to align, from flavor to presentation to atmosphere. “If you choose a Middle Eastern concept, then everything must follow that line. Either go authentic or modern, but avoid half measures.”

Room for young ideas

The sector is growing, internationalizing, and becoming more professional. How do you keep creativity alive? “By giving young people room to explore. By bringing in people who think differently.”

Hendrik believes less in control and more in trust. “I had to learn that myself too. But in the end, you achieve more by letting go than by holding on too tightly.” Mistakes are allowed, in fact, they are necessary. “Falling flat is not a problem. Trust yourself. But never lose sight of your audience. That is who you do it for.”

Hendrik’s 6C model

So, what do you need to succeed in the food world?

According to Hendrik, it is not just talent but a blend of six qualities. “I call it my 6C model. You need to love good food and drink (culinary), be both creative and conceptual, have strong communication skills, possess commercial insight, and… a bit of charisma helps too.” With a smile: “Because at the end of the day, you need to be able to sell it.”

From festival experiences to office breakfasts

Hendrik is an expert at turning trends into workable concepts. Whether it is digital ordering systems or immersive events, he looks at what truly moves people. “We see that young people now eat out four to five times a day. From a quick coffee to a full-on festival experience. That calls for a completely different approach to hospitality.” The same shift is happening

in workplace dining. “More and more companies are programming moments to bring employees into the office, from breakfast gatherings to barbecues. That sense of experience is essential. You have to touch people.”

“Less is more.”

Looking across borders

Hendrik also draws inspiration from abroad. “Trends often start in Asia or America and reach Europe via London. In Spain, for example, I see a strong shift toward plant-based cuisine. Not strictly vegan, but vegetablefocused. That is a more engaging way to connect with people.” This applies not only to events but also to workplace catering. Hendrik sees great opportunities abroad: “The Netherlands is really ahead in corporate dining. In Germany and France, the standard is often lower. With our approach, we can truly make a difference there.”

From idea to impact

What gives Hendrik the most satisfaction? “When an idea works—when the team that executes it makes it even better than it was conceived. That is what I find most rewarding.” And what can event professionals learn from his world? “It all comes down to the concept. If that is right, you can build on it to add value. Whether it is a restaurant, a museum, or an event: make clear choices and keep surprising people.”

Creative Director Europe Vermaat Groep

Hendrik Franken

Classic cars & haute cuisine Event case:

InterClassics kicks off its anniversary with a flavorful collaboration at the

Preview Night

The largest classic car event in the Benelux does not start quietly. On the contrary. The annual InterClassics Maastricht Preview Night has grown into a culinary spectacle where experience and hospitality go hand in hand. On Wednesday evening, January 15, 2025 – one day before the official opening of the fair’s 30th edition – no fewer than 640 VIP guests enjoyed an exclusive dinner among the gleaming vintage cars on the MECC Maastricht exhibition floor. During the lively afterparty, singer Belle Pérez and her band set the tone for this four-day event.

Syrco Bakker & Robin van de Bunt: a flavorful combination Michelin-starred chef Syrco Bakker created a menu with seafood as the central theme, subtly infused with flavors that reflect his Indonesian roots. Syrco earned two Michelin stars at restaurant Pure C and now runs his own restaurant in Ubud, Bali (Syrco BASÈ).

Vermaat Events had previously worked with Syrco during the Dutch Grand Prix. The collaboration between Vermaat Events, MECC Maastricht, and Syrco also came to life earlier at TEFAF. For this special evening, Robin van de Bunt of Michelin-starred restaurant De Leuf in Voerendaal was added to the team. It was a meaningful choice, as his father, Paul van de Bunt, had cooked at InterClassics years ago. Robin honored him with the course “Tribute to my father.”

30 years of InterClassics: an anniversary with flair

“Fine dining among classic cars”

The exhibition itself, held from January 16 to 19, was a special edition as well. InterClassics celebrated its 30th anniversary with style, flavor, and more visitors than ever before: 40,538 in total. InterClassics is a completely in-house production of MECC Maastricht. A passionate team has been working on its success for years. With more than 40,000 visitors and 300 exhibitors, it has become the largest classic car event in the Benelux.

What was on the menu?

Menu

Coquille sea buckthorn berry | algae | ‘made tea’

Tribute to my father (Robin van de Bunt’s dish) 2 oysters | one prepared in his father’s traditional way | the other in his own modern style

Haddock clams | pointed cabbage | ‘sambal hijau’

Pure chocolate passion fruit | kemangi | tonka

Let’s create something unforgettable.

- inspired by Boozed

Season! Celebrate the

The winter months are the perfect time to connect, surprise, and share something special. Whether you choose an intimate dinner or a sparkling year-end celebration, this season is all about atmosphere, flavor, and experience. In this article, we share four inspiring themes that show how style, creativity, and attention to detail can create an event that leaves a lasting impression. Expect bold flavors, enchanting settings, and ideas designed to spark even more inspiration. An invitation to dream, and to bring those dreams to life. Let’s create your perfect winter event! >>

Welcome to the

Let yourself be swept away to the jungle. eyes and a place where all your senses are awakened!

Think lush greenery, unexpected encounters, exotic aromas, and a culinary adventure that carries you deep into the heart of the jungle.

Life’s a

Step into the world of Circus, where wonder begins! Here, everything revolves around experience. Not just a standard party, but a spectacular adventure full of color, boldness, and magic.

Let yourself be swept away by a theme where anything goes. Think dazzling acts, distinctive flavors, and a vibe that lingers long after. You take center stage, we handle the show. Are you ready?

Behind the mask Masquerade

Step into a world of mystery and glamour. Masquerade is an exclusive experience filled with style, intrigue, and surprising encounters.

Nothing is what it seems. Masks conceal, but they also attract. Lose yourself in the magic of the unknown, taste surprising flavors, and experience an evening filled with secrets and sparkle. Are you ready to discover what happens when nothing is what it seems?

Winter

Step into winter. Twinkling lights, crisp snowflakes, and that warm winter vibe. Welcome to our Winter Wonderland.

An experience that awakens all your senses: from fragrant mulled wine to surprising bites and a generous dose of coziness. Here the snow crackles and the flavors burst. Ready to be amazed?

Come work at Vermaat Events

Will you be the one to make every event unforgettable?

At Vermaat Events, we are looking for enthusiastic professionals with an eye for detail and a passion for hospitality. Whether you are an experienced event manager or a talented starter, with us you will have the chance to grow and let your talents shine!

Where you steal the show!

1 Inspiration Event Vermaat Events Fall 2025

3 Padel, Beer & Pizza Spring 2026

2 EventSummit January 22, 2026

4 Food Inspiration Days October 12 & 13, 2026

Events

to visit

As an event professional, you want to stay up to date on the latest trends while expanding your network. And what better way to do that than by attending exciting events? That is the perfect mix of fun and functional! Here are five inspiring events you definitely do not want to miss:

1. Inspiration Event Vermaat Events

The annual Inspiration Event Vermaat Events always delivers a big dose of creativity and innovation. Discover the latest trends in catering, experience design, and event styling. A must for anyone who wants to go the extra mile and surprise their guests with culinary and visual delights. The event takes place in fall 2025, keep an eye on our socials to register!

2. EventSummit

EventSummit is the place where all professionals in the events industry come together. Hundreds of exhibitors with fresh ideas, unique venues, and spectacular entertainment options will flood you with inspiration. You will find everything you need for your next event right here! Mark Thursday, January 22, 2026, in your calendar.

3. Padel, Beer & Pizza

An informal networking afternoon unlike any other! In spring 2026, connect with fellow event professionals in a sporty and relaxed setting. Play a game of padel,

enjoy freshly baked pizza, and toast with a cold beer. The perfect way to strengthen business connections in a laid-back atmosphere.

4. Food Inspiration Days

For food lovers and culinary creatives, this is the event of the year. On October 12 and 13, 2026, be inspired by the latest innovations, trends, and insights in the food industry. With more than 1,400 food professionals and top speakers sharing best practices, you are guaranteed to expand both your knowledge and your network.

5. INSPIRE

The ultimate kick-off to your business season! INSPIRE combines the best of both worlds: gaining inspiration from top speakers while standing barefoot in the grass. Plus, you will get hands-on during active workshops. The perfect event to recharge, gather fresh ideas, and reconnect with your network. Do not miss it at the end of August 2026!

Hotspots!

Café Restaurant Sandberg

Step inside Café Restaurant Sandberg: a place by and for the city, located in the heart of the Stedelijk Museum. Here, art, flavor, and urban energy come together in a modern, playful setting. From homemade pastries to vegetarian lunch menus with a twist, and from familiar classics to creative evening dishes. Lively by day, intimate by night. This is a place where conviviality and hospitality amplify one another. Whether you come for coffee, lunch, or dinner, at Café Restaurant Sandberg you can taste the city.

Café Café

Where the atmosphere is laid-back, glasses are refilled, and the evening takes on a different rhythm, that is where you will find Café Café: an all-day bistro with Parisian charm and Amsterdam ease. Located along the Amstel, with a sunny terrace and an interior full of retro details, this is a spot where you can effortlessly linger. From your first cappuccino to your last glass of wine. The menu is both familiar and bold: think burrata with roasted grapes, risotto with celeriac and hazelnut, or a classic steak tartare. Relaxed by day, vibrant by night. Whether you come for a quick lunch or a candlelit dinner, every course here is served with character and care.

Sustainable

Historic location

Meeting location

Team building

Conference location

Party location Dinners

High end

Vermaat is a proud partner of more than 50 unique venues across the Netherlands. From grand and renowned to intimate and surprising. For organizers of all kinds of events, such as trade shows, dinners, meetings, and corporate parties, we are the partner for tailor-made solutions. Legend In nature

Venues

From sporty to seated, from professional to party, from historic to trendy, from indoors to outdoors. One thing is certain: the unique facilities and unlimited possibilities of our venues align seamlessly with virtually any wish.

We create your world. Every event with its own unique touch. This is what drives us every single day in everything we do. From concept to realization, from style to flavor, and from service to ambiance. Curious to see where we can shape your world of flavor? Let the next pages inspire you!

Check our digital venue book online for more information

Alkmaar

Amsterdam

Breukelen

De Meern

Eelde

Enspijk

Leeuwarden Leiden

Maastricht

Rheden

Rotterdam

Bistro Brouw

Rotterdam