Summer | #04 | 2011
WTCAA magazine NEWS Greg Shapiro: ‘How to Be Orange!’ FOCUS SPECIAL THEME Expat event, June 16 2011 FOCUS The perfect package for expats
Two expats, two stories BES La Salle university in Almere ‘Together we reach a large group’
Home is where the heart is The Expat Event on June 16, 2011 was a resounding success. Visitors had plenty of opportunity to make new contacts and businesses were able to promote their activities. The result? International business is firmly embedded in Almere’s identity. Inspired by the Expat Event, we decided to put expats on center stage in this fourth issue of Crossborder. The WTCAA is excited to see how all the expats each contribute to and complement Almere’s multifaceted business and social communities. For example, by participating in international exchange programs at BES La Salle University, meeting fellow-expats through existing social networks, but also in their enthusiasm to meet the Dutch people who live here. After all, to quote one of the expats, the only way to get to know a country is to get to know the people. While putting Crossborder#4 together, we kept hearing how great it is to live in the Netherlands, and about Almere, a beautiful city on the water where anything is possible. People explained about bringing their own culture to Almere and, wherever possible, experiencing the culture here in all its facets. All in all, the perfect melting pot which delivers the ’international flavor’ we love so much. This ’flavor’ is reflected in the various articles in this issue, such as an interview with stand-up comedian Greg Shapiro about his civic integration classes, expats Carly and Elodie who share their personal stories with us, and consultancy firm Baker Tilly Berk who explains how expats can get their financial matters in order. Director Hans Snel talks about how Almere City Marketing is helping the city to grow. And of course, we’ve included a report on the Expat Event. A diverse range of topics? Perhaps, but one central theme runs throughout: Home is where the heart is! We hope you will enjoy reading Crossborder #4, the Expat Special. After all, expats are special.
Annemarie de Vries Director World Trade Center Almere Area
WTCAA Magazine #04 | 2011
5
News
Stand-up comedian Greg Shapiro:
News
‘How to Be Orange!’
8
7
The ultimate Expat Event
In the spotlight
Baker Tilly Berk
Two expats, two stories Carly Bridgeman & Elodie Simon
12
Focus
10
BES La Salle
Focus
Now in the heart of Almere
Information and entertainment 30 floors up Expat event
Focus
17
14
Quotes from participants
Focus
Expat event
Interview Connie Koorevaar “Together we reach a large group”
Expert talk
18
Interview Hans Snel
Director of Almere City Marketing
Crossborder is a publication for members and relations of the WTCAA and appears three times a year.
Translation Vertaalbureau.nl, Hallmark English (including final editing)
Address World Trade Center Almere Area P.J. Oudweg 4 1314 CH Almere Stad T +31 (0)36 - 548 50 20 wtcaa@wtcaa.nl www.wtcaa.nl
Production support MDA Creatie
Editors and contributors Crossborder Frans Davids, Raguel Kluin, Ronella Bleijenburg Marjolein van Loenen, Fidessa Docters van Leeuwen, Lisette Rippe en Annemarie de Vries
Copyright © WTCAA, 2011 – No part of this publication may be reproduced without written permission from the WTCAA.
This project was made possible with the support of a contribution from the Province of Flevoland and the Municipality of Almere within the framework of the Flevoland Almere Investment Program.
Printing office De Onkenhout Groep Almere Art Direction & design MDA Creatie
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Horlings Accountants & Tax Consultants is a professional services firm employing over 160 professionals in Almere, Amsterdam, Heemstede and Hoofddorp. Our Amsterdam team of tax consultants specializes in international tax advice for corporates and (their) expatriates. We have a firm and well-known experience in providing full service to international clients and are able to respond swift and accurate to all your questions and queries. Feel free to give us a call and find out what we can do for you!
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ALMERE
AMSTERDAM
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HOOFDDORP 30-05-11 12:29
WTCAA Magazine #04 | 2011 | 4
News
Stand-up comedian Greg Shapiro: ‘How to Be Orange!’ The American-Dutch stand-up comedian Greg Shapiro looks at the Text: Fidessa Docters van Leeuwen
world through the eyes of an expat. He came to the Netherlands for the first time in 1994 to get Boom Chicago off the ground, and he’s been here ever since. During a performance of a compilation of his theater show ‘How to Be Orange’ at the Expat Event, he gave a hilarious account of his civic integration classes. Can we hear just one joke from your show?
It is one giant melting pot of cultures
“New Dutch ‘citizens’ are not only more
Netherlands so unbelievably great. “
here, and this is what makes living in the
proud of the Netherlands than many more patriotic than the political party
And finally: what do you think of Almere?
‘Trots op Nederland (Proud of the
“Almere is new land. I’m from Chicago,
Netherlands)’!
integration
which is also new land. I like that. The
classes, I had to answer questions about
fantastic architecture in the city and
the Netherlands, so you can imagine that
Dutch Design. A while back, my father
I want to ask my audiences the same
visited from America and I gave him a tour
questions. Many Dutch people don’t
of Flevoland. I told him about the origin
even know the answers. You’re in luck by
of the province, the land reclamation.
the way: I’ll be taking this show on tour
Surprised, my father asked: ‘So all of this
throughout the country in 2011-2012.”
used to be under water?’ Half an hour
people who were born here, they’re even
During
my
later he asked me again; he just couldn’t
Why do you recommend that expats stay in the Netherlands longer? “The Netherlands is the country of freedom and tolerance. You can see the proof of this in the history of integration.
believe it.”
For more information: www.gregshapiro.com
Photos: Frans Davids
News Stand-up comedian Greg Shapiro
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Impeccable service We enjoy working together with you. Please do not hesitate to contact us for any ex- or impat related issues.
Audit | Tax | Advisory
WTCAA Magazine #04 | 2011 | 6
Text: Fidessa Docters van Leeuwen
News
The ultimate Expat Event During the Expat Event, Peter Polman of Baker Tilly Berk in Almere gave an interesting presentation on expat tax issues. Something all expats are faced with upon their arrival in the Netherlands. Crossborder looks at the most important questions and answers. What are “Expat Tax Issues”?
And then?
“Expat Tax is a specific discipline at
“Next, we offer a total package so that
Baker Tilly Berk. We advise employers
employees can be sure that their tax
and employees alike when it comes to
situation is taken care of. There are
matters involving expats. Expats are
a variety of regulations that apply in
either employees who come to live in the
the Netherlands and of course every
Netherlands, or those who are leaving the
person’s situation is different. We look
country. One example is the 30% ruling,
at the expat’s tax and social insurance
in which 30% of the employee’s gross
position, among other things. Expats
salary is tax-exempt. Another important
want to make sure that they continue
area for expats is social insurance
to accumulate pension benefits (AOW),
issues.”
both in their home and host countries. We can also handle expats’ income tax
Can you tell us about your services for employees?
returns. In other words, at Baker Tilly
“When expats first get to the host
every expat.”
Berk, we custom design a package for
(destination) country, they often have no clue where to start. We meet with them to find out how we can help. The first thing we usually do is apply for a Citizen Service Number.”
For more information: www.bakertillyberk.nl
News The ultimate Expat Event
Text: Fidessa Docters van Leeuwen
Carly Bridgeman, teacher at the OBS Letterland, the International School, has been living in Almere since November of 2008. Crossborder asked her why she decided to live in the Netherlands, and why she loves living here.
“Right after I got my degree, I started looking for a job in the
work. There are plenty of organizations in Almere that provide
Netherlands. In 2004, I was living in Laren, in “het Gooi”, as an
services for expats. I’m an active member of International Almere,
exchange student. That’s when I fell in love with this flat little
an English-speaking organization that has activities designed
country and knew this is where I wanted to live.
to help people develop a social network. There is a networking
After I graduated, my Dutch friends helped me put together a
cocktail party every Friday night, for example. You learn a lot
list of international schools, and I sent letters to almost all of
about the city, but also develop friendships. International Almere
them. I applied for a job at OBS Letterland and was hired. Three
also celebrates international holidays such as Halloween.
weeks after the interview, I emigrated to the Netherlands alone.
Together with the World Trade Center Almere, we’re looking into
Since I was already familiar with the cultural aspects, the move
options for younger expats - I’m 24, so this is relevant for me - to
was not a shock for me. My situation is different from other
develop activities that are business and/or socially related. One
expats, though, since they usually move with their families. Also,
thing is certain: as an expat, you need friends.”
most expats first work in their home country and then take a job abroad. With me, this job is my first teaching position.
I’m staying
Right after I arrived, the school helped me to get my paperwork
“What keeps me here? The country itself. After six months, I got
in order. I am allowed to stay here until 2014, and after that, I
my own apartment in Almere Haven, and I never want to give it
will be able to keep renewing my visa every five years. If it were
up. I can get to school by bike within 10 minutes, and the bus
up to me, I would like to have Dutch citizenship in addition to
even stops right outside my door.
my Australian citizenship. Whether or not I’ll be able to do that
I grew up in a suburb outside of Perth, in Australia. For me,
depends on politics.”
Almere Haven is actually also a sort of suburb and that’s why I love it. It’s got great restaurants, the location at the water is
Social network
beautiful, and everyone knows each other. The movie theater in
“I have an amazing group of co-workers who are from the UK,
Almere is wonderful, and so is the shopping downtown. There
the US, South Africa and the Netherlands. Being an expat also
is no need to go to Amsterdam, because everything you need is
means sharing your personal lives with each other, not just your
right there. I feel at home already.”
WTCAA Magazine #04 | 2011 | 8
In the spotlight
It was not so long ago that Elodie Simon, trainee at Cosmetic Formulation at Shin-Etsu Silicones Europe B.V. found her way to Almere. How does she like it here? Read her story and find out.
more about countries other than your own but also more about the Netherlands. IA is also designed to help people develop a social life. For me, the time has come to start meeting more Dutch people. After all, the only way to get to know a country is
How long have you been living in Almere?
to get to know the people.
“I came to the Netherlands last March via an exchange program with my university. I think the combination of the peace and quiet in Almere and the big city of Amsterdam, only half an hour away, is fantastic. This way I get the best of both worlds.”
Do you have an amusing anecdote which highlights the cultural differences between France and the Netherlands? “In the beginning, I was surprised to see that the Dutch drink milk
How did you get involved with International Almere?
at breakfast, lunch and dinner. In France, we only drink milk at
“I picked up the folder about International Almere at the Tourist
breakfast. It’s little differences like that that really provide insight
Information center. IA’s starting point is to form a social network
into someone’s cultural identity. For example in France, we eat
with other people who understand what it is to be a foreigner in
dinner at six-thirty, and here, sometimes I try to eat at five-thirty,
this modern city. Every year, the IA organizes all sorts of events
like the Dutch, but it often just seems too early for me.”
at various locations in the Almere area. I really wanted to meet other expats so I went to the website first. They gave me a lot of different tips and told me what it was like to live here.”
What aspects of your own French culture have you brought with you to the Netherlands? “French cuisine. I love to cook, but unfortunately it’s not very
You’ve been a member of International Almere (IA) for a few months now. How have you benefitted from it?
easy to find all of the ingredients you need to prepare a typical French meal. For my birthday, I’m going to make the typical French cake, ‘Fondant Chocolat’.”
“When you first get here, you don’t know everything about the country and you have to discover everything from scratch. It’s nice to be able to share these new feelings with other expats; you’re more or less in the same boat. Also, there are IA members who come from every part of the world. This gives you the opportunity to exchange experiences, and to not only learn
Further information: www.letterland.nl www.internationalalmere.com www.wtcaa.nl
In the spotlight Two expats, two stories
Text: Fidessa Docters van Leeuwen
BES La Salle now in the heart of Almere BES La Salle, the renowned university in Barcelona, established a physical presence in Almere on March 1 in order to offer international higher education here in the city. A major step forward for both the university and the city. After all, where there’s education, there are expats! Crossborder talks to Amal Le Collen, BES La Salle Program
“We feel at home in Almere”, she laughs. “For us,
Manager on Skype. “We are a network of 74 universities in
the support from the WTCAA and the municipality of
more than 82 countries. 1000 teaching establishments, where
Almere is crucial. They are always willing to share their
1,000,000 students are educated. BES La Salle offers an
network
innovative program which includes management, engineering,
In Almere, BES La Salle University will offer an MPM Master’s
architecture and entrepreneurship.”
in Project Management, an MBA program and summer classes
After a busy week in Almere, Le Collen is briefly back in
for students, expats and professionals. What is the university’s
Barcelona. She tells us that the municipality had already
strength? As Le Collen says: “We bring an international flavour
signed a declaration of intent in Barcelona back in 2007, thus
to Almere. We also set ourselves apart through our connections
giving a green light for continued collaboration. This document
with the local partners who know the market. Our goal is to
represents the commitment on the part of the BES La Salle
set up a partnership with Hogeschool Windesheim and CAH
University in Barcelona to come to Almere, where it will offer
Dronten. By combining each of the partners’ strengths, we can
international higher education. By signing the document in
create an entirely new way of offering education.”
2007, BES La Salle was declaring its willingness to establis
and
introduce
their
contacts
to
each
other.”
time has now come.
From executive courses to Master’s programs
Le Collen: “Our goal is to set up an international campus in
The arrival of BES La Salle and its large international network
Almere, together with the Hogeschool Windesheim and
is an important step towards expanding the offer of higher
CAH Dronten.” The municipality and the World Trade
education in the city. Le Collen describes the La Salle philosophy
Center Almere (WTCAA) will help the university with its
in clear terms: to offer excellent classes and programs at a
plans to expand international higher education in Almere.
low cost. “This involves offering variety in the available higher
h a strong bond with the city of Almere as a new location. The
WTCAA Magazine #04 | 2011 | 10
Focus Special theme
education courses, something for every expat-professional
emphasizes: “BES La Salle participated in the Summer School
and student. Naturally, all of the programs and classes will be
program for the first time last summer. The idea is to do this again
given in English. In particular, these are short-term classes for
in 2011, but with a greater variety of courses this time. For us,
working professionals (Executive Courses) such as the recently
Almere is a great place to be and to take part in the international
created Supply Chain course and several Master’s programs
campus. When you have the support of the WTCAA and the
in Business Administration (MBA) and Program Management.”
municipality, you can get off to a flying start like we have.”
Le Collen says that a class such as the Supply Chain course
Le Collen continues: “At BES La Salle, we are constantly asking
brings together everything that BES La Salle stands for. “It is
ourselves how we can recruit the right partners for each subject
very appealing to professionals to be able to spend a week
to increase our audience; after all, this has a huge potential
in the Netherlands visiting Dutch companies which would
added value for all of the partners. A good example is the current
otherwise not be so accessible, such as the Port Authority of
executive seminar, Brand Community Management, featuring
Rotterdam and Schiphol Airport, and get specific answers to
speakers from Spain, the UK and Switzerland. This way we bring
business-related questions. The program involves more than
international students to business, and businesses to students.
just acquiring academic knowledge in a classroom setting, but
In our opinion, the cultures of the countries involved must
focuses instead on experiencing practical situations first-hand
also be part of this. The first thing we tell the international
to see which ideas and approaches may be applied to their own
students at the international campus is the story of how Almere
profession in their home country. The program is really valuable
was built.”
for these students.”
Wider selection of courses BES La Salle will also be taking an active part in the Almere
Further information: www.beslasalle.net and www.summerschoolalmere.nl
Summer School by offering classes for this program. Le Collen
Impression During a lunch at the WTCAA Carlton building, Crossborder met with several Spanish professionals aged 25 to 40 who are taking BES La Salle’s Supply Chain class in Almere given by Paul Hartong. An impression of their experiences. About the Supply Chain course “Practical point of view” “ In Holland people think in terms of the supply chain” “Learning from professionals”
About Almere “4th city of Holland” “A lot of potential” “Very new and modern” About the opportunities for expats in Almere “ Almere offers plenty of services such as ample housing at a good price” “Peaceful, a city surrounded by water” “Important place for business”
Focus BES La Salle now in the heart of Almere
Expats on center stage
Expat Event WTC Carlton Tower, June 16, 2011
Text: Marjolein van Loenen
Information and entertainment 30 floors up The perfect package for expats Golden tips, inspiring stories and amusing anecdotes. The Expat Event on June 16 proved to expats and their partners that you can live, work and enjoy life in the Netherlands. The WTC Almere Area (WTCAA), in close cooperation with the network organization International Almere, presented a program brimming with information and entertainment at a breathtaking location. Fons van der Ham, Chairman of the Board at WTCAA,
cabaret. The ‘American Nederlander’, well-known
moved to France in 1992, followed by a relocation to
from his performances with Boom Chicago and
Germany, returning years later to the Netherlands. “I
Comedy Central News, quips: “We expats are really
was an expat three times so I know how you feel.”
‘allochtonen’. This is a difficult word the Dutch made
Language, for example, is often a barrier. Alongside
up (it means ‘foreigners’), just so that we couldn’t pronounce it.”
“Live, work and enjoy life in the Netherlands.” Fons van der Ham, WTCAA
Lisa Lipkin believes it’s also important to have a good story at the ready. This professional storyteller came to the Netherlands from the United States 12 years ago. “Your story is the best tool you can have at your disposal.” Many business executives attend
amusing misunderstandings, expats discover only
her workshops to hone their communication skills.
too often that an important government department
There are various organizations that can offer a lot of
refuses to speak English.
support to expats in the area of finance. One of these
Greg Shapiro makes light of such incidents. In fact
is Baker Tilly Berk, Gold Partner of Expat Information
he incorporated the theme into an entertaining
Services Center (EISC). Accountant Peter Polman
WTCAA Magazine #04 | 2011 | 12
Focus Special theme
Photos: Frans Davids
is optimistic: “New government rulings will soon
rules apply to expats who run their own businesses.
make it easier to bring highly skilled migrants to the
Fortunately there are many service companies in the
Netherlands. But expats will have to be registered
Netherlands which provide support to expats. Some
with the Dutch Immigration and Naturalisation
of these businesses presented their services at the
Service (IND).”
event’s Infomarket or gave short presentations. They were: Vesteda, ABN Amro, Bureau Bril Coaching,
“Your story is your best tool.” Lisa Lipkin, storyteller
De Boer Financial Consultants, Van der Linden real estate and Horlings Accountants and Tax Advisors. Connie Koorevaar of International Almere launched a Facebook-type social network designed to help
Expats should also know about the 30% ruling which
expats with their integration process and to meet
is designed to compensate an employee for the extra
other people. Three hundred expats and Dutch
costs made when living and working in a foreign
people are already registered. “It’s not where you
country. Polman explains: ”This is a tax facility for
come from that makes you international” insists
employees brought to the Netherlands from abroad.
Koorevaar, “It’s your state of mind.”
The employer and the employee must apply for the
More ‘infotainment’ events like this one at the WTCAA
ruling together as soon as the employee is on the
are in the pipeline, possibly featuring new items such
payroll.“ Expats are also entitled to an allowance if
as a speed dating session that can quickly generate
their children attend an international school. Other
important new contacts and networks for expats.
•W TCAA www.wtcaa.nl
• ABN AMRO www.abnamro.nl/nl/prive/expats/introductie.html
• I nternational Almere www.internationalalmere.com
•B ureau Bril www.bureaubril.nl/index.php
• I ND www.ind.nl
•D e Boer Financial Consultants www.fvbdeboer.nl
• Program chairman Niels van der Schaaff www.dagvoorzitterspreker.nl/niels-van-der-schaaff
•V an der Linden real estate www.vanderlinden.nl
•L isa Lipkin www.storystrategies.net
• Horlings Accountants and Tax Advisors www.horlings.nl
•B aker Tilly Berk www.bakertillyberk.nl
• TopTaal www.toptaal.nl
•G reg Shapiro www.thedailygreg.com
• Crowe Horwath www.crowehorwath.nl
•V esteda www.vesteda.com
Focus Information and entertainment 30 floors up
Expats on center stage
r a p m o r f s e t o Qu Expat Event
Text: Ronella Bleijenburg
WTC Carlton Tower, June 16, 2011
Michiel Hilders, Director Preferred Banking Expats ABN AMRO “ During the event there was a lot of discussion on how the organizations that were present can help expats. It was unfortunate that numbers of expats were low because we were there specially for them. But on the whole it was a constructive session which
Lisa Lipkin, Story Strategies “ I am a professional storyteller and I was one of the keynote speakers at the Expat Event. I am a huge believer that stories can help expats bridge the culture gap that they are faced with when they first arrive here, because stories are universal, reaching the deepest part of all of us by touching us emotionally, not just intellectually.”
demonstrated clearly how the various organizations are committed and keen to help expats. The story delivered by professional storyteller Lisa Lipkin was
Ellen Scholten,
inspiring and compelling.”
International Life & Career Coach Bureau Bril “ Everyone has their ups and downs in life but an expat’s world changes beyond recognition. To get your life and career back on track, you need to adopt the right attitude. Humor can be a great help… brought home yet again by standup comedian Gregory Shapiro.”
WTCAA Magazine #04 | 2011 | 14
s t n a rticip
Focus Special theme
Photos: Frans Davids
Charles Rabe, Horlings Accountants and Tax Advisors
José van den Akker, De Boer Financial Consultants
“ We love Expats so much that we’re married
“ The Expat Event was a pleasant networking
to them!”
opportunity but mostly with the other businesses that were represented as there weren’t so many expats.
Nikos Nakos, IamExpat
The presentation by Peter Polman of Baker Tilly Berk on topics such as the 30 percent ruling was highly
“This was a very positive initiative. It is important to
relevant. Standup comedian Gregory Shapiro was
have more events like that in order to raise awareness
great!!”
about Almere as another good place for expats in the Netherlands. I believe that the combination of an informational presentation with the entertainment show was successful. Being expats as well, we really enjoyed the comedy show of Gregory Shapiro about the Dutch Stereotypes!”
Marleen Kok, Van der Linden real estate “ The expat market is quite new to us so this event gave us a good opportunity to meet expats as well as the organizations that cater to this group. We found that everyone was keen on cooperation so as to maximize results. Clearly a successful event.”
Focus Quotes from participants
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Dutch for expats Expand your horizon www.toptaal.nl Professional and effective
“Here’s a person that every expat should meet.” That’s the thought I had after my first one-on-one Dutch job interview training with Ellen Scholten from Bureau Bril. “Like many expat partners, I was struggling to get my career back on track after my move. I didn’t know where to start! In a few sessions I was able to change my outlook. I now know what to expect and how to deal with it. It really helped me move forward” says Alicia, who was offered a job in her field shortly afterwards. Alicia is no exception. The dual career issue frequently pops up when a couple moves abroad. Of course some people choose not to work but many would like to continue their career in some form in their new country.
culture and language and having no-one to talk to can all contribute to that feeling. You may feel that your expat life is not living up to your expectations if you feel homesick, “stuck with no purpose” or you feel unable to support a sick family member back home. “My expat clients have one thing in common: they are keen to make the most of their time abroad and they seek support to find the best ways to do that. They are willing to step out of their comfort zone and take action despite their doubts, fear and uncertainty. The results speak for themselves” says Ellen. To evaluate your options and restore your sense of balance you may contact Bureau Bril at 06 4601 8139 or info@bureaubril.eu.
As an International Life and Career Coach with over 12 years’ personal expat experience, Ellen is quick to acknowledge that work often plays an important role in feeling accepted, respected and valued as a person. It may seem that your life has turned upside down with your move abroad. Changes such as a different
WTCAA Magazine #04 | 2011 | 16
Focus Special theme Text: Ronella Bleijenburg
International Almere and WTCAA: Being an expat is all about survival, says Connie Koorevaar of International Almere, an organization which develops social networks for expats. “Or even a survival group”, she jokes. Koorevaar speaks from experience... Photos: Frans Davids
“ Together we reach a large group” Back in 1996 Connie Koorevaar left
tough. So what’s the remedy? Connie
Wisconsin in the United States and came
Koorevaar has three golden tips: learn
to the Netherlands. As often happens,
the language, find a social network and
it was matters of the heart that brought
keep smiling! International Almere is
her to this country but it was certainly no
the perfect solution: an international
bed of roses at first. “You don’t speak
community which focuses on building
the language, you don’t understand the
social networks. “When you emigrate
culture, you hardly know anyone and you
you’re immediately faced with issues
can’t find your way around. Everything
like housing, the job and learning the
welcome
beyond your front door is unfathomable.
language. You don’t get round to having
businesses, whatever their nationality.
At the same time, life in your ‘own’
fun and meeting people and so find
Our international orientation is really a
country keeps rolling and you sometimes
yourself in a sort of void. And that’s where
mindset. And we also want to be able
think people at home forgot you. You get
we come in. We help expats build a social
to provide all the information people
oversensitive and take things personally.
network by drawing people together,
need”,
I was once in V&D department store and
forging links and organizing events.”
“Information is critical. But if people don’t
two sales assistants were talking to one
everyone:
continues
individuals
Connie
and
Koorevaar.
understand the language, things pass
another and wouldn’t help me. I got very
Information
them by. It’s sad to see how organizations
angry. It took some time before I realized
There are many expat organizations in
aren’t aware of this and so don’t make
they didn’t mean it personally and that it
the Netherlands, large and small, that
information available in English.” In 2010,
was a culture thing.”
are geared toward specific groups.
International Almere joined forces with the
“They’re everywhere but aren’t easy to
WTCAA. “We help each other wherever
Fun
find. It took ten years before I discovered
possible in organizing expat events and
Experiences like that happen to a
International Almere, even though I’m
we share each other’s networks. The
lot of expats, often making it hard to
a very social person.” For this reason
WTCAA focuses on business and we
remain motivated and not stay at home
Connie Koorevaar decided to get down
concentrate on social aspects. Together
frustrated. This is why integration is
to work with International Almere. “We
we reach a large group.”
Focus “Together we reach a large group”
Expert talk Almere City Marketing means rock-solid support for Almere. The organization is dedicated to keeping city residents and visitors up-to-date on what is going on in Almere. “After all, these are the activities that are responsible for the growth in the region,” according to Hans Snel. Text: Fidessa Docters van Leeuwen
Hans Snel, Director of
Almere City Marketing Almere City Marketing’s mission is to promote Almere as an attractive business location. How
visitors. In terms of our networking role, we are in a position
do you do that?
initiatives, such as the publication Lifestyle Magazine.”
“In 2005, we developed a strategic vision and laid it down in a
WTCAA and ACM are partners. How do you both operate?
city marketing plan. One of the questions we asked ourselves was ‘What sets Almere apart from the other cities?’ Based on
to bring together 600 organizations in the city to develop new
the differences we discovered, we defined Almere in terms of a
“We each have our own mission, but there are similarities. We’re
brand and developed activities. Almere City Marketing creates
both a sort of spider in the web who bring together various
free publicity pieces, ensuring that the city will be the object
institutions, businesses and people. Our mutual goal is to
of attention in the national news. We manage our large events
promote the growth of Almere. WTCAA does this by stimulating
ourselves. At the same time, these events are a great marketing
international trade and we do it by promoting the city of Almere.”
tool for spotlighting Almere. Then of course there’s the VVV tourist office which focuses more on residents and repeat international
About Almere City Marketing
How does Almere City Marketing view expats? “I view expats as being an important group, one that consists of highly educated people who bring their knowledge to Almere.
Almere City Marketing is the organization that coordinates the city’s marketing activities. ACM is an independent foundation with a Supervisory Board, an executive director, and an office with nine employees. ACM has a long-term contract with the municipality of Almere to handle the city’s marketing. The municipality finances the fixed costs and a portion of the regular marketing costs. The other marketing costs are financed by market parties and from other sources of income.
Since they are ‘tied’ to the city for a certain period of time,
www.almere-citymarketing.nl
to the best shops in the heart of downtown, or even the unique
it’s in their interest to be happy here. Their presence ensures an element of fun in the city. This is why I’m happy that the Eropuitgids is now also available in English so that expats can find their way around Almere that much more easily. ” Tell us more about your campaign, Discover the secret of Almere “Almere is growing so fast that both residents and non-residents aren’t always sure what Almere has to offer. This campaign enables Almere’s residents to share the city’s secrets with people from outside of the area. From the Oostvaardersplassen residential areas.
WTCAA Magazine #04 | 2011 | 18
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210009344 Adv Expat Discovery 210x148 .indd 1
09-05-11 14:48
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