SOCIALCLUB ENERGIZES WTC AMSTERDAM COMMUNITY

Just under a year ago, Annemarie Engels and Eva Diks launched WTC Amsterdam’s very first Socialclub. As community managers for CBRE Property Management, they keep tenants up to date and organize four yearly themed weeks packed with a range of fun, educational and recreational activities. With the stellar success of this year’s first two theme weeks, they’re seeing a real, burgeoning sense of community.

Having worked hard since last September to lay the foundations for the Socialclub, the two saw their efforts rewarded the beginning of this year at the official kick-off event with the attendance of 400 WTC residents. Offering a first taste of the vibrant future in store for WTC Amsterdam and NoMA House in Zuidas. Combining a respective fifteen years’ industry experience doing events at the Johan Cruyff ArenA and elsewhere, and twenty years as owner and head of an events agency, Annemarie Engels and Eva Diks have now teamed up with tenants to make these two office buildings great places to socialize as well. “Working from home led to a parallel new trend of the office-as-clubhouse”, Annemarie says, “as a place where people get together and where creative ideas take shape.” According to Eva, “Meeting in-person is better than getting stuck in your own bubble. We set out to reinterpret the classic office building in a way that is fun, social and serves the community.”

The community management duo are fulfilling their remit by putting together a schedule for the year and social weeks around themes connected with art and culture, networks, health and well-being, fun and relaxation, and food and music. Currently, their main focus is on building a presence and getting the word out. “As you talk to more people you find out what’s on their minds and which ideas get traction. Going forward, we’re hoping to create subcommunities of tenants around specific themes and step back as organizers to become more like facilitators”, Annemarie continues. The Socialclub will also have its own app to connect tenants with shared interests, such as playing padel or doing yoga, so they can form their own communities and arrange get-togethers. As an example, Eva says, “During a yoga session in the WTC Amsterdam one of the participants stood up and said a colleague of theirs teaches yoga, too. We can then put our heads together to work out a fixed yoga time, say from eight to nine, for which we then facilitate a space. In the end, the Socialclub is meant to be organized for, by and with tenants.”

Tight-knit community

Initial responses have been largely favourable. The main challenge, the two women say, is catering to the wishes of all 300-plus individual companies in the WTC Amsterdam. Eva: “We schedule things all week so there will be something fun to do for people who come in on different days. Next to that, in December we set up an ambassadors club of tenants who meet with us to brainstorm ideas for theme weeks. They know best what their colleagues want.” Annemarie adds that, “At the end of every social week we send out a survey to get immediate feedback for future reference. Aside from the ambassadors, we’re seeing that tenants are really doing their best to get colleagues involved.” Tenants of WTC Amsterdam and NoMA House are also being brought together through cross-overs with business clubs in Zuidas and activities around shared interests. Despite enthusiasm from other companies, the duo stress that this programme is for tenants of these two buildings only.

The next Socialclub week is ‘Back to Work Week’, from 11 to 15 September. Eva: “We’ve done up the social room and the table tennis is a big hit, so we’re capitalizing on that with a tournament this September. There are also plenty of other activities scheduled. So, if you are a tenant of the WTC Amsterdam or NoMA House, sign up for our newsletter!”