55,000 visitors. Tens of millions of viewers and listeners worldwide via the livestream. Five different stages, amazing laser shows. Utrecht was briefly the international hub of trance music in early March. Koninklijke Jaarbeurs had the honour of hosting the biggest trance event in the world: the 1000th edition of A State of Trance (ASOT), the show of Dutch pride, top DJ Armin van Buuren.
After two years of 'snoozing' by corona, the Jaarbeurs could again safely host tens of thousands of trance lovers during a spectacular weekend in the hall complex. Trance, according to the dictionary, is "a state of hypnosis and heightened consciousness". Of that heightened awareness, event manager Hidde Paauw and account manager Jasper Peeters of Jaarbeurs certainly were. Two spiders in the ASOT web. What is it like to help make such an event with such a huge international appeal possible after two years of hibernation?
"The sense of pride is indescribable when you walk into Hall 1, where Armin van Buuren is spinning. The energy going around in that hall is incredible. You can only experience that. To be part of that is an absolute highlight of my work at the Jaarbeurs."
"That was a bit of a switch back," says Jasper. "Surely some routine disappeared from the various organisations. But the great thing is that in the end you are all used to organising events at the highest level. ALDA, the organisation behind ASOT, has been at the top of the international dance industry for years. Thanks to the joint professionalism, also of our suppliers, we were quickly back in the swing of things."
Hidde: "The last time we were able to host ASOT was in 2020. A lot has changed since then anyway that you have to take into account. A lot has changed logistically, especially in terms of parking flows. And think, for example, of the reception of Ukrainian refugees in Hall 5, which we naturally had to take into account. Standard procedures and self-evident agreements of yesteryear no longer really applied. As a result, many things had to be discussed and coordinated anew with the client, with our suppliers and with our own team."
But then there is also an amazing event. Hidde: "The feeling of pride is indescribable when you walk into Hall 1 on Saturday night, the Mainstage, where Armin van Buuren is spinning. The place where almost 17,000 visitors are going completely wild. The energy circulating in that hall is incredible. You can only experience that. To be part of that is an absolute highlight of my work at the Jaarbeurs."
55,000 visitors; in the past, that generated a lot of waste in the form of plastic beer glasses. But that mountain of waste has now been reduced considerably. Hidde: "Together with ALDA, we chose to work with a deposit system for the plastic cups. Those glasses could be handed in again at the next drink, with no deposit. And you notice that immediately when cleaning up immediately afterwards. We used to have to work our way through layers of plastic cups, now the glasses were collected at the bar points and we can easily dispose of them in a sustainable way."
Of course, there is always room for improvement. For the next edition, for instance, signing will be looked at. During the nightly control rounds, visitors who came later had trouble finding the entrance. People who had been to an event in the Jaarbeurs before did not immediately realise that the entrance was on the other side this time. Hidde: "Although this mainly concerned visitors who only joined the party later in the night, for next time we can definitely look at how we can use the signage even smarter."
But overall, ALDA and Jaarbeurs, and certainly the 55,000 visitors, look back on an unforgettable experience. Jasper: "A lot has changed in the industry and with this event we have really set a new standard again. I am super proud of that. It's great to be able to work with a top organisation like ALDA, a real partnership." Hidde agrees: "ALDA is a party that runs a lot of big productions at home and abroad, something you really see in the professionalism of the organisation. They clearly know their stuff and are not easily shaken. It is also very nice that they involve us as a location in all their plans and listen to you. You are really included in the entire production, which contributes to us as Jaarbeurs really being part of the event. A very pleasant cooperation where together we ensure that all visitors have an unforgettable experience." Just reserve the lasers for next year.
