How can you make an event space work for you? Sander Hulsman, Chief Digital Content at Royal Jaarbeurs, explains how he made the best use of the Expo Hall of the Beatrix Building during the Computable Awards 2023. 'The organisation was a fantastic exploration!'
Anyone active in the Dutch IT sector knows that there is one trade title you cannot ignore: Computable. An extensive platform with articles about the IT industry, newsletters, a magazine and events. With the Computable Awards as the icing on the cake. This year, Computable celebrated its eighteenth edition. Not only a milestone because of its eighteenth anniversary, but also because of the symbolism that the number 18 carries. An era of maturity. Of growth, discovery, making choices and standing on your own two feet. So the evening's theme was quickly conceived: Age of Discovery.
Hulsman: 'Every year, the Computable Awards is a spectacular ceremony to which we attach a theme. This year, the theme was exploration. The journey of discovery you make when you grow up: being allowed to make your own choices as a human being, but also the growth of a start-up and the development of a career. And that combined with a culinary voyage of discovery on the evening itself.'
Computable worked with Peter Scholte, Jaarbeurs's chef, for this culinary exploration. Hulsman: 'Peter has worked all over the world. He makes varied dishes with surprising combinations. During a tasting dinner, I noticed that he talks very passionately about his ideas and dishes. We thought it would be great to share this with our guests. We decided to record videos with him on the spot that we could broadcast during the Awards. Scholte himself also thought along to make the most of the theme and connect with our target group. Upon entering, for instance, we were served a Mai Tai cocktail inspired by his work experience in Silicon Valley. Of course, I don't have to explain that this was well received.'
The ceremony took place in the Expo Hall of Jaarbeurs's Beatrix Building. A space with a large orange wall; an element that would later take on a prominent role. Hulsman: 'When you organise an event, you look at what is possible with the space. But you have to pull that wider and see what that room can do for you. The orange colour of the wall was not in our house style. That took some thinking. We decided to make a rigorous change. Orange became the main colour of the event. So the seals on the Awards - our figurines that have been the same for years - were also given an orange colour. As did the leaflets and other decorations. So simple, yet so effective.
'We really made the space work for us, says Hulsman. 'The award ceremony is the highlight of the year for people in the industry. And if you win, you deserve a walk of fame. At the same time, we had to deal with pillars, dinner tables and a stage set-up. That is not a standard layout. We chose to build a catwalk between the pillars, including several cameras and video screens so everyone could see everything. We created a catwalk of up to 40 metres! Winners literally walked through the whole room this way, got a huge applause and were able to seize their moment.'
Hulsman looks back on the Computable Awards 2024 radiantly: 'What we had in mind in terms of theme with 'discovering' and 'responding to change', we experienced ourselves while organising. The Expo Hall of the Beatrix Building is widely used as exhibition space. We therefore had to rethink for the award ceremony with a dinner and catwalk setting we had in mind. And that worked out perfectly! It shows that with creative ideas and good guidance, you can turn everything into a right whole.'
Account manager Kelly
Do you have a cool idea for an event or awards show? And are you looking for a great centrally located event location for this? We have the space and passion to make your event in Utrecht a success. Contact me and I will be happy to tell you more about all the possibilities.
jaarbeurs+31(0)30 295 58 81
