If Ricardo Vivas van Leeuwen believes in anything, it is the power of physical meetings. Looking each other in the eye. Energy. Mutual understanding. "There's value in that," he says. And that is exactly what he wants to emphasise more in his new role as cluster manager Make & Logistics at Royal Jaarbeurs.
Ricardo has been working at Jaarbeurs for a year and a half and has experienced a rapid development. In September 2023, he started as senior exhibition manager and progressed to the role of cluster manager for the Make & Logistics sector. Now he is responsible for Logistica Next, ICT & Logistics and the platform LogiNews, TechniShow, ESEF Maakindustrie and the platform maakindustrie.nl. Together with his team, he works every day towards a clear vision: "To make Jaarbeurs an ecosystem in which technology, knowledge and people reinforce each other. In order to become the partner of choice for the Make & Logistics sector."
The past few years have been turbulent times for Make & Logistics within Jaarbeurs. So says Ricardo: "Both disciplines come from a hectic environment around corona. I first want to firmly establish our own events. And grow in that. We also have an international ambition, where we want to bring a logistics fair across the border as well. We are in the final stages of taking steps in Hamburg."
Adding depth
For Ricardo, his role involves looking at things as much as possible from the sectors’ perspective and keeping an eye on current developments. At the same time, he sees new opportunities: “We want to create valuable encounters with both economic and social impact. Precisely by addressing topics such as future-proofing, relevance and sustainability. Certainly when it comes to the ambition for sustainability, we see that it is not yet a focal point in business operations everywhere. We can play a catalytic role in this regard.”
Setting a good example
He cites the sustainable stand-building packages as an example. These use sustainable and circular materials that result in lower CO₂ emissions than traditional packages. “At some trade fairs in the logistics sector, this is the norm. Without people having to pay extra for it. This is how we ensure that sustainable practices gain momentum. Just as in the manufacturing industry, a sector where a lot of passion is involved. There are already good initiatives for circular production. We bring those innovations to Jaarbeurs for the general public. In our own way, we’re taking visitors by the hand and showing them what else is possible.”
Thinking about the future
Ricardo also sees the next generation as part of the jigsaw he needs to put together. “The labour market is changing. That applies to these sectors too. We want to keep these industries attractive to the next generation. By finding new ways to engage young people. For example, by asking them: do you attend trade fairs or live events? And if so, what do you want to see or learn? Or why not? We can really put that knowledge to good use.”
A shared journey
Ricardo sees Jaarbeurs as a platform where young people and professionals can engage with the world of Manufacturing and Logistics. Not just during events, but all year round. That means working smartly based on the customer journey. By carefully assessing which stage the customer is at in that decision-making process, and what they need, so as to respond accordingly. A great deal of feedback is also sought and translated into concrete improvements. Finally, Ricardo is committed to actively involving trade associations and other stakeholders in this process. Because, as he says, “You can’t do this alone. We do this together.”
Full of momentum
According to Ricardo, Jaarbeurs strength lies in creating a space that enables the sector to move forward. Jaarbeurs is more than just a venue. “It’s a vibrant meeting place,” he says. “A place where people feel welcome, where inspiration is sparked and collaboration flourishes. What drives me personally is the power of face-to-face encounters.” What strikes him most is the dynamism within Jaarbeurs itself. “I’m surprised every day by the people here. We get a lot of young people coming in, with a completely different mindset. And at the same time, I see more experienced staff with a traditional approach who are open to change. It’s a combination that creates an energetic organisation, both internally and externally. It’s wonderful to see that and to help build it. It reflects how we do things here: working together, innovating and keeping things moving.”
