Amsterdam RAI Seeks More Organizer Partners
Staff -- Tradeshow Week, 6/19/2006
Those bringing exhibitions to the Amsterdam RAI in Amsterdam, Netherlands, can partner with the venue a little or a lot. The RAI now offers a full range of services, from use of the facility to full show management and marketing.
To highlight these services, the RAI created a program called Mix and Win.
Designed for international show organizers, its promotional material includes a booklet that outlines the partner possibilities.
John van Stolk, RAI director of international business development, called the program a "discussion tool" to demonstrate ways that the RAI can cooperate with show managers, from being an event facilitator to jointly owning a show.
Van Stolk said Amsterdam RAI wanted to be perceived by international organizers as a partner, rather than just a landlord.
Because the RAI has an exhibition organizing division and a venue division, it can partner in a number of ways.
The biggest challenge in creating Mix and Win was to get the two separate divisions on the same page, van Stolk said. The RAI created a task force made up of its exhibition director, venue director and business development department. Next, RAI's advertising agency designed a practical and interactive tool to describe the different ways of working together with the venue.
