Collaboration often equals screen sharing, digital meetings and dozens of e-mails a day. To give employees a more central role and start the year off right, Smartvatten changed tack. The international water technology company kicked off 2025 with a three-day kick-off event in Royal Jaarbeurs. And with results: months later, people are still talking about it.
A new slant for the new year. We chose Utrecht. After all, for a 'small' company like us, tackling something this big in Amsterdam is not an option. It's far too expensive. And Utrecht is Amsterdam in miniature: canals, atmosphere, catering. But manageable.Raymond Tieman, Vice President of Sales at Smartvatten
Smartvatten is Swedish for ‘smart water’ and the company focuses on how property owners and businesses can save water. Finnish by origin, Smartvatten today has offices across Europe. While most collaboration between its hundreds of employees takes place online, Raymond Tieman, Vice President of Sales at Smartvatten, says that establishing lasting connections requires more than digital meetings alone: “We work together but we’re rarely in the same room. I see some colleagues only once a year so you have to make the most of such moments.”
In addition to this general point, the company had been through a turbulent period with a new CEO and new systems. This gave added impetus to Smartvatten’s decision to make a bold statement with a kick-off that would leave a lasting impression on all. “Every department has faced big changes recently,” Tieman continues. “Marking the start of the new year in style would enable us to step confidently into the next phase together.”
A new beginning in Utrecht
Time for a fresh approach. Not in Finland again, where the head office is based. “We needed a fresh impetus,” says Tieman. “A new start for the new year. We chose Utrecht. For a ‘small’ company like ours, organising something on such a grand scale in Amsterdam simply isn’t an option. It’s far too expensive. And Utrecht is like a mini-Amsterdam: canals, atmosphere, restaurants and bars. But on a more manageable scale.” Smartvatten chose Jaarbeurs as the main venue. A strategic choice, he says: “Everything is within walking distance. We didn’t need taxis or buses, and yet it still felt grand. What’s more, we had specific requirements for the venue. We were looking for space for a plenary session with 150 people and breakout rooms for smaller sessions. You need a place where you can come together and split up quickly. That’s not possible everywhere.”
Creative ambience
The choice fell on Media Plaza; Jaarbeurs futuristic conference area with a creative look and a surprisingly intimate atmosphere. Tieman: “Here, we were able to arrange the spaces flexibly. That suited our narrative and energetic programme. For example, we held various breakout sessions on different in-depth topics in modern spaces. There was even a ‘relaxation room’ with a yoga session. A chance to switch off for a moment and clear your head.”
All in this together
Generating a sense of unity was the cornerstone for the kick-off event. In addition to the content-driven sessions, highlights included a city-wide scavenger hunt, a gala dinner, an award show, and even an entertainer who spent the day pretending to be a new colleague only to reveal himself as the showman in the evening. All these elements made a memorable impression. Tieman: “Even now, months later, we’re still talking about it: remember that time someone nearly fell into the Utrecht canal? Or those stroopwafels? It’s the little things that keep the feeling alive of us all being in this together.”
Focusing on connection
For Jaarbeurs, this event represents a textbook example of how a mid-sized international company can make a big impact with its event. “Smartvatten showed the benefits of taking a bold approach,” notes Jaarbeurs account manager Bas Sterrenburg. “The company had the courage to go big on connections, highly focused on motivating, inspiring and energising employees. And its deliberate choice for Utrecht reinforces the fact that international gatherings don’t always have to be in Amsterdam. Utrecht offers it all: accessibility, atmosphere and excellent facilities for multi-day events.”
Results that aren’t on a spreadsheet
Tieman looks back on the kick-off with satisfaction and pride. “It was unique. We’ve shown that we dare to invest in our people.” According to him, the total costs reflected this: the various event components, the venues, flying in international colleagues and hotel costs quickly added up. “But I can see that the effects are still being felt. People understand each other better and realise where we’re all heading together.”
Smartvatten’s multi-day event proves that a kick-off revolves around more than starting a new year in style. It is an excellent opportunity to connect, inspire and set a shared course towards the future. It is also an investment in one another for, as Tieman puts it: “Connections don’t just happen and you need to create the space. It may not be essential to put on such an event every year but when you do decide to go for it, everything has to be just right.”
