Working together can often mean sharing screens, attending digital meetings and processing scores of emails a day. To put its employees centre stage and start 2025 on a high, international water tech company Smartvatten decided to take a different approach. It kicked off the new year with a three-day event at Royal Jaarbeurs that was such a success that people are still talking about it months later.
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 fresh start in Utrecht
The time was right for an innovative approach away from Finland, where the company’s headquarters is located. “We needed a fresh boost and direction for the new year,” says Tieman. “We opted for Utrecht because doing something this big in Amsterdam would be unfeasible for a relatively ‘small’ company like ours. The Dutch capital is too expensive and Utrecht is like Amsterdam in miniature with its canals, atmosphere and excellent hospitality. The city offers all this and more on a manageable scale.”
Tieman sees Smartvatten’s selection of Royal Jaarbeurs as the main venue as being a strategic choice. “Everything is within walking distance with is no need for taxis or coaches, and yet it still felt grand. Moreover, we had specific requirements for the location including space for a plenary session with 150 people and breakout rooms for smaller sessions. You need a place where you can gather together and then easily split up, which is not something that every venue facilitates.”
Creative ambience
The choice ultimately landed on Media Plaza, a futuristic conference area within Jaarbeurs that has a creative appearance as well as a surprisingly intimate atmosphere. Tieman: “We were able to arrange the spaces flexibly, which matched both our corporate story and the dynamic event programme. A good example was the different breakout sessions in modern rooms, each covering in-depth and varied topics. There was even a ‘relax room’ with yoga sessions offering a moment to slow down and clear the mind.”
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 you won’t find on a spreadsheet
Tieman can now look back on the kick-off with considerable pride and satisfaction. “It was a unique event that met our desire to invest in our people.” He says that the total costs reflected this commitment, with the various event elements, venues, international flights and hotel expenses adding up quickly. “But I can see that it’s still paying off. People understand each other better and have a clearer sense of where we’re all heading as a group.”
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.”
