Esri organises large GIS event packed with inspiration at Royal Jaarbeurs

A thousand visitors a day, demos full of data, a personal welcome and an opening video that set the tone for the rest of the event. It was clear from everything: Esri Connect is no ordinary software meeting. It is the annual moment when Esri Netherlands brings its customers together at Royal Dutch Jaarbeurs.

More than 2,400 companies and organisations in the Netherlands work daily with Esri software, which helps them make better decisions using location data. The ArcGIS platform enables organisations to combine data on a map and ensure everyone is on the same page. In the simplest terms, Esri develops geo-information software that allows, for instance, a water board to inspect ditches or a retailer to find the best location for a new branch. To ensure customers make the most of the software and are aware of the latest trends and developments, Esri organises a large-scale event every year called Esri Connect. Last April was the second time that it was held at Jaarbeurs.

Central location
Esri Netherlands deliberately chose Jaarbeurs as its event venue. Event manager Ilona Leuvenkamp: “We had outgrown our old venue in Rotterdam. We were looking for a central venue that’s easily accessible by public transport. Jaarbeurs ticks all those boxes. What’s more, for us it offers the right combination of a large plenary hall, plenty of breakout rooms and space for an exhibition.” The choice fell on the Beatrix Theatre, which is situated right next to the station. Ilona adds: “And the theatre is, of course, a wonderful venue for a plenary session. Sitting there in those lovely red chairs really enhances the experience.”

A day full of experiences
Ilona emphasises the importance of the experience during the event. “With Esri Connect, we want to inspire our customers. And provide a wonderful, memorable day that leaves people going home with a smile. That’s why we started with a powerful video. It focused on social issues such as climate, energy and the living environment, and showed how our software can make a difference in these areas.” Corry Neggers, Account Manager at Jaarbeurs, was also there and adds: “It was the combination of light, sound and visuals that made for a very strong start. It really struck a chord. And it was immediately clear to everyone: this is not going to be a run-of-the-mill event.”

A personal touch
The event was a mix of keynotes, demos and customer stories, interspersed with live music or a singer during the breaks. And although there were more than a thousand people in attendance each day, it felt surprisingly personal. This was partly because Esri deployed as many of its own staff as possible in all sorts of places. At the entrance, for example. Or the registration desk. Ilona: “We didn’t hire any hostesses for this. Everyone at reception, at the door, in the halls… were all my colleagues. Even the people behind the counter were colleagues who, for example, have a lot of contact with customers. That created a sense of familiarity and made people feel more at ease.”

Ilona now looks back on the event with satisfaction and is impressed with the flexibility of Jaarbeurs. Esri has long worked with its own trusted AV partner, Bourgonje. “They know exactly what we need for our events and Jaarbeurs was very accommodating about us bringing them along. My colleagues and Bourgonje worked seamlessly with the Beatrix Theatre’s technician Gert, giving us both peace of mind and confidence. Everything went exactly as agreed.”

A serious challenge
The same applies to Jaarbeurs . Corry also says that Esri Connect isn’t just any event, but a real project where everything comes together: content, technology and teamwork. Corry: “It’s quite a technical challenge; live demos are given in every session room, using our own systems, with plenty of power sockets and robust internet capacity. At times, there were even 150 laptops running simultaneously. So every detail has to be spot on. But it’s precisely that complexity that makes it all the more enjoyable. Because every link in the chain counts: technology, cleaning, routing, signage. We’ve really managed to put something together here that we can all be proud of.”

Long-standing partnership
This fruitful collaboration has now developed into a multi-year agreement between Esri and Jaarbeurs. The next edition of Esri Connect is already scheduled for April 2026. Ilona is delighted, as she describes working with Jaarbeurs as a ‘breath of fresh air’. “Communication is clear and we have direct lines of contact. I simply pass on everything I receive from my colleagues straight to Corry. And I know that when she says, ‘I’ll sort that out’, it will be sorted out properly. I love that.”