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 means looking from the sectors' perspective as much as possible and keeping an eye on what is going on. At the same time, he sees new opportunities: "We want to create valuable meetings with both economic and social impact. Especially by addressing topics such as future-proofing, relevance and sustainability. Certainly when it comes to the ambition in sustainability, we see that it is not yet a focal point in business operations everywhere. This is where we can play an activating role."
Setting a good example
As an example, he gives the sustainable stand construction packages. Here, sustainable and circular materials are used that create less CO2 emissions than traditional packages. "At some exhibitions in the Logistics sector, this is the standard. Without people paying extra for it. This is how we ensure movement in sustainable applications. Just like in the manufacturing industry, a sector that involves a lot of heat. There are already good initiatives for circular production. We bring those innovations to Jaarbeurs for the general public. In our way, we take visitors by the hand and show what is also possible."
Thinking about the future
Ricardo also sees the upcoming generation as part of the puzzle he has to put together. "The labour market is on the move. Also in these industries. We want to keep these industries attractive for the future generation. By finding new ways and engaging young people. For example, by asking them: do you go to trade fairs or live meetings? And if so, what do you want to see or learn? Or why not? We can put that knowledge to good use."
Joint journey
Ricardo sees Jaarbeurs as a stage for a place where young people and professionals come into contact with the world of Make and Logistics. Not just during events, but throughout the year. That means working smartly from the customer journey. By looking closely at what stage the customer is in in the decision process, and what they need, in order to respond accordingly. A lot of feedback is also solicited and converted into concrete improvements. Finally, Ricardo is actively involving industry associations and other stakeholders in this process. Because, he says "You can't do this alone. We do this together."
In full swing
According to Ricardo, Jaarbeurs 's strength lies in creating spaces that allow the sector to move forward. Jaarbeurs is more than a location. "It is a lively meeting place" he says. "A place where people feel welcome, where inspiration arises and cooperation grows. What drives me personally is the power of live encounters." What he finds remarkable there is the dynamism within Jaarbeurs itself. "I am surprised every day by the people here. A lot of young people come in, very differently baked. And at the same time, I see seniors with a classic approach who are open to change. A combination that makes for an energetic organisation, inwardly and outwardly. That's great to see and build on. It reflects how we do things here: working together, innovating and on the move."
