Nienke van Velsen has been working at Jaarbeurs since January 2022. She started in Event Service, where she helped exhibitors with the practical preparations for their trade fair participation. She then moved to the event management team; the place where everything comes together for her. Every day, she is fully committed to adapting quickly, being hospitable and keeping a clear overview when a hundred things are happening at once.
Nienke is involved in Jaarbeurs own events as well as guest events organised by other parties. Once a year, she organises an event herself: Cybersec Europe in Brussels. “It’s a bit of an odd one out,” she says, “because you’re not working in Utrecht, but at Brussels Expo.” But that’s precisely what makes it all the more interesting: the same level of responsibility, but in a different setting.
For the rest of the year, Nienke organises guest events. Organisations hire space at Jaarbeurs and Nienke makes sure everything runs smoothly. “I’m the point of contact for the client. I make sure all the practical arrangements are in place and that everyone at Jaarbeurs knows what’s going to happen: security, first aid, fire safety, transport and logistics. I’m the link between the organisation and Jaarbeurs.” And that’s what gives her energy. As she explains: “For them, it’s the venue for their event. For me, it’s about making sure everything runs smoothly so that they can stage a successful event. I really enjoy that aspect of hospitality.”
Finding the right balance
No two events are the same. And so there’s no one-size-fits-all approach. Nienke: “I think I’m quite good at striking a balance. Who takes priority? What’s important? And how do we ensure everyone’s on the same page?” According to Nienke, it’s important to make clients feel that they’re being listened to. “Every client is different. Some need clear agreements and a responsive approach during the preparation phase. Others particularly appreciate your presence on the floor.” Nienke switches just as easily between a B2B event and a B2C event. “Two completely different worlds. Essentially the same work, but with a different approach.”
She’s also drawn to the unpredictability of the events world. As she explains: “Sometimes you have to be able to adapt at the last minute. Because it really isn’t all sorted six months in advance.” Sometimes that’s tough, but that’s precisely where the thrill lies. As she says: “You find yourself thinking: how on earth am I going to pull this off? But when it works out, you realise once again: this is what it’s all about.”
Fond memories
And with so many different events, Nienke has accumulated a wealth of special moments. One such moment was the commemoration of the war in Ukraine at Jaarbeurs, a year after the war began. “A large number of Ukrainian refugees gathered there, from Utrecht and the surrounding area, but also from further afield. It was very moving.” Although the occasion was a sombre one, Nienke could feel the energy of all those people. And behind the scenes, too, it became clear that this was no ordinary ‘production’. Nienke: “Just before the opening, the police arrived with trained dogs to check the hall. After that, no one was allowed in. You don’t experience that at a regular trade fair.”
She continues to be amazed by her work every day. Because sometimes the highlight lies in something you wouldn’t have expected beforehand. Like an event organised by a major supermarket chain to showcase its Christmas range. “You think to yourself beforehand: right, what can we expect from that…? And then it turns out to be a really impressive production. You stand there and think: wow. I really enjoy doing this.”
Far from finished
Nienke is happy where she is: “This really suits me. I don’t think there’s anything else where I’d get the same satisfaction.” What is she still hoping for? “A concert hall. Jaarbeurs is the perfect location for that.” Because the more diverse the programme at Jaarbeurs, the more new challenges there are for the event managers. Nienke concludes: “Then we’ll set about figuring it out together again: how are we going to organise this, how do we put this jigsaw together? It gives us so much energy!”
