No wings, no red carpet, no applause. But yes, that same healthy tension, cameras rolling and a tight programme that required months of preparation. For one afternoon, Jaarbeurs Studio turned into the setting for something unique: a TV show not intended for the general public, but for our own people. While 2,000 colleagues in five countries watched live, Stage Entertainment used television as internal communication.
Within communications, there are two things you have no control over: the weather at an event and the technology. You just have to deal with the weather, but you can outsource the technology to parties that know exactly what they are doing. And at Jaarbeurs we know they are very reliable. They work with serious professionals.Arnold Drijver, Corporate Communications Director at Stage Entertainment
Stage Entertainment is a leading global theatre production company. With 16 theatres in five countries and titles like The Lion King, Moulin Rouge! and TINA - The TINA Turner Musical , the company reaches millions of visitors. It employs around 2,000 people in total, from office teams and technicians to cast and crew. Arnold Drijver, Corporate Communications Director, says: "Our mission is touching hearts, creating memories. That applies to our audience as well as to our own people. But because we are so spread across different countries, functions and schedules, it is difficult to include everyone in our strategy. That is why we came up with the livestream. We are a creative company; then your internal communication should be creative too."
What followed was a live show of about an hour and a half, where every key part of the strategy was covered. The shows, commerce, theatre and venues management, HR and diversity and inclusion. Five strategic pillars, cast in short and energetic blocks. Arnold: "Our CEO hosts the programme, along with an actress from one of our own musicals as a 'sidekick'. It's a good duo that presents the show, complements each other and keeps the conversations lively. In addition, we give our own colleagues the floor to share their stories. It really is for and by colleagues. We think that is important. So not only giving management a stage, but also people from the field."
Champions League in the studio
Putting on a show like this is anything but routine. "With live shows, the risk of failure is enormous: if something goes wrong, everyone sees it," says Arnold. "We also call it the Champions League in a studio." That's why Stage Entertainment deliberately chooses parties with a lot of expertise. "Within communications, there are two things you have no control over: the weather at an event and the technology. You just have to deal with the weather, but you can outsource the technology to parties who know exactly what they are doing. And at Jaarbeurs we know they are very reliable. They work with serious professionals."
Smooth collaboration
The last edition was the third time the event was held from Jaarbeurs Studio. Arnold looks back on it with satisfaction: “Everything on the day has to contribute to a good end product, and that only works if the atmosphere is right. It’s nerve-wracking for colleagues to be in a live TV setting. Thanks to the support from Jaarbeurs and their technical partner, Heuvelman, they don’t have to worry about anything other than their five minutes at the table.” He is also full of praise for Jaarbeurs flexibility. “We still need to record and edit videos on the day itself. Jaarbeurs makes that possible. Everything is tightly organised, but there’s also room to be flexible.”
Literally limitless connection
What stuck is pure experience. Indeed, togetherness spread through the organisation. Across Europe, teams joined in in theatres and offices, with big screens and even popcorn. Arnold: "That is so nice to see, watching the livestream together really became an event. It also says something about our culture: it's not a must, but colleagues want to be there. Meanwhile, the livestream is also part of the HR welcome package. New colleagues watch the broadcast back and are completely updated in an hour."
On to the next one
The nextedition is already in the diary, once again at Jaarbeurs. For Arnold, that choice is a natural one: the partnership is a trusted one. Jaarbeurs are also looking forward to it. Account manager Bas Sterrenburg calls it “exactly what the studio was built for”. High standards and the bar being raised higher and higher each time. “That makes it exciting, but above all inspiring. We’re proud that Stage Entertainment has chosen us for the fourth time.”
