Royal Jaarbeurs is not just about beautiful meetings, impressive events and sustainable ambitions. It is the people behind the scenes who build that every day. One of those people is Tom van Kuyk, who has been working at Jaarbeurs as Head of Innovation & Experience since November. We talk to him about his first 100 days. How did he experience them? How does he view Jaarbeurs as an organisation and, above all, what inspiring ideas does he have?
An open mind and a head full of ideas. This is how Tom van Kuyk started as Head of Innovation & Experience at Jaarbeurs in November 2024. In his first 100 days, he mainly looked around, asked lots of questions and took quite a few steps. Literally. While strolling through the various Jaarbeurs buildings, he talked and looked around.
Innovation and bringing people together
It was no coincidence that Tom ended up at Jaarbeurs. During his career, which shows a track record with companies like Rabobank, Skoda and Holland Casino, it's all about innovation. About innovation and doing things differently. And often a link to the events side; a world close to his heart. This is how he says: "My first job was also an events job. And when I was a little boy, I was already organising big events at the hockey club where I played. It has always attracted me; bringing people together and giving them a good time. Let that also be the core of Jaarbeurs. This is a logical place for me. And I like doing things differently. Not necessarily bigger, but better. Smarter. More exciting. That's where a huge opportunity lies at Jaarbeurs. An awful lot is possible here."
Two hats, one mission
Tom started with one role, Innovation, but now fulfils two: in fact, he is also responsible for the newly created R&D department. A move that quickly followed, he says: "Innovation starts with insight. You have to know and measure what works, what doesn't and where there is room to change." According to Tom, this also requires dual thinking: analytical and intuitive. Data and neuromarketing on the one hand, observations and conversations on the other. "I ask a lot of questions" he says. "I also literally look around. In our empty halls and old spaces, for example. But also what is happening in other cities and industries."
New exhibition title
This has already manifested itself in a concrete outcome, namely the launch of a new exhibition concept: European Smart City Expo (ESCE). A unique title with the main theme being liveable cities in the future. Tom: "From research, we see that major cities in Europe are struggling to keep them liveable. We face rising temperatures, flooding and all kinds of other disasters. How do we all deal with that? It is a topic that fits well with Jaarbeurs's sustainable visions. We saw a social need and capitalised on it."
Facilitator of human encounter
Tom is looking beyond rolling out new exhibition titles. He sees an important role for Jaarbeurs in the city. "I observed a lot in the first weeks. And what continually stands out is the human encounter. That is unique. Especially in these times, where technology is taking over everything. What Jaarbeurs offers is so valuable. This is where you look each other in the eye. This is where ideas, connections, trade and friendship are born. And we should claim that role, as a facilitator of human encounters, more firmly. I really see a bigger role for us there."
Showing guts and making the best use of spaces
Jaarbeurs as a vibrant part of the city, then. Maybe even in time much more than that. Tom: "I want people at the weekend to think: what is there actually to do at Jaarbeurs? Not just for B2B visitors, but for everyone." That requires guts and choices, according to him. "That also means taking an honest look at things that don't work (anymore). And making room for something new." And that space is there. Literally. For example, the halls during summer months or forgotten places like the old Margriet restaurant. With an entrepreneurial spirit, he looks at it: "Why is that empty now? Why is there no club, no concept there? No place where something happens? This is the kind of conundrum I am going to focus on in the coming period."
On to the next 100
His first 100 days are over. A concrete exhibition title, wild ideas and, above all, lots of energy. Tom is looking forward to it: "I feel we want change here. Everyone is passionate and knowledgeable. But we are also strict with ourselves. Lots of rules, lots of processes. While we are actually an SME with plenty of space and potential. We should see Jaarbeurs more as our own toko. So much is possible here. I see it as a big playground. But one that we are going to take even more seriously. I'm looking forward to it!"
