The DNHK surprises with high-end networking event Sommerfest 2023

Anouk, along with her five fellow event managers, is responsible for organizing around sixty to eighty events per year. These range from small events, such as company visits for thirty guests at one of the members’ locations, to large events, such as Germany Day or the DNHK Sommerfest. One thing all these events have in common is creating connections between Germany and the Netherlands. The German-Dutch Chamber of Commerce is an association with fifteen hundred member companies and is part of the German Chamber of Commerce and Industry, which has represented the German economy since 1905. The DNHK guides entrepreneurs in both markets, connects them, represents their interests, and continuously seeks to bridge the two countries.

Networking in a relaxed atmosphere

Creating connections can be excellently achieved during a high-end networking event like the annual Sommerfest. “The main goal of the event is, of course, to network, but in a pleasant and relaxed atmosphere. While other events focus on knowledge transfer combined with networking, we want to emphasize the relaxed atmosphere and the fun element at this event. We want to welcome summer together with our members and pamper them while they network at the highest level. At the same time, the Sommerfest also has an official part because it is always linked to our general members’ meeting. This allows us to address important issues with as many members as possible and for members to meet the board,” says Vanwersch.

Because that relaxed atmosphere is so important, Anouk and her colleagues decided not to include a matchmaking program. Anouk continues: “Last year, we did this around one of our main themes to encourage networking. We included round table discussions in the program, but ultimately, they were not widely used. Experience has shown that networking at this event happens spontaneously and organically. Members have had conversations outside their own industry that are extremely valuable.”

Selecting the perfect location

Organizing such a large networking event is not done overnight. After determining the event’s goal, several organizational steps follow, such as selecting the location. “In the past, we have held events at various locations, from stately castles to a nostalgic steamship in the harbor of Rotterdam,” says Anouk.

When selecting a location, the DNHK event team always considers several factors. The ambiance is very important, and they want to offer their members something new with each location choice. At the same time, the location must be centrally located, easily accessible by public transport and car, and align with the DNHK’s goal to make their events more sustainable. Vanwersch continues: “Normally, we try to choose a new location each year. However, this year we deviated from that and went to Green Village for the second year in a row. Green Village meets all our needs: central location, good accessibility, and a strong focus on sustainability. It is literally a green oasis. Additionally, it being a true family business has been valuable to us. This is evident in the care and attention given to us as an organization and to our guests. It is a very professional organization where personal contact and flexibility are paramount, and you see the same faces as the year before. That familiarity is very pleasant.”

Surprising with a unique theme

In addition to selecting the perfect location, determining and developing an event concept is a crucial step. “Since we chose Green Village as the location again, we wanted to ensure that the guests’ experience would be truly different from the 2022 edition with a special theme. I worked on various event concepts and, during my search, came across an award-winning German-Dutch circus duo. A perfect blend of Germany and the Netherlands if you ask me, especially since they are a married couple! Around this circus duo, a nostalgic circus theme emerged. Various nostalgic circus attractions, such as a 1920s flea circus, a tug-of-war booth, and a strongman hammer game, enhanced the circus atmosphere. This, combined with a festival vibe and various food trucks in the large, charming garden of Green Village, ensured that we could offer our members something truly new,” says Anouk.

To ensure the look and feel of the event are well-communicated to all suppliers, Anouk always works with mood boards. “This way, you ensure that everyone understands what you have in mind. Additionally, it’s important that all involved parties are aware of the event’s goals and objectives.”

Smooth coordination and collaboration

When asked about the collaboration with our team, Anouk has a clear answer: “Very good! Of course, we knew from last year that the entire team is ready to assist you. Nothing is too much, and you know that if you ask for something, it will be taken care of immediately. For example, last year during the event, it suddenly started raining. In no time, the location was transformed, and the event could continue indoors. Additionally, during the preparation, it is very nice to have one point of contact and to ensure smooth coordination. At larger events, it can sometimes happen that information gets lost during the handover. This is not the case at Green Village, because during the preliminary discussion, the event’s floor manager was present, and the head chef even came to introduce himself. Thanks to such good coordination, everyone was on the same page, and I could enjoy the day. I even spent an hour dancing during the party!”

Highly successful event with key takeaway

We can say that the Sommerfest 2023 was a highly successful networking event. This is evident not only from the praise that Anouk and her team received from the DNHK, but also from the member evaluations. In these evaluations, the event and Green Village as the location scored a 9 or 10! As the Green Village team, we are extremely proud of this.

Even with a successful event, there is always something that may not go smoothly or from which you can learn as an event organizer. We asked Anouk about her takeaway from this edition: “My main takeaway from this event is not to overlook small details when the focus is primarily on the larger program components. For example, our focus was on the technology during the general members’ meeting, but we paid too little attention to the technology for the outdoor opening. That didn’t go entirely smoothly but was ultimately resolved. At such times, it’s very helpful to have a location that thinks along with you and is ready to assist. My advice for other event managers is to create a detailed technical script that includes these kinds of details. This way, you won’t overlook them, and all suppliers will know what is expected of them.”

The degree to which an event location is involved is really something to keep in mind when searching for a suitable location.

Anouk’s golden event tip

Of course, we asked Anouk, as a very experienced event manager, for her golden event tip. “Guests appreciate a certain level of familiarity, but it’s also crucial to continue surprising them with something unexpected. At Sommerfest, for example, we have certain program elements that are familiar, such as the general members’ meeting, the opening, and the party night. We combine this with various surprise elements to go the extra mile for the guests. It really helps if the location thinks along and assists with this. The level of involvement from an event location is something to keep in mind when looking for a suitable venue.”