How Marijn, together with EMG, reinvented his venue
What began as a creative corporate team-building concept in an old car garage grew, over the course of more than ten years, into a fully-fledged events venue. For many years, STRND in Breda was a household name in the region for team-building, corporate parties and dance events. But as with many entrepreneurial stories, a moment of reorientation arrived here too. With its acquisition by Event Management Group (EMG), the new name The Dock With a fresh strategy, founder Marijn Van Dijke took a different path – without compromising the foundations of his business.
From sand to practicality
“I started a boat tour company in Breda in 2008. That grew into a company organising group outings, with city scavenger hunts and day programmes for businesses. In 2012, we were given the opportunity to convert an old car garage into an indoor venue. As our business was seasonal, we thought: if we move indoors, we can carry on operating through the winter. That’s how STRND came about,” says Marijn van Dijke.
The name was literal: inside there were large sandy areas, beach volleyball courts and a bamboo bar. “We focused on small groups, but companies with 100 people or more soon started getting in touch. They weren’t really looking for a sandy floor. After a few years, we started phasing it out bit by bit. From then on, the focus shifted: from group outings to events. By 2019, we were a full-time events venue, although the name STRND remained.”
Coronavirus as a turning point
Then came COVID – a challenging period for all businesses in the events sector. “We could no longer organise anything involving large groups. That was tough. So we started looking at what we could do. We launched PLAYGROUND: small-scale games for consumers and businesses. That was our saving grace. But after the pandemic, my business partner pulled out. I actually wanted to go back to how things were before. But after a while, it became clear that the old way no longer worked as it had before the pandemic. That was the moment I thought: we need to make a U-turn.”
Through the catering company PURPLE, which also became a partner, Marijn came into contact with Event Management Group. “He said: ‘You should have a chat with Danny Keppels and Tom De Lepper from EMG. They’re expanding and have an interesting business model.’ From the very first handshake, there was an instant connection: almost like a get-together between people from Brabant and Limburg. Down-to-earth, straightforward. As if it were meant to be.”
The power of EMG
What convinced him most? “When they explained their approach during our first in-depth meeting, I thought: I should have done this ten years ago. The way they look at events is process-oriented, clear and businesslike. I realised I couldn’t turn things around on my own anymore. You get stuck in old habits. EMG had already put all that in place. That structure, that scale, that data: that’s what made the difference.”
EMG has been managing the venue since April. Jeroen and Sylvia, who have been involved with STRND for many years, are now officially venue managers. “I deliberately told Danny and Tom: if you’re going to run it, I’ll take a step back. I don’t want to interfere too much. That gives me peace of mind and the space to focus on my other businesses, such as the BAAI hospitality venue and the boat tour company. That decision turned out to be the right one; it’s simply working well. We’re in touch almost every day. We also regularly collaborate with The Dock as a provider of corporate outings. But when it comes to the day-to-day management of the venue, I’ve become a silent partner.”
A new name, familiar faces
EMG also decided to rebrand. STRND became The Dock. “STRND still had that beach image. Whereas we’re now an industrial venue with shipping containers and a raw look. The Dock is a much better fit. We’d actually considered that name ourselves in the past, so it actually felt familiar.”
It was crucial for Marijn that the team remained the same. “My biggest concern was: how would Jeroen and Sylvia cope with their new roles? In my company, they mainly had an operational role; now they’re also doing sales, planning – everything. And they’re doing a fantastic job. It’s great to see how they’re developing. That, too, is one of EMG’s key priorities: helping staff grow in their own abilities and ambitions.”
Data-driven decision-making, prioritising quality
One of the biggest insights for Marijn: the power of data. “EMG makes decisions based on figures. Thanks to their network of 10 sites, they know exactly what works and what doesn’t. I couldn’t do that myself with just one site. Now there’s a clear overview. They’ve also completely overhauled their cost structure. I thought what I saw happening there was really impressive. I learnt a lot from that.”
There was also a shift in terms of positioning. “My philosophy has always been: everyone should be able to come here. From small parties to large events. EMG, on the other hand, has made a clear choice: high-quality events that really add value. That means a less hectic schedule, more peace of mind and better profit margins. And ultimately: a healthier business.”
Room to grow
What else does the partnership offer? “Cross-selling between locations. A client in Limburg might now also visit Breda, or vice versa. There are plenty of opportunities there for the future. And you can already see the difference in terms of execution. We organised a major corporate event for Milwaukee Tools. I’d secured that client for STRND in the past, but EMG, working alongside our team, took that event to a whole new level. Everything went perfectly; the client was extremely satisfied: truly a result to be proud of.”
Taking a step back to move forward
Personally, this move has also been very beneficial for Marijn. “Before COVID, I ran several businesses. Now things have been scaled back a bit, and I’m actually really happy with that. Many entrepreneurs always want more, but sometimes happiness lies in taking a step back. More peace of mind, more focus, more financial stability. And The Dock is doing better than ever.”
Any advice for other business owners?
“If you have a venue and find yourself working at full capacity, do consider a partnership. There are so many benefits to being part of such a group: suppliers, expertise, structure. And speaking in favour of Event Management Group: everything we agreed on has been delivered. No surprises, just doing what you say. That makes all the difference.”
