What began with a dream and a sketchbook has grown into a network of unique event venues. With the acquisition of Oolderhof in Herten Event Management Group (EMG) recently added its tenth venue to its portfolio: a milestone that symbolises ten years of vision, courage and collaboration. Reason enough to look back with founder Danny Keppels, who succeeded in turning his dream of a network of event venues into a unique model: giving young entrepreneurs the chance to grow, under the EMG banner, into co-owners of a venue. “We’re not just building venues, but also developing people,” he says. “That’s perhaps the finest aspect of our company.”
From the opening of the first branch, De Grote Hegge Manor Farm in Thorn, right through to the expansion into a network of ten event venues: behind this lies a story of vision, courage, perseverance and the trial and error that every entrepreneur can relate to. Under Danny’s leadership, EMG has thus developed into a fast-growing and powerful player in the events industry: driven by hospitality, entrepreneurship and a strong sense of collaboration.
From dream to action
It all began with a clear vision: a network of unique event venues, strategically located along the A2. With that in mind, Danny wanted to expand step by step, with new venues stretching from Maastricht to Eindhoven. From the very first venue, Kasteelhoeve De Grote Hegge in Thorn, he remained true to his vision, even when reality called for a change of course. “I have a large sketchbook in which I look back and make adjustments every year,” he explains. “And when I leaf through it, I can see that we’ve truly followed that path.”
In the early years, the focus was on growth and experimentation. EMG is now a well-oiled machine, with automated processes, a smart CRM system and a solid core of loyal staff, clients and suppliers, some of whom have been involved since day one.
A crisis as a turning point
In addition to opening his first branch in Thorn and subsequent additions such as Rebelle and Schinvelderhoeve, Danny singles out one period as the most defining of the past ten years: the Covid-19 pandemic. Whilst others ground to a halt, EMG pressed the ‘red button’: restructuring, improving and thinking ahead. “It was a period of reflection and action. We really took the time back then to scrutinise the organisation and improve it. We laid the foundations for accelerated growth: processes were optimised, the groundwork was laid for several acquisitions a year, and the idea of involving staff as co-owners took concrete shape.”
It was during that period, in fact, that the idea arose to enable young, committed staff to grow alongside the organisation, whilst taking ownership. “We share the success. This fosters commitment, a sense of responsibility and scope for personal development.”
From one to ten
The tenth venue to be added recently is Oolderhof in Herten: a charming event venue with a beach club, situated near Roermond. A place steeped in history, with character and potential. “Thanks to De Grote Hegge in Thorn and Stadbroeker Mill in Sittard ”We know Central Limburg well and were able to quickly assess whether it would fit in with our business model,“ said Danny. ”After just a few discussions, we knew: this is the right fit."
The decision on new locations is always a mix of strategy and intuition. First, we look at geographical spread, then at the property itself, followed by financial viability. “Ultimately, it has to be a good fit for us. It’s all about atmosphere, appeal and future prospects,” explains Danny. “We’ve learnt to adapt quickly and assess opportunities effectively. That makes us agile and decisive.”
Doing business together: young co-owners at the helm
One striking aspect of EMG is the way in which young professionals are given the opportunity to become co-owners. They are mentored, funded and supported with systems and expertise. “Entrepreneurship is a matter of trial and error,” says Danny. “But we make sure you get back on your feet. We give young people the freedom to realise their entrepreneurial ambitions, without them being bogged down by worries about administration or finances.”
The collaboration is based on trust, humanity and shared values. “We’re looking for people with an entrepreneurial spirit, social skills, team spirit and the desire to grow. You can learn systems, but personality is the foundation,” says Danny. “You’ve got to click with the team. We really are a family.”
Positive energy
Danny describes his leadership style as positive and supportive, focusing on trust and nurturing talent within the team. “We turn problems into challenges. And I try to give people the confidence they need to grow. You can see that in the way our people at André Rieu, for example, take responsibility independently. They have the courage to take action.”
Having taken a step back from day-to-day operations, Danny is now focusing more on strategy and growth. “I’ve learnt to take a step back, let go of control and maintain an overview. This allows me to focus on the growth of our group, which has now taken its first steps beyond the province.”
Looking ahead: from 10 to 15 venues, and beyond
Over the coming years, Event Management Group aims to expand to fifteen venues. The focus is primarily on North Limburg and Brabant, but he does not rule out other regions. Thanks to the recently developed ‘plug-and-play’ model, external event venues (including the recently announced Arsenaal in Naarden) can also benefit from EMG’s expertise and infrastructure.
Incidentally, rapid growth does not mean it is ill-considered. “No matter how good your location or business model is, ultimately it’s the people who make the difference,” says Danny. “We invest in systems, but above all in people. That creates a solid foundation, and from there: growth.”
An adventure that is far from over
When Danny looks back on the past ten years, he feels a sense of pride. Pride in the team, in the culture and in the growth. “They’ve been ten wonderful, sometimes tough, but above all very enjoyable years. Together, we’ve built something that gives us energy every day. And it feels like it’s only just beginning.”
