Heineken Experience Amsterdam
Tripled number of visitors in six years
Dirk became Managing Director of the Heineken Experience in Amsterdam at the end of 2010. The attraction nearly tripled its number of visitors in the six years under his supervision, growing from 340,000 in 2010 to more than one million visitors in 2017. The Heineken Experience became one of the main attractions in Amsterdam.
New hospitality department
Another one of Dirk’s main accomplishments was to create an entirely new hospitality department, serving some of the biggest sponsored events in the world (Formula 1, James Bond World Premier, Rugby World Cup, UEFA Champions League, UEFA Europa League and major dance events in Brazil and Portugal).