‘Through collaborations, we make an impact inside and outside the pitch’
‘Through collaborations, we make an impact inside and outside the pitch’
Whoever thinks of football in Utrecht thinks of FC Utrecht. The club in the heart of the Netherlands is much more than that. In the middle of Utrecht, Heart of Health, the club contributes to a vital and healthy region. “Through our innovation platform FC Utrecht Next, starting companies can try out their innovations in the field of sports, health and exercise. Our stadium and the area around us is one big ‘living lab’.”
Within FC Utrecht Next, the club collaborates with knowledge institutions, the government and companies. “We offer start-ups, students and young professionals a stage to debut and grow. With us you can experiment,” says Sonny van Kranenburg, Manager Brand Activation. During The Pitch event, start-ups present their plans. For example, Swappsport introduces people to different sports, Sport-Planner gets people moving, Mr. Fill makes smart litter bins to combat litter worldwide and the Lees Simpel App turns difficult texts into understandable language. “Together we form a coalition that wants to take the next step, the next level. With this initiative, we want to create a leading example in the field of innovation and cooperation.”
Sportcampus
The cooperation FC Utrecht seeks sets the club apart from other clubs in the region. “Companies that normally work individually work together because we throw up a ball. For example, we work with five top clubs around us in Sportcampus Traiectum on healthy urban living. It is a breeding ground for sports and vitality. There we bring talents, athletes and coaches together, among other things. But we also do research on sports, exercise and vitality.”
Positive influence
“As a soccer club in Utrecht, Heart of Health, we want to contribute to a more vital and healthy environment,” Van Kranenburg continued. “Through our strong brand, we can have a positive influence. We can reach and connect people. In our stadium, everyone from society comes together.”
Meaningful change
UMC Utrecht is also a loyal partner. “Under the banner of ‘Wear that Band,’ we are creating awareness about measuring blood pressure,” says Dr. K. K., who is a member of the group. High blood pressure is one of the risk factors for cardiovascular disease. On several occasions, captains wore a special “Wear that Band!” captain’s band to encourage people to measure their blood pressure annually. Van Kranenburg knows the collaboration makes meaningful change. “It touches me when a tough truck driver tells me he likes to have his blood pressure tested for his club, especially after losing a friend himself. That shows how valuable it is to spread the knowledge of UMC Utrecht.”
Social connection
But the club also has social connection high on its agenda. “As a club at the heart of society, we know how sport can fraternize. At matches, 20,000 people sit here with the same feeling. We don’t know each other, and together we form a unit.” To connect even more people, the club organizes, for example, a big Christmas dinner in Stadion Galgenwaard for lonely Utrechters at Christmas. By celebrating Christmas together they don’t feel alone. That contributes to good social fitness. “A lady of 100 years sends us an e-mail months in advance that she is looking forward to it. Nowadays she brings her friends from the nursing home. Wonderful!”
Footballers as role models
The association also succeeds in inspiring young people by using soccer players as role models. For example, players explain to children at elementary school the importance of drinking water every day. “In the class where the soccer players drew attention to this, more water was drunk months later than in the class where the teacher talked about this. That’s the power of an athlete as a role model.”
Heart of the neighborhood
Furthermore, the club moves into the neighborhood for positive social change. With FC Utrecht in de Wijk, the club embraces an amateur club in the region. “Together we are looking at how the club can become the heart of the neighborhood. A clubhouse where local residents feel comfortable. A place where young people can develop their talents.” Sports events, workshops and educational programs are also part of this project.
Building together
The mix of sport, knowledge, expertise and network, according to Van Kranenburg, is a powerful tool to make an impact on society, both inside and outside the soccer field. Through all the initiatives, the club hopes to show other places in the world that you can achieve more together than alone. “We really do it as a team, just like with soccer. Alone you go fast, but together you get further. Of course everyone does it in their own way, but together we contribute to the big picture. Together we build a place where we live long in good health, have fun together and leave the region beautiful for future generations.”
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Jaarbeurs – world leader in sustainability
Jaarbeurs – world leader in sustainabilityJaarbeurs is the largest Exhibition and Conference venue in the Netherlands, located right in the heart of Utrecht. With four separate conference centres, a theatre and an Exhibition Centre spread over 11 halls covering about 100,000 m², the venue is home to some of world’s most exciting and varied trade fairs, corporate events, meetings, concerts, and festivals.With the 2.3 million guests Jaarbeurs hosts on a yearly basis and a clear focus on sustainability, the positive environmental and societal impact such a large venue can make – and by extension that of the events they host – is significant.A clear strategic visionAs proud and involved residents of the Utrecht region, Jaarbeurs aims to be the most sustainable conference and events venue in Europe. To achieve this vision, the team has set some pretty bold objectives.Even more, the hardworking team is well on its way to achieving these goals thanks to the strategic vision implemented by Chief Sustainability Officer Marloes van den Berg. The strategic plan encompasses various themes including sustainable employment, sustainable business and operations, and social responsibility.Aim to be Climate neutral by 2030Jaarbeurs is set to achieve 50% carbon neutrality by in the next two years. And by 2030, they aim to not just be carbon neutral, but to become climate positive. From zero waste initiatives to cradle-to-cradle design, there is not a single facet of the event industry that the team has not taken into account when it comes to achieving carbon neutrality. Other examples of projects that contribute to their sustainability ambitions are the development of the Jaarbeurs Live App to stimulate digital communications, looking into more efficient visitor flows and logistics and the installation of solar panels on the rooftop of the large venue.In regards to the hospitality side of the business, Jaarbeurs has made a conscious choice to focus on quality. Their menu consists of mainly vegetarian options, and uses locally sourced food that is cooked to order, in order to use fresh produce as efficiently as possible and avoid waste. By introducing a 90% vegetarian-based menu in their restaurants and hospitality packages consisting of at least 80% vegetarian options for conferences, Jaarbeurs has already been able to cut CO2 emissions by 500 tonnes. In addition, a smart waste management system means the team can investigate even better separation of waste flows. A composting machine for kitchen scraps allows them to make their own compost, which, in the future, will be used to grow their own vegetables to complete the circular approach. Jaarbeurs also hopes to open up the use of the composting machine to the citizens of Utrecht in the future, so the whole neighbourhood can enjoy it.Support Local InitiativesJaarbeurs acknowledges its role as an influential partner of Utrecht, to create a place with a focus on healthy urban living. The many local initiatives they support are varied, ranging from donating laptops to fellow Utrecht residents to giving disadvantaged youths the opportunity to intern at Jaarbeurs.Sustainable Trade shows and eventsFinally, Jaarbeurs has made it their mission to accelerate sustainable growth within all key industries and sectors it is active in via trade shows and events (healthcare, education, construction and IT). By actively helping to drive sustainable ambitions, they make sure to give start-ups and scale-ups, with a focus on sustainability, a podium to showcase themselves at trade shows. Furthermore, Jaarbeurs awards companies with the most sustainable products or stands. And the subject of sustainability is always considered when scheduling the keynotes and speakers in the content programmes of its own events.Thanks to their central location right next to the national train station hub, in the heart of Utrecht, it makes sense to promote travel by public transport. Collaborating with local suppliers who are able to combine deliveries to Jaarbeurs and other local organisations is another great way of reducing food miles and keeping emissions down.UFI Sustainable Development AwardSince 2019, Jaarbeurs has been able to save an enormous amount of CO2 through its various sustainability efforts. Solar panels power much of their facilities and they have eliminated the need for paper maps by developing their own smartphone app. Close to 178,000 meals were saved through careful meal planning and local partnerships.Aside from the aforementioned ‘greener menu’, Jaarbeurs has implemented a new way to reduce even more garbage. Thanks to their smart waste bin system, which tracks the amount of green wastage (swirl), they can make smarter purchasing choices are set to save up to 221,763kg of CO2 in 2023 alone. Unsurprisingly, these Food and Food Waste projects have led to Jaarbeurs winning the 2022 UFI Sustainable Development Award for Best Carbon Emission Reduction Initiative.For each event hosted within the Jaarbeurs venue – large and small – they have committed to plant a tree via their partner Trees for All. An average year can see them planting up to 8,800 trees, which equals a further 588,000kg of CO2.This all goes to show that small changes really can have a huge impact. Especially when you welcome 2.3 million visitors a year.
Utrecht in full pursuit of major international conferences
Utrecht in full pursuit of major international conferencesIn the coming years, the Utrecht Congress Alliance public-private partnership will be fully committed to raising Utrecht’s profile as a leading host city and region for major international conferences. The partnership aims to attract conferences aligned with the city and region’s positioning as ‘Utrecht, Heart of Health’. The themes of Life Sciences & Health, New Digital Society and Smart Sustainability will spearhead a multiyear, targeted acquisition strategy.Utrecht Region eager to host more major international conferencesThe targeted acquisition strategy is a breakthrough achievement by the Utrecht Congress Alliance, a partnership that includes the Municipality of Utrecht, the Province of Utrecht, ROM Utrecht Region, HOST (Utrecht hotelier foundation), Utrecht University, Royal Jaarbeurs and Utrecht Marketing with its subdivision Utrecht Convention Bureau. The partners have pledged to work together to strengthen Utrecht Region’s competitive edge in attracting business visitors and major conferences.“Business events and conferences are crucial for Utrecht Region”, says Daniël Kusse, head of Marketing & Communications at Utrecht Marketing. “They boost economic activity, create jobs and are a key component of the knowledge economy.”Kusse adds, “Events and conferences also provide the opportunity to highlight our region’s wider strengths and position Utrecht as the beating heart of a healthy society, in line with ‘Utrecht, Heart of Health’. It’s great to work with an increasing number of partners from various sectors and invest in our shared ambition. For instance, a range of partners from the Utrecht Congress Alliance are attending the IMEX in Frankfurt this week, the leading trade show for the global meetings and events industry.”Utrecht, Heart of HealthRecently named Europe’s most competitive region for the third time, Utrecht Region aims to play a pivotal role in creating a healthy and sustainable society, as reflected in the region’s positioning as ‘Utrecht, Heart of Health’. The targeted, joint acquisition strategy for conferences will further consolidate the region’s profile on a global stage. The key focus is on trade association conferences and industry events like the international WHO European Healthy Cities Network conference, hosted by Utrecht and attended by 350 visitors last November, and the Future Green City World Congress, which is expected to attract more than 4,000 people to the region this September.Global ambitionUtrecht Region has many venues that are eager to accommodate business events and win bids to host international conferences. “The new acquisition strategy ties in seamlessly with our own, which includes a focus on conferences, trade fairs and health and life sciences events”, says Jeroen van Hooff, CEO of Royal Jaarbeurs.Van Hooff continues, “Jaarbeurs received the public award for the best conference venue in the Netherlands for the second year in a row in 2023, thanks to our personalised approach to meeting and event planning and our central location. We’re on a mission to raise Jaarbeurs’ international profile as the premier conference venue in the Netherlands, specialising in health and life sciences. It’s extremely rewarding to work with our Utrecht-based partners to gain greater global recognition for our innovative region.”Since the partnership’s inception, an increasing number of municipalities and partners in Utrecht Region have expressed their desire to help bring business visitors and corporate events to the region.
Minister visits Utrecht Science Park Bilthoven
Minister Micky Adriaansens visits Utrecht Science Park BilthovenWhat innovations are helpful for a long and healthy life? How can we make our knowledge economy respond to them? How do we ensure sufficient vaccines in the event of the next pandemic? At Utrecht Science Park Bilthoven, knowledge institutions, companies and government are working together on all kinds of innovations in the field of health and care. This innovation location is a good example of where the region excels: Utrecht, Heart of Health. Beating heart of a healthy society.On Monday, April 15, Minister of Economic Affairs and Climate Micky Adriaansens visited Utrecht Science Park Bilthoven (USPB) together with deputy André van Schie. This campus is working on smart opportunities and solutions to improve health in the region, the Netherlands and the world. For example, the location contributes to research on better preparation for pandemics, such as the Corona crisis, in the future. As a satellite location, USPB is part of the Utrecht Science Park, the largest science park in the Netherlands with over 30,000 employees at leading knowledge institutions, research institutes and companies.USPB is unique and special because it houses many companies that are experts in the field of health, such as the company Bilthoven Biologicals. This company mainly makes vaccines for diseases such as polio. Now they are even building, commissioned by Europe, a special center to make vaccines quickly when the need is high.During the visit, the minister and deputy discussed how to make USPB even better. Important for the economy of the region and the country. Delegate Van Schie called for supporting such places and connecting them with other companies and institutions that are also engaged in knowledge development and innovation, both within the Utrecht region and beyond.Improving locations, such as USPB, also requires enough space for such places and good accessibility. This is not always easy, as the Utrecht region has a limited amount of space for many different issues, such as housing construction and energy transition. Still, it is important to invest in these kinds of places, because they help create a better future.The minister’s visit to the Utrecht region is good for the cooperation between the Utrecht region and the national government. Together they want to continue to encourage innovation. USPB and its inspiring examples help not only the Utrecht region, but also the entire Netherlands to find smart solutions to issues of the future.