Last update: June 2021
I. HOW IT ALL STARTED
As we were about to complete the concept development for our City Retreats in Amsterdam, personal development programs, in the fall of 2020, the tightened covid-19 measures were announced in October. We were touched by the noticeable frustration of especially the young people who have to work from home and work more, less or not at all without any concrete prospect of loosening. A little later we noticed that employers were also concerned about the vitality and energy of their people.
And so the idea 'For the Love of Amsterdam' was born: a simple combination of what we already had and the urgency of this crisis. Our City Boosts were developed: a 'lighter' derivative of our City Retreats. For all the people who are desperate for some new energy in these times of working from home and just as much for the city, the museums, and the hospitality industry that are suffering so much.
Nine months on, we are six people strong now and we even had an intern, because the students needed help too. It is an exercise in patience that we, like the whole of the Netherlands, have struggled with. Our will to help has only increased and we are eager to find out what people think of For the Love of Amsterdam and our boosts.
II. INTENTION & WHY
After a tough period of heavy covid-19 measures, the city desperately needs everyone who cares about Amsterdam to help restore our city to health and new energy. The city is still a little quieter than usual, which also creates a unique opportunity to (re)discover Amsterdam and show it off to your friends, family, or colleagues.
This is why we created the 'For the Love of Amsterdam' platform, to bring fans of Amsterdam together at several beautiful locations, where they can meet each other and set off with funny, surprising and reflective questions and assignments.
The proceeds from this initiative will flow back to the museums and hospitality businesses involved. In this way, we also hope to contribute to accelerating their revitalization.
III. HOW WE CAPTURE AND SHAPE THE LOVE FOR THE CITY: THE CITY BOOSTS AND THEIR THEMES
The colorful characters that you see cycling through the city, the people who you see with infinite perseverance looking for a parking space, and the tolerance that we have for tourists, maybe because we are so happy for them that they can walk hand in hand with whomever they want: We have captured it in Amsterdam themes; freedom, tolerance, and entrepreneurial spirit. To ensure that these themes can be nurtured, thought through, and experienced we have chosen them as the basis for our three City Boosts.
In a City Boost, we offer an experience in which you go out with acquaintances or strangers. You make a voyage of discovery to yourself, to each other and the city, based on one of these three themes. You'll visit locations you might normally just pass by. The combination of the special places in Amsterdam, the well-designed program with reflection questions, and the real-life human connection with the other participants make this a unique, enriching experience. With which you also do something good for the city.
IV. WHY DO PEOPLE PARTICIPATE?
Because in the start-up after this covid-19 measures-bound period it is a great opportunity to think about yourself with others - NEW INSIGHTS
Because you want to experience fun, new things - ENERGY & FUN
Because you want to meet new people or get to know your colleagues in another way - REAL LIFE TOGETHER
Because it's fun to(re)discover your city - LOVE AMSTERDAM
And because you love the city and want to contribute something - DO GOOD
V. WHY DO COMPANIES/ORGANIZATIONS PARTICIPATE
Because many teams have not seen each other in a long time - GET A BREAK
Because interpersonal contact between colleagues is essential to keep employees vital – ENERGY & INSPIRATION
Because a City Boost is binding, entrepreneurial and reflective - NEW INSIGHTS
Because companies sponsor the participating locations (one-off) and make one ticket per participating team available to inhabitants of Amsterdam who need it but cannot afford it - DO GOOD
VI. WHY ARE SO MANY PROFESSIONALS PARTICIPATING IN BUILDING THIS PLATFORM?
The development and built of this platform and service is done entirely with and by professional volunteers. Apparently, many other Amsterdam fans like to share their knowledge, network, or talent to help the city and its inhabitants. And the support is big: think of legal support, building the site, designing the content of the program, scouting locations, the look & feel, PR, or advertising. Everything is developed or provided voluntarily.
VII. WHAT IS THE GOAL?
We are aiming for 2,000 participants by the end of 2021. This will provide a financial contribution for the locations involved, but much more importantly, it will create positive energy, connection, and depth in this already historic period. And that's what we like about it, putting our love for the city into practice.
Jacha van Den Dungen | 06 1135 7393
Martijn Steinebach | 06 4620 5722
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