MIM magazine, December 2008 by Meeting Media Company BVBA

Th e m e e t i n g s a n d i n ce c e n t i ve t raa ve l m a g a z i n e foo r co r p o ra te p l a n n e rs … e n r i c h e d w i t h p r i n te t d b ra i nfo n fo f o d f o r d e c i s i o n m a ke rs r

MIM NOW IN ENGLISH MIIM ma M maga maga gazziinnee Afgi Af fggiiftftek ekan kan antoor toooorr-BBurreaau ddee dép épôt épôt ôt: 2800 2800 28 00 Mec eche hele len 1 Pubblis Pu lil hed hed 6 tim times es a yyear eaa : Feb, ear ebb, AAp eb Apr pr,r, Jun un, Sep un ep, p NNoov, DDec Deeecc E tio Edi Ed i n Dece Dece ecembe mbe b r 2008 2008 – P4AA903 9032 0332

INTERVIEW IN BRUSSELS, OUR SENSE OF HOSPITALITY IS UNBEATABLE!

INSIDE: Brussels Special

BRUSSELS is fun!

The True Colours of Brussels

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EDITORIAL

MARCEL A.M. VISSERS Owner - Editor in chief

WWW.MIMMAGAZINE.EU

Brussels is fun too! When does a city become sexy, fun or safe? There’s only one answer: a city is fun when the general perception says it is. I hear a lot of positive remarks about Brussels. To expats, Brussels is the city of their dreams. You can find anything there. And the quality of it all is second to none. Foreign visitors often think Brussels is a great city when it comes to culture, history and the art of cooking. And most Belgians agree! For business people Brussels is attractive too. It’s not too expensive and relatively safe. Congress delegates find it fascinating: it’s the capital of Europe! And how would young people and city-trippers rate Brussels? As a city that lives 24/7? That might be a bit exaggerated and that’s exactly where the shoe pinches. Brussels does not yet have the same image of a bustling city like Amsterdam, Paris or Barcelona. At least, that’s the general perception... Does that mean you can’t find any fun in Brussels at all? No, it just means that people are generally not enough informed about what Brussels has to offer. That information has to come to the visitors and not the other way round. Visitors shouldn’t have to spend a lot of time doing research. It all starts with the signage and it ends with communication. I’m convinced that I can have a hell of a lot of fun in Brussels in the weekends. From small to big fun! It’s these kind of messages that need to be sent out more. The MIM Special on Brussels you’re looking at is a great example.

The best promotion for a capital starts with the country’s inhabitants who can turn around the perception of the outside world. The whole population should be proud of their capital and that’s what’s partly missing here. Luckily there’s a new initiative ‘Business Route 2018 for Metropolitan Brussels’ (BMR) which will let the city look across its regional frontiers - a city that’s looking for a plan for the future, a city that’s working on a common goal: turning BMR into a bustling metropolis. Did you know that after the presentation of this initiative I was a bit more proud of my capital again? For more information on the project, visit www.metropolitanbrussels2018.eu

The information about what's going on in a city should come to the visitors and not the other way round.

COLOPHON

CONTENTS

MIM magazine IS THE TREND-SETTING TRADE JOURNAL FOR THE MEETINGS INDUSTRY IN BELUX. MIM MAGAZINE IS NOW IN ENGLISH AND COMES OUT 6 TIMES A YEAR AND HAS A CIRCULATION OF 5000 COPIES, PUBLISHED BY MEETING MEDIA COMPANY BVBA/SARL.

GENERAL Editorial Short News

5 9

INTERVIEWS Cover Interview - Sam van de Kerckhof Interview: A Vision on Brussels

11 14

SUBSCRIPTIONS: An Annual subscription in Belgium costs 75 EURO (excl. 6% tax) and comprises 6 magazines. In order to subscribe, go to www.MIMmagazine.eu or send an e-mail to info@meetingmedia.eu. Editor in chief: Marcel A.M. Vissers T: +32 (0)3 226 88 81 marcel@meetingmedia.eu Managing Director: Cécile Caiati-Koch T: +32 (0)2 761 70 52 cecile@meetingmedia.eu Business Development Executive: Janne De Cloedt janne@meetingmedia.eu Tel. 02/761.70.53

Editorial Manager: Steven Kins T: +32 (0)2 761 70 54 steven@meetingmedia.eu Editors: Myriam Banaï Rémi Dévé Address: 20, rue Paul Wemaere B - 1150 Brussels (Belgium) T: +32 (0)2 761 70 50 F: +32 (0)2 761 70 51 www.mimmagazine.eu Publisher: Meeting Media Company Marcel A.M. Vissers Mechelseplein 23, bus 1 B - 2000 Antwerpen (Belgium) www.meetingmedia.eu

BRUSSELS What do young people do? What’s New? What’s Up in Brussels Museum of Natural Sciences Brussels in Pictures MIM magazine’s Incentive Trip in Brussels: The Marollen Events Calendar SQUARE - Brussels Meeting Centre Brussels Meetings Week Brussels Day in Berlin Rail1

13 17 19 23 27 33 34 35 37 39 40

Photographer: (Cover, cover interview and p.3) Paul De Cloedt

Design: UPSILON advertising, Gent T: +32 (0)9 267 39 40 media@upsilonadvertising.be Printing: Cartim - Destelbergen

REGISTER NOW ON THE NEW MIM MAGAZINE WEBSITE! WWW.MIMMAGAZINE.EU ➔ FOR SUBSCRIBERS - simply log in to read the magazine online or the extended versions of key articles.

➔ FOR OTHERS - just subscribe directly on the website and you will instantly have access to in-depth content online.

➔ And the good news is there are even more developments to come

Stay tuned!

MIM > Brussels > advertorial

Crowne Plaza Brussels - LE PALACE ‘It’s cooler than Paris, hipper than London but without the attitude, because, hey, this is the birthplace of Jean-Claude Van Damme and the Smurfs! There’s culture and couture, cuisine and a scene with the young and well-dressed. Bustling new areas with local fashion and jewelry designers, Belgian bling, boutiques, art galleries, gift and home stores, bars, restaurants, bakeries, and tea shops… Brussels is emerging as the next hip thing.’

Crowne Plaza Brussels – LE PALACE Director of Sales & Marketing Anne-Marie Aucouturier settled down in Brussels in January 2008. Before, she crisscrossed over the world, from Mexico to China and almost everywhere in Europe, but she seems to have found ‘the place to be’: Brussels!

Crowne Plaza Brussels ‘LE PALACE’ with its prime downtown Brussels’ location offers ideas and suggestions for pre- and post-meeting and incentive programmes; affordable, interesting, attractive and new. Besides the ideal hotel accommodation and facilities (354 rooms and a very extensive meeting & event capacity for up to 550 persons) the hotel has the answers in why choosing Brussels as destination for your next event.

‘Sure, Brussels will always have its mussels, its beer, its chocolates, Manneken Pis and the Atomium but … come on! It’s time to get an update on Brussels latest hotspots!’ Anne-Marie and her team are prepared for it.

Crowne Plaza Brussels – LE PALACE Rue Gineste 3 B-1210 Brussels T: +32 (0)2 203 62 00 sales@cpbxl.be www.crowneplazabrussels.com

studiogoffin.be

A new way of Organizing your event !

MARIVAUX Hotel Congress & Seminar Centre – Boulevard Adolphe Maxlaan 98 – 1000 Bruxelles / Brussel Tel.: +32 (0)2 227 03 33 – Fax: +32 (0)2 218 06 83 – info@vendome-marivaux.be – Website: www.marivaux.be

MIM > General > Short News

Short news

Hotel Metropole Brussels honoured

Brussels Airlines to join Star Alliance

New Best Western in Brussels

At their annual Board Meeting, the CEOs of the Star Alliance member airlines have voted to accept the application of Brussels Airlines to become a future member of the alliance. Through its membership, the airline will be able to offer its passengers a variety of beneﬁts, a seamless travel across the Star Alliance network which will expand to cover 1,074 destinations in 174 countries, for instance. Frequent Flyers will also be able to collect and redeem miles on all other Star Alliance member carriers.

Best Western Hotel Brussels is right next to the E40 motorway between Brussels and Ghent, at only 8 km from the Brussels city centre. It has 39 rooms with all possible facilities, and 3 modern meeting rooms for groups up to 90 people with daylight, air-conditioning and wireless internet.

www.bestwestern.be

The Hotel Metropole, situated at the Place de Brouckère in the heart of Europe’s capital, Brussels, received the Travel Award 2008 for Best Large Business Hotel in Western Europe from Business Destinations. The report mentions: 'Built in 1895, the hotel has stood the test of time, and is the only remaining hotel of the 19th Century in Brussels. Testament to its awe-inspiring design and excellence of service.'

Updatabase

www.metropolehotel.com

For more MIM news, check out the renewed website: www.MIMmagazine.eu

As of September 2008, Cecile Potut has been appointed as the new Director of Sales, MICE for the Brussels Sales Cluster of the Hilton group, covering the 3 hotels in the capital: Conrad Brussels, Hilton Brussels, and Hilton Brussels City. www.hilton.com

www.brusselsairlines.com

Brussels taxis get new colours

Meetings Industry Trade Fairs Worldwide: 2008 - 2009

Starting early 2009, when you're looking for a taxi, keep in mind that they're getting new colours to improve their recognisability: black with a mango yellow bonnet, boot and mirrors. The taxi ranks and the roof lights on the taxis will also get a new look. When there's no taxi parked at the taxi rank, you'll be able to push a button to turn on a light signal, so the driver will know he has to stop there.

AIME - Melbourne // Melbourne Exhibition Centre February 17-18 2009 - www.aime.com.au MEETINGS AFRICA - Johannesburg // Sandton Convention Centre - February 25-27 2009 www.southafrica.net/ meetingsafrica EMIF 2009 - Brussels // Tour & Taxis March 18-19 2009 - www.aboutemif.com GIBTM 2009 - Abu Dhabi // ADNEC March 31 - April 2 2009 - www.gibtm.com IMEX 2009 - Frankfurt // Messe Frankfurt May 26-28 2009 - www.imex-frankfurt.com

Make Your Choice!

MIM > interview > Sam van de Kerckhof

Sam van de Kerckhof is seriously fun Who’s ever worked together with Sam van de Kerckhof knows that he’s a passionate perfectionist. Sam often goes beyond the detail, until everything’s in apple-pie order. And who’s seen him in action while a congress is being built up might think he’s a stage director. He’s demanding too, which might arouse nervousness. But the humour always rises to the surface. That mischievous little smile around the corners of his mouth reveals that Sam loves his job more than anybody else.

As a meetings industry professional with years of experience at Meeting Time as a PCO, his opinions are of the highest value. At MIM magazine, we thought it would be interesting if he shared his ideas on Brussels as a meetings city, on how he thinks the Belgian capital is fun and of course on how he views the future of BAPCO, of which he’s the president. INTERVIEW MARCEL A.M. VISSERS AND RÉMI DÉVÉ

MIM: According to you, how does Brussels position itself regarding the meetings industry? Sam van de Kerckhof: ‘To me, Brussels is not so much a congress city, it’s more a convention town. We enjoy a unique situation, we are the European capital with literally hundreds of international missions, where high-quality events can be organized, and headquarters of international associations. But so far Brussels has been the perfect host for middle-size meetings only, up to 1,500 participants. As for now, bigger events are very hard to organize here. ‘As a PCO representative, I dream of a great international congress complex at the

Heysel. I know it’s been discussed on and off in the last few years. But there has to be a global plan, just like in other big cities. Some kind of project that would include several facilities, like hotels, restaurants and shops. I’m convinced that if we can provide this kind of offer the demand will undoubtedly follow.’

MIM: The theme of our Brussels special is ‘Brussels is fun’. How do you relate to that? Sam van de Kerckhof: ‘There are fun features in every meeting Brussels welcomes. To organize a treasure hunt in the heart of the city, incorporating high-standard cultural elements, can be extraordinary. Brussels

brims over with exciting districts, dynamic neighbourhoods that long to be discovered, like the Châtelain or the Sablons for example. We have restaurants with cuisines from all over Europe, Erasmus exchange students everywhere, we talk dozens of languages: our sense of hospitality is unbeatable! But Brussels is also a complex city because of its political structure, which might lead to the slow pace at which some complicated projects are being developed.’

MIM: Sometimes we meet people who tend to have a rather negative image of Brussels. Why do you think that is? Sam van de Kerckhof: ‘It’s true that Brus-

MIM > interview > Sam van de Kerckhof

sels sometimes has a dull, ‘administrative’ image. In the 60’s and 70’s, entire historical districts were erased and replaced with administration buildings. But today I like to think that the heart of Brussels lies in its neighborhoods - which would have to be better connected by the way. I like to think of Brussels as an unﬁnished work of art, waiting to be complete. ‘The Belgian capital boasts many treasures and you have to give people - and especially meetings participants - the opportunity to discover them. But they can’t do it on their own, you’ve got to show them the way. Signage and general information are very important and are sometimes missing. The whole ‘fun’ question is about that: Brussels is indeed fun but it has to show. It’s as if Brussels is too shy to promote itself. ‘But I’m glad our politicians acknowledge the importance of the meetings industry now. Ten years ago that was not necessarily the case. In the long term, tourism and moreover business tourism - depends

In Brussels, we have restaurants with cuisines from all over Europe, Erasmus exchange students everywhere, we talk dozens of languages: our sense of hospitality is unbeatable! on the vision and on the charisma of the people in charge. They are the only ones who can send out a consistent, strong, positive message and help the private sector in their daily tasks: they need to work hand in hand in a real private/public partnership to attract more business to Brussels.’

MIM: What’s the role of a PCO nowadays? Sam van de Kerckhof: ‘In the last 20 years everything has changed. Registrations are web-based, e-commerce has been introduced, constant innovations in technology have changed the way we work. A PCO has

a versatile role: it could be compared to that of a conductor of a large symphonic orchestra, coordinating all parties involved towards a successful and harmonious end-product. It has become more complex because everything involves technology, you have to rely on suppliers and can’t do everything yourself. ‘The perception that people have of a PCO has also evolved which is mainly due to the fact that some don’t know what we do exactly. Some people think we are professional communication consultants, others mere event planners. And the fact

that there are so many different ways in which you can end up working for a PCO deﬁnitely isn’t helping!’

MIM: What’s the relation between BAPCO and the Brussels hotel sector? Sam van de Kerckhof: ‘Two years ago BAPCO initiated the ‘BAPCO Hotel Industry’ workgroup because we felt many things needed to be improved in terms of service quality, rates or client relations. That’s how the Brussels Hotels Association was born, with which we have a dialogue about all hotel-related issues on a constant basis. At BAPCO, we put quality and ethics at the center of our concerns: all of our partners need to be trustworthy. That’s why we are working on a Quality Charter which will guarantee that the hotels we work with respect the same general rules of ethics so that clients are satisﬁed in every possible way. On a side note, I think Brussels needs more hotels, especially facilities that can accommodate conferences up to 350 people.’

MIM > interview > Sam van de Kerckhof

MIM: As BAPCO president, how do you see the future of the association? What is its master plan? Sam van de Kerckhof: ‘The life of the association itself is very eventful. Our members are really committed. I’m proud to say that BAPCO grew up quite harmoniously, following our ‘Magna Carta’, i.e. our elevenpoint Quality and Ethics Charter, which has been signed by our members. We organize workshops (on VAT, on hotel or destination relation, professional liability issues, contracting, and so on) on a regular basis to the beneﬁt of our members. We’re also very active in the life of the Brussels meetings industry - we try to gather its actors

A PCO has a versatile role: it could be compared to that of a conductor of a large symphonic orchestra, coordinating all parties involved towards a successful and harmonious end-product when need be, just like we gathered all Belgian convention bureaus once. ‘BAPCO boasts a quality label and a highstandard training programme. During our sessions, our members are invited to share their experiences with one another, whether good or bad. That’s how we can

learn better, how we can improve professionalism by sharing knowledge. And we do exactly the same with EFAPCO, and don’t forget: their congress in January 2010 will take place in Brussels!’ www.bapco.be

Young people in Brussels We can tell you that Brussels is a fun city but what better way to give you some ideas than to let young people say what their favourite spots are? We asked them where they go in Brussels to eat, have a drink, go shopping, go out and what other favourite places they have in the Belgian capital. Enjoy reading and don’t be afraid to try out some of their ideas!

Laurence Peters

Yves Goldstein

Hélène Bouillet

• eat: La Bruschetta (rue Defaqz 62, 1050 Bruxelles) is an Italian restaurant. Ask for the fresh pasta of the chef! • drink: WAFF (455 Chaussée de Boondael - 1050 Bruxelles), good music and a terrace during the summer. / The Flat (Pippelingstraat 12, 1000 Brussel), it has an original concept. Choose to drink your cocktail in the bedroom or why not in the bathroom? • shop: Kartell (Antoine Dansaertstraat 2, 1000 Brussel) for design furniture. • go out: Mirano (Leuvensesteenweg 38, 1210 Brussel), every Saturday night there is a 'Dirty Dancing' party. / Knokke Out Brussel (Ch. de Tervueren 1389, 1410 Waterloo) • Other favourite spots: Place du Chatelain every Wednesday evening (market) or rue Blaes, place du Sablon every Sunday (antiques).

• eat: it depends on what I'm in the mood for, but if I want to eat a good piece of meat, I goo to la Brasserie de la Paix • drink: not far from where I live, Belga Café • shop: one of my great passions is music, so without any doubt I can name Sunset Music, the beste record dealer in town • go out: On Saturday evening, Dirty Dancing, and during the week a good concert in the AB (Ancienne Belgique) • Other favourite spots: I like to enjoy the green side of Brussels... walking around in the Parc de Bruxelles or the Bois de la Cambre

• eat: Chez Henri (Rue de Flandre), Gusto (Rue du Page, Ixelles), alCitizen, and Adventure Valley (Woluwe) • drink: Bar du Marché,Belga Café, Chez Quentin, Zebra • shop: Antoine Dansaertstraat, Baljuwstraat • go out: Anarchique at K-Nal, Mirano, Dirty Café, Botanique Café • Other favourite spots: Ancienne Belgique, Parc de la Woluwe, Grand Sablon, Rue Blaes, and the Vossenplein or Place du Jeu de Balle

Read more testimonials on brussels.mimmagazine.eu

MIM > interview > Vision of Brussels

A Vision of Brussels

Sometimes it is nice to get a little perspective, a little distance. Engrossed as we are into Brussels and its bustling life, we sometimes miss the bigger picture. At the initiative of Hervé Bosquet, Managing Director of Brussels Convention Bureau, we met Olivier Willocx, BECI Brussels Entreprises Commerce and Industry - CEO, Baudouin Gillis, Vice President Belux of Carlson Wagonlit Travel, and Patrick Bontinck, President of Brussels Hotels Association, at Albert Hall in Etterbeek, so that they share their views on Brussels as a European capital, as a business tourism destination, as a trend-setting metropolis. And needless to say they had many interesting insights to give. Interview Marcel A.M. Vissers and Rémi Dévé

MIM: How do you see Brussels and Brussels region? Olivier Willocx: 'First a few numbers. Brussels is the third most productive region in Europe after Inner London and Luxembourg. It's also the fourth real estate market, after London, Paris and Berlin. The quality of life in Brussels is not a myth: it's a human size capital with a high level of tolerance regarding foreigners. No wonder that all Europeans feel at ease in Brussels if you know that 54% of the people living in Brussels were not born there. And there's always something going on here: its cultural vitality is extraordinary, although it's not always properly promoted.'

MIM: So does this mean that you are satisﬁed with the image Brussels conveys? Baudouin Gillis: 'Let me review the strong

MIM 14

MIM > interview > Vision of Brussels

points of Brussels. It's easily accessible from pretty much everywhere in Europe, it's a multicultural capital, and the quality of accommodation is unrivaled: you get the best service for the best price - it's cheaper to stay at a hotel in Brussels than in Paris or London. But of course the Belgian capital has its weaknesses: when we try to send out a uniﬁed message about what’s going on in Brussels, it seems we can’t. Everyone is busy doing their own thing: we give an image of diversity which is really hard to promote. We have content, but there’s hardly any coordination between all the actors of the tourism industry. 'At BECI tourism commission, we try to federate everyone, whether they come from the public or the private sector, so we convey one united message. The idea is to promote Brussels as a whole, through one theme like, let’s stay, gastronomy or comic strips. We do so by organizing a round table ten times a year, to which BITC participates, so we share information and express a desire to work together.'

Hervé Bosquet: 'But at the same time I appreciate that people coming from the private sector are willing to work hand in hand with each other, as well as with us. After all, what's good for the destination is also good for each and every one of the actors playing along.'

MIM: How dynamic do you think the tourism sector is in Brussels? Olivier Willocx: 'Let’s be honest: it's not that dynamic. For many years, Brussels seems to have taken everything for granted, thinking it would sell itself easily. But there are many things that are still to be done. Although Brussels is responsible for 80% of the accommodation in Belgium, we lack some kind of uniﬁed vision, as Baudouin said.'

have to get along with the demand.' Patrick Bontinck: 'And that’s too bad, because Brussels offers excellent value for money. In hotels, we have had an occupancy rate of more than 70% since the last four years and there's no other city in the world where you can ﬁnd so

You get the best service for the best price - it's cheaper to stay at a hotel in Brussels than in Paris or London Patrick Bontinck: 'We'd like to be able to offer some kind of package to people visiting Brussels. When there's an event at Bozar, hotels could offer some kind of deal linking accommodation and an entrance ticket for example. Right now, we don’t really know long enough in advance what events will take place and where. So we can’t offer special packages, let alone promote these events, and that’s a pity. We should be even more competitive in terms of a global offer. We should be able to send a quotation 24 hours after receiving the inquiry. Brussels has numerous assets, but lacks a strong image.'

It's not a matter of investing in business tourism or leisure tourism, it’s all about putting them side by side and promoting the destination as a whole

many interpreters for such a good price. If you need your meeting to be translated into 58 different languages, it can be done almost in a heartbeat!'

MIM: Do you think Brussels needs more hotels? Hervé Bosquet: 'With Square opening in September 2009, I fear there'll be more people willing to hold their events in Brussels. Of course, that's a good thing, but I’m wondering if hotel accommodation will be able to satisfy the demands.' Patrick Bontinck: 'Right now, I can say it bluntly, there's no need for new infrastructures. The market is not saturated. But in the future, the offer will

Baudouin Gillis: 'And again there needs to be some kind of coordination so meetings, cultural events and parliamentary sessions for example do not bump into each other. Everything has to be spread out over the course of the whole year.' Hervé Bosquet: 'So far we've lacked a plan, which would evaluate the needs for accommodation in line with the need for congress infrastructures.'

MIM: So does that mean you have budgets for investments? Olivier Willocx: 'Budgets do exist indeed, but the Brussels region is under-ﬁnanced. You have to know how to use this budget.' Patrick Bontinck: 'What Brussels can offer has to be diversiﬁed. We have underestimated niche tourism. It's not a matter of investing in business tourism or leisure tourism, it’s all about putting them side by side and promoting the destination as a whole.' www.brusselsinternational.be www.beci.be www.carlsonwagonlit.be

MIM 15

MIM > Brussels > What's new in Brussels?

What’s new in Brussels? Want to know what’s fresh in Brussels? We offer you a selection of what opened up recently and what’s about to open in 2009. But don’t take our word for it - go and check them out for yourselves! TEXT STEVEN KINS

B-Aparthotels On 4 different locations in Brussels, B-Aparthotels offers more than 160 luxury apartments combining a full hotel service with the privacy of an apartment, be it for one night or for a few months: B-Aparthotel Montgomery, Ambiorix, Grand’Place, and Louise.

SmoodS restaurant

Square September 2009

One of the coolest hotel restaurants in Brussels opened in 2008 on the ground ﬂoor of Hotel BLOOM! Go and sit into one of the seven different ‘atmosphere decors’ according to the mood you’re in.

The Meeting Centre is undergoing a facelift and changing its name to SQUARE. Over 10,000 m_ of polyvalent rooms, ideal for all types of events at the heart of the European capital, the Mont des Arts.

Crystal Lounge

Also in 2008, Soﬁtel Brussels ‘Le Louise’ inaugurated its Crystal Lounge. The result of a meeting between Antoine Pinto and Serge Eymery, this new prestige location, nestling in the heart of the Louise district in Brussels, offers a new style of bar-restaurant.

Reopening of the Film Museum at the BOZAR - Early 2009 Housed in Victor Horta’s Art Deco masterpiece, the Film Museum is reopening its doors after 2 years of renovation work.

Grand Casino Brussels At the end of 2009, the ‘Grand Casino Brussels’ will be moving into its new home in the Anspach Centre, taking over no fewer than 5 ﬂoors ﬁlled with every imaginable slot machine, restaurants, relaxation areas and entertainment amenities, doubling the total surface of the current casino

Golden Tulip Brussels Airport

Located in the business area close to Brussels airport and NATO, the hotel will open its doors in April 2009. It will feature 170 executive rooms and 14 luxurious suites. The 10 multifunctional ‘Let’s meet again’ conference rooms are an ideal meeting point. BRANCHE Restaurant, Bar & Lounge offers eating, dining and lounging in a informal and relaxed atmosphere with live jazz music.

Magritte Museum - June 2009 Horta Gallery - March 2009

Sablon Rouge

After being closed for two decades, the Gallery built by art nouveau architect Victor Horta in 1952 near the Central Station ﬁnally opens its doors again and it’s become a real work of (futuristic) art. It will not only be a shopping gallery, it will also be used as an events venue.

The Sablon Rouge is the ﬁrst cosmopolitan Cabaret located on one of the most international squares of Brussels, where artistic dance and music shows are mixed with an exquisite Belgian and world cuisine.

The world’s most comprehensive collection of Magritte’s works will be on display in the brand new museum on the Place Royale For more detailed information and all the links to the speciﬁc websites, visit http://brussels.mimmagazine.eu

Driven by passion

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Waterloo +32 (0)2 352 18 15

Genval

+32 (0)2 655 71 11

Rixensart +32 (0)2 634 34 34

Leuven

+32 (0)16 21 31 41

sales@martinshotels.com

Mechelen +32 (0)15 46 46 46

Brugge

+32 (0)50 44 51 11

MIM > Brussels > What's up in Brussels

What’s up in Brussels? © OPT - Ricardo de la Riva

For this new special edition we all felt the need to discover the capital from a different angle… to dive into the beautiful city of Brussels with childlike naïveté. And what’s more natural than to ask someone to accompany us with a discerning look, someone of BITC (Brussels Tourist and Convention Bureau)? So, on an autumn day we left for a colourful and playful trip in tune with our theme of ‘Brussels is fun!’. REPORT MYRIAM BANAÏ

For this rediscovery of Brussels we met at the new home of BITC, in the BIP - the name is equally sharp-sounding as it is striking, but it’s also quite self-explanatory: Brussels Info Place. There we meet Kathleen Davisters, B2B Marketing & Press Relations at BITC who fed us with interesting information during the tour. She starts a bit further, at the Botanique, with the super-trendy Hotel BLOOM! for a lunch in the SmoodS restaurant. The name is well-chosen because you immediately partake in an explosion of atmospheres, for a profusion of moods: Passion, Safari, Bling-Bling, Aqua, Bazaar,

Spring and Flower Power. According to the tables, seven islands emerge, each with a different style. ‘You shouldn’t be afraid to enter design hotels,’ recommends Kathleen. ‘Often you can have lunch or have a drink in magniﬁcent environment.’ And she’s right! Brightness and space create a cocktail of comfort and creativity. A great setting to meet and talk. Right after this 'design intermission', we continue to walk along Rue Royale. Kathleen draws our attention to the Church of the Gesu, in front of the Botanique. ‘The neo-Gothic church will soon be inhabited by a ﬁve-star hotel with 150 rooms, a

brasserie, a pool and a conference centre.’ There’s no date set for the opening but the real estate project arouses curiosity for a reason, and promises to make itself heard in the future.

Let Your Imagination Go Wild! We now leave in the direction of Boulevard Reyers to enter the fantasy world of comics. If 2009 is the year of the comic strip in Brussels, Nine City offers a good combination of a new museum dedicated completely to the ﬁgurines from the world of big names in the Belgian comic strip business, and an established event space

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MIM > Brussels > What's up in Brussels

Another place, another owner, another colourful universe!

The Plasticarium

that leaves room for imagination. Back to the Dansaert district, where we’re thrown into a world of magic and elegance. ‘You’re in luck,’ Marie-France Vankueken welcomed us. ‘We’re about to start melting the gold!’ In the workshops we were able to assist at this delicate technique, as if spellbound. ‘The 18-carat gold is smoothed, brushed, hammered, sanded or heated to obtain more colours and different aspects,’ explains the designer who guides us through her passion throughout the visit. Before our eyes, the gold turns yellow, pink, pearl white, gray or other - sometimes unusual - colours. The tour is not only enriching, it’s also surprising: everywhere in the house you ﬁnd eccentric and picturesque works of Marie-France’s father who was a painter. The visit, ﬁlled with emotions and discoveries, is available for groups up to 25 people.

Plastic is fantastic! Another place, another owner, another colourful universe! The Plasticarium hosts the largest collection in the world of plastic objects, both in quantity and in quality. On top of the collection itself, the personality of Philippe Decelle, the owner of this private museum, makes the visit even more

interesting. He personally guides the tour with a lot of humour and communicative enthusiasm. He only opens the doors for groups of 10 to 20 people. Still in the Dansaert neighbourhood, we cannot resist to stop before the showcase of ‘What's up’. The shop collects all the latest gadget trends, great to bring home a small and fun gift for the family! Our nostrils are irremediably lured by a delicious smell... It comes from ‘l'Atelier des Chefs’, located just opposite. The place organizes ‘gourmet’ events for groups ranging from 12 to 200 people. Fifteen people are gathered around the stove for a team-cooking, and are busy pulling up a chair. Cooking makes you hungry! And us too…

breaks : ‘Museums are also equipped with often very nice and typical restaurants, which are open to groups. That’s also the case at the Museum of Musical Instruments, for instance, which has a magniﬁcent view over Brussels, or at the top of the upper sphere of the Atomium where you can enjoy the superb panorama.’ And to connect all those dots on the map, why not choose an original solution: the Segway! ‘There are ways to organize classic tours or routes with these practical and fun vehicles’, says Kathleen Davisters at the end of our trip. Clearly, the BITC knows how to tempt people!

High in a museum We were having dinner at the Museum Cafe, located inside the Royal Museum of Fine Arts. You can have a quick bite in a very trendy setting in this ‘cafeteria’, and in the meantime breathe in a hint of the ‘cultural’ aura of these places. ‘Again, this isn’t a location where you would come knocking ﬁrst if you’re looking for an infrastructure, yet it’s deﬁnitely worth the detour!’ Kathleen reminds us. And she has other great ideas for lunches and coffee

Cooking workshop

Contact: Brussels International | Tourism & Congress T: +32 (0)2 549 50 58 F: +32 (0)2 512 82 77 2, rue Royale 1000 Brussels k.davisters@brusselsinternational.be www.brusselsinternational.be

soďŹ tel.com

MIM > Brussels > advertorial

Meet the dinosaurs A meeting among dinosaurs doesnâ&#x20AC;&#x2122;t always have to mean listening to an old professor whoâ&#x20AC;&#x2122;s giving his superseded view on the most boring subject in your line of work. Now you can actually have a meeting or an event among dinosaurs, or at least what remains of them after all those years - just ask anyone at the Museum of Natural Sciences in Brussels.

Conference Rooms at the Museum of Natural Sciences Your conferences can be organised in the Auditorium which is furnished with functionality in mind and equipped with every comfort and logistic aid for your presentations. The VIP room, a modern-looking lounge room overlooking the Gallery, is ideal for a cocktail during opening hours of the Museum. Or organise your business meetings in the Conference Room with its authentic 1930s interior and place for 30 persons. The new Dinosaur Gallery really is a unique location for original events. A cocktail party or dinner held in this mag-

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MIM > Brussels > advertorial

NEW PERMANENT EXHIBITIONS IN THE MUSEUM OF NATURAL SCIENCES TEMPORARY EXHIBITIONS

niﬁcently restored hall, with its impressive dinosaur skeletons, is sure to give your guests an unforgettable evening. Just spending time among Belgium’s iguanodons from Bernissart, Tyrannosaurus Rex, Triceratops, and the rest of earth’s huge creatures will give your event a magical atmosphere. You can organise a reception or walking dinner on the mezzanine ﬂoor of the Dinosaur Gallery, which offers a fantastic view of the hall. Dive into the ocean in the captivating whale gallery. Your guests can wander between the enormous whale skeletons and acquaint themselves with a truly huge group of sea mammals: dolphins, bottlenose dolphins, sperm whales, baleen whales, walruses, manatees...

The permanent exhibition ‘250 years of natural sciences’ presents fourteen emblematic objects, witnesses of two and a half centuries of exciting research history, explaining research, collections, discoveries and adventures. At the entry you are greeted by an elephant that used to live in the former Brussels Zoo, located in the park nearby the Museum. Two gorillas recall the National Parks of Congo, founded by the Museum in 1930, with support of the royal house. And there is a lot more to discover. The new Evolution Gallery tells the story of past, nowadays and future Life. Almost thousand fossil and recent specimens let you discover the incredible richness, sophistication and complexity of life. The evolutionary mechanisms are explained through many interactive displays. This marvellous hall makes the history of life accessible to everyone (as from 13 February 2009).

Are you captivated by whales, dolphins and other marine animals? Do not miss the Whales and dolphins exhibition, which takes you to the depths of the sea, tells you about the diversity of species, their origins and their evolution, their way of life as well as the often ambiguous relationship between men and marine mammals. Discover this fascinating exhibition from October 14th 2009 on.

The enchanting insect gallery offers a special setting which is great for a cocktail party, with its butterﬂy walls , large-scale model of a preying mantis and real honeycomb, in which the bees produce honey and wax. In the oldest building of the museum, built to be a convent, the new exhibition room ‘250 years of natural sciences’ is available for events. The splendid architecture, and the view on the Leopold park provide an excellent setting for seated or walking diners.

In X-treme, the natural survivors, you’ll travel to the most extreme spots on our planet, where survival is an art. You’ll meet organisms which can freeze and unfreeze again, which are able to survive without a drop of water, to support a temperature of 120°C, to ﬁnd their way in pitch-dark environments or to live at very high altitudes with oxygen deﬁciency- impossible for human beings. These plants and animals are the real survival specialists! Hands-on activities and experiments are part of the exhibition (until 30 August 2009).

More information: Els Dever +32 (0)2 627 45 34 els.dever@naturalsciences.be or Kareen Goldfeder +32 (0)2 627 45 52 kareen.goldfeder@naturalsciences.be www.naturalsciences.be

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P27 / The Mercedes House: meet in the nostalgic atmosphere of the German car brand P29 / The Sequence, by Arne Quinze: This sculpture of 80 metres long and 15 metres high connects the Flemish Parliament to the House of Representatives of the Flemish Government © Studio Arne Quinze P30 / SmoodS: One of the coolest hotel restaurants in Brussels opened in 2008 on the ground floor of Hotel BLOOM! P31 / Crystal Lounge: A new prestige location in the heart of the Louise district in Brussels in the Sofitel Brussels ‘Le Louise’ hotel, offering a new style of bar-restaurant / Horta Gallery: Built by art nouveau architect Victor Horta in 1952 near the Central Station it finally opens its doors again not only as a shopping gallery, but also as an events venue - © Michaël Uyttersprot

Brussels in Pictures Brussels is full of colours and creativity, so forget about the dull grey city life and enjoy the sparkling pictures on the next few pages. They’ll give you an idea of what the new Brussels is all about.

We thank you for your confidence in Dolce La Hulpe Brussels...

...and look forward to sharing inspiring moments in 2009!

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MIM > Brussels > The Marollen

MIM magazine’s incentive around Brussels

The Marollen

The team of MIM magazine received a warm welcome when we moved our ofﬁces to Brussels in September. The wonderful people at BITC, the Brussels Convention Bureau, even offered us our very own incentive trip: a tour around Brussels, more speciﬁcally the Marollen district. In this area you can discover the multicoloured aspect of Brussels in all its glory.

Enjoy the pictures of hidden treasures, wall paintings with comic strip ﬁgures, old versus new, and typical people in the Marollen. And as you see, renting bikes in Brussels is no problem!

Take advantage of all the facilities offered by Pullman Brussels Airport Located nearby the airport and the NATO headquarters Free airport shuttle service Completely renewed rooms Fully equipped meeting rooms in a wide range of conﬁgurations (up to 950 sqm) Wiﬁ and latest state-of-the-art technologies

Pullman, a new attitude hotel for business travellers

PULLMAN BRUSSELS AIRPORT Bessenveldstraat 15 1830 Diegem - Belgium Tel : +32 2 713 66 66 - Fax : +32 2 721 43 45 Email : H0548@accor.com

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Events calendar BXL As we heard in the interviews in this magazine, you can never get bored in Brussels. Just take a look at this small selection of events for 2009 and go to the special MIMmagazine.eu Brussels website to ﬁnd out everything you need to know about them. Year of the comic strip / All of 2009 COBRA Exhibition - Until 15/02/2009 / Museum of Fine Arts Balloon Day Parade / 28/02/2009 (may change) From Van Dyck to Bellotto Exhibition / 20/02/2009 - 24/05/2009 / BOZAR Ars Musica Festival / 10/03/2009 - 10/04/2009 Brussels Meetings Week / 13-20/03/2009 European Meetings Industry Fair (EMIF) / 18-19/03/2009 / Tour & Taxis International Fantasy Film Festival / 09/04/2009 - 21/04/2009 / Tour & Taxis Queen Elisabeth International Competition 2009 Violin / 04/05/2009 30/05/2009 / Royal Conservatory of Music and BOZAR Iris day / 10-11/05/2009 / events all over Brussels Brussels Jazz Marathon / 29/05/2009 - 31/05/2009 Opening Magritte Museum / June 2009 / Place Royale

Couleur Café / 26-28/06/2009 / Tour & Taxis Brussels Summer Festival / 20/08/2009 - 30/08/2009 Opening Square, Brussels Meeting Centre / 20/09/2009 / Mont des Arts BRXLBRAVO Festival /- 02/10/2009 – 04/10/2009 Europalia China / October 2009 - February 2010 Winter Wonders / 04/12/2009 - 03/01/2010 Opening Grand Casino / end of 2009 / Anspach Centre

For more detailed information and all the links to the speciﬁc websites, visit http://brussels.mimmagazine.eu

MIM > Brussels > advertorial

SQUARE Brussels Meeting Centre From September 20, 2009, Brussels will ﬁnally have its congress centre back and by now everybody knows its new name: SQUARE. MIM magazine wanted to hear the latest news ﬁrst hand, so we had a chat with Catherine Calmels (52), the new Managing Director. INTERVIEW STEVEN KINS

MIM: Can you tell us something more about your background? Catherine Calmels: 'I'm a French Belgian and for twenty years I've been the owner of an event and communications company in Paris that employed 35 people. After that I've been leading companies from the Interpublic Group, then leading communications, public affairs, events and membership relations for the council for Life Sciences, I've been living in Brussels for twelve years now. Since October 1 of this year I am the Managing Director of GL events Brussels, the company which runs the commercial activities at SQUARE and will be involved with the team in the day to day business of the site as from the opening.’

MIM: What's your vision on Brussels and how do you think SQUARE should fit in? Catherine Calmels: 'SQUARE has to become a must, 'the place to be' in Brussels located really in the heart of the town. On top of that SQUARE is a multicultural place, and I'm sure it'll become one of the most valuable meeting points that you can find in Europe. Brussels is not only the capital of Europe, but also THE lobbying and advocacy town, which brings along a lot of lawyers, embassies, European headquarters of companies, associations, and lobbying. Brussels is more than the capital of Belgium, it's an international town with headquarters of many international associations, at a higher level than Washington DC, London or Paris. Of course, I think Brussels is a nice place with fine restaurants and a wonderful fashion movement, but it's also a real businessoriented city. Here, decisions are taken for many companies and associations which affect the entire world.'

MIM: What does SQUARE mean to you? Catherine Calmels: 'What we can make of this project is the most important thing for me right now. To me, SQUARE is a very-upto-date and high-tech place with a marvel-

Catherine Calmels in front of the SQUARE construction works - Aerial view Panoramic Hall - Magritte Lounge

lous design, where services and hospitality are high on the agenda, and where people can meet each other, exchange opinions, and give each other new ideas. We have perfect spaces for that, like the cozy Lounge with a view on the authentic Magritte mural painting (see picture). 'I feel very strongly about Social Responsibility and I want to integrate that into SQUARE. We will be conscious of what associations want to do and most of them are very social responsibility-oriented. It will also be in the mind of the people who work here. 'The GL events group – of which GL events Brussels is a part – also covers many other locations, so we can exchange opinions and experiences with each other, the convention centres of the group GL are even cross-working and that's a big asset.'

MIM: The people in Brussels have been waiting a long time for a convention centre and now the negative image about the long wait

has been changed into hope, how will you come up to those expectations? Catherine Calmels: 'I hope that the people will follow us, be part of it and believe in it. I hope we can unite the people in Brussels around this very valuable project. We're already working together with the tourism ofﬁces, the Museum for Fine Arts and the FEB, the Federation of Enterprises in Belgium. 'We already have a lot of enquiries and offers that go as far as 2016, but that's no wonder with our perfect location in the city centre, and assets like our auditoriums, and our great restaurant and the panoramic hall at the 7th ﬂoor which are both designed by Arne Quinze.' Opening 20.09.2009 www.square-brussels.com info@square-brussels.com +32 (0)2 515 1300

More than a hotel, a life style Imagine a stay that is breathtakingly simple. Spacious & bright rooms of at least 30mÂ˛ decorated with unique frescos. Funky styling. Free Wi-Fi.

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BLOOM_Pub03_MIMmagazine.indd 1

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MIM > Brussels > Brussels meetings week

Brussels meetings week March 13-19, 2009 Get to know the Brussels Meetings Industry Each year, Brussels promotes and reinforces the meetings industry’s image during a whole week of exhilarating activities all over the city. Everybody will have the opportunity to learn what the meetings industry means for a city like Brussels. Just like last year, this event will take place in the context of the european meetings industry fair (EMIF) which will be held in Tour & Taxis, Brussels, on March 18 and 19, 2009. The Brussels Meetings Week is again concluded with the Brussels Meetings Industry Award Ceremony which in 2008 saw our own Cécile CaiatiKoch take away the Award for Best Press Coverage on Brussels for the previous special edition of MIM magazine on Brussels!

MIM ings Th e m e et

apr, per jaar: feb, déc Verschijnt 6 maal fév, avril, juin, sep, nov, – P4A9032 an: décembre 2007 Paraît 6 fois par 2007 – Édition Editie december

USSELS BR IN THE MIX S: ING AMERICAN EXPRES VAN DE VERFIJN BRUSSEL - STAD WATCH OUT

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Programme + Friday 13th March: Brussels Job Day ‘Tourism & Meeting Industry’ followed by a press conference (location to be conﬁrmed)

+ Tuesday 17th March: VIP Day (2 programmes: Meetcentives & Incentive Events) + Evening with a walking dinner, in the Museum of Natural Sciences

+ Wednesday 18th March: EMIF + Nocturnes EMIF @ Tour & Taxis

+ Thursday 19th March: EMIF + Career Day @ Tour & Taxis

+ Friday 20th March: Brussels Meetings Industry Award Ceremony From mid January more info can be found on www.brusselsmeetingsweek.be

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- Special Edition MIM magazine Bureau de dépôt: Afgiftekantoor- 1 dec juni, sep, nov, 2800 Mechelen

FOR MIM 100

IN SEPTEMBER

2008 18-12-2007 18-12-2007

12:48:15 12:35:42

Cécile Caiati-Koch Winner 2007

KINEPOLIS Gaan zakendoen en ontspanning samen? Bij Kinepolis alvast wel! De 10 Belgische Kinepolis-bioscopen zijn stuk voor stuk toplocaties voor al uw business events. Hoogtechnologische geluids- en beeldinstallaties, digitale projectoren, ﬂexibele zaalkeuze en comfortabele zetels, catering op maat door de ervaren professionals van J&M Catering, aangepaste receptieruimtes… Kinepolis biedt u alle troeven die u van een businesscentrum verwacht. En in combinatie met een ﬁlm of animatie, kan uw event helemaal niet meer stuk. Bovendien liggen onze bioscopen verspreid over het hele land waardoor uw genodigden snel en vlot ter plaatse geraken. Nieuw in Kinepolis Brugge: de Albert Hall 400m2 eventruimte – de ideale locatie voor de organisatie van een seminarie, een productlancering, uw personeelsfeest...

Les affaires et les loisirs sont-ils compatibles ? Ils le sont en tout cas à Kinepolis. Chacun des 10 cinémas Kinepolis vous offre le cadre idéal pour tous vos événements professionnels. Des équipements audiovisuels hautement technologiques, des projecteurs digitaux, une grande ﬂexibilité quant au choix des salles, des fauteuils confortables, du catering sur mesure préparé par les professionnels expérimentés de J&M Catering, des salles de réception adaptées à votre groupe... Kinepolis vous propose tous les atouts que vous attendez d’un centre d’affaires. Ajoutez-y un ﬁlm et le succès sera au rendez-vous. De plus, nos cinémas, dispersés sur tout le territoire du pays, sont facilement accessibles. Nouveau à Kinepolis Brugge : l’Albert Hall 400m² d’espace événementiel – le site idéal pour l’organisation d’un séminaire, d’un lancement de produit, de votre fête du personnel...

Where business meets pleasure

Info: www.business.kinepolis.be Katelijne Lindner – business@kinepolis.com – 09 241 01 61

MIM > Brussels > Brussels day in Berlin

Brussels day in Berlin Move to the Rhythm of Brussels The bear city received a big delegation of Brussels artists, food, fashion and meetings industry people in the Berliner Congress Center last October. This integrated marketing mix had already proved to be a success in its previous editions in Paris, Milan, New York and Madrid: it’s a great way of promoting what Brussels does best – meetings, incentives, food, fashion & design. REPORT CÉCILE CAIATI-KOCH

It’s a great way of promoting what Brussels does best – meetings, incentives, food, fashion & design A team of VIPs, representing the Region and City of Brussels, led a major delegation of over 60 public & private sector partners… and they put on a great show: •

A meetings & incentive workshop with an excellent range of 30 organisations in the meetings industry – conference centres, DMCs, hotels, event venues and its major partner, Brussels Airlines

•

Décor by 12 companies from the design world

•

Fashion by 13 big Brussels names

•

A Brussels Food Experience produced by 3 top partners

•

And to ﬁnish off such a successful night – Clubbing to a Brussels Rhythm with Dirty Dancing…

A fine selection of the work of Brussels artists was displayed and the fashion show which was followed by a networking cocktail with Brussels mouth-watering delicacies in the Berliner Congress Center attracted a lot of Berliner. The delegation of the Brussels meetings industry were also satisfied with the number of visitors they received at their workshop prior to the evening event. But of course, the big finale was the nice dancing event with the famous Brussels DJ’s Dirty Dancing who made everyone move to the Rhythm of Brussels.

Upper left picture: Freddy Thielemans (Mayor of Brussels), Charles Picqué (Minister-President of the Brussels Region), and Klaus Wowereit (Mayor of Berlin)

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Nürburgring 2009 1

12 2 3

11 10 9

1 Lindner Congress & Motorsport Hotel 2 Casino 3 WARSTEINER Event-Center 4 ring°arena

5 Haupttribüne/ Grandstand Autowelten / Brandworlds 6 ring°boulevard 7 welcome°center 8 Kartbahn / Kartcenter 9 Dorint Hotel

10 ring°werk 11 Boxengebäude/ Pit building VIP-Lounges 12 ring°racer 13 Eifeldorf Grüne Hölle / Eifel Village Green Hell

The Nürburgring as a racetrack has been a living legend since 1927 and is respectfully called the Grüne Hölle by its fans. It is today one of the most time-honoured and innovative motorsports locations in the world. And one of the most popular national monuments in Germany. Every year around two million visitors to the Ring can experience around 100 races and 200 other events. Formula 1, DTM, 24 hour races, Rock at the Ring as well as truck and vintage car races are as much part of the programme as driver training courses, off-road tours and tourist rides around the Nordschleife. The Nürburgring 2009 project is repositioning the Ring and expanding it into an all-year Leisure and Business Centre to meet the requirements of existing customers from the worlds of industry, motor racing and leisure, and attract new target groups. The core element is the ring°boulevard with showrooms presenting leading makes from the car industry. Demonstration and event areas which can be used all year round are as much part of it as is the additional overnight capacity in the premium segment in the immediate vicinity of the racetrack, a wider range of offers for corporate customers and a first-class museum with the fastest coaster in the world. All of this is a unique selling point which not only in its core catchment area within a two-hour drive reaches a potential of around 28 million people, but also underlines the Nürburgring’s top status internationally.

Lindner Congress & Motorsport Hotel

Concerts, congresses, indoor sports events – the ring°arena and the WARSTEINER Event-Center oﬀers perfect facilities. The around 2,000 square metre large ring°arena with more than 3,000 permanent seats and a possible 2,000 seats in the interior area is an ideal location for public and company events of all kinds. The WARSTEINER Event-Center with a playing area of around 1,800 square metres and a 200 square metre large foyer can accommodate up to 1,500 visitors and is ideal for conferences, congresses, trade fairs and evening events. Opening summer 2009. ring°arena

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