Unique opportunity for the operation of the CulinA

Executive Summary
Unique opportunity for the operation
of the CulinA Experience on
the Stadionplein in Amsterdam
Introduction
The development consortium comprising Vink Bouw and IQNN Vastgoed has
won the tender competition with the CulinA concept for the development
of a unique location in Amsterdam.
CulinA centre of taste is a completely new and exciting initiative to be
developed in Amsterdam, located on the Stadionplein, opposite the historic
Olympic Stadium in the south of the city.
CulinA is integrated into a multi-functional sustainable and stylishly designed
building. A building that will have an outstanding position in the neighborhood
and includes CulinA Experience, CulinA Hotel and CulinA Parking facilities.
CulinA Experience is a dynamic and interactive platform that connects
locals, school children, business people , tourists and all people interested
in taste with producers, farmers, craftsmen and chefs. It is a melting pot
of recreation & relaxation, education and exploration, good food and lots
of entertainment. A tribute to taste! Hence the name: CulinA centrum van
smaak, centre of taste.
The consortium is seeking parties who are interested in operating the CulinA
Experience. The CulinA Experience is in a concept stadium and can be
adjusted to the wishes of the operator. This executive summary will provide
you with the necessary information.
CulinA, centre of taste is a joint development of:
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Advisors:
1 CulinA
CENTRE OF TASTE
CulinA CENTRE OF TASTE 2
ALKMAAR
PURMEREND
OOSTZAAN
ZAANDAM
PURMEREND
EDAM
VOLENDAM
IJMUIDEN
•
HAARLEM
•
HAARLEMMERPOORT
BOS EN LOMMERPLEIN
••
LEIDSE PLEIN
••
MR VISSERPLEIN
•
• •
•
••
MUIDERPOORT
WEESPERPLEIN
FREDERIKSPLEIN
in
nple
io
Stad
SCHIPHOL
DEN HAAG
AMERSFOORT
ROTTERDAM
ALMERE
UTRECHT
g
nwe
m
adiu
ic St
lymp
io
Stad
O
B
in
ple
dion
Sta
Market information
The development site is the so-called South Block
Amsterdam attracts leisure and business visitors
Target market
location on the Stadionplein and is very well situated in
throughout the year and comprises a broad range of
In today’s society people are more educated and are
the south of Amsterdam on the Stadionplein, adjacent
international target markets. Most of the visitors are from
becoming increasingly interested in the background
to the historic Olympic Stadium(1928). The Stadionplein
the UK, Germany, North America and Asia.
and origin of products. CulinA is developed for locals,
is virtually the main south entrance to Amsterdam from
young professionals, school children, business people ,
A
B
A
Location
eg
nsew
ee
stelv
Am
tadionplein Amsterdam
uidblok
situatie
schaal 1:2500
the Ring-road A10. The location is very close to the
The number of tourists in Amsterdam is increasing every
tourists, producers and suppliers from the food industry
Zuidas Financial and Business district within a mainly
year. With the recent reopening of the Rijks Museum,
and all people interested in taste.
residential area.
the Van Gogh Museum, the Stedelijk Museum, het
The visibility is excellent and the location is easy to reach
Concertgebouw and the Hermitage, the city offers a
CulinA connects people by forming a meeting place
by car and public transport. The city centre is accessible
broad range of cultural experiences. The historical city
for the consumer and the producer of honest food.
by bicycle, car and public transport within 15 minutes.
centre with the characteristic canals and the beautiful
An interactive platform which evolves around taste.
Dam Square has always been a main attraction.
CulinA features a melting pot of education, recreation
Distances to and minutes by car or public transport:
and entertainment. The center of taste is a low key and
Rijksmuseum
3 km 10min.
The Zuidas Financial and Business District is home to
inviting get together for people who have affinity with
Dam Square/Central Station
5 km 15min.
many multinational companies. The RAI convention
quality and food or just anybody who passes by the
3 km 10min.
centre offers a total exhibition area of 106,500 sqm and
CulinA building and is suddenly hungry for a good meal.
12 km 10min.
draws over 1.5 million visitors per year to the conventions
RAI Convention Cente
Schiphol Airport
Zuidas Financial and Business District 1 km
3 CulinA
CENTRE OF TASTE
5min.
exhibitions and events.
CulinA CENTRE OF TASTE
4
Roof
3rd floor
CulinA Hotel
2nd floor
CulinA Hotel
1st floor
CulinA Experience
Ground floor
CulinA Hotel & CulinA Experience
Basement level -1
Parking facilities
Basement level -2
Parking facilities
CulinA centre of taste
CulinA centre of taste is integrated into a multi-functional
CulinA Hotel
sustainable and stylishly designed building and includes
CulinA Hotel is partly situated on the ground floor and
the CulinA Experience, the 102 rooms, three star CulinA
over the entire second and third floor of the building
Hotel and the CulinA Parking facilities.
featuring 102 hotel rooms.
The hotel component plays a key role in the CulinA
CulinA Experience
concept. The rooms are due to be assigned a three
CulinA Experience is situated on the ground and first
star status and vary in three sizes. The hotel design may
floor of the building. Additionally it has a spacious terrace
be described as a contemporary, modern, warm and
adjoining the square and a patio on the second floor.
sustainable experience where the CulinA theme is a
+15,00
4 Dak
+15,00
4 Dak
+11,75
3 Verd.3
+11,75
3 Verd.3
+8,50
2 Verd.2
+8,50
2 Verd.2
+4,50
1 Verd.1
+4,50
1 Verd.1
±0,00
0 BG
±0,00
0 BG
North Facade
reflection of a surprising and innovative concept. Sleeping
CulinA is an easily accessible and inviting location especially
with taste!
8.000
8.000
8.000
8.000
8.000
4.000
+15,00
4 Dak
for food lovers and people interested in eating well but
also for the guest who is seeking something special and
CulinA Parking facilities
out of the ordinary. CulinA is not only a restaurant with
The underground parking structure has more than 200
a large open kitchen and a bar but it is also a theatre for
parking spaces, some of which are earmarked for the
culinary experiences, a food museum, and cooking school,
municipality to allocate to licence holders and other for
an innovative roof garden/plantation, a TV studio and a
guests of the CulinA Hotel and the CulinA Experience.
website/app where the entire experience is combined.
The hotel lobby is directly accessible via an elevator.
+15,00
4 Dak
7
6
5
4
+11,75
3 Verd.3
CulinA - stadionplein amsterdam
Concept VO
+8,50
2 Verd.2
3
2
1
+11,75
3 Verd.3
Noordgevel (schaal 1:200)
+4,50
1 Verd.1
+8,50
2 Verd.2
Kollhoff architekte
10 september 20
+4,50
1 Verd.1
A vibrant and tasteful venue for stimulating the senses,
where local residents, visitors, tourists and hotel guests
±0,00
0 BG
±0,00
0 BG
gather together to celebrate the culinary delights.
5 CulinA
East Facade
CENTRE OF TASTE
CulinA CENTRE OF TASTE
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TASTE CENTRAL GOOD FOOD CRAFT QUALITY PURE
SUSTAINABLE HOSPITABLE TRANSPARENT HONEST
SEASONAL SLOW FOOD COMFORTABLE BREAKFAST
MEETINGS HERITAGE FRUIT VEGETABLES HEALTHY
URBAN FARMING POP UP RESTAURANTS NO WASTE
AUTHENTIC AMSTERDAM LOCAL GLOBAL LUNCH
MOBILE FOOD TRUCKS VEGETARIAN GLUTEN FREE
GREEN SHARED DINING SUPER FOODS DINNER
& MORE...
Experience mission
Mission of CulinA Experience explained
Our mission is to connect people with food and taste
In a time where fast, junk- and microwave food are eaten
How is an individual’s taste influenced? Does taste
in front of the TV and the number of people indulging
influence food choices? Do production or preparation
in constant snacking is on the rise, with all the worrying
methods or even texture influence taste? Does
results this implies, such as higher levels of obesity, what
presentation and atmosphere influence taste? What
is needed in fact is a determination to counter this trend.
exactly is the definition of ‘taste’?
In many ways people have lost contact with good and
CulinA Experience is a culinary meeting place and melting
responsible food and as a reaction to the convenience
pot for consumers and producers: The ultimate taste
and fast food dominated culture various innovative and
experience! For CulinA Experience, healthy and tasty
exiting new food trends are on the increase. People are
food is of paramount importance, while the entire setup
turning their heads and are catching up on the idea that
revolves around food/nutrition. It is a place where the
what they eat is an important issue in their lives. They are
(tasty) food culture is lavishly celebrated. The connection
more educated and are becoming increasingly interested
of knowledge, preparation and taste education. An open
in the background and origin of products. Consumers
culinary community where visitors can socialize and
nowadays demand to know what precisely they are eating
exchange experiences in a whole new way. Pure and
and they are eager to try new things and develop their
honest. Sustainable and healthy. Authentic and traditional.
taste. That is where the journey of taste begins.
A dedication to good and healthy food.
through a unique culinary sensation. We empower
exploring, understanding and sharing pure taste at a
friendly, creative and welcoming meeting point.
7 CulinA
CENTRE OF TASTE
CulinA CENTRE OF TASTE
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Event calendar 2016
Week
1st floor
Ground floor
Components of CulinA Experience
CulinA Experience features various components which
can be experienced both separately as well as a cumulative
inspirational platform :
• The coffee bar- where freshly roasted, grinded and
brewed coffee is prepared by professionals. A place
to recharge and relax.
• The introduction to taste- where information provides
• Event program CulinA Experience - where events and
festivities bring variation and liveliness to CulinA
19 06/05- 12/05
Rhubarb
20 13/05- 19/05
Sea lavender
21 20/05- 26/05
Soft shell crab
22
Dutch beer
27/05-02/06
23 03/06- 09/06
Asparagus
24 10/06- 16/06
Wild salmon
25 17/06 - 23/06
Herring
26 24/06- 30/06
Cauliflower
27 01/07- 07/07
Strawberries
28 08/07- 14/07
Chinese cabbage
29 15/07 - 21/07
Hedgehog
30 22/07- 28/07
Fennel
31 29/07 - 04/08
Oysters
32 05/08 - 11/08
Chanterelles
33 12/08 - 18/08
Blueberries
34 19/08 - 25/08
Wild duck
35 26/08 - 01/09
Pumpkin
36 02/09 - 08/09
Plum
37 09/09 - 15/09
Partridge
38 16/09 - 22/09
Pied de mouton
39 23/09 - 29/09
Black salsify
40 30/09 - 06/10
Bock beer
41 07/10 - 13/10
Wild boar
42 14/10 - 20/10
Quince
43 21/10 - 27/10
Turnip
44 28/10 - 03/11
Mussels
45
04/11 - 10/11
Red cabbage
46
11/11 - 17/11
Chicory
Workmanship in
the spotlight
Melting pot
The beer brewer
Australia – Tasmania
The fisher
Croatia – Istria
The butcher
The coffee brewer
South Africa –
Cape Dutch
The baker
The winemaker
The cheese maker
The NetherlandsBrabant
• The event space- a flexible area which can be used
for different (private) functions
• The gift shop and information desk- where visitors
can gain information about CulinA and buy tasteful
Event program CulinA Experience
kitchen ware, CulinA food-boxes and gifts
• The online platform – where visitors get inspired by
The wide-ranging offer of entertainment, information and
the cooperation with suppliers, producers and food related
• The experimental area – where visitors discover how
the recipe data base, a question and answer forum, a
inspiration shape the lively centre of taste. The program
organizations alike. For example during the celebration
taste is influenced and experiment with the influences
CulinA blog, a CulinA magazine and a review forum.
is the flexible component of CulinA and will anticipate on
of the asparagus season, the farmer will be sharing his
of taste. With the use of RFID technology integrated in
The integrated web shop will offer the opportunity to
food and taste developments and trends. The program will
expertise with the visitors.
CulinA keys, visitors can build up their personal taste
buy items from the gift shop
have a varying and extensive offer of inspirational events,
insight in how taste works
workshops, master classes, demonstrations, seminars,
Due to the wide variety in offer at CulinA , the venue is
A kiosk is located on the square in front of the terrace
festivities and festivals. Seasonality and themes are linked
interesting for all visitors, both first time and regular visitors.
of CulinA. The 29 square meter kiosk is an optional
and integrated throughout all of the CulinA components.
There is always something new and exiting to discover.
profile.
• The urban farming patio – where crops are grown
and visitors learn about all aspects of farming
9 CulinA
It’s time for!
• The tasting room - the heart of CulinA where the
exploitation of CulinA where a seasonal concept can
visitors enjoy quality and honest food and drinks in
be operated; a summer of refreshing ice cream and a
The example calendar demonstrates the endless
an inspiring setting
winter of steamy soups.
opportunities of the program. The program is linked to
CENTRE OF TASTE
CulinA CENTRE OF TASTE
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CulinA - stadionplein amsterdam
Concept VO
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105 /255
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•650 sqm
Hotel lobby
• 225 sqm
BOH hotel
• 60 sqm
Experience
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1
CulinA Experience
koel/vries/afval
nader in te delen
laden/lossen
Experience
1st floor
Function
verdieping 1 (schaal 1:200)
10%
3%
Ground floor
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1
8
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Hoofd-entree
Experience
CulinA Experience
entree garage
Function
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WC heren
6
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355 /275
280 /100
355 /275
Trafo
trafo
Opslag & nevenruimtes
Garderobe, toiletten
& nevenruimtes
(nader in te delen)
CulinA Hotel
WC dames
Hoofd-entree
Hotel
B.O.H.
laden/lossen
B.O.H.
Architectural floor plan 1st floor
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CulinA - stadionplein amsterdam
Architectural floor plan ground floor
• 1,070 sqm
Terras
Layout drawing 1st floor
Layout drawing ground floor
1st floor
Many facilities of CulinA are
On the first floor of the building
situated around the main
the CulinA Experience takes
entrance on the ground floor
place. There, visitors can
of the building. What better
learn everything about taste
way than to be welcomed with
and experiment with it! The
the wonderful smell of coffee
visitors can also take a look at
from the coffee bar, next to the
an exhibition and participate to
entrance? On the ground floor
a special or private event that
visitors can also find the CulinA
takes place at that specific
shop, the full scale restaurant,
moment.
Kollhoff architekten
10 september 2013
Kollhoff architekten
*maatvoering parkeergarage & hellingbanen ontworpen
i.s.m. Goudappel Coffeng
Ground floor
called ‘tasting room’ and the
show kitchen.
11 CulinA
CENTRE OF TASTE
CulinA CENTRE OF TASTE
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Sponsoring
CulinA friends
CulinA keys
Tasting room
Revenue streams
Tasting room Events
39%
Coffee bar 6%
Gift shop 7%
Events Other revenue CulinA keys
31%
10%
Other revenue CulinA friends 2%
Other revenue Sponsoring 5%
Coffee bar
Gift shop
Revenue streams
Further information
CulinA charges no entrance fee and visitors are welcomed
• F&B sales Tasting room; 83.000 visitors per year spending € 15 on average
Parties who are interested to participate in the CulinA
to wander throughout the centre of taste freely. Visitors
• F&B sales Coffee bar ; 50.000 visitors per year spending € 4 on average
Experience or for further information please contact
pay for what they use and for what they consume, resulting
• Gift shop sales &Suppliers commission related to gift shop sales;
Bricks& Brains or EME Hospitality Projects.
in the following key revenue generating streams:
€ 2.250 revenue per square meter
• Events:
Bricks & Brains | Hotel Real Estate Consulting
Mr. Jan C.F. Steinebach MRE
- Special events; a monthly event of 1500 visitors spending € 45 on
average on tickets, food and beverage
Revenue
- Workshops; 5 workshops of € 40 per week, 10 persons per workshop
1075 AE Amsterdam
- Master classes; 3 master classes of € 50 per week, 15 persons per
+31 (0)6 515 836 30
- Location rent event space; rented 225 times per year for € 500
Tasting room
€ 1.250.000 39%
Coffee bar
€ 200.000 6%
Gift shop
€ 225.000 7%
• Other revenue:
Events € 1.000.000 31%
master class
Other revenue
€ 300.000 CulinA friends
€
50.000 2%
Sponsoring
€ 160.000 5%
Total
€ 3.185.000 13 CulinA
CENTRE OF TASTE
- Sponsoring; 8 companies which sponsor CulinA with € 20.000
per year
CulinA keys
10%
Koningslaan 54
- Experience keys which provide access to RFID technology; 73.000
visitors who buy the CulinA key for € 5
- Friends of CulinA memberships; 1.000 fans of CulinA who sponsor
with € 50 per year
[email protected]
www.bricksandbrains.nl
EME Hospitality Projects & Procurement
Mr. Michael Eman
Dorpsstraat 43
1182 JB Amstelveen
+31 (0)20 441 60 82
[email protected]
www.eme-projects.com
CulinA CENTRE OF TASTE
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Disclaimer Please note that this brochure is for commercial use only. This brochure has been produced with the utmost care but Bricks & Brains BV
and EME Hospitality Projects & Procurement are not responsible for any incorrect information. No rights can be derived from this brochure. Nothing
in this brochure may be copied, reproduced or used without the written consent of Bricks & Brains BV and EME Hospitality Projects & Procurement.
The Development Team comprises of the following companies:
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