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Unique opportunity for the operation
of the CulinA Experience on
the Stadionplein in Amsterdam
Executive Summary
N I E U W K O O P
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:
Advisors:
CulinA CENTRE OF TASTE 2 1 CulinA CENTRE OF TASTE
Introduction
CulinA CENTRE OF TASTE 4 3 CulinA CENTRE OF TASTE
Distances to and minutes by car or public transport:
Rijksmuseum 3 km 10 min.
Dam Square/Central Station 5 km 15 min.
RAI Convention Cente 3 km 10 min.
Schiphol Airport 12 km 10 min.
Zuidas Financial and Business District 1 km 5 min.
The development site is the so-called South Block
location on the Stadionplein and is very well situated in
the south of Amsterdam on the Stadionplein, adjacent
to the historic Olympic Stadium(1928). The Stadionplein
is virtually the main south entrance to Amsterdam from
the Ring-road A10. The location is very close to the
Zuidas Financial and Business district within a mainly
residential area.
The visibility is excellent and the location is easy to reach
by car and public transport. The city centre is accessible
by bicycle, car and public transport within 15 minutes.
Amsterdam attracts leisure and business visitors
throughout the year and comprises a broad range of
international target markets. Most of the visitors are from
the UK, Germany, North America and Asia.
The number of tourists in Amsterdam is increasing every
year. With the recent reopening of the Rijks Museum,
the Van Gogh Museum, the Stedelijk Museum, het
Concertgebouw and the Hermitage, the city offers a
broad range of cultural experiences. The historical city
centre with the characteristic canals and the beautiful
Dam Square has always been a main attraction.
The Zuidas Financial and Business District is home to
many multinational companies. The RAI convention
centre offers a total exhibition area of 106,500 sqm and
draws over 1.5 million visitors per year to the conventions
exhibitions and events.
Target market
In today’s society people are more educated and are
becoming increasingly interested in the background
and origin of products. CulinA is developed for locals,
young professionals, school children, business people ,
tourists, producers and suppliers from the food industry
and all people interested in taste.
CulinA connects people by forming a meeting place
for the consumer and the producer of honest food.
An interactive platform which evolves around taste.
CulinA features a melting pot of education, recreation
and entertainment. The center of taste is a low key and
inviting get together for people who have affinity with
quality and food or just anybody who passes by the
CulinA building and is suddenly hungry for a good meal.
Market informationLocation
Stadionplein Amsterdamzuidblok
BB
AA
situatieschaal 1:2500
Stadionplein Amsterdamzuidblok
BB
AA
situatieschaal 1:2500
Amstelveenseweg
Stadionweg
Stadionplein
Olympic Stadium
Stadionplein
IJMUIDEN
HAARLEM
SCHIPHOL
DEN HAAG
ROTTERDAM
ALKMAAR
PURMEREND
OOSTZAAN
ZAANDAM PURMEREND
EDAM
VOLENDAM
AMERSFOORT
ALMERE
UTRECHT
HAARLEMMERPOORT
BOS EN LOMMERPLEIN
• LEIDSE PLEIN • MR VISSERPLEIN
MUIDERPOORT
WEESPERPLEIN
FREDERIKSPLEIN••
•
••
• •
•• •
CulinA centre of taste is integrated into a multi-functional
sustainable and stylishly designed building and includes
the CulinA Experience, the 102 rooms, three star CulinA
Hotel and the CulinA Parking facilities.
CulinA Experience
CulinA Experience is situated on the ground and first
floor of the building. Additionally it has a spacious terrace
adjoining the square and a patio on the second floor.
CulinA is an easily accessible and inviting location especially
for food lovers and people interested in eating well but
also for the guest who is seeking something special and
out of the ordinary. CulinA is not only a restaurant with
a large open kitchen and a bar but it is also a theatre for
culinary experiences, a food museum, and cooking school,
an innovative roof garden/plantation, a TV studio and a
website/app where the entire experience is combined.
A vibrant and tasteful venue for stimulating the senses,
where local residents, visitors, tourists and hotel guests
gather together to celebrate the culinary delights.
CulinA Hotel
CulinA Hotel is partly situated on the ground floor and
over the entire second and third floor of the building
featuring 102 hotel rooms.
The hotel component plays a key role in the CulinA
concept. The rooms are due to be assigned a three
star status and vary in three sizes. The hotel design may
be described as a contemporary, modern, warm and
sustainable experience where the CulinA theme is a
reflection of a surprising and innovative concept. Sleeping
with taste!
CulinA Parking facilities
The underground parking structure has more than 200
parking spaces, some of which are earmarked for the
municipality to allocate to licence holders and other for
guests of the CulinA Hotel and the CulinA Experience.
The hotel lobby is directly accessible via an elevator.
CulinA CENTRE OF TASTE 6 5 CulinA CENTRE OF TASTE
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 - stadionplein amsterdamConcept VO
Kollhoff architekten10 september 2013
7 6 5 4 3 2 1
8.000 8.000 8.000 8.000 8.000 4.000
±0,000 BG
±0,000 BG
+4,501 Verd.1
+4,501 Verd.1
+8,502 Verd.2
+8,502 Verd.2
+11,753 Verd.3
+11,753 Verd.3
+15,004 Dak
+15,004 Dak
Noordgevel (schaal 1:200)
CulinA - stadionplein amsterdamConcept VO
Kollhoff architekten10 september 2013
L K J I H G F
7.500 7.500 7.500 7.500 7.500 7.500
±0,000 BG
±0,000 BG
+4,501 Verd.1
+4,501 Verd.1
+8,502 Verd.2
+8,502 Verd.2
+11,753 Verd.3
+11,753 Verd.3
+15,004 Dak
+15,004 Dak
oostgevel (schaal 1:200)
North Facade
East Facade
In a time where fast, junk- and microwave food are eaten
in front of the TV and the number of people indulging
in constant snacking is on the rise, with all the worrying
results this implies, such as higher levels of obesity, what
is needed in fact is a determination to counter this trend.
In many ways people have lost contact with good and
responsible food and as a reaction to the convenience
and fast food dominated culture various innovative and
exiting new food trends are on the increase. People are
turning their heads and are catching up on the idea that
what they eat is an important issue in their lives. They are
more educated and are becoming increasingly interested
in the background and origin of products. Consumers
nowadays demand to know what precisely they are eating
and they are eager to try new things and develop their
taste. That is where the journey of taste begins.
How is an individual’s taste influenced? Does taste
influence food choices? Do production or preparation
methods or even texture influence taste? Does
presentation and atmosphere influence taste? What
exactly is the definition of ‘taste’?
CulinA Experience is a culinary meeting place and melting
pot for consumers and producers: The ultimate taste
experience! For CulinA Experience, healthy and tasty
food is of paramount importance, while the entire setup
revolves around food/nutrition. It is a place where the
(tasty) food culture is lavishly celebrated. The connection
of knowledge, preparation and taste education. An open
culinary community where visitors can socialize and
exchange experiences in a whole new way. Pure and
honest. Sustainable and healthy. Authentic and traditional.
A dedication to good and healthy food.
Mission of CulinA Experience explained
CulinA CENTRE OF TASTE 8 7 CulinA CENTRE OF TASTE
Experience missionOur mission is to connect people with food and taste
through a unique culinary sensation. We empower
exploring, understanding and sharing pure taste at a
friendly, creative and welcoming meeting point.
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...
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
insight in how taste works
• The experimental area – where visitors discover how
taste is influenced and experiment with the influences
of taste. With the use of RFID technology integrated in
CulinA keys, visitors can build up their personal taste
profile.
• The urban farming patio – where crops are grown
and visitors learn about all aspects of farming
• The tasting room - the heart of CulinA where the
visitors enjoy quality and honest food and drinks in
an inspiring setting
• Event program CulinA Experience - where events and
festivities bring variation and liveliness to CulinA
• 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
kitchen ware, CulinA food-boxes and gifts
• The online platform – where visitors get inspired by
the recipe data base, a question and answer forum, a
CulinA blog, a CulinA magazine and a review forum.
The integrated web shop will offer the opportunity to
buy items from the gift shop
A kiosk is located on the square in front of the terrace
of CulinA. The 29 square meter kiosk is an optional
exploitation of CulinA where a seasonal concept can
be operated; a summer of refreshing ice cream and a
winter of steamy soups.
Components of CulinA Experience
CulinA CENTRE OF TASTE 10 9 CulinA CENTRE OF TASTE
Event calendar 2016
It’s time for!
Rhubarb
Sea lavender
Soft shell crab
Dutch beer
Asparagus
Wild salmon
Herring
Cauliflower
Strawberries
Chinese cabbage
Hedgehog
Fennel
Oysters
Chanterelles
Blueberries
Wild duck
Pumpkin
Plum
Partridge
Pied de mouton
Black salsify
Bock beer
Wild boar
Quince
Turnip
Mussels
Red cabbage
Chicory
Workmanship in the spotlight
The beer brewer
The fisher
The butcher
The coffee brewer
The baker
The winemaker
The cheese maker
Melting pot
Australia – Tasmania
Croatia – Istria
South Africa – Cape Dutch
The Netherlands- Brabant
Week
19 06/05 - 12/05
20 13/05 - 19/05
21 20/05 - 26/05
22 27/05 - 02/06
23 03/06 - 09/06
24 10/06 - 16/06
25 17/06 - 23/06
26 24/06 - 30/06
27 01/07 - 07/07
28 08/07 - 14/07
29 15/07 - 21/07
30 22/07 - 28/07
31 29/07 - 04/08
32 05/08 - 11/08
33 12/08 - 18/08
34 19/08 - 25/08
35 26/08 - 01/09
36 02/09 - 08/09
37 09/09 - 15/09
38 16/09 - 22/09
39 23/09 - 29/09
40 30/09 - 06/10
41 07/10 - 13/10
42 14/10 - 20/10
43 21/10 - 27/10
44 28/10 - 03/11
45 04/11 - 10/11
46 11/11 - 17/11
Event program CulinA ExperienceThe wide-ranging offer of entertainment, information and
inspiration shape the lively centre of taste. The program
is the flexible component of CulinA and will anticipate on
food and taste developments and trends. The program will
have a varying and extensive offer of inspirational events,
workshops, master classes, demonstrations, seminars,
festivities and festivals. Seasonality and themes are linked
and integrated throughout all of the CulinA components.
The example calendar demonstrates the endless
opportunities of the program. The program is linked to
the cooperation with suppliers, producers and food related
organizations alike. For example during the celebration
of the asparagus season, the farmer will be sharing his
expertise with the visitors.
Due to the wide variety in offer at CulinA , the venue is
interesting for all visitors, both first time and regular visitors.
There is always something new and exiting to discover.
1st floor
Ground floor
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Garderobe, toiletten&
nevenruimtes
(nader in te delen)
3%
10%
koel/vries/afvalnader in te delen
Hoofd-entree
Experience
Hoofd-entree
Hotel
laden/lossenladen/lossen
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*maatvoering parkeergarage &
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Ground floor
Many facilities of CulinA are
situated around the main
entrance on the ground floor
of the building. What better
way than to be welcomed with
the wonderful smell of coffee
from the coffee bar, next to the
entrance? On the ground floor
visitors can also find the CulinA
shop, the full scale restaurant,
called ‘tasting room’ and the
show kitchen.
1st floor
On the first floor of the building
the CulinA Experience takes
place. There, visitors can
learn everything about taste
and experiment with it! The
visitors can also take a look at
an exhibition and participate to
a special or private event that
takes place at that specific
moment.
CulinA CENTRE OF TASTE 1211 CulinA CENTRE OF TASTE
Function
Experience
Hotel lobby
BOH hotel
Ground floor
• 650 sqm
• 225 sqm
• 60 sqm
Function
Experience
1st floor
• 1,070 sqm
Architectural floor plan ground floor Architectural floor plan 1st floor
Layout drawing ground floor Layout drawing 1st floor
CulinA CENTRE OF TASTE 1413 CulinA CENTRE OF TASTE
Revenue streams Further information
RevenueTasting room € 1.250.000 39%
Coffee bar € 200.000 6%
Gift shop € 225.000 7%
Events € 1.000.000 31%
Other revenue
CulinA keys € 300.000 10%
CulinA friends € 50.000 2%
Sponsoring € 160.000 5%
Total € 3.185.000
• F&B sales Tasting room; 83.000 visitors per year spending € 15 on average
• F&B sales Coffee bar ; 50.000 visitors per year spending € 4 on average
• Gift shop sales &Suppliers commission related to gift shop sales;
€ 2.250 revenue per square meter
• Events:
- Special events; a monthly event of 1500 visitors spending € 45 on
average on tickets, food and beverage
- Workshops; 5 workshops of € 40 per week, 10 persons per workshop
- Master classes; 3 master classes of € 50 per week, 15 persons per
master class
- Location rent event space; rented 225 times per year for € 500
• Other revenue:
- Sponsoring; 8 companies which sponsor CulinA with € 20.000
per year
- 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
CulinA charges no entrance fee and visitors are welcomed
to wander throughout the centre of taste freely. Visitors
pay for what they use and for what they consume, resulting
in the following key revenue generating streams:
Parties who are interested to participate in the CulinA
Experience or for further information please contact
Bricks& Brains or EME Hospitality Projects.
Tasting room 39%
Coffee bar 6%
Gift shop 7%
Events 31%
Other revenue CulinA keys 10%
Other revenue CulinA friends 2%
Other revenue Sponsoring 5%
Revenue streams
Bricks & Brains | Hotel Real Estate Consulting
Mr. Jan C.F. Steinebach MRE
Koningslaan 54
1075 AE Amsterdam
+31 (0)6 515 836 30
www.bricksandbrains.nl
EME Hospitality Projects & Procurement
Mr. Michael Eman
Dorpsstraat 43
1182 JB Amstelveen
+31 (0)20 441 60 82
www.eme-projects.com
Tasting room
Coffee bar
Events
CulinA keys
CulinA friendsSponsoring
Gift shop
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:
N I E U W K O O P