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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3%

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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

steinebach@bricksandbrains.nl

www.bricksandbrains.nl

EME Hospitality Projects & Procurement

Mr. Michael Eman

Dorpsstraat 43

1182 JB Amstelveen

+31 (0)20 441 60 82

info@eme-projects.com

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