UP Events

What UP Events does

UP Events is a privately held Dutch event management and venue operator founded in 2007, headquartered in Amsterdam. The company runs two owned venues — Amsterdam West (45,000 m² at Tom Schreursweg 8) and Weesp (80,000 m² at Basisweg 2) — totaling 125,000 m² of indoor and outdoor event space, plus a mobile events capability extending to Zandvoort, Amsterdam city center, and Haarlem. Its core offering is a catalog of 50+ team-building activities (Robinson Crusoe Survivor Challenge, laser tag, bubble football, archery, golf clinics, creative workshops, escape games, Winter Games), delivered through three primary package tiers (ADD UP 1/2/3, Company Festival 1/2/3, and Winter Wonderland 1/2/3) at prices ranging from approximately €33 per person for workshops to €199.95 per person for premium corporate festivals serving 100–5,000+ attendees. Differentiated technology includes Free Roam VR experiences using wireless headsets in a dedicated arena.

Revenue is generated through per-event, per-person transactional pricing across individual activity bookings, all-inclusive packages combining activities with catering and entertainment, standalone venue rental, and add-on entertainment services (magicians, DJs, silent disco, photobooth). Distribution is direct-to-consumer via the company's tri-language website (Dutch, English, German), phone/WhatsApp sales, and on-site venue visits. The customer base is anchored on the corporate segment — with named enterprise logos spanning financial services (ABN AMRO, ING, Rabobank, Nederlandsche Bank), technology (Adyen, Booking.com), professional services (PwC, Brunel, Randstad), aviation (Schiphol), and retail (Action) — supplemented by private individuals for birthdays, bachelor parties, and weddings, and by schools for student team-building. The company reports 80,000+ customers per year and a 4.8 Google rating across 2,600+ reviews, holds certifications from TUV, Green Key Gold, VeBon, Recron, ETOA, WYSETC, and the Dutch Venue Association, and operates with 51–100 employees.

Name

UP Events

Legal name

UP Events

Website

https://upevents.nl

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

51–100 employees

Short description

UP Events is a Dutch event management and venue operator running two venues in Amsterdam West and Weesp (125,000 m² combined), delivering 50+ team-building activities, all-inclusive packages, and full-service corporate events for groups of 15 to 5,000+ attendees, serving enterprise clients, private individuals, and schools.

Ownership category

akta.pro rank

Product category

Event Management and Venue Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310), Promoters of Performing Arts, Sports, and Similar Events (7113), All Other Amusement and Recreation Industries (713990)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Venue-Owned/Operated Event Organizers (In-House Promoters) (MPAKADAI)

akta.pro secondary industries

Awards Ceremonies & Recognition Events (MPAGAHAF), Employee Recognition, Awards & Incentive (Internal) Events (THAHAIAM)

Keywords

• Team building events
• Corporate event management
• Event venue rental
• Company outing packages
• Team building activities

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Technology or R&D

Revenue model

1. Individual Activity Bookings: Customers book individual activities such as laser tag, bubble football, archery, VR experiences, escape games, and workshops on a per-person or per-group basis. Activities are priced per person with minimum group requirements.
2. All-Inclusive Package Sales: UP Events offers tiered all-inclusive packages (ADD UP 1, 2, 3, PARTY, Winter packages) that combine activities with drinks, catering, and entertainment. These packages range from 2.5 to 5.6 hours and include various combinations of activities and amenities at different price points.
3. Corporate Festival Packages: Full-service corporate festival packages (Company Festival 1, 2, 3, and Winter Wonderland packages) that include activities, catering, entertainment, and event management. These premium packages serve 100-5000+ people and include comprehensive event organization.
4. Venue Rental: Rental of indoor and outdoor spaces at Amsterdam West and Weesp locations for private events, meetings, conferences, and celebrations. Includes access to various facilities like sheds (Loods 4, 5, 6) and beach clubs.
5. Catering and Food & Beverage Services: On-site food and beverage services including BBQs, buffets, cocktail bars, snack platters, and specialized catering for corporate events. Dietary requirements can be accommodated.
6. Entertainment and Activation Services: Premium entertainment options including magicians, DJs, karaoke, silent disco, and various event activations that can be added to any package.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

UP Events is an event management company that organizes team-building activities, corporate outings, company festivals, meetings, and private celebrations at its own venues in Amsterdam West (45,000 m²) and Weesp (80,000 m²). It delivers more than 50 activities — including VR experiences, escape games, laser tag, bubble football, archery, and creative workshops — packaged as tiered all-inclusive bundles with catering, drinks, and entertainment for groups of 15 to 5,000+ people.

Product overview

UP Events is a Dutch event venue and activity management company operating two locations in Amsterdam West and Weesp. The company offers a comprehensive portfolio of team building activities (Robinson Crusoe, VR experiences, escape games, laser tag, bubble football), creative workshops (percussion, sculpting, ice sculpting, caricature), sporting activities (golf, archery, winter games), and corporate event packages. Their all-inclusive packages include ADD UP 1/2/3, Company Festival packages, and Winter Wonderland packages. Additional services encompass venue rental (Loods 4/5/6), catering (cocktail bars, BBQ), entertainment (DJ, magician, karaoke, silent disco), and event support services (photography, photobooth). The company organizes events for groups of 15 to 5,000 people, serving corporate clients, private individuals, and schools.

Differentiator

Problem solved

Functional benefit

Products and services

• Team Building Activities (Robinson Crusoe Survivor, VR Teambuilding, Laser Tag, Escape Morte Frio, Bubble Football, Archery, Golf Clinic, Free Roam VR) A catalog of more than 50 team-building and group activities — including Robinson Crusoe Survivor, VR Teambuilding Secrets of the Pyramid, Laser Tag, Escape Challenge Morte Frio, Bubble Football, Free Roam VR, Archery, and Golf Clinic — for corporate teams, private groups, and school groups.
• Creative Workshops (Percussion, Clay Head Sculpting, Ice Sculpting, Caricature Drawing) Creative group workshops including percussion sessions, clay head sculpting, ice sculpting (paired with mulled wine), and caricature drawing, designed to inspire creativity and team spirit.
• All-Inclusive ADD UP Packages (ADD UP 1, ADD UP 2, ADD UP 3, ADD UP Pizza, ADD UP PARTY, ADD UP Winter 1/2/3, ADD UP PARTY Winter) Tiered all-inclusive packages (2.5 to 5.6 hours) bundling 30–60 minutes of activities with drinks, snack platters, BBQ, and event management, priced €44.98 to €123.11 per person excluding VAT. Winter variants include welcome drinks, winter menus, and DJ/silent disco.
• Company Festival Packages (Company Festival 1, 2, 3, Winter Wonderland 1, 2, 3) Full-service corporate festival packages for 100–5,000+ attendees including activities, coffee barista, BBQ festival food, cocktail bar, DJ, karaoke caravan, photobooth, ice cream rolls, and event management, priced up to €199.95 per person for the most complete package. Winter Wonderland variants add winter menus, curling, and entertainment.
• Meeting and Congress Services Meeting arrangements and congress organization with modern audiovisual facilities, flexible plenary and workshop spaces, combinable with team-building activities.
• Guided Tours and Canal Cruises Customized city tours in Amsterdam, Rotterdam, Utrecht and The Hague, and canal cruises in Amsterdam, Weesp and Haarlem, optionally combined with culinary arrangements.
• Event Entertainment Add-Ons (DJ, Magician, Karaoke, Silent Disco, Bouncy Castle, Polaroid Photobooth, Event Photographer, Toilet Ladies Act) Premium entertainment add-ons — DJ, magician (€900 excl. VAT for 3 hours), karaoke, silent disco, bouncy castle, Polaroid photobooth, professional event photographer, and entertaining toilet-ladies act — that can be added to any package or activity.
• Catering and Food & Beverage Services (BBQ, Buffets, Cocktail Bar, Snack Platters) On-site food and beverage services including BBQs, buffets, cocktail bars (€992.31–€1,800 excl. VAT for 50–200 cocktails), snack platters, and specialized catering accommodating dietary requirements.
• UP Amsterdam West Venue (Tom Schreursweg 8, Amsterdam) Event venue in Amsterdam West offering 45,000 m² of indoor and outdoor facilities including multiple sheds (Loods 4, 5, 6), beach club, arcade hall, and flexible event spaces, with free parking and public transport access.
• UP Amsterdam Weesp Venue (Basisweg 2, Weesp) Event venue in Weesp offering 80,000 m² of outdoor event space by the water with multiple activity areas, in a green environment with accessibility from Amsterdam.
• Mobile Events (Off-Site Delivery Across the Netherlands) Mobile event services that bring UP Events activities to any location in the Netherlands, including partner locations in Zandvoort, Amsterdam city center, and Haarlem.

Quantifiable outcome

• 80,000+ satisfied customers per year
• +3 more outcomes

Named customers15 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• VeBoncoreOthersVeBon (Veilige Buitensport Ondernemers Nederland) certification for safe outdoor sports activities. UP Events is a member, demonstrating commitment to safety and quality standards in outdoor activity provision.
• RecroncoreOthersRecron is the Dutch industry association for recreation and leisure businesses. UP Events holds membership, indicating compliance with industry standards and participation in the professional recreation sector.
• TUVcoreTechnology or IntegrationTUV certification provides independent verification of quality and safety standards for UP Events' event organization and facility management operations.
• Green KeyminorOthersGreen Key Gold certification for sustainable tourism and environmental management practices at UP Events venues.
• Dutch Venue AssociationminorOthersIndustry association representing leading event venues in the Netherlands, providing networking and industry representation for UP Events.
• ETOAminorOthersEuropean Tourism Association membership connecting UP Events with tour operators and tourism businesses across Europe.
• WYSETCminorOthersWorld Youth Student & Educational Travel Confederation membership supporting UP Events' youth travel and school activities segment.
• Beach Partners in ZandvoortminorChannel Partner/ Reseller/ DistributorPartnership with beach venues in Zandvoort for organizing beach activities and outdoor events outside of UP Events' own venues.
• City Center Partners in Amsterdam and HaarlemminorChannel Partner/ Reseller/ DistributorFixed partners in Amsterdam city center and Haarlem for organizing city games and urban activities.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Others

• Recron (industry association): Dutch industry association for recreation and leisure businesses of which UP Events is a member — relevant ecosystem reference for benchmarking peer providers and industry standards.

Direct peers

• Monkey Town: Dutch chain of indoor play and party centers offering children's parties, group packages, and corporate family events with on-site catering — overlaps with UP Events' private-events and group-packages segment.
• Sportiom: Large Dutch multi-sport and event facility hosting group activities, team-building, and corporate events with integrated F&B — comparable venue-plus-activities operating model.
• DeFabrique: Utrecht-based industrial-chic event venue offering corporate events, weddings, conferences, and team-building with on-site catering and entertainment — the closest Dutch analogue to UP Events' venue-owned, full-service event model.

Broad incumbents

• Center Parcs: European operator of large indoor/outdoor leisure resorts with corporate event offerings and extensive activity catalogs — broad incumbent in large-footprint destination leisure.
• Walibi Holland: Major Dutch theme park operating large-scale group bookings, corporate events, and seasonal entertainment packages — overlaps in the group leisure and event segment.
• Landal GreenParks: Large Dutch holiday park operator with extensive group activity programming and corporate event packages — broader incumbent in venue-based leisure and group entertainment.

Emerging players

• Klimbos Nederland: Outdoor climbing and adventure parks across the Netherlands serving corporate team-building and school groups — overlaps with UP Events' outdoor team-building activity portfolio.
• Zero Latency (VR Free Roam): Global wireless VR free-roam arena operator with locations across Europe — competes directly with UP Events' proprietary VR Free Roam Experience for group entertainment bookings.
• Bounce Valley: Dutch trampoline and active entertainment parks running group bookings and party packages — competing for the same corporate and private group event wallet.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/upeventsamsterdam
• LinkedInlinkedin.com/company/up-eventsnl

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about UP Events