Art of People

What Art of People does

Art of People is a creative hospitality host-hostess bureau founded in January 2017 in Rotterdam, Netherlands, by Sabine de Langen (creative direction) and Jorrit Oosthoek (director). The company provides trained hosts, hostesses, and themed character performers for corporate events, sports venues, cultural institutions, catering companies, and private clients in the Dutch Randstad region. Operations are organized under four service lines: Art of People Hospitality (multifunctional staffing for reception, registration, barista/bartending, and serving), Art of People Creative (proprietary themed characters including Spinning Girl, Champagne Queen, Ice Queen, Candy Machine Girl, and Flower Girl, plus custom costume design), Art of Promotion (brand activation staffing), and Art of Hair and Make Up (event styling). Staff are recruited from a pool of HBO/WO students aged 18+ available for evenings and weekends, and trained in-house through the company's V&W Academy.

The business operates on a B2B professional-services model with custom quote-based pricing determined per event based on staffing requirements, duration, and costume needs; no standard pricing tiers are published. The go-to-market is sales-led and relationship-driven, with direct engagement of event organizers, venues (notably Rotterdam Ahoy and NBC Congrescentrum), catering firms (Maison van den Boer, Van der Linde, De Kort), and corporate clients. Marketing centers on a portfolio of 138 documented cases on the company website, supplemented by Instagram, Facebook, and Twitter presence under the tagline "Something to talk about." The company maintains a small core team of 6 employees supplemented by a flexible on-call workforce, with no disclosed external funding, parent company, or revenue figures.

Name

Art of People

Legal name

Art of People

Website

https://artofpeople.nl

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Art of People is a Rotterdam-based creative hospitality bureau supplying trained hosts, hostesses, and themed character performers for corporate events, sports venues, and cultural institutions across the Dutch Randstad region. Founded 2017.

Ownership category

akta.pro rank

Product category

Event Hospitality Staffing

NAICS

Performing Arts, Spectator Sports, and Related Industries (711), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Event Theming, Mood Boards & Concept Design (HSACAOAH)

akta.pro secondary industry

Party Games, Activities & Interactive Entertainment (HSACACAJ)

Keywords

• Event hospitality staffing
• Host and hostess services
• Creative character concepts
• Promotional staffing agency
• Event makeup and styling

Headquarters

HQ city

Rotterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Hospitality Staffing Services: Provides trained hosts and hostesses for events, trade shows, conferences, corporate functions, and VIP hospitality. Staff are multifunctional and can be deployed for reception, registration, barista/bartending, catering serving, and guest entertainment.
2. Creative Character Services: Provides themed entertainment through proprietary character concepts (Spinning Girl, Champagne Queen, Ice Queen, etc.) and custom-made costumes for brand activation and event theming.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Art of People is a creative hospitality host/hostess bureau that provides professionally trained hospitality staff for events, trade shows, conferences, and corporate functions, combined with proprietary themed character concepts and custom-made costumes. Its trained hosts and hostesses are multifunctional and deployable across reception, registration, barista/bartending, catering serving, and guest entertainment roles, supported by in-house training through the V&W Academy.

Product overview

Art of People is a creative hospitality host/hostess bureau founded in January 2017 in Rotterdam, offering two integrated service divisions: Art of People Hospitality (professional staffing services) and Art of People Creative (themed character concepts). The company provides hospitality experts, creative themed performers (Spinning Girl, Champagne Queen, Ice Queen, Candy Machine Girl, Flower Girl), promotional staffing, and hair/makeup styling services. Staff are trained in-house through the V&W Academy and work in custom-designed Italian dresses and styled outfits. The company also offers custom-made costume design for brand-specific or event-specific themes.

Differentiator

Problem solved

Functional benefit

Brands

• Art of People Hospitality: Premium hospitality host-hostess services providing service-oriented hospitality experts for events.
• Art of People Creative
• Art of Hair and Make Up
• Art of Promotion

Products and services

• Art of People Hospitality Professional hospitality host and hostess staffing service for events, providing service-oriented hospitality experts who are representative, hardworking, and thoughtful, trained through the company's own V&W Academy and deployable across reception, registration, barista/bartending, catering serving, and entertainment roles.
• Art of People Creative Creative themed concept characters and performers for events, bundling signature concepts such as Spinning Girl, Flower Girl, Champagne Queen, Candy Machine Girl, Ice Queen, and custom-made costumes designed to bring special messages or thematic content to life.
• Art of Promotion Promotional staffing service featuring professional men and women who promote brands and events through professionalism, fresh appearance, creative styling, and personal enthusiasm.
• Art of Hair and Make Up Professional makeup artists, visagists, and stylists who provide thematic styling for events, including custom hair and makeup looks as an addition to standard costumes; available for standalone booking for events.
• Art of Custom Made Specials Bespoke costume design and manufacturing service for special messages or thematic event requirements, creating unique appearances exclusively tailored for specific brands or events.
• Spinning Girl Signature themed character concept featuring a performer spinning macarons or items while entertaining guests at corporate events, galas, and brand activations.
• Champagne Queen Signature themed character concept featuring a performer dressed in a champagne-themed costume welcoming guests with champagne service at VIP receptions, jubilees, and sports hospitality events.
• Ice Queen Signature themed character concept featuring a performer in an ice-themed costume providing a frosty, elegant appearance for events such as welcome receptions and boat tour hospitality.
• Candy Machine Girl Signature themed character concept featuring a performer dispensing candy to guests in a themed costume at corporate and family events.
• Flower Girl Signature themed character concept featuring a performer with flower-themed styling for elegant event decoration and reception.

Quantifiable outcome

• 75% recognition rate in face recognition experiment at CHIO 2017

Named customers12 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Ten partnerships are on record, tiered core and major.

• Advance EventscoreChannel Partner/ Reseller/ DistributorAdvance Events is a regular client that engages Art of People for staffing services at corporate events. Art of People provides hostesses for registration and hospitality at Advance Events-organized functions.
• Crawfield BVcoreChannel Partner/ Reseller/ DistributorCrawfield BV organizes the MVO Congres and other events, engaging Art of People for registration hostesses at NBC Congrescentrum and NCC venues.
• VermaatEventscoreChannel Partner/ Reseller/ DistributorVermaatEvents is a catering and events company that regularly engages Art of People for themed hospitality services including at Kunsthal Rotterdam exhibitions and other venues.
• Maison van den BoercoreChannel Partner/ Reseller/ DistributorMaison van den Boer is an exclusive caterer that works with Art of People for high-end events including TEFAF Maastricht and Dutch Masters at Brabanthallen.
• Van der Linde CateringcoreChannel Partner/ Reseller/ DistributorVan der Linde Catering engages Art of People for themed hostess services at various events including World Forum Den Haag functions.
• De Kort CateringcoreChannel Partner/ Reseller/ DistributorDe Kort Catering engages Art of People for themed hospitality staff including Pizza Party hosts and hostesses at corporate events.
• ViaSpartaEventscoreChannel Partner/ Reseller/ DistributorViaSpartaEvents is the events arm of Sparta Rotterdam football club, engaging Art of People for Champagne Queens, golden hostesses, and various hospitality services at club events.
• Rotterdam AhoymajorChannel Partner/ Reseller/ DistributorRotterdam Ahoy is a major venue that hosts events where Art of People provides staffing for conferences, sports finals (Korfbal Finale), concerts (Piano Man), and gaming conventions (TwitchCon).
• NBC CongrescentrummajorChannel Partner/ Reseller/ DistributorNBC Congresgebouw in Nieuwegein is a venue where Art of People provides registration and hospitality staff for conferences and congresses.
• SPIDO RotterdamcoreChannel Partner/ Reseller/ DistributorSPIDO Rotterdam operates boat tours and engages Art of People for themed Dutch Girl, Ice Queen, and Golden Champagne Lady characters for guest reception.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• ManpowerGroup: Global staffing and workforce solutions provider with hospitality and event verticals. Competes with Art of People for the same Dutch event and hospitality staffing budgets, but at much larger scale and with less creative specialization.
• House of HR: Belgian-Dutch HR services group with specialized staffing brands across hospitality and events. Relevant as a broader European staffing incumbent competing for the same Dutch event staffing market.
• Tempo-Team: Major Dutch staffing agency (part of Adecco Group) offering hospitality and event staffing across the Netherlands. Directly overlaps with Art of People's core host/hostess services but lacks the proprietary creative character differentiation.
• Yacht: Dutch Randstad subsidiary focused on hospitality, events, and interim management staffing. Direct overlap with Art of People in Dutch event hostess services, with greater scale but less creative character differentiation.
• Adecco: Global staffing leader with dedicated hospitality and events divisions across Europe. Comparable as a provider of event hostesses and promotional staff, though it competes on scale and breadth rather than creative theming.
• Randstad: The Netherlands' largest staffing and HR services firm, providing hospitality, event, and promotional staffing across the Randstad and beyond. Comparable as a supplier of event hosts/hostesses but operates as a broad workforce solutions incumbent rather than a creative-themed specialist.

Direct peers

• Moxie Promotions: Netherlands-based promotional and event staffing agency supplying hosts, hostesses, and brand activation teams. Comparable as a Dutch boutique competitor in the same promotional/hospitality staffing niche.
• BrandNew: Dutch creative event and brand activation staffing agency providing hosts, hostesses, and promotional staff. Closest direct peer to Art of People — similar boutique scale, creative approach, and Randstad-focused market.
• The Hostess: Dutch boutique agency specializing in event hostesses, models, and promotional staff for corporate and private events. Directly comparable in target market, service offering, and regional focus.

Emerging players

• Twinkly Stars: Dutch event staffing agency focused on hospitality hosts and promotional models for corporate events. Comparable as a niche Dutch competitor with similar creative event staffing positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/ArtOfPeople_nl
• Facebookfacebook.com/Art-Of-People-1792611941026755
• Instagraminstagram.com/artofpeople.nl
• LinkedInlinkedin.com/company/artofpeople-nl

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Art of People