Case: Albeda Kick-off Uncovered

Event Architect or Commercial Strategist?

07-07-2025 653 views 0

Albeda Kick-off Uncovered

On Monday 15 September 2025, all first-year Albeda students gather at Ahoy Rotterdam for the Kick-off Festival.

A high-energy event full of music, sports, workshops, games, creativity and connection – organised for and by students.

But behind this seemingly effortless experience lies months of preparation. From securing the venue and coordinating dozens of activities, to arranging safety protocols, catering, communication, sustainability measures and crowd logistics – every detail must be aligned.

The day of the festival is the proof of the pudding: Do all puzzle pieces come together? Does the event unfold as intended – or are there surprises, delays, gaps or lessons to learn?

In this assignment, you will look back at the event through a professional lens.

Students of International Event Management take the perspective of an event organiser – focusing on structure, atmosphere, logistics, safety and sustainability.
Students of International Business analyse the event as a commercial executive – focusing on visibility, brand value, audience engagement, strategic partnerships and corporate social responsibility.

Participation in the event is required for this assignment.

Why this assignment matters

Events don’t just happen. Long before the first guest arrives, organisers and partners are working behind the scenes: securing permits, booking materials, building a programme, managing risks, implementing sustainable practices and keeping stakeholders happy.

By stepping into a professional role, you begin to understand how complex an event really is. Whether you’re interested in creating unforgettable experiences or making smart commercial decisions, this assignment helps you link what you saw at the Kick-off Festival to what it means to be part of the modern event industry – where sustainability and social responsibility are increasingly essential.

You’ll sharpen your eye for detail, and start thinking like a professional who considers both impact and responsibility.

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Assignments for students

Long story short
You need to attend the Albeda Kick-off Festival at Ahoy.
Now it’s time to zoom out and look at the event through professional eyes either as an organiser or a commercial thinker. What worked? What didn’t? What stood out? Based on your own experience, you’ll analyse key aspects of the event and reflect on how they shaped the visitor experience.

What to do?

You will complete this assignment from a professional perspective – either as an event organiser or as a commercial executive, depending on your study programme.

Once you click on ‘Core’, you’ll begin with a quickscan based on your experience, covering all key aspects including sustainability, communication, technical quality and accessibility.

Answer the following questions based on your own experience at the festival:

Pre-event communication and information How clear and accessible was the information provided before the event? → Comment on what worked well and what could be improved in the communication strategy.
Accessibility and transport How accessible was the event for all students? → Consider public transport connections, parking, and any barriers to participation.
Location and venue experience What do you think of the choice for Ahoy as the location? → How did styling, lighting, sound and layout contribute to the atmosphere? Name strengths and weaknesses.
Orientation and navigation Was it easy to find your way around? → Point out things that helped or hindered orientation and suggest improvements.
Programme and audience Was there a good match between the activities and the type of students who attended? → Give 2 or 3 examples of what worked well – and mention one thing that felt less suited.
Technical quality How was the technical execution of sound, lighting and visuals? → Comment on audio quality, lighting design, and any technical issues you noticed.
Timing and flow How did the day feel in terms of rhythm and timing? → Describe moments that stood out as especially well-timed or confusing.
Catering experience How was the food and drink provision? → Consider quality, variety, accessibility and sustainability aspects.
Safety and crowd experience How safe and manageable did the event feel? → Mention observations related to crowd size, staff presence, exit routes, or other safety elements.
Sustainability practices What sustainable practices did you notice at the event? → Consider waste management, energy use, local suppliers, and environmental initiatives.
Overall scale Did the event feel massive and overwhelming, or well-organised and accessible? → Pick one and explain your impression with a short explanation.
Activities that stood out Which parts of the programme made a strong impression on you – positive or negative? → Give 1 or 2 examples and explain why they stood out.
If you were on the team… Imagine helping to organise next year’s Kick-off. → What would you definitely keep – and what would you change?
Short review Imagine you could leave a short event review like on Eventbrite or Google, written from your point of view as a professional. → Write a short, clear review (max. 300 characters) that reflects your experience of the event.

NB: Your review will be part of the Core form you’ll fill in at the end.

Assessment Criteria

Use of Observations

Pass: You describe what you saw and experienced during the event. Your examples are concrete and based on your own visit.
Merit/Distinction: You describe from the professional role that fits your study programme. Your examples are concrete, based on your own visit, and explained within a professional context including modern industry considerations like sustainability.

Event Analysis

Pass: You describe elements of the event that worked well or less well, based on your own observations.
Merit/Distinction: You give relevant explanations for why something worked or didn’t work, and you connect this to planning or design choices, including sustainability and social responsibility aspects.

Clarity of Structure

Pass: Your answers are clear and easy to follow. You write in understandable English.
Merit/Distinction: Your writing is well-structured and concise. You organise your answers logically and use appropriate professional vocabulary.

Professional Review

Pass: Your review is clear and fits within the character limit. It reflects one or two key impressions.
Merit/Distinction: Your review is sharply worded and professionally phrased. It shows insight into the visitor experience from your chosen role, considering both traditional event success factors and modern sustainability expectations.

Submission Instructions

Click on the ‘Core’ tab to complete your quickscan and detailed analysis. You can save your work as a PDF to share with your teacher or mentor, or include in your portfolio.

Core assignments for students

Discover whether you master the essence of this case by completing the corresponding core assignments. If necessary, you can share your answers with your teacher or supervisor.

Albeda Kick-off Uncovered

Use this form to reflect on your experience at the Albeda Kick-off Festival. You’ll describe the atmosphere, evaluate the event setup, and share your key takeaways. This helps you understand event design from a visitor’s perspective.

* required fields

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Your name*

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Are you responding on own behalf or on behalf of a group (of students)?*

On my own behalf

On behalf of a group (of students)

Enter the first and last names of all group members

Geen titel

1/11 Pre-event Communication | How clear and accessible was the information provided before the event?*

QS2/11 Accessibility & Transport | How accessible was the event for all students?*

QS3/11 Location & Venue | What do you think of the choice for Ahoy as the location?*

QS4/11 Orientation & Navigation | How easy was it to find your way around?*

QS5/11 Programme & Activities | Was there a good match between the activities and the type of students who attended?*

QS6/11 Technical Quality | How was the technical execution of sound, lighting and visuals?*

QS7/11 Timing & Flow | How did the day feel in terms of rhythm and timing?*

QS8/11 Catering | How was the food and drink provision?*

QS9/11 Safety & Crowd Management | How safe and manageable did the event feel?*

QS10/11 Sustainability Practices | How well did the event implement sustainable practices?*

QS11/11 Overall Scale | How well-organised and accessible did the event feel?*

1. Intro-Festival Experience | Describe the overall atmosphere and vibe of the Kick-off Festival.*

Provide a clear and vivid description that shows your understanding of the event’s mood.

2. Pre-event Communication and Information | How clear and accessible was the information provided before the event?*

Comment on what worked well and what could be improved in the communication strategy.

3. Accessibility and Transport | How accessible was the event for all students?*

Consider public transport connections, parking, and any barriers to participation.

4. Location and Venue Experience | What do you think of the choice for Ahoy as the location?*

How did styling, lighting, sound and layout contribute to the atmosphere? Name strengths and weaknesses.

5. Orientation and Navigation | Was it easy to find your way around?*

Point out things that helped or hindered orientation and suggest improvements.

6. Programme and Audience | Was there a good match between the activities and the type of students who attended?*

Give 2 or 3 examples of what worked well – and mention one thing that felt less suited.

7. Technical Quality | How was the technical execution of sound, lighting and visuals?*

Comment on audio quality, lighting design, and any technical issues you noticed.

8. Timing and Flow | How did the day feel in terms of rhythm and timing?*

Describe moments that stood out as especially well-timed or confusing.

9. Catering Experience | How was the food and drink provision?*

Consider quality, variety, accessibility and sustainability aspects.

10. Safety and Crowd Experience | How safe and manageable did the event feel?*

Mention observations related to crowd size, staff presence, exit routes, or other safety elements.

11. Sustainability Practices | What sustainable practices did you notice at the event?*

Consider waste management, energy use, local suppliers, and environmental initiatives.

12. Programme and Audience | How well did the programme fit the target audience of young people aged 17-24 starting an MBO programme at Albeda?*

Was there a good match between the activities and the type of students who attended? Give 2 or 3 examples of what worked well – and mention one thing that felt less suited.

13. Activities that stood out*

Which parts of the programme made a strong impression on you – positive or negative? Give 1 or 2 examples and explain why they stood out.

14. If you were on the team…*

Imagine helping to organise next year’s Kick-off. What would you definitely keep – and what would you change?

Look back at your work:

Select all that apply to your work.

I have clearly described the event atmosphere with examples

I have evaluated the venue and location including sustainability aspects

I have analyzed the programme's fit with the audience

I have assessed safety and practical aspects (navigation, transport, crowd management)

I have suggested professional improvements for future events

14. Short Review*

Imagine you could leave a short event review like on Eventbrite or Google, written from your point of view as a professional. Write a short, clear review (max. 300 characters) that reflects your experience of the event.

Do you want to add any other information, relevant to this assignment? If so, keep it short.

Optional: Photo upload – Proof of attendance

Upload at least one clear photo of yourself at the event to confirm your physical presence. This helps verify that you attended and participated as required.

Drop files here or

Accepted file types: jpg, gif, png, pdf, Max. file size: 256 MB, Max. files: 1.

Optional: Photo submission online - Proof of attendance

Photo submission online Share a link to your online photo album or gallery (e.g., Google Photos, Dropbox). Before submitting, ensure the sharing options are correctly set so the link works properly. Be aware that some links may only be valid for a limited time — check that your link will remain accessible. Your photos should clearly show that you attended and participated in the event.

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Case method | Cooperative learning

Concrete, realistic situations are individually analysed; afterwards, the resulting vision is presented and discussed in the group.
The individual’s vision is reappraised after seeking additional information. The different visions are selected and appraised.

Group discussion (or problem-solving discussion) | Dialogue

Reflective discussion as part of a group, pooling knowledge/ideas/opinions with the aim of learning from this. A stimulus to creative, problem-solving and evaluative thinking.
Someone (teacher or student in a smaller group) is appointed as moderator. Without impinging on the subject matter, this person guides the discussion through the different phases (defining the problem, defining the scope of the subject, dissecting the problem, seeking solutions, discussing propositions, formulating the conclusion).
Pitfall: students must have sufficient background knowledge.
Variants: one empty chair, carousel discussion, triangular discussion, forum discussion/panel, debate, with or without a role.

Learning discussion (or evaluation or discussion method) | Dialogue

Students learn how to find solutions for themselves (via diagrams, plans, outlines, etc.)
Discussion (individual or as part of a group) about the learning experiences of the student; the teacher acts as moderator and remains in the background. The emphasis is on (learning) how to identify learning moments: what could have been improved and how?

Problem-based learning | Cooperative learning

Students are divided into small groups (6 to 12 students) and are presented with a problem. The problem is analysed in the group: what do we already know; what do we not yet know; and what do we still have to find out? (= formulation of learning goals).
Students then work individually or in a group to analyse the problem in-depth (= self-study).
Finally, the group comes together again, students report back and test whether the problem is now better understood.

Teacher-led class discussion | Dialogue

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Tip? Ask clear-cut questions, try to involve all the students, probe further, etc.

One comment to “Albeda Kick-off Uncovered”

Edvard Spaapen says:

September 3, 2025 at 3:50 pm

Toegevoegd:
* Quickscan +5 items met sterrenrating aan het begin
* Duurzaamheid als expliciet thema doorheen de opdracht
* Nieuwe onderwerpen +5: pre-event communicatie, technische kwaliteit, catering, bereikbaarheid

Let op:
De opdracht is flink pittiger geworden en vereist dus een adequate inleiding door de docent

Comments are closed.

Edvard Spaapen

Editor of content during development stage