When Heineken hired BRC to refresh its existing visitor center in Amsterdam, no one knew the world economy would be in serious decline at the reopening two years later. Despite the grim economic atmosphere that caused other attractions to rapidly lose business, attendance at the transformed Heineken Experience increased 76%, the ticket price increased 45%, and retail and special events revenues soared, all while operating costs were lowered. The Heineken Experience went from a marketing deficit to cash positive and became the #1 attraction in Amsterdam. How? By creating a place where visitors are fully immersed in Heineken’s rich heritage and promising future, a place where guests become a part of the Heineken story themselves.
BRC collaborated with Heineken’s senior leadership, marketing, and innovation teams to distill this venerated global brand’s 145 years of history into a story that resonates with the audience of primarily international tourists and connects them more deeply with the brand. Working within the special strictures of a registered historic building, BRC reorganized the flow of the visit, putting the story into a unified, logical sequence. The experience now capitalizes on the beautiful patina and coppery glow of this authentic, historic brewery, while cutting-edge technology brings the story to today’s audience.