"A theater in a corporate setting? That unexpected element is what makes our location unique."
Lieke van Lare | Event Manager
"A brief departure from Leiden." With a wink, Lieke recounts how she chose the Hotel Management School in Leeuwarden, a broad and entrepreneurial program that was perfect for someone who does not enjoy sitting still. After her studies, she discovered her passion for organizing during a marketing internship. From wine fairs to sponsorship activities and major events, Lieke gradually moved closer to the profession that energizes her: event management.
When she started looking specifically for a role in which she could do that fully, she found her place as an event manager at HeadFirst Group.
The first click? The excellent accessibility, the mix of ages, the open culture and, quite frankly, the in-house theater. "How cool is that?" What's more, that theater provides an element of surprise: visitors don't expect to find a full-fledged stage in a corporate environment. That's precisely what makes the location distinctive and every event memorable.
Building from scratch
When Lieke started, she was the first event manager to be hired. There was no quotation process, no fixed supplier structure, and even the location was not yet fully furnished. "There was really nothing in place externally. And then they said: go ahead and build it." That freedom and responsibility made her enthusiastic.
In her first year and a half, Lieke set up a complete event process: from requests and quotes to suppliers, technology, and construction. She now organizes large events, company parties, and inspiring gatherings, both in the theater and at off-site locations. "What I like most is that I've been able to really make my mark. Step by step, you build your own event world within a corporate organization. I still think that's really cool."
HeadFirst Group gave Lieke every opportunity to grow. She took courses in Personal Leadership and Social Hygiene, but learned mainly by doing. The real turning point? That moment when her manager handed over the events to her step by step. At first, they worked side by side, but later, the entire responsibility fell to Lieke. "That really felt like a big leap forward," she says.
“I have felt at home here since day one. Everyone is honest, open, and approachable. And I learn a lot from my colleagues, precisely because not everyone works in events. I really enjoy that.”
Everything tailor-made, everything possible
An event begins with a request. From that moment on, Lieke works out everything step by step: wishes, catering, technology, safety, logistics, and deliveries. "Every customer is different, so I always provide a customized quote. That versatility and proactive approach make our location attractive and distinctive."
That kind of thinking comes naturally. For example, a client wanted a livestream at the last minute. Impossible? Lieke grabbed the camera herself, filmed it, and made sure the content could be shared with colleagues afterwards. No "can't," but rather: what can we do?
What makes the location extra special, says event manager Lieke, is the 180-degree projection screen. This screen creates a unique experience and offers enormous creative possibilities. "At our Dare to Connect event, visual effects transformed the room into a real space experience. A good example of such a memorable moment."
Curious about what's possible or want to get in touch about your own event? Check out our event page and discover all the options.
Diversity in the role of Event Manager
Lieke smiles when she talks about the variety in her work. The difference in clients and content is huge: from beauty brands such as L'Oréal, with inspiring training days and makeup sessions, to governments and social organizations. Internally, it is just as diverse, with freelance and supplier events and company parties where she often has to balance different preferences. She enjoys that challenge: giving everyone a good evening and finding a workable middle ground.
The result? Retention is high, and the number of events increased by 50% last year compared to 2024. Clear confirmation that her approach works.
Work atmosphere at HeadFirst Group
What Lieke perhaps appreciates most is the pleasant working atmosphere within HeadFirst Group. "I've felt at home here since day one. Everyone is honest, open, and approachable. And I learn a lot from my colleagues, precisely because not everyone works in events. I really enjoy that."
Despite her independent role, she feels like an integral part of the team. "I may be a little on the sidelines, but I never feel left out of the group. Everyone knows where to find me, and vice versa." That's why she loves it when colleagues actively involve her in new ideas. "I'm genuinely happy when people tip me off or say, 'Hey, this would be a cool event. Go for it!'"
And that doesn't just apply to current colleagues. Future colleagues and clients are also welcome to come to her with wild plans, unusual ideas, or surprising concepts. Lieke smiles: "If you see something that could be improved, I'd love to hear about it. Together, we can make every future event a little bit better."
A statement that perfectly sums up why Lieke is in the right place at HeadFirst Group, and why theater doors are opening more and more often.