From student to Executive Producer: Amy’s journey in the events industry

An unexpected choice
Amy’s route to Leisure & Events began with a rejection. She originally wanted to go to the Conservatory to realise her musical ambitions, but was not accepted. At the Open Day of BUas (then NHTV), she immediately felt that this was where she belonged. ‘If I can’t be on stage, then at least I can be behind the scenes at concerts and events,’ she says. What immediately struck her was the energy: enthusiastic people who loved their profession and a practical approach that perfectly matched her hands-on mentality.

Studying in practice
For Amy, the bachelor’s programme was a journey of discovery. As a member of the Feecie student organisation, she organised school parties, and industry assignments such as those for the Ploegendienst festival were directly linked to practice. ‘You didn’t do assignments on paper, but pitched real concepts that were actually implemented.’ Guest lectures from companies such as ID&T opened her eyes to the diversity of the profession. Nevertheless, Amy felt she was too young and took a gap year. During that time, she discovered the business side of events – through her fellow students who did go on placements, at companies such as D&B Eventmarketing and Obsession. This was a whole new world to her. 

When she did go on to do a placement at Effectgroep a year later, it was an important eye-opener, where she really discovered the corporate events market. ‘I had no idea this world existed. I had mainly learned about festivals during my studies, but the corporate market offered so many more opportunities.’ There she learned about concept development, storytelling and strategic value creation – knowledge she could apply immediately.

Going deeper
After her bachelor's degree, Amy opted for the Master’s in Strategic Events Management, as part of the very first cohort. ‘I wanted to know how to make events even more impactful and what the theories behind them are.’ What made the master’s programme special was the combination with her work – she could immediately implement case studies from her classes in actual practice. Courses such as Strategic Value Creation gave her the tools not only to organise events, but also to create strategic value for clients.

The move to Plugged
Three and a half years ago, Amy made the switch to Plugged, driven by her desire to do more with music and creative experiences. ‘I thought: I’ll never be hired , this is all so creative and I have no experience in putting on shows. After the first interview, I knew: this is it.’
At Plugged, everything revolves around ‘creating meaningful memories’, translating business strategies into emotional experiences. ‘We link human emotion to the company's strategy,’ explains Amy. ‘Whether it’s a party or a product launch, we come up with something unique every time. What does the experience look like? What do you hear? What does the lighting do?’

Progression and development
In four years, Amy progressed from project manager to executive producer. That progression didn’t come automatically – the events world can be tough, with large corporations and different interests. ‘I’ve grown mainly in confidence, and that makes me proud.’ Her working days are diverse: from coming up with concepts and writing scripts to drawing up budgets and consulting with suppliers such as dancers and musicians. ‘On average, I spend half my time in meetings, but that’s part of creating something beautiful together.’

What the study programme gave her
Amy looks back on her time as a student with appreciation. The bachelor’s programme taught her the power of concepting, devising creative concepts and experience pillars. ‘It sounds like “model this and model that”, but in practice it all makes sense.’ The master’s programme gave her the strategic insight to consciously create value with events.

Advice for (prospective) students
Amy’s tip is clear: ‘You have so many opportunities. Don’t be afraid to be on the floor at 2 a.m. every now and then, it’s part of the job. It’s hard work, but event managers are a special breed of people.’ She believes it is important to give back to the programme by giving guest lectures and supervising students on placement. ‘It’s wonderful to see them flourish and grow. Their “wow, does it work like that?” moments make it all so worthwhile.’

The future
For Amy, the core of her profession will always remain the same, despite trends such as digitisation and AI. ‘It’s about engaging people on an emotional level, touching human souls. Technology and AI are wonderful tools, but at its core, it’s about creating meaningful memories.’

Would she recommend Leisure & Events? ‘Absolutely, if this is the field you want to build a career in. The programme lays a super solid foundation for becoming an event professional. But the event industry isn’ t for everyone; it requires passion, perseverance and love for what you do.’ 

Interview by Lars Davids