Amsterdam RAI will become the first Convention Centre to organise a musical production in collaboration with a theatre producer.
On Wednesday 29 August 2012, the Board of Amsterdam RAI signed a unique partnership agreement with Albert Verlinde Entertainment. This will see the Dutch version of the musical Shrek showing exclusively in the RAI theatre as of mid-October.
Unique
The partnership is unique as Amsterdam RAI will become the first Convention Centre to organise a musical production in collaboration with a theatre producer. Moreover, it is also the first time that Albert Verlinde Entertainment has created an open-ended production that remains at a single location. Amsterdam RAI and Albert Verlinde Entertainment have agreed to join forces for a period of several years.
Shrek the Musical
Shrek is a major show featuring a giant stage and impressive decors. The musical has already been a huge hit on Broadway and in London’s West End. Colouring the entire RAI Theatre green, Shrek offers visitors an amazing overall experience. “Shrek promises to be such a monster of a show that going on tour with the production would have been virtually impossible,” says Albert Verlinde. “We are delighted with the partnership between Albert Verlinde Entertainment and Amsterdam RAI.”
‘Permanent theatre’
The authorities in the Netherlands are making significant cuts in spending on ‘culture’, while the recession has also affected visitor numbers to events. People have become more critical and visit the theatre less often. To realise a unique production requires a permanent location. “We are proud to welcome this spectacular musical to the RAI Theatre,” says Hans Bakker, General Director of Amsterdam RAI. “Together we will do everything we can to offer our visitors a wonderful experience.”
Corporate packages
A visit to the Shrek musical also offers great potential for businesses. BOOKX is offering special visitor packages exclusively for the corporate market and groups of ten people or more. This Amsterdam-based company has wide experience in organising corporate events.
Albert Verlinde Entertainment
Albert Verlinde Entertainment had already obtained the American rights from the Dreamworks entertainment company. Shrek has been playing sold-out shows in the Royal Drury Lane Theatre in London since June of this year and is currently touring the USA. The international hit musical will be on show in the Netherlands as of October 2012, exclusively in the RAI Theatre.
Photo caption: Hans Bakker (l), General Director of Amsterdam RAI and Albert Verlinde (r), owner Albert Verlinde Entertainment.
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales.
She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
