Valkenburg, Tourist City Development

The Case:

Valkenburg aan de Geul is a small historic town not far from Maastricht. This picturesque town is situated in a unique environment for the Netherlands: in a valley between a few hills. Since the end of 1800, the town is mainly dependent on tourism, making it the oldest tourist town in the Netherlands. The caves, ruins, the casino, the amusement parks, the thermal baths and of course the landscape around Valkenburg make the city known to almost all Dutch people.

Because tourism is important in Valkenburg, the city constantly renews itself to stay up to date. After refurbishing the inner city, the city is now focusing on the western part, the area where most attractions are located. TDAC was asked to create a vision for this area and to investigate how this area can be made more attractive for tourists, while balancing this with respect for the residents of this area.

The Approach:

Creating a tourism vision for a certain part of a city requires a tourism vision for the whole city. As this did not exist, we started with a group of key stakeholders to create a Theme Statement for Valkenburg as a tourist city. This statement could serve as the overall direction for tourism development in the city in the coming decades, and which provided us with a basis for the Vision of Valkenburg-West.

Creating a tourist vision in a city means that one of the most important stakeholders for this vision are the residents. We teamed up a local specialist in resident participation processes. Together, we researched the area, with TDAC concentrating on the tourism sector in combination with an analysis of the potential of the area for the creation of new tourism. We investigated the guest flows in the area, including the parking challenges. We investigated the possibility of creating attraction zones, that would respect the people living in the area. We drew up attraction matrices and organized several brainstorming sessions with entrepreneurs, residents and officials..

As a result, we jointly drew up the first vision for Valkenburg-West, which was presented to the municipal council.


Hosso owns and operates several inner-city shopping centers in northern Poland. Some of these shopping centers include leisure activities.

As Hosso expands, they are planning to extend their leisure experience to a newly built theme park in northern Poland. Hosso asked TDAC to assist them in their initial business planning.

We were the Cultural advisors for the World Food Experience in Ede, The Netherlands.

World Food Experience

The Case

The region around the Dutch village Ede is globally known for the food industry. The worldwide renowned agricultural university, Wageningen University is located here.

A former military base, adjacent to the Ede/Wageningen intercity station became available for redevelopment. This site is the perfect location for a long-standing idea: an Experience Centre about the importance of food and the role of the region in this industry.

The World Food Experience chose BRC Imagination Arts as the designer for this prestigious project. TDAC acted as local cultural advisors and business advisor for the World Food Experience on behalve of BRC.

The Approach

TDAC advised the project developers on processes, investment levels and budget allocations. The developers were successful in securing the budgets, after which the project entered a new round of bidding.

BRC Imagination Arts was one of the tendering companies for this project. Based on our relationship, TDAC’s knowledge of the project and the local culture, TDAC joined the BRC team as a (cultural) advisor until finishing the Design Detail phase. After this phase the project ended for BRAC and turned towards other contractors.

For more information on TDAC services for museums, please check here.


The Case

Every 10 years, the Floriade is organized in the Netherlands. This “Bureau International des Expositions” accredited world exhibition will take place in 2022 in Almere, near Amsterdam.

TDAC was honoured to organize a review session one year before opening. We were asked to assess the master planning and the pavilion entries and create an advisory report on how the existing plans can be improved to make the Floriade in 2022 a success.

The Approach

Together with the management of Floriade 2022, we selected a balanced group of external experts, whom we invited to attend a two-day review session. During this review, the management of Floriade 2022 presented its plans and ideas to this group of experts, moderated and structured by TDAC. These plans included master planning, pavilion designs, events, marketing and hospitality. During the reviews, the experts provided suggestions for improvement and discussed as a group identifying the best solutions.

The results of the evaluation session were documented in a report with clear recommendations on how to improve existing plans.

The Rig


Oliver Wyman approached TDAC to review the Cultural attraction offering in their first concept for The Rig, a new to build entertainment destination in a unique location: Offshore in the Arabian Gulf.

The Approach

We reviewed their plans and discussed our conclusions with the Oliver Wyman team, followed by a client presentation in which we provided our vision on the cultural elements at The Rig.

To learn more about the TDAC services for theme park developments, please check here.

Bart Dohmen leisure industry veteran consultant

Bart Dohmen

Since the start of his career Bart Dohmen has been active in the high-end Themed Entertainment world and has worked on many projects in many different executive roles. As an engineer Bart entered the leisure world from the technical side but got really attracted by the multidisciplinary site of the visitor attraction world. After earning a Master Degree at NIMBAS/Bradford university, Bart joined the Executive team of BRC Imagination Arts and became responsible for the European office. In this role Bart was working on projects as as the make-over of Heineken Experience, the EU pavilion at EXPO 2015, 24hr of Le Mans vistor center, World Food Center, Freej Theme Park Dubai, Floriade World fair 2012, and many other brand-center, museum and theme park projects in Europe and the Middle East

Bart has won several awards with projects he worked at. Just to mention a few:THEA Award, AV Award and the Exhibitor EXPO Award.

As a Visitor Experience veteran, Bart is frequently asked to be speaker at international events, and has been on stage at MIPIM, MAPIC, ISE, AHIC Dubai, DEAL, ICSC, IAAPA, TEA and others. Already on a young age, Bart was recognized for his talent and became Chairman of the board at the international Leisure conference TILE in 2005. He got many times interviewed for the industry magazines and more recently Bart Dohmen started to write his own articles.

Coen Bertens

Coen Bertens

Coen Bertens has more than 23 years of experience at Efteling. Efteling is a leading theme park resort in the world with more than 5 million guests annually and more than 3,000 beds in their accommodations.

The first 10 years Coen worked as a Controller. During these 10 years he earned his post-graduate master in finance. After 10 years he switched to Operations. First as Park Manager, later as Deputy Director. The last 8 years of his career at Efteling Coen was member of the Board of Directors of Efteling. The first 4 years as board member Coen was as COO responsible for the operation of the theme park and all hotel and bungalow park accommodations. The last 4 years he managed the theme park and was responsible for 2,300 employees.

During his career Coen and his team achieved a number of awards

– THEA awards for darkride Symbolica

– Brass Ring award for Polles Keuken restaurant

– Most Guest friendly company in the Netherlands

Coen Bertens is very proud of the fact that in the period 2014-2019 under his leadership the number of guests at Efteling increased from 4.4 million to 5.2 million per year, while waiting times at the attractions decreased by 7%. 

Coen is regularly attending and speaking at international leisure events around the globe.

Peter van wijk consultant monkey town 24indoor

Peter van Wijk

With years of experience in the Fitness- and nutrition industry, Peter van Wijk switched careers in 2012 and started in the leisure industry, focusing on the indoor leisure sector at the Monkey Town Group with an interim job.

After the first successes, Peter joined the Monkey Town Group on a more permanent bases and was held responsible for the expansion and business development of the group. In the years following from 2012-2016 Peter opened more than 30 locations successfully and was responsible for the expansion, funding and (operational) training of these new locations.

In 2017 Peter founded the company, “24Indoor” an international indoor leisure scale-up platform that invests in the indoor leisure sector and acquired the brands Monkey Town, a group with over 55 FEC’s and Streetjump, a group of more than 10 trampoline parks and offers daily recreational activities for more than 6.000.000 visitors per year.

Throughout the years Peter has build-out an organisation of over 65 parks ( combined company owned and franchisees) in 3 countries: The Netherlands, Switzerland and Germany. And the whole organisation counts more 2000 employees. In 2022 24Indoor is still one of the fasted growing companies in the indoor leisure sector in Europe, with a expansion capacity of opening between 8 and 12 successful locations every year, by buy and build strategy.

Peter is specialized in the sectors of FEC’s (family entertainment centres) , indoor playgrounds an trampoline parks and is often asked for advise by suppliers in the leisure industry, landlords and (starting) entrepreneurs for discussions such as: M&A, Business development, Pricing modelling, visitor behaviour, balancing out investment vs turnover, expansions issue’s  and the funding of projects throughout Europe.

Scott Ault