The ArenA through the eyes of our Crowd Services Manager: Willem Hegen

Sinds late 2015, Willem Hegen has been working at the Johan Cruijff ArenA as Manager Crowd Services – a job with a lot of diverse tasks. He came here after having worked at the Olympic Games, the Commonwealth Games and the World Championship Rugby. "The Johan Cruijff ArenA was just appointed as one of the venues for the EURO2020, a huge sport event. I was very interested in experiencing an event like that from the venue's point of view." Hegen also names the social role that the stadium has as one of the reasons why he wanted to work here. "It adds an extra dimension to the organisation and my work."

Improving

Together with his colleagues, Hegen is involved with the organisation of big events in the Johan Cruijff ArenA. These are football matches of Ajax and the Dutch national team, but also dance events and concerts, like Harry Styles and The Weeknd. The daily tasks of Hegen are on the themes of security, hospitality, ticketing and innovation – every subject that influences the experience of the visitors. "We try to improve the operation, and with that the experience of the visitors, constantly."

Does this story sound familiar? That's possible! Willem Hegen is a coworker of Hidde Salverda, the operational manager of the Johan Cruijff ArenA. The two work together on a number of subjects.

The Crowd Services team of Hegen exists of three disciplines: Crowd Operations, Ticketing and Payment Servies. The daily tasks of Hegen and his team are quite diverse. They stay in contact with emergency services, train employees and stewards that work at Triple A, make sure the services around ticketing are working, and supply working payments methods in the entire stadium. "In short: important elements so that visitors of the Johan Cruijff ArenA can experience an unforgettable event!"

Besides his teams at Crowd Services, Hegen also leads Triple A – the foundation formed by AFC Ajax and the Johan Cruijff ArenA. "Our stewards, hosts, medicals and cctv employees are all employed at Triple A and take care of security and a warm welcome in the stadium.

Variation

All these different tasks are what keeps the work interesting for Hegen. "No day is the same and I get to work on a lot of different subjects within and for the organisation. I work in an incredible dynamic place together with the biggest organisers in preparation of and during wonderful events." Hegen also mentions his coworkers as a reason why he loves his job. "We're a close and strong team!"

Down under

Hegen is currently not at his desk in the Johan Cruijff ArenA, but in Sydney, Australia. He's working on a consultation, in name of the ArenA, for Australian Conert and Entertainment Security (ACES). During this project he's working together with ACES to advise them on the (security) operation of major events in multiple stadiums in Sydney. "The goal of this project is to exchange as much knowledge as we can and apply this on subjects like strategy, optimalisation and innovation." Hegen has been working on innovation a lot. He's a prt of Johan Cruijff ArenA Innovation and regurlarly helps on projects. "We've got a constant focus on innovating and improving the operation, and with that the visitor's experience."

Magical moments

Hegen has, in the years he's worked here, made a nice list of special days at the stadium. "From thousands of visitors singing along to the Rolling Stones and Coldplay, to partying crowds during special editions of Sensation, the European Championship in 2021 – which got delayed a year because of the pandemic and a long prepration period – and the magical Champions League evenings." Besides these big days, Hegen also has a personal highlight. "I thought the "Langs de Lijn" concept was fantastic. I got to have dinner with my parents around the half way line!" The Langs de Lijn pop up restaurant gave people the opportunity to have dinner next to the pitch, during the lockdown of 2020.

Ambitions

Hegen is also looking to his own future and that of the stadium with a positive view. "When I come back from Sydney in 2023 there's a series of amazing concerts planned that I'm looking forward to. The stadium is always developing and there are amazing chances for the employees, organisation, the building and the neighbourhood. I'm proud to contribute to the growth and hope to keep being able to develop myself at the Johan Cruijff ArenA."

Curious to know more?

Working at the Johan Cruijff ArenA has been a great experience for Willem Hegen for years. Curious to see what other employees do daily or are you interested in applying for a job? Click here to go to all our blog and news items and here to see all our vacancies.