From various positions at ING to creating concepts and events with her own company. At the start of the conversation, it immediately becomes clear that Sabine Fredriks, recently appointed director at SugarFactory, is not one to be fooled. Even more striking is her high level of enthusiasm for the event industry, her new job, and life in general. We would like to introduce you to this vivacious lady in charge and her brain full of creative ideas.
At the time of our interview, Sabine has only been with SugarFactory for six weeks. However, the series of plans already on the shelf suggests that she must have been there longer. Sabine has big plans for her SugarFactory of the future, and her ambitions are accompanied by a healthy dose of enthusiasm—it's immediately apparent! Sabine: "I've had several really nice jobs, but this is truly a dream job. It feels like the universe planned it that way. I've always had a passion for events and thought SugarFactory was a great location. So many different aspects come together in this job and there are so many wonderful opportunities – I have to say, it's really fun.
Looking ahead
For those who are not yet familiar with SugarFactory: this former sugar factory on the outskirts of Amsterdam impresses with its imposing high ceilings and many industrial details. Sabine: "It's a fantastic location with so much potential! I'd really like to expand the range of services we offer. We don't just want to be a venue, we want to offer everything that goes with it, while continuing to work with event agencies. We've simply reached the next level."
Creative ideas galore
In two weeks, Sabine will bring her new team together for their first brainstorming session. Then it should become clear where the focus will lie in the coming period and which of the hundreds of ideas will be implemented. Sabine: "We are at the beginning of a new phase. In the coming years, we will continue to expand our location here, which will offer all kinds of new opportunities. We will, of course, prepare for this in every way possible. I see our growth in the coming years in at least three categories: renting out our location, concept creation, and event production, for which we definitely want to continue working with experts in the field. And finally, I also see us devising and organizing our own events. Think, for example, of events around special moments, beautiful cultural celebrations, or events related to film, theater, stand-up comedy, and sports. But also working with local businesses to promote community building. And, of course, as a pop venue for great music and entertainment events. Or even something for my generation of partygoers and an evening to revive the Roxy?! There are so many wonderful events to conceive and create. Enough to shape something that is truly SugarFactory in the coming period!
Like a fish in an immense ocean
It's clear that Sabine is in the right place at SugarFactory. Sabine: 'So far, I'm enjoying every day more and more. I can see myself staying here for another twenty years. It's a great place with an enthusiastic team and plenty of room for new things. That works out well, because my head is always overflowing with ideas. I'm one of those people who keeps a notebook next to their bed. The person who hired me described it very nicely and vividly. He said, 'You're like a bar of soap that bounces around with all kinds of ideas, and every now and then you just need to go back to that soap dish'. I feel like a fish in water here. Or rather, in an ocean."
