History

Almelo textile city

Because Almelo is located at a crossroads of land and waterways, the city developed into a flourishing textile city, with several notable textile barons. The city prospered in the 17th and 18th centuries with the rise of the textile industry. However, from 1970 onwards, competition from low-wage countries increased significantly, eventually leading to massive company closures. Because there was hardly any work in other sectors, the unemployment rate soared. In the 1980s, Almelo even became an Article 12 municipality, under supervision of the state due to a structurally poor financial situation.

Theater De Hagen

In those same years, there were also concerns for the city about the heavily loss-making municipal theater De Hagen. Annually, with a strongly increasing trend, up to even 2.4 million guilders had to be invested in it. Because the struggling situation of the theater did not go unnoticed, there were pleas for privatization. The late alderman Gerrit Stuivenberg commissioned a research firm to look into the possibility of privatization. It turned out that despite the granting of cultural subsidies, approximately 50 percent could be saved in annual municipal costs through privatization. Suitable parties were sought. During the takeover of the bankrupt fry factory Tijhof by Ad van der Valk, the privatization of theater De Hagen was also casually mentioned to him.

Van der Valk Agreement

In 1986, an agreement was made with the Van der Valk concern. For the symbolic amount of 1 guilder, Van der Valk became the owner of the former theater. The condition was that the theater had to be integrated into a large building, which would also house a hotel, restaurant, and conference center. This was meant to provide a boost to the then struggling Almelo economy. The agreement was unique: until that time, all theaters were owned by the Dutch government, and the Van der Valk family had no experience in operating a theater.

Theater Hotel Almelo

Van der Valk invested twenty-five million guilders in the construction of a hotel, underground parking, swimming pool, and the necessary inventory renewal. The front part of the theater was completely demolished to make room for the hotel. The theater hall was kept intact; the hall was in excellent condition with newly upholstered seats and good acoustics. The Old Gentlemen's Society was also incorporated into the building. In exchange for this space, the gentlemen of the society received a new society in the new part of the Theater Hotel. The Old Society was converted into a restaurant. Cultural center "De Hagen" was transformed into Theaterhotel Almelo.

From the Article 12 status

Van der Valk integrated the theater into a hotel and congress complex and also became a theater operator, to the satisfaction of both parties. This allowed the municipality to save significantly and allocate more than 1.2 million guilders annually elsewhere. The Municipality of Almelo started extensive urban renewal and attracted more investors to the city. Almelo even managed to shed its article 12 status. In 1992, the Bronze Beaver, a national award for building and housing, was awarded to Almelo for the new construction projects in the city center.

Family business

On January 21, 1991, the new Theaterhotel Almelo was opened. Since its opening in 1991, the Hammink family has managed the business. On January 22, 1991, Simone Kleinsma was the first artist to take the stage at Theaterhotel Almelo with the musical Sweet Charity. At that time, the Hammink family had no theater experience but did have hospitality experience, having previously managed motel De Wouwse Tol near Bergen op Zoom (North Brabant). They moved with their young family to Twente's Almelo. The family lived in the hotel during the first years, allowing them to fully embody the concept of hospitality. Their love for the profession and the city was passed on to the children, who today are involved in the Theaterhotel in some capacity with their education and experience.

Restructuring Van der Valk

Van der Valk was expanded from the early 1990s by family members into the largest hospitality company in the Netherlands with 59 branches and 25 hotels worldwide. Like the first hotels, almost all of them are owned by family members. The concept is based on "consistency and affordability." In 1996, a restructuring of the Van der Valk company followed, and the Hammink family became fully independent entrepreneurs and owners of the Theaterhotel. Van der Valk is now a cooperative of family members who all independently manage their own hotel. The company does not have a head office but has various committees and boards in which the family members share their passion for and knowledge of the field and inspire each other for the development of the individual hotels as well as the entire chain.

New wing

The integration of the theater, hotel, and restaurants under one roof became a successful formula, making Theaterhotel Almelo a well-known establishment in Almelo and beyond. With the growing regional business sector in mind and faith in the city's development, the family boldly invested in the hotel and hospitality. On January 16, 2009, the Theaterhotel opened a new wing with 85 new hotel rooms and a multifunctional hall of 800 m². Additionally, the theater seats have been renewed in recent years, and a new fly system was installed in the theater.

The Society, Dock 19 and Solera

The Hammink family saw multiple opportunities in the hospitality field and introduced Tapasrestaurant Solera in Almelo in 2004, where people enjoy more than 100 authentic Mediterranean dishes. This turned out to be a huge success, leading to the establishment of Solera Borne in 2010. With the trendy Dock 19, food & drink, the family introduced a new concept in Almelo in 2006: a fusion menu, trendy interior, and inviting bar. Dock 19 was in the cocktail top 10 of Special Bite and received rave reviews from the editors of Lekker.
The characteristic, monumental indoor restaurant De Sociëteit received a contemporary new and atmospheric styling in 2012. Through personal hospitality and passionate gastronomy, 'dining out' gains a new dimension in this restaurant.

Constant movement

The organization continues to be constantly in motion today. For example, the Theaterhotel was one of the first hospitality businesses to receive the HACCP, the control process for food production. The Theaterhotel also received as many as 4 'meeting hammers' from the conference and meeting classification for the high business level of its various facilities. In February 2014, Theaterhotel Almelo obtained the silver Green Key certificate, the industry hallmark for Corporate Social Responsibility.

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