Delivering certainty in uncertainty: Managing event logistics for a global fashion event under extreme weather conditions 

When nearly 2,000 hotel nights, dozens of international guests, and a city brought to a standstill by heavy snowfall, event execution becomes less about perfect planning and more about adaptability, teamwork, and trust. For the second year in a row, Rogier Bosscha, Project Manager at ATPI Benelux, was responsible for the annual Partner Event of a global fashion brand in Amsterdam. The event brings together key global partners and employees of the fashion company, for the presentation of upcoming collections. This year, however, the conditions were anything but routine. “At this scale, preparation is everything,” says Rogier. “An event like this takes about six months of detailed planning. You map every task, every responsibility, and every possible scenario, but you can never predict the weather conditions.” 

Planning for scale, and the unexpected 

The numbers alone illustrate the complexity: almost 2,000 hotel nights spread across three Amsterdam hotels, twelve ATPI staff on site, and at peak moments up to 85 private drivers operating Mercedes S-Class, V-Class, and Sprinter vehicles to transport guests safely across the city. Weather disruption had, of course, been included in the planning scenarios. Two months ahead of the event, the team had already secured 250 kilos of de-icing salt to ensure safe access to venues. “We always prepare for bad weather,” Rogier says. “What we didn’t expect was that the situation would become so extreme that trains, buses, metro lines, and even flights would stop almost completely across the Netherlands.” 

When plans meet reality 

The first major challenge surfaced on day one. Public transport had ground to a halt, preventing several ATPI team members living outside Amsterdam from reaching the city. “We had to switch gears immediately,” says Rogier. “Amsterdam-based colleagues literally jumped on their bikes to get on site, while for others we arranged direct pick-ups through our transport partners. It was a clear moment where flexibility mattered more than structure.” As it became clear the weather would not improve, ATPI worked closely with the client, suppliers, and partners to adjust the plan. One of the biggest challenges was getting stranded guests to Amsterdam. Many international attendees were stranded outside the Netherlands, particularly in Belgium and Germany. “The key question became: how do we still get everyone to Amsterdam, safely and seamlessly as possible?” 

Adapting logistics in real time 

Based on experience from large international events, Rogier and the team relied on their trusted suppliers. “We’ve worked with many of our suppliers for years. That trust makes a huge difference when you need to act fast and decisively.” The solution meant arranging dozens of international transfers from cities including Berlin, Brussels, Düsseldorf, and Charleroi. Depending on group size and urgency, transport ranged from Mercedes minivans and Sprinters to full 53-seat coaches. “Even with experience and strong supplier partnerships, it was still one of the most challenging events I’ve ever managed,” Rogier admits. “But that also made it one of the most rewarding.” 

A true team performance 

As the week went on, the pressure continued to build. Email traffic increased from an average of five messages an hour to peaks of around sixty, driven by cancellations, rerouting requests, and last-minute changes. ATPI responded by strengthening both on-site support and back-office capacity to keep service levels high throughout the event. “This event was a true team effort,” Rogier says. “People put in long hours, stayed flexible, and focused on finding solutions. Without that commitment, it simply wouldn’t have worked.” 

Looking ahead 

Looking back, one feeling stands above all others: pride. “I’m incredibly proud of the team and of the way we worked together with our suppliers,” Rogier says. “This event showed that preparation matters, but just as importantly, that you have to trust your people and be ready for anything.” With the next client’s Partner Event already in sight, the experience has only strengthened confidence going forward. “If anything,” Rogier adds, “this edition has made us even more prepared for what lies ahead.”