Man en vrouw glimlachen met ijsje bij een ontspannen open dag

Organising an open day: from visitor to ambassador

An open day is much more than opening your doors. It is a strategic moment for your visitors, whether they are prospective clients, employees, neighbours or partners. You show who you are and what you stand for.

A well-organised open day builds trust and strengthens your brand position. It produces concrete leads or job applications. It gives you the chance to make a personal impression that no website or brochure can match.

But an open day that is not properly set up can have the opposite effect. A messy reception, long waiting times or a dull tour do more harm than good. That is why an open day deserves the same attention as any other corporate event.

Defining the audience: who is the open day for?

The first question is: who do you want to reach? The audience shapes the whole concept. Common target groups are: prospective clients or customers, new employees (recruitment and employer brand) and local residents or neighbours (community support). On top of that there are existing clients and partners (relationship building) and press and media (brand awareness).

You can also combine several audiences, but make sure you have differentiated programme elements. A prospective client has different needs from a neighbour.

The concept: from tour to experience

A standard tour with coffee is not enough. Turn your open day into an experience that fits your brand. Think of interactive demonstrations of your product or service, and encounters with the team. Add: workshops or mini-sessions that offer value, entertainment that lifts the mood, and a welcoming reception with good catering.

The best open days have a thread running through them: a theme or story that returns throughout the programme. That makes it coherent and memorable.

Logistics and visitor management

At an open day, logistics make or break it. You want visitors to feel welcome and move smoothly through the programme. Plan ahead: registration and reception (avoid queues), routing through the building or grounds, capacity management per activity. Also organise: signage and information, parking solutions and accessibility, and a clear time schedule.

Deploy enough hosts and hostesses. There is nothing nicer than someone who welcomes you and shows you the way. At large open days you can work with time slots to spread the crowds.

Communications and promotion

An open day is only as good as the turnout. So invest in communications that reach and excite the right audience.

Start the promotion 6 to 8 weeks ahead. Use a mix of channels: email campaigns to your existing network, social media and press releases for local media. Add invitations via your sales team and a landing page with registration.

Make the invitation appealing. Communicate what there is to see and why it is relevant to the visitor. What do they get out of it?

Also plan the follow-up after the open day. Send a thank-you email, share photos and videos, and make concrete next steps with interested visitors.

Budget: what does organising an open day cost?

A family day, open day or supplier day costs around €200 to €300+ per person ex. VAT at 250 to 500 guests. For 500 to 1,000 guests you can count on around €175 to €275+ per person. For 1,000 to 2,000 guests on around €150 to €250+ per person. For more than 2,000 guests on around €100 to €150+ per person. All amounts excluding VAT, including venue, catering, entertainment and production.

A family day or open day targets a broad group including children and partners. The cost per person is lower than at an evening party because the programme and the catering level are different.

Ready to open your doors?

An open day is the moment to show who you are. At Live Impact we help organisations turn an open day into a strategic moment. A day that wins over visitors and connects.

Call 085 401 40 14 or email hello@live-impact.nl for a no-obligation conversation.

Seriously fun.

Also read

• Event marketing: why a live event makes your message resonate more strongly

• Kick-off program: how to build a day that sticks

• Teambuilding activities: 20 ideas that really work

Frequently asked questions

Can Live Impact organise a public event for us?

Yes. Live Impact organises public events for companies, institutions and municipalities throughout the Netherlands. We support the entire process: from concept development and permit process to entertainment, safety plan and delivery on the day itself. Our experience with large public events carries through on the day itself. Even with unexpected crowds, we stay scalable and calm.

Want to know more about organising a public event? Read our full article →

Welke vergunningen heb je nodig voor een publieksfeest?

Bij een publieksfeest met meer dan 250 bezoekers is in de meeste Nederlandse gemeenten een evenementenvergunning verplicht. Vraag deze minstens 8 weken van tevoren aan. Bij grote evenementen is 12 weken nodig. De gemeente beoordeelt: bezoekersaantallen, geluidsniveau en eindtijd, vluchtwegen en veiligheidsplan, verkeer en parkeren, en omgevingscommunicatie. Naast de evenementenvergunning heb je mogelijk een aparte drank- en horecavergunning nodig als je alcohol schenkt. Voor tijdelijke bouwwerken zoals een tent of podium is een omgevingsvergunning nodig.

Meer weten over het organiseren van een publieksfeest? Lees ons complete artikel →

How do you draw a crowd to a public event?

Start communicating at least 4 weeks ahead. Use local social media (Facebook events, Instagram with geo-targeting), neighbourhood newspapers, door-to-door flyers and press releases for local media. Build a clear event page with all practical information: time, programme, parking, free or paid. Keep the sign-up threshold low if you use registration. On the day itself, visible signage, a welcoming entrance and clearly visible street communication make a strong first impression. That first impression sends people on into the event.

Want to know more about organising a public event? Read our full article →

What is the difference between a public party and a company festival?

A company festival is private: you organise it for your own staff, business relations or invited guests. A public party is open to everyone: local residents, customers, passers-by. That difference has major consequences for your programme, your safety plan and your permit strategy. At a company festival you know who is coming and how many. At a public party you don't. You need different facilities: more first aid, security at the entrance, audience promotion and communication with the surrounding area.

Want to know more about organising a public party? Read our full article →

What does organising a public party cost?

The costs of a public party depend on the number of visitors, the venue and the programme. A small-scale public party for 500 visitors on your own grounds quickly costs €8,000 to €20,000. For a medium-sized event of 1,000 to 2,500 visitors with entertainment, catering and security, expect €25,000 to €75,000. Large public events (5,000+ visitors) start at €100,000. The biggest cost items are technical production, entertainment, catering and security. Sponsorship can cover part of the costs.