Anyone visiting the atmospheric oasis of Claus for the first time steps into a world of ambiance, experience, hospitality, and endless possibilities. With choices like Claus Events, Courtyard by Marriott Amsterdam Airport, Claus Bowling, and BARRACA Rodizio Grill & Bar, there’s something to match every guest and every wish. But standing still in this industry? That’s simply not possible. Which is why Rick Claus (68) feels it’s time to take a step back and hand over the family business to the next generation: his sons Jelrick (35) and Warner (29).
Behind the scenes, the handover of the Claus family business has been in the works for some time. “Last year, I already started stepping back,” says managing director Rick about the process. “When you make room for the next generation, you really have to let go. It doesn’t work if I’m still walking around here every day.” Something he’s managed well, without any difficulty. “Because,” Rick says of his sons, “they’re even better than I am.”
Still, passing the business on to the next generation was never a given. After Rick’s brother left the company, the management structure changed and a Supervisory Board was introduced. “What should have brought more clarity ended up creating uncertainty in direction and pace. Decision-making slowed down, visions clashed, and progress stalled.” As a result, a bold decision was made: in 2022, the Claus empire was split between the two brothers. Rick stayed on as director together with Jelrick. “That put entrepreneurship back in motion. Warner joined as operations manager and has since grown into general manager. The best part is that they chose this themselves. That was very important to me. And, of course, they also had to be the right fit.”
Strategy sessions with Patrick van der Pijl
But how objective can a father be when assessing his own sons? “That’s difficult,” both Jelrick and Rick admit. So they sought outside help. “Together with consultant Patrick van der Pijl, we held several strategy sessions. Where do we want to go, and how are we going to get there? The foundation had to be solid. The Claus feeling had to remain, but we also needed to think in terms of strong, independent brands. In the past, we did everything under the Claus name. Now we’re building a distinctive identity for each brand, with focus, recognizability, and a brand-driven approach.”
That means Warner (29), along with Simone Lijdens, now serves as general manager of Claus Events, Claus Bowling, and BARRACA. “The great thing is that they both do it with a smile and positivity, always thinking in terms of possibilities. You can see that energy spreading to our staff, which is very important to us. Because not only our guests, but also our employees are our ambassadors and calling card. We place great importance on atmosphere, service, and quality, and we invest heavily in that. Once employees understand that, we give them a lot of freedom.”
Fully immersed in the experience
Putting guests first has never changed in the 56-year history of the Claus family business. “I still remember when we started with the bowling alley in Haarlem,” recalls Rick. “I was 12 years old at the time. Every evening we went onto the lanes to explain the game.” It’s a perfect example of the kind of experience they want to give their guests. “From the moment people walk in, we want them to completely immerse themselves in the experience. Whether it’s for an event, dinner, overnight stay, or conference – everything has to be perfect.”
To ensure that, current Claus Group managing director Jelrick has a clear vision. “We’re approachable, we think along with our guests, and we see through their eyes. We’re constantly trying to improve that experience. And especially for events, guests need to be able to visualize what’s possible. And the answer is: pretty much anything. If you want to walk in on an elephant, you can.” Rick laughs, “It’s happened before! Claus Events is no longer just a party venue. The time you spend here, you can never get back—so it’s incredibly valuable. We’re the directors of that experience, and that’s a big responsibility. We’re so much more than a location; we create memories and deliver experiences.”
As a director, taking all the worries away
And that means standing still is never an option. “We have to stay alert and never lose focus. That’s why we have some big news coming at the end of August.” But the most important thing? “Personal attention and the ultimate guest experience. That’s what we, as a family, feel responsible for and where we get our energy from. We want to cherish the companies that come to us, adding value by giving them one point of contact for everything. Like a director who takes away all the worries and pampers them for an unforgettable experience.”
Source: INTO Business | Text: Sandra Zuiderduin | Photography: Michel ter Wolbeek
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