„Der Irene-Knopf“: Warum Prominente keine Eventplaner googeln

Irene AvogadriSo I got a call from, for example, MTV in London. Mhmm. And it was so funny because I I picked up the phone and was like, hello. This is MTV London. I heard we we heard that you're the best party planner in The Netherlands. And I was like, is this a joke? You know? And I was like, yeah. You're right. You're right. That's me.

the Future of HospitalityWelcome to our podcast, the future of hospitality. I am your host, Arjen Eichlerbaum. And today today, our guest is Irene Avogadri, event and destination consultant. And not your average one because with clients, celebrity clients like Justin Bieber and Ed Sheeran, we have someone special here. Irene Irene or Irene, welcome to our show. Well, however you wanna pronounce it. Thank you, Arien. Thank you for inviting me. People pronounce your name as Irene, but I know you as Irene. So let's let's call it Irene as you are. Irene, tell us who you are, what you do exactly and why, and let us dive into your amazing, profession and all your experiences.

Irene AvogadriThank you. What a warm welcome. Can I come more often? Go ahead. Okay. Okay. So my name is Irene Abougadri. Abougadri is an Italian name because I was born in Sardinia in Italy and with a Italian father and a Dutch mom from Amsterdam. Okay. Living in The Netherlands now, mom of two boys, and like you said, destination and event consultant.

the Future of HospitalityYeah. I like that title. So tell me some more about your what what made you decide to become a consultant? Now let us first first go to Mhmm. To to the core of it. How did Justin Bieber come in the picture? Oh,

Irene Avogadrino. Then we need to start from the beginning. Otherwise, it it doesn't make sense. That whole story is a bit crazy. Yeah. Alright. So how okay. Your question before that was how did I if if I had the dream of becoming an event and that's I didn't. I didn't. No. I didn't like school. I didn't like school. I didn't like homework. I liked school, but I didn't like homework. And I just knew I I wanna do something with maybe travel the world or I I I think it was dead. And then I did a private school for tourism in Amsterdam only because it was only one year. Then I one was that?

Irene AvogadriThe name was school?

the Future of HospitalityIt was a private school. The world travel school perhaps? Because The world travel school. Yeah. I went through that one. No. You did not. 1991.

Irene AvogadriNo. At the year of Graft.

the Future of HospitalityYes. That that's where I was yeah. That's where I did my oh my god. We didn't even know this. It was The Hague in Amsterdam back in the Yeah?

Irene AvogadriYeah?

the Future of HospitalityOh my goodness. In common. Wow. This is so funny. Also by graduated in all all subjects and Yeah. Became a KLM one and two IATA specialist.

Irene AvogadriYes. Really? Oh my goodness. This is so funny. So we went to the same school. We didn't even know that. And the only reason I I did that is because all the other educations were, like, three or four years, and I just wanted to work. I didn't like school. I was like, let me do this, then I have something, and then I'll just, you know, try it as a cabin attendant or whatever, and let's start there, travel the world. Oh, wow. Well, it didn't work out that way. Go ahead. I went to, it it's like this office where they have the the job mediation, and I went there, to look for a job, in in the meantime. And they were like, you're interesting. Why did you come work here? Like, well, why not? I don't have a job, so let's start.

Irene AvogadriI did that for three years making people happy, I guess, with jobs. And I love the fact that even the people who didn't know what they wanted, that I gave them something that that they went to with a big smile every day and and when they went to their job. But at the same time, I was the one in it was in Amsterdam South Ost Amsterdam, South Ost. I was the one in the office where we had, like, I think, thirty thirty staff members. I was the one who always like, oh, let me plan the event, the summer event, or the event for all the how do say that? All the employees that we got at all the jobs. And so I knew that I liked the organization and the planning part.

Irene AvogadriSo after that, after three years, it was either you become a manager at the office or you were going out to do something else. Mhmm. And that's what I did. So I started working as an event planner for a company in Amsterdam. But after two years, I loved it. And after two years, they decided to close the Amsterdam office and go to Rotterdam. I didn't wanna go to Rotterdam at that point. So I was without a job, but no panic. I think that my mentality is always like, oh, things will work out fine. No problem. We'll see. And then I got offered a job as an artist manager, which is, like, completely something else.

Irene AvogadriSo I started working for artists. Well, I say completely something else. Maybe not because it was also, like, trying to make the best for the artist. So maybe not a job, but still their own job and their own image. And But how did you get there? I mean,

the Future of Hospitalityyou because you may make a huge jump from event planner to artist manager or planner or whatever. Well, I don't Yeah. But how do you get there? I mean, because that is a solid door. You need to open that door first. I mean, they don't see you. Halo. I'm Marine. No. How did that work? I don't know what it is, but I think that in my life, I always

Irene AvogadriI don't know if I create them or they're created for me, but I always have these circumstances where I meet people and and then things start attraction. What you send out comes to you. I think so. I don't know. So what I did, I I went to another office for job mediation, etcetera. And they were like, well, you know what? We have this artist manager, and he needs a new assistant, for just for a period of three or four months, because his assistant is pregnant. And I was like, let's do it. So I had the conversation. No experience. Nothing. And I started working for him.

Irene AvogadriAnd then, the lady didn't come back, so I stayed longer. And then I changed office to another agent, where I became the artist manager. So that's kinda how it went. Yeah. I think in life, you need to, what what I I'm a mom. What I tell my boys is, yes. You need certain certificates or, you know, education. It depends on what you wanna do. But I think that the lesson that I really try to learn them is just work work the hardest. You know? Work the hardest and plus, if you wanna have success,

the Future of Hospitalityit has to be your passion. That's what I I was gonna say. I'm so glad you say that. I believe in that too. If I mean, the podcast, I I would couldn't have dream dream like, last year, you know me well. Last year, around this time, if you'd have told me, Arjo, you're gonna do podcast, I would have said, you're crazy. I mean, I was still recovering, and but I started. I was like, let's go for it because I think I will like this. Something told me, this is something that because hospitality, I love hospitality, that's that's my passion. And I cannot I mean, cannot lie. I mean, this is the best I've done in many, many, many years. It's having these conversations, honestly. You're doing such a great job. Oh, thank you. And it gives me so much energy because I it's it's sharing energy.

the Future of HospitalityAnd like you said, go for it, but it needs to give you energy. That's the word, I think. It needs to Mhmm. Make you happy. It makes you make you feel good. And I think then you have that that energy that that flows around. You send it out. You you get it back. And that is the road to success. Whatever success means, I mean, it doesn't have to be a financial success per se, but success is when you feel good and you make other people feel good. That that's what I believe success is about. Yeah. But go ahead. So you ended up, at that moment, artist manager. Tell me some more about that. What did you do?

Irene AvogadriSo as an artist manager, it depends on what the artist requires. Mhmm. It it went from you have, like, doing the contracts when they're, you know, when they have the television deals or radio deals or when it's a performing artist on stage, you need to stay in contact with the booker for the shows that they do. It's image building. You know? What is it that you wanna show the world? How can we get there? So it's a lot. There were artists who were like, oh, can you help me with the mortgage of my house? Not trying to do the finance. How can I do that? And advise not that I'm the adviser, but I will reach out to the people that are, you know, specialized in that.

Irene AvogadriSo, yeah, it it it's it's a lot. And also here, it's serving. Mhmm. You know, you're serving people.

the Future of HospitalityYeah. That makes it rewarding perhaps?

Irene AvogadriIt does. For me, it does. Yeah. And I I just love to make people happy, you know, and and maybe that's the thing that is equal. Artist manager, you make you're trying to make people happy, and with events, you're trying to make people happy too. And and to me, that's very rewarding. Absolutely. Yeah. Yeah.

the Future of HospitalityBecause I can or the the the question that pops up, I mean, you you get to know a artist. You need to do the work with them. Yeah. How is the first contact? Because I can only imagine you get to you have first have you get to know one another a little bit. When is when does the moment arrive that you think, okay. I got to trust now. Is that a process?

Irene AvogadriI mean, the office that I or the agency where I started working, the artists were already in. So it weren't that I needed to attract new artists Right. Or anything. Mostly, once they know you I mean, it's a small world. So when an artist is looking for a manager, there weren't a lot of managers. You know? There were a few. But so I it's people work. So it really needs to click. Can you say that in English too? Like, you really you need to I mean, you you do have it's like a relationship, like like a marriage. You know? You work really tight with each other. So it it there has to be something that that, you know, has a little spark and energy.

Irene AvogadriSo I think that's that's the best thing. And and with some artists, you have that immediately. With some, you can build it. And with some, you don't have it. And then you just need to decide, no. We're not a good match. So no. Can you tell me, well, the the artists that you have a good connection with and still have? Oh, yeah. Well, one of them, I I started doing the management for, at that time, Rosanna Lima, who was a stylist, fashion stylist for, a lot of, artists, for their television shows, for their performances, etcetera. Now she's known for a lot of years, as Rosanna Cloughford. She's married to, Patrick Cloughford for those who are watching and know a little bit about soccer.

Irene AvogadriYeah. I mean, we actually, it's a really funny story because when I, had my job interview at the agency where I started working, I was sitting there with the CEO, and all of a sudden, this little Tasmanian devil entered the room, and that was Rosanna. And she was like, oh, I'm so sorry. And she's so full of energy still. And, she was like, I'm so sorry. I need to sign something. Okay. Bye. I'm out. And she was out again. I was like, okay. Hi. And, she she came back in in, like, two minutes, and she was like, oh, no. And we were like, what happened? And she said, they, broke into my car. And we were like, what? And what they did, she she had this big show for the, Eurofision song, contest and for the national, edition.

Irene AvogadriSo she had, like, 20 or 30, different, fashion sets. Oh, that's fly. In her car, and they they stole it. Oh my god. And she had to show, like, the next day or something. So she was totally panicking. And what I did because the CEO was like, what are we going to do? And I was like, okay. Your bank, your insurance, your and I started calling. Well, it was my job interview. So we had a bond for life, and she told the CEO, that's what I heard later. She was like, I don't care what you need to pay her, what car she wants to drive, but you're gonna hire her as well. Oh my god. What a great story. You prove yourself on the job interview.

Irene AvogadriActually, yes. Yeah. Is amazing. Friend for life. Yeah. Wow.

the Future of HospitalityAlright. So you met quite some artists, high profile soccer players, as you mentioned. Patrick Clive, he's one. There are many more, of course. So at what moment you decided, I'm gonna start my own business?

Irene AvogadriWell, something personal happened. My the father of my children, we didn't have children at that time, but, we were partners for five years. He, became really ill. Oh, yeah. He well, long story, but he, got into a coma, and they didn't expect him to wake up at that time. So it was a really, really difficult time. For, I think, three months, he was in a coma. So, yeah, that that took a lot for me, the family, but also my job. And, again, Rosanna was the one who really from the artist. We were friends already, but Yes. We only became the bond only became tied Stronger with in that in that in stressful moment.

Irene AvogadriAnd she was immediately, she was like, I don't care what you need, but I'm here for you. And, you know, when, fortunately, my the father of my my children, he became better, but but he had to learn everything again. So it was a process of, like, ten years, where I was a care a caregiver Caregiver. For him. And, even at that time in the beginning where he couldn't do a lot, Rosanna and Patrick were like, you have to come and eat here. We're having a barbecue, and you're our special guest. And and we were like or I was like, no. No. You know, I don't wanna bother anyone because maybe, you know, he couldn't walk, very well. And they were like, what? We're gonna pick you up. You know? And so that's where we bonded really, really strong. And then at one point, she said to me, you know what? I think we need to start our own event company.

Irene AvogadriI'm like, okay. So we did with another friend, Anuk Smulders, who at that time was a professional and international model, and she wanted to join. We started the class company, and we started the idea was a high end event company. Yeah. This was in 2007, I believe. Yeah.

the Future of HospitalityOkay. Eighteen years ago. Really impulsive. But that's those are the best I mean, come on. Tell me more because I'm I'm I'm I'm I'm on the edge of my seat. Tell me more. Okay. Okay. From that moment on, what happened? What how did you evolve?

Irene AvogadriWell, the first event that we were doing as a test case, because Rosanna was expecting a baby, at that time. She was expecting, her son with Patrick. So it wasn't Dutch at all at that time because this was 2007, 2008. We did a not a baby shower. I think you call it a sip and see. I think that's the name in in the so, yeah, Kraemfest in Dutch. It's like when the family and friends are going to meet the baby for the first time.

Irene AvogadriOh,

Irene Avogadriyou know what? I have no idea. So we did it in a castle here in Holland. And Of course. Everything was blue, and it was so not Dutch. So not Dutch. You know?

the Future of HospitalityAnd what do you mean by that? So not Dutch? I mean, I I think I know what you mean. The Dutch way of doing stuff, it's very demure and keep it low key and don't go out of your way. Don't show yourself. Don't not too much shiny stuff. Mhmm. Exactly. Exactly. The opposite. This is was like the way they do it in The US.

Irene AvogadriExactly. Yeah. This was like the Kardashian way. Yeah. Absolutely. Yeah. Yeah. So well, I mean, the castle, all the details, you know, the styling. I mean, here in Holland, it was basically, oh, let's have, like, 10 balloons, and we put some little pieces of cheese on the table. We sit all around the table in, a circle. We sing, and that's it. That's the celebration. Yeah. Yeah. And don't get me wrong. This is not how all Dutch people do it, but this is how yeah. I I think this was mainly it, especially in 2007. And we wanted to do it like I mean, I'm Italian. Rosanna is is Portuguese.

Irene AvogadriWe knew how we celebrate. You know? In in our families, we celebrate things really huge, like, you know? Extravagant. Celebration. We think about styling and food and a lot of people and music. Celebrate. So this is what we wanted to to bring to to The Netherlands. But to be honest, in 2007, we weren't ready yet. Well, we were ready, but the people weren't ready. So we really needed to build. Yeah. Okay. But we did a lot of great stuff. So, you know, after one or two years, people were like, maybe we should do this. Why not? You know? And, yeah, that that's when we did the wedding of Leslie Snyder and his wife at that time, Jolanda Cabau, van Costa. A high profile soccer player in The Netherlands. Right? He's yeah. He's a soccer player. She she has a well, she lives in LA now and has her own Netflix reality show at this is at this point. Oh, okay.

Irene AvogadriYeah. So celebrity couple here, and it was a four day wedding in Tuscany, Italy. So I think that at that time, people knew who we were, what we what we could do. And

the Future of Hospitalityyeah. You delivered. And that was been that that's been that was been seen. Yeah. You delivered. Okay. Move on to to the other high profile celebrities.

Irene AvogadriInternational. Yeah. So in 2011, unfortunately, Rosanna became ill, like, really ill. She's totally fine now. Thank god. And Anuk, she was gonna host, Holland's next top model. So, unfortunately, they couldn't proceed with the class company. And I had to ask myself, do I wanna do this by myself? Yes or no? And I decided yes. And I like I said before, I don't know what it is, but I always kind of attract all these special not not only special people, but special occasions and and circumstances. I don't know what it is. So Law of attraction. I keep saying it.

the Future of HospitalityYeah. No. True. True. True. Go ahead. Yeah.

Irene AvogadriSo I got a call from, for example, MTV in London. Mhmm. And it was so funny because I I picked up the phone and was like, hello. This is MTV London. I heard we we heard that you're the best party planner in The Netherlands. And I was like, is this a joke? You know? And I was like, yeah. You're right. You're right. That's me. And then they wanted to do this show. They had this show worldwide, super super sweet worldwide or something. And it was like all these sweet 16 parties, and they did one in Colombia. And and they wanted to do some someone something in Holland, and I was like, okay. Let's do it. Yeah. So I always attract, like, special things like that. Good. Now all of a sudden, I had a horrible day at work.

Irene AvogadriAnd it was, I think, 9PM, and I had the idea, you know what? Today, I'm just gonna dive into my bed. It's enough. I had a horrible day. And the moment I wanted to get into bed, I received a message from a dear friend of mine who a Dutch gentleman who lives lived at that time in New York. And he sent me this message, and I read it. It was like, hey, Irene. Could you do a viewing for three villas tomorrow afternoon for JB? And so I said, who or what is JB, first of all? And he was like, oh, I'm so sorry. Justin Bieber.

Irene AvogadriSo I was awake. Yeah. Of course. My my mood was gone. And the only thing I thought at that time was, okay. So I have an event tomorrow, like a big media event the day after. You know what? I'm gonna call one of my assistants to help me tonight arrange this because, of course, we're gonna do this. And the other one, I'm not gonna say anything to her. She needs to focus on the event. I'm not gonna say anything. I don't wanna stress her. So that's her thing. Well, I did ask him a question. Why are you asking me? Because, like, villa viewings, that's not really what I do. Question. What did he say? And he said, yeah. And and he said, well, if something needs to be fixed, you just call Irene.

the Future of HospitalityWow.

Irene AvogadriSo and and I heard this That was your name. That was your name in the It was, okay. Guess so. And I heard it before. There was another, well, like, an international artist, and he said to me, we all have this Irene button in our phone. It's like when you need help, you just press the Irene button. So this is like a big compliment, I guess. It is a big compliment. What do you before you continue,

the Future of Hospitalityit was a good question, that's why I said, but what makes you that good person, you think, for that? The perfect person for that? What what make me sorry? I didn't hear the question. What makes you the perfect person? What makes make them put you under the speed dial?

Irene AvogadriWhat is it? Well, first of all first of all, I think I I I fix it. I I You fix it. Yeah. Yeah. Yeah. If it seems even if it seems impossible You do it. Let's make it possible. I I just yeah. And I just love that idea of, like, what do you mean we can't do it? Of course, we can. You know? So you said at the beginning,

the Future of Hospitalityonce you if you wanna do it, do the best you can. That's what you said earlier in this podcast. You said do the best you can because that is what you need to do. Make them happy. I wanna give that smile. Like That's the answer that I wanted to hear. My main goal. That's my goal. They see that, and you do.

Irene AvogadriYeah. We fix it. It doesn't matter even if it's the middle of the night, you know, Not too often because I'm getting older too. But yeah. So, yeah, that that I just love to fix things and and even make

the Future of Hospitalitya little bit x give them a little bit extra so it's even more than that they expected. You don't just give what they ask. You deliver the whole package that comes that belongs with that little thing that they ask you or big thing that they ask you. That that's what I try to do. Yeah. Yeah. That's what I try to see. I I totally

Irene AvogadriI see why they want that. I think another thing, once you start working with artists and and especially international artists, I always because I I don't do I mean, I I do some stuff alone, but I always have, like, a team. You know? Mhmm. Of course. And one of the things that I always tell them I mean, I I don't need to tell them anymore, but we don't ask for autographs. We don't ask for pictures. We just do the job, and we don't ask for anything. They are the ones asking us to do something, but we don't ask anything

the Future of Hospitalityor anything. So Know your place.

Irene AvogadriYeah. Well, know your play yeah. Yeah. That's that's yeah. But we'd they all sign an NDA. You know? I need to sign an NDA, but my crew needs to sign an NDA for me too. Mhmm. This is not our job. Our job is to make the people happy, and that's what we do. The rest is not important. And then Wonderful. Afterwards, you know, I will proudly tell the world that I had the the honor of, you know, working for Justin and his team and for Ed Sheeran and yeah. Of course. What's

the Future of Hospitalityit like with such high profile clients? Is the pressure different?

Irene AvogadriWell, first of all, mostly, you work with their team. You know? True. It's not that that you're one on one with them all the time. They they have their own team, their family, actually. So it's really important what type of team they have. And my experience is that, for example, all the stories with, you know, I only want blue m and m's and, you know, breaking down the walls with all the art and I've never experienced that. They have really professional teams, really professional teams. Okay. And I think that's another thing that the chemistry works well because they're professionals. I believe I'm a professional. So, you know, you the communication goes smoothly.

Irene AvogadriAnd Mhmm. You know, you immediately know what somebody wants. Okay. I'll get it. I'm on it. You know? So, yeah, I I it goes really for me, it went really smooth.

the Future of HospitalitySo like in your story is that you didn't try to put yourself out there on that level and try to deliver. They came to you. And you were like, hey. Okay, I can do it. But you didn't brag, you didn't you know what I mean? It it it you just were you and you're still you. And that's what I really like about you and appreciate about you. That's what I think makes you so successful. It's the humbleness maybe even, but professionalism. I mean, there's a lot of labels that I can use. I hate to hate labels, but that's what I think. So

Irene AvogadriMaybe maybe I'm I'm I'm first of all, thank you because this is a huge compliment. Maybe this is one of my superpowers too. I I hope it is. I hope it is. I think so. There once was there was somebody who who told me, you know what I like about you? It I think it was at a television set or or music music studio. I don't know. And they said, you know what I like about you? Is that you treat the CEO exactly the same way as the camera guy. And I was kind of surprised when they said that to me because I said, of course, I do.

Irene AvogadriYeah. Yeah. You know? Yeah. But but to Everyone is equal. It was a surprise. Like, no. That's not how it goes. And I was like, well, this is how I work. So yeah. This and this was one of the biggest compliments somebody could ever give me because this is how I want people to know me. Like, I I really try to treat everybody with same respect. Mhmm.

the Future of HospitalityAnd it's your confidence in that that attracts people. Trust me. That's exactly what it is. Without no. Destination consultant, tell me some more about that. What does that entail?

Irene AvogadriSo you just had a sneak preview of that because that's exactly what I did for Justin and for Ed Sheeran. Once I started so I started with his, head of security. We went to, the three villas, and, it's like a side visit. So you need to check the houses, and I never did that. So it was so funny. So you show the houses, and one of the houses was of one of my friends. So thank god I knew the place. So it was in the end, it was that house that they chose because I could tell, like, all the details of the house, of course. You know?

Irene AvogadriSo but to give you an idea, the house didn't have a sauna, and Justin really likes to have a sauna for after the show, for example. So what I did, I

the Future of Hospitalityrentasauna.com.

Irene AvogadriExactly. Yeah. So I put a mobile sauna in there. Yeah. And and a jacuzzi. And then once they arrived, it was like, you get this shopping and the grocery list from the chef. So you get, you know, all the best ingredients, you put it in the in the refrigerator, etcetera. Then once he arrives, it's like, oh, he really wants to play golf, like, for the neck in the next hour. Okay. You need to prioritize everything, of course, because, you know, you can't just put Justin on a golf course where everyone so So that's kind of what I did. And then all of a sudden, one of his team members, he said, you're really a great destination manager.

Irene AvogadriAnd I said, oh, that's how they call it? I didn't even fucking love it. I didn't even know what it was. I it was just like, okay. Let me fix it. You know? So that's what they call a destination manager and or destination management. And I was like, okay. Well, let's put that to my title. Let's add that to my title then.

the Future of HospitalityI I really didn't I haven't I I didn't hear of that title. No. No. No. I didn't I didn't know it either. And you were something that people and that is yeah. Again, I keep saying it. That is what make people attracts you to people, people attract to you. I mean, that's that's that's what that connection is because you are so down to earth and, hey, I do it. Oh, what's it called? Alright. Okay. I'll put that on my title. I have a similar experience. Just not talk about me, but when I I did a interview for a sustainable TV station back in the days, this is like fifteen years ago, and I was working in solar energy, and I was doing the interview, and the producer was so happy at the end of the interview. It was cut, and he applauded. He said, mister Sunshine. I was like, oh, that's a cute name. So I Yeah. I no. Honestly, I created my own web website and my own projects calling it calling it mister Sunshine. I was mister Sunshine for years.

the Future of HospitalityThat's great. And you are. Yeah. Yeah. You're funny. So but back to you, Irene, because this is a great these are great stories. Destination consultant, we we talk so can you give me a few examples of what you're doing right now? Because Justin Bieber, how long is that ago?

Irene AvogadriThis was 2016.

the Future of HospitalityOkay. So we had COVID in between Mhmm. And now it's 2025. What happened in those days? How did you because COVID was no destination events. There was nothing going on.

Irene AvogadriThat was awful. What did you do? Nothing happened. Well, a lot of stress happened. Yeah. Mhmm. I mean, events and travel, that's what I do. And And the world stopped at that moment in 2020. The the last in line, you know Yeah. So to to open again. So yeah. No. That was that was awful. I mean Mhmm. I mean, it was awful for the whole world and and and yeah. No. A bad time. So we we were building afterwards, you know, and and trying to rebuild everything. And crazy year after COVID because everybody wanted to party. You know? We can party again. So that was a crazy year. And now things have the dust has settled how they how they call it. Right? Yeah. So, yeah, no, still doing and planning events, private events, corporate events, organizing incentives for companies to wherever, Barcelona, New York, etcetera, and the other way around. So destination management, well, okay. My first client was Justin and then, had Ed Sheeran. And I thought to myself, okay. But, you know, these artists, they come, like, once every five or maybe even ten years. Justin didn't didn't come back after 2016.

Irene AvogadriSo why don't I focus on the corporate side? Because just like myself, I I go out with with my groups of people, corporate groups of people to, for example, we can do a weekend in Barcelona with them or whatever. You have those corporate groups that are coming in also inbound. So, and that's also destination management. So for example, I have two groups now, that are coming in. One from The UK, one is a group well, the client is from Paris, but the group comes in from all over the world. And they just wanna have two or three really good days, have a meeting, but also have, like, a nice dinner in the evening, go on a boat through the canals in Amsterdam, a lovely Amsterdam. You know them.

the Future of HospitalityMost beautiful place in the world.

Irene AvogadriYeah. Yeah. Absolutely. My destination manager. And then when Ed Sheeran comes, we should always hope that he calls us again, of course. Mhmm. So, yeah, that's it. And and, again, the events and and incentive, it it it just makes me happy. You know? It makes you happy. What also makes you happy is

the Future of HospitalityI think you wrote a book just recently. I did. Book is called Ixiao. That's Dutch for and in English, it's I see you. Tell me about your book. Why Can I show it to you? Oh, yes. Of course. Here

Irene Avogadriit is.

the Future of HospitalityIgg Zio. Yeah. Yeah. Yeah. Me about your book. Tell me about it. If I if I do this Oh my gosh. This is exactly the the the right size.

Irene AvogadriIt was so funny.

Irene AvogadriI never did that before. Yeah. Exactly. After I I think that the biggest contrast was always doing what I do for the artist. People had this idea of, oh, wow. She has a glamorous job, you know, doing all these events, working for the celebrities, etcetera. But what a lot of people didn't know is that I was a caregiver when I was at home for years. And the people who knew it were like, wow. This is such a great story and story of hope, a story of connection, but also the contrast between those two worlds. Resilience. So when it was, COVID, the the whole COVID period, I didn't have a lot to do. And I thought, okay. Maybe this is the time. Why don't I just write a pitch and I send it to three publishers?

Irene AvogadriAnd all three of them, responded very, positive. Like K. They wanted to have a, you know, conversation. Mhmm. So I spoke with all three of them, and, yeah, that that's kinda how it how it went. And then October last year, here it is. But the story is in in Dutch, we say, with a smile and a tear. And it oops. And it every chapter is an anecdote. Mhmm. And it's literally anything. So it's about motherhood. It's about sisterhood. It's about my job. It's about grief. It's about marriage and divorce. So

the Future of HospitalityAnd all the stuff that people don't talk about, but what happens really, really happens. Okay. That's the point. That the most important thing,

Irene AvogadriI see you. Well, the subtitle says, the book is about, consistency, acceptance, and caregiving with a touch of glamor. That that's Okay. Oh, cute. I like that. Yeah. Yeah. And what I wanted to the the message I I want to spread with Ixiao, I see you. Let's see each other. Let's truly see each other. Like, there's this quote, and I'm I'm not sure if I I say it correctly, but it it's something like, just be kind to people because you never know What's going on. What's Exactly. Always say that. Know what's the story behind the person. So, you know, let's treat each other with kindness and respect. That that's kind of what what I always try to do.

Irene AvogadriAnd the same with Ixiao. You know, we can judge, you know, easily and everybody. I mean, but everybody has their own story, why they do what they do. And and if we see each other better, I think

the Future of HospitalityFor real. I think each other for real, we dare For real. Exactly. I think it it will create a better world also. Yeah. Oh, I totally agree. I'm so glad you said that. I I I recognize it. I always say that when I hear people talk about someone else or being unkind to someone else, when I notice that, I always say I always say, be kind. Whatever the situation, you never never you don't know what's going on, what what struggle they're going through right now. Exactly. The biggest smiles behind the biggest smiles can be the biggest struggles.

Irene AvogadriAbsolutely. Yeah. I agree. Yeah. I do say don't don't confuse my kindness with weakness Uh-huh. Because I'm still Italian.

the Future of HospitalityUh-huh. I like that. So Still Italian. Can you give me what would you advice be to people trying to manage both personal hardship and professional ambition?

Irene AvogadriBecause that's what you did. Specify it a little bit more? What what you want to

the Future of HospitalityPeople who trying to manage both. The personal heart personal hardship, that's what you had with your with your husband Mhmm. And keep keep keep the business going. So how do you keep all these balls in the air?

Irene AvogadriIt's in my book, probably the first chapter. I didn't have any other choice.

the Future of HospitalityYou just do That's an honest answer. Just

Irene Avogadrido it. And and, I mean, this is my situation, but a lot of people are in a similar situation where they just need to keep on going. I mean, you need especially as an entrepreneur, you you need to work or there's no money, and there's no food on the table. And I'm a mom, a single mom, so there has to be food on the table. So always try to pick yourself up and move on. Dust yourself off. And try again. Yeah. Exactly. And try again. That's definitely what I always did. And even though I'm this tiny little woman and girl in the past, I never I I think it's Rihanna who said, even if you're scared, just fake it. Just fake it. Just just try to, you know, be as convinced about what you're gonna do as possible, and and don't show the world your fear, and and just, you know, just fake it. And that's that's what I always did. You know? And it wasn't really bluff because I knew what I would I knew that I would deliver. It it's not bluff. But

the Future of HospitalityIt's not the anxiety letting letting letting lead you.

Irene AvogadriYeah. Exactly. And especially as a woman, you always have to convince the man that you can do the job and that you're able to, you know, do certain things too, not all men. But

the Future of HospitalityIs that still a thing? I didn't want I don't want to jump to another subject, but can Of course. That's still that's still a thing also in your profession? You you noticed that?

Irene AvogadriI think it really depends on, oh, definitely. It's still a thing. But, I think it depends on what industry you work in. Mhmm. I do think that in the hospitality, there are a lot of females, of course, who work in hospitality. But still, if you look at the higher functions or how do you call it? Like, higher type Yeah. Yeah. Exactly. Positions. Yeah. Still a lot of white men.

the Future of HospitalityYeah. That's true.

Irene AvogadriGuilty. Gotta be honest. Yeah. Well, no. And I mean, that's something that I hopefully hopefully that will change. You know? And and it did, of course. It it got better, you know, over the years. But I think we we still got some work to do. Yeah. Alright.

the Future of HospitalityMor, I wanna go back to your book. Where can listeners, or viewers of this podcast follow your work, find your book?

Irene AvogadriWell, to the Dutch it's in Dutch. So it's probably for the Dutch people. It's bol.com.

the Future of HospitalityBol.com.

Irene AvogadriYep. That's the that's the one in the one in news. Fastest way, and you will have it within twenty four hours. Right. Okay.

the Future of HospitalityAny final thought for our listeners and viewers?

Irene AvogadriLet's really see each other more. And I think that that counts for business as private. I mean, I think that if we if we do that because it also makes makes you do your job better. You know? If I if I really see you, then I really understand what what you require, what your needs and your wishes are, and and then I can deliver even more. So that's business wise. And, yeah, on a personal level, let's be kind to each other.

the Future of HospitalityAmen to that. Irina, thank you so much for being on our show and sharing. Thank you for inviting me. I loved it. Think we could have talked even for two hours. Yes. We can go on for hours. Maybe we do a second

Irene Avogadripart two at some point. Who knows? Yeah.

the Future of HospitalityAlright. Thank you so much.