Anyone stepping into The All Out in Amsterdam immediately leaves the standard meeting environment behind. Fluorescent lighting and boring boardrooms are replaced by karaoke, games, competition and experience-driven events. And the concept is a hit: demand from the corporate market grew so rapidly that the team also needed a system behind the scenes that could keep up with that pace.
Julia, Sales & Events manager at The All Out, is responsible for every B2B request coming in. And there are plenty. "The All Out was created as an answer to the enormous demand from the corporate market," Julia explains. “From small team events to exclusive corporate parties, every company can find something here. B2B has now become our biggest source of revenue.”
In short: The All Out is a huge success. But behind the scenes, preparing all those events became an increasingly time-consuming process.
“We first worked with Keynote and later Excel,” Julia says. “Sometimes I spent up to two hours on a single proposal just to make it look polished and complete. Every page had to be adjusted manually.”
Besides the time pressure, there was also a mismatch with the company’s identity.
“Excel simply isn’t who we are. We’re a colourful brand, and you want that to shine through. A proposal is your business card, but Excel never reflected our brand experience.”
From hours of work to a proposal in minutes
To keep up with the growing stream of B2B requests, The All Out chose MICE Operations. The biggest difference was immediately clear: speed and professionalism. What used to take hours can now be turned into a polished proposal within minutes.
"For smaller groups, I can now send out a proposal within minutes because all the information comes in fully structured through the online RFP tool. And for larger requests that come in through the phone, we fill everything into MICE during the call itself. The moment I hang up, the proposal is basically ready, " Julia says.
I can now send out a proposal within minutes because all the information comes in fully structured through the online RFP tool.
Julia, Sales & Events manager
The collaboration between teams also improved thanks to the event dashboard. "The operations team immediately sees when an event is confirmed. They turn the booking dark green once the games are reserved and purchases are completed. MICE basically works as one central communication line between sales and operations."
The reporting features also give Julia the overview she needs.
“I use MICE for my monthly revenue reports to share with management. You can instantly see exactly where you stand.”
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Built to scale
With ambitions to fully run their Berlin location through MICE as well, The All Out is looking confidently toward the future.
“MICE is the backbone of our B2B operation,” Julia concludes. “It allows us to scale without compromising on quality. Without MICE, we simply wouldn’t be able to handle this volume of requests at the level of experience we want to deliver.”
