Hart & Ziel competition


  • Marienhof exterieur
  • Mariënhof
  • Panorama foto Serre
  • Serre
  • Terras

The Mariënhof in Amersfoort (The Netherlands) challenges start-ups, entrepreneurs, everyone to come up with the ultimate hospitality concept for the conservatory and adjoining terrace. The Hart & Ziel (translated as Heart & Soul) competition is the chance to start your own company at the Mariënhof. A wine tasting concept, a tapas bar, a combination of a book store and coffee company, anything is possible. In the first two year you don’t have to pay the rent and with a starters budget it’s the chance to chase your dreams.


The competition exists out of three phases. In the first phase of the challenge the participants make a creative concept. The concept has to be a proper description of the idea and must include a moodboard to give the jury a first impression.

At the second phase the best 8 till 10 participants will be chosen. These participants will develop their concept into a complete business plan. The participants are offered two training sessions to support writing a good business plan.

A top three will be chosen from the submitted business plans. These are the three finalists who have the chance to win. At the final day on 15 May 2015, the finalists will pitch their plans for the judges and the audience. The winner will be announced on the same day. The winner will be selected by three parties: the jury, the audience and the opinions of the people of Amersfoort.


For the review of the concept there will be looked at the creativity, the promotional benefits for the Mariënhof, the connection with the core value of the Mariënhof, the addition for the City Amersfoort and the feasibility of the concept.


The conservatory and the terrace of The Mariënhof are at the side entrance near ‘Kleine Haag’. The conservatory is offering approximately 35 seats and the terrace offers around 45 seats, both depending on the concept. The winner can use the wine cellar as well if it fits the concept. The wine cellar could have another 30 seats.


Anyone can participate from the age of 18. A starter who just came out of school, someone with years (hospitality) experience and a dream, The Mariënhof is open to anyone with a good concept.

By participating in the contest it is important to bring the necessary permits/documents into which are needed to start a business. The winner is expected to provide this by his / herself.

The concept can be submitted until 17:00 on February 6, 2015.

Website: Hart & Ziel competition

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