From Event Agency to DMC: The 5-Year Journey Behind Creators of Live
Creators of Live turns five this year. We sat down with founder Jacco Verschoor to talk about starting a business during COVID, what event planners often misunderstand about DMCs, the realities of managing 400+ guests across multiple off-sites, and why trusting your instincts might be the most important lesson of all.
Five years ago, Jacco Verschoor launched Creators of Live, starting out as an event agency before expanding into destination management across Belgium, Luxembourg and the Netherlands. Today, the team delivers conferences, incentives, board meetings and private events, working with international partners including Maritz Global Events and Limitless by dnata Travel.
To mark five years, we caught up with Jacco to talk about the journey so far, the lessons he’s learned and what event planners should really expect from a DMC.
Emily, inVOYAGE: You launched Creators of Live during a particularly uncertain time for the events industry. What gave you the confidence to take that leap and what did you see that made you believe the time was right?
Jacco, Creators of Live: Creators of Live was born from a personal passion for creating memorable moments, both through events and in everyday life. I had the experience, the network and the ambition to build something of my own, so on July 1st 2021, I took the leap.
Of course, the timing wasn't exactly straightforward.
When we started, the industry was still dealing with COVID, so our initial focus shifted towards virtual events. Within just 1.5 months, we were trusted to deliver one of the largest online summits focused on remote working. We managed the speakers and sponsors, coordinated the studio and handled the complete technical production.
Looking back, it was actually a very valuable start. It taught us to be flexible, make decisions quickly and deliver under pressure - qualities that remain incredibly important in live events today.
As the industry reopened, we saw an opportunity to expand beyond event production into destination management. In 2022, we launched our DMC services across Belgium, Luxembourg and the Netherlands.
Emily, inVOYAGE: So Creators of Live wasn't originally intended to be a DMC. When did you realise there was an opportunity there?
Jacco, Creators of Live: As we started working with more international clients, it became increasingly clear that there was a need for a partner who could bring together creative thinking, local knowledge and really strong operational delivery.
Clients don't just need someone to book a restaurant or arrange transfers. They need someone who understands what they're trying to achieve and can translate that into what actually works on the ground.
That became the foundation of Creators of Live as a DMC.
Our role is to understand the client's objectives first and then use our local knowledge, network and creativity to build the right programme around them - whether that's a large conference, an incentive or a private event.
Emily, inVOYAGE: You've now worked on everything from board meetings to programmes with more than 400 guests. What has been the biggest turning point?
Jacco, Creators of Live: There have been several. We've delivered large-scale conferences in partnership with RAI Amsterdam, worked with the Hosts Global Alliance across Belgium, the Netherlands and Luxembourg, and managed high-level board meetings in Brussels and Amsterdam.
Internationally, one of the most significant experiences was working on major pharmaceutical events around ESMO in Paris, where we managed hospitality and logistics for more than 400 guests across multiple offsite experiences.
We've also worked on assignments such as the OIC Islamic Summit in The Gambia, which involved embassies, presidential delegations and security teams.
Every one of these projects has taught us something different. The common thread is that no matter how detailed the planning is, you have to be prepared to adapt. Client requirements change, circumstances change and things happen on the ground.
That's where a DMC really proves its value.
Emily, inVOYAGE: And that brings us to something event planners will want to know: what do you think they most misunderstand about working with a DMC?
Jacco, Creators of Live: Probably that a DMC is simply another supplier.
We still encounter that mindset, and I think it can create the wrong kind of relationship.
We don't see ourselves as a vendor who is simply there to execute a list of requirements. We see ourselves as an extension of the client's team.
That means being proactive, sharing local knowledge, challenging ideas when necessary and finding solutions before problems reach the client.
The best programmes happen when everyone brings their expertise to the table. The agency understands the client and their objectives; the DMC understands the destination and what is possible locally.
When those two things work together properly, you get a much better result.
Emily, inVOYAGE: What's the best example of a time when that local expertise really made a difference?
Jacco, Creators of Live: International programmes can be incredibly complex because you're often bringing together different cultures, languages, suppliers and expectations.
Our job is to take that complexity away from the client.
We've had to manage everything from large groups moving between multiple offsite venues to highly sensitive programmes involving diplomatic and security teams. In those situations, you need to understand not just what needs to happen, but how it needs to happen locally.
That level of local understanding is something you can't always get from a spreadsheet or a supplier list.
Emily, inVOYAGE: Five years in, what has surprised you most?
Jacco, Creators of Live: The level of trust we've received from our clients and partners.
People trust us to create experiences that can be incredibly important to them - and that's a huge responsibility.
What I find most rewarding is when the programme actually comes to life. You've spent months planning it, then suddenly the guests are there, people are amazed, phones come out, there's laughter and applause.
That's the moment when you know you've done your job properly.
And many of our clients and partners come back to work with us again. Those long-term relationships mean a lot to us because they're built on trust rather than simply one successful event.
Emily, inVOYAGE: You've been in the industry for more than 15 years. What still gets you excited about events?
Jacco, Creators of Live: The people. Events are ultimately a human business.
Technology has become incredibly important and can enhance what we do, but it will never replace the relationships at the heart of this industry.
Every programme brings together people from different cultures, backgrounds and languages. Finding ways to connect those people and create something meaningful is what continues to motivate me.
And there's still something very satisfying about seeing months of planning come together in a single moment.
Emily, inVOYAGE: You've mentioned trust a few times. Is that also the biggest lesson you've learned as a founder?
Jacco, Creators of Live: Absolutely: trust yourself. Running a business means constantly making decisions without knowing exactly what the outcome will be. There are always risks, particularly in the events industry.
I've always been a perfectionist, whether that's delivering an event or making sure the business itself is built properly - from administration and insurance to our website and all the details that clients don't necessarily see.
In the early days, I worked with a mentor. After just two sessions, he told me, "I think it's time to let you go - you know your way."
That really stayed with me.
Guidance is incredibly valuable, but at some point you have to trust your own experience and judgement.
Confidence isn't about having all the answers. It's about believing in your vision, making considered decisions and continuing to learn.
Emily, inVOYAGE: What has been your proudest moment so far?
Jacco, Creators of Live: One moment that stands out was standing alongside NBTC Netherlands at IMEX Frankfurt as the youngest and smallest DMC represented there.
Since then, we've also exhibited at IMEX Las Vegas, and we're looking forward to participating in MASTERS by inVOYAGE in London later this year.
Those milestones make you realise how far you've come.
But honestly, I'm even prouder of the trust we've built with our clients and partners.
And I'm particularly proud that the success of Creators of Live also allows us to support the Smiling Child of The Gambia Foundation, which I founded with my partner in 2017.
We donate a percentage of our annual profits to the foundation, which supports education and opportunities for children in The Gambia.
It's a reminder that the work we do can have an impact beyond the event itself.
Emily, inVOYAGE: Your story actually started long before Creators of Live. How did you get into the industry?
Jacco, Creators of Live: Hospitality and tourism have been part of my life for as long as I can remember.
I grew up in a hardworking family. My parents were the third generation running a coach and tour operating company in the Netherlands, so I spent a lot of time around the business as a child.
After school, I would help wherever I could - cleaning coaches, helping in the office and joining trips. I was discovering destinations before I really understood that it was shaping my career.
I went on to study Tourism Management and then completed a Masters in International Hospitality and Hotel Management. I had internships in Malta and Beijing, including during the Olympic Games, before returning to the family business.
In 2013, I founded the international events and incentive department within the company, which eventually grew into an independent business within the group.
I then moved to an event agency in Amsterdam in 2017, where I was promoted to Key Account Manager within my first month.
When COVID arrived, we were one of the first agencies in the Netherlands to pivot into online events. We delivered everything from carnival shows and panel discussions to virtual team-building experiences.
That experience ultimately gave me the confidence to take the next step.
On July 1st, 2021, I founded Creators of Live.
Emily, inVOYAGE: If you could go back to that first day, what would you tell yourself?
Jacco, Creators of Live: Trust your instincts and keep going.
Starting a business during COVID was far from ideal. There were plenty of moments when I wondered whether I'd made the right decision.
But deep down, I knew it was the path I wanted to take.
So I'd tell myself to work hard, stay true to the vision and don't be afraid to take the leap.
The biggest regret would have been never trying.
Emily, inVOYAGE: And after five years, what's next?
Jacco, Creators of Live: We're continuing to grow carefully, strengthening our international partnerships and expanding our team as demand increases.
But the core ambition hasn't changed.
We want to create experiences that people remember - and to be the kind of local partner that event planners genuinely trust.
Because ultimately, that's what a successful DMC relationship should be.
