That Dieuwke and Willem enjoy taking on unique projects together is obvious. Before they started this, they both did something else. Dieuwke worked in care for people with intellectual disabilities and her husband in the creative technical field. The idea of creating something together itched. That it had to be something in the hospitality industry, they soon decided. And what was also certain was that it had to be something special, an experience.
So it was that twelve years ago they bought the church in Hooge Zwaluwe and renamed it the now award-winning restaurant Onze Kerk. Besides being a great place to eat, it offers opportunities to people who are distanced from the labor market and provides visitors with an experience they won't soon forget. This success tasted like more.
People and heritage: the two pillars on which everything rests
Dieuwke explains, "Thanks to the first restaurant, we discovered that we find the piece of heritage very interesting. Refurbishing historic buildings, maintaining them and giving them new life with a fresh function: that is such a beautiful thing to be involved in!"
Besides the heritage element, the human piece is the second pillar that enthuses Dieuwke and Willem. "At Our Church, you see this reflected in guest experience and the team, where the background in healthcare comes in handy. At all our locations we wanted to expand this aspect further. The search for a new project in which the two pillars come together was open."
National monument for sale
It was now a few weeks before the COVID period broke out. Willem saw an article in the newspaper about the old town hall of Geertruidenberg that was for rent/sale. Immediately he was excited: this could be the perfect location for a hotel that she and Willem envisioned.
Curious, I ask Dieuwke how this went next. "After we saw the article, Willem immediately called the municipality and not much later we were allowed to come by for a tour. The building is a national monument and as soon as we stepped inside, we fell in love. When we looked at the wooden roof construction in the attic, something special caught our eye: one of the beams from 1826 had the name "Simonis" written on it. Huge coincidence, this is Willem's family name! When we saw this, we knew for sure: this is predestined. We decided to go for it."
Where heritage and social entrepreneurship come together
What followed was a three-year process full of permit applications and preparations. "Because it is important heritage, people were a bit anxious for us to start working on it. Fortunately, this turned out all right and the inhabitants of Geertruidenberg also see that it is precisely the historical value of the building that we are cherishing and letting it be reflected in everything. We tell the story, renovate and maintain it. Inside, the historical value is also evident. For example, each room bears a historical name. As an ode to craftsmen in general, the attic room was named 'Craftsman Simonis' Atelier,' which was too special not to do."
Besides the historical aspect, the second pillar "people" also returns in the Stadshotel. Dieuwke: "We try to go a bit against the grain by focusing very much on social employment and utilizing human potential. That's why we are very happy to give people with a distance to the labor market a chance. In Our Church this started as day care, and soon broader for people with a distance to the labor market, in the hotel we expanded it further. We create the safest possible setting in which people are trained and can flourish at their own pace."
This approach creates very close-knit teams, but also challenges, Dieuwke says. "The mix of different types of colleagues makes it feel valuable for everyone to come to work. For example, we also employ many young people who, in turn, find it very meaningful to work with people who are distanced from the labor market. All in all, this makes for a very warm and sustainable team. As a guest, you will undoubtedly feel this too."
Restaurant, theater and hotel rooms: a next step in heritage
When Dieuwke and Willem signed for the town hall in 2022, they also signed for the Schattelijn. This national monument across the street from Stadshotel, was once a theater. As we have come to expect from Dieuwke and Willem, this historical story will be continued in the new function. Work is currently in progress and the Schattelijn is expected to open as both restaurant and theater in the first half of 2027.
The exact interpretation of the restaurant is still being explored. "We are busy orienting ourselves and want to establish something that fits well with the other restaurants on the Market in Geertruidenberg. This way we want to avoid overlapping with what is already there and put down something innovative where experience is central again."
Over time, 27 more hotel rooms will also open in the Schattelijn. Whereas the Stadshotel has a more classical look, the Schattelijn will be a bit more approachable. The experience and the theatrical are central here. Expect lots of color and a tantalizing look.
When I admiringly summarize the impressive entrepreneurial story Dieuwke has just told me, she also has to laugh a little. "It's really not that we did everything perfectly right away, certainly not even. We learned an awful lot from trial and error and we still do that every day. It's fun to try things out but it also causes setbacks sometimes. We are always a work in progress, but that is also the fun part!
Would you also like to spend the night at Stadshotel Geertruidenberg? Take a look at the website And book your night in this special national monument.
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