To understand Dutch corporate culture, you must understand the “VrijMiBo” (Vrijdagmiddagborrel)—the sacred Friday afternoon drink where colleagues gather to celebrate the end of the workweek. On page 32, Hotel Paterswolde (part of the Fletcher Hotels chain) taps directly into this cultural phenomenon with an advertisement promoting their “Borrel & Bite Vrijdagmiddag.”
Located just south of the city near the picturesque Paterswoldsemeer, the hotel offered a compelling pitch: “Every Friday afternoon you can end the workweek with us… The snacks are on us! You only pay for the drinks.” Advertising this in the FC Groningen matchday programme was a strategic move to capture the lucrative corporate crowd. The business seat holders at the Euroborg are the exact managers and team leaders who organize these weekly outings for their staff. By offering a scenic, slightly out-of-town location, Hotel Paterswolde positioned itself as the perfect bridge between the stress of the office and the relaxation of the weekend football match.
A Look into the Future
By 2026, the traditional office VrijMiBo has faced significant disruption due to the rise of remote and hybrid working models following the early 2020s pandemic. With fewer employees in the office on Fridays, hospitality venues like Hotel Paterswolde had to pivot, focusing more on high-end weekend leisure, staycations, and specialized corporate retreats rather than casual weekly drop-ins. However, the human desire for post-work socialization remains, and historic, scenic locations near the water continue to be premium destinations for the northern business community.