‘Welcome Adele fans’, read the massive LED wall of Amsterdam’s Ziggo Dome in the first week of June, when it hosted four shows by the British superstar. “We want our visitors to have an amazing experience when they come to the Ziggo Dome, so we do everything we can to create that special mood,” says marketing coordinator Susan Lukkien. She explains that weeks, or even months before a gig is about to take place at the Ziggo Dome, the team already starts warming up its visitors. “From the moment people buy their tickets, we keep them informed with news about the artist they are coming to see, or with other information regarding the upcoming concert.”