July 8th 2024, “The Limburger”, by Ronald Colée. Photocredits Harry Heuts
Translation: Ineke, edited by Alice Leung
This article refers to another article under “Press” on our website (about a statue), click HERE.
Pierre Rieu is horrified by the idea for a statue of his
father: 'Hor-rib-le...'
Once again this year, Pierre Rieu and his team ensure that everything surrounding his father's
Vrijthof concerts runs smoothly. The 43-year-old son of André and Marjorie Rieu is a huge animal
lover, thinks money is dirty and struggles with imposter syndrome. “When I stand in front of the
mirror in the morning I don't think: how grateful the world should be that I am here.”
Lyrics as a guide
Using well-known Dutch song lyrics, we interview a well-known Limburger from the cultural world every
two weeks. This time it is Pierre Rieu (43), the youngest son of orchestra leader André Rieu and his wife
Marjorie. Pierre Rieu quit his law studies after high school to join his parents' company, for which he has
been providing services since he was eleven. From production manager, he worked his way up to
become general manager of André Rieu Productions and André Rieu Travel. Pierre Rieu lives in
Maastricht with his wife and daughters – 14-year-old twins.
Dutch song:
Het is moeilijk bescheiden te blijven, wanneer je zo goed bent als ik
It's hard to stay humble when you're as good as I am (Peter Blanker - It's hard to stay humble)
“How satisfied am I with myself? Geez. I suffer from imposter syndrome: no matter how well you do your
job and how many compliments you receive, there is always a little voice in your head that doesn't
believe it. When I stand in front of the mirror in the morning, I don't think: how grateful the world should
be that I am here. I once met someone who said, “You'll never guess who bumped into me this morning.”
Think about how you would approach life then. I know I'm doing my best. And if I had to identify one area
for improvement in myself, it would be my emotional antennae. I would like to be able to limit that a bit
more. That if I feel good, it stays that way. Even if the other person isn't. Because I care too much about
the concerns of others. That's fine, as long as you don't go under together. In fact, it's better to stand
upright”.
Dutch song:
Sterren komen, sterren gaan, alleen Elvis blijft bestaan
Stars come, stars go. Only Elvis remains (Gorki - Mia)
“Last week I had a podcast recording with the Centrum Management Maastricht. There they argued for a
statue for my father. Awful. In a hundred years' time, no one will talk about André Rieu anymore. And
maybe so. But a statue? Fame is also a very strange thing. For example, you are sometimes asked for
advice about things you have no knowledge of at all. Just because you're a familiar face. Just like in the
song 'If I were a rich man' from 'Fiddler on the roof'. And yes, I am also a familiar face. This means that
you must be aware that this entails a responsibility and that you are constantly being watched. That is
why I am very cautious about statements in the media and on social media. I made an exception to that
once. When Trump indirectly called for the storming of the White House. Then I wrote an open letter to
him because I had such a strong feeling: if I don't do anything, who will? I know I'm no one at all when it
comes to world politics, but it bothered me so much that I accepted the consequences of ridicule and
people turning their backs on me. Dad did not oppose, he totally agreed with the gist of my letter. He
even shared it on his social media.”
Dutch song:
Als-ie maar geen voetballer wordt; ze schoppen hem misschien half dood…
As long as he doesn't become a footballer, they might kick him half to death (Boudewijn de Groot
- Jimmy)
“I started going with my father when I was eleven. When he only owned one truck and Pierre Druif was
still the head of technology. Pierre taught me what work is. Together with his wife, daughter and son-in-
law, he arranged all the technology, while his other daughter ensured that all the clothes looked perfect. I
was really thrown to the lions. Something I would now strongly discourage everyone. First look outside
for a few years before joining your parents' company. Find yourself. I remember my parents proudly
introducing me to the technical staff - who were still real grievers at the time - with the words: this is your
new boss. Mom and Dad had tears in their eyes while I almost wet my pants from fear. Those men really
had that look of: well, let's see what you've got. However, I don't blame my parents. I now have the best
job there is and I love being general manager of André Rieu Productions and André Rieu Travel.
Although my father is of course the real boss, the 'DGA': the Director Major Shareholder and I am, as
they would say abroad, the 'vice president'.”
Pierre Rieu: “I think it is fantastic to be general manager of André Rieu Productions and André Rieu
Travel. Although my father is of course the real boss, the 'DGA': Director Major Shareholder.”
Dutch song:
Pappa, ik lijk steeds meer op jou
Dad, I'm looking more and more like you (Stef Bos - Dad)
“I think my parents gave me two important character traits. My father tells me to think big and my mother
tells me to stay normal. She always asks the question: is that necessary? I think that is a very nice
characteristic. I think I'm a little tougher on that. So I always put myself in the shoes of others and try to
imagine how something is received. For example, my father bought a boat in 2019 that was delivered in
2020. Right in the middle of corona. Then I said: shall we just keep it on dry land for a while? Which was
also not a point of discussion. Otherwise you could have predicted the headlines: 'Rieu buys ship with
state support'. Because that is something I have learned in all these years: if you have to explain
something, you are already too late. As for my own children, I mainly try to provide them with a safe
environment by being there for them as much as possible. For example, I was a class parent at primary
school for eight years. Now that they are in high school, I especially give them freedom. Freedom to fly
out and discover who they are and what they want. I think the feedback I get from them is fantastic. I
also urge them to be honest with me. 'Do you think I'm an idiot? Then tell me that in those words. And if I
act strangely towards your friends because I need to be funny again, let me know that too. Because I am
only a father for the first time. Just help me.’ And luckily they do.”
Dutch song:
Erf de ogen van je kind; kijk er door
Inherit your child's eyes, look through them (Spinvis - Come back)
“My grandfather once said to my mother: everything you can do, you can do thanks to me. That is of
course nonsense. Children develop their own skills and way of thinking: as parents you can only give
them something. The reverse is also the case. For example, one of my daughters made me become a
vegetarian and I am now surprised that I did not make that choice sooner. I have been a huge animal
lover all my life. I don't even kill flies and wasps, I catch them. Only mosquitoes kill me. So why would I
let an entire pig be led to the slaughter just for a minute of pleasure in my mouth over a bacon and egg
breakfast? I became fully aware of this realization after a dream in which a cloche was lifted and a mini
calf was floating in the gravy on my plate. I just didn't have the heart to put my knife in there. That was
six years ago now. However, I'm not one of those whiners who thinks that everyone else should follow
suit. My other daughter and my wife just eat meat. And if I throw a barbecue for friends, there are also
sausages and chops on the grill.”
Dutch song:
Ik ben niet Hervormd of zo, niet Katholiek, ik kom alleen maar voor de muziek
I'm not reformed or anything, not Catholic. I just come here for the music (DC Lewis - My Prayer)
I think it's wonderful that there are so many faiths from which people can draw strength, confidence and
support. But I don't have any use for it myself. My mother comes from a Jewish family where many
people were killed in the Second World War and on my father's side they were very Catholic. They have
both said goodbye to their faith. I was not baptized with holy water in church at birth, but at home with
champagne by the then pianist of the Maastricht Salon Orchestra.”
Dutch song:
Ik ken de kroegen, kathedralen, van Amsterdam tot Maastricht.
I know the pubs, cathedrals. From Amsterdam to Maastricht (Ramses Shaffy - Laat Me)
“Am I a partying type? Only during carnival. I never go out. Although maybe I should do that more often.
But that never happened. Not even in my youth. Because I never went through puberty. I've never been
drunk in my life either. Last year I drank alcohol for the first time in my life. When I was presented with a
glass of limoncello on my godson's birthday. After just one sip, when I turned my head, I noticed that the
image followed later. A special experience. So this is what it feels like when you're tipsy. Il do enjoy
eating out. At Witloof in the Sint Bernardusstreet or Tabkeaw in the Rechtstreet. I am also a regular at
Napoli at the Market square, where you can eat delicious pasta with vegetables - even on your own. In a
casual atmosphere. It almost feels like a student restaurant. They also always serve a limoncello from
the company. I stick to that too. Because like I said: otherwise I would be upside down.”
Dutch song:
Ik neem je mee, mee op reis, naar Rome of Parijs.
I'll take you, take you on a journey. Take you to Rome or Paris
(Gers Pardoel - I'll take you)
“Since my youth I have had two dream destinations, both of which are less than two and a half hours'
drive from Maastricht. One in Belgium and one in Germany. My favorite travel destinations don't have to
be exotic, faraway places either. Not at all, in fact. I think this is partly due to this work. I have been away
so often by plane and have been to so many countries that it takes away from the specialness a bit.
Even though we mainly stay at airports, hotels and concert locations. The nicest places are where there
are nice people. You don't have to go to New York for that, you can also bump into them on Terschelling
or in Zutendaal (places in the Netherlands). And as for beautiful surroundings: look where we live. There
is nothing more wonderful than returning home from abroad with the orchestra and then driving down the
hill to Maastricht on the A2 (motorway). When I'm at home, I can be in nature within ten minutes and I
can drive by car to Slenaken or Teuven in just fifteen minutes, where it is also a good place to be.”
Dutch song: There is no more scared heart than mine (Rob de Nijs - Banger Hart)
“I think people are most afraid of things that don't happen. I once read the metaphor of a monkey on your
shoulder that you feed yourself. The moment you say to him 'yes, I'm scared' he falls off your shoulder.
Mindfulness came my way two years ago. I benefited a lot from that. Because there are sometimes
moments in life when you get stuck. That happened to me too. Call it a midlife crisis, but one without the
need to buy a red Ferrari; which, by the way, will never happen. I also wondered who I was, where I
stood and what I still wanted. At Renate Kuipers in Vaeshartelt I learned that it is okay to be who you are.
All those judgments that people have... Let each other go. Regardless of religion or sexual orientation.
Whether you want to dye your hair green-white or fall on buildings for all I care. But let me do my thing.”
Dutch song:
Geneet van 't laeve zolang este kins (dialect)
Enjoy life as long as you can (Sjef Diederen - Geneet van 't laeve)
“I think 'Geneet van 't laeve' (Maastricht dialect for: enjoy life) is a very important text that we cannot
endorse enough. Look at the customers in the queue at the Albert Heijn (AH supermarket) checkout.
Everyone is in a hurry, everyone is in the way. Everything is ballast, everything is too much. And then
look at a concert of my father's where two complete strangers are sitting next to each other on a chair on
the Vrijthof and one spontaneously takes out a tissue paper when the other is sniffling. I wish there was a
way to keep that feeling outside those concerts. I also really enjoy my children and the time I spend with
the friends from my hobby club on Wednesday evenings. Enjoy talking about things and tinkering with
old army vehicles with the ultimate goal of a museum. We have not yet planned an opening date. I
already have so many deadlines in my life and deadlines by definition mean pressure. And pressure is
not appropriate for pursuing a hobby. But in September we would like to commemorate Operation Market
Garden eighty years ago with our club in a special way.”
Dutch song:
Iedereen houdt van Doekoe, iedereen houdt van geld.
Everyone loves Doekoe (The Suriname word for money). Everyone loves money
(Def Rhymz - Doekoe)
“I think money is an increasingly dirty thing. It's nice if you don't have to worry about that and I realize all
too well that I am in an unprecedented position of luxury in that respect, but many things in the world that
go wrong can be traced back to money and people who constantly want more. Doing things for money is
by definition the wrong motivation. I have said before: in our company the word “budget” does not exist.
Take, for example, the entire North Hall that we transform into a winter palace during our Christmas
concerts in the MECC. Actually it is not necessary at all. It only costs us money. But we still include it
because we think it is a chic service to our guests. The last thing I bought privately? Lights to hang in the
garden to make it look like stars are shining between the trees. In addition, every holiday to the Belgian
coast I treat myself to a box of LEGO Technic to build.”
Pierre’s own choice:
Soms is ‘t beater iets moeis te verleeze. Beater verleeze dan dat ge ‘t noeit het gehad (dialect)
Sometimes it's better to lose something beautiful. Better lose it, than that you never had it
(Rowwen Hèze - Saint Anthony).
“For me, this song conveys the message that you should always keep looking for happiness. Whether at
work or privately or wherever. You always have a choice. But understand this: it has to happen in this
life.”
For special occasions, he has a few suits in the closet, such as for the presentation of his own cinema
productions. But Pierre Rieu (1981) prefers to be dressed casually with a T-shirt or something else. He
runs the company, so that mom and dad can mainly focus on the creative product, what they are good at.
“Dad is a visionary, he always has new and often great ideas. Then it is good that there is a trusted person
who takes care of the rest, from personnel to organization and logistics.”
You will have learned a lot from home, but do you also follow your own course?
“Of course we discuss all major decisions, but fortunately Mom and Dad leave a lot to me. And I think I act
differently in a number of things. If I had to characterize myself, it would be that I invest a lot in contact with
people. I try to motivate them as much as possible and ensure that all the talent within them comes out.
Dad can do that musically, I can do everything else around it.”
Was it quickly clear that you would join the family business?
“Yes, I did start a law degree as extra knowledge, but I did not complete it because I already started in the
business and I was quickly given a lot of responsibility. Then you learn a lot, of course through trial and
error. I soon had to deal with the entire logistics operation. That was not an easy matter. You remember
when the power went out in Toronto and we were going to perform for the first time in the gigantic setting of
Schloss Schönbrun (2007). No, I have had my baptism of fire, but that also allows you to grow quickly.”
HOTEL SERVICE
You not only try to ensure that things run as smoothly as possible, you also develop new
initiatives.
“Yes, I like that. I don't play in the orchestra, I can express my creativity in a different way. For example, I
founded our Travel branch years ago. That is really my company and I run it together with my colleague
Joanne and other enthusiastic employees. We provide complete accommodation packages around the
concerts. Especially those in Maastricht, there are tens of thousands, but also during tours abroad. What
we focus on most is the service we offer. I am terribly annoyed that you receive less and less service in
society today. Where else do they answer the phone? You are increasingly referred to a chatbox. With us
you can still get someone on the phone who will listen to your needs and try to arrange it. I think that is
crucial. And yes, that will result in some additional personnel costs. But I don't think you should cut back on
everything just because of the numbers. And we can afford to guarantee that personal contact. We tell our
hostesses that they are an extension of our family. We look for people who naturally take someone by the
hand or have a chat with someone who needs it”.
ATTENTION
Do you still find enough people because that is a problem everywhere?
“I have to knock on wood, but we still find people. And that is not just a matter of paying a good salary. It's
mainly about giving them attention and making sure they have a good time. That is the power of a family
business. With every takeover you see that characteristic disappears. A shame. We have been going to the
same hotel in Sauerland for 35 years, a real family hotel. How you are received there with genuine
hospitality is worth its weight in gold. One day, I will start a hotel myself. With the very best service. Not
somewhere where you have to check in yourself and get your coffee from the wall. Many hoteliers do it
purely for business gain. Fine, but that's not for me. What I find a very unpleasant development is that
nowadays you see signs in hotels that say: 'Due to a lack of staff, we can no longer offer such and such a
service'. Yes, please report this in advance when booking! Or then deduct that much percent from the room
rate. We have stopped working with some hotels in the region, purely for those reasons. Then the price-
quality ratio is no longer correct.”
A lot of attention is paid to your staff, but sometimes you also have to make decisions in difficult
situations.
“Yes, but then I try to arrange the best for that person. Another job with us or better elsewhere, then I try to
think along. I am always concerned with the other person and try to put myself in his or her shoes. That
gives satisfaction, although it also takes a lot of energy.”
A business father-son relationship, is that difficult or not?
“I think it is a huge advantage. We can show our vulnerability among each other. Then you can also
improve things. You are not immediately attacked. I find that very enjoyable.”
CONTRACTS WITH RECORD COMPANIES
Are you mainly concerned with keeping all the plates in the air on a daily basis, or do you also look
further ahead strategically?
“Both of them. Making sure everything runs smoothly every day, including with the staff, as I said. But at
the same time, I have a strong focus on the future. André decides for himself how long he will remain on
stage, and assuming good health, that will be for a longer period of time. We are already planning 2026.
And of course, we talk about what would be wise then, perhaps no longer traveling very far, dividing forces.
But he knows that himself, he still enjoys performing. I also look at the future in a different way from a
business perspective. Dad has signed lifelong contracts with record companies in the past. That no longer
exists at all, but it was still possible back then. And well, especially for artists with a lot of success, those
types of contracts are mainly to the advantage of the record company. I'm going to talk to them about that,
to look at it again, at today's standards.”
They can also just say, bye, your father's signature is here
“Yes, that's true, but I believe that if you come up with a real and honest story, you can get things moving.
We will see. In fact, we want the rights back to us, that seems reasonable to me. At the European level,
there are also initiatives to offer artists more protection. And we are increasingly active with our animation
project, which we started a few years ago. They are in fact modern comic strips with Dad in the leading
role, but also other people from the orchestra and around it. We make videos of this with a professional
artist. We post them on social media. These 'dolls' then become a revenue model through our
merchandising. Comic strips combined with real music, we will also offer these for sale in stores. We
generate an enormous digital reach, so we have the audience for it.”
Special edition of Chapeau Magazine,
July 19, 2024,
by Jo Cortenraedt,
photocredits: Rowena Rutten.
Translation: Ineke, edited by Diana D.
Le
André Rieu Productions (ARP) is a
real family business with father
(André), mother (Marjorie) and son
(Pierre) as a kind of holy trinity.
André is the figurehead, Marjorie
the silent force in the background,
and Pierre the one who
increasingly takes on the business
part.
Pierre: “In 100
years, no one will
be talking about
Andre Rieu
anymore. Or
maybe they will.
But a statue?....”
André Rieu Travel Team
Joanne
Animation series in the making