History
When you visit Die Port van Cleve nowadays, you still feel the atmosphere of historical times. Modern facilities and elements are integrated tastefully in the unique architecture of the building. The combination of heritage, hospitality and personal service continues to live in our hotel and assures each guest an extraordinary stay in the bustling city of Amsterdam.
Our History wall in Hotel Die Port van Cleve
1864
It all started with Heineken beer
Several centuries ago, our story starts with a woman named Weyntgen Elberts, who inherited malt mill "De Hooiberg" from her late husband. When the idea to expand the business and start brewing beer came up, it led her to purchase one of the monumental buildings on the grounds where Die Port van Cleve now stands. In the centuries to come, the brewery expanded and gained local succes under the leadership of Weyntgen's decendants. But when the family was unable to pass on the brewery to the next generation, a 22 year old brewer stepped in. Gerard Adriaan Heineken, a young man with a great understanding of finances and business affairs, purchased "De Hooiberg" in 1864, with the help of his mothers financing. Little did they know that this would be the start of a much larger story...
De Hooiberg brewery
1868
Two visionaryBusinessmen
In 1868, the city council decided to fill up certain canals in the city centre to improve the city's acces for pedestrians and merchants. Both canals surrounding "De Hooiberg" brewery got filled up, closing off the supply chain which all happened by ship. Because of this, Gerard Heineken was forced to relocate his brewery to the the Stadhouderskade, currently housing the Heineken Experience. This move cought the attention of two visionary brothers, Gerrit and Martinus Hulscher, who came to an agreement with Gerard Heineken to convert a part of “De Hooiberg” brewery complex into a beer house. However, the bottling of “De Hooiberg” beer remained at the "Nieuwezijds Voorburgwal", where operations were led by the Hulscher brothers. From there the beer was transported through the city or sent to other cities in the Netherlands.
Traditional beer transport
The Hulscher's brothers
The 'Nieuwezijds Voorburgwal' with canal, Die Port van Cleve on the right, featuring the old facade
1870
A greatDiscovery
During the renovation to turn the brewery into a beer house, an old brick tablet was found in a wall. The tablet showed "Huis ter Kleef" in Haarlem, a castle that got destroyed during the 80 year war many years prior. The stone also features the inscription "Die Port van Cleve", refering to the gate (poort) of "Huis ter Kleef" depicted avove it. The stone likely got moved to Amsterdam when people were cleaning up the ruins of the war after it ended, and it made its way into one of the warehouses at the canals. When the Hulscher brothers found it, they decided to name their new beer house after their discovery. And so, on September 5 th, 1870 beer house Die Port van Cleve was officially opened and was very popular and crowded from the first night. "De Poort", as the beer house was now popularly called, only served beer brewed in the brewery “De Hooiberg”, which was of excellent quality and taste.
The Hulscher's brothers
Beerhouse 'Die Port van Cleve'
Brick tablet found in a wall of the building
1874
A well listedBeer house
Not only locals loved to visit 'De Poort', but it was also very appealing to all visitors of Amsterdam. Even provincials felt very comfortable and helped spread the word throughout the country as a place of interest in the capital city. Die Port van Cleve received great recognition, without real organized advertisement. On special occasions, they got attention by organizing extraordinary activities. Just like with the celebration of the 25 year reign of King Willem III, for which a large parade through the city was organized, the Hulscher brothers had a great ambition. In a time without electric lighting, it was hard to make their beer house stand out amongst the parade. So, they decided to build a wooden structure representing the old "Huis ter Kleef" from the stone tablet, and illuminate it with 7500 oil lamps, making you unable not to see "De Poort" when waving at the king. Sadly, the festivities got cancled due to the harsh and unexpected weather. However, the brothers still decided to light up the 7500 oil lamps, dispite people stating they didn't have to. On that night, Die Port van Cleve shined brighter than before and from that percerverance, some new ideas for started to form.
Wooden structure placed in front of the facade, featuring 7500 fat lamps for the entry of King William III
1874
Tradition meets Quality
The year 1874 was a year for the history books for Die Port van Cleve, because next to the celebration of the king, the gaining popularity of “De Poort” contributed to the expansion of their services. The beer house got turned into a restaurant starting a tradition that would still be continued and prised today. Their menu featured a numbered steak, a deliciously tender cut of tournedos, that would be counted and served with a numbered card. These soon to be famous numbered steaks, not only sparked the interest of frequent visitors of "De Poort", it also attracted collectors to add a numbered steak card to their collection.
Not only the numbered steak cards were remarkable about a visit to restaurant “De Poort”, also the ordering system would be unheard of today. As a restaurant nowadays is more quiet and relaxed, in "De Poort" you would hear loud chatter and shouting waiters. As the common people were unable to write and read as quickly as we currently do. After ordering, the waiter shouted this as loud as possible towards the kitchen. The waiter behind the buffet, called "the echo", echoed the order to the kitchen, repeating it without missing a single word. Because of this system, a steak could be ready and served at the table within 3 minutes. That's what you would call real fast food...
Waiters of restaurant 'De Poort'
Design of the card featured with the numbered steaks
Promotional drawing made for the numbred steaks
The man whose voice still resonates in ‘De Poort’: The Echo
1879
The source ofLight
During January of 1879 big parties were planned for the entry of King William III and his recently married wife, Queen Emma. To put 'De Poort' in the spotlight with the royals once again, the Hulscher brothers designed a great project for this occasion. Even though this party was also cancelled, the brothers persevered once more and pioneered by illuminating Die Port van Cleve with electric lights. A total of 6 'Jesper Arc' lights, named after their inventor, were installed and 'De Poort' was electrically lit every night. People in those days had heard a lot about electrical lighting, but they had never seen it being used in such an establishment before. This project attracted a great amount of people from everywhere. From then on “De Poort” became even more popular, as one had to have a beer and food under the bright electrical lightning. Even the mayor and his aldermen came to see this novelty, noticed by the whole community. All over the Netherlands, manufacturers and owners of big companies travelled to Amsterdam to see this famous light. It was an expensive project, but that could not scare the Hulscher brothers. With this, they proved their progressive business spirit.
The structure of the so called 'Jasper arc' lamps
Waiters of restaurant 'De Poort'
1880
Equality in Amsterdam
Now that Die Port van Cleve was becoming a renowned establishment, not only in the region, but also in the outskirts of the country and beyond, everyone wanted to pay a visit to that vibrant establishment in Amsterdam. This reputation made Die Port van Cleve a place where people from all layers of class were welcome and sat next to each other. Farmers, citizens and stock market owners all sat together at one large table. The only thing that differentiated them from each other was their clothing, as fashion was a symbol of status, other than that everyone was welcome and treated the same. One could expect the same level of excellence and service as any other would get. A true ambassador of this equallity in 'De Poort' was waiter Johan. He was one of the familliair faces of 'De Poort' that worked there for many years and that would never forget a face. Story goes that he could remember ones order just by seeing them, even when their next visit was over a decade later.
Waiter Johan in his uniform
Fashion in the late 1800's
The garden of Cleve
1885
At the end of the 19th century it wasn't usual for ladies to enter coffeehouses, it was even considered indecent. Behind the building of Die Port van Cleve and surrounded by high houses, a courtyard was hidden. This court was named “Het Tuintje”, which translates to the little garden in English. During the summer months this garden was filled with people, and the loyal visitors brought their wives and daughters, which was not common. Even distinguished ladies from the city came to take a look. This was very “forward thinking” for the time and was much appriciated amongst women. So much so that when the garden would close for its annual closing on september 1st, some would even voice their displeasement. Unfortunately, the garden had to be closed to the public on August 24, 1885, to make room for expansions of the restaurant, dispite the disagreement of its frequent visitors. Altough it is not confirmed, it is stated in some letters written about ones visit to 'De Poort', that women were allowed in the beer house-restaurant after the closing of the garden. Altough the mentionings do not go further than a woman accompanying her husband, it can be concidered a small step towards women emancipation.
The graden of Cleve before it got closed
The Emperor's crown
1887
The Hulscher brothers were true business men and saw oppertunities everywhere. For instance, when they were able to aquire a wineyard in Portugal and fell in love with the complex and flavors of port and sherry wine, they sought to bring this experience to Amsterdam. Next to the “De Poort” a small cafe was located, which was owned by none other than Gerard Adriaan Heineken. Beining business partners for such a long time now, the brothers quickly conviced him to add the cafe to the complex of Die Port van Cleve as tasting room for their port and sherry venture. After a large scale rennovation, Bodega “De Blauwe Parade” was opened in 1887, featuring a great Delft blue tile tableau, decorating the space and telling a somewhat forgotten story about the city of Amsterdam. 'De Blauwe Parade', as the tile tableau was named, was designed by the director of the Rijksmuseum and produced by Joost 't Hooft & Labouchere and A. Le Comte from Koninklijke Porceleyne Fles in Delft in their typical white and blue style. The tableau features a parade of children, simulating the historical parade organized to honour emperor Maximilian. The emperor granted the city the usage of his emperors crown on the city crest in return for the financial support the city provided in a battle against the Flemmish. Today, bar-bodega De Blauwe Parade still remains part of Die Port van Cleve and provides a unique oppertunity to experience the historic ambiance of the 19th century, leaving one to wonder about what stories took place between those walls.
Bar-Bodega 'De Blauwe Parade' after installing the tile tableau
Centerpiece of the tile tableau featuring Emperor Maximilian in the middle.
A glimpse of bar-bodega De Blauwe Parade nowadays
1888
Times of Change
In 1888 internal and external changes were made. The façade was completely renovated in the Dutch neo-renaissance style, with sand stone, brick and high windows. This architectural design came from Amsterdam’s architect Isaac Gosschalk. He was famous for the design of the Westergas Fabriek and the Central Station of Groningen, but also the brewery of his close friend Gerard Adriaan Heineken. That is why it comes as no surprise, that when the Hulscher brothers were looking to match the reputation of 'De Poort' to its appearance, Gosschalk came to mind. With the addition of bodega De Blauwe Parade, it made sence to redo the facades of the two buildings, creating a coheisive, yet eye catching façade to complement the spiriyt of 'De Poort'. Apart from the extra light from the big windows, the main dinner room did not change much and still made the loyal visitors feel at home.
Drawing of the new facade for Die Port van Cleve
The street view of the new facade on the Nieuwezijds Voorburgwal
1910
Expanding into fine dining
During 1910, around the 40th anniversary of “De Poort”, a big change was made: the upper floor was turned into a modern French restaurant, according to the latest demands and with its own kitchen. There was no need for climbing stairs, as an elevator was installed to the restaurant. The interior decoration was very elegant, with carpets, white table linen and modern heating.
The French restaurant on the first floor of 'Die Port van Cleve'
1914-1918
World War |
Unfortunately there was a period, which didn't leave many pleasant memories. During the years of World War I, Die Port van Cleve endured a hard time, as food distribution went from bad to worse. “De Poort” without steaks was no longer “De Poort”. This period endured 5 months, and there was also no butter, but the chef continued to bake, at least with their own ration. As alternatives to the steak, all kinds of fish were implemented. The chefs accomplished miracles and developed new dishes continuously. Some dishes also included other elements like fried eggs, kidneys, corned beef and other canned foods. In many different ways they accomplished to keep the company running as well as possible.
The kitchen staff in restaurant 'De Poort"
A helping hand
1942
Die Port van Cleve proved once again to be a place where everyone was looked after during the hunger winter of World War II. There was an enormous scarcity of a wide range of products and fuels. The situation in Amsterdam was certainly urgent, and to help every person in need, an agreement was signed with the Central Food Association. The kitchen of “De Poort” ran a soup kitchen, which allowed many households to lay their hands on the much-needed food to survive this dark period. Director Paula Kappelle was in charge of the day-to-day management, and made sure that food was prepared and was enough for the long lines of hungry people waiting in front of the entrance on the Spuistraat with a small pan.
Women providing meals to children during the hunger winter of 1944-1945
Expanding into a Hotel
1960
After the war, when the economy got better, people gained an interest in travel. Globalisation increased, partially due to airplanes becoming more commerical. This created an oppertunity for 'De Poort' to expand its business once more. Over the span of a decade, “De Poort” got turned into a hotel, complete with a majestic lobby, hotel rooms, bathrooms, suites and meeting rooms. For this, a total of six monumental buildings were connected to create 122 rooms. A lot of changes were implemented, in order to achieve the same level of service and hospitality that the restaurant and bar had. Once again 'De Poort' solidified itself into a new market, which was greatly received by its audience.
Entrance of Hotel Die Port van Cleve in the summer of 1979
Interior of 'De Poort' during the 1970's
1996
A newEra
Hotel Die Port van Cleve is bought by Aeon Plaza Hotels, and a full renovation takes place. It was important to preserve the historical appearance, so the new pieces of furniture and interior design reflected it. A big party was held to show everyone the new face of the hotel, and Alfred Heineken, the grandson of Gerard Heineken, came especially from Monaco to attend this event.
The Regency room (The Brewery Club) in Die Port van Cleve in the late-1990's
Restaurant 'De Poort' in the late-1990's
The rooms in Die Port van Cleve in the late-1990's
2021
Purveyor to the Royal Household
For the 150th anniversary of Die Port van Cleve, the King’s Commissioner for North Holland Arthur van Dijk, has recognized the establishment for its rich history, prominence, reputation and social involvement.
The King of the Netherlands grants the Right to bear the Royal Coat of Arms with the addition “Purveyor to the Royal Household by Royal Decree” to small and medium-sized enterprises that occupy a prominent position in their region and have been in existence for 100, 125 or multiple of 25 years. The directors of the company must be of impeccable conduct, just like the company itself. King Willem I introduced the Royal Warrant in 1815, and since, a selection of companies have received it.
The Managing Director and CEO of Aeon Plaza Hotels receive the 'Purveyor to the Royal Household by Royal Decree'