Sea, sand and a sense of ease
Interview with Joey van de Velde, Managing partner
Baja Beach & Bar BV in De Haan, Belgium, is far more than a beach bar. It combines a beach club with bar service, the rental of beach cabins and sunbeds, holiday apartments and a restaurant into one integrated leisure concept. Set directly by the North Sea, it offers guests a place to slow down, unwind and enjoy a relaxed seaside atmosphere shaped by personal service and a strong family-driven approach.
Sun, sea and the sound of waves – for many, the beach is a place of longing. At Baja Beach & Bar in De Haan, this idea is at the heart of the concept. When Joey van de Velde, who runs the business together with his family, took over De Concessie around five to six years ago, the vision was clear: to create a place where people can truly switch off. “Guests come for a drink, for a day by the sea – and many choose to come back,” he says. What followed was not a radical reinvention, but a careful transformation shaped by observation, experience and a willingness to adapt.
Family first
Behind the relaxed atmosphere lies a clear structure. Baja Beach & Bar is a family-driven business, with responsibilities shared across administration and daily operations. This not only ensures efficiency, but also creates a distinctive tone: personal, approachable and consistent. “If you are active in several beach operations and service areas, you need people you can rely on 100%,” Joey van de Velde explains. Trust is both an internal principle and something guests immediately notice.
Growing carefully
Over time, the business has expanded step by step. Additional beach areas, a restaurant and a wider range of services have gradually broadened and refined the concept. Yet growth is never an end in itself. Each step is guided by the aim to enhance the experience without losing its character. “We are constantly improving and investing,” says the managing partner. This balance between development and continuity keeps the concept both dynamic and authentic.
All in one place
Today, Baja Beach & Bar combines everything needed for a day – or even a longer stay – by the sea. A beach club with bar service, cabins and sunbeds, complemented by a restaurant and nearby holiday apartments, form a closely connected offer. “We try to provide everything our guests need to enjoy their time by the sea,” Joey van de Velde explains. With all elements located in and around De Haan, the result is a seamless experience supported by efficient processes behind the scenes.
Calm over crowds
While many beach venues focus on events, Baja Beach & Bar takes a different approach. Large-scale events have been reduced in favour of peace, space and atmosphere. The focus is on relaxation – and it shows. Many guests return year after year, building lasting relationships. “If we can make people happy and give them a great day, that’s what drives us,” says Joey van de Velde. It is this mix of authenticity, personal commitment and clear positioning that defines the concept.