Lesley Morisetti led the Economics Research Associates (ERA) team commissioned by Heineken International to support the planning process for a new brand attraction in the original brewery building in Amsterdam. ERA benchmarked the old Heineken Experience’s performance against competing visitor attractions in Amsterdam and comparable corporate attractions internationally. Recommendations on whether the attraction’s management, staffing and catering should be outsourced or run in-house were also provided. ERA assisted Heineken in identifying potential design companies for the new brand attraction and gave physical planning guidelines to support the design process.