March xx, 2006 For the third time in its history, the ...



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Providing Passage to the New World

Holland America was founded in 1873 as the Netherlands-American Steamship Company (NASM), a shipping and Passenger line. Because it was headquartered in Rotterdam and provided service to the Americas, it became known as Holland America Line (HAL).

Within 25 years, HAL owned a fleet of six cargo and passenger ships, and operated between Holland and the

Dutch East Indies via the newly constructed Suez Canal. The line was a principal carrier of immigrants from

Europe to the United States until well after the turn of the century, carrying 850,000 to new lives in the

New World.

Though transportation and shipping were the primary sources of revenue, in 1895 the company offered its first vacation cruise, its second leisure cruise, from New York to the Holy Land, was in 1910. In 1971, HAL suspended its transatlantic passenger trade and, in 1973, the company sold its cargo shipping division.

In 1989, HAL became a wholly owned subsidiary of Carnival Corp., the largest cruise company in the world. Today, the premium cruise leader operates 13 ships to seven continents and carries nearly 700,000 cruise passengers a year.

APRIL 18, 1873 The official founding date of the Nederlandsch-Amerikaansche Stoomvaart Maatschappij (NASM) in Rotterdam in 1873. The company was formed as a result of the reorganization of an earlier company, Plate, Reuchlin & Co. The company’s first ship was the original Rotterdam, which sailed its 15-day maiden voyage from the Netherlands to New York City on October 15, 1872.

1882 HAL begins operations from Hoboken, N.J.

1883 The “dam” suffix is adopted for the names of HAL passenger liners.

1888 HAL initiates a short-lived service from Amsterdam to Buenos Aires.

1890 HAL purchases its terminal in Hoboken, N.J.

1895 The 3,300-ton Rotterdam II sails the first Holland America Line cruise — a short summer voyage from Rotterdam to Copenhagen and back — through the Kieler Canal.

JUNE 15, 1896 NASM officially becomes known as Holland Amerika Lijn.

1898 At its 25th anniversary, Holland America Line owns six ships and has carried 90,000 cabin passengers and 400,000 steerage passengers, along with 5 million tons of cargo, mostly flower bulbs, herring and gin.

1880’s-1920’s The company is a major carrier of immigrants from Europe to the New World during the massive emigration which takes place from the 1880s to the 1920s. HAL carries more than 10 percent of all those traveling steerage to the New World. Because of its quality and the cleanliness of its ships, HAL becomes known as “The Spotless Fleet.”

1900 The company adopts the “dijk,” or “dyk,” suffix for the names of its cargo ships.

1908 Rotterdam IV enters service as the company’s flagship.

1910 The second HAL cruise departs from New York to the Mediterranean and the Holy Land on board the 10,500-ton Statendam I.

1914-1918 World War I sees the loss of six HAL ships and 13 employees. Statendam II is taken over in its Belfast building dock by the British for use as the troopship Justicia, which was torpedoed and sunk in 1918.

The company resumes business after the war with 10 ships.

1921 HAL builds four passenger/cargo ships — Edam IV, Leerdam II, Maasdam III and Spaarndam II — for service to Cuba.

1921-24 U.S. governmental restrictions reduce immigration to a trickle, adversely affecting all the transatlantic steamship companies. Though the European liners benefit from Prohibition since U.S. liners were “dry.”

1926 The 14,450-ton Veendam II sails HAL’s first Caribbean cruise. Rijndam I makes the company’s first round-the-world voyage as a floating university. HAL starts to use containers for shipping furniture and other “non-bulk” cargo.

1930 HAL battened down the hatches to weather the Great Depression. Between 1931 and 1933, 12 ships were sold for scrap. HAL offices throughout Europe, Canada and the U.S. are either closed or consolidated with other Dutch shipping companies. Staff is reduced 34% — from 3,944 to 2,595 — with those remaining taking a 9–10% cut in salary.

1938 HAL’s profits begin to increase again. Transatlantic business grows once more and 36 vacation cruises sailed.

The elegant Nieuw Amsterdam II is built as the company’s new flagship.

1939-1945 At the start of World War II, HAL had 25 ships; nine remained at war’s end. 264 employees lost their lives. At the beginning of the war, the Westernland, berthed at Falmouth, England, becomes the seat of the Netherlands government. The Nieuw Amsterdam sails half a million miles transporting 400,000 military personnel.

1951 HAL introduces dove gray livery to the hulls of its passenger vessels. The Ryndam II and the Maasdam III, the “Economy Twins,” are the first ships to allow tourist class passengers run of the ship and restrict one upper deck to first class guests only.

1958 The 24,294-ton ss Statendam IV departs Hoboken, N.J., terminal on the company’s first Grand World Voyage.

1959 The grand new ss Rotterdam V enters service as the company’s new flagship.

1950’s-1960’s HAL’s advertising slogan is: “It’s good to be on a well-run ship.”

1963 HAL ships begin operating from the company’s new terminal at Pier 40 in New York.

1963-66 HAL first operates the Seven Seas — owned by HAL’s German subsidiary, Europa Canada Line — and then the Ryndam II on world-wide cruises for students by the California-based “University of the Seven Seas.”

1964 HAL ships made a record 50 voyages to New York and 11 to Montreal, Quebec.

1966 Statendam IV turns to cruising full-time.

MID-1960’s Freighters undergo a transition from traditional breakbulk to containerization. HAL sells most of its fleet of WWII-era freighters and, with several other lines, organizes Atlantic Container Line.

1967-71 The Ryndam II continues world-wide student cruises with Chapman College of Orange, CA, until the ship is sold in 1971.

1968 Nieuw Amsterdam II and Rotterdam V join Statendam IV in cruising nearly full-time. HAL is the first line to implement the hotel management system on board all ships. Also this year, HAL was the first line to adopt the Lido dining concept with a wide variety of dining selections.

LATE 1960’s Holland America Line’s crews become increasingly international.

1969 Only 13 trans-Atlantic sailings depart. The company re-names its passenger business “Holland America Cruises.” The company begins recruiting dining room staff in Indonesia, later setting up a training program at a school in Bandung using actual Holland America Line dining settings.

1970 The first Indonesian stewards are welcomed on board the Ryndam.

1971 HAL replaces the original house flag of “NASM” on the green-and-white striped Rotterdam city flag with an orange flag inset with three swaths of aqua, white and aqua again.

FEBRUARY 1971 HAL buys 1 million shares and controlling interest of the Alaska tour company Westours, paying $1.25 per share.

SEPTEMBER 1971 The grand ss Nieuw Amsterdam of 1938, the “Darling of the Dutch,” closes out the company’s 98 years of trans-Atlantic service and is re-deployed on 10- and 11-day cruises to the West Indies from Port Everglades, FL.

1972 HAL enters into a freight service partnership called Combi Line. HAL introduces the current midnight blue livery to the hulls of its passenger ships. Passenger ships’ registration changes to Willemstad, Curacao, Netherlands Antilles.

1973. HAL purchases the Brasil and Argentina from Moore McCormack and renames them the Volendam (II) and Veendam (III). By this centennial year, HAL has transported 76 million tons of freight between Europe and North America and 4.5 million passengers. During the international oil crisis, the price of marine fuel nearly triples, resulting in the Veendam III and Volendam II being laid up for a time and then chartered to Monarch Cruise Lines of Miami.

NOVEMBER 1973 HAL’s first purpose-built cruise liner, the 8,566-ton, 452-passenger ms Prinsendam, enters service, sailing Indonesian cruises from Singapore.

DECEMBER 1973 The Nieuw Amsterdam II sails its last cruise; the ship is scrapped in March 1974.

1975 The Prinsendam conducts HAL’ s first Alaska cruise on the Inside Passage itinerary. The ship sailed Alaska in the summer, Indonesia in the fall, winter and spring. Other HAL ships cruised to the Caribbean and Bermuda, with the Rotterdam also conducting an annual world cruise. HAL sells its Transport Division — and the last of its cargo vessels — to the Swedish Brostrom Group .In addition to its cruise business, HAL continues to have holdings in other marine businesses including steel cables, tarpaulins, navigational instruments and ship chandlery.

1976 HAL begins recruiting skilled personnel from the Philippines, first to work in the deck and engine department, then in the kitchens and bars/lounges and the on-board maintenance shops.

1977 HAL buys out the minority shareholders in Westours and takes the company private. Prinsendam is joined by Veendam for the Alaska season.

1978 Holland America Line completes the move of its headquarters office from Rotterdam to Stamford, CT.

1980’s HAL introduces another new house flag of orange — the Dutch royalty color — and the blue Holland America Half Moon logo in the center.

OCTOBER 1980 As it repositions from Alaska to Indonesia, a fire breaks out in the Prinsendam’s engine room. All aboard are evacuated safely. The ship sinks under tow in the Pacific Ocean west of Sitka.

1981 HAL’s service staff training school, “ss Jakarta,” is established in Jakarta, Indonesia. It is later expanded and renamed “ms Nieuw Jakarta” in 1983.

1983. Volendam II and Veendam III are sold while the 1,214-passenger ms Nieuw Amsterdam III joins the fleet.

FALL 1983 To save money, Holland America moves west to Seattle to consolidate operations with Westours and becomes known as Holland America Line-Westours Inc. Kirk Lanterman, previously president of Westours, takes the helm.

1984 The ms Noordam III, sister ship to the Nieuw Amsterdam III, enters service and joins the ss Rotterdam V cruising Alaska in the summer.

1987 The first Filipino stewardesses join the fleet with six sailing on the ss Rotterdam for the World Cruise.

JANUARY 17, 1989 Carnival purchases Holland America Line-Westours Inc.

JANUARY 1989 Kirk Lanterman becomes CEO.

SUMMER 1989 The addition of the Westerdam (1,000 passengers; expanded to 1,494 in the winter of 1989–90) brings HAL’s Alaska fleet to four luxury liners.

1990 HAL announces a new building program, ordering three (later expanded to four) 1,266-passenger sister ships from Fincantieri shipyards in Italy.

JANUARY 1993 The new ms Statendam V enters service and that summer conducts HAL’s first European cruise season in approximately 20 years.

DECEMBER 1993 The new ms Maasdam IV enters service.

SUMMER 1994 Holland America Line’s Alaska fleet grows to five ships, with the new 1,266-passenger Maasdam.

OCTOBER 1994 ms Ryndam III delivered.

MAY 1996 The new ms Veendam IV enters service. HAL’s fleet numbers eight ships.

SUMMER 1996 Addition of the Veendam permits HAL to deploy the Westerdam nearly year-round in the Caribbean and also doing fall Canada and New England cruises. HAL’s Alaska fleet grows to six ships: four ships on the Inside Passage itinerary; two on the Glacier Route.

The Maasdam is deployed in Europe.

MARCH 1997 Kirk Lanterman named chairman and CEO of Holland America Line-Westours, Inc.

SEPTEMBER 30, 1997 The ss Rotterdam V retires.

NOVEMBER 11, 1997 The company’s new flagship, ms Rotterdam VI, enters service. During inaugural activities of the Rotterdam, HAL introduces its award-winning private island, Half Moon Cay in the Bahamas. Purchased for $19.5 million, the private Caribbean island beach experience on 45 acres of a 2,450-acre island received rave reviews.

1998 Nieuw Amsterdam, Noordam, Statendam, Maasdam, Ryndam and Westerdam operate a record 120 cruises to Alaska. HAL also expands operations to include a longer European cruising season on board the ms Rotterdam VI and Explorer Cruises on board the Nieuw Amsterdam in South America and Asia/South Pacific.

AUGUST 1999 HAL sells the Nieuw Amsterdam to American Classic Voyages for $114.5 million. The ship will be transferred in fall 2000.

NOVEMBER 1999 HAL signs a contract with Italian shipyard Fincantieri Cantieri Navali S.p.A. for the construction of two (later expanded to four) new Vista-class 81,769-ton vessels expected to enter service in the fall of 2002 and summer of 2003. The 1,848-passenger vessels, costing approximately $400 million each, mark the beginning of a new class of vessel to expand premium cruising.

NOVEMBER 12, 1999 The 63,000-gross-ton, 1,440 passenger ship, ms Volendam, enters service.

JANUARY 28, 2000 The ms Rotterdam makes its first ever visit by HAL to Anarctica on Grand World Voyage.

MAY 6, 2000 The ms Zaandam, sister ship to the Volendam, enters service in Caribbean.

SUMMER 2000 For the first time, HAL deploys three ships in Europe: the Noordam, Maasdam and Rotterdam.

OCTOBER 30, 2000 The Amsterdam, sister ship to the Rotterdam, sails her maiden voyage. With the Amsterdam, HAL introduces its present house flag with three blue and white strips with the Holland America Half Moon logo.

JUNE 3, 2002 The new ms Prinsendam, the “Elegant Explorer,” joins the HAL fleet, now numbering 10.

SEPTEMBER 30, 2002 Holland America Line-Westours officially changes its name to Holland America Line Inc.

OCTOBER 5, 2002 The alternative restaurant concept, Pinnacle Grill, is introduced on the Statendam and Ryndam. The concept will be added to all Vista class ships and other ships in the fleet by early 2004. The Pinnacle Grill features Pacific Northwest cuisine and style and includes fine wines and elegant presentations.

DECEMBER 14, 2002 The First Vista-class ship, ms Zuiderdam, enters service. The 1,848 passenger, 81,769-ton ship is designed to provide HAL guests with a new standard of space, convenience and premium amenities.

JULY 28–30, 2003 HAL celebrates its 130th anniversary year in Rotterdam. The festivities include the launch and naming of the new Vista-class ms Oosterdam by Her Royal Highness Princess Margriet of The Netherlands. The Rotterdam joins the Oosterdam in the company’s founding city of Rotterdam for events that include visits by past employees, a luncheon for World War II veterans, a royal maritime gala, a Mariner luncheon and tours for local dignitaries.

AUGUST 3, 2003 The Oosterdam sails on her maiden voyage in Europe.

NOVEMBER 5, 2003 Holland America Line appoints Stein Kruse as President and Chief Operating Officer. Her Royal Highness Princess Margriet and Captain Hans Van Biljouw watch as the Oosterdam is dedicated.

NOVEMBER 10, 2003 HAL announces a $225 million Signature of Excellence® initiative to provide unparalleled product and service enhancements to its fleet of five-star ships. Signature of Excellence® raises the standard in premium cruising with enhancements such as plush Euro-top mattresses and large fluffy towels in cabins, a Culinary Arts Center, presented by Food & Wine magazine, and new dining and entertainment options to be completed by the end of 2006.

APRIL 25, 2004 The Vista-class ms Westerdam embarks on her maiden voyage from Venice. The 81,769-ton, 1,848-passenger vessel is the third in Holland America Line’s history to bear the Westerdam name.

OCTOBER 20, 2004 ms Ryndam sails to Mexico as first ship with all Signature of Excellence® amenities and enhancements completed, including cabin soft goods, programming and the addition of the Neptune Lounge, Pinnacle Grill, Culinary Arts Center, presented by Food & Wine magazine, and Explorations Cafe´ powered by The New York Times.

NOVEMBER 20, 2004 ms Prinsendam cruises up the Amazon River on the first-ever cruise by HAL on the world’s second longest river.

DECEMBER 1, 2004 Stein Kruse named president and chief executive officer for Holland America Line. Kruse succeeds Kirk Lanterman, who, after 30 years at the helm, will continue to serve as chairman in a non-executive role.

DECEMBER 2, 2004 ms Westerdam sails on her inaugural Caribbean cruise, a 3-day Eastern Caribbean itinerary.

DECEMBER 4, 2004 Signature of Excellence® additions are completed on Half Moon Cay. Enhancements include a horseback riding and swimming tour, a stingray adventure program, an AquaTrax personal water craft course and a family aqua park. Nearly one million guests have visited Half Moon Cay, the industry’s top private island experience.

MAY 20, 2005 HAL partners with Food & Wine magazine to launch an ambitious on-board culinary program. The multi-year partnership will provide HAL guests an opportunity to experience demonstrations and seminars conducted by top chefs, wine experts and leading cookbook authors provided by Food & Wine.

JUNE 2005 HAL breaks ground in Denali to build a new 135 room lodge to service CruiseTour, Gray Line of Alaska guests and others. The property is scheduled to open in May 2006.

DECEMBER 19, 2005 ms Volendam becomes latest ship to receive Signature of Excellence® amenities and enhancements. Signature of Excellence® enhancements will be completed on 10 ships at the start of 2006 and all 13 ships by fall 2006.

DECEMBER 14, 2005 HAL announces a new building plan to deliver an 86,000-ton, 2,044-passenger ship in the summer of 2008 called ms Eurodam.

JANUARY 31, 2006 The 81,769-ton, 1918-passenger ms Noordam, the fourth ship to bear the name in the line’s history, is officially handed over from Fincantieri Shipyard in Marghera, Italy, to Holland America Line.

FEBRUARY 22, 2006 Actress Marlee Matlin dedicates the new ms Noordam. It then sets sail on its maiden voyage roundtrip from homeport New York City to the Caribbean.

MARCH 22, 2006 For the third time in its history, the Rotterdam is named Ship of the Year in the World Ocean & Cruise Liner Society annual cruise ship survey by its members.

APRIL 1, 2006 On Deck for the Cure — to raise money for breast cancer research through the Susan G. Komen Foundation — will officially begin rolling out across the entire Holland America Line fleet. Approximately 500 On Deck for the Cure walks around the ships’ decks will take place each year on cruises worldwide.

JUNE 6, 2006 The Noordam rescued 22 people from the Aegean Sea in waters between Turkey and Greece. The individuals, believed to be refugees from a number of countries, had been sailing on a boat which had capsized. One fast rescue boat and two tenders were lowered and the 22 people, all wearing life jackets, were brought aboard within two hours and 15 minutes. The efforts earned the crew recognition from the United Nations, United States Coast Guard, United States Navy and several international refugee organizations.

JUNE 6, 2006 To assist in the recovery and ensure the safety of all whale species, Holland America Line, in cooperation with National Oceanic and Atmospheric Administration’s (NOAA) National Marine Fisheries Service and the National Parks Service, developed and launched the comprehensive and interactive computer-based “Avoiding Whale Strikes” training program. All deck officers on Holland America Line vessels have taken the course, which received a Conservation Partnership Award from NOAA. The award-winning program is being shared with the cruise and maritime community.

JULY 29, 2006 Vista-class cruise ships ms Westerdam and ms Oosterdam have been retrofitted to use shore power at the Port of Seattle to reduce both fuel consumption and emissions.  The Holland America Line ships will buy and use electricity ("shore power") provided by Seattle City Light, instead of diesel fuel, for power while docked in Seattle. The ms Noordam has since also been retrofitted for shore power.

JULY 30, 2006 Fine art goes high tech on the high seas as Holland America Line debuts self-guided art tours using handheld iPod devices on ms Westerdam. Tours of the unique art and antique collections on each of the line's five-star ships - together valued at tens of millions of dollars - are available fleetwide by the end of 2006.

OCTOBER 12, 2006 With the ms Oosterdam, the three-year $225 million Signature of Excellence commitment to upgrade the fleet is completed.

DECEMBER 14, 2006 World Ocean & Cruise Liner Society members named Holland America Line as the Best Overall Cruise Value in the industry for the 15th year in a row. 

DECEMBER 19, 2006 Three Vista-class ships – ms Noordam, ms Westerdam and ms Oosterdam – have been honored with the 2006 Green Planet Award, bestowed by Kuoni Switzerland for outstanding environmental standards.

FEBRUARY 28, 2007 Holland America Line opens a Rotterdam headquarters near the original line’s headquarters on Wilhelmina Pier. The new 30-person office will house seagoing hiring, purchasing and sales and marketing divisions. Holland America Line plans to nurture the vast potential in the Dutch cruise market.

MARCH 30, 2007 Holland America Line raised $400,000 for Susan G. Komen for the Cure, easily exceeding its $250,000 fundraising goal for the year-long program which ended today.

APRIL 22, 2007 ms Zaandam set sail from Vancouver, B.C., on Earth Day, featuring new cutting edge emission reduction technology recently installed during a two-week drydock. In cooperation with several United States and Canadian government and regulatory agencies, Holland America Line launched a technology demonstration project, designed to demonstrate the feasibility of using sea water to “scrub,” or reduce, engine emissions on oceangoing vessels.

MAY 10, 2007 ms Westerdam completes enhancements, including 34 additional staterooms, locating the Explorations Café, powered by The New York Times, in the Crow’s Nest, adding a Pinnacle Bar and new signature shops. Capacity is now 1916.

JUNE 11, 2007 Carnival Corporation & plc announced that it has exercised its option for a new 86,000-ton vessel for its Holland America Line brand. The new 2,100-passenger ship will be built by Italian shipbuilder Fincantieri at its Marghera shipyard at an estimated all-in cost of €425 million.  Delivery is scheduled for fall 2010. The new ship is the second Signature Class ship, joining the ms Eurodam.

JUNE 15, 2007 HAL launches a kids and teen Culinary Arts Center activity program to teach kids and teens how to make dishes from breakfast to dinner. The program, which launches this summer, incorporates dishes from breakfast, lunch, dinner and snacks in complimentary classes lasting 45 minutes each.

JULY 16, 2007 Holland America Line launches As You Wish dining, an innovative program that allows guests to choose from the best of both worlds – either traditional pre-set seating and dining times, or a completely flexible dining schedule. One level of the two-tiered restaurant will offer a flexible/open dining service from 5:15 to 9 p.m. daily, and the other will host two seatings, an early and main seating.

AUGUST 1, 2007 HAL publishes “The Art of Cruising: Fine Art and Antiques of Holland America Line,” a 176-page full-color hardcover coffee-table book by authors Paul Lasley and Elizabeth Harryman and photographer Michel Verdure. “The Art of Cruising: Fine Art and Antiques of Holland America Line” covers the art in the fleet and highlights unique pieces such as Andy Warhol’s famed Queen Beatrix series; an original Man Ray sculpture, murals by international artists Gerti Bierenbroodsport, Ian Cairnie, Barbara Broekman and Wout Muller; and Susanna Holt’s life-size bronze sculptures of wildlife.

DECEMBER 17, 2007 Holland America Line has scheduled a significant $20 million upgrade to its “Elegant Explorer,” ms Prinsendam. Work will cover remodeled stateroom bathrooms and room amenities, resurfacing floorings, upgrading balconies, and the addition of meeting facilities and the Explorations Café powered by the New York Times.

Holland America Line has carried more than 10 million passengers throughout its history.

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