Coucke Wins Knokke Beach Bar, Six Operators Lose Spots
Belgian entrepreneur Marc Coucke has secured a coveted beach bar concession in the upscale coastal town of Knokke-Heist, while six established operators have lost their spots on the beach. The announcement, made on August 28, follows a competitive public tender process that awarded 25 new concessions—24 beach bars and one children’s park—for the period running from 2027 through 2035.
According to VRT NWS, Coucke’s investment vehicle ZouteCoucke will operate “Woyo Beach” in Het Zoute, the most exclusive stretch of beach on the Belgian coast, located near the Albertplein. The beach bar is expected to open in mid-2027.
A New Chapter for Knokke’s Beach Bars
The concession changes mark a significant shift in how beach bars operate in Knokke-Heist. Previously, concessions were renewed annually. Under the new system, driven by European legislation and Flemish government directives, the municipality was required to conduct transparent public tenders. The new concessions run for nine years, with a possible nine-year extension.
A total of 36 candidates submitted dossiers for the 25 available concessions, as Het Nieuws van West-Vlaanderen reported. The evaluation was conducted by an independent jury scoring candidates on a 100-point system: 50 points for quality of operation and design, 35 points for financial aspects, and 15 points for team experience and expertise.
The Six Operators Who Lost Their Spots
The most notable casualty is Albertstrand, the iconic beach bar that has operated for exactly 100 years since 1926. The fourth-generation operators, Sammy and Emmy D’Hooghe, are now in their final season. Also losing their concessions are Yssi’s Beach, Beach Number One, Lekkerbek Beach, Beaufort, and Blue Buddha Beach.
“We realize this dossier has an enormous impact on many people,” said Bert De Brabandere, alderman for Tourism and Beach in Knokke-Heist, as HLN reported. “It is certainly with mixed feelings that we announce the concessions.”
De Brabandere emphasized that the municipality deliberately chose not to use a highest-bidder auction system, unlike some other coastal municipalities. “If we had let the price count for 100 percent, many operators from outside Knokke-Heist with a lot of money could have participated,” he said.
Coucke’s Growing Coastal Empire
For Coucke, the beach bar concession represents another addition to his rapidly expanding hospitality portfolio in Knokke-Heist. Through ZouteCoucke, the entrepreneur has already consolidated his coastal investments, which include the five-star La Réserve hotel, the iconic Glacier de la Poste ice cream salon, the Zoute Grand Prix classic car event, the Enso District Hotel, and the Woyo Eatery restaurant, as Forbes Belgium detailed.
“Ellen De Beck and Jonasi Deetens are joining forces with ZouteCoucke for the new beach concept,” Coucke said in a press release. “I like investing in young entrepreneurs with drive and ambition.” The two young Knokke entrepreneurs will operate Woyo Beach alongside Tim De Taeye, CEO of ZouteCoucke and co-founder of the Woyo concept.
“Ellen and Jonasi know the beach of Knokke through and through, and Woyo is a strong Knokke concept,” Coucke added. “I am very happy that this concession has been awarded.”
Local Anchoring as a Priority
One of the key outcomes of the tender is the emphasis on local anchoring. According to De Morgen, 24 of the 25 new concession holders have strong ties to Knokke-Heist. The municipality’s scoring system deliberately weighted quality and local expertise more heavily than price.
Annual concession fees range from approximately €13,000 to €165,000, with beach operators collectively paying about €1.2 million per year to the municipality, plus additional fees per beach cabin.
What’s Next
The new concessions take effect on January 1, 2027, with Woyo Beach expected to open in mid-2027. For the six operators who lost their spots, the current season will be their last. The decision has generated significant public reaction, with questions raised about the transparency of the process and the emotional impact on long-standing family businesses.
As KW.be reported earlier this year, the tender process had already created unrest among beach bar operators months before the final decision. The municipality maintains that the procedure was fair and transparent, required by European legislation, and designed to ensure the long-term quality of Knokke-Heist’s beach experience.
With the new nine-year concession period, the beach bar landscape of Belgium’s most exclusive coastal town is set for a significant transformation in the years ahead.