From rock ’n’ roll to the Côte d’Azur
Behind Coeur d’Azur Concierge and CoeurStays, there are no institutional investors, no corporate boardrooms, and no twenty-year master plans tucked away in a drawer. Just two people: Madelon and Arno. Two passionate Dutch entrepreneurs with a large family, many colorful chapters behind them, and a shared, lifelong love for France.
Looking back, it almost feels as if every single experience we have ever had brought us directly to this moment. But to understand the full journey, we have to start at the very beginning—back when our paths first crossed.
How it started: an unforgettable meeting
Madelon was working as a flight attendant for Martinair and was close friends with an artist manager. On September 2, 1995, she was asked to coordinate an anniversary event and support the booked rock ’n’ roll band backstage…
…and Arno happened to be playing in that band. Perhaps not what you would expect from someone who, after earning his university degree in law, worked as a legal strategist at the Ministry of Transport and Water Management.
The spark was instant. The heart wants what it wants. Now, more than three decades later, that spark is as bright as ever.
Madelon is still hospitality in its purest form—caring for, organizing, and welcoming everyone who crosses her path. Arno still makes music, writing and composing, occasionally stepping on stage in France when the opportunity arises.
Some things change over time, while the essentials remain rooted.
A vibrant, busy family life
Over the years, we built a shared life together. With, yes, seven children! Anyone who thinks you can run a rigid schedule with seven kids has clearly never raised seven children. A large family teaches you flexibility, improvisation, listening deeply, and accepting that plans are often just optimistic guidelines.
Our days were full and lively: work, children, school runs, celebrations, family holidays, entrepreneurship, and everything in between. That energetic life truly shaped who we are. We have always explored diverse paths, not out of indecisiveness, but out of genuine curiosity. We love building ventures, bringing people together, and discovering what is possible.
Two complementary backgrounds, one shared passion
Madelon brings over thirty years of hands-on experience in hospitality, tourism, catering, and management. After completing her studies in Tourism & Leisure, she managed hotels and leisure businesses before flourishing as an independent entrepreneur.
Arno followed a distinct yet complementary path. He studied legal public administration at Tilburg University and served for years in senior strategic and executive roles, including at the Ministry. Alongside research, consulting, and business leadership, he served two terms as an elected deputy mayor until 2026.
On paper, our backgrounds seem worlds apart. In practice, they complement each other seamlessly. Madelon instantly spots what a space needs and usually has three creative solutions ready before anyone else. Arno assesses the scenarios, maps out execution steps, and then both of us jump in hands-on.
In almost every venture Madelon has launched, Arno has been right by her side. We simply love creating things together and bringing exceptional concepts to life.
And then came France
France was never just an occasional holiday destination for us. Between 1998 and 2011, we lived and worked here as co-owners and operators of Les Trois Sources, a holiday estate and campsite with over twenty seasonal employees during peak summer.
That was where we learned what running a tourism business in France truly means. Not as tourists, but as entrepreneurs, employers, hosts, and dedicated problem-solvers. We lived the daily reality of hospitality. And running a holiday estate is far from a simple postcard.
For guests, a French holiday is pure relaxation: sunshine, swimming pool, and a glass of chilled wine on the terrace. On our side of the reception desk, the reality involved maintenance, logistics, staffing, guest relations, and unexpected emergencies that always seem to occur at the busiest moments.
Those years brought high highs and profound challenges—including a major fire in 2005 that destroyed our main building, where we also lived. Looking back, we learned invaluable lessons about resilience, enterprise, teamwork, and human connection. Through it all, one fundamental truth remained: our deep love for France never wavered.
We left, but our hearts stayed behind
In 2011, we returned to the Netherlands. New professional chapters, new ventures, and fresh challenges awaited. Madelon continued her work in hospitality and business, while Arno consulted on strategy, governance, and composed music.
Life moved on. Our children grew up and began their own independent journeys. Yet a piece of our heart remained behind in France. Some places stay with you forever. France lingered in our thoughts, our conversations, and our quiet ambition to return.
We visited frequently, initially like any holidaymakers, but increasingly looking for the place where we would settle permanently. We soon realized that every path we had taken was gently guiding us back south.
This time, our compass pointed straight to the Golfe de Saint-Tropez, to Grimaud. Real life here requires hard work, dedication, and finding your place within the local community. But as we settled in, we stopped wondering whether we could make a life here and simply asked: why would we ever leave?
France is our home
France is far more to us than sunshine and scenic views. It is not just the azure sea, crisp wine, morning markets, or the scent of maritime pine trees in the summer breeze. It is the rhythm of daily life: the changing seasons, the warm local community, the way family and outdoor life blend, and the peaceful calm that returns once the summer bustle fades.
It is the historic charm of medieval villages, the waterways of Port Grimaud, the surrounding vineyards, and the Mediterranean coastline.
Yes, even the intricacies of French administration are part of the charm—you take the whole picture.
Living here feels completely natural to us. France is simply home.
Everything fell into place
All the threads of our diverse backgrounds began to weave together naturally. Madelon’s decades of expertise in high-standard hospitality, guest relations, rental management, and seamless behind-the-scenes coordination; Arno’s background in strategy, property maintenance, operations, and technical management.
Above all, our firsthand experience as property owners, hosts, and long-time residents in France provided the missing link.
We met many second-home owners along the coast—people with beautiful villas, apartments, or holiday residences. Homes they cherish for weeks or months each year, but which need continuous, trustworthy care when they are away.
That was where we saw our calling.
The creation of Coeur d’Azur Concierge
Coeur d’Azur Concierge was not an overnight idea, but the natural culmination of everything we had built and learned over decades.
We created Coeur d’Azur Concierge for owners who want to fully enjoy their residence on the Côte d’Azur without worrying about property upkeep, maintenance emergencies, or guest arrivals while they are elsewhere.
Our mission is to give owners total peace of mind: the confidence that everything is completely taken care of.
Having someone dependable on-site who inspects your home regularly, welcomes guests warmly, prevents small issues from escalating, and is always a single phone call away. Someone who does not just say “we’ll take care of it,” but actually follows through with care.
CoeurStays: hospitality with personal attention
From that exact same dedication grew CoeurStays, the dedicated holiday rental collection of our concierge service.
A fine home on the French Riviera is meant to be lived in and enjoyed. Both by its owners and by discerning guests seeking an extraordinary, worry-free stay.
At CoeurStays, we focus on the entire guest experience: immaculate presentation, thoughtful communication, personal welcomes, and attentive concierge support throughout the stay. We blend the elegance of a boutique hotel with the privacy of a private residence.
Our background ensures both sides are protected: guests experience heartfelt warmth and effortless luxury, while owners know their homes are treated with respect, care, and attention to detail.
Together, CoeurStays and Coeur d’Azur Concierge provide a complete, trusted solution for both owners and holidaymakers.
We do things our own way
Personal, grounded, attentive, and practical.
We understand that a holiday home is much more than stone, furniture, and a set of keys. It is often a long-cherished dream. A sanctuary where children grow up, where friends reunite, where milestones are celebrated, and where you return summer after summer.
Or simply the place where you turn the key, step inside, and instantly feel at peace.
That is what we protect and nurture. Whether you are staying in your home, welcoming guests through CoeurStays, or leaving the property closed for the winter season, the feeling remains constant: someone trusted is watching over your home with genuine care.
Still simply Madelon & Arno
And us? We are still just Madelon and Arno.
We work hard, often with more creative ideas than hours in the day. Arno continues to write and play music. Madelon is always imagining new ways to delight our guests. Our seven children are off thriving in their own lives.
We continue to build, innovate, and make plans—sometimes pivoting when intuition calls. Throughout it all, we never lose sight of why we chose this path in France.
Our hearts were always here. Not to chase a flawless postcard fantasy, but to live an authentic, meaningful life that reflects who we are.
From the Netherlands to the sun of the Côte d’Azur. From cabin crew duties at 30,000 feet and rock bands to local public administration and boutique hospitality. From running a bustling campsite to crafting personalized concierge care.
Perhaps that is our true story: life rarely follows an exact script, but every turn has brought us closer to where we belong. Today, right here in the Golfe de Saint-Tropez, with music in the air and France beneath our feet, we are ready for everything that lies ahead.
Coeur d’Azur Concierge & CoeurStays
Born from experience. Grown in France. Dedicated to the art of French Riviera living. Where the heart stays. For many, and especially for us. Home.
“Here, I don’t have to worry about a thing. I am truly welcome.”
The CoeurStays promise to every guest