In the pursuit of hoppiness, Heineken created The Heineken Experience, an interactive self-guided tour, in the heart of Amsterdam. Right down the street from the Rijksmuseum and the Van Gogh museum is the former brewery (operating for 100 years). Today it is the bustling marketing campaign for Heineken. The tour lasts about 1.5 hours, depending on your cadence and beer guzzling technique (2 free small drafts at the end of the tour). It includes the Heineken history complete with photographs, awards, relics and real live horses (you can't touch any of these, even the horses are behind glass). 

Tickets cost 18 euro ($23.26) per person. The interactive activities include: creating your own dutch music video, photo opportunities with cutouts, sending a video message to loved ones and pouring the perfect virtual beer. You also have the option to create your own personalized bottle (you can put your name on the label) for 6 euros. And there's a gift store. For anything and everything Heineken branded (250 products). Hello, Christmas stockings!

Following the tour, Heineken offers guests seats on their canal boat located directly across the street and, you guessed it, along the canal! It's a short (one-way) ride complete with the option to purchase more Heineken. So, you should really like Heineken. Or historical brewing tours followed by boat rides. Either or. I'm not judging (I'm in a Dutch music video for crying out loud).

There's a section in Amsterdam's Red Light district for blue lights, which showcases the only male prostitution presence in the city... er, or at least what technically aren't women. Pointed out on the tour I took, these transgendered / transvestites also stand mannequin-style behind glass doors wearing fancy underwear. Trying to catch the attention of passers-bys, these "working girls" use blue florescent neon lights to advertise their wares for cold, hard cash.

Around The Old Church from about noon to midnight everyday business is open for service. And not just the boys. This is primarily a women's world after all. Nowadays, however, it's mostly Eastern European women with a very low percentage of Dutch girls in the windows. The government has tried to determine what/if any of these women are/were forced into their profession through human trafficking. Variations in data collection range drastically from 10% - 90%! To me, it seemed that most were comfortable in their window displays. Many were even on their cell phones texting or hanging out with a friend in a nearby window. Most of the girls looked early twenties but some women have worked the streets for decades. Martine and Louise Fokkens are twins whom just recently finally hung up their stockings in 2013. Retiring at the ripe old age of 70, the Fokkens wrote a book following their careers entitled, "The Ladies of Amsterdam". It spans over 50 years and upwards of 300k+ men.

I was told there's about 250 windows spread around the Wallen Red Light district with rent at about 80-120 euros per hour depending on location and time of day. There's even a union, De Rode Draad, and a center for prostitution information (PIC), where the former prostitute owner will inform the public about social conditions over coffee and apple pie. 

Ordering either the blue (or red) plate special in Amsterdam has been officially legal since 2000 with the abolishment of the brothel ban.