Herning Ny Teater
Herning Ny Teater is a Danish regional theater association in Herning operating a 1907-renovated black box venue. It stages original, guest, and co-produced performances, runs a multi-age theater school, and earns revenue from tickets, subscriptions, gift cards, school fees, and venue rental.
- Company typePrivate
- Founded2002
- HeadquartersHerning, Denmark
- Headcount11–50
- GTM typeB2C
- OfferingServices
Herning Ny Teater firmographics
Firmographics- Name
- Herning Ny Teater
- Legal name
- Herning Ny Teater
- Website
- https://herningnyteater.dk
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Herning Ny Teater is a Danish regional theater association in Herning operating a 1907-renovated black box venue. It stages original, guest, and co-produced performances, runs a multi-age theater school, and earns revenue from tickets, subscriptions, gift cards, school fees, and venue rental.
- Ownership category
- akta.pro rank
Herning Ny Teater industry classification
Industry- Product category
- Performing Arts / Live Theater
- NAICS
- Theater Companies and Dinner Theaters (71111), Theater Companies and Dinner Theaters (711110)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Theater & Performing Arts Venue Operations (Playhouses, Opera Houses) (MPAGALAB)
- akta.pro secondary industry
- Performing Arts & Cultural Event Venues (Theaters, Museums) (THAHAAAG)
Keywords
Where Herning Ny Teater is headquartered
LocationHeadquarters
- HQ city
- Herning
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
Herning Ny Teater business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Ticket Sales: Primary revenue stream from individual performance tickets sold to the public. Ticket prices range from 125 kr to 375 kr depending on the production, with price tiers (e.g., 75-225 kr, 95-295 kr) varying by production. Tickets are sold online via the theater's website and at the box office.
- Subscriptions: Season subscription offering 50 kr discount per ticket when purchasing a minimum of 3 different performances. This drives recurring customer engagement and advance revenue.
- Gift Cards (Gavekort): Gift vouchers sold for teater experiences, providing upfront cash flow and attracting new customers.
- Venue Rental (Leje af sal & foyer): The theater rents out its performance hall and foyer spaces to external organizers, generating ancillary revenue from the facility infrastructure.
- Theater School Fees: Herning Ny Teaterskole offers structured theater programs for children (from 2nd grade), teens, young adults, and adults (30+), with fees supporting educational activities. Programs include Kids, Tweens, Teens, Spotlight, Stage, and 'Det andet trin'.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Magic Fight Night – single performance ticket |
| One time/ perpetual license | Pay-as-you-go | KUNST (Bellevue Teatret guest production) – single ticket at MCH Herning Kongrescenter |
| One time/ perpetual license | Pay-as-you-go | Helvedsblomsterne (Herning Opera Festival) – single ticket |
| One time/ perpetual license | Pay-as-you-go | Standard performance ticket range |
| Subscription | Annual | Abonnement (Subscription) – multi-performance pass |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Herning Ny Teater product offering
Product offeringCore offering
Herning Ny Teater produces and stages original theatrical productions (egenproduktion), hosts guest productions from other Danish theaters (gæstespil), and participates in co-productions with peer Danish venues in its flexible black box theater in Herning. The theater also operates Herning Ny Teaterskole, a structured theater education program for children (from 2nd grade), teens, young adults, and adults (30+), and rents its performance hall and foyer to external organizers.
Differentiator
Problem solved
Functional benefit
Brands
- Teaterskolen: The theater school offers theater education programs for children (2nd-4th grade Kids, 5th-7th grade Tweens), teens (8th-9th grade), Spotlight (for aspiring young actors), Stage (16+), and Det andet trin (adults 30+).
Products and services
- Original Theater Productions (Egenproduktion) Original theatrical productions created in-house by Herning Ny Teater, including drama, family productions, and contemporary Danish theater. Produced for the general public and families in the Herning region.
- Guest Productions (Gæstespil) Guest productions from other Danish theater companies staged at Herning Ny Teater or MCH Herning Kongrescenter, including Bellevue Teatret's KUNST and Don GNU's Slinger i Valsen. Targets the general theatergoing audience in Herning.
- Co-Productions with Danish Theaters Co-produced theater productions with partner Danish theaters, including 'Vi Er Her Endnu' with Teatret Svalegangen and Vendsyssel Teater. Designed to extend audience reach across multiple Danish venues.
- The Julekalender (Theater Adaptation and Tour) Theater adaptation of the cult Danish TV series The Julekalender (1991), co-produced with LION Musicals and Live Nations. Debuted at Herning Ny Teater in November 2024 to sold-out audiences and subsequently toured nationally to Glassalen Tivoli and other Danish cities. For general audiences and families.
- Theater Subscription (Abonnement) Subscription scheme offering 50 kr savings per ticket when purchasing a minimum of 3 different performances. Drives recurring customer engagement and advance revenue for general theatergoers.
- Theater Gift Cards (Gavekort) Gift vouchers for theater experiences, sold online and at the box office, providing upfront cash flow and attracting new customers. For individual gifting to family and friends.
- Venue Rental (Leje af sal & foyer) Rental of the flexible black box performance hall and foyer spaces to external event organizers. Generates ancillary revenue from the venue infrastructure. For corporate event organizers, conference organizers, and community groups.
- Herning Ny Teaterskole (Theater School) Structured theater education programs for children from 2nd grade through adults aged 30+, including Kids (grades 2-4), Tweens (grades 5-7), Teens (grades 8-9), Spotlight (aspiring young actors), Stage (+16 years), and Det andet trin (adults 30+). Enrolled via Conventus registration with program fees.
Quantifiable outcome
- Sold-out performances for flagship productions such as The Julekalender (2024)
- +1 more outcomes
Companies that use Herning Ny Teater
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Herning Ny Teater technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Herning Ny Teater partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and minor.
- Teatret Svalegangen, ÅrhuscoreCo-production partner for 'Vi Er Her Endnu' alongside Vendsyssel Teater and Herning Ny Teater. The production premiered at Teatret Svalegangen (23 Feb – 6 Mar & 13-24 Apr 2027) before touring to Herning Ny Teater (10-19 Mar 2027) and Vendsyssel Teater (30 Mar – 9 Apr 2027).
- Vendsyssel Teater, HjørringcoreCo-production partner for 'Vi Er Her Endnu' alongside Teatret Svalegangen and Herning Ny Teater. The production toured to Vendsyssel Teater (30 Mar – 9 Apr 2027) as part of the tri-part co-production.
- MCH Herning KongrescenterminorMCH Herning Kongrescenter serves as a venue for certain larger guest productions staged by Herning Ny Teater, such as 'KUNST' (Bellevue Teatret) and 'Truckervask til Ældrebyrden' (Folketeatret), which require the larger seating capacity of the congress center.
- LION MusicalscoreCo-producing partner for The Julekalender. After the sold-out Denmark premiere at Herning Ny Teater in 2024, LION Musicals co-presented the 2025 staging at Glassalen in Tivoli and is co-producing the 2026 nationwide tour with Herning Ny Teater.
- Live NationscoreCo-presenter of The Julekalender at Glassalen in Tivoli (2025) and partner for the 2026-2027 nationwide tour, providing distribution and live entertainment industry reach.
- Herning KommunecoreKey municipal partner and sponsor of Herning Ny Teater. Herning Kommune provides institutional support, and the city logo appears prominently among the theater's partner logos, reflecting the municipality's commitment to local cultural infrastructure.
- NorlysminorSponsor and partner of Herning Ny Teater. Norlys is listed among the theater's partner logos, indicating financial or promotional support for productions.
- NordeaminorSponsor and partner of Herning Ny Teater. Nordea is listed among the theater's partner logos, indicating financial or promotional support for productions.
- Jysk BankminorSponsor and partner of Herning Ny Teater. Jysk Bank is listed among the theater's partner logos, indicating financial or promotional support.
- Ege Carpet / Ege FondenminorSponsor and partner of Herning Ny Teater, providing flooring or funding through the Ege Fonden foundation.
- Jacobsen GroupminorSponsor and partner of Herning Ny Teater. Listed among the theater's partner logos.
- Ikast-Brande KommuneminorMunicipal partner alongside Herning Kommune, listed among the theater's partner logos, indicating regional municipal support for the theater.
- De Nattergale (Uffe Rørbæk, Viggo Sommer, Carsten Knudsen)coreOriginal creators of The Julekalender (TV series, 1991), who granted rights and collaborated with Herning Ny Teater for the theater adaptation. They also recorded backtrack music for the production and participated in interviews supporting the theater production.
- Bülow KommunikationminorPress and communications agency handling public relations and media relations for Herning Ny Teater's productions.
- Herning Opera FestivalminorHerning Ny Teater serves as venue host for the Herning Opera Festival, presenting productions such as 'Helvedsblomsterne' as part of the festival program.
Scale indicators3 records
Recent moves7 records
Expansion highlights5 records
Herning Ny Teater competitors and assessment
Company assessmentBroad incumbents
- Det Kongelige Teater (Royal Danish Theatre): Denmark's national theater, a much larger institution whose productions appear in Herning Ny Teater's network. Comparable as a major Danish theater producer but operating at national scale across multiple venues and disciplines.
Regional players
- Holstebro Dansekompagni: Midtjylland-based dance/performing arts company named among Herning Ny Teater's partner theaters. Comparable as a regional performing arts producer in the same geography, with overlapping audience and partnership potential.
Direct peers
- Aarhus Teater: Large regional Danish theater in Aarhus operating a multi-stage venue with own productions, co-productions, and touring. Comparable in scope (own productions + guest productions + co-productions) but at a larger scale than Herning Ny Teater.
- Odense Teater: Regional Danish theater in Odense producing drama, musicals, and co-productions for regional audiences. Comparable as a fixed-venue Danish regional theater running its own productions plus guest and co-produced work.
- Folketeatret: Copenhagen-based producing theater whose production 'Truckervask til Ældrebyrden' was presented as a guest production at Herning Ny Teater. Comparable Danish producing theater that distributes work to regional venues.
- Aalborg Teater: Regional Danish theater in Aalborg operating a full season of own productions, guest productions and co-productions. Closely comparable in operating model (own venue, mixed programming, regional touring) to Herning Ny Teater.
- Bellevue Teatret: Klampenborg-based Danish theater whose production 'KUNST' is staged as a gæstespil at Herning Ny Teater / MCH Herning Kongrescenter. Comparable as a producing Danish theater whose work tours to regional venues.
- Teatret Svalegangen: Aarhus-based regional theater that is a named co-production partner on 'Vi Er Her Endnu' alongside Herning Ny Teater and Vendsyssel Teater. Comparable as a Danish regional theater company producing contemporary drama and co-productions for shared touring.
- Vendsyssel Teater: Hjørring-based regional theater co-producing 'Vi Er Her Endnu' with Herning Ny Teater and Teatret Svalegangen. Directly comparable Danish regional theater with similar production, co-production, and venue-based operating model.
Emerging players
- LION Musicals: Danish musical production company that co-produced The Julekalender with Herning Ny Teater and Live Nations (2024 premiere, 2025 Tivoli staging, 2026-2027 tour). Comparable as a Danish producer of theatrical IP that partners with regional theaters for production and distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Herning Ny Teater social profiles
Digital presenceHerning Ny Teater financial estimates
Financial estimateRevenue estimate
Valuation estimate
Herning Ny Teater leadership team
Management profileNumber of profiles
Profiles11 records
Herning Ny Teater subsidiaries and ownership
Company hierarchySubsidiaries1 record
Herning Ny Teater funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Herning Ny Teater M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Herning Ny Teater
What does Herning Ny Teater do?
Herning Ny Teater produces and stages original theatrical productions (egenproduktion), hosts guest productions from other Danish theaters (gæstespil), and participates in co-productions with peer Danish venues in its flexible black box theater in Herning. The theater also operates Herning Ny Teaterskole, a structured theater education program for children (from 2nd grade), teens, young adults, and adults (30+), and rents its performance hall and foyer to external organizers.
Is Herning Ny Teater a public or private company?
Herning Ny Teater is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Herning Ny Teater founded?
Herning Ny Teater was founded in 2002. It employs 11 to 50 people.
Where is Herning Ny Teater based?
Herning Ny Teater is headquartered in Herning, Denmark, in the Europe region.
How does Herning Ny Teater make money?
Five revenue lines are on record. Ticket Sales are the primary driver. The others are subscriptions, gift Cards (Gavekort), venue Rental (Leje af sal & foyer) and theater School Fees.
Who are Herning Ny Teater's main competitors?
Det Kongelige Teater (Royal Danish Theatre) is listed as a broad incumbent. Holstebro Dansekompagni is listed as a regional player. Direct peers are Aarhus Teater, Odense Teater, Folketeatret, Aalborg Teater, Bellevue Teatret, Teatret Svalegangen and Vendsyssel Teater. LION Musicals is listed as an emerging player.
Does Herning Ny Teater have an API?
No public API is recorded for Herning Ny Teater.
What industry is Herning Ny Teater in?
Herning Ny Teater's product category is Performing Arts / Live Theater. Its primary akta.pro industry code is MPAGALAB, Theater & Performing Arts Venue Operations (Playhouses, Opera Houses), with a secondary code of THAHAAAG, Performing Arts & Cultural Event Venues (Theaters, Museums). Its NAICS code is 71111 and its SIC code is 7900.