Stadtmarketing Elmshorn

What Stadtmarketing Elmshorn does

Stadtmarketing Elmshorn e.V. is a registered non-profit association (eingetragener Verein) founded in 1999 in Elmshorn, Schleswig-Holstein, Germany, that delivers city marketing services for the city and its ~50,000 inhabitants. The organization operates a multi-stakeholder public-private model: a full-time staff of approximately nine people (led by Managing Director Ralf Hots-Thomas since August 2025) is supported by an honorary board comprising the Elmshorn mayor as deputy chair plus representatives of member businesses including Sparkasse Elmshorn, VR Bank in Holstein, Kibek, Flora Gesundheits-Zentrum, Autohaus Elmshorn, and Gustav Ramelow KG. Its mandate is to coordinate municipal, commercial, and citizen stakeholders around shared initiatives that maintain the attractiveness of Elmshorn's city center.

The organization's product portfolio centers on three durable asset categories. First, the Elmshorn Gutschein voucher system (physical EUR 10/15 cards sold at Sparkasse and other Verkaufsstellen, plus digital vouchers from EUR 1-150 via Webshop and CityGutschein iOS/Android app) generates 3.5% transaction commissions across approximately 130-150 acceptance points. Second, the City Online Guide (city-elmshorn.de) provides an interactive map listing approximately 500 local businesses color-coded by industry with mouse-over details and real-time downtown rental listings. Third, a recurring event portfolio including the Elmshorner Musiknacht (annual music night across 18+ venues, ~1,500 visitors), Picknick-Open-Air Kino (three summer evenings), Friday Flair, Shopping Sonntage, and the Lichtermarkt/Eisvergnügen winter program. Supporting products include Supernormal-branded souvenirs, the December 2025 cookbook 'Elmshorn. Superlecker.', the Pop Up HUUS temporary-retail program, the PACT property-owner-funded street-beautification initiative, and a tax-free Employer Gutschein for employee rewards.

Revenue is generated through five streams: annual membership dues from ~30 organizations, voucher processing commissions (3.5% + VAT plus a one-time EUR 50 setup fee per new acceptance point), event ticket sales (e.g., Musiknacht EUR 16 advance / EUR 20 door; Picknick-Kino EUR 10/8; cooking events EUR 98/person), corporate event sponsorship (Sparkasse Elmshorn, Kibek, VR Bank, Autohaus Elmshorn, Semmelhaack, Provinzial, STERNPARTNER BURMESTER, Elbmarschen Apotheke), and souvenir/cookbook sales. The underlying technology stack is a conventional web platform (designed by SMP media GmbH, hosted at Host Europe/deutsche data centers, analyzed via cookie-free Matomo) plus the CityGutschein mobile app, with no proprietary AI or ML components. As a non-profit e.V., Stadtmarketing Elmshorn does not publicly disclose financial figures.

Name

Stadtmarketing Elmshorn

Legal name

Stadtmarketing Elmshorn e.V.

Website

https://stadtmarketing-elmshorn.de

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

Stadtmarketing Elmshorn e.V. is a non-profit city marketing association founded in 1999 that coordinates events, the Elmshorn Gutschein voucher system, and the City Online Guide business directory for Elmshorn, Germany's ~50,000 residents and local businesses.

Ownership category

akta.pro rank

Headquarters

HQ city

Elmshorn

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Membership Dues: Annual membership fees from businesses and private individuals who support Stadtmarketing Elmshorn's initiatives for city attractiveness. The association has approximately 30 member organizations.
2. Elmshorn Gutschein Commission: Processing fee of 3.5% plus VAT collected from partner businesses when vouchers are redeemed. Businesses submit physical vouchers weekly to Stadtmarketing for reimbursement. Also includes one-time partner setup fee of 50 EUR net for new acceptance points.
3. Event Revenue: Ticket sales for events such as Elmshorner Musiknacht (16 EUR adults advance, 20 EUR door; 12/16 EUR students), Picknick-Open-Air Kino (10 EUR adults, 8 EUR students), and cooking events (98 EUR per person). Sponsors contribute additional funding.
4. Souvenir Sales: Online and offline sales of branded merchandise including Supernormal souvenirs, cookbook 'Elmshorn. Superlecker.' (24.90 EUR), and promotional items.
5. Event Sponsorship: Corporate sponsorships for events such as Musiknacht (Sparkasse Elmshorn, Elbmarschen Apotheke, Kibek, Provinzial, STERNPARTNER BURMESTER), Picknick-Open-Air Kino (Autohaus Elmshorn, Sparkasse Elmshorn, Semmelhaack Wohnungsunternehmen), and Friday Flair (VR Bank in Holstein).

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Stadtmarketing Elmshorn is a non-profit registered association (e.V.) founded in 1999 that coordinates city marketing for Elmshorn, Germany. It operates the Elmshorn Gutschein gift voucher system (physical and digital, redeemable at 130+ local businesses), the interactive City Online Guide mapping ~500 local businesses, and a portfolio of recurring city events including the Elmshorner Musiknacht, Picknick-Open-Air Kino, Lichtermarkt, Shopping Sonntage, and Summer in the City. The organization also develops the Elmshorn. Supernormal. city brand, branded souvenirs, and urban beautification initiatives such as the PACT partnership and Pop Up HUUS temporary retail spaces.

Product overview

Stadtmarketing Elmshorn operates as a city marketing association (eV) offering a portfolio of event-based products and services rather than a unified software platform. The core offering centers on the Elmshorn Gutschein gift voucher system (physical and digital), the City Online Guide interactive business directory/map, and recurring city events including the Elmshorner Musiknacht (annual music night), Picknick-Open-Air Kino (outdoor cinema), Shopping Sonntage, and Elmshorner Winter/Lichtermarkt. Supporting products include branded souvenirs (Elmshorn Supernormal), the recent cookbook 'Elmshorn. Superlecker.', the Pop Up HUUS temporary retail spaces, PACT greening initiatives, Summerlounge, and the city brand campaign 'Elmshorn. Supernormal.' The portfolio is complemented by employer voucher programs for tax-free employee rewards. The organization functions as a membership-based association supported by sponsors rather than a commercial technology company.

Differentiator

Problem solved

Functional benefit

Brands

• Elmshorn Gutschein: A local gift voucher system launched in late 2009 that can be redeemed at over 130 participating businesses in Elmshorn. Available in both physical (10 and 15 euro denominations) and digital formats.
• Elmshorn. Supernormal.

Products and services

• Elmshorn Gutschein A local gift voucher system redeemable at over 130 participating businesses in Elmshorn. Available in physical (10 and 15 EUR denominations) and digital (1-150 EUR) formats via Webshop, CityGutschein mobile app, or email gifting. Partial payments allowed. Targets consumers seeking local gifts and employers providing tax-free employee benefits up to 50 EUR per month.
• Picknick-Open-Air Kino Outdoor cinema event series held in the Skulpturengarten sculpture garden across three evenings in June and July. Screens films under the stars with live music, food vendors, and prize drawings for picnic baskets. Tickets 10 EUR for adults, 8 EUR reduced (students/schoolchildren), free for children. Sold online via pretix.eu and at the door.
• Elmshorner Musiknacht Annual music night event transforming the city center into a concert venue with live performances at 18+ locations, including an opening concert at St. Nikolai-Kirche and closing concert at Wein- und Schlemmerfest. Attracts approximately 1,500 visitors per edition. Tickets 16 EUR advance for adults, 12 EUR students, free for children 0-10. 10th anniversary edition scheduled for May 29, 2026.
• City Online Guide Interactive digital map platform (city-elmshorn.de) listing approximately 500 local businesses from retail, gastronomy, and services. Features color-coded categories, mouse-over building information, and real-time rental listings for downtown commercial spaces. Helps residents and visitors discover local offerings and helps businesses gain visibility.
• Elmshorn Supernormal Souvenirs Branded merchandise collection featuring Supernormal city brand items including earrings, maritime keychains, Nordic hats, multitools, water bottles, and deck chairs. Sold via online shop (elmshorn-supernormal-souvenirs.de) and in-person at the Stadtmarketing office.
• Kochbuch "Elmshorn. Superlecker." 140-page cookbook featuring 65 recipes from 68 Elmshorn residents, combining culinary content with city history and personal narratives. Priced at 24.90 EUR, sold at 14+ retail locations and online. 1 EUR per book donated to Elmshorn Spendenparlament.
• Summer in the City - Friday Flair Summer event series sponsored by VR Bank in Holstein featuring Friday evening entertainment in the city center with live music, food vendors, and outdoor lounge areas.
• Shopping Sonntage Monthly or bi-monthly Sunday shopping events where participating Elmshorn retailers open from 12-17:00, combined with themed activities such as ice skating finales, street art festivals, or cultural programs.
• Elmshorner Winter Winter event series running approximately 7 weeks, including the Lichtermarkt (Christmas market) with Engelflug installation and Stadtwerke Eisvergnügen (ice skating) featuring a 350 sqm ice rink on Holstenplatz.
• Messe Berufe live Career and vocational training fair (Ausbildungsmesse) connecting local businesses with young people seeking apprenticeships and career opportunities in Elmshorn.
• Pop Up HUUS Temporary retail space program in the city center (Marktstrasse 18) offering short-term rental to entrepreneurs for selling sustainable goods, hosting workshops, or creative pop-up concepts. Managed by Stadtmarketing Elmshorn.

Quantifiable outcome

• ~1500 visitors attend Musiknacht events
• +4 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

15 partnerships are on record, tiered core, minor and major.

• Stadt Elmshorn (City of Elmshorn)coreStrategic or Co-development PartnerStrong municipal partnership where the city serves as a key supporter and partner. The mayor (Oberbürgermeister) serves as Vice-Chair of the Stadtmarketing Vorstand. The city entrusts Stadtmarketing with implementing the Innenstadtförderprogramm (inner-city promotion program) of Schleswig-Holstein state and developing the city brand.
• Initiative Elmshorn e.V.coreStrategic or Co-development PartnerLocal initiative focused on city quality improvements. Funded sun loungers in Steindammpark and collaborates on inner-city development projects as part of the Innenstadtentwicklungskonzept (inner-city development concept).
• Verkehrs- und Bürgerverein Elmshorn e.V.coreStrategic or Co-development PartnerCollaborates on combined events including Wein- und Schlemmerfest running parallel to Musiknacht. Jointly creates event experiences and shares programming synergies.
• Fachhochschule NordakademieminorStrategic or Co-development PartnerEducational institution partnership for potential collaborations on student projects, internships, and academic connections to the city.
• EMTV e.V.minorStrategic or Co-development PartnerLocal sports club participating in events and city activities. Unicycle group performs at Shopping Sonntag events.
• Kunstverein Elmshorn e.V.minorStrategic or Co-development PartnerArt association hosting Musiknacht performances in Torhaus location. Collaborative partner for cultural events.
• Sparkasse ElmshorncoreGTM or Marketing PartnerKey financial sponsor of Musiknacht 2026 and main sales location for Elmshorn Gutschein. One of ~30 member organizations. Provides sponsorship with logo placement on event materials.
• VR Bank in HolsteincoreGTM or Marketing PartnerSponsor of 'Summer in the City - Friday Flair' event. Member organization of Stadtmarketing. Provides event sponsorship and branding.
• Autohaus ElmshornmajorGTM or Marketing PartnerSponsor of Picknick-Open-Air Kino 2026 (film 'Was ist schon normal?'). Member organization with Vorstand representation (Frank Lexau). Major supporter of city events.
• Semmelhaack WohnungsunternehmenmajorGTM or Marketing PartnerSponsor of Picknick-Open-Air Kino 2026 (film 'Die Rosenschlacht'). Member organization. Major supporter of city marketing activities.
• KibekmajorGTM or Marketing PartnerMajor sponsor of Musiknacht 2026, venue host for Tom Klose and Violet Way performances, and sales location for vouchers and tickets. Member organization (Lisa Sachau on Vorstand).
• ProvinzialmajorGTM or Marketing PartnerSponsor of Musiknacht 2026 with logo placement on event materials.
• Elbmarschen ApothekeminorGTM or Marketing PartnerSponsor of Musiknacht 2026 with logo placement on event materials.
• STERNPARTNER BURMESTERminorGTM or Marketing PartnerSponsor of Musiknacht 2026 with logo placement on event materials.
• PACT (Partnerschaft zur Attraktivierung von City-, Dienstleistungs- und Tourismusbereichen)coreStrategic or Co-development PartnerPartnership of property owners on Königstraße funding urban beautification. Organized as a funding mechanism for improvements beyond the pedestrian zone. Commissioned decorative planting (72 flower boxes) along Krückau riverbank and high beds with trees on Alter Markt. Established 2014 as Begrünungs-PACT, renewed 2019 and preparing successor for 2024.

Scale indicators8 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Hamburg Tourismus GmbH: Major city marketing and tourism organization for Hamburg. Significantly larger scope and budget but follows the same DACH city-marketing model combining events, brand campaigns, and tourism promotion relevant to Schleswig-Holstein-region visitors.
• Stuttgart-Marketing GmbH: Larger city marketing GmbH for Stuttgart running tourism, events, and convention bureau activities. Overlaps with Stadtmarketing Elmshorn's event and city branding portfolio but operates at substantially larger scale and budget.
• Berlin Tourismus & Kongress GmbH: City marketing and tourism organization for Berlin. Same functional category (city marketing/events/tourism) but at metropolitan scale; useful comparable for understanding the upper bound of the model.
• München Tourismus (LHM Services GmbH): Official city marketing and tourism organization for Munich. Significantly larger scale but operates in the same functional category of running city events, brand campaigns, and visitor services typical of German city marketing.

Direct peers

• Stadtmarketing Lüneburg GmbH: City marketing organization for Lüneburg (Lower Saxony). Comparable non-profit/GmbH structure running events, shopping programs, and city branding. Also previously led by Ralf Hots-Thomas, confirming operational comparability.
• Stadtmarketing Kiel e.V. Distinct entity from Kiel-Marketing e.V., this organization focuses on inner-city retail promotion and urban development in Kiel. Comparable member-funded structure focused on downtown vitality, voucher programs, and Shopping Sonntage-style events.
• Kiel-Marketing e.V. City marketing organization for Kiel, Schleswig-Holstein. Directly comparable as a registered association (e.V.) running events, gift voucher programs, and city branding for a Schleswig-Holstein city. The new Stadtmarketing Managing Director (Ralf Hots-Thomas) previously served as Managing Director here, confirming direct operational comparability.
• Stadtmarketing Siegen e.V. City marketing association for Siegen, North Rhine-Westphalia. Comparable registered association (e.V.) model running city events, voucher initiatives, and urban development projects. Previously led by Manuela Kase before her move to Elmshorn in 2008.

Regional players

• Leipzig Tourismus und Marketing GmbH: City marketing and tourism organization for Leipzig, Saxony. Comparable GmbH structure combining event management, city branding, and tourism promotion in a mid-sized German city context.
• Bremen Marketing GmbH: City marketing organization for Bremen (Hanover region). Comparable to Elmshorn's regional Schleswig-Holstein positioning, running events and city branding for a mid-sized northern German city.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/StadtmarketingElmshorn
• Instagraminstagram.com/stadtmarketing_elmshorn

Revenue estimate

Valuation estimate

Number of profiles

Profiles20 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Stadtmarketing Elmshorn