MAAG Music & Arts

What MAAG Music & Arts does

MAAG Music & Arts AG is a privately held Swiss entertainment, events, and hospitality company headquartered at Hardstrasse 219, 8005 Zürich, operating under the umbrella brand MAAG Moments. The company owns and operates three primary venues — MAAG Halle in Zürich-West, Halle 622 in Oerlikon, and Lichthalle MAAG, which is described as the first museum in Switzerland dedicated to immersive art featuring large-scale projected digital installations. Beyond venues, MAAG runs an integrated in-house gastronomy department operating Bistro k2, Restaurant Waldkantine, Sommergarten Zum Frischen Max, and the seasonal operation GUMP (launched at Oberer Letten in spring 2023), which supports all MAAG-hosted events.

The company's revenue model is diversified across five streams: event ticketing (concerts, shows, theater), venue rental for corporate and public events, gastronomy operations, museum admissions to Lichthalle MAAG, and equity participation in co-owned venue partnerships (Frau Gerolds Garten, MICAS Garten, Wienachtsdorf am Bellevue, and Haus am Fluss, the latter joined in summer 2023). MAAG serves two principal customer segments: individual consumers seeking entertainment, cultural, and dining experiences, and corporate clients booking venues for events and conferences. The business relies on owned physical infrastructure and a programming pipeline extending through 2027.

Distribution occurs through direct online ticketing (website maag-moments.ch), a CHF 1.19/minute ticket hotline, on-site box offices, and direct sales handling corporate venue rentals. MAAG employs approximately 70 permanent staff supplemented by several hundred temporary event workers, and describes itself as one of the largest independent cultural promoters in Switzerland. No revenue figures, ownership structure, or financial investors are disclosed in available materials, and the company is not publicly traded.

Name

MAAG Music & Arts

Legal name

MAAG Music & Arts AG

Website

https://bymaag.ch

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

MAAG Music & Arts AG is a privately held Zürich-based entertainment, events, and hospitality company operating owned venues, an immersive art museum, in-house gastronomy, and co-owned cultural destinations, serving both individual consumers and corporate event clients across Switzerland.

Ownership category

akta.pro rank

Product category

Live Entertainment Venues

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310), Museums, Historical Sites, and Similar Institutions (7121), Performing Arts Companies (7111)

akta.pro primary industry

Music Venues & Venue Operators (Clubs, Theaters, Arenas) (MPAIAFAB)

akta.pro secondary industries

Nightlife Venue Groups & Operators (Multi-Location) (MPAGAIAL), Event Operations & Venue Services (Box Office, FOH/BOH, Concessions) (MPAIAFAL), Performing Arts & Cultural Event Venues (Theaters, Museums) (THAHAAAG), Live Music Venues & Concert Bars (THAFAEAD)

Keywords

• Event venue rental
• Live entertainment
• Gastronomy services
• Immersive art exhibitions
• Cultural event hosting

Headquarters

HQ city

Zürich

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Event ticketing: Sells tickets for shows, concerts, and theater performances held at MAAG Halle and Halle 622
2. Venue rental: Rents out venues and spaces (MAAG Halle, Halle 622) for corporate and public events
3. Gastronomy operations: Operates multiple food and beverage establishments including Bistro k2, Restaurant Waldkantine, Sommergarten Zum Frischen Max, and seasonal GUMP. In-house gastronomy also supports all MAAG events.
4. Museum admissions: Operates Lichthalle MAAG as Switzerland's first immersive art museum, generating revenue from admission fees
5. Co-owned venue partnerships: As initiator and co-owner of Frau Gerolds Garten, MICAS Garten, Wienachtsdorf, and Haus am Fluss, generates revenue through joint venture interests in these destinations

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

MAAG Music & Arts AG operates a portfolio of owned event venues, restaurants, and entertainment formats in Zürich, anchored by the umbrella brand MAAG Moments. It runs the MAAG Halle and Halle 622 concert/event halls, the Lichthalle MAAG (Switzerland's first museum for immersive digital art), and multiple gastronomy outlets including Bistro k2, Restaurant Waldkantine, Sommergarten Zum Frischen Max, and the seasonal venue GUMP. The company also co-owns partner destinations such as Frau Gerolds Garten, MICAS Garten, Wienachtsdorf, and Haus am Fluss.

Product overview

MAAG Music & Arts AG operates as an entertainment, events, and hospitality company under the umbrella brand MAAG Moments. The portfolio includes venue management (MAAG Halle, Halle 622, Lichthalle MAAG museum for immersive art), in-house gastronomy operations (Bistro k2, Restaurant Waldkantine, Sommergarten Zum Frischen Max, GUMP), and strategic partnerships in venue concepts (Frau Gerolds Garten, MICAS Garten, Wienachtsdorf, Haus am Fluss). The company functions as one of Switzerland's largest independent cultural event organizers, employing approximately 70 permanent staff and several hundred temporary workers.

Differentiator

Problem solved

Functional benefit

Brands

• MAAG Halle: Main event venue located in Zürich-West trend quarter.
• Halle 622
• Lichthalle MAAG
• Bistro k2
• Restaurant Waldkantine
• Sommergarten Zum Frischen Max
• GUMP

Products and services

• MAAG Halle

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• Haus am FlusscoreStrategic or Co-development Partner · 1 January 2023MAAG became initiator and co-owner of Haus am Fluss in summer 2023, expanding their portfolio of waterfront event and hospitality venues in Zürich.
• Frau Gerolds GartencoreStrategic or Co-development PartnerMAAG is the initiator and co-owner of Frau Gerolds Garten, a popular event and gastronomy destination in Zürich. This partnership represents a significant equity investment and strategic positioning in the local event scene.
• MICAS GartencoreStrategic or Co-development PartnerMAAG is the initiator and co-owner of MICAS Garten, contributing to the company's portfolio of co-owned event and dining venues in Zürich.
• Wienachtsdorf am Zürcher BellevueminorStrategic or Co-development PartnerMAAG is initiator and co-owner of Wienachtsdorf (Christmas market village) at Zürich's Bellevue. A seasonal event partnership for Switzerland's largest Christmas village.

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/maaghallezurich
• LinkedInch.linkedin.com/company/maag-music-&-arts-ag
• Instagraminstagram.com/maag_moments

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 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 MAAG Music & Arts