Theater aan de Parade

Name

Theater aan de Parade

Legal name

Theater aan de Parade

Website

https://theateraandeparade.nl

Company type

Private

Founded year

1828

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Performing arts venue and live entertainment

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Theater & Performing Arts Venue Operations (Playhouses, Opera Houses) (MPAGALAB)

akta.pro secondary industries

Concert Halls & Music Venue Operations (Symphony Halls, Recital Venues) (MPAGALAC), Performing Arts & Cultural Event Venues (Theaters, Museums) (THAHAAAG)

Keywords

• Live performing arts
• Theater venue
• Cabaret performances
• Classical music concerts
• Venue rental services

Headquarters

HQ city

's-hertogenbosch

HQ country

Netherlands

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Ticket sales: Individual tickets sold online, by phone, and at the box office for performances across Casinozaal, Pleinzaal, and partner venues. Transaction fee of €2.85 per order. Prices range from €13.50 (youth last-minute) to €42.00 (premium classical concerts).
2. Subscriptions and memberships: Annual subscriptions (TP-Theaterabonnement, Philzuid Abonnement) and tiered membership programs (Vriend €50/yr, Theatergenoot €100/yr, Ambassadeur €185/yr) for two persons, offering priority booking and discounts. TP CUBUS is a separate business club (~45 members) contributing to TP Fonds.
3. Theatercafé (food & beverage): On-site horeca generating revenue through coffee/borrel (Tuesday–Friday 13:00–17:00, Saturday–Sunday 11:00–17:00) and dinner service at €35 for two courses (drinks excluded). Special dinner packages before selected performances.
4. Venue rental / events: Rentable spaces include Casinozaal, Pleinzaal (up to 1,000 persons), Theatercafé, Tuinkamer, Forum, Huiskamer, De Loft, and Pleinfoyer. Used for corporate conferences, workshops, private events, and cultural productions. Contact: [email protected].
5. Friends and donor programs: Three-tier supporter program (Vriend, Theatergenoot, Ambassadeur) and TP CUBUS business club (approx. 45 members) providing annual contributions supporting education, talent development, and inclusion programs through TP Fonds.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Theater aan de Parade operates a two-hall performing arts venue at Parade 23 in 's-Hertogenbosch (Casinozaal and Pleinzaal, opened March 2024) presenting a programmed season of cabaret, dance, theater, classical music, opera, musicals, youth and family shows, and signature festivals. Core sellable offerings include individual ticketed performances, annual subscriptions and tiered membership programs, an on-site Theatercafé with dinner service, multiple festival properties, and rental of the theater's halls and ancillary rooms to corporate and private event organizers.

Product overview

Theater aan de Parade is a performing arts theater venue in 's-Hertogenbosch operating since March 2024 in a newly built facility. The venue offers a broad programming of theater, dance, music, cabaret, classical concerts, and musicals across two performance halls (Casinozaal and Pleinzaal). The product portfolio includes core venue operations (ticketing, subscriptions, café services), multiple festival properties (Theaterfestival Boulevard, Opera op de Parade, TUINSESSIES, Horn of Plenty, The Funniest Festival Ever), educational and youth programs (Zaaltje Kraken, VO Podium Menu, Young Creatives, Lastminute Jongerenprijs), accessibility services (hearing support, sign language interpretation, low-stimulation spaces), and membership programs (Vriend, Theatergenoot, Ambassadeur subscriptions, TP Partners corporate sponsors, TP CUBUS business club). Additional offerings include gift cards (Cadeaukaart and Podium Cadeaukaart), venue rental services, resident artist programs (Huisgenoten), and the Koffie bij de Piano concert series. The theater maintains integrations with Eventim and Nationale Theaterkassa for ticket sales, accepts iDeal and major credit cards, and uses Spotler for newsletter communications.

Differentiator

Problem solved

Functional benefit

Brands

• TP-Theaterabonnement: Flexible theater subscription for a fixed annual fee for the 2026-2027 season.
• Philzuid Abonnement
• Philzuid
• Opera op de Parade
• TUINSESSIES
• The Funniest Festival Ever
• Horn of Plenty
• TP CUBUS
• Festival Cement
• Stadsgasten
• Zaaltje Kraken
• Young Creatives
• ODE aan Amsterdamse Volkszangers

Products and services

• Theater aan de Parade Main Venue Purpose-built two-hall performing arts venue at Parade 23, 's-Hertogenbosch, hosting the full season program of cabaret, dance, theater, classical music, opera, musicals, and festivals. For general audiences, families, schools, and visiting ensembles.
• Theatercafé On-site café and restaurant offering coffee and borrel (Tuesday-Friday 13:00-17:00, Saturday-Sunday 11:00-17:00) and a pre-show two-course dinner at €35 (drinks excluded). For theater visitors and walk-in guests, with special dinner packages before selected performances.
• TP-Theaterabonnement Flexible annual theater subscription (~€50/year for two persons) for the 2026-2027 season, offering priority ticket ordering and benefits across the season's program. For frequent theatergoers who want guaranteed access and value across multiple performances.
• Philzuid Abonnement Concert subscription offered jointly with resident ensemble Philzuid, granting access to a series of special classical concerts during the season (e.g., In Extase, Debussy's La Mer, Don Juan). For classical music subscribers.
• Podiumpas National performing arts subscription pass accepted at Theater aan de Parade for select performances, alongside We Are Public. For young and frequent arts subscribers across the Netherlands.
• We Are Public Cultural subscription membership whose members can attend selected performances at Theater aan de Parade using their pass. For culturally curious consumers exploring beyond mainstream programming.
• Theaterfestival Boulevard Annual theater festival held in August (7-17 August 2026 edition), featuring theater, dance, music theater and cross-disciplinary art forms. Hosted in partnership at Theater aan de Parade's Casinozaal and Pleinzaal. For general festival audiences.
• Opera op de Parade Free outdoor opera festival held on the Parade square in 's-Hertogenbosch, attracting ~7,000 visitors over two summer evenings with classical opera performances (e.g., Puccini's Le Villi). For general audiences including non-traditional opera attendees.
• TUINSESSIES Outdoor semi-acoustic music sessions held in summer in the Citadeltuin garden (fifth anniversary edition). For audiences seeking relaxed outdoor concerts.
• Horn of Plenty Brass music festival of the Netherlands, organized with trompettist Eric Vloeimans and Willem Twee. For fans of Dutch brass band and jazz programming.
• The Funniest Festival Ever Annual comedy and humor festival featuring cabaret headliners and emerging comedic talent at Theater aan de Parade. For fans of cabaret and stand-up.
• Lastminute Jongerenprijs (Youth Last-Minute Ticket) Discounted youth ticket program priced at €13.50 for anyone under 25 years old, available 48 hours before virtually all performances and often including a drink. For young audiences aged up to 25.
• VO Podium Menu Educational program collaboration with Huis73, Verkadefabriek, and Willem Twee providing subsidized cultural institution access for secondary-school students in 's-Hertogenbosch. For schools and students.
• Zaaltje Kraken Youth platform that allows young people to organize their own programs at the theater (night lectures, open mic nights, game evenings under supervision). For residents and student groups aged roughly 16-25.
• Young Creatives Program for young people aged 16-20 to earn money by attending festivals, performances, concerts, and exhibitions. For teens and young adults seeking paid cultural exposure.
• Koffie bij de Piano Over 25-year concert series on Sunday mornings featuring promising young pianists in an intimate setting with coffee service included. For classical music audiences and concert regulars.
• Stadsgasten Local talkshow hosted by cabaretiers featuring ordinary residents with extraordinary stories from different city neighborhoods of 's-Hertogenbosch. For local Bosschenaren and the wider regional audience.
• Theatermaatjes Companion program connecting theatergoers who prefer not to attend alone, facilitating shared theater experiences. For visitors seeking company for cultural outings.
• Vriendenprogramma (Friends/Ambassador Membership Tiers) Three-tier supporter membership: Vriend (€50/year), Theatergenoot (€100/year), Ambassadeur (€185/year, covers 2 persons). Benefits include priority ticket ordering, 10% discount on selected performances, monthly newsletter, special friend activities, and exclusive encounters. For patrons and cultural supporters.
• TP Partners (Corporate Partnership Program) Corporate partnership program supporting TP Fonds for education, talent development, and inclusion initiatives. Involves 12+ corporate sponsors including Rabobank, Heineken, Essent, Sligro, De Mandemakers Groep. For companies seeking cultural CSR and brand association.
• TP CUBUS Business Club Self-standing foundation and cultural business club (operating since 1 January 2024) with approximately 45 Bossche entrepreneur members, investing in the societal and cultural ambitions of Theater aan de Parade and creating exclusive cultural experiences. For regional entrepreneurs and business leaders.
• Cadeaukaart (Theater Gift Card) Theater-branded gift card available as digital or physical format, redeemable for performances at Theater aan de Parade. For gift-givers and consumers seeking flexible gifting.
• Podium Cadeaukaart (Multi-Theater Gift Card) Multi-theater gift card accepted at participating venues across the Netherlands, redeemable in customer accounts. For consumers wanting nationwide performing-arts gifting flexibility.
• Zaalverhuur (Venue Rental) Venue rental offering multiple spaces — Casinozaal (up to 1,000 persons), Pleinzaal, Theatercafé, Tuinkamer, Forum, Huiskamer, De Loft, and Pleinfoyer — for corporate conferences, workshops, private events, weddings, product launches, and cultural productions. Managed by a dedicated B2B events team. For companies, agencies, and private organizers.
• Huisgenoten (Resident Artists Program) Resident artist program hosting young makers from the city and region (current residents include Kirsten van Teijn, MINOUX, Niels van Doornmalen, and Rowdy Pelgrim) to develop and showcase their work. For emerging regional performing artists.

Quantifiable outcome

• Nearly 7,000 visitors at Opera op de Parade 2026 over two summer evenings on the Parade square.
• +3 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Partnerships

13 partnerships are on record, tiered flagship, core and minor.

• TP CUBUSflagshipStrategic or Co-development Partner · 1 January 2024TP CUBUS is a self-standing foundation and cultural business club (~45 members) operating since 1 January 2024. It invests in the societal and cultural ambitions of Theater aan de Parade, celebrates cultural investments through TP Fonds, and creates exclusive cultural experiences for its members.
• PhilzuidcoreStrategic or Co-development PartnerPhilzuid is the resident classical music ensemble at Theater aan de Parade, presenting regular concert series (In Extase, Debussy's La Mer, Don Juan, etc.). The theater and Philzuid jointly offer a Philzuid Abonnement subscription. Philzuid is a fixed program partner whose concerts are listed alongside the theater's own programming.
• Willem TweecoreStrategic or Co-development PartnerWillem Twee (Poppodium and Toonzaal) is a partner music venue co-listed in Theater aan de Parade's program. Performances are held at both Theater aan de Parade and Willem Twee locations. The two venues also collaborate in the VO Podium Menu initiative alongside Huis73 and Verkadefabriek.
• Theaterfestival BoulevardflagshipStrategic or Co-development PartnerTheaterfestival Boulevard is Den Bosch's premier theater festival (7–17 August). Theater aan de Parade serves as a proud partner venue, hosting numerous Boulevard productions in its Casinozaal and Pleinzaal. In 2025 and 2026, Boulevard was presented at the theater's door and in-house.
• Jazz in DuketowncoreGTM or Marketing PartnerJazz in Duketown is a leading music festival in Den Bosch. Theater aan de Parade is a proud partner, contributing to the festival's program and cross-promoting events.
• November MusiccoreGTM or Marketing PartnerNovember Music is a prominent music festival in Den Bosch. Theater aan de Parade is listed as a proud partner of this and other leading events.
• Festival CementminorGTM or Marketing PartnerFestival Cement is a festival for young makers from the Netherlands and Flanders. Theater aan de Parade hosted young makers and their productions as part of the festival program.
• Theater met TolkcoreStrategic or Co-development PartnerIn collaboration with Theater met Tolk, Theater aan de Parade makes a selection of performances accessible for deaf and hard-of-hearing visitors. NGT (Dutch Sign Language) interpreters and/or transcriptionists are present at selected performances.
• PodiumpascoreGTM or Marketing PartnerPodiumpas is a national performing arts subscription pass accepted at Theater aan de Parade for select performances. One of several third-party subscription options the theater participates in alongside its own products.
• We Are PubliccoreGTM or Marketing PartnerWe Are Public is a cultural subscription service. Members can attend selected performances at Theater aan of the Parade using their pass.
• Gemeente 's-Hertogenbosch (Municipality of 's-Hertogenbosch)flagshipGTM or Marketing PartnerThe municipality is a key supporter of Theater aan de Parade. The new theater building was inaugurated by King Willem-Alexander. The city supports the theater through its cultural funding and promotion of Den Bosch as a cultural destination.
• Huis73coreStrategic or Co-development PartnerCultural institution in Den Bosch collaborating with Theater aan de Parade, Verkadefabriek, and Willem Twee in the VO Podium Menu program, making subsidized cultural visits possible for all municipality school students.
• VerkadefabriekcoreStrategic or Co-development PartnerCultural institution in Den Bosch collaborating with Theater aan de Parade, Huis73, and Willem Twee in the VO Podium Menu program, making subsidized cultural visits possible for all municipality school students.

Scale indicators4 records

Recent moves12 records

Expansion highlights6 records

Direct peers

• Stadsschouwburg Amsterdam: Major Dutch municipal theater presenting drama, dance, and performance art. Comparable in operating model (ticketed performances, subscriptions, venue-based programming) and serves a similar urban cultural audience in the Netherlands.
• Theater DeLaMar: Amsterdam theater with multiple halls presenting musicals, cabaret, and performances. Directly comparable in multi-hall venue operations, ticketing model, and diverse performing arts programming.
• Parkstad Limburg Theaters: Regional theater organization in Heerlen serving the Limburg region with a similar multi-hall venue, subscription products, and broad programming (cabaret, youth, classical). Comparable scale and audience model to Theater aan de Parade.
• Chassé Theater: Regional theater in Breda, Netherlands with comparable scale and programming breadth (cabaret, dance, music, theater). Operates a multi-purpose venue with subscription programs and venue rental — directly comparable to Theater aan de Parade's business model.
• Luxor Theater: Large Rotterdam theater specializing in musicals and major productions. Comparable multi-hall venue operations, B2B event rental, and subscription-based ticket sales. Larger scale but similar business model.

Regional players

• Schouwburg Amstelveen: Regional theater in Amstelveen (near Amsterdam) presenting performing arts for a suburban audience. Similar in ticketing and subscription model but serves a different geographic market.

Broad incumbents

• Het Concertgebouw: Premier Amsterdam concert hall with classical music programming and resident ensembles. Comparable in venue-based ticketing and subscription model, but operates at a much larger scale and focuses exclusively on classical music performance.
• Koninklijk Theater Carré: Historic Amsterdam theater and broader incumbent in the Dutch performing arts space. Larger and more established, but operates a comparable venue-based ticketing model for cabaret, musicals, and concerts with subscription tiers.

Others

• Willem Twee (Poppodium & Toonzaal): Partner music venue in 's-Hertogenbosch co-listed in Theater aan de Parade's program. Complementary rather than competitive — both venues collaborate through VO Podium Menu and Festival Boulevard.
• Philzuid: Resident classical music ensemble at Theater aan de Parade. Direct partnership includes a joint subscription product (Philzuid Abonnement), making it both a tenant and a strategic partner rather than a peer competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/Theateradparade
• Facebookfacebook.com/Theateradparade
• LinkedInlinkedin.com/company/theater-aan-de-parade

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 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 Theater aan de Parade