Amare

What Amare does

Amare is a cultural center in The Hague, Netherlands, operating as Stichting Amare, a Dutch non-profit foundation founded in 2021. The venue serves as a multi-tenant performing arts platform housing four anchor institutions: Nederlands Dans Theater (NDT), Residentie Orkest, Koninklijk Conservatorium (Royal Conservatoire), and Stichting Amare itself. It operates multiple performance spaces including the Concertzaal, Danstheater, Amare Studio, Conservatoriumzaal, and the adjacent Nieuwe Kerk, hosting a diverse mix of dance, classical music, opera, pop, jazz, global music, musicals, and family programming. The venue also offers free community programming through its Open Amare initiative, which attracted a record 60,000 visitors in 2025.

Amare operates an event-driven business model with multiple revenue streams: ticket sales (€8.50-€99 per ticket across genres), business event rental of nine spaces accommodating up to 1,500 persons, membership and donor programs (Amare Friends, Amare Member Club, Amare Next for young professionals), on-site restaurant revenue (Brasserie Amare), and newsletter marketing via Microsoft Dynamics 365. Its technology stack is standard for a performing arts venue: online ticketing platform, email marketing, Google Analytics, and secure payment processing, with no proprietary AI/ML components. Distribution combines self-serve online ticket sales, physical box office, telephone booking, and direct sales for enterprise events.

The customer base spans multiple segments: general performing arts audiences, families with children, senior citizens (via the Danspaleis program with 100,000+ engagements since 2011), corporate clients renting event spaces, music and dance students, young professionals, and local Den Haag community members. The organization is GDPR-compliant and benefits from structural support including Rabobank's Founding Partnership of Open Amare. While revenue is not publicly disclosed, the headcount of 51-100 employees and institutional backing suggest a substantial operation typical of major Dutch cultural institutions.

Name

Amare

Legal name

Stichting Amare

Website

https://www.amare.nl

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

51–100 employees

Short description

Amare is a Den Haag cultural center operating as a non-profit foundation housing four resident arts organizations (NDT, Residentie Orkest, Royal Conservatoire, Stichting Amare), hosting ticketed performances, business events, and free community programming across multiple venues.

Ownership category

akta.pro rank

Product category

Performing Arts Venue

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Performing Arts, Spectator Sports, and Related Industries (711)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Performing Arts Centers & Presenters (Programming/Booking) (MPAGABAM)

akta.pro secondary industries

Music Venues & Venue Operators (Clubs, Theaters, Arenas) (MPAIAFAB), Theater & Performing Arts Venue Operations (Playhouses, Opera Houses) (MPAGALAB)

Headquarters

HQ city

Den Haag

HQ country

Netherlands

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Revenue from selling tickets to performances, concerts, operas, ballets, musicals, and other events across multiple genres including dance, classical music, jazz, pop, and family programming.
2. Business Event Rental: Rental of venue spaces (9 rooms of varying sizes with capacity up to 1500 persons) for corporate events, meetings, conferences, and receptions.
3. Membership Programs: Amare Friends (donor program), Amare Member Club, and Amare Next (young professionals platform) provide recurring revenue through membership contributions and donations.
4. Newsletter & Marketing: Email newsletter distribution using Microsoft Dynamics 365 Marketing platform for audience engagement and promotion.
5. Brasserie Amare: On-site restaurant providing food and beverage service before shows and as standalone dining destination.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Amare operates a multi-venue performing arts center in The Hague hosting ticketed performances including symphonic concerts, dance productions, opera, jazz, pop, global music, family shows, and musicals across five performance spaces. In addition to consumer ticketing, the venue rents nine spaces (capacity up to 1,500 persons) for corporate events and offers supporting services including an on-site brasserie restaurant, free community programming (Open Amare), guided tours, and a patron membership program.

Product overview

Amare is a cultural center for music and dance located in The Hague, Netherlands, serving as home to three resident companies: Nederlands Dans Theater (NDT), Residentie Orkest, and the Royal Conservatoire. The venue operates multiple performance spaces including the Concertzaal, Danstheater, Amare Studio, and Conservatoriumzaal, as well as the adjacent Nieuwe Kerk. The product portfolio includes venue-based performing arts programming (classical music, opera, dance, pop, jazz, global music, family shows, and musicals), ticket sales services, venue rental for business events, and public programming initiatives. Supporting services include Brasserie Amare (on-site restaurant), Open Amare (free public programming), Family Sunday (family activities), guided tours, and the Amare Friend patronage program. The venue also publishes newsletters and brochures about its programming.

Differentiator

Problem solved

Functional benefit

Brands

• Open Amare: Free public programming initiative providing community access to creative activities in Amare's public spaces.
• Brasserie Amare
• Amare Friend

Products and services

• Concertzaal (Concert Hall) The main concert hall venue within Amare, hosting symphonic concerts, classical music performances, and large-scale musical events. Used primarily by Residentie Orkest and visiting orchestras.
• Danstheater (Dance Theater) Performance venue dedicated to dance productions, including house company Nederlands Dans Theater (NDT) performances and touring dance works.
• Amare Studio Intimate studio venue for smaller-scale performances, chamber music, and experimental productions.
• Conservatoriumzaal Concert hall operated in partnership with the Royal Conservatoire, used for classical music, chamber concerts, and educational performances.
• Nieuwe Kerk Historic church venue adjacent to Amare, used for concerts, opera performances, and special events as a secondary performance space.
• Business Events / Zaalverhuur Venue rental service for corporate events, meetings, congresses, and private functions. Offers 9 spaces accommodating up to 1,500 persons. Pricing requires inquiry via [email protected].
• Brasserie Amare On-site restaurant and café service offering lunch, drinks, and dinner for visitors before or after performances, located within the Amare building.
• Open Amare Free, publicly accessible programming in Amare's common areas featuring music, dance, workshops, and community activities. Record of 60,000 visitors in 2025.
• Ticket Sales / Kaartverkoop Online and physical box office service for purchasing tickets to performances, concerts, and events at Amare and Nieuwe Kerk. Also available via telephone booking.
• Family Sunday / Familiezondag Monthly free-access family programming on Sundays featuring music, dance performances, and participatory activities for children and families.
• Amare Friend Patronage and donation program supporting Amare's ambitions, offering members exclusive benefits and recognition. One of three membership tiers (alongside Amare Member Club and Amare Next).
• Guided Tours / Rondleidingen Guided tours of the Amare building offering visitors insight into the architecture, facilities, and behind-the-scenes areas (priced at €10 per tour).
• Newsletter / Nieuwsbrief Email newsletter service keeping subscribers informed about news, activities, and promotions at Amare and Nieuwe Kerk.

Quantifiable outcome

• 60,000 visitors to Open Amare free programming in 2025 (record year)
• +1 more outcomes

Named customers8 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Ten partnerships are on record, tiered founding partner, core house company, core, co-organizer and minor.

• Rabobankfounding partnerGTM or Marketing PartnerRabobank serves as a Founding Partner of Open Amare, supporting the initiative's goal of contributing to an inclusive society where everyone can enjoy culture. This partnership enables free community programming in Amare's public spaces.
• Residentie Orkestcore house companyStrategic or Co-development PartnerResidentie Orkest is one of four resident house companies of Amare. They perform symphonic and classical concerts in the Concertzaal and have direct access to the ticket system for their own concerts and performances.
• Nederlands Dans Theater (NDT)core house companyStrategic or Co-development PartnerNDT is Amare's primary house dance company, presenting contemporary dance productions in the Danstheater. They have direct access to the ticket system and collaborate on programming including Family Sundays and Open Amare.
• Koninklijk Conservatorium (Royal Conservatoire)core house companyStrategic or Co-development PartnerThe Royal Conservatoire is a house company using Amare for student performances, lunch concerts, and educational activities. They collaborate on family programming and Open Amare activities.
• Stichting AmarecoreStrategic or Co-development PartnerThe foundation that owns and operates Amare, serving as one of the four house organizations alongside NDT, Residentie Orkest, and Koninklijk Conservatorium.
• Nederlandse Reisoperaco-organizerGTM or Marketing PartnerTraveling opera company that performs productions at Amare. They receive ticket buyer data for their own performances and can contact customers about their programming.
• Hague HoppersminorGTM or Marketing PartnerDance organization that runs Social Dance: Swing events at Amare's Kunstenplein as part of Open Amare programming.
• Tango MooovsminorGTM or Marketing PartnerDance organization that runs Social Dance: Tango events at Amare as part of Open Amare programming.
• DancehagueminorGTM or Marketing PartnerOrganization connecting people through dance, hosting monthly social dance events with different dance styles at Amare's Kunstenplein.
• Haags Hiphop Centrum (H3C)minorGTM or Marketing PartnerHip-hop dance and music breeding ground that presents The Groove Get Down social dance events at Amare, featuring various styles including breaking, hip hop, locking, popping, soul dance, and house dance.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• TivoliVredenburg: TivoliVredenburg is a large multi-tenant music venue in Utrecht, Netherlands, hosting classical, pop, jazz, and world music across five halls under one roof. It is the closest Dutch analog to Amare's multi-genre, multi-tenant operating model.
• Muziekgebouw aan 't IJ: Muziekgebouw aan 't IJ in Amsterdam is a contemporary music venue presenting classical, jazz, and world music, comparable to Amare's Concertzaal and programming breadth. Both venues focus on serious music programming rather than commercial entertainment.
• De Doelen: De Doelen is a performing arts and congress venue in Rotterdam, hosting classical concerts, pop, jazz, and corporate events across multiple halls. It directly overlaps with Amare's combination of ticketed performing arts programming and business event rental.
• Paradiso Amsterdam: Paradiso is an iconic Amsterdam music venue hosting pop, rock, jazz, and dance events. It overlaps with Amare's pop and contemporary music programming, though Amare's classical/dance focus is broader and more multi-disciplinary.

Broad incumbents

• Concertgebouw Amsterdam: Concertgebouw is one of the world's most prestigious classical concert halls, a broader incumbent in the Dutch music venue landscape. While narrower in genre (primarily classical), it competes with Amare for symphonic audiences and touring classical productions.
• Barbican Centre: The Barbican Centre in London is a major multi-tenant arts complex combining performing arts, cinema, exhibitions, and learning under one roof. It is a comparable international benchmark for Amare's mixed-genre, mixed-use cultural-venue model.
• Southbank Centre: Southbank Centre in London is one of Europe's largest arts complexes, presenting classical music, contemporary performance, and free public programming across multiple venues. Its combination of ticketed and free programming parallels Amare's Open Amare strategy.
• Lincoln Center for the Performing Arts: Lincoln Center in New York is the most prominent international example of a multi-tenant performing arts campus housing resident institutions. It is structurally analogous to Amare's model of co-locating NDT, Residentie Orkest, and Koninklijk Conservatorium.

Regional players

• Zuiderstrandtheater: Zuiderstrandtheater is a performing arts venue located in Den Haag, the same city as Amare. It competes for local audiences, touring productions, and corporate event bookings within the same metropolitan market.
• National Theater (Den Haag): The National Theater in Den Haag produces and presents theater, dance, and performance in the same city as Amare. It overlaps with Amare's Danstheater programming and competes for local audiences and touring productions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/AmareDenHaagSpui
• LinkedInlinkedin.com/company/amare-den-haag
• Instagraminstagram.com/amaredenhaag
• Xx.com/amaredenhaag

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Amare