Schouwburg Amstelveen

What Schouwburg Amstelveen does

Schouwburg Amstelveen is a nonprofit municipal theater institution headquartered in Amstelveen, Netherlands, directly subsidized by the Gemeente Amstelveen and operating under ANBI Cultuur fiscal status. It delivers a multi-format performing arts and cinema program covering cabaret, drama, dance, opera and ballet screenings, musicals, and curated film series (including Europa Cinema and Royal Ballet & Opera live transmissions from The Royal Opera House, London). Operations span three effective brands: the main Schouwburg Amstelveen hall at Stadsplein (currently under renovation as part of the Cultuurstrip project), the 243-seat Theater De Landing at Uilenstede (serving as the temporary main stage for season 26-27 through 2026), and Cinema Amstelveen, with an online extension via the Picl streaming platform.

Its core commercial mechanics rest on direct-to-consumer ticketing through the Ticketmatic platform embedded in schouwburgamstelveen.nl, supported by a physical box office, telephone booking, and gift cards (Cadeaukaart, three-year validity). Revenue is diversified across ticket sales (typical prices €19–€27.50 including a €1 transaction fee, with €21 for Royal Ballet & Opera screenings), subscription and membership programs including Vrienden van Schouwburg Amstelveen (€30 per season) and Theater-Kijkclub (5 guided shows for €90), corporate venue rental through the Zakelijk department, on-site F&B, sponsorships (Amson & Kolhoff, CANON Europe, Connexxion, BLVD café, Stadshart Amstelveen, and others), Cineville and We are Public passthrough partnerships, and tax-deductible donations.

Customer segments are explicitly horizontal: general public and families attending theater and cinema (the primary segment, 160,000 annual visitors), educational institutions in the Amstelland region (primary, secondary, and MBO schools reached via the Loket Cultuureducatie partnership and an internal Educatie department), and corporate and event organizers using venue rental for events and congresses. Marketing is multi-channel and primarily owned, leveraging the website, twice-monthly and weekly newsletters, Instagram, Facebook, and a digital seasonal brochure, with leadership provided by an interim Directeur (Thomas Smit) and a small management team of department heads spanning programming, marketing, organization, facilities, cinema, hospitality, and technical operations.

Name

Schouwburg Amstelveen

Legal name

Schouwburg Amstelveen

Website

https://schouwburgamstelveen.nl

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

11–50 employees

Short description

Schouwburg Amstelveen is a nonprofit municipal theater in Amstelveen, Netherlands, presenting theater, cabaret, opera, ballet screenings, films, and educational programs to a regional audience of approximately 160,000 visitors per year, financed through tickets, memberships, sponsorships, venue rental, and municipal subsidy.

Ownership category

akta.pro rank

Product category

Performing Arts Venue

NAICS

Theater Companies and Dinner Theaters (71111), Motion Picture Theaters (except Drive-Ins) (512131)

SIC

Services-Motion Picture Theaters (7830), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Theater, Musicals & Performing Arts (THAJAFAB)

akta.pro secondary industry

Cabarets & Variety Nightlife (MPAGAIAI)

Keywords

• Theater performances
• Cinema screenings
• Performing arts venue
• Cultural programming
• Arts education

Headquarters

HQ city

Amstelveen

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Primary revenue from ticket sales for theater performances, cinema screenings, and events. Ticket prices range from approximately €19 to €27.50 for theater performances, with Royal Ballet & Opera screenings at €21.
2. Vrienden Membership: Annual membership program offering €30 per season, providing discounts on tickets, free entrance to select performances, and exclusive offers.
3. Sponsorships and Advertising: Financial support from sponsors and advertisers including Amson & Kolhoff, BLVD café, CANON Europe, Connexxion, Enjoy!, Kragtwijk Finest Food, Schoonmaakbedrijf Breddels, and Stadshart Amstelveen.
4. Venue Rental: Rental of rooms and spaces for events and congresses.
5. Food and Beverage: On-site dining and bar services for theater visitors.
6. Gift Cards: Sale of gift cards valid at both Schouwburg and Cinema Amstelveen for three years.
7. Donations: One-time or recurring donations from donateurs, with ANBI Cultuur status enabling tax benefits for donors.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Schouwburg Amstelveen is a municipal theater and cinema venue that presents live theater performances (cabaret, drama, dance, opera, musicals) and cinema screenings (arthouse films and Royal Ballet & Opera live broadcasts) across the Schouwburg, Theater De Landing, and Cinema Amstelveen locations. It sells tickets to individual consumers online and via its box office, operates a Vrienden membership program, sells gift cards (Cadeaukaart), and additionally offers school educational programs and corporate venue rental (Zakelijke Verhuur).

Product overview

Schouwburg Amstelveen operates a multi-venue cultural complex consisting of its main Schouwburg Amstelveen theater (under renovation) and Theater De Landing as temporary venue, plus Cinema Amstelveen. The organization offers live theater performances (cabaret, drama, dance, opera, musicals), cinema screenings (including The Royal Ballet & Opera live transmissions), and virtual cinema via Picl. Ticket sales and memberships are managed through Ticketmatic, with products including Cadeaukaart (gift cards), Podiumpas, Vrienden membership (€30/season), Theater-Kijkclub (€90 for 5 shows with introductions), and Series bundles with discounts. Educational programs serve primary, secondary, and mbo schools, while corporate venue rental is offered for business events.

Differentiator

Problem solved

Functional benefit

Brands

• Theater De Landing: A theater venue located at Uilenstede 106, 1183 AM Amstelveen, with 243 seats and a flat floor hall. Currently serving as the temporary main venue during the Schouwburg renovation.
• Cinema Amstelveen
• Picl
• Europa Cinema
• Theater-Kijkclub
• Vrienden van Schouwburg Amstelveen

Products and services

• Theatervoorstellingen (Theater performances) Live theater performances including cabaret, drama, dance, opera, musicals, and youth shows, presented at the Schouwburg and Theater De Landing venues for individual consumers and groups in the Amstelveen region.
• Cinema Amstelveen Arthouse and mainstream cinema screenings operated as Cinema Amstelveen under Schouwburg Amstelveen, including Royal Ballet & Opera live broadcasts via satellite transmission.
• Theater De Landing A 243-seat flat-floor performance hall operated as an alternative venue by Schouwburg Amstelveen, used for theater, cabaret, and small-scale productions while the main Schouwburg building is under renovation.
• Cadeaukaart (Gift card) Gift card usable for tickets and concessions at Schouwburg Amstelveen and Theater De Landing, sold online and at the box office for individual gift purchasers.
• Vrienden van Schouwburg Amstelveen (Membership) Friends-of-the-theater membership program providing supporters with exclusive benefits, priority booking, and access to special programming at Schouwburg Amstelveen.
• Podiumpas Discount pass offering 50% off tickets for under-30s at participating Dutch theaters, including Schouwburg Amstelveen.
• Educatie Programma (School education program) Dedicated school theater program offering primary and secondary schools in the Amstelveen region curated productions with accompanying educational materials at subsidized 3-euro ticket pricing.
• Zakelijke Verhuur (Corporate venue hire) Corporate rental of the Schouwburg Amstelveen and Theater De Landing venues (including the 243-seat flat-floor hall) for business events, meetings, receptions, and presentations, supported by on-site horeca.
• Theater-Kijkclub (Theater film club) Film club operated with Cinema Amstelveen, offering curated film selections and discussion programming for cinema enthusiasts in the Amstelveen region.
• Filmacursus (Film course) Educational film course associated with Cinema Amstelveen, providing structured cinema appreciation and film-literacy programming for adult learners.
• Picl Online Filmzaal Online film streaming service offering curated arthouse cinema to viewers in the Netherlands, operated as part of the Schouwburg Amstelveen cinema ecosystem.
• Series & Specials Curated bundles of multiple performances sold as a series, often with discount versus single-ticket pricing, offered to theater audiences at Schouwburg Amstelveen.
• Vroegboekers (Early-bird ticket pricing) Discounted advance-purchase ticket pricing offered to consumers who book performances early, as an early-bird promotional offering across the season.

Quantifiable outcome

• 160,000 visitors annually
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Gemeente AmstelveencoreOthersMunicipal subsidy from the municipality of Amstelveen provides financial support to Schouwburg Amstelveen, enabling accessibility and programming for the regional community.
• ISH Dance CollectivecoreStrategic or Co-development PartnerISH Dance Collective supports emerging talent through ISH Talent program, helping professional development of new makers. Schouwburg hosts ISH Talent productions.
• Loket Cultuureducatie AmstellandcoreStrategic or Co-development PartnerCollaboration with Loket Cultuureducatie provides educational packages and cultural projects for secondary education in the Amstelland region, connecting local cultural institutions with schools.
• The Royal Ballet & OperacoreStrategic or Co-development PartnerPartnership to screen live and recorded opera and ballet productions from The Royal Opera House, London. Nine productions per season including Carmen, Götterdämmerung, Cosí fan Tutte, Tosca, and various ballets.
• Amson & KolhoffminorGTM or Marketing PartnerSponsor and advertiser supporting Schouwburg Amstelveen operations.
• BLVD caféminorGTM or Marketing PartnerSponsor and advertiser, local business partner.
• CANON EuropeminorGTM or Marketing PartnerCorporate sponsor and advertiser.
• ConnexxionminorGTM or Marketing PartnerPublic transport partner providing accessibility information for venue visits.
• Stadshart AmstelveenminorGTM or Marketing PartnerShopping center partnership for local business collaboration.
• Rudi de Boer (Film Cursus)minorStrategic or Co-development PartnerFilm expert Rudi de Boer provides film courses at De Landing on eccentric filmmakers including David Lynch, Almodóvar, and Asian cinema directors.
• Compagnie Red Yellow & BlueminorStrategic or Co-development PartnerTheater company producing queer-inclusive productions like Katwijk and Who's Afraid of Oscar Wilde, selected for Dutch Theater Festival.
• Orkater - De NieuwkomersminorStrategic or Co-development PartnerTalent development program within Orkater supporting emerging music theater makers. Schouwburg hosts productions from this program.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Koninklijke Schouwburg Den Haag: Royal/municipal theater in The Hague offering theater, cabaret, and youth programming with similar institutional (city-supported) operating model and diverse ticketed programming.
• Theater Rotterdam: Major Rotterdam theater venue presenting theater, dance, and performance programming from its own Schouwburg building. Comparable as a city-tier schouwburg operating its own venue with mixed programming and education programs.
• Stadsschouwburg Amsterdam: Municipal theater in Amsterdam presenting a comparable mix of theater, cabaret, dance, and performance programming. Closest structural peer: city-supported multi-purpose schouwburg operating its own venue and ticketing infrastructure.
• DeLaMar Theater: Amsterdam commercial theater hosting a high-volume mix of cabaret, musicals, and touring shows. Comparable in cabaret-led programming and in serving the greater Amsterdam region's cultural audiences.
• Theater Carré: Historic Amsterdam theater hosting theater, cabaret, music, and family shows on a single large stage. Comparable in programming breadth (especially cabaret) and in operating a city-center cultural venue with sponsorship and corporate rental.
• Luxor Theater Rotterdam: Large Rotterdam venue for musicals, cabaret, concerts, and family shows. Comparable as a Dutch regional theater offering broad ticketed entertainment including cabaret and music programming.
• Internationaal Theater Amsterdam: Netherlands' largest repertory theater company, producing and presenting drama and performing arts from its own venues. Comparable as a Dutch performing-arts venue operator with mixed in-house and touring programming.
• Stadsschouwburg Utrecht: Municipal theater in Utrecht presenting theater, dance, cabaret, and youth programming. Closely comparable as a Dutch municipal schouwburg with mixed performing-arts programming and education outreach.

Others

• Cineville: Independent Dutch film subscription pass accepted across a network of art-house and independent cinemas including Cinema Amstelveen. Comparable as a distribution/membership ecosystem partner that complements Schouwburg's cinema revenue rather than competing for ticket sales directly.

Broad incumbents

• Pathé: Largest cinema chain in the Netherlands operating multiplex theaters and own-brand film programming. Comparable through Cinema Amstelveen's exhibition function, though Pathé operates at significantly broader scale and as a national incumbent.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/schouwburgamstelveen
• Instagraminstagram.com/schouwburg_amstelveen
• Xx.com/SchouwburgAveen
• LinkedInlinkedin.com/company/schouwburg-amstelveen

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Schouwburg Amstelveen