Soldaat van Oranje - De Musical

What Soldaat van Oranje - De Musical does

Soldaat van Oranje - De Musical is a Dutch theatrical production operated by NEW Productions BV (a portfolio company of investment firm Amerborgh) through subsidiary SVO BV, with venue operations housed in TheaterHangaar BV. The production is based on the true WWII resistance story of Erik Hazelhoff Roelfzema, recipient of the Military Order of William and adjutant to Queen Wilhelmina, and ran continuously from its royal premiere on October 30, 2010 to its final performance on July 12, 2026 — a span of 3,967 performances, 29 cast rotations, and 4 million visitors, making it the longest-running production and most-visited show in Dutch theater history.

The core technical asset is the TheaterHangaar, a purpose-built 1,100-seat venue converted from a former WWII-era aircraft hangar on Valkenburg Military Airfield. Its distinguishing feature is the 'SceneAround' 360-degree rotating auditorium — an audience platform that physically rotates between multiple sets (including the student society Minerva, Kurhaus, and Paleis Noordeinde) synchronized with 180-degree moving screen projections, including a simulated North Sea with waves. The rotating platform was engineered with a German firm using techniques new at this scale.

The business model centers on tiered ticket sales (€43 youth/range 3 to €100 premium weekend seats) sold direct-to-consumer via the soldaatvanoranje.nl website, telephone booking, and TheaterHangaar box office. Revenue is diversified through on-site Restaurant Môge dining, pre-booked parking (€7.75), gift cards (€5-€250), and merchandise. Distribution is augmented by 13 authorized bus tour operators, a shuttle from Leiden CS (Brouwer Tours, €15 return), hotel packages with Van der Valk Sassenheim, and exclusive group sales through BookX for parties of 13+. Educational revenue comes via the Educatieproject launched in February 2012 in partnership with Comité 4 en 5 mei, War Child, and Patsboem Educatief, reaching more than 40,000 secondary and tertiary students at reduced rates with cross-curricular lesson packages funded by VSBfonds, Fonds 1818, Stichting Zabawas, and vfonds.

Name

Soldaat van Oranje - De Musical

Legal name

NEW Productions BV

Website

https://soldaatvanoranje.nl

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

Soldaat van Oranje - De Musical is a Dutch theatrical production based on WWII resistance fighter Erik Hazelhoff Roelfzema's story, performed since 2010 in a 1,100-seat rotating auditorium at the former Valkenburg airfield, attracting 4 million visitors before its July 2026 closure.

Ownership category

akta.pro rank

Product category

Live Theater / Musical Production

NAICS

Performing Arts Companies (7111), Theater Companies and Dinner Theaters (71111), Musical Groups and Artists (711130)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Classical & Contemporary Theatre (Plays/Drama) (MPAGABAH)

Keywords

• Musical theater production
• Live theater performances
• Dutch WWII musical
• Theatrical event venue
• Educational school programs

Headquarters

HQ city

Valkenburg

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Primary revenue stream from ticket sales for performances at TheaterHangaar. Tickets range from €43 (youth/range 3) to €100 (premium weekend seating). Revenue varies by day of week (weekday discounts up to 20%), seating tier, and special offers.
2. Hospitality and Dining: Restaurant Moge serves lunch and shared dinner experiences. Lunch buffet at €11.75 per person, 3-course dinner with €15 deposit per person. Full dining packages available as add-ons to theater visits.
3. Parking: On-site parking at TheaterHangaar. Pre-booked parking at €7.75, on-site parking at €10.00. Revenue from parking services for theater attendees arriving by car.
4. Merchandise and Programs: Sale of program booklets at €3.50, merchandise, and gift cards. Also includes donations to War Child charity.
5. Audio Description Services: English audio description available via special headphones for non-Dutch speakers, offered as an add-on service for international visitors.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels7 records

Core offering

Soldaat van Oranje - De Musical is a long-running Dutch-language musical theater production based on the true WWII story of Dutch resistance fighter Erik Hazelhoff Roelfzema. It is performed at TheaterHangaar, a purpose-built venue on the former Valkenburg military airfield featuring a 360-degree rotating auditorium (SceneAround) seating 1,100 guests, accompanied by large-scale projections. The core commercial offering is live musical performances supplemented by ticket sales, on-site dining, group packages, and educational programming.

Product overview

Soldaat van Oranje - De Musical is a single, long-running Dutch musical production based on the true WWII story of Erik Hazelhoff Roelfzema. The core product is the musical itself, performed in the unique TheaterHangaar venue featuring a 360-degree rotating auditorium ('SceneAround') with 1,100 seats. The offering extends beyond the core performance to include: ticket sales across multiple pricing tiers, on-site dining at Restaurant Môge, group and corporate packages via partner BookX, educational programs with War Child lesson packages for schools, hotel and bus tour packages, shuttle services from Leiden CS, parking, and merchandise including the original cast album. The production runs at TheaterHangaar on the former Valkenburg military airfield, with the adjacent Hangaar2 serving as an event venue. A new podcast series launched July 2026 as the production approaches its final performance on July 12, 2026.

Differentiator

Problem solved

Functional benefit

Brands

• NEW Productions: Productiebedrijf van investeringsmaatschappij Amerborgh dat oorspronkelijk Nederlands muziektheater maakt met historische verhalen als basis.
• TheaterHangaar

Products and services

• Soldaat van Oranje - De Musical (Live Performance) Longest-running Dutch musical based on the true story of WWII resistance fighter Erik Hazelhoff Roelfzema, performed in a 360-degree rotating theater auditorium (SceneAround) with 1,100 seats in TheaterHangaar.
• Restaurant Môge On-site restaurant at TheaterHangaar offering lunch buffets (€11.75 per person) and 3-course shared dinners (€15 deposit per person) as add-ons to theater visits.
• Educatieproject (School Performances and Lesson Package) Educational program for secondary schools (VO), MBO, HBO, and WO offering reduced-rate matinee tickets and cross-curricular lesson packages covering WWII history and contemporary conflicts, developed with War Child and Patsboem Educatief.
• Group Arrangements (via BookX) Corporate group packages through exclusive partner BookX including reception, buffet, lunch, or dinner arrangements for groups of 13+ persons, starting from €119 per person.
• Soldaat van Oranje Cadeaukaart (Gift Card) Gift cards available in physical and digital formats for purchasing tickets and merchandise, with value range of €5–€250.
• Original Cast Album Original Dutch cast recording of the musical soundtrack with selected English-language songs performed by Julia Harriman (Hamilton, Broadway), available for streaming on Spotify and purchase at the theater merchandise shop.
• Soldaat van Oranje - De Musical - De Podcast Documentary-style podcast series featuring Oren Schrijver and Fred Boot exploring behind-the-scenes stories from the musical's nearly 16-year run, including interviews with cast, creatives, and crew.
• Hotel Arrangement (Van der Valk Sassenheim) Bundled package with Van der Valk Hotel Sassenheim including overnight stay, breakfast buffet, 2 or 3-course dinner, and show tickets for out-of-town visitors.
• Bus Tour Day Trips Day trip packages from various Dutch provinces offered by 13 partner bus companies (Betuwe Express, Eemland Reizen, Ema-Reizen, Gebo Tours, Ghielen, Maaskant Reizen, Marion Reizen, Sabeh tours, Paulusma Reizen, Ter Beek Reizen, Van Oeveren Reizen, Verschoor Reizen), bundling transportation and show tickets.
• Hangaar2 Event Venue Adjacent event venue Hangaar2 at the former Valkenburg airfield, available as an event location for corporate events and private functions.

Quantifiable outcome

• 4 million visitors achieved
• +4 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and supporting.

• War ChildcoreStrategic or Co-development PartnerEducational partnership connecting WWII history with contemporary wars affecting children. Joint lesson packages developed for secondary schools including materials about past and present conflicts, plus 'Sporten voor War Child' fundraising program. The collaboration bridges historical lessons with present-day humanitarian concerns.
• Comité 4 en 5 meicoreStrategic or Co-development PartnerOfficial partner for the Educatieproject and school performances around Dutch Remembrance Day (May 4-5). Provides reduced-rate tickets for students and supports the mission of passing freedom and remembrance to younger generations.
• Van der Valk Hotel SassenheimsupportingChannel Partner/ Reseller/ DistributorHotel partner offering complete travel packages including overnight stay, breakfast, dinner, and show tickets. Provided convenient accommodation option for out-of-town visitors.
• BookX (Group Arrangements)coreChannel Partner/ Reseller/ DistributorExclusive partner for group arrangements of 13 or more persons. Handles corporate events, team outings, and family gatherings with customized reception, dining, and entertainment packages.
• Brouwer TourssupportingChannel Partner/ Reseller/ DistributorShuttle bus operator providing transportation from Leiden Central Station to TheaterHangaar. Return tickets at €15 per person. Service includes scheduled departures aligned with performance times.
• Various Bus Companies (12 operators)supportingChannel Partner/ Reseller/ Distributor13 bus companies across Dutch provinces (Betuwe Express, Eemland Reizen, Ema-Reizen, Gebo Tours, Ghielen, Maaskant Reizen, Marion Reizen, Sabeh tours, Paulusma Reizen, Ter Beek Reizen, Van Oeveren Reizen, Verschoor Reizen) offer complete day trips including transportation and tickets from their respective regions.
• Patsboem EducatiefsupportingImplementation/ SI/ Consulting PartnerEducational partner that co-developed the cross-curricular lesson package for secondary schools, aligning materials with subjects including social studies, citizenship education, history, and Dutch language.
• Ministry of VWS (Health, Welfare and Sport)supportingOthersCommissioned the NJR Panel in cooperation with Comité 4 en 5 mei to produce the 'Jongeren over oorlog herdenken' research report on youth perspectives on war commemoration, supporting the educational mission.

Scale indicators7 records

Recent moves11 records

Expansion highlights5 records

Emerging players

• Original Theatre Company: Original Theatre Company produces mid-scale historical and biographical theatrical productions in the UK, often transferring to larger venues. Comparable as a smaller-scale historical/biographical theatrical producer with touring distribution.

Regional players

• Het Nationale Theater (HNT): HNT is a major Dutch subsidized theater company producing plays and performances at The Hague venues. Comparable as a Dutch institutional theater producer with educational programming, though operating on a different model (subsidized repertory vs. commercial single-show long run).

Broad incumbents

• Cirque du Soleil Entertainment Group: Cirque du Soleil pioneered large-scale immersive theatrical experiences with proprietary venue engineering and visual production techniques. Comparable as a higher-scale incumbent in the immersive theatrical production space, though operating globally with multiple concurrent shows.
• Royal Shakespeare Company: The RSC is a flagship theatrical producer of historical and classical works at dedicated venues, including the Stratford-upon-Avon Royal Shakespeare Theatre. Comparable as a producer with a purpose-built venue housing a flagship historical production with educational programming extensions.
• Disney Theatrical Productions: Disney Theatrical produces long-running adaptations of narrative IP (The Lion King, Aladdin, Frozen) in purpose-built or themed venues globally. Comparable in scale and IP-driven musical production, with broader international touring reach.

Direct peers

• Really Useful Group (Andrew Lloyd Webber): Andrew Lloyd Webber's Really Useful Group produces long-running blockbuster musicals (Phantom of the Opera, Cats, Evita) with global touring and licensing operations. Comparable as a producer of single-author historical/biographical musicals that sustain long theatrical runs.
• Stage Entertainment: Stage Entertainment is the largest theatrical producer in the Netherlands, producing major musicals such as The Lion King, Wicked, and Anastasia at Dutch venues. It is the closest direct competitor in the Dutch large-scale musical market and operates a multi-production portfolio model contrasting with Soldaat van Oranje's single-show focus.
• Cameron Mackintosh Ltd: Cameron Mackintosh is a leading independent theatrical producer behind Les Misérables, Miss Saigon, and Hamilton (West End). Comparable as a long-running historical/biographical musical producer with established venue partnerships and multi-decade IP lifecycles.
• Hamilton (Lin-Manuel Miranda / Miranda Theatricals): Hamilton is a biographical historical musical with sustained demand and a recent English-language single release collaboration with Julia Harriman (who recorded English versions of Soldaat van Oranje songs). Comparable as a long-running biographical musical with international touring and recording extensions.

Others

• Van den Ende Foundation: Joop van den Ende Foundation is the cultural philanthropy arm of Stage Entertainment founder Joop van den Ende, supporting Dutch performing arts and cultural education. Comparable as an adjacent ecosystem participant in Dutch musical theater philanthropy and education.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/svodemusical
• Facebookfacebook.com/soldaatvanoranje
• LinkedInlinkedin.com/company/soldaat-van-oranje-de-musical

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries3 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 Soldaat van Oranje - De Musical