TOBACCO Theater

What TOBACCO Theater does

TOBACCO Theater is an independent, non-subsidized event venue and cultural theater located at Nes 75-87 in central Amsterdam, operating from a historic former tobacco auction house. The venue comprises nine individually-styled spaces — the Theater Hall (200 m², capacity up to 400), Balcony & Suite, Studio, Bank Vault Secret (with Erwin Olaf artworks), Foyer, Red & Black District, Wine Cellars, Chef's Table, and Library — supported by in-house technical infrastructure for sound, lighting and staging, plus partner-delivered livestream production and an interactive 3D virtual tour. The space also houses a curated art collection featuring works by Herman Brood and Erwin Olaf, and the surrounding Nes district is described as Amsterdam's cultural main street.

The business operates a dual-revenue model that cross-subsidizes cultural programming with commercial events. The primary revenue stream is quote-based venue rental for corporate clients (conferences, product launches, corporate parties, dinners, awards shows, hybrid events, photo shoots), with the entire building available for exclusive booking for up to 600+ guests. Secondary streams include ticket sales for cultural performances (€9.50-€39 per ticket across flamenco, magic shows, concerts and theater), Michelin-level catering led by chef Dennis Huwaë, and pop-up retail partnerships (e.g., Hello Kitty x Bruno Mars). Distribution is direct: enterprise clients reach the venue via [email protected] or [email protected], and tickets are sold through the Eventix/Weeztix platform.

Customer segments span enterprise corporate clients and cultural organizations as primary buyers, with private events (weddings, celebrations) and creative professionals (photographers, filmmakers) as secondary segments. The company is privately held with no disclosed external investors or funding rounds, and runs the Stichting 'Stel je Voor!' foundation which provides young artists free access to theater, staff and technical facilities. Operations are supported by a small team of approximately seven named members led by Director Erik van Wilsum.

Name

TOBACCO Theater

Legal name

TOBACCO

Website

https://tobacco.nl

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

TOBACCO Theater is an independent, non-subsidized Amsterdam event venue in a historic building on the Nes, offering nine distinctive spaces for corporate events, cultural performances, weddings and pop-ups, with Michelin-level catering and in-house technical production.

Ownership category

akta.pro rank

Product category

Event Venue Services

NAICS

Theater Companies and Dinner Theaters (71111), Theater Companies and Dinner Theaters (711110), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Performing Arts & Cultural Event Venues (Theaters, Museums) (THAHAAAG)

akta.pro secondary industries

Convention & Exhibition Centers (Public Convention Centers, Civic Centers) (THAHAAAA), Specialty & Historic Venues (Landmarks, Estates) (THAHAAAK), Concert Halls & Music Venue Operations (Symphony Halls, Recital Venues) (MPAGALAC)

Keywords

• Event venue rental
• Corporate event hosting
• Conference facilities
• Theater performances
• Catering services

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Venue Rental - Commercial Events: Primary revenue stream from renting out spaces for corporate events including conferences, product launches, corporate parties, business meetings, dinners, seminars, awards shows, photo shoots, exhibitions, workshops, and hybrid events. The entire building can be exclusively booked.
2. Ticket Sales - Cultural Performances: Revenue from selling tickets to cultural performances and shows in the theater, including flamenco, magic shows, concerts, theater productions, and children's performances.
3. Catering Services: Michelin-level catering services led by chef Dennis Huwaë for breakfast, lunch, and dinner events. Also collaborates with other caterers for additional events.
4. Pop-up Store Revenue: Temporary retail partnerships such as the Hello Kitty x Bruno Mars pop-up store during Bruno Mars' Romantic Tour.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

TOBACCO Theater operates a historic Amsterdam event venue offering rental of nine distinctive, individually styled spaces for corporate events, conferences, product launches, weddings, and private celebrations, complemented by Michelin-level catering led by chef Dennis Huwaë. The venue also curates a cultural program of theater performances, concerts, dance, magic shows, and children's productions for which tickets are sold to the public.

Product overview

TOBACCO Theater is an independent, non-subsidized event venue in Amsterdam offering venue rental services through nine distinctive spaces: the Theater Hall (200m², max 400 people), Balcony & Suite, Studio (75m²), Bank Vault Secret, Foyer, Red & Black District, Wine Cellars, Chef's Table, and Library. The venue provides comprehensive event services including catering under Michelin chef Dennis Huwaë, Theater Hall Packages (sound, lighting, stage, staff), livestream services via partners, and 3D virtual tours. The Stichting 'Stel je Voor!' Foundation supports young artists by providing free access to the theater. Revenue from commercial events (conferences, corporate parties, product launches, weddings) funds cultural programming, creating a synergy between culture and commerce.

Differentiator

Problem solved

Functional benefit

Products and services

• Theater Hall The main event space at TOBACCO Theater, 200 m² with 8m height, capacity up to 400 people for standing events. Used for conferences, product launches, dinners, and performances.
• Balcony & Suite A 45 m² steel balcony spanning the Theater Hall, used for VIP guests and production direction with unobstructed views.
• Studio A 75 m² pearl-white room with a 9m slanted glass roof, used for events and featuring a Claude Vanheye photograph of Michael Jackson.
• Bank Vault Secret A 40 m² golden art deco room featuring a historic bank vault with gilded details and works by photographer Erwin Olaf. Previously housed Sotheby's auction house.
• Foyer A 42 m² space designed by interior designer Wim van de Oude Wetering in the style of a classic English gentlemen's club with leather chesterfield and antique piano.
• Red & Black District Two 40 m² spaces in the catacombs with artistic walls by muralist Paul Janssen and a customizable Wall of Expression for video projection.
• Wine Cellars 50 m² authentic underground cellars with artistic arches, Mediterranean walls, fireplace, and private bar for intimate wine experiences.
• Chef's Table A 30 m² intimate space located next to the kitchen, ideal for workshops, tastings, intimate dinners, or breakout sessions, with a secret ceiling passage to the Theater Hall.
• Library A 25 m² old English library with selected books, reading lamps, wooden bookshelves, and giant chandelier, suitable for private meetings and brainstorming sessions.
• Catering Services Michelin-worthy catering led by chef Dennis Huwaë for breakfast, lunch, and dinner events, transforming fresh local ingredients into flavorful creations.
• Theater Hall Package Technical package including sound, lighting, stage, and staff for bookings of the Theater Hall.
• 3D Virtual Tour Interactive 3D virtual experience of the venue allowing prospective clients to preview the spaces before booking.
• Livestream Services Comprehensive livestream packages in collaboration with Livestream Productions / Medify Livestream Productions, enabling hybrid or fully online events.
• Stichting 'Stel je Voor!' Foundation Foundation providing young talented artists in theater, photography, fashion, visual arts, and media with free access to the theater, staff, and technical facilities.

Quantifiable outcome

• Serving events from 10 to 600+ guests across nine unique spaces
• +1 more outcomes

Named customers11 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

Integration4 records

Feature7 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• GreenbookingsminorStrategic or Co-development PartnerSustainable event partner helping TOBACCO reduce its ecological footprint through sustainable event practices and eco-friendly operations.
• Oscar CirculairminorStrategic or Co-development PartnerCircular economy partner supporting TOBACCO's sustainability initiatives and responsible event management.
• EventixcoreChannel Partner/ Reseller/ DistributorReliable and user-friendly ticket sales platform used for event ticketing. Partners integrate ticket sales into venue operations.
• Q-ParkminorOthersParking partner offering discounted parking tickets for Q-Park Waterlooplein and De Bijenkorf, plus information on parking facilities near the venue.
• Michelin-chef Dennis HuwaëcoreStrategic or Co-development PartnerMichelin-starred chef leading the hospitality kitchen, providing top-level catering for events. Works with fresh, local ingredients to create culinary experiences.
• Vlieger Paper ShopminorOthersArt supply partner referenced by featured artist Juna Horstmans as her favorite paper shop in Amsterdam for sourcing unique paper materials.
• Amsterdam Fund for the ArtsminorOthersArts funding body that supported the Hotel Zweefkees in Concert theater production at TOBACCO.
• Lemniscaat Publishing HouseminorOthersPublisher that partnered to make the Hotel Zweefkees in Concert production possible at TOBACCO.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Posthoornkerk: Amsterdam historic church venue on Haarlemmer Houttuinen used for weddings, corporate events and cultural programming. Comparable as a distinctive heritage space competing for the same premium wedding and corporate event budgets in Amsterdam.
• Compagnietheater: Amsterdam theater venue hosting independent productions alongside corporate and private hires. Comparable mid-scale Amsterdam venue mixing cultural programming with commercial rental in a single building.
• The Harbour Club: Amsterdam-based group of premium event locations with in-house catering, weddings and corporate events. Comparable as a multi-room event venue competing in the same Amsterdam premium corporate and wedding segment.
• Felix Meritis: Historic Amsterdam cultural society and event venue on Keizersgracht combining a theater, multiple rooms, and a curated cultural program with corporate hire. Closely comparable to TOBACCO's model of mixing artistic programming with venue rental in a heritage building.
• Beurs van Berlage: Iconic Amsterdam historic event venue on Damrak offering large-scale corporate events, conferences, and cultural programming. Directly comparable to TOBACCO as a heritage building converted into a multi-space corporate and cultural rental venue, though at significantly larger scale.

Broad incumbents

• Internationaal Theater Amsterdam (ITA): Leading subsidized Dutch theater company operating multiple Amsterdam venues (Stadsschouwburg, Toneelvuur). Comparable for theatrical programming and venue operations, though publicly funded and focused on dramatic repertory rather than venue rental.
• Stage Entertainment Nederland: Largest commercial musical producer in the Netherlands, operating major theater venues including Beurs van Berlage-adjacent productions. Comparable for theatrical event programming and venue operations, though focused on large-scale commercial musicals.
• Koninklijk Theater Carré: Major Amsterdam theater on the Amstel hosting large-scale musicals, concerts and corporate events. Comparable as a high-profile Amsterdam venue combining theatrical programming with commercial venue hire, but operating at much greater scale.
• DeLaMar Theater: Major Amsterdam theater presenting musicals and large-scale productions with associated event hire. Comparable as a combined theatrical and corporate-event venue, though focused on large-scale productions rather than curated indie programming.

Regional players

• Het Nationale Theater: Dutch subsidized theater company operating across The Hague and on tour. Comparable as a theatrical production company with venue operations and youth/emerging artist programs (akin to Stichting 'Stel je Voor!'), but geographically outside Amsterdam.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/TOBACCOTheater
• Facebookfacebook.com/tobaccotheater
• LinkedInlinkedin.com/company/tobacco-theater

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries1 record

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 TOBACCO Theater