Martiniplaza

What Martiniplaza does

Martiniplaza is the largest multi-purpose event venue in Northern Netherlands, located at Leonard Springerlaan 2 in Groningen. Originally built in 1969 by the Municipality of Groningen as the Martinihal, the venue was privatized between 1997 and 2002 into a self-standing BV — partially financed by European subsidies — and underwent a major transformation that produced one of the largest theaters in the Netherlands (officially opened March 4, 2002 by Joop van den Ende and Minister Annemarie Jorritsma) alongside the Middenhal exhibition and sports space. Today the venue operates 15,000 m² of exhibition space, a 5,000-seat arena (including 4,500 upholstered seats in the sports hall), a luxury congress hall, the theater, and multiple meeting rooms, accommodating groups of 10 to 10,000+ visitors across business, sports, cultural, and consumer events.

The business generates revenue through four streams: B2B venue rental of expo halls, meeting rooms, conference facilities, theater, and sports arena to event organizers, businesses, and sports organizations; B2C ticket sales for theater, concerts, and sports events through the Ticketmatic online platform, on-site box office, telephone, and postal channels; an internal catering service using local and seasonal ingredients; and on-site F&B at Brasserie Loeks, a modern brasserie opened in 2024. Customer segments include business and corporate clients (conferences, trade shows, corporate events), theater and entertainment consumers, sports organizations, exhibition organizers, and families. Named institutional clients span healthcare (Martini Ziekenhuis, UMCG Groningen), government (DUO, VNG), sports federations (KNLTB/Davis Cup, UEFA/KNVB, Donar, Nova Tech Lycurgus), and long-running exhibition producers (Promotiedagen, 36 years).

The venue serves more than 500,000 visitors annually, contributes €30 million in annual economic impact to the city and region of Groningen, and supports approximately 400 jobs. Operational technology is centered on physical infrastructure rather than software: 1,400 rooftop solar panels generating approximately 350,000 kWh annually, a smart energy management system, and Energy Label A+ certification following a 2022 roof renovation. Accessibility features include hearing-loop systems, wheelchair spaces, and loan wheelchairs. Recent commercial moves include new beverage (Heineken, 2025), coffee (SMIT&DORLAS, 2023), and facility management (EW Facility Services, 2025) partnerships, plus the June 2026 appointment of Dirk Nijdam as General Director succeeding Willem de Kok.

Name

Martiniplaza

Legal name

Martiniplaza

Website

https://martiniplaza.nl

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

101–250 employees

Short description

Martiniplaza is the largest multi-purpose event venue in Northern Netherlands, located in Groningen. It serves 500,000+ annual visitors across theater, conferences, sports, exhibitions, and catering, with 15,000 m² of exhibition space and a 5,000-seat arena.

Ownership category

akta.pro rank

Product category

Event Venue Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Performing Arts, Spectator Sports, and Related Industries (711), Drinking Places (Alcoholic Beverages) (7224)

SIC

Services-Amusement & Recreation Services (7900), Retail-Eating Places (5812), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Convention & Exhibition Centers (Public Convention Centers, Civic Centers) (THAHAAAA)

akta.pro secondary industries

Sports & Arena Event Venues (Stadiums, Arenas) (THAHAAAF), Concert Halls & Music Venue Operations (Symphony Halls, Recital Venues) (MPAGALAC), Venue & Banquet Hall Catering (THAFAIAC)

Keywords

• Event venue services
• Convention and meeting facilities
• Theater and concert hosting
• Trade show exhibitions
• Indoor sports arena

Headquarters

HQ city

Groningen

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Venue Rental: Rental of event spaces including Expo halls, meeting rooms, conference facilities, theater, and sports arena to event organizers, businesses, and sports organizations
2. Ticket Sales: Sale of tickets for theater performances, concerts, sports events, and exhibitions through online platform, box office, phone, and mail
3. Catering and Hospitality: Food and beverage services including Brasserie Loeks restaurant, drinks and snacks, theater arrangements, and business hospitality offerings
4. Own Catering Service: Internal catering service providing culinary experiences for events, congresses, and theater performances, with focus on local, seasonal, and sustainable ingredients

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Martiniplaza is the largest multi-purpose event venue in Northern Netherlands, operating theaters, conference halls, exhibition spaces, and an indoor sports arena on a single site in Groningen. It rents these spaces to corporate clients, event organizers, sports federations, and cultural institutions for conferences, trade shows, theater performances, concerts, exhibitions, and sports events, while also selling tickets directly to consumers and operating its own catering and restaurant services.

Product overview

Martiniplaza is een multifunctionele evenementenlocatie in Groningen bestaande uit drie hoofdproducten: (1) Theater en Concertvoorzieningen voor musicals, shows en entertainment; (2) Congres- en Beursfaciliteiten voor congressen, vergaderingen en beurzen; en (3) Topsportlocatie voor indoor sportevenementen. Daarnaast biedt Martiniplaza aanvullende diensten waaronder Brasserie Loeks restaurant, eigen catering services, kaartverkoop via Ticketmatic, theaterarrangementen, en kunstexposities. De locatie is de grootste evenementenlocatie van Noord-Nederland en ontvangt jaarlijks ruim 500.000 bezoekers.

Differentiator

Problem solved

Functional benefit

Brands

• Brasserie Loeks: A modern brasserie within Martiniplaza offering a versatile and flavorful experience, suitable for various occasions. Open before theater performances and sports matches, and available for staff parties, corporate meetings, and other business events.

Products and services

• Theater and Concert Facilities
• Congress and Meeting Facilities
• Trade Show and Exhibition Space
• Indoor Sports Arena

Quantifiable outcome

• Annual economic contribution of €30 million to Groningen city and region
• +2 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

14 partnerships are on record, tiered core and minor.

• HeinekencoreStrategic or Co-development Partner · 8 September 2025New collaboration with Heineken as beverage partner for events and hospitality services at Martiniplaza.
• EW Facility ServicescoreStrategic or Co-development Partner · 31 March 2025New successful collaboration with EW Facility Services for facility management and hospitality services.
• Nova Tech LycurguscoreStrategic or Co-development Partner · 24 October 2023Partnership as home venue for top volleyball team Lycurgus (now Nova Tech Lycurgus). Multi-year agreement signed October 2023 with all home matches played at Martiniplaza. First match November 2023.
• DonarcoreStrategic or Co-development Partner · 22 September 2023Long-standing partnership as home venue for professional basketball team Donar. Multi-year contract with new agreement signed in September 2023 as Donar continues as BV. Venue known as 'Het Huis van Donar'. Donar competes in Dutch Basketball League with matches attracting 2,750+ fans.
• SMIT&DORLAScoreStrategic or Co-development Partner · 7 September 2023Coffee partnership with premium Dutch coffee company. SMIT&DORLAS provides artisanal coffee products and expertise to enrich the culinary offerings at Martiniplaza. All blends are Rainforest Alliance, Fairtrade Max Havelaar, or Organic certified. The partnership includes new coffee machines installed from September 2023.
• De StadsgalerieminorStrategic or Co-development PartnerMulti-year collaboration presenting art exhibitions in the side foyer of Martiniplaza during theater seasons. Current exhibition 'Schilderkunst van formaat' runs from September 2025 to July 2026.
• Art Promotion InternationalminorStrategic or Co-development PartnerIndependent foundation promoting art nationally and internationally by organizing exhibitions. Collaborated on 'Identiteit' exhibition in Theaterlounge and 'Ode aan het Stadspark' exhibition.
• TheateralliantiecoreStrategic or Co-development PartnerCollaboration with Theateralliantie, a partnership of seven major Dutch theaters creating productions. Produced Charlie and the Chocolate Factory musical with 12 performances and 12,000 tickets sold.
• BabyPlanetminorStrategic or Co-development PartnerCo-organizer of Huisje Boompje Baby event - baby and parenting exhibition attracting 5,200 visitors over the weekend.
• Martini ZiekenhuisminorStrategic or Co-development PartnerHealthcare partner for Huisje Boompje Baby event collaboration and staff events.
• Promotiedagen / Michel ElzingacoreStrategic or Co-development PartnerLong-standing partnership with event organizer Michel Elzinga hosting the largest business exhibition in Northern Netherlands for 36 years. Promotiedagen office relocated to Martiniplaza in June 2022 for closer collaboration on developing concepts for the business market.
• Boer & ChefminorStrategic or Co-development PartnerFresh and sustainable partner for Brasserie Loeks, providing local and seasonal ingredients.
• KNLTBcoreStrategic or Co-development PartnerPartnership with Royal Dutch Tennis Association for hosting Davis Cup matches including Netherlands vs Slovakia qualifier.
• UEFA / KNVBcoreStrategic or Co-development PartnerPartnership for UEFA Futsal Euro 2022, hosted 12 matches with 16 participating countries. The largest futsal championship ever held in Netherlands.

Scale indicators13 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Jaarbeurs Utrecht: Major Dutch convention and exhibition center with congress halls, exhibition space and event programming. Closely comparable business model (B2B venue rental, exhibition organization, own hospitality services) competing in the same Dutch MICE market.
• RAI Amsterdam: Amsterdam's leading convention and exhibition complex with multi-format halls for trade fairs, congresses and events. Comparable as a Dutch multi-purpose venue operator targeting similar corporate, association and consumer exhibition clients.
• MECC Maastricht: Congress and exhibition venue in the southern Netherlands region, hosting national/international conferences, exhibitions and events. Directly comparable in venue rental, exhibition hosting and congress services model.
• Ahoy Rotterdam: Largest multi-purpose event venue in the Rotterdam/Randstad region, combining congress halls, exhibition space, arena and theater. Directly comparable as a Dutch multi-purpose venue operator hosting conferences, sports events, concerts and exhibitions.
• Ziggo Dome: Amsterdam-based indoor arena hosting concerts, musicals and large entertainment events. Comparable in concert/entertainment programming, ticketing operations and as a Dutch live entertainment venue operator.
• Omnisport Apeldoorn: Large multi-sport indoor venue used for top-level sports and events, comparable in capacity (~5,000 seats) and sports-event hosting role for basketball, volleyball and other indoor sports.

Regional players

• AFAS Live: Amsterdam concert hall (~6,000 capacity) hosting concerts, musicals and corporate events. Comparable in large-scale indoor entertainment programming and Dutch live-event ticketing, though based in Randstad.
• Koninklijk Theater Carré: Historic Amsterdam theater hosting musicals, concerts and corporate events. Comparable in theater programming, ticketing and premium hospitality services, though specialized in theater rather than multi-purpose.
• NH Conference Center Koningshof Veldhoven: Large Dutch congress hotel venue in the southern Netherlands with extensive meeting rooms and exhibition capacity. Comparable in B2B congress hosting and accommodation-attached event services, though integrated with a hotel.
• TivoliVredenburg Utrecht: Major music and performing arts venue in Utrecht with multiple halls, hosting concerts, theater and cultural events. Comparable in theater/concert operations and Dutch live entertainment market dynamics, though serving a different region.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Martiniplaza
• Facebookfacebook.com/MartiniplazaGroningen
• LinkedInlinkedin.com/company/martiniplaza-bv

Compliance3 records

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 Martiniplaza