Avenches Tattoo

What Avenches Tattoo does

Avenches Tattoo is a foundation-operated military music festival established in 1999 in Avenches, Canton of Vaud, Switzerland, and is the oldest Tattoo of its kind in Switzerland and the only one in French-speaking Switzerland (Romandie). It presents a single unified original show across four performances over three days in early September (3-5 September 2026 for the 20th edition), featuring approximately 500 musicians drawn from Swiss Armed Forces ensembles, pipe bands, and international formations, performed in a purpose-built 4,000-seat open-air arena at the Swiss National Stud Farm (Haras national suisse), the festival's venue since 2023 due to renovation of the historic Roman amphitheatre. The audience is general public, families, and corporate hospitality clients.

The organization generates revenue across seven streams: tiered ticket sales (seven price categories from Category 4 at CHF 35-49 to Gallery at CHF 110-150), premium Gastro VIP packages (CHF 280-330/person) and Saturday Bistro packages (CHF 130-200/person) with dining at Restaurant des Bains, corporate Business Club membership at CHF 1,000/year, individual Friends Club membership at CHF 50/year, multi-tier corporate sponsorship led by Liechti Toyota and Chardonnens, USB video retail of past editions at CHF 15 per stick, and on-site food and beverage at the free Tattoo Square area. Distribution relies on Ticketcorner for online ticketing, Avenches Tourisme for phone and in-person sales, and direct VIP bookings, with price incentives including 10-15% group discounts, 50% child discounts, and free children's tickets for the Saturday matinee.

The festival operates with a lean team of approximately 20-30 staff and board members across festival office, production, and logistics functions, under Director Ludovic Frochaux and Musical Director Étienne Mounir (in his 10th edition), with Gaetan Aeby chairing the Foundation Board. Institutional backing comes from the Canton de Vaud, Commune d'Avenches, the Swiss Army and associated military music bodies, the Swiss National Stud Farm, and Migros's Culture Percentage program, complemented by a broad base of media partners (RTS, La Liberté, RadioFr, RTN) and technology partners (Ticketcorner, Imersis, Nussli, Primus).

Name

Avenches Tattoo

Legal name

Fondation Avenches Tattoo

Website

https://avenchestattoo.ch

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Avenches Tattoo is a Swiss foundation-operated military music festival, the oldest of its kind in Switzerland, presenting a single unique show across four performances in a 4,000-seat arena at the Swiss National Stud Farm. It serves general audiences, families, and corporate clients via ticketing, VIP hospitality, memberships, and sponsorship.

Ownership category

akta.pro rank

Product category

Live Event Festival Production

NAICS

Performing Arts Companies (7111), Other Performing Arts Companies (711190), Performing Arts, Spectator Sports, and Related Industries (711)

SIC

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

akta.pro primary industry

Cultural & Community Festivals (Ticketed) (THAJAFAI)

akta.pro secondary industry

Arts & Culture Community Festivals (Multidisciplinary Arts Weeks) (MPAGAEAG)

Keywords

• Military music festival
• Live event production
• Festival ticketing services
• Cultural event management
• Marching band performances

Headquarters

HQ city

Avenches

HQ country

Switzerland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Primary revenue stream from ticket sales across multiple price categories (Gallery, Premium Plus, Premium, Categories 1-4, wheelchair seating) with different evening and afternoon pricing. Tickets sold for 4 performances over 3 days (September 3-5, 2026).
2. Corporate Sponsorship: Main sponsors (Liechti Toyota, Chardonnens), regular sponsors, and business club membership (CHF 1,000/year) provide corporate sponsorship revenue.
3. VIP Hospitality Packages: Gastro VIP packages (CHF 280-330/person) and Bistro packages (CHF 130-200/person) with dining included at Restaurant des Bains, plus VIP parking.
4. Friends Club Membership: Annual membership at CHF 50/person/year providing welcome aperitif, backstage tours, ticket discounts, exclusive updates, and complimentary video of next edition.
5. Video Sales: USB video recordings of past editions sold for CHF 15 per USB stick plus CHF 3 shipping. Available for editions 2016-2025 and Ave Musica 2021.
6. Tattoo Square Food & Beverage: On-site food stalls and bars at Tattoo Square (free public area near the arena) generate revenue from food and beverage sales during the festival.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Avenches Tattoo produces and stages a multi-day military music festival featuring one unique original show with approximately 500 musicians performing across four performances over three days at a 4,000-seat open-air arena at the Swiss National Stud Farm in Avenches, Switzerland. The festival sells numbered-seat tickets across multiple price categories, premium hospitality packages with dining, annual Friends Club and Business Club memberships, and USB video recordings of past editions.

Product overview

Avenches Tattoo is a military music festival offering a single unified event - live performances featuring marching bands, pipes and drums, and equestrian displays at the Swiss National Stud Farm. The product portfolio includes core festival tickets across multiple seating categories, premium hospitality packages (VIP Gastro and Bistro offerings with dining), family and group discount programs, membership clubs (Friends Club for individuals, Business Club for corporations), video recordings on USB, and complementary services such as Tattoo Square entertainment area and shuttle transportation. The festival presents one unique show across 4 performances over 3 days in September.

Differentiator

Problem solved

Functional benefit

Products and services

• Festival Tickets (numbered seat categories) Numbered-seat admission tickets to the Avenches Tattoo military music festival performances, sold across multiple price tiers (Gallery CHF 150/110, Premium Plus CHF 125/100, Premium CHF 99/80, Category 1 CHF 94/70, Category 2 CHF 84/60, Category 3 CHF 69/50, Category 4 CHF 49/35; evening/afternoon prices in CHF). Wheelchair tickets CHF 40 evening / CHF 25 afternoon. Sold to individual consumers and families attending the live event.
• VIP Gastro Package Premium hospitality package for Thursday/Friday evening performances including champagne welcome reception, three-course dinner at Restaurant des Bains with wines, table service for 8, and VIP parking. VIP Gallery seating CHF 330/person or CHF 2,600/table of 8; Premium category CHF 280/person or CHF 2,200/table of 8 (VAT extra).
• Bistro Package Saturday-only dining package including welcome drink, starter and main course from Restaurant des Bains (drinks not included), with seating in covered VIP Gallery or Premium category. Saturday Lunch Gallery CHF 160/person, Premium CHF 130/person; Saturday Evening Gallery CHF 200/person, Premium CHF 150/person.
• Friends Club Membership Annual individual membership program at CHF 50/person/year offering welcome aperitif, behind-the-scenes festival tour, ticket discounts, exclusive updates, and a complimentary USB video of the next edition. Targeted at individual festival enthusiasts and repeat attendees.
• Business Club Membership Annual corporate partnership program at CHF 1,000/year (+ VAT) offering two invitations to the Thursday Premiere, online visibility with logo placement on the partners page, and mention in the official festival program. Targeted at local and regional businesses seeking brand association and corporate hospitality.
• Video USB Recordings USB stick recordings of festival performances sold for CHF 15 per USB plus CHF 3 shipping, available for editions 2016-2025, Ave Musica 2021, and the documentary '20 ans d'histoires'. Shipped worldwide from the festival website to individual collectors and enthusiasts.

Quantifiable outcome

• 4 performances, 4,000 seats, ~500 musicians per show, ~1 hour 45 minutes duration
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

31 partnerships are on record, tiered primary, minor and core.

• Liechti Automobiles (Toyota)primaryGTM or Marketing PartnerMain partner and sponsor providing vehicle fleet for the event. New partnership announced for 2026 edition. Logo prominently displayed on festival materials.
• ChardonnensprimaryGTM or Marketing PartnerMain sponsor (presumably beverages/alcohol), logo displayed alongside Liechti on main sponsor section.
• Avance PayminorGTM or Marketing PartnerSponsor providing payment solutions.
• CardinalminorGTM or Marketing PartnerBeer brand sponsor.
• HenniezminorGTM or Marketing PartnerMineral water brand sponsor from Switzerland.
• StauffacherminorGTM or Marketing PartnerConfectionery/retail sponsor.
• HaldimannminorGTM or Marketing PartnerSponsor (nature of business not detailed).
• HineAdon HotelminorGTM or Marketing PartnerHotel partner for visitor accommodation.
• Cleantech PrestigeminorGTM or Marketing PartnerSustainability/cleaning services partner.
• Migros (Culture Percentage)minorGTM or Marketing PartnerSwiss retail giant's culture percentage program supporting cultural events.
• Belzoun ReisenminorGTM or Marketing PartnerTravel agency partner.
• KontikiminorGTM or Marketing PartnerTravel/tour operator partner.
• AGTANminorGTM or Marketing PartnerBusiness Club member - company name visible in logo.
• Dubey ConstructionsminorGTM or Marketing PartnerBusiness Club member - construction company.
• Zanotta ModeminorGTM or Marketing PartnerBusiness Club member - fashion retailer.
• Brechbühl FleursminorGTM or Marketing PartnerBusiness Club member - florist.
• Minder / RidouxminorGTM or Marketing PartnerBusiness Club member - agricultural/breeding business.
• DesprazminorGTM or Marketing PartnerBusiness Club member - company nature not detailed.
• La LibertéminorGTM or Marketing PartnerMedia partner - regional newspaper based in Fribourg.
• RTS (Radio Télévision Suisse)minorGTM or Marketing PartnerSwiss public broadcaster - media partner. Broadcast 2025 edition on RTS Deux. Will host 'Kiosque à Musique' pre-festival event.
• RadioFrminorGTM or Marketing PartnerMedia partner - regional radio station.
• RTNminorGTM or Marketing PartnerMedia partner - regional radio station.
• Agroscope / Swiss National Stud Farm (Haras national suisse)coreStrategic or Co-development PartnerVenue partner since 2023. Historic site housing the equestrian performances featuring Franches-Montagnes horses. Provides unique setting for the festival.
• Canton de VaudcoreOthersInstitutional partner - canton government supporting the festival.
• Commune d'AvenchescoreOthersHost municipality providing shuttle services, parking, and logistical support. Charges CHF 5 parking fee.
• Avenches TourismecoreChannel Partner/ Reseller/ DistributorOfficial ticketing partner and information service. Provides phone and in-person ticket sales, free guided tours of the venue.
• Armee Suisse (Swiss Army)coreStrategic or Co-development PartnerInstitutional partner providing military music ensembles (Swiss Armed Forces Conscript Band, Central Band, etc.).
• ASM (Association Suisse des Musiques)minorStrategic or Co-development PartnerInstitutional partner - Swiss music association.
• Armee MusiqueminorStrategic or Co-development PartnerInstitutional partner - Swiss military music organization.
• TicketcornercoreChannel Partner/ Reseller/ DistributorOfficial online ticketing platform. Provides print-at-home tickets, credit card, Twint, Postcard, and invoice payment options.
• Restaurant des BainsminorOthersCatering partner for VIP Gastro and Bistro packages.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Royal Edinburgh Military Tattoo: The original and largest military tattoo in the world, held annually on the esplanade of Edinburgh Castle. Avenches Tattoo was explicitly created in 1999 along the lines of the Edinburgh Tattoo, making it the most directly comparable peer in format, audience, and international band pipeline.
• Royal Nova Scotia International Tattoo: North America's largest military tattoo, held annually in Halifax, Nova Scotia. Directly comparable as an international military-music festival featuring marching bands, pipes and drums, and massed performances for ~6,000 spectators per show.
• Virginia International Tattoo: Annual international military tattoo held in Norfolk, Virginia. Comparable format (massed bands, pipes & drums, international military ensembles) and similar multi-performance structure, though larger venue capacity.
• Basel Tattoo: Switzerland's other major military tattoo, held annually in Basel since 2006. As a direct in-country competitor, Basel Tattoo competes with Avenches Tattoo for the same pool of Swiss and international military bands, corporate sponsors, and German-speaking audience.

Others

• Edinburgh Fringe Festival: Largest annual arts festival in the world, held in Edinburgh each August. Not a direct competitor (theater/comedy rather than military music), but operates a comparable ticketed multi-venue summer festival model in a heritage tourist city, providing indirect competitive context for audience attention.
• Top Secret Drum Corps: Swiss-based international percussion ensemble that regularly appears at major military tattoo festivals including Avenches. They are a featured performance group within the same ecosystem rather than a competing festival organizer.

Emerging players

• Hamina Military Music Festival (Hamina Tattoo): Biennial military music festival held in Hamina, Finland, featuring international military bands and tattoo-style performances. Smaller and less established than the Swiss and Scottish peers but operates the same core military-music format.

Broad incumbents

• Spasskaya Tower International Military Music Festival: Large-scale annual military music festival held on Red Square in Moscow. A much larger international incumbent in the same military-music / marching-band category, with broader geopolitical reach and a wider multi-act programme.

Regional players

• Berlin Military Tattoo (Tattoo-Konzert): German military tattoo event featuring massed bands, pipes & drums, and ceremonial performances. Comparable format but serves primarily the German-speaking DACH market rather than competing directly with Avenches in Romandie.
• Montreux Jazz Festival: One of Switzerland's most prominent annual music festivals, held on Lake Geneva. Competes for the same French-speaking Swiss and international tourist audience, but operates a jazz/contemporary format rather than the military-tattoo niche.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@AvenchesTattooTV
• LinkedInlinkedin.com/company/avenchestattoo

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Avenches Tattoo