AFAS Theater Leusden
AFAS Theater Leusden is a single-venue performing arts theater in central Netherlands (Leusden, Utrecht) that hosts musicals, concerts, and corporate events for up to 837 guests. It serves individual theatergoers via an all-inclusive ticket model and business clients through dedicated event hosting, supported by Tixly ticketing, an AppMiral-powered mobile app, and a CM.com AI chatbot.
- Company typePrivate
- Founded-
- HeadquartersLeusden, Netherlands
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
AFAS Theater Leusden firmographics
Firmographics- Name
- AFAS Theater Leusden
- Legal name
- AFAS Software B.V.
- Website
- https://afastheater.nl
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- AFAS Theater Leusden is a single-venue performing arts theater in central Netherlands (Leusden, Utrecht) that hosts musicals, concerts, and corporate events for up to 837 guests. It serves individual theatergoers via an all-inclusive ticket model and business clients through dedicated event hosting, supported by Tixly ticketing, an AppMiral-powered mobile app, and a CM.com AI chatbot.
- Ownership category
- akta.pro rank
AFAS Theater Leusden industry classification
Industry- Product category
- Live Performance Venue (Theater and Performing Arts)
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Theater Companies and Dinner Theaters (71111)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Concert Halls & Music Venue Operations (Symphony Halls, Recital Venues) (MPAGALAC)
- akta.pro secondary industry
- Conference Centers & Dedicated Meeting Venues (THAHAAAB)
Keywords
Where AFAS Theater Leusden is headquartered
LocationHeadquarters
- HQ city
- Leusden
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
AFAS Theater Leusden business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Ticket Sales: Primary revenue stream from sale of tickets to theatrical productions, concerts, and performances. The theater serves as both venue host and ticket seller for its own organized productions, distributing via its own platform and official partners (NTK, Beleef Klassiek).
- Corporate Event Venue Rental: Revenue from renting the main theater (up to 837 guests) and five smaller auditoria (38-158 guests each) for corporate events, conferences, seminars, congresses, and company meetings. Catering and technical services are bundled into event packages.
- Business Dining and Reception Packages: Upsell revenue from curated dining and reception arrangements for groups of 10 or more: borrelarrangement at €20 per person and dinerarrangement at €60 per person. These are sold exclusively to businesses with valid BTW and KvK numbers.
- Included Amenities (Competitive Differentiator): While not a direct revenue stream, the all-inclusive model (parking, lockers, drinks bundled in ticket price) serves as a competitive moat and customer satisfaction driver that differentiates AFAS Theater from other Dutch theaters.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Theater admission with all-inclusive package |
| One time/ perpetual license | Pay-as-you-go | Borrelarrangement for group visits (10+ persons) |
| One time/ perpetual license | Pay-as-you-go | 3-course dinner arrangement for group visits (10+ persons) |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
AFAS Theater Leusden product offering
Product offeringCore offering
AFAS Theater Leusden is a performing arts and event venue that hosts musicals, concerts, and corporate events in a main auditorium seating up to 837 guests plus five smaller auditoria. The venue's defining feature is its all-inclusive ticket concept (parking, lockers, and drinks bundled into every ticket price), unique in the Netherlands. It also rents its facilities and provides catering arrangements for corporate clients organizing conferences, meetings, and large-scale events.
Product overview
AFAS Theater Leusden is a single-venue performing arts theater offering a unified experience centered on live performances and events. The core offering is the main theater venue hosting musicals, concerts, and business events for up to 837 guests. Supporting the venue are several digital and service modules: the AFAS Theater App (mobile ticketing and personalized experience), the Tixly-powered ticket booking system with seat selection, and business event hosting services including auditoria and a video/podcast/photo studio. Add-on arrangements provide dining and drinks packages for group visitors. The product portfolio is best described as a single venue with bundled digital and hospitality modules rather than a platform-plus-modules architecture.
Differentiator
Problem solved
Functional benefit
Products and services
- AFAS Theater Leusden Venue and Live Performances
Quantifiable outcome
- All-inclusive tickets increase customer satisfaction by eliminating surprise costs and simplifying the purchase decision
- +2 more outcomes
Companies that use AFAS Theater Leusden
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
AFAS Theater Leusden technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
AI capability2 records
Feature5 records
AFAS Theater Leusden partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Stichting Komt het Zien!coreAccessibility partnership providing live audio description for visually impaired theatergoers. A blind guide narrates the visual elements of the performance (actors' actions, set design) through headphones. Pre-show 'Meet & Feel' introductions allow visually impaired attendees to meet actors and feel costumes and set pieces. Reserved front-row seating is available for blind patrons.
- Nearby Restaurants (15+ venues)minorA network of 15+ local restaurants offer specialized theater menus for AFAS Theater visitors. Partners include De Dikke (diner café), Plan B (eat café), Brasserie De Buurman, George Dining, Bij Vallery, Mazoki, Kraton Rosbeijer (Indonesian), Bras 73, Restaurant BuitenHuis, Hello Again, Van der Valk Hotel Leusden, De Hessenkar, Restaurant De Gezelligheid, Restaurant Nog ééntje, 'T Lanshuys, and Mangi Ape. The theater actively promotes these venues on its website.
- Nearby Hotels (4 venues)minorFour nearby hotels are promoted for overnight stays after theater performances: Van der Valk Leusden, Hofstay195 (B&B), Bastion Hotel Amersfoort, and Gastsuite Stoutenburg (Airbnb). These partnerships enhance the theater experience for out-of-town visitors by ensuring comfortable nearby accommodation.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
AFAS Theater Leusden competitors and assessment
Company assessmentDirect peers
- DeLaMar Theater: Amsterdam-based theater focused on musicals and large-scale productions, comparable in programming mix and audience profile. Similar business model of consumer ticket sales plus corporate event hosting, though with an established Amsterdam-city-center audience.
- TivoliVredenburg: Utrecht-based performing arts venue offering multiple halls for concerts, theater, and corporate events. Highly comparable multi-auditoria model serving central Netherlands, directly overlapping AFAS Theater's geographic catchment area.
- Luxor Theater: Rotterdam theater hosting large-scale musicals, concerts, and corporate events. Directly comparable multi-purpose theater model combining touring musicals with corporate venue rental, though serving the Rotterdam/Randstad-south market.
- Beurs van Berlage: Amsterdam event venue hosting conferences, congresses, and corporate events for large audiences. Comparable on the corporate event side (large-capacity flexible halls), though without AFAS Theater's flagship theatrical programming.
- Het Nationale Theater: The Hague-based theater company operating multiple stages (including the Koninklijke Schouwburg) with both consumer programming and corporate hire. Similar multi-venue model with mixed B2C/B2B revenue streams.
- Royal Theater Carré: Iconic Amsterdam theater hosting musicals, concerts, and corporate events in a historic venue. Directly comparable to AFAS Theater as a premium Dutch theater with mixed consumer and corporate programming, though located in Amsterdam and operating with a much larger team and longer history.
- Flint Theater Amersfoort: Local Amersfoort theater hosting theater, music, and dance programming for the Amersfoort/Leusden region. Closest geographic competitor, sharing AFAS Theater's central-Netherlands catchment but operating at a smaller scale with a primarily consumer-programming focus.
- Stadsschouwburg Amsterdam: Amsterdam's main subsidized theater for drama and performing arts. Comparable as a Dutch-language theater operator with corporate event capabilities, though primarily programming-focused rather than revenue-driven.
Broad incumbents
- Ahoy Rotterdam: Large Rotterdam arena and convention complex hosting concerts, conferences, and exhibitions. Comparable on the corporate events and large-scale entertainment side, but operates at significantly greater scale and as a multi-purpose arena rather than a theater-focused venue.
Others
- Appmiral: Mobile app platform provider for venues and events, currently powering AFAS Theater's app. Adjacent technology enabler rather than a competitor; included to highlight the ecosystem of vendors supporting modern theater operations.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
AFAS Theater Leusden social profiles
Digital presenceAFAS Theater Leusden financial estimates
Financial estimateRevenue estimate
Valuation estimate
AFAS Theater Leusden leadership team
Management profileNumber of profiles
AFAS Theater Leusden funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AFAS Theater Leusden M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AFAS Theater Leusden
What does AFAS Theater Leusden do?
AFAS Theater Leusden is a performing arts and event venue that hosts musicals, concerts, and corporate events in a main auditorium seating up to 837 guests plus five smaller auditoria. The venue's defining feature is its all-inclusive ticket concept (parking, lockers, and drinks bundled into every ticket price), unique in the Netherlands. It also rents its facilities and provides catering arrangements for corporate clients organizing conferences, meetings, and large-scale events.
Is AFAS Theater Leusden a public or private company?
AFAS Theater Leusden is a private company. It is classified as corporate owned and is currently operating.
When was AFAS Theater Leusden founded?
AFAS Theater Leusden was founded in -1. It employs 11 to 50 people.
Where is AFAS Theater Leusden based?
AFAS Theater Leusden is headquartered in Leusden, Netherlands, in the Europe region.
How does AFAS Theater Leusden make money?
Four revenue lines are on record. Ticket Sales are the primary driver. The others are corporate Event Venue Rental, business Dining and Reception Packages and included Amenities (Competitive Differentiator).
Who are AFAS Theater Leusden's main competitors?
Direct peers on record are DeLaMar Theater, TivoliVredenburg, Luxor Theater, Beurs van Berlage, Het Nationale Theater, Royal Theater Carré, Flint Theater Amersfoort and Stadsschouwburg Amsterdam. Ahoy Rotterdam is listed as a broad incumbent. Appmiral is listed as an others.
Does AFAS Theater Leusden have an API?
No public API is recorded for AFAS Theater Leusden.
What industry is AFAS Theater Leusden in?
AFAS Theater Leusden's product category is Live Performance Venue (Theater and Performing Arts). Its primary akta.pro industry code is MPAGALAC, Concert Halls & Music Venue Operations (Symphony Halls, Recital Venues), with a secondary code of THAHAAAB, Conference Centers & Dedicated Meeting Venues. Its NAICS code is 71131 and its SIC code is 7990.