Apple Pie Concert Foundation (Stichting Appeltaartconcerten)

What Apple Pie Concert Foundation (Stichting Appeltaartconcerten) does

Stichting Appeltaartconcerten (Apple Pie Concert Foundation) is a Dutch charitable foundation founded in 2014 and headquartered in Utrecht that organizes classical chamber music concerts for people who cannot or are unlikely to attend traditional concert venues. The foundation's core product is the Appeltaartconcert — an informal performance capped at 60 minutes by professional musicians drawn from major Dutch symphony orchestras (Nederlands Philharmonisch Orkest, Residentie Orkest, Koninklijk Concertgebouworkest), arranged in ensembles from duos to 15 musicians, followed by the serving of apple pie as the symbol of the concerts' safe, warm atmosphere. Approximately 200 such concerts are delivered annually in two formats: open (public) concerts in community centers, neighborhood theaters, libraries, and churches; and private (besloten) concerts in residential care homes, hospices, special education schools, mental health institutions (GGZ), and TBS forensic psychiatric clinics, serving elderly residents, mentally frail individuals, children with special needs, and broader community audiences affected by loneliness.

Beyond the standard format, the foundation offers named special productions and ensembles including 'De Nachtegaal en de Keizer' (a children's/family music theater piece composed by Monique Krús), 'Beestentaart,' 'Bomans in Concert,' 'Feest met Bach en Vivaldi,' 'Het Utrechts Harp Trio,' and 'Strijkduo Oehoe.' The 'Appeltaartconcert' name is a registered trademark, and the foundation holds Cultural ANBI (Algemeen Nut Beogende Instelling) status conferring tax advantages on donors. Operations are concentrated in the Dutch Randstad (Amsterdam, Utrecht, surrounding areas) with growing regional coverage and prior international performances in Berlin (2017) and the UK (2020).

The business model is a multi-stream nonprofit funding architecture: individual 'Vrienden' (Friends) memberships from €30 per year (many giving €60 or more), periodic donations with tax advantages, corporate sponsorships and gifts (including ruilovereenkomst exchange agreements), municipal and foundation subsidies, low-priced ticket sales with voluntary donations for public concerts, and exclusive private event bookings (birthdays, corporate events, funerals) whose proceeds subsidize care-institution concerts. A separately governed support foundation, Steunstichting Appeltaartconcerten, was established to build long-term endowment capital through larger one-time gifts, named funds (Fondsen op Naam), and inheritances, providing structural financial stability. The organization is lean — two part-time staff (founder/artistic-business leader Michiel Holtrop and producer Anneloes Maas Geesteranus), a volunteer board, and dozens of volunteers — and reaches roughly 200 concerts per year through its network of approximately 40 professional musicians.

Name

Apple Pie Concert Foundation (Stichting Appeltaartconcerten)

Legal name

Stichting Appeltaartconcerten

Website

https://appeltaartconcerten.nl

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Stichting Appeltaartconcerten is a Dutch charitable foundation that organizes approximately 200 informal classical chamber music concerts annually in care institutions and community venues, serving elderly, mentally frail, and institutionalized people who cannot attend traditional concert halls.

Ownership category

akta.pro rank

Product category

Performing Arts / Live Classical Music Concerts

NAICS

Musical Groups and Artists (71113), Performing Arts Companies (7111)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Concerts & Music Festivals (THAJAFAA)

akta.pro secondary industries

Arts & Culture Community Festivals (Multidisciplinary Arts Weeks) (MPAGAEAG), Arranging & Orchestration (MPAIAHAG)

Keywords

• Chamber music concerts
• Classical music performances
• Nonprofit concert organization
• Live music care homes
• Community cultural events

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Vrienden (Friends) donations: Annual donations from 'Vrienden' (Friends) of the foundation starting at €30 per 12 months. Many donors give €60 or more. Periodic gifts are encouraged with potential tax advantages due to Cultural ANBI status.
2. Steunstichting (Support Foundation) long-term funding: The Steunstichting Appeltaartconcerten is an independent foundation that builds capital to provide a stable, long-term financial base for the main foundation. It accepts one-time or larger gifts, periodic donations, named funds (Fondsen op Naam), and legacies/inheritances.
3. Sponsoring and zakelijke giften (Business sponsorships and gifts): Sponsorship (ruilovereenkomst - exchange agreement) where businesses receive something in return (e.g., a concert at their company). Business gifts with tax deductibility benefits for BV companies (up to 50% of profits, max €100,000) and individuals/partnerships (1%-10% of combined income in box 1). Periodic gifts offer full deductibility with a written agreement.
4. Municipal and foundation subsidies: Contributions from various municipalities and funds ensure accessibility of concerts for people with limited means.
5. Concert ticket sales: Low entrance fees for public concerts; voluntary donations at the exit. Online reservation preferred.
6. Exclusive and private event performances: Exclusive performances for birthdays, anniversaries, funerals, and corporate events generate income to fund more concerts in care institutions. Custom programs for Hannick Reizen, Alzheimer Nederland, Musico Reizen, and companies/institutions.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Stichting Appeltaartconcerten organizes and delivers approximately 200 informal classical chamber music concerts per year, performed by roughly 40 professional musicians drawn from Dutch symphony orchestras, in ensembles ranging from duos to 15 musicians. Concerts last no longer than 60 minutes and are followed by complimentary apple pie, the symbolic marker of the foundation's warm, low-threshold atmosphere. Offerings include public concerts in community venues and private concerts in care homes, hospices, mental-health institutions, forensic psychiatric clinics, and special-needs schools, plus special productions and ensemble programs.

Product overview

Stichting Appeltaartconcerten is a charitable foundation (Culturele ANBI) founded in 2014 that brings classical music to people who cannot attend traditional concert halls. The core product is the Appeltaartconcert (Apple Pie Concert) — approximately 200 informal, accessible classical music concerts per year performed by professional musicians in ensembles ranging from duos to 15 musicians. Concerts are held in two main formats: open/public concerts in community centers, neighborhood theaters, and libraries; and private concerts in care homes, hospices, psychiatric institutions, and special education schools. After each concert (no longer than 60 minutes), complimentary apple pie is served as a symbol of the safe, warm atmosphere. The foundation also offers special productions and named ensembles: 'De Nachtegaal en de Keizer' (a musical fairy tale for schools and families), 'Beestentaart' (animal-themed concerts), 'Bomans in Concert' (storytelling with chamber music), 'Het Utrechts Harp Trio', 'Strijkduo Oehoe', and larger programs like 'Feest met Bach en Vivaldi' performed by 8-12 musicians. Support programs include a Friends membership (starting at €30/year) and the independent Steunstichting Appeltaartconcerten for long-term financial sustainability. The organization operates primarily in the Randstad region of the Netherlands, with international performances in Berlin (2017) and the UK (2020).

Differentiator

Problem solved

Functional benefit

Brands

• De Nachtegaal en de Keizer: A music theatre production for children and families based on the fairy tale 'The Nightingale and the Emperor' by Hans Christian Andersen, composed by Monique Krüs. Performed in primary schools, neighbourhood theatres, concert halls, nursing homes and libraries.

Products and services

• Openbare Appeltaartconcerten (Public Apple Pie Concerts)

Quantifiable outcome

• ~200 concerts per year reaching vulnerable audiences in care institutions and community venues
• +2 more outcomes

Named customers5 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• Various municipalities and societal/cultural organizationscoreStrategic or Co-development Partner · 1 January 2025Various municipalities and societal partners recognize the Appeltaartconcerten as an effective way to combat loneliness and stimulate social connection. They provide funding and venues to support the concerts.
• Stichting Appeltaartconcerten (as the main organization) and Steunstichting Appeltaartconcerten (as the support foundation)coreStrategic or Co-development Partner · 1 January 2014Steunstichting Appeltaartconcerten is an independent foundation established to provide long-term financial stability for Stichting Appeltaartconcerten by building capital. Address: H.J. Schimmelplein 53, 3532TH Utrecht. KVK: 75418991, RSIN: 860275991. The support foundation accepts larger one-time gifts, periodic donations, named funds (Fondsen op Naam), and legacies/inheritances. It has a Culturele ANBI status, meaning inheritances are fully exempt from inheritance tax.
• Various partner organizations (logos on Relaties page)minorOthersThe Relaties page displays logos of various partner organizations, but the specific names are not listed in text form in the source material.
• Various care institutions and social organizationscoreStrategic or Co-development PartnerPartnerships with care institutions, social organizations, and municipalities for concert venues. The foundation builds long-term series of concerts with these partners rather than one-off appearances.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Nationale Opera & Ballet: Major Dutch performing arts institution with extensive education and outreach programs reaching schools and underserved communities. Comparable as a Dutch performing arts producer with community-impact programming, though its core business is large-scale theatrical/musical productions.
• Royal Liverpool Philharmonic: UK orchestra with one of the most developed community/health-and-wellbeing programs globally, including concerts in hospitals, care homes, and prisons. Comparable as a major orchestral institution pairing top-tier musicians with social-impact programming targeting vulnerable audiences.
• Koninklijk Concertgebouworkest: The Royal Concertgebouworkest is one of the world's leading orchestras and a major source of musicians for Appeltaartconcerten. While not a direct competitor, it runs its own social/community programs and represents the broad classical-music ecosystem the foundation operates within.
• Holland Festival: The Netherlands' premier international performing arts festival, producing music, theater, and dance performances for broad Dutch audiences. Represents the established Dutch live-performance ecosystem within which Appeltaartconcerten operates its community-access concerts.

Direct peers

• Live Music Now: Founded by Yehudi Menuhin in the UK, Live Music Now places professional musicians in care homes, hospitals, and special schools — a near-identical operating model of professional classical/jazz performances in non-traditional venues to combat isolation and enrich vulnerable audiences.
• Music in Hospitals & Care: UK charity organizing professional musicians to perform live concerts in hospitals, hospices, care homes, and special schools. Directly mirrors Appeltaartconcerten's care-institution focus and use of professional ensembles for vulnerable audiences.

Others

• Fonds Podiumkunsten: Dutch public fund providing subsidies to a wide range of performing arts producers, including music ensembles and festivals. Not a direct operational peer, but a key funding ecosystem participant and potential major donor to Appeltaartconcerten's concert programming.
• Musicians Without Borders: International nonprofit using music to bridge divides and support vulnerable communities, including trauma-affected and isolated populations. Shares the mission of using professional musicians as agents of social impact, though operating in conflict-affected and developing regions rather than Dutch care institutions.
• Stichting Méér Muziek in de Klas: Dutch foundation promoting music education in primary schools through partnerships with musicians, schools, and cultural organizations. Thematically aligned (music for accessibility/impact in non-traditional settings) and a potential ecosystem partner, though focused on school curriculum rather than live performance.

Regional players

• Festival Oude Muziek Utrecht: Utrecht-based early-music festival featuring international period-instrument ensembles. Geographic and stylistic overlap with Appeltaartconcerten (both rooted in Utrecht's classical-music community), though operating at festival scale rather than through year-round community concerts.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/appeltaartconcerten
• LinkedInlinkedin.com/company/appeltaartconcerten

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 Apple Pie Concert Foundation (Stichting Appeltaartconcerten)