Vera Groningen
Vera Groningen is a non-profit music venue and cultural association in Groningen, Netherlands, founded in 1974, hosting international underground concerts, dance nights, and film screenings, complemented by an in-house silkscreen poster workshop, ticketed via Stager with no service fees, and serving music enthusiasts and the LGBTQIA+ community.
- Company typePrivate
- Founded1974
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Vera Groningen does
Vera Groningen is a music venue and cultural association (vereniging) operating in Groningen, Netherlands since 1974, hosting live concerts, dance nights, and film screenings under the self-described positioning of "Club for the International Pop Underground." The organization runs three core programming spaces: the Grote Zaal (Mainstage) for larger touring acts with ticket prices typically €18-€30, the Kelderbar/Downstage for intimate shows and club nights at €5 entry, and dedicated dance programming including the regular Club VERA nights plus LGBTQIA+-focused events (Queerclub VERA, Flikkerdisco). Film programming is delivered through the VERA Zienema sub-brand. The venue has historically hosted acts including Nirvana, Pearl Jam, and Sonic Youth, and publishes a monthly staff-curated music recommendation column titled "De Vier van Vera."
The venue is supported by an in-house Art Division that operates a silkscreen (zeefdruk) printing workshop producing limited-edition concert posters (60 copies per design) designed and hand-printed by a roster of 100+ volunteer artists, with an archive dating to 1976. In 2024, VERA published a 220-page book, "50 jaar VERA Posters 1974 - 2024," documenting this archive. The venue maintains a live performance video archive (VERA/LIVE) and an in-house photography group. Ticketing is delivered through the Stager platform (vera.stager.co) with no service or transaction fees, alongside box office and approved resale via Ticketswap.
Revenue is generated from one-time ticket purchases, on-site bar/horeca sales (18+ alcohol), and the newly launched VERA Clubkaart 2026 annual membership. Pricing is transparent across tiers, with children under 12 admitted free. Operating expenses are partially offset by partnerships with the Municipality of Groningen (Gemeente Groningen), Fondspodiumkunsten (Performing Arts Fund), and Cultuurfonds (Cultural Fund). The venue operates with 1-10 paid employees supported by an extensive volunteer base across programming, Art Division, horeca, and technical roles, and is governed as a non-profit association without external shareholders or disclosed funding rounds.
Vera Groningen firmographics
Firmographics- Name
- Vera Groningen
- Legal name
- Vereniging VERA
- Website
- https://vera-groningen.nl
- Company type
- Private
- Founded year
- 1974
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Vera Groningen is a non-profit music venue and cultural association in Groningen, Netherlands, founded in 1974, hosting international underground concerts, dance nights, and film screenings, complemented by an in-house silkscreen poster workshop, ticketed via Stager with no service fees, and serving music enthusiasts and the LGBTQIA+ community.
- Ownership category
- akta.pro rank
Vera Groningen industry classification
Industry- Product category
- Live Music Venue
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Other Performing Arts Companies (711190), Arts, Entertainment, and Recreation (71)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Motion Picture Theaters (7830)
- akta.pro primary industry
- Live Music Clubs & Venues (MPAGAIAB)
- akta.pro secondary industries
- Nightclubs (Dance Clubs) (MPAGAIAA), Concert Halls & Music Venue Operations (Symphony Halls, Recital Venues) (MPAGALAC), Performing Arts & Cultural Event Venues (Theaters, Museums) (THAHAAAG)
Keywords
Where Vera Groningen is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Vera Groningen business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Ticket Sales: VERA generates primary revenue through ticket sales for concerts, dance nights, and film screenings. Tickets are sold online via Stager platform and at the door. No service or transaction fees are charged.
- Bar/Horeca: On-site bar revenue from alcohol and beverages during events. Age restrictions apply (18+ for alcohol).
- VERA Clubcard Membership: Annual clubcard membership (2026) that provides benefits for members attending clubcard shows.
- Poster Sales: Posters are occasionally available at merch stands after concerts, but VERA does not directly sell posters. Artists sell through their own channels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Mainstage concerts |
| Unit Pricing | Pay-as-you-go | Downstage/Kelderbar events |
| Unit Pricing | Pay-as-you-go | Club VERA dance nights |
| Subscription | Annual | VERA Clubcard 2026 |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Vera Groningen product offering
Product offeringCore offering
VERA Groningen is a music venue and cultural center operating since 1974, hosting concerts, dance nights, and film screenings across three spaces: Grote Zaal (Mainstage), Kelderbar/Downstage, and Club VERA. The venue programs international and local acts spanning indie rock, shoegaze, post-rock, alternative hip-hop, and electronic music, while also operating an in-house Art Division that produces limited-edition silkscreen concert posters. Additional offerings include the VERA Clubkaart annual membership, a weekly newsletter, the VERA/LIVE video archive, and on-site bar/hospitality services.
Product overview
VERA Groningen is a music venue and cultural center in Groningen, Netherlands, operating since 1974. The venue operates primarily as a live concert space with two main stages: the Grote Zaal (Mainstage) for larger acts and the Kelderbar/Downstage for intimate performances. The venue also runs Club VERA as its dance night programming, VERA Zienema for film screenings, and the VERA Artdivision for in-house screen-printed poster production. Additional services include a membership card (Clubkaart), weekly newsletter, live performance archive (VERA/LIVE), and photography services. The venue operates as a non-profit association focused on supporting the international pop underground scene.
Differentiator
Problem solved
Functional benefit
Brands
- Club VERA: Regular dance night events featuring indie anthems and underground pop
- Kelderbar
- VERA Zienema
- Art Division
- VERA/LIVE
- De Vier van Vera
Products and services
- Grote Zaal (Mainstage) Concerts
- Kelderbar / Downstage Concerts
- Club VERA Dance Nights
Quantifiable outcome
- 50 years of continuous operation as a music venue
- +2 more outcomes
Companies that use Vera Groningen
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles3 records
Vera Groningen technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Vera Groningen partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Gemeente Groningen (Municipality of Groningen)majorThe municipality of Groningen is shown as a partner in VERA's footer, indicating financial or operational support for the cultural venue. VERA receives municipal support as an important cultural institution in the city.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Vera Groningen competitors and assessment
Company assessmentDirect peers
- Paradiso Amsterdam: Iconic Amsterdam live music venue operating since 1968 with multiple rooms, comparable underground/alternative programming and non-profit heritage positioning similar to VERA Groningen.
- Effenaar: Eindhoven music venue hosting alternative, indie and electronic programming across two halls. Comparable in being a Dutch regional live music venue with similar underground/alternative focus.
- 013 Poppodium: Tilburg live music venue with multiple rooms hosting alternative, indie, and electronic programming. Comparable Dutch regional venue with similar programming scope.
- Melkweg Amsterdam: Amsterdam cultural venue hosting concerts, dance nights, film and cultural programming across multiple stages. Closely comparable multi-format venue with similar community/underground orientation as VERA.
- Doornroosje: Nijmegen live music venue with two stages (main hall and smaller room) focusing on alternative, indie, and underground acts. Directly comparable in scale, programming and target audience to VERA Groningen.
- Tivoli Vredenburg: Utrecht music venue complex with multiple halls hosting international and Dutch artists across genres. Comparable in operating multiple programming streams and serving as a regional live music anchor.
- Rotown: Rotterdam live music club and cafe with a comparable underground/indie focus and smaller-scale venue operation. Direct peer in format and target audience.
Regional players
- De Oosterpoort: Groningen concert hall located in the same city as VERA, hosting larger mainstream and international acts. Functions as a complementary regional peer operating in adjacent venue category within the same geography.
- Botanique (Le Botanique): Brussels cultural venue complex hosting concerts, dance nights and cultural events. Comparable multi-format venue with underground orientation, operating in a neighboring country.
Emerging players
- Cafe Oto: London-based live music and listening venue focused on experimental, avant-garde and international underground music. Comparable in niche international underground programming and intimate venue scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Vera Groningen social profiles
Digital presenceVera Groningen financial estimates
Financial estimateRevenue estimate
Valuation estimate
Vera Groningen leadership team
Management profileNumber of profiles
Profiles8 records
Vera Groningen funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Vera Groningen 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 Vera Groningen
What does Vera Groningen do?
VERA Groningen is a music venue and cultural center operating since 1974, hosting concerts, dance nights, and film screenings across three spaces: Grote Zaal (Mainstage), Kelderbar/Downstage, and Club VERA. The venue programs international and local acts spanning indie rock, shoegaze, post-rock, alternative hip-hop, and electronic music, while also operating an in-house Art Division that produces limited-edition silkscreen concert posters. Additional offerings include the VERA Clubkaart annual membership, a weekly newsletter, the VERA/LIVE video archive, and on-site bar/hospitality services.
Is Vera Groningen a public or private company?
Vera Groningen is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Vera Groningen founded?
Vera Groningen was founded in 1974. It employs 1 to 10 people.
Where is Vera Groningen based?
Vera Groningen is headquartered in London, United Kingdom, in the Europe region.
How does Vera Groningen make money?
Four revenue lines are on record. Ticket Sales are the primary driver. The others are bar/Horeca, VERA Clubcard Membership and poster Sales.
Who are Vera Groningen's main competitors?
Direct peers on record are Paradiso Amsterdam, Effenaar, 013 Poppodium, Melkweg Amsterdam, Doornroosje, Tivoli Vredenburg and Rotown. Regional players are De Oosterpoort and Botanique (Le Botanique). Cafe Oto is listed as an emerging player.
Does Vera Groningen have an API?
No public API is recorded for Vera Groningen.
What industry is Vera Groningen in?
Vera Groningen's product category is Live Music Venue. Its primary akta.pro industry code is MPAGAIAB, Live Music Clubs & Venues, with a secondary code of MPAGAIAA, Nightclubs (Dance Clubs). Its NAICS code is 71131 and its SIC code is 7900.