Vestrock

What Vestrock does

Stichting VESTROCK is a Dutch non-profit foundation operating an annual three-day music and culture festival on Eiland Buitenvest in Hulst, Zeeland. Founded in 2010 (under foundation structure dating from 2009), the 15-year-old event draws approximately 10,000 visitors per day across six stages (Main, Nexus, The Sphere, Kapel, Novus, Kiosk), with a music program anchored in indie, alt, post-punk, and electronic genres and a 2024 booking mix in which 39% of acts were international. The festival's product surface extends beyond the core ticketed event to on-site camping (Vossenhol) and Malpertuus glamping, an official festival-bus shuttle operated by Tinus Tours across four regional routes including Antwerpen, a cashless payment system using NFC cashcards, and ancillary programming such as VESTROCK UNIVERSITY (educational talks), VESTCRUISE (acoustic boat performances), VESTWALK (pop-up live acts), and the 2025-launched VESTROCK NEXT GEN (emerging talent platform).

The operating model is direct-to-consumer: tickets are sold via Ticketcrew/Entrii with limited pre-sales; merchandise is sold through the foundation's own merchstore; on-site food, drink, and retail run on a cashless infrastructure. Revenue mixes four streams — ticket sales, food & beverage transaction flow, merchandise, and sponsorships/partnerships — supplemented by cultural subsidies from Fonds Podiumkunsten and Provincie Zeeland under the Dutch culturele ANBI (public benefit) designation. Notable technology includes NaviLens accessibility codes, making Vestrock the first festival in the Benelux to implement smart QR-based wayfinding for visually impaired visitors.

Customer segments span music enthusiasts, families with children, and visitors with disabilities, with nearly half of attendees drawn from outside Hulst municipality. The organization operates a volunteer-heavy delivery model with paid staff compensated per the Dutch collective labor agreement for pop venues and festivals, and is overseen by a Supervisory Board (H.M.I. van Waes, M.J.M. de Bruijn, N.R.R. Taalman) and Board of Directors (G.J.E. Baart, M.A.P. Verhaar), with day-to-day operations run by A. Samijn, J. Nuijten, B. Merckx, and M. Martens. Ticketed customers and cultural-fund contributors are effectively indistinguishable revenue counterparties in the foundation's books.

Name

Vestrock

Legal name

Stichting VESTROCK

Website

https://vestrock.nl

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Stichting VESTROCK is a Dutch non-profit foundation that operates an annual three-day indie, alt, post-punk, and electronic music festival in Hulst, Zeeland, serving ~30,000 attendees annually with camping, food & beverage, merchandise, and accessibility programming.

Ownership category

akta.pro rank

Product category

Music Festival & Live Entertainment

NAICS

Performing Arts, Spectator Sports, and Related Industries (711), All Other Amusement and Recreation Industries (713990)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Concerts & Music Festivals (THAJAFAA)

akta.pro secondary industries

Cultural & Community Festivals (Ticketed) (THAJAFAI), Cultural Festivals & Events Organizations (BPAGAHAG)

Keywords

• Music festival organization
• Live entertainment events
• Festival camping services
• Cultural event production
• Festival merchandise sales

Headquarters

HQ city

Hulst

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Primary revenue stream from festival tickets sold through Ticketcrew/Entrii platform. Pre-sales available at limited quantities and promotional pricing.
2. Food & Beverage Sales: On-site food and drink sales through multiple vendors including food trucks, bars serving own VESTROCK Blond beer, Heineken, and specialty beverages. Cashless payment system facilitates transactions.
3. Merchandise Sales: Festival merchandise including clothing and accessories sold through dedicated merchstore.
4. Sponsorship & Partnerships: Partnerships with sponsors including Heineken, regional businesses, and cultural funds (Fonds Podiumkunsten, Provincie Zeeland) for funding and in-kind support.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Vestrock organizes an annual three-day music and culture festival on Eiland Buitenvest in Hulst, Zeeland, Netherlands, featuring indie, alt, post-punk and electronic music across multiple stages. The festival offering includes on-site camping, glamping, shuttle bus transportation, food and beverage vendors, festival merchandise, and ancillary cultural programming such as educational talks (VESTROCK UNIVERSITY), boat cruises (VESTCRUISE), and guided tours (VESTWALK).

Product overview

VESTROCK is a three-day music festival organized by Stichting VESTROCK, held annually on Eiland Buitenvest in Hulst, Zeeland. The festival operates as a unified product centered on the core festival experience (VESTROCK Festival) complemented by multiple connected services: camping facilities (Vossenhol and Malpertuus glamping), the VESTROCK Bus shuttle service, VESTROCK UNIVERSITY educational program, and special experiences like VESTCRUISE and VESTWALK. The festival features six stages (Main, Nexus, The Sphere, Kapel, Kiosk, Novus) and operates a cashless payment system across all venues. The offering is anchored by a diverse music lineup spanning indie, alt, post-punk, and electronic genres, supplemented by food & drink vendors and merchandise.

Differentiator

Problem solved

Functional benefit

Products and services

• VESTROCK Festival Three-day music festival held on Eiland Buitenvest in Hulst, Zeeland featuring indie, alt, post-punk, and electronic acts across multiple stages; attracts approximately 10,000 visitors per day.
• VESTROCK Camping (Vossenhol) On-site camping facility located two minutes from the festival grounds, featuring free showers and volunteer staff serving food and drinks.
• Malpertuus Glamping Luxury glamping option at the festival for visitors who prefer not to camp traditionally.
• VESTROCK Bus Official festival shuttle bus service operated by Tinus Tours, with routes from West Zeeuws-Vlaanderen, Zuid-Beveland, Kanaalzone, and Antwerpen to the festival grounds.
• VESTCRUISE Intimate boat cruise around the festival island with the possibility of acoustic performances along the way.
• VESTWALK Guided tour of Hulst with surprise live acts popping up throughout the exploration.
• VESTROCK NEXT GEN Young talent platform featuring emerging artists, workshops, interactive sessions, and surprise acts on Sundays.
• Festival Merchandise Official VESTROCK branded clothing and accessories sold through the dedicated merchstore.
• Food & Drink On-site food and beverage offering including street food vendors, craft beer, cocktails, mocktails, and specialty drinks from multiple food trucks and bar stations.

Quantifiable outcome

• 10,000 visitors per day
• +4 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

16 partnerships are on record, tiered major, core and minor.

• HeinekenmajorOthersBeverage sponsor providing Heineken beer products at the festival.
• Tinus ToursmajorChannel Partner/ Reseller/ DistributorOfficial festival bus operator providing shuttle services from various locations in Zeeland and Belgium to the festival.
• Cultural Board ZeelandcoreStrategic or Co-development PartnerRegional cultural organization supporting and promoting cultural events in Zeeland.
• VNPFcoreStrategic or Co-development PartnerDutch pop venues and festivals association providing industry support and networking.
• Vlaanderen.beminorStrategic or Co-development PartnerFlemish government portal supporting cross-border cultural initiatives.
• Mores.nlminorStrategic or Co-development PartnerRegional sustainability organization.
• MultrashipminorOthersMaritime services provider, potentially supporting VESTCRUISE boat performances.
• Albert Heijn XL HulstminorOthersLocal supermarket sponsor providing food products or support.
• ChouffeminorOthersBelgian beer brand featured in specialty beer selection at the festival.
• NaviLenscoreTechnology or IntegrationTechnology provider for accessibility navigation system. VESTROCK is the first festival in the Benelux to implement NaviLens for visually impaired visitors.
• Ticketcrew (Entrii)coreChannel Partner/ Reseller/ DistributorOfficial ticketing platform for festival tickets, pre-sales, and add-on services.
• Onbeperkt FeestcoreStrategic or Co-development PartnerNetwork of accessibility leaders in Netherlands and Europe sharing knowledge and experience on festival accessibility.
• YouropecoreStrategic or Co-development PartnerEuropean festivals and events association for knowledge sharing and best practices.
• Discriminatie.nl Sectie ZeelandcoreStrategic or Co-development PartnerAnti-discrimination organization providing knowledge and advice on creating an inclusive festival experience.
• Stichting Drempelvrij HulstminorStrategic or Co-development PartnerLocal accessibility foundation working to remove barriers in Hulst.
• Zeeuwse FestivalzomercoreStrategic or Co-development PartnerZeeland festival summer initiative for cultural collaboration and promotion.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Primavera Sound: Major European boutique-to-large-scale festival with a comparable indie/electronic/alternative programming mix. Comparable in curation philosophy, larger in scale and international reach.
• Pinkpop: One of the Netherlands' largest and longest-running festivals. Overlaps on programming (rock/indie/pop headliners) and competes for the same Dutch audience and sponsor budgets, though at significantly larger scale.
• Lowlands: Major Dutch multi-genre festival with strong indie/electronic programming. Competes with VESTROCK for the same Dutch audience segment but at much larger scale and broader genre spread.
• North Sea Jazz: Largest indoor jazz and adjacent-genres festival in the Netherlands, held in Rotterdam. Comparable as a Dutch music festival but with a different genre focus and much larger scale.
• Sziget Festival: One of Europe's largest multi-genre festivals. Overlaps on indie/electronic programming and competes for international festival-goers traveling within Europe, though at far greater scale.

Direct peers

• Pukkelpop: Large Belgian multi-stage festival with a comparable indie/electronic/alternative programming mix and cross-border Belgian-Dutch audience. Comparable in genre focus, larger in scale.
• Best Kept Secret: Dutch boutique music festival of similar scale and programming philosophy (indie/alt/electronic, camping, intimate setting). Most direct comparable in terms of size, audience and music positioning.
• Down the Rabbit Hole: Dutch boutique festival featuring indie, electronic and alternative acts with comparable audience size and on-site camping. Closest Dutch peer in terms of scale, curation approach and demographic.
• Into the Woods: Dutch outdoor electronic and indie festival with comparable boutique positioning and similar audience demographics. Overlaps meaningfully on electronic music programming and intimate outdoor setting.
• Flow Festival: Boutique European festival in Helsinki with comparable indie/electronic programming, multi-stage format and intimate city-based setting. Similar size and positioning to VESTROCK within the European boutique festival category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/VESTROCK
• Facebookfacebook.com/VESTROCK
• LinkedInlinkedin.com/company/vestrock

Compliance4 records

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 Vestrock