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A warm place with a long reach
De Roma in Borgerhout, Antwerp, is much more than a concert hall. It is a social project, a vibrant meeting place and an icon of cultural experience. With more than 500 active volunteers and around 250,000 visitors a year, it is an impressive example of what community, culture and professionalism can achieve together.
On the one hand, De Roma is a concert hall, but on the other hand, it is a home for 500 volunteers, who really find their fill and connection with each other there. You're really making a social impact, and that's what makes the difference for me here.
-- Jonathan Cooman
-- Responsible for customer and data management at De Roma
The volunteers are not only at the heart of daily operations, they are also part of the house's DNA.
When the hall was still a ruin, there was an open call to help renovate it. These were De Roma's first volunteers and we actually still have a lot of those people who are still participating.
-- Sofie Vrancken
--- Responsible for ticketing and customer service at De Roma
In addition to the cultural program, there are guided tours, school films and events with a distinct social approach. “We have events around themes such as cultural background, disadvantaged poverty... We do that once or twice a month, for 5 euros, and they don't necessarily have to be profitable. What we get out of concerts, we invest back into those events.”
From letter to click
The digitization of the ticket process started in 2014. “We still sent all our tickets,” Sofie laughs. “We did a lot of things in an artisanal way. All tickets were sent by mail or prepared at the entrance desk, while other venues had already made the digital switch. We did it with what we had, but the switch to ticketmatic did take us into a movement that better regulated our balance between efficiency and accessibility.”
This change not only brought efficiency, but also space to work more professionally and in a more customer-oriented way. Today, the system is much more than a sales tool. “It's our center,” says Jonathan. “That's really our CRM. That's where all the customer data is.”
What makes the difference
Sofie and Jonathan work with the ticketing system every day and know exactly what makes the difference for them. According to them, these are the biggest strengths:
In addition, the system appears to be suitable not only for those who work with it every day, but also for colleagues who regularly check in at the counter or via the ticket line. “I find it easy to teach colleagues,” says Sofie. “Everyone helps out at the ticket line.” This accessibility is essential in a home where volunteers are constantly deployed.
Flexibility, even off screen
De Roma combines digital efficiency with personal service. Analogue sales also remain a conscious choice. The system supports smooth sales via the ticket line and counter — essential for part of the audience. “That's really about a principle: you have to be able to keep serving those people. Digital inclusion is very important to us, which is why we will continue to maintain a physical ticket counter,” says Jonathan. “To help those people who are not so digitally savvy. Every now and then, we even get a letter asking for a ticket. And then we just call them up.”
Roughly 6% the sale takes place by phone or counter. “That's not a small amount,” says Sofie. “For some visitors, that's just necessary. And we take care of that ourselves, together with volunteers.”
The flexibility of the platform is also an advantage internally. “When bookers come with special requests for bundles and promotions, that comes to me,” says Sofie. “The nice thing is that I can then work with that myself.”
In terms of use and design, the platform also fits well with how De Roma thinks and works.
Sometimes a ticket flow is very cool and interesting, but not accessible enough. Then you have to let that go. Simplicity and thus accessibility is our priority.
-- Sofie Vrancken
--- Responsible for ticketing and customer service at De Roma
Look ahead
De Roma wants to grow — not in numbers, but in impact. “We want to grow, but that's never about hard targets. Not just selling tickets anymore. It's about bringing more diversity into your home,” says Jonathan.
New projects, such as the youth program and the stage at Amor restaurant, build on that vision. At the same time, there is a clear ambition to make better use of the power of data. “Segmentation is really exciting,” says Jonathan. “That you can say: show me customers who come to jazz and have bought 9+ tickets. These are things we want to do more with.”
In doing so, ticketmatic is seen as a structural partner, not as a supplier. “What I really like about ticketmatic tout court is: that's one of the few Belgian ticketing software we have left,” says Jonathan. “And if anything is wrong, we know we'll get someone on the line soon.”
Conclusion
The cooperation between De Roma and ticketmatic is firmly established. Since 2014, ticketmatic has been supporting them with a user-friendly, efficient ticketing solution — both digitally and at the counter. For example, the platform helps De Roma organize their work professionally and smoothly, in line with their wider mission as a social and accessible cultural center.
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