.svg)
From cookie factory to cultural hotspot
In the heart of 's-Hertogenbosch, there is a cultural spot that invites you to explore. De Verkadefabriek, located in a former cookie factory, offers an accessible and varied range of film, theater, cabaret, music, dance, children's shows, spoken word and debate. With five cinemas, two theaters, a restaurant and space for young talent, it is a place where everything comes together: art, encounters and the city.
In fact, we want everything to breathe art. That even if you don't come to a show, but are just walking down the hall, you still come across something that touches you or makes you think.
-- Karlijn Gerritsen
--- Head of marketing at De Verkadefabriek
De Verkadefabriek's mission — meet, inspire and develop — lives in everything that happens. Karlijn: “Inspiration is found in everything you see in the halls and in the hallway. Meeting can be with friends or like-minded people, but hopefully also with people who are different from you. And development? We do that by offering things like workshops or master classes by artists.”
Why change was necessary
For an organization with a broad audience, it was clear: the ticketing system had to be more than a cash register — it had to become a platform for insight, communication and strategy.
A new basis: ticketmatic and the switch
After thoroughly exploring the possibilities, De Verkadefabriek opted for ticketmatic. What convinced Karlijn was the combination of ease of use, trustworthiness and growth potential. “I'm really happy with the ordering process in ticketmatic,” she says. “I sometimes visit other theaters and movie houses and I'm not always enthusiastic about what I see there. Then I think: we've really arranged it well.”
The switch coincided with the launch of a new website. “By the time it was summer vacation, we were all stressed. But it worked out,” laughs Karlijn. “We knew we had to nail it first try.”
Since then, the system has been firmly embedded in the operation. “I'm also really happy with the email module that was added at some point. The data is so reliable.”
What makes the difference: insight and efficiency
Today, ticketmatic supports much more than just ticket sales. It offers insight, peace and space for better policy. “We now know exactly who we're emailing and that we're also reaching the right people,” says Karlijn. “That really is a world of difference compared to the past.”
The platform is now an indispensable tool for marketing and audience building.
Every week, I get the ticket stats from ticketmatic. Then I look at the numbers, how they compare to last year, where action is needed. It is the time to make adjustments or, on the contrary, to give compliments to the team.
-- Karlijn Gerritsen
--- Head of marketing at De Verkadefabriek
The integration of the app It also makes it easy for visitors to keep track of their tickets. “We have about five thousand people with a discount card. They use the app to manage their tickets. That works reallywell.”
In addition, De Verkadefabriek uses a built-in data link with the digital information platform. DIP, which enriches ticketmatic audience data with the cultural target group model. Karlijn: “We are one of the theaters participating in that pilot. This allows us to see from visitors which cultural target group they belong. This also allows us to program and communicate in a more targeted way.”
Reach more people without sacrificing personality
De Verkadefabriek not only wants to welcome more audiences, but also other audiences. Karlijn: “We don't want to lose our older audience at all, but we want to add a younger audience and let that coexist.”
This broader public approach requires new formats and new energy. “You can't keep doing exactly the same thing and expect to attract a different audience,” says Karlijn. That is why De Verkadfabriek developed, among other things:
In addition, young makers and students are actively involved. “We have photography students from St. Joost asked to make our covers. We pay them too, because we think fair pay is important — even for young makers.”
Marketing plays a supporting role, but only works if the content is correct. “If you get a young person in and he's alone among the people over 60, he'll never come back. So you also have to provide a really suitable offer. And with the link via DIP, we can now see much better what works for whom.”
Looking ahead with confidence
In the meantime, new plans are being rolled out at De Verkadefabriek, such as a cultural campus that actively involves young people in programming and communication. “We now have a plan, but it's still in its infancy,” says Karlijn. “For example, we want to supervise someone who will create youth concepts about film or theater.” The ambition is not just to show young talent, but to really involve them: “My credo is always: 'nothing about them without them'. You have to do that together.”
The cooperation with ticketmatic also offers confidence in the future. “The cooperation is very good. The contact is smooth, there is a quick response.” With ticketmatic, De Verkadefabriek has not only found a tool, but above all a partner with which it wants to further develop the cooperation in the coming years. “And I think you're all nice people,” Karlijn concludes with a smile.
.jpeg)
.jpg)
.jpg)
