De Doelen: the Cultural Target Group Model in practice

Audience Data

Vincent Sturkenboom from De Doelen

Bringing in more young people and new target groups to broaden the audience: that has been the focus of De Doelen in Rotterdam in recent years. And with success, because that transition is now in full swing and is proving to bear fruit. Vincent Sturkenboom, Manager Marketing & Development, explains how they approached this and how they use the Cultural Target Group Model in the process.

4 min2 apr `24

Knowledge & Inspiration

This is an article from the Taskforce Audience Data. DEN chairs this taskforce. Want to know more? Visit publieksdata.nl

"I wanted insight into the audience at the concert level"
VINCENT STURKENBOOM

Analysis of target groups

“When I started here, about 2.5 years ago, that change was already underway. However, there was not much insight into our reach and our target groups. We worked, like many institutions in the city, with the Cultural Target Group Model and received an annual report from Rotterdam Festivals. Based on that, we could see who had visited our concert hall in the past year. But to really steer, more information was needed”, Vincent begins to explain.