The Hague’s Theatre De Vaillant Brings Audiences to Life

Theatre De Vaillant, the cultural anchor of The Hague’s city centre district, has a mission to stimulate cultural participation among all residents of the city’s neighbourhoods. But who exactly are their visitors? Where do they come from, and who have they not yet managed to reach? Sarah van Soldt, Head of Programme & Partnerships at Theatre De Vaillant, explains how taking part in the Cultural Sector Audience Survey helps them to better understand and connect with the local community — using audience personas as a foundation for programming, communication, and policy.

Situated in the heart of the diverse neighbourhoods of Schilderswijk and Transvaal, Theatre De Vaillant considers it essential to have a clear understanding of who its audiences are, which areas they come from, and — equally important — who they are still struggling to reach. Participation in the Cultural Sector Audience Survey, commissioned by the Municipality of The Hague and conducted by The Hague & Partners, supports this aim.

Sarah van Soldt: ''Our main task is to encourage cultural participation in these neighbourhoods. Research like this helps us monitor whether we are on the right track.”

Cultural Sector Audience Survey

Taking part in the Cultural Sector Audience Survey provided the theatre with valuable insights into where its visitors come from and to what extent the surrounding neighbourhoods are truly represented in its audience. If it turns out that the majority of visitors come from other parts of the city, this serves as a signal to take action — or perhaps to seek out targeted collaborations. The recommendations in the research report for potential partnerships with other cultural institutions are therefore regarded by De Vaillant as highly valuable.

Collecting Data

Theatre De Vaillant gathers the necessary audience data primarily through its online ticket sales system. The theatre has deliberately chosen to keep providing personal details optional. In the neighbourhoods where the theatre is active, it is important to take into account that some people prefer to remain anonymous. While most data is collected via online ticket sales, the theatre also engages directly with regular visitors to gather additional information — for instance, during the Social Table events held on Wednesdays.

From Research Data to Unique Personas

What makes Theatre De Vaillant truly stand out is the way it translates research results into tailor-made insights. By combining the outcomes of the audience survey with its own understanding of visitors, the theatre developed its own set of personas. For each performance, the team considers which personas are being addressed. If a production does not fit the audience the theatre serves — or aims to reach — it simply won’t be programmed. “These personas reflect the everyday reality we work with,” the team explains. “They form the foundation of our programming and marketing.” Moreover, these personas serve as the guiding thread for the theatre’s policy for 2025–2028.

Valuable Insights and Concrete Actions

The research confirmed that Theatre De Vaillant is deeply rooted in its own neighbourhood: the majority of its visitors come from the Schilderswijk area. At the same time, the study also highlights where new opportunities lie. Sarah van Soldt explains: “Based on the indexes, we can clearly see which groups we are reaching less effectively, and we compare those findings with the wider cultural sector. We then look at what we are already offering these groups, and where there is still room for growth — for example, within our programming.”

Data as a Bridge Between the Organisation, Partners, Creators and Audience

Everyone at the theatre is involved in working with data and audience personas. After each new round of research, a presentation is given to the team, the board, and the front-of-house staff. Theatre De Vaillant’s partners are also actively engaged in understanding the importance of data-driven work. Many of them regularly organise events at the theatre, with ticket sales running through De Vaillant. “That’s why we try to make it clear during partner meetings just how valuable audience data can be — both for shaping the programme and for expanding our reach.”

This approach aligns with an important development currently taking place at De Vaillant: the growth towards a community in which partners actively contribute to programming ideas and decisions. These include local associations, foundations, emerging artists and cultural organisations. Many of them are already connected to the personas used by the theatre and have access to valuable local networks. De Vaillant supports them in activating these networks and encourages them to reflect on questions such as: Who are you organising this event for? and What are the lifestyle characteristics of the persona you want to reach? In doing so, De Vaillant fosters an approach in which stories and creators from the neighbourhood itself take centre stage.

Bringing the Research to Life with Like-Minded Peers

Sarah notes that she is pleased to see more and more networking meetings being organised for participants in the research. “It’s really interesting and valuable to come together with like-minded people and exchange ideas about how others are using the data from the study to understand and reach their audiences. I’ve missed having opportunities to brainstorm with colleagues in the field, and these gatherings give us that chance. They really bring the data to life and open up possibilities for exploring collaborations with other cultural institutions in The Hague.”

Tips for Other Organisations: Make Time for Tailored Approaches

The main piece of advice from De Vaillant? Really start working with the data. “Dive into it, make use of the expertise of The Hague & Partners, and if necessary, bring someone in to create bespoke personas.”

Developing personas based on the research results truly helps to create focus in your work. This way, you don’t have to keep going back to the figures — the results start to come alive. Personas are not only useful for guiding marketing and programming decisions, but they also make it much easier to evaluate your choices: who are we really doing this for?