‘Unmatched Value To Artists, Promoters, Sponsors & Fans’: Q’s With Ziggo Dome’s Birgitte de Winter & Jacobine Talsma

Ziggo Dome is the Netherland’s main concert arena. Located in the capital of Amsterdam, it usually gets a piece of every major arena tour out there. For this year’s Dutch Focus, Pollstar spoke with the building’s head of events, Jacobine Talsma, and commercial director Birgitte de Winter.

They talked about the calendar of events at Ziggo Dome, which shows an event split between international and domestic shows, the most important questions to answers as a venue operator in 2025/2026, and a couple of exciting new spaces that opened inside the arena.

Keeping It Lowlands: Annual Dutch Focus 2025

Pollstar: How would you describe the state of business at Ziggo Dome at year’s end, and what’s your outlook for 2026 (and beyond)?
Birgitte de Winter: We look back with pride on the past concert year. Ziggo Dome enters the end of 2025 in strong financial and operational shape. National concert attendance has rebounded, sponsorships remain solid, and the venue’s future event pipeline looks healthy. In 2025, we hosted a record number of events. The recent global Live Nation study, ‘Living For Live’, showed that live music is not only growing, but is also shaping economies, influencing brands, and defining culture. It is great to see that this global trend is directly reflected in Ziggo Dome’s calendar.

Looking ahead to next year, we see this trend continuing. At this moment, there are already many confirmed bookings in our calendar for the coming concert year. Growth, however, is more likely to level off than accelerate, making consistent excellence in sound, hospitality, and visitor flow essential to sustaining our position in the market.

What are the most important questions, the operator of a state-of-the art entertainment complex needs to as him or herself in this day and age?
Birgitte de Winter: Key questions we focus on in everything we do include: how do you remain leading for the promotors, business partners, and Business Club Members, and also internally for your own employees? By continuing to ask ourselves this question, we are committed to ongoing innovation and development.

Furthermore, the fan experience is a very important aspect. How can you ensure that every fan has the best experience and how can you best respond to the needs of the different target groups that visit the Ziggo Dome?

Another important question we ask ourselves is: how do we stay innovative by investing in state-of-the art technology and amenities fans grave for? Lastly, how can we deliver unmatched value to artists, promoters, sponsors, and the fan community?

Any trends that stand out to you, like certain genres becoming more popular than expected; increasing demand for domestic talent; more family shows/exhibitions? more mini-residencies; etc. or a little bit of everything?
Jacobine Talsma: We notice that hip-hop artists are a permanent fixture on our calendar, both locally and internationally. Think of artists like Drake and Tyler, The Creator, as well as local names such as Jonna Fraser and Frenna. Additionally, it is noteworthy that alongside returning legends, this year we have hosted a relatively high number of artists who have never performed at Ziggo Dome before. Consider artists who have grown exponentially in popularity through platforms such as TikTok, for example, Benson Boone and Tate McRae.

In addition, we have a similar split between international and domestic touring compared to previous years.

Any slowing down of touring activity noticeable?
Jacobine Talsma: We do see that there are many touring stadium shows, which could potentially impact indoor touring. However, at this moment, we see no decrease in the number of shows scheduled for 2026.

What challenges remain operating a popular venue like Ziggo Dome, and where do you see opportunities?
Birgitte de Winter: One of the main challenges is to remain leading and to continue to be among the best venues worldwide. Naturally, this ambition comes with its own set of challenges: balancing the hosting of fantastic events with operational feasibility.

Furthermore, we are developing extensively in the area of food. We are creating more flexibility by anticipating the target groups we are hosting. We have further diversified our food offerings, ensuring they align even better with the preferences of our fans.

Additionally, we see a challenge in gathering data about our audience, since we do not sell the tickets for the events that take place at the Ziggo Dome ourselves. We do want to get to know our fans better so that we can always provide the best possible service.

Finally, there are opportunities in VIP and hospitality. Recently, we have been expanding in the field of premium products. For example, making Comfort Seats on our VIP Boulevard available for general admission, as well as opening our new hospitality space, the Vinyl Room.

Any recent upgrades to the building you like to highlight?
Birgitte de Winter: We are very proud to have opened Europe’s very first Vinyl Room. Based on the concept by Live Nation’s Global Design & Development, Blueprint. This exclusive listening bar offers visitors a unique setting to start and finish their evening in style. Visitors can enjoy carefully selected vinyl sounds, surprising cocktails, culinary bites in an intimate atmosphere.

In addition, we continue to improve and renew our public facilities. For example, we have recently installed new digital lockers in our public areas.

Finally, earlier this year, we opened our new Spirits Bar, in collaboration with our partners Diageo and Bacardi. This bar is located on the first tier of the Ziggo Dome. With this addition, we have created stylish lounge areas and offer a refreshing range of (mixed) drinks that ensure the perfect atmosphere.

What’s next for the Ziggo Dome? And is there anything you would like to add?
Birgitte de Winter: Looking ahead, our focus is to continually improve what we offer to artists, promotors, business partners, and fans, so that working with and visiting the Ziggo Dome becomes even more attractive.

We will continue to invest in state-of-the-art technology, data-driven insights, and a more flexible F&B offering tailored to the different audiences we host. As well as expand our premium and hospitality products, building on concepts such as the Vinyl Room and Comfort Seats. We will also continue to pilot new initiatives and experiment, stimulating creativity and entrepreneurship within our organization and positively influencing our energy and culture.

By combining investments with an ongoing focus on fan experience, premium, and operational excellence, we ensure the Ziggo Dome remains the first-choice, future-ready venue and continues to stay ahead.

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