CultureLab^NL 2026

27 October 2026 ---> Tolhuistuin, Amsterdam

Join arts and culture leaders for a day of honest exchange that will change how you think about the year ahead.

Hosted by

The cultural sector faces challenges no single organisation can solve alone

The decisions that matter most – how to reach new audiences, where to invest digitally, when to take a risk on something unproven – rarely come with a clear answer. And many leaders are making them without much visibility into what their peers are actually doing.
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CultureLab NL exists to change that. A day where leaders share what they've genuinely tried, what the results looked like, and what they'd do differently. Because the sector moves faster when it learns together.

What to expect

CultureLab NL is built around honest conversation. Speakers talk about what they actually tried – including what didn't work. Sessions are designed to spark discussion. And there's plenty of time between them for the conversations that matter just as much as the programme.

The day runs across two tracks. Track 1 is for leaders and decision makers – strategic, future-facing conversations about where the sector is heading and how to navigate it. Track 2 is for marketing professionals and digital teams – practical, hands-on sessions on audience development, digital marketing and the tools that make it work.

Whichever track you're in, the person sitting next to you may have already tried the thing you've been thinking about. That's not a coincidence. It's the point of CultureLab.

The venue

CultureLab NL takes place in the Zonzij hall at Tolhuistuin – a versatile, intimate space in Amsterdam.

Tolhuistuin is just across the IJ from Amsterdam Central Station. The free Buiksloterweg ferry runs around the clock and takes under five minutes. If you're cycling, there's bike parking on site.

Plan your visit to Tolhuistuin

Programme

The full programme is being developed. We'll keep adding to the table below but here's what to expect.

Track 1 features leadership conversations about digital strategy, audience development and the decisions shaping the sector's future.

Track 2 covers practical, hands-on sessions for marketing professionals and digital teams – everything from online advertising to audience segmentation.

The day closes with drinks and networking from 16:00.

10:00

Welcome

10:00

–

10:10

Keynote

Paul Callaghan

Paul Callaghan, Chair of the Board of Trustees for Sunderland Music, Arts and Culture Trust, will be speaking about how he's navigated experimentation and risk in his work to regenerate culture in the North-East of England and why cultural communities matter.

10:10

–

10:40

Comfort break + networking

Break with categorised tables to make connecting with peers easier.

10:40

–

11:00

11:00

Why you don't need a digital strategy

Tò Mò

Tò Mò explains why treating digital as a separate strategy is the fastest way to lose sight of your goals at a cultural organisation. Expect an engaging and interactive session.

11:00

–

11:40

Track 1

Q&A with CultureSuite CPO about our latest features

Ivo van der Ent

Discover the latest innovations developed for CultureSuite CMS and speak directly to our CPO about what these features unlock for cultural venues.

11:00

–

11:20

Track 2

Smart advertising with Amare's multichannel approach

Mondo Marketing

Discover how Amare constructed their digital marketing into a synchronised multichannel ecosystem, and how Google Ads (both Paid and Ad Grants), Meta campaigns, and YouTube reinforce rather than compete with each other.

11:20

–

11:40

Track 2

Comfort break + networking

Break with categorised tables to make connecting with peers easier.

11:40

–

12:00

12:00

Beyond the "What's On" page: Smarter event discovery

Martin Gammeltoft and Het National Theater

The "What's On" page works well for visitors who already know what they're looking for. For everyone else, it can be the moment they leave. This session explores how to design discovery pathways that work for all your audiences, not just the regulars.

12:00

–

12:20

Track 1

TBC

12:20

–

12:40

Track 1

5 experiments every event marketer should try

MarketHype

Practical tips and inspiration on experiments marketers can do grow their audience, from re-engaging lapsed visitors to cross-selling events and merchandise.

12:00

–

12:20

Track 2

Backstage Chats: SEO/GEO

TBC

12:20

–

12:40

Track 2

Lunch + networking

Lunch break with plenty of time to connects with peers across the sector.

12:40

–

14:00

14:00

Building a culture of experimentation

HOME Manchester

Jay Walton, Director of Audiences at HOME, on building a culture where teams feel safe to take risks, and what happens when unconventional ideas pay off.