Imagine walking into a theatre where everyone knows your name—not because you're a VIP, but because the staff probably spotted you last week at the local bakery or coached your kid’s soccer team. That’s the kind of atmosphere you can get from a local venue. It’s a place where the charm of the neighbourhood seeps into the walls, and the audience feels more like a gathering of old friends than a sea of strangers.
While I’ve had many conversations with large venues catering to international audiences, it’s a breath of fresh air to connect with a smaller theatre. That’s exactly what makes WestlandTheater De Naald so special. Located in Naaldwijk, Netherlands, this community-focused theatre offers a unique perspective on audience engagement.
I had the pleasure of speaking with Lizzy van der Hoeven, the Marketing Manager at De Naald (as the locals affectionately call it) about how spaces like theirs create something truly distinctive: an intimate connection with their audience. Lizzy also shared how they utilise Peppered CMS to support these efforts, ensuring their online presence aligns with their mission of making culture accessible.
A close-knit theatre with ambitions
Lizzy’s journey at De Naald has come full circle. Nearly four years ago, she returned to the theatre where her career began—this time in a new role. “I started here as hospitality staff during my studies,” she recalls. “I worked behind the bar for five years, serving drinks and getting to know the regulars.” After four years away, the opportunity to return—now in PR and marketing—was too good to pass up. “It felt surreal to come back to the place where you worked as a teenager, but I love it—it’s like reuniting with family.”
I like how Lizzy describes her workplace, when I ask her about it. “We’re a theatre in a village—not a city. The atmosphere here reflects that. Contemporary theatre, avant-garde dance, or modern performances don’t resonate much here. Guests often call it a family space—cosy, small, and filled with familiar faces. Many of our visitors are regulars who not only recognise each other but also know the staff behind the bar and the team backstage.”
It's clear to me that the close-knit, community-driven spirit is at the heart of De Naald. “We frequently host groups of primary school children for performances and involve a lot of local residents in our programming. It’s small-scale, but that’s exactly what makes it special. We try new things here and there, but in the end, we stay true to what our audience loves – cabaret or small artistic performances, known in Dutch as Kleinkunst. That’s who we’re here for.”
Would you ever consider working for a larger theatre? I ask. “Yes and no,” she replies thoughtfully. “It would definitely be exciting, but it’s also more structured. My current role is so dynamic—you’re involved in so many different aspects, and I really enjoy that variety.”
She pauses, looking around the room. “I know I can contribute a lot here. For example, we’ve been in this building for almost 40 years. It used to be a church, where services were held. Over time, it gradually transitioned into a theatre.” She smiles wistfully, but then her tone shifts. “But for theatre alone, it’s just not entirely practical. Sometimes, set pieces don’t fit, and we have to say ‘no’ often. We simply don’t have enough space.”
The road to expansion is never simple, especially for a theatre known for its intimate, local charm. “When we announced plans to build a new theatre, people immediately asked, ‘But won’t you lose the Dutch gezelligheid [untranslatable Dutch word for joyful togetherness]?’” Lizzy says with a laugh.
To address these concerns and build support, Lizzy focuses on raising public awareness. “Everything depends on the municipality,” she explains. “Building a new theatre costs money, so I’m working to rally public support and create more momentum for the idea. One way I do this is by involving ambassadors to show that the community is behind the vision for a new Naald.”
Small team, smart solutions
Managing PR and marketing in a small team means wearing many hats. Lizzy handles everything from website updates to social media campaigns, email newsletters, sponsorships, and event planning. “We’re a small team, so you’re expected to know a little about everything,” she laughs.
Peppered has become her go-to tool for managing this complexity. From updating the theatre’s website to creating digital signage content, Lizzy appreciates how user-friendly the platform is—even for someone who doesn’t consider themself that technical. “At first, I’d put off trying new features, thinking they’d be too complicated,” she admits. “But once I dive in, they’re always simpler than I expect—and so efficient.”
One recent revelation came while building a mailing list using Peppered’s query builder tool, enabling Lizzy to create a wide variety of audience segments quickly. “I was so proud of figuring it out, actually. It’s like learning a new shortcut that saves you hours of work.”
De Naald is a great example of the type of customer in our portfolio. Many of our Dutch and Belgian venues share similar traits: local, small-scale, and provincial organisations that focus on serving audiences living around the corner. That’s why I appreciate how she articulates her impact: "When I look at other theatres, I sometimes think, ‘Wow, what an amazing, extensive website.’ But actually, we really don’t need much.
“Sure, having a solid web system and a reliable online presence is fundamental—it’s our baseline. That’s how I can raise awareness and demonstrate that we’re deserving of a new theatre. But we don’t need the flashiest branding. People find us, and they trust us because we’re clear and straightforward. That’s the foundation for where we want to go in the future.”
Impact isn't measured by size
Reflecting on audience trends, Lizzy notes a growing appetite for lighthearted entertainment. “The heavier, more dramatic productions are declining. People are looking for an easy night out—something that makes them laugh. Stand-up comedy, for example, is finding its way into the theatre more and more. With all the chaos in the world, people want a break.”
For a small theatre in a small village, De Naald punches above its weight. It’s a reminder that impact isn’t measured by size—it’s measured by connection. Whether it’s a child experiencing their first play, a regular laughing at a comedy show, or Lizzy discovering a new feature to save time on Peppered, De Naald is proof that great stories don’t need big stages.
Lizzy’s advice to those working in smaller venues—or those hesitant to dive into digital tools—is simple: “Just start. Don’t be intimidated by unfamiliar terms or tech jargon. Peppered is incredibly accessible, and if you need help, there’s always someone to call.”
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