A commissioned piece on how theatre de Veste and CultureSuite pioneered tech in Dutch theatre.
Jasper pursued a degree in Arts and Cultural Sciences at Erasmus University in Rotterdam, where he still lives. Today, he has become the go-to person for anything related to Theater de Veste's growth and the wider cultural landscape. His influence extends beyond the theatre, serving as an advisor on various juries, committees and taking leadership roles in several cultural organisations in the Netherlands.
In January 2000, Jasper joined Theater de Veste. Next January marks 25 years of dedicated service to the venue. “People still ask me at birthdays, ‘You’re still there?’” he laughs. “It’s like I have to explain why I’ve stayed with one employer for so long.” His long tenure speaks to his deep commitment and expertise, both in arts programming and in guiding the theatre through its digital transformation.
Theater de Veste is based in Delft, but where does it fit within the broader cultural landscape, I wonder?
“Theater de Veste is what we call a middentheater—a mid-sized venue—and like many other theatres in the Netherlands, we operate within certain limits in what this type of theatre can be, artistically,” Jasper explains. “But we try to push them in our own way. Especially with our dance and theatre programming, we like to be bold and thought-provoking and multidisciplinary, offering more than just mainstream entertainment.”
Jasper has a wealth of stories to share, particularly on dance and theatre. In addition to managing their marketing function, he also curates the dance performances at the theatre. As a result, Jasper has witnessed remarkable shifts in technology over his years at Theater de Veste, particularly in how audiences engage with the arts.
“When I first started, we had just one webpage—literally a single page—designed by someone at TU Delft,” he recalls. “At the time, that was groundbreaking. Our director at the time was pretty progressive. Most theatres didn’t even have websites. Looking back, it’s funny to think about how big of a deal that was.”
It was during this time that Jasper first connected with Coen van der Poll, CEO of Peppered – now CultureSuite. Together, they spent years refining and perfecting the digital infrastructure. Jasper reflects on the journey, watching a simple webpage transform into the fully integrated website and content ecosystem the theatre relies on today. “Now, everything is connected—ticketing, customer journeys, marketing. These are incredible developments my team can really work with," he says.
Jasper and I both agree that the enhancement of digital structures in the cultural sector is a positive development. Theatres have long been seen as pillars of cultural expression, but historically, they have also been somewhat exclusive spaces—whether due to cost, location, or complex booking systems. True accessibility in the arts means breaking down these barriers and inviting a broader, more diverse audience to experience the magic of performance.
Jasper has seen how instant access has become a standard part of everyday life, all through the perspective of the theatre. When you think about it, that perspective is pretty fascinating. “The real game-changer in this was when we could finally sell tickets directly through the website,” Jasper says. “Before that, people would email or call the theatre to reserve seats, and they had to pick up their tickets at the box office—can you imagine? It feels ancient now.”
Digital interventions didn’t just streamline operations—they transformed what went on behind the scenes, much like in other cultural venues. Jasper laughs as he remembers how the box office staff reacted after implementing the integrated ticket service online.
“They were so used to being in charge of the seating chart, and then suddenly, the audience could pick their own seats online without needing anyone’s help. It was a big shift, watching that control go from the staff to the audience. Definitely took some getting used to.”
Yet, Jasper wasn’t just a bystander in all of this. Over the years, he actively worked to help his team adapt to the new digital landscape. “I don’t see myself as a revolutionary,” he says modestly, “but I did try to guide the team toward embracing future innovations. It’s all about shifting mindsets—people need to understand why change matters.”
Through the diverse stories Jasper shares, it's evident that Theater de Veste has been collaborating with CultureSuite since its inception. Jasper reflects on the partnership with both gratitude and realism. "It’s been a great collaboration from the beginning," he says. “What made it special for us wasn’t just that CultureSuite provided the tech—it was the fact that we became part of a collective.”
For a smaller theatre like Theater de Veste, being part of this collective meant benefiting from the resources and innovations of larger venues. “We were able to ride the wave of development, thanks to bigger players in the Peppered community who have more budget and expertise. That’s the real power of being part of an international collective—we feel the strength of it every day.” Of course, innovation doesn’t come without bumps in the road. “There were moments when I wanted to crawl up the walls,” Jasper admits with a grin. “But that’s just part of driving change together. We’ve always managed to keep things moving in the right direction.”
As Jasper looks ahead, he's focused on making the theatre experience as simple as possible for audiences. "When I first started here, getting a ticket was a hassle,” he says. ”There were all these rules about pre-sales and reservations. You had to give tons of information before even reaching the checkout page. I mean, when you go to the supermarket, you don’t have to fill out your details just to buy a loaf of bread, right? So why should it be any different for theatre tickets?"
I couldn't agree more. Enjoying art and culture should be easy. Jasper doesn’t say it outright, but his goal is clear—he’s committed to democratising culture. In an era where democratisation is transforming everything from education to entertainment, making the arts more accessible is essential. Theatres have the unique ability to inspire, engage, and connect with audiences who may have previously felt excluded, regardless of their background or comfort with technology. The artistic programme at Theater de Veste is bold and daring at times—so access to it should be seamless.
Reflecting on his 25 years at Theater de Veste, Jasper is proud of how far they've come, both artistically and behind the scenes, but he knows the journey isn’t over.
"Someday, I think we’ll look back and say, ‘Wow, remember how complicated we made it just to book a ticket?’ We’ve made great progress," he says with a smile, "We’ve worked hard to simplify things, but there's still more to do." We're excited to continue supporting Jasper and Theater de Veste in their mission, where technology remains a tool for inclusivity, not complexity.
This article was written in commission by CultureSuite and in collaboration with their client Theatre De Veste.
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