New energy and growth at Natlab
2024 was a turning point for us. What began with financial challenges and a closed hospitality service ended with positive figures, a growing audience, and renewed energy in our venue. Thanks to a clear plan and support from the municipality, we reinvented ourselves. The result: more visitors, a deeper program, and a fresh look.
A crucial beginning
The year started with a clear challenge: we had to prove ourselves. Financial deficits needed to be addressed, the organization had to be stabilized, and a new course had to be set. In March, we presented our improvement program Natlab Reinvents Itself. This plan provided direction for necessary changes and was supported by the Municipality of Eindhoven with a one-time extra subsidy. This financial breathing space allowed us to implement structural improvements and restore the trust of visitors and partners.
Growth in visitors and programming
In 2024, we focused entirely on content and audience experience—and it paid off. The number of film visitors increased by nearly 15% in the third and fourth quarters compared to the same period in 2023. Theater performances attracted 40% more visitors.
Our outdoor film screenings on the square were also a great success. Out of 12 screenings, 9 were sold out, attracting over 6,000 visitors. Additionally, we strengthened our position as the place in Eindhoven where film goes beyond just watching. Through in-depth series, Q&As, and film courses, we provided space for reflection and discussion.
A fresh start for the venue and organization
It wasn’t just our programming that got a boost—the venue itself did too. The building was repainted and received a new bar, tables, and a refreshed terrace. Our hospitality service is now open every day from 11:00 AM for lunch, dinner, and drinks. Natlab is once again a place to come together. At the end of 2024, we also introduced a new visual identity that underscores our renewed direction.
Looking ahead
With the approval of our 2025-2028 policy plan by Stichting Cultuur Eindhoven, we are taking the next step. This plan responds to the challenges of a changing city and sets ambitious goals in audience engagement, programming, and collaboration.
Additionally, as of May 1, our new director Hannie Derks will take over from interim director Jan van der Putten. With her arrival, we reinforce our ambitions and look to the future with confidence.
