De Avenue in Breda opened its doors in 1996 as a dinner-show theater. Five days a week, they hosted dinner shows until 2017. Over time, De Avenue expanded into a versatile event venue, hosting not only dinner shows but also jazz concerts, corporate parties, weddings, student galas, and more. One thing always remains the same: every event is unique.
No standard packages, no ready-made scripts; at De Avenue, each event is about customization. And that can only works if everything behind the scenes is carefully organized. That's why, since 2020, they've been using the software of MICE Operations.
It's all about clarity - and that starts with event planning
"If it's not in MICE, it didn't happen." Ralph, the creative force behind De Avenue's events, sums it up simply. Where they once struggled with scattered documents and confusing schedules, the team now works from a single system. "And that changes everything."
At De Avenue, no two days are the same. One moment there's a wedding, the next there's a dinner show or a corporate party. That's why a clear schedule is essential. Everything - truly everything - is documented in MICE. From sales team to floor managers and handymen: everyone works from the same system. Why is that so important? Ralph explains: "If I send a proposal via email, only I know about it. But if I schedule a conference in three weeks, the staffing planner needs to see that immediately. Through MICE, everyone is always in the loop."
Everyone works in MICE based on their role
With so many people in one system, you need to manage access and user roles smartly. “For the floor manager, it’s not relevant what’s been paid for a party, but they do need to know exactly what’s in the event script,” says Ralph. “The sales team and the accountant need to see everything related to proposals and invoices, while an intern might only check room availability.” Thanks to the user roles in MICE, everyone has access to the information they need.
One system where quotes, scripts, invoices, and the venue schedule come together, that’s truly invaluable.
Ralph, De Avenue
What used to be a chaotic mess of scattered documents and systems is now one streamlined process. “One system where quotes, scripts, invoices, and the venue schedule come together, that’s truly invaluable. It makes four processes across our five departments much more efficient,” says Ralph.
The text continues below the photo. ⤵️
From reactive to proactive
De Avenue doesn’t just focus on current events but also on filling the calendar for the future. That requires a smart strategy. In the fall, their regular programming fills up the calendar, but how do you ensure that other months are well-booked? It takes active acquisition.
In the past, they mostly worked reactively: the phone rang, an inquiry came in, and the team handled it. But now they actively seek out opportunities. Thanks to the CRM system, the team can quickly respond to trends and approach potential clients when it’s relevant. “A company that celebrated an anniversary with us five years ago might want to celebrate with us again,” says Ralph. “With MICE, we can easily find that information in the system and proactively follow up.” With smart task planning, the sales department automatically gets a reminder to reconnect with old contacts at the right time.
A company that celebrated an anniversary with us five years ago might want to celebrate with us again. With MICE, we can easily find that information in the system and proactively follow up.
Ralph, De Avenue
Read more about our CRM for event venues.
MICE also helps gain better insights into trends. Which periods are the busiest? What’s the average value of a quote? How many quotes are actually signed? “We already have a lot of data in MICE,” says Ralph. “Now, it’s about using it strategically. We have a better overview of what works and when. This allows us to work more strategically and make data-driven decisions.”
Growing bigger, more often, and with more events
De Avenue wants to keep doing what they do best, but on a larger scale, more frequently, and with more events. With two rooms that can only be used once per evening, everything revolves around smart event planning to maximize each night. That means targeting the right audience, delivering impressive productions, and ensuring every event is perfect down to the smallest detail. MICE helps with this. The software not only supports daily operations but also offers insights into long-term trends and growth opportunities.
