A dance club to boost area development

The city of Rotterdam wants to breathe new life into the dance industry. We helped with the search to find a perfect match between a suitable location and operator. Our assignment; write a tender to realize a dance club for a limited number of years in an industrial location in a former dock area.

The city of Rotterdam was considering various available locations for the dance club in a former dock area. In reality it would prove to be challenging though. Because even with a temporary location and new housing estate around the corner, a business case for a dance club should still be sustainable. It meant a tight framework for our tender. The main goal for the city: reinforce the dance industry and add value for area development in the long run.


  • Concept development
  • Organizing a tender
  • Dealmaking with the operator
Once an enamel factory, now the catalyst for an area development. The industrial location offers great opportunities for events and parties.

Smartly use real estate for value creation

Commercial real estate owners look for a financial return on investment. Municipalities can focus on social returns. So owning real estate is a chance to create a different return on investment for a city. Presenting abandoned industrial real estate with a specific club function is a great example of that.

A temporary takeover of real estate means strict functional and conceptual demands. This way, the principal can steer on added value for society in the neighborhood and the city as a whole. Fitting in with the framework of Rotterdam’s real estate policy, the plan with the highest chance of success and the biggest added value was chosen. A dance club to boost area development.

Pro in process

A parallel business case as a feasibility tool

Before putting the tender on the market, we did an integral feasibility study. With experts and entrepreneurs on the areas of the catering industry, dance, acoustics, building engineering, spatial planning, and area development we made a parallel business case.

This parallel case substantiated the feasibility of a club in this location. Technical, financial, spatial and administrative limitations were balanced with the exploitability of the place. We could then better estimate and argue in favor of the feasibility. Plus, with a set of clear insights, the barrier for entry for potential operators was lowered.

er de exploitabiliteit gezet. Zo konden wij intern de haalbaarheid beter inschatten en onderbouwen. Daarnaast werd met dit rijtje heldere inzichten voor geïnteresseerden de drempel voor inschrijving lager.


Presenting chances instead of barriers to everyone involved

A lot of parties were involved with the integral area development. But not everyone was enthusiastic about the plan of a club. Our goal was to present chances instead of barriers to everyone involved. It resulted in a broadly supported tender in which everyone agreed that a temporary club for 7 years was the best business case for this location.

STEAD has succeeded in creating a lot of support in a very complex administrative environment and achieving a successful result. And that in a very pleasant cooperation.
Robert Boonk

Sr. Projectmanager
Port of Rotterdam

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