Music Venue PAARD Announces Renaming of It’s Main Hall to the Grolsch Hall

New Name, Same Energy!

Head of Hospitality Markus Haaxman explains:
“During the negotiations for a new partnership with Grolsch, we came up with this bold but brilliant idea: what if we rename the Main Hall to Grolsch Hall?” says Haaxman. “Both brands stand for moments that truly matter, without needing many words. That’s what makes The Hague’s music scene so unique, and what we aim to amplify through this collaboration.”

PAARD Director Majel Blonden adds:
“PAARD safeguards the fire that fuels The Hague’s music scene. But fire needs fuel, and rebranding the Grolsch Hall allows us to fulfill our promises. A healthy financial mix that goes beyond subsidies is crucial in these uncertain times. Creative cultural entrepreneurship is in our DNA.”

Grolsch Marketing Manager Olav van Dam remarks:
“The Grolsch Hall symbolizes what we aim to convey with our brand: celebrating meaningful moments with the people who matter most. Music and culture bring people together in ways that often don’t require many words. That’s exactly what Grolsch stands for.”

More Space for Local Talent and Ambition

Joeri Gordijn, Head of Programming & Marketing at PAARD, sees the partnership as a way to further support local talent:
“The music scene in The Hague is buzzing with creativity. With the Grolsch Zaal, we can invest more in Hague-based artists and initiatives. We’re expanding our local support programs and album releases, doubling the promotional budgets for local acts, and launching a revamped Powered by PAARD & POPRADAR Fund.”

Gordijn continues:
“To top it all off, PAARD and the Grolsch Hall will play a major role during the finale of The Hague Pop Week, of course, in collaboration with Popradar.”

The Kickoff

The Grolsch Hall will make its debut under its new banner during the sold-out performance of The Hague-based band Son Mieux on Friday, January 17. Together, we’ll toast to a new chapter in The Hague’s music scene!