MACCA is an integrated concept combining a range of music-related services. It isn’t straightforward to make a competitive comparison for the concept, because it simply doesn’t exist anywhere else. There are live music bars, restaurants, art galleries, vintage and vinyl shops, and travel agencies, but the integration of these various services under one roof makes MACCA unique. It explicitly appeals to the growing demand for hybrid experience concepts.

MACCA targets a broad audience, from around 25 to 65 years old, youthful in spirit and rebellious at heart. Successive musical trends have always played a crucial role in shaping the worldview of each new generation since the 1960s. For true music lovers, music is not a trivial pastime. They recognise and embrace its intrinsic value and are willing to pay the right price for it. And for the average music fan, MACCA becomes a home away from home: not elitist but genuine, respectful and welcoming.

 

Attendance at musical performances on professional stages has been gradually increasing over the past 20 years, a trend that has accelerated exponentially after the dip during the COVID years. Live performances have gained importance especially with the rise of digital streaming, playing an ever more important role in artists’ earning models. The recording industry used to account for the majority of their revenue, but live music has now taken the lead.

Physical music media are not dead. On the contrary, the resurgence of vinyl continues, with vinyl record sales rising for the 16th consecutive year in 2023. The collectability of vinyl is another key factor in its comeback. Records are not just music carriers; they are collector’s items too. Rare editions, first prints and limited editions hold considerable value for collectors. This has led to a thriving market for vintage records and has spurred new generations to build their own collections.

Vintage design is gaining importance for many reasons. More and more people prefer to buy second-hand to reduce their carbon footprint and make a positive impact on the environment. Additionally, people support small businesses by purchasing second-hand. Plus, styles of bygone decades have an undeniable appeal, allowing people to express their individuality without compromising on comfort or affordability.

A trend study into the changing needs and experiences of travellers indicates that meaningful travel and activities will become the norm by 2025. Thematic travel is a key exponent of this trend. Unique and authentic experiences in off-the-beaten-path destinations are becoming increasingly important. Like-minded people look to peers as authorities: "do it peer". Moreover, they also want to share experiences with their peers. MACCA Travel, their travel provider of choice, has to be like-minded and value the same things they do.

Enjoying your dish to the sounds of your favourite band has a certain magic to it. There is even a clear connection between taste and pitch, and the soundtrack accompanying a meal can alter its flavour. MACCA aims to fully embrace these strengths in the inspiring setting of MACCA's Bar & Resto, where their honest, high-quality cuisine truly shines, enhanced by a subtle rock 'n' roll vibe.

Themed restaurants are booming due to their eye-catching and fun concepts. These restaurants focus on unique concepts that capture people’s attention. At MACCA, the customer’s attention is continually captured by weaving the music theme into the menu, the décor, and specific music-food pairing concepts, such as soul food matinees, jazz dinners, and other sound & bites packages.

Due to its exceptionally broad range of activities, MACCA employs various marketing strategies tailored to different target groups. In the camper rental sector, we are highly focused on targeted digital sales communication, while our outdoor events are promoted with an authentic festival campaign, and the Music Club requires a comprehensive on and offline narrative. This is how we seamlessly reach diverse yet overlapping target groups, who in turn encourage each other to discover the complete story.

 

MACCA’s unique selling point is the combination of a range of interconnected experiences revolving around music. The 'Friends of MACCA' loyalty programme is key to our customer approach. 

Every purchase of a product or service earns points that translate into discounts and other benefits within our extensive offering. Think priority access to exclusive performances, discounts on travel packages, free meals at the restaurant, or an exclusive meet-and-greet with artists.

MACCA is all about creating valuable experiences and building long-lasting relationships with the community.