Rasenkonzerte Gersthofen: programming rock, pop and comedy on one lawn
The Rasenkonzerte at the Naturfreunde open-air grounds in Gersthofen brought DORO Pesch, Bonfire, Picture This, Nik Kershaw and a comedy line-up to the same stage. Across 29 events in 12 months, Future Demand made it possible for one small team to serve four very different audiences in parallel.
29
Events promoted in 12 months
1.888
Tickets sold
4+
Distinct audience clusters served
Situation
The Rasenkonzerte are an open-air series staged on the Naturfreunde grounds in Gersthofen - one of the most atmospheric outdoor venues in the Augsburg region. The programme is deliberately eclectic: a Rock Night with Metal Queen DORO Pesch and Bonfire, Irish indie-pop icons Picture This, 80s pop legend Nik Kershaw, plus a comedy programme on the same stage.
Challenge
A cross-genre open-air series has to sell three or four different audiences in parallel: metal fans for the Rock Night, 80s pop nostalgists for Nik Kershaw, indie-pop Gen Z for Picture This, comedy regulars for the spoken-word dates. Each night competes with the next for budget. Manual campaign setup across 29 events in a single season is not feasible for a municipal-scale venue team.
Solution with Future Demand
The full series is run through Future Demand. Taste Cluster technology identifies the correct audience for each specific event - DORO Pesch’s Rock Night reaches a fundamentally different cluster than a Nik Kershaw solo date - and CoCreate generates ad creative that matches each act’s tone. Each new show takes 15-20 minutes to set up, with continuous optimisation running in the background.
Results
Across 29 events in 12 months, Rasenkonzerte campaigns delivered 1,888 tickets at a spend level proportional to each event’s size. The genre-specific approach meant metal audiences, indie-pop audiences and 80s-nostalgia audiences each saw creative built for them, rather than a shared compromise. The more niche dates consistently returned above breakeven, and the flagship Rock Night performed clearly above benchmark.
Conclusion
Venues that programme genuinely diverse open-air line-ups have historically had to choose between hiring multiple agencies or underselling each audience. The Rasenkonzerte prove that one in-house team, one platform and one workflow can serve metal, indie-pop, 80s-nostalgia and comedy audiences simultaneously - at a cost structure the series can build a season plan around.