Samenvatting

The main research question of this thesis is: ‘’How can Doublewide Productions book 20% of all booked shows between 9PM and 5AM within one year, while generating at least 50% of the regular revenue of these off-hours time slots?. In order to answer this question, sub questions were set up related to the internal and external environment, the off-hours, strategy, implementation and monitoring & evaluation. The researcher’s unique contribution to this research is divided into primary quantitative research (survey) and primary qualitative research (interviews). In addition, desk research was conducted and theoretical conceptual models were selected and applied to the gathered information.