How Van Hoorne Studios is making the attraction park De Tovertuin a reality
How do you develop a theme park for young children that stands out from the crowd and evolves with visitors' changing expectations? Entrepreneur Michael van Hoorne did just that with De Tovertuin, a family theme park built around the Woezel & Pip characters. Despite his experience, the new park presented new challenges. He chose a financing partner that looked beyond the numbers and had confidence in his vision.
In short
- Van Hoorne Studios opened De Tovertuin, a family theme park in Hoogerheide
- The company combines strong brands with a data-driven approach to the visitor experience
- The project was supported by a targetet bank financing
Entrepreneurship as a foundation
Entrepreneurship is nothing new to Michael van Hoorne. “My mother ran a fencing company and my father had a small construction business.”
He began his own career in banking, where he gained a solid grounding in both the fundamentals of business and its financial realities. That experience still serves him well today, helping him make strategic decisions and hold informed discussions with financiers.
From Theatre to Business
Banking was never where his real passion lay. Drawn to the world of entertainment, Van Hoorne pursued a career as a musical theatre performer. Auditioning soon proved less appealing. “You’re dependent on other people, and I found that difficult,” he says. “So I decided to strike out on my own.”
He wrote a children’s theatre production and took responsibility for selling it himself. The show was a major success and marked the beginning of Van Hoorne Studios.
“Confidence in my plans and my vision made the difference”
Michael van Hoorne
CEO Van Hoorne Studios
Strong brands and international growth
the Dutch entertainment sector. With more than 700 employees, the company develops theatre productions in the Netherlands and abroad, television series and theme parks.
A key strength of the business lies in its ownership of the intellectual property rights to several well-known children's brands, including Fien & Teun, Stip de Pony and Woezel & Pip. As a result, Van Hoorne Studios retains full control over the development and positioning of everything associated with these characters.
Familiarity as a strategy for the youngest visitors
Following Avonturenboerderij Molenwaard, which is themed around Fien & Teun, Van Hoorne added a new theme park to his portfolio: De Tovertuin. He acquired the site in Hoogerheide in 2024, when it was still operating as the Familyland holiday park. A major redevelopment introduced a range of attractions, an indoor play centre and a resort with 160 holiday lodgings.
Everything revolves around the world of Woezel & Pip, a deliberate strategic choice. “Children under eight are happy watching the same show or visiting the same park time and again,” says Van Hoorne. “They want the same thing every time, and that's what we cater for.” That consistent sense of familiarity creates a safe and reassuring environment for young visitors.
Creativity backed by data
De Tovertuin's operations are built on two foundations. The first is the development of productions and experiences based on the company's own brands, giving Van Hoorne complete control over content, quality and positioning.
The second is the central role played by data. The visitor experience is continuously monitored and analysed. "That makes hospitality measurable and manageable. The data drives the decisions we make throughout the park." This approach is often referred to as a 360-degree model.
Financing a vision
The combination of creativity and a data-driven business model remains relatively uncommon in the Netherlands, making meaningful benchmarking difficult. “Another bank rejected our financing application on the basis of historical figures, but those figures didn’t tell the full story,” Van Hoorne explains. “A business that’s growing quickly doesn’t always look its best on paper.”
At ABN AMRO, he found the sounding board he needed. “The confidence they had in my plans and my story made all the difference,” he says. “If they had focused solely on the numbers, ABN AMRO would never have lent us the money.”
Staying agile in the face of setbacks
Despite his previous experience with Adventure Farm Molenwaard, developing De Tovertuin presented new challenges. Nitrogen regulations and construction in a sensitive natural area led to lengthy permitting procedures. Throughout the process, he continually searched for practical ways to meet strict regulatory requirements.
The organisation has since grown into a substantial business. Even so, Van Hoorne Studios continues to operate with the mindset of a start-up: flexible, agile and focused on finding solutions. “We’ve been around for 23 years, but in the way we work I still feel like we’re a start-up,” Van Hoorne says with a smile.
“Together, we looked at what form of financing would suit Michael best, which payment solutions were most appropriate, and whether it made sense to involve other parties. There are often more options than people realise”
Senior Corporate Banker, ABN AMRO
Advice for fellow entrepreneurs
Van Hoorne emphasises the importance of boldness and ambition: “Just get started. In the early stages, don’t worry too much about being realistic. That comes later. If you focus too heavily on risks from the outset, you’ll hold back innovation. Passion is essential if you want to bring a major project to life. The financial reality comes later.”
