The Mission

Latitude is a fast-growing events startup created by four international students with the mission of bringing the vibrant energy of Latin and reggaeton culture to Central Europe, offering international students a place to disconnect from their routines and reconnect through music, dance, and community. Our objective is to establish a strong presence across 12–20 key student cities in Central Europe within five years, starting with the Netherlands, where we already operate in Maastricht and Eindhoven and will soon expand to two other highly international dutch cities. In the 2025/2026 academic year, our target is to achieve €100,000 in gross revenue, maintaining healthy event margins of 55–65%. Latitude’s development follows three strategic phases: Foundation Phase (Current): Consolidate our presence in the Netherlands through consistent, high-quality events, brand identity building, and solid partnerships with venues and collaborators. Expansion Phase (Next 12–24 months): Scale our model to other Dutch and Central European cities using a standardized “city playbook” for local execution. AI-Driven Optimization Phase: Incorporate artificial intelligence to improve decision-making, marketing efficiency, and customer experience, transforming Latitude from an event brand into a data-driven entertainment platform. AI will become the technological backbone of Latitude’s growth, driving: Forecasting and Dynamic Pricing: Predict demand per city and date to select venues, optimize capacity, and adjust ticket prices dynamically to maximize revenue. Marketing Automation: Automate ad bidding, creative generation, and budget allocation to lower customer acquisition costs while improving targeting. Promoter & Audience Intelligence: Use AI scoring to measure promoter performance, gamify incentives, and cluster customers to tailor communications and referral programs. Operational Efficiency: Simulate staffing and entry flow to reduce costs and improve safety during events. Data-driven Expansion: Rank new cities for expansion based on international student population, competition, venue availability, and seasonality. Through this integration of culture, community, and technology, Latitude aims to redefine the student nightlife experience in Europe—offering not only memorable events but also a scalable, intelligent, and sustainable business model.

The Challenge

Across Central Europe, there is a clear absence of authentic Latin and reggaeton nightlife experiences that reflect the culture and energy many international students identify with. While these students form a large and diverse community, existing event offerings rarely cater to their musical and social preferences, leaving a gap for inclusive, culturally vibrant experiences. This unmet need not only limits social integration but also reduces the overall quality and diversity of student nightlife in the region.

The solution

Latitude addresses this gap by building a scalable network of Latin and reggaeton events that bring cultural authenticity, professional organization, and community connection to Central European student cities. We operate through partnerships with local venues, ensuring high-quality production while keeping costs efficient. To enhance scalability and performance, we integrate AI technology to forecast demand, apply dynamic ticket pricing, automate marketing, and analyze audience data—turning Latitude into an intelligent, data-driven entertainment platform capable of consistent growth and personalized experiences.