How MS Stubnitz went from 90s tech to a modern digital ecosystem with Stager

The MS Stubnitz is hard to capture in just a few words. A 60-year-old deep-sea fishing vessel from the GDR that transformed into a cultural venue and DIY center for avant-garde music and post-industrial atmosphere—part event space, part legend. Since its transformation in the early 1990s, the Stubnitz has traveled throughout Europe, with guest appearances in cities like London, Copenhagen, Amsterdam, and Rotterdam. For over a decade now, she has been docked in Hamburg.

Even though the ship rarely sails anymore, much has changed around it. Rising costs, evolving cities, and changing audience habits led to a change in course: moving from purely experimental acts versus clubbing toward a diverse booking strategy, and from DIY infrastructure toward tools that meet today’s digital expectations—without losing the Stubnitz spirit. And that is exactly where Stager comes into play

Built on a strong foundation

Stefan, who takes on many roles at MS Stubnitz—board member, public relations, booker—explains that until 2024, their system was deeply rooted in a culture of autonomy and hands-on thinking.

"Our old homepage and database were basically still from the 90s. Self-built and tailored to our way of working. But at some point, it became clear: if we want to remain visible and reachable—especially for a new audience—we have to evolve."

The step toward Stager didn't mean leaving the past behind, but rather finding a new system that aligns with their values. They wanted a solution that matched their demands for independence and data sovereignty. Stager, with its roots in the DIY scene and as a smaller, independent company, was a perfect fit for the MS Stubnitz.

From static to smart

When the Stubnitz launched its new website in early 2024, Stager was already fully integrated—from ticketing to event publication and the newsletter system. The platform became the foundation of their digital fresh start.

"We started directly with Stager as part of our complete rebranding: new logo, new site, new tools. A huge step, but one that suits us," Stefan says. "The mailing system alone was a major step forward. It used to run through Mailchimp, but now everything runs through Stager. The opt-in function is automatically linked to the ticket shop and website, and newsletters are sent quickly and easily—crucial for a small team with little time."

Creating event pages is also significantly easier: Markdown support, a clear interface, and a direct connection to tickets and customer data mean fewer steps and less stress.

Better system, better results

And surprise—ticket sales have increased! Of course, Stefan notes, this is due to many factors: more visibility and a new website to better present their eclectic booking. But primarily, it's because the new infrastructure finally helps instead of slowing them down.

"We now direct people straight to our own homepage, where the ticket shop is super easy to use. It used to be fragmented—now it’s a simple path. Booking is also faster. Blocking a date or confirming acts is intuitive for both new and old team members. Especially the easy entry of shows and the direct connection to ticketing has greatly improved the workflow."

"New people on the team are totally enthusiastic about the system. It’s intuitive. It just works."

A system that understands their culture

The Stubnitz is not a normal venue, and the team is not a classic venue team. Some are digital naturals, others are more cautious. Many come from a tradition of self-management and open-source thinking—shaped by convictions like those of the Chaos Computer Club.

For a team like this, it’s not just about what a tool can do, but what it stands for. Stager’s independent origins, the focus on data sovereignty, and flexibility were a match.

"Bottom line, we’re just really happy to have a system that supports us—in what we do and how we do it," Stefan says. "That makes a huge difference."