Gert Verhulst‘s Strategic Use of Personal Villa for New TV Show
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Antwerp-based media mogul Gert Verhulst, known for his role as teh creator of the popular children’s character Viktor, is set to launch a new television program, “Maison Verhulst,” in 2026. The show will uniquely be filmed at Verhulst’s opulent villa in Saint-Tropez, a departure from traditional studio settings. This mirrors a strategy employed in previous projects,such as “Gert Late Night,” which was broadcast from his yacht,the Evanna.
Blending Lifestyle and Business
The decision to utilize Villa Moulin des Graniers is not merely an aesthetic choice, but a calculated business move.According to fiscal expert Michel maus of the Vrije Universiteit brussel (VUB), properties like villas can be partially designated as professional expenses when used for professional purposes. “It’s not a complete deduction, as the property also serves private use, but a portion relating to the recording period is deductible,” Maus explained to Het Nieuwsblad. Any modifications made to the villa specifically for the show are also potentially tax-deductible.
The format of “Maison Verhulst” centers around conversations with well-known Flemish personalities and their partners, discussing themes of love, relationships, and life. Maus suggests that the luxurious backdrop of a swimming pool, sunshine, and the Côte d’Azur views will create a more inviting atmosphere than a conventional studio. Play Media, Verhulst’s production company, has confirmed that the villa’s production costs align with market standards for similar reality television recordings.
Verhulst is not the first to integrate personal property into his professional endeavors. Eric Goens previously utilized his country home for the program The House.Though, observers note Verhulst’s consistent ability to seamlessly blend his personal assets with his media projects, a strategy that delivers both brand enhancement and financial efficiency.
Did You Know? Studio 100, founded by Gert Verhulst, is one of the largest children’s entertainment companies in Europe, known for properties like Maya the Bee and Vic the Viking.
Financial Implications of Property Use
The practise of deducting expenses related to personal property used for business purposes is governed by tax regulations designed to allow legitimate business costs to be offset against income.According to the IRS, “Home office expenses are only deductible if the home is used exclusively and regularly for business” [[1]]. While Verhulst’s situation involves a villa rather than a home office, the principle of proportional deduction based on business use applies.
This approach raises questions about the broader trend of blurring lines between personal and professional life among high-profile individuals. Is this a savvy business tactic, or a potential area for scrutiny from tax authorities? What are the ethical considerations when personal wealth is so visibly intertwined with public-facing projects?
Pro Tip: When considering using personal property for business, meticulous record-keeping of usage and related expenses is crucial for substantiating any tax deductions.
| Project | Location | Year |
|---|---|---|
| Gert Late Night | Yacht evanna | Various (Years of Production) |
| Maison Verhulst | Villa Moulin des Graniers,Saint-Tropez | 2026 (planned Launch) |
| The House | Eric Goens’ Country House | (Prior to 2025) |
The trend of utilizing personal assets for commercial gain is increasingly common in the entertainment industry. this strategy allows for unique branding opportunities and potential tax benefits, but also requires careful navigation of legal and ethical considerations. The success of “Maison Verhulst” may inspire others to explore similar approaches, further blurring the lines between personal and professional spheres.
Frequently Asked Questions
- What is “Maison Verhulst”? A new television program set to launch in 2026, filmed at Gert Verhulst’s villa in Saint-Tropez.
- Why is Gert Verhulst using his villa for the show? It’s a strategic business decision that allows for potential tax benefits and a unique, luxurious setting.
- Is it legal to deduct expenses for personal property used for business? Yes, but only the portion of the property used for business purposes is typically deductible.
- What are the potential benefits of this strategy? Enhanced branding, potential tax savings, and a distinctive production environment.
- Are there any risks associated with this approach? Potential scrutiny from tax authorities and ethical considerations regarding the blending of personal and professional assets.
We invite you to share your thoughts on this innovative approach to television production. What do you think of the trend of blending personal and professional life in the entertainment industry? Subscribe to our newsletter for more insightful coverage of business and entertainment news.
