U

urvenue

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UrVenue - Comprehensive Analysis Report



Summary


UrVenue is a leading hospitality technology company, established in 2009 by Amy Van Hook and Cedric Ancellin. It specializes in providing venue management software and a robust Property Experience Management System (PXMS) to optimize operations and enhance guest experiences across the hospitality industry. UrVenue's core mission is to empower hospitality and entertainment venues with tools for seamless commerce, efficient operations, critical data insights, and comprehensive knowledge management. The company plays a significant role in modernizing guest journeys by unifying fragmented booking processes, serving a prestigious client base including global organizations like Caesars Entertainment, MGM Resorts International, and Club Med.

1. Strategic Focus & Objectives


Core Objectives


UrVenue's primary strategic focus is to enable comprehensive commerce, operations, data insights, and knowledge management for venue and resort experiences.
  • Increase Revenue per Customer: Achieved through dynamic pricing strategies and real-time inventory management.

  • Streamline Operations: Utilizing a purpose-built platform designed for full-cycle guest experience management.

  • Foster Seamless Customer Journeys: Bridging fragmented booking processes with unified booking capabilities to provide a smooth, intuitive experience.


Specialization Areas


UrVenue specializes in a comprehensive, full-stack technology platform, the UV Enterprise Property Experience Management System (PXMS), which is designed to manage and monetize non-room inventory with the precision typically reserved for room bookings. Key areas of expertise include:
  • Non-Room Inventory Management: Optimizing the booking and management of assets such as cabanas, dining, activities, and event spaces.

  • Unified Booking Solutions: Providing a centralized booking engine and cart for inquiries and reservations across various channels.

  • Data-Driven Insights: Offering advanced analytics to inform decision-making, optimize pricing, and personalize guest interactions.

  • Custom Website Design and Development: Delivering creative services to ensure seamless booking experiences directly through client websites.


Target Markets


UrVenue targets a diverse array of hospitality and entertainment venues worldwide, including:
  • Nightclubs, Dayclubs, Bars, and Lounges

  • Pools and Resort Beaches

  • Sportsbooks and Mixed Entertainment Venues

  • Large Event Venues and Community Parks


2. Financial Overview


Funding History


UrVenue was acquired by Hospitality Management Solutions on March 25, 2019, which facilitated its expansion of software products and services within the hospitality sector. Following this, it became an operating subsidiary of VEA Hospitality Solutions. IDI Group is an identified institutional investor. The company demonstrated strong financial performance in 2022, reporting a year-over-year revenue increase of 55%.

3. Product Pipeline


Key Products/Services


UrVenue's flagship product is UV Enterprise, a comprehensive Property Experience Management System (PXMS). This full-stack platform is engineered to manage and monetize all non-room inventory—such as cabanas, dining reservations, and various activities—with an equivalent level of detail and efficiency as traditional hotel room bookings.

Key features and benefits of UV Enterprise include:
  • Real-time Inventory and Yield Management: Enables dynamic pricing adjustments based on demand to maximize profitability. It also allows for instantaneous activation or deactivation of inventory.

  • Unified Booking Cart: A centralized booking engine that streamlines reservations and inquiries across multiple channels and platforms, offering guests a smooth and intuitive booking journey.

  • 3D Interactive Maps: Provides guests with the ability to virtually visualize and select specific tables, cabanas, or seating arrangements, thereby increasing booking confidence and conversion rates.

  • Data Analytics and Reporting: Delivers detailed insights into venue performance, guest behavior, and booking trends, empowering businesses to make informed, data-driven decisions.

  • CRM Enhancements: Includes features that provide operators with instant access to rich guest profiles, including past purchases, preferences, and visit history, facilitating personalized service and targeted marketing.

  • AI-Driven Capabilities: UrVenue's Enterprise Knowledge Base (EKB) is optimized to serve AI engines for hospitality chatbots and voice assistants, supporting conversational commerce. The company has also announced plans for AI-driven demand forecasting to predict busy periods, fine-tune pricing, and optimize staffing levels.


4. Technology & Innovation


Technology Stack


UrVenue leverages a sophisticated, full-stack technology platform known as UV Enterprise, which functions as a Property Experience Management System (PXMS).
  • Core Platforms and Technologies: The PXMS forms the core of UrVenue's offerings, designed specifically to manage and monetize non-room inventory. It integrates a centralized booking engine and a unified booking cart.

  • Proprietary Developments: A key proprietary development is the Enterprise Knowledge Base (EKB), which is specifically optimized to power AI engines for hospitality chatbots and voice assistants, facilitating conversational commerce.

  • Scientific Methodologies: The platform incorporates AI-driven capabilities, including upcoming demand forecasting to predict peak times and optimize pricing and staffing. It also utilizes data analytics for detailed insights into venue performance and guest behavior.

  • Technical Capabilities:

  • Real-time Inventory and Yield Management: Enables dynamic adjustments to inventory and pricing.

  • 3D Interactive Maps: Enhances the booking experience by allowing virtual visualization and selection of spaces.

  • Advanced Data Analytics: Provides comprehensive reporting for informed business decisions.

  • CRM Enhancements: Offers rich guest profiles for personalized service and marketing efforts.


5. Leadership & Management


Executive Team


  • Cedric Ancellin: Interim CEO and Founder. As a co-founder and former Chief Technology Officer, Ancellin has been instrumental in developing the technology for leveraging non-room inventory across customer touchpoints.

  • Amy Van Hook: Co-Founder.

  • Deron Pearson: Board Manager. Previously served as Chief Executive Officer, focusing on business growth, sales, marketing, operations, and finance.

  • Tracee Nalewak-Giraldo: Chief Growth Officer. Appointed in February 2022, she oversees sales, business development, partnerships, growth initiatives, marketing, product development, and enterprise relationship management. LinkedIn: [https://www.linkedin.com/in/traceen/]

  • Bill Sklar: Vice President Operations. Appointed in February 2022, his responsibilities include overseeing operations, client care, customer support, training, and IT & Engineering. LinkedIn: [https://www.linkedin.com/in/billsklar]





  • Maile Housel: Head of Product Marketing. Appointed in July 2022, she drives product strategy, innovation, partnerships, and product marketing, bringing over 15 years of industry experience. LinkedIn: [https://www.linkedin.com/in/mailehousel]

  • Simon Kaltgrad: Director of Guest Services Development and Integration Strategy. Appointed in July 2022, he focuses on new product and feature development and integration strategy, with over 25 years of IT experience and as a co-founder of GoConcierge. LinkedIn: [https://www.linkedin.com/in/simonkaltgrad]







Recent Leadership Changes


In early 2024, Cedric Ancellin assumed the role of Interim CEO, a shift from the previous leadership of Deron Pearson. This period also saw significant expansion in the executive team with several new hires and internal promotions to support company growth. These included the appointments of Dave Elsner as Vice President of Sales, Brad Van Orsow as Director of Marketing, Mylin Wright as Director of Product Development, Aldo Arriaga as Director of Web Services, and Alejandro Solorio as Director of Software Engineering. Earlier, in February 2022, key appointments included Tracee Nalewak as Chief Growth Officer, Bill Sklar as VP of Client & Technology Services, and Nancy Nitsche as Director of Sales. In July 2022, Maile Housel and Simon Kaltgrad were appointed as Head of Product Marketing and Director of Guest Services Development and Integration Strategy, respectively.

6. Talent and Growth Indicators


Hiring Trends and Workforce


UrVenue exhibits a strong growth trajectory. In 2022, the company doubled its headquarter associates, and in 2023, it relocated to a larger corporate office in Las Vegas to accommodate its expanding workforce. As of July 2024, the employee count typically ranges between 11 and 50. Recent job postings for roles such as Product Manager - Booking Engine, Supervisor Beverage (requiring ticketing system knowledge), and Assistant positions for pool reception and digital marketing suggest a demand for specialized talent in product development, operational management, and marketing. Professionals within UrVenue thrive in a fast-paced environment, requiring strong problem-solving, communication, and customer service skills to address evolving client needs and ensure seamless software implementation and user satisfaction.

7. Social Media Presence and Engagement


Digital Footprint


UrVenue maintains an active and strategic digital footprint across major social media platforms, used for brand promotion, industry engagement, and content dissemination.




Brand messaging consistently emphasizes driving efficiency, increasing revenue, and creating exceptional guest journeys through innovative technology. They regularly publish hospitality guides and research, positioning themselves as thought leaders in the hospitality tech space.

8. Recognition and Awards


Industry Recognition


UrVenue has garnered significant recognition within the hospitality technology industry.
  • Skift IDEA Awards Finalist: The company has been a multi-year finalist for these prestigious awards. In 2023, UrVenue was notably recognized as a Top 4 finalist for the Visionary 2030 Award, presented by JetBlue Technology Ventures, honoring its next-generation all-inclusive experience technology developed in partnership with Club Med.

  • TravelTech Breakthrough Awards: In May 2025, UrVenue received the "Overall Reservation Solution Provider of the Year" award, highlighting its impact and innovation in reservation solutions.


9. Competitive Analysis


Major Competitors


UrVenue operates in a dynamic and competitive market segment focused on venue and property experience management software. Key competitors include:
  • Tock: Primarily focused on restaurant table reservation management, Tock has successfully raised $31.5 million in funding.

  • Gather: Offers venue management software tailored for restaurants and various event venues, having secured $2.7 million in funding.

  • Knowland: Specializes in providing cloud-based event venue data and analytics management software, focusing on insights for event spaces.


10. Market Analysis


Market Overview


The hospitality technology market is undergoing significant expansion, driven by widespread digital transformation and evolving consumer demands for seamless, personalized, and contactless experiences.
  • Total Addressable Market Size: The global hospitality technology market was valued at USD 129.4 billion in 2024, with projections indicating a rise to USD 306.1 billion by 2033, demonstrating a Compound Annual Growth Rate (CAGR) of 10.2% from 2025 to 2033. Another estimate for the global Smart Hospitality market places it at USD 36.48 billion in 2024
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