Connect&GO, a leading global provider of integrated technology and RFID solutions for the attractions industry, and ACME Ticketing have been acquired by Peek, an operating system for experiences.
These deals solidify Peek's position as a market leader in the $330bn experiences industry.
Furthermore, the company has raised $70M in funding led by Springcoast Partners, a growth equity firm. Existing investors include WestCap, Goldman Sachs Alternatives, Eric Schmidt, Jack Dorsey and Kayak founder Paul English.
Shared mission
With these acquisitions, Peek expands its reach to more than 150 million consumers across a wide range of leisure activities, including museums, theme parks, tours and activities, and cultural attractions.
ACME Ticketing adds extensive expertise in ticketing infrastructure, memberships, and donations for internationally renowned cultural organisations.
Connect&GO offers a robust, all-in-one attraction management solution, featuring RFID technology and on-site visitor tools for complex venues.
Peek clients include the industry’s biggest and most advanced attractions, such as MoMA, the Whitney Museum, the Seattle Aquarium, Bryant Park, Looping Group, and the Museum of Ice Cream.
Dominic Gagnon, CEO of Connect&GO, says: "Peek has demonstrated a masterclass in innovation and scale within the industry.
"We’re thrilled to join forces with Peek given our shared mission, and we will rapidly work to combine our knowledge and resources to deliver even stronger solutions for the attractions we serve."
Peek’s new and existing investors strongly supported the acquisitions.
Waqar Islam of Springcoast, who led the Series D funding, says: "Peek offers the comprehensive tech stack this industry needs to keep pace with shifting consumer and workforce behavior.
"With 40% of operators not utilizing online booking tools, we’re still in the very early innings of empowering operators to thrive in a digital-first world.
"Peek’s deep investment in core tech infrastructure, AI, and payments uniquely positions them to unlock the industry’s full potential and serve as the operating system for experiences."
AI optimisation
Peek's early investment in AI occurs as the activities industry reaches a digitisation inflexion point.
The company was recognised with Arival's 2024 Industry Innovation Award for Peek Copilot, its integrated AI platform. Through its Dynamic Pricing feature alone, Peek Copilot has already delivered operators a 5-20% revenue increase.
Bill Shaughnessy, CEO of ACME, says: "Peek has built the best product in the experiences space.
"Their end-to-end tooling helps merchants across every operational need, and their AI dramatically streamlines operations, from dynamic pricing to conversion optimization and beyond.
"Combined with ACME's unparalleled ability to turn visitors into loyal members and donors, we're going to have a huge impact on the cultural institutions we serve."
Peek also uses AI agents to overcome crucial industry challenges, such as fraud detection and data analysis.
"We have hundreds of AI agents working behind the scenes to save merchants thousands of hours on repetitive tasks," says Ruzwana Bashir, CEO of Peek.
"We've built an AI-powered system that works 24/7, transforming how operators understand their customers and optimize their operations across every touchpoint."
Xiaoyi Chen, CEO of Luminocity, says: "We’re seeing more of our audience planning their outings through AI tools, video platforms, and influencers, especially across TikTok and Instagram.
"For merchants, this shift creates a real opportunity to build and own our direct demand rather than relying solely on third-party channels. Peek is the only partner we’ve seen that’s proactively building the technology to support this future."
"Our mission at Peek has always been about empowering our customers to deliver extraordinary experiences," says Bashir.
"These acquisitions and new funding enable us to further accelerate our product innovation and deepen our support, ultimately helping operators grow their businesses.
"We're committed to giving activities operators the tools they need to not just compete, but to lead, in today's rapidly evolving experiences economy."
Earlier this year, Connect&GO released its AI-powered Dynamic Pricing solution on general availability for parks and attractions worldwide.
