Merac, an integrated ticketing, retail and fundraising platform in the Crowd Convert group, has marked the first year of growth and innovation under its new leadership.
Under Andy Povey’s leadership, Merac marked a year of significant innovation, investment and growth following its acquisition by Crowd Convert. The ticketing and commerce business continued to evolve into a connected platform for the attractions sector.
For decades, Merac was a leading name in attraction ticketing, helping operators manage admissions, memberships and visitor transactions. Although the business continued to support attractions across the UK, much of the visibility and innovation that had made Merac a market leader had faded.
Since acquiring the business in 2025, Povey and the Merac team have focused on rebuilding its momentum through investment in new products, stronger integrations and an expanded offering beyond traditional ticketing.
Expanding beyond traditional ticketing
Merac now connects ticketing, memberships, retail, catering and guest engagement in a single system, helping attractions better understand visitor behaviour, streamline operations and create new revenue opportunities.
A key milestone over the past year was the launch of Merac’s new food and beverage kiosk solution, which generated more than £500,000 in sales within its first two months. Attractions using the system reported a 30% increase in transaction value while reducing queues.
The company also introduced ticket kiosks, mobile point-of-sale systems and new guest and member portals to streamline entry, bookings and account management.
Alongside these developments, Merac Engage has helped attractions strengthen visitor engagement through personalised, automated communications informed by customer data.
A year of innovation and investment
Povey, managing director of Merac, says: "When we acquired Merac, I saw a business with an incredible heritage, a loyal customer base and enormous untapped potential.
"Over the last year, we have focused on listening to our customers, investing in the product and building solutions that solve real challenges for attraction operators.
"Guests do not experience attractions in departments. They move seamlessly from buying tickets to purchasing food, drinks, retail products and memberships. For too long, the technology supporting those interactions has been disconnected.
Using data to strengthen visitor engagement
"Our focus has been on bringing those experiences together, helping attractions better understand their guests, remove friction and create more meaningful connections at every stage of the visitor journey.
"I am incredibly proud of what the team has achieved in such a short period of time. We have laid strong foundations for the future, and this is only the beginning."
Earlier this year, Merac collaborated with Coffin Works, an award-winning museum offering a unique insight into coffin furniture manufacturing, to upgrade its ticketing operations.
Harriet is a freelance news writer specialising in entertainment news. She graduated from the University of Kingston with a BA in fine art and has an MA in journalism from Birkbeck University. As well as being a theme park enthusiast, Harriet has an interest in the arts, which she explored in her thesis on Fine Art and Walt Disney.
