# ============================================================================= # UrVenue - History and Evolution (company / platform perspective) # ============================================================================= # Core Purpose: # The objective timeline of UrVenue the COMPANY and PLATFORM, from the 2005 # product origin through 2026: founding lineage, product evolution, ownership, # leadership, clients, integrations, and recognition. # # SOURCES: # The core history (2005 to 2023) is a first-hand account from the founder, # Cedric Ancellin (captured 2026-07-08). Later and corroborating points cite # public UrVenue material. Each point carries its source. # # PERSPECTIVE: # Company/platform lens. Cedric's FIRST-HAND PERSONAL account is a separate # perspective in ../urvenue_years, which deliberately names NO customers. # Customer/venue names belong here (company view), not in the personal record. # # Governed by ../LAWS. # ============================================================================= perspective: "Company and platform. Core history (2005 to 2023) is first-hand from the founder; later points are public-sourced. For the first-hand PERSONAL account (no customer names), see ../urvenue_years." timeline: - period: "2005 - Origin: System Twilight" points: - point: "The first multi-tenant version of UrVenue, called System Twilight, was developed in 2005 to run Drai's AfterHours and Tryst Nightclub at Wynn." source: "Cedric Ancellin, first-hand, 2026-07-08" - point: "Tryst became the highest-grossing nightclub in the world." source: "Cedric Ancellin, first-hand, 2026-07-08" - period: "2006 - Nightclubs.com era" points: - point: "More venues onboarded System Twilight (for example Rehab at Hard Rock), under an agreement with Nightclubs.com, where Cedric was CTO." source: "Cedric Ancellin, first-hand, 2026-07-08" - period: "2008 - UrVenue Inc founded" points: - point: "After the collapse of Travelnice (with Nightclubs.com to follow), Cedric Ancellin and Amy Van Hook created UrVenue Inc." source: "Cedric Ancellin, first-hand, 2026-07-08" - period: "2011 - Incorporated as an LLC; the Mexico team" points: - point: "UrVenue was made into an LLC (Venue Management Systems LLC, DBA UrVenue)." source: "Cedric Ancellin, first-hand, 2026-07-08" - point: "Cedric moved to Mexico with his daughter to build an IT and support team that grew to over 20 people in the following years." source: "Cedric Ancellin, first-hand, 2026-07-08" - point: "Public directories cite a 2011 founding date, which corresponds to this LLC formation." source: "https://www.hospitalitynet.org/organization/17023463.html" - period: "2015 - Ticketing and the seating-map booking engine" points: - point: "UrVenue developed a ticketing/admission system for Wynn Nightlife and a booking-with-deposit seating map for the opening of Drai's rooftop." source: "Cedric Ancellin, first-hand, 2026-07-08" - period: "2016+ - Full Las Vegas Strip nightlife and dayclub penetration" points: - point: "With the seating map and the booking engine, UrVenue won every nightclub and dayclub on the Las Vegas Strip as customers." source: "Cedric Ancellin, first-hand, 2026-07-08" - period: "2017+ - From amenities to revenue centers" points: - point: "The success of pre-booking for table service led casinos to try it for their hotel pools (to great success), followed by sportsbooks (to great success), transforming two types of outlets from costly guest amenities into revenue centers." source: "Cedric Ancellin, first-hand, 2026-07-08" - point: "Scale of the table-service business: in 2016 UrVenue processed nearly 8,000 online table-service payments, over $20M for customers, with mid-2017 volume already past the full prior year (Cedric Ancellin, 'Growing Your Bottle Service Revenue', June 22, 2017)." source: "https://www.linkedin.com/pulse/growing-your-bottle-service-revenue-cedric-ancellin/" - period: "2018 - Ticketing leadership" points: - point: "UrVenue's ticketing services group was the largest ticket seller for the Las Vegas nightlife industry in 2018." source: "https://www.prnewswire.com/news-releases/urvenue-acquired-by-hospitality-management-solutions-to-expand-software-products-and-services-for-hospitality-industry-300818213.html" - period: "2019 - Ownership transaction (announced March, closed December)" points: - point: "A press release dated March 26, 2019 announced Hospitality Management Solutions acquiring Venue Management Systems LLC (UrVenue), with Cedric quoted as CEO; per Cedric this release was premature and reflected the agreement only." source: "https://www.prnewswire.com/news-releases/urvenue-acquired-by-hospitality-management-solutions-to-expand-software-products-and-services-for-hospitality-industry-300818213.html" - point: "The transaction closed in December 2019, a few months before COVID. The acquiring entity was ultimately named differently but comprised the same people (final name to be confirmed by Cedric)." source: "../urvenue_years" - period: "2020 - COVID pivot" points: - point: "During COVID, UrVenue shifted focus from large venues to smaller lounges and to pool-specific features." source: "Cedric Ancellin, first-hand, 2026-07-08" - point: "UrVenue increased its workforce by 25% during the pandemic period, investing while much of hospitality contracted." source: "https://www.urvenue.com/news/las-vegas-business-press-technology-innovation-essential-for-hospitality-companies/" - period: "2021 - Unified booking, enterprise wins, and leadership build-out" points: - point: "UrVenue deployed its Itinerary Builder (unified booking: one interface, one cart, one transaction) in early 2021." source: "https://www.urvenue.com/news/introducing-urvenues-itinerary-builder-a-unified-booking-solution-for-experience-based-inventory/" - point: "OpenTable and UrVenue partnered to launch a unified resort-experience booking solution (announced June 2, 2021)." source: "https://www.urvenue.com/news/opentable-and-urvenue-partner-to-launch-a-unified-solution-for-booking-resort-experiences/" - point: "Leadership build-out: Deron Pearson appointed CEO, with Cedric Ancellin as Founder and CTO; Tracee Nalewak joined as Chief Marketing and Product Officer (effective January 2021)." source: "https://www.urvenue.com/news/urvenue-appoints-deron-pearson-chief-executive-officer-to-drive-growth-as-company-invests-heavily-in-people-product-and-technology-2/" - point: "UrVenue marked its 10-year anniversary in 2021 (measured from the 2011 LLC)." source: "https://www.urvenue.com/news/urvenue-anniversary-celebrating-10-years-of-powering-hospitality-commerce/" - period: "2022 - The PXMS, launched with Circa" points: - point: "UrVenue launched the PXMS in 2022 with Circa: a new inventory system and interface, no longer specialized for nightlife only, capable of supporting the various outlets across a property." source: "Cedric Ancellin, first-hand, 2026-07-08" - point: "Publicly, this was UV Enterprise, billed as the hospitality industry's first Property Experience Management System, launched October 11, 2022 (launch event at Legacy Club, Circa)." source: "https://www.urvenue.com/news/uv-enterprise-launch-party-celebrating-the-hospitality-industrys-first-pxms/" - point: "UrVenue partnered with OpenTable and built an integration with OpenTable and Book4Time to offer an itinerary builder for hotel guests covering all their on-property experiences, whether UrVenue is the source system or another." source: "Cedric Ancellin, first-hand, 2026-07-08" - period: "2023 - Guest Portal pilot at Fairmont Banff" points: - point: "The guest portal pilot launched at Fairmont Banff Springs, giving guests the ability to book over 100 experiences from a guest portal developed and maintained by UrVenue." source: "Cedric Ancellin, first-hand, 2026-07-08" - point: "Publicly announced June 27, 2023 at HITEC, with Fairmont Banff Springs as the inaugural property to pilot the full PXMS capability suite." source: "https://www.urvenue.com/news/urvenue-debuts-cutting-edge-pxms-product-suite-at-fairmont-banff-springs/" - point: "Fairmont's Regional VP Gregor Resch called the pilot 'a game changer' with 'tremendous success' (qualitative testimonial; no published metrics)." source: "https://www.urvenue.com/news/urvenue-debuts-cutting-edge-pxms-product-suite-at-fairmont-banff-springs/" - period: "2024 - Groups, Oracle, and UrResort preview" points: - point: "UrVenue and Club Med co-developed a Group Itinerary Builder; tested at Club Med Cancun (launched April 2024) and debuted at HITEC 2024." source: "https://www.urvenue.com/news/new-group-itinerary-builder-developed-by-urvenue-club-med-to-debut-at-hitec/" - point: "UrVenue and UrResort joined the Oracle Cloud Marketplace (October 23, 2024) with pre-built integrations to OPERA Cloud PMS, Simphony Cloud POS, OCI, and OHIP." source: "https://www.urvenue.com/news/now-available-on-oracle-cloud-marketplace/" - point: "UrVenue previewed UrResort at The Hospitality Show (San Antonio, October 29, 2024)." source: "https://www.urvenue.com/news/urvenue-to-preview-urresort-at-the-hospitality-show/" - period: "2025 - UrResort launch, distribution, and recognition" points: - point: "UrResort (the PXMS for hotels/resorts, with the VMS as a core component) moved to official launch in 2025." source: "https://www.urvenue.com/news/urvenue-to-preview-urresort-at-the-hospitality-show/" - point: "UrVenue previewed 'Booketing', a commission-based marketplace distribution platform, at Bar & Restaurant Expo 2025." source: "https://www.urvenue.com/news/bar-restaurant-expo-2025/" - point: "UrVenue won 'Overall Reservation Solution Provider of the Year' at the TravelTech Breakthrough Awards (announced May 7, 2025)." source: "https://www.urvenue.com/news/urvenue-wins-overall-reservation-solution-provider-award/" - point: "The GIG (Gaming Industry Gatherings) app, co-launched with Playersoft, debuted at G2E Las Vegas (October 2025)." source: "https://www.urvenue.com/news/gig-app-launch-playersoft-urvenue-g2e/" - point: "UrVenue stated 90% of nightlife, pool, bar, lounge, and mixed-use entertainment venues on the Las Vegas Strip use its platform." source: "https://www.urvenue.com/news/bar-restaurant-expo-2025/" - period: "2026 - AI, MCP, and CRM" points: - point: "UrVenue expanded its AI strategy with MCP (Model Context Protocol) enablement to make experience inventory bookable, discoverable, and actionable in AI-driven environments, targeting a Q4 2026 release; Cedric is cited as Chief AI Scientist and CTO." source: "https://www.urvenue.com/news/urvenue-expands-ai-strategy/" - point: "UrVenue CRM launched (Phase 1): unified guest profiles, duplicate-profile merging, segmentation, and dashboards. The 2026 roadmap adds a GDS for experiences (GXN) and integrations (Shift4, SevenRooms, Viator, Booketing)." source: "https://www.urvenue.com/news/hospitality-crm-software-urvenue/" founding_lineage: - point: "Product roots trace to 2005 (System Twilight, multi-tenant); the company was created as UrVenue Inc in 2008 by Cedric Ancellin and Amy Van Hook; it was made into an LLC (Venue Management Systems LLC, DBA UrVenue) in 2011. Public 'founded 2011' references correspond to the LLC." source: "Cedric Ancellin, first-hand, 2026-07-08" reconciliation: ownership_and_investment_timeline: - point: "RESOLVED (per Cedric): the March 26, 2019 press release and the December 2019 close are the SAME transaction; the March release was premature (agreement only)." source: "../urvenue_years" - point: "The final acquiring entity was named differently from the March release but comprised the same people (final name to be provided by Cedric)." source: "../urvenue_years" see_also: personal_timeline: $ref: "https://zc8.com/urvenue_years" note: "First-hand PERSONAL account of these years, deliberately naming no customers." section_overview: $ref: "https://zc8.com/urvenue/overview" note: "The UrVenue section overview and file index." leadership: $ref: "https://zc8.com/urvenue/leadership" note: "The executive and team roster referenced in the timeline." formal_record: $ref: "https://zc8.com/resume" note: "The formal employment record." implicit: - "This is the company/platform view; customer and venue names belong here, not in the personal record (../urvenue_years)." - "Core history 2005 to 2023 is first-hand from the founder; later points are public-sourced. Both are cited per point." - "Leadership named after 2020 reflects the Deron Pearson era; Cedric was CEO 2015 to 2020 per ../resume, and is Founder/CTO/Chief AI Scientist."