Peek is making a bid for the crown in the global experiences market—and putting serious money behind the grab. The company, which bills itself as the “operating system for experiences,” has acquired ACME Ticketing and Connect&GO while also securing $70 million in fresh funding led by Springcoast Partners. Existing backers—WestCap, Goldman Sachs Alternatives, Eric Schmidt, and Kayak founder Paul English—joined the round, signaling strong confidence in Peek’s expanded ambitions.
With these acquisitions, Peek now reaches over 150 million consumers and deepens its footprint across museums, theme parks, cultural attractions, and tours—effectively the entire spectrum of leisure-time spending. It also positions Peek to challenge legacy platforms and newer end-to-end attraction management suites in a market estimated at $330 billion.
Stitching Together a Unified Stack for the Attraction Economy
ACME brings decades of credibility in ticketing infrastructure, memberships, and donations for world-class museums and cultural institutions. Connect&GO contributes an all-in-one management platform engineered for high-volume attractions, with RFID technology and on-site visitor tools designed for complex, multi-zone venues.
Together, they give Peek the ability to serve everything from a 300-year-old art museum to a sprawling theme park running advanced RFID wristbands—all from one ecosystem.
Peek’s existing customer base spans heavyweights such as The Museum of Modern Art (MoMA), the Whitney, the Seattle Aquarium, Bryant Park, Looping Group, and the Museum of Ice Cream. With ACME and Connect&GO onboard, the customer mix becomes even more top-heavy.
Dominic Gagnon, CEO of Connect&GO, called it “a masterclass in innovation and scale,” adding that joining Peek will help both companies deliver “even stronger solutions for the attractions we serve.”
Investors See a Digitization Opportunity Hiding in Plain Sight
While the experiences market is massive, the tech adoption curve is surprisingly early. According to Waqar Islam at Springcoast, around 40% of operators still aren’t using online booking tools—a stat that would be unthinkable in most other consumer-facing industries.
That’s partly why investors are betting on Peek as the category consolidator. The company has spent years building out core infrastructure, payments systems, and now AI tools that could bring lagging operators into a digital-first era.
Islam says Peek’s stack “uniquely positions them to unlock the industry’s full potential.”
AI: The Real Differentiator
Peek’s acquisition spree isn’t just about size—it’s about AI.
The company won Arival’s 2024 Industry Innovation Award for Peek Copilot, its integrated AI system used for dynamic pricing, conversion optimization, and automated guest engagement. Peek claims Copilot alone has produced 5–20% revenue growth for operators.
ACME CEO Bill Shaughnessy highlighted the combination of Peek’s AI-driven operational tooling with ACME’s prowess in converting visitors into long-term members and donors. “We’re going to have a huge impact on the cultural institutions we serve,” he said.
Behind the scenes, Peek uses “hundreds of AI agents” performing fraud detection, data analysis, and workflow automation. The pitch is simple: 24/7 AI employees that save operators thousands of hours.
A Market Shifting to AI Discovery and Direct Demand
Another force reshaping the industry: consumer decision-making is moving from search engines to AI assistants, short-form video, and influencers.
Xiaoyi Chen, CEO of LuminoCity, says visitors are increasingly planning outings through tools like ChatGPT or via TikTok and Instagram creators. That shift creates pressure for operators to capture direct demand rather than rely heavily on third-party booking platforms.
According to Chen, Peek is one of the only vendors building technology specifically for this AI-first discovery future.
A Consolidation Play With Broader Implications
In an industry traditionally dominated by fragmented software stacks—one vendor for ticketing, another for memberships, another for marketing—Peek is attempting something closer to a Salesforce-style unification of the entire experience lifecycle.
If successful, this consolidated approach could accelerate the digital transformation of thousands of attractions still running on legacy systems or paper-first workflows.
CEO Ruzwana Bashir emphasized that the mission remains unchanged: “Empowering our customers to deliver extraordinary experiences.” The new acquisitions and funding, she says, allow Peek to “accelerate product innovation and deepen our support” across the expanding experiences economy.
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