atVenu
atVenu is a cloud-based SaaS enterprise commerce platform purpose-built for live events, serving touring artists, venues, festivals, and sports teams with integrated POS, offline payment processing, real-time inventory management, and digital multi-party settlements.
- Company typePrivate
- Founded2012
- HeadquartersSan Clemente, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What atVenu does
atVenu is a cloud-based SaaS enterprise commerce platform purpose-built for live events, headquartered in San Clemente, California, with additional offices in San Francisco and Calgary. The company was founded in 2012 by Derek Ball (CEO) and Ben Brannen (President), both veterans of the touring industry. Its core offering is a point-of-sale and payment processing platform designed specifically for the speed and operational chaos of transient, pop-up event environments, serving touring artists, venues (clubs through stadiums), festivals, sports teams and leagues, food and beverage operators, and merchandise companies. The platform is differentiated from general retail POS systems (Square, Clover, Oracle Micros) by event-specific features including full offline payment acceptance (cash, credit, RFID wristbands, Tap to Pay), real-time multi-location inventory management, and digital multi-party settlements that automate artist/venue/vendor splits.
The product portfolio centers on atVenu Register, an iOS-native POS application, alongside atVenu Mobile Orders (QR-based cashless ordering with VIP concierge), Artist Manager (iOS app for touring artists to report SoundScan media sales and settle shows from the road), atVenu Handheld (rugged S700 device for roaming sales), and a full hardware fleet shipped in Pelican cases for direct event deployment. The cloud backend integrates with Stripe and Braintree for payments, Soundscan/Luminate for chart reporting, and an internal Platform API for ERP integrations. The company is PCI DSS compliant and certified under the EU-U.S. Data Privacy Framework, supporting its US, UK, and Canadian operations.
atVenu monetizes through a hybrid model: monthly SaaS subscriptions (including a per-touring-month pricing model for artists), transaction processing fees (1.0-1.25% on cross-border and AMEX transactions), and embedded hardware rental priced into the transaction rate. The company is privately held, backed by $30M from Frontier Growth (September 2022) and $130M from Sixth Street Growth (October 2024), and reports processing over $2B in annual payment volume across 125,000+ events for 28,000+ artists, teams, venues, and festivals. Named enterprise customers include Live Nation, AEG, Warner Music Group, Universal Music Group, MGM, Aramark, MetLife Stadium, Red Rocks, Coachella, BottleRock, and Taylor Swift's Eras Tour. Distribution combines direct enterprise field sales with a network of operational channel partners (Happy Belly Vending, Rare Peeps, BBC Operations, Bandstand Merchandise, Spectrum Concessions) who deploy atVenu at events at scale.
atVenu firmographics
Firmographics- Name
- atVenu
- Legal name
- atVenu, Inc.
- Website
- https://atvenu.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- atVenu is a cloud-based SaaS enterprise commerce platform purpose-built for live events, serving touring artists, venues, festivals, and sports teams with integrated POS, offline payment processing, real-time inventory management, and digital multi-party settlements.
- Ownership category
- akta.pro rank
atVenu industry classification
Industry- Product category
- Live Event Commerce Software
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821), Convention and Trade Show Organizers (561920)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Virtual Event Registration, Ticketing & Access Control (Authentication, Paywalls, Badging) (THAHAOAI)
Keywords
Where atVenu is headquartered
LocationHeadquarters
- HQ city
- San Clemente
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
atVenu business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Supply Chain
Revenue model
- SaaS Subscription (Monthly): Monthly subscription billing in advance for platform access. Service is non-refundable with no refunds or credits for partial months. Upgrades/downgrades automatically billed at new rate on next billing cycle.
- Per Touring Month Billing: For artists using the SaaS product while touring and managing tour inventory and show settlements, pricing is based on touring month with no additional fees.
- Transaction Processing: Base transaction rates embedded into transaction processing. Additional fees for international or cross-border cards (1.0% for US/CAN, 1.25% for UK/EU/AUS). Additional 1.0-1.25% fee for AMEX charges.
- Hardware Rental: Gear rental with everything embedded into the transaction rate. Hardware kits shipped in Pelican cases for events, returned after use.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Transaction-based pricing with embedded hardware rental |
| Subscription | Monthly | Per touring month for artists |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels11 records
atVenu product offering
Product offeringCore offering
atVenu is a cloud-based merchandise management and point-of-sale platform purpose-built for live events including concerts, festivals, sports, and touring artists. It delivers real-time multi-location inventory management, offline-capable payment processing (cash, cards, Tap to Pay, RFID wristbands), automated multi-party settlements between artists, venues, and vendors, and sponsor activation tools via iOS applications connected to a cloud backend. The platform processes over $2B annually across 125,000+ events for 28,000+ artists, teams, venues, and festivals.
Product overview
atVenu is a unified enterprise commerce platform purpose-built for live events, combining a cloud-based SaaS backend with purpose-designed point-of-sale applications. The core platform integrates merchandise, food and beverage, sponsor activations, and fan data management into a single system. The product portfolio centers on atVenu Register (iOS POS app), atVenu Mobile Orders (cashless ordering), and Artist Manager (tour management app), supported by hardware solutions including handheld devices and Pelican case deployment kits. The platform's key differentiators include real-time multi-location inventory management, offline mode capability, digital settlements for multi-party revenue splits, and integration with Soundscan for media sales reporting.
Differentiator
Problem solved
Functional benefit
Products and services
- atVenu Register iOS point-of-sale application built specifically for live events. Enables real-time sales tracking, credit card payment collection, and inventory management across multiple stands and locations for venues, festivals, and touring artists.
- atVenu Mobile Orders Cashless, contactless sales solution for live events that enables fans to order merchandise and food/beverage from their phones with pickup or delivery options including VIP concierge service.
- Artist Manager iOS mobile application enabling touring artists to report SoundScan media sales, manage merchandise sales, and settle shows directly from the road. Supports count in, count out, comps, venue splits, and settlements.
- atVenu Handheld Rugged S700 all-in-one handheld device for queue-busting, roaming sales, and pop-up locations. Lightweight with all-day battery and the same reporting and controls as the Register application.
- atVenu Platform Enterprise commerce platform unifying merchandise, food and beverage, sponsor activations, and fan data under one system. Includes real-time inventory management, multi-location reporting, digital settlements, and ERP integrations for live events.
- Hardware Fleet Ready-to-deploy hardware kits including iPad Registers, handheld devices, card readers, printers, and Pelican cases. Scales to event size with flexible power and network options, shipped directly to event venues.
Quantifiable outcome
- 37% average revenue growth when upgrading to atVenu
- +2 more outcomes
Companies that use atVenu
Customer profileNamed customers20 records
Segments8 records
Ideal customer profiles5 records
atVenu technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature8 records
atVenu partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and major.
- StripecoreStripe provides payment processing services for atVenu's Point of Sale Register, integrated through Stripe Connected Account Agreement. Stripe processes all payment transactions for the platform.
- BraintreecoreBraintree (PayPal subsidiary) provides payment processing infrastructure, facilitating PayPal, Apple Pay, and Google Pay transactions for atVenu's mobile ordering and POS solutions.
- Live NationmajorMajor entertainment conglomerate and trusted partner of atVenu. Live Nation partnered for drive-in concert series during COVID-19 and continues to use atVenu across their venue portfolio for merchandise operations.
- Happy Belly VendingmajorMerchandise vending company that runs merchandise operations for major tours and events including Green Day, Fall Out Boy, Weezer (Hella Mega Tour), Ed Sheeran, Morgan Wallen, and many others using atVenu Register.
- Rare PeepsmajorFestival merchandise operator running Coachella merch tent with 100+ atVenu Registers and operations at Rolling Loud, Shaky Knees, and numerous other festivals.
- BBC OperationsmajorFood and beverage operator running all F&B operations at BottleRock Festival (650+ Registers) and other major events using atVenu.
- Bandstand Merchandise ServicescoreUK-based merchandise operator running 15 venues with atVenu Register for all concert merchandise operations. First UK partner handling Harry Styles, Arctic Monkeys, and major UK stadium shows.
- EHScoreEvent hospitality company managing food and beverage operations at events including Nitrocross championship races, using atVenu as designated point of sale.
- Spectrum ConcessionscoreFood and beverage concessions company handling PGA tournaments and other sporting events with atVenu for all F&B operations.
- FutureshirtsmajorMerchandise operator running Faster Horses Festival and other country music events with atVenu for settlements and point of sale.
- The Bright PursuitcoreEvent merchandise operator running Forbidden Kingdom Festival, Monster Jam, and drive-in concert series using atVenu.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
atVenu competitors and assessment
Company assessmentBroad incumbents
- Block (Square): Square provides general-purpose POS and payment processing used by small venues, pop-ups, and mobile merchants, and is explicitly cited by atVenu as a generalist competitor. While not specialized for live events, Square's massive R&D and embedded payment economics make it the most credible generalist threat to atVenu's positioning.
- Toast: Toast is a leading cloud-based restaurant POS platform that has expanded into stadiums, arenas, and live-event food and beverage operations, directly overlapping with atVenu's F&B vertical expansion. Comparable in SaaS-plus-payments business model but operating at much larger scale across the restaurant industry.
- SpotOn: SpotOn offers cloud POS and payments for restaurants, sports and entertainment venues, and hotels, with explicit positioning in stadiums and live-event food service. Closely comparable to atVenu on the F&B and venue side, with a larger sales footprint and broader software suite.
- Clover (Fiserv): Clover, owned by Fiserv, is a widely deployed SMB POS and payments platform that competes with atVenu at the lower end of the market for smaller venues and pop-ups. Comparable SaaS-plus-payments business model and broad distribution through banks and ISOs.
- Oracle Micros: Oracle's Micros is the legacy POS incumbent in stadiums, arenas, theme parks, and large hospitality venues globally, and is explicitly identified by atVenu as a competitor. Micros dominates the high-end venue POS market that atVenu is now entering with its F&B and venue offerings.
- Lightspeed Commerce: Lightspeed provides cloud POS for retail, restaurants, and golf and hospitality venues, and is sometimes used by event merchandise and venue operators. Closely comparable SaaS-plus-payments model with a broader but less live-event-specialized feature set than atVenu.
Emerging players
- TouchBistro: TouchBistro is a cloud POS provider for restaurants that has begun pushing into sports, entertainment, and event venue F&B use cases. Comparable to atVenu in its F&B and venue adjacencies, particularly for hospitality operators running food service at live events.
- Bevy: Bevy provides commerce and community tools for live events, conferences, and fan engagement, with adjacent capabilities in ticketing, registration, and sponsor activation. Comparable to atVenu on the sponsor activation and fan data layers, though Bevy focuses more on community and virtual/hybrid events.
Direct peers
- AudienceView: AudienceView is a ticketing, commerce, and CRM platform purpose-built for live entertainment venues, theaters, and sports organizations. Directly comparable to atVenu on serving venues and live events, with overlapping capabilities in transaction processing, fan data, and settlement reporting.
Regional players
- Vectron Systems: Vectron is a European POS specialist focused on restaurants, hotels, and event catering, with strong presence in German-speaking countries. Comparable to atVenu on the live-event and F&B POS side, but primarily serving the DACH region rather than the North American and UK markets atVenu focuses on.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
atVenu social profiles
Digital presenceatVenu compliance and trust
Trust signalCompliance2 records
atVenu financial estimates
Financial estimateRevenue estimate
Valuation estimate
atVenu leadership team
Management profileNumber of profiles
Profiles3 records
atVenu funding detail
Funding detailFunding overview
Funding rounds5 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
atVenu M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about atVenu
What does atVenu do?
atVenu is a cloud-based merchandise management and point-of-sale platform purpose-built for live events including concerts, festivals, sports, and touring artists. It delivers real-time multi-location inventory management, offline-capable payment processing (cash, cards, Tap to Pay, RFID wristbands), automated multi-party settlements between artists, venues, and vendors, and sponsor activation tools via iOS applications connected to a cloud backend. The platform processes over $2B annually across 125,000+ events for 28,000+ artists, teams, venues, and festivals.
Is atVenu a public or private company?
atVenu is a private company. It is classified as venture growth investor backed and is currently operating.
When was atVenu founded?
atVenu was founded in 2012. It employs 51 to 100 people.
Where is atVenu based?
atVenu is headquartered in San Clemente, United States, in the North America region.
How does atVenu make money?
Four revenue lines are on record. SaaS Subscription (Monthly) is the primary driver. The others are per Touring Month Billing, transaction Processing and hardware Rental.
Who are atVenu's main competitors?
Broad incumbents on record are Block (Square), Toast, SpotOn, Clover (Fiserv), Oracle Micros and Lightspeed Commerce. Emerging players are TouchBistro and Bevy. AudienceView is listed as a direct peer. Vectron Systems is listed as a regional player.
Does atVenu have an API?
Yes. Platform API mentioned in product features, enabling real-time data integration, inventory management, and sales reporting capabilities. Terms of Service references API Usage section indicating misuse/abuse policies and rate limiting provisions.
What industry is atVenu in?
atVenu's product category is Live Event Commerce Software. Its primary akta.pro industry code is THAHAOAI, Virtual Event Registration, Ticketing & Access Control (Authentication, Paywalls, Badging). Its NAICS code is 51821 and its SIC code is 7372.