Pinnacle Live

What Pinnacle Live does

Pinnacle Live is a private US-based premium audiovisual and event production company that operates as an embedded in-house AV partner to hotels and resorts across North America. Founded in 2021 and headquartered in Arlington Heights, Illinois, the company grew its hotel partnership base from approximately 45 venues to 200+ properties in roughly three years, driven by organic sales and the August 2023 merger with AVMS (Audio Visual Management Solutions), which was rebranded to the Pinnacle Live brand in February 2024. The company employs more than 800 team members who are stationed at partner properties as extensions of each hotel's brand and service culture, delivering event design, 3D visualization, live production, hybrid and virtual events, rigging, lighting, audio engineering, LED walls, projection mapping, and onsite event technology services.

Pinnacle Live operates a multi-brand portfolio that extends beyond embedded hotel AV. Pinnacle Live Productions provides full-service national event production outside partner venues; EDGE (launched January 2025) is a separately branded experiential agency serving brand marketers with immersive activations; the Hybrid Solutions Platform supports virtual and hybrid event delivery with branded virtual stages, multilingual streaming, and broadcast production. Acquired brands AVMS (merged 2023) and Falcon Events (acquired May 2024) contributed hybrid production, digital platform, and creative services capabilities. The technology stack includes proprietary event visualization tools, ANSI/ICOPER-compliant rigging systems with load-cell monitoring, and a Bear Analytics (Bear IQ) integration for event data and audience analytics.

Revenue is generated primarily through negotiated, multi-year in-house service agreements with hotel owners, operators, and management companies, with secondary revenue from enterprise event production contracts (e.g., Aderant, BASF) and the EDGE experiential agency. Pricing is not publicly disclosed and is structured per venue partnership and event requirements. The go-to-market motion is enterprise field sales targeting hotel decision-makers, with dedicated venue sales teams and senior sales leadership (CSO Peter Strebel, SVP Venue Sales April Urbine) driving national account expansion. The company markets through thought leadership content, industry event sponsorship (PCMA, Women Leading Travel & Hospitality Summit), PR, and direct relationship management, and holds GDPR and CCPA compliance certifications for data handling.

Name

Pinnacle Live

Legal name

Pinnacle Live, LLC

Website

https://pinnaclelive.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

101–250 employees

Short description

Pinnacle Live is a private, premium in-house audiovisual and event production partner embedded in 200+ hotels and resorts across North America, serving meeting planners, hotel operators, and corporate brand clients with bespoke AV, live production, hybrid events, and experiential activations.

Ownership category

akta.pro rank

Product category

Event Production & Audiovisual Services

NAICS

Performing Arts, Spectator Sports, and Related Industries (711)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Hybrid/Virtual Meetings Production & AV Services (THACAFAM)

akta.pro secondary industries

Incentive Travel Programs & Retreat Events (Offsites) (MPAGAHAH), Live Event Marketing, Sponsorship & Brand Partnerships (MPAIAFAI)

Keywords

• In-house audiovisual services
• Event production services
• Hybrid event technology
• Hotel venue AV partner
• Experiential marketing agency

Headquarters

HQ city

Arlington Heights

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. In-House AV Partnership Services: Pinnacle Live embeds dedicated teams within hotel properties as the exclusive in-house audiovisual and event production partner. Revenue is generated through service contracts with hotels and resorts, where Pinnacle Live provides all AV, rigging, production, and event technology services for events held at the property.
2. Event Production Services: Full-service national production for events outside partner venues, including live production, hybrid events, creative services, and technical execution for corporate gatherings, galas, conferences, and brand activations anywhere in North America.
3. EDGE Experiential Agency: EDGE by Pinnacle Live is a full-service experiential marketing agency delivering immersive brand activations and live events. Revenue generated through creative, technical, and strategic services for brand campaigns and portfolio strategy.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Pinnacle Live is a premium in-house audiovisual (AV) and event production partner that embeds dedicated teams within hotel and resort properties across North America. The company delivers bespoke AV solutions, event design and 3D visualization, live production, hybrid and virtual event technology, professional rigging, and onsite services for in-person, virtual, and hybrid meetings and events.

Product overview

Pinnacle Live is a premium in-house audiovisual (AV) and event production partner for hotels and resorts in North America. The company operates a platform-plus-services model, combining its core Pinnacle Live AV services with specialized sub-brands and acquired companies. The portfolio includes: Pinnacle Live (core AV solutions), Pinnacle Live Productions (national production services), EDGE (experiential agency for brand activations), Hybrid Solutions Platform (virtual/hybrid event delivery), and the acquired brands AVMS and Falcon Events. Services span event design & visualization, live production, event technology (LED walls, projection mapping, interactive displays), hybrid & virtual events, and onsite services (rigging, power, internet, branding). The company serves 200+ hotel partnerships and offers both in-venue and national production capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• EDGE: A full-service experience agency dedicated to delivering integrated and immersive brand activations and live events. Founded to catalyze human connection through visceral and measurable brand experiences at the confluence of humanity and technology.
• Pinnacle Live Event Productions

Products and services

• Pinnacle Live Productions Full-service national production team providing single-source creative, technical, and logistics solutions for high-profile live events including conferences, brand activations, and special events anywhere in North America.
• Pinnacle Live In-House Hotel AV Partnership Premium in-house audiovisual (AV) and event production partnership for hotels and resorts, embedding dedicated Pinnacle Live teams within 200+ partner properties across North America as an extension of each hotel's brand and service culture.
• EDGE Experiential Agency Full-service experiential agency delivering integrated and immersive brand activations and live events, combining creative vision with deep technical expertise for high-impact brand experiences across all verticals.
• Hybrid Solutions Platform Integrated platform combining content capture, broadcast production, multilingual streaming, peer-to-peer latency control, and fully branded virtual stages for flexible hybrid event delivery, acquired and enhanced via the Falcon Events integration.
• Event Design & Visualization Transforms event concepts into immersive experiences through 3D visualization, custom event design, and expert lighting and sound design, enabling stakeholders to preview scenic design and stage set-up before execution.
• Live Production Services Professional event execution with audio engineering, video production, lighting design, and stage management for seamless in-person events at partner venues and any location across North America.
• Hybrid & Virtual Events Combines in-person and online experiences through virtual event platforms, hybrid event management, live streaming, and audience engagement tools such as polls, Q&A sessions, and chat features.
• Event Technology Technology solutions including LED walls, projection mapping, interactive displays, digital signage, wayfinding, scenic set design, and cutting-edge lighting for live and hybrid events.
• Onsite Services Comprehensive onsite support including professional rigging (chain hoists, truss systems, load cell monitoring, 5:1 minimum safety factor hardware), meeting internet services, power solutions, and onsite branding.

Quantifiable outcome

• Grew from 45 venues to 200+ hotel partnerships in approximately three years
• +1 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Four partnerships are on record, tiered core.

• EDGE by Pinnacle LivecoreStrategic or Co-development Partner · 13 January 2025Pinnacle Live launched EDGE, a full-service experience agency dedicated to delivering integrated and immersive brand activations and live events. EDGE is positioned as a distinct brand within the Pinnacle Live portfolio, offering creative strategy, immersive technology design, and high-impact experiential marketing campaigns for brand clients. EDGE was formally launched at PCMA Convening Leaders 2025.
• Falcon EventscoreStrategic or Co-development Partner · 9 May 2024Pinnacle Live acquired Falcon Events, a company headquartered in Irving, Texas that produces live and virtual experiences including large medical and technology conferences, corporate town halls, and keynote addresses. Falcon's hybrid production capabilities, digital platform solutions, and creative services were integrated with Pinnacle Live's Event Production team to streamline event production, engage audiences effectively, and deliver seamless live and virtual experiences.
• AVMScoreStrategic or Co-development Partner · 3 August 2023Pinnacle Live and AVMS (Audio Visual Management Solutions) merged to create a combined company with 200+ unique hotel partnerships throughout North America. AVMS, established in 1999 and headquartered in Seattle, was a preferred audiovisual partner of over 150 luxury resorts, hotels, and event centers. The merger brought together complementary relationships, expertise, and event production capabilities under the Pinnacle Live brand.
• Bear AnalyticscoreTechnology or Integration · 20 June 2023Pinnacle Live Event Productions formed a strategic partnership with Bear Analytics, a renowned event analytics software company. The partnership integrates Bear Analytics' Bear IQ analytics platform into Pinnacle Live's event solutions, enabling event organizers to access real-time data-driven insights, centralized event data, trend identification, and AI-driven analytics for audience acquisition, revenue growth, and elevated onsite experiences.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• ITA Group: ITA Group delivers engagement solutions including events, incentives, and meeting production for enterprise clients. Comparable in servicing corporate meetings and events with full-service production and technology.
• AVFX: AVFX provides audio-visual production, staging, and event technology services for corporate events, conferences, and hotels in the Northeast US. Comparable in offering full-service AV and event production to corporate meeting planners.
• ON Services: ON Services provides in-house audio visual and event production services to hotels, resorts, and convention centers. A direct in-house AV partner model comparable to Pinnacle Live's core offering.
• Encore Global: Encore Global (formerly PSAV) is the dominant in-house audiovisual partner for hotels and resorts globally — the exact market Pinnacle Live targets. Pinnacle Live explicitly cites Encore as the historical incumbent whose market share it is actively taking.
• Sparks: Sparks is a global experiential marketing agency producing brand activations, trade shows, and corporate events. Direct competitor to EDGE by Pinnacle Live, operating in the same immersive brand experience category.
• George P. Johnson Experience Marketing: GPJ is one of the largest brand experience agencies globally, designing and producing immersive brand activations and live events. Directly comparable to EDGE by Pinnacle Live's experiential marketing offering for corporate and brand clients.
• MC² (MC2): MC² is an audio-visual and event staging company serving corporate meetings, conventions, and trade shows in venues across the US. Directly comparable in customer base (corporate meeting planners) and service offering (event AV and production).

Broad incumbents

• Freeman: Freeman is one of the world's largest event production and experiential marketing companies, offering AV, design, and logistics at scale. Multiple Pinnacle Live executives (CEO De Fazio, CTO Maranville) came from Freeman, underscoring direct competitive and talent overlap.
• PRG (Production Resource Group): PRG is a leading provider of entertainment and event technology solutions including lighting, video, and rigging at major venues and live productions. Comparable to Pinnacle Live's live production and rigging services for high-end events.
• GES (Global Experience Specialists): GES is a large global provider of event experiences including exhibition services, event technology, and brand experiences. Comparable in scale and breadth of event production and technology services to Pinnacle Live Productions and EDGE.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/pinnaclelive_
• Facebookfacebook.com/pinnacleliveevents

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pinnacle Live