Liven Up
Liven Up is a Monaco-based tourism operator founded in 1985 that delivers integrated luxury experiences on the Côte d'Azur, including supercar driving, guided sightseeing tours, yacht charters, and corporate incentive events for leisure travelers and corporate groups across Monaco, France, and Italy.
- Company typePrivate
- Founded1985
- HeadquartersNice, France
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Liven Up does
Liven Up (legal name SARL LIVENUP, registered in Monaco with a French branch in Nice) is a tourism and leisure experience operator founded in 1985 that designs and delivers integrated luxury experiences on the Côte d'Azur. The company's core products span four categories: supercar driving experiences (Ferrari, Lamborghini, Maserati with professional instructors on scenic Riviera roads), guided sightseeing tours in 8-seater air-conditioned minivans covering Monaco, Cannes, Saint-Tropez, and inland wine regions, boat and yacht charters (motor yachts, sailboats, and catamarans including named vessels such as the Sunseeker 74, Cranchi 44, Fiart Seawalker 43, and Pardo 43), and corporate incentive events combining multiple modalities including regattas, F1 simulators, and helicopter-and-boat packages. Combined products such as HELI & DRIVE and GASTRONOMY HELI & DRIVE illustrate a deliberate bundling strategy that differentiates the operator from single-category competitors.
The business is asset-and-experience rather than technology-driven: the core capability consists of a licensed, insured fleet of vehicles and vessels, multilingual guides and skippers, and operational expertise accumulated over 38+ years across Monaco, France, and Italy. Distribution is direct-to-consumer through a multilingual website, phone reservations, hotel/cruise pickup, and concierge referrals; there is no third-party API, app, or online travel agency integration. Customer segments include leisure tourists (couples, families, cruise passengers, hotel guests), luxury yacht charter clients, and corporate groups seeking team-building and incentive events; gift vouchers are sold as a parallel revenue stream. Pricing is per-person for shared tours and driving experiences and per-day/per-duration for boat charters, with prices listed in euros including VAT; boat charter fuel is an additional variable charge. No AI, data, or software-platform capabilities are disclosed, and the technology field is explicitly marked as not applicable. The company is a closely held SARL with €38,000 share capital, no institutional investors, and no funding rounds on record.
Liven Up firmographics
Firmographics- Name
- Liven Up
- Legal name
- SARL LIVENUP
- Website
- https://livenupexperience.com
- Company type
- Private
- Founded year
- 1985
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Liven Up is a Monaco-based tourism operator founded in 1985 that delivers integrated luxury experiences on the Côte d'Azur, including supercar driving, guided sightseeing tours, yacht charters, and corporate incentive events for leisure travelers and corporate groups across Monaco, France, and Italy.
- Ownership category
- akta.pro rank
Liven Up industry classification
Industry- Product category
- Luxury Tourism & Experience Services
- NAICS
- Tour Operators (561520), Scenic and Sightseeing Transportation, Water (48721), Automotive Equipment Rental and Leasing (5321), Recreational Goods Rental (532284)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990), Services-Auto Rental & Leasing (No Drivers) (7510), Services-Equipment Rental & Leasing, Nec (7359)
- akta.pro primary industry
- Island, Beach & Resort Travel Agencies (THAKAFAL)
- akta.pro secondary industries
- Luxury Self-Drive Touring Packages (THADAMAI), Luxury Yacht & Small-Ship Expedition Cruises (THAEABAF)
Keywords
Where Liven Up is headquartered
LocationHeadquarters
- HQ city
- Nice
- HQ country
- France
- HQ region
- Europe
Offices2 records
Markets served
Liven Up business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Tour and Experience Bookings: Revenue generated from per-person bookings for guided sightseeing tours, driving experiences with supercars (Ferrari, Lamborghini, Maserati), and boat charters. Customers pay per person for shared tours or per booking for private experiences. Payments processed via credit card at time of booking.
- Boat and Yacht Charter: Revenue from luxury boat and yacht charters ranging from half-day to week-long rentals. Pricing varies by vessel type, duration, and destination (Monaco to St-Tropez routes). Additional revenue from fuel consumption charges.
- Corporate Incentive Events: Revenue from organizing corporate events including team building activities, regattas, F1 simulator experiences, and combined helicopter-boat experiences for corporate groups.
- Gift Vouchers: Sale of gift vouchers for driving experiences, tours, and boat charters as gifts for special occasions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Sightseeing Tours - Per Person Pricing |
| Unit Pricing | Pay-as-you-go | Driving Experiences - Per Person Pricing |
| Usage-based | Pay-as-you-go | Boat Charter - Duration-Based Pricing |
| Usage-based | Pay-as-you-go | Whale and Dolphin Watching - Duration-Based |
| Unit Pricing | Pay-as-you-go | Sailing and Regatta Events |
| Other | Multi-year contract | F1 Simulator and Corporate Entertainment |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Liven Up product offering
Product offeringCore offering
Liven Up is a French Riviera tourism experience provider operating since 1985, selling luxury leisure and corporate experiences across Monaco, France, and Italy. Its core offerings include supercar driving experiences (Ferrari, Lamborghini, Maserati) on scenic Riviera roads, guided sightseeing tours in 8-seater air-conditioned mini-vans covering Monaco, Cannes, Saint-Tropez, and wine regions, yacht and motorboat charters ranging from 2-hour sessions to multi-day rentals, and corporate incentive events combining driving, sailing regattas, F1 simulators, and helicopter-boat experiences. Customers book directly through the company's multilingual website, phone, or via hotel and cruise port pickups.
Product overview
Liven Up is a tourism and leisure experience company operating since 1985, offering a portfolio of integrated experiences across the French Riviera, Monaco, and Italy. The core offerings consist of four main categories: Driving Experiences (supercar driving in Ferrari and Lamborghini vehicles), Sightseeing Tours (guided minivan tours to Monaco, Cannes, Saint-Tropez, and wine regions), Boat Tours & Charter (yacht and motorboat rentals from Monaco to St-Tropez with various vessels), and Group Experiences/Incentives (corporate events combining driving, sailing, helicopters, and F1 simulators). The product portfolio includes specific branded experiences like HELI & DRIVE, GASTRONOMY HELI & DRIVE, and a diverse fleet of motor yachts (PARDO 43, FIART Seawalker 43, CRANCHI 44, SUNSEEKER 74, PRINCESS V65, PRESTIGE 550 FLY, etc.), sailboats, and catamarans for charter. Experiences range from individual sightseeing tours and driving thrills to multi-activity corporate incentive packages spanning the Mediterranean.
Differentiator
Problem solved
Functional benefit
Products and services
- Driving Experience Supercar driving experiences on scenic French Riviera roads in Ferrari and Lamborghini vehicles, with customers able to drive under professional instructor supervision or ride as passengers. Includes fuel, motorway tolls, parking fees, and driver fees. Optional video and diploma add-ons available. Minimum age 18 for driving.
- Sightseeing Tours Guided sightseeing tours in 8-seater air-conditioned mini-vans covering destinations across the French Riviera, Monaco, and Italy. Includes hotel, apartment, and cruise ship pickup and return service. Half-day and full-day tour options available with multilingual guides.
- Boat Tours & Charter Yacht and motorboat charters along the French Riviera from Monaco to St-Tropez, with options from 2-3 hour sessions starting at €1,200 to multi-day rentals. Includes skipper service and additional fuel consumption charges apply.
- Group Experiences / Incentive Corporate event and incentive experiences combining sports cars, motor yachts, sailboats, helicopter cruises, sailing regattas, and F1 simulators for team building and corporate entertainment. Customized packages available with multi-year contract options.
- Whales & Dolphins Watching Sea adventure excursions in the Pelagos marine sanctuary to spot dolphins and whales up to 40 miles offshore. Half-day (5 hours) from €2,000; Full day (8 hours) from €2,950. Includes skipper, crew, and soft drinks.
- Sailing & Regatta Events Sailing cruises and regatta races in 12-15m sailboats accommodating 10 people per boat with skipper. Includes team uniforms and trophy ceremonies for corporate team building and competitive sailing events.
- F1 Simulator & Decoration Formula 1 driving simulators with cockpit options and free circuit choice, paired with F1-themed decoration services for corporate events and entertainment.
- Monaco F1 Grand Prix Packages Special event packages for the Monaco Formula 1 Grand Prix including premium viewing and hospitality experiences for corporate and individual clients.
- Gift Vouchers Prepaid gift vouchers for driving experiences, sightseeing tours, and boat charters intended as gifts for special occasions.
- CRANCHI 44 Motor Yacht Charter CRANCHI 44 motor yacht charter — 13.82m/45ft vessel with 2x400 HP engines, 25 knot speed, accommodating 10 guests with 1 cabin. Prices from €4,350 per day including skipper and fuel. Additional fuel consumption charges apply at €440/hour.
- FIART Seawalker 43 Motor Yacht Charter FIART Seawalker 43 motor yacht charter — 13.84m/45ft vessel with 2x440 HP engines, speeds 28-37 knots, accommodating 12 guests. Prices from €3,550 per day.
- PARDO 43 Motor Yacht Charter PARDO 43 motor yacht charter — 14m/46ft vessel with speeds up to 26-35 knots, accommodating 2 guests. Prices from €3,830 per day including fuel and skipper.
- SUNSEEKER 74 Luxury Yacht Charter SUNSEEKER 74 luxury motor yacht charter — 22.80m/74ft vessel with 2x1800 HP engines, 28-35 knot speed, 4 cabins, accommodating up to 8 guests. Prices from €7,200 per day.
- Sports Events Entertainment Sports entertainment services for corporate events including professional dancers for basketball games, boxing tournaments, and athletics competitions.
Companies that use Liven Up
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles2 records
Liven Up technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Liven Up partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights5 records
Liven Up competitors and assessment
Company assessmentEmerging players
- Click&Boat: Global boat rental marketplace with a strong Côte d'Azur fleet — competes with Liven Up for direct charter demand and serves as a potential distribution intermediary.
- Sailogy: Online sailboat and yacht charter platform operating across the Mediterranean; competes for charter bookings on similar vessels and routes to Liven Up's fleet.
- SamBoat: Peer-to-peer and professional boat rental platform with strong Mediterranean presence; a partial alternative/distribution channel for Liven Up's Boat Tours & Charter category.
Broad incumbents
- GetYourGuide: Global experiences marketplace that resells Riviera tours, driving experiences, and boat charters; a broad incumbent that both competes for demand and offers a scaled distribution channel for boutique operators like Liven Up.
- Viator (Tripadvisor Experiences): Largest global activities marketplace; aggregates tours, attractions, and boat charters on the French Riviera, representing both a competitive demand channel and a potential partnership route for Liven Up.
Direct peers
- Magnum Club (Magnum Cars & Events Monaco): Monaco-based operator of supercar driving experiences and luxury event services on the French Riviera, directly competing with Liven Up's Driving Experience and HELI & DRIVE products for the same high-net-worth clientele.
- French Side Travel: Luxury France-focused travel agency designing custom Côte d'Azur and Monaco itineraries — operates in the same customer segment as Liven Up and is also an existing reseller of its boat services.
- Riviera VIP Limousine: French Riviera private chauffeur and bespoke concierge service company offering tailored luxury transport and tours for visitors to Monaco, Nice, and Cannes — closely comparable to Liven Up's sightseeing and driving lines.
- Cannes Helicoptères / Heli Riviera: Regional helicopter tour operator covering Monaco, Cannes, Saint-Tropez, and the French Riviera; competes directly with the helicopter components of Liven Up's HELI & DRIVE and heli-boat corporate packages.
- Monacair: Monaco-based helicopter operator offering scenic and charter flights across the French Riviera and Italian Riviera; competes with Liven Up's HELI & DRIVE and corporate heli-boat combo packages.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Liven Up social profiles
Digital presenceLiven Up financial estimates
Financial estimateRevenue estimate
Valuation estimate
Liven Up leadership team
Management profileNumber of profiles
Liven Up funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Liven Up 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 Liven Up
What does Liven Up do?
Liven Up is a French Riviera tourism experience provider operating since 1985, selling luxury leisure and corporate experiences across Monaco, France, and Italy. Its core offerings include supercar driving experiences (Ferrari, Lamborghini, Maserati) on scenic Riviera roads, guided sightseeing tours in 8-seater air-conditioned mini-vans covering Monaco, Cannes, Saint-Tropez, and wine regions, yacht and motorboat charters ranging from 2-hour sessions to multi-day rentals, and corporate incentive events combining driving, sailing regattas, F1 simulators, and helicopter-boat experiences. Customers book directly through the company's multilingual website, phone, or via hotel and cruise port pickups.
Is Liven Up a public or private company?
Liven Up is a private company. It is classified as family owned and is currently operating.
When was Liven Up founded?
Liven Up was founded in 1985. It employs 11 to 50 people.
Where is Liven Up based?
Liven Up is headquartered in Nice, France, in the Europe region.
How does Liven Up make money?
Four revenue lines are on record. Tour and Experience Bookings are the primary driver. The others are boat and Yacht Charter, corporate Incentive Events and gift Vouchers.
Who are Liven Up's main competitors?
Emerging players on record are Click&Boat, Sailogy and SamBoat. Broad incumbents are GetYourGuide and Viator (Tripadvisor Experiences). Direct peers are Magnum Club (Magnum Cars & Events Monaco), French Side Travel, Riviera VIP Limousine, Cannes Helicoptères / Heli Riviera and Monacair.
Does Liven Up have an API?
No public API is recorded for Liven Up.
What industry is Liven Up in?
Liven Up's product category is Luxury Tourism & Experience Services. Its primary akta.pro industry code is THAKAFAL, Island, Beach & Resort Travel Agencies, with a secondary code of THADAMAI, Luxury Self-Drive Touring Packages. Its NAICS code is 561520 and its SIC code is 7990.