Cvent snaps up spatial event design tech firm Prismm

Meetings technology giant Cvent has beefed up its event-diagramming and hotel marketing functionality by acquiring the Prismm platform. Prismm – which was formerly known as Allseated until it rebranded last year – offers spatial event-design technology that can be used to create photorealistic 3D representations of hotels and event spaces, allowing for virtual tours and walkthroughs. Both hoteliers and planners can use the collaborative tool for event diagramming as well.

“In today’s digital-first landscape, online collaboration is mission critical to get business done, and in an uncertain environment, you need more ways to engage and interact with customers and prospects to ensure you’re on the same page,” said Cvent vice president of product management Jim Abramson.

“Collaborative, easy-to-use virtual event-design technology has become an expectation among many event organizers,” he added, “and our acquisition of Prismm illustrates that we’re continuing to invest to meet this demand, while helping hotels and venues simplify their event planning processes and maximize group business revenue.”

The technology creates opportunities for both planner and hotel clients of the company. For example:

• Site-selection supplement: More robust virtual site visits can be conducted before, after or in lieu of physical site inspections when time and budget are tight, and it can help to visualize alternative spaces at the hotel that might not have been considered initially.

• Enhanced layout diagramming: More realistic, collaborative floor plans and templates aid in modifying layouts, seating arrangements and decor.

• Sleek sales and marketing opportunities for hotels: 3D virtual tours allow remote exploration of just about every aspect of a property.

• Improved collaboration and communication: Real-time, cloud-based collaboration can streamline the creative process, and the platform allows planners to share virtual representations with all event stakeholders.

Event-tech evolution

The technology that drives Prismm dates back to 2014, when Allseated was launched to provide a platform focused on 2D floor and event planning. Four years later the company launched a 3D dynamic layout tool to create more immersive experiences. Throughout the pandemic and beyond, the company set out to create a more unified platform for multiple stakeholders, hoping to align showcasing and selling a space together with designing and planning events in that space. Prismm, which launched in 2024, grew from those efforts.

Prismm enlisted Nfluence Partners as financial advisor for the acquisition. Terms of the deal haven’t been disclosed.

Source: Northstar Meetings Group