As fireworks light up the sky and music pulses from rooftop lounges to poolside decks, July 4th in the U.S. has evolved into far more than just a celebration of independence, it’s a celebration of experiences. And powering many of the unforgettable moments this holiday weekend is technology purpose-built for experience commerce.
This year, a record-setting 72.2 million Americans are hitting the road or the skies during the July 4th travel window (June 28–July 6), according to AAA, the highest ever recorded. Of those, more than 340,000 visitors are descending on Las Vegas alone, contributing an expected $449.5 million in direct spending over the holiday weekend.
Behind the scenes of those cabana parties, dayclub blowouts, rooftop fireworks shows, and VIP nightclub entries a commerce engine relied upon by the hospitality industry’s top operators to merchandise, sell, and manage every experience imaginable.
The Experience Behind the Celebration
Whether it’s luxury poolside cabanas at Ayu Dayclub at Resorts World Las Vegas, bottle service tables and reservations for Independence weekend headliners at LIV nightclub, or fireworks-viewing parties bundled with stay packages, software is managing it all in real time.
Hospitality operators across Las Vegas, New York City, Miami, Scottsdale, and Los Angeles are using venue management technology to deliver frictionless bookings and optimize every square foot of revenue-generating space during the most high-pressure weeks of the year. As a result, guests receive the elevated experience they expect nowadays from a proven technology partner while operators get the inventory control, yield management, and cross-venue visibility they need. Everyone wins.
Summer Fun Today, Stadiums & Sportsbooks Tomorrow
While July 4th is a pinnacle moment for summer commerce, the playbook doesn’t end here. Fall brings with it another high-impact revenue engine, the sports calendar.
With partnerships spanning Circa Sports, Caesars Entertainment, Station Casinos, DraftKings, FanDuel, and Mohegan Sun, technology is already powering sportsbook experiences across the country. From reservable booths and watch party seating to curated pre-game and post-game hospitality packages, fan engagement is transformed into monetizable guest experiences all managed from a single platform.
As fan expectations grow and game-day commerce becomes more experiential, go-to technology exists for operational success in both lifestyle and sports-centric venues.
The Right Platform at the Right Time
As destination markets surge in popularity and the demand for curated, bookable experiences continues to climb, one thing is clear: hospitality operators need software that can scale with the moment, and well beyond it.
Whether it’s a daybed at a Scottsdale resort, a rooftop concert in Miami, last-minute pool reservation in Las Vegas or a VIP sportsbook seat for kickoff Sunday this September … technology delivers.
Now is the time for hospitality leaders to future-proof their operations. Join the resorts, casinos, and entertainment venues already using these critical tools to connect commerce, operations, and unforgettable guest experiences, all in one platform. Whether it’s July 4th or any other day of the year, technology is powering what comes next.
About the Author
Brad Van Orsow is the Director of Marketing at UrVenue, driving innovation and growth in hospitality. With 15+ years of experience, he blends creative strategy with data-driven insights to enhance brand engagement. At UrVenue, he leads the marketing efforts helping individual venues, hotels, resorts, and mixed-use entertainment facilities unify bookings and optimize operations. A Business Administration graduate from the University of Nevada, Brad has worked with top travel, hospitality, and entertainment brands. He’s passionate about leveraging technology to simplify hospitality and shares insights through thought leadership and industry events. Book a live demo with UrVenue and take the first step toward a more profitable, connected, and efficient future.
About UrVenue
UrVenue is a SaaS-based hospitality technology company that pioneered the best-in-class Venue Management System (VMS), providing innovative solutions to sell and manage experiences for independent venues such as nightclubs, dayclubs, lounges, eatertainment, brand activations, special events, and mixed-use food and beverage environments. In 2022, the company introduced the industry’s first Property Experience Management System (PXMS), now known as UrResort—a sister platform specifically designed to sell, manage, and monetize experiences for hotels and resorts, all-inclusives, integrated resort casinos, and enterprise hotel organizations. Since 2011, UrVenue’s technology has been the trusted solution for organizations such as Fairmont Banff Springs, Caesars Entertainment, MGM Resorts International, Wynn Resorts, Club Med, Circa Resort & Casino, Tao Group, Resorts World, The Venetian, Mohegan Sun, and Zouk Group. UrVenue has also been a multi-year finalist for the Skift IDEA Awards. For more information, visit urvenue.com. Follow us on social: LinkedIn, Twitter, Facebook, Instagram.
