10 March 2026
We're delighted to announce that Sir Nick Varney, the former CEO of Merlin Entertainments, has joined Semantic as a strategic investor.
Nick spent over three decades in the sector and was the founding CEO of Merlin, so having him behind LOOP means a lot to us. Demand for the platform has grown quickly across museums, heritage sites, zoos and other visitor experiences, and this investment will help us build on that.
In his words: "In Location Based Entertainment and indeed broader Hospitality, a brand's website is its most important asset after the physical venue or attraction. It is both the provider of information (and inspiration!) and the key route to market for converting customer interest into ticket sales or attendance."
He sees LOOP as a "Premier League" website at an affordable monthly price, for location-based businesses of all types and sizes.
Neil said: "Your website is your most important brand asset. Having someone of Nick's calibre recognise the power of LOOP to drive that conversion is a testament to what our team has built over the last 25 years."
For anyone thinking about moving across, it's a simple process:
- We handle SEO redirects, content migration and analytics
- Sector-specific modules mean you can be live in weeks, not months
- Your team ends up with a site that's easy to keep up to date
Read the full story on the LOOP website
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