We all share a fundamental belief in our core values and in caring about what we do and the people we impact. We feel empowered and inspired to use our talents and strengths to bring great things to our industry – and each other.



Veritix empowers teams and venues – from the NBA, NFL, NHL, MLS, AHL, Hockey Canada, NASCAR, NCAA and DI-III College Athletics, and over 1,000 entertainment venues in 47 states and Canada – with the systems and insights that drive fan delight. We understand the needs of those working behind the scenes today to manage successful events and we are continuously working with them to create new ways to engage fans with technology and experiences that they will love.



Vertical Alliance designs first proprietary ticketing system for International Speedway Corporation (ISC)


Flash Seats, the most advanced ID-based digital ticketing technology, is founded.


Vertical Alliance scores first NBA team – the Houston Rockets & Toyota Center


Texas A&M’s 12th Man Foundation selects Vertical Alliance, entering the innovative system into college athletics


The Cleveland Cavaliers select Flash Seats to innovate into digital ticketing and increase fan insights.


Vertical Alliance experiences rapid growth with colleges and live entertainment venues while forming partnership with Kroenke Sports Enterprises.


Flash Seats skates into AHL (Lake Erie Monsters).


Flash Seats acquires Vertical Alliance, forming ‘Veritix’ the most advanced end-to-end ticketing platform in the industry.


The Denver Nuggets, Avalanche & Pepsi Center go live with Veritix. (Now have presence in NHL)


Veritix introduces first open API in the industry.


NCAA begins partnership with Veritix for Men’s Final Four


Veritix introduces the first mobile-optimized online buying interface.


Veritix launches the patented Flash Seats mobile technology for secure, ID-based digital ticketing, giving the fan ultimate convenience for mobile entry.


NCAA Men’s Final Four & Veritix set digital ticketing record with Flash Seats.


Detroit Lions first NFL team to move from Ticketmaster to Veritix & Flash Seats.


NCAA Men’s Final Four & Veritix make history again, breaking previous digital ticketing record at AT&T Stadium.

What’s Right is More Important than Who’s Right.

We have integrity and always uphold doing the right thing. And, we don’t take credit—we give it to others in order to elevate their efforts over our own.

Everything Starts With Customers.

We know that we win when our customers win, so all of our solutions start with their needs and we continue to include them throughout our innovation process. And, we never let them fail. Our relentless dedication to service and supporting our customers’ success always come first.

Do Something.

We are courageous in facing new challenges with urgency and a bias towards action. We feel empowered to take responsibility and make timely decisions that drive forward progress.

We are Always Innovating.

We are subject matter experts with a passion for pursuing growth for ourselves and the greater team. We are constantly experimenting and introducing new ideas to discover opportunities. We lead with passion and purpose.

Be Champions.

We have a positive, winning attitude and triumph during challenges because we will always deliver on our commitments. We care about our impact on each other and on the communities we work and live. And, we celebrate our shared success.



Samuel Gerace, CEO

Samuel Gerace is a successful serial entrepreneur and the Chief Executive Officer of Veritix. Sam launched the company in 2006 as a member of Dan Gilbert’s Family of Companies, which also includes Quicken Loans, the Cleveland Cavaliers, and Horseshoe Cleveland and over 100 other companies. Prior to Veritix, Sam founded Be Free (Nasdaq: BFRE), a comprehensive internet marketing information services company, processing over $2 billion in annual commerce transactions for leading retail and consumer businesses. Over the past 29 years, Sam has raised over $2M in angel capital, $70M in venture capital and over $200M in the public market for the various companies he has founded and led. Sam chairs the board for Minds Matter of Cleveland and sits on the boards of several technology-based growth companies as well as the Ohio Venture Association. In his free time, Sam mentors JumpStart portfolio companies to help them accelerate the growth of their early stage businesses.

Erica Yesko, EVP Capabilities

Erica ensures Veritix is constantly developing critical organizational capabilities to scale and accelerate the company’s success. This includes both people and processes. Before joining Veritix, Erica was the VP of Talent for JumpStart, Inc., where she led programs designed to help JumpStart portfolio and client companies. She also held various business development and sales management positions at BDO and InterCall. Erica is an expert on process design as well as internal organizational and leadership development.

Mike Rojas, SVP Product

Mike is a driving force of success having over 25 years of experience in product development, leadership strategy, engineering sciences, system architecture and entrepreneurship. Prior to joining Veritix, Mike founded Ayalogic, Inc., a venture-backed internet voice communications company. He also started North Coast Logic, an innovative software company in the communications industry. At Veritix, Mike leads the product development and innovation teams – guiding the industry to new solutions and growth. He holds 17 patents in the fields of data design, communications and software systems.

Guy Villa, SVP Sales

Guy brings over 19 years of B2B sales and client service experience to Veritix by demonstrating the value of our products and services to customers across the sports and live entertainment industry. He and his team are transforming ticketing operations for organizations across professional sports leagues, college athletics and live entertainment venues. Prior to joining Veritix, Guy was integral in forging customer relationships for 17 years with Goodyear Tire & Rubber Company. 

Caroline Barni, SVP Marketing

Caroline is an organizational leader with over 18 years of experience in brand development, marketing strategy, corporate culture identity and implementation, communications, strategic partnerships, media and PR. Prior to joining the Veritix team, Caroline found her way into high growth start-up success at Findaway World as VP of Marketing, earning a spot in the prestigious Inc. 500 list of fastest growing companies three consecutive years. Before Findaway World, Caroline was busy smelling the roses for 8 years at FTD through a series of major company growth and innovation stages. 

Brian Peunic, SVP Client Service

Brian has lived and breathed ticketing and entertainment for over 20 years, including senior-level management experiences with both Ticketmaster and Tickets.com. He also owned and operated two national recovery call centers. In his role at Veritix, Brian is responsible for keeping our customers happy. He leads all functions of customer service, including supporting all of our teams, venues and Flash Seats fans.

David Garrett, SVP IT Operations

David has over 16 years of experience designing, developing, and/or managing custom software solutions, network and telephony systems, physical and virtual infrastructures, and data warehouses. In his previous role as VP of Information Technology at Intellicorp, one of the nation’s leading providers of background screening services, he led a team of forty, including the build and configuration, infrastructure, and database teams; application development, testing, and support teams; and the business analyst and project management group. Prior to his decade at Intellicorp, David held positions in system administration and software development with TekSystems, a global IT staffing agency, CT Logistics, a freight bill processing and logistics company, New Media Communications, a website development firm, and Hiram College.