Deal Details

Truelink Acquires GES

Technology & Services

Truelink acquisition of GES, a subsidiary of Viad

Summary

Truelink Capital (“Truelink”) has entered into a definitive agreement to acquire Global Experience Specialists (“GES” or the “Company”), a portfolio company of Viad Corp (“Viad”) (NYSE: VVI). The transaction is expected to close by the end of the calendar year 2024 and is subject to various regulatory approvals and customary closing conditions.

Baird served as financial advisor to Truelink on this transaction.

About

Truelink is a middle-market private equity firm. The firm pairs deep industry experience in the industrials and technology-enabled services sectors with a commitment to building partnerships that drive long-term value through an operationally focused strategy. Truelink partners with management, corporate sellers and founders to accelerate growth through the execution of strategic initiatives and transformative add-on acquisitions. Truelink is headquartered Los Angeles, California.

GES is an exhibition services and experiential marketing company serving the world’s leading event organizers and brands. Founded over 90 years ago, GES has built an exceptional reputation for delivering world-class exhibition, event and brand activation solutions on a global scale. With operations across North America, Europe and Asia, GES provides comprehensive services that span strategy, creative design, logistics and event production, enabling clients to deliver extraordinary event experiences. The Company's innovative solutions cater to a wide array of industries, including healthcare, aerospace & defense, financial services, manufacturing, technology and retail, offering end-to-end support for both live and virtual events. In addition to its core services, GES has successfully expanded into adjacent verticals, becoming a trusted partner for associations, independent organizers, corporate marketers, exhibitors and agencies in the dynamic world of brand activation. Its leadership in this segment is supported by its ability to build long-lasting relationships with clients and partners alike. GES is headquartered in Las Vegas, Nevada.

Viad is a leading global provider of extraordinary experiences, including attractions, hospitality, exhibition services, and experiential marketing through two businesses: Pursuit and GES. Viad's business strategy focuses on delivering extraordinary experiences for their teams, clients and guests, and significant and sustainable growth and above-market returns for their shareholders. Upon completion of the sale of GES, Viad intends to change its corporate name and relaunch as Pursuit and change its NYSE common stock ticker symbol to PRSU. Viad is headquartered in Phoenix, Arizona.

Technology & Services

Truelink acquisition of GES, a subsidiary of Viad