GES Changes Name; Keeps Acronym

HIL ANDERSON, SENIOR EDITOR
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Las Vegas, NV – GES Exposition Services changed its name to Global Experience Specialists, Inc. The company also added its sister companies Becker Group and Exhibitgroup/Giltspur (EG) to its brand as part of a reorganization launched last Summer by parent company Viad Corp.

The company will still be known as GES. The new company name was chosen to better reflect the growing range of services offered beyond the heavy lifting in the exhibit hall that made GES a leading general service contractor. “We are fully committed to the success of this business, which requires reinventing ourselves,” said GES President John Jastrem. “Our new name represents a united, global team of specialists, dedicated to building powerful face-to-face events and brand experiences.”

The merging of EG and Becker Group into the GES umbrella, Jastrem said, will streamline show organizers’ access to all three units. The new structure will accommodate organizers requiring digital and social media products to complement their live events.

GES and EG began collaborating more closely last Summer as separate divisions of Viad’s Marketing & Events Group. Becker Group specializes in immersive marketing.

Jastrem said GES remained committed to physical trade shows. “Face-to-face events are an important driver of the entire marketing mix,” he said. “No matter how far technology evolves, nothing will ever replace the physical experience of handling and trying out new products.”

Reach John Jastrem at 702-263-1500 or jjastrem@ges.com