GES Closes Out 2017 Q4, Full Year with Revenue Jumps

February 15, 2018

With better than expected results, GES closed out not only the fourth quarter of 2017 with a revenue jump of 6.8 percent, but also an increase of its full-year results, with top line growth up 7.4 percent.

“GES finished 2017 with stronger than expected fourth quarter revenue growth of 6.8 percent, while operating income was near the bottom end of our prior guidance range due largely to higher costs in our ON Services audio-visual business,” said Steve Moster, president and CEO of Viad, GES’ parent company.

He added, “For the full year, GES delivered top line growth of 7.4 percent.  We continued to drive strong same-show growth and new business wins as we worked to integrate ON Services and capitalize on the in-sourcing and cross-selling opportunities provided by that acquisition.”

GES’ 2017 fourth-quarter revenues topped out at $263 million, compared with $246.2 million during the same period in 2016, and full-year revenue for last year came in at $1,133 billion, compared with $1,054 for the full year 2016.

According to Moster, GES’ growth came from the U.S. and overseas experiencing good same-show increases.

In the U.S., our same-show revenue growth was a healthy 4.8 percent for the year,” he said. “We also experienced strong growth internationally from new business wins and same-show growth.

Besides same-show growth as a focus, GES also has continued to full integrate acquisitions it made in the AV and tech sectors in order to offer a ‘one-stop shop’ for show organizers.

One recent effort, according to Moster, was introducing a ‘Smart Show’ concept that combines GES’ Visit event registration, intelligence, and measurement platform with Poken Near Field Communication and touchpoint technology.

“This powerful combination drives visitor engagement and provides behavior-based insights, in real time, to enhance the event experience for all key stakeholders,” Moster said.

He added, “Organizers can measure interaction, determine the popularity of feature areas, drive traffic to boost footfall and prove ROI. Exhibitors can equip their booths with an interactive experience, while sharing content for visitors to collect with a touch of their badges. Our clients are hungry for event intelligence, are we are responding with new solutions”

Besides event intelligence, there is a major emphasis in the trade show industry right now to offer heightened experiences at a show for both attendees and exhibitors.

“Experiences are important within our industry,” Moster said. “So’ you will see GES continue to emphasize design, creative and visual effects to maximize event impact, and data and measurement services to prove ROI.

GES is predicting 2018 to be another year of growth overall for the company.

“Our same-show revenue growth of 4.8 percent during 2017 was driven by a combination of larger show floors, increased exhibitor spending and our ability to sell more services to exhibitors,” Moster said. “The industry continues to perform well overall, and we expect that will continue into 2018.

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.