GES Launches Spiro Marketing Solutions Agency for New Era of Events

March 29, 2022

Global Experience Specialists (GES), a leading global provider of exhibition services, brand experiences and live event services, debuted Spiro, an integrated marketing solutions agency that aims to deliver uniquely elevated experiences for the new era of events, including virtual, hybrid and in-person formats. 

“The past two years have reinforced the critical value of events and experiences in connecting people,” said Jeff Stelmach, global president of Spiro. “[Today], it’s not about meeting people with similar interests in a single location—it’s about people with similar interests meeting up in the mediums where they are.”

Spiro was launched specifically to expand GES’ capabilities for all types of events for existing clients and new clients the company aims to attract, according to Stelmach.

“Our intention is to leverage our 90 years of industry knowledge, market share, brand equity and existing capabilities to create the brand experience agency for the ‘new now,’” he said. “The world we live in and the industry we work in have forever changed and will continue to evolve, and our clients’ businesses have changed. We must evolve with our industry and with our clients on how we create and deliver experiences for them.”

Spiro is designed to build upon GES’ global reach in exhibit and portfolio management, corporate meetings, conferences and events, product launches and sponsorship activations, Stelmach added.

“With the creation of Spiro, we can now expand our expertise to include more mediums and opportunities for audiences to engage with brands—consumer pop-ups, sports activations, immersive experiences and beyond,” he said. “We will be creating global events and experiences that redefine how humans connect, and we will bring them to life across integrated physical, digital, mobile and hybrid mediums.” 

Working with some of the world's most recognized brands, Spiro’s strategists, creators, innovators, builders, marketers and specialists will work together to deliver high-impact brand experiences. 

Spiro is creatively led and strategically driven, according to Stelmach, deploying coordinated strategic event management, creative design and production to all mediums with equal priority and focus, along with services centering on thought leadership and innovation, immersive storytelling, event tech, data capture and social engagement.

Innovation and immersive storytelling are at the heart of how Spiro aims to bring clients’ visions to life, Stelmach added.

“It is critical that adaptive organizations and brands become more intentional and systematic about offering audiences experiences that encompass the human drivers for connection: exploration, discovery, mastery and shared experiences,” Stelmach said. “These drivers are most effectively conveyed and readily received through the power of story. Even in our noisy world, well-crafted stories compel an audience to listen, drawing them in and staying with them long after the story is done.”

Another important way Spiro will help businesses thoughtfully engage with their audiences is through its proprietary community-building service.

“Our perspective is that people attend events and experiences, but they join communities,” Stelmech said. ​“Spiro has developed a proprietary framework, CCXD (Community-Centered Experience Design) based on the academic theories of Communities of Practice that will enable and activate the creation of ongoing community through a systemic community mapping and community blueprint creation process to ensure the connection moments we create yield long term dividends of joined community and continued brand engagement.​”

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Partner Voices
Dallas already boasts 35,000 hotel rooms, award-winning global cuisine, and a walkable downtown. But we are just getting started. Visit Dallas is thrilled to announce that the city of Dallas is doubling down with a massive new convention center and entertainment district. Featuring 800,000 square feet of exhibit area, 260,000 square feet of meeting rooms, and 170,000 square feet of ballroom. The center will connect business travelers with dining and shopping options in the popular Cedars District means more places to get down to business, and even more ways to unwind. “Dallas is already a great meetings and conventions destination, with the accessibility of two major airports, affordable labor, and an outstanding hotel product,” said D. Bradley Kent, Visit Dallas senior vice president and chief sales officer. “The new center and Convention Center District will enhance Dallas’ competitive position and are exactly what our customers’ need and have been asking for." What’s New – AT&T Discovery District Located in the heart of Downtown Dallas, this new district on the AT&T corporate campus is tailor-made for groups of all sizes. It boasts a multi-sensory experience, including outdoor event space, the AT&T Theater, and multiple dining outlets including JAXON Beer Garden and The Exchange, a bustling food hall. Hotels Coming Soon Names like the JW Marriott (Downtown), lnterContinental Dallas (Uptown), and Hotel Swexan (Uptown) are adding luxury amenities and bountiful event spaces. The projects will debut in 2023 and beyond. JW Marriott This new, 15-story, 283-room hotel will open in the heart of the city’s downtown Arts District this year. The property features a 25,000-square-foot grand ballroom, as well as a spa, restaurant, lobby bar, fitness center, and a rooftop pool deck and bar. InterContinental Dallas  Located in Cityplace Tower in Uptown, InterContinental Dallas will feature sweeping panoramic views of the Dallas skyline. Guests will enjoy spacious, high-end rooms and amenities, including more than 21,000 square feet of event space.   Hotel Swexan Hotel Swexan, a new, 22-story luxury property, is rising in Uptown’s Harwood District and will make its mark on the Dallas skyline. Opening this year, it is a sculptural building with cantilevered upper floors, as well as a 75-foot rooftop infinity-edge swimming pool and a hidden underground lounge.