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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Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact