By Ray Smith, Exhibit City News
Nth Degree, a Duluth, Ga.-based exhibit services firm, will merge with Fern Exposition Services to form a tradeshow industry juggernaut, providing management, labor, and event production for many of the nation’s top shows, the companies announced June 29.
Fern, headquartered in Cincinnati, Ohio, is a leading tradeshow service provider and general contractor for more than 1,400 tradeshows and events a year, including several top-100 shows. Financial terms of the merger were not disclosed.
“Although Nth Degree and Fern will continue to operate independently, our customers will gain substantial benefits,” says John Hense, chief executive officer of Nth Degree, in a company statement. “We’ll also be able to offer expanded event services, including space and sponsorship sales, strategy, speaker management, housing services and more.”
Aaron Bludworth and J.T. Barclay, chief executive officer and chief financial officer of Fern, respectively, will retire following a transition period in leadership. Nth Degree CEO Hense and CFO Samantha French will assume their responsibilities. Nth Degree’s tradeshow group will be led by Russell Greenway, chief client officer, and Ben Power, vice president of operations. Fern will be led by long-time company executives Steve Larsen, COO; Michael Cox, executive vice president; and Neil McMullin, senior vice president.
MERGER MAGIC
“The consumer and business event market is in the midst of a substantial resurgence,” says Barry Boniface, partner in MSouth, a private equity group and parent company of Nth Degree. “Spending in that segment is projected to outpace overall advertising and marketing investments as brands shift budgets to activities that engage buyers, create emotional connections, and increase sales.”
Dan Greene, exhibit industry veteran and M&A expert, says it’s exciting to hear about the merger of Nth Degree and Fern.
“When you have two leaders in complementary segments of the live marketing space combining their expertise, improved customer satisfaction and financial performance will follow,” he tells ECN.
“This merger brings client diversification and labor force synergies to where the magic happens, on the show flow or private event venue. Also, having a solid financial sponsor will allow the combined entity to continue investing in personnel, equipment, and technology to enhance the overall experience of corporate marketers and associations.”
About Nth Degree
Nth Degree offers a range of services including exhibit and event labor, installation supervision, trade show management, retail installation and transportation to its clients spanning all industries. The company operates throughout the United States, Canada, Europe, and Asia.
The company’s events division, Nth Degree Events, creates large-scale corporate meetings, user conferences and exhibitions that drive growth and create memorable experiences for consumers and business buyers.
About Fern Exposition Services
In business for more than 110 years, Fern is one of the largest service contractors in North America. Fern’s experienced team is dedicated to first understanding its client’s objectives, specific to each event, and the broader goals of the client organization. This attitude toward understanding, and then serving, extends to how Fern engages and services exhibitors, sponsors, and other event participants. The company’s vision: To design, build, and executive successful events that engage and thrill audiences with impactful experiences and drive business results.
About MSouth Equity Partners
MSouth Equity Partners is a private equity investment firm that provides equity capital and expertise to support management teams in acquisitions and recapitalizations of lower middle market companies typically valued between $25 million and $250 million. Based in Atlanta and Nashville, MSouth invests primarily in the South with a consistent focus on management buyouts of business services, specialty distribution, niche manufacturing, healthcare services, and telecommunications/media companies.
Ray Smith is a retired journalist who covered conventions, tourism and real estate development in Las Vegas for 20 years. Previously, he was a sports reporter, writer and editor in California. He majored in journalism at San Diego State University.
