By Ray Smith, Exhibit City News
Maritz has significantly increased its market share in the events industry by acquiring Convention Data Services, a registration, on-site and lead management company, from global events leader Freeman. Financial terms of the July transaction were not disclosed.
It’ll take up to three years to bring about 200 CDS employees into the fold of the new company, at which time Maritz will have a workforce of some 2,700 employees across all divisions.
The acquisition brings together two competitors with a long history and shared commitment to the events industry. By adding a new portfolio of clients from CDS, Maritz positions itself well for the future, says David Peckinpaugh, president and CEO of Fenton, Mo.-based Maritz.
“The solution set of CDS is squarely in focus with the existing core services of registration and lead services at Maritz, so it was a natural fit for our strategic growth plan,” Peckinpaugh explains in an email to Exhibit City News. “The combination of two industry leaders in this space will only enhance the offerings to existing clients of Maritz and CDS, as well as the new clients that we anticipate adding in the years to come.”
In a world where artificial intelligence is all the rage, Peckinpaugh remains convinced it will only enhance the tradeshow attendee’s experience. AI is a “sea change” for the events industry, he says, with the potential to increase productivity, enhance process efficiency and, ultimately, enhance the attendee’s experience.
“But at the end of the day, our industry is built on people, relationships and service,” the CEO adds. “We look at AI as a tool and as an opportunity to enhance our business, not a threat.”
Maritz has a robust AI practice led by “incredible innovation and tech leaders,” Peckinpaugh states. “We have taken a balanced and patient approach so that we can leverage AI’s capabilities and can be confident of the short- and long-term implications around data, data security and intellectual property protections.”
Maritz continues to strengthen its commitment to the events industry, starting with the acquisition of Experient 12 years ago. With the acquisition of CDS, Maritz will expand its talent and services to further accelerate innovation and bring new products to market.
Maritz has advised clients they will not see any immediate changes as the company begins the integration process and can expect to receive the same exceptional service and technological solutions that they’ve always enjoyed from their team.
“The industry will continue to receive the outstanding experience they’ve come to expect from both organizations,” Darren Phalen, president of CDS, says in a company statement. “With so much talent in one organization, we will lead industry innovation to help solve some of the biggest challenges facing the events industry.”
A 130-year-old business leader, Maritz increases customer loyalty, employee experience and sales performance through a variety of services and software solutions.
Headquartered in Bourne, Mass., CDS has been providing customized applications and support services to show organizers worldwide for more than 35 years.
