by Exhibit City News Staff
The dynamic world of live events is surging, with impressive growth and an exciting wave of strategic moves reshaping the industry. Nth Degree is fully embracing this momentum, seizing innovative and strategic opportunities to lead in this evolving market.
John Hense, CEO of Nth Degree, thrives on uncovering exciting opportunities. An outdoor enthusiast and avid white-water kayaker, Hense draws inspiring parallels between this adventurous sport and his innovative vision for Nth Degree. It’s not just about chasing adrenaline. It’s about looking ahead and spotting trends. It’s about embracing the moment and seeking excellence as you deliver on customer expectations.
Finding the Right Line
In river kayaking, “finding the right line” refers to choosing the best path to reach your destination successfully. It involves keen observation, sound decision-making, and a deep understanding of where you want to go. Each perfect run fosters a sense of achievement and connection to your environment, making every outing a rewarding adventure. Nth Degree has long been an acquisitive company. Last year’s addition of Fern Exposition Services provided the company with the exciting opportunity to further expand its capabilities to continue meeting the ever-changing needs of customers.
Now with three operating divisions, Nth Degree provides a powerful set of services for trade shows, exhibits, and event management that allows the company’s clients to choose a single supplier for all their needs. This is a huge value add for those looking to consolidate their event programs. Nth Degree began providing installation and dismantle services for trade shows and became the industry leader in labor project management for trade shows, corporate events, experiential programs and retail installations. As customers’ needs for event marketing grew, Nth Degree Events – an experiential marketing company – was born to deliver bespoke event strategies and expert operational support. With the 2023 acquisition of Fern, the company can now provide general event services for some of the largest trade shows and corporate events in the United States.
“It’s been an incredible journey bringing a range of capabilities together. By truly understanding what our customers want, we’ve been able to chart new opportunities and offer a greater depth of services,” Hense said.
The synergy among the three divisions was a driver in seeking out the merger. In fact, Hense and his team were able to capitalize on those synergies almost immediately as they won their first cross-division customer within just a few weeks after the merger was completed. Now a one-stop shop, the company is able to support all stakeholders – the event organizers, the exhibit houses, the exhibitors, and the experiential agencies.
Steering Customer-Centric Growth
When Hense is on the river, he is laser-focused on the task at hand. At the helm of Nth Degree, he is fully engaged in maintaining the company’s customer-first mentality while expanding service offerings for its growing client portfolio.
As the industry moves through this transformative period, agencies, organizers, and corporate clients are seeking more comprehensive offerings from their suppliers and higher orders of customer service. Nth Degree is poised to take advantage of that shift with a team that understands what it means to partner at all levels.
An event organizer might need speaker management, I&D, and general contractor services; Nth Degree offers a value proposition that others don’t. “We have the unique ability to tackle each of those things, and it will all be coordinated within our organization.”
Charting New Paths
As the demand for in-person interaction continues to rise in the wake of the pandemic, private equity has recognized the potential, leading to increased investment in the live event space. Hense notes that while digital marketing has its merits, the nuances of B2B transactions thrive on personal connections that live events uniquely provide.
“The past few years have highlighted the power of live events and experiences, especially in today’s predominantly remote-first work environment,” explains Hense. “Trade show floors, concerts, sporting events, and retail spaces offer unique opportunities to engage customers, communicate authentically, and foster connections that go beyond what’s possible through digital interactions alone.”
Shamrock Capital’s recent investment in Nth Degree is expected to strengthen the company’s presence in the live event sector and to establish an unparalleled platform for the development of new business opportunities across the broader industry.
Looking Ahead
“We have more opportunities than we’ve ever had as a business,” Hense said. “We’re eager to tap into Shamrock’s expertise to further enhance our go-to-market strategy.” He is also energized by the potential to collaborate with the other companies in Shamrock’s portfolio to create more impactful experiences. “It really is a deeply powerful company based around live events and entertainment. This is great for us as they all require labor, structure, and logistics. The collective synergies are obvious.”
Nth Degree embodies a vision of growth and innovation. Just as he reads the river with confidence, John Hense is skillfully steering the company toward new opportunities that will continue to enhance the way they serve customers and meet their evolving needs.
