Viad Corp: SWOT Analysis & Company
Reference code: BRTT062CP10-Q4
Published: January 2011
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Viad Corp - SWOT Profile Page 1
Viad Corp - Company Overview
Viad Corp (Viad) is a US based company engaged in providing event, exhibition and retail marketing services, as well as
recreation and travel services. It offers trade show, convention, exhibition, and corporate event services for organizers. Its
services portfolio comprises on-site coordination and program management, rental furniture and furnishings, exhibit
design and construction, logistics and shipping services, installation and dismantling services, refurbishing of exhibits, and
material handling. The business of the company is classified under two major groups, namely, marketing and events
group, and travel and recreation group. Companies operated under marketing and events group include GES Exposition
Services, Inc., Exhibitgroup/Giltspur, and The Becker Group, Ltd. Companies operated under travel and recreation group
include Brewster Inc., and Glacier Park, Inc. The company is headquartered in Phoenix, Arizona, the US.
The company reported revenue of US$805.8 million during the fiscal year ended 2009. The company's revenue declined
at a compounded rate of 10.4% during the period 2007-2009 with annual decline of 28.11% over fiscal year 2008. During
the fiscal year 2009 its operating margin was -16.56% as against the operating margin of 5.73% in fiscal year 2008.
During the fiscal year 2009, the company registered a net margin of -12.99% as against the net margin of 3.87% in the
fiscal year 2008.
Viad Corp - Key Facts
Viad Corp, Key Facts
1850 North Central Avenue,
Phoenix, Arizona (AZ), 85004, Ticker Symbol, Stock
Corporate Address: VVI (New York Stock Exchange)
Telephone + 1 602 2074000 No. of Employees 3,210
Fax + 1 602 2075834 Financial Year End December
URL www.viad.com Revenue (in USD Million) 805.80
Industry Transport and Logistics
Locations United Kingdom, Canada, United States
Source: Annual Report, Company Website, Primary and Secondary Research
Viad Corp - SWOT Profile Page 2
Viad Corp - Business Description
Viad Corp (Viad) is one of the leading providers of travel and recreation, and marketing services worldwide. The company
is engaged in providing Exposition Services, exhibit services and travel and recreation services. It has operations in the
US, the UK, UAE, France, Germany, and Canada. As of December 31, 2009, the company employed 3,210 people.
The company operates through three segments, namely, GES segment, Experiential Marketing Services segment and
Travel and Recreation Services segment.
GES is one of the leading services providers in the North America and United Kingdom. GES segment offers services to
the exhibition, event and corporate meeting industries, such as trade shows, exhibitions, conventions, and corporate and
special events. Its exhibition and event services include designing, managing, planning producing, installing and
dismantling every aspect of an exhibition and event. It has offices located across the North America, the UK, Abu Dhabi,
and United Arab Emirates. GES is designated as one of the exclusive providers of certain services to the exhibitors
participating in the trade events. The segment’s services generally include general event management, exhibition layout
and design, planning and consultation, concept design, show traffic analysis, graphics and design, carpeting and flooring,
electrical, lighting and plumbing distribution. During the fiscal year 2009, the GES segment contributed 69.9% towards the
total revenues of the company.
The company's Experiential Marketing Services segment is operated through Exhibitgroup/Giltspur and Becker Group,
through client care centers in the US, the UK, Germany and Canada. The segment also provides a wide range of brand-
based experiences, mobile marketing and other face-to-face marketing solutions for clients. Exhibitgroup/Giltspur is a
marketing agency, which principally specializes in events, exhibits, permanent installations, mobile marketing tours,
temporary retail environments, and other face-to-face marketing services. In addition, it also offers retail merchandising
units for shopping malls and retail stores. Furthermore, it also offers a wide range of services such as designing,
engineering, graphic production, fabrication, warehousing, shipping and on-site installation of the retail merchandising
units. During the fiscal year 2009, the Experiential Marketing Services segment contributed 20.8% towards the total
revenues of the company.
The Travel and Recreation Services segment of the company is operated through Brewster Inc., and Glacier Park, Inc.
Brewster Inc. engages in providing tourism services in Western Canada. Its operations include Columbia Icefield Ice
Explorer Tours, the Banff Gondola, motor coach services, sightseeing and charter services, inbound package tour
operations, tour boat operations and hotel operations. Glacier Park, Inc. operates four lodges and three motor inns. It also
provides retail operations, food and beverage operations, and tour and transportation services in Waterton Lakes National
Park and Glacier National Park in Montana in Alberta, Canada. During the fiscal year 2009, the Travel and Recreation
Services segment contributed 9.3% towards the total revenues of the company.
Geographically, the company operates under four segments, the US, Canada, the UK, and Others. During the fiscal year
2009, the US segment contributed 73.1% towards the total revenues of the company, while Canada, the UK and Others
contributed with 13.2%, 11.2%, and 2.4%, respectively.
Recently, the company acquired Grouse Mountain Lodge, a resort hotel located in Whitefish, Montana.
Viad Corp - SWOT Profile Page 3
Viad Corp - Major Products and Services
Viad Corp (Viad) is a provider of marketing and traveling related services worldwide. Key services offered by the company
Viad Corp, Major Products and Services
GES Exposition Services, Inc.
Exhibition planning and design
Overhead sign rigging
Temporary electrical equipment
Signs and graphics manufacturing
Turnkey/custom exhibit rentals
Installation and dismantling labor
Carpet and furnishings
Show traffic analysis
Exhibitor ROI analysis
Design and fabrication of exhibits and environments
Measurement and CRM
Program management and show services
Maintenance and warehousing
In-house installation and dismantling labor
Proprietary online management tools
Customized rental solutions
Portable / modular exhibits
Kiosks and permanent installations
The Becker G