Several event producers and experiential agencies have had a busy fall season, scooping up complementary companies and forming new alliances to grow their event audiences, service offerings, and market share. 

Other notable deals in the last month include: 

• From Public to Private: PE Firm Acquires GES for $535 Million 
• Hyve Group Snaps Up Second Portfolio of Events from Entrepreneur and Investor Jonathan Weiner with HLTH Acquisition 
• Clarion Events Expands Energy Portfolio with Acquisition of Infocast and Its 18 Events 

Here’s our roundup of recent new business deals, M&As and partnerships. 

Former Tarsus Group CEO Acquires Minority Stake in Jacobs Media 

Doug Emslie, former CEO of B2B events and media specialists Tarsus Group, has acquired a minority stake in UK and Dubai-based media consultancy Jacobs Media for an undisclosed sum.  

Big picture: The stake will see Emslie join the board as deputy chairman alongside chairman and majority shareholder Clive Jacobs, who founded the business in 2009 with the acquisition of Travel Weekly Group from Reed Business Information. Emslie’s investment in Jacobs Media will also see industry experts Colin Morrison and Ian Findlay leave the business, in addition to fellow founding shareholder, the late Michael East. 

What they are saying: “As we enter the next stage of our growth in the UK and internationally, I am delighted to work alongside someone who brings such a wealth of experience and knowledge of the events and media sector,” Jacobs said. “Doug shares my vision for Jacobs Media, and I am confident of the pivotal role he will play as we meet our ambitious strategic objectives over the coming years.” 

Deeper dive: Celebrating its 15th anniversary this year, Jacobs Media has grown from a single-brand business to one boasting a portfolio of nine brands across travel and hospitality. In 2024 it will run 160 global events and exhibitions in addition to producing its market-leading print and digital products. 

Why it matters: In addition to growth through acquisition, Jacobs Media has expanded significantly with the launch and development of an array of start-up brands and businesses within its portfolio, including luxury travel brand Aspire, global B2B events specialist Connections Luxury, and the Association of Touring & Adventure Suppliers. In 2021, Jacobs Media opened an office in Dubai during the Covid-19 pandemic and launched the Connecting Travel brand for the GCC region, further expanding the company’s international reach. 

Looking ahead: Emslie expressed excitement about the international growth prospects of expanding and scaling up Jacobs Media’s events business, particularly in the Middle East, a market he operated in for almost two decades while leading Tarsus. 

International expansion: “Jacobs Media has some wonderful brands and a great team, and I am excited by the potential of what we can achieve working together,” Emslie said. “I can see opportunities in the UK and in overseas markets, with the international events opportunity particularly significant.” 

Content is king: Emslie said, “In previous roles I oversaw an ambitious events strategy driven by quality content, and I can see that Jacobs Media shares those fundamentals and has grown notably in recent years as a result. I believe Clive has created a superb business in Jacobs Media, and I am looking forward to supporting the next step of its growth journey.” 

CloserStill Media Acquires Majority Stake in Partnership Network Events 

CloserStill Media, producer of business events, exhibitions and conferences, has acquired a majority stake in Partnership Network Events (PNE) Ltd. Terms of the deal were not disclosed. 

Context: Launched in January 2018, PNE specializes in hosted-buyer events and conferences across the healthcare, education, and public sector sectors in the UK, U.S., and Middle East. 

Why it matters: This investment aligns with the CloserStill’s existing healthcare and learning portfolios in Europe and enhances its hosted-buyer offerings across Europe and North America, according to CloserStill officials. 

What they are saying: “This partnership is built upon a shared strategic focus on delivering high-value, content-driven events that nurture professional communities in markets undergoing significant innovation,” said CloserStill Media CEO Gareth Bowhill. “PNE’s expertise in curating exclusive, senior-level gatherings in healthcare, education, and the public sector perfectly complements our extensive experience in growing successful B2B communities across key industries. 

He added that by combining PNE’s specialized approach with CloserStill’s global infrastructures, existing portfolio and proven track record, CloserStill expects to achieve enhanced growth as well as create significant positive impact across the vital sectors that PNE serves. 

What’s next: PNE Founder and CEO Jack Jacob and COO Dean Finnegan will continue to lead the 50-member PNE team from its Sussex, UK-based office. “Like us, [CloserStill Media has] a successful track record and passion for launching new products whilst also taking a refreshing approach to growing established events whilst ensuring quality is heightened,” Jacob said. “This exciting partnership will help our team to establish PNE as the global leader in the hosted buyer space and reach new heights with product diversification, enabling our growth to skyrocket.” 

Switchback Partners with Outdoor Industry Association on Events  

Outdoor industry event platform Switchback and the Outdoor Industry Association (OIA) recently announced a strategic partnership to strengthen the impact, effectiveness, and attendance of the new biannual outdoor sector gatherings, Switchback Spring and Switchback at The Running Event (TRE). 

Related: After 30-Year Exclusive Partnership with Outdoor Industry Association Ends, What’s Next for Outdoor Retailer   

Context: Launched in fall 2022 as a specialty showcase at TRE, a run and outdoor specialty retail conference and trade show in North America, Switchback events focus on foundational outdoor experiences and feature a robust format centered on learning, discovery, connection, and celebration.  

Looking ahead: Aimed to foster connections among specialty retailers, brands, organizations, and media focused on outdoor experiences, the new collaboration will debut at the inaugural Switchback Spring, set for June 16-18, 2025, in Nashville, and will also support Switchback at TRE, scheduled for Nov. 19-21 in Austin, Texas.  

What they are saying: “This new partnership with Switchback underscores OIA’s commitment to driving the future business growth and overall health of the outdoor industry,” said OIA Board Chair and CEO of Lifestraw Alison Hill. “We’re excited to join the Switchback team and collaborate on an event that will bring the industry together, which is critical for fostering innovation, driving business, strengthening industry culture, and ensuring long-term sustainability.” 

Deeper dive: As part of the partnership, OIA will enhance Switchback events with outdoor industry data insights, recommend educational sessions and speakers, host special events, and support industry initiatives. OIA members will benefit from discounted exhibitor rates starting in 2025. 

Big picture: “OIA and Switchback are completely aligned on the importance of building a valuable and welcoming environment for the entire outdoor industry community and doing it with the support of quality industry partners,” said Christina Henderson, Switchback event director. “OIA has an inspirational commitment to this industry and the people who comprise it, and their deep working relationships with both brands and retailers is unparalleled.” 

New State Capital Partners Acquires Majority Investment in The Expo Group 

On Sept. 26, New State Capital Partners acquired a majority stake in The Expo Group, a services provider for the trade show and live event industry across North America. This investment was made in collaboration with The Expo Group’s management and existing owners, who reinvested substantial proceeds. Terms of the transaction were not disclosed. 

Context: Headquartered in Irving, Texas, The Expo Group offers comprehensive event services including design, planning, asset procurement, booth rentals, logistics, and execution for more than 500 trade shows and live events annually. The company serves a diverse range of markets, including major event organizers, independent trade associations, corporations, and higher education institutions. 

What they are saying: “Partnering with New State is a significant milestone in the journey of our business,” said Ray Pekowski, founder of The Expo Group. “This collaboration not only honors the legacy we’ve built but also sets the stage for an even brighter future.” 

Looking ahead: The Expo Group CEO Randy Pekowski was enthusiastic about the deal, which marks a new chapter for The Expo Group. “Just as we invest in our customers as architects for connecting communities, they are investing in our future to help us expand opportunities for success,” he said. “Their resources will allow us to enhance our operations and further scale our business, while continuing to deliver exceptional experiences for our clients. We look forward to leveraging this partnership to continue our path of record-breaking growth.” 

Deeper dive: New State funded its investment out of Fund III and partnered on the transaction with Panos Partners, an independent, Dallas-based PE sponsor founded by former events industry executive Bryan Scott. This marks the fourth investment in which New State has partnered with an independent sponsor.   

Impact XM Acquires Matrex Exhibits 

In a strategic move aimed to enhance its ability to deliver exceptional event experiences, experiential marketing agency Impact XM announced on Oct. 29 that it had acquired Matrex Exhibits, an exhibit, event, and environmental design firm with fabrication capabilities in the greater Chicago area. 

Why it matters: The addition of Matrex Exhibits and its Chicago-based fulfillment center significantly expands Impact XM’s global reach and execution capabilities, particularly in events and permanent installations, according to Impact XM officials. Matrex’s expertise in the pharmaceutical sector complements Impact XM’s deep knowledge of this industry, further enhancing its ability to deliver exceptional solutions to clients in this field. 

What they are saying: “Matrex Exhibits brings a wealth of experience and innovation that perfectly complements Impact XM’s approach to experiential marketing,” said James Morris, executive vice president, growth at Impact XM. “This acquisition expands our fabrication and logistics capabilities into the Midwest, strengthens our position in the healthcare sector, and broadens our industry client base. By combining our resources, we’re enhancing our ability to deliver immersive, results-driven solutions while opening up new opportunities to exceed client expectations across even more sectors.”  

Have a trade show-related new business deal to share? Reach out to lisa.savas@informa.com and danica.tormohlen@informa.com.

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