Fern Exposition Services Acquired by Atlanta-based PE Firm MSouth
June 29, 2023
Atlanta-based private equity firm, MSouth Equity Partners, acquired Fern Exposition Services, a trade show service provider and general contractor with headquarters in Cincinnati, Ohio. The value of the deal was not disclosed.
Fern will join forces with Nth Degree, an existing MSouth portfolio company and provider of comprehensive trade show management, labor, and event production to some of the largest brands in the U.S. and internationally.
The combination of Nth Degree and Fern gives MSouth a prominent footprint in the in-person event and experiential marketing industries.
"The consumer and business event market is in the midst of a substantial resurgence," said Barry Boniface, an MSouth Partner.
He added, "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. We believe that is a significant opportunity."
Fern services more than 1,400 trade shows and events annually as an official services provider, including multiple top-100 shows.
Fern will be led by long-time company executives Steve Larsen, COO, Michael Cox, Executive Vice President, and Senior Vice President Neil McMullin.
Aaron Bludworth, current Fern CEO, and J.T. Barclay, current Fern CFO, will retire after supporting the leadership transition. John Hense, Nth Degree CEO and Samantha French, Nth Degree CFO, will take on the additional responsibilities currently being performed by Bludworth and Barclay.
"This is an exciting combination that enhances the powerful offerings that both Fern and Nth Degree provide to our customers," Bludworth said.
He added, "I'm grateful for the dedication of the Fern leadership team and employees throughout the company and see great opportunities ahead as they continue to exceed customer expectations under the leadership of Mike, Steve, Neil and the Nth Degree executive team."
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.
Nth Degree operates throughout the U.S. with foreign operations in Canada, Europe and Asia. In addition, the company's event 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.
The company delivers more than 4,000 different industry events, conferences, congresses, and exhibitions annually. Nth Degree will continue to be led by Hense and French along with Russell Greenway, CCO, and Robert Lowe, president of Nth Degree Events, and other members of the company's executive team.
"Although Nth Degree and Fern will continue to operate independently, our customers will gain substantial benefits," Hence said.
He added, "Nth Degree and Fern clients get greater resources in more cities around the country and internationally. We'll also be able to offer expanded event services including space and sponsorship sales, strategy, speaker management, housing services, and more."
Partner Voices
Overview:
The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality.
In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way.
“We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.”
Amenities:
The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.
The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience
The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need.
Gold Key Members
The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events.
OCCC Events:
This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.
The Center’s top five events during their 2022-2023 fiscal year included:
AAU Jr. National Volleyball Championships 2023
200,000 Attendees
$257 Million in Economic Impact
MEGACON 2023
160,000 Attendees
$205 Million in Economic Impact
Open Championship Series 2023
69,500 Attendees
$89 Million in Economic Impact
Sunshine Classic 2023
42,000 Attendees
$54 Million in Economic Impact
Premiere Orlando 2023
42,000 Attendees
$108 Million in Economic Impact
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