Viad Corp Transforms to Pursuit Attractions and Hospitality; New Era Begins January 2025
- Viad Corp will rebrand as Pursuit Attractions and Hospitality, Inc. on December 31, 2024, focusing on experiences.
- Pursuit will operate as an independent entity with the ticker symbol "PRSU" starting January 2, 2025.
- The company aims to enhance growth in attractions and hospitality, emphasizing extraordinary visitor experiences and sustainable profitability.
Pursuit Attractions and Hospitality: A New Era for Viad Corp
Viad Corp, a leading global provider of unique experiences, announces a significant transformation in its corporate identity, transitioning to Pursuit Attractions and Hospitality, Inc. This rebranding is set to take effect on December 31, 2024, coinciding with the anticipated sale of its GES segment, which specializes in global exhibition services. As Pursuit, the company will emerge as an independent publicly traded entity with a new ticker symbol, "PRSU," beginning January 2, 2025. This strategic move represents a focused shift towards its high-growth, high-margin attractions and hospitality segment, aligning with market trends that favor experiential offerings.
The decision to rebrand reflects Pursuit’s commitment to enhancing its operational focus and financial flexibility. Pursuit aims to implement its "Refresh, Build, Buy" growth strategy, capitalizing on significant opportunities within the attractions and hospitality sectors. Currently, the company operates 14 major attractions and 28 unique lodges across key destinations in the U.S., Canada, and Iceland. These offerings, complemented by integrated restaurants and transportation services, are designed to enrich visitor experiences in national parks and other notable locations, thereby positioning Pursuit to capture a larger share of the growing experiential market.
As the company pivots to its core operations, it emphasizes its dedication to delivering extraordinary experiences while ensuring sustainable growth and returns for its shareholders. With the divestiture of the GES segment, Pursuit can concentrate its resources and efforts on its attractions and hospitality initiatives, which are expected to drive significant revenue and profitability. The transformation solidifies Pursuit's intention to be a leader in the hospitality industry, enhancing its reputation as an S&P SmallCap 600 company focused on maximizing growth opportunities.
In addition to the rebranding, no action is required from shareholders regarding the ticker change, ensuring a smooth transition into the new corporate identity. The company’s website, www.viad.com, provides further information for stakeholders interested in this significant development. Pursuit's strategic focus highlights its ambition to thrive within the competitive landscape of attractions and hospitality, marking an exciting new chapter for the organization.