On October 21, 2024, Viad Corp entered an agreement to sell its GES (Global Experience Specialists) business to Truelink Capital for USD $535 million (approximately CAD $733 million), positioning Viad as a focused attractions and hospitality leader under its Pursuit brand. GES, a global provider of exhibition services and experiential marketing for trade shows and corporate events, was included in the sale. Pursuit operates iconic attractions in Canada, the U.S., and Iceland, notably in Banff and Jasper. Moelis & Company LLC and Latham & Watkins LLP advised Viad, while Kirkland & Ellis LLP represented Truelink. Viad planned to rebrand as Pursuit and adopt ticker PRSU.