Generational Group Advises SPOON Exhibit Services dba SPOON Events (SPOON) in its sale to Catalyst MXE (Catalyst)

By Generational Group

02/25/2025

Generational Group, a leading mergers and acquisitions advisory firm for privately held businesses, is pleased to announce the sale of its client, SPOON Exhibit Services dba SPOON Events (SPOON) to Catalyst MXE (Catalyst). The acquisition closed December 31, 2024.

Founded in 1998, SPOON Exhibit Services dba SPOON Events (SPOON) is headquartered in Macedon, New York. SPOON Events is a turnkey, full-service marketing, global tradeshow and event planning company offering 3D-marketing solutions, event management, exhibit design, fabrication, manufacturing, and rental services. Through planning and applying integrated campaigns as a true one-stop-shop, including pre-marketing events, association marketing, exhibit programs, event programs, and post-event marketing, SPOON creates high touch point experiences highlighting brand, theme, and communication for greater results. Additionally, by having two locations in major metropolitan areas strategically located in the US, the company delivers cost-effective regional solutions to its customers.

Headquartered in New York, New York, Catalyst MXE is a broad-based agency with capabilities in marketing, experiential, and event services, servicing a marquee customer base that includes Fortune 500, Fortune 1000, and growth companies. With multiple locations throughout the United States, Catalyst services customers nationally and internationally.

Generational Group Managing Director Mergers & Acquisitions, Don Ho was the lead dealmaker that successfully closed the transaction. Mr. Ho was supported by Vice President, M&A, Lance Thomasson on this deal. Mr. Ho is a dealmaker in Executive Managing Director of M&A – Central Region, Michael Goss’ transaction group. Managing Director, Private Client Group Eric Matuszak and Don Ho led the resigning of SPOON Events back with Generational Group.

“Today’s businesses seeking growth require a holistic marketing services provider that can help them reach their target audiences through an impactful combination of digital and in-person touchpoints,” said Marina Gregory, CEO of Catalyst MXE. “Catalyst is in the early stages of building a robust marketing platform with a wide range of capabilities proven to help companies achieve their goals. We’re thrilled to partner with the team at Spoon to bring this business to new heights and thank the Generational Group and Don Ho for facilitating this transaction.”

“When I first worked with Herb Besaw, we developed a long-term strategic exit plan that first began with a partnership buyout and new leverage recapitalization with a strategic leader that closed March 2020. After a lot of hard work, planning, and Mr. Besaw’s eventual buyout of the strategic leader, I’m so happy that our exit strategy for Herb came into full fruition today when we sold the business to Catalyst MXE,” said Mr. Ho.

Don Ho added, “With SPOON joining the Catalyst MXE platform, this acquisition will create operational synergies and bring additional resources to better serve SPOON’s customers, while also creating new opportunities and further stability to its existing staff. Catalyst’s vision for the platform is amazing and we’re so blessed to find such a great steward for the business, and we’re so honored to be a part of this deal!”

“Joining forces with Catalyst MXE marks an exciting new chapter for SPOON Events,” said Herb Besaw, President & CEO of SPOON Events. “Together, we’re not just planning events—we’re creating transformative experiences that elevate brands and inspire audiences.”

Ryan Binkley, CEO of Generational Group, added, “This strategic partnership will drive growth and innovation for both companies. At Generational Group, we are proud to facilitate such impactful acquisitions.”