Generational Group Advises Creative Dimensions in its Sale to Pinnacle

By Generational Group


Generational Group, a leading mergers and acquisitions advisor for privately held businesses, is pleased to announce the sale of its client Creative Dimensions, Inc. to Pinnacle. The acquisition closed January 12, 2024.

Founded in 1987 and located in Cheshire, Connecticut,  Creative Dimensions, Inc. (CDI) solves one of the biggest marketing problems for businesses, professional sports teams, and universities – creating a physical presence for branding while also creating a memorable experience.

Whether it’s a trade show booth, an ESPN-style studio, or a sports history wall at a university, when CDI builds anything for customers, the Company is interested in only one response, “WOW!”. CDI is in the continual pursuit of getting a “WOW” for customers, and believes every organization, when creating a physical presence for its brand, should strive for greatness.

Pinnacle, headquartered in Hillsboro, Oregon (with multiple locations throughout the U.S.) is a leading experiential marketing company. Pinnacle creates memorable experiences for top brands around the world through activations, exhibits, environments, and events.

CDI’s world-class team joins Pinnacle at a time when brands, sports leagues, networks, universities and other content owners and creators are investing in fan and consumer engagement spaces.

“Pinnacle has twenty-five-plus years of experience in sports and entertainment marketing, including longtime activations at Super Bowl, MLB All-Star and a growing footprint in university esports programs,” said Brad Hogan, CEO of Pinnacle. “This move strengthens our strategic focus on helping clients activate at the intersection of marketing, culture and branded content.”

CDI works with a veritable who’s who of top names in sports including the Dallas Cowboys, MLB Network, YES Network, Baltimore Ravens, USGA and many others. The company has also produced installations, exhibits and trade shows for brands such as IKEA, Dairy Queen, United Technologies, U.S. Open, PepsiCo and more.

“This is a natural evolution in Creative Dimensions’ progression of serving brands in and out of sports and entertainment,” said Joel Roy, President of Creative Dimensions, who will transition to the role of Hartford Division President at Pinnacle. “Joining Pinnacle, as their sixth location nationwide, allows our team to expand our reach from coast-to-coast and offer our clients a host of additional experiential capabilities.”

Generational Group Executive Managing Director, M&A-Technology Practice Leader, David Fergusson, and his team led by Managing Director, M&A, Moses Shmueli, with the support of Vice President, M&A, Aaron Presley successfully closed the transaction. Senior Managing Director Ashok Tandon established the initial relationship with CDI.

“Joel Roy was committed to finding an acquiror that would carry on the culture and create opportunities for the future success of the employees. Everyone is excited for the next phase of growth,” said Shmueli.

About Generational

Headquartered in Dallas, Generational is one of the leading M&A advisory firms in North America.

With more than 350 professionals located throughout 17 offices in North America, the companies help business owners release the wealth of their business by providing growth consulting, merger, acquisition, and wealth management services. Their six-step approach features strategic and tactical growth consulting, exit planning education, business valuation, value enhancement strategies, M&A transactional services, and wealth management.

The M&A Advisor named the company Investment Banking Firm of the Year three years in a row, Valuation Firm of the Year in 2020, and North American Investment Bank of the Year in 2022 as well as Consulting Firm of the Year. For more information, visit