GardaWorld unifies branding for events group

GardaWorld announced that its BEST Crowd Management division will take the lead on branding for its events group, which includes WESS, an American event staffing and security services provider that was acquired by GardaWorld in 2019.

“This brand is a reflection of how much our services have evolved over the years,” said Yannick Drapeau, director, Specialized Services, Quebec, in a statement. “And knowing our colleagues south of the border will now carry our brand makes me proud and very excited for the opportunities that it will bring for our business.”

According to GardaWorld, during the COVID-19 pandemic, BEST Crowd Management has provided services including temperature screenings, travelers quarantine supervision, social distancing supervision, capacity monitoring and vaccination checks.

“The COVID-19 pandemic has brought crowd management to the forefront,” said Drapeau. “Event staffing and security is no longer just about ticketing or physical security — it’s about securing staff and guests from an invisible health threat. As a result, sports venues, corporate events, and even non-traditional event venues and organizations require a partner that brings highly cultivated expertise with adaptable skill sets and services.”

“The decision to rebrand WESS follows decades of experience and demonstrated success in providing the BEST for our clients. It’s time we updated our branding to reflect our standing,” added Jeff Spoerndle, vice-president of BEST Crowd Management, U.S.

“It brings me great pride to see BEST Crowd Management Services expand in more Canadian provinces and south of the border. It is a brand we have built and nurtured to answer the growing and ever-evolving event management industry. BEST represents the very core of the GardaWorld family, bringing energy, innovation and high-level expertise and resources to deliver customized security solutions,” said Jean-Luc Meunier, chief operating officer, Security Services, Canada, GardaWorld.

According to the company, BEST operates in more than 27 U.S. markets and many Canadian provinces. Its partners include large U.S. stadiums, professional sports teams, university sports teams, major concert venues, and convention centres for corporate events.