AlliedPRA Rebrands as 'PRA' Following Recent Acquisitions


Tony Lorenz, CMM, CEO of PRA

Destination management firm AlliedPRA has rebranded as PRA following the company's recent acquisition of DSC, Briggs and Destination Nashville. The Chicago-based company, which itself was acquired in 2017 by equity firm CI Capital Partners, has 27 offices throughout North America.

"PRA has a 40-year running start in driving positive change in our sector," noted PRA CEO Tony Lorenz, CMM, in announcing the change. "We have achieved so much, and we are just getting started on an incredible journey ahead. We now have a brand promise in place to underscore the power and progression of our business going forward, leveraging the strong PRA brand equity that the market knows and values. 

"Change in this sector is necessary," Lorenz continued. "Our corporate, association and third-party clients are asking us to expand our reach through a service model that delivers compelling experiences with them, anywhere in the world."

"The passion of our people, the power of our reach, and the authentic, open partnerships we share with our clients, partners and each other, all come together to deliver on our core purpose at PRA -- to deliver experiences that move hearts, minds and businesses forward," said Laurie Knapp, the company's senior vice president of sales and marketing. "Our brand and our story convey our pride and appreciation for our past, our continued commitment to our core services delivered over decades and our excitement about our future at PRA under one unified brand. We have the deepest bench of experienced and passionate team members in our sector's broadest-owned network in the Americas."

Knapp added: "Building on the legacy of the founders of organizations now united under one brand, PRA represents the values and identity shared across our entire business: Passion. Reach. Authenticity."

In addition to its new name and website, the company unveiled a new tagline, "Experience Anywhere," to reflect the rapid expansion of the experienced team, which can deliver event solutions in any global destination. The company plans to make additional acquisitions and other growth initiatives in the months ahead.