# EDGAR Filing Document

**Accession Number:** 0000884219
**File Stem:** 0001011438-23-000024
**Filing Date:** 2023-1
**Character Count:** 19075
**Document Hash:** 15c0c5d40b53ecab8eea3e06b62ce40a
**Contains OCR:** False
**Source Format:** 

## Filing Content

## Filing Summary
**0001011438-23-000024.hdr.sgml**: 20230126

**ACCESSION NUMBER**: 0001011438-23-000024

**CONFORMED SUBMISSION TYPE**: SC 13G

**PUBLIC DOCUMENT COUNT**: 1

**FILED AS OF DATE**: 20230126

**DATE AS OF CHANGE**: 20230126

**GROUP MEMBERS**: BENJAMIN M. GORDON

**SUBJECT COMPANY**: 

**COMPANY DATA:**
- **COMPANY CONFORMED NAME:** VIAD CORP
- **CENTRAL INDEX KEY:** 0000884219
- **STANDARD INDUSTRIAL CLASSIFICATION:** SERVICES-BUSINESS SERVICES, NEC [7389]
- **IRS NUMBER:** 361169950
- **STATE OF INCORPORATION:** DE
- **FISCAL YEAR END:** 1231

**FILING VALUES:**
- **FORM TYPE:** SC 13G
- **SEC ACT:** 1934 Act
- **SEC FILE NUMBER:** 005-42553
- **FILM NUMBER:** 23557664

**BUSINESS ADDRESS:**
- **STREET 1:** 7000 E. 1ST AVENUE
- **CITY:** SCOTTSDALE
- **STATE:** AZ
- **ZIP:** 85251
- **BUSINESS PHONE:** (602) 207-1000

**MAIL ADDRESS:**
- **STREET 1:** 7000 E. 1ST AVENUE
- **CITY:** SCOTTSDALE
- **STATE:** AZ
- **ZIP:** 85251

**FORMER COMPANY:**
- **FORMER CONFORMED NAME:** DIAL CORP /DE/
- **DATE OF NAME CHANGE:** 19930823

**FORMER COMPANY:**
- **FORMER CONFORMED NAME:** NEW DIAL CORP
- **DATE OF NAME CHANGE:** 19921106
**FILED BY**: 

**COMPANY DATA:**
- **COMPANY CONFORMED NAME:** Blue Grotto Capital, LLC
- **CENTRAL INDEX KEY:** 0001764725
- **IRS NUMBER:** 000000000
- **STATE OF INCORPORATION:** DE
- **FISCAL YEAR END:** 1231

**FILING VALUES:**
- **FORM TYPE:** SC 13G

**BUSINESS ADDRESS:**
- **STREET 1:** 2000 RIVEREDGE PARKWAY, SUITE 500
- **CITY:** ATLANTA
- **STATE:** GA
- **ZIP:** 30328
- **BUSINESS PHONE:** 404-381-1862

**MAIL ADDRESS:**
- **STREET 1:** 2000 RIVEREDGE PARKWAY, SUITE 500
- **CITY:** ATLANTA
- **STATE:** GA
- **ZIP:** 30328

#### UNITED STATES

#### SECURITIES AND EXCHANGE COMMISSION

#### Washington, D.C. 20549

#### SCHEDULE 13G

#### Under the Securities Exchange Act of 1934

#### (Amendment No.)\*

#### VIAD CORP
(Name of Issuer)

<u>Common Stock, par value $1.50 per share</u>

(Title of Class Securities)

<u>92552R406</u>

(CUSIP Number)

<u>December 31, 2022</u>

(Date of Event Which Requires Filing of this Statement)

Check the appropriate box to designate the rule pursuant to which this Schedule is filed:

⌧ Rule 13d-1(b)

□ Rule 13d-1(c)

□ Rule 13d-1(d)

\*The remainder of this cover page shall be filled out for a reporting person's initial filing on this form with respect to the subject class of securities, and for any subsequent amendment containing information which would alter the disclosure provided in a prior cover page.

The information required in the remainder of this cover page shall not be deemed to be "filed" for the purpose of Section 18 of the Securities Exchange Act of 1934 ("Act") or otherwise subject to the liabilities of that section of the Act but shall be subject to all other provisions of the Act (however, see the Notes). <br>

&nbsp;&nbsp;&nbsp;&nbsp;<br>

------

<u> CUSIP No. 92552R406 </u> <u> SCHEDULE 13G </u>  

---

| | | | | |
|:---|:---|:---|:---|:---|
| <br> 1 | <br> 1 | NAME OF REPORTING PERSONS.<br>Blue Grotto Capital, LLC | NAME OF REPORTING PERSONS.<br>Blue Grotto Capital, LLC | NAME OF REPORTING PERSONS.<br>Blue Grotto Capital, LLC |
| <br> 2 | <br> 2 | Check the Appropriate Box if a Member of a Group (See Instructions)<br>(a) [ ]<br> (b) [X] | Check the Appropriate Box if a Member of a Group (See Instructions)<br>(a) [ ]<br> (b) [X] | Check the Appropriate Box if a Member of a Group (See Instructions)<br>(a) [ ]<br> (b) [X] |
| <br> 3 | <br> 3 | SEC Use Only  | SEC Use Only  | SEC Use Only  |
| <br> 4 | <br> 4 | Citizenship or Place of Organization<br>Delaware | Citizenship or Place of Organization<br>Delaware | Citizenship or Place of Organization<br>Delaware |
| <br>NUMBER OF SHARES BENEFICIALLY<br> OWNED BY EACH REPORTING<br> PERSON WITH | <br>NUMBER OF SHARES BENEFICIALLY<br> OWNED BY EACH REPORTING<br> PERSON WITH | <br>NUMBER OF SHARES BENEFICIALLY<br> OWNED BY EACH REPORTING<br> PERSON WITH | <br> 5 | <br> Sole Voting Power<br>1,336,217<br>|
| <br>NUMBER OF SHARES BENEFICIALLY<br> OWNED BY EACH REPORTING<br> PERSON WITH | <br>NUMBER OF SHARES BENEFICIALLY<br> OWNED BY EACH REPORTING<br> PERSON WITH | <br>NUMBER OF SHARES BENEFICIALLY<br> OWNED BY EACH REPORTING<br> PERSON WITH | <br> 6 | <br> Shared Voting Power<br>0<br>|
| <br>NUMBER OF SHARES BENEFICIALLY<br> OWNED BY EACH REPORTING<br> PERSON WITH | <br>NUMBER OF SHARES BENEFICIALLY<br> OWNED BY EACH REPORTING<br> PERSON WITH | <br>NUMBER OF SHARES BENEFICIALLY<br> OWNED BY EACH REPORTING<br> PERSON WITH | <br> 7 | <br> Sole Dispositive Power<br>1,336,217<br>|
| <br>NUMBER OF SHARES BENEFICIALLY<br> OWNED BY EACH REPORTING<br> PERSON WITH | <br>NUMBER OF SHARES BENEFICIALLY<br> OWNED BY EACH REPORTING<br> PERSON WITH | <br>NUMBER OF SHARES BENEFICIALLY<br> OWNED BY EACH REPORTING<br> PERSON WITH | <br> 8 | <br> Shared Dispositive Power<br>0<br>|
| <br> 9 | <br> 9 | <br> Aggregate Amount Beneficially Owned by Each Reporting Person<br>1,336,217 | <br> Aggregate Amount Beneficially Owned by Each Reporting Person<br>1,336,217 | <br> Aggregate Amount Beneficially Owned by Each Reporting Person<br>1,336,217 |
| <br> 10 | <br> 10 | <br> Check if the Aggregate Amount in Row (9) Excludes Certain Shares (See Instructions) | <br> Check if the Aggregate Amount in Row (9) Excludes Certain Shares (See Instructions) | <br> Check if the Aggregate Amount in Row (9) Excludes Certain Shares (See Instructions) |
| <br> 11 | <br> 11 | <br> Percent of Class Represented by Amount in Row (9)<br>6.5% (1) | <br> Percent of Class Represented by Amount in Row (9)<br>6.5% (1) | <br> Percent of Class Represented by Amount in Row (9)<br>6.5% (1) |
| <br> 12 | <br> 12 | <br> Type of Reporting Person (See Instructions)<br>IA | <br> Type of Reporting Person (See Instructions)<br>IA | <br> Type of Reporting Person (See Instructions)<br>IA |
| (1)  | Calculation of the foregoing percentage is based on 20,670,196 shares of common stock of Viad Corp (the "Issuer") outstanding as of November 1, 2022, as disclosed in the Issuer's Form 10-Q filed with the Securities and Exchange Commission ("SEC") on November 4, 2022. | Calculation of the foregoing percentage is based on 20,670,196 shares of common stock of Viad Corp (the "Issuer") outstanding as of November 1, 2022, as disclosed in the Issuer's Form 10-Q filed with the Securities and Exchange Commission ("SEC") on November 4, 2022. | Calculation of the foregoing percentage is based on 20,670,196 shares of common stock of Viad Corp (the "Issuer") outstanding as of November 1, 2022, as disclosed in the Issuer's Form 10-Q filed with the Securities and Exchange Commission ("SEC") on November 4, 2022. | Calculation of the foregoing percentage is based on 20,670,196 shares of common stock of Viad Corp (the "Issuer") outstanding as of November 1, 2022, as disclosed in the Issuer's Form 10-Q filed with the Securities and Exchange Commission ("SEC") on November 4, 2022. |

---

------

<u> CUSIP No. 92552R406 </u> <u> SCHEDULE 13G </u>  

---

| | | | | |
|:---|:---|:---|:---|:---|
| <br> 1 | <br> 1 | NAME OF REPORTING PERSONS.<br>Benjamin M. Gordon | NAME OF REPORTING PERSONS.<br>Benjamin M. Gordon | NAME OF REPORTING PERSONS.<br>Benjamin M. Gordon |
| <br> 2 | <br> 2 | Check the Appropriate Box if a Member of a Group (See Instructions) <br>(a) [ ]<br> (b) [X] | Check the Appropriate Box if a Member of a Group (See Instructions) <br>(a) [ ]<br> (b) [X] | Check the Appropriate Box if a Member of a Group (See Instructions) <br>(a) [ ]<br> (b) [X] |
| <br> 3 | <br> 3 | SEC Use Only  | SEC Use Only  | SEC Use Only  |
| <br> 4 | <br> 4 | Citizenship or Place of Organization <br>United States | Citizenship or Place of Organization <br>United States | Citizenship or Place of Organization <br>United States |
| <br>NUMBER OF SHARES BENEFICIALLY<br> OWNED BY EACH REPORTING<br> PERSON WITH | <br>NUMBER OF SHARES BENEFICIALLY<br> OWNED BY EACH REPORTING<br> PERSON WITH | <br>NUMBER OF SHARES BENEFICIALLY<br> OWNED BY EACH REPORTING<br> PERSON WITH | <br> 5 | <br> Sole Voting Power<br>1,336,217 <br>|
| <br>NUMBER OF SHARES BENEFICIALLY<br> OWNED BY EACH REPORTING<br> PERSON WITH | <br>NUMBER OF SHARES BENEFICIALLY<br> OWNED BY EACH REPORTING<br> PERSON WITH | <br>NUMBER OF SHARES BENEFICIALLY<br> OWNED BY EACH REPORTING<br> PERSON WITH | <br> 6 | <br> Shared Voting Power<br>0<br>|
| <br>NUMBER OF SHARES BENEFICIALLY<br> OWNED BY EACH REPORTING<br> PERSON WITH | <br>NUMBER OF SHARES BENEFICIALLY<br> OWNED BY EACH REPORTING<br> PERSON WITH | <br>NUMBER OF SHARES BENEFICIALLY<br> OWNED BY EACH REPORTING<br> PERSON WITH | <br> 7 | <br> Sole Dispositive Power<br>1,336,217<br>|
| <br>NUMBER OF SHARES BENEFICIALLY<br> OWNED BY EACH REPORTING<br> PERSON WITH | <br>NUMBER OF SHARES BENEFICIALLY<br> OWNED BY EACH REPORTING<br> PERSON WITH | <br>NUMBER OF SHARES BENEFICIALLY<br> OWNED BY EACH REPORTING<br> PERSON WITH | <br> 8 | <br> Shared Dispositive Power<br>0 <br>|
| <br> 9 | <br> 9 | <br> Aggregate Amount Beneficially Owned by Each Reporting Person<br>1,336,217  | <br> Aggregate Amount Beneficially Owned by Each Reporting Person<br>1,336,217  | <br> Aggregate Amount Beneficially Owned by Each Reporting Person<br>1,336,217  |
| <br> 10 | <br> 10 | &nbsp;&nbsp;&nbsp;&nbsp;<br>Check if the Aggregate Amount in Row (9) Excludes Certain Shares (See Instructions) | &nbsp;&nbsp;&nbsp;&nbsp;<br>Check if the Aggregate Amount in Row (9) Excludes Certain Shares (See Instructions) | &nbsp;&nbsp;&nbsp;&nbsp;<br>Check if the Aggregate Amount in Row (9) Excludes Certain Shares (See Instructions) |
| <br> 11 | <br> 11 | &nbsp;&nbsp;&nbsp;&nbsp;<br>Percent of Class Represented by Amount in Row (9)<br>6.5% (1) | &nbsp;&nbsp;&nbsp;&nbsp;<br>Percent of Class Represented by Amount in Row (9)<br>6.5% (1) | &nbsp;&nbsp;&nbsp;&nbsp;<br>Percent of Class Represented by Amount in Row (9)<br>6.5% (1) |
| <br> 12 | <br> 12 | &nbsp;&nbsp;&nbsp;&nbsp;<br>Type of Reporting Person (See Instructions)<br>IN | &nbsp;&nbsp;&nbsp;&nbsp;<br>Type of Reporting Person (See Instructions)<br>IN | &nbsp;&nbsp;&nbsp;&nbsp;<br>Type of Reporting Person (See Instructions)<br>IN |
| (1)  | Calculation of the foregoing percentage is based on 20,670,196 shares of common stock of the Issuer outstanding as of November 1, 2022, as disclosed in the Issuer's Form 10-Q filed with the SEC on November 4, 2022. | Calculation of the foregoing percentage is based on 20,670,196 shares of common stock of the Issuer outstanding as of November 1, 2022, as disclosed in the Issuer's Form 10-Q filed with the SEC on November 4, 2022. | Calculation of the foregoing percentage is based on 20,670,196 shares of common stock of the Issuer outstanding as of November 1, 2022, as disclosed in the Issuer's Form 10-Q filed with the SEC on November 4, 2022. | Calculation of the foregoing percentage is based on 20,670,196 shares of common stock of the Issuer outstanding as of November 1, 2022, as disclosed in the Issuer's Form 10-Q filed with the SEC on November 4, 2022. |

---

------

#### Schedule 13G

#### Item 1.

---

| | |
|:---|:---|
| (a) | Name of Issuer |
|  | <br> Viad Corp (the "Issuer") |
| (b) | Address of Issuer's Principal Executive Offices |
|  | <br> 7000 East 1st Avenue, Scottsdale, AZ 85251-4304  |

---

#### Item 2.

---

| | |
|:---|:---|
| (a) | Name of Person Filing |
|  | <br> This Schedule 13G is being filed jointly on behalf of:<br>(i) Blue Grotto Capital, LLC, a Delaware limited liability company (the "Investment Manager"), and<br>(ii) Benjamin M. Gordon, a United States citizen and the Managing Member of the Investment Manager (the "Managing Member" and, collectively with the Investment Manager, the "Reporting Persons"). |
| (b) | Address of Principal Business office or, if None, Residence |
|  | <br> The business address of each of the Reporting Persons is 2000 Riveredge Parkway, Suite 500, Atlanta, GA 30328. |
| (c) | Citizenship: |
|  | <br> The Investment Manager is a Delaware limited liability company and the Managing Member is a United States citizen. |
| (d) | Title of Class Securities: |
|  | <br> Common Stock, par value $1.50 per share ("Common Stock") |
| (e) | CUSIP Number: |
|  | <br> 92552R406 |

---

---

| | |
|:---|:---|
| **Item 3.** | **If this statement is filed pursuant to Rules 13d-1(b), or 13d-2(b) or (c), check whether the person filing is a:** |

---

(a) [ ] Broker or dealer registered under section 15 of the Act (15 U.S.C. 78c).

---

| | | |
|:---|:---|:---|
| (b) | [] | Bank as defined in section 3(a)(6) of the Act (15 U.S.C. 78c). |
| (c) | [] | Insurance company as defined in section 3(a)(19) of the Act (15 U.S.C. 78c). |

---

(d) [ ] Investment company registered under section 8 of the Investment Company Act (15 U.S.C. 80a-8).

(e) [ X<br> ] An investment adviser in accordance with Rule 13d-1(b)(1)(ii)(E).

------

(f) [ ] An employee benefit plan or endowment fund in accordance with Rule 13d-1(b)(1)(ii)(F).

(g) [ X<br> ] A parent holding company or control person in accordance with Rule 13d-1(b)(1)(ii)(G).

(h) [ ] A savings association as defined in Section 3(b) of the Federal Deposit Insurance Act (12 U.S.C. 1813).

(i) [ ] A church plan that is excluded from the definition of an investment company under section 3(c)(14) of the Investment Company Act of 1940 (15 U.S.C. 80a-3).

(j) [ ] A non-U.S. institution in accordance with Rule 13d-1(b)(1)(ii)(J).

(k) [ ] Group, in accordance with Rule 13d-1(b)(1)(ii)(K).

---

| | | |
|:---|:---|:---|
| **Item 4.** | **Item 4.** | &nbsp;&nbsp; **Ownership**<br>|
| (a)  | Amount beneficially owned: | Amount beneficially owned: |

---

As of December 31, 2022, the Reporting Persons beneficially owned the shares of Common Stock referenced in Item 9 of the cover page pertaining to each Reporting Person and such Item 9 disclosure is incorporated herein by reference.

The shares of Common Stock beneficially owned by the Reporting Persons are directly held by Blue Grotto Master Fund LP (the "Fund"), a private investment fund for which the Investment Manager serves as investment manager, or a managed account (the "Managed Account") for which the Investment Manager also serves as investment manager. Each of the Fund and its general partner, and the owner of the Managed Account, have delegated all voting and investment power over the shares of Common Stock directly held by the Fund and the Managed Account, respectively, to the Investment Manager pursuant to investment management agreements.

(b) Percent of class:

Incorporated by reference to Item 11 of the cover page pertaining to each Reporting Person.

(c) Number of shares to which the person has:

(i) Sole power to vote or to direct the vote:<br>

Incorporated by reference to Item 5 of the cover page pertaining to each Reporting Person.

(ii) Shared power to direct the vote:<br>

Incorporated by reference to Item 6 of the cover page pertaining to each Reporting Person.

(iii) Sole power to dispose or to direct the disposition of:

Incorporated by reference to Item 7 of the cover page pertaining to each Reporting Person.

(iv) Shared power to dispose or to direct the disposition of:

Incorporated by reference to Item 8 of the cover page pertaining to each Reporting Person.

------

---

| | |
|:---|:---|
| **Item 5.** | &nbsp;&nbsp; **Ownership of Five Percent or Less of a Class.** |

---

If this statement is being filed to report the fact that as of the date hereof the reporting person has ceased to be the beneficial owner of more than five percent of the class securities, check the following [ ].

---

| | |
|:---|:---|
| **Item 6.** | &nbsp;&nbsp; **Ownership of More than Five Percent on Behalf of Another Person.** |

---

The shares of Common Stock beneficially owned by the Reporting Persons are directly held by the Fund or the Managed Account, for which the Investment Manager serves as investment manager of each.

---

| | |
|:---|:---|
| **Item 7.** | &nbsp;&nbsp; **Identification and Classification of the Subsidiary Which Acquired the Security Being Reported on By the Parent Holding Company or Control Person.** |

---

Not applicable.

---

| | |
|:---|:---|
| **Item 8.** | &nbsp;&nbsp; **Identification and Classification of Members of the Group.** |

---

Not applicable.

---

| | |
|:---|:---|
| **Item 9.** | &nbsp;&nbsp; **Notice of Dissolution of Group.** |

---

Not applicable.

---

| | |
|:---|:---|
| **Item 10.** | &nbsp;&nbsp; **Certification:** |

---

By signing below I certify that, to the best of my knowledge and belief, the securities referred to above were acquired and are held in the ordinary course of business and were not acquired and are not held for the purpose of or with the effect of changing or influencing the control of the issuer of the securities and were not acquired and are not held in connection with or as a participant in any transaction having that purpose or effect.

------

SIGNATURE

After reasonable inquiry and to the best of my knowledge and belief, I certify that the information set forth in this statement is true, complete and correct.

Date: January 26, 2023

---

| | |
|:---|:---|
| BLUE GROTTO CAPITAL, LLC | BLUE GROTTO CAPITAL, LLC |
| By: | <u>/s/ Benjamin M. Gordon</u> |
|  | Name: Benjamin M. Gordon |
|  | Title: Managing Member |

---

---

| |
|:---|
| &nbsp;&nbsp;&nbsp;&nbsp;<u>/s/ Benjamin M. Gordon</u> |
| &nbsp;&nbsp;&nbsp;&nbsp;BENJAMIN M. GORDON |

---

------

#### EXHIBIT INDEX
<u>Exhibit</u>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <u>Description</u>

99.1&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Joint Filing Agreement by and among the Reporting Persons

------

#### Exhibit 99.1

JOINT FILING AGREEMENT

In accordance with Rule 13d-1(k)(1) under the Securities Exchange Act of 1934, as amended, the persons named below agree to the joint filing on behalf of each of them of this Schedule 13G (including additional amendments thereto) with respect to the shares of common stock, par value $1.50 per share, of Viad Corp. This Joint Filing Agreement shall be filed as an Exhibit to such Statement. The undersigned acknowledge that each shall be responsible for the timely filing of any amendments to such joint filing and for the completeness and accuracy of the information concerning him or it contained herein and therein, but shall not be responsible for the completeness and accuracy of the information concerning the others.

Date: January 26, 2023

---

| | |
|:---|:---|
| BLUE GROTTO CAPITAL, LLC | BLUE GROTTO CAPITAL, LLC |
| By: | <u>/s/ Benjamin M. Gordon</u> |
|  | Name: Benjamin M. Gordon |
|  | Title: Managing Member |

---

---

| |
|:---|
| &nbsp;&nbsp;&nbsp;&nbsp;<u>/s/ Benjamin M. Gordon</u> |
| &nbsp;&nbsp;&nbsp;&nbsp;BENJAMIN M. GORDON |

---

<br>