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Proc-Type: 2001,MIC-CLEAR
Originator-Name: webmaster@www.sec.gov
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 TWSM7vrzLADbmYQaionwg5sDW3P6oaM5D3tdezXMm7z1T+B+twIDAQAB
MIC-Info: RSA-MD5,RSA,
 V1IuSoY2Tzwktyl7bMglNb79or+wfPOYBaIDFHBvP5cS93Kuj9QATJj5Laakp7Kf
 wdJYOTzPxsruigF7+WTQBw==

<SEC-DOCUMENT>0000884219-03-000101.txt : 20030808
<SEC-HEADER>0000884219-03-000101.hdr.sgml : 20030808
<ACCEPTANCE-DATETIME>20030808111814
ACCESSION NUMBER:		0000884219-03-000101
CONFORMED SUBMISSION TYPE:	4
PUBLIC DOCUMENT COUNT:		1
CONFORMED PERIOD OF REPORT:	20030806
FILED AS OF DATE:		20030808

ISSUER:		

	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

	BUSINESS ADDRESS:	
		STREET 1:		1850 N CENTRAL AVE
		STREET 2:		SUITE 0807
		CITY:			PHOENIX
		STATE:			AZ
		ZIP:			85077
		BUSINESS PHONE:		6022074000

	MAIL ADDRESS:	
		STREET 1:		1850 NORTH CENTRAL AVE
		STREET 2:		SUITE 0807
		CITY:			PHOENIX
		STATE:			AZ
		ZIP:			85077

	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

REPORTING-OWNER:	

	OWNER DATA:	
		COMPANY CONFORMED NAME:			REICHERT JACK F
		CENTRAL INDEX KEY:			0001195446

	FILING VALUES:
		FORM TYPE:		4
		SEC ACT:		1934 Act
		SEC FILE NUMBER:	001-11015
		FILM NUMBER:		03830548

	BUSINESS ADDRESS:	
		STREET 1:		1 N FIELD COURT
		CITY:			LAKE FOREST
		STATE:			IL
		ZIP:			60045-4811
		BUSINESS PHONE:		8477354761

	MAIL ADDRESS:	
		STREET 1:		1 N FIELD COURT
		CITY:			LAKE FOREST
		STATE:			IL
		ZIP:			60045-4811
</SEC-HEADER>
<DOCUMENT>
<TYPE>4
<SEQUENCE>1
<FILENAME>f4forreic.xml
<DESCRIPTION>PRIMARY DOCUMENT
<TEXT>
<XML>
<?xml version="1.0"?>
<ownershipDocument>

    <schemaVersion>X0201</schemaVersion>

    <documentType>4</documentType>

    <periodOfReport>2003-08-06</periodOfReport>

    <notSubjectToSection16>0</notSubjectToSection16>

    <issuer>
        <issuerCik>0000884219</issuerCik>
        <issuerName>VIAD CORP</issuerName>
        <issuerTradingSymbol>VVI</issuerTradingSymbol>
    </issuer>

    <reportingOwner>
        <reportingOwnerId>
            <rptOwnerCik>0001195446</rptOwnerCik>
            <rptOwnerName>REICHERT JACK F</rptOwnerName>
        </reportingOwnerId>
        <reportingOwnerAddress>
            <rptOwnerStreet1>BRUNSWICK CORPORATION</rptOwnerStreet1>
            <rptOwnerStreet2>1 N. FIELD COURT</rptOwnerStreet2>
            <rptOwnerCity>LAKE FOREST</rptOwnerCity>
            <rptOwnerState>IL</rptOwnerState>
            <rptOwnerZipCode>60045-4811</rptOwnerZipCode>
            <rptOwnerStateDescription></rptOwnerStateDescription>
        </reportingOwnerAddress>
            <reportingOwnerRelationship>
            <isDirector>1</isDirector>
            <isOfficer>0</isOfficer>
            <isTenPercentOwner>0</isTenPercentOwner>
            <isOther>0</isOther>
            <officerTitle></officerTitle>
            <otherText></otherText>
        </reportingOwnerRelationship>
    </reportingOwner>

    <nonDerivativeTable>
        <nonDerivativeTransaction>
            <securityTitle>
                <value>Common Stock</value>
            </securityTitle>
            <transactionDate>
                <value>2003-08-06</value>
            </transactionDate>
            <transactionCoding>
                <transactionFormType>4</transactionFormType>
                <transactionCode>A</transactionCode>
                <equitySwapInvolved>0</equitySwapInvolved>
            </transactionCoding>
            <transactionAmounts>
                <transactionShares>
                    <value>10916.00</value>
                </transactionShares>
                <transactionPricePerShare>
                    <value>10.1118</value>
                </transactionPricePerShare>
                <transactionAcquiredDisposedCode>
                    <value>A</value>
                </transactionAcquiredDisposedCode>
            </transactionAmounts>
            <postTransactionAmounts>
                <sharesOwnedFollowingTransaction>
                    <value>11916.00</value>
                </sharesOwnedFollowingTransaction>
            </postTransactionAmounts>
            <ownershipNature>
                <directOrIndirectOwnership>
                    <value>D</value>
                </directOrIndirectOwnership>
            </ownershipNature>
        </nonDerivativeTransaction>

    </nonDerivativeTable>


    <derivativeTable>
        <derivativeTransaction>
            <securityTitle>
                <value>Option-right to buy</value>
            </securityTitle>
            <conversionOrExercisePrice>
                <value>10.1118</value>
            </conversionOrExercisePrice>
            <transactionDate>
                <value>2003-08-06</value>
            </transactionDate>
            <transactionCoding>
                <transactionFormType>4</transactionFormType>
                <transactionCode>M</transactionCode>
                <equitySwapInvolved>0</equitySwapInvolved>
            </transactionCoding>
            <transactionAmounts>
                <transactionShares>
                    <value>10916.00</value>
                    <footnoteId id="F1"/>
                </transactionShares>
                <transactionPricePerShare>
                    <value>21.41</value>
                </transactionPricePerShare>
                <transactionAcquiredDisposedCode>
                    <value>D</value>
                </transactionAcquiredDisposedCode>
            </transactionAmounts>
            <exerciseDate>
                <value>1995-08-19</value>
            </exerciseDate>
            <expirationDate>
                <value>2003-08-18</value>
            </expirationDate>
            <underlyingSecurity>
                <underlyingSecurityTitle>
                    <value>Common Stock</value>
                </underlyingSecurityTitle>
                <underlyingSecurityShares>
                    <value>10916.00</value>
                </underlyingSecurityShares>
            </underlyingSecurity>
            <postTransactionAmounts>
                <sharesOwnedFollowingTransaction>
                    <value>0.00</value>
                    <footnoteId id="F1"/>
                </sharesOwnedFollowingTransaction>
            </postTransactionAmounts>
            <ownershipNature>
                <directOrIndirectOwnership>
                    <value>D</value>
                </directOrIndirectOwnership>
            </ownershipNature>
        </derivativeTransaction>

    </derivativeTable>

    <footnotes>
        <footnote id="F1">Granted August 1993 pursuant to 1993 Stock Incentive Plan.
This Option was originally reported as covering 2,900
shares at an exercise price of $38.0625 (current exercise
price of $10.1118), but as adjusted as previously reported,
and all Options remaining unexercised 08-15-96 were further
adjusted to reflect the spin-off of the Consumer Products
Business of the Corporation occurring on that date.</footnote>
    </footnotes>

    <ownerSignature>
        <signatureName>Scott E. Sayre, Attorney-in-Fact</signatureName>
        <signatureDate>2003-08-07</signatureDate>
    </ownerSignature>

</ownershipDocument>

</XML>
</TEXT>
</DOCUMENT>
</SEC-DOCUMENT>
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