A wee chat with Ali Atkinson, Head of Marketing at QD Events

Bringing Europe’s largest indoor funfair to life year on year isn’t all fun and games – but the IRN-BRU Carnival, organised by QD Events, has been doing just that with huge success.

From The Scottish Wedding Show to the Scottish Caravan Show, they’ve been behind some of the most exciting annual events at the SEC

As Glasgow prepares for the return of the festive staple at the Scottish Event Campus, we sat down with Head of Marketing at QD Events, Ali Atkinson, to learn how their collaboration with the SEC has allowed for the IRN-BRU Carnival to evolve, meet the needs of all visitors, and how QD Events continues to rise to the challenges of putting on a large-scale event as an independent organiser.

Ali, the IRN-BRU Carnival has been a Glasgow tradition for over a century. Can you tell us a bit about its legacy and why it holds such a special place in the city’s festive calendar?

The IRN-BRU Carnival is so much more than just an event; it’s a cherished tradition. It’s been running since 1919, which means we recently celebrated its 105th anniversary. Over the years, it’s become a cornerstone of Glasgow’s festive celebrations, creating generations of shared memories. People often tell us heartwarming stories of how their grandparents took them to the Carnival, and now they’re bringing their own grandchildren. That connection to the city’s families is something we’re incredibly proud of.

It’s Europe’s largest indoor fun fair—what can visitors expect to see and do this year?

This year’s Carnival features over 70 rides and attractions, including crowd favourites like dodgems, fun houses, and inflatables, alongside some exciting new additions. We’ve managed to secure a carousel, which is always a sought-after attraction, and we’re introducing a new version of the Superstar ride, plus the Crazy Astroslide.

For thrill-seekers, the Extreme Ice Blast will be returning outside. We’ve also packed the event with daily activities like themed days, live performances, and even a treasure hunt for the under 12s. On opening day, we’ll have a piper to kick off the festivities – it’s all about creating a magical experience for everyone who walks through the doors.

Accessibility seems to be a big focus for QD Events. Could you share some of the ways you’ve made the Carnival more inclusive?

Absolutely. We’re passionate about ensuring the Carnival is a welcoming space for everyone. We’ve run Autism Friendly sessions for a number of years, where we slow down the rides and turn off flashing lights where possible, reduce the music volume, , and cap attendance to create a more relaxed environment. These sessions make a huge difference for families who might otherwise find the Carnival overwhelming.

We also provide sensory packs through the SEC, which include fidget toys, ear plugs/defenders, and other items to help offer visitors sensory distraction. And this year, we’re also working in partnership with Scottish Autism to identify ways we can further improve the Carnival experience for our autistic visitors.

Additionally, our ride access pass allows those with both hidden and physical disabilities to skip queues, ensuring they can enjoy the event comfortably. It’s all about making the Carnival an inclusive experience for all.

Speaking of collaboration, what role does the SEC play in bringing the Carnival to life?

The SEC is a fantastic partner. From marketing support – like placing ads across the campus and on the Hydro – to logistical coordination during the event build, their team is involved every step of the way. Live events also love to throw challenges at you, and we work with the SEC on all our incident procedures, , ensuring we’re prepared for any issues that might arise. Their commitment to accessibility has been especially standout; the sensory packs, for example, are part of their broader efforts to make events at the SEC more inclusive, and the Customer Experience team are experts in their field.

The cost-of-living crisis has made event planning more challenging across the board. How are you addressing this to keep the Carnival accessible?

It’s definitely a challenge. We’ve noticed that people are being more selective about which events they attend, often waiting until the last minute to buy tickets. That’s why we’ve made a conscious effort to keep ticket price rises below inflation. We’re also focused on adding as much value as possible – introducing new attractions, enhancing daily programming, and keeping the Carnival affordable for all our visitors. It’s important to us that the Carnival remains an event that everyone can enjoy, even during tough times.

As an independent event organiser in Glasgow, what unique opportunities or challenges have you faced?

Being an independent organiser in Glasgow comes with its challenges, especially in a competitive events market. But it also gives us the flexibility to innovate and respond to what our audience wants. For example, the Autism Friendly sessions were born out of listening to our visitors and wanting to meet their needs. Glasgow’s vibrant community and deep sense of tradition make it a fantastic place to run an event like this – we’re lucky to have such engaged and passionate attendees.

Lastly, what do you hope visitors take away from this year’s Carnival?

We hope that, as with every year, visitors leave with unforgettable memories and a sense of connection – whether it’s the joy of a child discovering a new favourite ride, the nostalgia of a grandparent sharing stories about their first Carnival visit, or the simple pleasure of spending quality time together as a family. The Carnival is about creating those moments that stay with you for a lifetime, and we’re proud to play a part in that.

Join the Fun

The IRN-BRU Carnival will be running at the SEC from December 20^th to January 11^th. Whether you’re a thrill-seeker, a parent looking for a family-friendly day out, or someone reliving fond memories, there’s something for everyone. Don’t miss out on this Glasgow tradition!