Exhibit Aye: Bringing Scotland’s Brawn, Brains, and Thrills Together at the SEC

On September 21st, the Scottish Event Campus (SEC) was buzzing with excitement as it hosted an eclectic mix of events: Horror-Con Scotland, Scotland's Strongest Man 2024, Monster Jam Ramped Up!, the Dentistry Scotland Show, and The Wolfe Tones concert. From families thrilled by roaring monster trucks to horror fans decked out in elaborate costumes, the SEC accommodated around 30,000 attendees with remarkable precision.

The SEC’s ability to manage a diverse range of events simultaneously is a testament to our dedicated staff working tirelessly behind the scenes. Months of meticulous planning and coordination ensure everything runs seamlessly on multi-event days, with the team expertly handling logistical complexities, varied audiences, and evolving demands. Here’s a behind-the-scenes look at how the SEC executes days like September 21st with precision and efficiency.

Managing the Complexity: A Plan for Every Scenario

Colin Hartley, Director of Operations noted that the SEC’s team is well-prepared for complex, multi-event days. “We’ve hosted major events such as COP26, the Commonwealth Games, and the MTV EMAs, so we’ve developed robust plans for managing multiple events simultaneously,” he explains. The key to success? Early preparation and comprehensive understanding of each event’s unique needs. “The biggest challenge is ensuring we build a full understanding of each event early in the planning process. Once we have that, we can assess the overall campus operations, and any impact one event might have on another.”

Colin emphasises the importance of communication with event clients, saying that unforeseen challenges often arise when plans change close to the event. “When we don’t get the information we need, or it changes last minute, that’s when things can get challenging. But, no matter what, we make sure our clients receive the full service and resources from the SEC team, regardless of other events happening at the same time.

“I believe we’re quite unique in the UK for handling multiple, diverse events simultaneously, and we pride ourselves on delivering at a world-class level. Any last-minute changes are managed smoothly by the wider team without impacting the resources dedicated to each specific event.”

Coordination Between Teams: Bringing It All Together

Each event at the SEC is managed by an individual event manager, but on multi-event days, collaboration becomes paramount. Our Team Manager of Event Management, Conferences & Exhibitions Jill Wadge highlights the importance of regular communication between the various teams on days like the 21st of September. “While each event is planned individually with each client, we come together closer to the event day to assess any cross-event challenges,” she says. “We ensure all teams are aware of key timings, security needs, and attendee numbers. We develop a campus overview document to ensure that everything flows smoothly.”

Wadge notes that on multi-event days, it’s crucial to communicate with clients that other events will be taking place nearby. “For instance, Dentistry Scotland needs to know Horror-Con is happening next door who are aware of the Strongman contest nearby, so they’re prepared for the contrasting crowds. Ultimately, it’s all about ensuring everyone has a good experience.”

Security and Crowd Management: Keeping Things Safe

Security is another critical element, especially with such diverse crowds. Michael Cooper from SEC’s long term security partner G4S, explains the tailored approach the SEC takes for each event: “Each event brings its own kind of customer, from the way they dress to how they behave. On busy weekends, crowd flow management becomes a top priority when we can get queues stretching across the plaza,” Michael says. “We have to plan in advance how to guide people to ensure public thoroughfares are maintained, and crowds are kept separate and safe.”

Despite the challenges, the SEC’s security team manages to balance safety with a touch of fun. Michael recalls seeing security staff at Horror-Con wearing glasses adorned with bats, embracing the spirit of the event while still maintaining professionalism. “It’s important for our staff to engage with the events, whether it’s Strictly Come Dancing or Scotland’s top weightlifters. It helps customers see us as approachable, and it adds a lighter touch to the day while ensuring all attendees are supported and safe.”

Tailoring the Experience for Guests

With multiple events running concurrently, it is important that we remember that every event has its own audience, each with distinct interests and needs; and we need to make sure our messaging reflects that.

To that effect, the role of social media becomes increasingly vital when enhancing our guests experience throughout the day. Our Head of Marketing Sean Murray emphasises that effective communication and engagement are key. “Social media allows us to be agile,” he explains. “We can respond in real time, engaging with our audiences while driving excitement and delivering essential information to those who need it.”

To achieve this level of responsiveness, meticulous planning is essential. The team prepares content well in advance, ensuring that everything required for each event and platform is ready to go. “We rely on consistent visual storytelling, tone of voice, and event hashtags to unify our message,” Sean adds, reinforcing the importance of trust in what customers see on our channels.

“It’s all about responding to the energy and feedback from our audience,” Sean highlights. This collaborative approach not only fosters a sense of community but also ensures that every visitor has a memorable experience at the SEC, making each event truly special.

On the ground, Scott McIntyre, our Customer Experience Team Manager, explains that the SEC works hard to cater to the specific needs of each event's audience, while ensuring a consistent level of service across the board. “Regardless of audience differences, everyone needs basic information before attending—transport options, directions, facilities—and we ensure that’s communicated effectively,” McIntyre says.

Tailoring the guest experience extends beyond logistics to things like food and drink options. “For instance, theming food offerings to individual events can make a big difference,” McIntyre adds. “We also augment services like baby care, prayer rooms, and sensory spaces to ensure everyone, regardless of their needs, can attend and enjoy their event.”

When it comes to our guest experience, the Catering team faces unique challenges when managing such diverse demographics. “We scale up during peak times like lunch and adapt our menus to cater to the evening crowd, switching from a varied food menu to more of a bar focus” adds Scott. Imagine switching from catering to horror fans and dentistry professionals during the day to welcoming The Wolfe Tones concertgoers in the evening—a true demonstration of flexibility and adaptability!

All in a Day’s Work

Despite the intense planning and focus required to ensure such days run smoothly, the SEC team is always thinking ahead to anticipate every possible scenario, ensuring the best experience for all attendees. “We work hard to make sure all crowds are aware of each other and that everyone leaves happy,” adds Jill. For example, this weekend, Horror-Con visitors were asked to avoid dressing as overtly scary characters to prevent frightening visitors of other events including young families attending Monster Jam.

These thoughtful considerations are what keep the atmosphere calm and enjoyable for all, even with a bustling venue filled with diverse audiences. “There was also the time Darth Vader needed a quick costume repair,” laughs Jill. “Someone’s outfit tore at Comic-Con and a few wonderful visitors from the Hobbycraft Exhibition next door pulled out their sewing kits to fix it!”

Hosting five events at once might seem like a challenge but, for the SEC, it’s just another day at work. From security to catering, event management to customer experience, every team plays a critical role in ensuring that even the most complex days run like clockwork. And while the events themselves may steal the spotlight, it's the behind-the-scenes heroes who truly make the magic happen.