GLASGOW, Scotland — The Scottish Exhibition + Conference Centre (SECC) has been renamed and rebranded the Scottish Event Campus, it was announced Jan. 26.
The new name acknowledges that, over 30-plus years, live entertainment has grown to become a significant part of the venue’s business, with the onsite Armadillo auditorium and SSE Hydro arena.
“The decision and announcement comes at a time when the company has seen changes in the nature of the business it now operates,” said Peter Duthie, chief executive officer. “The name Scottish Event Campus (SEC) better describes the site, is more representative of what we do and reflects a vision for the future.”
The venue’s three buildings will be known as The SSE Hydro, SEC Armadillo, and the original building, SEC Centre.
“We believe that this is the perfect time for a revamp of our brand, building on the success of the business to date. Historically, we have found that many people don’t necessarily realize that all of our buildings are part of the SECC,” he said.
“We also want to showcase that the SEC is able to stage large-scale events – capitalizing on the huge success of the Glasgow 2014 Commonwealth Games and more recently, Ignition Festival of Motoring, both great examples of utilization of all areas of our campus, internally and externally.
“It is important to add that the new name still retains a clear reference to its origins, maintaining a connection to the excellent reputation the venue has built up in each of the market sectors – conferences, exhibitions and live entertainment – in which we operated as SECC.”
Recently, the venue continues to win awards: Large Venue of the Year, at the UK Event Awards; Best Event Space, at the Event Magazine Awards; and, last year, Venue of the Year, at the Exhibition News Awards.
The SEC worked with Glasgow design agency Freytag Anderson on the rebrand.