Glasgow, Scotland's convention center campus is getting a new brand and name: the Scottish Event Campus.
The 64-acre property, formerly known as the Scottish Exhibition + Conference Centre, has grown quite a bit in the past four years. The success of the award-winning SSE Hydro Arena in 2013, following the 2011 opening of architect Zaha Hadid's Riverside Museum, led to the rebirth of the surrounding Finnieston neighborhood, attracting restaurants, bars and shops to the once-desolate industrial area. The neighborhood is now an artsy destination on its own.
"The name 'Scottish Event Campus' better describes the site, is more representative of what we do and reflects a vision for the future," said Peter Duthie, chief executive of the SEC. "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."
The move also aims to highlight the SEC's ability to stage large-scale events, building on the success of the Glasgow 2014 Commonwealth Games, which brought huge crowds of sports fans to the city and its SEC venues.
"For clarity," Duthie added, "our three buildings will be known as the SSE Hydro, SEC Armadillo, and the original building, the SEC Centre."
But, he said, it is important that "the new name still retains a clear 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."
The 12,000-seat SSE Hydro Arena was built in part to free up convention space in the 240,000-square-foot exhibition center, as concerts were taking up its largest room for much of the year.
The 3,000-seat Clyde Auditorium -- to be renamed SEC Armadillo, reflecting the nickname the facility's unique design quickly acquired -- and the 240,000-square-foot exhibition center have five combinable halls ranging in size from 8,350 square feet to 108,000 square feet. There are five on-site hotels with a total of 753 rooms, including the 283-room Crowne Plaza Hotel, which is connected to the Armadillo.