Below, Wicks shares his perspective on what defines a world-class arena today, how P&J Live balances innovation with operational demands, and where he sees the future of large-scale venues heading.

From your perspective, what are the core elements that make an arena genuinely world-class?

"A genuinely world-class arena today can no longer be defined by size alone. It should be judged on the full fan experience from arrival to departure; the production and technical capabilities; premium and F&B offerings; sustainability credentials; flexibility; commercial performance; and revenue diversity. Above all, though, I would say the most fundamental element is operational excellence and team culture, as that underpins everything else."

P&J Live has been recognised for its sustainability credentials. How do you balance environmental ambitions with the operational demands of hosting major concerts, conferences, and large-scale public events?

“I imagine this is a question that every major venue and promoter is grappling with right now. It is a mistake to think one can ‘trade off’ sustainability against operations. Instead, I believe sustainability needs to be designed into operations, so it strengthens performance rather than restricting it. You can’t treat sustainability as an add-on; it must be part of business-as-usual delivery.

“We still have room to improve, but we’re making good headway. Providing the team with Carbon Literacy training and encouraging everyone to make a personal sustainability pledge has been a real gamechanger."

Technology is evolving rapidly in the live events sector. What innovations at P&J Live are you most proud of, and how are they shaping the visitor journey?

"Our AV/IT team provides an enhanced planning service to clients by modelling their event in 3D, including lighting, staging and table plans, to help theme events more effectively.

"We also have a strong digital offering across the venue. This enhances the guest experience but is also a valuable revenue-generation tool, and we’re actively working to further commercialise the estate.

"In addition, we use bespoke survey software across all our venues to track guest feedback. This highlights where improvements can be made and, equally importantly, allows us to celebrate success. It’s given us the ability to focus clearly and then see the results of those efforts."

You’ve led transformational change throughout your 25-year career across sports, motorsport, and events. How have those experiences influenced your approach to managing Scotland’s largest indoor arena?

"My experience has taught me that delivering high-calibre events is never accidental – it’s designed, rehearsed and built through people, systems and culture. Whether you’re delivering a global motorsport weekend, a sold-out football match or a full-capacity arena show, the fundamentals are the same: clarity of purpose, disciplined planning, calm execution under pressure, and teams who trust each other.

"Those environments also taught me to be comfortable with complexity and scale. In motorsport especially, there is zero tolerance for failure. Decisions are made in seconds, under intense scrutiny, with safety, reputation and commercial outcomes all on the line. That sharpened my instinct for risk, resilience and accountability.

"Sport, meanwhile, taught me the power of emotion and belonging. Fans don’t just attend events; they invest in them. That’s shaped my approach to the arena as a place of shared experience, not just a commercial asset. Every concert, conference or sporting event is someone’s once-in-a-lifetime moment, and our job is to deliver on that with world-class execution.

"Success at this level isn’t about the building – it’s about the people within it, the standards we set, and the impact we create every single day."

Flexible design is a big part of P&J Live’s appeal. Can you share examples of how the venue adapts to accommodate such a wide range of events?

"We have a world-class arena, international conference centre and exhibition space all under one roof, so flexibility and adaptability are part of our daily conversations.

"Our single biggest adaptation comes every second year when we host the industry-leading Offshore Europe exhibition and conference, which helps accelerate the transition to a better energy future. With 30,000 delegates over the week and more than 700 exhibitors, we completely transform the venue’s 30,000m² underground car park into a state-of-the-art exhibition hall, complete with cladding, power, lighting, heating, cooling, waste, water, kitchens and hundreds of exhibition stands.

"While most arenas feature fixed seating, our arena has fully retractable seating blocks, giving us significant flexibility for all-standing shows or major exhibitions.

"In another example, we regularly convert one of our 2,000m² exhibition halls into a large-scale bar to provide faster service for guests attending arena shows."

Community impact is an important part of P&J Live’s story. How does the arena contribute to Aberdeen’s identity and ambitions as a destination for live entertainment and major international events?

"I believe P&J Live plays a central role in shaping how Aberdeen sees itself, and how the world sees Aberdeen. At its heart, the arena is a civic asset as much as a commercial one. It brings people together for shared experiences that simply wouldn’t be possible at this scale anywhere else in the Northeast. From global touring artists and major international conferences to community showcases and local celebrations, it gives the region a stage with truly global reach.

"Economically, the impact is significant. The arena drives footfall into the city, supports hotels, hospitality, transport and retail, and strengthens Aberdeen’s reputation as a place that can host events of international standing. That visibility matters, as it helps attract investment, talent and business well beyond the venue itself.

"At a time when the energy sector Aberdeen is best known for is going through a challenging period, the arena also reflects the city’s confidence, creative energy and ambition to be outward-looking and globally connected. For local audiences, it means world-class entertainment on their doorstep. For international organisers and delegates, it positions Aberdeen as a credible and capable destination for major events.

"Large conferences and exhibitions also help us drive additional legacy by engaging with the community. During the 2025 UK Stroke Forum, for example, there were several community engagement initiatives across the city and wider region.

"Furthermore, the arena creates opportunities for local employment, skills development, volunteering, education partnerships and community use, and we’re proud to have won awards for these efforts. In simple terms, P&J Live helps Aberdeen think bigger."

Looking ahead, what opportunities do you see for arenas and large-scale venues over the next decade, and how is P&J Live positioning itself to stay ahead of the curve?

"There are four areas where I expect to see significant progress and innovation.

"On the technology front, we already have a strong digital offering and see this being enhanced over time, including the potential use of LED ribbons to improve the in-venue experience. New technologies will help reduce wait times at concessions and enhance convenience, and we’re already seeing automated checkout services operating in some venues. The industry will increasingly need tech-savvy leaders to manage complex digital transformations.

"In terms of sustainability and design, I expect greater use of recycled construction materials, low-emission concrete, sustainable timber and lightweight cladding. Solar panels, rainwater harvesting and LED lighting will be designed in from the outset rather than treated as afterthoughts.

"In the premium space, there’s a clear shift away from annual purchases towards more ad hoc experiences. Personalisation, exclusive content, greater diversity and more luxurious offerings will all be key where demand exists.

"Finally, being part of the Legends Global portfolio gives us access to significant data and insight to help shape our future offering. We have a remarkable group of leaders across our venues who continually push boundaries, and access to some of the best technology and intelligence in the sector to ensure we remain at the forefront."

The Arenas Operators and Developers World Summit will be hosted at the NEC in Birmingham, UK, from 10-11 February 2026. Book your delegate pass today by clicking here.