GULF CREWING: A NEW CHAPTER

GULF CREWING MANAGING DIRECTOR, KAREN BEATON OPENS UP TO TPMEA ABOUT A TURBULENT YEAR, AND SHARES HER VISION FOR THE FUTURE OF THE COMPANY.

While companies and individuals across the globe were feeling the effects of the COVID-19 pandemic, the untimely passing of Gulf Crewing Founder, Nigel Beaton, sent shockwaves throughout the industry and beyond. A hugely popular and influential character, Nigel left behind not only a well-established company in Gulf Crewing (GCC), but also a loving family. Keen that her husband’s outstanding legacy should be continued – and with a long and successful career in the industry in her own right to draw experience from – Karen Beaton is confident that she is the woman to take the company forward.

“Nigel left such a huge dent in the industry; it’s important that we recognise the successes that we’re now building from,” Beaton began. “Things are going to be slightly different from now on, but while the look and feel of the company will change slightly, the ethos remains the same. We are committed to continuing Nigel’s legacy – he will always be the founding father of the company and at the heart of everything we do, but now I want to push forward with Gulf Crewing under my leadership. We’re still Gulf Crewing, but with a new twist.”

After such a traumatic year, Beaton could have been excused for taking some time out. However, as she explained to TPMEA, she is not taking over the running of the company through some sense of obligation – she has a genuine passion for the industry and a desire to succeed.

“I’m not doing this just because I feel like I should,” she said. “I am doing it because I want to, and I believe that we can take it to the next level.” So, with a steely determination, Beaton, alongside Gulf Crewing’s long-time Operations Manager, Alelie de Castro, set about creating a plan to take the company forward. “Alelie has been the rock throughout all of this,” the Managing Director reflected. “She has been with us since Nigel started the company in 2008, and she has just picked it up and ran with it. She is my right-hand woman, and I’m so lucky to have her.”

First on the agenda was navigating GCC through the difficult lockdown period. “There was no work at all for the boys, so we focused a lot on training during this time,” Beaton, revealed, adding that the team completed the Events Safety Alliance training with Jim Digby, as well as the WHO COVID-19 training certificate. “We were

Gulf Crewing’s Karen Beaton and Alelie de Castro.

also among the first in the region to produce a COVID-19 mitigation policy for clients,” she continued. “It was really just about steadying the ship and preparing the team as much as possible so we’re ready for when events kick in again.”

Going against the general direction of the industry, which has seen many companies downsize or consolidate their current business, Gulf Crewing has expanded during this time, making several key appointments during the lockdown period to promote regional growth. “Just before the pandemic, we hired Stuart Kennedy to become our operations man to support Gulf Crewing in Saudi Arabia,” the Managing Director commented.

The company has also hired Business Consultant, Brad Manser. “He is a good friend who we have known for years,” she commented. “He has done a lot of work with SAGIA [Saudi Arabian General Investment Authority] and we brought him in to help push the operation in Saudi.” Manser’s remit will also extend to the formation of a new GCC branch in Qatar. “He will help with things like setting up the trade licence and arranging the labour. He’ll be doing a lot of the work on the ground, which frees me up to look at the big picture, keep up communication with clients, work on marketing and the continued expansion of the company.”

The company has also hired a new HR and PRO for the Saudi operation, Anfal Al Awad. “She will come to Dubai for a while to get her used to how we work and what we do, then she will support Brad and Stuart over in Saudi,” Beaton confirmed. According to the Managing Director, the change in structure is not only necessary, but also has the potential to unlock huge growth within the Kingdom. “I’ve got two small children, so, with the best will in the world, my ability to just drop everything, jump on a plane and head to Saudi for a few weeks has been curtailed,” she shared. “So, having a devoted team based there is a huge bonus both for what we’re doing at the moment, but also how we can expand.”

The current GCC Saudi Arabia operation is based out of Riyadh but, according to Beaton, it’s only a matter of time before the company establishes multiple branches in strategic locations throughout the country. “Saudi Arabia is geographically massive, so it’s not easy to service jobs in Jeddah or Dammam from a base in Riyadh,” she commented. “Once we have set up offices in key locations, we will be better able to support the biggest and best events in the country. This will not only help us become more economical, but we will be able to pass on the benefits to our clients.”

To go with the planned Saudi expansion, GCC has also formed two new partnerships – with trackway, event flooring and pontoon supplier, TerraTech; as well as draping specialists, Pitchblack. “These are absolute no-brainer decisions,” Beaton stated. “Both partners will come under the GCC Middle East banner in Saudi Arabia and will be able to utilise all of our facilities to deliver in the country. It’s a symbiotic relationship, because while it breaks down the barriers to entry for them, it means that we’ve enhanced our delivery profile for Gulf Crewing.”

“It’s been a horrible year, but we’ve come together as a company and dealt with everything that has been thrown at us. That’s why I am so proud of the team and everything they have accomplished.” Karen Beaton, Managing Director, Gulf Crewing

As well as these two partnerships, Gallous Entertainment will become incorporated into the GCC ME division. “This further enhances the diversity and offerings we can provide in KSA,” the Managing Director stated. “So, in addition to Pitchblack and TerraTech, we will continue to manage the event furniture rental division as part of our service provision.”

Having worked alongside GCC for over 10 years, TerraTech’s Managing Director, Andrew McLeod, is delighted with the partnership. “With year-on-year growth and substantial investment into new equipment throughout 2020, it was a natural progression to bring the companies closer together and utilise the GCC crew to deliver and service TerraTech’s expanding customer base,” he commented. “With our large stock levels, we are now in a position where we can base our fleet of trackway and pontoons in multiple locations. This will lower transport costs for customers and allow us to react quickly to demands. It’s a win-win situation for everyone.”

Mark Hammond from Pitchblack agrees. “There is no doubt that 2020 has been an incredibly tough year, but we are determined to ensure that we emerge from this situation focused, refreshed, bigger and better,” he stated. “We are delighted to be working in partnership with GCC in KSA. We will continue to offer the same high-quality products that our clients are used to in the UAE, whilst benefiting from GCC’s fantastic local knowledge and impeccable standards. We look forward to working with new and existing clients in the KSA region alongside GCC, and we are committed to delivering safe, cost-effective draping and fabric solutions.”

‘WE LOVE OUR BOYS’ Like every company in the events industry, GCC has taken a big financial hit because of the COVID-19 pandemic and, ultimately, the period of inactivity has also meant a period without pay for the GCC workforce – a fact that Beaton is not shying away from.

“We’re not going to pretend it’s been easy,” she stated. “However, while there was no work for the boys, we took on all their expenses, such as accommodation, food and utilities. So, yes, unfortunately they couldn’t send money home during this period, but at least everyone was kept safe, secure, warm and able to keep in touch with their families.”

Describing her workforce as “priority number one”, Beaton praised her crew. She commented: “We love our boys. Without them, we wouldn’t have a business at all. They are key to everything that we do. They know that we have been trying desperately hard to get them out working and keep the money coming in, and thankfully we are now starting to see work pick up again.”

With a new era underway at GCC, the company is also undergoing a rebrand, complete with a new logo and relaunched website. “The previous branding was very heavy, using a lot of black and gold,” Beaton explained. “We are introducing more white, along with the black and gold. We just wanted to freshen things up.”

The rebrand will aim to signal the transition in leadership of the company. “Nigel’s legacy is there, and it is solid, but this is now the next chapter and clients need to see the handover from Nigel to me,” she commented. “I am lucky to be known in the industry from all my previous work, so the transition has not been so difficult for clients so far,” she added.

Highlighting the “fantastic” level of support she has received from clients and friends throughout the industry, the Managing Director praised the Middle East events community. “A lot of our clients know Nigel and I as a couple, but also individually in our own right,” she said. “Our clients have supported us all the way through both personally and professionally. It has reinforced how much Nigel was loved, how sustainable the company is and what a fantastic community we have.”

Beaton reserved the highest praise for her “dream team” at GCC. “It’s been a horrible year, but we’ve come together as a company and dealt with everything that has been thrown at us,” she explained. “That’s why I am so proud of the team and everything they have accomplished. They have been loyal, supportive and a dream to work with throughout.” She concluded: “It’s a new chapter, but Nigel is very much still part of the book.” Photos: Gulf Crewing www.gulfcrewing.com

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