Beyond Security: How Professionalism, Awareness, and Quiet Oversight Shape the Guest Experience at the World’s Most Important Events.

Over the past two decades, I’ve had the privilege of working inside some of the world’s most prominent and complex environments — from private celebrations in remote destinations to international conferences, world summits, the Super Bowl, Mobile World Congress, the World Economic Forum, the Golden Globes, the Academy Awards, and Formula 1 races across multiple continents.

These occasions are far more than gatherings. They are high-stakes moments where image, reputation, and relationships are watched closely — not just by those attending, but by the world.

At each one, my role has been twofold: ensuring the families and executives I personally support can move with confidence, and ensuring Ascot Privé is fully integrated behind the scenes — shaping logistics, managing staff, and quietly closing the gaps that can undermine the entire event if left unchecked.

Recognising the Gaps Others Miss

It never takes long to spot vulnerabilities at a major event.

A member of staff standing with poor posture.

Uniforms that don’t match.

Security personnel distracted, their eyes drifting from the crowd.

Individuals who clearly haven’t been briefed on how to interact with senior guests.

These might look like small details. They’re not.

They signal a lack of training, leadership, and preparation. And for high-net-worth families, executives, investors, politicians, and international attendees, these lapses are immediately noticeable.

At events such as the Super Bowl, Mobile World Congress in Barcelona, the World Economic Forum in Davos, Formula 1 paddocks from Monaco to Austin, or Hollywood’s most visible red carpets, the contrast between well-prepared teams and undertrained staff is stark.

The smallest mistakes are amplified when the world is watching.

Why “Event Security” Isn’t Enough

Most events still treat security as a numbers-based requirement — count the people, fill the posts, and assume the job is done.

But when an event attracts global attention or high-profile guests, this approach falls short.

Numbers don’t compensate for a lack of awareness.

True VIP and executive support requires people who:

• Recognise distinguished guests on sight

• Understand international etiquette and the expectations of senior families

• Integrate seamlessly with existing protective teams

• Remain calm, disciplined, and alert under pressure

• Represent the event, the host, and the brand with professionalism

Without this, even the most impressive staging or venue can be undermined by a single poorly handled moment at a checkpoint or arrival gate.

The Reality for Most Event Staff

The problem is not always the staff themselves. Many are placed into environments they were never trained to handle.

Some are given roles far beyond their experience.

Some receive minimal briefing.

Some have no idea who they are dealing with.

I’ve lost count of the times I’ve quietly stepped in to prevent a situation becoming embarrassing — not for the individual, but for the host and the guests involved.

When staff aren’t supported, they become liabilities.

When they are trained and prepared, they become assets.

The difference is leadership.

Why Cultural and Situational Awareness Matter Everywhere

One of the most valuable lessons from my career is that protection without awareness — cultural, behavioural, and situational — is incomplete.

This applies not just in one region, but at every major global event.

Executives attending WEF in Davos bring their own expectations and protocols.

Families arriving at the Super Bowl travel with established protective structures that must be respected.

Guests appearing on a red carpet in Los Angeles expect a degree of precision that leaves no room for uncertainty.

Senior teams moving through MWC in Barcelona require discretion in an environment designed for visibility.

Each environment is unique, but the expectations are consistent:

professionalism, discretion, and the ability to engage appropriately without drawing attention.

This is where many global firms struggle — because awareness can’t be taught quickly. It comes from experience, exposure, and operating across hundreds of complex environments.

The Guest and Attendee Experience

Security and logistics shape more of the guest experience than most people realise.

When arrivals are smooth, transitions are managed well, and every interaction is handled with confidence, guests feel valued. They feel the event has been built with them in mind.

When they encounter disorganisation, awkward interactions, or inattentive staff, the experience deteriorates instantly.

At Ascot Privé, our approach is simple:

security should never disrupt the moment; it should elevate it.

We work behind the scenes so guests can remain fully present in front of it.

How We Approach Events at Ascot Privé

We treat events as reputational moments — because that’s what they are.

A global summit, a private wedding, a Formula 1 weekend, a major awards ceremony — each carries a lasting impression. And every decision contributes to that impression.

My personal focus is often on direct support for families and executives. But the wider Ascot Privé structure is embedded at the operational level — coordinating movements, shaping logistics, tightening standards, and ensuring nothing that matters is left to chance.

We deliver:

VIP & Executive Support

Discreet, experienced professionals who understand protective integration and high-level etiquette.

Project Management & Coordination

From WEF in Davos to MWC in Barcelona and Super Bowl weekend in the U.S., we coordinate complex schedules, multiple venues, and constantly shifting movements.

Staff Elevation & Training

We either provide personnel directly or enhance existing teams — aligning posture, uniform standards, communication, and crowd dynamics.

Our work is not designed to be seen.

It’s designed to be felt — through calmness, order, and a complete absence of chaos.

Lived Examples of the Difference

At the World Economic Forum, we supported executives navigating a fast-moving schedule across private dinners, bilateral meetings, and public stages — ensuring each movement was discreet, timely, and controlled.

At Formula 1, we integrated with paddock operations, addressing the challenges of congested environments and ensuring distinguished guests were managed without disruption or visibility.

At the Super Bowl, where media, celebrities, and global executives converge, we coordinated movements where timing and precision were everything.

At Mobile World Congress, we supported senior teams moving through crowded exhibition spaces, private suites, and off-site meetings — ensuring reputational and physical security were never compromised.

At the Golden Globes and Oscars, visibility itself becomes the risk. Our role was to ensure that every movement, every appearance, and every interaction stayed controlled and refined in environments built for global scrutiny.

In each example, the lesson is the same:

it’s not about how many people are standing around — it’s about how capable they are.

Why It Matters

For the families, executives, and organisations I support, reputation is currency.

A single mismanaged moment — an awkward interaction, a poorly briefed staff member, a logistical failure — can overshadow an event built over months or years.

This is why standards matter.

This is why awareness matters.

This is why oversight matters.

Events are remembered for how they make people feel — and nothing disrupts a positive experience faster than a breakdown behind the scenes.

Looking Ahead

As the global calendar fills with summits, sporting events, business gatherings, and high-profile ceremonies across Europe, the Middle East, and the United States, my commitment remains unchanged:

To ensure that families, executives, and hosts are never exposed to avoidable failures — and to ensure that their presence at these events strengthens their reputation rather than puts it at risk.

Ascot Privé will continue shaping the behind-the-scenes structure that turns high-profile moments into seamless experiences.

Because true protection is not about surviving an event.

It’s about leaving it with dignity, impact, and reputation fully intact.

___

Glen Burton

Chief Executive Officer

For confidential inquiries or to learn more about how Ascot Privé can support you, your family, or your organisation, please contact:

globaldesk@ascotprive.com

New York: (+1) 646 499 3680

Abu Dhabi: (+971) 52 726 4101

Ascot Privé is a global advisory firm built around four integrated pillars — Risk Consulting & Advisory, Protective Support & Integration, Training & Readiness, and Stress Testing & Assessments. We deliver discreet, expert led support across residence, travel, and business, and remain trusted for our oversight at high-level events worldwide.