Since joining Why Not Nightclub in November 2012 as General Manager, Jay has played a pivotal role in reinventing the venue. During his interview, he presented a comprehensive plan for a complete redesign and refurbishment, drawing inspiration from renowned clubs in London, Ibiza, Las Vegas, and Los Angeles. Collaborating with local suppliers, Jay implemented a state-of-the-art VOID sound system and two custom-built lighting systems—The Grid and The LED Room—both the first of their kind in Scotland. The venue layout was also optimised to enhance the experience for both guests and staff.
 

In the main room, four luxury party booths were introduced for groups celebrating special occasions, the DJ booth was relocated to a more central position, and CO₂ cannons along with smoke and haze were added to elevate the guest experience. The space is further enhanced by two large cocktail bars, the main bar and the Grey Goose Lounge.
 

The VIP room was transformed from a simple lounge with cushions and carpet into what is now known as the LED Room, a dynamic secondary space where music meets video in the form of tailor-made visuals that align with special events and partnerships. The walls and ceiling are fitted with LED panels containing more than 25 million pixels, all controllable remotely from the DJ booth.
 

Inspired by his trips to the USA, particularly Las Vegas’ Bank Nightclub and Los Angeles’ Reserve Bar, Jay also pioneered The Vault, a private space within the club featuring its own VOID Sound System, HD video feeds to both the main and LED rooms, and a dedicated bar. This exclusive area has become the ideal setting for high-end events.
 

Operational improvements were also a priority. Back-of-house areas and service stations were revamped for improved efficiency, with a strong focus on visual merchandising techniques honed during his time with Eclectic Bars. Strategic lighting and eye-catching displays not only enhanced the customer experience but also boosted sales of premium products, securing long-term sponsorship deals that helped offset much of the costs associated during the refurbishment.
 

With the refurbishment complete, Jay and his team relaunched the Why Not brand with a fresh logo, new website, and mobile app, effectively leveraging social media and email marketing to captivate a new generation of club-goers. In the first year post-transformation, the club clinched a prestigious SLTN award, affirming its status as Scotland’s best nightclub, a title that has been reinforced by 11 national awards over the 12 years since 2013.

In 2015, the club further diversified its offerings with an additional weekly event and secured official partnerships with several universities, underscoring its widespread appeal. Beyond its renowned mid-week student nights, Why Not has also hosted numerous high-profile guest DJs and live performers over the years, showcasing its versatile entertainment offerings.
 

One of the most remarkable chapters in this journey was the club’s reinvention during the COVID-19 pandemic. Faced with unprecedented challenges, Jay and his team transformed the venue into a secret cocktail garden featuring street food, inventive cocktails, and rotating guest DJs. This creative pivot not only maintained sales in line with previous years but, more importantly, kept the team employed and provided customers with a safe opportunity to enjoy the venue when nightclubs were forced to close. During this time Jay also franchised software from a mobile app development company and built a bespoke ordering app for customers to use to engage with staff when social distancing was in place.  This was rolled out to other venues within the company also.
 

Over the past decade, while many UK nightclubs have experienced significant declines, the vision and teamwork at Why Not have resulted in a staggering 600% increase in profit. Jay recognises that the initial vision and support from the company played a role in this success; however, he strongly believes that the dedicated team he built, many of whom remain with the company today, has been the most critical factor in this journey.