NYC Tartan Week Behind the Scenes
Because I’m seeing so much misinformation posted on Tumblr regarding NYC Tartan Week and the parade, I thought I’d clarify the intent, tone, and mechanics of what goes on, as well as to share specifics about what I experienced this year. I’ve been reluctant to say much because we were expecting a surge of Sam fans in NYC and didn’t want to encourage crowding at events that he WOULDN’T be attending… thereby squeezing out our regular guests. But now that it’s over, I’m happy to offer some perspective. Buckle up and grab a beverage if you’re interested in behind-the-scenes scoop. This is gonna get long.
My Role
There are three Scottish heritage societies in NYC. While I’m a member of all three, I hold a leadership role in one specifically. These organizations collaborate as the “Tartan Week Committee,” which means planning events, exploring Grand Marshal candidates, figuring out the economics, engaging with the Scottish government, and executing the many, many events that take place. I attend things throughout the week, welcoming guests to those events put on by my main heritage organization. I am also responsible for organizing our parade marchers, setting up our equipment, and briefing those who serve as color guard and banner carriers. As such, I am “backstage” at the parade – which includes a photo call with the Grand Marshal. There are many event staffers who work Tartan Week year after year, and I’m friendly with several of them. My network extends into the other heritage societies and across some vendors, so if I’m not personally at an event I likely know someone who was.
Tartan Week is basically our Superbowl. And, boy, has it been weird seeing videos with me and my friends / fellow organizers on Tumblr. To us, this is just what we do, year after year.
The Week
I get the sense that people don’t realize that this isn’t just a parade and after party. Tartan Week runs Wednesday-Sunday, with Scottish-American business association meetings, cocktail parties, government visits, the largest ceilidh in the United States, church services, brunches, dinners, dance exhibitions, the NYC Mòd, pop-up shops by vendors who have travelled from Scotland, etc., etc.
In addition to the local heritage community, there are visitors from Scotland and across the U.S. Many of us attend multiple events throughout the week so it’s kind of like a cruise where you’re captive and you see the same people over and over again. Conversations include: “see you tomorrow,” “are you going to x tonight,” “I missed you at y,” etc. I often attend multiple events in a day, and you have to pick-and-choose because there are so many options.
Though some events are more formal in nature and others are quite casual, whisky features at pretty much everything. In fact, we jokingly refer to Tartan Week as “the whisky Olympics” – capped off with a full Scottish breakfast on Sunday that we call “hangover brunch.” Saturday in particular is a heavy drinking day. The events get increasingly casual as the hours wear on, staffers are finally off-the-clock and can let loose, and people begin to feel this year’s event winding down. Sunday is all about nursing that hangover, telling stories about the crazy things that happened during the week, and going home to real life. Mondays are for apologies – reaching out to new contacts in your phone to figure out who the hell they are because you don’t remember where/in what context you met them, asking forgiveness for being a bit sloppy drunk, expressing regret for not saying goodbye in person, etc.
Hopefully, this gives you a sense that it’s not just the parade. And while parades sound like good old fashioned family fun, this is TARTAN WEEK. If you’re not marching up 6th Avenue with a flask in your sporran, you’re not doing it right. (People aren’t openly drinking, I’m just saying that it’s a SCOTTISH event. Whisky will be involved.)
Grand Marshal Responsibilities
We generally look for a Grand Marshal who will draw spectators at the parade. While it’s said that they should be a good ambassador for Scotland, that’s not only what it’s about. If it were, we’d possibly pick a government minister or tourism representative. While there have been a few Grand Marshals from those ranks, usually it’s an actor or musician – especially in recent years.
Often, the Grand Marshal has something going on in their career at the moment which creates symbiotic cross-promotion. For example, last year Alan Cumming capitalized on his connection with “The Traitors,” which makes him a bigger draw than he might have been a few years ago. He was able to further his legend as a fabulous dresser through his outfits across the week and he mentioned the show at events he attended. Brian Cox was booked for 2020 – had the parade happened, there would have been cross-promotion of “Succession.”
Ideally, the Grand Marshal makes a brief appearance here and there throughout the week, but the bare minimum is the parade. Last year, Alan Cumming attended a handful of events – but he lives in NYC so that makes it pretty easy for him. (He also has a great personal “handler” who keeps him moving from point A to point B.) While a Grand Marshall is encouraged to get as involved as possible, it’s really up to their schedule and what makes sense for who they are / what they agree to do.
With Sam, we expected a big crowd and knew extra security would be needed. Even if he was available and willing to do more events, some wouldn’t make sense because of the venue. He didn’t land in New York until Friday and left again Sunday morning, so it really wasn’t an issue – all he could do was the parade and after-party.
I’ve seen a few Tumblr posts chiding Sam for supposed behavior that was felt to be “not in the spirit of a Scotland ambassador,” and others that scolded the seemingly blatant Sassenach Spirits promotion, so I wanted to clarify that we’re not expecting some kind of saintly Grand Marshal who is doing the gig out of the goodness of their heart. There are absolutely benefits for both Tartan Week and the Grand Marshal – boosting tourism and selling tickets for us, and raising visibility for them.
At this point in his evolution, Sam was here to promote Sassenach Spirits – not Outlander, nor another acting role. The whisky sponsorship was a bonus for Tartan Week. It was UNDERSTOOD that he would be promoting his brand. So people on Tumblr saying that the parade should have been about honoring Scotland and “not about his booze” don’t really understand the symbiosis that exists between Tartan Week and a Grand Marshal – or, frankly, whichever liquor company is sponsoring the after party. Sassenach Spirits is an unusual case because it’s so tied to his image, while ALSO being this year’s sponsor.
And, believe me, Scotland is honored throughout the week, including at the parade. If all you've seen is Sam on the bus, you've probably seen 5% of what goes on at Tartan Week.
The 2026 Parade
Because of my role in one of the heritage societies, I am included in photo call with the Grand Marshal before the parade. There are usually 5-8 groups who are allowed to bring a handful of people into a secured room and take official photos.
Photo call is usually a bit chaotic because it’s a “hurry up and wait” situation. Our group is told what time we have to be ready, but it NEVER happens exactly at that time. We’re all squished into a sort of holding pen, getting progressively sweatier while we wait. The poor door guards are constantly juggling the order and/or panicking to make it happen so we can all get in line before the parade steps off.
Sam was not only on time for photo call – he was EARLY. That man was “on” – playing the consummate host as he welcomed us into the room, specially greeting those he’d met before (and apparently remembered), and helping get people lined up in the best way. Yes, he was holding a bottle of the whisky. No, none of us minded. Charming as always.
I want to address the bizarre claim that I’ve seen on Tumblr that Sam was drunk. ABSOLUTELY NOT. I was squished up against him at photo call and would freaking know. He was WORKING. The entire day, if not the entire week, was basically free advertising for Sassenach Spirits. This was a JOB. Also, I was in a room with him about 14 hours after he got to NYC. Before photo call, Sam recorded some interviews/promo in the room so I’m honestly not sure how early he arrived on site. With transfer from the airport, transportation between hotel and venue, etc., it was a short night for him. And I’ve got to believe he had some jet lag.
Sam was alone for photo call, with our security detail milling about at the back of the room. Neither Alex or anyone else was present.
I left to do my thing, getting the group for which I was responsible lined up with appropriate flags, banners, etc. I was helping other groups figure out where they were supposed to be in the Order of March. And parade prep is LOUD. You have pipe bands warming up and/or getting so bored standing around that they decided to play a tune. This is going on up and down several blocks, so as I move around I’m hearing overlap between multiple bands and I can’t wear earplugs because people are often calling my name with a question or trying to get my attention to say hello. There is also a pop-up shop for parade-related merchandise, shortbread samples, etc. And Sassenach Spirits had sprung for boxes and boxes of little Scottish flags and ones printed with the Sassenach Spirits logo, so Tartan Week staff were walking up and down the street handing those out. Plus, a few Outlander fans started to cluster around parade headquarters hoping Sam might suddenly appear, so my job was MUCH more challenging this year as I had to push past them to get in and out of the building with our equipment, to confer with officials, etc.
Anyway, because I was busy doing my job with all these distractions, I don’t know at what point Alex and the others jumped in line behind the Sassenach Spirits banner. I don’t think they came through parade headquarters, and it’s possible that they could have been dropped off from a car and escorted past the barricades. Sam was clearly flying solo, walking through the crowd a bit to hype people up (with some security detail by his side). One thing to note about the Order of March: every year, we have the Grand Marshal listed as “Grand Marshal _____ with family & friends.” This year, for the first time in my memory, that was NOT on the Order of March. This year, it was “Grand Marshal Sam Heughan with Sassenach Spirits.” For me, that was an interesting distinction. This should clearly send the message that this was a BUSINESS event for him. Not like when he served in 2016. In that year, it was absolutely the friends-and-family category; he had the Neal brothers march in his group, IIRC.
The parade went off without a hitch. Protocol is that the Grand Marshal follows a piper and Highland dancer, who set the pace. We keep a lot of space between groups so banners can be read. We march about 10 blocks, at which point a double-decker bus is positioned for the Grand Marshal to stand and watch the rest of the parade. All groups make a hard left at the bus before disassembling their gear and getting the hell out of the way for those behind them.
Marching a handful of groups behind Sam, I wasn’t able to see when (or why) some of the people behind his Sassenach Spirits banner moved IN FRONT of said banner to be photographed just over his shoulder. Commentary:
Some groups (e.g., dance schools) have quite a few small kids marching up the street - it’s very level and easy to walk. The only challenge is that some kids are too small to see above their group’s banner. From what I’ve seen, the Sassenach Spirits banner was carried much higher than is traditional – not sure why.
I do suspect that some of the photographs of Sam and his guests make it appear that he is closer to them than they were in reality. Generally, there should be 8-10 feet between him and the Sassenach Spirits banner. (We have a guy at the start of the parade route who holds groups until they are the proper distance from the group ahead of them before they are allowed to begin the march. However, during the parade it’s possible that banner-carriers might shift closer to the group in front of them.)
This year, there were some blocks along the parade route with a decent crowd, and some where it was a bit sparse. I was kind of surprised that the crowds weren’t bigger, because as a spectator in 2016 it seemed the whole sidewalk was full on each side. However, once we got closer to the bus I saw a sea of giddy women trying to position themselves strategically for a good view of Sam. They really weren’t watching the parade.
After the Grand Marshal gets to the bus, protocol is for him/her to go to the top center and wave to each group as they approach. Unfortunately, the announcer who reads the description of each group is a few blocks earlier, so it can be pretty anticlimactic by the time you reach the bus. Pipe bands try to play something that will finish just as we turn the corner in front of the bus, but otherwise it can pretty quiet. I can’t imagine being the Grand Marshal and having to try to manufacture enthusiasm from the crowd so it’s not just him clapping. Sam was alone up there as I walked past – presumably the Sassenach Spirits crew were in the bottom of the bus at that point.
Once a group passes the bus, they disperse. Some people watch the rest of the parade, while others go find a pub. A few groups, including ours, get a bus pass for one of our members to hop on and hang briefly with the Grand Marshal. There really isn’t anything to do but sort of stand around and clap at groups as they pass the bus. My friend got our pass and spent maybe 20 min up there; another friend might have hung around a bit longer with her pass. In any case, you’re just kind of standing near him –not much if any interaction. Sam was as charming as ever, and incredibly polite, but you have to understand that there were hundreds of cameras on him and really nothing to do. Plus, despite the fact that the weather was pretty moderate, it was hot as fuck on the top of that bus. It sits there for HOURS and just bakes in the sun, retaining heat. Some of my friends who hopped on for a few minutes were pretty relieved to get off again and find some shade. Sam was up there for about two hours. And that sweater he was wearing couldn’t have helped.
I didn’t see Sam pouring whisky in fans, but I’ve read a fair amount of commentary about this on Tumblr. Let me tell you: this is New York. Any official open container restrictions basically apply to businesses – for example, you can’t sell someone a cocktail and let them walk around with it like in New Orleans. But I doubt anyone is going to get arrested for taking a swig of something. Things got a little more relaxed during Covid, and while I wouldn’t blatantly chug an entire six-pack in front of a cop I have absolutely no reservations about quietly sipping wine in a park or having a shot of liquid courage from my flask or drinking a beer on the train. Hell, those of you who were at the parade with me in 2016 remember that I brought flasks for our group and it helped keep us warm in the rain. This is a Scottish event and it’s practically expected that you’ll see someone drinking. Plus, Sam had been carrying that damn bottle around for literally 3 hours at that point – maybe he was looking for an excuse to get rid of it.
After Party
The after party is basically the same event year after year. It is a concert venue, with a limited amount of seating on the sides of the room and an open dance floor in front of the stage. There is a bar at the back of the room, plus one on the main level before you head downstairs to the concert space.
I happened to arrive at the exact moment Sam did. There were a few of us waiting to have our ticket scanned when Sam’s car pulled up. He made a very public show of walking into the building, trailed by the woman (who looked a little bewildered) & child about 5 feet behind him, then Alex (who seemed all business). Sam seemed a bit peeved when he first stepped out of the car, but perhaps he was tired/hot from being on that damn bus for two hours. He quickly swung into “Sam Heughan” mode and put on a smile. His group was escorted downstairs into a greenroom area back stage.
In years past, we’ve often had the whisky sponsor at the upstairs bar for a quiet tasting – a small sample of various expressions. The bar downstairs is a cash bar, perhaps with complementary beer/wine for part of the night. However, when Glenmorangie sponsored the event last year, they kind of upped the game. They offered full pours all night, at both the upstairs and downstairs bars. The downstairs bar is usually a bit gritty, with bartenders doing their best to serve people quickly. Not too hard when most of what is consumed is beer/wine/whisky.
I was not prepared for how nice Sassenach Spirits made the downstairs bar look. They had merchandised all of the shelves with backlit bottles of the whisky, gin, and vodka, and were offering specialty mixed drinks listed on menu cards around the bar area. They also spruced up the bartenders with white shirts and bow ties (maybe I'm wrong but I believe they typically just wear t-shirts).
Sam was supposed to bartend briefly, but it wasn’t clear whether this would be from upstairs or downstairs. However, he never poured at either bar. He generously agreed to do a “Win a Dram with Sam” raffle, where the winner would go backstage and have a whisky. All of these proceeds were donated to the Tartan Week Committee, so that was a nice gesture on his part. Sam did come on stage between bands to talk briefly (and lead a sing-along), but that was his only public appearance. Again, I’m seeing people on Tumblr ranting about him being drunk. I can’t confirm or deny for sure, but can tell you that he was AT WORK, trying to hype up the crowd. Someone who was backstage with Sam didn’t mention anything about it at breakfast this morning, and he has been vocal about challenges dealing with Sam’s retinue in 2016. I’m sure if there was any inappropriate behavior I’d have heard about it.
Later in the evening, I spoke with the woman who won the raffle. She was absolutely over the moon about her time with him, and mentioned that Sophie Skelton had stopped by to see him down there. (Sophie now lives in NYC.) I didn’t see her come or go, so don’t have any further details. I didn’t ask about others who may have been hanging around, but I believe she mentioned Alex. FYI – it’s possible to leave the building without many people noticing, because the greenroom door is in an area away from the main room with dance floor, and you don’t pass through the upstairs bar to exit. Anyone who happened to be on the staircase at the moment would see you, but relatively few people are on the staircase at any one time after the party starts. We didn't see the woman & child after they entered the building, and I haven't seen them in any photos taken in the greenroom. It's possible that they may have left early. Sam himself was not seen publicly after his brief appearance on stage, and I assume they sort of hustled him out before the last band finished because we were pretty focused on the music by that point and not really paying attention.
Lastly, I’m seeing some remarks on Tumblr about “only fans buy his alcohol.” I chatted with several guests who were unaware of the gin and vodka, but are now converts. It was great advertising for the brand as it both raised awareness and provided an opportunity to win people over by tasting the product. (I can also confirm that my local liquor store sells a lot of Sassenach gin to people who don’t even know how to pronounce it but are repeat customers.) Just an FYI.
Narrative
Whatever you believe about the personal lives of Outlander actors, I can tell you that a lot of the fans I overheard fully believe the girlfriend angle. Since nothing has ever been said publicly about his status, they are making assumptions based on the photos they’ve seen and because this woman was on the bus for a while.
However, would you drag your partner across an ocean to run the gauntlet at your work event, only to drag them back 36 hours later? You’d probably take the quick business trip, then hurry home to your significant other. Unless you wanted them to be seen at an event which was photographed to death by the general public. That seems to be an easy way to get a lot of media out into the world without having to lift a finger yourself.
Optics of a seemingly overwhelmed child aside, I think it may have been smart to push this narrative publicly on Tartan Day. People are believing them as a couple, and – perhaps except for some of the bus-huggers – it may have prevented overly-enthusiastic fans from rushing him or trying to grab his ass.
I saw a comment to the effect of “but there is nothing on the NYC Tartan Week page that shows the woman so it’s a PR fail…” I’m sure more will be posted over the next few days, but in general Sam is the main draw. The Tartan Week Committee will focus on commemorating HIS participation on official social media – not his handlers or Sassenach Spirits reps (who were very much in the background on Saturday). There is no cabal behind the scenes collaborating with Jennifer Allen or Starz or anything like that. BTW, I also saw speculation that Jennifer Allen was at the after party (nope, unless someone smuggled her into the greenroom while I was dancing) and wondering whether the fact that the after party was at SONY Hall would mean that the network had some influence. Folks, we have the after party there EVERY year. It is a venue that is the right size and location. Network “suits” have nothing to do with this event.
Lastly, what is it about 10-year-olds acting like toddlers in this fandom’s narrative? We had that big kid stuffed into the stroller in Australia, and now an almost-tween being carried around like a baby. 🙊
tl;dr
Sam was not drunk at the parade
There was nothing unusual about this year's NYC Tartan Week - if anything, it was a bit tame
Hopefully this context will help prevent more misinformation from spreading
