by Dan Perkins

The issue of security is still a sensitive one for the Chicago White Sox.  Last year, the club was thrust into the national spotlight after two bare-chested fans ran onto the field and attacked Kansas City Royals' first base coach Tom Gamboa.  The Sox were  again embarrassed, this year, when another fan ran onto the field during a rematch with the Royals.

As host of this year's All Star Game - Baseball's premier mid-season event - the White Sox weren't about to take any chances.  When it came to providing security, Sox management turned to a vendor with a proven track record.  That vendor was Luna Security Services, a Chicago-based, Latino-owned company specializing in event and concert security.  The Sox also recommended Luna to Major League Baseball and its prime suppliers.

Luna Security Services was founded eight years ago by Ed Soto, a man with a generous smile and a quiet confidence that comes with knowledge and experience.  While the All Star Game reinforced Luna's stature as a top-level provider of security services, the event was just that latest in a series of positive developments for the company.

From the beginning, Soto has taken a slow and steady approach to carving out a niche for himself and his company.  “When I was going through college, I use to work for another security company and did special events.  After a while, things evolved and I got my own clients, and then started my own business,” said Soto.

Once he was out on his own, Soto began building a solid reputation.  “When we first started off, we specialized in Latino special events and concerts," said Soto.  “Being competitive, providing the services that we provide, and producing what we said we would do, we slowly entered the American market.  Now, some of the independent promoters, like Clear Channel, are among our biggest customers,” declared Soto.

Luna’s relationship with Clear Channel is key because it provided the link to the White Sox.  “We’ve done a lot of work (for Clear Channel) over at the United Center and that’s how we built up a relationship with the people over at (Sox Park),” continued Soto.  (The United Center and U.S. Cellular Field (a.k.a. Sox Park) are the respective homes of the Chicago Bulls and the White Sox – both teams are owned by Jerry Reinsdorf).

Clear Channel was also responsible for Luna's biggest concert to date.  “The first time they did a concert in the new (Sox) stadium, we did the security,”  said Soto.  That concert happened to feature none other than the biggest name in rock-and-roll, The Rolling Stones.  "When they had the Rolling Stones here, we provided all the security on the field and backstage," continued Soto.

The company's success with the Stones' concert helped set the stage for the All Star Game.  

"We actually had two clients for the All Star Game: The Chicago White Sox and Party Planners West," said Soto.  Party Planners West is a women-owned special-events company that handled all of the pre-game celebrations for Major League Baseball, including the All Star Gala.  “The White Sox actually recommended us, and Party Planners West hired us to do the pre-game celebration.  We started four days prior to the All Star Game, securing the area.” said Soto. 

During the three-day event, Luna Security Services was on the front line helping to ensure that only authorized individuals gained access to the field.  "We provided security services in the ballpark for the White Sox," said Soto.  "The first day, which was the Old Timers Game, we conducted searches at the front gates.  For the second day, we provided security for the tunnels (between the players’ locker rooms and the field).  On the third day - for the All Star Game - we also provided security in the tunnels and checked credentials.

The All Star Game was not Luna's first sporting event.  "We evolved into sporting events with Northwestern football," said Soto.  For the last four years, Luna Security Services has been the sole provider of ushering and security services at Northwestern football games.

Growing a Reputation Based on Quality Service

When you asked Soto about his company’s competitive advantage, he was quick to respond with just one word: "quality."

To ensure quality, Soto has built a close-knit team of people who have been with him from the start.  “A lot of our guys have been with us for eight years, and a lot of my managers, I’ve known prior to that.  They’ve been with me since I started – almost twelve years, now.   It’s almost become like a family unit – as far as my managers go, and my key personnel.  That’s been our success.”

Soto says his company has received contracts from high-profile clients because the company has earned their trust.  He is also keenly aware of the fact that others are nipping at this heels, trying to take the business away.  “We’re not getting contracts because of the connections we have, we’ve earned them,” declared Soto.

Although Soto is proud of being Latino and hiring Latino workers, he doesn’t emphasize his company’s minority status.  “Northwestern hired us, not because we’re minority, but because we provide the service they were looking for.  After about three seasons they said, ‘Oh, you’re a minority provider, why don’t you give us your certification?’  But that was never the case when they originally hired us.  Just like Clear Channel.  (Our minority status) became an additional benefit.”

Soto admits that over the years, there have been some sleepless nights, but he is confident that his attention to detail and commitment to providing quality service will continue to yield favorable results.

“We’re very low key,” said Soto.  “Most of our clients come from referrals.  We don’t advertise.  We really don’t go out looking for business.  We usually have more business than we can handle, and that’s from people recommending us.”

The End