First a disclaimer. I am a massive fan of Liverpool Football Club!!!! When the best Club in the world clinched the 2024-2025 English Premier League title earlier this week under their new manager, Arne Slot, they didn’t just win a trophy—they showcased a masterclass in teamwork, tactical evolution, and resilience. Slot’s fresh approach and strategic vision revitalised the squad, blending creativity with discipline, and proving that effective teamwork on and off the pitch is the foundation of success. Off the pitch, Liverpool FC has also demonstrated leadership in sustainability (kudos to Rishi Jain and team), with a commitment to reducing their environmental impact. This holistic approach to success—on-field brilliance combined with sustainable practices— should inspire us to rethink sustainable spectator travel demand management for major sports events. Just like the team’s collective effort, the success of event travel planning relies on strategic planning, collaboration, and ensuring a sustainable and seamless experience for all involved. Here’s how in our view the teamwork seen under Arne Slot at Liverpool FC and more generally across the Club can inform the technical world of managing fan travel, with an emphasis on sustainable practices. 1. The Power of Clear Roles and Responsibilities One of Liverpool’s key strengths this season is the clarity with which each player knows their role under Slot’s tactical setup. From Mohamed Salah’s attacking flair to the defensive solidity of Virgil van Dijk, every player has a defined responsibility. This structure enables smooth and effective game play, where each individual can focus on their strengths and contribute to the collective effort. In the world of travel demand management, the same clarity is crucial. A successful sports event depends on a team of specialists, each managing a different aspect of logistics BUT crucially under the leadership of a single focal point on (Van Dyk) and off the pitch (Slot): Local transport authorities to facilitate interaction across the city/regions communities Transport Providers ensure smooth and timely movement of fans to and from the venue. Traffic management teams manage road congestion and ensure safe pedestrian routes. Security and Crowd Management Teams handle safety and direct large crowds efficiently. Event Organizers monitor everything in real-time to adapt and address emerging challenges. Event/Venue Communications Teams ensure that fans understand the best way to travel. Just as Slot has created a system where each Liverpool player knows their part, travel demand management relies on precise coordination between all stakeholders to ensure that the event operates seamlessly. 2. Coordination and Communication: A Winning Combination Liverpool’s success this season is built on seamless communication and tactical flexibility. Under Arne Slot, the players have thrived on both their understanding of Slot's system and their ability to communicate and adapt quickly during matches. Whether it’s a quick pass from Curtis Jones to Darwin Núñez or a last-minute tactical change from the sidelines, communication is key. The same principle applies to planning sustainable travel at major sports events. The key to success lies in continuous communication between various event partners: Transport providers must stay in constant contact with event organizers to adjust routes or add services based on real-time demand. Local authorities need to work with event organisers, police and so on to understand potential crowd movement issues around the last mile and beyond. Fans themselves benefit from advanced information and timely updates, such as changes in transport schedules, security check updates, or advice on the best routes into the venue. In both football management and event planning, effective communication ensures that no part of the team is out of sync, allowing for an overall smooth experience. 3. Adaptability: Responding to the Unexpected Arne Slot has demonstrated his tactical adaptability throughout the 2024/25 season, changing formations and strategies to respond to different opponents. Whether it’s shifting from a high-pressing 4-3-3 to a more compact 4-2-3-1, Slot’s ability to adjust ensures Liverpool stays one step ahead, no matter the situation. In travel demand management, adaptability is just as important. Sporting events, particularly large-scale ones, come with unpredictable challenges: surges in crowd numbers, public transport disruptions, or unexpected weather conditions. A well-designed travel plan needs to incorporate flexible systems that can quickly adapt to these changes. For example: Backup transportation options (e.g., buses or shuttles) can be deployed in case of train delays. Crowd management teams must be able to redirect traffic flow if congestion occurs unexpectedly. Real-time communication channels can help inform fans and transport providers about alternative routes or delays. By embracing flexibility, both sports teams and event managers ensure they are prepared for whatever comes their way. 4. Building a Winning Team for Travel Demand Management Just like Liverpool’s diverse squad, effective travel demand management requires a mix of expertise. A football team isn’t just made up of attackers; it includes defenders, midfielders, and goalkeepers—all working together for a common goal. In the same vein, travel demand management for sports events requires the collaboration of professionals from multiple disciplines: Communications - fans don't change travel behaviour of their own accord. Careful pre-positioning is required. Transport strategists and operations gurus - who not only have the vision to conceptualise what good looks like but have the practical knowledge to make it happen Analysts - that can get underneath the skin of things and to the heard of the issue to understand what will work (and what will not) Commercial - lateral thinking is often required to conceive how better spectator movements can benefit stakeholders commercially (it can!) Sustainability - of course being able to monitor and respond to the carbon footprint nuances of changes in spectator travel is vital Fan engagement - those that understand that fan travel is an extension of and key to overall fan experience - a great experience at the match can be destroyed by a poor travel experience home! And more! Together, these experts can form a cohesive unit—just like Liverpool’s squad. Each plays a vital role in ensuring the event runs smoothly, and their combined efforts create a seamless experience for all attendees. 5. Fan Engagement and Experience: The Red Way Liverpool is famous for its passionate fanbase, and under Arne Slot, the club has continued to foster that sense of community. Whether it’s the electric atmosphere at Anfield or the way the team engages with fans across the globe, Liverpool has always understood the importance of fan connection. When managing travel for major sports events, creating an exceptional experience for fans is just as important. Fans aren’t just customers—they are part of the event’s larger narrative. By focusing on the following areas, event organizers can ensure a positive fan experience: Efficient transport options: Pre-event planning should include easy access to and from the venue, with options for all types of fans (public transport, car parks, cycling routes, etc.). Real-time communication: Fans should be kept in the loop about potential disruptions, transport options, and estimated wait times. Clear signage and friendly staff : Easy-to-follow signage and helpful staff can make navigating through large crowds a lot less stressful. Creating a fan experience that mirrors the positive energy at Anfield will keep spirits high and ensure that people remember the event for all the right reasons. 6. Sustainability: Liverpool’s Leadership and the Importance of Sustainable Travel Off the pitch, Liverpool FC has become a leader in sustainability, with initiatives to reduce their carbon footprint and promote environmentally-friendly practices. The club has invested in green technologies, waste reduction, and community projects that promote sustainability. This commitment not only sets a positive example but also aligns with the growing global emphasis on environmental responsibility. In travel demand management, sustainability must also be at the forefront. With growing concerns about climate change and congestion in urban areas, ensuring that fans can access events using sustainable modes of transportation is more important than ever. Event planners can encourage eco-friendly travel options, such as: Public transport : Encouraging the use of trains, buses, and trams to reduce traffic and emissions. Cycling and walking routes : Designing venues to be more pedestrian and bike-friendly to encourage sustainable travel. Carpooling and ride-sharing programs : Offering fans incentives to carpool or share rides to reduce the number of vehicles on the road. Just as Liverpool FC champions sustainability off the pitch, event organizers have a responsibility to integrate green initiatives into their planning, ensuring that fans have options to reduce their carbon footprint while still enjoying the event. 7. Technology: The Smart Use of Data and Analytics Arne Slot’s managerial success is built on not just tactical awareness, but also the smart use of data to improve team performance. Liverpool’s investment in performance analytics, fitness tracking, and match data has been a major factor in their recent success. Similarly, technology plays a critical role in managing travel demand for sports events: Journey planning solutions that enable fans to seamlessly plan their travel to and from the match in such a way that the 'right' modes are prioritised. Smart ticketing systems allow fans to pre-purchase their travel in advance, reducing bottlenecks at stations and so on and making for a seamless experience. Real-time traffic data helps event organisers optimise routes and predict delays. Crowd-sensing technology enables better management of crowd flows, ensuring safety and efficiency. The use of technology, much like Liverpool’s data-driven approach to football, ensures that every aspect of the travel experience is optimised for efficiency and effectiveness. 8. Resilience and Crisis Management: Overcoming Challenges Liverpool’s resilience, whether it’s coming back from a goal down (as they had to on Sunday) or bouncing back from setbacks during the season, is a hallmark of their success. This mentality extends to how travel demand is managed for major events. Just as Liverpool needs to adjust when things go wrong on the pitch, event organisers must be prepared to respond to unexpected challenges such: Sudden surges in crowd numbers due to a popular team performance Transport delays or disruptions Weather-related obstacles By having contingency plans in place and being ready to adapt on the fly, event organisers can maintain control and ensure the event remains a success, no matter the challenges. Conclusion: A Winning Formula for Success Just like Liverpool FC’s triumphs under Arne Slot, successful travel demand management for sports events comes down to teamwork, planning, and execution. By ensuring clear roles, seamless communication, adaptability, fan-centric strategies, and a commitment to sustainability, you can create an experience that leaves fans with lasting memories. As Liverpool demonstrated this season, when everyone works together towards a common goal, greatness follows. Whether on the football field or in the world of event planning, teamwork is the ultimate key to success—and that teamwork includes building a more sustainable future for sports fans everywhere. Whether it’s supporting Liverpool FC in their sustainable travel efforts off the pitch or using our travel demand management prowess to enhance spectator travel experience at next years FIFA Men’s World Cup while mitigating the local community travel impact we love galvanising teams to unite under a common goal. If you want to hear more then please come say hello@intheround.global #YNWA

As the northern hemisphere lurches into Spring the minds of many in the event planning world now turns toward the festival season that looms on the horizon. Music festivals are more than just a chance to see your favorite artists—they’re about the entire experience. From the first song to the last, every detail contributes to how attendees remember the event. And a major part of this is the travel experience - and specifically ensuring maximum sustainability (particularly on this World Earth Day). The way ticket-holders get to the festival, what they encounter on their journey, and how they feel when they arrive can make or break the experience and have significant impact on the event's carbon footprint. If you’re involved in planning a festival, or simply looking to enhance the festival-goers experience, you’ll want to take the entire journey into account. Here’s a deep dive into the key things to consider when planning that travel experience. Transport accessibility and choice One of the first hurdles fans face when attending a music festival is how to get there. Whether your event is in a sprawling city centre or an open-field countryside, ensuring that travel is easy, sustainable and accessible is critical. Example: Coachella Coachella in California (USA), one of the world’s most famous music festivals, offers multiple transportation options. Fans can choose between shuttles from various cities in California, ride-sharing services, and even carpool lanes to avoid congestion. They also provide ample parking for those driving from afar, but the key here is offering a range of options to accommodate different fan needs. What to consider: Public transport access Shuttle services (festival-specific or partnerships with transport services like Uber/Lyft) Carpool incentives (parking discounts for sharing rides) Partnerships with local hotels offering travel packages Travel options for disabled fans Travel and Stay Options Where your fans stay while attending the festival can hugely influence their experience. Encouraging and enabling fans to stay overnight can greatly relieve the burden on local transport and make for a better overall experience for fans and the local community. Some fans prefer luxury, while others might be happy with basic camping options. It’s important to offer a variety of accommodation types for all budgets. Possibly bundled with travel and event ticketing. Example: Glastonbury Festival The UK’s world renowned Glastonbury Festival offers numerous accommodation options ranging from camping to luxury glamping. They even offer “accessible” camping areas, ensuring that fans with restricted mobility can enjoy the experience with ease. Additionally, Glastonbury partners with local hotels and bed-and-breakfasts to provide nearby options. What to consider: Camping vs. hotel vs. Airbnb options On-site “glamping” (luxury camping) for a more comfortable experience Partnering with nearby hotels and hostels On-site amenities like showers, food, and locker rentals VIP or exclusive lodging packages (e.g., private cabins, luxury tents) Festival-related events before and after the Show The festival itself might only be a few days long, but fans often travel for a longer period. Creating special pre- and post-festival events can enhance the experience, help fans make the most of their trip and relieve peak period travel congestion on all modes of transport and potentially making the sustainable option the best choice. Example: Lollapalooza (Chicago) Lollapalooza isn’t just about the main music event. The festival has embraced its city’s culture by hosting exclusive pre-parties and after-parties at local venues. Many hotels and venues also offer “Lolla-branded” events, like rooftop performances or intimate showcases, giving fans additional reasons to arrive early and stay late. What to consider: Organising pre- or post-festival parties or events Special access to exclusive artist experiences (meet-and-greets, sound checks) Local partnerships with restaurants, bars, and clubs for fans to continue the fun Communication & Real-Time Updates It is often not the lack of decent travel options that is the challenge but rather ensuring that Festival goers can easily plan their trip and understand the travel options available to them. Festival goers may also face logistical challenges as they travel to and from a festival, and keeping them informed can help prevent stress and frustration - increasingly event organising are providing a bespoke journey planning tool that is tailored to the transport operation of the event (see You.Smart.Thing as a great example). It’s essential to ensure seamless communication between the event organisers and attendees, especially on the day of the Festival. Example: Tomorrowland (Belgium) Tomorrowland is known for its detailed communication strategy. The Festival provides fans with real-time updates through their app, from transportation options and parking details to schedule changes and emergency information. They also have live chat support for quick assistance. What to consider: A dedicated festival app for real-time updates (schedules, weather, transportation alerts) Social media and email campaigns to keep fans informed about travel logistics A clear, easy-to-follow website for fans to access travel information and FAQs On-site staff and volunteers to answer any questions fans may have Safety and Security While not the most glamorous topic, safety is critical. Fans need to feel secure as they travel to and from the event, and having measures in place ensures that everyone can enjoy the event without concern. Example: Electric Daisy Carnival (EDC) EDC, one of the largest electronic dance music festivals, has built a reputation for its dedication to fan safety. Their security measures start with thorough screening at the entrance but extend beyond that. They’ve partnered with local authorities to offer free water stations and first aid centers on-site. They also offer on-site medical teams, and their app provides emergency contact information. What to consider: Clearly marked emergency exits and safe areas Staff trained in crowd control and handling emergencies Partnerships with local authorities for better security On-site first aid and wellness stations Communication systems for emergencies Sustainability and Eco-Friendliness More and more fans are concerned with how their travel impacts the environment, and festival organisers are responding by taking eco-friendly measures to reduce their carbon footprint. Example: Burning Man Although not a traditional music festival, Burning Man (Nevada,USA) has become known for its eco-conscious efforts. The Festival encourages attendees to carpool and uses solar-powered energy for many of its operations. They also focus on waste reduction with the “Leave No Trace” principle, promoting recycling and composting across the festival grounds. What to Consider: Encourage carpooling and sustainable travel options Reduce waste with reusable items (e.g., water bottles, cups) Incorporate sustainable practices in transportation, like using electric shuttles Offer incentives for eco-friendly behavior, like discounts for carpooling or using public transport Fan Engagement & Comfort Finally, the key to creating an unforgettable fan travel experience is offering comfort and opportunities for engagement throughout the entire journey. From lounge areas to interactive content, ensuring fans have a seamless experience is vital. Example: Bonaroo (Tennessee, USA) The Bonaroo Music and Arts Festival goes above and beyond by offering fans relaxation spaces like yoga zones, hydration stations, and lounges for resting between sets. These thoughtful touches show fans that their comfort and overall experience matter. What to Consider: Rest areas and hydration stations along travel routes and at the festival site Interactive elements like artist meet-ups, social media shoutouts, or festival-themed photo booths Special perks like early access or VIP lounges for early arrivals or premium ticket holders Conclusion Planning a music festival is a complex task, but when you consider every aspect of the fan travel experience, you create a journey that goes far beyond the music. From transportation to accommodation, safety to sustainability, every detail plays a part in crafting an unforgettable festival experience. The more you can anticipate and cater to the needs of your fans, the more likely they’ll return year after year—and share their incredible experiences with others. If you’re into planning music festivals and concerned about your fans travel experience then come say hello@intheround.global .

A light hearted take on planning transport for a major event.....