What we think....
Testing and readiness is integral Every major event transport plan looks convincing on paper. The modelling holds up, the messaging is agreed and the partners have signed off. Then 80,000 people try to get home at once, and organisers find out what actually works. Transportation demand management (TDM) is about changing behaviour. It asks commuters, businesses, freight operators and spectators to travel differently: to retime trips, reroute, switch mode or not travel at all. Behaviour can’t be fully modelled – assurance comes in testing. That makes test events one of the most valuable, and most misused, tools we have ahead of a major event. Last week’s confirmation that the United States will host the inaugural FIFA Women’s Club World Cup in January 2028 brought that into sharp focus for me. With LA28 now less than two years away, it’s worth asking which opportunities actually count as tests. What makes a good test opportunity In our time working on Olympic Games, Commonwealth Games, Football World Cups and Rugby World Cup programmes, the strongest tests I’ve seen share a few traits: They collide with normal life. Event-time pressure comes from event demand landing on top of background demand (those going about their everyday business). A weekday event during work hours tells you far more than one on a Sunday afternoon. They use the same network. The same corridors, venues, transit lines and freight routes the Games will rely on. They create simultaneous demand. Using one venue is a stadium operation. Several venues at once, plus live sites, is a network test. They let you deploy the real measures. Not just observing, but running the employer outreach, retiming asks, freight guidance and public messaging, then checking whether anyone responded (spectators AND background demand). They’re measured properly. Baselines, counts, surveys and business uptake, with before-and-after comparisons. Without data, you’ve hosted an event, not run a test. They leave time to adapt. A lesson learned 18 months out can reshape the plan. A lesson learned six weeks out becomes a risk register entry. They exercise the real governance. The same agencies, decision-making and sign-off chains that will operate at event time. What doesn’t make a good test The things to avoid if TDM is the primary interest to be tested: A single-venue weekend event with a local crowd who already know how to get there An audience profile that looks nothing like the event in question Measures being showcased when nobody has the appetite for them to fail No background travel pressure, so success tells you nothing about event conditions Events that are too late for findings to be acted on, or held somewhere else entirely The question isn’t whether the event went smoothly. It’s whether we learned something we can still use. Three events, three distances from the Games The LA28 calendar offers three very different opportunities. Each sits (or sat!) at a different point on the runway. FIFA World Cup 2026: two years out. This summer’s matches at SoFi Stadium were arguably the closest thing to a Games-scale rehearsal Los Angeles will get. There were summer conditions, international visitors, weekday fixtures and fan festivals running alongside a working city. It was a genuine chance to test business engagement, retiming messages and multi-agency coordination, with time to act on the results. The limitation is that it was essentially one venue cluster, not the simultaneous, region-wide demand of an Olympic and Paralympic Games. The real question is whether it was treated as a TDM test, with baselines and measurement, or as an event to get through. Super Bowl LXI: 17 months out. Super Bowl LXI comes to SoFi in February 2027. It’s high profile, heavily secured and logistically complex, which makes it useful for perimeters, rideshare management and venue access. But it’s a single Sunday in winter, with a corporate-heavy, car-reliant audience. It tests event operations well. It tests demand management much less, because (as it’s a Sunday) there’s little background demand to manage. FIFA Women’s Club World Cup: six months out. The inaugural FIFA Women’s Club World Cup runs from 5 to 30 January 2028, with 19 clubs participating and host cities still to be named. If Los Angeles is selected, it will be the last major multi-match tournament on the network before the Games. That’s too late to redesign a TDM programme, but well timed for a final live check of messaging, partner coordination and governance. The caveats are winter conditions, smaller crowds and an audience profile unlike the Games. And until host cities are confirmed, it’s a reminder that you can’t build a test programme around events you don’t control. The bigger point Los Angeles doesn’t lack events. What it needs is to decide in advance which ones will be treated as tests, with defined hypotheses, measures actually deployed and data collected. Where an opportunity is too small, too different or too late, we have to be honest that “it went fine” isn’t evidence the Games will. Naturally LA28 organisers have a sharp focus on possible test opportunities, including we understand potentially using next year’s Triathlon World Championships, however the true test of the audiences response to TDM activities will be challenging to pursue not least as the transportation operation planned for the Games will not be in place. Test events should be designed to find weaknesses, not to reassure us..... What’s your view? Which events, in LA or elsewhere, have genuinely moved an event TDM plan forward? Please come say hello@intheround.global as we’d love to get into a conversation about it.
Maybe I shouldn’t be too fascinated by this, but last week saw an entirely coincidental but relevant coming together of news that highlighted the growing contradiction between transport, sustainability and the success of major sporting and entertainment events. So what were the things on my radar over the last 7 days: the first was an insightful webinar hosted by Modeshift, the UK’s premier membership association for those engaged in sustainable travel planning, focused on spectator and audience travel. The discussion explored how people travel to and from events, the challenges this creates for host cities and organisers, and the opportunities to encourage more sustainable travel behaviour. the second came through the King's Speech, where the UK Government announced plans for a new Sports Bill that will include much greater emphasis on integrated transport planning requirements for major sporting events in the UK, and the third was a newspaper headline from a USA city hosting several matches in the forthcoming FIFA Football World Cup where an official was calling on fans to drive to the stadium. In isolation these things are interesting. Taken together, they feel connected, relevant and significant. For many years, transport has been treated as a logistical consideration that sits alongside an event rather than at the centre of it. Yet anyone who has attended a major football match, concert, festival or international sporting competition knows that the travel experience shapes the entire event experience. Congested roads, overcrowded stations, limited accessibility and poor communication can quickly overshadow what happens inside the venue itself. At the same time, the pressure on towns and cities to reduce emissions and encourage sustainable travel continues to grow. Major events can generate thousands — sometimes tens of thousands — of additional journeys in a short period of time. Without careful planning, the environmental and operational impacts can be significant. That is why the conversations taking place now matter. It also shines a light on the need for all major sports events rights holders to put a microscope on their sustainable travel credentials - particularly for the local journeys to a venue - acknowledging that the debate about international air travel for these events will rage on. The Modeshift webinar discussions in the UK reinforced that good spectator travel planning is not simply about moving people efficiently. It is about creating a joined-up experience that considers accessibility, active travel, public transport integration, safety, communication and behaviour change. Successful events increasingly rely on partnerships between event organisers, local authorities, transport operators and communities. The announcement of a new Sports Bill also signals a broader recognition from UK Government that transport planning should be embedded into how major events are delivered. If implemented effectively, this could help establish clearer expectations around sustainable transport, crowd management and coordination between stakeholders. There is also an opportunity here to think beyond individual events. Investments in transport infrastructure, active travel routes and public transport improvements made for major sporting occasions can leave a lasting legacy for local communities long after the final whistle or closing ceremony. The headline from the USA should ofcourse be taken with a pinch of salt but it does underline a principle. In reality the click-bait was the result of an individual official feeling the need to ‘correct’ what they believed to be a misleading announcement by another stakeholder. What it demonstrated again however is the importance of a collaborative, aligned and consistent view across stakeholders to designing, defining and activating the agreed policy and narrative. Of course, policy alone will not solve every challenge. Delivering effective transport plans still requires funding, collaboration, data sharing and early engagement between all parties involved. But it is encouraging to see the conversation moving in the right direction with the UK government announcement. As the UK continues to host major sporting and cultural events, transport cannot remain an afterthought. It is fundamental to accessibility, sustainability, public safety and overall event success. Linking these priorities can and should help unlock a more holistic approach to funding and governance. This week’s discussions and announcements in the UK suggest that this understanding is beginning to gain momentum — and that can only be a positive step forward which hopefully the industry at large can get behind.
Ho ho ho! Merry Christmas to all! As the holiday season unfolds, one can't help but wonder how Father Christmas manages to deliver presents to every child around the globe in just one night. Well, it all comes down to some clever travel demand management principles! Let’s unwrap the secrets behind how Santa navigates the skies efficiently while ensuring every child’s Christmas wish comes true. Reducing the Need to Travel In the spirit of reducing travel demand, Santa encourages families to partake in local festivities and gifts. "Why not spend time with loved ones without having to travel far?" he suggests. Santa’s elves have been busy crafting ideas for creative local celebrations that bring the community together. They promote sustainable gifting too; rather than shipping gifts from afar, Santa advises parents to consider handmade or local presents. “If everyone reduces their need for long-distance deliveries, I can focus on those who really need my sleigh," he chuckles. Traveling at Less Busy Times Timing is everything, especially during the holiday rush. Santa has a unique advantage: he travels during the night when everyone is asleep! But he’s not alone in this. He coaches families to aim for less busy travel times. “If everyone plans their family visits and shopping on weekdays instead of weekends, it eases the holiday traffic for all. Remember, I’ll be scooting around the globe on Christmas Eve while everyone else is snug in their beds!” Using Alternative Less Busy Routes Another key to Santa’s success is his knowledge of alternative routes. As he flies from the North Pole, he utilizes secret pathways known only to the elves. These routes help him avoid heavy air traffic caused by other holiday travelers. “Why sit in traffic when there are magical shortcuts through the stars?” Santa laughs. He encourages families to explore quieter roads when heading to holiday gatherings. “Taking the scenic route may just lead you to hidden gems instead of traffic jams!” Using Less Busy Modes of Transport While Santa's sleigh is iconic, he also promotes the clever use of less busy modes of transport during the holidays. As Santa says, “Not every trip needs to be made by car or plane! Consider walking, biking, or carpooling with friends and family.” With his sleigh parked, Santa hops on a trendy elf-sized bike, reminding families that switching to alternative modes of transport isn’t just good for reducing holiday rush—it’s eco-friendly too! “Let’s keep the air clear for my reindeer!” he winks. Bringing It All Together So, as you prepare for your holiday travels this season, remember the wise words of Father Christmas. By reducing the need to travel, timing your trips, discovering alternative routes, and selecting less busy modes of transport, you can enjoy a more peaceful and joyful holiday experience. From all of us at In the Round, we wish you a Merry Christmas filled with love, laughter, and delightful travels! Stay safe, spread cheer, and don’t forget to leave some cookies out for the jolly old man—he’ll need them after making all those strategic stops!
As a UK-based travel demand management and major events specialist who has helped deliver mobility for major tournaments, I’m fascinated by what’s about to unfold across the Atlantic. I am also delighted to be playing a small part in it. As many will be aware, in the span of just 7 years, the United States will host: FIFA World Cup 2026 LA28 Olympic & Paralympic Games Rugby World Cups 2031 (Men) & 2033 (Women) This is a truly unprecedented sequence for one country and while the sporting excitement is guaranteed, the fan travel experience is not. The central question: ✅ Can the hosts actively manage travel demand around the events — not just supply — to ensure fans experience predictable, safe and stress-free journeys across vastly different cities while the communities in which they sit have a great time too? The U.S. has real strengths…. A huge private mobility sector that can scale fast Significant Games-linked investment already visible in Los Angeles Commercial innovation partnerships arriving early (rideshare, new mobility pilots, etc.) A mature inter-city rail and coach network A ‘can-do’ attitude predicated by the desire to want to be the best These building blocks matter but consistency is for us the defining challenge . Visitors will navigate a patchwork of systems — from transit-rich metropolitan areas to car-first regions — each with different norms, apps, signage and payment methods etc. What quality assurance measures will be in place, particularly in the case of the multi-city events, to ensure minimums (standards) are met and maximums are aspired to. Travel Demand Management: A key pillar or a budget frivolity? Unlike recent European mega-events where public transport is heavily relied upon and arguably more of a cultural norm, many U.S. host cities cannot simply “build their way” into capacity. That means: the (likely) bdemand challenges of the event should be determined early on and mitigation strategies (including travel demand management) considered Event organisers must influence travel behaviours (both of fans going to the event and residents just going about their everyday lives) , not just provide services Fans need clear transport guidance before they book travel or accommodation Advocacy of the more environmentally friend travel choices if World Rugby, FIFA, the IOC and the host cities wish to lead by example in this respect staggered arrival and departure strategies , off-peak incentives and ticket-timing rules become essential to spread demand, minimise disruption and maximise experience Walking and shuttle-based first/last-mile operations designed as the default And so on In short: TDM must be strategic, not piece-meal . What fans may benefit from hearing early: “Don’t drive — here’s the reliable alternative.” “Arrive between these time windows to avoid queues.” “Use this specific station/gate/hub for your ticket category.” “Walking routes are shortest and safest from here.” Whilst the community at large might benefit from hearing things like: “consider commuting at this time to avoid potential disruption” “why not walk the last bit of your bus journey so those that can’t might have more space on the bus” “why not get your usual deliveries scheduled to happen outside the times disruption could be at its highest” “did you know fans will be in this area from 6am to get ready for the sport – why not open your doors (of your café) a bit earlier than normal so everyone can make the most of it” The message must be consistent, multilingual and pushed globally and locally. Who will own the overall event communications plan (on operational matters) so that internationals receive it, those travelling from across the USA receive it and those that live locally receive it (from the sources they most trust). An aligned pan-Event approach is required that maximises the strengths of local communications partners. Operational reality: It’s all about the peak of the peaks Major-event congestion doesn’t last all day — it overwhelms systems in very short windows . Three major risks stand out: Airport & intercity (car and public transport) surge arrivals compressing capacity into peak days Simultaneous departures after matches leading to gridlock if unmanaged Car-dominant cities where stadium districts lack adequate transit loading space Without proactive TDM: → Fans likely to default to cars, including rideshare options such as Uber → Traffic will become the event story → Local goodwill will evaporate It is worth noting the cultural and political challenges of operating across the US. I may be worth noting that in reality it is not the USA that is hosting these events but rather the individual cities and states within which each will reside. A UK perspective: what “success” looks like Drawing on lessons from London 2012, Rugby World Cups, Euros and Commonwealth Games — consistency comes from aligned policy and behavioural design , not from perfect infrastructure. The recipe for the U.S. could include elements such as: ✅ Event wide mobility playbook : same language, same rules, same warnings ✅ Mode-shift strategies : clear “don’t drive” policies + easy public options ✅ Smart ticketing and event wide bespoke trip planners across host cities ✅ Stadium access zones prioritising pedestrians and shuttles ✅ Predictive crowd modelling + live demand response ✅ Reward early arrivals and spread the peak with entertainment, wayfinding and pricing ✅ Continuous learning transfer from 2026 ➜ 2028 ➜ 2031 ➜33 – but who will do that? These are just a few ideas on how a multi-city nation performs as a single, coherent host. Final verdict: ambitious — but achievable Here’s hoping that the event wide mobility strategies are not just a stitching together of host city plans. Here’s hoping that quite detailed aspirations at an event wide level (for fan travel experience) are clearly articulated so Host Cities have clear guidance against which they can perform and be held accountable. The U.S. has the assets. But fan travel experience consistency will depend on whether travel demand management becomes a national priority , not a local afterthought. If the U.S. gets this right, fans will leave saying: “That was far easier than I expected — everywhere we went.” If not, the memories may be shaped by journeys rather than joy. And that would be a missed legacy for a moment of extraordinary global attention….