COVID-19 and a national travel behaviour change campaign

Effective marketing and communication are central to the success of Travel Demand Management (TDM) interventions, especially in the context of a major event. If people don’t know about new routes, temporary traffic measures, public transport changes or the adaptations needed in how they usually travel, they’ll continue to behave as they normally would, causing the very congestion the TDM strategies are designed to alleviate. Before launching these communications on a broad scale, it’s essential to conduct readiness testing to assess how well the messaging will reach and resonate with the target audience. This ensures that event-goers, local residents and so on understand the TDM measures and are motivated to comply with them. BUT one thing that should never be overlooked is the importance of knowing at a fairly granular level what travel behaviours the event NEEDS in order for it to be successful. Here's a breakdown of how you can test the effectiveness of TDM communication strategies to see if those behaviours are likely to emerge: 1. Message clarity testing For TDM to succeed, the message must be clear, simple, consistent and actionable. Readiness testing involves assessing whether the key messages are easily understood by the public. Pre-testing visuals and text : Sounds basic but before you distribute posters, social media posts, or press releases, it's important to test the clarity of your materials. This can be done through focus groups, surveys, or A/B testing with small sample populations. Ask questions like: Is the main message easy to understand at a glance? Are the instructions on how to use public transit, navigate road closures, or access shuttle services clear? Do participants understand what’s expected of them (e.g., avoiding certain routes, using public transit, or carpooling)? Real-world scenarios : Identify other similar events happening before the one in question at which to test things. For example, FIFA’s Club World Cup is taking place this year in the USA at some of the venues to be used for next year’s World Cup. Alternatively, set up mock environments where people encounter these messages in real settings (e.g., via road signs, digital apps, and in-person interactions). By collecting feedback from these tests, you can adjust and fine-tune the communication material before the major event. 2. Audience reach and engagement testing How do you know that your messages are reaching the intended audience? Marketing channels and audience engagement need to be tested as part of readiness testing. Some options: Channel effectiveness : Test the channels you plan to use—whether it’s social media, email newsletters, radio ads, local TV spots, or physical signage. How do different segments of the audience (locals vs. tourists, tech-savvy vs. less-tech-savvy individuals) respond to these channels? Social media : Run small campaigns targeted at specific groups to test engagement levels. Do people interact with the posts (likes, shares, comments)? Are they engaging with the calls to action (e.g., "Check your bus schedule," or "Plan your route ahead")? Traditional media : How well are flyers, posters, or TV commercials received? Are people able to recall the key messages? Do they know where to find information about transportation changes or closures? Target audience feedback : Using surveys or focus groups, determine if your communication efforts are reaching the right audience. For instance, if you’re targeting event-goers, have they heard about the changes? Are locals aware of how their daily commute might be impacted? Are they willing to adopt alternative modes of transportation like carpools, shuttles, or public transit? Testing these outreach efforts allows you to refine the targeting and make sure you’re using the best channels for the right segments of the population. 3. Behavioural testing of communication strategies One of the most crucial aspects of TDM readiness testing is ensuring that the messaging does more than inform—it must drive behaviour change. The ultimate goal is for attendees and locals to follow the new travel guidance that has been communicated. Have a think about: Behavioural simulations : You can test how likely people are to change their behaviour based on the TDM messages. This can be done through role-playing scenarios or mock events where participants are asked to follow new guidelines (e.g., use alternative transport or avoid certain roads). By tracking how well people follow instructions, you can gauge the effectiveness of the messaging and identify areas where it might need to be more compelling or clearer. Incentivisation programs : Sometimes, testing can involve incentive-based strategies. For example, offer rewards for those who use public transport during a test phase or who voluntarily opt for carpooling. This helps test the effectiveness of your behavioral nudges and whether they lead to compliance with TDM strategies. Behavioural tracking tools : During readiness testing, consider using tracking tools like mobile apps that guide people through new routes or traffic apps that redirect them based on current congestion. Test these tools for their ability to nudge people toward behaviour changes, like taking public transit or avoiding specific roads. 4. Multi-lingual and multi-cultural testing For global events, especially those like the World Cup or the Olympics, ensuring that all attendees understand your TDM communications is crucial. This requires an added layer of complexity including readiness testing with a focus on language and cultural differences. What this could mean: Multilingual messaging : Test the clarity of translated materials to ensure that non-native speakers can easily understand the messaging. Does your message lose meaning when translated? Do icons or signs have the same significance across different languages and cultures? Cultural sensitivity : Are the communication channels, tone, and design appealing and appropriate for diverse cultural groups? Testing with different demographic groups (e.g., age, nationality, background) ensures the message resonates with everyone, not just the majority group. 5. Channel integration and consistency testing One of the hallmarks of effective TDM communication is a seamless integration of messaging across various platforms, including online, in-person, and on-site communications. It’s important to test how well these messages interact and reinforce each other. Things to consider: Cross-platform testing : Do the messages on social media align with the on-site signage? Are the digital apps, websites, and physical billboards conveying the same information? Are the timelines and instructions consistent across all platforms? Testing this alignment ensures that no matter where attendees interact with the information, they’ll receive a consistent experience. Real-time adaptability : Consider testing real-time communication responses—like traffic updates or transit changes during the readiness phase. Can event-goers get live updates during their commute? How well do these updates flow across different media (social, app notifications, etc.)? 6. Broaden your data pool You could also look to other sources of data. For example, if a journey planner (or trip planner if you’re in North America) is being promoted for use by fans for the event then crunch the data that platform is generating to give you a heads up on how people think they might travel. You can then take corrective action to encourage a different behaviour if the data rings alarm bells. 7. Impact Assessment Finally, readiness testing should assess whether the marketing and communication efforts are achieving their primary goal: to reduce congestion and improve the overall transportation experience. This could include: Public awareness surveys : After your readiness tests (whether in a small-scale simulation or a trial run), conduct surveys to measure how much of the population is aware of the TDM measures, and how confident they feel in following them. For example, "Did you know about the shuttle bus services?" or "Are you aware of the rerouted roads?" Behavioural change metrics : Track behaviour changes in real-time during test phases. Did people take the bus instead of driving? Did traffic volumes decrease in areas that were supposed to have reduced vehicle access? Conclusion Ensuring that marketing and communication aspects of TDM interventions are effective before a major sports event requires more than just broadcasting information. It demands a comprehensive, multi-layered approach to readiness testing that looks at message clarity, engagement strategies, audience behavior, cultural sensitivity, and how well all communication channels work together. By rigorously testing these aspects beforehand, event organisers can be confident that their TDM interventions will be understood, embraced, and followed by the public, leading to smoother transportation and a more successful event overall. And of course remember the less robust your testing the higher the risk of things not going as well as they otherwise would. So, are you heading into event season knowing that you need people to travel a certain way in order for your event to be a success? How confident are you that these behaviours are going to emerge? Not sure what you can do to find out? Whether you’d like to find out more about quick fire approaches to testing or you are planning ahead and want to bake in a robust approach to readiness testing then come say hello@intheround.global .

Some considerations for rights holders, local organising bodies, hosts and others.

It’s a familiar sight in many modern cities: tens of thousands of people surging into stadiums, arenas, and convention centers — not just once, but every weekend. Now imagine multiple of these events happening at the same time , at different venues, or worse — in the same vicinity. Welcome to the reality of hosting in-demand cultural, sporting, and commercial destinations in a city with limited space and fixed infrastructure. But the challenge is not insurmountable. With the right strategies, cities can move from barely coping to confidently delivering seamless experiences — even under pressure. As long as there is a focal point making it happen….. 🧠 The Core Challenge: More Events, Same Infrastructure Let’s be clear: most cities weren’t designed for multiple major events simultaneously . And few transport corridors can comfortably handle the intensity of repeat surges to the same venue multiple times per month. Common pain points include: Congestion on key arterial roads and transport corridors Public transport services and stations overwhelmed by peak crowd surges Poor communication between transport agencies, event organisers, venue operators and – imagine - spectators Limited options for accessible or inclusive travel as the needs of those with particular requirements get swamped in the masses Resident fatigue from repeated disruptions, detours and over excited event goers in a confined space 🔧 Solution #1: Build a City-Wide, Event-Specific Integrated Travel Demand Strategy When multiple events are hosted citywide, the biggest mistake is letting each event operate in a silo. Instead, develop a citywide transport event overlay that: Covers every known venue with a repeat calendar (stadiums, entertainment arenas and so on) Aligns event calendars across the city-region to identify conflicts early Integrates venue or event level mobility planning into the wider city movement strategy For venues that host repeated events (like weekly football or football matches), establish a categorisation approach to event/venue management and associated standing operating procedure (SOP) for transport solutions that can be adjusted per scale or context. 💡 Example: A stadium hosting a football match every Saturday should have a tested transport plan that could include: Scalable overlay shuttle services or park and ride sites Localised traffic diversions that do not vary by event Active transport priority routes that facilitates smooth movement across the areas Adaptive signal timing during arrival and departure waves A standard transport communications plan for event goers and the community at large 🔄 Solution #2: Treat Repeat Venues Like Transport Hubs — Because They Are High-frequency venues are not just event locations — they’re temporary transport hubs . On match day, a stadium might generate more passenger movements than a city airport. So, treat them accordingly: Assign dedicated transport coordinators or managers who understand (their) event-specific flow Use dynamic wayfinding , such as LED signs and mobile notifications, to guide the travelling public Introduce real-time crowd monitoring tools to trigger interventions (e.g., rerouting or crowd splitting) Use a bespoke event savvy journey planning tool for spectators that conveys the transport options need to ensure things work 🛑 Critical: Make sure accessibility provisions (wheelchair access, low-vision guides, translation services) are available for each transport mode during each event. 📆 Solution #3: Use Smart Scheduling and Conflict Avoidance Tools Hopefully decreasingly true for larger city-regions but local authorities often don't have a clear view of all upcoming events until it’s too late. Establish a centralised events register where: Organisers are required to log event details (time, venue, expected attendance) City planners can use demand forecasting tools to identify pinch points — overlapping start times, same-route crowd surges, or repeated use of transit nodes 🤝 Many cities use “Event Coordination Panels” or similar that meet monthly to align logistics and prevent overloads on shared infrastructure. 🧭 Solution #4: Plan Egress First, Not Last Event planning often focuses on how people get in , but how they get out is when systems break down. Why not think about: Staggered exits : Encourage phased departures using post-event programming, delayed transit availability, or phased parking release. Zoned pick-up/drop-off : Divide rideshare and shuttle areas by zone to avoid chaotic mixing. Rapid-response teams : Deploy mobile transport staff with authority to reroute buses, manage queues, or close access points if needed. On-site entertainment etc: Encourage people to hang around for a while to disperse crowds. 🎤 Consider how a music festival exit differs from a football crowd — different demographics, behaviors, and urgency. Plan for that. 📣 Solution #5: Communicate Like a Brand, Not a Bureaucracy One of the most powerful tools for managing simultaneous or repeat events is strategic communication — before, during, and after. City stakeholders should adopt a unified voice across all channels: A single branded mobility portal or app with all event-day info Push alerts via transit apps, ride-share platforms, and social media Visual overlays (e.g., maps showing crowd pinch points, wait times) Ensure the community (not going to the event) are communicated with about transport impacts too! 📱 If people can see their best options clearly, they’ll self-distribute — reducing the burden on stretched resources. 🔄 Solution #6: Put sustainability at the core When trying to manage the mass movement of people in this scenario it is often easy to push environmental goals to one side in favour of operational practicalities. The cities, venues and events that win out remember to uphold the principles of carbon busting whether that’s: Integrated transport marketing communications across all stakeholders is key : positioning sustainable travel choices in the right way to event goers (and the general public) is an art so be creative. Whether that’s a bespoke multi-modal journey planner for the event, ensuring rudimentary travel advice on websites or on socials is presented well or timing the push of information so it’s available at point of event ticket purchase. pushing the modal hierarchy to optimise capacity : get those using public transport to walk and cycle if they can, freeing up space in public transport to encourage car users to transfer and then enabling those travelling by car to share their trips or use park and ride. promote peak spreading on public transport : ensure a great public transport experience for event goers by promoting less busy times and routes (or promote parallel bus/tram/train/coach where it exists). get more people wheeling : uplift any public bike or scooter provision where public transport or roads are expected to be busy. Particularly useful as a last mile solution as long as safety issues can be overcome. Ensure suitable levels of cycle parking for those bringing their own! go green fleet : where motorised transport is the only option do all that’s possible to ensure it’s low carbon. Whether that stipulating lowest emissions bus contracts, providing or promoting EV charging points and so on. 💡The more sustainable the travel options, the more likely the outcomes will be sustainable! 🧪 Bonus: Test, Learn, and Automate No transport plan survives contact with real crowds — unless it evolves. Build post-event diagnostics into plans: How did dwell times change? Where did queues form? Which messages got the most engagement? (Ideally) use this to train machine learning models that can forecast future flows more accurately, and eventually automate parts of the crowd-routing system using AI-informed signage, adaptive transit scheduling, or autonomous vehicle dispatching. 🚀 Final Thoughts: Smart Cities Are Event-Ready Cities The future isn’t just one major event — it’s many , often in the same spaces , week after week . Success lies not in reinventing the wheel each time, but in: Creating modular, repeatable transport plans Investing in data-driven, venue-specific mobility management Building public trust through reliable, people-first experiences So whether you're planning a once-in-a-decade mega event or managing a stadium precinct with events every weekend — the question isn’t if you can handle it, but how smartly and sustainably you do. The aim - build cities that can celebrate without stopping!!! In the Round is pleased to continue to support city-regions on their approaches to managing the travel demand of multiple events and, even, using these moments as an opportunity to embed longer term behaviour change as a result. If you’d like to chat some more about this topic please come say hello@intheround.global .

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.....

UEFA did it in 2020 for the Men’s Euro’s, FIFA are doing it for the Men’s World Cup in 2026 and whilst the Olympics in Los Angeles in 2028 and Brisbane in 2032 are predominantly in one City, these events all have one thing in common. They are spread across multiple cities and jurisdictions. Putting to one side the debate around the carbon footprint of such arrangements the challenges for planning transport in such circumstances are considerable. In this Blog we highlight a few considerations that could help planning transport for major events spread across multiple countries and cities. 1. BE VISION-LED AT A STRATEGIC LEVEL The importance of defining the event’s transport ethos from the outset is key. In our work with major events organisers such as World Rugby and FIFA the objectives have included: Seamless & intuitive journey experience for all (including spectators, athletes etc) Be a public transport first event Sustainable & low-emission transport Consistent and integrated provision across borders and modes Inclusive & accessible for all users with safety and security at the core Resilient to disruption Without a vision that is clear for all host countries and cities to align with then the chances of success are considerably reduced. 2. DEFINE A CENTRAL TRANSPORT ‘COMMAND’ This is likely to consist of the following principles: Solid governance : Being clear on roles and responsibilities is fundamental. A single entity should (in our view) have a leadership role in defining the overall mobility vision, objectives and mobility concept. In our view the event organising body should have overall leadership role for all aspects - which should not be confused with having to pay for everything! Delivery of individual elements is then led by whichever entity is best placed – for example, delivery of spectator travel is best led by the relevant local transport authority (as owners of existing public transit planning in the area) BUT communication to spectators on travel is best led by the event organising body (who hold the event ticketing relationship). A single event wide mobility framework : Be clear on levels of services and aspects such as expectations per client group. One framework that sets standards, oversees cross-border coordination, budget allocation, and contingency planning. Central v local determination: Be clear on what elements will be centrally determined/provided and what can be determined locally – for example, have a single fan journey planner for the event to ensure consistent experience (and not one per host city). Where aspects are to be determined locally then ensure parameters set within the mobility framework. Cross functional area integration: Allow for alignment between transport functional area and other key functions at an organising body level. Consider links with event HQ, security, emergency response, and all host nations/cities. 3. EVOLVE FROM MOBILITY CONCEPT TO OPERATION: BE MULTI-LAYERED Set out a staged approach to the development of a Mobility Concept (a transport strategy for the event) which will be multi-layered. The Mobility Concept should then evolve to a Mobility Plan which sets out the road map for mobilisation and operation. A classic approach to multi-layering is set out here: Tier 1: International connectivity Have a single approach to arrival and departure arrangements Set clear standards for border control, immigration arrangements and so on Be mindful of arrangements at ports of entry (road, rail and sea). Tier 2: National transport coordination Plan inter-city and inter-modal coordination within each country. Coordinate with national transport agencies Ensure national demand forecasting Tier 3: Host city integration Handle local transport ops: traffic management, last-mile service, pedestrian flows. Own relationships with local transit operators and mobility providers (e.g., scooters, taxis, buses). Tier 4: Venue level alignment At venue transport management arrangements are key Interface with Tier 4 on last mile needs to be seamless Security cordons for individuals and vehicles to be seamless As you get into mobilisation and operations phases be clear on the event command and control arrangements and how they align with those in each jurisdiction. Ensure process and protocols integrate how communications to the public about travel and transport will be operationalised (not just in response to but including when things don't go to plan). 4. UNDERSTAND, FORECAST & TEST EVERYTHING Get pathological about forecasting potential demand challenges and potential supply side mitigations. Run national transport simulations based on: Match schedules, kick-off times, likely ingress and egress of spectators Venue capacity, historic mobility data Weather, flight/train arrivals, fan demographics Utilise all opportunities to capture insights from the local community (on their intended travel behaviours for regular journeys during the event) and from spectators (on their travel preferences for getting to and from the event). Simple on-line surveys can do the trick! Tools: journey planning insights, crowd simulation software, digital twins, GIS mapping, AI-based routing models, user surveys and so on. 5. ENSURE A CONSISTENT SPECTATOR TRAVEL EXPERIENCE Use a “ fan journey map ” to build your ops and ensure consistent levels of service across host countries / cities. Answer: How do fans get from home → City → accommodation → transport hub → venue → celebration zones and back again? What are the key congestion hotspots and moments of magic to mitigate and maximise ? How do spectators ingress and egress safely and in a way that spreads demand on the transport network? Use this to reverse-engineer: Station/stadium access flows Ticket + transit bundling Signage and real-time navigation Staff deployment zones It is vital the no matter in which stadium, host city or host country the spectator is attending a match - their travel experience is consistent - at least in so far as those elements that the host body can influence. 6. DEPLOY A SINGLE SPECTATOR TRAVEL COMMUNICATIONS STRATEGY Start early (no later than when tickets go on sale). Use: Social media + fan forums Partner apps (airlines, rail, ride-share) Stadium screens + PA systems Printed guides at airports, stations, and hotels Tone: Friendly, empowering, and fan-focused. Include visuals. Think: “Transport Coach” not “Authority.” Develop or integrate a spectator journey planning platform: Combine event tickets + transport passes Live updates, route suggestions, push alerts Multilingual, voice-enabled, accessibility features Fan-focused UX: fun, colourful, sports-themed UI But note that a spectator journey planner can be so much more. It can help smooth operational concerns, influence travel demand, direct spectators to high-value commercial areas and beyond. 7. BUILD A ROCK SOLID APPROACH TO RESILIENCE AND CONTINGENCY For each transport link, have: A backup mode (e.g., rail strike → bus fleet) Pre-negotiated rerouting plans Real-time incident alerting and comms protocol Multi-lingual emergency signage and staff Also prepare for: Border issues (customs hold-ups, protests) Fan surges after surprise wins Heatwaves or floods Do full-scale drills & test events with real fans, staff and other client groups. Examples: FIFA Club World Cup in USA during 2025 is ideal opportunity to test for FIFA World Cup in 2026 and the latter can be used to test for LA28 etc. But keep in mind that spectator travel behaviour between each will be different. 8. CONSIDER TRANSPORT LEGACY OBJECTIVES Define what is meant by leaving a transport legacy and build that in to the overall approach. In some cases this may mean seeking some changes ahead of the event in order to secure a lasting benefit. Transport legacy objectives might include: 1. Enduring changes to transport facilities and services that last 2. Changes in the travel behaviours of the local community (to something more sustainable) 3. Better collaboration between transport stakeholders At In the Round we relish the opportunities associated with getting involved at any stage of planning the transport arrangements for major sports events. Whilst our particular specialism is assist organisers in understanding and managing the travel demands of events our experience extends into understanding spectator travel experiences, managing multi-agency groups across transport communications and building strategies that can be easily mobilised. If you’d like to learn more about our experiences then please come say hello@intheround.global .

We were taken by a recent report by Cool Down Climate reflecting on how the lack of post event transport options are late finishing sports events prevent many event goers from taking public transport to an event thereby doubling the negative impact. As the final whistle blows and the stadium erupts in either jubilation or disappointment, sports fans are faced with a new challenge: getting home after a late-night match. Whether it's a football game, basketball showdown, or a concert-style spectacle, the thrill of the event is often tempered by the stress and struggle of navigating public transport at night. It's an issue many know all too well, but one that often gets overlooked. In this blog, we'll dive into the challenges faced by event goer when it comes to getting public transport home after a late finish event. 1. Limited Public Transport Options at Night The most obvious and frustrating hurdle is the limited availability of public transport after a late match or event. For fans attending evening events, especially those that end close to or past midnight, they often find themselves stranded OR if planning ahead are left without much option but to use private transport both to and from the event. In many cities, public transport services are scaled back late at night. Trains and buses may run infrequently, with reduced routes that make it difficult for fans to get home, especially if they live outside of the main urban areas. And for those who rely on connecting lines or transfers, it can be even more of a logistical nightmare. 2. Crowds and Overcrowded Transit Systems The frustration doesn't end with the lack of services. Fans who do manage to catch a train or bus often find themselves packed like sardines in overcrowded carriages. After a high-energy game, the last thing a fan wants to experience is the discomfort of standing for a long journey, jostling for space with hundreds of other tired, sweaty passengers. In major cities, big events can lead to a sudden spike in ridership. This can result in a tense and uncomfortable atmosphere, where everyone is eager to get home, but there's simply not enough room to accommodate everyone. The issue is compounded when you’re heading home from a venue that is far from the city centre—this usually means long waits and more transfers, which can leave fans feeling exhausted and frustrated. 3. Safety Concerns Late at Night As the night grows darker and the clock ticks on, safety becomes a significant concern for sports fans. The later the match ends, the fewer people are on the streets or in transit hubs. For fans walking alone or traveling in smaller groups, the risk of encountering unsafe situations rises. Public transport networks may not always have sufficient security at late hours, leaving fans to feel vulnerable when waiting for buses or trains in empty or poorly lit stations. In addition, there's always the chance that the match’s emotional atmosphere — whether a victory or a loss — could spill into the streets, adding an unpredictable element to the journey home. 4. Cost of Alternative Transport For many fans, public transport isn’t an option at all. Taxis or ride-sharing services like Uber or Lyft may offer a more direct route home, but at a hefty cost, particularly after a late event. Surge pricing during peak hours means that the simple act of getting home can end up costing significantly more than usual, which can be a deterrent for fans who are already spending money on tickets, food, and merchandise. Moreover, in areas where taxis or rideshare services aren’t readily available, the options become even more limited. Waiting for a ride that could take longer than expected or having to pay exorbitant fees just to avoid the hassle of public transport is a frustrating reality for many. 5. The Need for Better Options While public transport networks are typically built with commuters in mind, they often fail to accommodate the unique needs of sports fans, particularly when major events run into the late hours. More should be done to ensure fans have a smooth and efficient journey home, regardless of the time. Cities with large stadiums or arenas could implement special "event buses" or dedicated late-night train schedules to accommodate the influx of spectators. Offering affordable, accessible, and safe options for fans would go a long way in making the post-game experience better. Additionally, making sure that there is sufficient security in transit hubs or on public transport would increase the comfort and safety of fans, making them feel more secure during their late-night travels. 6. The Post-Match Euphoria vs. the Transportation Blues Let’s not forget that the journey home can also be an emotional one. For fans, the post-match ride is often marked by a sense of community and excitement, whether they're celebrating a win or processing a loss. There's camaraderie in talking with fellow fans about the highs and lows of the game. But this spirit can quickly be dampened by the frustration of poor transport options. When fans are unable to find reliable transport after a late match, it can turn what should be an exhilarating experience into one marked by fatigue and irritation. The emotional energy from the game dissipates as the struggle to get home becomes the overriding challenge of the evening. 7. Solutions for the Future There is hope for improving the fan experience, however. More cities and sports organisations are beginning to recognise the need to consider better post-event solutions. This includes: Better pre-event expectation management: Ensuring event goers know well in advance the challenges they may face getting home so that they can make more informed decisions such as booking local accommodation. Improved transit and other travel options: More late-night train and bus schedules, better connections to suburban areas, and collaborations with ride-share companies are just a few examples of how things could improve. Use of dedicated “fan zones” or transport hubs: designed specifically for game-day crowds would also go a long way in ensuring that fans don’t have to go through the hassle of navigating public transit on their own. These hubs could serve as central pick-up and drop-off points for taxis, buses, and trains, offering a streamlined solution for the transportation woes of sports fans. Partnerships with local accommodation: making it easier for event goers to book (perhaps at a discount) local accommodation so that they do not have to rush back on to transport go home also has a key role to play. Scheduling of events: Often more difficult to achieve but ensuring that event promoters pay more regard to the availability of local travel options when scheduling events and their finishing times should come more to the fore particularly as we move to a more eco-conscious culture and hope to encourage lesser reliance on private transport. Conclusion: A Call for Change While the excitement of a live sports event is something to cherish, the experience of getting home after the final buzzer is often far from glamorous. Public transport systems often fail to meet the needs of late-night sports fans, leading to overcrowded, unsafe, and expensive alternatives. However, with thoughtful infrastructure planning and a better understanding of fans' unique transportation needs, cities and event organizers have the opportunity to improve the journey for millions of people every year. The time has come to turn the struggle of getting home into a seamless, enjoyable part of the sports experience. Until that happens, we’ll continue to hope for better options after the game, so that the final whistle feels like just the beginning of an easy ride home. As fan experience comes more and more to the fore and extends to include acceptance that the ride home is as much part of the overall experience as the event itself then it is likely that post event transport anxiety can quickly become a thing of the past. At In the Round we love helping our clients juggle the challenges of managing demand on ingress and egress, particularly on late finishing events. If you’d like to chat more to us about our experiences then please come say hello@intheround.global . 

Preparing communities for the arrival of a major event