In the Round Blog

HoHoHo - A travel demanding time for Father Chritmas

Tue, 23 Dec 2025 14:19:41 GMT

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!

Delivering consistent fan travel experience during multi-city global sports events - can the US do it?

Thu, 06 Nov 2025 13:57:33 GMT

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….

Fan travel at international events: Why their home travel behaviour matters

Sun, 28 Sep 2025 09:38:26 GMT

As the 2026 FIFA World Cup approaches, with its unprecedented scale across the United States, Canada, and Mexico, one key factor that often gets overlooked in event planning is how visiting fans usually travel in their home countries.

While the logistics of managing thousands of international visitors might seem like a daunting task, there’s one important detail that the organizers should take into account: the travel behavior of fans when they attend football events at home.

Understanding how supporters typically navigate their own countries offers valuable insights that can help ensure smoother, more enjoyable travel experiences during the World Cup, creating a seamless and memorable event for fans, cities, and the organizers alike.

And to add an additional important layer of complexity, understanding usual fans motivations and expectation’s around sustainability and travel could also be key.

1. Fans Have Established Travel Preferences and Habits

Football fans around the world have specific ways they prefer to travel when attending matches. These habits might range from using local public transportation systems to carpooling with friends or relying on ride-sharing services like Uber or Lyft. In some countries, fans might even make it a tradition to tailgate before games, while in others, they might prefer to walk to the stadium in a procession of fellow supporters.

For example, in countries where public transport is heavily relied upon (like in many European nations), organizers need to consider how they can replicate or adapt similar systems in the World Cup host cities. This could involve ensuring robust, affordable, and reliable public transport, especially for those who are used to commuting by bus, metro, or train. If fans are accustomed to walking or cycling to games, investing in pedestrian-friendly pathways or bike-sharing programs would be key to making their World Cup experience easier and more enjoyable.

2. Fan Travel Influences Their Overall Experience

The way fans get to the stadium impacts more than just logistics—it can shape their overall experience. For instance, in many countries, football fans build a sense of community and camaraderie through the shared experience of traveling to a game. If, for example, they typically enjoy large-scale pre-match gatherings or fan zones, organizers could create spaces for fans to mingle and celebrate their shared passion for the sport before they enter the stadium.

Ignoring these cultural aspects of fan travel could lead to missed opportunities for creating a welcoming atmosphere. Fans who travel in large, spirited groups often thrive in environments where they can continue the celebration en route to the match. In addition, if their usual mode of transport is disrupted or unfamiliar, it could result in frustration or even alter their entire approach to the event, making them less likely to enjoy the experience.

3. Familiarity with Local Transportation Patterns Can Improve Planning

By examining how fans typically travel at home, World Cup organizers can forecast travel patterns more effectively. In most cases, international visitors are less familiar with public transit routes, roadways, and the general layout of a city, so providing them with practical information on how to replicate their usual travel methods will be crucial.

For instance, if fans from a particular country are used to taking subways to games, it would be helpful to have clear signage and guides about local transit systems. In cities where public transport might not be as developed, organizers should consider implementing temporary or enhanced transport services—such as shuttle buses running directly from fan zones or major transit hubs to stadiums.

Additionally, understanding where fans typically travel from (whether it's the city center, airports, or designated fan accommodations) will allow organizers to optimize transport routes, frequency, and timing to minimize congestion and avoid bottlenecks. Proactive planning that mirrors the familiar travel patterns of fans can help reduce delays, stress, and last-minute logistical confusion.

4. Tailored Experiences Based on Fan Demographics

Fans from different countries have diverse travel cultures that may include unique transportation preferences. For example, South American fans might be accustomed to walking or using ride-sharing apps, while fans from Europe may prefer more organized public transportation. By understanding these differences, organizers can craft tailored experiences that feel familiar to the different fan demographics.

Organizers should also factor in the scale of group travel. Fans who typically attend games with large groups—whether family, friends, or entire supporter clubs—will need different travel accommodations than solo travelers. Ensuring that transportation options can cater to these various needs, from dedicated group buses to private transport services, can go a long way in making their journey easier and more enjoyable.

5. Managing Expectations and Enhancing the Fan Experience

Perhaps most importantly, understanding how fans usually travel at home allows World Cup organizers to better manage expectations. Fans who are used to short, efficient travel times may be frustrated by delays, while those accustomed to long, crowded journeys will be more adaptable. By knowing these tendencies, organizers can provide more accurate information about travel times, transport options, and even expectations regarding potential delays, helping fans plan accordingly.

Moreover, creating opportunities for fans to continue their home-country traditions—whether that’s pre-game rituals, fan meetups, or celebration zones—can significantly enhance their World Cup experience. These details will make the event feel more like a continuation of their familiar football culture, even in a foreign setting.

Conclusion

As organizers prepare for what promises to be the largest World Cup in history, paying close attention to how fans travel in their home countries is not just a logistical consideration—it’s a way to enhance the entire event experience.

Understanding the travel habits, preferences, and expectations of visiting fans can improve transportation planning, manage crowd movements, and ensure that the journey to the stadium is as exciting as the game itself. By building a transportation system that aligns with these behaviors, organizers can offer a more seamless, enjoyable, and memorable World Cup experience for everyone involved.

If you’d like to chat with us more about our thoughts on this and related aspects of fan travel for football and many other sports then come say hello@intheround.global

The road ahead: Is it an autonomous one?

jon@intheround.global (Jon Foley) — Sun, 01 Jun 2025 20:23:22 GMT

The road ahead: Is it an autonomous one?

In case you missed it 31 May 2025 was Autonomous Vehicle Day (yes ‘blimey they’ll have national sausage roll day soon’ I hear you cry).

As I spend some time in the USA the pursuit of technological solutions to our mobility challenges is quite clearly relentless more here than anywhere it would seem BUT are they (autonomous vehicles) the panacea? Autonomous vehicles (AVs), are quite clearly no longer the stuff of science fiction. With major investments from tech giants like Google (Waymo), Tesla, Apple, and traditional automakers like Ford and GM, AVs are becoming an integral part of future mobility conversations. While they promise a revolution, the road to full autonomy is complex and full of trade-offs.

In our blog this week, we explore both the advantages and disadvantages of autonomous vehicles , considering technological, social, economic, and ethical implications.

The good….

1. Improved road safety

Human error is responsible for over 90% of traffic accidents, according to the USA National Highway Traffic Safety Administration (NHTSA) . Autonomous vehicles use a combination of cameras, LiDAR, radar, GPS, and AI to detect obstacles, follow traffic laws precisely, and make split-second decisions that eliminate distractions, fatigue, and impaired driving. In theory, once perfected, AVs could dramatically reduce traffic accidents and save thousands of lives annually.

2. Reduced traffic congestion

Not a clear cut one as returned to later but, given self-driving cars can communicate with one another and operate with greater efficiency than human drivers. They can maintain optimal speeds, eliminate stop-and-go traffic through smoother acceleration and braking, and reduce the need for unnecessary lane changes. With vehicle-to-vehicle (V2V) and vehicle-to-infrastructure (V2I) communication, traffic flow can be optimised in ways that aren’t possible with human drivers.

3. Increased mobility for the less able-bodied

For individuals who are unable to drive—whether due to age, disability, or illness—autonomous vehicles offer newfound independence. A fully autonomous system could allow people to schedule trips, run errands, or visit family without needing a human driver or public transit.

4. Greater productivity and convenience

Imagine commuting without having to focus on the road. Autonomous vehicles free up time for passengers to work, read, relax, or sleep during trips. This convenience has the potential to transform how people use their time in transit, especially in urban areas with long commutes.

5. Environmental benefits

Although not exclusive to AVs, many are electric or hybrid vehicles by design. Combined with optimized driving patterns and reduced congestion, this can lead to lower greenhouse gas emissions and fuel consumption. Fewer idling engines and smoother traffic flow also help reduce air pollution.

6. Lower transportation costs (eventually)

Autonomous vehicle fleets, such as robo-taxis or autonomous delivery vans, could drastically reduce the cost of ride-hailing and goods transportation over time. Without drivers to pay, operating costs decrease. While the technology is currently expensive, economies of scale could eventually bring prices down, making transport more affordable and accessible.

The bad.....

1. High development and maintenance costs

Developing safe and reliable AV systems requires enormous investments in research, engineering, mapping, and data processing. Adding sensors like LiDAR and high-performance computing units also drives up manufacturing costs. Maintenance and software updates are ongoing challenges, especially with the need for near-perfect reliability.

2. Legal and ethical dilemmas

Who is liable if an autonomous vehicle crashes? Should a self-driving car prioritize passenger safety over pedestrians in an unavoidable accident? These are not just philosophical questions—they’re legal gray areas with significant implications. The development of consistent regulatory frameworks and ethical standards is still lagging behind the technology.

3. Job losses in driving professions

One of the most contentious issues is the impact on jobs. Truck drivers, taxi drivers, delivery workers, and others in driving-related occupations face an uncertain future. While AVs may create jobs in tech, maintenance, and infrastructure, large-scale displacement could lead to economic and social challenges if not managed carefully.

4. Cyber-security and privacy concerns

As with any connected device, AVs are vulnerable to hacking and data breaches. A compromised AV could pose serious risks to safety and privacy. Additionally, these vehicles collect vast amounts of data about users’ habits, routes, and preferences. Without strict data protection laws, user privacy could be at risk.

5. Infrastructure and compatibility challenges

For AVs to reach their full potential, they require smart infrastructure—roads with sensors, clear signage, and robust 5G networks for real-time communication. Many cities and rural areas lack this level of digital infrastructure. Coordinating AVs with legacy vehicles on mixed-use roads also adds complexity.

6. Induced travel demand and traffic congestion

Whilst for some possibly considered outdated it’s important to re-highlight UK Department for Transport Standing Advisory Committee on Trunk Road Assessment (SACTRA) report into induced travel demand from 1994 called ‘Trunk Roads and the Generation of Traffic’. Induced demand for road travel being broadly defined as ‘the increment in new vehicle traffic that would not have occurred without the improvement of the network capacity’. That work, revisited as recently as 2018 , concluded that particularly where latent demand also exists the enhancement of network capacity (as conjecture says will flow from the efficient driving of AVs) will have the same impact and arguably counter act the previously cite advantages of reduce traffic congestion. The debate on this one will for sure roll on for decades!

7. Public trust and acceptance

Many people remain sceptical about the safety and reliability of self-driving technology, especially after high-profile incidents involving autonomous vehicles. Building public trust will require time, transparency, and consistent performance across different environments and use cases. Whatever the case then parallel marketing communications behaviour change campaigns will be required to help ensure ‘build it and they WILL come’ becomes true as AVs are rolled out.

8. Potential decline in physical activity

An often-overlooked downside of AVs is their potential impact on public health—specifically, a decline in walking and cycling. If door-to-door autonomous transport becomes cheap and highly convenient, people may choose to ride even for short trips they currently walk or bike. This shift could contribute to a more sedentary lifestyle, exacerbating issues like obesity, cardiovascular disease, and reduced mental well-being. Urban planners and policymakers will need to proactively promote active transport infrastructure and ensure that autonomous mobility complements rather than replaces healthy, active modes of travel.

The Path Forward

While autonomous vehicles are already being tested and deployed in limited settings—such as Waymo’s robo-taxi service in Phoenix (USA) or autonomous delivery robots in urban areas—we are still many years away from full Level 5 autonomy, where no human input is required under any conditions.

The transition period will likely see hybrid scenarios , where advanced driver-assistance systems (ADAS) help human drivers, and fully autonomous fleets operate in geo-fenced, controlled environments. Regulators, manufacturers, and the public will all play critical roles in shaping how fast and how safely we reach widespread adoption.

Conclusion

Autonomous vehicles offer a vision of the future that is safer, more efficient, and more inclusive. However, they also raise important questions about safety, employment, ethics, health, and infrastructure. Stating the obvious the challenge lies in maximising the benefits while minimising the downsides —through careful design, policy, education, dialogue and in the author’s opinion some form of regulatory framework to ensure the “market provides” what the community needs - which may not necessarily be the same as they currently want.

Whether you're a technologist, policymaker, business leader, or everyday commuter, the autonomous vehicle revolution is something we’ll all be a part of. The key is to ensure it drives us toward a better future—not just a more automated one.

If you’d like to get into a broader conversation about this subject then please come say hello@intheround.global

Being confident that people will travel to your next major event the right way.

jon@intheround.global (Jon Foley) — Sun, 25 May 2025 07:44:43 GMT

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 .

Sustainable travel for major sports events

jon@intheround.global (Jon Foley) — Sun, 18 May 2025 16:38:14 GMT

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

When a host location is selected for a major sports event like the FIFA World Cup, it's an incredible opportunity to highlight its culture, infrastructure, and hospitality on the global stage.

However, the practical impact of such large-scale events on the environment, particularly in terms of mobility, cannot be overlooked. Ensuring sustainable travel for not just the thousands of spectators, but also the athletes, event workforce, and officials is essential for reducing the carbon footprint and enhancing the legacy of the event. Managing the demand for travel also has other far reaching benefits including of an operational and financial nature.

In this blog, we’ll explore how sustainable travel is or should be integrated into each stage of planning and delivering a major sports event, focusing on the various groups involved — including athletes, event workforce, officials and fans.

1. Concept Stage

This the point at which decisions are being made about the prospect of a major event taking place. This may include the period when potential hosts are being invited to bid or the rights holder is considering the basis on which any event might be awarded.

The travel and transport considerations will be paramount at this time. Things that may be considered include:

What travel footprint could a potential host location generate?
What sustainable transport principles should a rights-holder include in their ‘rules of engagement’ against which hosts might bid?
What guidance is provided by a rights holder to a potential host in relation to sustainable transport as they galvanise their submissions?

Critically, when bids are received what weighting is placed on environmental impact (from a transport perspective) in decision making?

Can rights-holders become more proactive in setting out their expectations, requirements or support for individual events in terms of sustainable transport. Whilst many have clear transport requirements or frameworks against which hosts then deliver the application of ‘Sustainable Travel Frameworks’ is at best inconsistent and in some cases non-existent.

Often the sustainable transport mantra becomes lost in a very broad sustainability strategy or in a broad operationally focused transport strategy.

2. Planning Stage: Setting the foundation for sustainable transport

The planning stages set the tone for the entire event and is the time to carefully consider the overall sustainable objectives of the event. This provides the focus for ensuring transport options that are both sustainable and inclusive for all involved—athletes, workforce, and spectators alike.

Imagine, at the planning stage, an event setting carbon footprint targets for travel and transport and then maintaining a view of the progress being made!

Minimising travel impact of event design stages

Whether it is the multitude of site visits that may be required to the host location from the right’s holders HQ, or the travelling undertaking by athletes and officials to train or familiarise themselves, the travel demands of event preparation and design are considerable.

Breaking down the environmental impacts of each of these requires careful planning and commitment. Can site visits be replaced with on-line or virtual solutions, can the choice of training locations for officials or athletes include consideration of accessibility by sustainable options and so on.

Sustainable travel auditing is required throughout the process.

Transport capacity versus demand

It is at this stage, a thorough assessment of the existing transport provision will or should be conducted alongside some early sense of likely travel demand across all client groups to identify stress points.

Are the existing transport systems sufficient for accommodating a large influx of international athletes, officials, and fans? Hosts are more inclined to consider temporary infrastructure / service upgrades in place of permanent solutions – although the hosting of a major event can often be the catalyst for these. Host must ensure their transport systems are capable of handling the specific needs of all (workforce, athletes, fans etc). This could include dedicated lanes for transport of sports teams and special shuttles for event staff and VIPs.

The key outcome question at this stage could be to what extent are enhancements to transport supply required (particularly by sustainable modes) and to what extent will demand side measures be required to influence the way in which different clients travel. For example, are hotels for officials within walking distance of competition venues, are training facilities easily serviced by shuttle buses and so on or will certain client groups, for example spectators, need to be incentivised in some way to use certain modes of transport to maintain a positive carbon footprint outcome.

Sustainable transport options for athletes
Athletes require a smooth, fast, and efficient means of getting from A to B to ensure they are well-rested and ready to perform. Sustainable options like electric shuttles, dedicated buses, and even electric bikes could be considered to minimise the environmental impact of transporting athletes between their accommodations, training venues, and competition sites. Organisers should prioritise travel routes that are not only fast but safe, ensuring minimal environmental impact while considering the athletes' well-being.

Event workforce and officials
The event workforce, including volunteers, operational staff, and officials, will need to be transported across multiple venues throughout the event. To reduce congestion and emissions, organisers should apply the same critical approach as for athletes in relation to environmental impact, particularly for those working long hours or in remote areas far from the central event venues where regular public transport may not be an option. Ideas include but are not limited to:

Carpooling and group transport : For event staff working across various venues, organising carpooling or group transport options will help reduce the number of vehicles on the road.
Dedicated shuttle routes : Set up exclusive shuttle routes for event personnel and officials to avoid congestion in busy areas.
Maximise use of existing options : Offer accredited groups such as these with free use of public transport and active travel options including bike and scooter hire!

Spectator travel demand versus event planning

How will spectators get to and from each venue sustainably should run through the consideration not only on choice of venues but also the timing of the event schedule. Can travel demand to early start or late finishing events be accommodated by existing sustainable travel schedules or could costly augmentation be required? Will the influx of spectators put undue pressure (congestion) on the existing transport network and potentially negatively impact the local community from using sustainable travel? Will it be necessary to work with local communities to encourage them to consider their travel behaviour’s during the event so as to ensure the experience is a good one for all?

On the subject of spectator travel a key recurring question for most event organisers is the role of integrated event and travel ticketing and the extent to which the cost of sustainable travel should be included in the event ticket price either in full or in part. In our view what is important is that public transport is made as easy as possible to use, including ticketing, particularly for visitors not familiar with the local options.

Accessibility for all
Inclusive transport planning is crucial. Whether it’s athletes with disabilities, workforce members with mobility challenges, or fans requiring assistance, ensuring that transport systems are accessible is a priority. Elevators, ramps, accessible shuttles, and priority seating must be available in all transport modes for a seamless experience.

Central support tools

As many host locations teeter on the edge of reinventing the wheel on some elements of transport planning many rights holder have now centralised some transport planning tools such as fleet management systems.

There is an opportunity to broaden this thinking into other areas. Devising central tools that help facilitate sustainable transport planning and delivery helps remove barriers and accelerate positive environmental outcomes.

By way of example, a particular bug bear of the author is that many local organising bodies are left by the rights-holder to deliberate over whether a multi-modal journey planning tool for spectators is needed, or whether other tools such as GoogleMaps can do the job. An alternative approach would be for the rights-holder to see the logic in elevating the fan experience by centrally defining, scoping and delivering a bespoke muti-modal solution that is pro-sustainability and letting it roll between editions of a particular event.

Legacy

Event organisers can take the opportunity to think long-term about the transport legacy. Will the newly upgraded public transit and electric vehicle charging stations remain in place after the event? How will these improvements benefit the local population and future events? Building lasting infrastructure that benefits both locals and future visitors is a critical goal of sustainable transport planning. Furthermore, how can hosts ensure that any changes in travel behaviour within their communities is maintained?

3. Implementation Stage: Executing sustainable travel for all stakeholders

The implementation stage focuses on ensuring that the sustainable transport initiatives are put into action smoothly. This includes making sure that athletes, officials, the workforce, and spectators have the necessary transport options available and running efficiently throughout the event.

Efficient travel solutions including ‘overlay’ shuttle systems
For athletes and the event workforce, having dedicated and efficient transport solutions between hotels, training venues, and stadiums is crucial. For example, providing a fleet of electric buses and shuttles that operate at regular intervals ensures that travel for all parties remains punctual and low-emission. Digital apps can provide live updates, so athletes and officials are always aware of transport schedules, delays, or changes. But also, let’s not forget that the most environmentally friendly travel option is walking so making it easy for this to happen too should also be front of mind!

Coordinating transport for athletes and officials
Athletes and officials often have specific travel needs, such as fast and direct routes between their accommodations and competition venues. The focus should be on providing exclusive, comfortable, and sustainable transport. Special electric vehicles (EVs) or hybrid options can be used for these groups. VIP and high-security transport routes must be carefully coordinated to minimise traffic congestion and pollution. Increasingly, and often for financial reasons(!!!), organisers are encouraging use of public transport (instead of bespoke fleets) or event locating facilities within walking distance. Also, more could be done to encourage some client groups to consider sustainable travel when they moving around on non-competition days.

Event workforce (and volunteers?) transport

For the event workforce, providing flexible and sustainable transport options across different shifts is essential. Using electric buses or even bicycles for staff members to travel between venues or to the central operation hubs ensures that emissions are minimised. Organisers should also consider shared transport services for staff during off-peak times to reduce the environmental impact and avoid empty vehicles on the roads. Again, focus could also be brought on minimise the need for travel via use of digital solutions.

Travel advice and information – communicate, communicate, communicate

Efficient communication is key to ensuring that everyone, including athletes, officials, and workforce, can travel seamlessly between venues. Timely, integrated and concise travel information in the lead up to an event is essential and is often left to chance.

Real-time transport updates via apps or transport information boards help keep everyone informed about delays, changes in routes, or alternative transport options is also key. This is especially important when dealing with tight schedules or last-minute changes in timing.

Promoting green travel for fans

Visiting spectators are more likely to be malleable to using sustainable travel if they are supported in their decisions and public transport options appear seamless. This all comes down to nimble communications, use of incentives and ensuring the right type of transport is promoted in the right way.

Offering incentives, can take the form of discounted transport passes for ticket holders, special bike racks near venues, or easier access to public transit.

These can nudge attendees toward greener travel options. Creating clear, easy-to-follow routes and information on sustainable travel options is also essential for spectators who want to minimise their environmental footprint.

Encourage spectators to plan and book their travel in advance and take care on ensuring that whatever journey planning solution they are using encourages the right travel behaviours. For example, for one venue a pop-up park and ride might be in play on one day but not on another, or the preferred walking route is different to that which GoogleMaps would usually convey.

4. Post-Event Stage: Evaluating sustainable transport impact and legacy

After the event, it's essential to assess the impact of sustainable transport initiatives and ensure the benefits are felt long after the passing of the baton to the next host.

Legacy
After the event, the upgraded infrastructure—such as public transport systems, bike lanes, and electric vehicle charging stations—can continue to those using the venues in questions or the host area as a whole. These investments in sustainable transport not only benefit future sports events but also contribute to the local community by encouraging the use of cleaner, more efficient travel options.

Analysing data and lessons learned
Event organisers should gather and analyse data on how transport systems performed, focusing on:

Travel times for athletes and officials
Public transport ridership for spectators
The effectiveness of electric vehicle fleets and shuttles
Reduction in carbon emissions

This data helps improve future events and transport systems, ensuring sustainability becomes a core component of all future sports events.

Maintaining Carbon Offset Programs
If carbon offset programs were implemented during the event, it’s important to ensure they continue after the event’s conclusion. This could include tracking the effectiveness of the offsets and continuing to fund sustainability projects, like renewable energy initiatives or forest conservation, in the years following the event.

Ongoing community engagement and education
Sustainable transport initiatives introduced during the event, such as improved public transit routes, cycling facilities, and EV infrastructure, should be maintained as part of the city’s legacy. Community education campaigns can continue to promote greener transport options, keeping momentum going long after the event.

Conclusion: A sustainable and inclusive transport legacy

Sustainable transport is not just a trend but a necessity for modern-day sports events. From planning to execution and post-event evaluation, incorporating green travel solutions for athletes, workforce, officials, and spectators is key to reducing the environmental impact of major events like the FIFA World Cup.

By focusing on sustainable transport across all stages of the event, organisers can create a lasting legacy that benefits both the host city and the global community, making future events more sustainable, efficient, and inclusive.

In the Round’s STRIVE consultancy programme is intended to support the organisers of major events as they look to take the opportunities that exist to embed sustainable transport thinking in all that they do. If you’d like to find out more than come say hello@intheround.global .

When Big Events Collide (Again and Again): How cities can master transport for repeated and simultaneous major events

jon@intheround.global (Jon Foley) — Fri, 09 May 2025 18:47:05 GMT

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 .

Winning together: What can the fan travel planning world learn from the approach to team work of English Premier League Champion's Liverpool FC ?

jon@intheround.global (Jon Foley) — Thu, 01 May 2025 12:14:27 GMT

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

Managing festival goers sustainable travel experience: The ultimate guide

jon@intheround.global (Jon Foley) — Tue, 22 Apr 2025 16:26:17 GMT

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 .

Transport for major events: An Easter Bunny's tale

jon@intheround.global (Jon Foley) — Thu, 17 Apr 2025 08:32:47 GMT

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

Every year, the Easter Bunny pulls off a logistical miracle: delivering millions of eggs, hopping from town to town, dodging crowds, avoiding road closures, and never once missing a delivery. Sound familiar? If you’ve ever tried to get to a major event—Coachella, Comic-Con, the Super Bowl, or even your city’s marathon—you know the struggle is real. Luckily, the Easter Bunny’s got tips, tales, and a touch of magic to make your journey smoother. Buckle up.

Chapter 1: The Chocolate Catastrophe at Coachella

Once upon a sunrise, the Easter Bunny found himself tangled in a traffic jam outside Coachella. Thousands of flower-crowned fans, one broken-down party bus, and a rogue llama blocked every route. His trick?

�� Bunny Hack : He scoped out park & ride locations ahead of time, ditched the main roads, and hopped onto a local shuttle with his egg backpack. Moral: Always research alternate transport routes—and know where the locals park.

Chapter 2: The Big Bounce at the Tokyo Marathon

The Bunny, always a fan of cardio, made a surprise egg drop at Mile 17. But with road closures tighter than his grandpa’s egg vault, he had to rethink his approach.

��‍♂️ Bunny Hack : He joined the cyclists. Pedal power got him around the course, through crowds, and back to Bunny HQ without a hitch. Moral: Micromobility—bikes, e-scooters, even walking—can be your VIP pass through gridlock.

Chapter 3: Egg-stravaganza at the Edinburgh Fringe

Cobblestones and chaos awaited the Bunny as he bounced into Edinburgh. Street performers, tourists, and bagpipes made navigation… challenging.

��️ Bunny Hack : He downloaded a real-time event app, synced it with local transit, and let it guide him around the foot traffic like a GPS whisperer. Moral: Tech is your teammate. Use live transit apps and event-specific updates.

Chapter 4: Formula 1 Grand Prix Sunday Scramble

Landing near the circuit in a hot air balloon shaped like a golden egg (because why not?), the Bunny was faced with traffic queues stretching for miles.

�� Bunny Hack : He booked event arranged parking miles away and took a fan shuttle in. Moral: Don’t even try to park near venues for mega-events— use remote parking, ride-share or better still hop on a bus, train or your bike!

Chapter 5: Getting shell in your omelette at the Olympics

Bunny had forgotten that the Olympics had been moved to Easter time and so when he came to start his rounds soon realised he was not going to get the job done due to all the transport disruption. He couldn't understand why no-one had told him about the possible chaos in advance and also why no-one had thought to get some temporary transport solutions in place.

��️ Bunny Hack : Be the boss of your own destiny by take charge of the situation early in the piece and show leadership; then work out the plan in advance with all those involved to ensure those that are right to communicate to the public about travel options do that job, and those that are right to run new transport can do that job. Don't feel that as the leader of the plan you need to be the one that pays for getting it all done.

Final Thoughts from the Fluffy One

Transport at major events can feel like a boss level in a video game. But with a little prep, a bit of imagination, and maybe a magical basket or two, you can bounce right through it.

Remember Bunny’s Rules:

��‍♂️Plan ahead. Always check transport info before you leave.

��‍♂️Be flexible. Have backup options if your first plan hops out.

��‍♂️Think like a bunny. Light, fast, and always ready to zig when the crowd zags.

Happy hopping to your next big event! If you need a little help on your way then come say hello@intheround.global .

A tale of many cities: Planning transport for a major sports event spread across multiple cities

jon@intheround.global (Jon Foley) — Mon, 14 Apr 2025 10:38:24 GMT

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 .

Missing the ride home: The travel challenges of late finishing events

jon@intheround.global (Jon Foley) — Sun, 06 Apr 2025 15:44:40 GMT

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 .

Getting set for the fun and games

jon@intheround.global (Jon Foley) — Sat, 29 Mar 2025 16:32:19 GMT

Preparing communities for the arrival of a major event

As we reflect on a good week spent in the company of a delegation of transport colleagues from the Association for Commuter Transportation interested in major events and venues there was a recurring theme in this Modeshift knowledge sharing trip. How does a town/city not familiar with hosting major events or hosting different types of events at a familiar venue prepare itself for the potential travel disruption and forge sustainability options?

This is an area In the Round has been fortunate to engage with in many places across the globe. Preparing a city’s residents and businesses for a major sports event requires careful planning and communication to ensure smooth operations, minimal disruptions, and a positive experience for both residents and visitors.

WHAT WE HAVE LEARNED

Here are a few soundbites from our many years experience on how to support the local community as they continue to try to live in a ‘business as usual’ world whilst an event is taking place:

1. CONFIRM WHO WILL LEAD THE NARRATIVE

Whilst the delivery of any supportive community programmes may be dispersed across many agencies it is in our experience vital that one organisation takes a leadership role. In the context of engaging with the existing community this is likely to be those representing the host town, city or country – worth noting that in the context of engaging with event goers this leadership role should in our view fall to the venue, sports club or event organising body.

2. ENGAGE THE COMMUNITY EARLY

a. Transparency and consistency: Be upfront about the potential scale and nature of disruption (if everyone continues to travel in the usual way) for their regular journeys during the event. Consider deploying the 5R ‘model’ of required travel behaviours (contact hello@intheround.global for additional information on these). Co-develop a core narrative on required travel behaviours with all stakeholders.

b. Awareness Campaigns : Start early with information campaigns through various media (social media, newspapers, TV, radio) to inform residents and businesses about the event. Highlight potential impacts on traffic, public transport, road closures, noise, and parking.

c. Resident and or Business Community Meetings : Hold town halls or virtual meetings to answer residents’ questions and address concerns, helping them feel involved in the process. Regular business briefings are also key.

d. One to one business engagement: In locations where there are larger businesses in areas that could be impacted by travel disruption (beyond just those around the venue) then consider one to one engagement and travel planning support.

e. Noise and Crowd Control: Residents may have concerns about noise levels and large crowds. Consider implementing curfews on amplified noise or limiting loud activities to certain times. Inform residents of the expected impact on local neighborhoods.

f. Disruption Mitigation : Provide clear information on how disruptions will be minimized, such as how waste collection, emergency services, and daily routines will be maintained despite the large-scale event.

3. TRANSPORT OPERATIONS

a. Adapt to the target audience: The mistake is often made that the nature of the event being hosted does not have a baring on the nature of the transport solutions required. It is not the case that football (soccer) fans have the same travel behaviours as rugby / American football fans or indeed that the fan base of Taylor Swift has same travel demands as an NFL fan.

b. Public Transport Plans: Ensure public transport services are scaled up or adjusted to accommodate the influx of visitors. Consider adding special routes, extended hours, or additional buses/trains. Promote these options widely to reduce reliance on private vehicles.

c. Road Closures, Diversions and Disruption: Communicate well in advance about road closures and detours that may affect daily commutes. Be transparent about the extent of the potential impact of congestion as noted.

4. INFRASTRUCTURE AND FACILITIES PREPARATION

a. Upgrade Infrastructure : Improve roads, public transport hubs, and pedestrian walkways to handle the increased volume of people. This may include better signage, pedestrian paths, or upgrading transit facilities.

b. Stadium and Venue Access : Ensure that venues are well-connected to public transport and have enough parking spaces for both residents and visitors. Plan for smooth access and egress around venues.

5. PUBLIC SAFETY AND SECURITY

a. Security Measures: Coordinate with local law enforcement to ensure sufficient security around event venues, transportation hubs, and other key areas. Communicate safety measures to residents, including the location of temporary police stations, emergency services, and other safety facilities.

b. Crowd Management Plans: Develop strategies for crowd control to prevent overcrowding in public spaces, such as during the arrival and departure of spectators. Ensure the community are aware of how differently things may operate particularly if they result in changes to walking routes, cycle routes or public transport routes.

6. ENVIRONMENTAL CONSIDERATIONS

a. Sustainable Travel Initiatives: Encourage sustainable transport options like cycling, walking, and carpooling. Promote eco-friendly options such as electric vehicle charging stations, shared transport services, and more.

b. Waste Management: Ensure that waste management systems are up to the task of handling large crowds. Provide additional trash bins and recycling facilities and encourage residents and visitors to keep their surroundings clean.

7. SUPPORT LOCAL BUSINESSES

a. Business Promotions: Inform local businesses about expected visitor numbers and help them prepare for an increase in demand. Encourage businesses to offer special deals or events that tie in with the nature of the event coming to town.

b. Temporary Regulations: Implement temporary regulations or adjustments, such as increased sidewalk space for outdoor dining or delivery zones near venues.

8. TOURISM AND VISITOR EXPERIENCE

a. Clear Signage and Way-finding: Ensure that event venues, transport hubs, and key tourist attractions are well-signed with clear directions in multiple languages if necessary. This helps residents and visitors alike navigate the city easily.

b. Cultural and Community Events: Organize city-wide festivals, pop-up events, or other activities to keep residents engaged and excited about the event, even if they are not attending the sports games directly.

9. PREPARE FOR POST-EVENT TRANSITION

After the event, ensure quick and efficient restoration of any infrastructure (like roads, signage, and facilities) to their regular state, especially if temporary modifications were made for the event.

10. RESEARCH AND INSIGHTS

a. Pre-event survey: As part of the early engagement process take time to survey the local resident and business community to understand more about their intended travel behaviours, awareness of the event and so on. As the event draws nearer repeat any surveys to determine if any communications and awareness is resonated and to make adaptations as necessary.

b. Feedback Mechanisms: After the event, ask residents for feedback on how things went. Use this to learn for future events and improve your city's overall event planning strategies.

IN CONCLUSION

It is often the case that arrival of a major event into an area, or a musical act to a sports venue, focuses on the venue/event itself and not on ensuring the local community is prepared. Failure to do so could not only lead to a poor event experience, it could seriously impact the local economy and undermine the reputation of all involved.

If you’d like to chat more about In the Round’s experience in this important area of event planning then come say hello@intheround.global as we’d love to share more about our experiences.

Green Destinations – some of the most sustainable places and events to visit in 2025

Fri, 14 Mar 2025 16:22:00 GMT

Sustainable travel is no longer just a niche interest, it is an essential part of how we explore the world responsibly. In 2025, more destinations are prioritising eco-conscious initiatives, making it easier than ever to travel sustainably. Whether through excellent public transport networks, green-certified accommodations, or events that champion responsible tourism, these destinations and events stand out for their commitment to a greener future. Here are some of the top places to visit and events to attend in 2025 that offer sustainable travel options and infrastructure to match.

Sustainable destinations

1. Copenhagen, Denmark – A leader in sustainable urban travel

Copenhagen is consistently ranked as one of the most sustainable cities in the world. With an ambitious goal to become carbon-neutral in 2025 , the Danish capital continues to enhance its green credentials. Being the world’s most bicycle friendly capital , visitors can explore the city by bicycle, thanks to its extensive cycle lanes, or make use of its efficient public transport system, which includes electric buses and a metro powered by renewable energy.

Beyond its transport network, Copenhagen offers eco-friendly accommodation , which prioritise renewable energy and waste reduction. The city also promotes sustainable dining and is home to several green Michelin star restaurants, with a focus on organic and locally sourced ingredients and re-using resources and re-thinking energy consumption into all processes.

Photo source: LA Times

2. Ljubljana, Slovenia – A compact, car-free green haven

Ljubljana, the capital of Slovenia, has been at the forefront of sustainable urban development for years. The city centre is predominantly car-free , making it one of the most pedestrian- and cycle-friendly destinations in Europe. An extensive and affordable bike-sharing scheme , along with electric-powered Kavalir vehicles , allows visitors to explore the city sustainably and at low cost.

The city's restaurants embrace the zero-kilometre philosophy as well as implementing a Green Supply Chains project within their hotels and restaurants, sourcing ingredients locally to reduce food miles.

Photo source: Explore your Worlds

3. Amsterdam, Netherlands – A cycling and public transport paradise

Amsterdam’s reputation as a cycling haven is well known, with its extensive network of bike lanes making it one of the easiest cities to explore on two wheels . The city also boasts a well-connected public transport system, including trams and buses which run on renewable energy .

Amsterdam has also been taking steps towards greener tourism, such as implementing visitor caps to reduce over-tourism and encouraging sustainable accommodation options, including eco-certified hotels and houseboats.

Photo source: The Telegraph

4. Switzerland – The gold standard in sustainable alpine travel

Switzerland has long been a leader in sustainable travel, with its world-class railway system providing an efficient and scenic alternative to flying. The Swiss Travel System enables visitors to traverse the country by train, bus, and boat, easily with 1 ticket and minimal environmental impact.

Zermatt , a car-free mountain resort, is a shining example of eco-conscious tourism. Visitors can take the scenic Glacier Express or travel on electric taxis within the town. The resort is powered largely by hydroelectricity and actively supports sustainable mountain tourism initiatives.

Photo source: Railbookers

5. Costa Rica – A pioneer in eco-tourism

Costa Rica continues to be a global leader in sustainability, with over a quarter of its land protected as national parks and reserves . The country’s extensive network of eco-lodges and conservation-focused tourism initiatives make it a top destination for responsible travellers.

Visitors can travel sustainably by using the country’s electric buses and eco-friendly shuttle services . Exploring destinations like Monteverde Cloud Forest and Corcovado National Park offers an opportunity to experience nature while contributing to conservation efforts.

Photo source: Costa Rica

6. Scotland – A leader in sustainable rural tourism

Scotland is making significant strides in sustainable travel, particularly in the Highlands and islands. The Scotrail Highland Explorer service allows visitors to travel from cities to the scenic countryside without the need for a car. Many of Scotland’s islands, such as Orkney and the Inner Hebrides, are investing in renewable energy and low-impact tourism.

The country’s accommodation scene is increasingly eco-conscious, with a rise in sustainable B&Bs, eco-lodges, and glamping sites powered by solar and wind energy.

Photo source: Rail Advent

7. Japan – a high-tech approach to sustainability

Japan has long been a pioneer in sustainable transport, with its world-famous Shinkansen (bullet train) network providing a low-carbon way to travel between cities. In recent years, the country has been expanding its fleet of hydrogen-powered trains and electric buses .

Kyoto stands out for its green initiatives, including strict regulations on urban development to preserve historical sites and a strong emphasis on public transport . Visitors can stay at traditional ryokan inns that adhere to sustainable hospitality practices.

Photo source: BBC

Sustainable events in 2025

1. Amsterdam Light Festival (December 2025 – January 2026)

A stunning festival featuring light installations powered by renewable energy, making it one of the most eco-friendly arts events in Europe.

Photo source: Winter Festival Amsterdam

2. Montreux Jazz Festival (Switzerland, July 2025)

Increasingly integrating sustainability practices, including free public transport, renewable energy use and waste reduction initiatives, this festival is one of Europe’s most environmentally conscious music events.

Photo source: MJF

3. Shambala Festival (UK, August 2025)

Renowned for its strong commitment to sustainability and having achieved carbon neutrality and eliminating single-use plastics, the festival prioritises renewable energy, ethical food sourcing, and a leave-no-trace ethos, making it a leading example of environmentally conscious events.

Photo source: Shambala Festival

4. Fuji Rock Festival (Japan, July 2025)

One of the greenest music festivals globally, with an impressive waste management system and a focus on local sourcing, reducing its environmental impact.

Photo source: Time Out

5. Women’s Rugby World Cup 2025 (UK, August – September 2025)

This major sporting event is working towards a more sustainable approach, with eco-friendly stadiums, green transport options, and waste reduction initiatives. The tournament, hosted across England, offers opportunities for visitors to explore the country sustainably while supporting women’s sport.

Photo source: BBC

Conclusion

As more destinations embrace sustainability, the future of travel looks promising. By choosing places that prioritise sustainability and attending events that encourage green choices, we can contribute to a more ethical and environmentally conscious travel industry while still experiencing the best the world has to offer.

Justifying sustainable travel for events: a health-based approach beyond carbon footprints

Thu, 13 Mar 2025 16:21:03 GMT

The events industry has long been grappling with sustainability challenges, particularly in relation to travel. The environmental impact of mass gatherings, whether for sports, conferences, or cultural festivals, has led to growing scrutiny of the carbon footprint associated with attendee travel. Organisations have increasingly adopted measures to assess and mitigate their emissions.

However, sustainability discussions tend to focus narrowly on reducing emissions while overlooking another crucial aspect of travel: health. Could events go beyond carbon footprint tracking and introduce a parallel metric to determine the activity levels of individuals on their journeys to and from events? Instead of merely measuring emissions saved, what if events also mapped health-related benefits, such as calories burned, distance walked or cycled, and overall mental and physical well-being? This blog explores how the industry can justify sustainable travel by broadening the conversation to include health and well-being benefits alongside environmental, commercial, fan experience and other considerations.

Photo source: iStock

The current landscape of sustainable travel in events

Event organisers are increasingly using carbon footprint calculations to assess environmental impact, implementing strategies like public transport incentives, emissions offsetting, and shared mobility. Sustainability has also become a commercial priority, with venues and events facing pressure from stakeholders and consumers to demonstrate environmental commitment. Beyond emissions, travel plays a key role in attendee experience – events that integrate sustainable options seamlessly can enhance satisfaction, build goodwill, and strengthen audience loyalty.

Beyond carbon: could physical activity of event goers on their journeys to/from venues be measured and managed like carbon footprints?

While carbon footprint tracking has become a standard sustainability measure for events, there is an emerging opportunity to assess the health benefits of active travel among attendees. Health Impact Assessments (HIAs) provide a structured approach to evaluating the potential health effects of policies and initiatives, including transport strategies linked to events ( Mindell et al., 2006 ). Applying HIA methodologies to event travel could highlight the broader benefits of sustainable transport choices and inform policy decisions that prioritise active travel.

Imagine an event that not only encourages walking or cycling (for whole or parts of journeys) but also tracks and rewards participants based on their efforts. By leveraging HIAs, event organisers could quantify the potential health benefits of active travel and integrate them into sustainability reporting. The metrics could include:

Distances walked or cycled : Providing insights into the cumulative impact of active travel choices, helping to assess broader health outcomes such as reductions in sedentary behaviour ( Giles-Corti et al., 2010 ).

Calories burned : A meaningful and relatable statistic that could engage attendees on a personal level, demonstrating the direct physical health benefits of their travel choices ( WHO, 2018 ).

Health impact : Tracking improvements in cardiovascular fitness and general well-being using established HIA frameworks, potentially linking active travel to reduced risks of conditions such as obesity, heart disease, and diabetes ( Kahlmeier et al., 2014 ).

Integration with digital tools : Event apps could include active travel tracking features, allowing attendees to log their journeys, set goals, and compare progress, thus enhancing engagement and reinforcing positive behaviour change.

By implementing such tracking, events could create a new layer of engagement for attendees, encouraging them to adopt healthier travel habits. Instead of merely considering travel as a logistical necessity, it could become an interactive and rewarding component of the event experience. Further, by incorporating HIAs into event sustainability frameworks, organisers could provide robust evidence on the health benefits of active travel, helping to justify investments in infrastructure that supports walking and cycling beyond the event itself. Additionally, fan activations could include medical staff stationed at venues offering attendees health checks and, where necessary, prescribing them a tailored amount of daily walking (e.g., a certain number of kilometres per day) to support their health goals, reinforcing the importance of active travel as a public health intervention.

Photo source: British Heart Foundation

Why elevate the health discussion?

Despite the increasing focus on sustainability, the link between active travel and health is often overlooked. Most discussions around sustainable travel prioritise emissions reduction rather than considering the broader benefits of increased physical activity. Elevating the health discussion within sustainable travel initiatives could have several advantages:

Public health impact : Encouraging active travel could contribute to overall societal health improvements, reducing sedentary behaviour and promoting fitness. Studies indicate that physical inactivity is responsible for approximately 5 million deaths globally each year, and regular walking or cycling can reduce the risk of heart disease, stroke, and diabetes by up to 50%.

Alignment with wellness trends : Many industries, including corporate and sporting events, are already embracing health and wellness trends. Research suggests that a significant portion of event attendees prioritise experiences that promote well-being. Integrating active travel into this narrative could strengthen its appeal.

Corporate responsibility : Events and organisations that promote sustainable and healthy travel choices can position themselves as leaders in corporate social responsibility (CSR) initiatives. Studies show that companies with strong CSR commitments see increases in consumer trust, highlighting the potential benefits of aligning sustainability with health-focused travel policies.

Access to funding and sponsorship opportunities : Framing active travel as a health initiative could unlock additional funding sources, including grants, public health budgets, and corporate wellness programmes. Many organisations and policymakers are actively investing in health-focused projects, meaning initiatives with a strong well-being component may be better positioned for financial support. Moreover, sponsors in sectors such as healthcare, fitness, and nutrition may find a health-centred approach more commercially attractive, opening new revenue streams for events and organisations.

Photo source: Gov.uk

Commercial and organisational incentives

While the health benefits of active travel are clear, there are also commercial and organisational incentives for incorporating these metrics into event planning. Some key opportunities include:

Data monetisation : Events could leverage health and travel data to create partnerships with brands in the fitness, health, and insurance sectors.

Sponsorship potential : Active travel initiatives could attract sponsorship from brands associated with health, sports, and well-being.

Government and policy support : Cities and governments keen on promoting active lifestyles might offer support, grants or incentives for events that encourage walking and cycling.

Enhanced attendee engagement : Adding gamification elements, such as rewards for the most active attendees, could drive higher engagement and social media interaction.

Photo source: AdWeek

Implementation: how events can track and promote active travel metrics

For this concept to be successfully implemented, events need practical tools to track and encourage active travel. Some potential strategies include:

Leveraging event apps and journey planners : Mobile applications and journey planners could integrate tracking features that allow attendees to log distances, monitor progress, and earn rewards.

Incentivising participation : Offering perks such as discounts, VIP access, or merchandise for those who walk or cycle to an event.

Gamification and challenges : Encouraging attendees to compete in step or cycling challenges, with leaderboards and prizes.

Partnerships with transport and health organisations : Collaborating with local councils, cycling groups, or public health initiatives to support and promote active travel.

Event infrastructure improvements : Ensuring there are sufficient facilities such as bike racks, walking-friendly routes, and pedestrian zones to support active travel choices.

Conclusion

The conversation around sustainable travel in events has traditionally revolved around reducing carbon footprints. However, there is an opportunity to expand this discussion by considering the benefits of active travel beyond environmental impact. By tracking metrics such as calories burned, kilometres travelled, and overall health impact, events can introduce a new dimension of engagement that aligns with both sustainability and well-being goals.

Encouraging active travel is not just a personal benefit for attendees; it can be integrated into broader commercial and organisational strategies. From sponsorship opportunities to government backing and enhanced fan experience, there are compelling reasons for events to take the lead in redefining what sustainable travel means.

The challenge now is for organisations to pioneer this new standard and integrate health-based travel tracking into the events industry. By doing so, they could not only help reduce emissions but also contribute to a healthier, more engaged, and more responsible attendee experience. If you would like to discuss introducing sustainable travel initiatives, including active travel, into your event, then please send us an email at hello@intheround.global .

Carbon off-setting: Does it have a role within sustainable transport planning for major events?

Fri, 07 Mar 2025 16:01:14 GMT

As climate concerns grow, both travellers and event organisers are increasingly looking for ways to minimise their environmental footprint. One of the most widely promoted solutions is carbon offsetting. But how effective is it particularly in planning for major sports and other events or at an individual venue level?

Can purchasing carbon offsets genuinely counterbalance the emissions from flights, road trips, and other travel, or is it simply a way to ease guilt without making a tangible difference?

In this piece we explore the pros and cons of carbon offsetting, providing insights into whether it is a meaningful step towards sustainability.

What is carbon offsetting?

Carbon offsetting is a system where individuals, companies, or governments compensate for their carbon emissions by funding projects that reduce or remove carbon dioxide from the atmosphere. These projects can include:

Reforestation and afforestation – planting trees to absorb CO2.
Renewable energy investment – funding wind, solar, and hydroelectric projects to replace fossil fuels.
Methane capture initiatives – reducing emissions from landfill sites and agriculture.
Community projects – supporting energy-efficient cookstoves, clean water access, and sustainable farming.

For travellers, carbon offsetting often means paying an additional fee when booking a flight or using independent schemes that calculate your trip's emissions and suggest an appropriate donation to an offsetting project. For event organisers, offsetting can be part of sustainability planning, ensuring that emissions from transportation, energy use, and waste are balanced out by meaningful carbon reduction efforts.

The case for carbon offsetting

1. Immediate action for emissions reduction

One of the strongest arguments in favour of carbon offsetting is that it provides an immediate way to take responsibility for your travel emissions. While transitioning to a low-carbon lifestyle is the ultimate goal, offsetting at least helps mitigate the damage caused by current travel habits.

2. Supporting environmental and social projects

Many offset programmes fund critical environmental initiatives such as forest conservation, renewable energy development, and carbon sequestration. These projects often come with additional benefits, such as:

Biodiversity protection – preserving forests helps protect wildlife habitats.
Improved air and water quality – reducing pollution from fossil fuels.
Community development – creating jobs and improving livelihoods in rural areas.

For example, Gold Standard-certified projects have provided clean cooking solutions to communities in Kenya, reducing deforestation and improving indoor air quality.

3. Raising awareness of travel and event emissions

Offsetting encourages travellers and event planners to consider their carbon footprint and explore more sustainable alternatives. It can serve as an educational tool, prompting people to make more environmentally conscious travel choices. For instance, some journey planners used by event organisers highlight how much carbon will be emitted and offer alternative travel options alongside offsetting links.

4. Corporate and organisational accountability

When airlines, travel companies, and event organisers offer carbon offsetting options, it signals an industry-wide recognition of travel and event-related emissions. In some cases, companies reinvest in greener technologies and operational efficiencies as part of their sustainability commitments.

The criticism of carbon offsetting

1. Does not reduce overall emissions

A major criticism is that offsetting does not eliminate emissions but merely attempts to balance them out elsewhere. True climate action requires direct reductions in emissions, such as using alternative transport opposed to private vehicles and flying, improving congestion and improving access to electric vehicles and more sustainable aviation technology.

2. Lack of transparency and accountability

Not all carbon offset programmes are created equal. Some projects fail to deliver promised carbon savings, while others take years to offset emissions produced today. Cases of greenwashing have been reported where organisations overstate their impact.

For instance, an investigation found that over 90% of rainforest carbon offsets under Verra’s system were largely ineffective , raising concerns about the credibility of some schemes.

3. Ethical concerns

Offsetting can be seen as a way for wealthier individuals and corporations to maintain high-emission lifestyles without real changes. This raises ethical concerns about who should bear the burden of emissions reduction and whether offsetting allows frequent flyers to absolve themselves of responsibility without addressing the root issue.

4. Potential negative impacts on local communities

Some offset projects have been linked to land grabs, displacement of indigenous communities, and financial structures that fail to benefit local populations. Ensuring ethical and sustainable projects is crucial.

How to make carbon offsetting meaningful

If you choose to offset your emissions, ensure your efforts are effective by following these guidelines:

1. Choose verified projects

Look for projects certified by reputable standards such as:

Gold Standard
Verified Carbon Standard (VCS)
Climate, Community & Biodiversity Standards

These ensure projects deliver measurable and additional carbon reductions.

2. Prioritise high-impact offsets

Some offset projects have greater long-term benefits than others. For instance, preserving existing forests can be more effective than planting new trees, as mature trees absorb more carbon. Investing in renewable energy projects can also provide more immediate and long-lasting emission reductions.

3. Offset more than just flights

While flights are a major contributor to travel emissions, they are not the only source. Offset emissions from:

Road travel – Consider opting for public or shared transport or renting electric or hybrid vehicles.
Accommodation – Choose properties that use renewable energy.
Event operations – Offset emissions from venue energy use and attendee travel.

4. Combine offsetting with other sustainable practices

Offsetting should be part of a broader commitment to sustainability. Reduce what you can, offset what you must.

Beyond offsetting: a more sustainable travel and event future

While carbon offsetting can play a role in mitigating travel emissions, it should not be seen as a silver bullet. The real goal should be to transition towards a more sustainable transport future which starts with goals associated with reduction of carbon generation and then off-setting the residual carbon. Here are some ways to contribute to carbon reduction beyond offsetting:

For event goers:

Travel smarter – Use public transport, walk, cycle, use electric vehicles, and car-share.
Stay in eco-friendly accommodations – Choose hotels with sustainability certifications and opt for locations with access to sustainable transport.
Support responsible tourism and events – Choose destinations and venues with sustainable practises and that prioritise conservation and community well-being.
Adopt a slow travel mindset – Instead of frequent short trips, opt for longer stays in destinations, reducing overall transport emissions. If you are travelling for an event, you could consider staying closer to the venue in order to walk and cycle to the event which contributes to less congestion and emissions and explore the area by public transport.
Engage in climate advocacy – Support policies that promote greener travel infrastructure and sustainable aviation advancements.

For event organisers:

Clearly define your goals for travel-related carbon emissions or consider setting mode share targets to prioritise reducing emissions before offsetting them.
Offer sustainable travel choices – Ensure the availability and promotion of public transport, car sharing, electric vehicles, as well as walking and cycling access.
Ensure that the available travel options are clearly communicated through journey planners and marketing communications.
Encourage local stays – Recommend nearby accommodations to reduce the need for private transport.
Offer incentives for sustainable travel – Consider providing discounts on public transport or integrating free transport into ticket prices.
Minimise on-site emissions – Use renewable energy sources, minimise waste, and optimise venue energy efficiency.
Implement carbon tracking – Use tools to measure and reduce event emissions.
Partner with local businesses that have strong sustainability credentials.

Conclusion: Is carbon offsetting worth it?

Carbon offsetting, while not a flawless solution, can play a role in climate mitigation. We believe organisations should prioritise emission reductions first, considering offsetting only after all possible efforts to cut emissions at the source have been made. As such, it is most effective when combined with broader actions aimed at reducing emissions and promoting sustainable initiatives. Reduce what you can, offset what you must.

For travellers and event organisers who genuinely want to make a positive impact, offsetting should be part of a larger strategy that includes reducing emissions, choosing sustainable alternatives, and advocating for systemic change in the travel industry.

If you want to talk about how you can ensure that travel and events remain sources of enrichment without compromising the health of our planet, then send us an email at hello@intheround.global .

Incentivising sustainable and active travel using mobility credits, rewards and discounts

Fri, 28 Feb 2025 11:53:20 GMT

This week, Scotland (UK) marked a significant milestone in its journey toward sustainable transport by its announcement to launch its first free public transport trial in Glasgow . This pioneering initiative aims to assess the social, environmental, and economic impacts of providing free public transport services. A thousand residents will be selected to participate, granting them free access to buses, trains, and subways throughout the city. The outcomes of this trial are anticipated to inform future decision making and policy setting for potential wider roll-out of the scheme across the city on a more permanent basis.

The Glasgow trial forms part of a wider global initiative examining the impact of incentives, credits, and rewards in encouraging sustainable travel habits. As cities around the world contend with issues such as traffic congestion, air pollution, and the demand for more sustainable transport networks, a range of incentive-driven schemes have been introduced to promote public transport use. Among the most notable are mobility credits, where individuals receive funds to spend on sustainable travel options via pre-paid cards or mobility-as-a-service apps, along with financial discounts.

This article explores global case studies, evaluating the effectiveness of such initiatives and considering whether they alone can drive long-term change towards more sustainable travel behaviours.

Photo source: First Bus

Mobility credits in action: global case studies

Luxembourg: The first fully free public transport system

In 2020, Luxembourg became the first country to make all public transport free for residents and tourists. The move aimed to ease traffic congestion, promote equality, and meet environmental targets. Before the scheme, public transport fares were already relatively low, meaning no immediate modal shift was expected. However, in the long term, the elimination of ticketing is anticipated to encourage spontaneous usage and increase awareness of Luxembourg’s strong public transport offer. While the scheme has improved accessibility and reduced financial barriers to transport, critics argue that congestion remains a challenge , as many commuters continue to rely on private cars. The policy’s long-term sustainability remains uncertain, particularly regarding funding and public transport capacity.

Photo source: Euroactiv

San Francisco Bay Area: incentivising active and shared travel

The " Incentivizing Active and Shared Travel " pilot in San Francisco sought to reduce single-occupancy vehicle trips by offering financial rewards for using public transport, carpooling, cycling, or walking. The initiative saw a notable shift in weekday travel behaviour, with increased adoption of sustainable travel options. However, the study also revealed that information alone was insufficient; successful behavioural change required well-structured incentives that addressed access, convenience, and user habits.

Photo source: The Behaviouralist

Coventry: Mobility credits schemes

Coventry City Council’s mobility initiative provides a model for using mobility credits as an alternative to private car use. Under the scheme, residents were offered the opportunity to exchange an older, polluting vehicle for £3,000 worth of mobility credits, which could be used on public transport, bike hire, or other sustainable travel modes. Results indicated that travel habits settled after participation, suggesting a lasting modal shift among users.

Additionally, Coventry provides mobility credits to residents moving into certain new developments. These credits can be redeemed for public transport and cycle hire within the West Midlands or exchanged for cycle vouchers to purchase bicycles and accessories. While still in its early stages, this initiative demonstrates a model for other cities looking to implement similar measures.

Photo source: TransportXtra

The impact of discounted fares

In 2024, a trial in Queensland introduced a flat fare of 50 cents for all public transport zones, leading to an 11% increase in ridership within a week, with over four million trips recorded. After six months, ridership had increased by 18.3% compared to the previous year. In total, the government estimated that customers had saved around $181 million. The overwhelming success of the initiative resulted in political commitments to maintain affordable fares, reinforcing the potential of price reductions to boost public transport use. However, questions remain about the financial sustainability of such schemes in the long term.

Conversely, not all fare reductions lead to increased ridership. Transport for London trialled an off-peak fare structure on Fridays to encourage a return to office commuting, but reported no significant rise in passenger numbers. This suggests that cost alone is not the sole factor influencing commuter choices, with trends such as remote working and journey convenience playing significant roles.

Photo source: The Australian

The role and impact of reward / loyalty schemes

Alongside mobility credits and fare reductions, reward and loyalty schemes have emerged as effective tools for encouraging sustainable travel behaviour. These schemes offer incentives, such as points, discounts, or vouchers to individuals who choose public transport, active travel, or shared mobility over private car use. By gamifying sustainable travel and making environmentally friendly choices more rewarding, they can foster long-term behavioural change.

Several organisations and initiatives are leading the way in promoting sustainable travel through rewards. BetterPoints , an app-based rewards programme, allows users to earn points for walking, cycling, and using public transport. Points can be exchanged for high-street vouchers or donated to charities, providing both a personal and social incentive for sustainable travel. BetterPoints has been successfully deployed in various UK cities, demonstrating notable shifts in travel habits and increased engagement with active travel modes. Similarly, Lowr is a sustainable travel rewards platform that enables users to earn discounts and win perks by choosing low-carbon transport options. The scheme partners with local businesses, event organisers and transport providers to offer incentives that align with regional sustainability goals, encouraging habitual changes in commuting and leisure travel.

Reward schemes help overcome common barriers to sustainable travel, such as convenience, cost, and ingrained habits. Unlike one-off fare reductions, ongoing rewards help reinforce positive habits, making sustainable travel choices more habitual and desirable. However, for reward schemes to be truly effective, they must be well-integrated with broader transport policies and infrastructure. Cities with well-connected, reliable, and frequent public transport services see higher uptake of such schemes. Additionally, clear and engaging marketing is essential to ensure that users understand and utilise these incentives.

Photo source: BetterPoints

Integrating the price of public transport within that for major events tickets

Many major events have incorporated the cost of public transport into the price of event tickets during major occasions to reduce congestion and promote sustainable travel habits.

For example:

· at the London 2012 Olympic Games, providing including the use of public transport for ticketholders within the event ticket, alongside measures to influence the travel behaviour of regular commuters, helped prevent the transport network from becoming overwhelmed. These initiatives led to an additional one million passenger journeys per day on London’s already crowded public transport system, yet congestion remained manageable as travellers spread their journeys throughout the day and across the network.

· similarly, at the UEFA Euro 2024 Championships, public transport was included in the cost of event tickets, leading to significant uptake and a reduced carbon footprint of the overall event. However, Germany’s railway infrastructure faced criticism from eventgoers who experienced delays and service disruptions.

While these schemes generally succeed in encouraging public transport use, their effectiveness depends on the system's capacity to handle increased demand.

Photo source: AP News

Benefits and challenges

Mobility credits and other incentives and provide an alternative to private vehicle use and can promote sustainable travel across different groups effectively. Key benefits and challenges from global case studies include:

Health and environmental benefits

Increased use of active travel (walking and cycling), as public transport often requires walking to and from stations.
Reduced congestion, leading to lower emissions and improved air quality.

Economic and social benefits

Mitigates financial burden on individuals affected by low-emission zone policies or high car-related costs.
Enhances accessibility to sustainable travel options.
Encourages awareness of and engagement with alternative transport modes.

While mobility credits and financial incentives have demonstrated success in increasing public transport use, they are not standalone solutions. Their effectiveness depends on:

Transport infrastructure : Incentives work best when public transport is frequent, reliable, and accessible.
Public transport capacity: It is important to ensure that capacity keeps pace with increased demand to prevent overcrowding.
Urban planning : Walkable cities and dedicated cycling infrastructure enhance the impact of such schemes.
Behavioural change support : Education and convenience matter - without addressing barriers such as journey times and transfer difficulties, financial incentives alone may not be sufficient.
Marketing and communication : Effective promotion of schemes and their benefits is crucial to ensuring high uptake.

Conclusion

Mobility credits and fare discounts can play a significant role in shifting travel behaviour, reducing congestion, and supporting environmental goals. However, their success hinges on careful implementation, integration with broader transport policies, and sustainable funding mechanisms. While financial incentives can encourage short-term changes, long-term sustainability requires a holistic approach that includes improved public transport infrastructure, urban design reforms, and ongoing policy support.

A key question remains around funding: Should free or discounted travel be a long-term solution, or are short-term trials sufficient to embed behaviour change, leading to self-sustaining habits? Whilst some schemes have been funded through local transport authorities, private property developments, and event organisers, but whether such funding models are viable in the long term is still an open question. Cities considering mobility incentive schemes must take a comprehensive approach to ensure these initiatives translate into lasting and meaningful change.

One promising strategy is to align incentives with key transition points in people’s lives, drawing on behaviour change principles. For instance, providing three months of free or discounted travel when someone moves house or registers for Council Tax, an approach trialled by Coventry Council’s new home credits scheme, could help embed new travel habits during periods of routine change.

If you would like to join the discussion and hear more about our experience and insights, send us an email at hello@intheround.global .

The opportunities associated with engaging with the business community to promote active and sustainable travel

Fri, 21 Feb 2025 12:42:40 GMT

Building on last week’s blog about managing everyday travel demand during events, we highlighted the importance of engaging the business and industry sectors. For event planners and local authorities, business engagement is a crucial aspect of promoting sustainable travel, both in general and within the context of events. Businesses have the potential to influence travel behaviours at scale, making them key partners in ensuring that people travel efficiently, sustainably, and with minimal disruption to transport networks.

In addition to accommodating employees, businesses also play a significant role as attractors and generators of servicing and delivery trips. These types of trips, often linked to supply chains, logistics, and customer servicing, can contribute to peak travel periods or specific congestion points. By engaging with businesses to better understand their travel and delivery needs, local authorities can coordinate infrastructure, optimise delivery schedules, and implement measures to mitigate any negative impacts on the transport system.

Furthermore, businesses can adopt sustainable practices such as promoting consolidation centres for deliveries, using electric vehicles for last-mile distribution, or encouraging flexible delivery times to reduce congestion during busy periods. As major employers and economic drivers, businesses are well-placed to take a proactive role in shaping travel patterns, making it essential that they are integrated into wider planning efforts to create more sustainable and efficient transport systems, especially in the lead-up to and during events.

The benefits of business engagement

Leveraging business influence

A key benefit of collaborating with businesses is their extensive reach. Companies have direct access to employees and customers who make daily commuting choices and frequent visits, allowing them to seamlessly integrate sustainable travel messaging into existing communication channels. This helps to introduce and normalise new behaviours more effectively.

As highlighted in our previous blog , business engagement plays a crucial role in managing travel demand during events, as many coincide with regular commuting hours. This makes collaboration with local employers and industries essential to easing pressure on the transport network. In this context, working with businesses could involve promoting flexible working arrangements, such as adjusting commuting times to avoid peak event periods, encouraging hybrid working to reduce travel demand, and rescheduling deliveries to prevent congestion.

A cost-effective approach

For local authorities, engaging businesses in sustainable travel initiatives often proves to be a highly cost-effective strategy. Companies already have established communication channels, like internal and external newsletters, intranet updates, and social media platforms, which can be leveraged to share sustainability messages without the need for significant marketing budgets. Many businesses with their own sustainability objectives are also more likely to invest in initiatives that align with those goals, leading to mutually beneficial partnerships. Local authorities can tap into these existing networks and resources, significantly lowering the cost of public outreach campaigns.

Enhancing corporate social responsibility (CSR)

For businesses, engaging employees and visitors in conversations around sustainable and active travel yields a host of advantages. Not only does it directly support sustainability goals, but it also helps to position companies as leaders in corporate social responsibility (CSR). A company that actively promotes sustainable commuting and travel options for employees and encourages eco-friendly travel behaviours can attract more talent, gain sponsorships, and build stronger relationships with stakeholders. In a recent Nielson global survey , just over 8/10 (81%) consumers have said that it’s important that companies implement programmes to improve the environment, with around 3 in 4 (73%) saying that they would change their habits to reduce their impact on the environment. These findings indicate a significant proportion of consumers are aligning their purchasing decisions with brands that demonstrate strong environmental credentials. By fostering an active dialogue about sustainable travel within their workforce, businesses are aligning themselves with growing consumer preferences and differentiating themselves in a competitive market.

Challenges in engaging businesses

Competing priorities

Many organisations place immediate business objectives ahead of sustainability initiatives. Without clear incentives or alignment with corporate goals, sustainable travel may be neglected. Our experience in working with businesses on this issue underscores the need to secure senior leadership support and collaborate with teams across operations, transport, sustainability, and communications. By showcasing the benefits of sustainable travel at all levels, organisations are more likely to embrace these initiatives, streamlining approval processes and integrating them into everyday operations.

Resistance to change

Even when businesses back sustainable travel, shifting habits, whether that’s employees, customers or visitors, can be a significant challenge. Established travel and commuting patterns, reliance on personal vehicles, and perceived inconvenience often create resistance. Encouraging behavioural change is generally more effective when it coincides with broader organisational shifts, such as relocating or onboarding new employees. Supporting this transition with incentives like mobility credits, loyalty schemes, and pledges, alongside clear communication on the benefits, such as faster, cheaper commutes and improved physical and mental well-being, can help drive adoption.

Variability in business commitment

Commitment to sustainable travel varies significantly across organisations. While some take proactive steps towards sustainability, others require substantial persuasion and support before committing to action. In these cases, it is essential to emphasise the broader, more immediate benefits that go beyond sustainability. These might include operational efficiencies, cost savings, and enhanced commercial attractiveness.

For instance, reducing the demand for car parking spaces can result in substantial savings on infrastructure and land use. Minimising traffic congestion can not only improve staff and customer experiences but also boost the overall productivity of the organisation. By framing sustainable travel in terms of tangible, bottom-line benefits, such as improved efficiency and greater investment potential, organisations are more likely to see it as a strategic advantage and be motivated to engage.

Our experience

A standout example of successful business engagement is our recent partnership with Solent Transport. As part of this local authority collaboration, we contributed to the Breeze for Business programme, working with local organisations to promote the Breeze app , a Mobility-as-a-Service (MaaS) platform designed to encourage sustainable travel choices. By engaging with organisations, we helped raise awareness and boost adoption of both the app and sustainable transport among their staff and customers, showcasing the impact that business involvement can have in driving meaningful change.

We provided one-to-one support and guidance to organisations and business intermediaries across South Hampshire on how to integrate the promotion of Breeze within their operations. This included supplying pre-written communications, suggesting ways and locations to promote sustainable travel, assisting in the organisation of sustainable travel roadshows and events, and providing digital promotional materials and collateral.

Through the Breeze for Business programme, 20 organisations across the South Hampshire region committed to promoting Breeze independently on an ongoing, long-term basis, without requiring one-to-one support. A comparison of pre- and post-programme surveys revealed that over a third of employees in engaged organisations were aware of the Breeze app, compared to just 7% in non-engaged organisations. This demonstrates the effectiveness and impact of collaborating with organisations to drive engagement with initiatives.

Beyond this local authority example of collaboration with businesses, In the Round has had extensive involvement in business engagement programmes linked to major sporting events over many years. This includes the London 2012 Olympics, the Gold Coast 2018 Commonwealth Games, and the 2017 UEFA Champions League Final. Within the major events sector, the objectives of business engagement have differed slightly from those outlined above, though the fundamental approach remained the same. The focus is on integrating the event into the host location and working with businesses to adjust their transport operations temporarily to help manage travel demand during the event. These efforts led to a similar outcome, with around a third of behaviours shifting due to business engagement initiatives.

For more insights into these marketing and communication campaigns, visit our previous blog here .

Top 10 recommendations for future business engagement

For organisations looking to engage businesses in sustainable travel initiatives, there are a range of opportunities which we recommend including:

Building strong business cases – Demonstrating how sustainable travel benefits companies, from cost savings to improved employee wellbeing and retention.
Tailoring messaging – Aligning travel initiatives with business goals, whether through CSR, operational benefits, employee health, or financial benefits.
Consistent communication – The need for regular communication and engagement with organisations to provide support, suggest ways to promote initiatives, and ensure travel communications remain a priority.
Leveraging existing communication channels – Utilising company intranets, newsletters, and social media to promote initiatives efficiently.
Providing incentives – Introducing mobility credits, travel discounts, workplace travel plans, and benefits schemes to encourage behaviour change.
Hosting events and roadshows – Bringing sustainable travel to life through onsite events that allow employees and customers to engage directly with transport providers and solutions.
Marketing and communication toolkits – developing toolkits containing resources and materials for internal teams, including pre-written communications, social media assets, posters, and templates, to help remove internal barriers.
Encouraging and supporting workplace champions – Identifying and empowering internal advocates who can promote sustainable travel within their organisation and drive initiatives forwards.
Collaborating with business intermediaries – alongside individual organisations, working with with business intermediaries and utilising their networks can be valuable in developing strong networks for business engagement.
Encouraging businesses to participate in networks – businesses benefit from peer-to-peer support and working with neighbouring organisations. Galvanising that joint working is key, as is becoming part of national initiatives including Modeshift’s STARS scheme as an example.

By fostering strong relationships with businesses and addressing potential challenges proactively, event planners and local authorities can create impactful, long-term sustainable travel initiatives.

Engaging with businesses is not just a means of encouraging greener travel; it is also a strategic approach to enhancing corporate reputation, easing congestion, and benefiting local communities.

From events to everyday operations, In the Round has long championed and supported business engagement initiatives. We would be delighted to share our insights and collaborate to strengthen business engagement in your strategies; please get in touch at hello@intheround.global.

Managing everyday travel demand during events

Fri, 14 Feb 2025 14:14:50 GMT

Understanding the challenge

Events, whether major international spectacles or regular local fixtures like football matches, generate significant temporary travel demand. However, this surge does not exist in isolation. It interacts with an already established network of commuters, businesses, and everyday travellers, known as background demand. Without careful planning, peak fan arrival and departure times can overwhelm transport networks, causing congestion, delays, and dissatisfaction. Ensuring that existing travel demand is not an afterthought is crucial for minimising disruption and maximising the positive impact of events on host communities.

Some key examples within the sporting mega-event context that we have worked on include:

FIFA World Cup 2022 Qatar: Required 60% of background demand to travel differently.
Gold Coast 2018 Commonwealth Games: Needed 30% of background demand to change.
Glasgow 2014 Commonwealth Games: Also required a 30% shift.
London 2012 Olympics: Needed 35% of background demand to change.
UEFA Champions League Final 2017: Required 30% change to background travel patterns.
Los Angeles 2028 Olympics: Expected to require even greater changes than Qatar.

The challenge of overlapping demands

Events typically occur within urban environments where transport networks already operate at high capacity during peak hours. Without proactive measures, the influx of event attendees can strain public transport, road networks, and active travel routes, leading to:

Longer travel times for both event attendees and regular commuters
Risk of missing the start or end of events due to congestion
Decreased reliability of public transport services
Negative impressions of host cities and transport authorities
Negative perceptions of events within the local community
Lost opportunities to promote sustainable travel
Missed chances to enhance an event’s lasting benefits for the community

Addressing these challenges requires a multi-pronged approach that engages individuals, businesses, and industry partners to shape travel behaviour and manage demand effectively.

Photo Source: BBC

Alternative approaches to influencing everyday travel demand

We recognise that shaping background demand is a complex aspect of event planning. Expanding capacity, such as adding more trains or buses, can be costly and often difficult to implement within the available time frames. Therefore, event organisers should prioritise influencing travel behaviour and timing. Below we highlight some key strategies for managing demand.

Marketing, communications, and individual travel behaviour

One of the most effective ways to mitigate congestion is by influencing individual travel choices through targeted marketing and communications. Strategies such as pre-event engagement, real-time updates, and incentives for sustainable travel can help distribute demand more evenly.

Examples of behaviour change marketing communications implementation:

London 2012 Olympics : Public engagement campaigns encouraged Londoners to adjust their travel patterns, work from home, or use alternative routes. This was crucial in keeping the transport system functional during peak event periods.
UEFA Champions League Final 2017 (Cardiff) : Communications strategies advised fans to stagger their journeys and make use of park-and-ride schemes, reducing pressure on central transport hubs.
FIFA Arab Cup 2021 (Qatar) : Digital campaigns and clear transport information enabled spectators to plan their journeys efficiently, helping to minimise unnecessary congestion.
Glasgow Commonwealth Games 2014 : Extensive public information campaigns helped locals and visitors alike adjust their travel habits, ensuring smooth transport operations.

For more detail on these examples and the role of marketing and communications in influencing travel behaviours, visit our previous blog here .

Photo source: UEFA Champions League Final 2017

Engaging the business and industry sectors

Beyond individual travellers, engaging businesses is a critical component of managing background demand. Many major events coincide with regular work and commuting hours, necessitating collaboration with local employers and industries to adapt to increased pressures on the transport network.

Examples of business engagement:

London 2012 Olympics : Businesses were encouraged and supported in implementing flexible working arrangements , remote working, and staggered start times to ease transport pressures during peak event times.
Glasgow Commonwealth Games 2014 : Companies were provided with guidance on adjusting delivery schedules and encouraging employees to use sustainable travel options.

Photo source: Graham James

Journey planning and real-time adaptation

Engaging with journey planning platforms, whether bespoke systems developed for specific events or widely used tools like Google Maps, can help shape travel demand in real time. By providing dynamic information, notifications, and alternative route suggestions, these tools can help distribute traveller movements more efficiently.

Notable examples:

UEFA Champions League Final 2017 : Event organisers worked with journey planners to implement temporary travel tags , ensuring users received up-to-date advice on routes and crowding levels.
Birmingham Commonwealth Games 2022 : A bespoke journey planner and live travel updates provided travellers with route alternatives, reducing pressure on the busiest corridors.
London 2012 Olympics: A spectator Journey Planner was developed and was launched for the Games, where a technical innovation was incorporated forcing the planner to return particular journeys that avoided transport hotspots.

Photo source: Birmingham 2022

Public-facing hotspot maps for transparency and clarity

Providing the public with visibility into high-demand areas through hotspot maps enables better-informed travel decisions. By identifying congested zones in advance, eventgoers and regular commuters can plan accordingly, easing pressure on the network.

Examples of effective use:

UEFA Champions League Final 2017 : Public hotspot maps displayed expected congestion areas, helping fans and residents make more informed travel choices.
London 2012 Olympics : Interactive maps showed real-time crowding levels, allowing commuters to adjust their travel plans and avoid the busiest areas.

Photo source: National Stadium of Wales

The role of research in shaping strategy

Initial research to understand the demand on travel networks is crucial, enabling the development of strategies that mitigate risks and optimise event-related transport flows. Understanding whether these measures effectively influence travel behaviour is essential for improving future event planning. As such, research plays a key role in assessing whether targets for behaviour change are met and allows for real-time adjustments to improve efficiency. Research in this context can be conducted through:

Surveys and traveller feedback: Conducting pre- and post-event surveys to assess travel intentions and actual behaviours.
Real-time data analysis: Using smart ticketing, mobile tracking, and GPS data to monitor congestion points and assess changes in travel patterns.
Scenario modelling: Running simulations based on different intervention strategies to predict potential bottlenecks and optimise transport plans.
Stakeholder interviews: Engaging with transport authorities, businesses, and event organisers to gather qualitative insights on the effectiveness of implemented strategies.
Economic impact assessments: Evaluating the cost-effectiveness of interventions to inform future event planning and investment.

By integrating robust research methodologies into travel demand management, event organisers and transport planners can make data-driven decisions that enhance efficiency, reduce disruption, and improve the experience for all travellers.

Ensuring background demand is a priority

Successful event travel planning must integrate background demand considerations from the outset rather than treating them as an afterthought. This ensures a positive experience for all travellers, minimises disruption to local communities, and enhances the long-term benefits of hosting major events. A well-managed approach can leave a lasting legacy, improving public transport operations, promoting sustainable travel habits, and strengthening collaboration between event organisers, businesses, and transport authorities.

By proactively managing background demand, cities and event organisers can turn potential disruption into an opportunity for innovation, efficiency, and positive change. The background strategies we have helped shape at major events as illustrated above have successfully influenced millions of people to change their behaviour. We’d love to share our insights and support, so please do get in touch with us at hello@intheround.global .

The role of governing bodies in advancing sustainable travel for events

Fri, 07 Feb 2025 10:08:46 GMT

Sustainability has become a cornerstone of modern sport, with governing bodies taking increasing responsibility for their environmental impact. UEFA’s recent introduction of sustainability criteria for club competitions has sparked wider conversations about the role of federations, host cities, and event organisers in promoting sustainability. One notable omission that caught our attention and sparked further reflection, was the lack of emphasis and support for clubs on travel emissions, especially for fans.

The missing link: travel’s impact on event sustainability

Transport and travel represent one of the largest contributors to an event’s overall carbon footprint . In football alone, travel emissions account for approximately 80% of the sport’s total footprint , with fans, teams, officials, and media travelling across countries and continents.

Some progress has been made within the sporting events-sphere, as demonstrated by UEFA EURO 2024, where public transport passes were included for ticket holders , and regional hubs were implemented to reduce air travel. These measures led to a 21% reduction in emissions compared with initial forecasts . Similarly, the last three Commonwealth Games have included free public transport for ticket holders, setting a precedent that other major events can follow.

Despite these examples, travel is often overlooked in sustainability strategies, with fan travel classified as a Scope 3 emission, often considered beyond direct control and too challenging to tackle. Governing bodies, host cities, and event organisers can adopt a more proactive approach by setting clear expectations, establishing frameworks, and supporting venues and events within their jurisdictions to prioritise sustainable travel solutions.

Several sporting cases have made progress in advancing sustainable travel frameworks, including:

World Rugby has begun exploring ways to reduce the carbon impact of their tournaments, with their sustainability strategy directly addressing the travel and operational activities managed by themselves, and developing plans to mitigate fan travel emissions and exploring alternative event engagement methods.

The English Football League (EFL) has developed a Green Clubs Initiative , which encourages domestic clubs in England to improve environmental practices, including promoting sustainable travel for both fans and teams.

The International Olympic Committee (IOC) has long recognised fan travel as a critical sustainability concern. Their sustainability strategy requires candidate cities, organising committees, and host cities to develop sustainable transport solutions that maximise public transport and active travel options.

These examples demonstrate how other governing bodies could develop and incorporate travel-related sustainability measures and support into their existing frameworks to develop a more holistic and effective strategy. As sustainable travel offers a range of benefits beyond environmental impact, such as enhancing the fan experience, supporting local communities, and driving economic gains, prioritising strategies to manage travel and its effects is essential.

Expanding the conversation beyond sport

While sport’s governing bodies are beginning to take sustainability, including travel, seriously, the same considerations apply to the arts, culture, and live entertainment sectors. Festivals, concerts, theatre productions, and museum exhibitions attract millions of attendees each year, generating significant travel-related emissions.

To address this, organisations such as art bodies, event promoters, production companies, and venue owners must take responsibility for making audience travel more sustainable. Some have already begun to take action, for example:

Live Nation has identified eight key areas of sustainability within their strategy , specifically highlighting transport. They have committed to working with venues, event organisers, suppliers, and local authorities to encourage and implement sustainable transport solutions.

The Events Industry Council , a global federation representing event professionals, promotes high standards and best practices within the sector. They have developed a framework for sustainable events , which includes multiple references to sustainable travel, ranging from integrating it into marketing communications to incentivising greener travel choices and connecting regional events.

A framework for sustainable travel in events

Building on the examples mentioned above, we recommend that ‘lead’ organisations (whether a governing body, host nation/city, venue manager/owner) can help those that plan and deliver the detailed operations by focusing on five key pillars:

Next steps for federations, cities, and event organisers

As highlighted above, considerable progress has been made in integrating sustainability into practices within both the sporting and broader entertainment sectors. However, with transport continuing to be one of the major contributors to carbon emissions in the live events industry, addressing this issue is essential for ensuring the industry's sustainability.

Governing bodies, host cities, and promoters must actively integrate travel considerations into event planning from the outset. By setting standards, providing resources, and recognising progress, they can drive meaningful change across sport, entertainment, and cultural events.

With the growing expectation that sustainability be embedded across all aspects of event management, now is the time for governing bodies to take the lead in making sustainable travel a priority.

For more information on how leadership bodies can incorporate sustainable transport into initiatives, please contact us at hello@intheround.global.

Progress in future mobility: Will technological hurdles or policy maker's resistance to change be the blocker?

jon@intheround.global (Jon Foley) — Sun, 02 Feb 2025 08:49:20 GMT

As the world grapples with pressing issues like climate change, urban congestion, and the need for sustainable mobility options, the future of transport solutions is more critical than ever. Innovations in technology promise to transform how we move people and goods, yet the pace of change often seems sluggish.

This was a recurring theme across the 2-days of the recent UK Future Transport Forum 2025 in Southampton, hosted by Solent Transport where the local authorities delivering the Department for Transport's Future Transport Zone programme were sharing their experiences to date.

It got us at In the Round thinking - Is technological over-complication the barrier to progress future, or is political risk aversion and government red tape the thing that will hold us back?

The technological landscape

The transport sector is witnessing remarkable technological advancements that can significantly enhance mobility. Innovations such as electric vehicles (EVs), autonomous vehicles (AVs), micro-mobility such as e-scooters and e-bikes, Mobility as a Service (MaaS) and smart infrastructure are paving the way for a more efficient and sustainable future.

Electric Vehicles (EVs) : The shift from internal combustion engines to electric propulsion is not just a trend; it’s a necessity for reducing greenhouse gas emissions. With advancements in battery technology, EVs are becoming more affordable and practical for everyday use.
Autonomous Vehicles (AVs) : The potential for AVs to reduce accidents and optimize traffic flow is immense. Companies are investing heavily in developing safe and reliable AV technology, which could reshape urban transport.
Electric micro-mobility : E-scooters and e-bikes are now common place and the discussions about things like battery life and inappropriate speeding are falling away. Their role as part of an integrated transport system for last mile and longer journeys now seems established.
Mobility as a Service : The ability to offer users seamless planning, booking and paying experiences via multi-modal MaaS Apps is now technologically established. As is the ability to knit together the technologies of multiple transport service providers and to use said technologies to positively influence travel choices.
Smart Infrastructure : The integration of technology into transport infrastructure—such as smart traffic lights or in road wireless charging of EV's — can improve efficiency and enhance user experience.

However, while the technology exists, the widespread adoption of these solutions often faces hurdles.

Risk aversion, bureaucracy and decision-making paralysis risking progress

Government policies play a crucial role in shaping transport systems the world over. While technological innovation is crucial, the lack of supportive policies, procurement systems and fear of failure can stifle progress. Here are some ways this resistance manifests:

Regulatory Hurdles : Policies can lag behind technological advancements, creating a mismatch between what is possible and what is permissible. For example, regulations surrounding MaaS can be overly cautious, hindering trials and deployment.
Funding and Investment : Governments may prioritize traditional transport infrastructure over innovative solutions. Insufficient funding for EV charging stations or micro-mobility seed-corning can slow down the transition to sustainable options.
Lack of ambition : While trial projects and accelerator programmes tantalise many with a glimpse of what might be possible the ability for government to then act quickly to embed new ways falls foul of traditional coat-benefit analysis and outmoded business case analysis. The freedoms to just ‘get on with it’ with appropriate safe guards in place do not exist. A slow build to an unknown future seems to take precedent over a vision-led determination to succeed.
Public Perception and Fear : Policymakers often respond to public concerns, which can sometimes be rooted in fear of the unknown. Resistance to new technologies, such as AVs, micro-mobility and MaaS can stem from safety or security concerns, leading to stricter regulations that limit innovation.
Bureaucratic Inertia : Large government structures can be slow to adapt, leading to a culture resistant to change. This inertia can result in missed opportunities for implementing new technologies that could benefit society.

So, is there a gap between the rate of change made possible by technology and the ability of policy-makers to keep up (at best) or to want to adapt and adopt (at worse)?

Bridging the Gap

To overcome the barriers, a collaborative approach is essential. Some possible strategies to facilitate the adoption of future mobility solutions could include:

Public-Private Partnerships : Collaboration between government bodies and private companies can accelerate innovation. By pooling resources and expertise, stakeholders can develop and implement new technologies more effectively.
Pilot Programmes : Correctly managed they do offer a good way forward. Governments can initiate trials to test new technologies and new approaches in controlled environments. These programmes can provide valuable data and build public trust, paving the way for broader adoption. But, a new phased approach is required where successful pilots are enabled to continue and grow if early indications are positive - rather than wait until the end of a trial to know if continuation is likely.
Inclusive Policy-making : Engaging communities in the policy-making process can help address public concerns and create more informed regulations. This approach can foster a sense of ownership and acceptance of new transport solutions.
Education and Awareness : Promoting awareness about the benefits of new technologies can help shift public perception. Educational campaigns can inform citizens about the safety and efficiency of innovations like AVs and smart transport systems. Who can forget the UK backlash to ‘Low traffic neighbourhoods’ being seen as anti-car? Would the response to schemes called ‘Pro-people neighbourhood’ have been met with the same resistance?

Conclusion

As the UK’s Future Transport Forum 2025 demonstrated, there is great promise, driven by technological advancements that can revolutionise mobility. However, the pace of change is often hindered by government resistance, policy makers lack of ambition and regulatory challenges. By fostering collaboration, embracing innovative policies, and engaging communities, there is the hope that the gap between technology and implementation can be bridged.

Ultimately, the success of future transport solutions will depend on our ability to adapt to new realities. By overcoming barriers—whether they stem from technology or government—we can pave the way for a more sustainable, efficient, and inclusive transport system that meets the needs of all citizens. The journey ahead may be complex, but with determination and cooperation, we can navigate it successfully.

At In the Round we continue to enjoy supporting our clients in delivering the UK Department for Transport Future Transport Zones programmes. If you would like to know more then please say hello@intheround.global .

The impact of global warming on sports – from grassroots to megaevents

Fri, 24 Jan 2025 16:47:37 GMT

In recent years, the devastating effects of global warming have become increasingly impossible to ignore. Among the many sectors grappling with these changes, the world of sports stands out as particularly vulnerable. From grassroots games in local communities to global spectacles like the Olympics, the changing climate poses challenges that threaten not just the events themselves but the athletes, spectators, and environments that support them. One striking example is the looming threat of wildfires in California and their potential impact on the Los Angeles 2028 Olympic and Paralympic Games.

Photo source: AP News

Climate challenges and the future of global sporting events

California has long been a hub for sporting events, but its susceptibility to wildfires has become a growing concern. The recent wildfires which have spread across the city in January of this year have been record-breaking, scorching tens of thousands of acres and forcing the evacuation of communities and blanketing cities in hazardous smoke. As climate change drives rising temperatures, prolonged droughts, and more intense fire seasons, experts warn that these challenges could escalate in the coming years .

This poses a significant dilemma for Los Angeles, which is scheduled to host a series of high-profile events: the FIFA World Cup in 2026, the Super Bowl in 2027, and the Summer Olympics and Paralympics in 2028. While organisers of the 2028 Games have emphasised sustainability, committing to the use of existing infrastructure, renewable energy, and expanded public transport, hosting such events amidst worsening wildfire risks presents unique challenges.

The health and safety of athletes, spectators, and residents are at stake, as wildfire smoke can severely impact air quality , potentially impairing athlete performance and posing health risks to attendees. Additionally, emergency response systems could face extreme pressure if resources are stretched thin by concurrent climate-related disasters.

This month’s wildfires have already sparked widespread speculation about the preparedness of Los Angeles to host these mega-events. While no major sporting venues sustained damage, rebuilding homes and critical infrastructure in affected areas will require significant resources, adding further strain to planning and budgets.

California is not alone in facing climate-related challenges to sporting events. The 2010 Commonwealth Games in Delhi were disrupted by severe flooding during monsoon season, while the Australian Open introduced an Extreme Heat Policy from 2019 to ensure there aren’t any health complications for players, with temperatures often exceeding 40 degrees. More recently, the 2020 Australian bushfires once again brought air quality concerns to the forefront during international sporting competitions.

As the LA 2028 Games draw closer, addressing the intersection of climate change, public safety, and global sporting events will require not only careful planning but also proactive measures to mitigate risks in an increasingly unpredictable environment.

Photo source: ESPN

The ripple effect on grassroots sports

While global sports megaevents often capture headlines, grassroots sports are equally impacted by climate change.

Local football leagues, community marathons, and youth sports programmes are increasingly disrupted by extreme weather. Heatwaves, for instance, pose a serious threat to players’ health, especially in areas where resources to mitigate heat risks, such as shaded facilities or hydration stations, are limited.

The physical infrastructure of grassroots sports is also under threat. Prolonged droughts and flooding degrade natural playing fields, making them unsafe or unplayable.

In Valencia, during November 2024, extreme weather damaged 150 football fields, with 15 completely destroyed . In the UK, the " Save Our Grassroots " campaign was launched in 2024 in response to repeated flooding of sports pitches. One club reported that its field was submerged under nine inches of water in December, highlighting the scale of the challenge.

This issue is not confined to football. A recent YouGov survey revealed that 64% of UK golfers and 60% of cricket players experienced weather-related disruptions, with an estimated 120,000 games lost annually across these sports due to extreme weather conditions.

These challenges create significant barriers to participation for many young athletes, jeopardising not only the development pipeline for professional sports but also the broader health, wellbeing, and community cohesion that grassroots sports foster. Without urgent action and investment, the future of grassroots sports, and the communities they serve, remains at risk.

Photo source: BBC News

The financial toll

The impact of global warming is placing an immense financial strain on sports infrastructure around the world. Stadiums, training facilities, and golf courses are increasingly vulnerable to extreme weather conditions, with hurricanes, floods, and rising sea levels posing significant risks, particularly for coastal facilities. For example, Hurricane Katrina in 2005 caused extensive destruction to sports venues , resulting in millions of pounds in damages. The challenges are mounting, as Climate X projects that NFL stadiums alone could incur weather-related damages of $11 billion by 2050, stemming from flooding, storm surges, and wildfires.

Winter sports venues are also under pressure, facing declining natural snowfall and shorter winter seasons. These conditions have forced an increased reliance on artificial snow production, a practice that not only comes with high financial costs but is also a significant contributor to carbon emissions , compounding the climate crisis.

In response, many organisations are investing in climate-resilient infrastructure. The Qatar 2022 FIFA World Cup incorporated cooling technologies to combat extreme heat, while Wimbledon’s All England Club has introduced measures to manage increasingly unpredictable weather during the tennis tournament. However, these adaptations often come at a high financial cost, raising questions about accessibility and sustainability, particularly for less affluent regions.

The financial toll of climate-related disruptions extends beyond infrastructure to the games themselves. In 2023, wildfire smoke originating from Canada forced the cancellation of several events in Major League Baseball, the Women’s National Basketball Association, and the National Women’s Soccer League due to hazardous air quality. The economic impact of these disruptions is substantial. For instance, the cancellation of a single NHL game could result in a revenue loss of $600,000 to $2.2 million, while MLB games typically face losses averaging $640,000 per game. The NBA could see losses ranging from $ 1 million to $3.2 million per cancelled match . Such financial hits not only strain the organisations involved but also highlight the growing need for proactive climate adaptation measures across all levels of sport.

Photo source: Daily Mail

The role of sports organisations in climate action

Recognising the growing threat of climate change, many sports organisations are stepping up to take action. The International Olympic Committee has committed to reducing carbon emissions by 50% by 2030, with initiatives such as using renewable energy and offsetting emissions. Similarly, organisations like the Premier League and the National Football League have introduced sustainability programmes aimed at reducing their carbon footprints.

While many sports bodies and federations are publishing sustainability reports and measuring their carbon emissions, it’s evident that the major challenge for many lies in the emissions resulting from travel and transport, which often account for 60-80% of an event's total emissions . Addressing this issue is one of the most effective ways to reduce emissions by promoting more sustainable travel practices.

Photo source: Geotab

A call to action

The intersection of global warming and sports is a complex and urgent issue. As the Los Angeles 2028 Olympics approach, the potential impact of wildfires and other climate-related challenges underscores the need for immediate action. Whether through investing in resilient infrastructure, supporting grassroots sports, or holding organisations accountable for their environmental impact, the sports community has a unique opportunity to lead by example.

One of the most significant ways to address climate change in sports is by tackling emissions from travel. Transport remains one of the largest contributors to global carbon emissions , and the movement of athletes, fans, and equipment to and from events adds considerably to this footprint. By prioritising sustainable travel solutions, such as active travel, public transport, carpooling, or low-emission vehicles, sports organisations and venues can make a substantial impact. This not only reduces the environmental burden of events but also sets a powerful example for other industries whilst enhancing the fan experience.

Ultimately, the ability of sports to remain resilient in the face of climate change relies on collective action. Through embracing innovation, encouraging collaboration, and prioritising sustainability, the sports industry can continue to inspire and bring people together. If you're keen to take action and address sustainable travel within your organisation, event, or venue, please reach out to us at hello@intheround.global .

The future of shared electric micromobility

Thu, 16 Jan 2025 11:33:41 GMT

Last week’s UK BBC Panorama episode, “E-Bikes: The Battle For Our Streets ”, sparked some controversy by presenting an investigation into the rise of electric bikes in urban environments. Organisations such as Cycling Electric , Cycling Weekly , and the Bicycle Association have responded. The episode faced widespread criticism for inaccurately portraying legal e-bikes and the broader micromobility movement. We spotted some misleading footage and a lack of expert analysis, blurring the line between road-legal e-bikes and illegal electric motorbikes. Along with the organisations mentioned, we believe that such misrepresentations risk damaging public perception of an industry that offers a promising pathway toward more sustainable cities.

In a moment that captures the spirit of micromobility’s future, actor Timothee Chalamet recently arrived at the UK premiere of the Bob Dylan biopic A Complete Unknown riding a Lime electric bike . This unconventional entrance at London’s BFI Southbank not only turned heads but also underscored the practicality and accessibility of shared e-bike schemes in urban settings. Chalamet’s choice to cycle to the premiere, despite the ensuing £65 fine for improper parking, demonstrates how shared micromobility can address real-world challenges like traffic congestion while making a bold statement about sustainability. As cities like London continue to embrace shared micromobility options, moments like these highlight their potential to shape a cleaner, more connected urban future.

The episode and subsequent reactions underline the critical need for accurate, balanced discussions about shared electric micromobility solutions, including both e-bikes and e-scooters. At In the Round, our blog below aims to clarify facts, highlight the benefits and challenges of shared micromobility, and explore what lies ahead for these schemes worldwide…

Photo source: Sky News

Shared electric micromobility – a global movement

Shared electric micromobility schemes have expanded rapidly in cities around the world, offering new solutions for first and last mile transport. From London’s Lime e-bikes and e-scooter scheme to Paris’s Velib’ , shared e-bike and e-scooter systems provide an accessible, low-carbon alternative to cars.

Europe: Cities like Copenhagen and Amsterdam , already known for their cycling infrastructure, have embraced shared e-bikes as a complement to traditional bicycles. Paris has also seen success with its shared e-scooter programme, although the city recently voted to ban rental e-scooters due to safety concerns.

North America: New York City’s Citi Bike programme now includes electric bikes, offering commuters a quicker and less strenuous way to navigate the city’s dense streets. Similarly, San Francisco have integrated shared e-scooters as part of their broader sustainable transport strategies.

Asia: Shared e-scooter and e-bike schemes have proliferated in cities such as Singapore , Beijing , and Tokyo . With dense urban populations and significant congestion, these cities see micromobility as a vital tool for improving urban mobility.

South America: In cities like Bogota , shared e-bike schemes complement the city's extensive network of cycle paths, offering residents a sustainable alternative for short trips.

Photo source: Viator, Copenhagen

The pros and cons of shared electric micromobility

Research conducted by organisations such as the International Transport Forum (ITF ) and the European Environment Agency (EEA) has highlighted the role of electric micromobility in enhancing urban mobility by offering an eco-friendly, cost-effective mode of travel that complements public transport. The World Resources Institute (WRI) has also underscored the contribution of micromobility to sustainable urban development, promoting cleaner air and reducing the reliance on private car ownership. However, the rapid growth of shared micromobility systems, as seen within the BBC’s Panorama episode, has also raised concerns regarding safety, infrastructure, footpath clutter and equity. Studies by various research bodies, including the European Commission and the ITF , continue to explore how these schemes can be better integrated into existing urban transport networks to maximise their benefits. We highlight some of the main pros and cons below…

Pros:

1. Reduced carbon emissions: A key advantage of shared electric micromobility schemes is their potential to substantially cut greenhouse gas emissions by replacing short car trips. Numerous studies show that e-scooters and e-bikes have a significantly smaller carbon footprint compared to conventional vehicles. Since roughly 60% of trips between 1 and 2 miles in the UK are currently made by car, electric micromobility offers a compelling, lower-emission alternative.

2. Reduced congestion: By offering an alternative to cars for short-distance trips, micromobility schemes can help reduce traffic congestion, leading to faster travel times and less pollution .

3. Improved accessibility: Shared e-bikes and e-scooters offer a flexible transportation solution for individuals who may not have a vehicle or traditional bicycle. They are particularly valuable in cities where public transport does not reach all areas. Additionally, shared schemes provide a more affordable and cost-effective travel option compared to the expenses of owning a private vehicle.

4. Health benefits: While e-bikes require pedalling, they reduce the physical strain compared to traditional bikes, encouraging more people to cycle, particularly older or less fit individuals .

Cons:

1. Safety concerns: A major criticism discussed in the BBC Panorama episode, as well as other studies , is the safety of e-bikes and e-scooters. While legal e-bikes are speed-restricted, accidents involving shared micromobility vehicles have sparked concerns. Research indicates that electric micromobility devices do not pose a greater safety risk than car accidents , but cities require strong infrastructure and regulations to help reduce potential risks.

2. Infrastructure challenges: As one of the key takeaways mentioned within the BBC Panorama episode and highlighted across other studies , without adequate cycling lanes and parking solutions, shared micromobility schemes can lead to cluttered pavements and unsafe road conditions. Investments in infrastructure are essential for the long-term success of these programmes.

3. Battery and lifecycle impact: While e-bikes and e-scooters offer a lower-carbon alternative to cars, there has been much research on the environmental impact of battery production and disposal, which remains a concern. Operators must focus on sustainable lifecycle management.

4. Operational issues: Vandalism, theft, and improper parking of shared vehicles are common challenges . Cities and operators need to implement effective management systems to ensure smooth operation.

5. Impact on health, wellbeing and public transport use: One potential issue with electric micromobility is that it may replace trips that would otherwise be made by walking, cycling, leading to a reduction in the health benefits associated with physical activity. Additionally, there is evidence to suggest that electric micromobility can abstract users from local bus services and other public transport options. For example, a study analysing the impact of e-scooters in Paris found that a significant proportion of e-scooter trips replaced journeys previously made by metro and active modes, resulting in an increase in CO2 emissions. Research from the UK’s DfT suggests that whilst the shift from private motor vehicles to e-scooters is increasing , it is still a concern. To address this, promoting a balanced approach that encourages both electric micromobility and active travel through improved infrastructure and multi-modal transport systems is important.

Photo source: Future Transport News

The future of shared micromobility

Despite the challenges, the future of shared electric micromobility looks promising. Cities are increasingly recognising the role of e-bikes and e-scooters in creating sustainable urban environments. Negative effects of micromobility need to be weighed against the significant consumer benefits they offer and their potential to replace less sustainable trips. Data on the negative impacts of micromobility suggests these are comparatively small.

To give shared micromobility schemes a genuine chance to thrive, we have identified some key prerequisites for success. These factors could play a pivotal role in shaping the future of shared micromobility:

Integration with public transport: Many cities are working on integrating shared micromobility schemes with existing public transport networks. Seamless connections between e-scooters, e-bikes, buses, and trains could encourage multimodal transport, reducing car dependency.
Integration with journey planners and Mobility as a Service (Maas) platform: Incorporating shared micromobility options into journey planning apps and MaaS platforms is essential for user convenience. These platforms should present micromobility as an option only when appropriate, for example, prioritising walking or conventional cycling for short, non-strenuous trips or when environmental conditions are favourable. Such smart integration ensures that users receive tailored travel recommendations, promoting efficient and sustainable mobility choices.
Advanced technology: Innovations such as swappable batteries and real-time tracking with AI-driven management are enhancing the efficiency and convenience of shared micromobility schemes.
Stricter regulations and standardisation: To ensure safety and sustainability, governments are likely to introduce stricter regulations for shared micromobility operators. Standardising vehicle specifications and ensuring proper maintenance will be crucial.
Sustainability initiatives: Operators are increasingly focusing on sustainability, from using renewable energy for charging stations to recycling batteries. Partnerships with local governments can further promote green initiatives.
Infrastructure improvements: Transforming roadways to accommodate micromobility users, pedestrians, and vehicles. Implementing dedicated infrastructure upgrades enhances safety, fosters inclusivity, and promotes the widespread adoption of sustainable transport options.

Photo source: Forbes

Conclusion

While the BBC Panorama episode may have inadvertently cast a shadow over the burgeoning e-bike industry, it also serves as a reminder of the importance of accurate information and thoughtful discussion. Shared electric micromobility schemes have the potential to revolutionise urban transport, offering a cleaner, more efficient alternative to cars. As cities worldwide continue to adopt and refine these systems, it is essential to strike a balance between embracing innovation and addressing legitimate concerns.

Investing in infrastructure, implementing practical regulations, and promoting collaboration between the public and private sectors can unlock the full potential of shared electric micromobility. The path to sustainable urban transport is only beginning, and with the right strategy, it offers a cleaner, healthier future. If you'd like to explore this further or discuss how these solutions can be applied in your area, event, or venue, please reach out to us at hello@intheround.global .

A people-centred approach to England’s sustainable transport future

Wed, 08 Jan 2025 17:06:58 GMT

As a consultancy dedicated to promoting sustainable travel, In the Round recognises the critical importance of transforming how people choose to travel, not only for personal benefit but also for societal well-being and the health of our planet. England’s Integrated National Transport Strategy (INTS) – Call for Ideas presents a great opportunity to contribute ideas that can inspire lasting behavioural change in travel choices across the country. The INTS aims to create a unified, user-centric transport network by improving connectivity across different modes of travel, enhancing local infrastructure, and ensuring long-term sustainability. This call for ideas, open 30 January 2025, encourages individuals, communities, and organisations to share insights and innovative approaches that can help shape the future of transport in England. We set out our ideas below:

National travel behaviour change marketing communications campaign

Our initial observation is that language around the INTS is very much about networks and not people. There is an opportunity to help influence travel behaviours of individuals (and organisations) so that the networks that are available are used in an optimal manner. The lack of a person centric approach from the outset is interesting.

We would like to see a Department for Transport defined, designed, funded and delivered strategic behaviour change marketing campaign for the nation front and centre of the ambitious goals within the INTS.

The campaign should champion a pro-choice approach, encouraging individuals to make informed travel decisions that best suit their needs while considering personal health, environmental impact, and broader societal goals. Central to this initiative would be an evidence-based approach founded on behavioural science, specifically using the COM-B model of behaviour change. This approach will enable the development of tailored strategies for different audience segments and localised campaigns, ensuring relevance and effectiveness across diverse communities. But a national campaign must lead the way.

Key objectives:

National framework with local flexibility: Establish a cohesive national framework that supports local authorities in developing bespoke campaigns tailored to regional needs. This approach ensures consistency while promoting innovation at the local level.

Learning from success: The Welsh Government’s 20mph scheme serves as a prime example of how national policies can drive local behavioural change. Similarly, sustained high-profile campaigns, such as those for seatbelt usage , drink-driving prevention , and smoking cessation , have demonstrated the potential for meaningful shifts in public attitudes.

Cross-sector integration: Recognising the interconnected nature of sustainable travel with other sectors is crucial. For example, initiatives aimed at reducing the environmental impact of online shopping and courier deliveries could be integrated into the broader strategy, amplifying the campaign’s impact.

Photo source: Glamorgan Star

Funding for behaviour change campaigns.

For this vision to succeed, a fundamental shift in funding allocation for behaviour change initiatives is necessary. We recommend:

1. Dedicated funding stream: Establish a ring-fenced funding stream for local behaviour change marketing campaigns within the national framework. This would empower local authorities and communities to deliver initiatives that align with national objectives.

2. Mandatory allocation of project budgets: Require transport infrastructure projects, whether capital or revenue-based, to allocate at least 20% of their budgets to behavioural change measures. This includes large-scale highway and rail maintenance projects, where temporary disruptions can be leveraged to promote new travel behaviours.

3. Collaboration with commercial operators: Engage commercial operators of public transport and micromobility services to ensure their marketing efforts are aligned with national behaviour change strategies. Collaborative campaigns with these operators can foster a unified approach, driving long-term changes in travel behaviour.

Picture source: Transport for London

The role of data and technology

Technology and data will be pivotal in driving behavioural change on a national scale. We propose the following key initiatives:

National Mobility as a Service (MaaS) platform

· Develop a national MaaS application that integrates all modes of transport, enabling users to plan, book, and pay for their journeys on a single platform. This would simplify the travel experience and make sustainable choices more accessible, covering options such as public transport, micromobility, car-sharing, and even parking. The fragmented nature of existing travel apps should be addressed through collaboration and integration.

· A successful example on a smaller scale is the Solent Breeze App , which integrates ticketing across multiple providers in the South Coast region, while incorporating behavioural insights to encourage smarter travel choices. Expanding such initiatives nationally can accelerate the adoption of MaaS and drive further behavioural shifts.

· In this context, an alternative option could be government collaboration with technology giants like Google could ensure that digital solutions serve public interests rather than merely private shareholders. This engagement would help scale up innovative transport solutions and ensure widespread adoption.

Photo source: Solent Transport

Real-time data sharing framework

To complement these efforts, a national framework for smart technology adoption and real-time transport data sharing is essential. By enabling transport providers and local authorities to access real-time data, better insights into travel patterns can be obtained. Data-driven decisions will enhance user experience and promote sustainable travel behaviours. Moreover, data can be utilised to measure the effectiveness of behaviour change campaigns, allowing for continuous improvement and ensuring that they resonate with individuals and make the right choices easier and more accessible.

By combining evidence-based behavioural strategies, innovative funding models, and advanced technology, we believe the goals of the INTS can be achieved. This approach will drive meaningful changes in travel behaviours across England, creating a more sustainable, healthy, and equitable transport system. At In the Round, we are committed to supporting the INTS vision and working alongside policymakers, transport operators, and local communities to build a more sustainable, healthy, and equitable transport system for everyone. If you haven’t yet shared your thoughts , we strongly encourage you to take part, as this is a unique opportunity to influence future transport policy and ensure sustainable travel remains a key priority for generations to come. If you would like to talk more about our ideas and views, please send us an email at hello@intheround.global .

Changing travel behaviour - a gift for life, not just Christmas

Fri, 20 Dec 2024 11:27:10 GMT

Challenges associated with sustained behaviour change

As the festive season begins and people consider their New Year’s resolutions alongside the UK’s National Transport Strategy’s call for ideas , it’s an ideal moment to explore how to make change endure beyond the holidays or temporary campaigns. Achieving meaningful, lasting behaviour change remains a significant challenge, especially in transport and travel demand management (TDM). While short-term campaigns can spark initial interest, they often fall short of embedding long-lasting habits. For change to stick, campaigns must address deeper, systemic issues and foster long-term commitment from all stakeholders.

This blog explores the preconditions for success, from long-term funding and organisational buy-in to tailored communications and supportive infrastructure. We will also examine the pitfalls of short-term thinking, where behaviour change risks becoming a fleeting trend rather than a permanent shift.

Issues associated with short-term thinking

Short-term, one-off campaigns often fail to deliver sustained impact. For example, TDM efforts tied to major sports events may achieve impressive results during the event but struggle to leave a lasting legacy. These initiatives tend to focus on immediate outcomes, with any long-term benefits being coincidental rather than planned.

This trend has been observed worldwide, with one example being the Rio 2016 Olympic Games. In preparation for the event, the government introduced four new bus rapid transit (BRT) lines to connect the two main Olympic venues. However, post-event studies revealed that these transit lines were not designed with long-term legacy considerations. They were poorly integrated with the surrounding areas and exacerbating territorial segmentation along the corridors. A 2017 study further highlighted that the elimination and rerouting of numerous standard bus routes in the city had reduced the average accessibility to jobs and schools via public transport compared to three years earlier.

Image reference: TheCityFix

The root of the problem often lies in the lack of ongoing funding and organisational commitment. When the spotlight fades, so does the momentum, leaving little chance for enduring change. Without integrating these efforts into broader, long-term strategies, the potential for transformative impact remains unfulfilled. A shift in approach is required to move from reactive, event-specific campaigns to proactive, embedded solutions.

The role of life moments in triggering change

Life moments, such as moving to a new home, starting a new job, or visiting a new destination, can serve as powerful catalysts for behaviour change. These transitions disrupt established routines and create a sense of openness to adopting new habits and exploring alternative choices. This phenomenon is often referred to as the " habit discontinuity effect " within research, which suggests that periods of change make individuals more receptive to interventions that promote positive behaviour.

For example, incorporating sustainable travel advice into induction processes for new employees can encourage long-term commuting habits. A study found that new residents were more likely to adopt sustainable travel habits, such as using public transport or car-sharing, when provided with targeted information during their move. Similarly, sustainable travel plans and targeted marketing communications for events in unfamiliar locations can shape how attendees plan their journeys. Research by Thogersen and Moller highlights that providing clear, accessible information about sustainable options at these junctures increases the likelihood of individuals choosing environmentally friendly modes of transport.

Recognising and leveraging these pivotal moments is essential to fostering change. Interventions timed with life transitions can create lasting impacts by embedding sustainable practices into the new routines individuals are building. Therefore, policymakers, employers, and event organisers should focus on these moments as opportunities to promote sustainable and healthier behaviour patterns.

Bridging short-term wins and long-term impact

Some campaigns have successfully transitioned from short-term initiatives to long-term strategies, significantly reshaping societal norms. Historical examples, such as campaigns promoting seat belt use, banning smoking, or reducing drink driving, demonstrate the effectiveness of sustained efforts.

For instance, seat belt campaigns like " Click It or Ticket" increased usage in the US from 14% in 1983 to 90% in 2021, saving an estimated 374,000 lives between 1975 and 2019. Similarly, anti-smoking campaigns such as the UK’s "Stoptober" have helped reduce smoking rates, supporting over 2.5 million people quitting between 2010 and 2023 , while the US’s " Tips From Former Smokers " has driven record declines in smoking prevalence. Drink driving initiatives, including the UK's "Think!" campaign and the US’s "Friends Don’t Let Friends Drive Drunk ," have led to a cultural shift, with road deaths in the UK falling by 46% in the decade that followed the conception of the campaign. More recently, the work-from-home shift during COVID-19 has resulted in the lasting adoption of remote working tools like Microsoft Teams, whose monthly active users skyrocketed from 20 million in 2019 to 320 million in 2024 . This highlights how external events, coupled with effective strategies, can lead to enduring behavioural change.

Image reference: Think.gov.uk

Within the transport industry, Malmö’s “ No Ridiculous Car Journey s” campaign launched in 2006 and was repeated over several years. Surveys revealed that half of residents were familiar with the campaign, and 15% reported reducing their car travel as a result. National funding streams enabled the campaign to evolve and adapt, reaching different demographics through varied approaches. The total share of car journeys in Malmö fell from 52% in 2003 to 41% in 2008, while walking, cycling, and public transport increased.

Image reference: The Urban Observer

Gothenburg’s transport agency, Västtrafik, provides another compelling example . Since 2010, they have run over 30 ‘test ride’ campaigns using social media, billboards, and bus advertisements. The initiative also sends trial travel passes to new residents and neighbourhoods with high car ownership. By 2020, nearly half a million people had participated, with 100,000 becoming regular users. A 2019 campaign visually emphasised its impact by assembling 30,000 toy cars to represent the traffic reduction potential. Robust monitoring, evaluation, and adaptation have been key to these successes, turning pilots into scalable long-term solutions.

Image reference: Fast Company

Preconditions for successful and long-lasting campaigns

Sustained behaviour change requires more than a well-executed campaign. Here are the critical preconditions, which have been suggested through behavioural change research , and seen within several successful long-term behaviour change campaigns such as those listed above:

Long-term commitment : securing ongoing funding and integrating campaigns into organisational strategies ensures longevity. Consistent backing allows initiatives to evolve and maintain relevance over time.

Relevant marketing communications : tailored messaging that resonates with specific audiences increases the likelihood of engagement and adoption. This requires understanding local contexts and cultural nuances. Structuring campaigns around key life moments, such as moving to a new home, starting a new job, or visiting a new location, can significantly enhance impact, as these periods often prompt individuals to reconsider their routines and habits.

Support structures : infrastructure improvements, such as dedicated bike lanes or enhanced public transport services, combined with incentives like discounted travel passes, provide the practical means for change.

Community engagement : co-creation with local communities ensures that solutions are relevant, inclusive, and widely accepted. Involving stakeholders from the outset fosters a sense of ownership and accountability.

Conclusion: making sustainable changes the default

Behaviour change campaigns must go beyond raising awareness; they need to embed sustainable choices into everyday habits. For organisations, venues, and events, this means planning for the long term and integrating behaviour change into core strategies. Reflecting on the examples above, the UK’s call for ideas for the National Transport Strategy may benefit significantly from a national sustained behaviour change campaign promoting pro-sustainable travel choices. Such an initiative could set the stage for transformative impact, embedding sustainable travel habits across the nation.

At In the Round, we help organisations think beyond immediate wins to focus on creating lasting impact. From designing robust TDM strategies to engaging communities and monitoring results, we provide the expertise needed to drive change that endures. By collaborating with stakeholders and leveraging data-driven insights, we aim to make sustainability the norm, not the exception. To learn more or if you have any questions, please send us an email at hello@intheround.global.

Influencing travel behaviour toward achieving sustainable tourism - implications of COP29

Tue, 10 Dec 2024 11:59:19 GMT

COP29, the UN Climate Change Conference, held from 11 November – 22 November 2024, in Baku, Azerbaijan, focussed on advancing global climate negotiations and strengthening commitments under the Paris Agreement, and marked a pivotal moment for the tourism industry. For the first time in COP history, tourism gained official recognition, highlighting its dual role as a significant contributor to climate change, responsible for 6.7% of global greenhouse gas emissions in 2023, and a sector with enormous potential to drive positive change.

As COP29 focussed on cities, transport, and tourism, key declarations and initiatives highlighted the urgent need for sustainable travel solutions, particularly in destinations where tourism is deeply interwoven with local economies, live events, and natural landscapes. The end of November also served an important reminder of this during the UNs World Sustainable Transport Day.

A call for sustainable tourism

Tourism connects people with iconic destinations, from the beaches of the Mediterranean to natural wonders like the Lake District National Park. These visitors often come for live events such as arts, culture, music, and sports, which contribute to the economic and cultural vibrancy of the area. Yet, the environmental and social impacts are mounting, from congestion in historic cities to pollution in pristine environments.

The COP29 Declaration on Enhanced Climate Action in Tourism provides a pathway to reimagine tourism through five strategic focus areas: measurement, decarbonisation, regeneration/adaptation, collaboration, and finance. In parallel, the COP29 MAP (Multisectoral Actions Pathways) Declaration for Resilient and Healthy Cities underscores the importance of sustainable urban transport and infrastructure, which directly affects visitor access to key destinations and venues.

Key travel challenges and opportunities for tourist destinations

Tourist hotspots face unique challenges related to travel:

High emissions from air travel
Air travel is a significant contributor to global greenhouse gas emissions. Many tourists rely on flights to access destinations, especially those in remote or international locations. The carbon footprint of air travel poses a challenge for destinations aiming to reduce overall environmental impact.

High visitor numbers
Popular destinations hosting festivals, sporting events, or cultural gatherings often attract large numbers of visitors. Increased car use, traffic congestion, and parking demand are common side effects, which can disrupt local communities and ecosystems.

Peaks of visitor demand
Tourist hotspots often experience surges in visitor numbers at specific times of the day, week, or year. For example, beaches might see a rush of people in the mornings, while festivals or attractions may lead to high concentrations of visitors during events. These peaks can strain transport systems, parking, and local amenities. Tourist numbers also often peak seasonally, such as during summer holidays. These fluctuations can overwhelm local transport systems and infrastructure, leaving them underutilised at other times of the year, which impacts sustainable operations and funding.

Mode choice and capacity constraints
While traffic congestion and parking pressures are common in many tourist areas, public transport systems also face challenges. High demand for trains, buses, and other modes of shared transport can overwhelm capacity, particularly during peak times or in destinations with limited services.

Geography and concentration of visitors
Certain destinations see disproportionate numbers of tourists flocking to specific points of interest, such as landmarks, viewpoints, or cultural sites. This uneven distribution of visitors can lead to localised congestion, infrastructure wear and tear, and a diminished visitor experience.

Limited sustainable travel options
Rural and natural destinations, as well as areas hosting live events, frequently have underdeveloped public transport networks. This leads to a reliance on private vehicles, which exacerbates congestion and emissions.

Balancing accessibility and conservation
Many destinations face the dual challenge of welcoming tourists while preserving natural or cultural heritage. Increased vehicle access and infrastructure development can degrade the very landscapes or experiences that attract visitors in the first place.

However, these challenges also provide opportunities to rethink and enhance travel strategies. Priority should initially be placed on influencing travel demand, to make the most of the existing transport network before considering costly infrastructure investments.

Actionable steps for sustainable tourism at key destinations include:

Strategic planning and policy development:

Develop tailored sustainable travel plans: These can be created for specific destinations and broader areas. For instance, In the Round is currently involved in creating a travel plan for Holy Island in the UK, incorporating comprehensive strategies to manage local travel demand while minimising environmental impact.

Visitor capacity management: Implement timed entry systems or booking platforms to manage crowds during events or peak tourist seasons. This reduces environmental stress and ensures a better visitor experience.

Strengthen policy support: Advocate for funding and policy support to enhance sustainable transport infrastructure, such as EV charging networks and secure cycle storage.

Foster cross-sector collaboration: Work with tourism boards, transport authorities, and local event organisers to align goals and resources effectively. Collaboration is crucial for implementing sustainable travel strategies at scale.

Marketing, engagement and education:

Encourage local engagement: Positioning attractions more in the minds eye of local residents. Target marketing campaigns for destinations should consider accessibility and proximity. For example, advertising campaigns could focus on attracting regional visitors instead of encouraging long-haul travel unnecessarily. This reduces the need for long-distance travel, increases the likelihood of active travel and public transport being a more viable option and supports local economies.

Visitor information and website audit: Visitor attractions should review their websites to ensure they provide consistent, accurate and comprehensive travel information. Priority should be given to displaying details about public transport and active travel options above information on car travel and parking.

Introduce incentives for sustainable travel: Like discounts or free public transport passes for tourists attending events or visiting attractions. Rewarding sustainable travel choices can motivate visitors to opt for greener modes of transport.

Incentivise group travel: To reduce the volume of vehicles on the road, group travel incentives can include discounted transport passes, group rates for events, or priority access to attractions.

Promote low-carbon travel packages: Partner with transport operators to offer bundled tickets that include public transport to and within destinations. These packages can make sustainable travel more convenient and affordable.

Educate visitors on sustainable travel: Providing pre-visit or pre-event information and / or a journey planner that highlights sustainable travel options, such as train routes, park and ride facilities, and walking tours. Share this information early and maintain consistent communication throughout ticket sales and event planning.

Infrastructure enhancements:

Improve public transport access: Developing robust sustainable travel links to major tourism hubs and event venues. Increased bus, train and tram services, park-and-ride schemes, and integrated ticketing systems can help reduce reliance on private vehicles.

Enhance active travel infrastructure: Expand car free paths and trails to encourage cycling, scooting, and walking. Dedicated bike and scooter lanes and pedestrian routes not only reduce emissions but also enhance the visitor experience.

Invest in greener transport options: Adopt electric or hybrid shuttles for guided tours, event transfers, or trips between venues and accommodations. This reduces emissions and aligns with sustainability goals.

Spotlights:

St Michael’s Mount in Cornwall: Has implemented a range of demand management measures to ensure a sustainable and enjoyable experience for visitors while protecting the local environment and community. A key initiative is the introduction of ticket-only access during peak summer periods, helping to manage the flow of visitors and reduce overcrowding.

Photo source: St Micaels Mount

Mont Saint-Michel in France: Has implemented demand management measures , including removing parking and restricting access to the island to shuttle buses. The 19th-century paved causeway and the old car park have been replaced with a bridge, providing a more sustainable connection. Visitors can also follow a wooden walkway to reach the island on foot.

Photo source: Normandy Tourism

Lake District National Park, UK: The National Park have introduced a number of sustainable travel initiatives to enhance options for tourists. This includes improved bus services, better connections to major train stations, and innovative ticketing solutions like integrated bus and boat passes. Active travel was also encouraged with expanded cycling routes and bike hire facilities, making it easier for visitors to explore the region without cars.

Photo source: Visit Britain

Snowdonia National Park, Wales: Snowdonia (now known locally as Eryri) implemented seasonal park-and-ride schemes in key areas, such as the Pen y Pass car park, to manage visitor congestion. This service is paired with active travel initiatives like improved walking trails and shuttle buses that are environmentally friendly. The goal is to reduce car use while preserving the park's natural beauty.

Photo source: Wikipedia

Rotorua, New Zealand: Rotorua has introduced e-bike rentals and trails to support sustainable exploration of its geothermal attractions. This complements existing public transport and park-and-ride options, allowing tourists to access popular spots like the Redwoods Forest without private cars.

Photo source: iStock

Building a future for sustainable tourism

COP29 has elevated the conversation around sustainable tourism and travel, providing actionable frameworks for destinations and stakeholders. By embracing these opportunities, destinations can balance economic benefits with environmental preservation, ensuring tourism and events become drivers of climate resilience.

As we reimagine tourism’s future, key destinations like the Lake District show what’s possible when sustainable travel initiatives are prioritised. Whether it’s through improved public transport, cycling infrastructure, or community-driven collaboration, the road to sustainable tourism starts with thoughtful, impactful action.

For support in developing actionable sustainable travel plans in a tourism context - feel free to contact us at hello@intheround.global.

The role of awards and accreditation in driving change – reflections from Modeshift Convention 2024

Mon, 25 Nov 2024 14:55:56 GMT

Photo source: @scottakoz

Awards and accreditation play a critical role in inspiring innovation, fostering collaboration, and encouraging organisations to adopt sustainable practices. They serve as a powerful mechanism to spotlight success stories, create replicable models, and recognise the efforts of individuals and organisations that are making a meaningful difference. At the Modeshift Convention 2024 in Leeds last week, this theme took centre stage, demonstrating how awards and accreditation can be catalysts for action.

At In the Round, a proud partner of Modeshift for several years, we value the convention and its awards programme for highlighting the importance of recognising leaders who drive change. As a consultancy focussed on sustainable travel and audience behaviour, we understand that awards and accreditation motivate organisations and individuals to innovate, compete, and continually improve, whether through community initiatives, large-scale events, or grassroots projects.

Celebrating sustainability champions

The Modeshift Awards Night last week provided a platform to honour organisations and individuals who are setting new standards in sustainable travel and community mobility. From city-wide schemes to smaller, targeted projects, this year's winners demonstrated what’s possible when ambition meets action.

Highlights included Manchester City’s matchday bus programme and Dragons RFC’s ‘Eco Dragons’ collaboration with partners such as Cardiff University and PledgeBall, both of which integrated sustainable travel into fan experiences while achieving measurable environmental benefits. Alongside several others, Lambeth Council was also celebrated for its inclusive active travel initiative , which supports underrepresented communities in overcoming barriers to active travel.

These awards do more than recognise success, they inspire others to follow suit. By showcasing tangible outcomes, such as reductions in CO2 emissions or improved accessibility, they demonstrate the impact of sustainable travel initiatives and encourage wider adoption.

The value of accreditation

Beyond awards, accreditation systems play an equally vital role in fostering progress. They provide organisations with a roadmap for continuous improvement and an objective framework to measure success. For instance, Modeshift STARS , a UK-wide accreditation scheme, helps schools, businesses, and local authorities develop and implement sustainable travel plans. This approach not only drives behaviour change but also creates a sense of accountability, ensuring that progress is both measurable and meaningful. The Association will in the coming year be extending this to encapsulate the spectator and audience travel theme also.

Accreditation has demonstrated its effectiveness in driving sustainability across various sectors, providing tailored programmes designed to meet specific needs. For instance:

Sport : BASIS’ Sustainable Sport Certification Scheme acknowledges the sustainability initiatives of sports venues and clubs across the UK, covering areas such as waste reduction and promoting sustainable audience travel. The scheme benchmarks performance through detailed reports and gap analyses, highlighting opportunities for improvement. This programme drives meaningful progress within the sports sector.
Festivals and cultural events : A Greener Festival (AGF) Certification evaluates the environmental impact of festivals and cultural events globally. Covering areas like energy, waste, water, and transport, the programme helps organisers reduce their footprint and engage audiences.
Global Event Management : ISO 20121 is an internationally recognised standard for sustainable event management. Adopted by major events like the Olympics and FIFA World Cup, it integrates sustainability into every aspect of event planning and delivery, setting a benchmark for excellence.
Cultural venues : The Julie’s Bicycle Creative Green Certification supported theatres, museums, and cultural spaces in the UK. By providing tailored tools and assessments, it enabled venues to measure, improve, and showcase their commitment to sustainability.
Education : The Eco-Schools programme encourages schools worldwide to adopt sustainable practices, with certification levels that guide their journey from beginner to leader.

Such systems create a ripple effect, motivating organisations to strive for higher standards while gaining recognition for their efforts.

Integrating awards and accreditation into sustainable travel

At the Modeshift Convention, the intersection of awards, accreditation, and sustainable travel was a recurring theme. A standout session on sustainable spectator and audience travel, hosted by In the Round co-founder and Modeshift board member Jon Foley, illustrated how these frameworks can drive meaningful change. Representatives from the Department for Transport (DfT), UK Sport, and other organisations emphasised the importance of clear policy frameworks for spectator travel, while clubs like Manchester City and Dragons RFC demonstrated the operational, commercial and fan experience benefits of their sustainable initiatives. These projects, supported by tools like accreditation systems and marketing campaigns, have significantly shifted travel behaviours, saving over 600,000 kg of CO2e in the case of Dragons RFC alone.

A catalyst for broader change

Awards and accreditation don’t just celebrate success, they create momentum. By recognising achievements and offering structured pathways for improvement, they foster a culture of collaboration and continuous progress.

Within sustainable travel, these tools are vital for building stakeholder engagement and aligning efforts toward shared goals. They ensure that progress is not only celebrated but also sustained.

STRIVE’s Commitment

For In the Round, events like the Modeshift Convention are more than just an opportunity to network, they’re a chance to learn from the best, refine our strategies, and deliver even greater impact through STRIVE , our consultancy service aimed at addressing sustainable spectator travel. By participating in awards panels, facilitating sessions, and collaborating with industry leaders, we help organisations integrate these lessons into actionable plans.

From large-scale events to community-focused initiatives, we believe that awards and accreditation are essential tools for advancing sustainability and driving change. If you’d like to learn more about our work or explore ways to get involved in next year’s Modeshift Convention, get in touch with us at hello@intheround.global

Leadership and advocacy: What does it mean for sustainable spectator and audience travel?

jon@intheround.global (Jon Foley) — Sat, 16 Nov 2024 14:45:31 GMT

At last week’s excellent Welsh Sports Association (WSA) Sustainability Conference the subject of fan and audience travel raised its head.

Another recurring theme during the day was the notion of ‘fear’ among sustainability advocates in the room saying they were sometimes wary about pushing too far or too hard. The issue of advocacy and the role of ambassadors was also raised in my mind by the presence of two elite athletes at the event (one a current and one former) and finally there was an observation about how you get the balance right between focusing resources and effort on the immediate (e.g. just getting people to and from the next match safely) and the longer term effort on shifting the dial on environmental impact of travel.

It got me thinking……exactly how important is leadership and advocacy in pushing the boundaries on this crucial topic. Important not just in the context of sustainability – as the single biggest emissions contributor of an event – but also in relation to spectator / audience event experience, associated commercial opportunity as well as practical operational benefit.

The time is now

With horrendous images of flooding becoming increasingly common often leading to many fields of play being lost to rising water levels the impacts of climate change are increasingly obvious. The sports/arts/culture and live entertainment sector can become part of the solution as the impacts of audience travel are becoming too significant to ignore - c80% of the sectors carbon footprint is attributed to Scope 3 travel (spectators and audience generated). Events and venues are at a unique crossroads, where audience travel can no longer be seen as just another logistical concern. It’s position as an essential part of both sustainability and business strategies is overwhelming. With c75% of the spectator audience now wanting to associate with events and venues with strong sustainability creds the link between reputation (in this space) and ticket revenue is becoming clearer.

The commercial case is becoming clearer too for better managing travel. Recent reports from a large football club in Europe that fans were missing the start of matches due to delays and congestion on local transport convert into lost revenue in the stadium, a poor experience for the fans and, one imagines, many fans not buying season tickets for fear of missing the action.

Seeing travel as an essential part of the overall spectator/audience experience is key but embedding sustainable travel into venue and event planning isn’t just about reducing carbon emissions. It’s about improving the overall experience for attendees: less congestion, better accessibility, and safer journeys. Venues and events that lead the way in sustainable travel also enhance their reputation, demonstrating forward-thinking leadership and social responsibility.

Organisational leadership as the key driver

At the heart of sustainable travel adoption is organisational leadership. Representative bodes (such as international and national governing bodies in sport or those that represent art/culture/festival sector) along with individual venue or event managers have a real opportunity to set the standard for how their audiences travel by making sustainable travel a priority from the top down. Leadership isn’t just about compliance or token gestures — it’s about actively building sustainable travel into the DNA of every event and venue and, where necessary providing the bandwidth, training, support or access to expertise to make it happen.

That said, when posed the question about ‘who should take charge’ of spectator and audience travel, few sports/arts/culture leaders put their hands up. However, when asked ‘who should take charge’ of spectator and audience experience the hands go up. Putting this issue to bed – getting to and from the venue and event is as much part of the spectator and audience experience as the entertainment itself (or done badly it can certainly take the shine off the latter). Even better if it can be done sustainably.

When representative bodies and senior leaders embrace sustainable travel for audiences, the ripple effect throughout organisations is palpable. The organisation becomes more motivated, planning is more cohesive, and the message to the audience is clear: reducing the environmental impact of travel is a critical part of the event experience. This approach positions organisations as industry leaders in both sustainability and operational excellence.

At the one end of the Governance hierarchy this leadership could come in the form of ensuring that there is clear and consistent guidance (perhaps in the form of a ‘how to’ toolkit) on how to ‘fix’ audience and spectator travel sustainably at the other end of the spectrum this leadership could come in identifying a single focal point to lead on the subject with the right training and support around them. Accessing best practice is also vital and so seeking out membership of professional membership organisations who offer help and guidance in this space may also be key - Modeshift being a great example of such an organisation in the UK.

Advocacy that elevates the conversation

However, organisational leadership can only go so far without advocacy from the highest levels especially at senior operational level. Whilst sustainability and sustainable fan or audience travel may be seen as a ‘team effort’ it is vital that the team has a captain. Someone charged (and capable) with overseeing the development of a cohesive plan and is then central to the coordinating the delivery of that plan in conjunction with others across the organisation and indeed with external agencies too. Note the word ‘coordinating’. Leadership in this space does not mean being responsible for delivering or paying for delivery it simply means ensuring the issues get driven through, across all parties, and those involve feel supported in doing so.

Too often, worthy initiatives get siloed within environmental or operational departments, limiting their impact. For real change to happen, board level directors should champion the efforts of their “captain” as part of the organisation’s strategic priorities. Specifying robust business cases is a pre-requisite to avoid lip service being paid – irrespective of whether organisational budgets are required, or external investment is being sort.

Sustainable audience travel impacts brand reputation, financial performance, and long-term success, which makes it a board-level issue. When travel is part of the overall business strategy, it gains the attention and resources necessary to succeed. Board-level advocacy ensures that sustainable travel becomes integral to future plans and not just a side initiative.

Ambassadors to help inspire behaviour change

Beyond leadership and advocacy, ambassadors within the sector can play a crucial role in promoting sustainable travel. As exemplified at the recent WSA Conference, Kate Strong, a former World Champion Triathlete, and Hector Pardoe, a Team GB Olympian, ambassadors can come from within the sector concerned to inspire those that follow them. Leveraging on fan or audience affinity with their passion is key.

Ambassadors can also come from the ‘back office’, with CEO’s of organisations walking the walk where possible. These ambassadors can become the face of the activity, showing the community of the event or venue that it’s not just the responsible choice but the better choice.

Ambassadors can make sustainable travel feel personal and accessible, helping to influence real behaviour change. Whether promoting public transport, cycling, or car sharing, their reach extends far beyond traditional marketing campaigns, driving a stronger connection between sustainability and audience engagement.

How can In the Round’s STRIVE consultancy service help?

Through our STRIVE consultancy service and via the STRIVE Collective we support the sectors we are working with to develop sustainable spectator and audience travel plans that are built on a solid objective and vision-led foundation. We work tirelessly within the Client Group and with external stakeholders to ensure ownership of the approach from the outset. While we will always advocate for a single leader to coordinate delivery of the agreed plan our engaging approach to stakeholder management ensures that all those involved in delivery are fully bought in.

As, afterall, “The whole is greater than the sum of its parts”. Thank you Mr Aristotle!

If you'd like to find out more please come as say hello@intheround.global .

Driving sustainable travel behaviour change through the power of marketing and communications for audiences and spectators

Mon, 11 Nov 2024 15:43:56 GMT

Marketing and communication campaigns are pivotal in shaping travel behaviours and ensuring the success of sustainable transport initiatives. For infrastructure and services to truly thrive, they must be paired with clear, engaging communications. By increasing the visibility and attractiveness of sustainable travel options and engaging audiences, targeted campaigns can drive measurable outcomes, reduce congestion, and enhance user experiences. This blog highlights some of the powerful campaigns which have changed behaviour of their audiences across the globe and highlights some key takeaways that our STRIVE consultancy service utilises to help venues and events replicate and expand on their success, whether the goal is to influence spectator travel or the travel behaviours of the local community going about their everyday lives.

Impactful event-based case studies showing how marketing drives change in transport behaviour

London 2012 Olympic Games saw 35% of Londoners change their travel behaviour

To help ensure the success of the London 2012 Olympic Games research determined that not only would spectators need to fully understand the best way to navigate London’s transport system but that 30% of Londoners would also need to change their usual travel behaviour for the City’s transport system to be able to cope with the c10million ticket-holders expected to attend the event.

As a result, one of the most impactful travel demand management campaigns in history was conceived and launched, significantly reducing congestion and ensuring smooth travel for spectators. In the Round co-founders, who were at the time part of the senior leadership team for TDM for the Olympics, spearheaded the marketing, communications and business engagement activity required to encourage the adoption of new travel behaviours by visitors and residents alike. The Olympics saw 101 million journeys on the London Underground (a 25% increase from the same period the year before), over 2.4 million trips on the Javelin train, 360,000 park-and-ride trips to the Eton Dorney rowing venue, and 86% of spectators at the Olympic Stadium rated their journey home as "extremely good." Efforts extended beyond just the spectators, targeting the general public (background demand) with a campaign to encourage 30% of regular commuters to modify their travel routines, helping free up space for event attendees. The campaign exceeded expectations, with 35% of background demand adapting their behaviour during the Games. Through extensive marketing communications, the messages of "re-route, re-time, re-mode, and reduce" were widely promoted. More information on this campaign can be found here .

Picture source: Transport for London

A multi-channel campaign for successful travel behaviour change at the Gold Coast 2018 Commonwealth Games

In the Round worked with State Government, the event organising committee and local authorities to ensure that the marketing and communications campaign for the Gold Coast 2018 Commonwealth Games in Australia, used an extensive, multi-channel approach to prepare residents and visitors for the anticipated travel impacts. In the crucial lead-up phase, the campaign, branded “Get Set for the Games”, combined digital and social media with transit and outdoor advertising, in-transit posters, radio and cinema ads, and interactive travel information to reach a broad audience across the Gold Coast and surrounding areas. With tactics like light rail and cab wraps, billboards, airport and hotel signage, station announcements, and corflutes at transit hubs, the campaign achieved exceptional visibility. By the time of the Games, the campaign’s recall rate was high, with 86% of Gold Coast residents recognising the "Get Set for the Games" branding and 77% recalling television ads, which proved particularly effective. The campaign’s messaging, emphasising “plan ahead” and “use alternative modes of transport,” resonated with residents, prompting 66% to take some action, whether by visiting the website, discussing travel plans with others, or reconsidering non-essential trips. Overall, the campaign’s success demonstrated how a strategically coordinated communications effort can achieve wide reach and meaningful behaviour change in the context of a large event.

Picture source: Gold Coast 2018 Commonwealth Games

Glasgow 2014 Commonwealth Games reducing game-time disruption through comms

In 2014, In the Round contributed to the TDM programme for the Glasgow Commonwealth Games in the UK, using targeted marketing and communication to ease congestion and improve transit experiences for spectators, businesses, and the public. In the Round’s consultants also led the travel advice to spectators work area, galvanising multiple local agencies to ensure that ticket holders were advised of the best travel options for each venue in a timely, consistent and integrated manned. This included across web and social media content, targeted e-mails on specific elements such as park and ride and promotion of Traveline Scotland’s preferred journey planner for the event.

With high campaign awareness (85%), about 25% of travellers adapted their routines by choosing alternate routes, switching to trains, adjusting travel times, or incorporating walking. Tailored support for businesses ensured 83% could operate smoothly throughout the event. While 3% of participants committed to lasting behaviour changes, the programme successfully minimised disruptions during the Games and demonstrated the effectiveness of strategic communication in encouraging sustainable travel. As Glasgow prepares to host the Games again in 2026, it will be fascinating to see if similar approaches build on the legacy of 2014.

UEFA’s Champions League Final (2017) achieved 18% decrease in traffic due to transport marketing communications plan

In 2017 for the UEFA Champions League Final in Cardiff, UK, In the Round demonstrated how strategic marketing and communication can drive travel behaviour change, even in a high-demand event environment. A comprehensive, integrated and multi-agency communication strategy ensured a "single source of truth" across all information channels, including websites, press releases, advertising, direct marketing, community engagement, social media, digital platforms, transport channels, and variable message signs.

This cohesive approach led to record-breaking attendance, with 300,000 people in Cardiff on the day, yet still managed to yield positive travel behaviour shifts. Locals notably adjusted their habits, resulting in an 18% decrease in traffic compared to the same Saturday in the previous year. Supporting the sustainable travel initiative, the dedicated travel guide app saw over 10,000 downloads, and the event's Twitter page garnered 3.1 million impressions, underscoring the campaign’s wide reach and effectiveness in promoting sustainable transport.

Picture source: UEFA Champions League Final 2017

Eisteddfod Festival – transforming travel for 150,000 attendees

The 2024 edition of the annual National Eisteddfod of Wales took place in a more urban setting than usual. Pontypridd, a small town in South Wales (UK), hosted what was traditionally a rural affair bringing 150,000 additional visitors over the 8-day period of the event to an already busy area in August. In the Round galvanised local agencies to create a coordinated transport marketing communications plan for the event aimed at encouraging ticket holders and the local community alike to adopt more sustainable travel behaviours to help mitigate usual peak hour road congestion. Following the establishment of a multi-agency communications group with the event organisers, local authorities, transport agencies, business representatives and others, sustainable travel options were communicated consistently and supported by dedicated travel web pages, local radio and social media and direct targeted communications to event ticket holders via e-bulletin. The result? Over 100,000 attendees travelled by train, and park-and-ride was used en masse, resulting in no queues and highly positive social media feedback with some commentators observing that the local roads were even quieter than usual, yet the town and the event thrived.

Photo source: Transport for Wales

Impactful non-event-based case studies showing how marketing drives change in transport behaviour

In Malmö, Sweden, the bold “ No Ridiculous Car Journeys ” campaign encouraged residents to question the necessity of short car trips under 5 km. By using unconventional tactics like live billboards with cyclists on raised platforms and a contest that invited people to confess their “most ridiculous car trips,” Malmö sparked public conversation and engagement. This direct, relatable messaging, paired with humorous branding, successfully reduced car journeys from 52% to 34% of total trips between 2003 and 2018, while biking increased from 20% to 26%.

Picture source: Jens Lannartsson photography

In 2018, the Spokane Transit Authority in Washington (USA) took a targeted approach with its “ We’ve Got This ” campaign, focussing on younger adults and university students. By emphasising public transit as a solution to common challenges, such as affordability, convenience, and availability, through everyday language and relatable messaging, Spokane saw a 0.6% rise in ridership and a 15-point increase in social engagement. The campaign also led to a 20% year-over-year increase in ridership at Gonzaga University, showcasing how tailored, audience-centric communications can positively influence travel choices in a short time.

Photo source: Spokane Transit Authority

In the UK, Nexus's “ Buses Are Getting Better ” 2010 campaign in Tyne and Wear focussed on communicating convenience and service improvements through testimonials from real passengers. This campaign strategically used direct leaflets and bus shelter ads to target 10,000 households, leading to a 5% increase in bus use. Clear, relatable messaging from trusted community voices helped normalise bus travel, underscoring the power of localised and accessible communication.

Lastly, Toulouse, France, ran a citywide carpooling campaign to promote shared commutes. Through activities like a dedicated “carpooling week,” personalised travel planning, and competitions, the campaign achieved an 18% increase in carpooling through 2015 – 2016. This initiative demonstrated how an integrated communications strategy, backed by practical tools and incentives, can increase sustainable commuting options and reduce single-occupancy trips.

Picture source: EU Urban Mobility Observatory

Key takeaways for organisations to maximise campaign impacts

Drawing on insights from these successful campaigns, In the Round’s STRIVE consultancy service is here to support organisations in developing impactful, behaviour-changing initiatives for spectator travel. Here are some key strategic takeaways:

1. Understand audience needs and tailor messaging
Campaigns like the Gold Coast 2018 Commonwealth Games and Spokane’s campaign demonstrate the importance of understanding the unique needs and preferences of different audience groups. By leveraging data insights, campaigns can craft targeted messages that resonate with specific segments, such as those based on their travel habits or proximity to services. For instance, sending bus updates to individuals near bus corridors or rail station info to those close to train lines. Geo-targeting can enhance this approach by providing real-time, location-based updates, ensuring the information is both relevant and timely. These personalised strategies underscore the benefits of sustainable travel, such as time savings or cost reductions, driving higher engagement and fostering positive behaviour change.

2. Develop a compelling narrative
As seen in campaigns like Malmö’s "No Ridiculous Car Journeys," creating a compelling and relatable narrative that sparks conversation can drive significant behavioural shifts. The bold, thought-provoking approach of this campaign reduced short car trips significantly, demonstrating how strong storytelling can engage audiences and inspire change.

3. Ensure collaboration and alignment across stakeholders

The success of the Eisteddfod Festival’s sustainable travel plan was built on strong collaboration between local agencies, event organisers, transport providers, and businesses. Involving all relevant stakeholders and ensuring aligned goals are critical to ensuring a unified message and effective delivery of sustainable travel initiatives.

4. Multi-channel outreach and engaging activations
Campaigns such as those for the Champions League Final, Glasgow Commonwealth Games and Nexus’s “Buses Are Getting Better” utilised a range of communication channels to maximise their reach. Multi-channel strategies, combining digital, outdoor, and direct engagement, are key to raising awareness and ensuring consistent messaging across all platforms.

5. Schedule and plan campaign activities carefully
Timing and planning are crucial to the success of campaigns. The London 2012 Olympics demonstrated the impact of a well-coordinated, timely approach, ensuring that campaigns were active in the lead-up to the event. Similarly, the Gold Coast campaign’s high recall rates were a result of well-timed interventions and promotional efforts in key locations.

6. Measure, monitor, and adapt for success
A continuous focus on measuring the effectiveness of campaigns is essential for their success. The results from the Glasgow Commonwealth Games and Toulouse’s carpooling initiative show how tracking campaign impact and adapting strategies for better results can lead to sustained behaviour change and improved transport system outcomes.

Conclusion

Effective marketing and communication are as critical to a successful transport strategy as the infrastructure itself. STRIVE consultancy service brought to you by In the Round brings proven experience and tailored solutions to help organisations engage audiences, reduce congestion, and support sustainable travel. Through understanding, collaboration, compelling narratives, and multi-channel strategies, we ensure campaigns are both impactful and adaptable to deliver measurable success in encouraging sustainable spectator travel. Whether it’s through careful planning or ongoing adaptation, we provide the expertise needed to drive positive, lasting change.

Harnessing data to drive sustainable travel in live events

Sat, 26 Oct 2024 10:18:06 GMT

At the recent Vision 2025 Summit at The Showman’s Show, a key topic was how the live events industry can harness data and insights to drive sustainability efforts – particularly around spectator travel. Data is increasingly recognised as essential for tracking environmental impacts and supporting responsible practices. However, many organisations still face challenges in using data effectively and in determining which types of data to collect for specific purposes. For some, data feels more like an obstacle than a solution.

Key data sources in spectator travel

For the live events industry, particularly when it comes to fan travel, potential data sources include journey planning data, booked trains, buses, coaches and parking ticket data, spectator survey results, and event ticket data. Each of these provides unique insights into how audiences move, which modes they choose, and where there are opportunities to promote travel options.

Another key focus in data collection within the live events and sustainable travel industry is carbon footprint analysis. While other data sources associated with travel demand management centres on understanding and predicting travel needs, carbon analysis measures the environmental impact of each transport mode. Together, these approaches enable organisers to set concrete carbon reduction targets, especially when sustainability is the primary goal.

The importance of collaboration

Data related to spectator travel is rarely controlled by a single entity; instead, it’s dispersed across multiple stakeholders, such as transport providers, event organisers, ticketing platforms, and local authorities. This fragmented ownership makes effective collaboration crucial to piece together a complete picture of audience travel.

Within organisations, however, responsibility for managing and interpreting this data is often ambiguous. Ideally, event organisers could take the lead, positioning travel as a core component of the audience experience. This approach enables coordinated efforts across stakeholders, ensuring that insights are not only comprehensive and accurate but also aligned with the event’s goals.

The power of travel data within sustainable, operational and commercial success

The importance of data extends far beyond just collection, and the challenge lies in how to effectively analyse and apply these insights to fan travel. For instance, understanding travel demand forecasting alongside carbon footprint analysis can guide both environmental and operational improvements.

As alluded to above, the importance of data and insights within spectator travel extends far beyond sustainability, from operational efficiencies to fan satisfaction. One exciting example of this discussed at the Vision 2025 Summit was the recently published More Than Music Report, which highlights how data can drive decision-making in spectator travel and logistics, helping event organisers identify the most impactful areas for change.

Through data insights, organisers can devise and then implement travel strategies that enhance efficiency, fan satisfaction, alleviate peak congestion, and promote sustainable options as a few examples. Moving beyond data as a tick-box exercise, the goal is to use it strategically to create sustainable and engaging experiences for fans.

Setting targets using data

In travel planning and data, two data driven approaches often come into play: “Predict and Provide” (P&P) and “Decide and Provide” (D&P). While the P&P method uses historical data to forecast future travel needs, it often results in only maintaining the status quo, making it less relevant in sustainable travel planning. Alternatively, D&P focuses on desired outcomes, using vision and strategy to shape future transport interventions that align with organisational goals. For event organisers, adopting the D&P approach enables proactive, purpose-driven solutions, such as setting up park and ride services or prioritising pedestrian access, ensuring that fan travel aligns with the broader agenda.

Creating data-driven goals for sustainable travel is essential in the live events industry. Effective data analysis not only reveals realistic, measurable targets aligned with carbon reduction, operational, commercial, and fan experience objectives but also highlights critical areas where existing transport options may need enhancement. For example, setting a carbon footprint target based on an ideal sustainable mode share for spectators could encourage spectators to use active, shared, or low-emission transport options by promoting those with the lowest environmental impact.

However, by analysing data and insights on current travel behaviours and preferences, event organisers can also uncover where operational improvements are needed to make sustainable options more accessible and appealing. If analysis shows gaps in service, such as limited public transport frequency during peak arrival and departure times, organisers might work with local transport agencies to add services or modify schedules, addressing real barriers to sustainable travel uptake. This dual approach – encouraging use while identifying and addressing service gaps – ensures that sustainable transport options are both available and compelling, supporting long-term behaviour change and the achievement of environmental and fan engagement goals.

The role of STRIVE in transforming data into actionable insights

Considering the above, it is clear that there is no one-size-fits-all approach to leveraging spectator travel data in live events. Strategies that work for a music festival may not suit a sports event, and each event’s infrastructure, culture, and budget will vary. The key is to tailor spectator travel strategies based on the insights gathered and to recognise that data should be part of an ongoing, evolving process. Regular measurement, analysis, and adjustment are vital to maximising the potential of data.

At In the Round, we understand the challenge of navigating the world of data and insights. Our STRIVE consultancy service doesn’t just help with the collection, measurement and tracking of spectator and travel data and insights, we go further, offering guidance on how to best use it. We focus on analysing insights and identifying trends to create actionable plans that align with an organisations’ unique goals - whether those goals are environmental, operational, commercial, or related to fan experience for examples. Additionally, we excel at bringing together diverse stakeholders to support data acquisition and facilitate the sharing of insights across entities. Our approach ensures that data isn’t just a static figure, but a dynamic tool for continuous improvement.

In an industry as dynamic and fast paced as live events, the ability to adapt and evolve based on real insights is essential. From reducing environmental impacts to enhancing fan engagement and optimising commercial value, spectator and travel data has the power to transform the live events industry, if used correctly. Our STRIVE consultancy service is here to ensure that all relevant organisation and stakeholders that may have a role in the event are equipped with the tools needed to turn data and insights into real world results.

What is the role of cars in spectator travel to events and venues?

Fri, 18 Oct 2024 12:56:21 GMT

The announcement of LA’s aspiration for the 2028 Olympics to be a car-free event has put a spotlight on the future of fan travel. As more events and venues prioritise sustainability, a key question emerges: what is the role for cars in spectator and fan travel, beyond accommodating specific groups that need dedicated parking near venues, or are we heading toward a car-free future?

With electric vehicles (EVs), car sharing, and park and ride options becoming more prominent, there are many innovative solutions that allow cars to support more sustainable journeys to events, focussing on reducing their environmental impact and improving how they complement other forms of transport.

The role of electric vehicles – cleaner and greener:

One of the most exciting developments is the rise of electric vehicles (EVs). As technology advances, EVs are offering a cleaner, greener alternative to traditional petrol and diesel cars. With zero tailpipe emissions, they significantly reduce the environmental impact of driving. Although more charging infrastructure is needed to fully support the increasing use of EVs at large events, including spectator parking and park and ride facilities, many venues and cities are already investing in this technology or sharing information on available charging locations nearby. This makes planning trips in an EV more convenient, with less concern about where to charge.

Despite this, careful consideration is needed when promoting the role of EVs as part of a venue or event's overall strategy, given the challenges of traffic congestion and its effects on public transport efficiency and the safety of active travellers. While congestion remains a concern, EVs help address a major environmental issue — air pollution. As public transport options continue to improve, there’s an opportunity to balance the needs of drivers with those choosing more sustainable modes of travel.

Car sharing – a sociable and sustainable solution:

Car sharing also presents a fantastic way to reduce the overall number of vehicles on the road. Imagine heading to a big match or festival with a car full of friends — less traffic, fewer emissions, and shared costs. These options can be both fun and economical, allowing spectators and fans to connect and reduce their environmental footprint at the same time. Car sharing requires a bit more coordination, but new apps and platforms, such as Slinger and Staxy , make it easier than ever to organise shared rides, whether you’re travelling with friends or joining up with fellow fans from your local area. For many, it’s becoming a go-to option for big events.

Park and ride / stride – a hybrid approach:

For many fans, particularly those coming from areas with limited public transport options, cars will remain a convenient option. However, park and ride or park and stride systems offer a hybrid solution that allows fans to drive part of the way while completing their journey on public transport, by bike, or on foot. These systems reduce congestion near venues and improve the overall travel experience by keeping high-traffic areas clear of cars. Many venues and cities are now improving these services, making them more reliable and easier to use.

The financial aspect – revenue from car use:

One challenge often discussed with the management of car use, is the loss of revenue from spectator parking, which some venues and local authorities may have come to rely on. However, many are considering new ways to generate income by charging a premium for those travelling in their car alone or using less environmentally friendly vehicles. Additionally, as park and ride systems become more popular, venues can partner with local transport authorities to share the revenue generated from these services. It’s about finding creative solutions that both reduce car dependence and provide financial benefits for the venue.

A balanced approach to cars in spectator travel:

Cars still have a role to play in spectator travel — but it's a role that must be carefully managed to align with sustainability goals. With options like EVs, car sharing, and park and ride, there are exciting ways to incorporate cars more sustainably while enhancing the fan experience. Although the LA 2028 Olympics may aim for a car-free approach, many events and venues can still find a balance between sustainability and the convenience cars offer. Promoting responsible car use and gradually narrowing the gap between cars and active or sustainable travel in terms of appeal is key to this transition.

Our STRIVE consultancy service can help events and venues take a balanced view across all modes. The objective being to develop and deliver a strategy that offers wider and more equitable choice whether by car or other mode.

World Mental Health Day: How active and sustainable travel supports mental and physical wellbeing

Thu, 10 Oct 2024 14:46:25 GMT

Event organisers, venue managers, and sustainability leads play a crucial role in supporting the health and well-being of audiences, while also working toward a more sustainable future. On October 10th, as World Mental Health Day is observed, it’s an opportunity to reflect on how decisions can have a lasting impact on both individuals and the environment.

Many factors contribute to better mental health, such as regular social interaction, maintaining a balanced work-life schedule, practicing mindfulness, and staying active. However, one often-overlooked factor is how we travel. Active and sustainable travel methods — such as walking, cycling, and using public transport — not only contribute to a healthier environment, but also play a vital role in improving both our physical and mental health.

Active travel and physical health - a natural connection

Walking or cycling to events, such as sporting matches or music concerts, provides an opportunity to incorporate physical activity into everyday routines. By choosing active travel options, people can reap numerous physical benefits, including improved cardiovascular health, increased muscle strength, and enhanced fitness levels. These health gains closely mirror the values central to sports — strength, stamina, and physical activity. For fans attending a sporting event, this shift aligns with the idea of sport itself as a celebration of physical health and achievement.

Regular physical activity has been shown to lower the risk of heart disease, stroke, and diabetes, but its benefits extend beyond just physical health. By incorporating walking or cycling into the journey to an event, spectators can engage in an activity that naturally elevates their mood, thanks to the release of endorphins. These "feel-good" hormones help reduce stress and anxiety, promoting a sense of happiness and relaxation even before arriving at a venue. For those who struggle with mental health challenges like anxiety or depression, regular physical activity can be a powerful tool in managing symptoms.

Mental health benefits of sustainable travel

Active travel also offers significant mental health benefits. Studies have consistently shown that spending time outdoors, moving your body, and interacting with the environment can help reduce feelings of stress, anxiety, and depression. This connection with nature, whether cycling through a park or walking down tree-lined streets, encourages mindfulness and relaxation. For eventgoers, walking or cycling offers a calm start to what might otherwise be a stressful experience involving traffic jams or crowded parking lots.

Beyond the physical movement, choosing public transport can also provide mental health benefits. For many, using buses or trains fosters a sense of community, offering opportunities for social interaction and a shared sense of purpose. Much like the teamwork and camaraderie that sports foster, travelling together enhances a collective experience, allowing spectators to bond over shared excitement. This sense of community is vital in combating feelings of isolation, a significant factor contributing to poor mental health.

Additionally, sustainable travel choices support broader environmental goals by reducing traffic congestion and air pollution. Cleaner air and less noise around events and venues contribute to a more pleasant atmosphere, positively influencing both the environment and people's well-being. Knowing that your travel choices contribute to a more sustainable and eco-friendlier world can also instil a sense of purpose and responsibility, reinforcing positive mental health habits.

A holistic approach to health and wellbeing

The importance of promoting active and sustainable travel goes beyond just individual benefits. Event organisers and venues increasingly recognise the role of travel in the overall fan experience. By encouraging walking, cycling, or public transport, they not only reduce their environmental footprint but also support a holistic approach to health. This approach aligns with the growing movement in sports to promote not just physical fitness, but overall well-being, sustainability, and community engagement.

In conclusion, on this World Mental Health Day, we can all reflect on how our travel choices impact both our mental and physical health. Active and sustainable travel offers an accessible way to enhance wellbeing while contributing to a cleaner, healthier environment. As spectators, fans, athletes, and everyday commuters, we can incorporate these habits into our routines, ensuring that our journeys to live events — and beyond — are as beneficial for our minds and bodies as they are for the planet.

At In the Round, our STRIVE consultancy service is dedicated to helping event organisers and venues address sustainable spectator travel through comprehensive strategies. We can go beyond helping to reduce carbon footprints, enhancing spectator experience and managing traffic impacts by also including health impact assessments as part of the service we provide.

A lasting impact: reflecting on 12 years of In the Round and the legacy of sustainable travel for spectators and audiences

Thu, 03 Oct 2024 13:33:42 GMT

As we attended the SportPro AI Conference at Queen Elizabeth Olympic Park in London last week, we were reminded of the roots of In the Round (ITR), founded 12 years ago following our work on the London 2012 Olympic and Paralympic Games. This milestone event marked a shift in how major events could actively manage travel behaviours in favour of sustainable choices, leaving behind a powerful legacy that continues to shape how cities, event organisers, and fans approach travel to this day. Also timely as Paris 2024 Olympic and Paralympic Games celebrates its success and minds turn to Los Angeles in 2028 and beyond to Brisbane in 2032.

London 2012 wasn’t just about breaking sporting records and managing the logistical challenge of millions of spectators. It demonstrated how a large-scale event could ignite long-term change in travel behaviours. The transport legacy lives on, with the former Olympic Stadium now home to Premier League football team West Ham United, fans are benefitting from a highly integrated sustainable travel network that connects them seamlessly to the stadium, supporting both local businesses and the broader economy. Something not as easy to achieve in their former home. With a variety of sustainable travel options — walking, cycling, e-mobility and public transport — the ‘London Stadium’ as it is now known continues to leverage these strengths to attract future events, building on the area’s appeal. It is worth noting that during London 2012, 30-40% of Londoners change their travel behaviour – subsequently 10% of Londoners reported that they still ‘used’ their new travel behaviour learned during the Games.

But what made London 2012 different? Was it the unprecedented budget, the millions of attendees, or just the sheer scale of the event? The truth is, while these elements played a part, the real success lay in the planning, collaboration, and commitment to long-term sustainable travel outcomes. The principles of integrating various transport modes, managing peak demand, and promoting sustainable choices have proven to be scalable, adaptable, and transferable to other events, regardless of size or budget.

Take, for example, the Eisteddfod in Wales. An annual national celebration of Welsh arts a culture on a markedly smaller scale (original estimates of about 100,000 attendees over the course of a week in early August 2024) but in a modest size town in South Wales (Pontypridd), already subject to significant traffic congestion throughout the day. The event required a London 2012-esque solution to prevent the local area from being overwhelmed by traffic. With a fraction of the Olympic budget, stakeholders worked together in a joined-up approach to deliver an integrated transport solution. By aligning existing resources and services, the event attracted record numbers (40,000 attendees on its busiest day), yet transport systems ran smoothly. More people walked, cycled, used public transport, shared vehicles, and opted for park-and-ride services. Small adjustments to local journey planning tools and a strategic use of social media and other comms channels across all stakeholders to inform and engage spectators helped ensure a seamless experience.

This collaborative effort didn’t just improve travel; it supported the local economy. Attendees trusted their travel options and heeded advice to arrive early and stay longer, spending money in the local area. The transport solution didn’t just move people — it enhanced the overall event experience. In terms of attitudinal change one resident was reported as saying “Can we host the Eisteddfod every week please – traffic has never been so good!”. Whether there has been a local legacy remains to be seen in terms of travel behaviour however the signs are encouraging – the town received many thousand visitors for the first time who will we are sure return due to their great experience while in the area.

These examples show what can be achieved with focused planning and sustainable travel strategies, even for events on a smaller scale. Joined-up thinking, collaboration, and a clear vision can yield tremendous benefits, both in terms of transport management and economic impact.

From the Olympic scale of London 2012 to smaller but equally impactful events like the Eisteddfod, the benefits of sustainable spectator travel go beyond moving people from A to B — they enhance experiences, economies, and the environment. With the right planning, collaboration, and vision, any event can achieve this legacy.

The potential for major events to affect changes in both attendee and community travel behaviour is considerable BUT so too is the potential for individual venues to do the same. At the grass roots level, it is fantastic to see the aspirations of Birmingham Football Association and others, in the world of rugby the great work being done by Dragons Rugby Football Club on a shoe-string is quite remarkable and in Manchester City FC’s partnership with Transport for Greater Manchester to plug the gaps of public transport there are numerous examples of major events, small clubs and everything in between now grasping the nettle. What starts with a vision leads to a plan and then action.

The management of sustainable travel for events and venues has come a long way since our founders first embarked on their journey and In the Round is proud to have played its part over the last 12 years. As we continue to STRIVE forward, we hope to be able to continue to support the sport and live entertainment sector in conceiving and then implementing practical, scalable solutions that leave a positive legacy for both the environment and the communities they serve.

Leveraging emerging technology to revolutionise sustainable and accessible audience travel planning

Tue, 24 Sep 2024 17:05:52 GMT

Travel planning for fans and audiences in the sport and live entertainment sector is undergoing a transformation, driven by cutting-edge technologies that help streamline operations and promote sustainability. From journey optimisation tools to carbon footprint calculators, these innovations are reshaping how spectators can travel to live events, enhancing both the audience experience and environmental responsibility.

Integrating technology to drive valuable data insights

With the increasing integration of carbon footprint calculators with bespoke audience journey planning tools like that from You.Smart.Thing , stand-alone fan engagement platforms on travel such as that from Lowr and more general sustainability platforms that trade on fan affinity from the likes of Pledgeball individuals and organisation can now quantify the environmental impact of travel choices, fostering greater awareness and responsibility. Additionally, the growing availability of data insights provides event organisers and venues with valuable information on travel patterns and preferences. This combination of tools allows organisations to better assess the landscape of sustainable travel, enabling organisers to implement targeted solutions that reduce emissions, optimise transport options, and promote eco-friendly practices among attendees.

In an industry where spectators come from various locations with different transport options and preferences, the use of journey planning apps, real-time data integration, and customised travel routes for example, can significantly enhance travel logistics. For instance, mobility as a service Apps like Breeze , which fans can now use to travel to sports venues in south Hampshire, allow attendees to navigate routes, explore public transport options, and consider walking or cycling. It also enables users to track live public transport and purchase tickets for various modes of travel throughout the region. By providing personalised and greener travel alternatives, these tools not only assist organisations in their planning for sustainable and accessible travel, but can also lead to a reduction in transport congestion and user confusion.

Addressing travel challenges with innovative solutions

The travel challenges encountered by live event organisers can be considerable, especially when trying to balance operational efficiency and convenience with sustainability. Factors such as travel distance, venue accessibility, and transport options can contribute to increased emissions and hinder attendance. However, technology provides solutions to some of these challenges.

For instance, You.Smart.Thing’s Travel Assistant tool serves as a map-based personalised journey planner, enhancing the spectator experience by offering carbon-busting options with real-time travel data and updates. Venues that utilise Travel Assistant have reported an average 30% reduction in carbon emissions. This approach not only makes sustainable travel options more accessible and user-friendly but also helps organisers minimise environmental impacts while ensuring smooth logistics.

Other technologies such as Better Points and Lowr which reward attendees for opting for low-carbon transport choices and logging these journeys, are effectively reducing emissions related to events. By encouraging greener travel choices, Better Points, for example, has notably eased traffic congestion and lessened reliance on personal vehicles, contributing to the avoidance of nearly 19 million kilograms of carbon emissions.

These successes highlight how innovative travel solutions can enhance sustainability at events while still ensuring convenience and enjoyment for participants.

The benefits for organisers and spectators

For event organisers, the benefits of adopting technologies that influence people’s travel behaviour are twofold: enhanced audience convenience and environmental sustainability. By integrating tech-driven travel solutions, organisers can reduce the need for extensive parking, alleviate traffic, and achieve significant cost savings. Spectators, meanwhile, enjoy a more streamlined travel experience, with reduced stress and even financial savings and potentially incentives for sustainable choices. Additionally, marketing events as eco-friendly can attract eco-conscious audiences and partners, fostering stronger engagement and repeat attendance.

The integration of cutting-edge technologies in event travel planning is not only elevating the attendee experience but also supporting the sustainability goals of the live events industry. Emerging innovations such as AI-powered journey assistance, which can provide real-time, personalised guidance and support — especially for individuals with accessibility needs — have the potential to transform the way people travel to and from events. Additionally, technologies like predictive analytics can help optimise travel flows by anticipating demand surges and suggesting alternative routes, while real-time data sharing between transport providers can enhance system efficiency and reduce delays.

Other advancements, such as the use of autonomous vehicles, smart mobility hubs, and immersive technologies like augmented reality for wayfinding, have the potential to further reshape the audience travel experience. These innovations are expected to play an increasingly central role in creating seamless, eco-friendly transport systems for events and venues. Future blogs will explore these technologies and their growing impact on event mobility in more depth.

STRIVE : Helping understand the role of behavioural technologies in planning for fan and audience travel

In the Round’s STRIVE consultancy service is uniquely positioned to help event organisers understand the role of and embrace these technological advancements and integrate them into broader sustainability and transport efforts.

STRIVE can help organisations determine which technologies, will provide the best return on investment in this area. By offering expert guidance and tailored solutions, STRIVE can help event planners incorporate the latest technologies that best achieve their specific goals within the context of a broader travel strategy for spectators. In order to build a jigsaw you need to know what the whole picture looks like first if you are to achieve the vision.

With our STRIVE consultancy service, we aim to help venue operators and event organisers understand the role of these cutting-edge solutions within their overall plan. We can then work with our partners to mobilise the identified solutions, to deliver an overall fan and audience travel strategy that most effectively contributes to a greener, more sustainable future.

Celebrating World Car-Free Day and European Mobility Week 2024: Key Takeaways for the Sports and Entertainment Sector on Fan and Audience Travel

Mon, 23 Sep 2024 15:54:13 GMT

This past week, from September 16th to 22nd, cities across the UK and Europe embraced a powerful movement towards sustainable urban living by participating in European Mobility Week and World Car-Free Day . These events, which are increasingly celebrated globally, highlight the urgent need to reduce carbon footprints, especially in urban settings. Cities, towns and rural areas alike across the globe transformed their streets into lively spaces for walking, cycling, and community activities, aligning with the broader vision of sustainable urban mobility.

European Mobility Week, an annual initiative running since 2002, has become a key platform to showcase innovative solutions for cleaner mobility. Coupled with the symbolic impact of World Car-Free Day on September 22nd, these events underscore the importance of alternative transportation methods in fighting climate change, with urban transport accounting for a significant share of global emissions. Notably, in the events industry, live gatherings often compound environmental impacts through increased car use, as approximately 70 – 90% of emissions stem from audience travel. Both European Mobility Week and World Car-Free Day showcase how cities and industries alike can transition to greener practices.

London leading the way in sustainable mobility

As one of the forerunners of sustainable urban development, London embraced European Mobility Week and World Car-Free Day 2024 with enthusiasm . Entire streets were closed to motorised vehicles, giving way to pedestrian zones, cycling lanes, and play streets for children. Across Europe , over 2000 cities and towns embraced European Mobility Week, with Alver in Norway implementing several measures such as new bicycle facilities, extending public transport services, enlarging pedestrian streets and much more . These initiatives not only helped reduce emissions but also transformed urban spaces into people-friendly environments.

From e-scooters to walking trails, the success of these events highlights the potential for cities to reimagine urban spaces and reduce dependence on cars. The initiatives during this week extended beyond just traffic reduction. They fostered community engagement, improved public health, and encouraged active travel, with the streets full of cyclists, pedestrians, and families taking part in outdoor activities. The vibrancy of these events exemplified how sustainable urban mobility can enhance the quality of life while also driving down carbon emissions.

Extending the lessons to live events and audience travel

Both European Mobility Week and World Car-Free Day offer critical insights for industries beyond urban planning — particularly live events, sports, and entertainment. Large-scale events frequently lead to traffic congestion, increased parking demand, and significant emissions. By integrating sustainable travel initiatives, such as promoting public transportation, fan activations, and active travel options, the events sector can make meaningful strides toward reducing its environmental footprint.

In line with these goals, live events have the potential to pioneer sustainable audience travel initiatives inspired through European Mobility Week and Car-Free day. For instance, focussing Bike Dr services or try an e-scooter station, as seen across a Voi campaign for car-free day , or other cool sustainable travel activations on a match-day can encourage eco-friendly travel among attendees.

Host cities and towns can also use similar events as a catalyst for lasting change in travel behaviour. Long-term strategies could be developed to engage attendees and encourage them to adopt more sustainable travel habits, creating pathways for ongoing eco-friendly practices beyond the event.

Local authorities can also collaborate with various agencies, including transport operators, to implement behaviour change campaigns that equip them with a toolkit of resources to maintain momentum after the event. By focussing on sustainable travel action plans, cities and towns can cultivate a legacy of environmentally friendly transport habits. For example, 30-40% of Londoners have been known to change their travel behaviours during major events and in some cases continuing that ‘new behaviour’ long after the event.

Additionally, host cities might consider scheduling car-free days or mobility weeks during major events, such as football matches. This approach not only reinforces the message of sustainable mobility but also creates regular opportunities for community engagement, as seen over the last week, and long-term behavioural change.

These initiatives not only help reduce emissions but also actively involve fans in sustainable practices, aligning with growing audience expectations for organisations to reflect their environmental values. The success of Car-Free Day highlights the tangible benefits of such initiatives.

How STRIVE can drive sustainable travel for events

At the forefront of promoting sustainable audience travel is STRIVE , In the Round’s consultancy service, which harnesses the insights from events like European Mobility Week and World Car-Free Day to help events and venues develop low-carbon transport strategies, such as the examples listed above. By optimising traffic management, promoting active travel, and providing accessible public transport options, STRIVE enables events to reduce emissions and congestion.

From transport planning and operations to marketing and communication, the above list just a few examples of how STRIVE’s tailored solutions can ensure venues and events can make sustainable travel part of the attendee experience.

As we look to the future, the lessons from these global initiatives go beyond urban centres and live events. Sustainable travel must become a key aspect of daily life. With innovative solutions and a commitment to learning from community-driven projects, we can continue to build a greener, more sustainable future.

The message is clear: by embracing sustainable mobility in our cities and events, we can lead the way toward a cleaner, more liveable world. STRIVE stands ready to be part of this transformation.

An introduction to STRIVE

jon@intheround.global (Jon Foley) — Sat, 21 Sep 2024 16:21:14 GMT

Following last week's European Mobility Week and as the world unites to tackle the urgent challenges of climate change and environmental degradation as part of this week’s celebration of Global Goals Week this is a timely reminder of our collective responsibility associated with achieving the United Nations' Sustainable Development Goals (SDGs). Among these 17 SDGs are objectives that aim to significantly reduce carbon emissions, foster sustainable practices and promote climate action.

STRIVE , our fresh new consultancy service launched today, aligns perfectly with these goals by offering a fresh approach to sustainable fan and audience travel to events and venues. In doing so, it emphasises the importance of collective action to meet global sustainability targets as well as the importance of leadership.

The environmental impact of fan and audience travel

One of the most significant contributors to carbon emissions within the events industry is fan and audience travel. Sporting events, music festivals, and other live events involve mass numbers of attendees - often from different parts of the world. In fact, travel-related activities account for 70-90% of total emissions across the sport and live entertainment sector. Without sustainable solutions, event-related travel poses a serious obstacle to achieving climate targets.

The challenge of addressing this issue lies not only in reducing individual travel emissions but also in finding scalable solutions that can work within the logistical demands of live events. There is an increasing need for innovative platforms that both mitigate environmental impact and promote eco-friendly travel alternatives.

Rising regulatory pressure

Sustainability is no longer a buzzword — it's essential. As governments across the globe tighten regulations and set ambitious decarbonisation targets, organisations are under pressure to monitor and reduce their carbon footprints. They are expected to go beyond compliance, making sustainability a core aspect of their operations to meet stakeholder demands for transparency and action.

Currently, regulations in the venues and events sector focus on Scope 1 and 2 emissions. However, there's growing attention being paid to Scope 3 emissions, which include indirect impacts from supply chains, waste and crucially fan and audience travel. The latter being a significant contributor to the carbon footprint of large events - in some cases making up 90% of a live events emissions. As awareness of these broader impacts increases, forward-thinking organisations are taking steps to address Scope 3 emissions now.

New regulations targeting Scope 3 are emerging globally, with regions like the European Union leading the charge. Organisations that proactively manage these indirect emissions not only reduce their environmental impact but also position themselves to meet (likely) future legal and financial requirements. Integrating Scope 3 into sustainable transport strategies is key to staying ahead of evolving regulations and demonstrating leadership in sustainability.

The associated operational, customer experience and commercial imperatives

Taking a holistic approach to fan and audience travel offers benefits far beyond environmental impact.

By distributing movement across all modes of transport, it reduces crowd management and venue entry pressures, minimising delays and enhancing the overall fan and audience experience.

This seamless coordination boosts the reputation of host jurisdictions, venue and event operators and event rights holders.

Commercially, efficient operations attract sponsors seeking sustainable events, and enabling fan's to spend longer before and after an event without fear of travel delay can lead to increased spend. The community also gains from less local disruption and can, if conceived well, lead to the legacy benefit of lasting sustainable travel behaviors. These advantages make a systematic approach to travel management a win-win for all stakeholders.

STRIVE : For a better environment, better fan and audience experience, better social impact and better reputation

In response to environmental challenges, In the Round has launched STRIVE , a consultancy service designed to tackle the carbon footprint of spectator and fan travel for events of any scale. It offers tailored solutions to help event organisers, right's holders, individual venues and host jurisdictions manage and reduce audience-related emissions through a holistic approach.

Recognising that sustainable travel isn’t always a priority, STRIVE helps organisations focus on high-impact areas, implementing solutions in stages as funding and partnerships develop. The action plan distributes responsibilities across stakeholders, promoting collaboration and preventing any single entity from shouldering the entire cost.

We aim to not only help others meet sustainability regulations but also enhances corporate social responsibility, building stronger stakeholder relationships, and providing valuable data insights. It capitalizes on the growing eco-consciousness of fans—over half of global sports enthusiasts expect organizations to support green initiatives. Offering sustainable transport options boosts fan engagement, increases venue stays, and benefits local economies, while neglecting these needs poses a reputational risk.

What sets STRIVE apart is its unique collaboration of partners and services, covering transport planning, fan engagement, sustainability, journey management and more. This integrated approach ensures a high-quality, sustainable travel experience that benefits both venue/event attendees fans and organisations.

You can read more about some of the organisations we have helped better organise the demand for travel to events here .

Taking action now

The need for sustainable audience travel solutions in the sports, entertainments and cultural sector has never been greater.

STRIVE offers a fresh and pragmatic approach to reducing travel-related emissions and locking in the wider benefits associated with fan and audience experience, operational efficiency, community impact and commercial gain. As organisations and individuals strive to meet the SDGs, now is the time to embrace services like STRIVE to drive collective action toward a greener, more sustainable future.

Take the lead in sustainable travel event management. Let’s STRIVE to reduce your carbon footprint and contribute to a more sustainable world.

To find out more please email us now at hello@intheround.global .

Paris 2024 Sustainable Spectator Travel: A Blueprint for Success?

Mon, 19 Aug 2024 12:59:12 GMT

As the dust settles on the Olympic Games in Paris and ahead of the Paralympics, we have been reflecting on our time at the event, particularly from the point of view of a spectator trying to get to/from and between the sport sustainably.

Paris 2024 Olympic and Paralympic Games (Paris 2024), lauded to be the most sustainable in history, has already set new standards that will resonate far beyond the realm of sports. From utilising iconic venues in a fresh eco-friendly style, to integrating local culture using exquisite cuisine and flamboyant entertainment, to delivering a range of sustainable transport solutions, the Olympics demonstrated that sustainability is not just an environmental responsibility, but a crucial aspect of the overall spectator experience.

At the heart of this transformation lies a fundamental truth that is close to our hearts at In the Round: spectator experience is key, and sustainable travel is a massive element of that experience.

Paris 2024: Observations on spectator travel from the front line

Below, we reflect on our own observations as our consultants experienced life first hand as spectators. Understanding our travel options for each event we were fortunate to attend was crucial to our overall enjoyment of the event. Being aware of the available choices, having reminders to allocate enough time, knowing the rules about what could be brought into a venue, estimating travel costs, and figuring out how to purchase tickets—all these considerations played a role in our decision-making. Navigating a new city, especially as part of a group, can be a source of anxiety.

From the moment we purchased our tickets, to our travel to and around Paris, the ease, accessibility, and sustainability of travel shaped our overall experience. In Paris, where public transport and active travel options were at the forefront of planning, the result was a seamless, relatively hassle-free experience that not only benefited the environment but also elevated the spectator travel experience to new heights. Venues were planned so they were near to public transport or where additional spectator shuttle buses could make that link relatively painless and 10,000 temporary cycle parking spaces adjacent to venues made this a viable option for many and while the pre-event information on travel could have been better the availability of information, notably the bespoke journey planner was a coup.

The contrast with other recent events is stark. For example, many fans at the recent Euro 2024 football tournament in Germany and the 2024 Champions League Final in Istanbul faced severe disruptions due to poor transport planning, leading to delays, frustration, and even missed moments of the event. These incidents highlight how poor planning of sustainable travel options and poor customer information, can combine to tarnish the event experience and deter future attendance. In contrast, Paris 2024 has so far demonstrated that by prioritising sustainable travel, organisers can enhance fan satisfaction, loyalty, and the overall success of the event.

Managing the accommodation and travel challenge: One of the challenges faced by many spectators was the high cost and limited availability of accommodation within Paris, which led many to seek lodging further afield. This was true in our case and while this dispersed travel demand eased congestion within the city, it also necessitated longer travel distances, which could have negatively impacted our customer experience. This potential was mitigated by the robust public transport options that made travelling from distant accommodations manageable and even enjoyable plus we were confident in our sources of travel information as described below.

Know before you go: In the lead-up to the event, advanced transport planning information was frankly poor. With three separate apps for sports schedules, ticket storage, and public transport planning, spectators had to navigate a somewhat fragmented digital landscape. The introduction of a unified, integrated platform would have streamlined the experience, allowing fans to plan their journeys seamlessly, from purchasing tickets to arriving at the venue. Even as experienced event-goers, we initially found it challenging to determine the best options, particularly regarding travel tickets. It's crucial to reduce anxiety for spectators, especially those with specific needs related to group travel or limited mobility. However once in Paris and able to use the journey planner live became easier.

Journey planning in the palm of your hand: While the event's journey planner was effective, it could have been even better if integrated with the ticketing app and / or event schedule. Tailoring a spectator's journey plan to their specific gate, seat, and session timing could have further influenced travel demand. The inclusion of cycle hire services like Velib within the transport app, while not fully integrated, was also a commendable effort to promote active travel among spectators. It was also positive to see that park and ride options were less prominent in the app, subtly guiding users towards public transport as the preferred choice.

Public transport – free or not: The 'Games Pass' introduced for the event, where spectators could buy from one to seven-day passes, provided a flexible travel solution. It did not however compare to the free transport offered during the London 2012 Games and many more recent events. Moreover, raising travel prices during the event and removing some standard ticket options was a surprising move. It's worth mentioning that we managed to purchase equivalent tickets for our journeys at half price before the Games – something that many may not have known about in time.

Accessibility - a mixed story: Within the venues, arrangements for those with restricted mobility appeared well-managed, with the introduction of electric mobility shuttles (courtesy of sponsors Toyota) being a particularly cool innovation. However, Paris’ dated metro system revealed significant gaps in accessibility, with many stations lacking lifts or escalators, making travel difficult for those with mobility issues or heavy luggage. This highlighted a crucial area for improvement—not just within stations, but across the entire travel network. With a larger number of visitors likely to require step-free access for the upcoming Paralympics, this will be a key area to monitor.

Sustainable and active travel options – a shining success: The volumes of spectators walking, cycling and using public transport was testimony to the quality of Paris’ transport system and the sensible choice of accessible venues. Supplemented where necessary with spectator shuttle buses. The city’s public transport system, particularly the Metro and overground trains, handled the large influx of spectators efficiently. The simplicity of the colour-coded metro and tram systems made navigation straightforward, even for international visitors. Secure cycle parking facilities at all venues encouraged the use of sustainable travel options, further reducing the carbon footprint of the Games.

Managing the demand for travel: Paris 2024 implemented effective strategies to reduce overcrowding on public transport. At Stade de France, utilising multiple stations for access and exit helped alleviate station congestion and eased the pressure on trains. Extending the walking routes between public transport stops and venue entrances subtly dispersed crowds, reducing bottlenecks. Additionally, by offering fan activations and entertainment after events, crowds departed gradually. Clear pre-event communication also informed the community about peak times and locations, allowing regular commuters to avoid the busiest periods.

Security and spectator communication: Security is always a priority at major international events, and the Paris 2024 Olympics were no exception. The visible presence of police and military forces, while reassuring to some, may have felt intimidating to others. The double bag checks at venues—first at the outer perimeter and then again near the ticket barriers—raised questions about the necessity of such measures and whether they reflected a lack of trust between the police and event security.

For future events, better communication regarding security protocols could help manage expectations and reduce any feelings of unease. Spectators should be informed in advance about what to expect in terms of security measures, and the rationale behind these protocols should be clearly explained. This transparency helps build trust and allows fans to focus on enjoying the event. Despite these concerns, the overall experience of entering and exiting venues was smooth and well-managed.

Crowd management and wayfinding: Managing large crowds is no small feat, but Paris 2024 handled this challenge with efficiency and finesse. Getting into and out of venues was generally a positive experience, with crowds being smoothly managed throughout. Volunteers played a key role in this, providing directions and assistance with enthusiasm and a smile. Their visibility and helpfulness were a testament to the importance of well-trained and motivated event staff in enhancing the spectator experience.

Wayfinding signage, while mostly effective, could have been clearer in some instances, particularly when guiding spectators to the correct transport options after events. This issue was more noticeable during late-ending events, when there appeared to be fewer staff and volunteers available to assist. Improving signage clarity in these scenarios could further enhance the overall spectator experience.

Spectator Comfort and Amenities: Comfort and convenience play a critical role in shaping spectator satisfaction. While the food and beverage offerings at the venues were of good quality, they were also pricey—a common issue at major events but one that should be addressed to ensure a more inclusive experience for all spectators. Making all venues alcohol free was for us a spectacularly good move – for many reasons – although for some we understand this was not so great!

From a sustainability perspective, allowing spectators to bring their own water into venues was a simple yet impactful decision that should be replicated at future events. This not only reduced plastic waste but also ensured that spectators remained hydrated in the hot weather, enhancing their comfort and well-being during the Games.

However, the lack of cover in some venues and along walking routes presented a challenge for many, highlighting the need for better shelter options to protect spectators from the elements. Similarly, the fan activations and family-friendly activities at venues varied in quality, suggesting a need for greater consistency to ensure that all spectators, regardless of where they are, have access to engaging and enjoyable experiences.

Leveraging Social Media and Community Engagement: In today’s digital age, social media plays a vital role in shaping the spectator experience. The unofficial Facebook planning and preparation group for Paris 2024 proved to be an invaluable resource for many, offering real-time tips, advice, and insights from fellow spectators. This kind of community-driven content can be a double-edged sword—while it offers an authentic perspective, it can also spread misinformation if not managed carefully.

Official channels could take a more proactive role in harnessing the power of social media to enhance the spectator experience, offering real-time updates, crowd-sourced tips, and engaging content that keeps fans informed and connected throughout the event.

Our key takeaways

In summary, this edition of the Olympics has really raised the bar for sustainable spectator travel. The basics were done right and there was innovation without complication - but there is for sure plenty to build on too. Some of our highlights:

�� : All-in-one digital tickets made travel easy, but bundling the cost of local transport into the event tickets would have enhanced convenience.

�� : Being able to plan, purchase, activate & enjoy our trips was great but integration with event ticketing and scheduling platforms was a miss.

��️�� : Tactics like advising Parisiens in advance so they could adapt their regular commute and using multiple stations for venues, elongated walking routes helped minimise disruption. Better signage & eco-friendly incentives would further help.

�� : Consistent fan activations were unfortunately a miss as was their role in helping manage crowd flow and enhancing the spectator experience.

�� : Paris prioritised public transport and cycling (10,000 temporary spaces added!) and even where park & ride was needed its promotion lagged behind more sustainable options.

�� : It was rigorous! Clearer communication and better expectation management could have reduced spectator stress & confusion.

��️�� : Natural shade was utilised, but essential items like supplying water, ponchos, and sunscreen were missing.

�� : Pre-event comms was lacking. Future events could benefit from providing real-time updates and clear customer guidance, especially for newcomers, from ticket purchase to journey home.

✉️�� : There was limited use for operational updates. Future events can learn from Paris’ unofficial crowd-sourced community platforms but be sure to manage potential misinformation.

�� : A big one - particularly with the Paralympics on the horizon. Venue accessibility worked well, but the City’s Metro system less so with many stations without lifts or escalators. Where time and budget constraints necessitate simple solutions like staff assistance and step-free route planning could help.

Conclusion

The Olympics in Paris demonstrated that sustainable travel is not just an environmental consideration, but a fundamental aspect of the spectator experience and we hope that continues through the Paralympics. By prioritising accessibility, convenience, and sustainability, event organisers can create a positive, memorable experience for all attendees. As we look to the future, these lessons from Paris will serve as a blueprint for sustainable event planning, ensuring that the journey to and from an event is as enjoyable as the event itself.

At In the Round, our STRIVE consultancy service is dedicated to helping venues and events navigate these challenges, offering tailored strategies that put spectators at the heart of sustainable travel planning. For more information, please visit our website or get in touch.

FIFA Women's World Cup Australia & New Zealand 2023 - The great, the not so great and the indifferent.

Thu, 17 Aug 2023 10:46:27 GMT

Life as a spectator at one of the world's great sporting spectacles

The FIFA Women’s Football World Cup heads toward its conclusion with the final due to take place this Sunday 20 August 2023. Tune it - It will be epic - and what a truly fantastic experience it has been. As one commentator said ‘ We no longer have men’s football and women’s football. We now just have football. ’

Spending some time observing the Tournament as a spectator has been truly revealing and having been involved in organising many international events over the years has provided with some excellent insights as to what spectators will expect at future events. For those interested in more depth then please get in touch but in summary here are our key highlights.

Things that went well:

a welcoming nation that fully embraced the sport. Undoubtedly buoyed by a national team that was performing well the community whole heartedly entered into the spirit of the occasion providing open arms to all nations, colours and creeds that joined the celebration . It was also a truly humbling privilege to observe a country connecting (more) fully with its aboriginal heritage and integrating that throughout the occasion.
a spectator experience on the streets, in the fan festival sites and in the stadiums that was second to none. Whether it was engaging look and feel, pulsating entertainment, good value refreshments and quality and affordable merchandise - even if the home nations kit quickly sold out (as is business as usual for most events!).
the quality of the sport was sublime - from the technical ability of the players, to the consistency of the refereeing and the precision of the VAR decisions. It truly has been an event for the technician. This included the efficiency of the e-ticketing process from purchase through to gate entry and the courteous yet thorough bag searches on venue entry.

Things that did not (all related to last nights semi-final between Australia and England):

the madness of allowing two separate events (the biggest football match in history PLUS a popular Australian music act) at neighbouring venues (a close to full 80,000 seater sports stadium and a 20,000 indoor arena) to finish at the same time beggars belief. The lack of collaboration and foresight was unforgivable.
the complete lack of obvious back up plan to deal with the potential loss of the primary mode of transport for the event as train services at the main egress train station failed just as the event(s) finished due to vandalism at a local signalling facility. The lack of resilience and coordination was plain for all to see.
leaving tens of thousands of people in a vacuum of information about reasons for transport delays, available alternative routes and reassurance as to the likely duration of any disruption was unforgivable.

Don’t get us wrong. As event professionals we fully understand that things go wrong and the isolated incident of transport failure last night is not the end of the world. Particularly in the context of a truly special event. What probably disappoints the most however is the lack of solidarity among the agencies involved. Spectators paid their money to FIFA for the match, it proudly (and rightly) included public transport travel ‘for free’. Therefore in the minds eye of the spectator it becomes FIFA's responsibility to deliver the full experience. Yes Sydney Trains (and NSW Transport?) were required to deliver the service but why today is it that Sydney Trains are taking an arse kicking for ‘the failure’. The truth is all stakeholders are at fault and should humbly stand together, take the fall and ensure that the lessons learnt are rolled into future FIFA events AND future events at Stadium Australia.

If Sydney and Australia are to become the mecca for major international events that they aspire to then fast lessons need to be learnt. With the Rugby World Cups of 2027 (Men's) and 2029 (Women's), the Brisbane 2032 Olympic Games and many more high profile events in between then the time is now to learn and adapt. There is so so much for the country to celebrate in how this event has gone and many positives to build on for the future. We just hope that honesty and transparency prevail in the post event analysis of things that did not quite go to plan and that the opportunity is taken to ensure that excellence prevails rather than pretend that the bad stuff didn't happen.

Thank you Australia (and New Zealand) for an epic occasion. Bring on the next.

COVID-19 and a national travel behaviour change campaign

Fri, 08 May 2020 08:21:06 GMT

What could happen if there was a high profile nationally led behaviour change campaign aimed at locking in new travel and lifestyle behaviours as we all emerge from this disruption. Should we give it a go or does putting a concerted effort into influencing behaviours so they match the available transport network before making decisions about investing in new bits of the network (rather than the other way around) seem too much like common sense?

What are the chances that from Monday morning the 11 May, following the UK Prime Minister's announcement of Phase 2 of lock down on Sunday evening, we will see the UK's first ever nationally led multi-modal travel behaviour change campaign?

In recent weeks it has been inspiring to see many Cities across the world using travel behaviour messaging to reinforce the 'stay at home' mantra or whatever versions of that have applied. In the UK the response, in relation to behaviour messaging and travel, from the likes of Transport for London, Transport for Greater Manchester, Transport for West Midlands and some others has been exemplary. BUT the story is not uniform - actions have been within a national vacuum and in some cases inconsistent. Those that are into marketing communications will understand that to achieve greatest impact and resonance with an audience a 'campaign' led-approach is required where agreed core messaging is delivered in a concerted, consistent, coordinated and timely manner from as many of the right communication channels as possible and across as many of those agencies that are communicating with the same audience as possible. In isolation the actions of local authorities and their partners will still achieve good things, and should be applauded, however if this could be stitched together on a national level the impact will multiply not least because businesses and individuals exist in and travel through more than one local authority jurisdiction and on more than one transport mode.

Imagine if from this Monday 11 May in the UK (immediately following our Prime Ministers latest missive), a campaign hit the streets aimed at managing travel demand across all transport networks. One that attempted to lock in some of our current ‘new’ behaviours and ensure that as we move forward those behaviours effectively supported a recovering economy and a recovering society. A campaign that encouraged people to reduce their overall amount of travel particularly by road and public transport, one that called for greater remote working for those that can, one that suggested it would be common sense for those of us that could do so travelled at less busy times to enable key workers (which in due course could include a wider definition than now) to get where they need to and one that actively and obviously promoted walking and cycling for local journeys and more generally spoke of the importance of daily exercise. Naturally, it would need to also ensure that other guidance on social distancing and so on continued.

Many would argue that the extent and precise nature of any campaign would need to be carefully thought through. Yes to a degree, but I would argue that right now we do not have the luxury of time to wait for perfection if we seriously want to affect a step change. As Voltaire said '..don't let the perfect be the enemy of the good'. A failure to take any action on effectively influencing travel behaviours will not result in a good outcome. The campaign can, by its nature, start quickly but be agile and and flex according to changing circumstances easily and cheaply certainly compared to decisions about new infrastructure.

For you statisticians there are many sources of research on this subject. One that has stuck with me most was from the UK's Automobile Association. They recently revealed that of 20,000 car drivers across the UK asked about how their post-COVID behaviours might change compared to those beforehand:

22% will drive less
51% will drive as before
1% will drive more
36% will walk/cycle/run more
40% will undertake more physical exercise
20% will undertake more social activity with their friends/family

Over 65% of respondents said they were currently working from home and over 10% on average said they would continue to do so with that rising to over 20% among those in their 30-40s.

And all this is without any additional form of encouragement to sustain it. Imagine what could happen if there was.

The commentary about massively good impacts on air quality has also been relentless as have the stories of families being able to slow down, enjoy each others company and reset thinking about their family values and what is important for quality of life - when you don't need to commute for hours a day.

Clearly for many (but I suspect the minority) resuming to pre COVID lifestyle and travel behaviours is inevitable as their choices are limited but for the majority who right now are hugely malleable the time to act is upon us. We are all in the midst of adjusting to a new norm and so in behavioural psychology terms now is exactly the right time to at least try to lock in and sustain travel behaviours for the future.

Importantly, the campaign would need to be driven from a single point (in my view UK Government's Department for Transport) and adopted by all transport operators, local authorities, business and so on to achieve maximum impact. A national campaign would allow the focusing of scant resources by local authorities, transport operators and others on delivering essential services whilst also nuancing messaging specific to their territories. It would also significantly increase the chances of a reduced capacity public transport network being able to focus on transporting those most in need and supporting economic recovery whilst going some way to stemming a return to pre COVID-19 road congestion and in doing so enable business to get on with things more efficiently. It would ensure costly investment decisions on supporting transport services and infrastructure could be deferred until we understood what the new shape of demand required.

It could do a lot of good. How much good is debatable. But I guarantee it would do more good than not doing it.

But it would also be a real shame that it would have taken a life changing global crisis for this to happen. For almost two decades many of us have been calling for what has always felt like a common sense move like this to be led and implemented nationally.

The UK, North America, Australia, Japan and many others has seen countless times how managing travel demand in this way during major disruptors such as large scale international sporting events has worked. We have enjoyed being part of that process - so why are many so slow to see its value right now. COVID-19 is a disruptor like no other. It’s needs a demand management campaign like no other.

When the sun rises this Monday morning in the UK will we see the launch of such a thing? Let's wait and see....

Managing short notice spectator travel issues at a large sports event: Reputation, reputation, reputation.

Fri, 31 Jan 2020 15:57:36 GMT

Imagine the scene. You are a major sports club about to hold your biggest annual event. It’s about 4 weeks before the event (which is happening 3 days after Christmas), you have sold about 50% of your target of over 70,000 tickets and you receive news that due to threatened wide spread industrial action there could be a reduction in train service to the venue to almost one third of usual capacity where over 60% of spectators would normally use the train. Worried about ticket revenue and spectator experience what do you do next - a bit of travel demand management obviously!

Well that was the scenario faced by Harlequins Rugby Club, one of the UK and Europe’s premier rugby clubs last month. The event, known as Big Game, was to take place at Twickenham Stadium (the home of England’s national rugby team) and consisted of two matches in one afternoon/evening and was to be the highlight of their fans calendar.

In the Round was asked to work with the Club, stadium and a range of stakeholders to develop a package of interventions that would assure spectator experience and minimise the impact of disruption. There was also a requirement to manage the risk of negative commercial impact that could have transpired if potential event goers had been deterred from buying tickets by news of the industrial action.

With less than 4 weeks to go there was little time to strategise, which with longer to prepare for planned disruption would normally be the case, so In the Round and the event organisers set about the task. The focus was on developing and implementing a plan that included agile transport operations, innovation in managing spectator travel demand, measures to reduce impact of non-event goer travel, robust traveller information all wrapped in efficient stakeholder relationship and project management.

Agile planning of transport operation

Twickenham Stadium is of course familiar with managing travel for major events BUT this time , in short order, a new plan was needed which included some different to business as usual transport solutions. This included additional shuttle bus services to other London Underground stations not impacted by reduced services, new coach services to locations where ticket data analysis showed clusters of spectators were based, alternative formalised and more efficient taxi drop off and pick up points, additional parking and work with the train company to encourage them to focus resource onto the main train routes for the event.

Innovation in managing spectator travel demand

Similarly, a new approach to influencing how and when spectators chose to travel was needed. This included consideration of extended venue opening and closing times with changes to entertainment and food and drink concessions operational hours, working with food and drink retailers in the local area to offer discounts at times of day to encourage spectators to arrive early/stay later, consideration of selling spaces in spectator car parks on a sliding price scale to encourage early arrivals, investigating the role of timed train slot bookings rather than seat reservations and fast track style queuing at the station after match, extending shuttle and coach service operating time and working with Uber and other taxi operators to ensure their platforms/drivers new of designated arrangements for them.

Measures to reduce impact of non-event goer travel

Influencing travel choices by those that usually travel through the area, but not going to the event, also had a more significant role to play than usual. Messaging agreed with stakeholders was developed. It advised those that might normally travel in the area of when and where it was expected to be busy with clear guidance on the expected quieter times of day. A range of widespread communications were deployed across communication channels of all stakeholders, including advanced warnings on road signs, announcements in stations and on trains, radio bulletins, community newsletters and websites and more. GoogleMaps and Waze platforms were also used to ensure road users regular travellers new about the event and to route around the key times to avoid congestion. There was also a comprehensive briefing of relevant local media to maximise reach.

Robust spectator communication

Changes were needed to how spectators were usually communicated with. A single core narrative about travel and transport for the event was developed with stakeholders and hosted on the Club and venue website and amplified through their channels (email to ticket buyers, social media and then in venue) and channels of other stakeholders including the other Clubs involved in the event. The direct communications to spectators was also geographically targeted so, for example, the new localised coach service was promoted to those known to live in that area through bespoke email and social media. Communications also sought to manage expectations in terms of possible delays and queuing after the event. There was also a reassuring tone to content and messaging in an effort to avoid deterring potential ticket-buyers.

Efficient project and stakeholder management

Collaboration and efficient working needed to be at the core particularly with only 4 weeks to arrange. A cross agency working group was quickly mobilised and used as a forum for advising of the plans and seeking cooperation with operational and communication activities. With little time to spare lengthy face to face meetings with stakeholders were replaced with group teleconference calls, e-mail and one to one phone calls. Milestones were identified to inform key decision making which was particularly important given uncertainty as to whether the strike would go ahead and if it did what the impact would be on train timetables. Setting and agreeing clear timing points provided the train company with a focus for their decision making and provided a shared appreciation that from a customer experience point of venue prolonged uncertainty would do nothing to reassure potential event ticket buyers. While not all stakeholders were able to lend their support to aspects of the plan having a clear vision from the outset gave the desired outcome the greatest chance of success.

We are pleased to report the event was a success with over 75,000 spectators enjoying their day out. The demand for travel was spread not only by time of day but also across the new transport operation and there was no reported transport disruption.

It was a great example of what can happen when there is a clear vision and stakeholders understand the collective benefit of a course of action and are as a result willing to adapt their thinking to accommodate new ideas. It also demonstrated again that if communicated with effectively, spectators and a local community are also willing to adapt their travel behaviours because they understand the personal benefit of doing so.

Most of all, for the author, it demonstrated how vital whole spectator experience is or should be to event organisers. In this case the Club and stadium quite rightly recognised the value to their reputation of investing in a quality spectator experience that extended beyond selling tickets or what happens inside the venue to how spectators could get from their front room to the front row . Please get in touch with Jon Foley (jon@intheround.global) if you'd like to find out more.

Tokyo: Tale of a host city

Sat, 17 Aug 2019 03:08:13 GMT

Later this year Tokyo is one of the Japan 2019 Rugby World Cup Host Cities. Next year it will welcome the Olympic and Paralympic Games. Preparations for both are reaching a crescendo but what can spectators expect when they arrive. This blog looks at things from the perspective of a spectator travelling around the City.

Arrival : Getting to the City by air is relatively easy with two international Airports. If you can then travel into Haneda Airport as it’s a lot closer to the centre of the City than Narita Airport.

Money : Cash is still king. Despite perceptions of Tokyo and Japan being tech-savvy you will struggle to find places that will accept international credit and debit cards. Also worth checking which ATMs will accept your bank cards. There are multiple ATMs of different banks but many don’t accept international bank cards.

Culture : The Japanese are very polite and accommodating. Most will not speak English but they respond well if tourists at least try to speak their language. Be sure to learn a handful of key phrases before you arrive. For the record ‘sayonara’ is by many internationals believed to be a cool way to say goodbye - nothing could be further from the truth. It is actually a phrase used to say a final farewell to someone on their death bed so used incorrectly can be hugely disrespectful.

Trains : There is an extensive and potentially confusing public transport network. Be patient as you work out that despite multiple trains appearing to go from A toward B that there are multiple variations of fast, semi-fast and stopping services meaning that stops are often missed out. Get a map of Tokyo’s rail/metro network. If you're here for Japan 2019 Rugby World Cup then there's loads of information here . Those of you that know me will hopefully appreciate the irony in my last sentence.

Paying for public transport: Payment options are interesting. Recommendation is that you buy a prepaid travel card. PassMo or Suica both operate in Tokyo regions (there are others in other parts of Japan). You load credit on the card and you just touch the reader at the ticket gates as you go into and leave the station/line and the correct amount is deducted from the card. It’s excellent BUT beware as there are some services such as trains from Narita Airport and on the Shinkansen (bullet train) for which you have to buy a separate ticket type which also secures you a seat. You can’t travel on these trains without the advanced purchased element. A Japan Rail Pass will be a good purchase if you are making lots of train trips and it’s cheaper and easier to buy it before you get to Japan.

Trains again : If you’re travelling on the underground or train at busiest times then be prepared for an interesting time. On the platform an orderly queue is formed. Once the door of the train opens everyone files in BUT inside the train things can degenerate into something not unlike a scrum in rugby. Be prepared for some pretty full on pushing and squeezing - personal space invaded. I’ve commuted in many cities around the world including London and nothing prepares you for the physicality!

Food : Try eating out - it’s fun! There’s some amazing food for great prices. If you’re lucky you’ll get a restaurant that offers a menu in English. Ramen is a good staple (basically a stew with noodles, filled with various things to your taste), Okonomiyaki (omelette made from cabbage - def tastes a lot better than it sounds), Yakiniku (table top BBQ) are all yummy. There are quite a few places where you select your choice of food at what looks like a vending machine. It issues the customer a ticket which is then given to the staff who make the order. Takes away the language barrier.

Drink : I’m yet to try Sake but the Japanese love their whisky and have many creations of their own making. A cool place in Tokyo called The Whisky Library is a great place to spend an evening exploring the local selection! There are surprisingly few large bars - instead look out for some small drinking establishments. You’ll have to sit as standing up can be frowned upon. COD in Tokyo is a great example - plus they do some great finger food!!!

Signs : Tend to be in both Japanese and English making getting around relatively straight forward. If you are here for the Rugby World Cup or Olympic Games do beware though as many venues will for the period of the event have their names changed as they currently have a commercial name associated with them which conflicts with the sponsors for the event. Just ask if you’re not sure.

Running : If you are into running then you’ll be in great company as the locals are out in their thousands most mornings. There are some lovely parks to run around (Yoyogi being my local one) and if you’re near the Imperial Palace you can run around the perimeter which is pretty cool. Beware though as there seems to be an unwritten rule that you must run in an anti-clockwise direction around parks and the like.

Drinking again : Kampaii is the local equivalent of ‘cheers’ and it’s not cool to take a sip until everyone in your group has a drink in their hand.

Smoking : It’s still a popular habit in Japan although it’s frowned upon to walk the streets and smoke. Look out for multiple smoking areas. Bizarrely though smoking in pubs and restaurants is perfectly fine although some will have designated smoking or no-smoking areas.

Eating and drinking on the move : It’s generally seen as bad manners to eat and drink (hot drinks) while wandering the streets. You’ll certainly get some stares if you do so on public transport.

Loads more info is available here . Go check it out.

All in all Tokyo is a fascinating city. I love it but clearly you’ll need to decide for yourself! Enjoy.

Travel demand management explained

Sun, 17 Mar 2019 00:00:00 GMT

Here we discuss a question we are often posed - "What exactly is travel demand management?"

In short travel demand management is arguably the most effective, agile and cost effective way of dealing with a situation where there are ‘ Too many people and not enough transport’.

In an events management world, where In the Round does a lot if its work, travel demand management (TDM) makes even more sense where, often, the case for investing in expensive permanent transport services or infrastructure changes does not stack-up. TDM is about deploying a range of different interventions to influence the decisions that individuals make about how they travel to an event or, if they are not going to the event, how individuals navigate the associated travel disruption.

Yes, ensuring that event goers know how to get to and from the event is important. Yes, ensuring that the local community understands how to get around the worse of the disruption is important. Yes, marketing communications is therefore vital to the success of TDM but so too are a range of other interventions. TDM is about integrating all these things cost effectively and in such a way that the use of the transport is optimised as much as possible.

Here I talk about just a handful of things that those in this space might want to think about doing more of if they truly want to consider themselves TDM professionals. Although some of these are event specific they also apply in a non-event context with a bit of interpretation.

Event operations time management

A lot of emphasis is placed on running activities at sports venues prior to start time to attract event goers in earlier but post event effort is limited and from a transport point of view is when the peak of the peak then occurs. A TDM professional should be working harder with event managers and venue operators to encourage post event activities and things such as keeping in-venue concessions open longer after the end of an event to help flatten the peak period over a longer time-frame.

Satellite celebrations and fan zones in the right spot

A TDM professional should be working with event organisers, host cities and others to encourage them to locate live sites, celebrations zones and such like in local communities and away from busy transport areas so as to keep journeys local and more achievable by means other than the car. There will be many calls from many quarters on where these facilities might go but the importance from a transport perspective shouldn’t be overlooked and sometimes no one feels its their responsibility to make the point.

A smarter transport offering

There’s also a role for the TDM professional to work with public transport operators to spread arrival and departure profiles into a host city. Imagine if the local rail operator sold timed slot tickets (rather than seats on individual trains) were sold to event goers for their trip home after an event rather than either have a free for all of no reservations or trying to get everyone onto their specific train. Experience shows that many would far rather book a train that was maybe an hour or an hour and a half after a big event and take my time looking around the venue or stopping off for a cup of tea and know that I’d been guaranteed a train ride home without a massive queue. Even better imagine if at the parking (or park and ride) for the event that you had to book a space and also book an arrival slot (which was cheaper further away from the start of the event) and likewise I had a timed departure slot that was cheaper further away from the event end time.

Local partnerships and incentives

Who is responsible for working with local restaurants, cafes, places of interest and the like to offer discounts to event goers to either arrive into the area early or hang around afterwards. That's your TDM professional. Imagine if at the point of thinking about booking hour parking ticket for the event you see that not only is it cheaper for you if you arrived earlier but you could also get two meals for the price of one in the nearby cafe for that same time period (but not later in the day). Again the TDM professional is key to instigating and driving through these ideas.

Incentivise non-event goers to travel at less busy times

Imagine the anguish if you’ve got an 80,000 stadium emptying out at the same time as the usual commuter traffic. But imagine the stress relief if regular commuters decided they’d travel a bit earlier or a bit later than usual and in doing so allowed enough space on transport for those leaving the event! Offering incentives in the shape of reduced fares, cheaper bike hire or extolling the virtues of working from home that day could make all the difference. BUT only if actively championed by your TDM professional.

Package it up in a nice ‘integrated’ bundle

And actually all of the above (and more) are worth nothing unless someone has integrated all of these things with other aspects of planning AND put in place a comprehensive, well thought through and integrated marketing communications plan that tells event goers and others about the value of using the TDM solutions to start with!

Oh and the above are not just ideas. They are tried, tested and effective solutions which have worked at numerous events across the globe. We’ve used quite a few more too but would love to hear from those of you out there with other great ideas.

Either add comments to this blog or get in touch using email via jon@intheround.global and feel free to ask questions as we absolutely love chatting about this stuff!

Contemplating future mobility

Thu, 01 Nov 2018 00:00:00 GMT

Governments around the world are contemplating the future of ‘mobility’. There is much to consider and hopefully many of us will take the opportunity to be part of the discussion. Here are a few of our thoughts. We look forward to hearing what you think.

Governments around the world are contemplating the future of ‘mobility’. There is much to consider and hopefully many of us will take the opportunity to be part of the discussion. Here are a few of our thoughts. We look forward to hearing what you think.

Integrate, integrate, integrate
Whether it’s ensuring sensible land use and transport planning decisions are made hand in hand or ensuring that transport systems for our cities, towns and rural areas are balanced across all modes. Too much of the debate at the moment is focused on single issues and solutions in search of problems. Urban transport plans have been a component of most geographies planning for decades, they consider all modes of travel and how they are integrated with one another the result is a range of travel options for individuals to choose from. Let’s do more of that and consider the role of new modes alongside other modes.

Shared responsibility
Creating an environment where there is shared social responsibility across private and public sectors will help ensure that mobility transformation achieves economic and social objectives in a balanced way. There is a risk in the rhetoric at the moment - be careful what you wish for by simply letting the market decide. An 'alliance-led' approach for our nations and regions where public authorities clearly state their ambitions as to the mobility operators will be key to arriving at a shared view of the future which is of maximum value to all.

Demand Management
It's here to stay. A system that organically knows where and when it is busy and realigns itself in such a way that the demand can be spread more efficiently will be vital to our future. Where it’s not possible for the transport system itself to organically change (traffic signals that change phasing based on demand being a basic example or surge pricing of transport during busy periods being another) then influencing individual travel behaviours through other means will be key (simple but effective digital marketing travel awareness programmes being a basic example). Sadly we don’t always know what’s good for us and need a little help from time to time being reminded about the consequences of our actions.

Mobility fashionability
Avoid it! There is a clear trend emerging for some cities to want to be seen to have the latest mobility technology. This gives rise to a boom and bust era where the host city fails to truly understand the strengths and weaknesses of the solution and invariably it fails before it has a chance of success. Or the negative consequences outweigh the positive consequences. Thoughtful planning by decision makers is required that considers the circumstances in which a particular solution can be successful. It has taken time for some of the negative consequences of on-demand taxis to become clear and City authorities have retrospectively had to take action - getting on the front foot earlier may have helped the on-demand phenomenon realise broader positive impacts sooner.

Urban design will be key
Most commentators now appreciate that in an on-demand world we can do without central area car parking. Some also argue that autonomous vehicles could result in us having more shared spaces or at least narrower carriageways. There are many aspects of where mobility and urban design need thinking through in an integrated way. For now at least let’s ensure that new urban design is future proofed in such a way that it’s possible to relatively easily adapt to mobility technology advancement.

Mobility as a Service tests of readiness
To maximise its potential success Mobility as a Service should be facilitated in such a way that it satisfies a few tests. It should be seen as fully integrated, the social and economic consequences of its application should be understood, the operating principles and ownership of the platform should be socially and commercially defined with the interests of one and all at their core. As an example, a platform that prompts the user to think twice before taking motorised transport for a very short journey (unless they have restricted mobility) when bike hire or walking may be a 'better' option or indeed puts a price premium on shorter motorised journeys over healthier and possibly comparably quick alternatives would be interesting.

Leadership and vision all the way
"The best way to predict the future is to create it" . There is much speculation currently about where the transformation in mobility is taking us. The truth is that with the right collective minds looking at tangible challenges in our cities, towns and rural areas and the opportunities presented by the technology, changing social tides and the like that we can determine what and how we want our places to function and then set about putting in place the building blocks to ensure that ‘vision’ becomes reality. It is so encouraging to see many City authorities taking the lead but more need to act in helping define the future and not wait for it to happen to them.

And finally, most importantly, don't forget the people!

A simple statement but we must avoid getting lost in the glitz and glamour of new technology and the advancement of new mobility solutions. Ultimately travel and transport are a means to an end. We move ourselves or we move goods and services because their is a demand for us to do or provide something. We should perhaps start thinking more about why it is that we require access to each other and goods/services and design our places and spaces more so that we reduce the need for travel over longer distances. The result being that we will see a reduction in the reliance on motorised transport (autonomous, electric or otherwise). Relentlessly catering for demand in an unmanaged way will not end well.

If you wish to share your views on the future of mobility or just wish to discuss some of the points raised here then please contact Jon at In the Round Ltd (jon@intheround.global).

Spectator Experience - What makes a difference?

Tue, 10 Oct 2017 00:00:00 GMT

Going to an event is more than just about the spectacle. It's about the whole experience from the moment you get your ticket.

Going to an event whether its sports, music or something else entirely, you want the experience to be great from the very beginning. Whether you pay a lot of money for a ticket or whether it’s free you have an idea in your head of how it will go and what to expect. So what makes a great spectator experience?

For me, when I go to an event as a spectator I expect to be wowed from the beginning! I firstly think about how I’m getting to and from the venue, then first impressions when you arrive is a big part followed by customer service from ticket checks, bag searches to programme sellers.

It’s not just on the day interactions that forms part of someone’s expectations, but the information you receive in advance which makes things such as travel and security easier and stress free for you.

I have worked on many events now in various roles and as part of each of my roles something that always sticks in my mind is what would spectators expect and what would exceed their expectation? So here’s some of the top things I have learnt about spectator experience:

1. Information in advance

There’s nothing worse than being stuck in traffic and missing the start of an event, so information in advance of an event is key. It is important that information is accurate, consistent and is provided in plenty of time. Spectators need to be able to access travel information no later than when they get their tickets.

There may be some changes to local transport round the venue, whether it’s a change in frequency, road closures/diversions or station closures. For example, during the London 2012 Olympics and Paralympics, Cutty Stark DLR station was closed due to short platforms and it couldn’t take the number of crowds expected. So there was a travel demand management campaign which helped inform spectators of these changes and recommendations instead to avoid on the day disappointment and confusion.

For the UEFA Champions League Final 2017 in Cardiff, information was provided to all spectators in advance through the clubs, the Cardiff2017.wales website and the Cardiff 2017 travel app. The website and app were the key sources of information providing information on all the different modes of transportation and a journey planner providing the options of getting to the event.

They also provided information on security around the city and stadium. By providing information on the bag policy and security checks made spectators aware that they needed to allow plenty of time to get to their seats and enjoy the event.

Another great information tool is high quality maps which can be used in multiple places. For the Rugby World Cup and Cardiff 2017, we used a variety of maps across the website, social media and spectator guides. These provided information on key locations such as the stadium, hospitality, fan meeting points, fanzones and all recommended walking routes between them. This provided everyone with visuals for them to plan ahead and also to use on the day.

On most of the major events I have worked on including London 2012, Glasgow Commonwealth Games, Rugby World Cup 2015 and Champions League Final 2017, In the Round has created and delivered successful travel demand management campaigns which has provided information and awareness to visitors saving them a lot of time and stress before the event.

2. On the day information

Information on the day is also key, there may be some last minute changes, delays or updates that spectators may need to know. During the UEFA Champions League Final we created an app which sent notifications out providing information to individuals e.g. long or no queues at the rail station, and a reminder of the Stadium’s bag policy.

Social media was also a good way to inform spectators on what’s going on and gives people a chance to ask questions with a quick response.

I feel stewards/volunteers are a good source of knowledge on the day of the event. I think it is always good to have volunteers outside the venue, local key transport hubs and within the venue. Providing information in a professional friendly way helps provide a high level of standard that people expect.

3. Customer Service

Which brings me onto customer service and the ‘faces’ of the event! As a spectator you want staff and volunteers to be friendly and approachable, and ideally have a smile! Remember a smile always goes a long way! They are the ones who give you information if you have a problem or enquiry, so to feel you are being listened to and given correct accurate information is important. One of the most memorable parts of 2012 was the public’s response to the Gamesmakers!

I recently worked on the IAAF World Championships at the Queen Elizabeth Olympic Stadium in London in the spectator services team. Our team consisted of hundreds of enthusiastic volunteers all dressed in pink! We did the information points and wayfinding outside the venue, so our team was the first faces you saw. So it was key to provide updated and accurate information to everyone whether it was gate opening times, closest toilets or last train from Stratford. It was also important (and easy!) to keep energy and enthusiasm levels high as we were the welcome party to the IAAF Championships! Even if people didn’t ask questions, we still welcomed them with a ’good morning’, ‘enjoy the athletics’ or a high five with the much sought after foam hands! When the crowds were thinning out as the athletics started we wouldn’t forget those arriving late and our team would create a tunnel for them to walk, run or skip through which the volunteers and crowds loved!

So in summary, I feel the key things to a great spectator experience is information and customer service! Information needs to be provided where possible and be consistent, so that everyone has correct accurate information from the start of their journey right through to the end. Whether it’s information they get with their tickets, what they see on the website and social media, or to road and pedestrian signage on the day, it all needs to be consistent from the very start.

With customer service, volunteers and staff need to be well informed and friendly/polite, remember they are representatives of the event and they are the ones that will be approached and provide spectators with a positive impact on the day. And the enthusiasm you get from a volunteer with a foam hand is bound to put a smile on anyone’s face!!

The road to Cardiff 2017

Thu, 13 Jul 2017 00:00:00 GMT

A story about the challenges associated with running the UEFA Champions League Final 2017.

Cardiff, capital of Wales UK, attracted its largest number of people ever to the City to watch the UEFA Champions League Final. Over 200,000 people came from across the world to watch. An unprecedented change in local travel and effective spectator travel behaviour was required. Read about the integrated transport communications programme we led to deliver a 40% change in local travel behaviour.

Imagine the scene on Saturday 3 June 2017. A City with a population of just over 250,000 having to accommodate over 300,000 local, national and international guests within it’s 2 square mile centre to be part of the world’s most watched single sporting event – the UEFA Champions League Final - between two of the world’s largest football clubs Juventus and Real Madrid. The Principality Stadium (known as the National Stadium of Wales for the event) being the focal point for the excitement.

This City was too small too host such an event they said, this City’s transport system could not cope, they said, and perhaps not surprising. A city with a single already busy mainline railway station, a strategic road network with a known bottle-neck on its approach to the City and a central area with the largest extent of roads closed known in its history plus a modest sized international airport. A City with a chequered history of being able to host large scale events without some sort of road or train disruption. The law of physics says that it should not be possible for an event of this scale and nature to have happened without ensuing transport chaos.

The City was Cardiff and the outcome was better than anyone could have imagined – thanks in no small part to multi-agency planning that went on for many months and weeks in advance.

The event delivery partners - UEFA, Welsh Government, Football Association of Wales, City of Cardiff Council and South Wales Police - had significant concerns before the event about the ability of the City’s transport system to cope with the estimated demand (200,000 being the original estimate) and the potential reputational risk on the capacity for Wales’ capital City to host this and any future global spectacle. With over 200 million people expected to watch the 90 minutes of football it was paramount that sport and not transport hit the headlines.

Whilst investment was made in operational transport solutions including additional high-speed train services to and from London and additional park and ride/walk there remained doubt as to whether the City would cope and in particular whether the 3 hour queues for trains back to London during the Rugby World Cup 2015, or the 25 mile long motorway queues from recent pop concerts, would manifest themselves again.

Recognising that it would be impossible for sufficient additional transport capacity to be created for this demand, and with a little over 18 weeks remaining before this prestigious event, the organisers confirmed funding for a travel demand management programme designed to influence the travel behaviour of event goers and background demand (those in the area but not going to the event) aimed at spreading the demand for across the transport system. The objective being to encourage background demand to avoid potential disruption by travelling at alternative times, via alternative routes, using alternative modes and in some cases by not travelling at all. At the same time it was imperative that event goers understood their travel options and knew the best way to get there.

In the Round were commissioned to develop and then deliver the travel demand management programme for the Event and set about the task. With significant reliance on key stakeholders, in addition to the main partners, including Great Western Railway, Arriva Trains Wales, Cross Country Trains, National Express Coaches, Highways England, Cardiff and Bristol Airports, an integrated programme was then developed. This was done with the support of Steer Davies Gleave who developed a complementary Travel Guide App to aid journey planning and event going.

So, why the reasons for this success? Much was down to the collaborative environment created by our team with key delivery partners and other stakeholders and their willingness to embrace the principles of the programme and play their part in its delivery. A significant amount of the success was due to understanding where the pressure points on the transport system would come and ensuring the marketing and communications activities were geographically targeted to these areas. The success was also due to devising a creative marketing campaign and associated messaging that would resonate with background demand audience in such a way that it placed the importance of changing travel behaviours at the centre of their mind without detracting from the excitement and draw of the event. Finally, the early engagement with the communications teams of the finalist clubs was critical in ensuring that their fans received travel advice and information in a way that would be most well received. The joint working right through to co-located transport communications hub across all main agencies ensured a robust approach right through to and beyond the final whistle.

Plenty was learnt along the way too. Even earlier engagement with the Clubs and others responsible for communicating to the visiting fans would be important, ensuring a consistent spectator experience from mapping received to pedestrian and road way-finding could have been improved, a consistent approach to translation to ensure all advice and information was available in the mother tongue of Club finalists would have been good, as would an even more robust approach to working with the business community across the area to enable them to prepare for the very different operating models that some were faced with.

In legacy terms it is perhaps disappointing the journey planning App created for the event could not have been commissioned in such a way that it could live on, similarly the creative campaign created for the event could have been commissioned in such a way that it could be used for all future events in the City (or at least at the Stadium) and the social media following created for the event could not be more actively captured and worked with post event.

Operationally, greater care could be paid to ensuring local walking and cycling routes and information were maintained and enhanced as much as possible and much closer attention paid to ensuring the wayfinding for pedestrians in particular was much more consistent across the City for spectators.

All in all though with an unprecedented change in travel behaviour of the local community of about 40%, In the Round is proud to have worked alongside its client group to be part of delivering the biggest, busiest event that Cardiff has ever seen. With many trains running at capacity throughout the day, with waiting times at stations well below the target 90 minutes maximum and with traffic levels estimated to be 20% lower than a normal Saturday there is no doubt that the transport marketing communications programme developed by us and delivered in partnership with all agencies had a major influence on ensuring that the 300,000 people in the City that day used transport in the way that worked for everyone.

When taking into account how all aspects of the planning for the event went, from volunteering, to security, to accommodation, to the match itself we hope that the success of the Event will go a long way to ensuring that this fine City (yes I am a Welshman!) has done nothing but enhanced it’s chances of hosting other prestigious Events in the future.

Travelling the Internet of Things

Mon, 25 May 2015 00:00:00 GMT

How might inter-connectivity shaping our places?

The world around the corner is an exciting one. i-Mobility is an advance that excites me hugely. We will soon be able to influence travel behaviours instantly as all facets of our lives become connected with one another. Let's grasp the opportunity and develop clear approaches to maximise the potential presented by the advent of The Internet of Things.

A world where everything is connected to everything.

A pedestrian crossing light will turn green as we approach to cross (phone in pocket), the train or bus will wait a few seconds as it knows we are just around the corner (phone in pocket), the car door will stay locked (as our weighing scales has told it we should walk that regular short journey), the car will tell us to pull in to the next service area for a drink to avoid the traffic up ahead without delaying our journey (as phone congested detected), the car radio will play an advert advising only me to think twice before repeatedly driving the 2 mile journey to work instead of walking (as the car has told the media planning agencies my travel habits), our computer at work telling us that we might as well work for an extra 30 mins (as our usual train has told our computer that it's running behind schedule). And all of this without us having to touch a button.

This will or could all become true in the not too distant future. But who is doing all the thinking to ensure that the connected towns and cities of today embrace the Internet of Things in a comprehensive and strategic way. What potential the Internet of Things to really encourage more intelligent travel behaviour which benefits our health, the environment in which we live and the economy which we rely on.

It's a debate that is starting to fascinate me and while i-Mobility is increasingly being talked about what practical steps are being taken to apply things to the planning of towns and cities across the Globe?

Get in touch if it's an area you wish to discuss more.

What can regular transport planning learn from transport planning for major events?

Wed, 18 Feb 2015 00:00:00 GMT

Nothing because major sports events are not typical. That's the usual response. In this blog we suggest some lessons from recent sports events that transport planning professionals can apply in everyday situations.

Over one third of Londoners changed their travel behaviour during the London Olympics in 2012, over 42% of Glaswegians claimed to have changed their travel behaviour during last year's Commonwealth Games. The media was largely silent on transport, the Games were a success and the Cities continued to flourish. There is also evidence that these changes in behaviour continue. BUT these are major events and so there's no chance of replicating such outstanding behavioural impacts in a normal situation is there. I disagree.

The transport planning fraternity should not be so quick to dismiss what was learnt during these events as being 'special'. There are many experiences from both these events, which we were fortunate to work on, that can apply in a non-Games environment and in doing so help secure mass behaviour change on a scale otherwise unimaginable.

One voice - we live in a world where transport systems are disintegrated, particularly when it comes to communicating with users. Even in London. The manner in which all transport operators came together in both events - or rather the effort that was expended to ensure that all operators saw the value of speaking with one voice to users was key. Glasgow was a great example of where all major transport operators had their chief marketing communications people sat around one table talking about their plans (as much as they felt comfortable with), how they would look to include consistent messages and falling over themselves to work together recognising the potential negativity of not doing so. Which other areas in the UK (or beyond) have a forum where transport communicators get together as a matter of course?

The hook - there is no doubt in my mind that organisers being able to point to a high degree of possible transport disruption arising from the event was key to the changes in behaviour quoted above. What matters therefore is being able to articulate issues to key audiences in such a way that they have high impact. Illustrating congestion impacts with heat maps and (red, amber, green) charts was also key. Why can't the same thing be done in association with impacts of major road works, rail station enhancements and so forth and use these as a catalyst for change. Even the introduction of a new town centre parking strategy can be used as a hook.

Audience segmentation - nothing new hear but when communicating with regular users we must do so in a different way to irregular users. It is much much easier to influence the travel behaviour of (irregular) visitors to an area to avoid busy parts of the network than it is influence regulars who will say 'they know better'. Yes regular users make up a huge proportion of a busy transport network but why not a focus on visitors in communications programmes to influencing travel behaviour - they're much more malleable after all! What is therefore vital is a quality research programme that monitors peoples attitudes, perceptions and actual/intended behaviours.

Have a v isio n - in the case of both events we knew what we needed travel behaviours to look like at Games time in terms of proportions travelling by different modes in order to ensure the area continued to function and that the events were a success. We also knew where we were starting from in terms of intended behaviours. All practitioners should be able to imagine how they want their transport system to be used in a world where their area if economically and socially vibrant. If not then how can a credible case be put forward to funding bodies, stakeholders, media and ultimately users to win attention and then demonstrate progress.

Optimising use of the transport system - the travel demand management programme that accompanied both events showed beyond doubt that with the right information and positioned creatively that people will make better use of the existing transport system WITHOUT the need for hefty investment in new services and infrastructure. London's underground system carried 4.5million people on it's busiest day during the Olympics outstripping the previous record by 1million BUT there was little or no crowding/queuing. Why? Because demand was 'flattened' across the network by time and route. In Glasgow 5 million additional journeys were estimated to have been made during the Commonwealth Games without major congestion - the reasons being the same!

Integrated marketing communications works - it's time for public authorities to better understand and apply how marketing communications in it's complete sense can and should help the electorate to use the transport system in a way that works for everyone. They say that a message needs to be seen or heard by someone at least 5 times before it registers in their consciousness. Whether using social media, digital media, printed media, radio etc careful thought and attention to how best to use each platform must be given. And not as an after thought. And with the right budgets.

There are many more lessons that transport professionals can take from recent events. I'd love to share more and happy to do so. If you're interested to discuss more then please get in touch. "It's not transport that is a threat to our future. It is the failure of people to use the system in the best way."

We try to save polar bears.....don't we?

Wed, 04 Feb 2015 00:00:00 GMT

What is it that motivates those that work in sustainable transport planning to do what they do....here we look at the possibilities.

Last weekend I was chatting to my 12yr old son. He wanted to talk about jobs and saying that he hoped he would grow up to do a job he enjoys. He asked me why I enjoyed my job and then, answering his own question, he said “Is it because you save polar bears dad?”. Nice sentiment I know and it got me thinking – what is (now) the most effective trigger to stimulating a change in travel behaviour?

On the eve of the UK’s Smarter Travel Conference on Thursday and Friday this week in Birmingham I find myself wondering what the balance of discussion will be about the practicalities of implementing individual programmes/interventions against understanding why it is that any changes in behaviour have happened and what that equates to in terms of bang for buck.

As a practitioner and observer of this industry for two decades now (yikes!) it’s been interesting to see how the messaging approach used to stimulate changes in behaviour has evolved Who remembers the early days of arty posters showing a green plush landscape, blue sky’s and the image of a cyclist disappearing into the distance with the strap-line pulling at the environmental heart strings of advocates of ‘green travel’. Altruism.

More recently the conversation has moved on to one of trying to help the business community appreciate economic benefits and using the value of time and convenience to inject individuals with a shot of personal benefit. The latter being a particularly successful approach during the London 2012 Olympics and the Glasgow 2014 Commonwealth Games where the stimulus was about ‘not getting caught out’ and ‘avoiding delays’.

As best I can see the ‘personal benefit’ messages have been the most successful – with 25% of Glaswegians and 35% of Londoners changing their behaviours during their respective Games by way of example. Altruism no doubt has a role to play for some sections of society but I would imagine the impacts are likely to be much less.

If it’s accepted that personal benefit is the key driver then what becomes important is ensuring that the messages that are conveyed through the behaviour change interventions have a credible grounding and are evidenced. Possibly an extreme example but when, during the Olympics, we were able to point to a chart and say if you keep travelling this way you could have to wait up to 2hrs to get on a train – the sell was compelling. There are also other emerging opportunities to use behaviour change creatively – London Bridge station – one of London’s busiest main line stations is currently being reconfigured and will result in some trains not stopping a certain stations. The latter being a hugely impactful message if used in the right way.

The challenge to us all therefore is ensuring that we drill down hard to identify the evidence to create the compelling case as to how that individual’s every day life is or could be affected. Then we should test with the audience their response to different articulations of a message to see which is the most impactful. If it’s not possible to do this then arguably the intervention being pursued is not the right intervention or we have to accept that the impacts will only be marginal.

So, while for many the ‘saving the polar bear’ line of messaging will resonate let us remember that unless the personal benefit of a given course of action can be articulated in a strong, clear and positive way then behaviour change interventions will only ever achieve so much.

Or am I wrong. Is there actually a ‘third way’ that brings together rational and emotional messaging. The suspicion is that the audience is getting tired hearing about how much money or time they could save, or how they could be better using an equivalent amount of time or money in a different way. Is there a new era of messaging on the horizon that links rational goals with emotional motivations in such a way that we can influence huge swathes of society….

I look forward to hearing views.

Sustainable travel behaviour change works

Mon, 02 Feb 2015 00:00:00 GMT

The UK Department for Transport has just released three appraisal reports that confirm (again) that the value for money case for behaviour change schemes is irrefutable. In economic terms the initiatives recently introduced using national funding show hugely positive benefit to cost ratios - the sort of stuff that transport economists purr about.

However, as the UK funding regime shifts to one where local authorities become much more in control of their own destiny in terms of how funding is used is the BCR of a sustainable travel initiative going to be the thing that wins stakeholders over? With Local Growth Funding and Local Enterprise Partnerships how will sensible views be formed of the performance of different types of transport project? Is now the time for local authorities through their stakeholder groups to clearly articulate not so much what they want their transport systems to 'look like' but how they would like those that live, work or play in their areas to use the transport system in a way that ensures the social, environmental and economic future of their areas. We have had transport strategies and transport plans for many years - what we now need is complementary marketing, communication and outreach programmes that enable, persuade and inspire people to use the system in the optimal way.

If you wish to discuss this topic more please get in touch or you can view the Department for Transport's appraisal of it's recent investment in active and sustainable travel here:

https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/347894/vfm-assessment-of-lstf.pdf

https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/348943/vfm-assessment-of-cycling-grants.pdf

https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/371096/claiming_the_health_dividend.pdf

UK Local Sustainable Travel - A step ahead?

Mon, 26 Jan 2015 00:00:00 GMT

In this week's blog and ahead of the UK's 2015 Smarter Travel Conference in Birmingham I consider whether the investment in sustainable travel behaviour change interventions over recent years in the UK demonstrates sufficient progress? Also, what does the future hold as a result? In this week's blog and ahead of the UK's 2015 Smarter Travel Conference in Birmingham I consider whether the investment in sustainable travel behaviour change interventions over recent years in the UK demonstrates sufficient progress? Also, what does the future hold as a result?

By the end of March 2015 the DfT will have invested about £550m in interventions to encourage sustainable travel. Over that period an army of local authority officers have been busy devising and implementing a range of behaviour change projects including travel planning, web-based journey planners, cycle challenge schemes to name but a few.

All the while the momentum within the 'sustainable travel industry' has been growing with local politicians and senior officers on the face of it buying in to the brave new world of behaviour change. Are we now in the rosey new world of 'mainstreamed Smarter Travel' that many of us have been working toward for a number of years? Do things remain slightly too disintegrated? Or in fact do we remain unsure what progress has been made?

I have absolutely no doubt that every single person that has been busily involved in delivering sustainable travel projects in the UK over the last few years is doing so enthusiastically, passionately and wanting and wishing for successful outcomes. I am though less sure as to whether the choice of interventions being pursued, the manner in which they are being delivered and the motivation of all parties is so universally clear cut.

In my work with numerous local authorities up and down the land it is clear that there are many examples of where great things are being acheived - Manchester, Bristol, Southampton and West Midlands being cases in point. What however worries me considerably is that there may be many more examples where the beneficial impacts are more adhoc, where the local political impetus has not been so great and where the urgency to spend money has often got in the way of quality. Finally, how much duplication of effort and resource has there been in some areas - such as web-portals, web-based journey planners, challenge schemes and so forth.

The great news is that the last few years has seen a massive influx of talented, interested, dynamic and committed young professionals into the industry. It is also great to see that in many cases local authorities are now quite comfortable taking the opportunity cast their way by DfT in the move toward localism and it is also great to see that the role of behaviour change interventions is being discussed by many officers and politicians who in the past would have been focusing much more on traditional infrastructure projects.

I am excited by what collectively we can help ensure happens to the sustainable travel behaviour change industry in the coming years:

- a new intake of young professionals will need to be nurtured and supported through expanding or new careers.

- high performing local authorities sharing their experience and knowledge with other local authorities keen to learn more.

- greater collaboration and co-ordination between some regions/authorities to combine resources and ideas (rather than relentless duplicate effort or compete with one another).

- higher incidence of pan-regional/national interventions that will have great impacts than smaller more localised interventions.

I am very much looking forward to the debate at the Smarter Travel Conference in Birmingham a week on Thursday. I hope to hear how programmes of area wide interventions are on there way to achieving credible outcomes.

I am hopeful that the rather negative - we hate shortism funding - undertone of the conference in Bristol a few years ago to mark the start of the LSTF programme, will be replaced by a more positive - we've started well and have a great platform to really make a difference in the future - rhetoric. Let's see....

Large scale construction projects always lead to transport disruption or do they.........

Mon, 19 Jan 2015 00:00:00 GMT

In recent years travel behaviours during major sports events have been influenced using travel demand management (TDM) techniques. What potential is there for TDM to work in other contexts?

Travel Demand Management (TDM) has now been successfully deployed at the most recent major international sporting events in the UK - the London 2012 Olympic and Paralympic Games and the Glasgow 2014 Commonwealth Games. It is also being actively pursued for the England Rugby Word Cup 2015 and the Gold Coast 2018 Commonwealth Games.

It is now widely accepted that TDM is an integral part of ensuring that a transport system continues to operate well during a major event. It is also the case that many cities are now seeing the value of deploying TDM interventions to help overcome the disruption associated with construction of major transport infrastructure projects.

The principles of disruption mitigation based TDM

The key principles of TDM in a major sports event context are to twofold. Frist to encourage existing users to adjust their travel behaviours so as to create additional capacity on those parts of the network required by event goers and second to ensure event goers understand how best to get to their event. In the case of existing users the overall message is straight forward – either re-route, revise mode, retime or reduce your travel and supporting information and advice is provided to enable that to happen.

The principles of TDM for disruption mitigation are similar but not the same. Identify existing users that could be affected by the disruption and identify those for whom there is some flexibility in their journey. Work with this group to encourage them to consider alternative modes, routes or times of travel or indeed if they need to travel at all and provide them with the detailed information and advice in order for that to happen. In doing so the demand for travel is spread to those parts of the network that can accommodate it and so reduce the impact on those whose journeys are less flexible. The overall impact being a city that continues to function and a construction project that continues unfettered.

Case Studies: TDM Disruption Mitigation for Ottawa and London

TDM for the City of Ottawa

In 2008 our consultants led some work for City of Ottawa in connection with the proposed LRT scheme for the City. The road closures associated with the four year construction phase were expected to result in considerable disruption on the City roads affected both highway and transit users. There was local concern that this in turn could lead to an undue impact on businesses, colleges and hospitals across the City.

The work our consultants led resulted in a Travel Choices Strategy for the City that incorporated both a TDM Plan and a Communications and Outreach Plan. The strategy was developed with a view to be integrated with existing TDM activities and with the intention of providing legacy once the LRT was operational. Development of the strategy included a considerable research and stakeholder engagement phase and analysis of travel preferences to inform geographically targeted initiatives, and a cost-effectiveness analysis of TDM measures.

The final programme included improved transit information, an online journey planner, workplace and campus engagement programs, and personalised travel planning for households in most impacted areas. Also included was a detailed communications plan incorporating key audience messaging, outreach tools, tactics and media management.

The LRT (known as the Confederation Line) is now under construction. The outcomes of the complementary TDM programme are awaited with interest.

Travel Demand Management for London

The TDM programme that was delivered during the London 2012 Olympic and Paralympic Games resulted in an unprecedented 35% of Londoners changing their travel behaviours with over 10% of them continuing their new behaviour after the event. Our consultants led the majority of the work covered by that programme including all of the TDM marketing communications, the development and mobilisation of the business engagement strategy and the overall co-ordination of TDM for non-London venues.

Immediately following the London 2012 Games and in recognition of the role that TDM measures have to play in the City, Transport for London introduced a new team within its operations. This team was dedicated solely to the development and delivery of TDM solutions not only for future events but also in connection with major transport infrastructure programmes.

In 2013 and 2014 London successfully hosted a number of major on-road cycling races each of which had associated with it a package of TDM mitigation measures to help overcome the associated disruption arising from road closures. During 2014 Transport for London’s TDM team working closely with the rail industry has been developing and implementing TDM mitigation measures alongside the construction work for the multi-million pound reconfiguration of London Bridge, one of the City’s largest mainline stations. In addition to direct engagement with local employers to understand how they can adjust their operation and that of their staff and visitors to minimise impacts there has been considerable emphasis placed on local marketing communication activities to reach rail users across a wide area.

Smart Cities - A new type of travel behaviour required?

Mon, 12 Jan 2015 00:00:00 GMT

So. Welcome to the first of our regular blogs for sustainable travel professionals. This week I want to focus on the world of Smart Cities prompted by the recent announcement of the UK pilot programmes in a number of our major cities.

The surge in articles on technological advances such as driverless cars is fascinating, equally the talk of smartphone Apps, journey planners and so forth continues relentlessly. Additionally I hear talk of connected spaces, shared spaces and new ways of working. I am though yet to read anything that talks about the user - the poor old user.

In this short opening blog I have a very simple plea. Just like we all need to be educated on the use of anything new let's please not forget the principles of behaviour change.

Yes there swathes of users already adopting these new practices. There are also those that no matter what will never adjust, and never want to adjust, to these new practices. Finally there are those (malcontent) who with the right encouragement and support will gladly adopt these new behaviours.

So, in parallel with the testing and trialling of these new technologies please let's also test new behaviour change, marketing communication, solutions to understand which are best likely to support the transition.