Stress-Testing Success: Why Every Major Event Travel Demand Management Programme Needs a Live Test Event

Maybe I shouldn’t be too fascinated by this, but last week saw an entirely coincidental but relevant coming together of news that highlighted the growing contradiction between transport, sustainability and the success of major sporting and entertainment events. So what were the things on my radar over the last 7 days: the first was an insightful webinar hosted by Modeshift, the UK’s premier membership association for those engaged in sustainable travel planning, focused on spectator and audience travel. The discussion explored how people travel to and from events, the challenges this creates for host cities and organisers, and the opportunities to encourage more sustainable travel behaviour. the second came through the King's Speech, where the UK Government announced plans for a new Sports Bill that will include much greater emphasis on integrated transport planning requirements for major sporting events in the UK, and the third was a newspaper headline from a USA city hosting several matches in the forthcoming FIFA Football World Cup where an official was calling on fans to drive to the stadium. In isolation these things are interesting. Taken together, they feel connected, relevant and significant. For many years, transport has been treated as a logistical consideration that sits alongside an event rather than at the centre of it. Yet anyone who has attended a major football match, concert, festival or international sporting competition knows that the travel experience shapes the entire event experience. Congested roads, overcrowded stations, limited accessibility and poor communication can quickly overshadow what happens inside the venue itself. At the same time, the pressure on towns and cities to reduce emissions and encourage sustainable travel continues to grow. Major events can generate thousands — sometimes tens of thousands — of additional journeys in a short period of time. Without careful planning, the environmental and operational impacts can be significant. That is why the conversations taking place now matter. It also shines a light on the need for all major sports events rights holders to put a microscope on their sustainable travel credentials - particularly for the local journeys to a venue - acknowledging that the debate about international air travel for these events will rage on. The Modeshift webinar discussions in the UK reinforced that good spectator travel planning is not simply about moving people efficiently. It is about creating a joined-up experience that considers accessibility, active travel, public transport integration, safety, communication and behaviour change. Successful events increasingly rely on partnerships between event organisers, local authorities, transport operators and communities. The announcement of a new Sports Bill also signals a broader recognition from UK Government that transport planning should be embedded into how major events are delivered. If implemented effectively, this could help establish clearer expectations around sustainable transport, crowd management and coordination between stakeholders. There is also an opportunity here to think beyond individual events. Investments in transport infrastructure, active travel routes and public transport improvements made for major sporting occasions can leave a lasting legacy for local communities long after the final whistle or closing ceremony. The headline from the USA should ofcourse be taken with a pinch of salt but it does underline a principle. In reality the click-bait was the result of an individual official feeling the need to ‘correct’ what they believed to be a misleading announcement by another stakeholder. What it demonstrated again however is the importance of a collaborative, aligned and consistent view across stakeholders to designing, defining and activating the agreed policy and narrative. Of course, policy alone will not solve every challenge. Delivering effective transport plans still requires funding, collaboration, data sharing and early engagement between all parties involved. But it is encouraging to see the conversation moving in the right direction with the UK government announcement. As the UK continues to host major sporting and cultural events, transport cannot remain an afterthought. It is fundamental to accessibility, sustainability, public safety and overall event success. Linking these priorities can and should help unlock a more holistic approach to funding and governance. This week’s discussions and announcements in the UK suggest that this understanding is beginning to gain momentum — and that can only be a positive step forward which hopefully the industry at large can get behind.

Ho ho ho! Merry Christmas to all! As the holiday season unfolds, one can't help but wonder how Father Christmas manages to deliver presents to every child around the globe in just one night. Well, it all comes down to some clever travel demand management principles! Let’s unwrap the secrets behind how Santa navigates the skies efficiently while ensuring every child’s Christmas wish comes true. Reducing the Need to Travel In the spirit of reducing travel demand, Santa encourages families to partake in local festivities and gifts. "Why not spend time with loved ones without having to travel far?" he suggests. Santa’s elves have been busy crafting ideas for creative local celebrations that bring the community together. They promote sustainable gifting too; rather than shipping gifts from afar, Santa advises parents to consider handmade or local presents. “If everyone reduces their need for long-distance deliveries, I can focus on those who really need my sleigh," he chuckles. Traveling at Less Busy Times Timing is everything, especially during the holiday rush. Santa has a unique advantage: he travels during the night when everyone is asleep! But he’s not alone in this. He coaches families to aim for less busy travel times. “If everyone plans their family visits and shopping on weekdays instead of weekends, it eases the holiday traffic for all. Remember, I’ll be scooting around the globe on Christmas Eve while everyone else is snug in their beds!” Using Alternative Less Busy Routes Another key to Santa’s success is his knowledge of alternative routes. As he flies from the North Pole, he utilizes secret pathways known only to the elves. These routes help him avoid heavy air traffic caused by other holiday travelers. “Why sit in traffic when there are magical shortcuts through the stars?” Santa laughs. He encourages families to explore quieter roads when heading to holiday gatherings. “Taking the scenic route may just lead you to hidden gems instead of traffic jams!” Using Less Busy Modes of Transport While Santa's sleigh is iconic, he also promotes the clever use of less busy modes of transport during the holidays. As Santa says, “Not every trip needs to be made by car or plane! Consider walking, biking, or carpooling with friends and family.” With his sleigh parked, Santa hops on a trendy elf-sized bike, reminding families that switching to alternative modes of transport isn’t just good for reducing holiday rush—it’s eco-friendly too! “Let’s keep the air clear for my reindeer!” he winks. Bringing It All Together So, as you prepare for your holiday travels this season, remember the wise words of Father Christmas. By reducing the need to travel, timing your trips, discovering alternative routes, and selecting less busy modes of transport, you can enjoy a more peaceful and joyful holiday experience. From all of us at In the Round, we wish you a Merry Christmas filled with love, laughter, and delightful travels! Stay safe, spread cheer, and don’t forget to leave some cookies out for the jolly old man—he’ll need them after making all those strategic stops!

As a UK-based travel demand management and major events specialist who has helped deliver mobility for major tournaments, I’m fascinated by what’s about to unfold across the Atlantic. I am also delighted to be playing a small part in it. As many will be aware, in the span of just 7 years, the United States will host: FIFA World Cup 2026 LA28 Olympic & Paralympic Games Rugby World Cups 2031 (Men) & 2033 (Women) This is a truly unprecedented sequence for one country and while the sporting excitement is guaranteed, the fan travel experience is not. The central question: ✅ Can the hosts actively manage travel demand around the events — not just supply — to ensure fans experience predictable, safe and stress-free journeys across vastly different cities while the communities in which they sit have a great time too? The U.S. has real strengths…. A huge private mobility sector that can scale fast Significant Games-linked investment already visible in Los Angeles Commercial innovation partnerships arriving early (rideshare, new mobility pilots, etc.) A mature inter-city rail and coach network A ‘can-do’ attitude predicated by the desire to want to be the best These building blocks matter but consistency is for us the defining challenge . Visitors will navigate a patchwork of systems — from transit-rich metropolitan areas to car-first regions — each with different norms, apps, signage and payment methods etc. What quality assurance measures will be in place, particularly in the case of the multi-city events, to ensure minimums (standards) are met and maximums are aspired to. Travel Demand Management: A key pillar or a budget frivolity? Unlike recent European mega-events where public transport is heavily relied upon and arguably more of a cultural norm, many U.S. host cities cannot simply “build their way” into capacity. That means: the (likely) bdemand challenges of the event should be determined early on and mitigation strategies (including travel demand management) considered Event organisers must influence travel behaviours (both of fans going to the event and residents just going about their everyday lives) , not just provide services Fans need clear transport guidance before they book travel or accommodation Advocacy of the more environmentally friend travel choices if World Rugby, FIFA, the IOC and the host cities wish to lead by example in this respect staggered arrival and departure strategies , off-peak incentives and ticket-timing rules become essential to spread demand, minimise disruption and maximise experience Walking and shuttle-based first/last-mile operations designed as the default And so on In short: TDM must be strategic, not piece-meal . What fans may benefit from hearing early: “Don’t drive — here’s the reliable alternative.” “Arrive between these time windows to avoid queues.” “Use this specific station/gate/hub for your ticket category.” “Walking routes are shortest and safest from here.” Whilst the community at large might benefit from hearing things like: “consider commuting at this time to avoid potential disruption” “why not walk the last bit of your bus journey so those that can’t might have more space on the bus” “why not get your usual deliveries scheduled to happen outside the times disruption could be at its highest” “did you know fans will be in this area from 6am to get ready for the sport – why not open your doors (of your café) a bit earlier than normal so everyone can make the most of it” The message must be consistent, multilingual and pushed globally and locally. Who will own the overall event communications plan (on operational matters) so that internationals receive it, those travelling from across the USA receive it and those that live locally receive it (from the sources they most trust). An aligned pan-Event approach is required that maximises the strengths of local communications partners. Operational reality: It’s all about the peak of the peaks Major-event congestion doesn’t last all day — it overwhelms systems in very short windows . Three major risks stand out: Airport & intercity (car and public transport) surge arrivals compressing capacity into peak days Simultaneous departures after matches leading to gridlock if unmanaged Car-dominant cities where stadium districts lack adequate transit loading space Without proactive TDM: → Fans likely to default to cars, including rideshare options such as Uber → Traffic will become the event story → Local goodwill will evaporate It is worth noting the cultural and political challenges of operating across the US. I may be worth noting that in reality it is not the USA that is hosting these events but rather the individual cities and states within which each will reside. A UK perspective: what “success” looks like Drawing on lessons from London 2012, Rugby World Cups, Euros and Commonwealth Games — consistency comes from aligned policy and behavioural design , not from perfect infrastructure. The recipe for the U.S. could include elements such as: ✅ Event wide mobility playbook : same language, same rules, same warnings ✅ Mode-shift strategies : clear “don’t drive” policies + easy public options ✅ Smart ticketing and event wide bespoke trip planners across host cities ✅ Stadium access zones prioritising pedestrians and shuttles ✅ Predictive crowd modelling + live demand response ✅ Reward early arrivals and spread the peak with entertainment, wayfinding and pricing ✅ Continuous learning transfer from 2026 ➜ 2028 ➜ 2031 ➜33 – but who will do that? These are just a few ideas on how a multi-city nation performs as a single, coherent host. Final verdict: ambitious — but achievable Here’s hoping that the event wide mobility strategies are not just a stitching together of host city plans. Here’s hoping that quite detailed aspirations at an event wide level (for fan travel experience) are clearly articulated so Host Cities have clear guidance against which they can perform and be held accountable. The U.S. has the assets. But fan travel experience consistency will depend on whether travel demand management becomes a national priority , not a local afterthought. If the U.S. gets this right, fans will leave saying: “That was far easier than I expected — everywhere we went.” If not, the memories may be shaped by journeys rather than joy. And that would be a missed legacy for a moment of extraordinary global attention….

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? 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

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

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

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

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