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.

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.

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.