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.

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.

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.

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.

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.

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.

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 .