Last week’s UK BBC Panorama episode, “E-Bikes: The Battle For Our Streets ”, sparked some controversy by presenting an investigation into the rise of electric bikes in urban environments. Organisations such as Cycling Electric , Cycling Weekly , and the Bicycle Association have responded. The episode faced widespread criticism for inaccurately portraying legal e-bikes and the broader micromobility movement. We spotted some misleading footage and a lack of expert analysis, blurring the line between road-legal e-bikes and illegal electric motorbikes. Along with the organisations mentioned, we believe that such misrepresentations risk damaging public perception of an industry that offers a promising pathway toward more sustainable cities. In a moment that captures the spirit of micromobility’s future, actor Timothee Chalamet recently arrived at the UK premiere of the Bob Dylan biopic A Complete Unknown riding a Lime electric bike . This unconventional entrance at London’s BFI Southbank not only turned heads but also underscored the practicality and accessibility of shared e-bike schemes in urban settings. Chalamet’s choice to cycle to the premiere, despite the ensuing £65 fine for improper parking, demonstrates how shared micromobility can address real-world challenges like traffic congestion while making a bold statement about sustainability. As cities like London continue to embrace shared micromobility options, moments like these highlight their potential to shape a cleaner, more connected urban future. The episode and subsequent reactions underline the critical need for accurate, balanced discussions about shared electric micromobility solutions, including both e-bikes and e-scooters. At In the Round, our blog below aims to clarify facts, highlight the benefits and challenges of shared micromobility, and explore what lies ahead for these schemes worldwide… Photo source: Sky News

As a consultancy dedicated to promoting sustainable travel, In the Round recognises the critical importance of transforming how people choose to travel, not only for personal benefit but also for societal well-being and the health of our planet. England’s Integrated National Transport Strategy (INTS) – Call for Ideas presents a great opportunity to contribute ideas that can inspire lasting behavioural change in travel choices across the country. The INTS aims to create a unified, user-centric transport network by improving connectivity across different modes of travel, enhancing local infrastructure, and ensuring long-term sustainability. This call for ideas, open 30 January 2025, encourages individuals, communities, and organisations to share insights and innovative approaches that can help shape the future of transport in England. We set out our ideas below: National travel behaviour change marketing communications campaign Our initial observation is that language around the INTS is very much about networks and not people. There is an opportunity to help influence travel behaviours of individuals (and organisations) so that the networks that are available are used in an optimal manner. The lack of a person centric approach from the outset is interesting. We would like to see a Department for Transport defined, designed, funded and delivered strategic behaviour change marketing campaign for the nation front and centre of the ambitious goals within the INTS. The campaign should champion a pro-choice approach, encouraging individuals to make informed travel decisions that best suit their needs while considering personal health, environmental impact, and broader societal goals. Central to this initiative would be an evidence-based approach founded on behavioural science, specifically using the COM-B model of behaviour change. This approach will enable the development of tailored strategies for different audience segments and localised campaigns, ensuring relevance and effectiveness across diverse communities. But a national campaign must lead the way. Key objectives: National framework with local flexibility: Establish a cohesive national framework that supports local authorities in developing bespoke campaigns tailored to regional needs. This approach ensures consistency while promoting innovation at the local level. Learning from success: The Welsh Government’s 20mph scheme serves as a prime example of how national policies can drive local behavioural change. Similarly, sustained high-profile campaigns, such as those for seatbelt usage , drink-driving prevention , and smoking cessation , have demonstrated the potential for meaningful shifts in public attitudes. Cross-sector integration: Recognising the interconnected nature of sustainable travel with other sectors is crucial. For example, initiatives aimed at reducing the environmental impact of online shopping and courier deliveries could be integrated into the broader strategy, amplifying the campaign’s impact. Photo source: Glamorgan Star

Challenges associated with sustained behaviour change As the festive season begins and people consider their New Year’s resolutions alongside the UK’s National Transport Strategy’s call for ideas , it’s an ideal moment to explore how to make change endure beyond the holidays or temporary campaigns. Achieving meaningful, lasting behaviour change remains a significant challenge, especially in transport and travel demand management (TDM). While short-term campaigns can spark initial interest, they often fall short of embedding long-lasting habits. For change to stick, campaigns must address deeper, systemic issues and foster long-term commitment from all stakeholders. This blog explores the preconditions for success, from long-term funding and organisational buy-in to tailored communications and supportive infrastructure. We will also examine the pitfalls of short-term thinking, where behaviour change risks becoming a fleeting trend rather than a permanent shift. Issues associated with short-term thinking Short-term, one-off campaigns often fail to deliver sustained impact. For example, TDM efforts tied to major sports events may achieve impressive results during the event but struggle to leave a lasting legacy. These initiatives tend to focus on immediate outcomes, with any long-term benefits being coincidental rather than planned. This trend has been observed worldwide, with one example being the Rio 2016 Olympic Games. In preparation for the event, the government introduced four new bus rapid transit (BRT) lines to connect the two main Olympic venues. However, post-event studies revealed that these transit lines were not designed with long-term legacy considerations. They were poorly integrated with the surrounding areas and exacerbating territorial segmentation along the corridors. A 2017 study further highlighted that the elimination and rerouting of numerous standard bus routes in the city had reduced the average accessibility to jobs and schools via public transport compared to three years earlier. Image reference: TheCityFix

COP29, the UN Climate Change Conference, held from 11 November – 22 November 2024, in Baku, Azerbaijan, focussed on advancing global climate negotiations and strengthening commitments under the Paris Agreement, and marked a pivotal moment for the tourism industry. For the first time in COP history, tourism gained official recognition, highlighting its dual role as a significant contributor to climate change, responsible for 6.7% of global greenhouse gas emissions in 2023, and a sector with enormous potential to drive positive change. As COP29 focussed on cities, transport, and tourism, key declarations and initiatives highlighted the urgent need for sustainable travel solutions, particularly in destinations where tourism is deeply interwoven with local economies, live events, and natural landscapes. The end of November also served an important reminder of this during the UNs World Sustainable Transport Day. A call for sustainable tourism Tourism connects people with iconic destinations, from the beaches of the Mediterranean to natural wonders like the Lake District National Park. These visitors often come for live events such as arts, culture, music, and sports, which contribute to the economic and cultural vibrancy of the area. Yet, the environmental and social impacts are mounting, from congestion in historic cities to pollution in pristine environments. The COP29 Declaration on Enhanced Climate Action in Tourism provides a pathway to reimagine tourism through five strategic focus areas: measurement, decarbonisation, regeneration/adaptation, collaboration, and finance. In parallel, the COP29 MAP (Multisectoral Actions Pathways) Declaration for Resilient and Healthy Cities underscores the importance of sustainable urban transport and infrastructure, which directly affects visitor access to key destinations and venues. Key travel challenges and opportunities for tourist destinations Tourist hotspots face unique challenges related to travel: High emissions from air travel Air travel is a significant contributor to global greenhouse gas emissions. Many tourists rely on flights to access destinations, especially those in remote or international locations. The carbon footprint of air travel poses a challenge for destinations aiming to reduce overall environmental impact. High visitor numbers Popular destinations hosting festivals, sporting events, or cultural gatherings often attract large numbers of visitors. Increased car use, traffic congestion, and parking demand are common side effects, which can disrupt local communities and ecosystems. Peaks of visitor demand Tourist hotspots often experience surges in visitor numbers at specific times of the day, week, or year. For example, beaches might see a rush of people in the mornings, while festivals or attractions may lead to high concentrations of visitors during events. These peaks can strain transport systems, parking, and local amenities. Tourist numbers also often peak seasonally, such as during summer holidays. These fluctuations can overwhelm local transport systems and infrastructure, leaving them underutilised at other times of the year, which impacts sustainable operations and funding. Mode choice and capacity constraints While traffic congestion and parking pressures are common in many tourist areas, public transport systems also face challenges. High demand for trains, buses, and other modes of shared transport can overwhelm capacity, particularly during peak times or in destinations with limited services. Geography and concentration of visitors Certain destinations see disproportionate numbers of tourists flocking to specific points of interest, such as landmarks, viewpoints, or cultural sites. This uneven distribution of visitors can lead to localised congestion, infrastructure wear and tear, and a diminished visitor experience. Limited sustainable travel options Rural and natural destinations, as well as areas hosting live events, frequently have underdeveloped public transport networks. This leads to a reliance on private vehicles, which exacerbates congestion and emissions. Balancing accessibility and conservation Many destinations face the dual challenge of welcoming tourists while preserving natural or cultural heritage. Increased vehicle access and infrastructure development can degrade the very landscapes or experiences that attract visitors in the first place. However, these challenges also provide opportunities to rethink and enhance travel strategies. Priority should initially be placed on influencing travel demand, to make the most of the existing transport network before considering costly infrastructure investments. Actionable steps for sustainable tourism at key destinations include: Strategic planning and policy development: Develop tailored sustainable travel plans: These can be created for specific destinations and broader areas. For instance, In the Round is currently involved in creating a travel plan for Holy Island in the UK, incorporating comprehensive strategies to manage local travel demand while minimising environmental impact. Visitor capacity management: Implement timed entry systems or booking platforms to manage crowds during events or peak tourist seasons. This reduces environmental stress and ensures a better visitor experience. Strengthen policy support: Advocate for funding and policy support to enhance sustainable transport infrastructure, such as EV charging networks and secure cycle storage. Foster cross-sector collaboration: Work with tourism boards, transport authorities, and local event organisers to align goals and resources effectively. Collaboration is crucial for implementing sustainable travel strategies at scale. Marketing, engagement and education: Encourage local engagement: Positioning attractions more in the minds eye of local residents. Target marketing campaigns for destinations should consider accessibility and proximity. For example, advertising campaigns could focus on attracting regional visitors instead of encouraging long-haul travel unnecessarily. This reduces the need for long-distance travel, increases the likelihood of active travel and public transport being a more viable option and supports local economies. Visitor information and website audit: Visitor attractions should review their websites to ensure they provide consistent, accurate and comprehensive travel information. Priority should be given to displaying details about public transport and active travel options above information on car travel and parking. Introduce incentives for sustainable travel: Like discounts or free public transport passes for tourists attending events or visiting attractions. Rewarding sustainable travel choices can motivate visitors to opt for greener modes of transport. Incentivise group travel: To reduce the volume of vehicles on the road, group travel incentives can include discounted transport passes, group rates for events, or priority access to attractions. Promote low-carbon travel packages: Partner with transport operators to offer bundled tickets that include public transport to and within destinations. These packages can make sustainable travel more convenient and affordable. Educate visitors on sustainable travel: Providing pre-visit or pre-event information and / or a journey planner that highlights sustainable travel options, such as train routes, park and ride facilities, and walking tours. Share this information early and maintain consistent communication throughout ticket sales and event planning. Infrastructure enhancements: Improve public transport access: Developing robust sustainable travel links to major tourism hubs and event venues. Increased bus, train and tram services, park-and-ride schemes, and integrated ticketing systems can help reduce reliance on private vehicles. Enhance active travel infrastructure: Expand car free paths and trails to encourage cycling, scooting, and walking. Dedicated bike and scooter lanes and pedestrian routes not only reduce emissions but also enhance the visitor experience. Invest in greener transport options: Adopt electric or hybrid shuttles for guided tours, event transfers, or trips between venues and accommodations. This reduces emissions and aligns with sustainability goals. Spotlights: St Michael’s Mount in Cornwall: Has implemented a range of demand management measures to ensure a sustainable and enjoyable experience for visitors while protecting the local environment and community. A key initiative is the introduction of ticket-only access during peak summer periods, helping to manage the flow of visitors and reduce overcrowding.  Photo source: St Micaels Mount

Photo source: @scottakoz Awards and accreditation play a critical role in inspiring innovation, fostering collaboration, and encouraging organisations to adopt sustainable practices. They serve as a powerful mechanism to spotlight success stories, create replicable models, and recognise the efforts of individuals and organisations that are making a meaningful difference. At the Modeshift Convention 2024 in Leeds last week, this theme took centre stage, demonstrating how awards and accreditation can be catalysts for action. At In the Round, a proud partner of Modeshift for several years, we value the convention and its awards programme for highlighting the importance of recognising leaders who drive change. As a consultancy focussed on sustainable travel and audience behaviour, we understand that awards and accreditation motivate organisations and individuals to innovate, compete, and continually improve, whether through community initiatives, large-scale events, or grassroots projects. Celebrating sustainability champions The Modeshift Awards Night last week provided a platform to honour organisations and individuals who are setting new standards in sustainable travel and community mobility. From city-wide schemes to smaller, targeted projects, this year's winners demonstrated what’s possible when ambition meets action. Highlights included Manchester City’s matchday bus programme and Dragons RFC’s ‘Eco Dragons’ collaboration with partners such as Cardiff University and PledgeBall, both of which integrated sustainable travel into fan experiences while achieving measurable environmental benefits. Alongside several others, Lambeth Council was also celebrated for its inclusive active travel initiative , which supports underrepresented communities in overcoming barriers to active travel. These awards do more than recognise success, they inspire others to follow suit. By showcasing tangible outcomes, such as reductions in CO2 emissions or improved accessibility, they demonstrate the impact of sustainable travel initiatives and encourage wider adoption. The value of accreditation Beyond awards, accreditation systems play an equally vital role in fostering progress. They provide organisations with a roadmap for continuous improvement and an objective framework to measure success. For instance, Modeshift STARS , a UK-wide accreditation scheme, helps schools, businesses, and local authorities develop and implement sustainable travel plans. This approach not only drives behaviour change but also creates a sense of accountability, ensuring that progress is both measurable and meaningful. The Association will in the coming year be extending this to encapsulate the spectator and audience travel theme also. Accreditation has demonstrated its effectiveness in driving sustainability across various sectors, providing tailored programmes designed to meet specific needs. For instance: Sport : BASIS’ Sustainable Sport Certification Scheme acknowledges the sustainability initiatives of sports venues and clubs across the UK, covering areas such as waste reduction and promoting sustainable audience travel. The scheme benchmarks performance through detailed reports and gap analyses, highlighting opportunities for improvement. This programme drives meaningful progress within the sports sector. Festivals and cultural events : A Greener Festival (AGF) Certification evaluates the environmental impact of festivals and cultural events globally. Covering areas like energy, waste, water, and transport, the programme helps organisers reduce their footprint and engage audiences. Global Event Management : ISO 20121 is an internationally recognised standard for sustainable event management. Adopted by major events like the Olympics and FIFA World Cup, it integrates sustainability into every aspect of event planning and delivery, setting a benchmark for excellence. Cultural venues : The Julie’s Bicycle Creative Green Certification supported theatres, museums, and cultural spaces in the UK. By providing tailored tools and assessments, it enabled venues to measure, improve, and showcase their commitment to sustainability. Education : The Eco-Schools programme encourages schools worldwide to adopt sustainable practices, with certification levels that guide their journey from beginner to leader. Such systems create a ripple effect, motivating organisations to strive for higher standards while gaining recognition for their efforts. Integrating awards and accreditation into sustainable travel At the Modeshift Convention, the intersection of awards, accreditation, and sustainable travel was a recurring theme. A standout session on sustainable spectator and audience travel, hosted by In the Round co-founder and Modeshift board member Jon Foley, illustrated how these frameworks can drive meaningful change. Representatives from the Department for Transport (DfT), UK Sport, and other organisations emphasised the importance of clear policy frameworks for spectator travel, while clubs like Manchester City and Dragons RFC demonstrated the operational, commercial and fan experience benefits of their sustainable initiatives. These projects, supported by tools like accreditation systems and marketing campaigns, have significantly shifted travel behaviours, saving over 600,000 kg of CO2e in the case of Dragons RFC alone. A catalyst for broader change Awards and accreditation don’t just celebrate success, they create momentum. By recognising achievements and offering structured pathways for improvement, they foster a culture of collaboration and continuous progress. Within sustainable travel, these tools are vital for building stakeholder engagement and aligning efforts toward shared goals. They ensure that progress is not only celebrated but also sustained. STRIVE’s Commitment For In the Round, events like the Modeshift Convention are more than just an opportunity to network, they’re a chance to learn from the best, refine our strategies, and deliver even greater impact through STRIVE , our consultancy service aimed at addressing sustainable spectator travel. By participating in awards panels, facilitating sessions, and collaborating with industry leaders, we help organisations integrate these lessons into actionable plans. From large-scale events to community-focused initiatives, we believe that awards and accreditation are essential tools for advancing sustainability and driving change. If you’d like to learn more about our work or explore ways to get involved in next year’s Modeshift Convention, get in touch with us at hello@intheround.global

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.