Spectator and Audience Travel Guidance
Our Spectator and Audience Travel Guidance is designed to help organisations in the sport, arts, culture and live entertainment sectors develop and implement an Audience Travel Plan, to enhance their attendees’ journeys to events.
This Guide, and the accompanying Case Studies, are freely available to all, and are complemented by supporting tools and training to bring the guidance to life.
The Guide is divided into five sections, making it easy to navigate. We recommend you follow each section in sequential order. And, whilst the full benefit is only likely to be realised if all aspects are applied, there are cases where a venue (or supporting organisation such as a local authority) may only need to focus on discrete sections.
Who’s it for?
This Spectator and Audience Travel Guidance is primarily for individual venue owners or operators (for example a sporting club at a stadium); and/or organisations delivering an event within a specific venue. In some cases it can be used by transport agencies and relevant partner organisations.
Why implement an Audience Travel Plan?
A Travel Plan is a strategic plan of action designed to enhance journeys made to and from a location, including workplaces, education establishments, healthcare settings, venues, and other community sites. An Audience Travel Plan applies to the travel measures around a particular venue or event such as sports events and concerts.
In short, an Audience Travel Plan can enhance fans’ experience, whilst cutting overall carbon emissions. There are many more benefits too:
Happy fans
By getting the operational aspects right, the flow of people to and away from a venue/event can be greatly improved – enhancing the ‘fan’ experience and engendering loyalty to your venue or events.
Reduced carbon footprint
On average, travel constitutes 70-90% of an event’s carbon footprint. And leisure travel makes up over 25% of all journeys across the UK. So the overall impact of audience travel is huge. An Audience Travel Plan helps reduce carbon emissions and offers an environmentally friendly suite of solutions.
A better reputation
Sustainability is an increasing priority in society and audiences, participants and investors are on the lookout for venues contributing to a better world.
Social impact
At a grassroots level a venue or event leading by example sends a hugely positive message to their community. By carrying sustainable travel behaviours into their everyday lives, the wider legacy benefits of action are clear.
Save money
Reducing your carbon footprint often comes with using, spending, wasting and buying less – ultimately costing you less.
Commercial opportunities and partnerships
More and more organisations want to be associated with those establishing strong sustainable credentials.
Get ahead of regulation
Becoming a sustainable venue now will stand you in good stead and cause less stress in the future. Eventually, all organisations will be required to operate in a more sustainable way across all aspects – including those in Scope 3 (which includes fan and audience travel).
It matters
Organisations in the sports and live entertainment sector are social organisations and can benefit from being at the heart of the big debates of our time. By engaging in sustainability practice, you are staying socially relevant in a changing society.
The case for an Audience Travel Plan is clear. This Guide will help you further understand why enhancing journeys is key; how to facilitate reduced travel emissions; and increase active travel options for those attending all manner of venues and events.
Spectator and Audience Travel Guide
Guidance for representative bodies and government agencies active in the sport, entertainment and cultural sectors
Spectator and Audience Travel case studies
