Greater Manchester plays host to some of the nation’s biggest sports fixtures and live entertainment events. From Manchester City home games at the Etihad Stadium to the Parklife Festival, events frequently attract 50,000+ attendees, making spectator and audience travel a central part of the city’s planning strategy.
As active Modeshift Members, Transport for Greater Manchester (TfGM) is leading the way in designing and delivering coordinated travel plans for large scale venues and events, helping to reshape the fan and audience journey from home to venue and back again.
Moving thousands efficiently and sustainably
Speaking at The Modeshift National Convention, Steve Gilholme and Nick Kelly shared the story behind their approach and why collaboration, insight, and innovation are key.
Here we share some of the highlights:
‘Spectator travel is often overlooked,’ says Steve Gilholme. ‘But if you get it wrong, the whole event suffers. Congestion, unhappy attendees, and complaints from the local community it all comes back to travel planning.’
Intelligent planning, real world solutions
TfGM embed travel planning from the outset. The team work closely with venues, local authorities, bus and rail operators, and event organisers, developing audience-centric solutions that go beyond signage and diversion routes.
One standout initiative is the Manchester City Shuttle Bus Scheme, launched in the 2023/24 season and scooping the Award from Innovative Sustainable Travel Project of the Year at our National Sustainable Travel Awards 2024. Using postcode data from season ticket holders, TfGM mapped demand and identified areas poorly served by existing public transport. The result: 17 bespoke bus routes across Greater Manchester and surrounding areas, now expanding in response to user feedback.
The Etihad Stadium, home of Manchester City Football Club, is situated just under 2 miles from Manchester city centre. Fixtures at the Etihad attract just under 54,000 supporters, locally, nationally, and internationally. On a matchday the area around the Etihad Stadium sees an increase in congestion on the highway, with 67% of supporters travelling to fixtures by private car, with the existing public transport system also at capacity.
Nick Kelly said:
‘We quickly concluded that we needed to introduce a bespoke bus option for fans travelling to and from games. For part of the 2023/24 season, Manchester City trialled a new large-scale bus network in partnership with Transport for Greater Manchester. In total, the Matchday bus network saw 17 different routes operating across 100 stops, covering a combined total of more than 340 miles.
We’ve seen a 67% increase in passenger numbers, and we’re not stopping there. We’re refining the service based on feedback and plan to integrate real-time tracking via the Bee Network app.’
Beyond buses, the team continually assesses the wider network impact and coordinate with operators to plan around engineering works, liaising with emergency services, and ensuring events don’t clash across the city.
Impact
- 17 bespoke shuttle bus routes for Manchester City home games
- 67% increase in ridership since launch
- Expansion based on real-time feedback and postcode analysis
- Integration into Bee Network app for better passenger experience
- Collaboration with venues, councils, and transport partners for end-to-end planning
Learning and innovation
What sets TfGM apart is its commitment to measuring what matters. Their planning incorporates user feedback, audience behaviour data, and continuous improvement, an approach that aligns closely with the Modeshift.
What’s Next
Steve Gilholme adds: ‘We finished the 24/25 season operating 23 buses, which generated over 34,000 trips across the season, and is responsible for a 3% reduction in car use on matchday.’
With demand for live events only growing, TfGM has ambitious plans to take their spectator travel model even further:
- Further digitisation of journey planning through Bee Network tools
- Supporting new venue openings with full travel planning strategies
- Sharing learning through Modeshift networks and national guidance
Transport for Greater Manchester is setting a benchmark for how cities can successfully manage spectator and audience travel. By aligning their work with Modeshift STARS, listening to fans, and delivering integrated solutions, TfGM is proving that smart travel planning can elevate the entire event experience.
Join our Modeshift Team Talk Online, for more on Modeshift Spectator and Audience Travel Support.
