Sustainable fan travel: audience Q&A
In the concluding Q&A from SEA’s Shared Ground webinar on sustainable fan travel, speakers respond to audience questions about communications, planning for changing event locations and encouraging carpooling.
Drawing on examples from Wimbledon, The Open and other major events, the discussion explores practical ways to help fans make informed travel choices.
Key topics include:
Taking ownership of travel communications, with the venue or event providing a trusted source of information developed alongside transport providers and local authorities.
Reaching fans through the right channels, using communications they already engage with, from ticketing emails and websites to apps and Instagram Stories.
Tailoring advice to different audiences, recognising that regular attendees with established habits need different prompts from first-time visitors.
Keeping journey information current, as event locations, entrances, road closures, transport services and venue layouts change.
Encouraging carpooling, through relevant journey planning options and practical incentives such as preferential parking locations or pricing.
The panel also discusses why travel advice should begin when tickets are purchased and be reinforced as the event approaches.
A recurring message is that effective travel planning depends on understanding your audience, coordinating with partners and making suitable options easy to find.
Watch the presentation below
