After a faltering start to the 2020 ’ s for major events , the UK and in particular its West Midlands region emerged from Covid lockdowns with spectacular and unprecedented success . The city of Coventry played host to a dazzling array of events during its extended tenure as UK City of Culture 2021 , Radio 1 ’ s Big Weekend launched a much-anticipated 2022 festival season , and athletes and spectators from 72 different nations and territories attended the Birmingham 2022 Commonwealth Games . A legacy of excitement and achievement remains in the air across the UK and beyond as a result of the West Midlands extending a traditionally warm welcome to the world . However , the international mix of diverse jaw-dropping entertainment and outstanding sporting achievements are far from its only legacy .
Maximising Visitor Experience Whilst Minimising Carbon Emissions
It is widely acknowledged that we are still in the eye of the storm when it comes to the global climate change emergency . That ’ s why safe , secure , low-carbon travel for audiences , artists , performers , spectators , athletes , and officials were a key feature of the overarching West Midlands Combined Authority ( WMCA ) travel demand management strategy for its venues and events .
Working with Birmingham-based ‘ You . Smart . Thing .’, WMCA , which comprises twelve local authorities and three Local Enterprise Partnerships , has delivered some of the most sustainable major events yet – deterring people from driving by including public transport in spectator tickets , for example , providing shuttlebus options , and encouraging as many people as possible to take active forms of travel such as walking and cycling . The aim was to champion lower-carbon modes of transport , physical activity and wellbeing through active travel , whilst supporting the ambition to create a carbon-neutral legacy for event organisers , the wider region , and the UK .
The technology and infrastructure put in place to manage travel demand , for both residents and visitors , created an opportunity for the UK to showcase its world-leading capabilities in addressing climate change by setting an example of best-practice in achieving low-carbon visitor travel to major events , in parallel with net socio-economic benefits .
Laura Shoaf , CEO , WMCA explains :
“ We ’ ve worked to ensure that the West Midlands remains a beacon of hope and inspiration , creating a legacy of cultural and economic benefits whilst playing host to visiting nations and international sporting achievements that inspire health and wellbeing .”
Personalised Low-carbon Travel Plans
‘ You . Smart . Thing .’ ( YST ) is an internet-based journey planning , travel assistant and travel demand management service . It offers visitors to venues and events a tailored travel experience from sofa-to-seat . The platform enables operational teams to dynamically manage multiple audience arrival times , entry and exit points , and to moderate people-flow and minimise overcrowding based on tailored routes , seating areas , individual preferences , and access needs .
Image : The ‘ You . Smart . Thing .’ travel assistant and travel demand management service .
Curated low-carbon travel plans created in the YST platform around UK venues and events nudge visitors to make lower carbon travel choices . YST worked with Transport for West Midlands ( part of WMCA ), and transport partners to enable visitors to the region to create personalised travel plans alongside their event tickets using its dedicated travel assistant service , which was embedded in event websites , mobile apps , and in marketing communications .
Behind the spectacles of artistry , athleticism and awe that the world enjoyed during the post-lockdown dawn of a brave new decade , YST ’ s travel assistant technology delivered tailored routes that dynamically combine low-carbon travel demand management rules for host venues and specific events with people ’ s individual travel requirements . For the Birmingham 2022 Commonwealth Games , map layers were added showing where ticket holders could access free public transport , Birmingham ’ s clean air zone , the locations of official taxi ranks and the cycling and marathon road-race routes .
Equality , diversity and inclusion , and sustainability features , such as step-free and accessible travel options alongside the carbon impact of different journeys , are incorporated in the next generation wayfinding technology , explains YST CEO , Chris Thompson :
“ During Covid we worked with West Midlands 5G , Sport England and Connected Places Catapult to research and develop extensions to our core platform . We enabled people ’ s travel requirements to be securely shared across the events ’ ecosystem , including anonymised data being provided to transport operators to help them forecast and manage capacity . This means venue and event stakeholders can deliver personalised travel assistance and wayfinding , monitor and influence responsible travel choices , and whenever possible , promote active travel .”