Mobility: the often-overlooked pillar of your event

Before you book a single shuttle, create an accessibility profile for your location. Start by asking yourself three questions: How do guests get there by car? How do they get there by public transportation? And what are the potential bottlenecks upon arrival and departure?

Car: How many parking spaces are available at or near the venue? Is there a parking garage nearby? What are the costs? Is there space for tour buses and minibuses? Are there charging stations for electric cars? These may seem like minor details, but they determine whether or not your guests arrive feeling comfortable.

Public Transportation: Which train and bus stations are nearby? How far is it, and how long does it take to walk there? Are there buses or trains running after the event ends? This is a detail that many organizers overlook: if the event ends at 11:30 PM and the last train leaves at 11:15 PM, you’ve got a problem.

Traffic issues: Are there any traffic patterns around the venue that might disrupt your peak arrival times? A market, school dismissal, or another event taking place that same evening? Check with the local government or venue for known traffic issues.

A shuttle isn't just an option—it's sometimes the only solution. Especially if your location is difficult to reach by public transportation, has limited parking, or is located outside an urban area.

When should you arrange a shuttle service? If more than 30% of your guests are coming from far outside the venue. If the event ends after the last public transportation connection. If you want to consolidate transportation to encourage sustainable choices. If you expect guests who don’t have a car or don’t drive (seniors, people who drink).

How do you organize a shuttle service? Choose a central departure point that is accessible by train or subway: a major train station or a park-and-ride location. Schedule multiple departure times: arrival 30 minutes before the event starts, and departure in two time slots after the event ends. Clearly state the times in the invitation and in the reminder email. Anyone who misses the shuttle should know what their alternative is.

See also: Event transportation: a rundown of your options →

A parking plan isn’t just a map with a “P” marked on a spot. It’s a description of how you organize the flow of traffic: how many cars you expect, where they’re going, how they’re directed, and what the policy is when the parking lot is full.

Start by doing the math: how many guests are you expecting, and what is the average number of people per car? For a business event, assume an average of 1.8 people per car. With 400 guests, that amounts to approximately 220 cars. Next, count the available parking spaces: the venue’s own parking spaces + nearby parking garages + any temporary parking lots.

If the venue lacks sufficient parking capacity, there are three solutions: a park-and-ride arrangement with a shuttle service, directing guests to nearby public parking garages (with a discount via a parking pass), or actively promoting public transportation alternatives. Always include parking recommendations in the invitation. Guests who arrive without prior information and then have to search for parking are immediately frustrated.

On the day of the event: station parking attendants at the entrance to actively direct traffic. Don’t rely on signs alone—have people visible on-site. This creates a sense of calm and prevents chaos on the road.

The best transportation plan only works if your guests actually use it. And they’ll only do that if they’ve received clear instructions in a timely manner.

Provide transportation information at three key points. First: in the invitation. Include a brief “Accessibility” section with parking recommendations, public transportation directions, and, if applicable, shuttle details. Second: in the reminder email sent 48 hours before the event. Repeat the transportation information, add a link to the route, and list the shuttle times again. Third time: on the day of the event, at the entrance. Set up signage for parking areas and shuttle boarding points.

You might also want to consider creating an event app or a simple landing page with all the transportation information. Guests who are on the go want to be able to quickly look something up on their phones. A page with shuttle schedules, the parking address, and a Google Maps link will suffice.

In practice, a transportation plan is too often treated as an afterthought. It is left up to the venue, vaguely communicated to guests, or arranged at the last minute. This is evident—literally, on the road in front of the venue.

At Live Impact, we incorporate transportation planning as an integral part of our production process. We analyze accessibility, determine whether a shuttle service is necessary, manage parking communications, and ensure that guests know where to go before the event. On the day of the event, we coordinate the shuttle service and assist parking attendants.

Read more: Crowd control at your event: how to manage the flow of people →

Guests who arrive smoothly start your event on a positive note. Guests who leave smoothly take that positive feeling home with them. Mobility is the driving force behind the experience.

Wil je hulp bij het maken van een vervoersplan voor je evenement? Wij denken mee. Neem contact op via philip@live-impact of bel ons op (085) 401 401 4.

Seriously Fun.