Insights from Glasgow and Edinburgh Summer Sessions
Delivering large-scale live music events brings complex challenges around audience arrivals, experience and operations. With tens of thousands of people travelling over short timeframes , often to temporary or non-central event sites – organisers need clear visibility of how people plan their journeys and where pressure points emerge.
In 2025, DF Concerts & Events worked with ‘You. Smart. Thing.’ across Glasgow and Edinburgh Summer Sessions to better understand audience travel behaviour and explore how clear, event-specific information can support more confident and informed journeys.
38,000+ travel plans. Two major events. Clear results.
From planning to impact
Across Glasgow and Edinburgh Summer Sessions, personalised, event-specific travel planning was deployed at scale – generating 38,000+ personalised travel plans and providing clear insight into how audiences actually travelled to each event. Rather than relying on static travel advice, the case studies explore how clear, tailored information and strong pre-event communications can actively influence audience behaviour, supporting tens of thousands of journeys, nudging audiences towards public transport and lower-carbon options, and translating engagement with travel information into measurable insight that closely aligns with post-event reporting.
What the case study uncovers
Rather than presenting travel advice as a static add-on, the case study explores how clear, event-specific information, shared at the right moments, can shape audience decision-making at scale.
They look at how personalised travel planning was embedded into pre-event communications, how audiences engaged with that information, and how organisers gained clearer visibility of travel patterns across two large, complex live events.
”"Working with DF Concerts across both Glasgow and Edinburgh Summer Sessions shows
Chris ThompsonCEO, ‘You. Smart. Thing.’
what’s possible when travel is treated as a core part of event planning rather than an afterthought..."
What you’ll find inside
- How travel planning was deployed across two major events in different locations.
- How engagement with travel information translated into real-world behaviour change.
- How data from the travel assistant aligned with post-event reporting.
- What organisers learned about audience arrivals, demand and travel choices.
Together, the insights show what’s possible when travel is treated as part of the event journey – not an afterthought.
Why it matters
For organisers, audience travel is one of the biggest contributors to impact – and one of the hardest areas to influence meaningfully.
This case study shows how clearer information and better timing can support more confident journeys for audiences, while giving organisers the insight needed to plan, evaluate and improve future events.
To explore the full data, insights and outcomes from Glasgow and Edinburgh Summer Sessions, access the complete DF Concerts & Events case study below.
Access the full case study
Produced in collaboration with DF Concerts & Events, based on live event deployments in 2025.
