Wolverhampton Wanderers & End of Season Promotions Parade

When Wolverhampton Wanderers FC were promoted to the Premier League in 2018, Stadium was hired by the club to provide security for their promotion parade after having worked with the club since 2017.

Initially, Stadium were hired by the club to provide stewards and SIA security personnel on match days, but were soon asked to provide a traffic management strategy on match days also.

Due to Stadium’s success in keeping Wolves fans safe on match days and improving their overall experience, City of Wolverhampton Council hired the firm to provide security and barriers for its promotion parade.

 

The Challenge

When Wolves were promoted to the Premier League, the club wished to share their success with their fans by having the team parade around Wolverampton City Centre in an open top bus.

Around 80,000 attendees were expected to turn out to watch the parade, so it was crucial Stadium developed an effective strategy to make sure the team and everyone attending enjoyed the event in safety.

It was important to block off the bus’s route from vehicles, while also allowing fans to get relatively close to the bus so they could cheer on the players and enjoy the event.

The bus also had to follow the route at a certain speed for the safety of the crowd, which was another challenge for Stadium.

Finally, it was crucial to ensure fans leaving the parade once it was over did so in a safe and efficient manner.

 

The Work

After meeting with both Wolverhampton Wanderers and City of Wolverhampton Council to discuss the route, it was clear a lot of protection was needed to keep fans safe.

Stadium had to deploy a record number of hostile vehicle mitigation (HVM) barriers across the route to secure it – 130m of ATG Access Surface Guard barriers were deployed in six strategic locations in the city centre.

This meant unauthorised vehicles were unable to access the route, but fans on foot were still able to get relatively close to the bus and the players so they could cheer their success.

The bus was escorted around the route by one of Stadium’s trucks, which made sure the bus travelled around the route at a particular speed, allowing fans to be able to see and cheer on their favourite players for enough time.

It also prevented fans rushing around to see the parade, which could have caused safety issues.

Once the parade was over, Stadium’s experienced stewards ensured fans dispersed in an orderly and safe manner, preventing any serious crowd build-up which could have presented safety issues.

And when all fans had safely left, Stadium was able to dismantle the barriers and pack them away very quickly, meaning Wolverhampton city centre could get back to normal as soon as possible.

The Results

The parade ran incredibly smoothly thanks to Stadium’s preparation and its effective deployment of HVM barriers.

All fans were able to easily see the players and enjoy the day, which contributed to a fantastic atmosphere.

Fans were able to leave smoothly thanks to Stadium’s stewards making sure there were enough exit points.

 

Burnley FC

Stadium has been working with Premier League football club Burnley F.C since the company was founded as StadiumTM in 2009.

The company is the primary provider of crowd management and traffic management requirements for the club at the Claret’s home stadium Turf Moor.

Stadium’s traffic management services were first put to the test in a friendly against Leeds United in August 2009 and the company has since added the deployment of Hostile Vehicle Mitigation (HVM) barriers.

Services are also provided inside the stadium, ensuring crowd safety and providing customer services for spectators enjoying the match.

The Challenge

The Clarets’ home stadium Turf Moor regularly attracts more than 20,000 fans when it hosts a fixture, and it is important that fans have a safe and enjoyable experience.

Stadium’s team had to provide a viable traffic management solution to ensure fan safety and smooth flowing traffic around the stadium on every match day.

Turf Moor is situated just outside of the town centre in Burnley, in a built-up area and the stadium is surrounded by tight terraced streets.

This makes traffic management even more of a complex issue, in comparison to modern football stadia built in vast, wide open spaces.

These tight streets also make parking around the stadium difficult, which enhances the importance of being able to provide clear directions to official car parks and ensure safe parking practice on arrival.

To add to the challenges of the built-up environment around the ground, football fans can also be unpredictable on a match-day and will abandon pavements and walk on the roads.

Football matches are also high-risk events, with thousands of people on the streets at one time, who will need to be protected in the event of a car ramming attack.

Once inside the stadium, the range of challenges continue, with crowd safety taking precedence, whilst still protecting the fan experience.

The Work

It was key that on match day’s Stadium’s impact was effective but not disruptive to the experience of fans – some of whom will have travelled from around the country to attend.

Stadium deploys more than 100 of its fully-trained and experienced staff around Turf Moor on a match-day.

The traffic management team are responsible for the implementation of a match-day traffic management plan at the stadium.

This includes operating key road closures in the streets around the ground and ensuring that vehicles are directed to follow key diversion routes. Not all traffic going around Turf Moor on a match-day is heading towards the event.

The diversion routes operated are designated to provide the quickest, and safest, passage for traffic looking to head out of Burnley town centre.

By providing a joined-up approach around Turf Moor, Stadium staff direct traffic and operate the car parks. This approach ensures that traffic reaches the destination safely and is managed from end-to-end by experienced staff.

On arrival at the car parks, the car park stewarding team supervise the organisation of the vehicles which are looking to park.

To ease traffic flowing from the match, vehicles are required to be organised in a fashion where they can smoothly leave the car park with minimal difficulty.

Stadium stewards monitor and operate all of the turnstiles at Turf Moor, ensuring safe entry and a steady flow of fans into the venue. Stadium’s staff are trained in customer service care and place an emphasis on ensuring these measures do not impact the fan experience.

The match-day offer from Stadium has expanded from traffic management to the introduction of Hostile Vehicle Mitigation (HVM) barriers to protect fans.

When first implemented in 2017, 38 metres of barriers were installed around the stadium.

The innovative barrier system allows pedestrians, emergency vehicles, VIP’s and suppliers to pass through safely which ensures a safe experience for all spectators and local residents.

The Results

Stadium has now been working with Burnley FC on match-days for more than a decade, which is testament to the effective work carried out by the company’s experienced staff.

The introduction of the HVM barriers set Burnley FC as a trailblazing club, becoming the first team to use the unique ATG Access Surface Guard barriers.

The innovative barrier system allows pedestrians to pass through safely, can be dropped in less than 30 seconds to enable vehicle access and are accessible for wheelchair users.

Liverpool FC

We have supplied Liverpool FC with Traffic Management services since 2012, with average attendances of 54,000. We are responsible for Anfield Stadium’s traffic management operation, and the stadium footprint, and have around 100 stewards inside the ground on match days. This work stretches to the biggest games: in April 2019, for example, we supplied 250 staff for Liverpool’s astonishing performance against Barcelona in the Champion’s League semi-final.

We operate Temporary Traffic Regulation Orders (TTRO) in accordance with the set traffic management plan, and handle the parking-up of away coaches across designated areas to ensure the walkways are made safe as spectators enter and egress from the stadium.

We also implement a pass-access system on certain road closure points for exclusive parking areas in the vicinity of the stadium, ensuring VIPs are able to access as required in accordance with the club’s wishes.

Overall, we deliver around 190 operatives to Anfield. Our staff-members act as the first port of call for visitors to the stadium, placing great emphasis and importance on the quality of our service. To ensure an all-round high quality operation, we provide our staff with customer service skills of the highest standard through our thorough training regime.

The quality and consistency of our service over the years means we have regularly been called upon to offer ad-hoc security and stewarding requirements in a variety of contexts. As with all our customer relationships, we’re very proud of the positive and productive links we have fostered at Liverpool FC and Anfield itself.

Godiva Music Festival, Coventry

Godiva Festival is one of the biggest annual music festivals to be held in Coventry, and regularly attracts up to 125,000 visitors over its three days.

Stadium has provided its services to the festival for a number of years, including in 2014 which saw a record number of visitors attend.

Each edition of the festival has seen Stadium refine its services to make sure the event is safe and secure for fans every year.

 

The Challenge

Godiva is a three-day music festival held in War Memorial Park in Coventry, and for a number of years gave free entry, which meant it attracted a huge number of visitors from the city, across the Midlands and further afield.

To help keep the festival running smoothly, site traffic needed to flow in and out of War Memorial Park with minimum disruption and public vehicles continued to flow around the park perimeter.

It was also very important to manage the high number of cars – around 3,000 – using the designated car park. Stadium had to make sure the cars were able to enter and exit the car park in a safe and efficient manner.

Finally, the increased prevalence of hostile vehicle ramming attacks in the late 2010s meant fans had to have extra protection in later editions of the festival.

 

The Work

Through working with Coventry City Council and the emergency services, Stadium was able to come up with several effective traffic management plans tailored to the different demands each year.

Elements of the plans included temporary road closures at strategic times and points, and creating a one-way route for site traffic to ensure they could enter and exit easily.

In later editions of the festival, Stadium would install hostile vehicle mitigation (HVM) barriers at four points around War Memorial Park to protect fans from harm.

These barriers would also allow authorised vehicles to access the festival, such as emergency vehicles, utility vehicles, as well as the acts performing at Godiva.

Once the festival finished, Stadium’s staff were able to dismantle the barriers and pack them away very quickly, meaning War Memorial Park could reopen to the public as quickly as possible.

 

The Results

Godiva has been a smooth experience for visitors for a number of years thanks to Stadium’s experience in traffic management, car park management, crowd management and temporary HVM barrier deployment.

Stadium have been retained for many years to provide their services at Godiva due to how effective they are.

Each year, tens of thousands of fans are able to access War Memorial Park, have a safe and fun time, and leave with no issues thanks to Stadium’s meticulous preparation and planning.

Glasgow Commonwealth Games

The 2014 Glasgow Commonwealth Games was a wonderful event – and a banner moment for the city itself. Stadium provided key security and crowd management services across three venues during the Games, acting as an official supplier.

There was just a three-month period between the award of contract and operations going live. Prior to this, however, Stadium had established a strong understanding between the organising committee and our management team – and this enabled a thorough apprehension of service requirements at each venue.

We provided stewarding and security services to the Tollcross International Swimming Centre in Glasgow, the Barry Buddon Shooting Centre in Dundee and the Royal Commonwealth Pool in Edinburgh. We deployed security personnel for CCTV and response steward roles in each venue.

Operational planning involved regular meetings with the leads of each of our operations teams, in which we assessed staffing requirements and which profiles would be most suitable to fulfilling any required roles. This helped ensure the highest level of service was provided. Understanding the profiles of each of our staff required an appreciation of their experience, skill-set and character. This was especially important for placing staff in leadership roles, since it was essential – of course – that they had the necessary leadership qualities.

In this way, Stadium places great importance on the planning process, in order to integrate all client requirements into operational activity. Great emphasis is also placed throughout implementation phases, however, on the teams’ requirement to be fully flexible throughout all event operations. In this sense our planning is flexible as well as robust.

Each of the 150 deployed staff-members required logistics planning, accommodation, catering, welfare and uniform throughout the two-week event. This required the following functions to be performed by the head office team of Stadium;

  • Maintenance of Staffing Databases
  • Client Relationships
  • Regular Team Meetings
  • Risk Analysis and Staff Vetting
  • Stadium Training – SIA, Spectator Safety NVQ Level 2, Employability, Customer Service, Health and Safety NVQ Level 2, First Aid, Fire Marshalls, Event Role Play

Stadium prioritises maintaining the operation’s integrity at all costs. During the event itself, we reacted within stringent timeframes to alleviate operational queries, issues and dealt with any staffing requirements on a daily basis. Throughout the Games, we held a contingency of staff to mitigate issues of staff retention on-site. This helped to ensure the operation’s integrity was not compromised at any point and continued to run smoothly.

We ensured contingency levels continued to be maintained through transporting and deploying further staff to operational bases wherever numbers needed to be “topped up”. Stadium operational management staff boast extensive experience – and, thanks to our Stadium Training arm, all operational personnel are fit with a flexible range and level of skills and qualifications that can fit a variety of contexts and needs within the event industry.

In other words, we took the Games as seriously as Glasgow itself did – and that’s a commitment we make to every client.