New pilot project combines technology and communications to encourage audience members to travel to venues more sustainably

Audiences to Chichester Festival Theatre, The Point & The Berry in Eastleigh, Farnham Maltings, The Old Fire Station Oxford and The Electric in Guildford have collectively created almost 9,000 sustainable travel plans since July 2023 when planning their routes to the venues. 

Using a sustainable journey planner tool, our audiences are opting for low-carbon active travel methods or public transport rather than driving to the venues. When compared to their usual travel behaviour (based on baseline travel data to participating venues from 2022), those who used the route suggested by the travel assistant service reduced their carbon emissions by 41%.

We’ll be sharing more about the project and everything we have learnt later on in the spring, but for now we want to encourage you to travel to us using a more sustainable method than you have before. You may have seen the travel planner on your most recent visit to us. If not, find out how you can plan a sustainable journey to the Old Fire Station: Here!

Background to the project

Cultural organisations across the UK are committed to becoming more sustainable, but we face a challenge when trying to cut the significant proportion of emissions attributed to audience travel. Funding by Arts Council England has enabled five venues in the South East of England (who are all part of the house theatre network) to take part in the Act Green travel pilot, which aims to see whether a combination of technology and messaging can successfully influence audience behaviour. The project is being run by cultural sector consultancy and research agency Indigo-Ltd in partnership with sustainable travel demand management platform ‘You. Smart. Thing.’ (YST) and audience engagement platform crowdEngage