What measures can you, as an event manager, take to make your attendees feel safe?
28th February 2018
One of the hardest issues for event managers to grasp is balancing the fan experience with the safety of attendees. In recent years terror attacks have become more frequent at events and we need to be aware that following this recent rise, the public are now more concerned about their safety than they ever have been before.
In a survey carried out by ATG Access (2017), 29% of the public said they now will not go to large events taking place in the UK, due to concerns about the level of security. Whilst 41% of people said they will not attend events if they think they will be overcrowded, through fear that it would be hard to leave if an incident was to happen.
Why the sudden change?
In the last 3 years there have been over 23 terror attacks just across the west world, including the Bataclan Theatre attack in 2015, the Bastille Day Celebrations in Nice and the German Christmas market attacks in 2016 and the Ariana Grande concert in Manchester in 2017. As the timeline below shows, this is an unsettling increase in attacks with people fearing whether or not another attack is imminent.
Every time we see another attack in the headlines, people ask, how did they not get noticed? How is it possible that security did not see them? Why does this keep happening? Will it ever be possible to prevent these attacks from happening?
How exactly are event managers supposed to know how much security is too much or too little?
According to the survey carried out by EventHuddle (2016) 93% of event organisers don’t feel adequately trained for an incident. If this is the case, are the public right to feel uneasy at our events?
So what are the public’s expectations?
In todays current climate, the question shouldn’t be whether your event should have security or not but more about the level of security the event should have. Since the Manchester attack, the UK has seen numerous sporting and music events and there is no doubt that they have increased their security.
For the first time in 10 years the terror threat was raised to the highest possible level, from severe to critical, meaning that an attack was to be expected imminently. So how did public security change?
Police stepped up security on major cities such as London and Manchester, as well as extra bag checks at events and more armed police on guard outside concert halls and festivals etc. Security is increasingly changing since there has been more of a threat of terror attacks, However, is that enough to put the publics mind at rest? Apparently not.
In the 2017 ATG Access report, 36% of the public suggested they would prefer for there to be more armed officers patrolling public events, with 39% suggesting that they would feel more at ease if emergency services were on site and easily visible.
Source: Thomas W via Pexels
Whilst security personnel can help to put the publics mind at ease, its the visible security measures that mean the most. Almost half of the public surveyed would welcome more thorough bag searches and the use of metal detectors, CCTV and bollards and barriers to ensure their safety.
So what can event managers do?
While it is almost impossible to prevent all terror attacks, everyone has a part to play in trying to reduce the impacts of them, this is not a matter of being prepared it is a matter of imagining the unimaginable.
As events are becoming the preferred target for terror attacks event managers can enhance their security to ensure attendees feel as safe as possible. Different ways to enhance their security could be:
- Working with others to ensure crowd safety – lease with police and security
- Communication between the venue, event managers, emergency services and attendees
- Access accreditation – make sure that every member of staff/crew member going in and out of the event is registered.
- Staff training – being vigilant, what suspicious behaviour to look out for / what to do if something happens, ‘see something, say something’
- Screening measures – metal detectors, bag searches, hand wands, detection dogs
A useful tool for event managers to use in order to spot suspicious behaviour is the SALUTE acronym.
S-SIZE
A-ACTIVITY
L-LOCATION
U-UNIFORM
T-TIME
E-EQUIPMENT
If event managers try to implement this strategy, informing their staff on how to spot suspicious behaviour, they should be able to reduce the likelihood and severity of a terror attack.
However, remember that these solutions shouldn’t incite more fear and should enable people to enjoy the event. Being heavy handed with security can also be a negative in events, where look and feel is crucial.
So, are you, as an event manager, putting the correct measures in place to make your attendees feel safe? Or do you need to do more?
From my experience of hotel management being affected by large events, such as Glastonbury festival and carnival to name just a couple, communication with external agencies (emergency services, security personnel and event organisers) is key to ensure the participants enjoyment of the events. By staff having specific training and information regarding possible issues it enables the participants to feel safe by enabling them to feel safe and knowledgeable with regards to possible risks that may be present. Also having faith/trust in the ability of staff to know what to do to ensure any issues are dealt with quickly, confidently and in a professional manner eases uncertainties. Staff being trained to be proactive and preventative, I feel, reduces risks significantly. Prevention is better than cure !!!
Hi washfluff, thank you for your comment.
We also believe that communication and staff training are essential for ensuring that everyone has a memorable, enjoyable and safe experience. In what area do you think event staff need to be trained most?
Personally, I feel that event managers should be focusing a lot more on the issues of safety, as there is large room for catastrophe at sizeable events. There should be many more precautions in place than there already are.
Thank your comment Cam.
Safety is the most important thing at any event and we believe that there is always something that could be done to improve the safety of all attendees. Are there any specific precautions you’d like to see being developed at events?
People are so oblivious to the implications that an event can have, I for one would be very interested in finding out more about event security.
Hi Jake Holton,
Thank you for your comment on our blog post and for your interest in event security. If you would like some more information on event security, please check out the National Counter Terrorism Security Office website linked here: https://www.gov.uk/government/organisations/national-counter-terrorism-security-office
I think that in this day and age its more of a factor of making the public feel safe rather than how much security you do have.
You can only do what you can do security wise at large events because they are hard to handle and can get out of control!
Just having the reasurance and seeing that the event organisers are making the effort to make people feel safe is what makes the biggest difference not neccasarily how much you have because you could have a big team that dont work efficialtly and a small team that do!
So much is done on social media these days and thats what everyone checks, their facebook, twitter, instagram etc. and just getting the word out that there will be security and what people can do if there were to be an incident makes the biggest difference of all!
Thank you for your comment Em. We agree that it is important to have a reassurance that event organisers are making you feel safe at events. It is the event manager’s responsibility to make sure security doesn’t get out of control and is handled correctly. Do you feel that there should be more on social media to show the level of security at events?
I feel very strongly about this! It worries me how many times we have had issues like this and seeing it in the news! I feel very passionate about the security at major events, as much as we want to enjoy the event we are visiting; we must not forgot that the security there, is for our benefit and our comfort and not for our annoyance!
I believe that with successful and continuous security practice we will be safe.
Hi Nikki,
Thank you for your comment on our blog post. We agree with you when you say ‘we must not forget that the security there, is for our benefit and our comfort and not for our annoyance’ as sometimes it can become very intimidating with lots of security around at events. However, we need to remember that they are there for protection, not intimidation.
Good article, I agree that more thorough security checks could be undertaken, perhaps an initial bag check at the entrance, and random checks at the doors into the actual arena/performance area? I know someone who was at the Ariana Grande concert in Manchester and her life hasn’t been the same since, so it is of vital importance that events managers do everything that they can, and that staff are confident in knowing how to deal in such extreme situations.
Thank you for your comment Zoe.
Condolences regarding your friend at the Manchester attack.
We agree that event managers should ensure that their staff are fully trained and confident to be able to deal with extreme situations.
What could event managers do to ensure you feel safer at events?
Hi there, for me there are two things that concern me from my experience with festivals and events. My first is with drug activity, I believe that it is the event managers responsability to ensure that a few people do not effect the experience of many others who have payed a lot of money for this event. The security need tighter measures in place to ensure that drugs do not enter the premises or if they do, that there are regular checks across the grounds to ensure people are feeling safe and if there are any problems.
My second problems was when I attended reading in 2017, and during the first night there was only one tent open meaning that nearly everyone at the festival was in this small confines area. There were no barriers or security guards to control the flow of people entering the tent, as a small person I wasn’t pushed in by the crowd and could not escape, I nearly suffocated. There was no one to pull me out and I was separated from my friends. This was terrifying enough but if there was a terror attack, there would have been no way for me to survive or anyone else. There needs to be more security guards not only at the gates but inside the event to control the crowd and make sure no one is stuck.
Thank you
Thank you for your comment, Natassja Penny.
You have a valid point regarding the crowd control and what could have happened in regards to a terror attack.
Perhaps, security guards should have better training regarding sensitive personal matters.
Would regular patrols around and inside the event make you feel safer? Perhaps a specific tent/area that is set up to help support people who feel unsafe or have something to report?
Nice article 👍🏼
I can definitely understand that people may be put off of attending large events due to the risk of terrorism, but putting comfort in the attendees through thorough security and vigilant staff that had an eye for suspicious behaviour as well as bag checks, metal detectors and sniffer dogs people are much more likely to feel safe at a large event!
Thank you for your comment, Susan.
We completely agree that attendees need to feel comfortable whilst attending larger events and believe these are all simple, but effective ways that event managers and security can begin to make this happen.
I have felt as though security could have been increased for most events I have attended in the last 12 months, bag checks consist of a quick flash of a torch in the first compartment of your handbag, pockets are never looked at and anything else carried in e.g. bottles of water etc don’t tend to be acknowledged. I have often thought that if I wanted to get something past security it would have been all too easy.
Although training would be provided for the security teams at these events, part of me wonders if they follow the full protocol or whether they just move the crowd through as quick as they can with the mentality of “it won’t happen to us”.
Hi Michaela, thank you for your comment.
I can see how many people attending events may have similar views to yourself and we wonder if there is anything more you believe event managers can do in order to ensure their security are following the correct protocol?
Can we stop terrorism? Whilst we MUST be vigilant and put all reasonable precautions in place, as professionals we must also have a clear strategy should the worst happen and we need to act on an incident?
Thank you for your comment jlannon2014. Terrorism cannot be stopped but as an event manager you can prevent it happening. We feel that is it good to have a clear strategy in place and that the correct security is in place for attendees to feel safe.
That’s a great blog and it really make people think. I guess in our days you will be at risk what ever you do as attacks could happen anywhere. From an open city event, concert, football game, small family event… no one could prevent it BUT there are many things that could be put in place to minimize the risk. There is no way it will be 100% risk free as when you see the latest attacks they use cars, trucks… however attacks in Bataclan, Manchester Arena should have been prevented. Event organizer should have ensured search have been done at the entrance. I think event organizer are now put under immense pressure and have many security control in place but they need to be ready should the worst happen and this is something people need to be trained on.
I guess this is not an easy time to put a large event in place and even more risky when organizing open space event that happens in most cities. You cannot control people coming in… Everyone need to be vigilant and always look around but we cant stop leaving and having events and we do rely on events organizer to put things in place to minimize the risk.
Thank you for your comment Raphael. We agree that attacks could happen anywhere and that there is no prevention but event managers can put procedures in place to minimise the risk. Event organisers are definitely under immense pressure and should be ready for the worst to happen, and training should be put in place so that staff are confident and knowledgeable in handling an incident. Do you feel like event organisers are put under to much pressure?
There is only so much security you can do on people attending an event
The Manchester bomber was in the foyer. So any exit must be watched. If not by guard by camera.
A safeguarding tool would be to give information / leaflets to people when they buy a ticket.
What to do in case of an incident – to prevent panic .
The exits clearly marked, so that not everybody tries to get out at the same one.
Any safe rooms with ‘gates’ and general security information, such as where to report a suspicion of unusual behaviour at the venue….what to look out for.
And with a security telephone number to do so.
Thank you for your comment Janet. That would be a good idea to give out leaflets to attendees with all relevant information on to make them aware of what to do incase of a security incident. Cleary marked exits’s is also really important when managing crowd control if an incident was to happen. Do you think that attendees would feel safe if leaflets were given out on what to do incase of an incident or do you think this would put them off?
Security can no longer be confined to ‘hoping’ the security services will prevent any problems.
It needs the public – who have a vested interest in staying alive – to help too.
After Manchester, there is more public willingness to pay attention to security,
So would it put customers off?
Unlikely – as they would already know the risks – but the fact that they know the layout of the territory and what to watch for , with a security telephone number, would be a plus.
Also a psychological help to other family and friend members to know the building and see that the company is willing to do everything it can to make its customers secure.
Cost
Information could be given at the time the ticket was purchased.
If on the Internet, the cost Is negligible.
Plus additional leaflets for anyone who wanted one – on entry.
Again, because the information is unlikely to change, worth a print run.
And it may be possible to put it on the back of forthcoming attractions.
Which makes it look less worrying.
Reputation
From a longterm business point of view, it’s important to establish the venue is continuing to operate safely.
And that attention is being paid to the security of customers.
As event managers, there is a responsibility to ensure that the team working on whatever aspect of the event from event delivery through to security have the relevant training to do their job. From a security aspect this needs to include the process or the actions to take should an attack happen. Just like the police do as part of their role and training. This should be supported by the emergency services, as together both those parties will play a big part in the safety of an event.
What is important however is that an event is put together for people to enjoy and have fun, and not to be put off or concerned about terrorism, so actions and training needs to be common place, and enhance the event rather than distract the attention of those taking part. Whilst I also appreciate that might be easier to say!
Thank you for your comment PH. It is important that the staff as a team has relevant training to deal with a incident, including the process of the actions to take should an attack happen. It is important to have communication with the police and ambulance service as it does play a big part in the safety of an event if a incident is to happen. Is it important for security to not distract the enjoyment of an event?
I was in London yesterday to go the theatre. Security was a glance in my handbag which was full to capacity so no clues as to what was lurking underneath. Should we turn up two hours earlier to have us and our possessions scanned? Should an announcement be made before the performance explaining where the emergency exits are? Should we have to provide some ID which is scanned before entering the building which is linked to our ticket purchase? All these things take up a lot of time, but we endure it at airports so why not events.
Hi Alex, thank you for your comment. We agree that the extra security precautions you’ve mentioned could be implemented at events for event security. It may be a good strategy to make the public arrive earlier at events to ensure the proper safety requirements could be followed. If airports can have these security systems in place, why can’t events?
You need to think about the perimeter as well as the venue, suppose you have to evacuate the event, eg if someone triggers a fire alarm, will you have hundreds of people standing outside in a car park or field where there has been little or no control of who can have access or checks on vehicles left there?
Thank you for your comment Rod. That’s a very valid point, what do you think event managers could do to tackle this problem?
I think that the power of deterrent in the first instance is a strong one. Bag checks this year at Glastonbury, for example, were not the most thorough due to the number of people that they need to process fairly quickly *but* a huge amount of people were talking about them both in person and via social media in the lead up. There is no doubt in my mind that people thought twice about bringing, for example, drugs in with them (they might have hidden them better, perhaps) but the point is that it may not necessarily have seemed as much of an easy target for terrorist activity.
At a music festival I work on, the number of security were not increased by much however there were stricter guidelines around accreditation, a higher number of follow up meetings with the emergency services and full staff briefing for all staff on site. It’s about empowering the staff and volunteers working on events like this to feel confident (an not scared!) to look for and raise an issue if they encounter one, and for the security employed to be fully trained to confidently and effectively deal with a situation. Having a plan in place and taking precautionary measures is a great place to start. If your public-facing message is a reassuring one and letting punters know that there are bag checks / sniffer dogs / increased this that and the other, this has surely got to be more effective in helping the public feel safer than just sticking a few more police on site.
At one Science Festival, they use a lot of very loud explosions in experiments on site. Something that could quite easily cause an issue in the current climate. The information was radioed around to the entire site team ahead of the noise plus an announcement made to all audiences in each venue that the noise was coming in Xmins to prevent any panic.
By all means increase numbers of uniformed people on the ground at large events, however the most important thing is having the preventative measures and a rigorous in place to limit fall out should the worst happen.
Hi Ellie Harris.
In regards to your comment, it is extremely important that the staff feel confident and trained in handling any issues that arise at events. If this is the case, there isn’t a need for extra staff security, which may make the public feel apprehensive about attending large events. Also, in regards to the science festival, announcements are a good idea at events to ensure that the public are aware about what is happening so there is no panic.
This post made me really think, it was very well written and thought provoking!
I agree with all the posts above, information on exits, not having too many people in one area, safe places, xraying bags, using social media etc. I wouldn’t be put off by seeing strong security measures in place.
There is not much more I can add other than hopefully careful scrutiny of how previous terrorist attacks were handled should help in improving strategies to deal with anything possible in the future.
It is very important for event managers to have proper and continuous support and training, this will then hopefully lessen their stress and enable them to support their staff. Fail to plan, plan to fail!! Staff should also receive regular training not just random off sessions due to the cost of training.
The companies that run events and are making the money should never see security as an area of cost cutting. If people are willing to take the risk of going to or working at an event, they should be supported as much as possible.
Hi there dilys and thank you for your comment. I’m glad this blog post was thought-provoking for you as it’s a very current contemporary issue within the events industry. Event managers should most definitely be learning from past terrorist attacks.
If the prices of tickets were raised, so that more funding could be provided for security training, would this effect ticket sales?
I think people would understand that security costs (within reason) are inevitable and I think people would rather know that they are being looked after.
Hello dilys, thank you for your reply.
We completely agree, we believe it would be better for large events to have more security in order to make attendees feel safe, even if this means incurring more costs.
Interesting topic and a good read! I have attended a few major events in the past and I have noticed an increase of armed police, bag searches and full body scanners.
Events Managers are doing their best to provide the highest level of security to ensure the safety of their customers, however this is easier said than done. It is nice to hear about the SALUTE acronym for events managers to use during their events if they spot something suspicious. It would be good if this was made more known within the events industry.
Do you have any thoughts on how event managers can promote the idea of ‘SALUTE’?
Hello fakenewsevents, thank you for your comment.
We’re glad you enjoyed our blog post and had some interesting thoughts about the topic. We believe the SALUTE acronym would be very useful in the events industry too. Event managers could simply brief their staff on this before any events so the staff are prepared for what could happen and how to deal with it.
They could also incorporate the SALUTE acronym into all staff training throughout the industry.