Edgbaston TripSwitch Strategy

ITP supported Edgbaston Stadium in creating a better understanding of spectator travel patterns and associated carbon emissions to support their net zero targets.

The image shows the exterior of Edgbaston, home of Warwickshire County Cricket Club. The building has a modern design with a large blue facade featuring the name "EDGBASTON" and an image of cricket players in action.

Project facts

Client
Edgbaston Stadium
Location
Edgbaston, Birmingham, West Midlands
Date
2023
Challenge
To understand spectator travel to and from Edgbaston Stadium to better influence travel behaviours.
Solution
Analysed spectator travel and created an associated carbon footprint calculation for Edgbaston.

The challenge

Edgbaston Stadium aimed to uncover detailed insights into the travel patterns of spectators to and from the stadium, an essential step towards tackling transport-related emissions that contribute to Net Zero ambitions.

The solution

ITP delivered an evidence-based strategy using its innovative travel planning service, TripSwitch. This approach focused on analysing spectator travel patterns for the Men’s Vitality IT20 cricket match between England and New Zealand, recognised as the “Go Green Game”.

Two TripSwitch tools were utilised by undertaking a spectator survey: The Audience Assessment was used to better understand the travel choices made by the by spectators travelling to and from the Go Green Game, the factors driving their travel decisions and to identify areas where it might be possible to influence travel behaviour. The Carbon Calculator enabled a baseline carbon footprint to be calculated, associated with spectator travel for this event, which can be used to measure and compare the environmental impact of future international matches.

Insights from these tools help lay the foundation for future travel planning, targeted communications, and ongoing progress toward reducing transport-related emissions.

I enjoyed working on this project to help Edgbaston better understand how to encourage more sustainable trips. Recognising transport as a key challenge is essential to achieving Net Zero targets.

Abigail PearsonConsultant

The result

Through the TripSwitch Strategy, the total carbon emissions calculated for spectators who responded to the survey equalled 14.4 Tonnes CO2e. The Audience Assessment revealed 63% of spectators were categorised as ‘convertibles’ and are open to being influenced to more sustainable travel options.

The accessibility of sustainable transport to the site was mapped for spectators. Visualising those who could use more sustainable transport options to get to the stadium helped us advise next steps for Edgbaston in supporting spectators to make sustainable choices.

The TripSwitch elements completed as part of this project for the Go Green Game provide a comparable baseline for future international matches, and will support Edgbaston in achieving future Net Zero targets by targeting behaviour change.

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