Mobility approach Metallica wins award.

On Friday, September 20th, 2019, Live Nation received a “Bike Brussels Award” from Brussels Minister of Mobility Elke Van den Brandt.  The mobility efforts during the Metallica concert on 16 June 2019 in the King Baudouin Stadium were rewarded. Live Nation ensured optimal accessibility and a sustainable modal split. The bicycle was one of the spearheads in the mobility plan. A manned bicycle shed was set up, visitors could use various Park & Bike car parks about 5 kilometers by bike from the stadium, and communication was used. Metallica's management was impressed by this effort and supported the promotions with communications and a personalised pick for the first 1,000 cyclists to use the bike shed.

During previous concerts, Live Nation and Scelta Mobility reached 1200 to 1500 cyclists with their mobility approach. The extra incentive and the extensive communication campaign that was picked up by, among others, Belgian Broadcasting company ‘VRT Nieuws’ resulted in a nice bonus: 2,000 cyclists found their way to the King Baudouin Stadium. The bicycle shed was bursting at the seams. And the reactions of the cycling metal fans were wildly enthusiastic. That evening, the VRT Journal obviously paid attention to the concert… and to the success of the bicycle shed.

The approach to mobility during Metallica's concert not only resulted in a drastic modal shift to more sustainable modes. It puts Brussels on the map as a cycling destination. The King Baudouin Stadium on the Heysel site, a car destination par excellence near the Brussels Ring, was appreciated as a cycling destination. The sustained effort of Live Nation during various concerts over the years ensures that other organisers and events also reap the benefits.

Scelta Mobility assists various events and organisers in developing a sustainable mobility policy. We are therefore very proud when our customers are in the spotlight with these efforts and are put in the spotlight. With Live Nation we already have plans to raise the bar for the next concerts in the King Baudouin Stadium.