Smart Crowd Communication at Silverstone F1

Objective:
Ensure a smooth crowd exit and an optimal visitor experience during one of the busiest moments of the event: the departure from the circuit towards the shuttle buses.

🎯 The Challenge

• Actively inform visitors about bus departure times and guide them toward the correct exits.
• Dynamically manage access across a pedestrian bridge with three lanes, adjusting flow based on real-time crowd density.
• All communications needed to be monitored and controlled live from the central Event Control Centre.

💡 Our Solution

📺 Information via HIKERS

• Our HIKERS were installed at key entry and exit points around the circuit.
• During the day, the screens displayed general event content.
• As the event ended, they automatically switched to real-time directional messaging, guiding visitors to the appropriate bus locations.
• If queues began to form, updates were instantly shown across all HIKERS to keep visitors well-informed and calm.

🚧 Dynamic Signage on the Pedestrian Bridge

• The pedestrian bridge had three separate lanes.
• Using our digital banners, we were able to dynamically open or close each path depending on real-time crowd flow.
• This ensured optimal throughput at all times and prevented bottlenecks.

🎛️ Centralised Control from Event HQ

• All content and signage were centrally managed from the Event Control Centre at Silverstone.
• Over 60 professionals were stationed here to coordinate safety and logistics across the entire venue.
• Using our custom software tool, the team had a complete real-time overview of all active content on both the HIKERS and banners.
• This allowed them to update messaging instantly and respond live to crowd developments as they happened.

✅ The Result

• Smooth and efficient crowd dispersal with minimal waiting time.
• Clear, timely communication tailored to every phase of the visitor journey.
• Increased visitor satisfaction and calm at critical moments during the event.

🔍 Want to learn more?

Curious how we can support your event with smart, scalable communication tools?
Send us an email at info@crowd-cows.com or take a look at [our other case studies].