Experienced organizer Ameba Production, which has been running the Rock for People festival for 30 years, works closely with the city of Hradec Králové and its various departments, including the local public transport company, municipal police, and emergency services. All events at Park 360 are carefully planned and coordinated in advance with both the city and regional authorities. The key is to approach each event individually - there’s no one-size-fits-all blueprint. Factors such as the number of visitors, their origin, the event's date and duration, and even the age makeup of the audience play a critical role.
The most common means of transport for attendees is usually private cars. However, every promoter aims to minimize the number of vehicles -for the sake of smooth traffic flow and parking capacity. Shifting the transportation mindset means moving away from a focus on individual car use toward more sustainable and efficient forms of mobility. This shift is supported by offering convenient alternatives, clearly communicated and thoroughly explained in advance.
Great eco-friendly transport options within the city and to Park 360 include shared bikes and public transit. Thanks to financial support from the city of Hradec Králové, the Hradec Králové Region, and the ŠKODA AUTO Endowment Fund, both residents and visitors can enjoy the first 15 minutes of shared bike rides for free. Combining public transport with shuttle services is also a smart choice, helping visitors avoid parking lot congestion while reducing their environmental impact.
Collaboration with Czech Railways allowed organizers to operate several special trains for the Ed Sheeran concerts from major cities such as Prague, Brno, and Ostrava. The Hradec Králové Region also strengthened train connections with Pardubice. For the Rock for People festival, Czech Railways offered a 30% travel discount. Both train and bus connections were seamlessly linked with free, well-organized shuttle services, providing a convenient route to Park 360. “We always encourage attendees to carpool - such as through the Yedem app or to use zero-emission transport like bicycles. We organize group rides and work with Nextbike, whose bikes are available for free to visitors thanks to city support,” says Michal Thomes, founder of Ameba Production.
A year of careful planning behind the scenes
Ensuring Ed Sheeran’s concerts went according to plan required more than a year of preparation. Monthly coordination meetings were held at the city development department, where ticket presale data and projected transport preferences were analyzed. These meetings led to the development of a detailed traffic plan and organizational map. Road directions were adjusted based on expected vehicle volumes, and special corridors were created for cyclists and pedestrians. Taxi and Kiss & Ride transport required short-term stopping zones. Accurate signage and adequate parking capacity were also essential.
For one-day events like these concerts, it is crucial to prevent a large influx of cars in a short time frame. To encourage early arrivals, Ed Sheeran concertgoers were offered afternoon entertainment and time-based parking fees that increased as the event approached. These measures ensured smooth arrivals. On-site accommodation, whether in a regular or experience-style campsite, helped spread out departure times after the event. Departures must be as seamless as possible, without unnecessary stops or delays, and should be managed by the police. It’s important to recognize that at events with up to 50.000 people, it’s impossible to clear all vehicles in under two hours. Parking was planned for 15.000 vehicles, which met expectations.
At the city’s request, a “transport operations centre” was established, playing a critical role in coordinating traffic and ensuring the success of the events. This command post, called the "Velín," housed all key stakeholders -including city representatives, the organizer, municipal police, and emergency services. The Velín was also connected to the city’s intelligent traffic system, surveillance cameras, and aerial drones, allowing real-time response to any traffic incidents. “Huge thanks and respect go to the field teams and everyone involved in making the debut of such large-scale events in Hradec Králové -like the Ed Sheeran concerts- successful. That includes not only management teams but also field staff, reserves, and operators in control centres,” adds Michal Thomes.
“Coordinating transport for nearly 100,000 visitors over two days was a massive challenge. Every detail had to be carefully considered, with dozens of measures aligned and the ability to respond to unexpected situations in real time. Thanks to the excellent teamwork of the transport operations centre, city teams, emergency services, and external partners, we managed it without serious complications. I have deep respect for everyone involved -from those working on the ground to those analyzing data and running simulations. I believe we’ve set a new standard for hosting major global events in Hradec Králové,” says Lukáš Řádek, Deputy Mayor for City Development.
The city of Hradec Králové and the event organizers continue to work actively with the data collected during the events, using it to improve transport and logistical measures. Analysis of this information helps better understand visitor needs and manage traffic more efficiently around the venue. This leads to targeted improvements that enhance comfort and safety for future events at Park 360.
All of this experience has also contributed to the creation of a comprehensive transportation study (a General Transport Engineering Plan) for large-scale events in Hradec Králové, for which the city provided a grant. Organizers also received funding for additional signage during the Ed Sheeran concerts. A total of 682 temporary directional and informational signs were installed.
“Hradec’s approach has shown that even exceptionally demanding events can be handled smoothly, when experience, data, and thorough coordination come together. It’s not a universal template, but rather a flexible model tailored to specific conditions. And that can serve as an inspiration for other cities as well,” concludes Lukáš Řádek.
Authors: Petr Schiller, Head of Mobility Concept and Strategy, Statutory City of Hradec Králové and Ameba Production team
