BEST Practices: Crowd Management Strategies for Special Events
Special events, often one-off or temporary gatherings, bring a unique set of security concerns that require careful planning and execution. By their nature, special events demand a heightened focus on guest safety and enjoyment. Whether it’s a large-scale stadium event or a more intimate gathering, BEST Crowd Management’s primary goal is to create an environment where everyone can enjoy themselves securely.
To gain insight into our special event services, we spoke with two BEST leaders: Account Manager at the Minneapolis Convention Center, Katie Petrovic, and Regional Director of Minnesota, Kate Whitby. The MCC hosts a diverse range of events, often simultaneously, with each new client bringing unique security expectations. Our team adapts to the specific requirements of each event, using established venue templates and adjusting placements as needed.
For special events, BEST keeps in mind four key strategies to ensure that all security needs are met from start to finish.
PRIORITIZING GUEST’S SAFETY AND ENJOYMENT
At the heart of security concerns for special events lies the safety of the guests. Whether it's a concert, a political rally or a corporate event, the primary focus is to ensure that everyone can enjoy themselves in a secure environment. This involves, not only crowd control and emergency preparedness, but also consideration for VIPs and potential protests, especially if the event involves controversial speakers or topics.
“With having different temporary clients, their understanding of security ranges greatly and it’s vital for our team to get to know the client to figure out what they want the culture of their event to be,” says Kate Whitby. “It really lies within our BEST team and their focus on making the event and venue more hospitable.”
STRATEGIC PLACEMENT OF CROWD MANAGEMENT PROFESSIONALS
Strategically placing security team members is crucial for effectively monitoring attendee behavior and responding to any security issues promptly. While there are templates put in place based on the venue's layout, flexibility is key, with additional personnel allocated as needed. From personal security for VIPs to internal and building-wide guards, every event receives a tailored security approach.
“Unlike sporting events where we typically know what to expect, every special event is unique in terms of staffing and placement because it depends heavily on the client’s security needs,” Katie explains. “Each event is different—no two are the same. However, our goal always remains the same in prioritizing everyone’s safety.”
TAILORED SECURITY TRAINING AND CUSTOMIZABLE SOLUTIONS
Security training for special events goes beyond standard protocols. It includes venue-specific training with a strong emphasis on guest service and customer interactions. Pre-shift briefings become crucial to align the security team with the event's vibe and the client's expectations. This ensures that security personnel not only maintain safety but also contribute to the overall positive experience of the attendees and the event as a whole.
Flexibility in our services is key. We customize various aspects, such as uniforms, to meet the unique needs of each event.
“Some clients want our team to look sharp, so we have them wear branded suit jackets and dress professionally for events like those for Fortune 500 CEOs in Minnesota. For other events, such as those involving mental illness or domestic violence, seeing security might be more triggering for attendees. In these cases, we opt for simple polos to keep our team less identifiable,” Katie explains. “It’s all about what the event requires.”
LEVERAGING OUR BEST EXPERIENCE
One advantage that sets BEST apart in the industry is our ability to leverage experience and resources effectively. With a diverse leadership team and experience managing various events across different venues, our team can adapt quickly to last-minute changes and unforeseen challenges. This includes tapping into the expertise of internal leaders who have handled similar events elsewhere and drawing on nationwide networks for support and advice.
“BEST’s nationwide presence gives us a competitive advantage. When our team has already managed similar events in other markets, it’s convenient to reach out to other BEST Managers and leverage their expertise,” says Kate. "We have that national experience, allowing us to lean on each other effectively."
Interested in learning more about BEST Crowd Management’s special event services? Discover more about our dedicated event services for any crowd and any occasion – talk to an expert now.