Enhancing College Game Days with BEST Crowd Management: Key Takeaways from the University of Iowa
BEST Crowd Management is proud to provide crowd management services to over 33 colleges and universities nationwide, including many in the Power Four Conferences. As we continue expanding our presence on collegiate campuses, one of our most recent partnerships has been with the University of Iowa.
As a proud member of the Big Ten Conference, the Iowa Hawkeyes prioritize creating a high-energy, enjoyable, and secure game day atmosphere for fans. Since July 2024, BEST has staffed over 500 event security and guest services professionals at the University of Iowa’s athletic facilities, including Kinnick Stadium, Carver-Hawkeye Arena, and other campus venues.
Reflecting on our first football season providing services at the University of Iowa, we sat down with BEST Account Manager Matt Mills to discuss the key elements that contributed to this successful partnership. Here are five key lessons that were pivotal in our first football season with the University of Iowa:
1. Prioritizing Effective Client Communication and Relationship Building
At BEST, we understand that transparent communication and strong relationships are the cornerstones of success. From the very beginning, we made it a priority to establish consistent communication with the University of Iowa’s event management team.
“Our commitment to regular meetings and ensuring the client is always informed helps build trust and sets clear expectations,” Matt explained. BEST’s approach includes post-event briefs and weekly meetings, in addition to maintaining an on-site office presence for seamless coordination. This proactive approach has been a key differentiator, strengthening our relationship with the client and ensuring operational clarity.
2. Rapid and Efficient Team Member Onboarding
Scaling a workforce quickly while upholding high service standards is critical, especially when time is tight. With only seven weeks to prepare for the football season, BEST implemented a streamlined, hands-on training program for new hires.
“Understanding the specific needs of the university and providing staff with the right training ensured that our team was prepared and could confidently deliver exceptional service,” Matt shared.
3. Implementing Innovative Security Technology
Integrating advanced security measures not only enhances safety but also improves efficiency. BEST introduced OpenGate security screening technology at the University of Iowa, deploying 46 OpenGates for football and 15 for basketball.
“OpenGate technology allowed us to streamline the entry process, improving both the speed and safety of the event experience,” Matt noted.
To ensure smooth implementation, BEST developed specialized training programs for staff and empowered supervisors to become technology experts. This forward-thinking approach resulted in a more efficient and secure fan experience, allowing attendees to enjoy game days without delays.
4. Empowering and Retaining Event Staff
A motivated and well-trained team is essential to long-term success. At BEST, we focus on treating our team members with respect, offering opportunities for professional development, and fostering a positive work environment.
“A significant part of our success comes from the dedication of our team, many of whom have a strong connection to the campus and the Hawkeyes,” Matt explained.
With 42 supervisors playing a key role in staff training and operations, we ensured high-quality service delivery. Despite a competitive market for talent, our focus on employee engagement has resulted in strong retention and a committed workforce ready to take on any challenge.
5. Adapting and Learning from Experience
Success in crowd management requires continuous evaluation and the ability to evolve. Throughout the football season, BEST remained flexible, constantly refining processes to enhance efficiency and exceed client expectations.
Drawing on insights from other collegiate partnerships allowed us to apply best practices and drive improvements at the University of Iowa. Our commitment to ongoing assessments ensured that we remained agile and responsive to the unique demands of each game day. By learning from both successes and challenges, we continually improved our services throughout the season.
“We’re dedicated to continue providing exceptional services that enhance game day experiences for fans and ensure a secure, positive environment,” Matt emphasized.
As the nation’s premier provider of event security and crowd management services, BEST remains committed to supporting collegiate athletics by offering industry-leading solutions. With a focus on strong partnerships, innovative technology, and ongoing team development, we look forward to helping universities create safe, engaging environments for fans in the seasons ahead.
Discover how our crowd management services can make sure every game day is a win.