Smarter Entrance Security That Enhances the Attendee Experience

The hot summer months and fall are some of the busiest seasons for large events, spanning sold-out music festivals, bustling business conferences, and street festivals celebrating myriad national and local holidays.

Many event planners are particularly on edge this year given several heightened security risks and incidents that have dominated news cycles. The ongoing risk of violence compounded with large gatherings and political demonstrations has many organizers questioning how to preserve safety without sacrificing the attendee experience:

●       What new risks should we plan for?

●       What technology can augment our human guards?

●       Is there a way to balance attendee convenience with security?

Despite the evolving nature of these heightened security risks, many tried-and-true solutions are still effective in mitigating threats. New technologies also exist to support your event security, but not everything is attainable depending on your event budget.

Drawing from my team’s decades of experience in event security — and security support for events across New Orleans for the 2024 Super Bowl — let's examine how to best blend advanced tech with existing security strategies to provide an optimal attendee experience that doesn't sacrifice security.

Event entrances are a key security pressure point

Event entrances are arguably the most important area to focus your security investments, especially when considering the tradeoff between safety and attendee convenience. The sooner attendees enter the venue, the sooner they can immerse themselves in the event experience — but speed should not come as a detriment to security. 

There have been a troubling number of incidents involving vehicles crashing into buildings and crowds, which means physical barriers and traffic flow are essential for protecting event attendees as they queue to enter the venue. 

Our team strives for less than a seven-minute wait at peak screening time. However, some events may require stricter security. There are three specific entrances to focus efforts:

• General event entrance - How will you screen entrants for weapons or illicit substances?
  
  
• Vendor and talent entrance - How will vendors, performers, or VIPs access the venue, and what safeguards are in place?
  
  
• Interior VIP areas - What exclusive areas exist within the event venue and how will you restrict access to only those authorized to enter? If you have a transition from backstage or green rooms to anywhere near public areas, you’ll need a security presence. 

Human guards are integral in each of these areas, as are guard dogs trained to detect explosives or drugs. These efforts can be greatly augmented using a mix of security solutions that could extend coverage more effectively than hiring more guards would. 

Tech Solutions for event security

We’ve had the opportunity to work with new products weekly and frequently research new solutions that may augment human guards. The key for any technology investment is for it to plug into your other solutions and empower on-the-ground crews to stay ahead of risks and respond to threats efficiently. 

While many traditional security solutions are still effective, advanced offerings can offer greater convenience and be so seamless that attendees don’t notice the technology. For example, there are several security categories with technology considerations: 

Weapons detection — Entrance security teams have traditionally used handheld wands to screen attendees. While cost-effective, these take 60 seconds if performed correctly and can be limiting when handling large crowds. 

Metal detectors can increase accuracy and reduce wait times, but they may be seen as an inconvenience for attendees, especially if they have many reactive items on them that require removal.

 Weapons detection systems like OpenGate and Evolv Express are a new type of screening tech that we see more event organizers use given the speed and convenience. The technology can detect concealed weapons and other metal objects without requiring attendees to remove their belongings. The equipment is more expensive; however, the overall cost goes down for longer events when screening large crowds. 

No matter which solution you choose, ensure the proper use of the technology and that all security personnel know how to respond if a weapon is found. 

Perimeter coverage — Event perimeters can be difficult to monitor with just human guards, and attendees can exploit blind spots to gain unauthorized access to the event. These concerns extend to event set-up and tear-down phases as well.

Mobile security units like LiveView Technologies (LVT), cameras mounted on tall poles, or even drones like those offered by Axon can give a bird’s-eye view of the perimeter and help security teams quickly identify if individuals are trying to breach the perimeter. The best solutions deliver proactive alerts to security personnel to inform a rapid response to incidents.

For vendor and talent entrances, many events also implement a security guard gate to filter vehicles as they enter and verify access credentials. This is another area where guard dogs can inspect all vehicles and entrants before they enter the venue.

Payment and attendee tracking — Radio-frequency identification (RFID) is growing tremendously at events. While not directly a security technology, RFID bracelets help with attendee safety because you can track when individuals enter or leave the venue. If someone goes missing during an event, the RFID capabilities can help teams understand if the individual is still in the venue or not. 

These bracelets can also manage payments when inside the venue, enabling entirely cash-free events. Cashless events help protect attendees from being targeted by pick pocketers.

How to evaluate your security priorities

Not every technology is necessary for creating a solid security posture. Tradeoffs are inevitable as the team considers its budget, timeline, and potential opportunities or limitations of the event venue (outdoor events, for example, will require more investment to establish a security posture). 

To develop your security checklist, consider the following questions: 

• What is the key goal of the event?
  
  
• Who are the distinct audiences we must protect?
  
  
• How does each security solution impact the overall experience?
  
  
• How does the event type influence our security concerns?
  
  
• What protocols can we establish to respond to incidents swiftly?

Consider the event logistics when assessing costs. Multi-day outdoor events require more security solutions than single day indoor events with an existing security infrastructure. The key is to picture all possible scenarios and ensure the team has the right systems or solutions in place to respond effectively and minimize potential harm to the attendees. 

Evolving your security strategy

Every event has unique security considerations, and situations may arise that even the most prepared team could not anticipate. Each event offers lessons to apply to future events and continue strengthening your security toolkit. 

Event planners should partner with security professionals to preserve the balance between strong security and an optimal attendee experience. Each team should understand what the event will entail and how the setup and activities can introduce new security considerations. 

As an industry we can continue sharing best practices to host safer, more successful events — and handle any situation, no matter what threats arise next.