Background
Alliance was commissioned by London Marathon Events to provide security services for the
2024 RideLondon event. RideLondon is one of the world’s most popular cycling festivals,
drawing tens of thousands of riders and spectators across central and outer London.
Alliance was tasked with securing the Fan Zone at Trafalgar Square—a key location that
presented unique challenges due to its central London setting.
Our services:
Head of security, security manager, security supervisors, SIA & Steward provision
Security management
Security control
Entrance search lanes
Wayfinding Stewards
Patrol teams
Response teams
Static Guards
Fire Exit coverage
Crowd management
Egress crowd management
Access Control
Challenges
High-Profile, High-Risk Venue: Trafalgar Square, with its iconic status and busy environment, was a central meeting point for RideLondon spectators. The area’s high visibility made it a potential target for protestors and individuals with harmful intent. Ensuring safety while maintaining an inviting atmosphere was a major challenge.
Crowd Dynamics and Safeguarding: With thousands of people congregating in Trafalgar Square, effective crowd management was essential. Ensuring that vulnerable individuals were not separated from their groups, while minimising the risk of overcrowding, required a proactive and tailored approach.
Protestor Mitigation: Trafalgar Square is a frequent site for organised protests. The security team needed to be prepared to manage and diffuse potential protests in a non-disruptive manner that would not affect the enjoyment of RideLondon attendees.
Accessibility Issues: The Fan Zones location presented accessibility challenges due to intermittent lift operations and numerous steps throughout the area. Ensuring all attendees, especially those with mobility issues, could navigate the area required careful planning and additional support measures.
Our Solution
Deployment Levels and Command Structure: Alliance implemented a structured command hierarchy to ensure efficient decision-making and smooth communication across all security personnel.
Customer-Focused Security Team: To create an environment that felt welcoming yet secure, Alliance deployed a team trained specifically in both customer service and security. Our personnel acted as friendly points of contact for spectators, addressing their queries and ensuring attendees felt safe and supported. This dual focus helped mitigate concerns while avoiding a heavy-handed security presence.
Collaborative Security Planning: Alliance's Senior Leadership Team worked closely with London Marathon Events and other key stakeholders to devise a comprehensive plan and briefing. This covered aspects such as search, safeguarding and incident response measures. Frequent communication ensured alignment and the ability to adapt quickly to any emerging situations.
Comprehensive Ingress/Egress Control: To ensure safety within the Fan Zone, Alliance implemented rigorous access control procedures, including accreditation checks (where applicable), bag searches, and controlled entry points to maintain a secure perimeter. The team also ensured that exit routes were kept clear and easily accessible at all times
Crowd Management and Safety: Alliance deployed crowd monitoring (patrol) teams to assess density levels, guide movement, and prevent congestion. Supporting vulnerable individuals and ensuring they remained with their groups was a key part of providing a safe and organised experience for all attendees.
Accessibility Support: Alliance provided dedicated team members to assist individuals with mobility needs, ensuring that all attendees could comfortably enjoy the event. Accessibility checkpoints and clear communication ensured a seamless experience for everyone.
Protestor and Incident Management: Alliance deployed dedicated patrol and incident response teams trained to identify and proactively manage potential protests or safeguarding concerns. Early detection of potentially disruptive groups and coordination/dialogue with stakeholders prevented escalation. A clear incident reporting structure ensured real-time responses and minimised impact on attendees.
Patrol and Incident Response Teams: To maintain ongoing safety throughout the event, Alliance utilised patrol teams to conduct regular sweeps of the area (before, during and after the live show), ensuring all safety protocols were adhered to. Incident response teams were on standby to react quickly to any safety concerns.
Team Welfare and Positive Culture: Providing appropriate welfare for all team members contributed to a positive team culture, attitude, and work ethic. Ensuring that team members were well-supported not only boosted morale but also enhanced the quality of service delivered throughout the event.
Results
Successful Event with No Major Incidents: The Trafalgar Square Fan Zone was successfully managed without any major security incidents. Minor disruptions, such as altercations and isolated protests, were swiftly and effectively handled, ensuring minimal impact on attendees.
Positive Stakeholder Feedback: Alliance were grateful to receive extremely positive feedback from local management and senior leaders from London Marathon Events for our management of the security at Trafalgar square.
Maintaining Reputation of Event: Alliance's effective security management helped to support and maintain a positive reputation for the RideLondon event, ensuring public perception remained favourable and stakeholder confidence was upheld.
Attendee Satisfaction: Alliance is unaware of any ongoing attendee dis-satisfaction with the security support provided by Alliance for RideLondon 2024.
Incident Response Time: The average response time for handling minor incidents was under three minutes, ensuring swift resolution of disruptions.
Reuniting Vulnerable Individuals: All vulnerable adults and children who became separated from their groups were successfully reunited with appropriate responsible adults, following correct procedures and coordination between police and event organisers.
Future Partnership Opportunities: Given the positive feedback received for our approach at RideLondon, discussions are ongoing about extending our security services to other events within the London Marathon Events portfolio for 2025 and beyond.
Key Learnings
Importance of Proactive Planning: Early collaboration with stakeholders allowed for a comprehensive security approach that could adapt to dynamic event needs. This proactive approach was crucial for mitigating risks before they escalated.
Balancing Security with Attendee Experience: Ensuring a visible yet welcoming security presence helped maintain a balance between safety and enjoyment. Attendees appreciated approachable security personnel, contributing to a positive atmosphere.
Effective Communication Channels: Maintaining real-time communication between security teams, event organisers, and local authorities enabled prompt responses to incidents. A well-established incident management protocol minimised disruptions and enhanced overall safety.
Adaptability in Dynamic Environments: The ability to quickly adapt to changing crowd dynamics and emerging security concerns was a key factor in the event's success. Flexibility in response tactics ensured attendee safety without causing undue stress or alarm.
The success of Alliance's work at RideLondon's Trafalgar Square Fan Zone demonstrates our ability to manage complex, high-profile events in busy urban environments. By combining customer-focused engagement, detailed planning, and proactive incident response, we ensured a safe and enjoyable experience for all attendees. This case study underscores our capacity to handle multifaceted security challenges while maintaining a welcoming atmosphere, laying the foundation for future collaborations.