Introduction
Organising a cultural festival is not just about booking great acts and selling tickets – it’s also about creating a safe, welcoming atmosphere for everyone. A crucial element in achieving this is setting the right security tone. Modern festival security teams are evolving from the old “bouncer” image to a more visible, helpful, and de-escalatory presence on site. Around the world, successful festivals from Glastonbury in the UK to Tomorrowland in Belgium have learned that when security staff are approachable and respectful, attendees feel safer and incidents are reduced. Setting a positive security tone isn’t just a nice-to-have – it can make the difference between a festival that feels tense and one where everyone feels cared for and free to enjoy the culture and music.
Visible Yet Approachable Security Presence
Visibility is an important deterrent to bad behaviour and a source of reassurance for guests. Festival producers ensure that security personnel are clearly identifiable (bright vests, uniform t-shirts, or armbands) and stationed at key areas like entrances, stages, and crowd bottlenecks. Being visible, however, doesn’t mean looking intimidating. The goal is to project authority through professionalism, not aggression. For example, at Australia’s Splendour in the Grass, security crews wear uniforms that are easy to spot but also smile and greet festival-goers at the gates – a small gesture that makes attendees feel welcome rather than wary. By simply making eye contact, nodding, and being present, security teams can prevent issues (like someone considering sneaking in or engaging in antisocial behaviour) without saying a word.
The approachability of security staff is key. If a festival attendee can walk up to a guard to ask a question or request help just as comfortably as they would approach an information booth, that’s a win. Many festivals train their security to act as an extension of the customer service team. For instance, at Tomorrowland, security personnel are known to assist with directions and even have basic festival info on hand, reflecting the event’s hospitality ethos. Having security staff scattered throughout the grounds who can be easily flagged down (and who respond with a friendly attitude) means festival-goers are more likely to report issues early – whether it’s a spilled drink causing a slip hazard or a person who looks unwell. That early reporting and intervention helps stop problems before they escalate.
A Helpful, Hospitality-Driven Approach
Great festival security adopts a hospitality mindset. This means treating attendees as valued guests, not potential troublemakers. It’s an ethos well understood by events like Bonnaroo in the US and Shambhala Music Festival in Canada, where security and volunteer teams often mingle with the crowd and offer high-fives or water bottles to those in need. A warm, helpful attitude from security can actually deter incidents – people are less inclined to cause trouble at an event where they feel personally cared for. Conversely, an overly aggressive security posture can breed resentment or even provoke confrontations.
One practical tip is to have some security team members dedicated to guest assistance roles. These individuals are stationed at info booths, roaming as “goodwill ambassadors,” or hanging around calm areas like family zones, purely to help people. They might help carry a stroller over a rough patch, reunite lost kids with parents, or simply give out directions with a smile. Separating these hospitality-focused roles from the more enforcement-focused roles (like entry searches or perimeter control) ensures that at any given time, some security staff are associated with positive interactions. Insomniac Events (producers of Electric Daisy Carnival and other large EDM festivals) excel at this by employing teams like “Ground Control” – members in distinct outfits whose sole job is to help attendees, provide water, and watch for anyone needing help. These teams work alongside traditional security and demonstrate how a caring presence can make a massive event feel personal and safe.
Training for De-Escalation and Cultural Sensitivity
Simply telling security staff to “be nice” isn’t enough. Proper training is needed to build the soft skills necessary for de-escalating tense situations and interacting respectfully with a diverse audience. Festival producers should invest in workshops or training sessions that cover:
– De-escalation techniques: All security personnel should learn how to calm agitated individuals and defuse conflicts verbally before they spiral. This can include using a calm tone of voice, maintaining neutral body language, and knowing how to give people an “out” or a compromise so they can save face. At events like Notting Hill Carnival in London – a massive cultural street festival – security and stewards are briefed on gently managing rowdy behaviour with minimal force, relying more on conversation and redirection. The result is a friendlier atmosphere where most potential scuffles are talked down early.
– Consent and boundaries: Particularly at music and cultural festivals where there may be close contact (busy dance floors, mosh pits, or security searches at entry), staff must practice consent and respect personal boundaries. Training should cover how to ask before touching someone’s bag or person during a search (“May I check under your hat?” rather than just grabbing it), and how to intervene if they witness harassment. For example, Shambhala’s security staff are trained to handle reports of harassment or assault empathetically – they partner closely with the festival’s harm reduction team to support victims. By reinforcing a culture of consent, festivals send a clear message that everyone’s comfort and safety are priorities.
– Cultural competency: Cultural festivals often attract attendees from varied backgrounds, nationalities, ages, and abilities. Security teams should be aware of cultural norms and sensitivities. This might mean understanding how different cultures show respect or resolve disputes, and avoiding gestures or language that could be misinterpreted. A festival in Indonesia or India, for instance, may brief security on local customs (like not using the left hand for certain interactions, or knowing when to remove shoes in certain areas). At Canada’s Caribbean Carnival (Caribana), organisers have involved community leaders in training security to ensure they interact respectfully with attendees during J’ouvert and parade events – understanding the cultural significance behind certain dances or traditions can prevent misunderstandings. In short, a bit of cultural knowledge goes a long way in making security interactions positive and respectful.
– Soft skills and communication: Politeness, active listening, and clear communication are invaluable. Security personnel should practice giving clear instructions without barking orders. Phrases like “Please walk this way for the exit, thank you!” or “I’m sorry, that area is closed for now, may I guide you to another spot to watch the show?” go a lot further than “You can’t stand here, move.” Role-playing scenarios in training can help guards practice these courteous but firm communications. Festivals in multilingual environments (like Tomorrowland, which hosts people from over 200 countries) even prepare key phrases in multiple languages, and equip some staff with language badges (flags on their name tags indicating which languages they speak) so guests can seek out someone who understands them. These efforts make guests feel heard and safer, which ultimately keeps tensions low.
Role Separation: Enforcement vs. Guest Assistance
An effective strategy many seasoned festival organisers use is separating the roles of those who enforce rules from those who primarily assist guests. The reasoning is simple: it’s hard to play “good cop” and “bad cop” at the same time. If the same security guard who kindly helped someone find their lost wallet is an hour later conducting a strict bag search on that person’s friend, it can create mixed signals.
Instead, consider dividing security into sub-teams:
– Entry and Search Team: These security members focus on the tougher side of security – checking tickets and passes, conducting bag searches, enforcing prohibited item policies, and guarding perimeters and stages. They are trained to be polite and professional, of course, but their role is clearly to uphold the rules. They might have a slightly different uniform or colour to distinguish them. For example, Coachella’s entry checkpoints often have clearly uniformed guards who direct the flow and do bag checks swiftly. They stick to a script (like asking attendees to empty pockets and bags in a friendly but no-nonsense tone) to keep lines moving and ensure safety protocols are met.
– Guest Services Security: This can be a hybrid of security and hospitality – team members who roam the grounds to help attendees and watch for any issues emerging in the crowd. They handle minor concerns, answer questions, and are the approachable face of the security operation. At many European festivals, you’ll see stewards or volunteers in branded t-shirts whose job is crowd management and information, while nearby a smaller number of security guards in high-vis vests are ready to step in if needed. By having both types of staff visible, attendees know help is nearby, and those looking to violate rules know that enforcement is also at hand.
– Specialized Safety Teams: Some festivals create specific teams for particular safety roles. For instance, drug awareness/harm reduction teams (like The Loop at UK festivals or DanceSafe in the US) are distinct from security, but work alongside them. They handle situations involving substance use in a non-judgmental way. Medical response teams are another example – clearly separate from security, often wearing Red Cross or medical symbols. All these groups coordinate closely via radio, but each has a distinct function. Separating roles avoids a scenario where security is over-extended or stuck choosing between helping someone or catching someone doing wrong; each team can focus on their specialty and do it well.
The benefit of role separation is that festival-goers learn quickly who to turn to for what. If they need help, they find the friendly-looking “here to help” staff. If they see someone breach a rule, they expect the uniformed guard will address it. It creates clarity and consistency, which again contributes to an overall sense of safety without an oppressive vibe.
Equipped with Clear Scripts and Communication Tools
Consistency in how security staff communicate with attendees is vital – especially at large festivals where hundreds of staff might be hired. Providing clear scripts or at least suggested phrasing for common interactions can align the whole team with the event’s tone. Think of these as the festival’s “service voice.” Some examples of scripted approaches:
– At the entry gate: Instead of a gruff “Bag.” or “Next!”, security can use a friendly script like “Hello! We just need to do a quick bag check for everyone’s safety. Thank you for your cooperation.” This sets a polite tone and reminds people the search is for their benefit.
– When turning someone away from a restricted area: Rather than “You can’t come here,” staff might say “Sorry, this area is for artists and crew only. I can’t let you through, but you can watch the show from [other area]which has a great view.” Offering an alternative or explanation softens the refusal.
– When enforcing rules: If someone is doing something against the rules (like smoking in a non-smoking zone or attempting to stand on a structure), scripted polite warnings help. For example, “For your safety, we can’t have anyone standing on that. Could you please come down? Thank you, I appreciate it.” The words “please” and “thank you” and focusing on safety make compliance more likely than yelling commands.
By scripting and practicing these types of interactions, festivals ensure a uniform guest experience – attendees shouldn’t encounter one security guard who is extremely polite and another who is harsh and abrupt. It also helps new or less experienced guards know what to say in situations that might otherwise make them nervous. Many event security firms actually hand out small cards or booklets with key phrases and guidelines – a handy reference for staff on duty.
In addition to scripts, communication tools like radios and headsets are a security team’s lifeline. Every security staffer being on the radio network (with disciplined radio etiquette taught in advance) means that if a situation is brewing, help can be called instantly. For instance, if a member of the guest services security sees a group argument starting to get heated, they can quietly radio for backup or a supervisor to come help before it turns into a fight. Radios also allow different teams (security, medical, traffic, etc.) to coordinate seamlessly. A well-coordinated team can respond with a united front – perhaps a medic and a security supervisor arrive together to a report of someone acting aggressively; the medic checks if the person is in distress while the security calmly manages the crowd around. This level of coordination is only possible if everyone has the tools and knows how to use them.
Modern festivals such as Ultra Music Festival in Miami or Roskilde in Denmark utilise advanced communication as part of security: some even deploy GPS tracking on radios or apps so command centers can see where staff are and dispatch the nearest help quickly. Regardless of tech, the core practice is the same: equip your team to talk to each other at all times. And don’t forget to have a backup system (like a secondary channel or runners with messages) in case signals jam in large crowds or remote locations.
Coaching Through Incident Reviews and Body-Cam Footage
Even with excellent training and planning, incidents will happen – it’s the nature of large gatherings. What sets top-tier festival organisers apart is how they learn from each incident to continually improve. A powerful method for this is reviewing incident reports, debriefing with the team, and when available, using body-camera footage or CCTV video to analyse what happened and how it was handled.
Post-event debriefs are a must. In the pressure of the moment, a security guard might make a split-second decision that could be handled better. Instead of assigning blame, festival security managers should treat each scenario as a case study. For example, if a confrontation occurred at the bar area when someone was refused service for being too intoxicated, bring the team together afterwards to discuss: What led to the person getting agitated? Did security or bar staff say something that unintentionally provoked them? How did the security team eventually calm them or remove them, and what went well or could be improved? By walking through the timeline, the team collectively learns better techniques for next time.
Some festivals and security companies use body-cams for their staff, similar to police. This can be useful for reviewing tricky interactions. If there was an argument at the gate about a banned item, footage can reveal whether the guard’s phrasing or body language might have contributed to the guest’s frustration. Perhaps the guard got visibly annoyed or raised their voice, which escalated things. With that insight, managers can coach that guard on staying calm and using the approved scripts. Likewise, footage might show the guard did everything right – which then can be highlighted to praise that guard and show others an example of great de-escalation in practice.
It’s also important to review incident logs (written reports of any removals, medical transports, fights, etc.). Look for patterns: Did most issues happen at one stage or with a particular demographic? Was there a certain time when tempers flared (for example, right after the headline act when tired crowds all exit at once)? These insights help adjust both security deployment and training. If you find, for instance, that a lot of scuffles happened near the camping area after midnight, maybe the next edition you allocate more roaming “hospitality security” there to gently remind people to keep noise down or assist overly drunk attendees back to their tents before problems start.
The best festival producers foster an environment where security teams feel comfortable reporting even minor incidents and near-misses, because they know it’s about improvement, not punishment. Some teams adopt a practice of “after-action reviews” the morning after each festival day, so tweaks can be made overnight for the next day’s show. Over time, this commitment to learning and coaching creates a security team that is incredibly adept at handling the unique challenges of festivals in a calm, professional manner.
How a Hospitality Mindset Reduces Incidents
A recurring theme in successful festival security stories is that hospitality reduces incidents. When attendees feel that security personnel are on their side – there to help and protect rather than just to police – the whole atmosphere of the event is uplifted. People who feel respected are more likely to respect the rules in return. We can see this in action at various events:
– Glastonbury Festival (UK): Known not just for music but for its strong community ethos, Glastonbury’s security (a mix of professional security firms and volunteer stewards) embraces the friendly approach. Michael Eavis, the festival’s founder, has often emphasised looking after people on the farm as if they were guests in your own home. Over the years, despite being one of the world’s largest festivals (well over 200,000 attendees), Glastonbury experiences relatively few serious security incidents given its size. Many returning festival-goers report that the staff and security’s kindness makes them feel part of a community, not just customers – which in turn discourages bad behaviour because no one wants to ruin the vibe of respect and love that’s been established.
– Fuji Rock (Japan): Japan’s biggest music festival has a global reputation for courtesy and order. Attendees famously clean up after themselves, and security is almost invisible yet omnipresent. How is that possible? The organisers ensure that staff and security treat everyone with the utmost politeness (bowing, using respectful language, thanking attendees for cooperation). This hospitality-first approach resonates with the audience, who mirror that respect back to each other. The result is a festival with high attendance but a remarkably low incidence of unruly behaviour or fights.
– Local Cultural Festivals: Consider community-based festivals, like a multicultural street fair in Singapore or the Día de los Muertos celebrations in Mexico City. These events often involve local volunteers and off-duty community police who work in tandem to create a welcoming environment. They leverage cultural hospitality – offering directions, sharing the history of the celebration, guiding elders through crowds – to build goodwill. In these environments, issues like vandalism or violence tend to be low, because there’s a sense that “everyone is taken care of.” For instance, at New Zealand’s Pasifika Festival (celebrating Pacific Island cultures), organisers incorporate cultural ambassadors and elders into the safety team. Their presence and gentle guidance throughout the festival grounds foster mutual respect, bridging any gap between security and attendees.
– Electronic Dance Music (EDM) Festivals: Many EDM festivals suffered from negative perceptions in the past regarding drug use and rowdy crowds. Organisers responded by adding more security, but the smartest ones also changed how security interacted with fans. By introducing welfare teams, chill-out zones, and training security to support attendees (for example, carrying an exhausted dancer to the medics rather than immediately ejecting them), festivals like EDC (Electric Daisy Carnival) and Creamfields (UK) saw improvements. Attendees who might otherwise panic or resist when approached by security are more cooperative when the approach is caring. The number of medical transports and severe incidents often goes down when people aren’t afraid to seek help from staff.
In all these cases, the common thread is that treating festival security as part of the guest experience pays off. It doesn’t mean compromising on rules or safety; it means enforcing rules in a respectful way. The evidence is largely anecdotal but backed by many festival directors’ observations: a crowd that trusts the security team will generally behave better, report problems more swiftly, and even self-police among themselves to keep the event safe and fun.
Key Takeaways
- Be Visible & Friendly: Festival security should be easy to find and identify, but project a friendly, approachable demeanour. A smile and a helpful attitude from guards go a long way in setting the tone.
- Hospitality Matters: Treat security as an extension of your hospitality. When attendees feel cared for, they are less likely to cause trouble and more likely to cooperate with rules.
- Train for Soft Skills: Invest in training on de-escalation, consent, cultural competency, and communication. Security personnel equipped with these skills can handle conflicts calmly and respectfully.
- Specialize Roles: Separate strict enforcement duties (like bag searches and access control) from guest assistance roles. This allows guards to focus and excel in their respective tasks without sending mixed signals to attendees.
- Use Scripts and Tools: Provide security staff with standard scripts for common scenarios to ensure consistency and politeness. Equip everyone with radios or other communication tools and make sure they use them effectively to coordinate responses.
- Continuous Improvement: Encourage a culture of learning by reviewing incidents after the festival (or each day). Use reports and any footage to coach staff, congratulate successes, and discuss what could be handled better next time.
- Community and Culture Awareness: Adapt security practices to the cultural context of the festival. When security teams respect the festival’s cultural elements and the local community, they gain trust and cooperation from attendees.
- Hospitality Reduces Incidents: Time and again, festivals find that a de-escalatory, guest-first approach leads to fewer security issues. People reciprocate respect. A positive security tone not only prevents problems but also enhances the overall festival experience, ensuring guests leave with great memories and plans to return.
27th September 2025