Joey Mahadewsing (NL)

Joey Mahadewsing is the founder of Mobility Consultancy Nederland, a consultancy specialising in mobility and traffic management for events and urban construction projects. He develops mobility plans for festivals, clubs and event venues, covering everything from visitor analysis and transport distribution to parking strategies, traffic measures, shuttle services, and coordination with municipalities, police and transport operators. On the day itself, he is on-site to oversee operations.

Sustainability is the common thread throughout his work. At many events, visitor transport is both the largest source of CO2 emissions and the biggest source of disruption to the surrounding area. Joey therefore sees mobility not as an afterthought, but as a design challenge: how do you make the sustainable choice the natural choice for visitors? It starts with data. Using ticket sales, postcode analysis and entrance scans, he maps where visitors come from and how they travel. He then uses this insight to guide behaviour: not promoting car travel, making cycling more attractive with good bicycle parking and a fast lane at the entrance, providing shuttles from public transport hubs and Park & Ride locations, and scaling up transport capacity with operators where needed. Counts and data collected on the day show what works, allowing each edition to become more sustainable.

Joey works with festivals and venues across the Netherlands, including several ADE locations in Amsterdam, as well as with municipalities and contractors on the accessibility of construction projects. He believes in plans that work on the street, not just on paper.