The freight unknown: The logistical labyrinth of transporting tours

Moving arena- and stadium-sized shows from city to city isn’t just a logistical challenge – it’s a high-wire act of precision and creativity. Behind the glamour of sold-out spectacles and dazzling performances lies a logistical labyrinth that rivals the most complex of stage designs. Whether it’s loading up fleets of trucks for cross-country treks, airlifting gear for transatlantic jumps, or navigating customs on multi-continent tours, the task of getting – and keeping – the show on the road has never been more challenging or more critical. It’s part art, part science, and when it works, it feels like magic.

Mo Money Mo Problems
From soaring fuel prices and labour shortages to unpredictable customs delays, the trucking and freight forwarding industry is grappling with a perfect storm of challenges. And for touring productions, where every hour counts and every cost matters, the stakes couldn’t be higher. Yet amidst the hurdles, opportunities to innovate are emerging. With smarter routing strategies, cutting-edge logistics platforms, and a growing focus on eco-friendly transport, there are real opportunities to streamline operations, cut costs, and ensure the show goes on.

Speak to anyone involved in trucking and freight forwarding, and they’ll mention rising costs as their biggest challenge. During the pandemic, transport costs rose sharply due to supply and demand, and alongside a general shortage of drivers – something that was an issue pre-pandemic – inflation, and new laws and regulations, these rises have continued to linger. However, one specific cost is currently providing operators with the biggest headache.

“Since Covid, driver wages have been one of the most notable increases,” says Matt Jackson, sales manager at Fly By Nite. “This has been fuelled by a Europe-wide shortage of truck drivers.” That shortage means finding – and retaining – the right people is harder than ever. “Since 2021, our driver pay levels have increased in excess of 57%,” adds Stuart McPherson, CEO of KB Event Ltd.

“I don’t generally buy into the narrative that transporting freight has increased per se”

“Market pressures have seen dramatic pay offers in the transport sector as a whole, and as such, we’ve had to match and then better these not only to retain good people but to allow us to continue to recruit and train new drivers.”

Another huge issue is provided by the ongoing travails and consequences of Brexit and the legal requirements of operating in the EU. Put simply, operators must now own an EU company complete with an EU operators’ licence, a full and functional business with all the infrastructure, staff, and funding required to trade and operate legally. “The initial set up costs for KB Event to meet these criteria were over £750,000,” notes McPherson, “and this also results in massively increased overheads to support and operate both a UK and EU company.”

The result, he adds, is that pre-Brexit, there were over 50 companies capable of operating Europe-wide; there are now only seven that can service UK/EU tours with their own fleet and drivers, of which KB Event is one.

But not all operators are feeling the pinch, so to speak. “If I look at what a job cost in 2019 versus what it costs today, the costs are largely the same – so I don’t generally buy into the narrative that transporting freight has increased per se,” says Chris Palmer, executive commercial director, UK/ EU, of Rock-it Cargo.

“Fuel costs are indeed unpredictable due to geopolitical events, but for most air and ocean carriers, there has been a slow-down in business in recent times, meaning deals are still to be had. If the live touring industry isn’t seeing these lower costs being passed on, I’d encourage them to challenge freight forwarders to work harder to secure better pricing.”

“We work hard to be creative with solutions to tours and live events”

Freight Dreams are Made of These
So how best to optimise or lower costs? For a start, it pays to get trucking and freight forwarding operators in at the planning stage. “Our advice to all our clients is to involve us as early as possible – if we’re able to advise on routing and truck options, we can minimise running costs and maximise space utilisation to reduce the overall number and/or types of truck and route as cost effectively as possible,” says McPherson.

“We work hard to be creative with solutions to tours and live events. If we are given the option to do so early enough, this can massively reduce costs, as our track record demonstrates.”

Lisa Ryan, who recently founded her own firm, Inspired Event Logistics, after 27 years in the industry, agrees. “A significant part of cost management stems from clients – artists,
management teams, or event organisers – being receptive to expert advice and suggestions,” she explains. “Early involvement is always key – when we’re involved early in the planning process, we can help identify cost-saving opportunities and mitigate potential risks. For example, adjusting routing plans or selecting alternative transport methods can save significant time and money.”

Seeking out sustainable solutions can also help. “We offer electric vehicles, such as our Mercedes EQV – we successfully did the first electric truck theatre tour here in the Netherlands – and we also have our own HVO renewable diesel tank at our yard, which reduces emissions by up to 90% compared to regular diesel,” says Michelle Melissen, client manager for the Netherlands at Pieter Smit. “By being more aware of the choices you make and making smart choices, you can reduce the impact of rising costs.”

And from a client perspective, benefits can accrue from simply working with the biggest operators or those with the broadest network.

“It was a logistical masterpiece”

“The immense buying power that Rock-it Cargo commands in 2024, due to the sheer volume of freight being moved by us and our other businesses across sports, film and TV, [etc] means that we can offer better pricing than any competitor today,” says Chris Palmer. “We have a procurement team consolidating data across all of our end-markets, so that airlines and ocean carriers are aware of how much cargo we’re moving annually as a global business – that enables us to tap into volume discounts that we can then pass on to clients.”

Planes, Trains, Automobiles… and Ships
When it comes to continent-hopping, decisions must be made between air and sea – but often, the best option might be somewhat counter-intuitive. Sharing freight containers with other non-touring freight may reduce overall costs, but it increases the risk of damage, loss of cargo, and potential delays in delivery due to multiple customs clearances. The cost of containers is also usually fixed, whereas airfreight is based on a “per kilo” rate, making it a better option for smaller volumes.

“Clients must also factor in hire costs,” adds Palmer. “In some cases, ocean freight will be more economical than airfreight on paper, but in reality, if they’ve hired lighting, audio, or rigging equipment for the tour, there’s a daily rate for them to hire it from suppliers. So getting it back to the suppliers faster will save money. Airfreight may then actually be the most economical method, when the bigger financial picture is examined.”

On The Road Again
Another issue with Brexit relates to immigration and movement into and out of the EU. Drivers carrying UK passports have a restricted time of up to 90 days in 180 days (rolling) in the Schengen area, something that causes “massive issues,” says Stuart McPherson.

“With driving time regulations making it impossible for a single driver to cover such a distance, we had to get creative”

“For example, the drivers on Sam Smith this year were in the EU constantly for 88 days. Subsequently, when the tour finished, they were left with two days’ allowance on their 90/180 – as a result, these drivers and their trucks had to be kept out of the EU for several months to allow their 90-day limit to recalibrate. This affects not only their ability to work on other shows, events, and tours – and even go on holiday – but limits the company’s resource and what follow-on work we can apply it to.”

Driving time regulations can also play havoc with scheduling, particularly with long distances involved with A and B rigs travelling simultaneously. Ferdinand Van Dalsen at Pieter Smit recalls how they solved this with Metallica. “We faced the challenge of transporting the entire production from Warsaw to Madrid, over 2,700 kilometres, in just 40 hours to stay on schedule,” he says.

“With driving time regulations making it impossible for a single driver to cover such a distance, we had to get creative. Each of the eight trucks relied on a team of five drivers, but since it’s not allowed to have all five in the truck at once, some drivers were flown ahead to strategic locations along the route, ready to take over behind the wheel.”

Such levels of coordination demand meticulous planning, expertise, and every detail being accounted for to keep the operation moving smoothly. “It was a logistical masterpiece, a true testament to teamwork, precision, and determination that ensured the show could go on,” he adds.

New Kid on the Block
Given all the above, it’s a wonder anybody would want to start out on their own with a new venture, but that’s precisely what Lisa Ryan has done. Using her near three decades of experience, she founded Inspired Event Logistics to provide something she felt was missing.

“Too often, clients are left in the dark about the intricacies of logistics until something goes wrong”

“I saw a gap in the market for a boutique logistics provider that prioritises service and creative problem-solving,” she says of the decision. “While many industry players are scaling up and focusing on volume, smaller companies like mine are highly valued for our personal attention and ability to be nimble, flexible, and responsive to our clients’ needs.”

The agility to adapt quickly is one of her USPs; so too coming up with tailored logistics solutions and truly putting the client first. “We’re focused on proactive planning, excellent communication, and transparency,” she says.

“Too often, clients are left in the dark about the intricacies of logistics until something goes wrong. We’re committed to open communication and always having not only a Plan A and B, but Plans C, D, and E! This is how we aim to be a trusted and reliable partner, rather than just a service provider, and ensure our clients’ tours and events run seamlessly worldwide.”

The Heat is On
You’ve got the star, the spectacular stage set, and you’re selling out tickets. How far in advance do you have to secure transport to make it all come together? With most companies IQ speaks to at or near capacity – “2024 has been very busy for us on the touring side, and we expect to be busy again in 2025,” says Matt Jackson – it pays to be early. But not necessarily too early.

“Our Nightliners are booked way in advance – we’re talking seven to nine months – but with trucking, it’s more evenly divided between last-minute requests and bookings one year in advance,” says Pieter Smits’ Melissen. It’s the same for Fly By Nite. “Some tours can be booked 12 months in advance, but others can be confirmed with less than a month’s notice,” says Jackson. “We understand the industry in which we operate and have the infrastructure to react and adapt.”

“Our ethos has always been, wherever possible, to provide a solution”

Some operators, such as KB Event, have even had to turn prospective clients away. “Though many of our clients book well in advance, there will always be projects that come on last minute,” says McPherson. “Our ethos has always been, wherever possible, to provide a solution, but as this year has proved, there are points, simply due to an exhaustion of resources, that we have to turn work away.”

Overall, though, the sector seems to be in rude health. “We are cautiously optimistic that 2025 will be a bumper year for the business,” says Ryan; “Another record-breaking year,” adds Palmer.

Demand for transportation services remains strong, and as Melissen notes, there is “a clear trend toward consolidation, with larger companies acquiring smaller players to strengthen their capacity and network to satisfy a growing industry.”

For Matt Jackson, trucking and freight forwarding remains “a niche market but still a very competitive one – it ultimately boils down to service.” And this is key – and something echoed by Chris Palmer.

“Demand is outstripping resources right now, but if we cannot find ways to keep costs down and allow everyone to profit from touring and live shows, the damage will not only be to our discipline but across the sector as a whole,” he says. “There will always be an element of competition, but we would rather this be on quality of supply rather than cost. Trucking at a loss–evenforthekudosofanameoranevent–is hard to justify when demand is so high.”

Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.

Read More Like This

Feature|10 Dec 2024

Tours update: Guns N’ Roses add to stadium show boom

System Of A Down, The Corrs, Nelly, Jack White and Damiano David are also set to hit the road in 2025

Feature|11 Dec 2024

Bid to spotlight local talent on major NZ tours

Mirroring Australia's Michael's Rule, MMF Aotearoa is calling for greater inclusion of New Zealand artists in international shows

Feature|25 Feb 2025

How to create a successful currency strategy for tours

In an excerpt from The Touring Business Handbook 2025, Chorus TM founders share their tips on managing foreign exchange

Feature|18 Mar 2025

Why co-headline tours are gathering steam

IQ speaks to a number of top agents to break down the factors driving the growth – and success – of joint headlining outings