Gridlock to game plan: How HERE traffic data keeps major events moving
Blog|by Jamie Carruthers|30 July 2025

When 280,000 fans descended on Royal Portrush for the British Open, traffic disruption wasn’t just likely, it was inevitable. But with the right traffic data infrastructure in place, chaos became a controlled flow.
At the heart of that transformation? Real-time traffic intelligence powered by HERE Technologies.
The challenge: unpredictable congestion, high stakes
Large-scale events like the British Open put immense pressure on local infrastructure. Roads buckle under demand. Emergency services face delays. Residents and businesses feel the strain. And for organisers, the reputational risk is real.
The problem isn’t just volume, it’s visibility. Without accurate, real-time data, planners are left guessing.
The technology: HERE’s traffic intelligence platform
HERE’s traffic solutions go far beyond basic navigation. They combine:
- Real-time traffic feeds from connected vehicles, sensors, and mobile devices
- Jam factor scoring to quantify congestion on a 0–10 scale
- Predictive analytics based on historical traffic patterns and event-specific modelling
- Dynamic rerouting APIs that adapt to live conditions
This isn’t just data — it’s a decision-making engine. During the British Open, it enabled authorities to implement one-way systems, timed closures, and live diversions with confidence.
Why it matters for your business
Whether you're managing a delivery fleet, building a mobility platform, or planning urban infrastructure, the same principles apply:
- Predict where congestion will occur
- Plan smarter routes and schedules
- Respond in real time to changing conditions
HERE’s platform is API-first, cloud-native, and built for scale, making it ideal for integration into logistics platforms, smart city dashboards, and custom applications.
What’s possible: from traffic control to transformation
Transport authorities have used HERE’s historical traffic data to simulate the impact of a new bus corridor, before a single road was closed. The result? A 17% improvement in journey time reliability and a smoother rollout with fewer complaints.
That’s the power of location intelligence: not just reacting to problems but designing them out of the system entirely.
Let's build on it
We work with developers, planners, and product teams to embed HERE’s traffic intelligence into the tools they already use. From API onboarding to custom dashboards, we help you move from data to action fast.
Want to explore what HERE traffic data could unlock for your team?
Contact Grey Matter
If you have any questions or want some extra information, complete the form below and one of the team will be in touch ASAP. If you have a specific use case, please let us know and we'll help you find the right solution faster.
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Jamie Carruthers
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