21. Audience travel: what do I need to collect? The best way to gather information on audience travel is by surveying the audience as part of the ticket buying process (if applicable) or at the venue. You can also use car parking data or ticket buyer postcode data to estimate modal splits and distance travelled. Julie's Bicycle can advise on this. If you do not have actual audience travel data, the IG tool can automatically provide a default data based on our research where it is available.