You’re Invited: TURN IT PINK on 5th November

On the night of 5th November 2021, ten people lost their lives in a crowd crush at the Astroworld Festival in Houston, Texas, USA. For all of us who work in crowd management, it remains a sobering reminder of everything our profession exists to prevent.

Among those who died that night was Madison Dubiski, aged 23. The next morning, her cousin went to the festival site and tied a large pink bow to the fence, in Madison’s favourite colour. Before long, pink bows were appearing on homes, schools and businesses across Houston, then in cities across the United States and as far afield as the UK.

On 1st May 2022, which would have been Madison’s 24th birthday, her family founded the Pink Bows Foundation in her name. The Foundation now works to make live events safer for everyone, so that no other family has to face the same loss.

Global Crowd Management Alliance® is proud to stand with the Foundation as a partner. Every year, we mark the date by turning our logo pink in support of its work.

Thursday 5th November will be five years since that night. To mark it, we are inviting you, as a GCMA member, to turn your company logo pink alongside ours for the day. With members joining us around the world, we hope this will be our biggest show of support yet.

To make that as quick and easy as possible, we’ve built a tool that does the work for you. Upload your company logo and download your pink version in moments.

For the whole of Thursday 5th November, please use it as the profile picture on your company’s social media accounts, in place of your usual logo. If you post about it, use #TurnItPink and tag both GCMA and the Pink Bows Foundation so we can share your support.

Your pink logo will carry the Foundation’s message that every crowd deserves to return home safely. The more of us who turn our logos pink, the further that message travels. Thank you for standing with us.

With thanks,
Annie, Jake, Kate and Ben

GCMA Launches New Global Advocate Programme

The Global Crowd Management Alliance (GCMA) has launched its new Global Advocate Programme, giving organisations a higher-profile way to align with GCMA’s mission and show their commitment to advancing crowd safety.

The programme will help support the Alliance’s next phase of growth, including plans to expand its online and in-person training portfolio, strengthen outreach in underserved markets, and create more opportunities for professionals around the world to access practical crowd safety knowledge.

Structured across three levels — Champion, Partner and Supporter — the programme offers organisations different ways to engage with GCMA over a 12-month partnership. Each level includes a defined period of enhanced visibility and activation, alongside year-round recognition as a Global Advocate.

Through the programme, participating organisations can play a direct role in helping GCMA extend its reach and impact, while gaining meaningful visibility across the Alliance’s international community and selected programmes, communications and initiatives.

Find out more about the GCMA Global Advocate Programme and how your organisation can support here.

GCMA Statement On Crowd Management at the Close of the Demonstration in Palma, 26th July 2026

30 July 2026

Translations

CASTELLANO

CATALÀ

Global Crowd Management Alliance® (GCMA) notes the events at the conclusion of Sunday's demonstration in Palma and the injuries sustained by members of the public, by a working journalist and by police officers. We wish all of them a full recovery.

We take no position on the questions the demonstration was called to raise. Nor do we sit in judgement on decisions taken in seconds, under pressure, by officers carrying out a difficult duty. We note that the Government Delegation has requested a full account of the operation and we welcome that.

We do consider it within our remit to respond when crowd safety is cited publicly as the rationale for a course of action. The integrity of that rationale is the property of every practitioner working in crowd management and we offer the following in that spirit.

What Is Not in Dispute

Concerns about the relationship between anticipated attendance and the capacity of the closing location were raised before the event. On the day, access to that location was restricted, by reference to its capacity, while people continued to arrive. The crowd was subsequently concentrated in the surrounding streets, where crowd control measures were used.

The Principle

Where the closing location of a mass procession cannot hold the crowd expected to arrive at it, the correct decision is to change the location. Holding people out of it on the day does not remove crowd pressure. It relocates that pressure into the approach, which typically has no capacity assessment, no stewarding plan and no means of measurement.

Arrivals continue regardless of what is happening at the front, because the people at the back cannot see it. Fruin's analysis of crowd disasters established that the forces generated in a dense crowd are involuntary and can exceed what any individual can resist and that the operative variables are space, time, information and force rather than the disposition of the people present. Where fatal crowd incidents have been examined in detail, this mismatch between arrested flow and continued arrival appears repeatedly.

Once density in a constrained approach is elevated, the introduction of a sudden stimulus is among the most hazardous actions available to any responder. Helbing, Johansson and Al-Abideen's empirical study of crowd disasters identified crowd turbulence, the involuntary displacement of bodies in unpredictable directions at high density, as the state immediately preceding falls and progressive collapse. Crowd control measures applied to a small group within a dense crowd does not remain with that group. It propagates through people who have no part in the disorder and no capacity to move away from it. A single person going to the ground in those conditions is a recognised initiating event.

There is a second documented effect, concerning perception rather than physics. Reicher, Stott, Cronin and Adang set out an integrated approach to crowd psychology and public order practice resting on four principles: education, facilitation, communication and differentiation. Their finding on the last of these is that where a crowd perceives crowd control measures as undifferentiated between the few acting unlawfully and the many who are not, the crowd's understanding of itself changes and a contained problem tends to become a general one. The corollary matters for everyone in the street: visible differentiation protects the responder as much as it protects the crowd. 

Helbing and Mukerji's analysis of the Love Parade disaster reached a related conclusion, that such events are systemic organisational failures rather than the product of crowd misbehaviour.

What We Take From This

The safest response to a crowd that will not fit is to give that crowd somewhere to go.

The capacity of a closing location is a safety parameter rather than a production preference. Where it will not hold the crowd expected, the location must change and that decision has to be reached early enough to be actionable.

A cordon is an intervention with crowd dynamic consequences and should be risk assessed as one, with the approach modelled as carefully as the destination. Where a crowd must be held, it needs information, visible alternatives and a clear way out at the same moment it is stopped.

Crowd estimation and arrival profiling are shared products, not the property of any one party. Where those who plan an event are working from different numbers, the Crowd Management plan has already failed.

---

Sources

El País 27th July, “La Policía defiende las cargas contra manifestantes antimasificación en Palma y el delegado del Gobierno cuestiona su actuación” https://elpais.com/espana/2026-07-27/la-policia-nacional-defiende-las-cargas-contra-manifestantes-antimasificacion-en-palma-alegando-que-habia-grupos-agresivos.html

El País 27th July, “Multitudinaria protesta en Palma contra la masificación turística: “Está todo sobreexplotado”|” https://elpais.com/espana/2026-07-26/multitudinaria-protesta-en-palma-contra-la-masificacion-turistica-esta-todo-sobreexplotado.html‍ ‍

Cadena SER  27th July, “El Gobierno pedirá explicaciones por las actuaciones "inaceptables" en la marcha contra el turismo masivo en Palma” https://cadenaser.com/baleares/2026/07/27/el-gobierno-pedira-explicaciones-por-las-actuaciones-inaceptables-en-la-marcha-contra-el-turismo-masivo-en-palma-radio-mallorca/

Última Hora, 26th July. "Tensión en Ses Voltes: los manifestantes se enfrentan con la Policía Nacional para acceder a un recinto medio vacío."https://www.ultimahora.es/noticias/local/2026/07/26/2677797/tension-ses-voltes-manifestantes-enfrentan-policia-nacional-para-acceder-recinto.html

Última Hora, 27th July. "La Policía Nacional justifica las cargas: «Habían agredido a turistas y un numeroso grupo muy violento nos lanzaba piedras y palos»."https://www.ultimahora.es/noticias/local/2026/07/27/2677913/policia-nacional-justifica-cargas-habian-agredido-turistas-numeroso-grupo-muy-violento-nos-lanzaba-piedras-palos.html

References

Fruin, J.J. (1993) The Causes and Prevention of Crowd Disasters. In Engineering for Crowd Safety, Elsevier.

Helbing, D., Johansson, A. & Al-Abideen, H.Z. (2007) Dynamics of crowd disasters: an empirical study. Physical Review E, 75, 046109.

Helbing, D. & Mukerji, P. (2012) Crowd disasters as systemic failures: analysis of the Love Parade disaster. EPJ Data Science, 1(7).

Reicher, S., Stott, C., Cronin, P. & Adang, O. (2004) An integrated approach to crowd psychology and public order policing. Policing: An International Journal, 27(4).

Drury, J., Cocking, C. & Reicher, S. (2009) Everyone for themselves? A comparative study of crowd solidarity among emergency survivors. British Journal of Social Psychology, 48(3).

Still, G.K. (2014) Introduction to Crowd Science. CRC Press.

Feliciani, C., Corbetta, A., Haghani, M. & Nishinari, K. (2023) Trends in crowd accidents based on an analysis of press reports. Safety Science, 164, 106174.

Haghani, M. et al. (2023) A roadmap for the future of crowd safety research and practice: Introducing the Swiss Cheese Model of Crowd Safety and the imperative of a Vision Zero target. Safety Science, 168, 106292.