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For me, the best thing you can do is to hire a company that specialises in event security. In the past, I worked with one of the security companies in Newcastle Upon Tyne that had such experience and was also recommended to me by my cousin. Based on my experience, you can expect their officers to be trained in things like customer service and crowd control in addition to the usual security guard stuff they do. Hiring them might even save you a bit of money because you don’t have to hire separate people for guest service purposes anymore. Hope my answer helps!
I think it depends on the nature of the event, I've organised free community events that aren't ticketed and we've just had a couple of security guards patrolling as a presence, but then others when there's been high traffic, an alcohol policy etc I've had teams of up to twenty. If you do a risk assessment and speak to a contractor they'll be able to advise. I'd also be sure to include security protocols in your event management plan, from violence all the way up to site evacuation and terrorism. It's unlikely to happen but always better to be prepared in my eyes.