Real-time, individualized traffic-routing assignments and recommendations are automatically determined and provided to multiple participants traversing through a specific area in association with a given event associated with a particular organization. A set of rules is applied to minimize the time to traverse through the area in association with the event, summed over the multiple participants, accounting for physical and incentive-compatibility constraints. An initial assignment is determined for each participant, based on the rules. Each initial assignment includes a departure time and an initial route for the participant. Updated information is received, such as real-time traffic information. Real-time recommendations are determined for participants, based on the rules accounting for the updated real-time data. Recommendations include suggestions to deviate from initial assignments or previous recommendations, based on the updated information. The initial assignments and real-time recommendations are provided to the corresponding participants, for example by communicating with their mobile devices.