Live Events Industry Puts Sustainability Initiatives Center Stage In 2024

Turns out that thinking green is good for the world and business. As climate change concerns rise, prioritizing sustainability at venues reduces the impact on the environment and attracts eco-conscious tours and appeals to like-minded consumers. A commitment to sustainability can give a venue a competitive edge.

Topping the green wish list at stadiums, arenas, amphitheaters and convention centers this year was reducing the venue’s carbon footprint. Venues typically try to achieve carbon-neutral operation three ways: reduce energy consumption, minimize waste and encourage eco-friendly transportation.

Many venues are turning to renewable energy sources including natural and solar lighting, managing the operation of heating and cooling systems when they aren’t in use, water conservation and opting for biodegradable or recyclable materials. They are encouraging the use of carpooling, shuttles and public transportation and collaborating with local vendors to further reduce transportation-related carbon emissions.

Building operators are finding that the initial investment in switching to LED lighting or installing paperless systems can lead to long-term savings through energy efficiency and waste reduction.

On the concourse, consumer engagement and education has become a focus with staff helping attendees navigate waste sorting systems. Venues are also incorporating more plant-based food options and themed beverages including offerings tied to Earth Day.
GOAL (Green Operations & Advanced Leadership), a network of climate-conscious organizations founded by Pollstar parent company Oak View Group, Fenway Sports Group, State Farm Arena and Jason F. McLennan, released its first Impact Report in 2024 detailing successful member initiatives and data-backed revenue growth opportunities.

Member venues had a 32 percent diversion rate for waste, which represented the combined weight of 60 times the Statue of Liberty kept out of the nation’s landfills. GOAL offers a curated online library of vetted sustainability resources modeled after the industry-leading work at the Oak View Group owned-and-operated Climate Pledge Arena.

Another OVG building that’s taking sustainability to the next level is Co-op Live in Manchester, England. The building has been designed without any gas supply serving the site. It will use electricity for everything, from air-source heat pumps for heating, cooling, and catering, to LED lighting used throughout. 10,500 square meters of rooftop solar panels will power day-to-day activity. The only fossil fuel used in the building relates to backup generators in case there’s a power shortage, and the emergency generators, which are a regulatory requirement.

Artists taking on the climate crisis include Billie Eilish, whose “Hit Me Hard And Soft: The Tour” features plant-based food drives and menu options as part of a year-long partnership between GOAL and Support + Feed, which was founded in 2020 by Maggie Baird, mother of Eilish and her brother Finneas. The partnership aims to help mitigate the climate crisis and increase access to nourishing meals in local communities from Oct. 4-Dec. 17.

Coldplay is another act leading the charge on the ongoing “Music Of The Spheres World Tour,” which ranks No. 2 on Pollstar’s Year-End Top 200 Worldwide Tours chart. Coldplay announced in June it had met its goal of reducing direct carbon emissions from show production, freight, band, and crew travel by at least 50% compared to its previous stadium tour in 2016-2017.

Dave Matthews Band partnered with Live Nation-operated venues on their U.S. tour to minimize the shows’ footprint to equally impressive results, including: over 90% of waste from fans on the tour was reused, composted, recycled or donated; the use of 150,000 plastic water bottles was avoided; over 100,000 pounds were diverted from the landfill; and 3,200 meals were donated to local community organizations.