Live Nation looks to achieve zero waste across 20 venues by 2020
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Live Nation looks to achieve zero waste across 20 venues by 2020

The world’s biggest live entertainment company, Live Nation, is making an ambitious drive towards sustainability with a new initiative designed to eliminate waste across 20 of its venues in the next 15 months. A combination of new employee training programs and new positions within the company will be used to achieve this lofty goal, with 14 amphitheatres across the U.S. now looking for “venue sustainability coordinators”. It’s the latest move in a strategy that began two years ago, when Live Nation started taking sustainability seriously.

Live Nation’s share price has risen by 25% year to date

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SOURCE: Yahoo Finance

Sustainability coordinators will have a number of specific responsibilities, including working with concession partners and sub-vendors to ensure that all the foodservice ware available at the venue is reusable, compostable, or recyclable. They’ll also be in charge of keeping staff training on sustainability up to date, as well as plenty of hands-on fare, like organising the “post-show sort” with a team of “zero waste captains”. The “zero waste captains” are an area where Live Nation has been surprised by the uptake – they are, essentially, employee volunteers who hang around to make sure everything’s dealt with. Lucy August-Perna, Live Nation’s manager of venue sustainability, said:

“We weren’t sure if we would get returning people, but I think at almost all of the venues we have a core group of people who assist the sustainability coordinator after every show. We have some people who rotate in and out and have done it a couple of times. Anyone is able to stay behind who wants to.”

That, in itself, is a sign as to how strongly people today feel about sustainability. Given the relative youth of Live Nation’s customer base, that’s likely even more true of them than it is in general. Explaining the company’s thinking behind sustainability, August-Perna says:

“We feel like we are the largest live entertainment company in the world and with that comes both a huge responsibility and a huge opportunity to use that platform to not only try to move the needle from an environmental standpoint, and put on concerts that have zero impact on the environment, but also leverage the fact that we have got this incredible fan base. [Hopefully, we can] inspire them to not only participate when they are at the show but then also when they go home. That would be a dream, if our fans saw what we were doing and decided to adopt that behavior in their personal lives.”

Disclosure

Dominion holds Live Nation in its Global Trends Luxury Fund.


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