Live Nation Entertainment has announced a strategic investment in TURN Systems, which operates a leading Reusable Cup System. Alongside the investment, Live Nation will begin rolling out reusable cups at its venues and festivals, another step in the company’s goal to eliminate single-use plastics and work toward zero-waste concerts.
The TURN system includes reusable cups, collection bins and mobile washing systems powered by an incentive-based software offering. A single reusable TURN cup has the potential to displace up to 100 single-use cups and can break even on its environmental impact in as few as 3 uses. As the primary option for beverages at participating Live Nation events, fans will be able to easily use the return bin system in place of a traditional trash or recycling can.
According to a recent study by Live Nation, live music goers are eager to play a bigger role in protecting the environment with 82% saying they strive to maintain an environmentally sustainable lifestyle. Live Nation deployed the TURN system at several recent events. At the Innings Festival in February, the reusable TURN cups were used in place of single-use plastic cups, and the program was a huge success with fans returning 86% of the cups. As part of the TURN pilot program at PNC Music Pavilion in Charlotte, NC, the venue avoided the use of 13,000 single-use cups with fans returning 90% of the cups.
Jack Johnson: "I’m excited to see Live Nation taking their commitment to reduce plastic pollution to the next level by launching reusable cup programs at some of their concert venues this summer. It’s inspiring to see a music industry effort to offer alternatives to single-use plastic and to give music fans the option to choose reusables.”
5 Seconds of Summer: “We are stoked to partner with Live Nation to promote a more sustainable touring environment, where our fans will leave behind a smaller footprint across several venues this summer and for many more to come. Reusable materials can be a wholly more sustainable and enjoyable experience and we hope to see this innovative program rolled out in more venues soon.”