Turn Systems

Live Nation looks to Turn Systems to reduce environmental impact

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Live Nation Entertainment has announced a strategic investment in TURN Systems, the reusable cup system specialist. 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 three 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.

Michael Rapino, president and chief executive officer, commented: “By investing in TURN, Live Nation is able to make events at our venues and festivals more sustainable. By rolling out real-world solutions at scale, we hope this helps the whole industry find solutions.”

According to a recent study by Live Nation, live music goers are eager to play a bigger role in protecting the environment with 82 per cent saying they strive to maintain an environmentally sustainable lifestyle. Live Nation deployed the TURN system at several recent events. At the Bonnaroo Festival in June, the reusable TURN cups were used in place of single-use plastic cups, and the programme was a huge success with fans returning 88 per cent 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 per cent of the cups.

Lucy August-Perna, director of global sustainability, added: “We know that live music goers are motivated to engage in sustainable practices at live events, and so we want to make sure we’re providing sustainable options for fans that are easily accessible and convenient to use. With our investment in TURN, we will use our venues and festivals to demonstrate the effectiveness of large-scale reuse programs with the hopes of inspiring more rapid adoption of solutions that tackle the global waste and plastic pollution challenge.”

Ryan Everton, founder and CEO of TURN Systems, said: “To mitigate the worst effects of the climate crisis, we need to take meaningful steps to reduce carbon emissions, divert waste from landfills and oceans, and create circular economies at scale. We are thrilled to partner with Live Nation to move the needle forward in achieving these ambitions. By deploying TURN across Live Nation’s extensive reach, we hope to not only reduce the environmental impact of these events but also to inspire others to take climate action at their own events and in their daily lives.”

Live Nation will be rolling out Turn Systems across a number of festivals and venues this year,  including major events such as Lollapalooza, Sea.Hear.Now, and Austin City Limits Festival, projecting to displace more than one million single-use cups this year. Live Nation’s pledge to eliminate single-use plastics from its own events is a key pillar in the company’s overall Green Nation global sustainability programme.