Live Nation Goes Green With Touring Program

Green Nation
 – Green Nation

Live Nation has unfurled its new Green Nation Touring Program, which will introduce industry-leading guidance and best practices to enhance the sustainability of concert touring.

 
The Green Nation Touring Program is being established after the company completed a global sustainability study which found that 82% of attendees at live music shows strive to maintain an environmentally sustainable lifestyle. 
Four areas of focus for the program will include: Planning, which encompasses the selection of green venues, efficient routing and evaluating different transportation options; Production, meaning the optimization of stage design for more sustainable power requirements; Sourcing merch, catering from local and equitable options; and improving community engagement everywhere tours stop.
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 – Lucy August-Perna

The program will be led by Lucy August-Perna, who has been elevated to Live Nation’s Director of Global Sustainability. She has working with Live Nation since 2016 on initiatives including waste reduction, energy efficiency and fan/employee engagement. 

To measure the program’s impact Green Nation is using standardized impact measurement tools and has created a venue survey to evaluate the sustainability of outside vendors. Green Nation will also work with the think tank Julie’s Bicycle to develop tools, resources and a green tour certification scheme. 
“Live Nation has the opportunity and the responsibility to provide artists and fans with live music experiences that protect our planet,” Michael Rapino, President and CEO of Live Nation Entertainment, said in a statement. “We’re inspired by artists who are continually pushing for greener options, and as we develop those best practices the Green Nation Touring Program will help make them standards in the industry so collectively we can all make the biggest impact possible.”
Live Nation annually works with 40,000 shows and more than 100 festivals in 40 countries, meaning its potential to impact sustainability in the industry is massive.
This week’s issue of Pollstar dove deep into the issue of sustainability in the concert industry, featuring guest columns from AJR’s Adam Met and Effect Partners’ Michael Martin, and a feature on the nonprofit REVERB, which has been working for 17 years to green the industry.