Live Nation Want to Bring High-Tech, Reusable Cups To Its Concerts

Live Nation, the corporate behind a few of your favourite concert events, needs you to know that it has a soul. The occasions promoter and venue operator pledged $5 million to TURN, an environmental startup, to deliver their high-tech, reusable cups to its occasions and reveals.

What if I instructed you the worst a part of consuming at a live performance isn’t truly the overpriced and watered-down beer, however the truth that the plastic cup you’re consuming out of goes proper right into a landfill after you throw it on the venue flooring? Well Live Nation, dubbed one of many world’s largest reside leisure firms, is making an attempt to alter that with an funding in reusable cups.

“By investing in TURN, Live Nation is able to make events at our venues and festivals more sustainable,” mentioned Live Nation president and CEO Michael Rapino in a press release. “By rolling out real world solutions at scale we hope this helps the whole industry find solutions.”

TURN’s cup return is fairly easy: Guests at a live performance or occasion will obtain a reusable, plastic or aluminum cup that may be refilled all through the occasion. When they’re able to return their consuming vessel, concertgoers will scan a barcode on the underside and drop it into TURN’s assortment bins. TURN will then wash the cups to reuse them—the corporate claims on their website that their dishwashing know-how is 700% quicker than conventional dishwashers. Guests are inspired to return the cup as an alternative of taking it dwelling by receiving rewards on the TURN app when the cup is protected and sound within the assortment bin.

Live Nation and TURN say that the system has already proved profitable in pageant and live performance settings, having deployed the tech at occasions like Bonnaroo in June 2022. In a case study from Sea.Hear.Now pageant in 2021, TURN says that 31,000 cups have been returned to their assortment pods by the top of the 2-day pageant. Guests earned one entry right into a $1,000 giveaway with each cup they returned.

The attention-grabbing half is just not essentially TURN’s know-how, however Live Nation’s resolution to take a position. Touring and concert events are notoriously environmentally damaging, with every thing from paper and plastic litter, exuberant lighting methods, and tour buses taking their respective tolls on the atmosphere. As Live Nation, one of many greatest live performance firms on the planet, pivots to spend money on inexperienced startups, customers ought to possibly be cautious if this can be a real dedication to offsetting their affect or if it’s all for present.