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Festivals

In: Business and Management

Submitted By chloe72
Words 2431
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This essay will discuss and present ideas relating to international music festivals and the reduction of their environmental impact. In order to explore this area it is first necessary to look at how international music festivals contribute negatively to the environment, then the processes that organisers and attendees can put in place to reduce this will be evaluated. In recent years there has been an increased interest from event’s organisers, and especially music festival organisers, in achieving sustainability (Mair & Laing ,2012). It can be argued that this interest manifests from many different sources including personal values of the organisers, demand for greening from stakeholders, and a desire to educate and provide example for groups in society. However a key driver for reducing environmental impacts of music festivals is notably the criticism that has arisen from research into the negative impacts of such events. A music festival is defined as “a performance event comprising two or more performances of live music over one or more days and at recurring periods, which is packaged as a coherent whole” (Ivan and Wijnberg, 2006). A study by Julie’s Bicycle in 2007 found that a large music festival (more than 40,000 people) in the UK including audience transport will produce in the order of 2,000 t CO2e. Approximately 500 music festivals take place in the UK annually with over 5 million people attending from across the world (Julie’s Bicycle, 2007) producing around 84,000 t CO2e per year, with two thirds of this coming from audience travel. Further impacts include noise pollution, traffic congestion, and the carbon footprint and emissions associated with the process of setting up, running and taking down the event (Ali-Knight, 2008). Therefore it is necessary to look at the options which are available to music events in order to change their negative environmental impacts.
It can be seen music festivals have already started to implement changes conscious of environmental impact. Music festivals appeal to a large number of consumers and are therefore a lucrative medium through which to spread the message of environmentalism. Festival Republic (the producers of large festivals such as Reading and Leeds) were early advocators of sustainability employing one of the first dedicated sustainability managers (Julie’s Bicycle, 2011). Leeds festival achieved an 18% decrease in waste emissions due to 42% of waste recycled in 2010 compared to 34% in 2009 earning the festival a 1 star Industry Green in its first year of assessment (Leeds Festival, 2010). Despite this there was an increase in audience travel emissions meaning relative primary carbon emissions increased. This shows that despite encouragement audience travel is one of the hardest areas to address as ultimately it is out of the immediate control of organisers. This is also made worse by the fact most festivals are held on Greenfield sites, meaning they do not lie conveniently on public transport routes (Atkinson, 2010). Organisers of the Glastonbury Festival claim to understand that such a large audience (up to 200,000) can have a negative impact on the local area, so they aim to make the festival one of the greenest and cleanest events anywhere in the world (Royal Geographical Society, 2010). It works in partnership with Greenpeace, promotes the ‘leave no trace message’ and the “Glastonbury Festival Green Traveller” has been created to give incentives for people who travel by public transport (Green Glastonbury, 2014). Showing even the largest event can set good industry standards.
Although music festivals have come a long way in implementing their ‘green’ policies over the past 10 years, it can be seen there are three main issues that need to be addressed namely audience travel, waste management, and energy supplies. According to Julie’s Bicycle moving people to and from festivals contributes 68% of the festival sector's total emissions. Examples from festivals such as Latitude can be implemented across all festivals in order to reduce travel emissions, the festival offers chances to win a VIP upgrade for those who chose to lift-share (Latitude Green, 2014). Whilst travelling by public transport is encouraged to reduce emissions for many the convenience of the car is too appealing and so encouraging lift-sharing is a good initiative. Incentivising the audience is a popular way to encourage consumers to change their behaviour at festivals. This is particularly effective with a younger audience like those seen at Reading and Leeds who are offered incentives to dispose of rubbish properly in the form of beer and money (Edwards, 2010). Putting a value on a piece of waste can effectively change the behaviour of consumers, if a cup is worth £1 then someone will pick it up, ultimately reducing waste (Grant, 2010). Forty nine per cent of the rubbish at Glastonbury was recycled last year through the use of clearly labelled recycling facilities. If waste is continued to be reduced at festivals organisers need continue to invest heavily in the correct recycling facilities available to audiences on site.
The main barrier to the greening of festivals is the audience participation. In a recent survey only 28.1% said they currently ‘consider a festival’s environmental impact when choosing to go to an event’ (A Greener Festival, 2013). Despite the efforts of organisers only 43.1% of respondents said that they had ‘changed their behaviour as a result of green initiatives or ideas they had discovered at festivals’, meaning the majority of attendees still aren’t getting the message. Audiences continue to see environmental impact as primarily the organiser’s responsibility (Julie’s Bicycle, 2013). This shows the natural tensions between greening festivals and the festivals initial purpose – for people to relax and have fun (Benn, 2008) - if this is the intention then changing audience behaviour can be a big task. Any number of procedures and policies put in place by organisers can be made effective or rendered useless by a mass audience that does or does not comply with them (A Greener Festival, 2012). One way to overcome this could be to educate on mass at festivals, this approach has been taken by Festival Republic who recruit a number of ‘Green Messenger’ volunteers to spread the word to festival goers (The Ecologist, 2012). Events such as festivals may allow environmental messages to be directed at audiences that are not traditionally seen as being green, eg. Younger audiences (Laing & Frost, 2010). If a festival is to be successful in educating consumers the green element of the event should be demonstrated clearly and consistently throughout all information available to the public, local community and the media. Providing one strong coherent message across all platforms is the first step in educating festival goers on environmental impact. (Laing & Frost, 2010)
Another barrier to implementing change is the availability of resources. There is a big difference between having the intentions to become a greener festival and having the resources and organisation to put them into practice (The Guardian, 2010). This can be seen when looking at calls for the use of clean energy supplies. The Croissant-Neuf Summer Party held in Wales is entirely run on solar power, and in 2012 95% of all waste generated was recycled (Croissant-Neuf, 2014). Despite setting an industry example, other larger festivals may struggle to produce enough electricity to power themselves in this way. Power options available to organisers to reduce environmental impacts include the use of biodiesel fuelled generators, solar, or wind power. If larger festivals could not afford to power their whole event in these ways options of green power suppliers providing sponsorship could be considered (Getz, 2009). This would serve a dual purpose of promoting green energy to the audience as well as making the festival more environmentally friendly, giving it a competitive advantage.
The event management process can be seen as being circular in that the elements of organisation – research, design, planning, coordination and evaluation – come full circle and continue once an event has been staged. Greener events sites must also come full circle in that they must aim to look the same after an event as they did beforehand (Goldblatt, 2010). When thinking of waste management organisers should first consider ‘precycling’, that is an emerging strategy that promotes buying used, recycled or recyclable supplies. For festivals this could simply mean providing biodegradable cutlery and food containers, or as recommended by Live Earth (Greening Live Earth, 2007) buying PVC-free fencing and making sure that all temporary structures can be reused after the event. Another key factor in recycling is minimising packaging. Organisers looking for a greener event can provide water coolers and jugs whilst giving audience members and staff reusable cups, this is much more environmentally friendly than buying individual water bottles made from recycled materials (Goldbatt, 2010). Prevention, minimisation and the reuse of potential waste should be considered before recycling in order to run a sustainable event.
An important factor in making sure organisers continue to champion the greening of festivals is incentivising them with industry awards such as The Greener Festivals Awards. The awards were set up in 2007 and are “a not-for-profit company committed to helping music and arts events and festivals around the world adopt environmentally efficient practices” (A greener festival, 2014). In 2014 three UK festivals, Wood, Shambala Festival and Nozstock picked up awards for their environmentally friendly practices. To have the chance to win an award each festival is inspected by one or more environmental auditor who are looking for a number of environmental good practices. The festivals are also invited to provide supporting evidence such as environmental policies, waste management plans, analysis of CO2 and other greenhouse gas emissions. Although considered a great initiative to encourage change in the festival industry, the company currently charges a small fee for their services and therefore organisers have to choose to opt into this scheme. These awards would be more effective at reducing environmental impacts if they could be funded in order to provide their services for free and also if there was a regulatory body set up to enforce environmental auditors to inspect all music festivals.

In conclusion it can be seen there are many negative environmental impacts of music festivals, namely audience travel, waste management and energy supplies. Therefore event organizers, sponsors, managers and hosts have the ethical and moral obligation to make the events socially, culturally and environmentally accountable (Getz, 2005). In recent years efforts have been made by the majority of music festivals to become more environmentally friendly than ever. While these intentions should be credited and some good schemes have been set up, it is likely to take a more comprehensive plan to ensure success. Although it can be said music festival audiences are essentially responsible for their own behaviour and actions at events, the initial responsibility is in the organizers hands. A well-organised and researched environmental campaign can make all the difference between success and failure. Festivals and environmental consciousness can work succinctly if the correct planning and effort is put in to create the change needed. In order to achieve sustainable events a continuous and constant evaluation process is imperative (Raj and James, 2009). The events sector needs to take a more proactive role if sustainable music events are to be achieved. Event organisers should set triple bottom line objectives, these can then be measured in order to determine whether the event was a success then performance can be improved upon next year with the help of industry regulators.

References:

A Greener Festival, (2012) Can festivals ever be green. [online] Available from: http://www.theecologist.org/green_green_living/out_and_about/1378954/can_festivals_ever_be_green.html [Accessed 20 November 2014]
Ali-Knight, J 2008, [Book]; [Ebook] International Perspectives Of Festivals And Events : Paradigms Of Analysis / Edited By Jane Ali-Knight ... [Et Al.], n.p.: Amsterdam London Academic Press/Elsevier 2008.
Atkinson, S. (2010) Festivals put green issues higher up the bill. [online] Available from: http://www.bbc.co.uk/news/10145690 [Accessed 10 November 2014]
Benn, M. (2008) When the music’s over… [online] Available from: http://www.theguardian.com/environment/2008/aug/21/ethicalliving.festivals [Accessed 18 November 2014]
Croissant-Neuf, (2014) Green ethics. [online] Available from: http://www.partyneuf.co.uk/green-ethics [Accessed 18 November 2014]
The Ecologist, (2012) [online] Can festivals ever be green. http://www.theecologist.org/green_green_living/out_and_about/1378954/can_festivals_ever_be_green.html [Accessed 20 November 2014]
Edwards, R. (2010) Festivals like Glastonbury and Leeds need to curb their carbon emissions. [online] Available from: http://www.theguardian.com/environment/green-living-blog/2010/may/05/festivals-glastonbury-leeds-carbon-emissions [Accessed 15 November 2014]
Getz, D. (2005) Event Management & Event Tourism, 2nd Edition, New York: Cognizant Communication Corporation.
Getz. D. (2009) Policy for sustainable and responsible festivals and events: institutionalization of a new paradigm. Journal of Policy Research in Tourism Leisure and Events. 1 (1). 61-78
Goldblatt, J. (2010) Special Events: A new Generation and the Next Frontier – 6th Edition. Hoboken, N.J: John Wiley & Sons Inc.
Green Glastonbury, (2014) Green Glastonbury. [online] Available from: http://www.glastonburyfestivals.co.uk/information/green-glastonbury/ [Accessed 13 November 2014]
The Guardian, (2010) Festivals like Glastonbury and Leeds need to curb their carbon emissions. [online] Available from: http://www.theguardian.com/environment/green-living-blog/2010/may/05/festivals-glastonbury-leeds-carbon-emissions [Accessed 19 November 2014]
Ivan, O.P. and Wijnberg, N.M., (2006). Classification of Popular Music Festivals: A Typology of Festivals and an Inquiry into Their Role in the Construction of Music Genres. International Journal of Arts Management, 8(2), pp. 50-61,81.
Julie’s Bicycle, (2013) Festival audience survey. [online] Available from: http://www.juliesbicycle.com/blog/festival-audience-survey.html [Accessed 12 November 2014]
Julies Bicycle, (2011) Leeds festival. [online] Available from: http://www.juliesbicycle.com/resources/case-studies/festivals/leeds [Accessed 11 November 2014]
Laing, J, & Frost, W (2010), 'How green was my festival: Exploring challenges and opportunities associated with staging green events', International Journal Of Hospitality Management, 29, 2, p. 261-267, Scopus®, EBSCOhost, viewed 21 November 2014.
Latitude Green, (2014) Latitude Green. [online] Available from: http://www.latitudefestival.com/information/latitude-green [Accessed 18 November 2014]
Leeds Festival, (2010) Green Leeds. [online] Available from: http://www.leedsfestival.com/2011/info/green_leeds [Accessed 11 November 2014]
Mair J & Laing J (2012) “The greening of music festivals: motivations, barriers and outcomes”, Journal of Sustainable Tourism, 20,(5), pp.683-700.
Raj, R. & Musgrave, J. (2009) Event Management and Sustainability. Wallingford: CABI.

Royal Geographical Society, (2010) Greening Glastonbury. [online] Available from: http://www.rgs.org/OurWork/Schools/Teaching+resources/Key+Stage+3+resources/Mapping+festivals/Greening+Glastonbury.htm [Accessed 18 November 2014]

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...文化局舉行國際音樂節今年已經是第二十九屆,請問你對今年活動安排的滿意程度是多少? The 29th Macao International Music Festival has been held, how satisfaction did you feel for the arrangement of the events in this year? * 除了國際音樂節,文化局每年也會舉行澳門藝術節,請問你對今年活動安排的滿意程度是多少? Besides International Music Festival, every year Macao Arts Festival will be held as well, so how satisfaction did you feel for the arrangement of the events in this year? * The 29th Macao International Music Festival ticket sales reached 90% which means the participation of Macau citizens is high, do you know much things about the event? * 這表示今年市民對MIMF的參與度很高,請問你對今年MIMF的活動了解嗎? * 你對文化局的方便程度你會給多少分? (包括:服務時間,服務地點,聯絡方法) How would you grade the convenience of Macau Cultural institution provides? (include: Office hours, office location and contact) * 你對文化局的環境設備你會給多少分? (包括:舒適程度,設施配置) What would you grade the environmental facilities of Macau Cultural institution? (include: Comfortability, facilities setting * 你對上一屆的澳門拉丁城區幻彩大巡遊的交通處理安排的滿意程度是多少? During The “Parade through Macao, Latin City, how did you feel about the traffic arrangement? * 這幾年文化局一直在推廣藝術,文化等活動,你覺得成效如何? In recent year, Macau Cultural institution has been promoting art and cultural, what do you think about the effect? * 你對文化局在澳門文化遺產保護方面的滿意程度是多少? * How would you grade the protection to the historical heritage which the Macau Cultural institution has provided? * 2015年初,特區政府提出將活化前愛都酒店,以作為牽頭帶動周邊區域形成一集文教、藝術等。你對這件事的看法是? 愛都酒店: Hotel Estoril e Piscina Municipal ...

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...questions should help you to organise your ideas. Remember that the festival should be clearly aimed at your chosen target audience Investigation|What did you decide?||Teacher feedback|Response to feedback| 1. What is the name of your festival?|My music festival is going to be called Violet festival. I chose violet because when you talk about the word Violent you associate it with a vibrant and mystical color which is what the festival will be all about, peaceful, calm and vibrant.http://en.wikipedia.org/wiki/Violet_(color) – Source.|||| 2. What is the target audience for your festival?|The target audience for this Festival will be between 15-30; This festival will try and vary its amount of music to bring enjoyment to many people who love different genres of music. http://music.uk.msn.com/features/average-age-of-uk-festival-goers-now-over-35-2 - Source of average age of festival goers. |||| 3. When will you hold the festival? Date, start time and duration|I will hold the festival in the summer time as this I when most people are free to venture around. The festival will start on the Friday august 29th and will end on Monday September 1st to mark the turn of a new month.http://www.huffingtonpost.co.uk/2013/05/21/music-festivals-2013-guide-glastonbury_n_3313399.html - Source for average time of Festivals.|||| 4. At which three venues could the festival take place?|My first venue option is wildflower meadow which is a huge...

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