Event Efficiency = Event Sustainability

Everyone in the events world is looking for ways to make events more sustainable, and the list of everything to take into consideration can seem huge. But one way to think about event sustainability is to see it as simply about improving event efficiency. When an event is efficient, it automatically becomes more sustainable.

In most industries efficiency is defined by achieving more output from less input. While sustainability is “meeting the needs of the present without compromising the ability of future generations to meet their own needs”. Remarkably similar, in fact.

Events boil down to creative communication; from a sales kick-off, to a product launch, a celebration, an exhibition, to medical education they’re all about communicating the host’s message in the most compelling way. If, as event organisers, we can deliver that message in an engaging way which delivers excellent return on investment (ROI), whilst also consuming fewer of the planet’s resources – that’s something we should do. As event:decisions’ Matt Grey says;

So, how can we measure the inputs and outputs to our event, so we can look at improving its efficiency? Here are some ‘input’ areas to think about;

Travel is an integral part of any event. Need everyone travel to the event to start with? There are many excellent virtual or hybrid event hosting options available. How should those who need to attend in person travel?  Easy access to the venue by sustainable travel options (public transport, carpooling etc) is a much better use of resources than single car journeys. Importantly, where should the event be located? Essential travel to the venue could be planned using fuel-efficient vehicles, such as hybrid or electric vans and buses for transporting people to and from transport hubs, and for transporting equipment around the venue. If flights are essential, closer location to a flight-hub also makes perfect sense.

Accommodation is often a significant aspect of an event. How can the event be formatted to minimise hotel accommodation consumption and transfers? Could the accommodation be made more sustainable by selecting hotels that have implemented sustainable practices, such as using renewable energy sources or reducing water usage? Could efficiency be improved by minimising the distance between the event venue and the accommodation? How about only selecting hotels that are within walking distance, or those that provide shuttle services that run on eco-friendly fuel?

The transportation of equipment and materials is another essential aspect of event planning. Event organisers can reduce the carbon footprint of freight by choosing eco-friendly modes of transportation, such as trains or ships, instead of air or road transport. Most effectively, you can reduce the event’s carbon footprint opting for local suppliers, buying and building locally, and sourcing both crew & materials that can be reused or recycled.

Event organisers can make waste management more efficient by reducing the amount of waste generated in the first place. For example, by opting for reusable or recyclable materials instead of single-use items. Additionally, you can design the venue for minimal waste, providing separate channels for visitors, exhibitors or guests, and providing separate bins for recyclable and non-recyclable waste – ensuring that waste is disposed of responsibly.

Event organisers can make energy usage more efficient by using renewable energy sources, such as solar or wind power, for lighting and other electrical needs. They can also reduce energy usage by turning off lights and electrical equipment automatically when not in use and using energy-efficient appliances. Clearly, this involves co-operation from your venue. Ask at enquiry stage. Ask at show-round; does the venue use renewable power? The more event organisers that ask, the greater the pressure on venues to provide this.

Food and beverage (F&B) provision is an integral part of any event. Can menus and meals be formatted to minimise waste? Can certain food options be prioritised? Smaller portions, vegetarian or vegan options, or locally sourced food for example? Can compostable or reusable food containers be used, and water refill stations be available to discourage the use of single-use plastic bottles?

event:decision’s event sustainability tool, Track, looks at all these inputs at planning stage and calculates the projected carbon footprint of any event, meaning that at even before the event takes place, organisers can still make input decisions that improve sustainability.

Measuring event outputs

How do we calculate the true ROI of any event? It depends of course on the event. If it’s a sales conference, ROI could be measured in knowledge gains by the sales team, leading to more efficient sales processes and increased revenue. If it’s a press launch, the volume of positive coverage is measurable, increased interest and sales can also be tracked. How do you measure the ROI of something like a music event though? What’s the ROI for Glastonbury or Eurovision? If the output is ‘engagement’, ‘brand awareness’ or ‘visibility’ then agreeing how to define and measure that upfront will be crucial in deciding whether an event is a success

So, outputs minus inputs of any event are a marker of how efficient that event is, in meeting its objectives. Continual improvements in overall event efficiency is an incredibly effective way of improving event sustainability. By improving efficiency in the inputs from travel, accommodation, freight, waste, energy, and f&b, event organisers can significantly reduce carbon emissions, lower waste generation and promote sustainable practices.

While implementing these measures may require additional effort, the benefits to society and the environment are huge. By making your event more sustainable, you’re setting an example for others to follow and contributing to a more sustainable future.