Live music took a step forward in the sustainability battle recently as the National Arenas Association (NAA) unveiled its Green Guide. The guide is aimed at helping the UK’s largest indoor arenas adopt sustainable practices and comes as nearly 20 million music fans attended shows last year, up 33% from the previous year. But why does this guide matter, what can it achieve and will it work? 
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Why This Matters
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Indoor arenas are at the heart of the UK’s cultural and entertainment scene, hosting thousands of events each year. From concerts to sports matches, they bring in millions of visitors, but with that comes a significant environmental cost. Energy consumption, waste generation, carbon emissions and supply chain transport challenges are key challenges for these venues. 

What this Green Guide does is provide a blueprint for achieving sustainability for the 28 arenas across the country. 

Since the pandemic, the proportion of music fans attending arena-sized gigs has increased, making it the largest contributor to greenhouse gas emissions in the live music sector. 

Arenas are also the public face of the live music industry, with high-profile events, huge marketing campaigns and budgets. Plus, thanks to those huge budgets - especially compared to indie venues - arenas can invest more in sustainability. 

Put simply, arenas have the budget and responsibility to address sustainability issues, providing a blueprint for the other super-sized venues to follow, and hopefully inspire the hundreds of other music venues across the country to take up the sustainability cause, creating a collective effort. 

That effort won’t go unnoticed as consumers increasingly expect businesses and industries to prioritise sustainability. A 2023 report by NielsenIQ revealed that 78% of global consumers value environmental responsibility in the brands and services they choose. 

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What the Green Guide Aims to Achieve
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The Green Guide offers practical advice on adopting best practices in sustainability, helping arenas make meaningful changes in areas like:
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Energy Efficiency

Energy-reducing strategies, including switching to LED lighting, using smart energy management systems and sourcing renewable energy.
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Waste Reduction

Better waste segregation, encouraging recycling and reducing single-use plastics across events.
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Carbon Reduction

Suggestions for lowering emissions, including working with eco-conscious suppliers and supply chains, and crucially, supporting sustainable transport options for gig goers. 
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Collaboration 

Partnering with event organisers, performers, and local communities to drive home their sustainability initiatives. 
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Education 

Promoting awareness among employees, vendors and visitors about the importance of sustainable practices. The Green Guide also includes a range of examples, case studies and steps that arenas can take to become more sustainable. 

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Will It Work?
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The Green Guide is a promising step forward, but its success hinges on several factors. 

For any real change to happen, arena operators, event organisers and sponsors need to fully embrace the guide’s recommendations. The more stakeholders commit to its principles, the greater the collective impact will be. You can lead a horse to water but you can’t make it drink!

The music scene’s sustainability could also be hugely encouraged via UK government support, including possible grants, tax breaks, or incentives. And introducing regulatory backing could standardise sustainability efforts across the sector.

One of the most crucial aspects is how engaged visitors are. Their support of recycling schemes and using public transport is key. As this recent blog discovered, the largest carbon footprint at an event isn’t caused by the venue but by the music fans getting to and from the show. Education campaigns can encourage attendees to align their behaviour with the arena’s goals.

Similarly, it’s important that this Green Guide is the start of a long-term commitment. Regular reviews of progress and updates to the Green Guide will be crucial for adapting to new challenges and technologies.

The good news is that some arenas have already shown leadership in this area. Venues like The O2 and Manchester Arena have piloted projects in renewable energy use and waste reduction. If more arenas follow suit, the Green Guide can set the standard for global best practices.
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A Blueprint for the Future?
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The question is no longer whether arenas can go green - it’s how quickly and effectively they can adopt these practices and how effectively fans buy into sustainable transport options to and from the venue. Tools like the Green Guide are a strong starting point for the UK’s live music scene.

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Get in touch 

Want to know more about sustainability and the music industry? One Nine Nine are experts, with dedicated music marketing and sustainability divisions. To find out how we can impact your marketing, please contact our team at 01138444111 or email us at contact@onenenenine.agency.

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