The Win-win Of A Sustainable Sports Venue

22 Apr 2015 | sigadmin

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Liz Lozovoy, of the Stadium Group at IMG, looks into the social and commercial benefits of sustainable sports venues…

Recent evidence suggests sports fans are showing an ever increasing interest in the environment and it comes at a time when the expectancy on venues and clubs to provide low environmental impact events is growing.

It is easy to feel good about doing the right thing but there can sometimes be a perception that it will come at a cost. And, while it is true that some sustainable changes may have greater upfront costs than traditional methods, many sport organisations are finding that they are able to quickly recoup any initial costs and, better still, benefit from long term cost savings.

For instance, several venues have replaced conventional light bulbs with LED or compact fluorescent lighting (CFL) – these alternative types of bulbs often cost more, but require less maintenance and can therefore save money. By way of an example, the Staples Centre in California, which replaced over 3,000 halogen fixtures with LEDs in 2012, has seen an annual saving of nearly $80,000.

By working with both employees and fans, stadiums have also been able to reduce the volume of waste leaving the venue by providing adequate and user friendly recycling and composting receptacles.

In 2011, Seattle’s Safeco Field was able to divert 81% of waste from landfills and saved $95,000 in landfill fees. Elsewhere, during the 2012/13 season, Arsenal’s Emirates Stadium in London was able to accomplish a 78% recycling rate with a notable reduction in waste removal and processing costs.

The added bonus is that these efforts have not gone unappreciated by the average fan. A recent survey found that nearly a third of the respondents said they would be more likely to attend a game or concert at a stadium if they knew that rubbish left behind was recycled or composted, while almost half said it would improve their opinion of the stadium. It also found that one in five people would be encouraged to purchase more at the concession stands knowing that packaging was either being recycled or composted.

With billions of fans attending sport events and concerts every year, these potential cost savings and revenue generators should not be taken lightly, especially given the potential for additional ticket and concession revenue as well as the positive impact on brand value.

Many sports clubs, especially in the US, are now incorporating sustainable design into the structure and strategy of new stadiums and redevelopments with green roofing, LED lighting and the use of renewable energy among the innovations being introduced. In addition to the aforementioned cost savings, the implementation of these technologies also provides additional opportunity to bring in sponsorship and partnership revenues.

For example, NRG, the US energy supplier, has partnered with eight of the NFL’s most high profile teams as energy provider, including the San Francisco 49ers and the Washington Redskins at FedEx Field (pictured), which has seen the installation of innovative solar elements on stadium grounds to help offset the power used on game days.

At FedEx Field in particular, NRG has covered 850 parking spaces with solar panels which generates power and also provides protection to fans from inclement weather.

The success of energy companies sponsoring sustainable elements within stadiums can help lead to bigger more traditional sponsorships too, such as naming rights, as seen with the FirstEnergy Stadium in Ohio and NRG Park and Stadium in Texas, valued at $300m over 30 years.

Sport has often been used as a platform to support social change around the world, and it should come as no surprise that it is increasingly being used to promote and encourage a more sustainable environment. While being sustainable undoubtedly requires effort it has also shown that it can be both a force for good and a force for commercial success; a win-win for all.