Isn’t it about time the events industry did more to reduce the use of harmful plastic signage? Simon McKenzie, CEO of sustainable signage solutions organisation, Hollywood Monster, thinks so...
There has been a growing awareness within the industry of the impact of plastic waste on the environment, with attendees increasingly demanding organisers to be as sustainable as possible.
Many events companies and venues are taking steps to reduce single use plastics, with initiatives including using biodegradable or reusable cups and cutlery, and providing water refill stations.
However, the UK events industry is known to generate a significant amount of waste each year. According to a 2018 report by Powerful Thinking, the UK festival industry produces around 23,500 tons of waste annually. The report also found that only about a third (32 per cent) of this waste is recycled, while the rest is sent to landfill or incinerated.
There have seen fantastic advancements in the development of eco-friendly alternatives to plastic materials over the last 10 years. Although companies are looking to reduce their carbon footprint and grow towards being more environmentally friendly, we have found many are hesitant to commit to using alternative materials.
But some major events and venues are already using the sustainable alternatives, including organisers of the 2022 Commonwealth Games. Hollywood Monster helped organisers implement fully recyclable signage at the event - proving it can be done on a large scale.
In March, Vue Cinema in Westfield, London used graphics to advertise and promote the Super Mario Bros film – as is commonplace in cinemas. These fabric graphics were printed on UFabrik Soft Display Textile, a high performing material that is made from recycled PET plastic waste. Three walls and a section of the ceiling in the corridor leading to screening rooms were dressed in the impactful Super Mario-themed graphics.
Aaron Scott, regional bespoke asset manager at Universal Pictures, said: “This was no small feat. It took a team of four from Hollywood Monster two consecutive nights to fit, working through the night while we were closed for minimal disruption. The result is impactful and offers the film goers a immersive Super Mario experience, something the enthusiastic audiences have been visibly excited about.
“Vue are conscious of the impact on the environment and have made big advances in our energy-saving technologies. We want to reflect this level of responsibility in all our practices, and so we wanted whatever material we chose for this project to be sustainable, as well as high performing.”
It’s an ideal time for the industry to introduce new signage methods and materials, because it's already happening, all around us, in our everyday lives.
