A Critical Analysis of the Impacts of Uk Music Festivals on the Environment Using Three Comparative Case Studies

A CRITICAL ANALYSIS OF THE IMPACTS OF UK MUSIC FESTIVALS ON THE ENVIRONMENT USING THREE COMPARATIVE CASE STUDIES

ALEXIA-CHARLOTTE CATHERINE RICHMOND

B.A. (Hons) Events Management

Cardiff Metropolitan University

April 2017

Signed statement

I declare that this Dissertation has not already been accepted in substance for any degree and is not concurrently submitted in candidature for any degree. It is the result of my own independent research except where otherwise stated.

Signed – Alexia Richmond

Date – 28/3/17

Abstract

The purpose of the dissertation was to address the research question which was ‘Are UK music festivals environmentally sustainable?’ focusing on the research title of “A critical analysis of the impacts of UK music festivals on the environment” using three comparative case studies: Glastonbury, Creamfields Festival and Reading Festival. The core topic of the study was UK music festivals, with studies in to the environmental impacts of UK music festivals, environmental sustainability and UK music festival attendees.

This study used a research design of both qualitative and quantitative methods: a questionnaire of over 150 UK festival attendees and an interview with the director of Redman Events. The researcher also studied existing literature surrounding sustainability, assessing in depth current environmental sustainability laws, statistics of the impacts UK music festivals have on the environment, the laws that must be adhered to by UK music festivals in regards to environmental sustainability, motivations for UK music festivals to engage in environmental sustainability above the law guidelines, audience demographic as an environmental impact and the methods UK music festivals use to encourage attendees to engage in environmentally sustainable actions.

The research findings highlighted that UK music festivals have negative impacts on the environment, hence why environmental sustainability is essential within all UK music festivals and must be adopted to ensure compliance with the law. The research findings also highlighted that the efforts to promote environmental sustainability differ depending on the organisation and the audience demographic. This addressed a gap in existing literature regarding whether audience demographic impacts on environmental sustainability. Furthermore, the study findings can be applied to UK music festivals as they can aid in development of environmentally sustainable policies.

Word count – 13,638

Acknowledgements

It would not have been possible to write this document without the help and support of the people around me, to only some of whom it is possible to give mention to here.

Above all, I would like to thank my parents for supporting me not only during university, but throughout my entire life; thank you for putting up with my ‘Britney Spears’ moments and having to hear the word ‘assignment’ numerous times a day. You have moulded me in to the person I am today and truly are the backbone of all of my success, an expression of thanks likewise does not suffice.

My big sister Sammy J for being my rock and being there for me at all hours of the day.

My best friend and boyfriend, Jack, for making my time at university an amazing experience. Thank you bringing me so much happiness, being there for me when I needed to vent and making me laugh when university truly stressed me out.

My family members in the UK and overseas for continuously supporting and encouraging my education. Thank you for being there to chat at 3am when I was up late writing assignments and the time difference proved beneficial.

Gail, my ‘other mother’, who has looked out for me from a young age and given me the confidence to achieve my goals.

All of my amazing friends that have made my university experience enjoyable and entertaining, without you, I would not have survived the past three years.

Sara Johnson, my head of year, for encouraging me as a third year to achieve excellent grades, whom without, I would not be writing this today and Diana James, my dissertation tutor, for her guidance and help with the study.

All of the lecturers throughout my three years of university that made my experience interesting, fun and an integral part of my future success, as a person and within the field of Events Management.

Finally, my Grandmother Fran, who will always be my biggest inspiration; to infinity and beyond.

1. Table of contents 1. Table of contents ...... 5 2. List of figures ...... 7 3. Introduction and aims and objectives ...... 8 4. Literature review ...... 11 4a. Sustainability and its significance ...... 11 4b. Environmental sustainability ...... 11 4c. Education of environmental sustainability ...... 12 4d. The importance of environmental sustainability in festivals ...... 12 4e. Environmental sustainability and the law...... 12 4f. The reasons for being environmentally sustainable...... 14 4g. Current statistics of impacts UK music festivals on the environment ...... 15 4h. Case studies of environmental sustainability ...... 15 4i. Differentiation of festivals ...... 15 4j. How festivals increase their environmental sustainability ...... 16 4k. Glastonbury Festival case study ...... 16 4l. Creamfields Festival case study...... 17 4m. Reading Festival case study (Festival Republic) ...... 17 4n. Literature review conclusion ...... 18 5. Methodology ...... 19 5a. Research objective...... 19 5b. Research design...... 20 5c. Questionnaire ...... 20 5d. Interview ...... 21 5e. Data analysis...... 21 5f. Secondary research ...... 21 5g. Legitimacy and restrictions ...... 22 6. Results, analysis and discussion ...... 23 6a. Questionnaire results, analysis and discussion ...... 23 6b. Interview results, analysis and discussion ...... 37 6c. Final summary of results, analysis and discussion ...... 40 7. Conclusion ...... 41 7a. Purpose of the study ...... 41 7b. Research aim and objectives ...... 42 7c. Environmental sustainability in a broader context ...... 42 7d. Research findings...... 43 7e. Limitations of the study ...... 43 5

7f. Suggestions and recommendations ...... 44 8. Conclusion and recommendations ...... 45 9. References ...... 46

2. List of figures

Figure 1 – Reading Festival: Fuel/Energy Comparison 2013/14 ...... 13 Figure 2 – Demographic information ...... 23 Figure 3 – Festivals attended ...... 25 Figure 4 – Promotion of environmental sustainability by the festivals ...... 26 Figure 5 – Environmental sustainability and attendee experience...... 28 Figure 6 – Environmental sustainability and future attendance ...... 30 Figure 7 – Incentives provided at the festivals ...... 31 Figure 8 – Specific incentives provided at the festivals ...... 32 Figure 9 – Use of incentives at the festivals ...... 34 Figure 10 – Incentives and environmental sustainability ...... 34 Figure 11 – Future incentives ...... 35 Figure 12 – Increased promotion of environmental sustainability at the festivals ...... 36 Figure 13 – Environmental conciousness ...... 36

3. Introduction and aims and objectives

This dissertation is titled ‘A critical analysis of the impacts of UK music festivals on the environment using three comparative case studies’ with the aim of clarifying the research question which is ‘Are UK music festivals environmentally sustainable?’ To do so, the researcher will assess the environmental impacts of three contrasting major UK festivals which are Glastonbury, Reading Festival and Creamfields Festival which are organised by three different companies; Glastonbury Festival Events Ltd, Festival Republic and Cream. The researcher will utilise primary research in the form of an online questionnaire targeted at attendees of the three case studies along with a semi-structured, face to face interview with the director of Redman Events; alongside secondary research findings within existing literature such as journals, books, company policies and online news articles to ascertain whether or not UK music festivals are environmentally sustainable. The researcher will evaluate the negative impacts UK music festivals have on the environment and focus on the current policies being used within events organisations to minimise said impacts.

The purpose of the dissertation is to study the environmentally sustainable precautions implemented at UK music festivals and the motivations for organisations to do so. The study will also assess the laws that must be complied with in regards to environmental sustainability and the policies the case studies have in place to minimise the impacts of their events on the environment. Furthermore, the researcher aims to discover if the environmental policies differ between the organisations based on the festival and will also study if the audience demographic affects the environmental impacts at the events.

The researcher has chosen the topic of environmental sustainability within UK music festivals not only because it is a subject which interests the researcher as an events management student, but because sustainability is growing as an integral factor within the field of events, which DeSimone and Popoff (2000) indicate with the belief that sustainability within events helps to build relationships with surrounding communities, the environment and the economy. Raj and Musgrave state (2009) that “There is compelling evidence that the topic of sustainability has gained widespread acceptance in many areas of society, with significant claims for the benefits of adopting the principles of sustainability as an integral part of development strategies” (p1) highlighting that sustainability has grown in importance and in relation to events, it could be said it is a necessity to adopt sustainable practices as part of an organisations objectives.

UK music festivals have increased in popularity and have seen “a 71 per cent increase in the number of outdoor rock and pop music festivals held between 2003 and 2007” (Anderton 2008 cited in Webster and McKay, 2016. p4), however, along with the increase in popularity of UK music festivals, the impacts on the environment have increased. The researcher believes there is a gap in the knowledge regarding environmental sustainability at UK music festivals and believes it is important to recognize why festivals are changing their environmental practices and what are the driving forces behind their development of environmental sustainability methods (Bowdin et al, 2011) thus highlighting why the research question will be useful to answer at this time. 8

The dissertation research could add to the existing knowledge regarding environmental sustainability at UK music festivals through both primary and secondary research, especially regarding the perceptions that attendees have of environmental policies. At present, there is no existing literature to confirm whether or not audience demographic impacts on the levels of environmental sustainability at UK music festivals, hence why the researcher aims to address the gap in existing knowledge.

Environmental sustainability has become “widely adopted in policy terminology by government, at all scales, industry organisations, individuals firms and non-government organisation policies and statements” (Hall, 2012. p120) and has become integral as a factor within events management as indicated by Yeoman et al (2004) who state that the events industry must manage their environmental sustainability effectively to develop and grow as an organisation, as a result of the growth in popularity of festivals and the increase of consumer awareness surrounding the topic of environmental sustainability.

Furthermore, Bowdin et al (2011) state that “Events are targeted as opportunities to demonstrate best practice models in waste management, and to change public attitudes and habits” (p172) continuing to state that “the environmentally conscious event manager will reap not only economic benefits, but also the approval of an increasingly environmentally aware public” which indicates that the public are become more concerned about environmental sustainability, therefore practices must be implemented in order to reap organisation benefits.

The writer will follow the below five objectives to conclude whether or not UK music festivals are environmental sustainable:-

1. To critically evaluate the literature on the environmental sustainability of UK festivals.

2. To carry out secondary research on the environmental impacts of major UK festivals.

3. To evaluate and analyse the measures taken by UK music festivals to adhere to the law on environmental sustainability at events using primary research.

4. To evaluate and analyse whether the characteristics of festival attendees has an impact on environmental sustainability at events using primary research.

5. To make recommendations on how UK music festivals could increase their environmental sustainability.

The dissertation will begin with an analysis of existing literature surrounding the topic of environmental sustainability, firstly defining and discussing environmental sustainability, highlighting the importance of environmental sustainability within festivals, the laws and the motivations to be environmentally sustainable, the current statistics of environmental impacts at UK music festivals and an analysis of the three case studies that will be focused on within the dissertation. Following the literature review, the research design for the study will be critically analysed within the methodology chapter; outlining the methods of research that will be used within the dissertation, along with an overview of study participants, data acquisition and data analysis and will conclude with a reasoning of the legitimacy and restrictions of the study. Furthermore, the primary data collected using an online questionnaire targeted at festival attendees and semi-structured 9 face to face interview carried out with the director of Redman Events will be discussed within the results, analysis and discussion section. The findings of which will be analyses in relation to the secondary research findings within the literature review. Finally, the dissertation will close with a conclusion chapter that overviews the information within the previous chapters and will assess the research question which is ‘Are UK music festivals environmentally sustainable?’ and suggest recommendations for increased sustainability at UK music festivals along with suggestions for areas that may benefit from further research.

4. Literature review

To meet the aim of the dissertation, the researcher will critically analyse previous literature surrounding the topic ‘Impacts of UK Music Festivals on the Environment’ including the development of environmentally sustainable practices and the law along with the influences and drivers for increased environmentally sustainable actions at festivals, for both organisational and attendee benefit. There is extensive existing literature on the environmental sustainability of UK music festivals which will provide factual secondary research, allowing the researcher to address the aim of ‘Ascertain whether UK music festivals are environmentally sustainable by assessing the environmental impacts of 3 contrasting major UK festivals which are Glastonbury, Reading and Creamfields Festival’.

4a. Sustainability and its significance The definition of sustainability is not agreed universally because there are different views on what it is actually is and how it is achievable; however, the idea of sustainability emerged from sustainable development, and its original definition aims to “meet the needs of the present without compromising the ability of the future generations to meet their own goals” (United Nations, 1987).

Vezzoli and Manzini (2008) believe “The term environmental sustainability refers to systemic conditions where neither on a planetary nor on a regional level do human activities disturb the natural cycles more than planetary resilience allows, and at the same time do not impoverish the natural capital that has to be shared with future generations” (p6).

Raj and Musgrave (2009) believe there are issues within sustainable development which have advanced over time however, due to “the formation of the Environmental Development Fund in 1968” (p2), however more formalized documentation surrounding these issues of sustainability have become addressed, such as ‘Agenda 21’ which called for all countries to develop national sustainable development strategies in 1992 (Raj and Musgrave, 2009).

4b. Environmental sustainability Sustainability has four areas which are human, social, economic and environmental sustainability (Goodland, n.d) which have grown in importance within event management because without these areas being addressed, the events industry would not be able to continue, Hall reaffirms this when stating “sustainability is one of the most successful ideas in tourism and event studies” (Hall, 2012. p119).

Desimone and Popoff assert the increased growth of environmental sustainability when stating that “Sustainable management has emerged out of a necessity to continue to grow and prosper while working in partnership with surrounding communities, the environment and the economy” (Desimone and Popoff, 1997 cited in Razaq and Musgrave, 2009. p1).

Environmentally sustainable actions within organisations worldwide grew in importance when the World Bank defined environmental sustainability and devised a policy in which developments in organisations were required to become “environmentally sound and sustainable” (World Bank, 1991 cited in Dalal-Clayton 11 and Sadler, 2014). The World Bank’s policy also required that “projects affecting renewable natural resources must not exceed the regenerative capacities of the environment” (World Bank, 1991 cited in Dalal-Clayton and Sadler, 2014) and entailed an output guide for waste emissions and an input guide to ensure harvest rate for renewable resources. Dayal-Clayton and Sadler (2014) highlight the importance of the World Bank’s policy within organisations when stating “these rules are widely accepted and accord generally with other statements of principles for environmentally sustainable development” (p214).

4c. Education of environmental sustainability The researcher believes that both festival organisers and attendees are becoming increasingly aware and educated on environmental sustainability, this is because the topic has gained interest with the knowledge that adopting sustainable actions will benefit both the company and the consumer, especially within the field of events and festivals (Raj and Musgrave, 2009). Hall (2012) highlights how environmental sustainability has gained importance over the years by stating that the number of published works on the matter have increased from “two in 1989 to over sixty in 2009” (p119) along with increased government legislation and public education programmes (Bowdin et al, 2011).

4d. The importance of environmental sustainability in festivals Based on evidence from theorists, the researcher believes that environmental sustainability is integral within festivals, highlighted by Raj and Musgrave (2009) who state that “sustainable event managers must be cognizant of the concept of sustainability and implement the principles within the organization and delivery of the event” (p1).

The importance of environmental sustainability has grown within festivals to benefit the local community in which they take place and limit the amount of environmental impacts on the local environment, this is because “The events industry benefits from easily accessible environmental and social resources, but as the industry grows to an estimated £11 billion in the UK (EIA, 2007) events and festivals will continue to generate both positive and adverse impacts on communities and cultures” (Raj and Musgrave, 2009. p1) which highlights to the researcher that festivals organisations must adopt environmentally sustainable policies to regulate the positive and adverse impacts.

Negative impacts caused by festivals on the local environment include increased noise and litter along with less localised impacts such as Co2 emissions, for example “the estimated total UK festival industry emissions (excluding travel) is 19,778 tonnes of CO2 per year” (Powerful Thinking 2015, cited in Webster and McKay, 2016. p19). Therefore, in order to limit the amount of negative impacts on the environment it is of great importance that organisations carry out environmental impact assessments which are authorised by the government or council, prior to major events being held (Bowdin et al, 2011).

4e. Environmental sustainability and the law There are many laws enforced by the UK Government including the Climate Change and Sustainable Energy Act 2006, Environment Act 1995, Environmental Protection Act 1990, Planning Act 2008 and Pollution Prevention and Control Act 1999 (Legislation.gov.uk, 2016) which ensure all organisations are

12 working to a standard of environmental sustainability as it has become extensively accepted within policies on government scales, organisations and individuals to be environmentally sustainable.

However, policies have been created to purely address the environmental sustainability of events such as The International Standard ISO 20121 which implements event sustainability management systems and defines the requirements for organisations to advance the sustainability at their events and festivals (Iso20121.org, 2016). The ISO 20121 applies to all sizes and types of event organisations and aims for events and festivals internationally to continue to be financially successful, increase their social responsibility and reduce their environmental impacts (Iso20121.org, 2016).

Along with laws and policies, organizations have been set up with the aim of developing environmental sustainability including ‘A Greener Festival’ which is a not-for-profit organisation committed to lowering the environmental impacts of events and music festivals (A Greener Festival, 2016). ‘A Greener Festival’ has been “instrumental in helping festivals to adapt or refine their behaviour and become more environmentally conscious” (A Greener Festival, 2016) through assessing over 300 festivals worldwide since 2007 and providing festival companies with incentives to become environmentally friendly with awards including the ‘AGF Award’. Sustainability has become integral within events, however the researcher believes that some festival organisations go above and beyond to be environmentally friendly based on their company policy and ethos. Although event organizations have a legal responsibility to be environmentally sustainable, increased efforts can portray the organisation in a positive light, increase their reputation and increase their corporate social responsibility (Dernbach and Mintz, 2011).

Although there are laws on environmental sustainability, there are guides in place to encourage festival organisations to carry out environmentally friendly actions including ‘The Green Music Guide’ which was introduced in 2009 (The Green Music Guide, 2009). The Green Music Guide aims to help festivals achieve a “60% drop in Co2 emissions by 2025” (The Green Music Guide, 2009. p2) and works alongside well- known organisations such as Festival Republic. The Green Music Guide highlights the positive action being taken within the organisations they work with, for example, figure 1 shows a significant drop in fuel usage in Reading Festival between the years of 2013 to 2014, as a result of the help of The Green Music Guide. (The Green Music Guide, 2009).

Figure 1 – Reading Festival: Fuel/Energy Comparison 2013/14

(The Green Music Guide, 2009) 13

4f. The reasons for being environmentally sustainable Environmentally sustainable development has become increasingly integrated within festival organisations objectives as it makes environmental and economic sense to do so (Hall, 2012), not only because it benefits of the environment, but it benefits the organisation (Atkinson, 2010).

The Journal of Sustainable Tourism indicates that the main drivers of environmentally friendly actions within festival organisations are organisational and personal values, consumer demand and the desire to educate attendees; however, obstacles that prevent festival organisations increasing their environmental sustainability include lack of finances, time and sustainable suppliers (Journal of Sustainable Tourism, 2014). The benefits and motivations for adopting environmentally sustainable principles include good publicity and corporate social responsibility, increased attendee satisfaction and increased financial savings (Journal of Sustainable Tourism, 2014). Hall (2012) reiterates how environmental sustainability has many benefits, not only for the festival organisation but for the wider communities by stating it provides “substantial corporate benefits with the costs accommodated by the wider public” (p127).

Holmes et al (2015) highlight the importance of environmental sustainability within a festival organisation by stating “sustainable development is essential in our world today. Event organisers may experience increasing pressure from stakeholders, needing to meet their corporate social responsibility commitments, to improve the sustainability of their event and this could become a major factor in funding agreements with sponsors and other partners” (p196). This indicates to the researcher that festival organisations must have a similar environmental policy as their stakeholders to secure the likes of funding, for example, Glastonbury work in conjunction with Greenpeace whose policy is too “defend the natural world and promote peace by investigating, exposing and confronting environmental abuse, and championing environmentally responsible solutions” (Greenpeace.org.uk, 2016) therefore, if Glastonbury did not have the same outlook and policy in regards to environmental sustainability, Greenpeace may not wish to work with them. It is also important for organisations to have the same environmental policy as the musicians who perform at the festivals, as artists have previously refused to perform at festivals based on their own beliefs such as Richard Hawley who refused to play at Glastonbury Festival in 2013 (The Guardian, 2016).

Financial factors are a large motivator for festival organisations to improve their environmental sustainability, (Holmes et al, 2015) for example in 2005 Glastonbury saved over £13,000 by altering their waste disposal and recycling methods (Bowdin et al, 2006); not only providing the company with an environmentally friendly image and a higher profit but reducing the negative impacts of the festival on the environment.

An article published by the BBC News stated that the cost of sending waste to landfills increased from £40 to £72 per tonne in 2013, which should incentivise festival organisations to partake in recycling to save costs. Furthermore, Atkinson (2010) believes that reducing waste and increasing recycling efforts is integral to festival organisations for both financial and reputation reasons (Atkinson, 2010).

Sustainability at festivals is highly publicised for both positive and negative reasons and can have a large impact on attendees and stakeholders perceptions of that event; for example after Glastonbury Festival 14

2015, The Guardian published an article with a headline stating “Despite the 40,000 bins, Worthy Farm after the festival is an apocalypse of scrap metal, plastic bottles and abandoned tents” (York, 2015) which portrayed the organisation in a negative light. The pressure of the media is a large influence on the environmental sustainability of festivals as highlighted by Bowdin et al (2011) who state that 13 Tonnes of rubbish was left after an Oasis Concert in Haymarket which was widely publicised, giving bad press to the event organisers based on the physical and environmental impacts of the event.

Festivals that attract worldwide attendees have both positive and negative impacts on the environment and existing literature highlights that Glastonbury Festival in particular has large environmental impacts including noise, transport, land and water pollution and damage to wildlife and habitats which is highly discussed in the media, however; on the other hand Glastonbury Festival has positive impacts such as its financial input in to the local community and the public awareness that is created through Glastonbury’s environmental campaigns (Hall, 2012).

4g. Current statistics of impacts UK music festivals on the environment In an environmental impacts report created by Powerful Thinking, it is stated that based on 273 UK music festivals, the industry is accountable for 100 kilotons of c02e yearly including audience travel, 23,500 tonnes of waste and 5 million litres of diesel consumption (Powerful Thinking, 2017). The report also states that according to an audience survey, environmental sustainability is of high importance to festival goers; however under 32% of waste is recycled, only 5% of UK music festivals are formally engaged with an environmental certification scheme and energy makes up 64% of a festival’s carbon footprint onsite (Powerful Thinking, 2017).

4h. Case studies of environmental sustainability

The three festivals that will be used as case studies within the dissertation are Glastonbury, Reading and Creamfields Festival which are all major outdoor festivals that take place in the UK. The researchers reasoning for choosing the three festivals in particular is because they are contrasting in regards to size, number of attendees, audience demographic, music genre and location which will allow the researcher to ascertain if these differences are significant on the organisations environmental sustainability policies. In a statement published by the BBC News, it is reported that in 2012, “the music industry was responsible for about 540,000 tonnes of carbon dioxide emissions and much of it came from the festival side of the business” (Atkinson, 2010) which can be as a result of location, especially that of Reading, Creamfields and Glastonbury as they are held on Greenfield sites (Atkinson, 2010).

4i. Differentiation of festivals The researcher believes that the audience demographic can impact on the environmental sustainability of festivals, which Yeoman et al (2004) reiterate; stating “no matter what the reason is for hosting a festival or event, there is a wide range of customers, each with different expectations, and this will impact on the management processes considered for each individual festival” (pXIX). Yeoman et al (2004) also indicate that audience behaviour is very influential to the environmental damage of festivals as attendees act differently within a festival environment in comparison to the norms of civilization. This highlights that 15 festival organisations need to consider the wants and needs of the attendees when implementing environmental sustainability and must encouraging sustainable behaviour amongst festival goers.

4j. How festivals increase their environmental sustainability Festivals increase their environmental sustainability using many methods; for example Glastonbury makes use of sustainable incentives with the aim of changing the behaviour of attendees. This aids the festival as it provides them with a positive image, for example, on Glastonbury Website it states that “Glastonbury Festival is totally committed to reducing carbon emissions and to raising awareness of what can be done to help combat climate change” (Glastonbury Festival 2016). As part of their environmental message, Glastonbury Festival provides incentives for attendees to go green and travel to the festival via public transport or bicycle by offering the ‘Glastonbury Festival Green Traveller Package’. If attendees use public transport to reach the festival, they are given a Green Traveller lanyard, offering vouchers for discounts on meals, solar showers, access to compost toilets and a discount on a Festival T-shirt (Glastonbury Festival, 2016).

Festival Republic who run Reading along with many other festivals; also highlight their environmentally friendly image on their website claiming they aim to do as much as possible to reduce the impact of their events on the environment and state “We strive to use innovative solutions to fundamental areas of impact such as energy, waste and transport. We also delve deeper into specific areas of our events, looking for ways to minimise impact, often including festival audiences in helping make these changes happen” (Festival Republic, 2016). Both Glastonbury and Reading festival have policy statements on their website to highlight their environmental sustainability, opposed to Creamfields who have very little evidence on their website to showcase how they are eco-friendly.

4k. Glastonbury Festival case study Glastonbury Festival’s online ‘Green Policy’ states that “The festival is committed to enhancing the environment through our operations wherever possible and minimising any negative impact” (Glastonbury Festival, 2016) and provides extensive evidence of such actions including; the timing of the festival which is held in the middle of growing season to prevent the use of environmentally damaging conventional farming practices, encouragement of local transport and car sharing, and newly installed solar powered equipment.

When reading the policy in depth it is evident to the researcher that Glastonbury Festival is centred around environmental sustainability with statements such as “The festival is committed to minimising the amount of waste, and managing the on-site collection of that waste efficiently” (Glastonbury Festival, 2016). The event organisers emphasise their responsibility to ensure items do not end up in landfill and have put controls in place with regards to on what is bought on site by staff, contractors, sponsors and traders. The ‘Green Policy’ also states that 54% of waste was recycled in 2014 and that it costs the organisation £780,000 to dispose of all the rubbish left at the Festival. In regards to Glastonbury 2017, the ‘Green Policy’ highlights that the festival’s sustainable actions will increase, especially in regards to CO2 emissions which is “is a continuing priority” (Glastonbury Festival, 2016). An example being Glastonbury Festival’s investment into local sewage plants which means the Festival’s sewage waste can now be processed within an 8-mile

16 radius of the site opposed to previously a 40 mile radius, allowing the festival to reach a more sustainable solution in the future than in previous years.

4l. Creamfields Festival case study Opposed to the likes of Reading and Glastonbury Festival, Creamfields lacks any indication of environmental sustainability within their online presence, although there is some online literature to indicate the festival has increased its efforts to become environmentally sustainable. In 2008, Creamfields teamed up with ‘Liftshare’, a company who aim to make festival goers more travel efficient and reduce car emissions (eFestivals, 2016), however, there is no evidence that the festival continues with the scheme. Furthermore, Creamfields donate any tents left behind to charity at their ‘Tent Donation Station’ and at the 10th anniversary of the festival, the organisers encouraged attendees to dress up in home-made outfits created with recycled clothes which would be re-donated to Oxfam once the event was finished (eFestivals, 2016). Other environmentally sustainable actions at Creamfields include providing festival goers with recycling bags to use on site, ensuring traders use recycling and biodegradable bin bags and the use of pump powered taps to minimise water wastage (eFestivals, 2016).

4m. Reading Festival case study (Festival Republic) Upon reviewing Festival Republic’s website it is evident to the researcher that they have a Sustainability Policy in place which states “Festival Republic endeavours to deliver festivals and events with the least amount of environmental impact as possible. Working through every aspect of the festival, we are developing systems and innovative solutions across key areas such as energy, transport, purchasing, and waste” (Festival Republic, 2016). Linking back to the ISO 20121, Festival Republic state that when holding events such as Reading Festival they aim to be compliant with the policy with sustainability at the core of their planning throughout the cycle of the event.

Festival Republic states that they have assessed each element of Reading Festival in regards to the impacts posed and “aim to exceed the legislative requirement in the long term, to exceed best practice” (Festival Republic, 2016). Festival Republic also states that they take the demographic of attendees in to consideration when planning their sustainability policy for Reading Festival in order to aid the success of their environmental sustainability policies (Festival Republic, 2016). Festival Republic have introduced recycling incentives to involve contractors and audiences within their environmental sustainability, stating “Our plan is to continually improve our waste management and involve our audiences aiming to maximise recycling rates and minimise volume of waste to landfill” (Festival Republic, 2016) therefore they have put in place their ‘Cup Collection’ policy in which they provide attendees with 10p for every pint cup or bottle they return to the bar at the festival, these are then recycled (Festival Republic, 2016).

Festival Republic state that “80% of the total emissions of the festivals come from audience and production travel” (Festival Republic, 2016) which has led the event organisers to heavily promote public transport to reduce environmental impacts, therefore teaming up with Julie’s Bicycle, a non-profit organisation who aim to reduce the environmental impact of festivals. Through continuous work with Julie’s Bicycle, Reading Festival has achieved a 3 star rating in 2012, 2013 and 2014 for the “Industry Green Certification” (Festival

Republic, 2016) which is “the leading mark of achievement on environmental sustainability within the creative industries” (Festival Republic, 2016).

4n. Literature review conclusion

Existing literature indicates to the researcher that festival organisations are becoming increasingly focused on environmental sustainability, however some are more committed than others in regards to their company policy. Combined with primary research, the researcher can ascertain whether the actions are being continued in this present day within the UK events industry and will further understand what the motivations and limitations are for event organisations becoming environmentally sustainable. Through primary research, it will also be assessed whether environmental sustainability is an important motivation to festival attendees as existing literature indicates and whether it impacts on their festival experience. Through reviewing the information in section 4g of this literature review, it is apparent the UK festival industry has negative impacts on the environment; however the researcher is unable to ascertain which festivals account for the highest percentages of environmental damage by using secondary research. Therefore; in order to ascertain the environmental impacts of the three contrasting case studies and meet the aim of the dissertation, the researcher will focus on the environmental policies of the organisations, incentives provided for attendees to partake in environmentally sustainable actions and the organisations corporate social responsibility.

5. Methodology

Prior to outlining the methods of research that will be used within this study; it is important to understand what research is and the importance is holds. Thomas and Nelson (2006) highlight the vitality of research by stating that “Research implies a careful and systematic means of solving problems” (Thomas and Nelson, 2006. p3 cited in Gratton and Jones, 2010. p2); along with Wann (1997) who goes on to state that “Quality research is the lifeblood of any scientific discipline. Without it, disciplines would stagnate, failing to advance past their current limits and understanding” (Wann, 1997. p17 cited in Gratton and Jones, 2010. p2); overall this highlights the importance of research to any study; it allows for increased knowledge on topic areas and a variety of research is undertaken daily for numerous studies (Gratton and Jones, 2010). The reason for undertaking research for this project in particular is to ascertain the motivations for both organisations and festival attendees to partake in environmentally sustainable actions and to discover whether motivations differ between organisations depending on their organisational objectives and crowd demographic.

The methodology chapter will provide an overview of the research methods intended to be used within this dissertation. Firstly, the objective of the dissertation and the research questions will be reviewed; followed by a presentation of the research design. This chapter will also provide an outline of study participants, data acquisition and data analysis and will conclude with a concise reasoning of the legitimacy and restrictions of the study.

5a. Research objective The objective of the study is to analyse the issues surrounding the environmental impacts of UK Music Festivals, focusing on three comparative case studies. Using primary and secondary research, the researcher aims to understand sustainable event management at UK music festivals from the perspectives of event organisations and attendees.

Primary research is “the result of first-hand knowledge of a topic” (Hamilton, 2005. p7); which entails gathering new findings using methods such as surveys, questionnaires, focus groups and interviews. Whereas Secondary Research is “research that someone else has already done on a subject” (Hamilton, 2005. p8) and is discovered by examining records in books, journal articles, press releases, online data and other existing material.

The researcher will use both primary and secondary research within the study and assimilate them; as although secondary research has been implemented within the literature review; the researcher believes that primary research will be advantageous to the study as it may prove similarities to existing research; however as different participants will be involved, it is likely that different results will be obtained (Green, 2000).

When conducting secondary research, the researcher noted that topics such as attendee perception and motives to become environmentally sustainable and the positive and negative impacts environmental

19 sustainable actions bring to an organization lacked in existing information; therefore the research carried out will develop the understanding of environmental sustainability at UK Music Festivals.

Based on the following quote “Research may follow a deductive or an inductive process. Deductive research involves the testing of a pre-determined theory, explanation of hypothesis” (Gratton and Jones, 2010. p38) the researcher believes the study will follow an inductive approach in which “Inductive research generates the explanation from the data collected” (Gratton and Jones, 2010. p38).

5b. Research design The research for this dissertation has been designed in three segments that include secondary findings within the literature review and the use of two primary data collection appliances which are a questionnaire and a semi-structured interview.

Both quantitative research and qualitative research will be obtained within the study; this is based on the fact that “Quantitative research is based upon numerical measurement and analysis. Qualitative research is based upon non-numerical analysis of words, feelings, emotions and so on” (Gratton and Jones, 2010. p38). Quantitative research will be sought from both secondary findings and elements of the questionnaire; whereas qualitative research will be obtained from the semi-structured interview and variant aspects of the questionnaire.

5c. Questionnaire Brace (2008) defines a questionnaire by stating “Questionnaires are written in many different ways, to be used in many different situations, with many different data-gathering media” and in terms of market research, believes that questionnaires are “intended for self-completion by survey participants” (Brace, 2008. p2). The first element of primary data collection for the study will consist of an online Qualtrics questionnaire posted on social media sites relevant to Glastonbury, Creamfields and Reading; therefore allowing the researcher to gain approximately 150 responses from the chosen sample of festival goers. Thompson (1992) states that “Sampling consists of selecting some part of a population to observe so that one may estimate something about the whole population” (p1), therefore the researcher will partake in selective sampling in regards to the questionnaire to ensure results are collected purposefully based on particular groups, i.e. festival goers, therefore enhancing the reliability of the results (Thompson, 1992). This will allow the researcher to gather additional information concerning festival attendees and whether they influence the levels of environmental sustainability at events depending on their demographics such as age and festival preference.

The questionnaire will remain invariable throughout all forums, consist of 12 questions and will be anonymous. The questionnaire will include a combination of open and closed questions when appropriate, for example, closed questions will be included to gain core information from the target market along with open questions which will allow participants to express their views about the proposed topics (Blosser, 2000).

The reason for gaining 150 completed questionnaires is to ensure the validity of the study; however because the questionnaire will be online, the sample size cannot be predicted nor controlled. The questionnaire will be designed with the aim of collecting both qualitative and quantitative results from festival attendees. The reasoning for choosing to conduct an online questionnaire is because it is considered an “ideal method of gathering primary data if one is seeking the views of many people” (Green, 2000. p19), therefore allowing the researcher to target a wide demographic of festival goers.

5d. Interview There are numerous interview types that can be used to obtain qualitative data which include a structured interview, whereby participants are asked a list of set questions; a semi-structured interview, in which a list of questions are devised along with probes that provoke unplanned questions and an unstructured interview, whereby no questions or topic sequences are planned (Lussier, 2008). A semi-structured, face to face interview will be carried out with the Director of Redman Events to collect qualitative data which will allow the researcher to develop upon the online questionnaire data collected. The researchers’ reason for carrying out a semi-structured interview is because “interviews are useful if you are trying to find out people’s individual opinions or experiences” (Green, 2000. p12); furthermore “a semi structured interview is generally preferred; it helps avoid discrimination and allows the interviewer to ask the candidate questions relating to his or her own situation” (Lussier, 2008. p240). The sampling method that will be applied to the interview is selective expert sampling, thus targeting the expert opinion of an employee within the festival industry (Thompson, 1992).

The researcher believes that conducting primary research with an event organisation will increase the validity of the study, leading to more conclusive results and although Redman Events are not included within the 3 competitive case studies; their insights in to the festival and event industry will allow the researcher to gain knowledge in regards to the dissertation topic and explore environmental policies of event organisations.

5e. Data analysis To analyse the data collected from the online questionnaires, Qualtrics software will be used to generate graphs, summary statistics and charts; thus allowing findings to be displayed and analysed simplistically within the study, which in turn will allow the researcher to compare findings conveniently and analytically. In regards to the interview; statements will be recorded using note taking and quoted within text to compare and contrast the organisation against the three festivals within the case study. Data will be analysed using thematic analysis from both the questionnaire and interview, based on the fact that it is the most prevailing mode of evaluating research as it focuses on investigating and documenting themes within results collected (Guest, MacQueen and Namey, 2012).

5f. Secondary research Secondary research entails “reviewing a variety of existing information sources rather than conducting a single pierce of research. You then summarize what you have found and provide a point of view regarding the information” (Jugenheimer et al, 2015. p29). Secondary research has been carried out to gather

21 information supporting the topic and can be found within the literature review in chapter 4 and consists of company reports and statistics, information in academic textbooks, information off the internet including company websites and journal articles, online and offline. The secondary research carried out appears primarily quantitative as it is based upon specific statistics of environmental sustainability at UK Music Festivals. The reason for the researcher implementing secondary research is because “although secondary research is useful, it’s usually primary research that answers the important questions” (Rugg and Petre, 2006. p32) therefore the secondary research will support or conflict the primary data collected. Also, secondary data provides an adequate data source, is at a low cost to acquire information on the appropriate topics requires and it is easily assessable.

5g. Legitimacy and restrictions Roberts states that “Limitations are particular features of your study that you know may negatively affect the results or your ability to generalize” and that “Some typical limitations are sample size, methodology constraints, length of the study and response rate”. (Roberts, 2004. p146). With this in mind, the researcher precisely considered the source of participants within the study, for both interview and online questionnaire purposes and considered possible biases that could arise. Within similar studies it is noted that “There is a possibility of observer bias anytime data are obtained” (Walkington, 1991 cited in Roberts, 2004. p147); therefore if a participant supplies false or irrelevant information which could make the study less valid the researcher will disregard any obviously extreme or false results. Also, a common limitation of similar studies is the sample size of questionnaire respondents (Roberts, 2004), hence why the researcher aims to gain 150 responses from festival attendees by using specific targeted forums, thus validating the study to a higher level. Data analysis has been approved by the ethics approval panel of Cardiff Metropolitan University and a signed copy can be found in the printed version of this study.

6. Results, analysis and discussion

This chapter displays the results of the online questionnaire and interview, assessing the primary research collected against the secondary research identified within the literature review chapter. The approach that will be taken within this chapter is to analyse each theme of the research in turn, using data collected quantitative and qualitative research and discussing these results in relation to the findings within the literature review. The findings will be analysed using thematic analysis to determine whether the new evidence supports, contradicts or adds to the existing information.

6a. Questionnaire results, analysis and discussion

Figure 2 – Demographic information

Q1 - What is your age? [Please tick one]

When executing the questionnaire, the researcher intended to gather responses from festival attendees of all ages to determine if age influences the environmental conciousness of a festival goer. This is based on the secondary research findings within section 4i of the literature review in which it is believed that a wide range of attendees with different expectations majorly impact the management processes of festivals (Yeoman et al, 2004). It can be seen in figure 2 that the age demographic of questionnaire respondents were predominantely 18-25 years old, however 19.56% of respondees were aged over 35, with the oldest respondents aged between 66 and 75, demonstrating responses from a range of ages.

For certain themes that follow, the responses have been analysed in terms of the ages of the respondents to identify whether or not age is a factor in determining the attitudes and behaviour of festival goers in relation to the subject of this research.

Figure 3 – Festivals attended

Q2 - Which of the following UK Music Festivals have you attended? [Please tick all that apply]

The researcher aimed to gather responses from festival attendees that had visited Creamfields, Reading or Glastonbury to ascertain whether audience demographic impacts on the environmental sustainability of festivals. The three festivals in question differ in regards to number of attendees, music genre and location; therefore allowing the researcher to determine whether these differences are significant on the impacts of environmental sustainability.

It can be seen from the results collected in figure 3 that 74.51% of respondents attended Reading Festival, thus highlighting to the researcher that Reading Festival was the most popular festival amongst those whom completed the questionnaire. Results also highlight that 27.45% of respondents attended Glastonbury Festival and 14.71% attended Creamfields, however some respondents had attended more than one festival. When analysing the findings, it was apparent that the younger demographic of those questioned visited Creamfields, Reading and Glastonbury however in regards to those aged over 31, only 1 had attended Creamfields, 6 had attended Reading but 10 attended Glastonbury; which highlights to the researcher that Glastonbury is the more popular festival amongst older respondents.

Figure 4 – Promotion of environmental sustainability by the festivals

Q3 - When at the festival/s, did you notice promotion of environmental sustainability? E.G - Reducing litter / Travelling via public transport or car sharing / Protecting the land the festival is held on

As stated within the literature review, Hall (2012) believes that sustainable development has becoming increasingly integrated and promoted within festival organisations; which is evident as the results in figure 4 show that 80.33% of festival attendees noticed promotion of environmental sustainability at the festivals in question, compared to a lesser percentage of 19.67% of those that did not. The results highlight to the researcher that the three festivals in the study are successfully promoting their environmental sustainability to a degree that festival goers are mindful of; however, this does not indicate that the respondents partake in environmentally friendly actions at the events.

Further breakdown of figure 4

When breaking down the results it is apparent that the proportion of those who noticed environmental sustainability at Glastonbury and Reading were higher than those who did not; in contrast to Creamfields attendees whom a higher percentage stated they did not notice promotion of environmental sustainability compared to those that did. This corresponds with the information within section 4l of the literature review in which the researcher concluded based on Creamfields online presence (Creamfields, 2017; Facebook.com, 2017) that the organisation lacks any indication of environmental sustainability in comparison to Glastonbury and Reading.

Figure 5 – Environmental sustainability and attendee experience

Q4 - Did the environmental sustainability of the festival/s impact your experience at the event on a scale of 1-4?

Figure 5 highlights that 52% of respondents stated that on a scale of 1-4 environmental sustainability did not impact their experience at the event at all; however 48% of respondents stated that environmental sustainability had some impact on their event experience.

For example, 33.60% percent of respondents stated that their experience was slightly impacted by environmental sustainability, followed by 12% stating their experience was impacted quite a lot and 2.40% stating environmental sustainability was a major impact on their event experience. Crawford (2000) believes that there is direct correlation between environmental sustainability and attendee satisfaction and highlights that organizations should be aware of this to avoid consumer backlash (Crawford, 2000 cited in Bowdin et al, 2001), with this in mind the researcher believes a percentage of attendees are influenced by environmental sustainability at festivals and that impacts on their experience.

Further breakdown of figure 5

When assessing whether audience demographic impacts on the environmental sustainability of festivals, the results showed that 15 of those aged 30 and under believed environmental sustainability had quite a lot or a major impact on their event experience, in comparison to 4 respondents aged 31 and over.

This highlights to the researcher that those of a younger age are more concerned about how environmental sustainability affects their event experience, which the researcher believes is because “the trend towards increasing consumer awareness of environmental issues is well established” (Bowdin et al, 2001. p169) and many festival organisations voice their policies via rapidly growing social media platforms, which older attendees may not have access to (Kopnina and Shoreman-Ouimet, 2015).

Figure 6 – Environmental sustainability and future attendance

Q5 - Would the environmental sustainability of an event encourage you to attend?

The margins of respondents are almost identical within figure 6, with a 1.44% difference between whether environmental sustainability encourages festival goers to attend an event or not. Out of those questioned, 16 respondents aged 31 and over stated that environmental sustainability would encourage them to attend an event and 12 stated it would not; compared to those 30 and under in which 58 respondents stated environmental sustainability would not encourage them to attend and 51 believed it would.

Bowdin et al (2001) have stated that in regards to festivals “There is little substantive research to indicate whether people are influenced by environmental concerns in their decisions to participate in or attend them” (p169), however the results above indicate to the researcher that environmentally sustainability does influence the motivation of some attendees, which could be as a result of various events increasing their environmental policies and promoting their environmentally friendly efforts (Bowdin et al, 2001). One of the main reasons for events promoting their environmentally friendly efforts is because “many event organisers have realised that a failure to be proactive in the area of the environment can result in ‘bad press’ for the event, community protests or pressure on stakeholders” (Bowdin et al, 2001. p169); which has led to higher exposure and increased awareness of environmental sustainability amongst festival attendees.

Figure 7 – Incentives provided at the festivals

Q6 - If you attended any of the festivals in Q2 (Creamfields, Glastonbury, Reading), did the festival/s provide incentives to motivate you to be environmentally friendly?

It can be seen from the results in figure 7 that 59.60% of respondents observed environmentally friendly incentives at the festivals in question, opposed to 40.40% who were not aware of incentives, whether it is because they did not notice them, the festival itself did not promote them well enough or did not provide any. As stated within section 4j of the literature review, festivals utilise incentives with the aim of changing the behaviour of attendees and encouraging them to partake in environmentally sustainable actions (Jones, 2014).

Further breakdown of figure 7

When analysing the results in figure 7 further, it is apparent that a higher number of both Reading and Glastonbury attendees observed environmentally friendly incentives compared to that of Creamfields. For example, 4 Creamfields attendees stated they did notice incentives provided as opposed to 10 that stated they did not; whereas in regards to Glastonbury Festival, 13 attendees stated they did notice incentives provided, compared to 3 that stated they did not. This complements the secondary findings within section 4l of the literature review in which the researcher confirmed that Creamfields lacked promotion of their environmentally sustainable actions within their online presence (Creamfields, 2017; Facebook.com, 2017).

Figure 8 – Specific incentives provided at the festivals

Q7 - If the answer to Q6 was yes, what were the incentives? [Please type N/A if this does not apply to you]

When analysing figure 8, it was evident to the researcher that respondents were very aware of the environmentally friendly incentives provided at Reading festival with 29 respondents stating they observed Reading Festivals ‘Cup Collection’ policy in which every cup and plastic bottle purchased at the event has a returnable deposit of 10p” (Reading Festival, 2017). Other environmentally friendly incentives that those questioned stated they were aware of at Reading Festival were dedicated recycling bins, £10 off the ticket

32 price for bag of rubbish filled, ring pulls on cans returned being donated to charity, the use of screens between acts to promote environmental sustainability, free recycling bags handouts and raffle draws for merchandise and tickets for next year’s festival in exchange for bags of rubbish provided.

However, one respondent provided a negative response in regards to Reading Festivals ‘Cup Collection’ policy stating the festival would only take specific cups “meaning 90% at the festival were not accepted”. Andrady (2015) believes that the environmental policies of organisations can become counterproductive because they can discourage attendees to partake in said actions. In regards to Reading Festival, the researcher believes it may benefit the organisation to re-look at their policy to accept a wider range of materials in their exchange scheme in the future, opposed to cups only purchased at the festival itself as to not discourage attendees partaking in the policy.

In regards to Glastonbury, respondents stated that they were aware of incentives provided such as coloured bins, free showers and food discounts if travelling by bus, a free shuttle bus provided to and from the festival, reduced merchandise prices for travelling to the festival by bike, green messengers and a high promotion of reducing litter and removing items such as tents post-festival with one respondent stating “In Creamfields & Reading I only saw promotion of public transport but it wasn't aimed at being sustainable, however in Glastonbury, the festival promoted cleaning up post festival, donating tents, solar energy, compost loos, no plastic and Fairtrade”.

From analysing the results collected, it is evident that both Reading and Glastonbury are successfully promoting their environmental policies and incentives; however Creamfields only gained two responses, which were the provision of dedicated recycling bins and promotion of public transport. This compliments the secondary data gathered within the literature review within section 4l in which the researcher stated that it is evident that Reading and Glastonbury engage in higher promotion of their environmental policies and incentives opposed to that of Creamfields.

Figure 9 – Use of incentives at the festivals

Q8 - If the answer to Q6 was yes, did you use these incentives?

When analysing the results in figure 9, it is apparent that 30.09% of festival attendees made use of the environmentally friendly incentives provided at the festivals attended; opposed to 26.55% who did not. However, a high margin of respondents stated that the question was not applicable to them based on the fact they had not noticed incentives at all, as stated in figure 7.

Figure 10 – Incentives and environmental sustainability

Q9 - Do incentives encourage you to be environmentally sustainable at festivals, for example; 5% off your ticket price if you travel to the festival using public transport?

The secondary research gathered within the literature review highlighted that the three festivals within the case study offer incentives to encourage attendees to engage in environmentally sustainable actions; however, Reading and Glastonbury provide a substantially higher amount of incentives than Creamfields. When questioned ‘Do incentives encourage you to be environmentally sustainable at festivals?’ a considerable amount of respondents within figure 10 stated yes, with 76.54% of festival goers affirming they would be encouraged to make more of a conscious effort to engage in environmentally sustainable actions with incentives provided such as 5% off the price of a ticket if travelling to the festival using public transport. This is substantially higher than 23.36% of respondents who stated that incentives would not encourage them to be environmentally sustainable at festivals.

Figure 11 – Future incentives

Q10 - If the answer to Q9 was yes, which of the following would encourage you to be more environmentally friendly when attending festivals?

When questioned within figure 11 ‘Which of the following would encourage you to be more environmentally friendly when attending festivals?’, discounted ticket price gained 96 responses, followed by food and drink offers with 76 responses and merchandise offers with 52 responses.

Respondents who selected other stated that incentives which would encourage them to engage in environmentally friendly actions would include “Cheaper transport options”, a “Percentage of ticket prices going to environmentally friendly charities and “Displays and other practical hands on activities which remind attendees of the impact we have on our planet”. The researcher believes it would be beneficial to the festivals within the case study to review their incentive policies and implement a selection of different techniques, as it can be seen from the above statistics that a high number of festival-goers would partake in

35 incentives if they were to benefit from them. This is based on Yeoman et al’s (2004) theory that festival organisations need to consider the wants and needs of the attendees when implementing environmental sustainability and that sustainable behaviour amongst attendees must be encouraged in a way that is appealing to their appropriate demographic.

Figure 12 – Increased promotion of environmental sustainability at the festivals

Q11 - Do you think that environmental sustainability of UK Music Festivals should have more promotion to increase attendee awareness?

The results within figure 12 highlight that 88.32% of attendees believe that environmental sustainability of UK Music Festivals should have higher promotion to increase attendee awareness; opposed to a minor 11.68% percent of festival goers who believe environmental sustainability of UK Music Festivals should not have higher promotion. As stated within the literature review in section 4b, education of environmental sustainability has increased over time and has seen higher promotion. Raj and Musgrave (2009) reiterate the fact that environmental sustainability has grown in awareness and believe that its increase has benefited companies and the consumers in regards to festivals.

Figure 13 – Environmental conciousness

Q12 - Would you rethink your actions at festivals if you knew more about environmental sustainability and the impacts on the environment?

It is interesting to identify that within figure 13, 73.72% of festival attendees stated they would rethink their actions when attending festivals if they were made more aware of environmental sustainability and the impacts their actions have on the environment; opposed to 26.28% of respondents who stated they would not rethink their actions if there was a higher promotion of environmental sustainability. This highlights to the researcher that if organisations were to increase their environmentally friendly marketing, it could lead to a higher engagement of attendees. The researcher believes that promotion of the BS8901, which is the “first worldwide standard for planning and managing sustainable events” (Bowdin et al, 2001. p173) should be implemented at all UK music festivals to develop attendee’s knowledge regarding environmental sustainability and their impacts on the environment. This corresponds with the interview carried out within section 6b between the researcher and Redman Events, in which the interviewee stated “Red Man Events follow the BS8901 regulations because it improves the reputation and image of the organisation” not only that, but it expands the knowledge surrounding the impacts that events have on the environment.

6b. Interview results, analysis and discussion To understand the impacts of UK music festivals on the environment, the researcher conducted an interview with Director of Redman Events, who has worked within their job role for the past 20 years.

Redman Events are an established events management organisation based in Bridgend, South Wales and have worked on projects such as Hop Farm Festival and Glastonbury Festival (Redman Events, 2017)

The researcher’s reason for conducting the interview was to assess the environmental sustainability measures taken within an events management organisation when planning festivals. Although the festivals within the case study are Glastonbury, Reading and Creamfields; the researcher aimed to gather a broader perspective on UK music festivals and gather information regarding the festivals that Redman Events work with. The researcher could then compare the primary research in the interview with the secondary findings within the literature review and analyse whether similar complications and benefits exist.

Firstly, when questioned “What laws do you comply with in regards to environmental sustainability within your organisation?” it was confirmed that Redman Events follow the BS8901 and ISO 14000 regulations along with the legislation attached to the events they are involved with. As stated within the questionnaire findings in figure 13 in section 6a, the BS8901 is the “first worldwide standard for planning and managing sustainable events” (Bowdin et al, 2001. p173) and is integral environmentally sustainable success.

The interviewee affirmed that depending on the nature of the project, Redman Events must comply with law and recommendations in regards to environmental sustainability. This compliments section 4e of the literature review in which secondary research highlights that UK festival organisations must comply with the laws in place to address environmental sustainability, however, the organisations have the opportunity to go above and beyond the law to increase their organisational image and corporate social responsibility through the aid of organisations such as ‘A Greener Festival’ and ‘The Green Music Guide’.

When conducting the interview, the researcher aimed to analyse the motivations for organisations to go above and beyond in regards to their environmental sustainability and affirm whether it is implemented for the benefit of the organisation, for the benefit of attendees, or both. The interviewee stated that Redman Events motivation for increasing their environmentally sustainable efforts is to ensure both they, and the event they are planning, have a positive reputation and image and do not gain law repercussions. The interviewee also stated that the organisations priority is to comply with the ISO1400; ISO1400 is a policy that ensures environmental sustainability and minimises environmental impacts at festivals, which benefits Redman Events as it provides them with a positive sustainable image. Furthermore, Redman Events go above and beyond the law in regards to their company policy by obtaining accreditations such as Neutral Carbon Zone. The internationally recognised Neutral Carbon Zone accreditation is an accreditation that is allocated when the greenhouse gas emissions of an event have been determined in accordance with the instruction set out by the “WRI/WBCSD Greenhouse Gas Protocol Corporate Standard” (neutralcarbonzone® - A Global Standard of Carbon Neutrality, 2017). To ensure complete organisational transparency, the accreditation is then published on the international environmental registry and is made publicly available for viewing.

Within section 4f of the literature review, the researcher gathered existing information using The Journal of Sustainable Tourism which highlighted the motivations for eco-friendly actions within event organisations; 38 these included organisational and personal values, consumer demand and the desire to educate attendees (Journal of Sustainable Tourism, 2014). The interviewee affirmed that Redman Events have similar motivations by stating “The reason for the organisation going above and beyond to partake in environmentally sustainable actions is because it illustrates best practices and portrays the company in a positive light”, this in turn would increase consumer demand and comply with organisational and personal values. However; secondary research also highlighted to the researcher the challenges that organisations face in regards to environmental sustainability such as financial factors, lack of time and lack of sustainable suppliers (Holmes et al, 2015). The interviewee confirmed the difficulties in partaking in environmentally sustainable practices by stating that “The most challenging element of environmental sustainability is the cost involved. The company sometimes finds difficulty in justifying the expense against the morality”. However, when questioned “Does complying with the laws on environmental sustainability save or cost the organisation money?” The interviewee stated “Environmental sustainability should be intrinsic of every aspect of working practices to minimise the impacts of what we’re trying to achieve. It can purely be based on knowledge and improved working practices to reduce costs; however it can be costly to comply with laws but saves money in the long run”.

In section 4f of the literature review, the researcher aimed to ascertain the organisational benefits gained when complying with environmental sustainability policies. To do so, the researcher questioned the interviewee, ‘Does ‘going above and beyond’ help the organisation in regard to stakeholders?’, to which it was affirmed that ‘going above and beyond’ environmental sustainability allows Redman Events to build a better relationship with stakeholders as the organisation is perceived more attractive and competent. This is coherent with the secondary findings with section 4f of the literature review which highlight that event organisers experience growing demands from stakeholders to conform with sustainability requirements in order to secure sponsorships and partnerships (Holmes et al, 2015). The researcher went on to question ‘Do sponsorships impact the organisations environmental responsibility?’ in which the interviewee stated that Redman Events outline the environmental sustainability for events, therefore the sponsors must comply with the policies defined by the organisation. Holmes et al (2015) emphasise the importance of similar values between organisations and sponsors by stating “a range of past research highlights the importance of a shared vision and understanding amongst key stakeholders” (p6) and indicate that sponsors must comply with the regulations set out by an organisation in order to implement successful sustainable practices at events.

The writer aimed to ascertain whether environmental sustainability is continuously developing within UK music festivals, as it has over time. Previously, laws did not exist to ensure companies complied with certain regulations; however as stated within section 4e of the literature review, the increased importance of environmentally sustainable actions is reflected within current company policies. When discussing Redman Events future policies and aims, it was affirmed that the organisation will adapt to any changes in regulations and legislation and review as and when it is required. This will benefit the organisation as it will increase expectations from clientele and increase attendee satisfaction at the events.

6c. Final summary of results, analysis and discussion Within this section, the researcher will compare the findings within the primary research against the findings within the literature review and provide a final summary of important and surprising information found to assist in addressing the aim of ‘Ascertain whether UK music festivals are environmentally sustainable by assessing the environmental impacts of 3 contrasting major UK festivals which are Glastonbury, Reading and Creamfields Festival’, the results of which will be discussed further in chapter 7, the final conclusion chapter.

When assessing the correlation between attendee demographic and environmental sustainability, it was evident to the researcher was that a higher percentage of younger festival attendees were more responsive to environmental sustainability, opposed to an older demographic of attendees. These findings were very apparent to the researcher and corresponded with Mohai and Twight’s theory that “age is the strongest and most consistent predictor of environmental concern” (Mohai and Twight, 1987 cited in Mehta and Quellet, 1995. p129); and is identical to Mehta and Quellet’s theory that “Younger people express higher levels of environmental concern than older people do” (Mehta and Quellet, 1995. p129).

Audience demographic refers to the term that is used to “measure and identify the characteristics of audiences” and studies age, gender, race and ethnic origin and education as factors within decisions such as purchasing (Friedmann, 2014. p57). The researcher has summarised that there a trend between audience demographics and environmental sustainability based on the evidence within the primary and secondary findings that Creamfields attendees are less influenced by environmental sustainability opposed to Reading and Glastonbury Festival attendees.

It is important to note that a higher amount of those questioned noticed environmentally sustainability actions at the three case studies than those who didn’t and a higher amount of attendees are making use of incentives as a result of increased awareness of environmental sustainability. This aids the researcher in ascertaining whether UK music festivals are environmentally sustainable, however, through the information gathered the researcher believes that some organisations prioritise environmentally sustainability more so than others within the three contrasting major UK festivals, to provide them with an improved organisational image. When gathering information regarding organisational benefits for partaking in environmentally sustainable actions, it is evident that motivations not only include the repercussions of the law but a positive company image, increased corporate social responsibility and a higher percentage of successful events. However, it is apparent that there are numerous factors of difficulty in regards to the environmental sustainability of organisations such as lack of time, money and resources, which is consistent throughout the primary and secondary research findings.

In regards to the incentive policies at the three festivals, it is interesting to note that Reading Festivals ‘Cup Collection’ policy was the most recognised and popular out of the case studies; however it is apparent that the policy needs elements of review to increase attendee engagement. Also, it is important to note that a large percentage of those questioned stated they would be encouraged to make more of a conscious effort to engage in environmentally sustainable actions if there were increased incentives provided. Furthermore,

40 results show that if there was increased promotion of environmental sustainability at festivals, attendees would make more of a conscious effort to increase their efforts and responsibility in regards to saving the environment.

7. Conclusion

7a. Purpose of the study The purpose of the study was to investigate the impacts of UK music festivals on the environment and to ascertain whether UK music festivals are environmentally sustainable. To reach the aim of the study the researcher assessed the environmental impacts of 3 contrasting major UK festivals which are Glastonbury, Reading and Creamfields Festival. This chapter will analyse the information gathered to enable the 41 researcher to affirm whether or not UK music festivals are environmentally sustainable; the researcher will also present recommendations to conclude with a summary of final thoughts.

7b. Research aim and objectives The research aim was to ascertain whether UK music festivals are environmentally sustainable by assessing the environmental damage of three contrasting major UK festivals which are Glastonbury, Reading Festival and Creamfields Festival. The three festivals are run by three different organisations, therefore the researcher aimed to discover if the environmental policies differ between the organisations, based on company policy and crowd demographic.

The five outlined objectives that were set in order to reach the aim of the study were:-

1. To critically evaluate the literature on the environmental sustainability of UK festivals.

2. To carry out secondary research on the environmental impacts of major UK festivals.

3. To evaluate and analyse the measures taken by UK music festivals to adhere to the law on environmental sustainability at events using primary research.

4. To evaluate and analyse whether the characteristics of festival attendees has an impact on environmental sustainability at events using primary research.

5. To make recommendations on how UK music festivals could increase their environmental sustainability.

The researcher believes that both the research aim and the five objectives were met. Firstly, the existing literature surrounding environmental sustainability and its impacts were critically evaluated within the literature review in chapter 4 of the study to determine the significance of environmental sustainability at UK music festivals, allowing the researcher to achieve objectives one and two.

Secondly, primary research carried out using both a questionnaire and interview allowed the researcher to achieve objectives three and four, as discussed within the results, analysis and discussion chapter in section 6 of the study. Finally, to meet objective five, the researcher will provide recommendations regarding how UK music festivals could increase their environmentally sustainable efforts within section 7f of this conclusion chapter.

7c. Environmental sustainability in a broader context Although the study was mainly focused on the area of events management, with the title “A Critical Analysis of the Impacts of UK Music Festivals on the Environment using three comparative case studies“, it is important to note that in a broader context environmental sustainability has extensive importance in all aspects of people’s lives (Knox and Mayer, 2013). Environmental sustainability focuses on the decision making and practices outlaid to decrease the impacts on the planet, avoid damage to the environment or diminish unrenewable resources (Knox and Mayer, 2013).

General environmental sustainability factors include reduction of emissions, reduction of air pollution and water pollution, along with increased recycling efforts and utilization of resources and environmentally sustainable materials (Knox and Mayer, 2013).

When planning, carrying out or cooperating within an event or festival, environmental sustainability is focused around the materials used, venue selection, transportation methods and food and beverage. These efforts are not only utilized by the events manager and their staffs when planning the event but are outlined to attendees to encourage them to increase their environmentally sustainable efforts (Knox and Mayer, 2013).

7d. Research findings From the findings, the researcher has been able to achieve the five outlined objectives and conclude:-

1. Environmental sustainability is essential to UK music festivals and it is adopted within the three case studies as they have a legal obligation to do so. However, out of the three case studies, it is apparent that the efforts to promote environmental sustainability differ depending on the organisation and the audience demographic.

2. Major UK festivals have a considerable negative impact on the environment which can be seen from the statistics within section 4g of the literature review. However, they have positive impacts which occur when environmental sustainability is implemented; these include increased environmental awareness amongst attendees, improved transport and communications and urban transformation and renewal (Bowdin et al, 2012).

3. All UK music festivals must adhere to the laws surrounding environmental sustainability in order to continue to host their events; this was affirmed when carrying out the interview with Redman Events who reinstated the positives and negatives of environmental sustainability laws at events.

4. Characteristics of festival attendees impact the environmental sustainability of events; this was affirmed through the primary research conducted in which contrasting crowd demographics were questioned using the same questions, although the results proved different depending on age and the festival they were attending.

5. Refer to suggestions and recommendations within section 7f of the conclusion chapter.

7e. Limitations of the study The data collected has allowed the researcher to ascertain whether UK music festivals are environmentally sustainable by using a questionnaire to target festival attendees and interviewing a UK events management organisation; however, the researcher acknowledges the limitations of the study as further data collection could have been achieved if resources permitted so, therefore increasingly the validity of the study.

For example, the questionnaire sample could have targeted a higher number of festival attendees to gain a broader perspective of environmental sustainability at the three case studies. Although the researcher

43 gained over 150 responses online from the appropriate target market, the limitations of time and word count proved difficult in gathering a larger sample.

Also, the researcher intended to contact the three case studies personally to interview them on their environmentally sustainable policies as this would have gained data from the perspective of the organisations themselves. However, contacting the festivals personally proved difficult due to the fact the organisations receive numerous requests for a one on one interview, therefore the researcher carried out an interview with Redman Events to collect data from a UK festival organisation which was outlined as a backup plan prior to conducting the dissertation.

Furthermore, the researcher had difficulty in finding data regarding the environmental impacts the three case studies pose on the environment. Although the researcher found numerous statistics of the environmental impacts of UK music festivals as a whole, it was difficult to ascertain which festival posed the higher amount of negative impacts. However, in order to understand and come to a conclusive decision regarding the environmental impacts of the three contrasting case studies, the researcher focused on the environmental policies of the organisations and the incentives provided for attendees to partake in environmentally sustainable actions.

7f. Suggestions and recommendations The results of the research display substantial information that highlights environmental sustainability at UK music festivals.

The researcher would suggest that to increase the knowledge surrounding the topic of environmental sustainability at UK music festivals, it would be beneficial to carry out further research with a larger sample of festival attendees to ascertain how crowd demographic impacts on the environmental sustainability of UK music festivals. It would also be beneficial to conduct interviews with festival organisations themselves to expand on the existing knowledge regarding their environmental policies and motivations to be environmentally friendly.

The researcher would also recommend that further research should be conducted on the impacts of the festivals themselves to indicate which festival contributes to the highest amount of environmental impacts. If this information was gathered, it would allow the organisations to have awareness of their environmental impacts, thus incentivising them to increase their environmental sustainability efforts.

The researcher would recommend that the festival organisations within the dissertation educate their attendees further to increase their contributions towards environmental sustainability when attending festivals; this is based on the findings within the questionnaire in which a high percentage of respondents stated that environmental sustainability of UK Music Festivals should have more promotion to increase attendee awareness. Within the questionnaire findings, a majority of festival attendees themselves also stated that they would rethink their actions at festivals if they knew more about environmental sustainability and the impacts on the environment.

The researcher would also recommend that the festival organisations rethink their environmental policies in order to appeal to the audience demographic, this is based on the research gathered within the online questionnaire within figure 11 of the results, analysis and discussion chapter, in which respondents stated the incentives they are more or less likely to use. The organisations should utilize this information to increase incentives, thus increasing attendee participation in environmental sustainability.

8. Conclusion and recommendations

The researcher’s initial knowledge of environmental sustainability grew throughout the study because the researcher discovered the integrity of sustainably actions within UK music festivals. The study has highlighted that not only do events have to comply with the law, but it is common practice to provide an environmental policy to highlight the efforts the organisation makes to ensure preservation of the planet when hosting their events. As the law provides a base for environmental sustainability with UK music festivals, it is appropriate to state that all UK music festivals are environmentally sustainable. However, through the research carried out within the literature review and primary data collection, the researcher believes that the importance of environmental sustainability differs within UK festival organisations depending on the organisation themselves and their attendees.

The results of the questionnaire highlight that the knowledge and understanding of environmental sustainability is growing amongst festival attendees, therefore it is essential that UK music festivals include environmental sustainability as part of their organisational objectives if it is not already, not only for a positive image and reputation but for the satisfaction of attendees and in a broader context stakeholder and community satisfaction. With this approach to environmental sustainability, it will increase the longevity of UK music festivals in to the foreseeable future and limit the negative impacts on the environment.

In conclusion, the researcher believes that the study highlights that UK music festivals are environmentally sustainable to an extent, as all UK music festivals must comply with the laws in place; however UK music festivals could do more to increase their environmental sustainability as highlighted within the results, discussion and analysis chapter. A prime example of this is that 73.72% of festival attendees within figure 13 of the questionnaire stated they would rethink their actions when attending festivals if they were made more aware of environmental sustainability and the impacts their actions have on the environment, which highlights to the researcher that the festivals within the case study need to do more to promote environmental sustainability to attendees. Furthermore, figure 12 shows that 88.32% of attendees believe that environmental sustainability of UK music festivals should have higher promotion to increase attendee awareness. The researcher also believes that by assessing the three comparative case studies, it is evident that the environmental policies differ between the organisations, based on the organisation objectives and crowd demographic.

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