Ocean Conservancy, in collaboration with GOAL (Green Operations & Advanced Leadership), has officially launched the Protect Where We Play Tour—a groundbreaking sustainability initiative aimed at transforming the environmental impact of live entertainment venues across the United States.
This innovative campaign sets out an ambitious goal: to engage one million fans and prevent one million single-use plastic cups from entering the waste stream by introducing a robust reusable cup program at major concert venues.
By partnering with high-profile artists and venues, the tour seeks to raise awareness and drive meaningful action around the issue of single-use waste, particularly in the live events industry, which has traditionally generated large volumes of disposable items.
The Protect Where We Play Tour made its debut on June 6–7 with Coldplay’s performance at Allegiant Stadium in Las Vegas, Nevada. Upcoming tour stops include The Lumineers at Enmarket Arena in Savannah, Georgia on September 27, followed by Billie Eilish at UBS Arena in Belmont Park, New York on October 25–26.
These events will serve as pilot locations for the reusable cup program, providing a live demonstration of how sustainability can be seamlessly integrated into large-scale entertainment experiences without compromising fan enjoyment or venue operations.
Supporting this effort is Bold Reuse, a leading provider of reuse logistics and services. Bold Reuse will be responsible for overseeing the collection, sanitation, and redistribution of all reusable cups at participating venues, ensuring that the system is efficient, hygienic, and environmentally sound. Their expertise is instrumental in making the program scalable and effective across diverse locations and event formats.
The Protect Where We Play initiative is part of a broader movement to reimagine how live entertainment can contribute to environmental responsibility. It reflects a growing awareness among artists, fans, and venue operators that sustainable solutions are not only necessary but also achievable when stakeholders work together.
The tour is expected to expand with additional dates and artist collaborations to be announced in the coming months.
