Featured image credit: Sea Cow/CC BY-SA 4.0/Edited for size
Support + Feed, a company focused on driving the accessibility of plant-based food, has teamed up with Oak View Group’s GOAL platform to support sustainable operations for US venues hosting shows on Billie Eilish’s upcoming tour.
GOAL, which stands for Green Operations & Advanced Leadership, will work with Support + Feed to help mitigate the climate crisis and increase access to nourishing meals in local communities.
Nine venues within the GOAL network have been identified ahead of Eilish’s ‘Hit Me Hard and Soft’ tour. They are: CFG Bank Arena (Baltimore), Prudential Center (Newark), PPG Paints Arena (Pittsburgh), State Farm Arena (Atlanta), Xcel Energy Center (St. Paul), United Center (Chicago), Climate Pledge Arena (Seattle, pictured), Moda Center (Portland) and Kia Forum (Inglewood).
The arenas, which will host Eilish shows over the coming months, will activate several key initiatives on their respective tour dates by committing to hosting plant-based food drives and engaging fans to donate non-perishable plant-based foods.
The venues will also offer new plant-based menu items at concession, encourage fans to try such items, and provide space for the Support + Feed team to engage fans outside the venue before the show.
Resources and information on the benefits of a plant-based lifestyle will also be provided, along with ‘plant maps’, which will act as a guide to find the plant-based offerings in all participating venues. The arenas will also urge visitors to take part in Support + Feed’s pledge to choose one plant-based meal per day for 30 days and report back on the experience.
The venues will also work with GOAL to measure their water, waste and energy use associated with their tour dates.
Kristen Fulmer, director of GOAL and head of sustainability for Oak View Group, said: “We’re so excited to partner with Support + Feed to drive our collective vision of a more sustainable future. We aim to translate the passion of artists, athletes, and climate advocates into tactical efforts that operators activate in their venue. This allows us to continue our mission of leveraging the influence of GOAL member venues to offer more sustainable options for fans and impact the industry.”
Maggie Baird, founder and president of Support + Feed, added: “We are honoured to partner with GOAL in our mission to advance systemic change toward a more climate-friendly, just, and healthy food system through plant-based food initiatives within the sports and live entertainment industry.
“This collaboration allows us to help inform new audiences in understanding what we eat matters when it comes to the climate crisis and our inequitable food system. By engaging fans and increasing the availability of delicious, plant-based options, we can drive significant change and inspire healthier, and more environmentally friendly choices.”
Oak View Group launched GOAL back in October 2022, in partnership with Fenway Sports Group, the Atlanta Hawks and State Farm Arena. The platform aims to provide venues with a tactical roadmap, easy-to-use tracking tools, a library of resources, and access to like-minded operators, vendors and sponsors.
GOAL currently lists several arenas, stadiums and teams across the US as members.
In June 2022, Eilish teamed up with The O2 in London on a series of sustainability initiatives to coincide with her ‘Happier Than Ever’ tour. Measures included reducing single-use plastics and introducing plant-based menus, with The O2 also committing to a fully vegan food offering for all of Eilish’s shows.
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