The third annual Outside Lands concert in Golden Gate Park packed something more than just two days of great music and fun.  It also provided a shining example of how sustainability and profitability can work together.  As they have done in past productions, Another Planet Entertainment (APE) used an array of eco-friendly techniques to lessen the event’s environmental footprint while promoting the values that many of their customers share.

These practices no doubt serve to enhance the concert’s brand.  Of course the primary value that APE brings to the table is the production of great music events throughout the year.  But as they obviously know, to operate successfully in the San Francisco Bay Area requires something more.  APE make the effort to enhance their brand by aligning with the values of the city’s political establishment and their customers.  More and more, successful businesses are finding thatconsumers - especially younger ones - want their purchases to align with their values and concerns. These values-based consumers care about reducing waste, energy usage and their overall carbon footprint, basic principles of sustainability.  In recognition of this Outside Lands featured many practices that do indeed support these priorities.

Here is a short list of some of the green practices evident at this years concert:

• Secured bicycle valet: Partnering with the San Francisco Bicycle Coalition, concert goers’ safely stored almost one thousand bikes over the course of the weekend.
• Compostable tableware: Most vendors used biodegradable plates, cups, and utensils.
• Reducing waste-to-landfill: Waste stations included receptacles for recyclables and compostables.
• Trash talkers: To reduce confusion and help concert-goers figure out what waste goes where, “trash talking” volunteers were posted at many waste stations to assist.
• Eco-focused exhibits: Many sponsor exhibits were specifically focused on sustainability. For example at a Toyota tent, pairs of concert-goers could ride a playground seesaw to generate enough power to  make an edible snow cone.
• Farmer’s market: A produce stand with organic and local food was present.
• Solar stage: The Panhandle Stage’s sound and lighting systems were completely powered by a 2.5 kW solar PV system.

There is no doubt that some of these initiatives added cost for the producers, but many did not, and many saved money.  But the added value of working in partnership with the city and neighbors, together with enhancement of the concert’s brand created by aligning with customer concerns improved the long term financial sustainability of this great annual San Francisco event.  Many of us in the business community hope that others see the wisdom and benefits of following the lead of Another Planet and other insightful companies, thus moving towards economic, social and environmental sustainability.