theatermanagement aktuell is the independent information service for the stage, concert and event sector and has been published quarterly in German-speaking countries since 1996. The magazine provides facts and figures, background information and case studies, opinions and news, tips and dates on cultural management and economic developments in the cultural sector.
Sustainability in the event industry - Interview with sustainability expert Stefan Lohmann
tm current:
Mr. Lohmann, you work as Artist Relation Manager and create live entertainment concepts for cultural and festival organizers. Your clients include, for example, the Bad Hersfeld Theatre Festival and the open-air theatre in Ötigheim, for which you plan, purchase and coordinate concert acts.
Stefan Lohmann: I book the artists and shows for my clients according to their specifications and budgets. Among other things also for the German Sustainability Award. As a talent buyer, I work as a professional buyer on behalf of my clients, so to speak. However, my activities go far beyond mere artist booking. I also create live entertainment concepts, for example with the Berlin Show Orchestra, and book international stars and supporting programs, for example for the Leipzig Opera Ball or for corporate events by Samsung and for some of the most creative event agencies. This also includes drone shows and celebrity speakers, welcome entertainment and aerial acts. Basically everything that can be summarized under the term Live Entertainment - we offer a One-Stop-Solution for Live Entertainment Experiences. Our goal is to create - together with our customers - unforgettable "in the middle of it" experiences.
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Leipzig Opera Ball with Kim Fischer and Lenn Kudryavitsky
tm current:
With your initiative "Sustainable Event Solutions" you are also dedicating yourself to the topic of sustainability in the live entertainment sector. What do you understand by sustainability in the live entertainment sector?
Stefan Lohmann: Sustainability means more than environmental protection. Sustainability also includes social and economic aspects. Sustainable events not only pay attention to environmental protection, conservation of resources and low CO2 emissions, but also to inclusion, fair payment, diversity, sustainable suppliers, etc. But of course it also means that the events are economically successful, so that fair payment is possible and the events can be implemented in the long term.
My goal with "Sustainable Event Solutions - all sustainable suppliers in one place!" is that events are basically implemented sustainably, or ideally even have a positive impact. We make the sustainable suppliers of the event industry visible and help organisers and artists to find the right suppliers.
tm current:
In your opinion, has the topic of "sustainability" already reached the people responsible in the industry?
Stefan Lohmann: Yes - many people in charge are already thinking about it, but every event has different approaches, so you can't compare them. At the theatre festival in Ötigheim, for example, social commitment is very much in the foreground. Many organizers can learn something from that. There the whole village plays along and the kids are encouraged at an early age and the cohesion is in the foreground. The whole thing also has a Christian background. One of the founders was the pastor over 100 years ago. At that time it was about counteracting the social drifting apart. They were already working sustainably before the topic even came up. On the other hand, there is still much room for improvement. Sustainability is an ever-advancing process.
At the Brand Experience Festival in Dortmund, where brands and event agencies meet, sustainability and responsibility was one of the main topics. And since companies with more than 500 employees have to prepare sustainability reports, a new awareness is emerging among brands. But there is often a lack of knowledge and many prejudices still exist.
That is one of the reasons why I have developed the Sustainability Rider with a checklist, which I make available free of charge on the website www.sustainable-event-solutions.de. What is special about it is that it is highly compressed onto a few pages with the aim of providing orientation and a quick transfer of knowledge in the sector.
I have never received such positive feedback from all sides. Be it from the ZMF Festival in Freiburg, or from the event agencies that work for Microsoft. I've been asked to be a speaker and panellist for the most important B2B events in the concert industry.
Something is happening in the industry - 2020 is the year of sustainability.
tm aktuell: Sustainability in the event industry
What do you consider to be the most effective fields of action to make theatre festivals more sustainable, for example?
Stefan Lohmann: Unfortunately, it's not so easy to answer that question, because the festivals are very differently positioned and have different target groups.
But basically you can say that if you oversleep the development of society (keyword Fridays For Future, coal phase-out, massive increase in vegetarians, European Green Deal ....), you can be confronted with the fact that the event is no longer accepted by the audience and is swept off the market.
This can also be compared to brands, which are currently all striving for attitude and added value, because you have understood that a brand without relevance for the target group is replaceable and can quickly disappear from the market. The same is true for events.
The Sustianability Rider and the checklist enables all organizers to get an overview of the fields of action. And it also shows with which simple means everybody can achieve a lot very quickly. Keyword conversion to green electricity. How can I avoid CO2, how can I reduce, how can I compensate the unavoidable emissions. Is the event accessible for wheelchairs, is there a focus on sustainable catering, how and with what is cleaning done? Based on 13 guidelines, the checklist offers all the important fields of action that every event organiser should consider.
tm aktuell: Interview with sustainability expert Stefan Lohmann
Where do you see the greatest backlog demand?
Stefan Lohmann: I would like organisers to take the issue seriously and start to move towards sustainability. Most organisers lack the knowledge and the overview - this is where there is the greatest need to catch up. I would be happy to help in this area and provide the appropriate experts or services for every question and problem. Unfortunately, most organisers have inhibitions because they feel overwhelmed by the topic, do not know where to start and are afraid of greenwashing accusations. This is another reason why I wrote the Sustainability Rider with the checklist. With it I enable everyone to implement events in a sustainable way.
tm current:
In your opinion, what are the most common barriers when it comes to implementing demands for more sustainability in the live entertainment sector?
Stefan Lohmann: I think the biggest hurdles are fear of increased costs and ignorance.
Most organisers think that sustainable implementation automatically costs more. But this is not true at all. Every event analysis for a sustainable implementation also includes optimising the revenue situation and reducing the cost side, e.g. through energy-saving measures.
One should also not underestimate that through the sustainable implementation of events, new sponsors also come into consideration and costs are reduced.
tm aktuell: Sustainability in the event industry
What changes and consequences must we expect when live entertainment becomes more sustainable? Will there be fewer events in the future? Will festivals become more local?
Stefan Lohmann: I don't necessarily think that there will be fewer events. Events will disappear, but new ones will also be added. But I am sure that meaningless, environmentally harmful events will no longer find acceptance. Events offer the opportunity for added value and a positive impact on the environment and society. Be it in terms of content or a tree per ticket, there are many ways to create events with a positive impact.
And that is also the goal of Sustainable Events Solutions, to help organisers not only to organise more climate-friendly events, but events with a positive impact.
tm current:
With the initiative "Sustainable Event Solutions" you have created a platform for suppliers. What is the response?
Stefan Lohmann: We have only just started, and the press work has not really begun yet. So we can't really say anything about it yet, but the initial response has been very positive. We have been able to convince some of the market leaders and right from the start the interest was international.
The real potential to position ourselves as a community will only start later and that will be really exciting. Also for tenders and possible pitches in which the community can participate. It's also about acting as a network and supporting new products and start-ups.
tm current:
Do you have the feeling that something has already changed towards sustainability in the cultural and event business?
Stefan Lohmann: Yes, a lot is changing, the pressure is increasing and since Fridays For Future the topic has arrived in society. And through education, products or ingredients are boycotted by consumers. Have a look at the locations. New buildings are no longer built without a sustainability concept. But this also has to do with cost savings in the operation of the location. Sustainability is a logical consequence when looking for optimization possibilities. Many venues now offer sustainability concepts or at least rely on green electricity, waste avoidance and recycling. By the way, waste separation and recycling is a legal requirement for businesses. The penalties for non-compliance are enormous.
tm aktuell: Interview with sustainability expert Stefan Lohmann
Where do you see the limit of what is possible in terms of sustainability in the live entertainment sector?
Stefan Lohmann: Currently, the limits lie in what is technically feasible and in the personal attitude of the management level.
What is not yet technically possible in the mainstream sector is, for example, CO2-free logistics. We simply don't have the right engines for the trucks and nightliners. We can't yet fly CO2-free either. But these are problems that are being worked on, and as long as they are, all we can do is avoid, reduce and compensate.
What worries me far more are the decision-makers at management level who simply haven't got the message yet. It's similar to the car industry. Currently, the German car manufacturers, who were number one in car manufacturing for decades, are running behind the developments and if they don't do everything they can to present new solutions, then it may actually happen that the world's best cars are no longer built in Europe.
In the field of events, sustainable implementation should be a matter of course. If theatre wants to be in discourse with society and does not pay attention to one of the most important topics of our time, then theatre has lost its connection to society, hasn't it?
Decision-makers in the cultural sector should be pioneers when it comes to one of the most important issues of our time, not only theoretically and on stage, but also practically backstage. Theatre, culture and events are part of society and of a city. And in this respect, these institutions have an important responsibility and should be role models. Events can change things and that is what we should strive for.
tm current:
In your opinion, what are absolute sustainability no-go areas in the cultural live entertainment sector?
Stefan Lohmann: I think not starting is the biggest no-go. You can't keep doing what you're doing. It has something to do with responsibility. Responsibility towards society, employees and the environment. Especially since sustainability doesn't have to be more expensive, there is even potential for savings and you can consult experts for advice. There is no reason to wait any longer. Let's go Creative together - NOW!
tm current:
Which cultural live entertainment event, theatre festival or theatre, opera or concert hall is a role model for you in terms of sustainability?
Stefan Lohmann: To be honest, I don't like these comparisons - because then you're also comparing apples and oranges and that again leads to those responsible finding a reason not to start.
"We'll never be able to do it like them. They have more money, staff, etc." These are all excuses that no longer work today.
My favourite location is any location that has started to think about how it can act more sustainably and is doing everything within its means to become more sustainable.
Anyone can switch to green electricity. Anyone can also reduce energy consumption and compensate for it now.
