Filip Hiltmann discusses creating sustainability at major festivals
Way Out West in Sweden has established itself as a major festival since its inception in 2007. Boasting a star-studded lineup with previous acts such as Kendrick Lamar, Florence + The Machine, and even the iconic Prince in 2011, the festival could have simply relied on its past successes. However, in 2012, Way Out West took a groundbreaking step towards sustainability by implementing a meat-free initiative, eliminating all meat food options from the event. This move marked one of the first instances of a major festival addressing the industry’s impact on climate change through actionable measures.
While this initiative may have seemed revolutionary at the time, it has since set a precedent for other festivals to follow suit. Events like the UK-based Shambala now prioritize sustainability, offering vegetarian-only food options and powering their sites with 100% renewable electricity. Way Out West’s commitment to sustainability is not just a passing trend but has become the new standard for major festivals. Festival-goers now expect events to implement eco-friendly practices, not only as a way to appeal to environmentally conscious attendees but as an essential aspect of the overall experience.
The recent edition of Way Out West, which took place from 7th to 9th August, featured performances by renowned artists like Pet Shop Boys, Charli XCX, and Chappelle Roan. However, beyond the star-studded lineup, the festival’s ongoing dedication to sustainable practices remains a key focus. Filip Hiltmann, Head of Marketing at Way Out West, sheds light on the festival’s sustainability journey.
Hiltmann reflects on this year’s festival, describing it as intense yet rewarding, with record-breaking attendance figures. The festival’s sustainable practices are deeply embedded in its infrastructure, as being located in the heart of the city eliminates the need to transport essentials like electricity and water to the site. Furthermore, the festival encourages attendees to use public transportation or bikes instead of driving, further minimizing its environmental impact.
Since its groundbreaking move towards vegetarianism in 2012, Way Out West has continued to evolve its sustainability efforts. From eliminating single-use plastics to introducing alcohol-free bars, the festival is constantly seeking new ways to be eco-conscious. Additionally, Hiltmann emphasizes the importance of technological advancements in enhancing sustainability practices, highlighting the symbiotic relationship between ecological and social sustainability.
Looking ahead, Way Out West sees itself as a catalyst for change in the event industry, aiming to influence not just other festivals but also sports events and stadiums to adopt sustainable practices. The festival acknowledges that there is always room for improvement and welcomes constructive criticism and collaboration to drive positive change. Hiltmann underscores the importance of ongoing dialogue and cooperation among event organizers to create a more sustainable future for all.
As sustainability becomes an expectation rather than a novelty for festival-goers, Way Out West recognizes the significance of catering to the preferences of younger generations. Recent studies show that younger attendees, particularly Gen Z, prioritize sustainability when choosing which events to attend. This shift in mindset underscores the importance of integrating eco-friendly practices into all aspects of event planning and execution.
For those considering starting a new festival in the future, Way Out West offers valuable advice based on its sustainability journey. Emphasizing the importance of collaboration, technological innovation, and a commitment to continuous improvement, the festival sets a high standard for eco-conscious event planning. By prioritizing sustainability, festivals can not only attract attendees but also contribute to a more eco-friendly and socially responsible entertainment industry.