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Scan the ground after any given concert or music festival and one thing you’re almost certain to see is a scattering of empty plastic cups. According to a 2024 report by environmental advocacy agency Upstream, the live-event industry creates over 4 billion single-use cups that end up in landfills every year in North America alone.  

It doesn’t have to be this way — and reuse company r.World wants to lead the change. The Minneapolis-based company provides reusable serveware — cups, food containers and more — for mass gatherings, with these products designed to mitigate the persistent single-use plastic waste problem in the live music industry and beyond.

“Other than reducing [carbon emissions from] fan travel, reuse is the number one thing venues can do to reduce environmental impact,” r.World founder Michael Martin says. “And artists and fans are asking for it.”

Founded in 2017, r.World provides reusable plastic cups and other serveware to more than 200 venues across the U.S., along with festivals like Long Beach’s 20,000 capacity Cali Vibes and San Francisco’s 30,000-capacity Portola. In late May, the company partnered with Los Angeles’ Crypto.com Arena, home of the NBA’s Lakers and Clippers, and Peacock Theater to launch a full-time reusable cup program in each venue.

But the mission extends far beyond concerts and sports, with r.World aiming to build the infrastructure for a national reuse economy that would extend to airlines, consumer packaged goods, restaurants and more, ultimately becoming “a one-stop national solution,” Martin says. “The music industry has essentially launched and is leading the reuse movement in the country, and it’s inspiring universities, corporate campuses, quick-service restaurants and others.”

At the center of this movement is the plastic cup itself. Good for 300 uses, r.Cups are made of thick plastic designed and manufactured to r.World specifications that Martin says “overhauled” the manufacturing process of a standard single use cup. Made in the United States to minimize carbon emissions from shipping, each cup is slapped with the words “please return our cup to an r.cup bin,” and when a cup reaches its maximum number of uses, it’s upcycled into other r.World products.

The sweeping project started 10 years ago, when Martin’s other company, the climate solutions-focused Effects Partners, was hired to analyze operations at Live Nation and create a sustainability strategy. While assembling a five-year plan for the live-events behemoth, Martin realized “the recycling and composting efforts at the venues were never going to work,” given that most everything ultimately just ended up in landfills. The realization made him “depressed for, like, six months,” until he considered the reuse programs he’d seen in European venues — and then developed r.World.

Through connections to U2, Martin suggested the band try reuse on their 2017 tour. It was a success, and r.World was soon working with 13 acts, including the Rolling Stones, Dave Matthews Band, Bon Jovi, Radiohead and Maggie Rogers, all of whom gave Martin permission to go to venues on their behalf and request that the venue try reuse during their show.  

The first r.Cup cups were branded with band logos, until the team realized fans were just keeping them as souvenirs. In 2019, the model morphed into “an ugly cup” people were less inclined to take home.  

Cups are collected in yellow bins that sit alongside garbage cans and recycling containers at venues, then brought to an r.World-owned wash hub facility. These hubs are built in economically depressed areas of any given city to help spur the economy, and are where cups are washed and inspected, largely staffed by people living in halfway houses or who are getting back on their feet after getting out of prison. 

These local facilities are crucial because, as Martin says, “you can’t prioritize the environment if you’re shipping cups great distances across the country” due to the carbon emissions created by such transport. r.World plans to establish wash hubs and reuse solutions in the top 20-30 U.S. markets, having already launched in seven. The company expects to add another one or two cities in the coming months and is in conversation with officials from nearly every city they are targeting. “We know the demand and need is there,” says Martin. While the majority of r.World’s current business is cups, Martin cites “exploding” demand for food containers at venues, festivals, schools and corporate campuses.

r.Cup typically launches in a venue after a facility or concession manager reaches out to ask about reuse. (Martin notes that they have a 99% client retention rate, and the one venue that did let go of the program was having financial issues.) With an operational design developed via focus groups with national concessionaires like Levy Restaurants, Aramark and Sodexo US, r.World provides everything from cups and collection bins to signage, employee training materials and social media content to educate guests, offering “a complete turnkey solution so it’s a no brainer for the operators,” says Martin. Venues are also provided with environmental impact reporting that uses EPA guidelines to consider everything from the sourcing and shipping of cups to the temperature of the water used to clean them. (Martin says the company is “sort of obsessive” about these protocols, which he attributes to “being a numbers geek.)

Cost of implementation is based on the number of single use items required by a venue and varies by how much of their service is packaged drinks versus draft or fountain drinks. Martin says the biggest arenas that serve draft and fountain beverages go through 1.5 million-2.5 million single use cups per year. While upfront costs of r.World products are higher than single use, the cost over time is generally less given that venues must keep buying the reusable plastic cups that get thrown away after each event.

Some venues embed this added expense into the drink price, while others allow guests to opt out and get a single use cup for a slightly lower cost. (Over r.World’s millions of transactions, Martin has heard about “two or three” people opting out.) Drink servers are also into r.Cup, he says, “because they felt bad giving out all that single use waste, and cups are a conversation starter with guests.” Beyond the price differentials, Martin says the biggest hesitation venues and events have about adopting reusable cups is an “imagination gap,” along with other factors like existing vendor contracts, venue infrastructure and apathy and misinformation, such as thinking single-use aluminum or compostable cups are good for the environment.

To wit, reusable cups are alternatives to frequently-used compostable cups, which have a dicey record of being composted and behave as a regular single use plastic cup if they end up in a landfill. Aluminum cups and bottles also often end up in landfills given that recycling sorting at events can be spotty. A 2023 Upstream report states that “single-use aluminum cups are the worst option for the climate by far,” as they use 47% more energy over their life cycle and create 86% more carbon dioxide than other single-use plastic options. 

As sustainability initiatives become more common and more in-demand across the industry and culture at large, more than 150 national reuse companies have launched since the pandemic. In 2022, Live Nation invested in Turn Systems, a program that provides reusable cups, collection bins and mobile washing systems at venues and festivals. As such, r.World is partnered with Live Nation competitors including AEG, ASM and NIVA, and provides product washing for other reuse companies.

Beyond venues and events, r.World clients include the Coca-Cola Company, which is widely cited as one of the world’s leading single-use plastic waste producers. Coca-Cola has made a commitment to incorporating 25% reusable products by 2030 and is working with r.World to provide reuse services for Coca-Cola clients like music venues, movie theaters, the Olympics, the World Cup and wherever else Coca-Cola wants to implement reuse. r.World has also been selected by the EPA and the White House’s Council on Environmental Quality to help raise national awareness of reuse.

Martin says that while an industry has developed to help solve the single use plastic problem, many waste management and consumer packaged goods companies would rather not see a large-scale shift to reuse happen. And despite the explosive growth in the sector, Martin says r.World’s biggest competitors are still single-use cups and serveware, whether plastic, compostable or aluminum.

This is where artists and fans can flex their power by requesting reuse programs in their riders and spending money at venues with reuse programs given, Martin says, that “businesses will give back what consumers are asking for.”