Sustainability in events is no longer viewed as a bonus initiative — it has become an expected part of the attendee experience. But according to Sarah Bentley, MPA, sustainability and accessibility manager for the Phoenix Convention Center & Venues, making your events more sustainable doesn’t require perfection.
“You don’t need a few people or a few events doing sustainability perfectly,” Bentley says, referencing a quote that stood out to her during her sustainable event certification coursework. “We need the thousands of people who touch the event industry to do it imperfectly.”
That mindset reflects how sustainability in events has evolved in recent years. Attendees, exhibitors and organizers increasingly expect sustainable practices to be integrated into the event environment itself — without adding friction to the experience.
“The willingness is there, but the expectation has evolved,” Bentley says. “Attendees assume the infrastructure and tools are already in place. If we want them to use reusable bottles, they expect access to free drinking water. If we want them to properly sort waste, they expect clearly marked receptacles that are easy to find.”
For planners, that means sustainability efforts are most effective when they are practical, visible and easy for attendees to participate in naturally.
Start With a Clear Sustainability Plan
Preparedness plays a major role in building a successful sustainability strategy for large-scale events. According to Bentley, the process begins by clearly defining goals and identifying how success will be measured.
“What are your sustainability objectives and priorities? What metrics are you tracking?” Bentley says. “If you don’t create a plan, you’re not really giving yourself a blueprint for the outcomes you want to achieve.”
Those sustainable event goals may include:
- Waste diversion targets
- Reducing single-use materials
- Increasing recycling participation
- Food donation initiatives
- Water conservation efforts
- Lowering transportation emissions
Establishing measurable goals early helps planners make more informed operational decisions throughout the planning process.
Align Stakeholders Early
Once sustainability goals are established, Bentley recommends communicating expectations early with both external and internal stakeholders.
“If sustainability is important to your event, those expectations should be included in RFPs and contracts with venues, suppliers, exhibitors and service providers,” she says. “When it’s communicated early, everyone understands the expectations from the start.”
That coordination becomes especially important during large-scale events where multiple vendors and partners influence waste management, production materials, catering and transportation logistics.
Bentley also encourages planners to create internal sustainability policies for staff, volunteers and attendees so sustainability efforts remain consistent across the entire event experience.
“Once those systems are in place, achieving sustainability goals becomes much more manageable — especially for planners newer to the industry,” she says.
The Biggest Sustainability Wins Often Happen Behind the Scenes
While attendees may notice recycling stations or refillable water stations, many of the most meaningful sustainability efforts happen out of public view.
Bentley notes that the back‑of‑house flow of materials, from decorators, catering, and other event partners, often presents the greatest opportunities for effective waste diversion.
At the Phoenix Convention Center, excess food, furniture and event materials are frequently donated to local nonprofits rather than sent to landfills. Event giveaways and leftover merchandise — including water bottles and apparel — can also be repurposed or redistributed.
“People often think sustainability is only environmental,” Bentley says. “But sustainability really has three pillars: environmental impact, economic impact and social impact.”
For example, vinyl signage from past events has been repurposed into tote bags and portfolios, extending the life cycle of materials while reducing waste. Donation programs also support broader community impact goals while contributing to a more circular economy.
Water conservation remains another important priority in Phoenix’s desert environment. Bentley points to practical initiatives like smart water monitors and drought-conscious landscaping as examples of sustainability measures that may not feel flashy but can significantly reduce resource consumption over time.
Technology Is Expanding Sustainability Possibilities
Technology is also shaping the future of sustainable event management.
Bentley points to innovations like Oscar Sort, an AI-powered waste-sorting system currently used at Phoenix Sky Harbor International Airport, as an example of how technology can make recycling more intuitive and engaging for attendees. The stations use visual prompts and gamification to help users properly sort waste with minimal effort.
She also notes the growing interest in emerging technologies such as kinetic flooring systems, which can generate electricity from foot traffic in high-volume public spaces.
While some of these technologies are still evolving, Bentley believes they reflect a broader shift toward integrating sustainability more seamlessly into the attendee experience.
“The easier and more intuitive we make sustainability, the more successful those efforts become,” she says.
Building Sustainable Events
For planners, sustainability doesn’t have to mean reinventing every aspect of an event. Often, the most effective strategies are the ones that are practical, scalable and easy for attendees and partners to support naturally.
From thoughtful operational planning to venue partnerships and smarter waste management, sustainable event practices are increasingly becoming part of what defines a successful modern event experience.
Plan a More Sustainable Event at Phoenix Convention Center
From water conservation efforts to waste diversion programs and operational support, Phoenix Convention Center helps planners build more sustainable event experiences at scale.
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