National Independent Venue Association Unveils Plan to Eliminate Single-Use Plastic Cups at Shows

National Independent Venue Association plastic cups

Photo Credit: Brian Yurasits

The National Independent Venue Association has announced a partnership with r.Cup to reduce single-use plastic cups at its shows.

NIVA members in r.Cup operating cities can reduce their environmental footprint with r.Cup’s seamlessly integrated reusable cup system. The partnership also helps raise funds for the National Independent Venue Foundation. r.Cup is a full-service reuse system that provides a variety of cups and containers, collection bins, delivery and pick-up logistics, sanitizing services, program training, and more.

After every event, r.cup collects, washes, sanitizes, inspects, and then repackages the cups to be used again. “NIVA is uniquely positioned to encourage our members to adopt sustainable practices, in particular, to reduce single-use plastics through this innovative program,” says Cody Cowan, Chief Operating Officer for NIVA. “Not only does this program align with our green initiatives, it helps raise funds for our organization so we can continue our work supporting independent music and comedy venues in communities across America.”

r.Cup is the first national reusable platform of its kind and has diverted millions of single-use cups and foodware from landfills, eliminating two million tons of CO2 emissions in over 90 cities, 30 states, and 12 countries.

In North America alone, the live event industry contributes over four billion single-use and disposable cups each year to landfills. NIVA members in Denver, Seattle, Los Angeles, and Milwaukee now have the opportunity to use r.Cup’s services rather than using single-use plastic at their venues to lower greenhouse emissions.

Through the partnership, r.Cup will donate $0.01 to NIVF for every cup utilized by a NIVA member. “We’re thrilled to be partnering with NIVA to accelerate reuse with their vast network of independent venues and promoters,” adds Michael Martin, r.Cup CEO & Founder. “Together we’re helping NIVA members reduce their environmental impact while also raising funds for the NIVA Foundation. With around 1,000 members, the environmental impact potential is huge by bringing reuse to many of these legendary, historic, and beloved venues across the US.”

The National Independent Venue Association represents independent music and comedy venues, promoters, and festivals throughout the U.S.