Sustainability practices at Overture: Living out the three “R’s” at the “O”

Overture, a hub for entertainment, leisure and learning in the Madison community, provided 523,781 individual artistic experiences across 734 events in the 2022/23 season. As our audience numbers grow, so does our responsibility. Embracing digital practices like presenting reports on screens, we're mindful of sustainability challenges unique to the performing arts industry.

Reduce

Digital ticketing:

Overture began offering digital tickets in 2015, and currently 35-40% of the tickets scanned are digital.

If everyone who purchased tickets chose digital, Overture would avoid printing at least 100,000 tickets annually – that’s enough to stretch from downtown Madison to Middleton – in addition to the savings on secondary factors such as envelopes, postage and delivery. And, in case you need some further fodder, did you know that the cardstock used for printing tickets is NOT recyclable?

Our recent switchover to True Tickets has reaped added benefits, according to Jess Schuknecht, director of ticketing.

Not tech savvy? Watch the tutorial on our website. Our friendly ticket office staff and ushers are happy to help you access your tickets on your mobile device.

Digital programs:

Have you noticed that fewer shows are providing printed programs?

While we don’t expect the good old-fashioned, quarter inch-thick playbill to become extinct, you could say it’s an endangered species. Digital programs significantly cut down on paper usage and printing costs. Using a recent example to illustrate, we hosted Drumline Live to a sold-out audience last January. By opting for digital programs, we eliminated the need for 2,000 printed programs.

Plus, if you have purchased advance tickets, the program is included in the preshow email, which comes out the day before the performance. Going digital also lightens the post-show cleanup for our maintenance team and ushers!

What about those pixelated black and white squares that seem to be popping up everywhere?  

QR codes are definitely on the rise, and you see them at Overture too! Strategically placed lobby signage allows you to link to programs using the camera on your mobile device. (Need help? Ask an usher!)

Another trend? Smaller print pieces.

Some presenters find a middle ground, using single sheet programs in lieu of booklets, limiting the print to the core details. Websites and QR codes link to expanded information, such as artist bios, for guests who crave the nitty gritty.

Reuse

Are you a saver or a scrapper?

While playbills are a keepsake for some guests, the less attached can leave them behind for patrons coming to the next show. Look for the designated basket when you exit the hall.

Have you noticed the giant show posters you see by our ticket office and in outdoor kiosks?  

Made of durable foam core, they are recyclable at drop off sites, but Overture and its resident organizations repurpose approximately 100 past show posters each year. They reincarnate as scenery building materials for youth theater programs and as packaging to safely transport artwork. Our end goal is to convert to digital screen kiosks, for both sustainability and easy changeouts.

Recycle

House manager Emily Vaillancourt regularly witnesses the impact of refuse at Overture’s numerous large events. As part of the sustainability committee, she says that properly labeled, easy access receptacles are key, as well as educating the public.

Efficient recycling is an ever-evolving process, and relatively simple institutional changes can be a significant investment, such as additional industrial grade recycling bins (customized for Overture, they are roughly $1000 each!). Even among the most conscientious there is often confusion as to which items can be recycled, particularly when it comes to plastics. The vast majority of empty containers from food prep and the bars are recycled; however, simple, strategic changes can also make a big difference. Materials and packaging are evaluated on a regular basis.

“We will be changing our purchasable water for guests from a plastic bottle to an aluminum bottle,” says Megan Moderson, director of operations for Catering a Fresco, Overture’s in house caterer.

A proud new member of Sustain Dane, Overture looks forward to joining forces with other like-minded organizations.

In honor Earth Day on April 22, Overture has some special plans:

1. From April 22-28, our rotunda will be lit up in forest green and sky blue in the evening.
2. Our employee book club will be reading “Every Day is Earth Day: Simple Ways to Reduce Your Carbon Footprint” by Harriet Dyer.
3. Overture employees will participate in an Earth Day Wellness Walk to help with neighborhood clean-up.

Want to help Overture do its part?

Before you toss your concession waste, check that it is going into the correct bin.

Choose digital tickets whenever possible.

Consider a donation to support a more sustainable Overture.

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