Case Study: How ‘You. Smart. Thing.’ Helped the CN Sustainability Summit Reduce Carbon Emissions from Visitor Travel

At Hire Space, we understand that venues and event planners are increasingly being asked to deliver sustainable events without compromising on experience or quality. One of the key challenges in delivering a sustainable event is reducing the carbon footprint of travel, which often accounts for the largest portion of emissions (Scope 3). That’s why we’re sharing this case study of the CN Sustainability Summit 2023, which successfully leveraged the ‘You. Smart. Thing.’ travel assistant service to reduce travel emissions while keeping attendees informed and engaged.

Event Overview: CN Sustainability Summit

The CN Sustainability Summit, launched in 2022 by Mash Media Group, is an industry-leading event focused on examining the environmental impact of the events industry. Hosted at 15Hatfields, one of London’s most sustainable venues, the 2023 Summit welcomed over 100 delegates to share best practices and discuss topics such as:

• Sustainable venue selection
• Travelling sustainably
• Delivering a green event
• Catering with a conscience

The Sustainability Challenge

Mash Media was committed to aligning the CN Sustainability Summit with their sustainability goals. They wanted to showcase how a responsible, climate-friendly event could still deliver an exceptional experience. This included not only selecting a venue with strong sustainability credentials but also addressing the often-overlooked emissions from visitor travel. To tackle this challenge, Mash Media partnered with ‘You. Smart. Thing.’ (YST) to provide their travel assistant service, encouraging delegates to choose low-emission transport options.

How ‘You. Smart. Thing.’ Made the CN Sustainability Summit Greener

‘You. Smart. Thing.’ is an internet-based travel assistant that allows event attendees to plan their journeys with sustainability in mind. By providing personalised travel routes and dynamically managing audience arrivals, the service helped Mash Media reduce travel-induced emissions.

When the CN Sustainability Summit was postponed due to industrial action, YST played a crucial role in communicating with delegates, allowing them to replan their travel and avoid disruption. As a result, delegates were able to choose public transport and other eco-friendly travel options, minimising the event’s carbon footprint.

Key Results:

• 65.5% of delegates travelled by public transport to the CN Sustainability Summit, thanks to YST’s tailored travel plans.
• 14.9% of delegates walked or cycled to the venue, further reducing travel-related emissions.
• The event achieved a high level of engagement with sustainable travel, demonstrating that, with the right tools, attendees are willing to make greener choices.

Capturing Travel Data for Scope 3 Emissions Reporting

One of the standout features of the YST platform is its ability to capture data on audience travel behaviour. This data is invaluable for venues and event organisers looking to report on Scope 3 emissions. By understanding how delegates travel to events, organisers can benchmark emissions and improve future sustainability initiatives.

For the CN Sustainability Summit, YST collected detailed information on travel modes, distance travelled, and CO2 emissions, providing Mash Media with the insights needed to make data-driven sustainability decisions.

Scaling Sustainable Travel Solutions

In addition to the CN Sustainability Summit, Mash Media also used the YST travel assistant service at other major events, including the Event Production Show and International Confex. At Confex 2023, 79.2% of attendees travelled by public transport, a significant achievement that highlights the power of YST’s travel assistant in driving behaviour change.

By continuing to prioritise sustainable travel, Mash Media is not only reducing the carbon footprint of its events but also leading the way for the entire industry.

Responsible Event Delivery in Action

This case study shows how partnering with innovative services like ‘You. Smart. Thing.’ can help venues and event organisers take meaningful action on sustainability. From managing visitor travel to collecting valuable data on emissions, the YST platform offers a powerful solution for venues looking to reduce their environmental impact.

Author

Alex Townshend

Alex Townshend is a Sustainability Consultant at You. Smart. Thing. (YST), who helps organisations reduce carbon footprints and enhance visitor experiences through tailored travel plans.

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