Rico Tesio: Stakeholder Integration and Engagement at Sustainable Events

Rico Tesio is the Founder and CEO of Rico Solutions, an event production and consulting company offering organizations a collaborative sustainability specialist that connects sponsors, stakeholders, and their communities to the events they host.

Rico himself is an established Sustainability Consultant, and has amassed years of experience and skill in formulating integrated sustainability and waste strategies for companies and events alike. His work spans an impressive range; from constructing remarkable large-scale programs to developing successful community engagement opportunities, he’s mastered the ability to adapt his professional methods and perspective to match his client’s needs, no matter the scope.

Hi Rico!  Why is it so important for all the event stakeholders to be brought in to work on sustainability?  Who exactly are the stakeholders?  And why can’t the Event Producer handle this on their own?

Sustainability requires additional work and expertise, often beyond the capabilities of event producers who already have numerous responsibilities. The Event Producer cannot handle sustainability on their own because it involves intricate steps and requires specific knowledge and training.

Engaging all event stakeholders in sustainability is crucial because it brings diverse perspectives and knowledge to the table. By involving everyone affected by the event, valuable insights and contributions can be gained. Stakeholders include sponsors, fans, providers, suppliers, staff, and the local community where the event takes place.

Creating an effective sustainability plan requires input from stakeholders to address environmental and social issues that matter to them. It is essential to understand their priorities and how they fit into the overall sustainability strategy.

Sustainability often requires a change in the way business is conducted, including aligning with stakeholders and sponsors that share the same values. By involving stakeholders early on and seeking their collaboration, potential issues can be avoided down the line.

Successful sustainability initiatives involve engaging stakeholders in meaningful conversations and building partnerships. These partnerships can lead to innovative solutions and opportunities for collaboration that go beyond monetary contributions. Stakeholders may offer resources, expertise, and ideas that can contribute to sustainability efforts.

Involving stakeholders as partners creates additional value for them by aligning their brands with sustainable practices and engaging with the event's audience. It goes beyond simple sponsorship or financial support and creates a deeper connection with the community.

By connecting sustainability efforts to the greater good and involving stakeholders in meaningful ways, event organizers can create a positive impact that resonates with the community. This approach attracts support from environmentally and socially conscious consumers who want to align themselves with organizations that prioritize sustainability.

In summary, involving all event stakeholders in sustainability is essential because it brings diverse perspectives, expertise, and resources to the table. By engaging stakeholders as partners, event organizers can create a meaningful and impactful sustainability strategy that goes beyond financial contributions and resonates with the community and the stakeholders involved.

What are challenges you’ve seen with sustainable sponsorships, and how do you get past them?

One challenge with sustainable sponsorships is avoiding a sole focus on the bottom line. To overcome this, we encourage clients and sponsors to fund programs that have meaningful and impactful effects in the community. Examples include offsetting carbon emissions or engaging in local tree planting initiatives. While tree planting may not be the most effective offset program, it offers community engagement, brand visibility beyond the event, and the opportunity to give back to the local community. 

By highlighting these programs, it becomes easier to ask for additional funds or sponsorships that benefit the community directly. Rather than seeking one large sponsorship, creating a fund for a larger community project can generate better traction. The event industry is still in its early stages of embracing sustainability, and it is crucial to share stories and engage stakeholders and fans to create momentum and a sense of possibility.

What is the hardest thing about conveying the financial benefits of sustainability to stakeholders and potential sponsors?

It is a leap for some event organizers to understand that there's revenue in sustainability when they see it only as an expense. To get people to trust that within 12 months or 24 months, you can start to see a return on a substantial shift in your business model.  Some people are patient, some people are not.  The biggest leap of faith that I see within organizations is that initial conversations around sustainability with potential sponsors.

Right. Someone else told me, “When you bring sustainability up, you start seeing who comes out of the woodwork.”  So, you never know what’s possible until you start bringing it up.

Yes. 

Overcoming the comfort zone and building confidence in engaging stakeholders is a significant challenge, particularly when working with clients who are new to sustainability. It is crucial to instill trust and assurance in our clients, as they are experts in their respective fields and may feel hesitant about discussing a completely new and unfamiliar topic. However, once they begin these conversations, the fear of appearing foolish dissipates quickly. Honesty and transparency play a paramount role in the success of any sustainability program, and people appreciate vulnerability when it comes from a genuine desire to move in the right direction. 

Assisting professionals within an organization to navigate a subject they are unfamiliar with requires a supportive approach. Nevertheless, we often find that clients express surprise at how manageable these conversations turn out to be and discover unexpected sources of support and funding.

People have a natural fear of change. Like, it’s hard for event producers to be brave enough to try doing things a different way.  If it turns out badly, then they’re to blame.  No one wants to be the one that  made a wrong decision.  And this is one of the factors that makes it hard (and scary) to be a changemaker.

Yes, and pushback often arises, particularly from suppliers, when implementing sustainability initiatives. To address this, we utilize an assessment that is distributed to all suppliers to determine their environmental and social priorities. Some suppliers may need to make changes, while others may not be willing to align with our core values. We prioritize working with suppliers who share our values and are committed to sustainability. For providers who are unwilling to embrace sustainability, we seek alternative options to fulfill their roles.

Implementing such changes may seem daunting for event producers, especially when it involves significant vendors like tent companies with substantial financial commitments. However, accountability is crucial. Once engagement and feedback are obtained, it is imperative to set the tone and follow through with the established plan. If suppliers fail to meet the sustainability requirements, holding them accountable becomes necessary, even if it involves challenging conversations.

Having experienced both sides of this situation, including being an operations director, I understand the need for making changes that align with organizational values. Sustainability programs transcend individual events, and if any component is not functioning effectively, adjustments must be made to fulfill the commitment made. While immediate change may not always occur, most suppliers eventually recognize the importance of sustainability and make adjustments over time.

That’s a great example of the tent provider.  How can we make more sustainable tent material? Let’s meet over the course of the next year, and figure out a plan.  And a lot of suppliers might say, “Wow, thank you, we'd love to partner with you, and we were thinking of the same thing, but didn't know how to do it.” And maybe they need to start testing new materials.  And so this could be the start of a really powerful partnership whose result goes way beyond this one event.

Developing a collaborative effort over time is crucial for sustainability initiatives. When engaging with suppliers and vendors, we emphasize that the initial year is focused on establishing a baseline. Gathering data on factors like truck usage or bottled water consumption plays a significant role in understanding our current practices and enables us to work towards solutions.

Approaching sustainability with a collaborative mindset yields better results. We never dictate that suppliers must comply or face consequences. Ultimately, the decision lies with them. Some suppliers may require more time to grasp the quantitative data and comprehend the scientific basis behind sustainability. Consultants play a vital role in guiding individual providers through surveys and online tools used for calculating carbon footprints.

The field of event sustainability is still in its early stages, and while there are professionals in the field, none possess comprehensive expertise. This is why stakeholder engagement becomes a team effort, as it allows for diverse perspectives and shared responsibility in driving sustainability forward.