Regenerative Event Framework: measuring and improving the impact of an event

The world of events and sport, like any human activity, has an impact and an opportunity to contribute to solving the challenges of the 21st century. Not only through the evolution of its own culture and impact, but also by involving and inspiring local communities and millions of people on these issues.

Drawing on years of experience in supporting companies on their path to sustainable innovation, we have created a model for measuring and improving social and environmental impacts in the events sector: the Regenerative Event Framework.

The framework — adopted for the Jova Beach Party, Milan Marathon, and Giro D'Italia — is based on the collection of qualitative and quantitative data, adopting a methodology built on five scientific foundations (B Impact Assessment, Max Neef's Human Needs, SDGs Action Manager, ISO 20121, and The Natural Step's Sustainability Principles) and engages all key areas and functions of organizations: suppliers, internal organization, local stakeholders, partners, athletes, spectators, and many others.

The project begins with the delineation of the event's Regenerative Ambition, i.e., the mark, the legacy it intends to leave. This is followed by a 360-degree analysis of the event, based on over 150 parameters and covering five areas:

• Circularity: adoption of circular models of resource use (materials, waste, etc.) in all phases of event design and implementation;

• Natural Capital: impacts on ecosystems and biodiversity;

• Climate resilience: management and measurement of climate-altering gas emissions;

• Education and involvement: promotion of sustainable behavior, awareness raising, and activation of individual commitment;

• Well-being, happiness, and health: generation of well-being for all those involved, in particular participants, workers, and local communities.

Information is collected through interviews, public information, quantitative data, anonymous surveys, and on-site audits. The results are presented in a Regeneration Profile that identifies best practices and areas for improvement and defines concrete actions to begin a process of progressive improvement that will require the involvement of the entire ecosystem surrounding the event: from sponsors to local communities, workers, and participants.

At the end of the first phase of the project, a report is drawn up and delivered with the aim of describing the process, the measured impact of the event, and future commitments. The same work can be repeated in subsequent years to verify the implementation of improvements and set increasingly ambitious goals, linked above all to the regenerative ambition of the event.

But what is the goal of this framework? Not only to measure and improve the impact of one's own event, but to inspire other companies in the sector to collaborate in promoting systemic change and generating a positive impact for all people and the planet.