Ball Aluminum Cups and Denver Arts & Venues announced the installation of a reverse vending machine (RVM) on the Red Rocks Amphitheatre's Top Plaza to increase aluminum recycling in the venue. The machine was installed October 2, 2023, and will be available at Red Rocks through Nov. 12, 2023.
Ball Aluminum Cups has been an official sustainability partner of Red Rocks Amphitheatre and Denver Arts & Venues since 2021 and has provided sustainable drinkware to help guests eliminate millions of single-use cans, cups, and bottles every year.
Ball, a leading global provider of sustainable aluminum beverage packaging, worked with leading RVM provider Cycle, powered by Recycle Track Systems (RTS), to install the machine.
The RVM aims to increase recycling rates at Red Rocks and educate consumers about the benefits of using aluminum. Guests can insert their Ball Aluminum Cup, aluminum can or aluminum bottle into the front of the machine, which then uses a conveyor belt to scan, crush and sort the aluminum packaging. Once the packaging is sorted, users will have the opportunity to scan a QR code to enter a chance to win Red Rocks merchandise.
"Installing the Reverse Vending Machine at Red Rocks brings many of Ball's priorities to life – incentivizing recycling, educating consumers about aluminum's sustainable properties, and driving change through entertainment events," Ball Aluminum Cups General Manager and President Emily Fong Mitchell said in the announcement. "Interacting with the RVM will allow guests to take an active part in recycling while enhancing their overall experience at the venue through the chance to win Red Rocks merchandise."
The RVM installation will aid Red Rocks' existing waste diversion efforts. With over 1 million visitors annually, Red Rocks strives to reduce landfill waste by using a three-bin waste collection system and an employee waste sorting team to maximize recycling rates. At the end of the season, the RVM will be able to provide Red Rocks with metrics on the quantity, type and mass of aluminum recycled.
"The Reverse Vending Machine is a fun way to engage Red Rocks fans in sustainability efforts," Brian Kitts, Red Rocks spokesman said in the announcement. "Our use of the Ball Aluminum Cup works best when fans understand the infinite recyclability of the cups and are partners in making that happen."
"At RTS, we're thrilled to leverage Cycle's innovative solutions for this initiative with the Ball Aluminum Cup at the iconic Red Rocks Amphitheatre," Recycle Track Systems CEO Gregory Lettieri said in the announcement." “Our collaboration is about more than just recycling; it's about gamifying sustainability. Cycle makes recycling convenient while also engaging and rewarding guests. Together, we're demonstrating how technology and sustainability can come together to create an unforgettable experience for all while making a positive impact on our planet."
According to the announcement, the Ball Aluminum Cup is composed of 90% recycled content, the highest recycled content rate of any beverage packaging in its category and is available in five different sizes. In addition to its sustainability and recycling strengths, the aluminum cup is lightweight, sturdy, cool to the touch and provides an elevated drinking experience.