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Lee Warren: Introduction
Fresh from its recent appointment of Kieron Bailey as Hospitality Growth Partner, Play It Green is proud to welcome Lee Warren as our Events Growth Partner for event organisers, venues, festivals, conferences, ticketing platforms, and partners.
Lee brings more than 20 years of experience across live events, music, theatre, corporate events, sponsorship, brand partnerships, promotion, ticketing and commercial strategy development. He has promoted events ranging from 300 to 15k capacity, including live gigs, festivals, club nights, pool parties, musicals and comedy nights. His extended history includes roles at Bauer Media, creating their live event strategy across their audio brands, at venues Wembley Arena and The O2, at promoters Live Nation and AEG, and various consultancy services for venues, promoters and brand partners.
Lee Warren understands the sector because he has worked inside it. He has supported promoters, worked with brands, built partnerships, sold tickets and seen the pressure when an event has to sell well, deliver well and keep all the respective partners happy.
That experience is valuable for Play It Green because events are not always the easiest place to introduce something new. Organisers are dealing with rising costs, tighter margins, sponsor expectations, licensing requirements and managing their customer journeys, and every extra step has to earn its place.
A sustainability model for this sector cannot just sound good in a proposal. It has to work for the organiser, venue, ticketing platform, sponsor, and production team delivering the event, plus the attendees.
A Practical Model for Events
The Play It Green events initiative helps organisations create verified nature repair, measurable social impact, good cause support and clear reporting through flexible commercial routes.
For some events, that may mean a small optional contribution connected to a ticket, booking or attendee journey. For others, it may be funded by a sponsor, venue partner, production company, supplier or around a marketing campaign.
That flexibility is important because events are not all built in the same way. A festival, theatre, conference, or grassroots venue, ticketing platform and brand activations all have different pressures and routes to value.
Through Play It Green, event partners can help fund verified nature repair across land, coast and sea, support measurable social impact in restoration communities, and direct 10% of revenue to a good cause. Partners also receive transparent impact data, clear reporting and practical sustainability education, helping teams and audiences understand the difference their activity is making.
The model is built around Reduce, Repair and Regive: practical education and signposting, verified nature repair through trees, mangroves and kelp, and 10% of revenue going back to good causes.
Beyond the Ticket
The route cannot always be a direct ticket contribution. Ticket buyers are already navigating booking fees, venue fees, admin charges and variable pricing models, so asking an organiser to add another amount can create understandable resistance.
That does not mean the opportunity disappears. It means the route needs to fit the event. In some cases, the impact may be funded by a sponsor that wants meaningful activation. In others, it may sit with a brand partner, venue, production company, external supplier or a corporate client.
It may also work as a post-purchase campaign, an upgrade option, a licensing support story, or part of an event’s wider community and legacy work. This is where Lee’s commercial experience comes in. He knows that the strongest route is not always the most obvious one.
A Better Legacy for Events
Events bring people together, and they create culture, revenue, memories, visibility and community. But they also leave an impact through travel, energy, waste, infrastructure, production, food, drink and supply chains.
The answer is not to make sustainability harder for event organisers who are already under pressure. The answer is to make practical action easier to fund, easier to access, easier to explain and easier to prove.
Play It Green does not lead with offsetting language, and we do not encourage carbon claims unless a business has measured its footprint and has a reduction plan in place. Instead, we focus on practical education, verified nature repair, measurable social impact, good cause giving and transparent reporting.
Final Thoughts
“Lee understands events from the inside,” said Richard Dickson, founder of Play It Green. “He knows how organisers think, how sponsors make decisions, how ticketing journeys work and why friction can stop a good idea before it starts.”
For Lee, the opportunity is about bringing practical impact into an industry he knows well.
“The events industry has a lot of good people trying to do better, but the model has to work commercially,” said Lee Warren. “What interested me about Play It Green is that the impact is measurable, the model can be adapted, and it does not have to rely on one fixed route. Sometimes it might be attendee-led. Sometimes it might be sponsor-funded, venue-led or built into a wider partnership.”
Lee’s appointment gives Play It Green the commercial experience and sector knowledge to grow our ticketing and events work in a way that respects the industry. We are delighted to welcome Lee Warren to Play It Green and look forward to sharing more as this initiative grows.
If you want to connect with Lee Warren, here is his LinkedIn profile link.
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