Event Network, the leader in exceptional retail solutions for experiential attractions, is taking a bold step forward with their Plastic STOPS Initiative. As part of their Common Thread Pledge and in partnership with the New England Aquarium, Event Network has launched their move toward their first plastic-free shopping experience. Event Network is the first in their industry to take such a meaningful step to align the vital mission of the New England Aquarium with the environmental stewardship that has been at the center of Event Network’s core values for years.

In 2023, Event Network and the New England Aquarium agreed to make the move toward an entirely plastic-free gift shop. It was a collaborative process that included an honest, transparent sharing of data. There were discussions about the inherent risks and the reality that a truly plastic-free environment was going to be “an evolution and not a revolution.”

“An evolution and not a revolution.”

For Event Network, that evolution began in 2018 with the removal of plastic pellets from their plush assortment followed by the shift to a recycled/post-consumer filling. That same year, Event Network pushed back against the industry standard of individually bagging souvenir items in plastic for shipping and worked with their vendors to test and adopt plastic-free alternatives. They collaborated with toy vendors to redesign their packaging so that 40% of the toy items now come in single-use plastic-free packaging. By 2021, Event Network had officially launched an effort to eliminate single-use plastic from their stores.

“One of the reasons our longstanding partnership with Event Network is so successful is because we share similar institutional values, especially around sustainability,” said Suzanne Liola Matus, vice president of marketing, sales, and visitor experience at the Aquarium. “We knew there was some financial risk involved but were mutually driven by our shared commitment to the environment, as well as the challenge and reward of reaching this milestone together.”

The process began by flagging all items made of or packaged in plastic. This created new visibility to the issue and measurable data points that guided the sell-through strategy. At the same time, the Event Network purchasing team began investigating potential options that could replace the plastic items.

“I was inspired every day by the conviction and courage of our partners at the New England Aquarium,” says Julie Ricci, Vice President of Purchasing at Event Network, and the leader of the Plastic STOPS Initiative. “To see many of the aquarium’s revenue-driving bestsellers flagged for removal and be willing to try going forward without them took a great deal of trust and faith that we could affect the purchasing habits of the guests.”

“I was inspired every day by the conviction and courage of our partners at the New England Aquarium”

The impact this initiative would have on retail revenue was discussed throughout the project. As the plastic items sold out, replacement options that were either plastic-free, biodegradable, or constructed from recycled plastic materials were ordered. “This was, and continues to be our biggest challenge,” remarks Julie. “Because we are among the first to demand more environmentally responsible products for our partners, we discovered that the market is not entirely able to support that demand and, in some cases, we simply weren’t able to find an item-for-item replacement.”

Again, the commitment and support of the Aquarium team came through. “As an ocean conservation organization, removing plastic from our operations is an expression of our mission. We must model the behavior we work to inspire in our more than one million guests who visit us every year to protect the blue planet,” Matus said.

As the Plastic STOPS Initiative progressed, sales data was analyzed, reviewed, and shared with the Aquarium partners. “We were all holding our breaths for these results every week,” admitted Julie. “We had reason to be optimistic; Event Network has been working with an AI pricing program for many years and we have seen how reductions in one department could be picked up in another. We had never pushed the program to compensate for such a dramatic reduction in a single department.”

“We were all holding our breaths for these results every week.”

In January 2024, the New England Aquarium Gift Shop completed the initial plastic purge. While the sales generated from the formerly plastic-heavy toy department showed a significant revenue decrease, guests connected to items in other departments like plush and jewelry instead. Guests also shifted to new products sourced from local vendors and artists like Maritime Tribes, Mystic Knotworks, and Beacon Designs as well as a collection of merchandise created in partnership with local Boston artist Silvia Lopez Chavez. Ultimately, there was no downturn in overall store revenue.

“Ultimately, there was no downturn in overall store revenue.”

Event Network has been encouraged by this case study and the remarkable collaboration they have had with the New England Aquarium. They are quick to point out that the New England Aquarium Gift Shop is not yet “100% plastic-free.” Apparel manufactured with polyester is an area where the Event Network team is looking for responsible solutions.

“The Plastic STOPS Initiative is a journey we are taking together and we’re not at the finish line yet,” shared Julie. “We are upfront about items that don’t currently have a viable alternative, but we all celebrate together when we can introduce a process or product that gets us closer.”

Some of the new items Event Network is bringing in for the summer season are helping to bring ‘plastic-free’ a bit closer to reality. An expansion of Event Network’s Wearsponsible apparel brand will soon include items made with recycled polyester. A new candy and snack program now comes in packaging that can be composted commercially or at home and a new plastic-free replacement for one of the aquarium's former bestselling toys, the animal rescue kit will be arriving soon. They have also instituted a new process to address plastic abuses in the ‘back-of-house’ shipping process. Products that arrive at the store packaged with plastic are now flagged in the receiving system giving new visibility to the purchasing team.

“New items are helping to bring ‘plastic-free’ a bit closer to reality.”

In March, the New England Aquarium Store broke a record for their highest single sales day; another positive indicator that just because the plastic stops, the revenue does not. “This is the future path for us, to try and learn how to move away from our dependence on plastics,” says Julie. “I’m proud that with the Plastic STOPS Initiative, we are taking such an active role in shaping that future… for our partners and the planet.”