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Matthew Bourne’s SWAN LAKE will be the first Creative Green Certified Tour

MATTHEW BOURNE'S SWAN LAKE. Matthew Ball as 'The Swan'. Photo by Johan Persson
MATTHEW BOURNE’S SWAN LAKE. Matthew Ball as ‘The Swan’. Photo by Johan Persson

New Adventures is delighted to announce a ground-breaking collaboration with Julie’s Bicycle to pilot a new Creative Green certification for the touring sector.

Julie’s Bicycle is a charity that supports the creative community to act on climate change and environmental sustainability. Through their Creative Green certification, Julie’s Bicycle recognises and celebrates environmental best practice within the cultural sector. New Adventures has been working with Julie’s Bicycle over the past 18 months to develop policies and seek to embed good practice around environmental sustainability. New Adventures’ UK tour of Matthew Bourne’s “SWAN LAKE”, beginning in September 2018, will be the first Creative Green Certified Tour.

As part of this commitment, New Adventures is launching a new strand called GREEN ADVENTURES to champion this work, take steps to challenge standard behaviours and think creatively about green initiatives. Throughout the UK tour of “SWAN LAKE” New Adventures will be seeking to reduce its direct environmental impacts and will also use the opportunity to advocate to audiences and touring venues. In particular, New Adventures will be working closely with Sadler’s Wells and Norwich Theatre Royal who are already leaders in this area.

Matthew Bourne said: “New Adventures is thrilled to be the first touring company to be working in partnership with Julie’s Bicycle on a Creative Green Touring certification. As one of the UK’s busiest touring dance companies, we visit theatres across the world and travel to very picturesque settings. I believe that it’s important to conserve the natural beauty around us and it is something that we’re very passionate about. We hope that our Green Adventure with Julie’s Bicycle will help us to spread the word to our wonderful presenting venues and audiences around the globe about how to lead more sustainable lifestyles, so that generations to come can continue to enjoy all that our planet has to offer.

In recognition of this collaboration, last night (Monday 9 July), New Adventures was awarded the Creative Green Pioneer Award in the second annual Creative Green Awards which celebrates the many outstanding organisations taking action on climate and the environment.

Matthew Bourne said about the Award: “New Adventures is delighted to be awarded the Creative Green Pioneer award in recognition of our work with Julie’s Bicycle over the past 18 months. We are now very excited to see what we can achieve in the future, particularly on our UK tour of SWAN LAKE.

Paule Constable, Lighting Designer, added: “As a New Adventures Associate Artist I am proud to be one of their green champions as they become the first UK touring company to receive Creative Green Touring certification, and as the inaugural recipient of the Green Pioneer Award. I try to be as environmentally aware as possible from cycling to recycling but I’m equally passionate about trying to make my working life environmentally responsible. I look forward to working closely with New Adventures during the tour of SWAN LAKE to advocate for and encourage sustainability.”

Alison Tickell, Founder and CEO of Julie’s Bicycle said: “Touring creative work to audiences around the world has a considerable environmental impact. At the 2018 Creative Green Awards we recognise New Adventures for its pioneering work to examine touring impacts and work in partnership with cultural venues to reduce those impacts and engage with their audiences. As the first touring company to do Creative Green touring we hope others will join in this climate action.

Matthew Bourne with the winners of the 2018 Julie's Bicycle Awards. New Adventures won the Creative Green Pioneer Award. Photo by James Allan.
Matthew Bourne with the winners of the 2018 Julie’s Bicycle Awards. New Adventures won the Creative Green Pioneer Award. Photo by James Allan.


Creative Green is a programme from Julie’s Bicycle that offers a broad range of services that help organisations scope, understand, prioritise and advocate environmentally sustainable practices. The Creative Green certification scheme enables organisations to begin their sustainability journey to demonstrate best practice and leadership. The certification is a framework for sustainability action, representing a community of pioneering cultural organisations driving change. With over 300 certificates awarded since its launch in 2009, Creative Green remains the only environmental certification designed specifically for the creative and cultural sector. It supports organisations’ environmental impact reductions through its three strands: Commitment, Understanding and Improvement. Points are accrued within each strand and a one to five-star certification is awarded based on the total number gained.

The Awards, which celebrate 48 arts organisations undertaking Creative Green certification in 2017/18, are testament to the inspirational commitment of creative and cultural organisations throughout the UK to sustainability.

Julie’s Bicycle’s vision is a creative community powering action on climate change. Founded in 2007, we work with more than 3,000 arts and cultural organisations across the UK and internationally to embed environmental sustainability into their operations, creative work and business practice. We provide tools and resources that enable practical actions for ambitious transformation. www.juliesbicycle.com


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