The days of cash transactions and paper tickets are fading fast. We are now in an era where events are going fully digital, embracing QR codes for everything from ticketing to food purchases, and relying on digital ads to reshape event promotions.
The WM Phoenix Open: A Sustainable Digital Evolution
One of the biggest events to embrace this shift is the WM Phoenix Open (WMPO). Known for drawing some of the largest and most enthusiastic crowds in golf, this tournament is home to the iconic 16th hole Coliseum, making it one of the most electrifying stops on the PGA TOUR. Over the years, the event has not only captured the hearts of millions of golf fans but has also raised more than $208 million for charities.
The WM Phoenix Open is a massive spectacle filled with advertisements, food, and drinks, yet it has successfully transitioned to a paperless event. This year, rather than handing out traditional tee-time sheets, organizers placed QR codes throughout the venue, allowing attendees to access schedules and information digitally. The event has also gone fully cashless, accepting only card payments, and all food cups and drink containers are compostable or recyclable.
Jock Holliman: 28 Years of Green & Greatness
Jock Holliman
Jock Holliman is current marshall on the 16th hole and has for the last 28 years, starting in 1997 when Tiger Woods made the famous hole-in-one. He is now a Life Thunderbird and has worked in 34 Phoenix Opens.
“Our event is The People’s Open and we create a party atmosphere while respecting the professional nature of the golf event. With that being said Jock shared that “Yes, fewer paper tickets assists sustainability, but the real reason for the digital tickets was security and crowd control. Over the next 3 years we plan to move to a digital ticket format for all hospitality venues.”
An achievement that Jock is especially proud of is “When the tournament two years ago achieved a “zero net waste” milestone” he also participates in sustainable living by having solar panels in his home, drives an electric vehicle, recycles and respect the environment in his daily life.
“As a Thunderbird, I’m personally very proud of our partnership with WM to create the Greenest Show on Grass. It is a model that other PGA tournaments are embracing.”
To Learn more about Jock Holliman you can read this article by Tom Mackin Spending a WMPO Saturday with the ‘Quiet Sign’ Guy
A Commitment to Sustainability
“For 13 consecutive years, the WM Phoenix Open has been recognized as the largest zero-waste sporting event in the world! In partnership with the Thunderbirds, tournament vendors, and the PGA TOUR, WM leads operational efforts to divert 100% of waste from the landfill through recycling, composting, donation, and energy conversion.” State the WMPO.
Fans attending the event on Saturday are encouraged to participate in the #GREENOUT by wearing green. For every fan, volunteer, service animal, and even players and caddies who participate, WM and the Thunderbirds will donate money to non-profits focused on sustainability. Behind the scenes, thousands of workers ensure the event generates zero waste, inspiring attendees to rethink the environmental impact of sporting events. The WM Phoenix Open has upheld its commitment to balancing water usage and offsetting a portion of its greenhouse gas footprint, earning it the well-deserved title of the “Greenest Show on Grass.”
Want to learn more about sustainabilty in marketing check out Lauren Kiminskis Blog. 6 ways brands are incorporating sustainability into their marketing.
The Role of QR Codes in Event Sustainability
QR codes are proving to be a game-changer for waste management at events like WMPO. These codes help streamline waste sorting for recycling initiatives, track waste transportation, and offer attendees a convenient way to access event-related information. By scanning a QR code, fans can quickly view tournament schedules, player information, vendor locations, and directions, enhancing their overall experience.
The Shift to Cashless Events
The Shift to Cashless EventsBeyond the WM Phoenix Open, many major events, theme parks, and festivals have also transitioned to cashless systems. Some Six Flags parks, for example, only accept card payments but offer kiosks where guests can convert cash into prepaid debit cards. Similarly, many music festivals and raves have adopted digital payment solutions to improve security and efficiency.
SeaWorld, Busch Gardens, Hersheypark, Six Flags, Cedar Point, and Knott’s Berry Farm have all now adopted systems where they only accept credit cards, prepaid debit cards, or payments from digital wallets.
As the world moves toward digital-first experiences, the integration of QR codes and cashless transactions is not just a trend—it’s the future of live events. By reducing waste and improving convenience, these innovations are reshaping the way we experience large-scale gatherings.
