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 aluminium recycling in the venue. 

The machine was installed on 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 aluminium 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 aluminium.  

Guests can insert their Ball Aluminum Cup, aluminium can or aluminium bottle into the front of the machine, which then uses a conveyor belt to scan, crush and sort the aluminium 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 – incentivising recycling, educating consumers about aluminium’s sustainable properties, and driving change through entertainment events,” Ball Aluminum Cups General Manager and President Emily Fong Mitchell said. 

“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 one 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 maximise 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 aluminium recycled.

“The Reverse Vending Machine is a fun way to engage Red Rocks fans in sustainability efforts,” said Brian Kitts, Red Rocks spokesman. “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.

“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.”