Ian has worked in the outdoor events industry for over 25 years. Having held numerous roles and managed his own events production company he switched to working with Local Government in 2022.
Since joining Local Authority at Brighton & Hove as Outdoor Events Development Manager, Ian has made building sustainable practice and logistics central to the city’s offer including making better sustainable practice a core priority in the recently published ten-year events strategy for Brighton & Hove. Read his answers to our 20 monthly questions below:
1. What is the proudest sustainability achievement or moment of your career?
Bringing ground power to our primary events space was a significant win for me.
2. What was your worst ever sustainability-related decision, project or initiative and why?
Assuming everyone is on the same page. It’s essential to put sustainability front and centre at the start of negotiations.
3. What are you excited about implementing this year?
Joining the GECoP pilot as a city this year is really exciting. We view this as an opportunity to really take a giant leap forward in our aims.
4. Which environmental issue do you most care about?
Sustainable Power Infrastructure.
5. What sustainable change have you made in your personal life that you are most proud of?
Less car, more bike and walking. It’s a win-win for health and sustainability.
6. What do you read, listen to or watch to stay in touch with green issues?
I’m a podcast addict so keeping up to date on new developments in science and government policy is my fuel.
7. What is the most memorable live performance in your life?
Having the chance to be on stage for Prodigy at Victorious Festival was a career defining moment for me. I was privileged to be so close to genius before Keith departed.
8. Was there a moment you committed to taking action on climate change?
I’ve always felt I could do more. Becoming a parent has made that instinct urgent.
9. What is the most important issue to tackle at your events?
In Local Government, the key for us is creating the right landscape for events to operate in.
10. What do you think is the most significant challenge for the events industry becoming more sustainable?
Where to start? Cost will always be a challenge, that’s where national policy can drive change and efficiency.
11. Can you share something sustainable from another artist or event or company that inspired you to make a change?
Watching the work by colleagues in Bristol is a real inspiration. I embrace the friendly rivalry!
12. What is the secret to your sustainable success?!
Set out your stall and always make the wins visible.
13. Tell us something you feel positive about right now that relates to the environment
The advance of green power technology is incredible. It feels that we currently have the energy in the country to bring the infrastructure to meet it.
14. Tell us a book, film or recent article you feel others should watch/read and why about positive change?
The film, ‘Don’t Look Up’. A bit of a cliché choice but I really think it epitomises the danger of media influence. Making noise that registers with the general population about the dangers is becoming increasingly hard.
15. Can you give people new to sustainability in events a top tip?
Set a target, get the data, identify the changes. It’s always tempting to do everything all at once. Step by step is better than a loud bang with no follow up.
16. What is the favourite festival moment of your career?
I gave my favourite above but as a close second, standing on the bridge at Latitude as the gates were flung open for the first time post COVID. That was a real moment for me.
17. What habit or practice has helped you most in your personal journey in life?
Learning when to push and when to wait. Building on consistency and self-reflection is so important to know how to take people with you on a journey.
18. Is there anything new or exciting you are planning or changing for the future that you can tell us about?
When I joined the council 4 years ago, I had a very clear focus on what “success” looks like. I really now think that a diesel free programme is possible, maybe even while I’m still in post!
19. Will we save the world?
Yes. Absolutely.
20. What would your sustainable super-power be?
Unrelenting optimism.
Follow Ian Baird on LinkedIn and Instagram.
This Q&A originally appeared in our March 2026 Vision for Sustainable Events newsletter. Sign up to receive monthly event sustainability news, case studies and guest blogs direct to your inbox.