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In 2005 Walmart ceo Lee Scott announced that the retail giant would be stepping up its environmental commitment to the tune of $500 million per year to increase fuel efficiency in the brand’s truck fleet reduce greenhouse gases and scale back energy consumption and solid waste at its U.S. stores and Sam’s Clubs. This September at its annual Walmart Holiday Meeting the brand for the first time turned its sustainability pledge into action at one of its live events.

Timberland last month launched a four-city tour tying in its eco-friendly product line with an effort to bring together musicians and activists to support the environment through volunteerism and music. The program Dig It is an extension of the outdoor apparel brand’s Earthkeeper product line and is part of the company’s commitment to urban greening and community building.

Dos Equis hit the road this fall with The Most Interesting Show in the World a 14-city U.S. tour featuring contortionists aerial performers sword swallowers Japanese robotic dancers fire jugglers drag queens and French burlesque singers. The tour is hosted by Jim Rose emcee of well-known Jim Rose Circus and a performer known for juggling chainsaws eating razor blades and bringing other cringe-inducing acts to the stage. The night of unorthodox performances is followed by an after-party.

To drive consumers to its two pop-up shops in New York City this holiday season LittleMissMatched the lifestyle brand that started out with its signature miss-matched three-pack of socks hit the pavement with branded ice cream carts to get the word out. The pink-and-orange branded carts with umbrellas made up of hanging socks and flip-flops pay homage to the city’s smorgasbord of street food vendors that push carts with everything from hot dogs to tamales daily.

The event industry is going green and whether you like it or not you will have to respond to the push toward more environmentally friendly events. But how does an entrenched industry with such a need for big expenditures of energy and resources reduce its footprint? C’mon you build temporary buildings feed thousands at a time drive giant trucks cross-country. You can do it. We’ll show you how.