Walking around Governors Ball, I spotted green gestures in the form of vegan tacos, scattered recycling receptacles and canned water. Cocktails were, notably, served in single-use plastic. A plot of fake grass led me to the “freeloader” area, where VIPs enjoyed free alcohol and a break from the hordes of less important Ps. Jason Littrell, a bartender and alcoholic beverage industry consultant, was mixing tropical drinks at the Vice x Broken Shaker stand. Part of his business, he later told me, uses data to help clients plan out exactly what they need for a given event — cups, liquids, ice, labor, etc. — saving them money and avoiding overconsumption. Littrell’s years of working festivals and big events has taught him that excess is the norm.