Veronika Vrbová graduated from the University of Economics in Prague, majoring in Arts Management. She has been working at Beatworx for 10 years as a production director (now on maternity leave). In addition to production, she is also involved in the ecological and sustainable project Rollin’ Green, which aims to reduce the ecological footprint of the festival through various ecological activities and education of visitors. In 2018, she established a collaboration with the Faculty of Environment at ČZU, which helps the festival in research and environmental education of the participants. Together, they then received a grant from TAČR in 2020, which allowed the Let It Roll festival to conduct environmental and behavioral research among visitors for three years.