A Greener Formula E Begins Its Fifth Season in Saudi Arabia

The ABB FIA Formula E Championship begins its fifth season December 15 in Ad Diriyah, Saudi Arabia. GreenSportsBlog digs into the key sustainability advances the open wheel, all-electric vehicle (EV) series made during the off-season, as well as the challenges of doing business in Saudi Arabia in the current political climate. 

 

Did you know that, for each of its first four seasons, Formula E drivers had to swap cars during the race? That’s because the range per charge on the cars was not sufficient to finish a 50-minute race.

That changes with the start of season five this weekend — as a new era of electric racing begins with Formula E’s breakthrough Gen2 cars.

“Technological improvements on EV battery range will allow each driver to drive only one car per race,” said Julia Pallé, Formula E’s senior sustainability consultant. “Less ‘range anxiety’ is a big thing for Formula E drivers and EV drivers out on the open road.”

 

Julia_Palle_2016_HIGH RES

Julia Pallé, Senior Sustainability Consultant for Formula E (Photo credit: Formula E)

 

From reductions in team expenses and carbon emissions to smoother flowing races, the benefits of one car-per-race are clear for Formula E.

“Our drivers tested the new cars in October in Valencia, Spain,” shared Pallé. “They were super excited. Only one car was needed, and the new cars — with Spark chassis — a battery with double the storage capacity and also were faster. And they also draw comparisons to the Batmobile!”

 

FormulaE_Gen2

The new Formula E Gen2 car. Its longer range battery will allow racers to drive only one car per race (Photo credit: Formula E/LAT)

 

Also new to Formula E’s fifth season will be the Jaguar I-PACE eTROPHY, which will be a kind of a sidebar series on Formula E tracks. In addition to the open wheel EV races, each Formula E weekend will now feature a race with production car EVs that anyone can drive on the open road. Think adding a stock car race to an IndyCar race on the same weekend and you’ve got the gist. “We’re confident fans will like the Jaguar I-PACE eTROPHY series,” shared Pallé. “The racers will be driving EVs that the fans can imagine driving themselves.”

 

Jaguar iPace

Jaguar iPACE cars will compete for Formula E’s eTROPHY (Photo credit: Top Car Rating)

 

Fomula E’s fifth season begins in the unlikely locale Ad Diriyah, near the Saudi capital of Riyadh. Going to Saudi Arabia holds both opportunities and risks for Formula E.

 

OPPORTUNITIES: ON THE ENVIRONMENT AND WOMEN’S RIGHTS

Pallé sees the planting of the Formula E flag in Ad Diriyah as an important step towards building an EV infrastructure in an area that is looking to diversify and modernize its economy: “Formula E wants to help open and build the EV market in the Middle East and Africa. The effects of climate change are already being felt at disastrous levels in those regions and so accelerating the transition to EVs is crucial. That’s one big reason we’re opening the season in Riyadh and it’s also why we will be racing in Marrakech, Morocco for the third year in a row this season.”

On another front — gender equality — many elements of Saudi society have been closed off to women. Things that women in most of the rest of the world take for granted — like driving, for example — have been off limits until only recently.

The Saudi government, now under the rule of the young and controversial Crown Prince Mohammad Bin Salman (MBS), showed recently that it wants to move from the 19th to the 20th century by extending the right to drive to women. Formula E is looking to accelerate and normalize this new way of living on the Arabian Peninsula. “Many of our teams will have a female driver on our last day of driving in Ad Diriyah,” Pallé shared. “We have a ten-year contract with Riyadh and expect the role of women to increase in our races there going forward.”

 

FormulaE Ad Diriyah

Formula E comes to Saudi Arabia in advance of its races in Ad Diriyah this weekend. From left, Alejandro Agag – Founder & CEO of Formula E, Susie Wolff – Team Principal of VENTURI Formula E Team, Felipe Massa – VENTURI Formula E Team driver, His Excellency Eng. Saleh bin Naser Al-Jasser, Director General of Saudi Arabian Airlines and Andre Lotterer – DS TECHEETAH driver (Photo credit: Formula E/LAT)

 

RISKS: KHASHOGGI AND YEMEN

Despite women being allowed behind the wheel and other advances, doing business with and in Saudi Arabia in 2018-19 is a challenge for any brand, Formula E included.

The brutal murder of Washington Post columnist, U.S. resident and MBS critic Jamal Khashoggi in the Saudi embassy in Istanbul, Turkey in early October certainly has made things more difficult.

And that is on top of the Saudi regime’s three-plus year bombing campaign — supported by the USA, France, Great Britain and eight other Sunni muslim states — in support of the government of neighboring Yemen in its civil war against Houthi rebels, backed at least in part by Iran. Yemen is now the world’s most calamitous humanitarian crisis. According to the United Nations, from March 2015 to December 2017, over 13,000 people have been killed with estimates of an additional 50,000 dead as a result of civil war-related famine.

On the one hand, Formula E, by its presence in Saudi Arabia, can be accused of supporting the Kingdom’s actions. On the other, if they decided not to go to Ad Diriyah, that could slow down the gender equality reform portion of the complex Saudi story. Formula E, at least for now, believes that engaging with the Saudi government and, even more so, the Saudi people, is the way to go.

“We are focused on what we can influence — the opening up of Saudi Arabia from sustainability, EV, and mass participation points of view,” responded Pallé.

 

Woman driver Saudi

A Saudi woman is all smiles after a driving lesson in Jeddah in March (Photo credit: Amer Hilabi / AFP)

 

The plan is for Formula E to race in Ad Diriyah for at least ten years. They will work with race organizers on the ground to help the event earn ISO certification, the standard for sustainable events.

After leaving Saudi Arabia, Formula E’s season will feature 11 more race weekends, concluding in Brooklyn, New York on July 13-14.

 

GSB’s Take: Kudos to Formula E for an innovative off-season. Starting the new campaign with drivers only needing to use one vehicle per race due to increased battery efficiency is a big deal. So is the launch of Jaguar I-PACE eTROPHY series, featuring EV sedans that fans could imagine driving themselves.

Launching its fifth season in Riyadh, Saudi Arabia holds reputational risks for Formula E, given the violence being fomented by the Saudi government and Crown Prince MBS on both micro and macro levels. If I had a vote, I would let the powers that be in Saudi Arabia know that Formula E will not be back in 2020 if the bombing in Yemen continues.

 


 

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The GSB (Mock) Interview: Drew Brees; Standing Tall on Climate Change

New Orleans Saints quarterback Drew Brees broke Peyton Manning’s record for the most career passing yards in NFL history at a raucous Mercedes-Benz Superdome a week ago Monday. The next day, about 300 miles to the east of the Crescent City, Hurricane Michael plowed into Panama City, Florida. 

Brees, who played a crucial role as a high profile ambassador supporting the recovery of New Orleans after Hurricane Katrina hit, had to be affected by the devastation wrought by this latest mega-storm. With that in mind, GreenSportsBlog spoke with Brees to see if he has made the connection between the Katrinas and Michaels — as well as the Harveys, Irmas and Marias of the world and climate change.

OK, we didn’t really talk to Brees — he was too busy preparing for Sunday’s game with the Baltimore Ravens.

So we’re doing the next best thing: Imagining a conversation with Brees about Katrina, Michael and climate change.

To be clear, Brees has not spoken out about climate change, at least as far as I can tell. I have no idea what he thinks on the issue. 

And even though he publicly stated that NFL players should stand for the national anthem, thus aligning himself with President Trump, a climate change denier/skeptic, that does not mean Brees is a denier/skeptic. In fact, he seems to be a thoughtful fellow, one who relies heavily on data to do his job. So, this faux interview posits that he would follow the scientific data on climate change.

This is our second imagined conversation about climate change with a mega sports star. LeBron James was the first back in 2013.

GreenSportsBlog believes that finding über athletes who are willing to engage with their fans on climate change is absolutely crucial to scaling the impact of the Green-Sports movement. That’s why we’re kinda-sorta talking to Brees, a beloved figure in Louisiana and throughout the football world.

 

GreenSportsBlog: Drew, congratulations on breaking the NFL career passing yards record held by a great son of New Orleans, Peyton Manning. In fact, Peyton sent this short congratulatory video to you.

 

 

Drew Brees: Uh, thanks, Peyton…I guess. And thank you, Lew. This is truly a team honor. Or teams. Going back to the 2006 group, my first year with the Saints, when the squad came back to New Orleans after being nomads in 2005, post-Hurricane Katrina…

 

Drew Brees

Drew Brees talks to Lisa Salters of ESPN after breaking the NFL’s career passing yards record (Photo credit: ESPN)

 

GSB: …That’s right, Katrina hit New Orleans in August, 2005, two weeks before the start of the season. So the Saints played their home games in places like Baton Rouge and San Antonio.

Drew: That’s right. The city was severely damaged — on its knees, really — and, coming in as a free agent, I was seen as damaged goods because the then-San Diego (now Los Angeles) Chargers released me and my surgically repaired right shoulder…

GSB: …And you were seen as too short at 6′ 0″ coming out of Purdue.

Drew: But I got very lucky — the Saints and coach Sean Payton took a chance on me and in 2006, just as the team was ready to return to a rebuilt Superdome. It’s been magical since our first game back in New Orleans, on that Monday night vs. the Atlanta Falcons.

 

 

GSB: You ain’t kidding. The 2005 Saints were 3-13 and there were rumors that the team was going to permanently leave a Katrina-battered New Orleans for San Antonio or elsewhere. But with you at the helm, and kind of taking the team and New Orleans on your back, the Saints had the most successful season in its 40 year existence, going 10-6 and reaching the NFC Championship Game.

Drew: It was incredible, so, when you think of it, the career passing yards record is really born of the spirit of New Orleans post-Katrina. And you’re kind to say I carried the city and the team. It was as much the other way around — the city lifted me. The 2006 team lifted me — guys like Reggie Bush, Marques Colston, the late, great Will Smith, and Steve Gleason, my buddy who blocked that punt vs. the Falcons in our first game back to the Dome and now courageously battling ALS.

GSB: Gleason is indeed a profile in courage. And then, in February 2010 in Super Bowl XLIV, you led the Saints to their first — and to date, only — championship, defeating the aforementioned Peyton Manning and his Indianapolis Colts.

Drew: I know I use this word a lot but it was INCREDIBLE!

GSB: As a Jets fan I hope I get one taste of “incredible” one of these years. But I digress. Let’s talk about Katrina. You arrived in New Orleans a year after the storm and almost immediately got involved in rebuilding efforts.

Drew: My wife Brittany and I chose to come here in large part because we thought we could do something special here. When we arrived in the spring of 2006, it was like a ghost town. There still were boats in the middle of roads, and cars still upside down in people’s living rooms. What was amazing was that we leaned on each other. People were trying to rebuild their homes, rebuild their lives, yet they were still coming to the Dome to cheer on the Saints because it gave them so much energy and enthusiasm…just this feeling that we’re all in this together.

GSB: Well, you put your money where your mouth is. In 2007, your Brees Dream Foundation entered into a partnership with Operation Kids to rebuild city schools, parks, playgrounds, and athletic centers. It also funded after school and mentoring programs.

Drew: It was the least I could do.

 

Drew Brees Siding

Drew Brees installs a piece of siding at a home under construction at the Habitat for Humanity Musicians Village in the 9th Ward in May, 2007, 21 months after Hurricane Katrina hit New Orleans. (AP Photo/Bill Haber)

 

GSB: Thankfully, from a New Orleans perspective, there hasn’t been another Katrina. But these once in a hundred year hurricanes are happening with much more frequency than that. Just last year, in a very short period of time, Harvey hit the Houston area, Irma blasted South Florida and Maria obliterated the British Virgin Islands and Puerto Rico. And of course last month, Florence devastated the Carolinas and, the day after you broke the record, Michael slammed into the Florida Panhandle as a Category IV storm.

Drew: I know. I raffled off one of the game balls from the record-setter with all of the proceeds going to Michael relief. J.J. Watt of the Houston Texans of course did incredible work in that area post-Harvey last year. You still feel kind of helpless, because there’s really nothing you can do to stop it.

 

JJ Watt Houston Business

J.J. Watt of the Houston Texans (c) with a $5,000,000 check from his Foundation, raised by donations from thousands of fans post 2017’s Hurricane Harvey. The funds went to Harvey-related relief efforts (Photo credit: Houston Business Journal)

 

GSB: Is that really true? In the short term, governments can build stronger levees, create manmade barrier islands to keep some storm water out of cities, make sure that future urban development takes the environment into account, and more.

Drew: I guess. But those things cost a lot of money.

GSB: Yes, but these storms are costing billions, and that’s not including the human costs. There is a strong case to be made that the investments in levees and the like make financial sense in light of the costs. Just ask the folks in the Netherlands, where those types of investments were made decades ago, and they have largely been successful.

Drew: If what you say is backed up by real data and the benefits of those types investments outweigh the costs then we are foolish not to investigate and make them.

GSB: The data is there in terms of investments to help areas adapt to a changing environment. But these are band-aids, really. The bigger problem is the increased frequency of severe hurricanes. Do you think human-caused climate change is having an impact?

Drew: Well, I’m going to start by saying I’m not a scientist BUT don’t worry, Lew, I’m not going to use that as a dodge.

GSB: Thank YOU!!

Drew: No problem. Because even though I am a man of deep faith I also am a man who appreciates science and data — the two can definitely co-exist in my mind. So when I read that 97 percent of climate scientists say climate change is real and human caused, that gets my attention. If our analytics department told me that the Baltimore Ravens defense, our opponent this Sunday, is going to blitz 97 percent of the time when we lined up a certain way, you bet we will call a play to counteract that blitz. Or if 97 percent of doctors studying the brains of deceased NFL players say that brain trauma from football caused the players to suffer from CTE

GSB: …Chronic Traumatic Encephalopathy, a degenerative brain disease found in athletes, military veterans, and others with a history of repetitive brain trauma…

Drew …I would believe that there’s a strong link between football and CTE. That’s why, while I love football and think it’s the greatest game in the world, I think kids should not play tackle football until they’re of high school age so their brains and bodies are more developed. Play flag football until then. But I digress. The data and the science are clear: Climate change is real and it’s human caused and it’s having a disastrous effect now on my city and on coastal cities all over the United States and elsewhere.

GSB: So what should we do about it?

Drew: Great question. I have to admit I need to study the potential remedies. I’m a small government conservative kind of guy but, as with the idea of building levees, if public investment can yield a positive return on climate, I’d be open to it.

GSB: How about a market-based, revenue neutral price on carbon that is being advocated by a group called the Climate Leadership Council (CLC), led by Republican elder statesmen like James Baker and George Shultz? Or a similar plan as proposed by Citizens’ Climate Lobby, a group with which I volunteer. The gist of both is that a fee would be placed on carbon-based fuels (coal, natural gas, oil) at the mine, well, or border. The money raised from that fee would be returned to U.S. households in the form of a monthly dividend rather than going to the Treasury. Higher prices on gas and other products due to the fee would encourage citizens to find and demand lower carbon options and accelerate the growth of the clean economy.

Drew: Now that’s a playbook I’d like to dive into. After the season, of course.

GSB: I’ll be happy to send you some info. I’ll wait until after February 3, the date of Super Bowl LIII at the LEED Platinum Mercedes-Benz Stadium in Atlanta. One more question: Do you guys ever talk about climate change in the locker room? Say after Harvey or Maria hit?

Drew: Maybe a couple of guys mention it here or there but it really didn’t bubble up after those storms. We of course talk about the national anthem — I believe that everyone should stand despite the fact that I also believe that African Americans are often unfairly treated by police — and we talk about healthcare, both for NFL players and everyone else, and other issues. But climate change? Not that much.

GSB: What do you think would change that?

Drew: Truth is, I don’t have a real answer. I hate to say it but it may take a few more Katrinas.

 


 

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GreenSportsBlogger Interviewed on Let’s Give A Damn Podcast

I recently had the pleasure of being interviewed by Nashville-based Nick LaParra for his terrific “Let’s Give A Damn” podcast.

 

Nick LaParra is one cool, purposeful dude.

He has led non-profit organizations of all shapes and sizes. Now he helps leaders and organizations with their social impact, leadership development, and communications needs. Nick and his family live an über-minimalist lifestyle — “anytime we buy something like clothes or a toy, we have to give an older version of that ‘something’ away”.

And Nick’s “Let’s Give A Damn” podcast is a must-listen for those interested in the intersection of doing well and doing good.

 

Nick LaParra

Nick LaParra, host of the “Let’s Give A Damn” podcast (Photo credit: Nick LaParra)

 

So it was a great honor when Nick asked to interview me on “Lets’ Give A Damn” about my journey to the climate change fight and the Green-Sports world. We also spoke about how sports can best engage fans on environmental issues. Our conversation lasted almost two hours but don’t worry; Nick is a great editor so the podcast runs for a tight 45 minutes.

Click here to Give a Listen and ENJOY!

 


 

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The GSB Interview with Ann Duffy, Sustainability Leader for Olympic, FIFA World Cup Bids — Part II: Advancing Mega-Event Sustainability Post-Vancouver 2010; Where We Go From Here

Ann Duffy has been working at the intersection of mega-sports events and sustainability for more than a decade. She was hired as Chief Sustainability Officer for the 2010 Vancouver Winter Olympic and Paralympic Games. Since then, Ann has been involved in some way, shape or form with the sustainability efforts for several of the Olympic/Paralympic bids, as well as with the successful United Bid of Canada, Mexico and the United States to host the 2026 FIFA Men’s World Cup. No one is better positioned to talk about sustainability and mega sports events than Ann Duffy so GreenSportsBlog is honored to offer this two part interview.

In yesterday’s Part I, Ann shared how mega-sports events are in her blood, how she came to lead the sustainability efforts at the 2010 Winter Olympic and Paralympic Games and what she and team were able to accomplish there.

Today, in Part II, we examine Ann’s post-Vancouver 2010 work with a variety of Olympic and FIFA World Cup bid and organizing committees. We also discuss what future bid and organizing committees can do to engage fans on climate change and other environmental issues.

 

GSB: Kudos to you and the Vancouver 2010 Organizing Committee (VANOC) team for advancing mega-event sustainability. What did you do for a follow up act once the Olympic Flame was doused?

Ann: Thanks! Like I said before, this was the best job I ever had. It was also incredibly intense. Once the Games were over I decided I didn’t want to work in such a cauldron. So in 2010, as my work with VANOC wound down, I started quietly to build The Ann Duffy Group as a sustainability-focused consultancy to mega-event bid and host committees, with an emphasis on the broader, ESG definition of sustainability. The organizing committee for the 2014 Sochi Winter Olympics reached out in June, 2010 and asked “Can you help us more fully reflect environmental, social and governance goals of the IOC?

GSB: I’m sure you could and did help them. My question is did the Russian authorities allow the sustainability plans to actually be implemented. Aside from the insanity, in my view, of awarding a Winter Olympics to a Mediterreanean-like city on the Black Sea, it sure looked like the Russian government engaged in a serious greenwash. Was that the case?

Ann: Well, I worked with the Sochi committee for one year until the fall of 2011. My experience with my Russian colleagues was incredible; they were totally committed. We put together a sustainability management system including an environmental protection program, a process for sustainable procurement, and a new sustainability reporting structure.

 

Duffy Sochi

Ann Duffy (2nd from right) and her colleagues at the 2014 Sochi Winter Olympics Organizing Committee (Photo credit: Ann Duffy)

 

GSB: They didn’t have one in place?

Ann: No. Sadly, the program didn’t get fully implemented and the sustainability team was terminated 18 months before the Games. It’s just different in Russia, obviously. I mean, there was no warning in the run up as to how they would turn on the LGBTQ communities the way they did.

GSB: That was awful…and not surprising.

Ann: Thankfully, Canada showed how it’s done by having a Pride House at Canada House in Sochi. And the Deputy Mayor of Vancouver at the time went to Thomas Bach, head of the IOC, and pressed him to ensure that the IOC would expand the Olympic Charter to address LGBTQ issues and they did. On sustainability, I worked on the IOC’s Sustainability and Legacy Commission as part of the development of its Agenda 2020 (a strategic roadmap for the future of the Olympic movement).

GSB: Good job, Ann; good job, Canada! And despite the problems with Sochi that were way beyond your control, congratulations on getting The Ann Duffy Group up and running quickly.

Ann: I was very blessed and very busy. From 2013 to 2015, I worked with the local organizing committees of three, count ’em three mega-events, all of which were happening in Canada in 2015.

GSB: I know about the 2015 FIFA Women’s World Cup; what were the other two?

Ann: The Canada Winter Games were held in Prince George, BC in February of that year. Then the FIFA Women’s World Cup were held across Canada^ in June-July. And then Toronto hosted the Pan Am Games in late July.

 

Women's World Cup

England (white) battles Mexico during the 2015 FIFA Women’s World Cup (Photo credit: Zou Zheng/Xinhua)

 

GSB: That’s a mega-event trifecta right there! Did you get any sleep?

Ann: Not much. Especially when you factor in that, in 2013, I also was working on the sustainability aspects of Istanbul’s bid to host the 2020 Summer Olympics, which ultimately went to Tokyo.

GSB: Talk about what you did for the 2015 Canada mega-event trifecta…

Ann: We built on the sustainability efforts of Vancouver 2010 with all three mega-events. The Canada Winter Games are by far the smallest, featuring younger, pre-Olympic athletes. We raised the green bar for all Canada Games going forward by improving sustainability practices, beefing up sustainability-related community engagement and issuing a sustainability report. The FIFA Women’s World Cup was a much bigger yet different animal…

GSB: How so?

Ann: Well, first of all, FIFA put greater emphasis on the Men’s World Cup. But that just meant we had to push extra hard and we did. We worked to leave a sport legacy with integrated environmental management processes and sport development opportunities for women and girls in each of the six host cities and national soccer association. The Pan Am Games were more focused on economic and social sustainability than the environment…

GSB: Why do you think that was the case?

Ann: It comes down to the opportunities and preferences of leadership, plain and simple.

GSB: I guess. But if mega-sports events are really going to lead on sustainability, what can be done to ensure environment and climate are never relegated to the sidelines again?

Ann: I think the prevalence of visible best practices in Europe and other host cities and stadia that demonstrate responsibility for climate impacts, waste impacts, water and biodiversity will help. Environmental stewardship and respect for human rights are now bid requirements for FIFA and Olympic bids. North American professional sports leagues like the NHL, NFL, MLS and MLB are demonstrating leadership. Stadium owners that have built or renovated stadia to green building standards like LEED are also leading on green operations and supporting community initiatives.

GSB: Speaking of leadership, what kind of sustainability projects do you like to lead more: Bids or organizing committees?

Ann: Good question. I guess I love both, but for different reasons. Creativity and “visioning” are crucial for bid work. Organizing committee work is also satisfying — it involves not only organizing and implementing but also coaching, and that means everyone from volunteers up to the C-suite.

GSB: Talking about bid work, you consulted with one of the most sustainable mega-event bids to date, LA 2028.

Ann: Actually, when I started working with them on sustainability it was the LA 2024 bid. But the IOC awarded Paris, another incredibly sustainable bid, those Games and slid LA to 2028. It was great to work with Brence Culp and the LA sustainability team.

GSB: Brence is terrific. GreenSportsBlog interviewed her awhile back.

 

Duffy Brence Culp Rio

Ann Duffy (l) and Brence Culp, head of sustainability for LA 2028 (Photo credit: Ann Duffy)

 

Ann: LA 2028 is an example of what you can do sustainability-wise, when all the stakeholders get it: The city, county, state and local utilities were “all in”. So were the sponsors.

GSB: It doesn’t hurt when most of the venues for LA 2028 already exist…You recently worked on another bid in which no new venues are needed, the United Bid between Canada, Mexico and the US that won the right to host the 2026 FIFA Men’s World Cup over Morocco.

Ann: The environment, including climate change, along with community and fan engagement took central roles in both the United Bid and the LA 2028 bid. In addition to no new permanent venues, both have robust and sophisticated climate action plans that include new partnerships and collaboration with city and state utilities, public transit providers, stadia/venue owners. Host cities will showcase urban policies such as bold commitments to clean energy.

GSB: What was your role on the United Bid?

Ann: I was a sustainability-legacy advisor. It was a real sprint as the timeline was short but we were fortunate that FIFA had established a strong sustainability mandate.

GSB: They needed to do that, especially in light of the mega-laundry list of mega-problems with Qatar 2022: Human rights violations, indentured servitude, deaths of perhaps as many as 1,200 construction workers building eight stadiums in a country of only 2.5 million people, stadiums that will have air conditioning even though they’re outdoor venues because of the country’s extreme heat…What did the sustainability mandate, well, mandate for the 2026 bid?

Ann: It went deep, Lew. And the United Bid stepped up. GRI sustainability reporting, a climate action plan, ISO 2012-1 certification for sustainable events. Human rights, labor rights, ethical business conduct standards. Green Sports Alliance Board member Mary Harvey took the lead on human rights. I took the lead on the rest, working with the financial services firm Grant Thornton on ethical business and Arup, the global design and engineering firm, on some of the environmental aspects.

GSB: I’m so glad you and Mary were on the case and that the United Bid won the day. Now I’d like to widen the lens a bit. You’ve been involved in the greening of the Olympics and World Cups from the early days of Vancouver 2010 through LA 2028. My main concern, as it is with the whole of the Green-Sports movement, is that most fans — attendees and the much bigger number who watch on TV or online — have no idea this is going on. None.

Ann: Lew, I’m with you 100 percent! We need to do a much better job of using the platform of the Olympics or the FIFA World Cup to share the great greening stories with fans.

GSB: So how do we ensure this happens? If Rio 2016 could have a climate change-themed vignette at the Opening Ceremonies seen by an estimated 1 billion people, why didn’t Pyeongchang 2018 do something similar? Will Tokyo 2020 or Beijing 2022 communicate something on climate to fans?

Ann: Funny you mention Rio 2016. I helped on the Rio 2016 with communications during the actual Games.

GSB: I would be surprised if you weren’t involved with Rio!

Ann: I was fortunate to be at the rehearsal for the Opening Ceremonies. When the powerful climate change vignette came on, I started bawling. Mainstreaming climate change messaging was so…powerful. Incredible, really.

 

Duffy Rio Open

Ann Duffy and her colleagues on the 2016 Rio Olympics Organizing Committee at the rehearsal for the Opening Ceremonies (Photo credit: Ann Duffy)

 

GSB: So how do we make sure that climate change vignette is not a one off?

Ann: Well, the Olympics…and all sport event hosts, frankly, are desperately trying gain relevance and traction with younger audiences…

GSB: …Millennials, GenZ and the rest…

Ann: And those young people want to have an exciting sport event experience. Young people expect responsible action that includes all of it — climate solutions, environmental solutions, diversity and ethical solutions. Sometimes these features will take the lead in the event experience and most of the time they will support the event experience. Mega-event hosts need to recognize this. Well executed, eco-themed fan engagement programs will go over well. Sponsor brands are already stepping up, as well. I am confident this will happen at Paris 2024, the United 2026 FIFA World Cup and LA 2028.

SB: What about Tokyo 2020, Beijing 2022, and Qatar FIFA World Cup 2022?

Ann: I’d love to say “yes” to the engagement question with those events but it’s a bit complicated. I haven’t worked with any of those mega-events so what I know about them is from a distance. As far as Tokyo 2020 is concerned, I know that, from a technical innovation perspective, the Summer Games will be at the leading edge of sustainability, from energy efficiency to tree planting and much more. On the other hand, from what I’ve heard, on social aspects of sustainability like LGBTQ issues, they’re not so advanced. And on fan engagement issues, I don’t know what they’re going to do. I do know that Pyeongchang 2018 did not follow the lead of Rio and communicate their greenness to fans.

GSB: True. And based on my conversation with the Tokyo 2020 Organizing Committee sustainability team, it seems, sadly, like they will be more like Pyeongchang than Rio in terms of fan engagement. I don’t have any intel on the Beijing 2022 Winter Olympics and sustainability as yet…

Ann: …One thing I can say about China is that, as a country, it is stepping up on climate action nationally far more aggressively than the USA is. I don’t yet know of any specific action by the Beijing 2022 Winter Olympics…

GSB: …Maybe the Beijing Organizing Committee will surprise in a good way. Speaking of 2022, what are your thoughts, sustainability-wise, regarding the aforementioned Qatar FIFA World Cup?

Ann: The problems, human rights-wise and otherwise, have been horrible. And that Qatar was a weird choice in the first place given the size and climate of the country is an understatement. The one heartening thing is that, as we heard at the GSA Summit in June, there are some striking environmental innovations underway with the stadiums and the strong national commitment to renewable energy will be a part of the 2022 FIFA World Cup.

GSB: I hear what you’re saying, Ann, but I guess, as the expression goes, I’m from Missouri on Qatar: Show Me! At least it looks like environmental sustainability will play a big role at the Paris 2024 Summer Olympics, the United 2026 FIFA World Cup and the LA 2028 Summer Games…What do you think?

Ann: Mega-events like the Olympics and FIFA World Cups generally have seven year planning cycles. The key from an environmental sustainability perspective is to develop an integrated set of environmental actions that tackle climate, water, waste, pollution and biodiversity all together throughout the planning cycle. For both Paris 2024 and LA 2028 I am confident we will see “net positive solutions.”

GSB: What does “net positive solutions” mean?

Ann: That hosts will be adding more environmental assets and benefits to their communities and host region than they consume.

GSB: I love that. Two things: 1. Paris and LA really should engage fans on “Net positive solutions” and 2. I only wish Pyeongchang, Tokyo, Beijing and Qatar went the “Net positive solutions,” mega-event route.

Ann: Well, we know we need bolder leadership on sustainability engagement, in all walks of life, from business to government to mega-events. The progress on engagement at mega-events won’t be linear but, to paraphrase Dr. Martin Luther King, Jr., the arc of mega-events is long but it bends towards sustainability and engagement.

GSB: Amen, Ann, AMEN!

 

Ann Duffy shares her thoughts on the intersection of sustainability, innovation and mega-sports events (3 mins 4 secs)

 

IN TUESDAY’S PART I: Ann shared the story of her beginnings as an Olympics-loving girl in Western Canada through her time leading the sustainability efforts at the 2010 Winter Olympic and Paralympic Games in Vancouver.

^ Edmonton, Moncton (New Brunswick); Montreal, Ottawa, Vancouver, and Winnipeg were the host cities for the 2015 FIFA Women’s World Cup.

 


 

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The GSB Interview: Julia Pallé, Formula E Senior Sustainability Consultant and SandSI President

Julia Pallé is a very busy woman.

She is shepherding the growth and direction of the sustainability efforts of Formula E, the fully-electric racing series which is about to start its fifth season. And, as if that is not enough, Ms. Pallé is also President of the fledgling Sport and Sustainability International (SandSI).

GreenSportsBlog spoke to Ms. Pallé about what we can expect from Formula E and SandSI.

 

GreenSportsBlog: Bonjour, Julia. It’s great to chat with you. Senior Sustainability Consultant of Formula E and President of SandSISacre bleu! You sure have a lot going on. Since Formula E preceded SandSI for you, let’s start there. Were you always into cars and motorsports?

Julia Pallé: Well, I grew up in Clermont-Ferrand in France, the town where Michelin is headquartered. I was not so much into motorsports growing up but I loved many other sports. I tried them all: Running, kite surfing, wakeboarding, skiing, dancing…oh, and rugby also. I loved the outdoors and knew I always wanted to be close to nature. From the beginning, my desire was to work in sustainability and make a difference so I studied sustainability management and change management and earned a business degree at the Université of Grenoble.

 

Julia_Palle_2016_HIGH RES

Julia Pallé, Senior Sustainability Consultant for Formula E and President of SandSI (Photo credit: Formula E)

 

GSB: I wish they had those disciplines when I was in school back in the Dark Ages! So how did you put it into practice?

JP: I went to work for Michelin in 2012…

GSB: In your hometown?

JP: Exactly! I worked in the motor sport division…

GSB: Ahhh…that’s where you got your start…

JP: Yes…Implementing sustainability programs.

GSB: How did that go?

JP: It went well. The group had a sustainability plan but the motor sports division wasn’t specific enough. With the support of management, I helped tighten things up. We did a Life Cycle Assessment on our rally racing tires…from materials sourcing to construction to the event to end of life. Thanks to that analysis, management made some significant changes: In terms of materials, we switched to natural rubber, which greatly reduced our environmental impact. And this kind of transition can have tremendous impact on passenger cars.

GSB: Very impressive, Julia. So how did you end up moving to Formula E?

JP: When Formula E began a few years ago, they started to come up with sustainability standards for their tires. Michelin felt it needed to be the standard and so we developed a hybrid tire specifically for Formula E. I wrote part of the the standard so Formula E and I began to know each other and eventually they recruited me to manage their sustainability department.

GSB: That must’ve been quite a change…

JP: Oh yeah. Formula E is based in London so I moved there. And I started traveling around the world for the races. It is a lot of travel but it’s great and important work.

GSB: An all-EV open wheel racing circuit? It is very important work, indeed. Formula E has grown quite a bit in just four seasons…

JP: For sure. For me it has been a great opportunity. I was among the first wave of employees, when we were pretty much a blank slate. Now there are more than 120 employees from 20 different nationalities in our London office. We are now a Fédération Internationale de l’Automobile or FIA certified international championship…

GSB: A la Formula 1?

JP: Yes. We have races now in Africa, Asia, Europe, as well as North and South America. Australia is next.

GSB: That just leaves Antarctica…

JP: Well, we actually brought a Formula E car down to Antarctica to shoot a video. Icebergs were breaking at the time so we had to drive on the icecap. It was incredible. The car was able to drive on an icecap. We also shot a video of a Formula E car racing a cheetah in Africa.

GSB: That is so cool! Who won?

JP: The car, but it was very tight!

 

Formula E vs Cheetah

Formula E car and a cheetah racing in Africa (Photo credit: Motor Trader)

 

GSB: So I would imagine that sustainability would have to be a core part of an EV racing championships DNA. Am I right?

JP: Certainly. From the beginning, Formula E worked to manage our events in a sustainable fashion, to ISO standards. We engage deep into our supply chain to make sure we use sustainable products and services. We recently achieved ISO 20121 certification for the entire championship. Every season, we conduct a Life Cycle Assessment to become more efficient in all aspects of our operations.

GSB: As part of that assessment, does Formula E measure its carbon footprint year to year? If so, how are you doing?

JP: So far it’s been difficult to compare our carbon footprint over time in a meaningful way. That’s because we keep adding races and changing the schedule so we haven’t been able to measure in an apples-to-apples comparison way yet. But we are working on better metrics for sure. For now, we can say we know we are doing the right things, sustainability-wise and the results we do have are positive.

GSB: What is Formula E doing to connect with the communities it visits regarding its sustainability initiatives?

JP: Our goal is to leave a positive legacy in all of our cities. Our Fan Zones and Allianz E-Village allow fans to really interact with the EVs and the drivers…

 

Sustainability comms 4

Signage along the race wall promoting EVs and the Allianz E-Village at July’s Formula E race in Red Hook, Brooklyn (Photo credit: Formula E)

 

GSB: That may be the most powerful green thing you can do: Give fans an up close experience with EVs…

JP: Yes…We have a gaming zone to attract younger fans and a driving zone where fans can get behind the wheel of an EV race car. And we make tickets to the races affordable to appeal to the widest audience possible. Since you are in New York City, you should know that we are working with the New York Earth Day Initiative to promote renewable energy and recycling. And the UN Environmental Programme (UNEP) will have a booth. Our drivers are our best ambassadors, spreading the benefits of EVs whenever they can.

 

Booth 1

The UN Environment Programme (UNEP) booth at the Formula E event in Red Hook, Brooklyn in July (Photo credit: Formula E)

 

GSB: Plus Formula E races are on city streets…

JP: Yes! We are of the mind that our races themselves will change consumer behaviors. As you say, we are racing EVs on city streets mainly in urban centers. Fans see that and say to themselves “that could be me driving an EV!”

 

Formula E Bklyn

Formula E cars racing through Red Hook, Brooklyn (Photo credit: Formula E)

 

GSB: That’s the best advertising you can have for EVs…How many people attended Formula E races during the season?

JP: Over 360,000 fans have come to Formula E races in season four – which shows the appetite and curiosity of electric cars and electric racing is fast-growing!

GSB: Impressive! And what about reaching audiences beyond the races themselves — Where can fans watch Formula E races on TV and/or online?

JP: We are on cable now. FS1 airs us in the US and you can stream us via their website or app. Similar deals are in place in Europe.

GSB: How have the ratings been in the US and Europe?

JP: We don’t have exact figures for season four just yet, but we are expecting a projected cumulative TV audience of over 300 million.

GSB: What’s next for Formula E? Are you all looking at a stock car series like NASCAR? I have to believe that fans watching EVs race that they could actually buy would even be more powerful.

JP: We wholeheartedly agree! And the timing of your question is spot on. In addition to Formula E’s season 5 [click here to watch a preview video], next season we will also launch our Formula-E Support Series in which drivers will race modified Jaguar I-Pace EV SUVs. It is our intention to showcase EVs that fans can buy right now.

GSB: How do you think the Support Series will do vs. the new Electric GT Series, which will race stock car Teslas? It is scheduled to launch this November in Spain.

JP: It will definitely be interesting to watch its progress but the Jaguar I-PACE eTROPHY is quite different as it showcases technology first tested in Formula E in a modified road car – which is the perfect example of what Formula E is aiming to do within motorsport.

GSB: All in all, the world of EV racing, open wheel-wise and stock car-wise is growing rapidly. You sure are in the place to be right now. And that doesn’t even take into account your work with Sport and Sustainability International or SandSI. How did you get involved and what you are doing there?

JP: The founders of SandSI got in touch with me and invited me to attend the “birth meeting” in Lausanne, Switzerland in November, 2016 and to be a board member. Formula E was happy that I would have a seat at the table in this new organization which was very important. As with most every startup, the structure of SandSI was continuously evolving. I was asked to be a Vice President in September 2017 and then, just three months later I was asked to be President! And this May, at our 2nd Congress, the members elected me to a 4-year term as President. Plus every year, the members can vote to change the structure, change the President, which means I am very accountable. All of this is much better than simply being appointed.

GSB: Absolutely! And it’s great to be speaking to Madame la Presidente! So what is happening with SandSI and what are your goals for your term?

JP: Our focus is global, to ensure that the most sustainable practices are disseminated to sports organizations all over the world and to put sustainability and sports on the agenda of major global organizations like the UN. Our three main priorities are 1. Alignment and strategy surrounding UN Sustainable Development Goals (SDGs), 2. ISO 20121 implementation 3. Monitoring, measuring and reporting. Thus we are working closely with organizations like UNEP and the UN Framework Convention on Climate Change (UNFCCC) to ensure sports is well represented in their work.

GSB: Do these organizations get the power of sports…

JP: Many people do; it is our job to make sure the voice of sports is heard loud and clear throughout those organizations.

GSB: There are of course Green-Sports organizations and trade groups throughout the world — the Green Sports Alliance (GSA), mostly in North America and now Japan, BASIS in the UK, Sport Environment Alliance (SEA) in Australia. How will you differentiate SandSI from those groups? And how will you work with them? Is there a need for all of these groups or will there be consolidation?

JP: We see ourselves as a global umbrella organization and we need to have regional peers. SandSI is here to offer practical support to all sporting organization looking to advance sustainability internationally through their sport. Thus we are in dialogue with them. In fact SEA is a founding member of SandSI. We are in touch with the GSA and BASIS to see how we can add value together.

GSB: Good luck sorting all of that out and all the best with the launch of the Formula E Support Series.

 


 

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The GSB Interview: Reduction In Motion’s Kelsey Hallowell, Helping to Efficiently Reduce Waste at Camden Yards and M&T Bank Stadium

Kelsey Hallowell is a Professional Trash Talker.

She plies that unusual trade for Reduction In Motion, a forward-leaning waste reduction consultancy in Baltimore. One of Kelsey’s clients is the Maryland Stadium Authority which, among other things, owns Camden Yards (home of baseball’s Orioles) and M&T Bank Stadium (home of the NFL’s Ravens).

GreenSportsBlog talked to Kelsey, whose official title is Communications and Outreach Coordinator, about the unique aspects of working with sports venues.

And talking trash.

GreenSportsBlog: Kelsey, I love your job title! How does one get to be a professional trash talker?

Kelsey Hallowell: Well Lew, for me it started out as a little girl in Duxbury, Massachusetts. I was always outside playing – the joke with my family is as a toddler, my parents would set me beside them as they gardened, and I would eat handfuls of dirt.

GSB: Uh…Another way of saying you have “an appreciation for the environment”

KH: YES! Then I ended up attending Washington College, a small liberal arts school in Chestertown on the Eastern Shore of Maryland…

GSB: Sounds like an outdoorsy place…

KH: …It is. In fact, I got to be a part of the first cohort of something called the Chesapeake Semester. It was amazing. Rather than being stuck in a classroom, we went out into the environment, into the field to learn. Talked to and worked with farmers, scientists, and historians for environmental causes throughout the Chesapeake Bay watershed.

 

Kelsey Headshot Color

Kelsey Hallowell, trash talker at Reduction In Motion (Photo credit: Reduction In Motion)

 

GSB: What a great program! I can see how you would end up in the trash talking, waste reduction business.

KH: Actually I started in the recycling and waste world while at Washington College. I worked with the Center for Environment & Society (CES), which is linked with the college and Chestertown. CES focuses on social and environmental issues.

GSB: What was your role?

KH: I worked on a variety of projects. Not too surprisingly, I was one of a handful of students who helped with recycling on campus. We got into the nitty gritty of it, which was a great experience.

GSB: What do you mean by nitty gritty?

KH: We collected the recycling by hand, separating glass by color, while also separating plastics, metals, paper and cardboard. We also helped to reinvigorate composting on campus and started a campus garden.

GSB: Not glamorous but it sounds like a great training ground…What did you do once you graduated?

KH: While I was still at Washington College, I went to a presentation by an alum who worked at Reduction In Motion. I thought, “what they do is really cool.” One thing led to another and, in 2012, I became a trash talker at Reduction In Motion.

GSB: So what does Reduction In Motion do?

KH: The company was started in 2002 by Bill Griffith. He worked for a long time in the hazardous and medical waste industry. He saw how much waste went into the red bags designated for regulated medical waste and how much of that didn’t really belong there. Bill also realized that hospitals — and many other types of businesses and venues — really had very little idea about their waste: how much they generate, where it goes, how much it costs…

GSB: How could hospitals not know how much their waste hauling cost?

KH: That’s what Bill asked! So he launched the company to help hospitals and other healthcare facilities understand their waste streams better, more efficiently deal with it, and save money by doing so. I started as a Greening Facilitator for hospitals in Baltimore City.

 

Bill Griffith at Audit

Bill Griffith, founder of Reduction In Motion, taking part in a waste audit (Photo credit: Reduction In Motion)

 

GSB: What is a Greening Facilitator?

KH: I basically helped the ‘waste generators’ – clinicians, administrative staff, food service and waste handlers (housekeeping and facilities) – make sure the different types of waste went into the correct waste or recycling stream.

GSB: How did the doctors and hospital staff react?

KH: Some were really into it, some not so much. A few hospitals really got it. One had an already-established Green Team by the time we arrived. We worked with them to use compost to help fertilize a garden they had established.

GSB: That sounds like a real success.

KH: It was. We’ve found that one of the keys to success for our clients is to stick to the basics: What and how much waste are you generating? With recycling, what kind of bins do you have? Is signage clearly communicating what goes into which bin? Are you following where the waste and recycling goes after it leaves your premises?

GSB: Simple, yet important.

KH: That’s really it. Set it up and help maintain the program.

GSB: You then moved up from Greening Facilitator to your current trash talking position: Communications and Outreach Coordinator. What does that entail?

KH: Well, we’re a small operation with less than 10 employees, so the job has a bit of everything in it. I help support our clients, from Virginia to New Jersey, with educational materials and the aforementioned signage. Management of our website and social media, developing presentations, and supporting sales are also parts of my day to day.

GSB: Sounds busy and also varied. Now, what is the Reduction In Motion business model?

KH: Good question. We call ourselves “waste-based sustainability consultants” and we mostly work on a monthly fee basis. Recently, a project-specific model has become popular. We show cost savings to our clients by increasing the amount of waste that goes to recycling and composting and cutting the amount that goes to trash, because sending waste to landfills is more expensive. Our metrics for success are diversion rates and money saved. But things have gotten much more challenging recently.

GSB: Why is that?

KH: Recycling just became infinitely more difficult because China — where the US and many other countries sent most of its recycled material — enacted a new law, banning the import of American recycling because there was too much contamination.

GSB: I heard something about that. How much contamination is too much?

KH: It needs to be less than 0.5 percent but the US was sending recycling to China with contamination rates north of 15 percent. That’s one big reason why we emphasize examining waste streams at the client site to make sure they’re not contaminated.

GSB: So where’s the recycling going to go if not China? Can we keep it here?

KH: Great question. The domestic recycling infrastructure needed to support the recovery of the materials we were previously sending to China needs to be greatly expanded if we are going to keep it all here. To truly fix the issues the recycling industry is facing today, manufacturers need to get involved. How2Recycle.info is a great website that explains not only the confusion consumers are facing when trying to recycle but it also addresses how to solve the problem. We need standardized, clear, concise messaging included on the products we buy every day. All packages should be labeled so the consumer can quickly and easily determine how to dispose of everything the package contains the right way. Think of a box of cereal. There is the outer box and the inner bag containing the cereal. Most consumers are well aware that the outer box can be recycled but get confused when it comes to the inner bag. They think, “it’s plastic so it can go into the recycle bin too,” but that’s just not the case. This could be solved if a label was printed on the outside of the box in an easily viewable spot, clearly explaining that the box is recyclable but the plastic bag is not. Standardization of information labels on packaging materials will do a great deal to cut down on contamination rates found in today’s recycling stream. Once the disposal of packaging materials has been standardized, the materials recovery facilities (MRFs) can get to work on how best to recover the materials here in the US, increasing jobs and eliminating the need to export recycled material out of the country.

GSB: We should do a separate interview about what needs to happen to build domestic recycling infrastructure. But for now, let’s talk about how Reduction In Motion got into working with sports venues…

KH: Sports venues are different than hospitals. Hospitals run and generate waste 24-7. Sports fans are at a venue for a few hours and not every day. But when they do go to a game, they generate huge amounts of waste in a relatively short time. Our first sports clients were two two minor league baseball teams in Maryland, Aberdeen IronBirds, who play at Ripken Stadium and the Frederick Keys, whose home base is Harry Grove Stadium. We received a grant from the state to conduct waste audits for them. From there, we moved up to the big leagues as we started to work with the Maryland Stadium Authority. It operates Camden Yards, the home of the Orioles, and M&T Bank Stadium, home of the Ravens.

 

RIM Minor League Baseball

Reduction In Motion team members and volunteers sort trash and recycling generated at a Frederick Keys game at Harry Grove Stadium as part of a grant-funded project by Maryland Department of the Environment (MDE) in 2015 (Photo credit: Reduction In Motion)

 

GSB: What do you do for them?

KH: We conducted waste audits as part of both stadiums’ LEED certification efforts, including identifying all the waste that’s generated, from plastic to metal to glass to compostables and more. That led to us working with the Stadium Authority to help the venues understand and improve their diversion rates. We developed fan and staff education content about which types of waste goes into what bin.

GSB: I know there are studies saying that fans care about the environment but do they really care about putting the right type of waste into the right bin?

KH: Some do but some don’t. That’s why it’s so important to establish and roll out a plan, then continue to engage with the key stakeholders, like leadership, operations teams and the fans. By focusing on bin selection, placement, color-codes, and messaging, we try to make it as easy as possible for fans to do the right thing. This approach allowed us to help the University of Richmond with their 2017 ‘Rethink Waste’ basketball game: Recycling contamination was reduced by 54 percent from their baseline and compost was collected at a 93 percent compliance rate! For more details on how we did it, you can read the full story here.

GSB: …So that’s where talking trash comes in!

KH: …You got it! The truth is it’s easier to do the right thing if we make it easy.

GSB: So true. How are Camden Yards and M&T Bank Stadium doing, diversion rate-wise?

KH: Both have improved over the past several years. Camden Yards’ diversion rate increased from 10 percent in 2012 to 30 percent in 2017. M&T Bank Stadium is doing great; in 2017 they were up to a 58 percent diversion rate, an increase of 40 percent since 2011! Similarly, we’ve had good success in the college sports world. We helped the University of Richmond achieve an 87 percent landfill diversion rate at the aforementioned ‘Rethink Waste’ basketball game.

 

UR (2) RIM

Reduction In Motion and University of Richmond’s student volunteers conducting waste audits during a 2017 Spiders men’s basketball game (Photo credit: Reduction In Motion)

 

GSB: WOW! Congratulations. You make this sound easy but I know it isn’t. What factors might hold down a sports venue’s diversion rate?

KH: Buy-in and consistency. Ensuring you have an understanding of the operations while getting leadership’s understanding and approval can be a tricky balance, and that’s where we come in. Recycling seems easy, but achieving a high, uncontaminated diversion rate will take time and energy. And it takes even more time and energy to maintain and further improve your diversion rates. Things are always changing, whether it be the workforce, those in leadership roles, and, as seen in the China case, the rules of recycling.

GSB: Stadium workers have tough jobs so the communications have to be powerful and the incentives need to be real for them to consistently do the right thing regarding waste. Is sports a growing sector for Reduction In Motion?

KH: It is. More and more, pro and college teams and venues are embracing sustainability — we saw that phenomenon in person at the Green Sports Alliance Summit in Atlanta last month. We also see that fan engagement on recycling and other environmental initiatives is on the rise.

GSB: Hallelujah!!

KH: Definitely! In fact we are providing guidance and ideas to the Maryland Stadium Authority on fan engagement.

GSB: That’s great to hear, Kelsey. Congratulations on your and Reduction In Motion’s success to date. I look forward to hearing about how you and the company will go beyond Maryland’s borders to talk trash and thus help green more sports venues.

 


 

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Informal GSB Poll: Atlanta United F.C. Fans Bullish About Mercedes-Benz Stadium’s Greenness

Atlanta’s Mercedes-Benz Stadium, the world’s first LEED certified pro stadium, is playing host to 800 or so people at the eighth Green Sports Alliance Summit, from today through Wednesday. On Sunday, 42,500 mostly fans packed the place for the MLS match between Atlanta United and the Portland Timbers. GreenSportsBlog conducted a small, informal, admittedly unscientific poll among fans before the game to gauge awareness and attitudes about the stadium’s greenness.

 

The most stunning design feature to me of Atlanta’s Mercedes-Benz Stadium design and architecture — and there are many from which to choose^ — is the 360-degree, “halo” scoreboard suspended from the roof.

 

MB Stadium 3

 

Clearly viewable from every seat in the house, the scoreboard constantly draws ones eyes skyward.

And during the hour before Sunday’s MLS match between Atlanta United and Portland Timbers, my eyes saw messaging like this:

 

M-B Stadium

 

The first-of-its-kind scoreboard also encouraged fans to recycle while occasional public address announcements highlighted a variety of the stadium’s green features that resulted in it becoming the first professional stadium to receive LEED Platinum status. Of course, most of the messaging on the scoreboard and on its loudspeakers had to do with the game, the home team and the terrific experience (a mix of the best of the European soccer stadium experience with an authentic Atlanta feel) — which is as it should be.

And it is working.

Atlanta United, in only its second season, has become one of the cornerstone franchises in MLS:

  • The team made the playoffs in its first season and are in first place in MLS’ Eastern Conference
  • Thousands of energetic fans, in multiple supporters’ sections, stand, chant and sing throughout the entire 90 minutes.
  • Every game is a sellout. Either in the stadium’s standard 42,500 seat configuration — like Sunday’s game (the upper deck is closed and draped) — or its full 72,000 seat mode, reserved for the biggest/rivalry matches

All of the above serves as subtext to a question to which I was trying to get some answers: Has Mercedes-Benz Stadium’s consistent yet modest way of communicating its sustainability broken through with its largely youngish fan base? GreenSportsBlog conducted a small, informal survey by talking to a few of them before Sunday’s pulsating 1-1 draw between Atlanta United and Portland Timbers to begin to find out.

 


 

Evan and Paige Himebaugh from Kennesaw, about 45 minutes away, chatted with me about soccer and sustainability at Stats Brew Pub, a couple blocks from Mercedes-Benz Stadium. They are brother-and-sister season ticket holders who are helping to make Atlanta United a “thing” in the city’s sporting culture. But neither knew that Mercedes-Benz Stadium’s had achieved LEED Platinum certification. “I had no idea!,” exclaimed Paige, a local soccer coach. “But it is great for Atlanta to be leading on green building.”

 

Evan and Paige

Evan and Paige Himebaugh were excited to learn about Mercedes-Benz Stadium’s LEED Platinum status (Photo credit: Lewis Blaustein)

 

Husband and wife season ticket holders Todd and Terry Barcroft of Atlanta talked and walked with me on their way to the concession stand. Both were well aware of the stadium’s green leadership. “Mercedes-Benz Stadium’s LEED status is really a point of civic pride,” asserted Terry. “And, with ‘Atlanta’s Better Building Challenge‘, people can see that the city is a green building hub.” Todd suggested that stadium management “should incorporate more signage in the concourses” to increase awareness of its sustainable bona fides.

 

Todd and terry

Todd and Terry Barcroft (Photo credit: Lewis Blaustein)

 

Andre Katompa was rushing to his seat and doing his best to avoid seeing the screens in the concourse showing the Colombia-Poland FIFA World Cup match (“I’m DVRing it!”) when he stopped to talk with me. “I found out about the stadium’s LEED certification on TV — there was a story about it on the sports news, which I watch religiously,” enthused the native of the Democratic Republic of Congo. “It is a great thing that the stadium is helping to fight climate change by reducing energy consumption. And that is great for Atlanta.”

 

Andre Katompa

Andre Katompa (Photo credit: Lewis Blaustein)

 

Up in the press box, I sat next to Atlanta area native Max Marcovitch, who was covering the match for The Oregonian. Max’s mom was his entry point into the Mercedes-Benz Stadium LEED Platinum story. “She knew someone involved with the construction of the building,” shared Marcovitch. “Every time the stadium would come up, mom would remind me, ‘it’s going to be LEED Platinum’ so I was very well aware of its greenness. I don’t think my friends [who are on the younger end of the millennial cohort] would be aware of it, but if they found out, they would think it is very cool.”

 

MY TAKE

I give the folks at Mercedes-Benz Stadium a strong A- grade for the way they communicate the venue’s sustainability story. The scoreboard and public address messaging is just right; frequent enough without being over the top. I loved one subtle touch on the scoreboard: A still photo of the Atlanta skyline, shot from the stadium, with some of its 4,000 solar panels in the foreground.

If the stadium had more sustainability-focused signage in the concourses, I would have given them a solid A. Want to earn an A+? How about an interactive exhibit for fans that tells Mercedes-Bens Stadium’s LEED Platinum story, similar to the museum-style installation# at New York City’s Empire State Building that shares the impact of its energy efficiency retrofit with the 3 million people who visit the building every year?

Finally, if you are a sports fan —green or otherwise — and/or an architecture buff, schedule a trip to Atlanta to take in a game at Mercedes-Benz. I’m sure a Falcons game would be fantastic, but I’d opt for an Atlanta United match. It is an incredible experience.

 

M-B Stadium 2a

 

^ The stunning view of the city skyline from the east end of the stadium and the camera lens-like “oculus” roof are two other “that is so cool!” features of Mercedes-Benz Stadium
# Editor’s Note: Lew Blaustein worked as a marketing and communications consultant on the Empire State Building’s sustainability exhibit in 2009 and 2010

 


 

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