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 with Ann Duffy, Sustainability Leader for Olympic, FIFA World Cup Bids — Part I: Born to Work on Olympic Bids; Leads Sustainability at Vancouver 2010

Ann Duffy has mega sports events bidding and organizing work in her DNA. Her dad was an advisor to her hometown of Calgary’s early bids to host the 1968 and 1972 Olympic Winter Games — the Alberta city eventually won the right to host the 1988 Games. Eighteen years later, Ann was hired as Chief Sustainability Officer for the 2010 Vancouver Winter Olympic and Paralympic Games. She’s been involved in some way, shape or form with the sustainability efforts for several of the Olympic/Paralympic bids since then, 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 today’s Part 1, Ann shares how mega-sports events are in her blood and how she came to lead the groundbreaking sustainability efforts at the 2010 Winter Olympic and Paralympic Games.

 

GreenSportsBlog: I doubt that there’s anyone on the planet who can say they have inherited Olympic bid work as a genetic trait except for you, Ann Duffy.

Ann Duffy: You may be right, Lew. If I’m not the only one, I know I’m a member of a very small club. I was born in Calgary. My dad, who was an alpine ski racer, worked on two Winter Olympics bids in the 1960s involving my hometown: Both were collaborations between Banff, Lake Louise, and Calgary. They did not win. Then, in the early 80s, Calgary was ultimately successful in its bid to host the 1988 Games.

GSB: You had a front row seat to the ’88 bid!

Ann: Not only that; I just loved the Olympics! I OD’d on it on TV. And my family were all recreational athletes: Skiing, tennis, cycling, you name it.

 

Duffy Mexico City Oct

Ann Duffy, speaking at a sport and sustainability symposium in Mexico City in 2014 (Photo credit: Ann Duffy)

 

GSB: So the Olympics and Olympic bids are in your blood. What path did you take to make Olympic bid work, and sustainability in particular, a big part of your career?

Ann: I went to the University of Guelph in Ontario and majored in geography and environmental studies. Then I got a Masters in marketing communications at the University of Calgary with a focus on behavior change. I was there when Calgary hosted the 1988 Olympics, which was very exciting. A lot of us on campus volunteered and took in the Games. I was working at the business school on a study of the economic benefits of hosting mega sports events.

GSB: A hint of things to come…

 

Calgary 1988 Opening Ceremonies

Opening Ceremonies at the 1988 Calgary Winter Olympics (Photo credit: Canadian Olympic Committee)

 

Ann: Next I moved to Switzerland and worked for the World Wide Fund for Nature – International (WWF) for four years in corporate communications and education. I lived in Lausanne…

GSB: …Home of the International Olympic Committee (IOC)

Ann: Indeed! In fact, my jogging route often took me right by the IOC headquarters. I’d think to myself as I looked at the beautiful building, “How cool would it be to work with the IOC in some way.” Eventually, I moved to Vancouver and worked as a communications and environmental management consultant but that Olympics thought remained in my head. And there it stayed as I moved on to lead the sustainability practice with the engineering and project delivery firm CH2M.

GSB: The sustainability-minded firm with the strange name that works on everything from wastewater treatment to urban infrastructure to greenhouse gas management?

Ann: That would be CH2M. People there really cared about sustainability; it wasn’t just box checking. From about 2000 to 2006, I developed CSR strategy for big engineering projects. And CH2M has a sport events practice…

GSB: …Ahhh, that Olympics thing!

Ann: YES! And, from 2000 to 2003, Vancouver was deep into the bid process for the 2010 Winter Olympics. CH2M pitched the Vancouver Organizing Committee (VANOC) on infrastructure planning for the bid. And, after Vancouver won the bid, VANOC hired me in 2006 to be the Chief Sustainability Officer (CSO)!

GSB: Fantastic!

Ann: Oh it was! And my dad, Dr. Patrick Duffy, was so proud!!!

GSB: He should’ve been! Ann: He even became a volunteer driver!

 

Duffy Asst Pops

Ann Duffy (r), her dad Patrick and her assistant Fiona Kilburn at the 2010 Vancouver Winter Olympics (Photo credit: Ann Duffy)

 

GSB: So what was it like to be CSO of the Vancouver Olympics?

Ann: Lew, it was the best job I’ve ever had — and I’ve had some great jobs — it was thrilling, really. And I was inspired and engaged every day I went to work.

GSB: I can imagine! So what did you work on as CSO?

Ann: Our broad goal was to put on a great, sustainable games. But some of what I worked on was quite nerdy and technical.

GSB: Hey, I’m nerdy and I’m sure many of our readers have technical chops so go for it!

Ann: OK! #1: I developed the sustainability management and reporting system for the Vancouver Olympic and Paralympic Games. We took a holistic view to embed sustainability into our approach to daily decision-making that included environment, social, economy and legacy. And we always kept in mind how we would communicate our sustainability efforts with stakeholders, critics, partners and others. #2: We worked very hard to make sure that any venues we built would be relevant to the host communities well after the Games.

GSB: No White Elephants coming out of Vancouver 2010!

Ann: Absolutely not. For example, the Richmond Olympic Oval was transformed from long-track speed skating right after the Games into a community recreational and sport training center. Everything from rugby to volleyball to wheelchair basketball to hockey is played there.

 

Canada's Lucas Makowsky celebrates after winning gold in the men's speed skating team pursuit DIMITAR DILKOFF : AFP:GETTY IMAGES

Canada’s Lucas Makowsky celebrates after winning gold in the men’s speed skating team pursuit at the Richmond Speed Skating Oval during the 2010 Vancouver Winter Olympics. (Photo credit: Dimitar Dilkoff/AFP/Getty Images)

 

Richmond Olympic Oval

The Richmond Oval today, set up for basketball (Photo credit: Richmond Oval)

 

GSB: I’m sure the people of Richmond are thrilled. Speaking of people, how many did you have on your sustainability team?

Ann: Our core staff ranged from eight to ten. We had socio-economic impact professionals, specialists in environmental management and communications who worked with other units departments including designers, architects, builders, operations folks…the gamut. My job was to collaborate and provide them with the information they needed so they could do their jobs and help us reach our collective sustainability goals.

GSB: What was the #1 sustainability goal?

Ann: To infuse sustainability into everything VANOC did…

GSB: …Which was a state-of-the-art approach back then.

Ann: It was. Sustainability, in its broad Environment-Social-Governance (ESG) definition, became a core facet of everything from volunteer training to procurement to packaging to venue construction and siting…and more. The sustainability, “what do you want your legacy to be?” ethos permeated the entire staff, from the CEO on down.

GSB: Tell us more about legacy…

Ann: One of our most meaningful legacies was with First Nations (indigenous people) in British Columbia and the rest of Canada. We were intent on making sure that our interaction with them would be real and not just about headdresses. So we connected construction companies to members of four First Nations in the Vancouver to Whistler corridor to work on construction projects for the Games. This collaboration eventually led to reversing seasonal unemployment for the Mount Currie Nation and, once the Olympics were over, many First Nations were able to get additional work in the Sea to Sky Corridor from Vancouver to Whistler.

 

Duffy and Ass't Summer 2010 CH 502

Ann Duffy (l) and Fiona Kilburn next to the Olympic Truce monument for peace during the 2010 Games, designed by First Nations artist Corinne Hunt (Photo credit: Ann Duffy)

 

GSB: That is what I call a positive legacy! What about from the environmental point of view?

Ann: Sure. We looked to innovate environmentally on climate action, recycling and waste reduction. All new permanent sport venues met LEED building certification from silver to platinum levels. Fortunately IOC corporate partners like Coke, McDonalds’ and VISA had a lot of experience in these arenas. They were able to make sustainability cool. Coke, for example, established 100 percent bottle recyclability solutions on site as well as water efficiency in their bottling processes, not to mention their uniforms made from recycled PET bottles – all firsts at an Olympics. Local Canadian and BC companies undertook similar initiatives. As a result, we were able to establish a protocol for managing sustainability for mega events with the Canadian Standards Association.

GSB: How did climate change fit into Vancouver 2010?

Ann: We were early movers on climate among mega-event committees: We measured and reduced our greenhouse gas (GHG) emissions from transportation and venue operations to athlete and staff travel and offset the direct emissions we couldn’t further eliminate. And, we publicly reported and communicated our plans, successes and challenges.

 

IN WEDNESDAY’S PART II: Ann tells the story of her post-Vancouver 2010 sustainability-related work with a myriad of Olympic and FIFA World Cup bids and organizing committees. She also shares her thoughts on what future mega-event bid and organizing committees need to do to ensure fans get engaged on sustainability and climate.

 


 

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