Looking Back at the First PAC-12 Sustainability Conference

The Pac-12 Conference is a leader on the field and court — member schools UCLA and Stanford are at the top of the “total NCAA championships won” list. And, the conference also leads in Green-Sports: It is the first conference to have all of its schools become members of the Green Sports Alliance. And, in late June, it became the first conference to host a sustainability conference. GreenSportsBlog spoke with University of Colorado Athletic Director Rick George, Dave Newport, the University of Colorado Environmental Center Director, and Pac-12 Deputy Commissioner Jamie Zaininovich, to get a sense of why green sports are important—and how the Pac-12’s leadership can influence all of college sports.

 

For basketball fans, Hall of Famer and announcer Bill Walton’s enthusiastic, stentorian tones are instantly recognizable. But, in late June, instead of intoning, slowly and dramatically, about, “the incredible three point genius of Steph Curry,” Walton talked Green-Sports at the first Pac-12 Sustainability Conference: “[Sustainability is] good policy, good economics, and it’s good for all of us! What more can you ask for?…The Pac-12, the Conference of Champions, we’re leading the charge forward.”

The genesis of the recent Pac-12 Sustainability Conference came from University of Colorado Athletic Director Rick George. “We are the first NCAA Power 5* league to join the Green Sports Alliance,” said George. “So it seemed fitting to me that we be the first Power 5 league to host a sustainability conference.”

 

Rick George UofC Ath

Rick George, University of Colorado Athletics Director (Photo credit: University of Colorado Athletics)

 

According to Dave Newport, the University of Colorado Environmental Center Director, “Rick George’s main goal was to create a forum at which the 12 schools could help each other raise our ‘Green Games’.”

Jamie Zaninovich, Deputy Commissioner and Chief Operating Officer of the Pac-12, thought more broadly, looking to host a conference that would “bring together athletics professionals, sustainability professionals, rights holders, and marketers from both inside and outside (my italics) the Pac-12 to have productive conversations on further integrating sustainability into intercollegiate athletics.”

 

NCAA: WCC Staff Headshots

Jamie Zaininovich, Pac-12 Deputy Commissioner and Chief Operating Officer (Photo credit: Pac-12 Conference)

 

With those goals in mind, Newport, his colleague at USC Halli Bovia, and sports and sustainability staffers at the 10 other Pac-12 schools created an ad-hoc “sustainability conference planning group” to put things in motion.

While George initially offered to host the event in Boulder, it quickly became apparent to the planning group that attaching the Pac-12 Sustainability Conference to the June, 2017 Green Sports Alliance Summit in Sacramento made the most sense. “Sacramento, right in the Pac-12’s backyard — the league office is in San Francisco — is a great location for our member schools, so costs would be kept low,” said Newport. “Plus it would be easier to draw people from non-Pac-12 schools since they’d already be out there for the GSA. And the late June timing was right.”

 

Bill Walton Poster

Poster for the Pac-12 Sustainability Conference, designed and created by Bill Walton (Credit: Pac-12 Conference and Bill Walton)

 

Over 150 people registered — the Pac-12 expected about 100 — small enough, per Newport, “so people could really learn from each other,” yet big enough to generate buzz and energy. Interest was not limited to the Pac-12. Attendees included an NCAA senior executive — more Newport: who was “very interested in figuring out how to seamlessly weave sustainability in to the 92 championships they administer” — as well as representatives from the Big 12, Big Ten and SEC schools.

As for what was discussed, perhaps not surprisingly, Sustainability Sponsorships (how to raise money for green-themed initiatives) and Engaging Fans (to be sustainable at home, work, and play) were the two subject areas that bubbled to the top of the conference agenda.

 

Sustainability Sponsorships

Seth Matlins, Executive Vice President of Branded Impact at IMG/IMG College, the sports marketing and sponsorship sales firm for six Pac-12 schools#, dug into the aspects of sustainability that should appeal to sponsors of college sports. Matlins holds that fans tell the story: “87% of [college sports fans] believe business should place equal weight on societal issues and business issues. 68% want the US to lead global efforts to slow climate change,” he said, citing the College Sports Fans over-index.

Colorado’s sports marketing and sustainability teams presented a case study highlighting Ralphie’s Green Stampedethe green-sports sponsorship platform that has yielded fruitful partnerships with BASF, Eco-Products, Pepsi, Wells Fargo, White Wave and others.

 

Fan Engagement

“CU Boulder and the Green Sports Alliance hosted a “Think Camp for Fan Engagement” last fall to develop a ‘Fan Engagement for Sustainability Playbook’,” said Newport. “We rolled out the skeleton at the GSA Summit and it was very well received, the evaluations were through the roof.”

 

dn.mug.2014.grin.gsa

Dave Newport, University of Colorado Environmental Center Director (Photo credit: University of Colorado)

 

The Playbook walks users (sports marketers, school sustainability professionals and more) through the steps needed to create and measure effective sustainable behavior change campaigns. And it connects fans with their teams’ sustainability initiatives and encourages them to participate in sustainable actions both in and out of the stadium.

After quick tutorials on how to 1) choose sustainability topics and 2) develop effective campaigns, attendees worked with their school groups to follow steps laid out by the Playbook and plan their own fan engagement-sustainability campaigns. Many focused on getting fans to properly recycle and/or compost in stadium and while tailgating.

Colorado Athletic Director George has no doubts that fans will enjoy engaging with green-themed initiatives from their favorite Pac-12 school: “Green/sustainability is a natural connector between the schools and the various communities we serve. Everyone wants a cleaner, healthier environment, after all. So people get this.”

But for fans to get it, they have to know about it. 

And they will.

“Pac-12 Networks covered the conference and produced a video that is being aired throughout the summer,” shared Zaninovich. “We’ve also included coverage of our schools’ sustainability work on various Pac-12 Networks live broadcasts, including football games.”

 

What’s Next?

The Pac-12 Sustainability Working Group was born at the conference. Made up of representatives from each of the league’s 12 athletic departments and from each school’s sustainability office, the team will work to ensure that the conference keeps pushing the green envelope on sponsorships, fan engagement, and overall awareness of the league’s sustainability advancements. This is a big deal.

“Hard as it may be to believe, before the Sustainability Conference, many sustainability people didn’t know the athletic directors,” noted Newport. “The Conference helped and the Working Group will help, too. We walked in as 12 schools; we walked out as one Athletic Conference, committed to growing the impact of sustainable college sports.”

Will there be a 2018 PAC-12 Sustainability Conference? And will other Power Five Conferences follow the Pac-12’s lead?

Atlanta is likely to host the next Green Sports Alliance Summit, not exactly a good geographic fit for a conference whose easternmost school is in Boulder, CO. But there are Pac-12 Athletic Directors meetings to which a Sustainability Conference could be attached.

Given the enthusiasm and initiatives coming out of the first Pac-12 Sustainability Conference, I doubt it will be the last.

 

* “Power 5” are the biggest, most powerful NCAA sports leagues/conferences. They include the Atlantic Coast Conference (ACC), Big 12, Big Ten, Pac-12 and the Southeastern Conference (SEC)
^ In addition to Colorado, the PAC-12 schools are Arizona, Arizona State, Cal-Berkeley, Oregon, Oregon State, Stanford, UCLA, USC, Utah, Washington, and Washington State.
# Arizona, Cal-Berkeley, Oregon, UCLA, Washington, and Washington State are the IMG schools. Learfield, IMG’s main competitor, handles Colorado, Oregon State, Stanford and Utah.

 


 

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NBA and WNBA March in NYC Gay Pride Parade; GSB Imagines When Leagues March for Climate, Science

The NBA and WNBA, for the second consecutive year, sponsored a float in the Gay Pride Parade in New York City. When will the NBA and WNBA — and, for that matter, other sports leagues, have floats and/or some other sort of presence at a climate change and/or science march? GreenSportsBlog imagines such a future.

 

North American sports leagues and teams have, for the most part, shied away from taking overtly public stands on issues of the day, even ones that have broad public support.

When asked by GreenSportsBlog, not one North American professional sports league would comment on President Trump’s decision to pull the United States out of the Paris Climate Agreement. We asked executives at Major League Baseball, NBA, NFL and the NHL and all either said “no comment” or declined to respond at all. This, despite survey data from the Huffington Post/YouGov poll showing that 61 percent of Americans support staying in Paris.

So I was very happy to see that the NBA and WNBA co-sponsored a float in last Sunday’s Pride Parade in New York City for the second straight year. Commissioners Adam Silver and Lisa Borders were on board, enjoying the day, waving and throwing balled-up, NBA- and WNBA-branded towels to the crowd, estimated to be in the one million range. 

Media recognized that this was a BIG DEAL: The New York Times gave it front page-of-the-sports section treatment. Bleacher Report, the New York Daily News and numerous other outlets covered it as well.

So that got me to thinking: What if the NBA, WNBA and the other sports leagues that are aggressively greening and use science in every aspect of their operations, including to abet their sustainability efforts, had decided to lend similar support to the April 22nd March for Science and the People’s Climate March a week later?  

So that got me to conjuring a series of conversations that imagined Mr. Silver, Ms. Borders, MLB Commissioner Rob Manfred, ESPN’s John Brenkus and others having participated in one or both marches.

 

APRIL 30, 2017, Edmonton, Los Angeles, New York City, San Diego and Washington, D.C.

For the second consecutive Saturday, hundreds of thousands of protesters marched on Washington, D.C., New York City and other cities throughout the United States, Canada and beyond.

Yesterday, the People’s Climate March took center stage, with an estimated 300,000 Americans taking to the streets to advocate for meaningful climate action, along with clean energy jobs, and against the Trump administration’s anti-environmental and anti-climate executive actions and plans. Only a week earlier, on Earth Day, 1.3 million people marched in the U.S and beyond to defend the role of science — including climate science— in policy and society through the March for Science.

That many marchers took part in both events is no surprise as the climate change fight and many aspects of science are under attack from the Trump Administration and many of its supporters.

What may have surprised many is that the NBA and WNBA, along with Major League Baseball, ESPN, the National Hockey League, and Major League Soccer all participated in both marches. The NFL sent representatives to the March for Science but chose not to take part in The People’s Climate March, citing a conflict with Day 3 of its annual draft. They did release a vague statement that supported “the goals of the Climate March.”

Politics averse sports leagues, participating in marches? What the heck is happening?

“The NBA, its teams, players and staff are not averse to politics,” asserted NBA Commissioner Adam Silver. “That’s a myth. Because we in the NBA are U.S. citizens or foreign nationals, we encourage our players, coaches and staff to voice their opinions. And they have, on a wide range of relevant issues, including on science and climate change. And, when we believe something is important, we march!”

The marches supporting science and the climate change fight must be very important to Silver and the NBA since they took place at the beginning of the playoffs, the most highly-watched games of the season.

Thus some fans—and not only those in the anti-science, climate-skeptical corners of the political spectrum—might question why the NBA marched the last two Saturdays while playoff games were being played.

To Commissioner Silver, they need not wonder at all: “First of all, we can walk-march and chew gum—i.e. play playoff games—at the same time. That’s why we joined the People’s Climate March today. And then tomorrow I will be in Boston for Game 1 of the Celtics-Wizards series. Science is intrinsic to the entire operation of NBA basketball, from state-of-the-art training centers and arenas to advanced nutrition to advanced statistical metrics to equipment. On climate change, my predecessor, David Stern, said in 2013, that ‘climate change is just about number one on [our agenda for] the future of the planet.’ At the same time, we invited Congress to promote effective standards and incentives designed to help our nation mobilize in time and at the scale needed to address the risks of climate change…The logical place to start is with standards to reduce the carbon pollution from electric power plants, the nation’s largest source of carbon pollution. The environmental executive actions and policy plans of the current administration in Washington show they are moving in the opposite direction. So here we are.”

This isn’t the first time professional basketball has played a significant role in a political march. As WNBA commissioner Lisa Borders noted, “last June, the NBA and WNBA became the first sports leagues to have a float in a parade when we took part in New York City’s annual Pride Parade. In fact, Adam (Silver) and I walked alongside and on the float. It was fantastic. And I have to tell you, I got a similar feeling at the March for Science and The People’s Climate March. Both were great.”

 

NBA Float

WNBA legend Sue Wicks, WNBA commissioner Lisa Borders, NBA commissioner Adam Silver and former NBA player Jason Collins on NBA float at the 2016 Pride Parade in New York City (Photo credit: Outsports)

 

Major League Baseball commissioner Rob Manfred, who took part in New York City’s March for Science with a group of staffers, interns and fans, before heading out to Citi Field for the late afternoon Nationals-Mets contest, likened investments in science to a team’s investments in its farm systems. “We cannot attack science. Just the opposite: we need to fund science consistently and aggressively; that way society can absorb the occasional failure with the fruits of science’s many successes” said Mr. Manfred, “Just like when MLB clubs aggressively and consistently invest in their farm system, the odds are the successes are going to far outweigh the failures.”

John Brenkus, host of ESPN’s popular Sport Science series, joined by thousands of fellow travelers in the Los Angeles People’s Climate March, offered that “Our show is really about the physics of sports—the exit velocity of an Aaron Judge home run, measuring the agility of Jacksonville Jaguars rookie running back Leonard Fournette, that sort of thing. Well, climate change is ultimately about physics—how the emissions of CO2 and other greenhouse gasses by humans impact the climate. The physics is clear and is not in humanity’s favor right now unless we make changes towards cleaner energy.”

 

John Brenkus

John Brenkus, host of ESPN’s Sport Science. (Photo credit: Sport Techie)

 

Ex-Boston Bruin and Edmonton Oiler, and current cleantech/green agriculture venture capitalist Andrew Ference, joined a gaggle of hearty Edmontonians at the Alberta city’s cold but friendly People’s Climate March. Not surprisingly from someone who is betting on green businesses, Ference was bullish about the climate change fight in general and the power of athletes to help: “There are athletes who do get it and want to lead, whether they are on field/on ice superstars. We need to provide them with the education and tools they need to engage teammates, sponsors, and fans.”

Leave it to NBA Hall of Famer, announcer, Grateful Deadhead, and environmentalist Bill Walton, who walked in both marches in San Diego, to provide the exclamation point on the intersection between sports, science and climate change: “When I was marching through the glorious streets of San Diego the last two Saturdays, I saw the hope of mankind displayed as many thousands supported scientists and then climate change. As (legendary UCLA basketball) Coach (John) Wooden often said ‘failing to prepare is preparing to fail.’ Well these marchers showed they are preparing to fight for science, for curiosity, for learning and for the planet. They are preparing to succeed, no matter what goes on in Washington. Live Green or Die, man!”

 

Walton

Bill “Live Free or Die” Walton (Photo credit: Awful Announcing)

 

Have a great Independence Day weekend. GreenSportsBlog is taking the week off—unless there is breaking Green-Sports news. Then we will be there to cover it.

 


 

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GreenBiz Runs GreenSportsBlog Interview w/ Allen Hershkowitz on Trump Pull Out of U.S from Paris Agreement

Today’s issue of GreenBiz features last week’s GSB Interview with Dr. Allen Hershkowitz. The Founding Director of Sports and Sustainability International (SandSI) and the founder and former President of the Green Sports Alliance gave his reaction, almost in real time, to President Trump’s decision to pull the U.S. out of the Paris Climate Agreement.

 

GreenBiz, the must-read publication for those interested in news from the intersection of business, technology and sustainability, occasionally runs GreenSportsBlog content. Thank you, GreenBiz!

They did so today, posting our June 1 interview with Dr. Allen Hershkowitz in which Hershkowitz gave his take on #Prexit, President Trump’s decision to pull the U.S out of the landmark Paris Climate Agreement.

Click here to link to the GreenBiz story.

And here are links to two other GSB, #Prexit-related statements.

 


 

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The GSB Interview: Justin Zeulner, Previewing the 2017 Green Sports Alliance Summit

THIS IS PART TWO OF A TWO-STORY SERIES ON THE GREEN SPORTS ALLIANCE.

Part One, posted Thursday, centered on the Alliance’s statement about President Trump’s decision to pull the U.S out of the Paris Climate Agreement (#Prexit) and its new “Live Green or Die” initiative.

Today’s Part Two is devoted to the seventh annual Green Sports Alliance Summit, taking place in Sacramento, CA at Golden 1 Center, the new LEED Platinum home of the NBA’s Kings, June 27-29. The Summit’s theme is PLAY GREENER™. What does that mean, exactly? To find out the answers to this and other Summit-related questions, GreenSportsBlog spoke with Alliance Executive Director Justin Zeulner. NOTE: The interview took place before Prexit. 

 

GreenSportsBlog: Justin, I know things must be crazy with the 2017 Green Sports Alliance (Alliance) Summit in Sacramento close at hand so thanks for taking the time to talk. Tell us, what does the Alliance mean by the PLAY GREENER theme for the Summit?

Justin Zeulner: My pleasure, Lew. To us, PLAY GREENER, which is not only the tagline for the Summit, but also for the Alliance more broadly, means anyone and everyone in the sports industry can get involved in the sports greening movement. We’re focusing this year’s Summit on how fans, athletes, and communities are getting engaged around sustainability. At the Summit, attendees will hear stories about how teams, leagues, venues, and athletes are doing this through our plenary and panel discussion. Many of our breakout sessions will even provide road maps for how they’re doing this inspiring work. To give you a sense of what I mean by that, let’s go back a few years. You know well, and have written about how the sports greening movement’s early days were mainly inward focused, concentrating on the greening of the games at the stadium, at the arena—from LED lights, to LEED certified stadiums, to recycling. Well that work has become the norm now; the green sports standards are pretty much set. The Summit is going to highlight how the next, impactful opportunity for green sports and the Alliance is to be outwardly focused. How teams are connecting with fans, at the stadium but also, crucially, at home, to get them making mindful, greener decisions; how teams and leagues are working with environmental non-profits and community groups; how corporate sponsors are getting behind green sports initiatives; and more.

 

Zeulner headshot_PBJ

Justin Zeulner, Executive Director, Green Sports Alliance (Photo credit: Green Sports Alliance)

 

GSB: Well, you’re certainly talking GreenSportsBlog’s language, Justin. So many more fans consume sports on TV, online, and through other media than actually attend games. So you, we, have to get them involved in green sports.

JZ: And that we’ll be in Sacramento for PLAY GREENER is no accident. As we are being hosted by one of the leaders of the sports greening movement, the Sacramento Kings, at the LEED Platinum Golden 1 Center. The arena, a result of an innovative private-public partnership, demonstrates that Greater Sacramento is dedicated to being green through eco-smart buildings that is leading to a healthier community, not in some distant future but now, and in the near-term future. PLAY GREENER connotes a sense of urgency, that the time to act on environmental issues, on climate change, is now. We can’t leave it solely to our kids.

GSB: Amen! Do you think fans, whether at the ballpark or at home or on their mobile device, are ready to PLAY GREENER? By that I mean are they open to receiving environmental, climate change messaging through sports?

JZ: Yes! In fact, research shows fans are open to green messaging through sports. Because when people are in the sports environment, no matter where they’re consuming sports, they’re no longer Democrats or Republicans. Rather, they are Yankees fans or Cubs fans or you name it. And the word fan is absolutely key here. The passion of the fan differentiates sports from other forms of entertainment. If you reach them with a positive environmental message while people are in their fan mode, you can get to them.

 

Golden 1 Center

Golden 1 Center, home of the NBA Sacramento Kings and the site of the 2017 Green Sports Alliance Summit (Photo credit: Sacramento Kings)

 

GSB: Sounds like you’re talking about green sports, Version 2.0.

JZ: I think Version 5.0 is probably more accurate…

GSB: You know what? I agree…As there have been several inflection points for the sports greening movement over the past few years…

JZ: When you take a step back, you can see that the sports greening movement is in the midst of a typical evolution in its “product life cycle.” At first, we had to build the foundation…the greening of the games at the venues. This allowed teams, venues and leagues to walk the walk. And the Alliance went from its foundation of 6 member teams to nearly 500, in 15 leagues and now in 14 countries–all in six years time. So the foundation is rock solid. Now we’re building the house, influencing society at large on climate change through sports. As I said before, the time is ripe for society to look inside our house to see what we’re doing. And what they’ll see when they look in are fan and community engagement programs, they’ll see more athletes getting involved. And—this is really important—all stakeholders in green sports will surely notice that the Alliance is moving from a model that focused mainly on the Summit as “the main thing”, with webinars mixed in, to a model that includes year-round, PLAY GREENER campaigns. Campaigns that include the Summit and webinars, but also the second annual Green Sports Day, October 6, as well as publications—like our Champions of Game Day Food Report and upcoming reports around paper and water.

GSB: How will PLAY GREENER play out in Sacramento?

JZ: We’re starting off with golf, which as you know, is innovating at a rapid pace in terms of the environment, from the PGA of America to the USGA to the R&A in the UK and beyond. A pre-Summit golf tournament, in concert with the Sacramento Kings Foundation, will kick things off at Granite Bay, a greening course…The Alliance is assisting there. Foursomes will see what is happening from a sustainability perspective as they play the course. And then there will be green golf content at the Summit. Another key area at the Summit will be food. The Kings will, at the Summit, share their approach to using local food at the arena, along with their concessionaire, Aramark.

 

Chip In Golf Invitational

 

GSB: Both are leaders in at the intersection of sports and sustainable food.

JZ: Absolutely. Another area we will be exploring at the Summit is measurement, where are we on measuring the sustainable efforts of our teams and how we can do better. This is a must for the Alliance and for the sports industry more broadly. We’ll be talking about how teams and venues are measuring water usage, energy and food waste. Also, the community impact of the teams’ and venues’ sustainability programs will be examined. What’s been really gratifying is that teams and leagues have really been pushing measurement of environmental impacts, which has attracted the interest of the EPA and of the DOE.

GSB: Makes sense. As the expression goes, what gets measured gets managed and what gets managed matters. Plus measurement—after all, what are batting average, third down conversion rate, player efficiency ratings, but measurement tools—is endemic to sports. I understand that the Pac-12 is having a “summit within the Summit” of sorts…What will that be about?

JZ: I’m glad you brought that up. In the big picture, we see the college sports in the US as a great area for growth of the sports greening movement. That’s certainly been the case the last few years. In fact, Ray Anderson, Athletic Director at Arizona State University and an Alliance board member, introduced us to leaders at the other Power 5 conferences (ACC, Big 12, Big Ten and SEC) and the NCAA. And he was a prime mover behind the first Pac-12 Green Sports Conference, which will take place in Sacramento the day before the Alliance Summit kicks off. It will take a deep dive into the many and varied green sports efforts undertaken by the conference and its member schools.^ We expect attendees from the other Power 5 conferences, non-Power 5 conferences, as well as Division II and III, to benefit from the sessions. In addition to the Pac-12, we’re also going to have a Green Sports Youth Summit, a joint effort of the Alliance, Climate Sports Student Summits, and the Kings Foundation. Hosted by radio personality Diana Dehm, we will have speakers from Disney, the How Low Can You Go Challenge, and more…

GSB: The in-school carbon reduction challenge that was started in Florida by Linda Gancitano?

JZ: Exactly. And we will also have, as in past years, our Women, Sports & the Environment Symposium. Our opening night speakers will include the Mayor of Sacramento, Kings owner and green sports visionary Vivek Ranadivé. And Basketball Hall of Famer Bill Walton will be interviewed by Abe Madkour, Executive Editor of Sports Business Journal.

GSB: Bill Walton? That is PERFECT. All-time great player. Announcer. Outsized personality. Grateful Dead Head. Environmentalist.

 

Walton

Bill Walton: Two time NCAA championship winner (UCLA), two time NBA champion (Portland, Boston), member of the Basketball Hall of Fame, NBA and college basketball announcer, Grateful Dead Head. And Keynote Speaker at the 2017 Green Sports Alliance Summit. (Photo credit: Awful Announcing)

 

JZ: I knew him when I worked with the Trail Blazers in Portland—he’s a real climate change advocate who knows what he’s talking about. Jeremy Jones from Protect Our Winters (POW) is also on the docket, as is sustainable surfing, and much more.

GSB: What Jeremy Jones and POW are doing is fantastic, especially their lobbying for climate action in Congress. Speaking of politics—nice segue, right?—have you noticed any slowing of interest on greening issues among team owners since the change of administrations in Washington in January. My educated guess is many team owners likely supported Donald Trump, not exactly a climate change fighting champion.

JZ: We have not seen any slow down of greening from any team owners, any league, or from sponsors. In fact, we’ve seen the opposite—more engagement by teams on sustainability since the election.

GSB: That’s great to hear. Sounds like it will be an active, fun and substantive summit. I can’t end our talk without bringing up the media—or, to be accurate, the lack of media attention green sports has gotten. How does the Alliance hope to combat that, at the Summit and beyond?

JZ: Well, we know we need to get the great green sports stories to media outlets. And they should cover them for two reasons: 1. Their audiences will like them, and 2. They’re powerful stories. I am confident increased media coverage will happen, naturally and organically.

GSB: Is that something the Alliance will be measuring over the coming months and years?

JZ: We already measure it, in the context of our members and the Alliance. We’ve seen a 60% increase in media references to our organization over last year. Let’s not forget the social conversations either—in 2016 we found #greensports saw an over 350% increase in use across Twitter, Facebook, and Instagram! We only anticipate the coverage to increase and the conversations to amplify!

GSB: Those are strong results and I hope you’re right. But “I’m from Mizz-ou-rah” on this: I feel network and local sports broadcasters need to do much more to publicize green sports. One more thing: If people want to PLAY GREENER and attend the 2017 Green Sports Alliance Summit, how do they go about it?

JZ: Easy. Just go to http://summit.greensportsalliance.org/register/ and you can sign up in a few minutes.

 

 

^ Pac-12 school roster: Arizona, Arizona State, Cal-Berkeley, Colorado, Oregon, Oregon State, Stanford, UCLA, USC, Utah, Washington and Washington State

 

Green Sports Alliance Calls on Sports Fans To Take “Live Green or Die™” Challenge in Response to Trump Pulling U.S Out of Paris Climate Agreement

FIRST OF A TWO-PART, GREEN SPORTS ALLIANCE-FOCUSED STORY: The Green Sports Alliance (Alliance) offered an action-oriented statement as a response to the decision by President Trump to pull the U.S. out of the Paris Climate Agreement. Partnering with basketball Hall-of-Famer Bill Walton, the GSA is using this “Post-Paris Exit” (#Prexit) moment to launch a new initiative, the “Live Green or Die™” challenge and to welcome individuals to join its ranks.

 

 

President Donald J. Trump’s announcement that he plans to pull the U.S out of the Paris Climate Agreement has, according to Justin Zeulner, executive director for the Green Sports Alliance, strengthened the Alliance’s resolve to do what it can to accelerate the pace of the greening of sports.

“In the current climate, we’ve gone from a state of concern to a state of emergency. Climate change threatens the sports industry’s very existence. It has never been more urgent for the industry to take action – and it’s doing just that,” said Zeulner. “Across the board, from owners to athletes, sports organizations are focusing their attention and resources on greening their sports. That singular focus is essential to winning in sports – and in the battle against climate change. The stakes are too high to risk inaction. Losing is not an option.”

The Alliance invited eco-athletes, team owners, and stadium designers to share their feelings on #Prexit and the way forward in the statement.

 

Bill Walton and the Alliance Partner to Involve Fans Now with LIVE GREEN OR DIE

The Alliance sees increasing fan involvement in the Green-Sports movement as an immediate and important next step. With that in mind, they are opening Alliance membership, heretofore the preserve of teams, venues, leagues and business, to individual fans. And they’re partnering with basketball Hall-of-Famer Bill Walton to do it.

 

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Basketball Hall of Famer Bill Walton (Photo credit: USA Today)

 

Walton and the Alliance are urging fans to take the LIVE GREEN OR DIE™ challenge. Click here to take a pledge, commit to greater sustainability, and join the Alliance in leading the sports greening movement.

“We have the moral obligation, duty, and responsibility to do everything we can to remedy what’s happening – environmental cancers, poisoned water, and unbreathable air – all due to climate change, which is a self-inflicted tragedy,” intoned Walton as he pressed fans to take the challenge. “Get on the Green Sports Alliance express. This is not something that will happen by itself. Our success, our future, our lives depend on each of us taking positive and concentrated steps forward based on knowledge, science, and technology.”

 

Other eco-athletes are speaking out on Trump, Paris and Moving Forward

It’s not only Bill Walton.

The Alliance’s statement included the takes of several leading eco-athletes, some of whom may be familiar to GreenSportsBlog readers.

 

Andrew Ference

“It is incredibly disappointing to see the global efforts to combat climate change being politicized in the United States,” said former National Hockey League player Andrew Ference. “People and businesses from across the country don’t see this as a left or right issue, rather an issue which means going forward or backward. The world is stronger when America moves forward.”

Ference created the NHL Players Association Carbon Neutral Challenge in 2007, the first major environmental initiative in professional hockey. He encouraged more than 500 players to go carbon neutral, establishing him as a leader in the green sports movement. Ference holds a certificate in Corporate Sustainability and Innovation from Harvard Extension School, and is the most recent recipient of the Green Sports Alliance’s Environmental Leadership Award.

 

Ference

Andrew Ference, after winning the 2016 Green Sports Alliance’s Environmental Leadership Award (Photo credit: Green Sports Alliance)

 

Mary V. Harvey

Olympic Gold medalist (soccer, Atlanta ’96) Mary V. Harvey called Prexit “extremely disappointing” but sees it as “a rallying cry for all of us to step up our game. And we will. Climate change is real, and we all have a responsibility to advocate for protecting our environment.”

During the FIFA reform process, Harvey helped organize a global campaign calling for gender equity as a core tenet. Over 12 weeks, #WomeninFIFA reached more than 10 million people. Recently Harvey became the first woman to receive the Werner Fricker Builder Award from US Soccer for her long-term advocacy of the sport.

 

 

Harvey

Mary V. Harvey, the first woman to receive the Werner Fricker Builder Award from US Soccer for her long-term advocacy of the sport (Photo credit: Mary V. Harvey)

 

Will Witherspoon

According to a recent survey by the Yale Program on Climate Communication, not only do 86 percent of Democrats want to remain in the Paris Climate Agreement, but so do 51 percent of Republicans. Will Witherspoon, who spent 12 years as a linebacker for the St. Louis Rams, Philadelphia Eagles, and Tennessee Titans, reflected this reality when he said, “The voices of the few should not outweigh the voices of the many. The work we do together is critical – now more than ever.” Witherspoon manages his Shire Gate Farm, a 500-acre, grass-fed cattle farm in Missouri, renowned for its use of sustainable farming techniques and certified by Animal Welfare Approved.

 

Witherspoon Jeremy M. Lange

Will Witherspoon at Shire Gate Farm in Missouri (Photo credit: Jeremy M. Lange)

 

Sacramento Kings Owner Speaks Out

Sacramento Kings owner and chairman Vivek Ranadivé sees sports as an important, positive counter-force to #Prexit.

“It is tremendously disheartening to see the recent step back from climate change leadership,” said Ranadivé. “However, through sport as a platform for good, we’re witnessing tremendous strides and new records in how businesses operate, how fans mitigate their impact on the planet, and how together, communities are working to preserve our environment for generations to come.”

 

Builders of sports venues are sticking with Paris

HOK, is, arguably, the world’s leading stadium and arena design, architecture, engineering, and planning firm. They are behind several of the most sustainable sports structures in North America, including Met Life Stadium, home of the Jets and Giants, Rogers Place in Edmonton (Oilers), and Nationals Park in Washington.

“We are encouraged by the number of current sports projects that are pursuing ambitious sustainable design goals,” said Chris DeVolder, HOK’s senior vice president and managing principal. “We stand by our commitment to AIA^ 2030, which targets carbon neutrality for all new buildings, developments, and major renovations by 2030, [as well as] the companies, organizations, and US cities, counties, and states that continue to honor the Paris Agreement. As a global firm, we can do no less.”

TOMORROW, PART TWO: A PREVIEW OF THE SEVENTH GREEN SPORTS ALLIANCE SUMMIT

 

^ AIA = American Institute of Architects

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The GSB Interview: Diane Wood, President, National Environmental Education Foundation, on its Partnership with the NBA

We are in the midst of Earth Fortnight (Earth Day was Saturday, April 22; related celebrations were held during the week prior and are continuing this week), a great time for sports leagues to highlight their sustainability bona fides to their fans and other stakeholders. GreenSportsBlog is celebrating with two columns this week: Tuesday, we reviewed the Earth Fortnight activities of Major League Baseball, Major League Soccer, and the NFL Draft. And today we talk with Diane Wood, President of the National Environmental Education Foundation (NEEF), about its innovative “energy saving” fan engagement partnership with the NBA.

GreenSportsBlog: Diane, I can’t wait to share with our readers the nuts-and-bolts of the program NEEF and the NBA launched at the start of the playoffs a week or so ago, encouraging fans to take energy saving actions and then measure those actions. But they will have to wait just a bit. First, let’s talk a bit about your story—how you got to NEEF, what led you to the NBA, etc.

Diane Wood: Well, this partnership between NEEF and the NBA seems like a natural evolution for me. After getting my Masters in Science and Environmental Education, I went to the Peace Corps, helping Paraguay develop its first environmental education program. It was truly life changing—I saw that I was able to make a real difference in peoples’ lives. It was a privilege, really.

GSB: I love it! Thank you for your service. What came next?

WoodD

Diane Wood, President, National Environmental Education Foundation. (Photo credit: NEEF)

 

DW: Next came the World Wildlife Fund (WWF). I was there for 18 years, running their Latin America and Caribbean programs most of that time and then spending a few years leading their research and development program. But, after awhile, I got a bit restless: I had adopted two kids from Colombia and the travel from the US and being away from the girls was taxing. And, almost as important, I felt that the environmental problems that animated a lot of my international conservation work emanated from the USA. I wanted to help Americans learn about how people and the environment beyond our borders were suffering consequences because of our actions or lack thereof. So when the NEEF opportunity came up, I thought to myself, “Oh, this is ideal.”

GSB: What did the opportunity look like?

DW: Let’s take a step back. When I arrived, I found a great model, what we call Lifelong Environmental Education, that was based on reaching people through trusted professionals—think meteorologists, medical care providers, teachers and land owners. NEEF provided environmental education content for them and they disseminated it to their audiences.

GSB: How was that working out?

DW: It went well, but…

GSB: I knew there would be a “but” there!

DW: …But I and the NEEF board felt we were risking being successful only on the margins, meaning we were only touching hundreds or maybe thousands of people. That is several orders of magnitude shy of the numbers of people we need to impact. So, even though we were in the midst of the Great Recession, we decided to go big.

GSB: Hey, never let a crisis go to waste. And the econo-pocalypse certainly qualified. So what did you mean by “going big”?

DW: We set ourselves a vision that by 2022, 300 million Americans actively use environmental knowledge to ensure the wellbeing of the earth and its people. Yes that is about 90 percent of the population.

GSB: You know what? That qualifies as “Going Big”. How the heck are you gonna do THAT?

DW: Well, we set benchmarks through a 2012 survey that queried the US population on their environmental attitudes, knowledge, and behaviors. We gave people eco-scores and then segmented them. The most knowledgeable and environmentally active group we call the “bloomed”, but the group we were most interested in engaging is what we refer to as the “moveable middle,” which represents some 129 million Americans.

GSB: What defines the “moveable middle”?

DW: They want to do the right thing environmentally, but simply forget or feel it’s too expensive, both in terms of money and time. Or, by doing the right thing, these folks feel they would somehow have to become someone else to fit in. These are real barriers that cast the environment as something extra to care about, an obligation to add on to an already very busy lifestyle. Even though they understand that we all need a healthy environment to survive.

GSB: So, how does NEEF overcome “green is too hard to do?”

DW: Our approach is fourfold: 1. Start where people are; 2) Individual environmental actions matter; 3. Taking environmental action can make you feel good, save money, and improve health, and 4. Collectively, people are motivated by their peers and are rewarded by being part of something much bigger than themselves.

GSB: That makes sense to me as a way to make environmental action less daunting. But that approach and motivating 129 million Americans? That’s a heavy lift!

DW: We knew that and that’s why we needed to find trusted partners with scale to amplify our reach and engagement. And that led us to professional sports.

GSB: Bingo! As Allen Hershkowitz, former President of the Green Sports Alliance, often says, 65-70 percent of people follow sports.

DW: Yes…sports reaches a diverse national—even global—audience, engendering both trust and emotional connection. We have also worked with zoos, natural history museums, and aquariums as they too, when you roll them up nationally, engage huge numbers of people in an immersive experience that creates a high level of trust and emotional connection too. So sports and zoos are in great positions to reach many people when they’re open to receiving a positive environmental message, and to then lead them to making better everyday environmental decisions. Now, speaking of Allen, he has been key to our sports journey. We went to several GSA summits during his tenure. And it was he who brokered our introduction to the folks at NBA Cares.

GSB: Why did you decide to go to the NBA and not one of the other pro leagues?

DW: Well, we saw great value in all of the major sports leagues and hope to work with more going forward. But, to start off, we felt the NBA fan base was the best match with our 129 million “moveable middles” we were trying to, well, move. Specifically, we found their audience to be a fit with our target on a variety of metrics, including diversity in the broadest sense, household income, social media engagement and, size. They had also decided to move away from their focus on a once a year “Green Week” and were working with Allen to identify a more on-going eco-outreach opportunity.

GSB: Plus it has to help that the league, at least in my opinion, has the highest cool factor of all of the leagues.

DW: Don’t get me picking favorites Lew. We think they’re all cool. Plus we found the league to be—and I know this will sound cliché—authentic.

GSB: Absolutely. So you, NEEF and Allen Hershkowitz identified the NBA as your prospective partner. What did you propose to do with them?

DW: We pitched our concept to NBA Cares and they were very open to extending their fan engagement around energy saving—something many teams are already championing in-arena. They already had done “NBA Green Week” in the past, and were looking for a fresh way to involve fans in saving energy at home in their everyday lives. They invited us to further develop our concept, and, following some preliminary meetings, we chose energy efficiency as the focus. Our challenge was to then develop an approach that would garner attention without interrupting the flow of the game. So, in late 2015, a group of us, including Allen and a brand consultant, Ryan Gallagher of Good Gallagher, met with Kathy Behrens and her team at NBA Cares, to share our “Learning By Doing” fan engagement concept. It has two main components: a fun animated video featuring a handful of diverse former NBA and WNBA players, as well as a text messaging (SMS) option to remind and prompt fans to take a series of six energy saving actions at home (unplugging electronics when not in use, switching laundry from warm to cold water wash, etc.). We call this platform “NBA Green Energy All-Star.”

GSB: Great! How did the NBA Cares folks react?

DW: Positively. They invited us back to work with their NBA Cares leadership team and we added our pro bono creative agency, Culture ONE World. Our message had to be tight, relevant, and fun. The working group came up with four concepts, each of which fit within NBA culture. The winner turned out to be the animated bobblehead video, which was launched by NBA Cares and through NBAGREEN.com on Earth Day (April 22nd) with the video and “timeout tips.” The video and timeout tips are being promoted by all NBA and WNBA teams to their fans on social media and through other outreach. In addition, at NEEFUSA.org, you can find more information about why these energy saving actions count.

NBA Green Energy All-Star video (0:58)

 

GSB: What about in-arena during the NBA playoffs?

DW: It is certainly possible that the video will run in-arena during the playoffs but that is up to each individual team. The big news is that the video aired on NBA TV on Earth Day!

GSB: That’s a big win. Let’s hope that most of the remaining teams show the video…and hopefully the Green Energy All-Star campaign makes it to WNBA arenas this summer. Now, speaking of All Stars, how was it to work with those former NBA and WNBA greats?

DW: The former players themselves who were “bobble-ized” were great to work with: Dikembe Mutombo…

GSB: Oh, he’s a tremendous humanitarian and gets environmental issues.

Mutombo

Dikembe Mutombo bobblehead (Courtesy of NEEF)

 

DW: He’s terrific. Also Bill Walton…

GSB: Another fabulous “get”…

DW: …Swin Cash, Ruth Riley, Jason Collins and Felipe Lopez. Then fans are cued by text to take an energy saving actions— The fan then receives a “slam dunk” or a “swish” response message that positively reinforces their action and provides an option to learn more about that specific environmental action.

GSB: That seems to fit the “it’s easy” metric quite well and also will appeal to the slightly younger demographic of the NBA attendee as compared to the NFL and MLB. Speaking of metrics, what does success look like??

DW: Our greatest success is developing our working relationship with the NBA on the issue of environmental literacy. I hope we can continue to build on this good work. In terms of metrics, we will be looking at multiple measures, from total impressions across social media and web, to texting opt-ins and action-taken, and then estimating collective energy savings, including how that translates to dollars and greenhouse gases prevented. We know that individual actions taken together can add up to a significant lasting impact. We look forward to sharing the results of the NBA community’s collective impact at the end of this campaign.

GSB: Please let us know the results when you have them. We would also love to talk about Year 2 when the time is right.

DW: Will do!

 


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The GSB Interview: Mick DeLuca, Greening UCLA Sports

UCLA has won 113 NCAA team sports championships, more than any other Division I school. But sports at the university involves much more than big time football and basketball. Many of the 65,000+ students and staff use the 16 recreational/athletics facilities, often alongside varsity athletes. Overseeing the well-being of the worker-outers as well as the facilities themselves is Mick DeLuca, Assistant Vice Chancellor of Campus Life. GreenSportsBlog spoke to DeLuca as he is also leading UCLA’s efforts to green its gyms and arenas. 

 

GreenSportsBlog: Mick, managing and greening the UCLA athletics’ facilities must be a massive undertaking. How did you get into this work?

Mick DeLuca: Well Lew, I’ve been working in the world of Student Life, Campus Life, Recreation and Sports for over 35 years, at the University of Denver, University of Wyoming and, for the bulk of my career, here at UCLA. And it is massive in that we have about 44,500 students plus 21,000 employees on a 408-acre campus, making it the most densely populated campus in the U.S. As far as Athletics and Recreation are concerned, our 23 facilities are available to all, from the All American basketball player to the recreational runner.

mdeluca-photo

Mick DeLuca (Photo credit: UCLA)

 

GSB: That’s in contrast to many big time Division I schools which manage separate facilities for the varsity athletes. I like the UCLA model better. And what a vibrant place to be; one of the iconic collegiate sports programs in the country.

MD: Oh no doubt about it. The UCLA brand is known worldwide. In fact, speaking of worldwide, we were very proud to be the Athlete Village and host 7 competitive sports during the 2015 Special Olympics World Games in Los Angeles, and our UCLA’s housing complex as well as our sports and recreation facilities are significant parts of the Los Angeles bid to host the 2024 Olympics, creating a new model for an athletic centric, sustainable Village and Games experience. Talk about green—one of LA24’s biggest selling points is its greenness in that most of the facilities are already built. Isn’t the most sustainable Olympics the one you don’t have to build? As far as UCLA’s recreation and athletics are concerned, I’d like to believe green was always been in our DNA, but, to be truthful, our real interest in it started to come about through the building and construction end, when LEED standards came into vogue, starting in about the late 90s-early 2000s. Then, quite naturally it seemed to me, we got involved with the consuming end, with resource management. By that I mean water, gas and electricity usage all became a big concern in the mid-2000s, not only from an environmental point of view, but also from a financial one.

GSB: That seems like a logical way to get into it. What about climate change?

MD: Well, we’re a university. And so as climate change came into prominence, again in the 2000s, interest in it and trying to do something about it touched just about every corner of UCLA, including recreation and athletics. As part of the University of California, we have pledged to become carbon neutral by 2025.

GSB: Which is very high profile…

MD: No doubt about it. And just as our sports teams and athletics department are held to very high standards, so too is recreation. Our “greenness” is one of the things we want to be identified with.

GSB: That’s great to hear. So let’s get specific. Talk about one of the highest profile greening projects on campus, the renovation of Pauley Pavilion, the home of the 11-time national champion UCLA men’s basketball team…

MD: …and women’s basketball, men’s and women’s volleyball^, women’s gymnastics*, intramurals, dance classes and open gym. Pauley is really one of the best examples of sustainable recreation/athletics space in the country in that so many people use it.

pauley

Renovated Pauley Pavilion, home of UCLA basketball, volleyball, and gymnastics. (Photo credit: Southern California Public Radio)

 

GSB: So any student or faculty member can go play pick up ball at Pauley?

MD: Yes…

GSB: That is SO COOL! Students can shoot hoops where Lew Alcindor# and Bill Walton and the rest played…

MD:…And they also have the John Wooden Recreation Center, which gets 1.47 million uses and 47,000 unique users per year. So when we look at green, we look at construction, consumption and also a healthy environment. We call it “Active Sustainability”, inclusive to all.

wooden-center

Exterior of the John Wooden Center. (Photo credit: UCLA)

 

GSB: That’s a very healthy approach…

MD: Anyway, back to Pauley. When we shut it down for a year in 2012 for renovations—we played at the old LA Sports Arena and and Honda Center in Anaheim in the interim—we went for LEED certification for existing buildings and, by the time we reopened in November 2013, we had attained LEED Gold status.

GSB: That’s great! How have the students reacted to the greening of UCLA athletics? Do they care?

MD: For sure; for the most part, they’re very into sustainability and the concept of sustainable communities. We’ve worked with students from our Education in Sustainable Living Program and had an Action Research Team Project to work on our Zero Waste initiatives, and Zero Waste Pauley Pavilion both for sporting events, and other large scale events. We also hired an Environmental Science alum, Katie Zeller, to embed as a Sustainability Coordinator shared by our Sports Venues and Recreation.

GSB: What does Katie do?

MD: What doesn’t she do?! She handles all sustainability reporting at all 23 facilities (emissions, waste, water usage and other climate change metrics), conducts research, ensures our events are up to ISO 2012-1 standards for sustainable events, liaises with other student sustainability action teams, and handles all sustainability program activations. She also collaborates with many campus departments and on campus initiatives, as well as works directly with student groups and student event organizers.

GSB: Could you give us an example of what a sustainability program activation looks like?

MD: One great example is our Ecochella, held at our Sunset Canyon Recreation Center. It is a bicycle-powered concert event in which local and student bands play for four hours with a sound system powered by the energy of students’ pedal power for a crowd of 1,000.

ecochella-imgrum

UCLA students use pedal power to provide juice for the Ecochella concert. (Photo credit: Imgum)

 

GSB: What a great way educate students about unconventional uses of renewable energy while showcasing the link between sustainability and health. Bravo! What about on-site renewables on or near UCLA athletics and/or recreational facilities?

MD: UCLA is on the cutting edge of research on solar power and we’re working on installing solar at a number of campus facilities including those that are central to student activities such as the John Wooden Center. This helps our researchers and builds awareness of solar among our fans and students.

GSB: You guys are leading on the field and, as it relates to sustainability, off the court. And you’re in great company being in the PAC-12, the first collegiate sports conference to become a member of the Green Sports Alliance. You’re in amongst the Green-Sports heavyweights in the PAC-12, with University of Colorado, Boulder and Dave Newport, as well as the great work being done at Arizona State. How do you look at the Green-Sports competition in the PAC-12?

MD: We have a healthy competition with the other PAC-12 schools for Green-Sports. We know friendly competition both moves people to action and raises awareness. And, of course, we also collaborate. It’s a “lift all boats” kind of thing because we all have the same goals: To raise awareness of the need to be environmentally friendly…Doing so drives cultural change. To leave the world a better place for the next generations. To leave no trace.

GSB: Sounds very “Burning Man”-ish! How does UCLA go about engaging fans about green?

MD: Pauley Pavilion is where we message the fans. In fact our players and coaches provide sustainability, recycling-focused messaging that you’ll see on the concourses. Football has been more of a challenge as we, of course, play our home games at the Rose Bowl in Pasadena. The stadium and grounds are owned not by UCLA but by the City of Pasadena and the Rose Bowl Group. So we don’t control things over there. But, over time, we are creating a great partnership with shared values as we’ve pushed sustainability and fan engagement programs

GSB: That’s good to hear. So will be seeing fan-focused sustainability messaging at the Rose Bowl next season?

MD: Either 2017 or 2018.

GSB: I look forward to seeing what that messaging is—and to seeing UCLA play in the 2018 Rose Bowl Game.

MD: You and me both!

 

^ UCLA men’s volleyball has won 19 national championships; the women’s team has won 3 national titles.
* UCLA women’s gymnastics owns 5 national championships
# Lew Alcindor (UCLA ’69) led the Bruins to 3 consecutive national championships, was drafted by the Milwaukee Bucks. After winning the NBA championship in 1971, Alcindor converted to Islam and changed his name to Kareem Abdul Jabbar. He is the NBA’s all-time leading scorer (38,387 points). 
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