The GSB Interview: Justin Zeulner, Previewing the 2018 Green Sports Alliance Summer in Atlanta

Mercedes-Benz Stadium, the new home of the Atlanta Falcons and Atlanta United, will be the site for two mega-events over the next year. Next February, the first LEED Platinum NFL stadium will play host to Super Bowl LIII. But well before that — June 26-27 to be exact — Green Sports Alliance Summit VIII takes center stage. Its theme is PLAY GREENER™: Get In The Game. GSB talked with Alliance Executive Director Justin Zeulner to find out about the new initiatives the Alliance has planned for attendees. 

 

GreenSportsBlog: Justin, before we got on the phone to talk Green Sports Alliance Summit in Atlanta, I had two main thoughts going through my head: 1. How can you and the rest of the Alliance braintrust freshen the Summit going into its eighth iteration, and 2. Having it at LEED Platinum Mercedes-Benz Stadium is a great freshener, indeed!

Justin Zeulner: Keeping things fresh — that’s a great question and it’s something we’re very much focused on, especially coming into this Summit. In fact, a couple of years ago, the leadership took a collective deep breath to figure out, strategically, what would be best, not only for our Summits but for the sports greening movement as a whole. We undertook this strategic refresh at a time of strong growth for us. Two or three years ago, we had 300+ members; now we’re nearing 600. When an organization like ours starts to scale like we have, new challenges arise. What can you provide that’s new, innovative and meaningful? How can we best continue to serve and lead our members, helping them grow their sustainability initiatives when there are many more of them.

GSB: A good problem to have…

JZ: We agree…

GSB: So how is the Alliance going about upping its game service-, growth- and leadership-wise?

JZ: Serve — We keep in close touch with our membership, finding out where they want to go and what guidance they need when it comes to environmental issues. We help by convening the Summit, providing resources and programs, largely around energy, water, transportation, food, and waste. Adding the Corporate Members Network was wonderful because that helped add a great many greener products and services to help our teams and venues reach their goals. Grow — the more the Alliance grows, the more people we get involved in the movement and the greater the impact we have as it relates to our mission — “to build healthy, sustainable communities where we live and play.” Lead—means trying new things, taking some risks…

 

Zeulner GSA

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

 

GSB: Justin, that’s a great segue to this year’s Summit in Atlanta. What new things will you try? What risks will you take?

JZ: The title of our Summit is “PLAY GREENER ™: Get In The Game.” The “Get in the Game” piece is illustrative of the changes we’ve made for this year and takes into account comments we received from attendees last year in Sacramento.

GSB: What does that mean exactly?

JZ: One big change is that our sessions will be much more interactive than in past years — more workshops, than panel discussions. We want there to be a robust dialogue that’s as attendee-driven as possible. And we want attendees to leave with a crystal clear road map as to how to implement the greening programs they learn about in Atlanta.

GSB: What kind of programs are you talking about?

JZ: We’re adhering to the UN Sustainable Development Goals (UNSDGs), helping our teams and venues do their part in terms of carbon mitigation to put humanity on a path to a less than 2°C temperature rise, as compared to pre-industrial levels. Food is one key area — we are helping venues with menu design, from more veggie options, to locally sourced food, and more. And venues are responding. Of course they offer burgers —but sometimes those burgers are veggie. In fact, Impossible Burgers

GSB: …The veggie burgers that taste and feel beef-like? They’re GREAT!

JZ: Impossible Burger will be at the Summit! Vegetarian and vegan foods are something athletes are getting more into, so we’ll be talking about that. But we’re getting even deeper with our “Business of Food” workshop. Larry Kopald of Carbon Underground will lead a discussion about regenerative farming, how it can help tackle our carbon problems, and how the sports industry can help support it. A local farmer will share his inspirational story of transforming his family farm from the traditional approach to regenerative farming and what scaling that can mean for sports and the world more broadly. Chefs will also take part, discussing how stadia and arenas can gradually add “plant forward” proteins to their menus.

 

GSA Mercedes-Benz Stadium_dusk_8_30_17

Mercedes-Benz Stadium in Atlanta, site of the upcoming 2018 Green Sports Alliance Summit (Photo credit: Mercedes-Benz Stadium)

 

GSB: This sounds like a fantastic workshop. And now I’m hungry!

JZ: Well save that appetite for the Tuesday night of the Summit. That’s when we will have our awards celebration at Mercedes-Benz Stadium. Top chefs will be featured at our  “Taste of Atlanta”” event.

GSB: Sounds like it will be a must-attend event. Beyond food, what else will attendees see at Mercedes-Benz Stadium?

JZ: Engagement will be a watchword at this year’s Summit, from athletes, to fans, to youth. Youth will be a particular focus with Diana Dehm leading another Student Summit.

GSB: I imagine attendees from teams and leagues will be very interested in how to engage youth with green sports. My bet is that nothing makes sports executives lose sleep these days more than the issue of to how to ensure millennials, Gen Zers, and the generation after follow sports with something close to the passion of their forebears. I’m not saying a team’s, a sport’s greenness is the determining factor but it can be a factor. Who will be delivering the keynote address at this year’s Summit?

JZ: Arthur M. Blank, the owner of the Atlanta Falcons and Atlanta United, and the driving force behind the building of the LEED Platinum Mercedes-Benz Stadium, will be giving the keynote. His talk will center on how environmental leadership impacts community, social justice and health and wellness. Mr. Blank believes the environmental and the social are linked and it is his mission and that of the Arthur M. Blank Family Foundation to positively impact both. Speaking of the social aspects of sustainability, another speaker of note is Samantha “Sam” Gordon. Honored by the NFL with their inaugural Game Changer award, Sam is a young woman from Utah who plays football with the boys and became the one of the best players on the team. That wasn’t enough for Sam — she started a league in her area for female tackle football players. Now Sam is not doing all this just for women to play football. She is doing this work to activate interest among girls in physical activity, exercise, and wellness and ensure underserved populations have a voice.

 

GSA Arthur Blank-headshot

Arthur M. Blank, owner of the Atlanta Falcons and Atlanta United (Photo credit: Arthur M. Blank Sports and Entertainment)

 

GSA Sam Gordon-headshot

Samantha “Sam” Gordon (Photo credit: Samantha Gordon)

 

GSB: For a GenZ girl like Sam, this is how social movements start!

JZ: Exactly. Also ex-major league baseball player and manager Dusty Baker and former NFLer Will Allen, both advocates for renewable energy, will talk about their experiences in the solar field. And we are honored to have David Kenny, CEO of the Weather Channel, as a speaker.

GSB: Well, I have to say, before we spoke, I was a bit skeptical about this Summit differing enough from its predecessors, that its focus would be too Green-Sports 1.0 (i.e. LEED certified stadia, Zero-Waste games) and not enough Green-Sports 2.0 (fan, athlete engagement) for my taste. But, from the speakers, to the topics, to the workshop style, to audience engagement, I see the 2018 Green Sports Alliance Summit at Mercedes-Benz Stadium as an event that will, while still touching on worthwhile Green-Sports 1.0 issues, push the GreenSports clearly into its 2.0 phase. I am looking forward to it.

JZ: See you in Atlanta!

 

Click here for information on how to attend the 2018 Green Sports Alliance Summit at Mercedes-Benz Stadium in Atlanta June 26-27.
GreenSportsBlog is a media sponsor of the 2018 Green Sports Alliance Summit.

 


 

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What 2 Watch 4 in Green-Sports in 2018

Happy New Year to you, GreenSportsBlog readers! I hope you had a great holiday season. Thank you for your comments, suggestions and consistent support throughout 2017; keep it coming in 2018.

Speaking of 2018, the way GSB sees it, the Green-Sports world will continue its necessary transition from Version 1.0, which focused mainly on the greening of games at the stadia and arenas, to Version 2.0, which emphasizes athlete and fan engagement, both at the game, and even more importantly, beyond the stadium/arena — after all, that’s where the bulk of the sports fans can be found. With that in mind, let’s take a look at What 2 Watch 4 in Green-Sports for 2018. 

 

January 9: College Football Playoff National Championship Game, Mercedes-Benz Stadium, Atlanta, GA

Monday’s College Football Playoff (CFP) championship game between Georgia and Alabama, will take place in Atlanta’s brand new LEED Platinum showplace, Mercedes-Benz Stadium. Looked at through a Green-Sports 1.0 lens, the stadium is already a champion, from its state-of-the-art water efficiency efficiency systems to its 4,000 solar panels to its LED lighting throughout the building.

 

Mercedes Benz

Aerial view of Mercedes-Benz Stadium in Atlanta (Photo credit: AMB Sports and Entertainment)

 

But how will the championship game fare from a Green-Sports 2.0 perspective?

CFP’s Playoff Green initiative ran a semester-long tree planting campaign in the Atlanta area — public service announcements are scheduled to promote it to the 71,000 fans in attendance.

But will ESPN, with its multiple channels (I put the over/under at five) airing the game, share the story of the greenness of the stadium and of Playoff Green, with the 25 or so million people watching?

I bet the answer is no; I hope I will be proven wrong.

 

 

February 4: Super Bowl LII; US Bank Stadium, Minneapolis, MN

It is safe to say Super Bowl LII will be a more sustainable event than its predecessor in Houston last February. After all the bar is set extremely low: the Houston Super Bowl LI Host Committee did next to nothing of note, green-wise.

What is noteworthy are the solid, green actions taken by the Minnesota Super Bowl Host Committee. These include:

  • Granting a portion of its $4 million Legacy Fund to environmental charities. One grantee is the Mille Lacs Band of Ojibwe Native American tribe — the funds helped build a community garden, supplying healthy food in an area where access is lacking.
  • The collection of over 42,000 pounds of TVs, computers and cell phones at the Minnesota Zoo as part of an October E-Waste drive, in partnership with NFL sponsor Verizon.
  • Working with Verizon and Minneapolis-based Andersen Corporation to fund 14 habitat restoration and urban forestry projects across the state, resulting in the planting of thousands of trees and native species.

 

MN UrbanForestryPosterHorizontal

The Minnesota Super Bowl Host Committee, in partnership with the NFL, Verizon and Andersen Windows have planted more than 700 trees as part of their Urban Forestry Initiative for Super Bowl LII (Infographic Credit: Minnesota Super Bowl Host Committee)

 

There is one environmental concern surrounding US Bank Stadium and thus, by extension, Super Bowl LII, that, to be fair to the Host Committee, predated its existence: The problem of birds killing themselves by crashing into the largely glass exterior of the stadium that opened in 2016. The Vikings and the Minnesota Sports Facilities Authority were made aware of this issue during the stadium’s design phase and chose to do nothing about it.

Neither Audubon Minnesota nor Audubon Chapter of Minneapolis plan to organize protests tied to Super Bowl LII. And without protests, the likelihood that the media covers the “old news” bird kill issue is slim.

And, it says here, that NBC Sports will not devote air time to the Super Bowl LII “solid but not groundbreaking” sustainability story.

Hey, I never said this Green-Sports 2.0 thing would be easy. Maybe the Winter Olympics will provide a better platform?

 

 

February 9-25: XXIII Winter Olympics, Pyeongchang, South Korea

The myriad of issues surrounding North Korea’s nuclear weapons program will no doubt garner the lion’s share of NBC Sports’ non-sports coverage during the Winter Olympics. And that is at should be.

Will there be enough non-sports oxygen for the environment and climate change?

Even though the organizers will not feature a climate change-themed vignette in the Opening Ceremonies, as did Rio 2016,  I say there is at least a 50-50 chance that the Peacock Network features the environment and climate in its countless sidebar stories — and that Green-Sports 2.0 will be be a winner at PyeongChang 2018.

After all, there are great sustainability tales to tell:

  • PyeongChang 2018 will generate more clean electricity than total electricity consumed during the Games. You read that right: PyeongChang 2018, together with  host provincial government Gangwon, funded wind farms that will produce 45 percent more electricity than will be needed to power the Games.
  • Six of the newly constructed competition venues feature either solar or geothermal power.
  • Several of the venues will be G-SEED certified, the Korean green building equivalent of LEED.

 

POCOG Wind farm 1

Wind turbines in Gangwon Province, part of the developments funded by PyeongChang Organizing Committee for the 2018 Olympic and Paralympic Winter Games (POCOG) that will, in total, generate 45 percent more energy than the Games will use. (Photo credit: POCOG)

 

Most importantly, it is likely that Protect Our Winters (POW), an organization made up of current and retired elite winter sports athletes which advocates for legislative action on climate change, will have several articulate, charismatic members on the U.S. team.

Will NBC Sports interview POW athletes about their activism as well as their athleticism?

I say YES!

 

Spring: NHL Issues Its Second Sustainability Report

In 2014, the National Hockey League became the first professional sports league in North America to issue a sustainability report. Among other things, the league disclosed its direct carbon footprint and that of its sizable supply chain.

That the league will be issuing its second such report this spring before any of its counterparts (MLB, MLS, NBA, NFL) produce their first demonstrates 1) the NHL’s consistent, substantive Green-Sports leadership, and 2) the need for the other leagues to step up their green games.

Regarding the upcoming report, I look forward to see 1) how the league has progressed on emissions reductions since 2014, and 2) if emissions from fan travel to and from games will be added.

 

April 29: Opening, Banc of California Stadium, Los Angeles

This is a classic Green-Sports 1.0 story about a new, LEED certified stadium — and 1.0 stories are still good things.

Banc of California Stadium, the 22,000 seat home of Major League Soccer expansion team LAFC will open this spring with LEED Silver level certification. Sustainability features include:

  • Easy metro accessibility via the Expo Line at nearby Expo Park/USC station
  • EV charging stations for 5 percent of vehicles, and that number will increase
  • 140,000 sq. ft. of additional public open space
  • 440 bicycle parking spaces and a bike path that feeds into Los Angeles’ My Figueroa path system

 

 

Banc of California

Artist rendering of Banc of California Stadium (Credit: LAFC)

 

Banc of California Stadium will serve as an appetizer on the LA new stadium scene. The main course? The projected 2020 opening of LA Stadium at Hollywood Park, the new home of the NFL’s Chargers and Rams. Early reports say LEED certification is being considered.

 

June 14-July 15: FIFA Men’s World Cup, 11 cities in Russia

GSB has low exceptions, Green-Sports-wise, for the 2018 FIFA World Cup Russia, the world’s most followed sporting event..

FIFA did issue “A More Sustainable World Cup,” a 15-page, Russia 2018 progress report which asserted that:

  • At least six of the 12 stadiums hosting World Cup matches will be BREEAM certified: Luzhniki Stadium in Moscow, site of the final match; Mordovia Arena in Saransk, Nizhny Novgorod Stadium, Samara Stadium, Spartak Stadium, and Volgograd Arena.

 

Samara Stadium Guardian

Workers play soccer adjacent to the under-construction and BREEAM-certified Samara Stadium (Photo credit: The Guardian)

 

Volvograd Arena Guardian

The BREEAM-certified Volgograd Arena (Photo credit: The Guardian)

 

  • The South Pole Group, a carbon management consulting firm, is working with FIFA to estimate the carbon footprint of Russia 2018.
  • FIFA plans to offset all of the greenhouse gas emissions related to the event.

This is fine from a 1.0 POV, but there is much more to the story.

Remember, the organizers of Sochi, Russia’s 2014 Winter Olympics promised the “cleanest Olympics ever.”

The reality was far different.

According to a piece in the February 21, 2014 issue of Earth Island Journal by Zoe Loftus-Farren:

  • Russian President Vladimir Putin has a stunning disregard for environmental laws: “Environmental laws can be pesky, and Putin’s government amended several laws to make way for Olympic glory: In 2006, the Russia government amended a ban on holding large sporting events in National Parks, in 2007 it eliminated compulsory environmental assessment for construction projects, and in 2009 the legislature [weakened] the Forest Code.” 
  • On Sochi 2014-related environmental wrongs: “Large illegal waste dumps have cropped up around the region, including within Sochi National Park. More than 3,000 hectares of forest have been logged, including regions with rare plant species. Large swaths of previously protected wetlands now lay underneath the Olympic Village.”

Aside from the BREEAM-certified stadia, it is fair to assume that, from an environmental perspective, the Sochi 2014 past is prologue for Russia 2018.

It would be great if Fox Sports undertakes some award-winning investigative journalism into the Russia 2018 environmental story during its coverage of the tournament.

I’m not holding my breath.

 

 

June 26-27: Green Sports Alliance Summit; Mercedes-Benz Stadium, Atlanta, GA

Atlanta’s LEED Gold Mercedes-Benz Stadium will occupy the Green-Sports center stage for the second time in 2018, this time as host of the eighth Green Sports Alliance (GSA) Summit.

According to the GSA’s website, Summit 2018 will feature “more networking opportunities and [will] focus on hands-on workshops for attendees to work through challenges, share lessons learned, and gather valuable take-aways to implement in their communities.”

Speakers and panels have yet to be announced so stay tuned.

 

 

August 27-September 9: US Open Tennis, Bille Jean King National Tennis Center, Queens, NY

After a decade of Green-Sports leadership paid off with the US Open winning GSB’s “Greenest Sports League/Event” award for 2017, what can the USTA do for an encore?

From a Green-Sports 1.0 perspective, the answer is clear: The opening of Louis Armstrong Stadium 2.0.

The 10,000 seat stadium will likely achieve LEED certification by the start of the tournament. Here are three reasons why:

  • 95 percent of the waste from the demolition of the original Armstrong Stadium was recycled
  • Landscaping around the new stadium has been designed to use 55 percent less water
  • The new Armstrong Stadium will be the first naturally ventilated stadium with a retractable roof in the world.

Methinks this last point is so cool that it will warrant attention from ESPN during its tournament coverage, which would mean a nice Green-Sports 2.0 win.

 

One minute, time lapse photography video of the demolition of the old Louis Armstrong Stadium and the building of the new one. The latter will be the first naturally ventilated stadium with a retractable roof.

 

November 6: Midterm Elections, United States

What do the midterm elections in the United States, in which the control of the House of Representatives and perhaps the Senate are up for grabs, have to do with Green-Sports?

Well, the aforementioned Protect Our Winters (POW) won GSB’s 2017 “Best Green-Sports Story of the Year” award in large part due to its lobbying efforts on Capitol Hill and its willingness to get involved in electoral politics.

When asked about POW’s goals for 2018, manager of advocacy and campaigns Lindsay Bourgoine said: “Our main goal in 2018 is to get down and dirty in the midterm elections in November…We have identified ten ‘battleground elections’ where we feel it is really important to elect a climate friendly leader, whether Democrat or Republican.”

 

Lindsay Bourgoine POW

Lindsay Bourgoine, manager of advocacy and campaigns for Protect Our Winters (Photo credit: Protect Our Winters)

 

Bourgoine also said that POW is not “working to help the Democrats take the House.” While I understand completely POW’s desire to help the climate-friendly Democrats and Republicans, I will be doing my small part as a volunteer to help flip the House.

In the meantime, I look forward to sharing powerful Green-Sports stories — of both the Version 1.0 and 2.0 varieties — wherever I find them!

 


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Coors Light Makes Sustainability a Part of its “Climb On” Marketing Campaign

Coors Light is the second biggest selling beer brand^ in the United States. The fact that Coors Light, MillerCoors, and global parent Molson Coors have made substantive commitments to environmental sustainability and carbon emissions reductions is significant if not surprising — competitors like AB-InBev and Carlsberg are on a similar path. What is news is that Coors Light is telling its sustainability stories to consumers through its “Climb On” campaign and its “EveryOneCan” initiative. GreenSportsBlog talked to Lane Goggin, Associate Marketing Manager at Coors Light, to learn more.

 

Sports sponsors have, for the most part, chosen not to tell their greening stories to fans. Sure, some über-green brands like Ben & Jerry’s, Vestas (wind power) and BASF have used sports to promote their sustainability bona fides and/or urge positive environmental action by fans. But the mainstream sports advertisers (car companies, athletic apparel, beer, etc.) have largely been silent.

Until now, that is.

Coors Light, the second biggest selling beer brand in the US, is, according to Associate Marketing Manager Lane Goggin, “capturing super-engaged sports fans, while they’re at games, watching on TV or scrolling through Instagram.”

 

Goggin Head Shot

Lane Goggin, Coors Light Associate Marketing Manager (Photo credit: Coors Light)

 

Coors Light Artfully Brings Its Green Messaging to Six Major League Baseball Ballparks

Baseball fans were engaged this season when the brand diverted thousands of cans left or collected in the stadium in a very, well, diverting way — they were turned into sculptures at six Major League Baseball stadiums where the brand has existing partnerships: AT&T Park (San Francisco Giants), Angels Stadium (Los Angeles Angels), Chase Field (Arizona Diamondbacks), Coors Field (Colorado Rockies) (no surprise there!), Safeco Field (Seattle Mariners), and SunTrust Park (Atlanta Braves). Once stadiums take down the artworks, all cans will go back into the production cycle, although most of the teams plan to keep the sculptures in place. Says Goggin, “We’ve gotten a great response from the teams, fans and the artists. They love it!”

 

Coors Light Rockies

Coors Light sculpture created with cans collected from the Rockies Green Team throughout the 2017 season is now in the Denver Rockie’s Coors Stadium. Pictured here with local artist and creator, Price Davis (Photo credit: Brandon Tormanen)

 

 

Coors Light Mariners

Seattle Mariners fans can enjoy the sculpture created by local artist Elizabeth Gahan at Edgar’s Home Run Porch (Photo credit (Photo credit: Victoria Wright)

 

 

Coors Light Braves

Kaylin Broussard created the Coors Light sculpture for the new Atlanta Braves Stadium, SunTrust Park (Photo credit: Coors Light)

 

 

Environmental Messaging Will Find Receptive Audience in Millennials 

And, while not sports-specific, these environmentally-themed initiatives are reaching sports fans via Coors Light media buys and other sports-focused marketing efforts:

  • EveryoneCan is a nationwide program built on the principle that everyone, from brewers to bartenders to consumers, can and should strive to practice environmental stewardship. The program includes a partnership with TerraCycle, the Trenton, NJ-based green business All-Star that upcycles recycled stuff into different stuff. Working with TerraCycle and other partners, Coors Light will reduce environmental impact in a variety of ways, including rewarding consumers with cooler bags made from recycled vinyl advertisements and grills made from recycled kegs.
  • Select Coors Light TV and digital ads contain the tagline “sustainably brewing the World’s Most Refreshing Beer.”
  • The Coors Light XP (experience) consumer rewards app includes grills made from recycled kegs.

 

Why is Coors Light featuring the environment in its messaging to sports fans (and to the broader public) while most other mainstream brands are not doing so — at least not yet?

Goggin cited several research studies which show that consumers, especially young adults, care about environmental sustainability: “According to one; the 2015 Nielsen Global Sustainability Report, 66 percent of consumers and 75 percent of millennials say they are willing to pay more for sustainable goods and that number is growing.”

And promoting a clean, healthy environment is something that fits Coors Light’s decades-long outdoorsy, rugged, pristine Rocky Mountain heritage like a glove. “At Coors, recycling is nothing new,” shared Goggin. “It started in the 1950s, when Bill Coors determined that there had to be a more sustainable way to package our beer. He went on to pioneer the recyclable aluminum can, and it wasn’t long before others followed his lead. Today, aluminum is still the sustainable standard in the industry.”

 

MillerCoors a Green Leader

Much more recently, MillerCoors built the most powerful solar array at any brewery in the United States in 2015 with its 3.2 megawatt facility in Irwindale, CA. The eight major MillerCoors breweries in the US are landfill free — meaning no glass, paperboard, plastics or metal waste are sent to landfills — as of February 2016, as verified by the National Science Foundation (NSF). Any remaining non-reusable or recyclable brewery waste is sent to a waste-to-energy facility, which has now become a standard practice across MillerCoors. Globally, Molson Coors is working towards reaching aggressive carbon footprint reduction targets by 2025: Reduce direct carbon emissions by 50 percent from a 2016 baseline, while achieving a 20 percent reduction from the entire supply/value chain.

 

MillerCoors Solar City

A portion of MillerCoors’ 3.2 megawatt solar array in Irwindale, CA (Photo credit: Solar City)

 

 

In addition to its broad, green-themed consumer marketing campaigns, Coors Light also connected with a much narrower target audience — green-sports practitioners — when it became the official beer sponsor of the 2017 Green Sports Alliance summit in Sacramento.

“Coors Light was the presenting sponsor and provided an indoor and outdoor bar,” related Goggin. “2017 was the right year to do it since we brought our sustainability messaging to sports venues and sports fans in a direct way. The Alliance Summit was a great opportunity for us to talk with and learn from so many green-sports experts. We learned a lot and hope to apply what we learned in the green-sports space going forward.”

 

Hope Coors Light Adds Climate Change to its Green Messaging

GreenSportsBlog hopes one of the most important things Coors Light learns from its forays into green-sports is that it is OK — and actually a plus — to mention “climate change” in its environmental sustainability-themed ads (and other messaging), including those that target sports fans.

The brand chose not to do so, despite millennials ranking climate change as the world’s most serious issue, according to the World Economic Forum’s 2017 Global Shaper Survey#. Add to that the clear statement from Molson Coors saying it understands “the need to address the challenges that face our industry, from the impacts of climate change to the growing need to protect our natural resources.”

It says here that, if future green-themed Coors Light communications campaigns “go there” on climate change, millennials will react positively. But that is a discussion for another day. Today, Coors Light deserves major kudos for its big-brand, green-sports leadership.

Here’s one more GreenSportsBlog hope: That other big sports advertisers, especially those targeting the rising generations, follow the Coors Light example by serving up environmentally-themed messaging.

 

^ Bud Light is the biggest selling beer brand in the US
# World Economic Forum’s Global Shaper Survey talked to 31,000 18-35 year olds in 186 countries and territories

 


 

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Oregon State Student Athletes Represent Best of Green-Sports with BAST Program

Cadres of green-minded students and the growing popularity of sustainability as an academic discipline are just two reasons why there is a growing intersection of Green & Sports on campuses across the country. But while athletics and sustainability departments have driven the green-sports bus, student-athletes have taken a back seat to this point. At least, that is, until Oregon State University’s Samantha (“Sam”) Lewis, a cross-country/track runner, and Jesikah Cavanaugh, a swimmer, decided they, along with three other student-athletes wanted to accelerate the greening of OSU sports. GreenSportsBlog talked recently with Sam and Jesikah to get their takes on how they came to take on leading roles in the birth of the Beaver Athlete Sustainability Team (BAST), what it has accomplished so far and where they think it will go from here.

 

If you wanted to draw up two characters to be green-sports student athlete pioneers, you would have conjured Sam Lewis and Jesikah Cavanaugh. They helped create the Beaver Athlete Sustainability Team or BAST at Oregon State University in Corvallis.

Both are life-long environmentalists.

Sam, a runner who grew up in Boulder, CO, told GreenSportsBlog that “sustainability was embedded in my life from an early age. We composted, recycled, rode bikes and snowshoed.” Oregon State was a natural choice due to her “love of the outdoors and of running in the rain.” I get her first love but running in the rain? Not so much.

 

Sam Lewis

Sam Lewis, Oregon State Class of ’17, founding member of BAST, and member of the cross-country/track team  (Photo credit: Oregon State University Athletics)

 

Jesikah’s lifelong appreciation of the environment was nurtured in Anchorage, AK, where, she reports, “everything is clean.” A swimmer by the age of four, Jess says she was inspired by her older, faster sister Meghan. Recruited by Division III schools in Colorado and Pittsburgh, PA, Jesikah applied to OSU almost as an afterthought: “My dad went to Oregon State and I didn’t want to go there. But I was interested in environmental engineering and I liked that their program was tied to chemical engineering rather than civil, as was the case at most schools. I ultimately want to work on water remediation—cleaning and restoration—so that link with chemical engineering was a key reason I ended up in Corvallis.”

 

Jesikah Cavanaugh OSU BAST

Jesikah Cavanaugh, Oregon State Class of ’17, founding member of BAST, and member of the swim team  (Photo credit: Oregon State Athletics)

 

Both overcame serious obstacles in their sports.

Sam, who ran the 6K in cross-country, “suffered lots of injuries,” including a stress fracture in her back during her sophomore year. “It was so frustrating. I was recruited to be a Division I runner at a Pac-12 school and I couldn’t even walk my dog,” shared Sam, “It took a couple of years to be able to compete again, but the work it took to come back was so worth it—it was the best feeling ever.” And the women’s cross-country and track team has faced its own challenges. “The sport was dropped at Oregon State in 1988, rebooted in 2004, so we have been playing catch up against some of the best teams in the country,” explained Sam. But, reflecting her grit, the cross-country squad was able to finish a respectable 12th in the powerful, 35-team West region last year, an improvement of seven places from 2015.

Jes was not offered a swimming scholarship. No problem. She walked on to the Oregon State swim team as a freshman, swimming the 100- and 200-meter butterfly. Her consistent performances (“I never missed a meet!”) earned her a scholarship by her junior year.

With passion for the environment and grit, all that was needed for Sam and Jes to enter the green-sports fray was a cause.

 

The cause turned out to be recycling bins.

You see, Sam was the women’s cross country/track team’s representative on something called the OSU Student-Athlete Advisory Committee (SAAC), which exists to make the student-athlete experience the best in can possibly be. Per Sam, “It’s not like there was talk of sustainability or climate change at SAAC. I simply asked about getting recycling bins in our locker room. Runners drink tons of chocolate milk so there were empty bottles all over the place and no bins in which to put them. I couldn’t believe that so I had to say something. THAT got discussion going — folks from other sports spoke up about recycling and other environmental issues.”

Associate Athletic Director Kimya Massey saw there was a group of sustainability-minded student-athletes in SAAC, introduced Sam to Jesikah, and suggested they form a green-themed subgroup. He believed a student run group would be unique, gain immediate credibility and could garner broad student and fan interest.

And so in the spring of 2016, the Beaver Athlete Sustainability Team or BAST was born with Sam, Jesikah and 6-8 other student-athletes forming the rest of the initial team. Jesikah said the initial support provided by the Athletic Department was crucial: “They were great from the beginning, allowing us the freedom to create our own initiatives and the opportunity to create change.”

Also per Jesikah, the spring 2016 semester saw the nascent BAST group act in a deliberate, strategic and determined fashion, to “define our three organizing pillars.”

 

Those pillars are as powerful as they are simple.

  1. Encourage and implement sustainable ideas within the athletic department
  2. Educate our fellow student-athletes about sustainability and environmental issues
  3. Work to engage with the rest of campus and the broader Corvallis community

With the pillars in place, Sam, Jesikah and the team knew they had to pivot from planning into action and events.

They staffed an Earth Day booth to let the campus know BAST existed and to learn the community’s view of athletics’ waste and its impacts on the environment. But the group’s big launch took place last fall at Reser Stadium, the home of Oregon State football.

“Tons of ‘stuff’ is given away for free at football games as promotional items,” offered Sam. “Things like pom-poms. Most people use them once; they get thrown out and go right to the landfill. We worked with the marketing team at the athletic department — we brought them in early on and they’ve been super supportive — to run a tabling effort at the Cal (Berkeley) game at which fans would return their pom-poms. Of the 750 pom-poms that were given out, about 500 were collected by BAST members. They were used again at one of Jes’ swim meets this spring.” At the Arizona game, BAST was able to collect about half of the LED light sticks that were given out. Fan engagement was the main goal at one OSU men’s basketball game and one women’s contest as BAST members manned a recycling-education table on the main concourse of Gill Coliseum.

 

OSU Pom Poms

Sam Lewis (l), Jesikah Cavanaugh (front) and the BAST team managed the “Return Pom Pom” effort at select Oregon State home football games in 2016. (Photo credit: OSU Campus Recycling)

 

But it may have been OSU baseball where BAST made its biggest first year impact. Per Sam, “The athletic department provided several clear recycling bins to Goss Stadium and BAST staffed the games to maximize the number of fans who recycled. The clear bins made it easy for fans to see what and how much was going in. This helped increase the amount recycled at the ‘clear bin’ games by a significant amount.”

 

OSU Baseball Recycling

Jesikah Cavanaugh (r), along with teammate Alice Ochs and assistant swim coach Michael Wong collect the clear recycling receptacles from an Oregon State home baseball game (Photo credit: Oregon State Athletics)

 

BAST was honored for its efforts when the Green Sports Alliance recognized the group as its Innovator of the Year at its June summit in Sacramento.

Sam and Jesikah were a bit lonely at the summit, as well as at the first Pac-12 Sustainability Conference, as they were the only student-athletes to attend. “Athletic directors, facilities managers and sustainability departments are all very into it,” noted Sam. “We showed that student-athletes can drive action and interest in sustainability. Hopefully, more groups like BAST will take off at other schools.”

 

Sam Bill Walton jesikah

Sam Lewis (l), Bill Walton, member of the Naismith Basketball Hall of Fame, and Jesikah Cavanaugh at the first Pac-12 Sustainability Conference in June. (Photo credit: Sam Lewis)

 

BAST will have to grow without Sam’s and Jesikah’s day-to-day leadership as both graduated in May; Sam with an Exercise and Sports Science (aka Kinesiology) degree and Jesikah as an Environmental Engineering major. But both plan to keep tabs on BAST and also to figure out how to further amplify the voice student-athletes have at the intersection of Green & Sports.

Sam landed at the University of Idaho to work as a graduate assistant with the track team there — she hopes to help student-athletes at the Moscow, ID school start their own version of BAST. Jesikah, who will be in Portland for at least the next six months, working at an internship with Clean Water Services, is bullish on BAST’s future: “The group is in great hands with Marie Guelich (women’s basketball), Sam McKinnon (women’s cross country and track) and Mimi Grosselius women’s rowing) taking the reins.”

The new leadership team is expected to make climate change a bigger focus of BAST’s agenda by, per Jesikah, “measuring and reducing the carbon footprint of OSU athletics, showing a BAST video on the scoreboard at Reser Stadium, and, on a micro-level, bringing composting to the athletic training tables


 

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GSB News and Notes: Waste World Cup; Sailors for the Sea’s Christina Thirkell on Selling Green-Sailing Partnerships; Paddle Boarding for the Planet

Welcome to an eclectic GSB News and Notes, featuring the 2017 Waste World Cup, an interview with green-sports partnership seller Christina Thirkell of nonprofit Sailors for the Sea, and the first GSB appearance of Paddle Boarding as eco-athlete Donica Shouse “paddles for the planet.” 

 

UK’S WASTE WORLD CUP HELPS RAISE MONEY FOR WASTE SERVICES IN THE DEVELOPING WORLD

The 2017 Waste World Cup – the British waste industry’s premier football/soccer tournament (they have other, lower level tournaments…who knew?) – takes place on September 1 at the University of Northampton. The event supports nonprofit WasteAid UK in their efforts to raise funds for waste services in developing countries.

According to an August 3 story by Steve Eminton in Let’s Recycle, the “UK’s leading independent dedicated website for businesses, local authorities and community groups involved in recycling and waste management,” this year marks “the 15th anniversary of the mixed-gender waste industry football tournament.”

Reigning champions and British waste management leader Bagnall & Morris returns to defend its crown against 23 challengers in the one-day, six-per-side football fest. Other British waste management industry stalwarts that will try to take down B&M include Hadfield Wood Recyclers, Red Kite Waste, Smart Solutions, and Valpak (not the US coupon company, but a UK environmental compliance firm of the same name.)

 

Bagnall Morris Waste World Cup Let's Recycle

Bagnall & Morris won its first Waste World Cup crown in 2016 and is out to make it two in a row on September 1st (Photo credit: Let’s Recycle/Bagnall & Morris)

 

Set up by waste industry professionals, WasteAid UK’s vision is to create a world with equal access to waste services for all. The nonprofit has an audacious goal: To increase spending on waste management from 0.3% to 3% of all international aid.

Mike Webster, chief executive at WasteAid, told Eminton that: “Yet again we are overwhelmed by the waste sector coming on-side to support better waste management for all. Two billion people don’t have any kind of waste service[s] and we are facing a global crisis, with climate change and marine plastics among the symptoms of our lack of action.

“Our goal is to help people deliver low-cost and local waste management, wherever they are. Adopting a community-scale approach to waste management helps score the hat-trick of improved health, better jobs and a protected environment.”

 

CHRISTINA THIRKELL: SELLING CORPORATE PARTNERSHIPS FOR SAILORS FOR THE SEA

GreenSportsBlog: Christina, you are a rare bird — for now, at least — in that you make your living educating and presenting corporations on the benefits of green-themed partnerships/sponsorships on behalf of Sailors for the Sea. How did you carve this niche?

Christina Thirkell:  I am an ocean lover and spent my childhood summers in Maine and in Marblehead, MA where my grandfather owned a marina next to the Boston Yacht Club. So I was hooked on the ocean from age four.

GSB: Did you go into sailing or boating as a career?

CT: No. I gravitated towards the advertising agency world with my fascination with brand marketing. I worked on a broad base of accounts in the sports and active lifestyle categories, including Converse, Danskin Brands and Ben Hogan Golf, just to name a few. Then I pivoted to the client side, picking up responsibilities in addition to marketing, including investor relations and public relations at a leading technology analyst firm, Giga Information Group.

 

Christina Thirkell

Christina Thirkell, partnership consultant for Sailors for the Sea (Photo credit: Christina Thirkell)

 

GSB: WOW! That’s a perfect background for your current role at Sailors for the Sea — a sailor with an appreciation for the ocean who understands what big brands want and need. So did you go into sponsorship sales after your tenure at Giga Information Group?

CT: Not right away. I had a strong desire to work in the non-profit arena. I was introduced to a financial executive in Boston who had started a golf event, raising funds at the time directed for cancer research to the Dana Farber Cancer Institute. He had started the Expect Miracles Foundation, with the mission of rallying the financial world to support the fight against cancer. It was small operation at the time. No website, no marketing, no staff.

GSB: Whoa…

CT: So I joined with the goal of building the brand, almost from scratch…

GSB: …That’s a big goal!

CT: I developed the website and handled all of the communications, messaging, programing and fundraising development. We took the Foundation from $200,000 to $13 million in nine years and expanded it from Boston to New York City and California. By the time I left the organization, we had over 100 corporate financial sponsors including the big firms such as JP Morgan Chase, Citigroup, Legg Mason, John Hancock, Northern Trust and American Century Investments.

GSB: Congratulations! You were playing in the big leagues and playing well! So then what happened?

CT: Thank you! A few years ago I started following Sailors for the Sea and was really blown away with their mission…

GSB: …Which is to unite boaters and sailors to protect the ocean…,

CT: Yes…I also found myself excited about their branding, their outstanding programs like Clean Regattas, along with their foothold in the sailing and boating community. I expressed my interest in working with them in any capacity. A few months ago, the President reached out as they were looking for a consultant who could launch their corporate sponsorship and engagement program

GSB: Very cool! How is it going so far? And what kinds of companies are you talking to?

CT: So far, so good. It’s early days, but the reaction has been positive. In early June we developed a robust sponsorship platform that allows companies to showcase their commitment and support to ocean health while simultaneously reaching the sailing, boating and marine market. At the end of June, Sailors for the Sea traveled to the Green Sports Alliance (GSA) Summit in Sacramento and received the GSA’s Environmental Innovator of the Year Award for the Clean Regattas program. Clean Regattas is the only sustainability certification for water-based events and over 1,000 regattas have used our program. In addition, the GSA was an amazing learning platform for us as we saw how a variety of companies are developing and integrating sustainability-specific programs into their overall marketing and business plans. In terms of partnership categories, beyond sailing, boating and auto, we’re also working on the luxury and financial services categories as our demographics are in line with theirs, and many brands within those categories have sponsored sailing and boating initiatives in the past.

 

Sailors For Sea Antigua

Sailors for the Sea’s Caribbean Representative, Renata Goodridge installs a water filling station at Antigua Sailing Week. By supplying water stations, regatta organizers are able to greatly cut down on the single-use plastic water bottles as part of the Clean Regattas program. (Photo credit: Sailors for the Sea)

 

GSB: What about brands in categories that have, shall we say, a green tint? I’m thinking of the Patagonias of the world, the Unilevers.

CT: Absolutely. Corporations that are walking the green walk need trusted, powerful outlets through which to talk the green talk to their key prospects. We can help. And we are trusted — Sailors for the Sea is the only non-profit organization that focuses solely on the boating and sailing communities to engage them in ocean conservation. And those communities are sizable.

GSB: I love it! A trusted voice and a great audience fit for many categories. I know you just started but have you landed any partners?

CT: I’m proud to say we have our first two corporate sponsors on board, MJM Yachts and Helly Hansen – Newport. With both companies, we offer a connection to the boating community that also ties in environmental stewardship and demonstrates their support for ocean health.

GSB: That’s great to hear, as I know that sponsorships are generally not quick sells. I hope and suspect that non-maritime companies — like financial services and auto — will take notice and will be next to come on board.

 

DONICA SHOUSE PADDLE BOARDS FOR THE PLANET

GreenSportsBlog has anointed several environmentally-minded athletes “eco-athletes”. But we’ve never come across an athlete who uses that term to describe her/himself.

Until now.

In an August 17 interview in SUP Magazinethe journal that covers “everything related to stand-up paddling,” Donica Shouse told Rebecca Parsons that she is indeed an “eco-athlete” who “draws joy from competition, but above all else she paddles for the planet.” Shouse walks the green walk as she “rides solely for eco-conscious companies, adheres to a plant-based diet, and runs a sustainably minded company alongside her husband.”

You couldn’t script a better path to eco-athlete-dom. Shouse, who grew up in Oregon, told SUP that she her family had a beach cabin where she learned to surf. And, by college, “I was active in Surfrider and elected surf club president at Oregon State where I got my first taste of environmentalism and the effects of our choices. I graduated with a B.S in Natural Resource Education and minor in Environmental Science. All my favorite things growing up fit perfectly into my love of surfing and protecting the ocean.”

Shouse visited Hawaii in 2003 and has never left, marrying her husband Abraham. They started Paddle Hawaii in their backyard.

 

Donica Shouse Paddle Boarding Abraham

Donica Shouse, paddling for the planet in Hawaii (Photo credit: Abraham Shouse)

 

More from the Sup Magazine interview: “My husband now has a wood shop in Kona. He recently partnered with Sustainable Surf to certify each piece as part of the eco board project. We hand harvest bamboo shafts and then Abraham crafts them into functional art—paddles, surfboards, skateboards and more. Paddle Hawaii has become an umbrella that also includes our photo/ video business, Star Shot Media. We have a ton of fun capturing peoples’ special moments, be that in love, adventure, or both.

 


 

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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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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