SunTrust Park, LEED Silver Home of the Atlanta Braves: Can a Stadium in the Suburbs Be Green?

SunTrust Park, now in its second season as home of the National League East-contending Atlanta Braves, earned LEED Silver certification, thanks to a number of innovative Green-Sports features. But situating the ballpark in suburban Cobb County, far from the MARTA rapid transit system, begs the question: How green is SunTrust Park? GreenSportsBlog toured the ballpark — as well as The Battery Atlanta, the adjacent mixed-use development — as part of the recent Green Sports Alliance Summit to find out.

 

EARNING LEED SILVER CERTIFICATION AT BREAKNECK SPEED

Building a $672 million stadium, from design to Opening Day, in 30 months is challenging.

Building a stadium so it qualifies for LEED certification in 30 months is, well, beyond challenging.

That was the task Rex Hamre, sustainability manager for real estate services firm JLL, and team was given by the Atlanta Braves at the start of the SunTrust Park design and construction process in 2013.

“Everything we did had to be done fast,” explained Hamre during a tour of the ballpark and the adjacent residential and commercial development, The Battery Atlanta. “For example, the process was so fast that we weren’t able to have a prototype for LED lights. There was some risk involved because we didn’t know if the quality of the lights would be good enough from a baseball point of view — those were early days for LEDs. We had to convince management the LEDs would work. We were able to do so and the lights worked great: they’re 50 percent more efficient than the old metal halides and were easier to install.”

 

Rex Hamre

Rex Hamre of JLL (Photo credit: Engineers for a Sustainable World)

 

Efficiency is not the only benefit the LEDs bring to SunTrust Park. “The LEDs provide us with ‘Instant Restrike’. Metal halide bulbs get very hot. When they overheat, they can turn off and can stop a game. They take between 15 to 30 minutes to re-boot or ‘restrike’. When LEDs turn off, they restrike immediately.”

 

SUNTRUST PARK: COOLLY EFFICIENT, IN A BIG (ASS) WAY

Efficiently cooling a big venue like a baseball stadium — especially in the steamy Atlanta summer — is a big challenge. For SunTrust Park to improve on cooling efficiency vs. its smaller predecessor, Turner Field, made the test even tougher.

“We have 200,000 square feet more to air condition at SunTrust Park than at Turner Field,” Hamre acknowledged. “Despite that significant difference, we are more efficient at SunTrust Park due to an incredibly efficient central AC system. Also we paid very close attention to design of the building envelope*, which also helped a lot.”

 

SunTrust Park Ballparks of Baseball

SunTrust Park, LEED Silver certified home of the Atlanta Braves (Photo credit: Ballparks of Baseball)

 

Braves management decided to invest more upfront for HVAC and chillers, with the confidence that the investment would pay off within 5-10 years.

“We looked at a variety of chillers,” Hamre said. “The chiller we chose was best from a carbon emissions perspective.”

And then, of course, there are the Big Ass Fans.

I know what you’re thinking.

“What happened to the propriety that is the hallmark of GreenSportsBlog?”

Not to worry.

Big Ass is a brand name for really, really big fans. We’re talking 22 feet by 16 feet fans.^ I saw them interspersed throughout SunTrust Park. Let’s just say they are aptly named.

And they are very energy efficient.

 

Big Ass Fans 2

One of the energy efficient Big Ass Fans at SunTrust Park (Photo credit: Atlanta Braves)

 

Also big is the 40,000 gallon water resiliency tank that is helping SunTrust Park, along with its neighboring mixed-use development, The Battery Atlanta, recycle 50 percent of its H₂O.

 

THE BATTERY ATLANTA: GOING GREEN ALONGSIDE SUNTRUST PARK

Sustainability is embedded in the DNA of The Battery Atlanta, which opened at the same time as SunTrust Park. The Battery Atlanta:

  • Boasts three residential buildings with 531 apartments (aiming for LEED certification), office buildings and a retail strip, filled with sports bars, cafes, apparel shops, a 4,000 person entertainment theater, a four-star hotel, and more
  • Is the home of Comcast’s new LEED certified southeast regional headquarters
  • Has 63 electric vehicle (EV) chargers, including several Level 3 fast-chargers (80 percent charge in 30 minutes)

 

The Battery Atlanta ajc

Aerial view of The Battery Atlanta mixed-use development in the foreground with SunTrust Park in the rear (Photo credit: ajc.com)

 

Neither solar power nor energy storage are part of the SunTrust Park/The Battery Atlanta as of now. But, as the economics for both continue to improve, there appears to be the available physical space required.

 

NOW, ABOUT BUILDING A BALLPARK IN THE SUBURBS…

The 1992 opening of Camden Yards, home of the Baltimore Orioles kickstarted the positive trend of locating new baseball stadia in or near urban centers, close to mass transit.

A notable exception are the Atlanta Braves.

Ownership’s (Liberty Media Group) decision to build SunTrust Park in the northern suburbs of Cobb County, far from the MARTA light rail system, was controversial. Critics, including GreenSportsBlog, argued that leaving centrally located and a relatively young Turner Field (20 years-old when the Braves left after the 2016 season) for an area with limited mass transit was the wrong choice from a carbon footprint perspective. Consider that fan travel is the biggest component of greenhouse gas emissions (GHGs) at a sports event. Unless someone rides a bike, walks or takes a local Cobb County bus, odds are, fans going to SunTrust Park are going to drive — or take an Uber or Lyft.

It should be noted that Turner Field, now the home of Georgia State University football, is not as centrally located as I thought: it is about one mile south of downtown. Thus it is not that close to MARTA — it takes an estimated 20-25 minutes to walk from the closest station.

 

Turner Field Georgia State

Turner Field, formerly the home of the Atlanta Braves, in its new football configuration for Georgia State University (Photo credit: Curbed.com)

 

Turner Field will be much closer to mass transit as early as 2024 thanks to a new, $48.6 million MARTA Bus Rapid Transit (BRT) line, funded in part by a $12.6 million federal government grant. Construction is scheduled to commence in 2021 on the BRT# line that will connect Turner Field to Atlanta’s downtown and midtown areas.

Ironically, according to a March 7, 2018 story in Atlanta Journal Constitution (AJC) by David Wickert and J. Scott Trubey on the federal grant, “The Atlanta Braves wanted a direct connection to MARTA when they were in talks with the city to remain at the former Turner Field, before the ballclub left for the new SunTrust Park in Cobb County.”

Would the BRT line have been enough to have kept the Braves at Turner Field? We will never know.

We do know that the Braves report that, when they were looking for locations for the new ballpark, they created a “heat map” showing the location of each ticket sold. The map shows SunTrust Park to be 12 miles closer to the majority of those addresses than Turner Field. If that is true, then it is possible that the move to the suburbs is saving on vehicle miles driven because the new ballpark is closer to the team’s fan base.

Long term, as the population increases in fast-growing Cobb County, the push for new mass transit that would feed into SunTrust Park and The Battery Atlanta, including BRT and HighRoad Rapid Transit (monorail), is expected to grow. But the politics of getting big mass transit infrastructure projects funded is a fraught process, to say the least. So it’s anybody’s guess as to when mass transit will come to SunTrust Park.

Of course, Liberty Media Group could have made mass transit access a moot point if it had chosen a site close to an existing MARTA station for its new stadium. I’m not expert enough on Atlanta mass transit, real estate and demographics to know if that was a real option. But, as the saying goes, where there’s a (green) will there’s a (greener) way.

 

* Building envelope = the physical separator between the conditioned and unconditioned environment of a building
^ There are also 14 feet x 8 feet Big Ass Fans at SunTrust Park
# BRT lines run with limited stops and operate in a mix of exclusive lanes and shared roadways.

 


 

Please comment below!
Email us: lew@greensportsblog.com
Friend us on Facebook: http://facebook.com/greensportsblog
Tweet us @GreenSportsBlog
#CoverGreenSports

2018 Green Sports Alliance Summit Recap: Substance and The Art of the Possible

The eighth Green Sports Alliance Summit that concluded Wednesday in Atlanta was the most substantive of the five such events I’ve attended. From the plenary sessions to the workshops to the stadium tours to the conversations with vendors at their booths, the hallmark for me was that I learned a ton!

With that as backdrop, here is a final recap of the substantive Green Sports Alliance Summit 2018.

 

PANEL DISCUSSES MICROGRIDS FOR SPORTS VENUES

“We are in the Excuse Removal business!'”

Karen Morgan, President and CEO of Dynamic Energy Networks, began “The Art of the Possible: New Business Models to Achieve Your Community’s Energy Goals” panel discussion with that proclamation.

 

Karen Morgan

Karen Morgan, President and CEO, Dynamic Energy Networks (Photo credit: Dynamic Energy Networks)

 

What excuses are Morgan and her team aiming to remove from the lexicon of sports owners?

That their stadia and arenas can’t become hubs of a microgrid — a form of distributed electricity generation that brings together a small network of electricity users with a local source of supply that, in the main, functions independently of the grid — because doing so is too costly, technologically challenging, and/or just too different.

Moderated adroitly by Anne Kelly, Ceres’ Senior Director, Policy, “The Art of the Possible” offered a detailed tutorial on the potential of microgrids to benefit not only sports venues but the surrounding community.

Morgan set the stage: “Our team invests in microgrid projects, often including solar and other renewables, taking on the financial risk from property owners. Our capital, provided by the Carlyle Group, one of the world’s largest private equity firms, is invested upfront. Property owners pay our investors back over time through power purchase agreements (PPAs), energy services agreements and other such vehicles. Schneider Electric contributes critical software integration expertise.”

Key members of the Dynamic Energy Networks microgrid All-Star team joined Morgan on the panel.

Mark Feasel, Vice President Electric Utility Segment and Smart Grid at Schneider Electric, evangelized about microgrids’/distributed generation’s three most powerful features:

  • Digitization: “Data profoundly is transforming the effectiveness of energy assets. Solar, for example, has become exponentially more efficient thanks to digitization.”
  • Decarbonization: “Distributed generation allows for the faster integration of renewables. We see decarbonization rates of up to 85 percent in distributed generation networks.”
  • Decentralization: “For 100 years, energy was supplied to homes and businesses from a massive central hub, and consumers were passive. Now, with distributed generation, customers are proactive actors, getting more reliable, sustainable and predictable energy, sometimes at lower cost.”

Andrew Marino, Co-Head of Carlyle Group and a member of Dynamic Energy Networks’ Board of Directors, offered this take: “We see microgrids as a massive opportunity for distributed, integrated sustainable energy and a huge investment opportunity. And it’s not only renewables and storage. Electric vehicles are also part of the mix. All of our EV conversations involve integrating them with microgrids.”

Where does sports fit in?

Morgan said “Sports venues can be laboratories for energy innovation.” She then imagined the integration of Mercedes-Benz Stadium, Philips Arena^ and Georgia World Congress (convention) Center  — the three structures form a triangle of sorts — via battery-powered energy storage: “This would become a resilient center for disaster relief. Sports venues are where the community goes. Five years ago, back up power was exclusively diesel-based, meaning it was dirty and took a half-hour or more to ramp up — remember the blackout at the 2013 Super Bowl in New Orleans. Now we can leverage solar, dispatch a battery for resilience. It is cleaner, quicker, more reliable and at a lower price. Microgrids will help venues win the right to host the best and biggest events. So, to team owners, venue owners, I say be leaders on microgrids and distributed generation.”

 

CARBON UNDERGROUND PRESIDENT SAYS KEY SOLUTION TO CLIMATE CHANGE IS…UNDERGROUND

“There is no solution to climate change that does not include drawing carbon back down from our atmosphere. And there is no mechanism with the scale and immediacy to draw enough carbon back down to mitigate climate change other than the restoration of soil. Doing so will be transformational.”

So said Larry Kopald, Co-Founder and President of The Carbon Underground, as a lead-in to a brief presentation Tuesday afternoon about his organization’s important but not-so-well-known work.

Kopald asserted that “According to the United Nations, mismanagement of soil has resulted in a loss of as much as 70 percent of topsoil worldwide. And that loss of topsoil is a big contributor to climate change. If we continue at the current pace, the UN predicts we may have as little as sixty years left before the soil-based foundation for feeding the planet is gone.”

The good news is that restoring health of our soil can happen quickly, will reduce atmospheric CO₂ levels, increase the water supply and is now seen by many, including Big Food, as a winning investment. According to Mr. Kopald:

  • One acre of healthy soil stores 25,000 gallons of water
  • Per a UCLA study, restoring health to our soil, and thereby increasing our water supply and beginning to reverse climate change, will reduce healthcare costs by up to 25 percent
  • The largest food companies — Danone, General Mills and Unilever among them — support The Carbon Underground and are moving towards a system of “regenerative agriculture,” farming and grazing practices that, among other benefits, reverse climate change by rebuilding soil organic matter and restoring degraded soil biodiversity – resulting in both carbon drawdown and improving the water cycle.
  • Individuals can do so as well, through The Carbon Underground’s “Adopt-a-Meter” program. For as little as $5, folks can adopt a meter of degraded soil and bring it back to health.

 

 

 

How can the sports world chip in? It seems that sports played outside, on grass and dirt like golf, soccer, baseball, and football, should support the work of groups like The Carbon Underground. Healthy soil is something almost all humans are in favor of — why not make it the centerpiece of a fan engagement program?

 

 

A MISSED OPPORTUNITY

After Kopald’s presentation, he moderated “Food, Fans and Farmers: Teaming Up for a Healthier Planet.” Panel members Will Witherspoon (sustainable farmer and ex-NFL linebacker), Robby Sansom (COO/CFO of Epic Provisions, maker of bars from 100 percent grass-fed animal protein), and Will Harris (fourth generation cattle farmer), all agreed that animal-based foods play an important, essential role in our diets.

Beyond the panel, there is clear disagreement about that point.

In fact, that same evening, the Alliance hosted a screening of the new documentary film, “The Game Changers.” Per the Alliance, “it tells the story of UFC fighter James Wilks as he travels the world for the truth behind the world’s most dangerous myth: that meat is necessary for protein, strength and optimal health.”

 

 

With that in mind, it says here that Wilks — who was at the Summit for a post-screening Q&A — should have been a part of Kobald’s “Food” panel. Having an athlete who thrives on a plant-based diet in a discussion with animal farmers would have been fascinating and illuminating.

 

James Wilks

James Wilks (Photo credit: vegan-fighter.com)

 

Also missing from the panel was a discussion of the climate change impact of animal-based foods — it is accepted science that it takes between seven to ten times more energy to get animal-based food to one’s plate than plant-based food.

So this was an opportunity missed — hopefully a fuller discussion about food can be part of the 2019 Summit lineup in Philadelphia.

 

CLEMSON UNIVERSITY PLAYS LONG GAME WHEN IT COMES TO BRINGING RECYCLING TO MEMORIAL STADIUM

Eleven years.

That’s how long it took Tom Jones, Director of Custodial, Recycling, Solid Waste and Special Events at Clemson University, and his team to get recycling fully embedded at Memorial Stadium, the 81,500 seat home of Tigers football.

Talk about playing the long game.

As Jones told the story at the “Engagement through Operations, Staff, Fans, and Community” workshop, the Clemson athletics department was very resistant to the introduction of recycling bins at the stadium and, even more so, in the suites — they felt it would be a big annoyance. His approach: Listen to them, overcome their objections one by one, and advance recycling slowly.

“You’re not going to get anywhere trying to tell the athletics department what to do,” advised Jones. “We kept at it with a ‘soft sell’ approach. We showed them that, by having fans, whether in the tailgate area or in the stadium, separate their waste into trash and recycling would make the trash haul much lighter and quicker. They liked that. Then we showed them that the cost of recycling would be the same or lower than the cost of trash hauling. That got their attention. We got students to volunteer. That got their attention, too. But we didn’t pester them. Slowly, they started to come around. Finally, in recent years, the athletics department started coming to us, asking us to help them. Because we were solving problems. And now we have a solid partnership with athletics based on trust.”

 

Clemson Recycle

Blocks of recycled cans and bottles collected by Clemson student volunteers at a home football game in 2014 (Photo credit: Clemson Newsstand)

 

BEST LINE OF THE SUMMIT

At the same “Engagement” workshop, moderator Monica Rowand, Sustainability Coordinator at the University of Louisiana at Lafayette, had us break into groups. Our task was to come up with ways to improve recycling rates among fans, stadium/arena staff and the community. One of the folks in our group was Kelsey Hallowell, the head of waste reduction consultancy Reduction In Motion. When I asked what she does day-to-day, she replied “I get paid to trash talk!”

If Kelsey had a microphone, she would’ve dropped it.

See you in Philadelphia next June!

 

 

^ Philips Arena: Home of the Atlanta Hawks

 


 

Please comment below!
Email us: lew@greensportsblog.com
Friend us on Facebook: http://facebook.com/greensportsblog
Tweet us @GreenSportsBlog
#CoverGreenSports

 

 

Tuesday at the (Very) Interactive 2018 Green Sports Alliance Summit: Climate Change Takes a Starring Role; ESPN Wins Environmental Leadership Award, But Are They Really Leading?

Executive Director Justin Zeulner promised that the 2018 Green Sports Alliance Summit in Atlanta would be “much more interactive than in past years — more workshops than panel discussions.” The Alliance made good on that promise at Tuesday’s full day session, with workshops that were more substantive and less jargon-y than in the past. Here are some of the highlights from Day 1 of the Summit.

 

THOUGHT LEADER WORKSHOP TAKES ON CLIMATE CHANGE AND SPORTS

Climate change, politics, and sports — not often mixed together at the four Alliance Summits I had attended previously — were featured items on the menu at the somewhat wonkish lunch time Thought Leader workshop. Co-led with verve by Colin Tetreault, Senior Sustainability Scholar at Arizona State University and Anne Kelly, Senior Director, Policy at Ceres, the session also featured Matt Ellis, CEO and Founder of Measurabl, Ben Jarrett, North American Sustainability Leader at Kimberly-Clark, Scott Mercer, CEO of Volta Charging, and Kat West of JLL.

 

Colin Tetreault

Colin Tetreault (Photo credit: Arizona State University)

 

Audience members, yours truly included, probed the panel (and the panel probed back) about, among other things, how athletes, teams and leagues can and should talk about climate change. The issue of politics hung over that question.

Mr. Mercer questioned the premise, saying in effect that climate change is not political. There was some pushback, both from Mr. Jarrett and some audience members. Ms. West suggested that emphasizing positive environmental actions and staying out of the politics of climate change is probably the best approach. I volleyed, saying “like it or not, climate change is a political issue and we can’t be afraid of that. Jackie Robinson breaking the color barrier in baseball was a controversial issue and now he’s a hero. Muhammad Ali’s criticism of the Vietnam War was a controversial issue and now he’s a hero. We don’t have the time to wait for our sports-climate heroes.” That led to more respectful dialogue from a variety of perspectives.

Which was great.

Too often I’ve seen panels — at the Summit and elsewhere — where everyone agrees in a Kumbaya-ish sort of way. I think workshops like this, which featured a healthy and respectful debate, are much more valuable and informative.

On the way to the next workshop, I heard several people saying, “I could’ve stayed for another hour.” I silently seconded that emotion.

 

DOES ESPN DESERVE ITS “ENVIRONMENTAL LEADERSHIP AWARD”

ESPN won the Alliance’s Environmental Leadership Award for 2018 .

In accepting the award, Kevin Martinez, ESPN’s vice president of Corporate Citizenship, showed a video that highlighted impressive environmental achievements at the ESPY Awards, the Winter X Games and the College GameDay studio shows for both football and basketball. And ESPN’s sprawling Bristol, CT headquarters campus has been greening for the better part of a decade, including on-site solar and a strong waste diversion program (62 percent in 2017).

 

Kevin Martinez - March 5, 2013

Kevin Martinez, ESPN’s vice president of corporate citizenship, accepted the Alliance’s Environmental Leadership Award (Photo credit: Rich Arden/ESPN)

 

These accomplishments deserve to be commended.

Just not, it says here, with the Environmental Leadership Award.

I just don’t see leadership from from the Worldwide Leader in Sports in the environmental arena.

That’s because ESPN has not told Green-Sports stories to its massive audiences — 86 million cable subscribers, 115 million monthly espn.com visitors, 2.1 million ESPN The Magazine subscribers, etc.

There have been occasional exceptions: Outside The Linesthe 60 Minutes of ESPN, covered the effect of the polluted waters of Rio on the sailors and rowers at the 2016 Summer Olympics as well as the impact of wildfires in California and of Hurricane Maria in Puerto Rico. The producers are planning to mark the one year anniversary of Hurricane Harvey in August.

But that’s not leadership, at least not in my eyes.

The good news is that it’s not that heavy a lift to get to leadership. Taking some or all of these steps would do the trick:

  • Tell some of the many inspirational, positive, interesting Green-Sports stories out there.
  • Air a “Climate and Sports” series on SportsCenter 
  • Produce an ESPN 30 for 30 or a Nine for IX (women’s sports focused) documentary on an Eco-Athlete
  • Add an Eco-Athlete of the Year Award to the ESPY’s roster

You get the idea.

Now, you’re probably dying to ask me, “So Lew, to whom would you have given the Environmental Leadership Award?”

My vote would’ve gone to another sports media behemoth, Sky Sports of Great Britain, for its Sky Ocean Rescue initiative. According to SkySports.com, it shines a spotlight on “the issues affecting ocean health, finds innovative solutions to the ocean plastic problems and inspires people to make small everyday changes that collectively make a huge difference.” Just last week, the network named modern pentathlete Francesca Summers and para-swimmer Ellen Keane as Sky Sports Scholars for their Sky Ocean Rescue/beach cleanup work. Sky Sports also features Sky Ocean Rescue-related content on its air. And they are partners with the environmentally forward leaning Volvo Ocean Race.

 

Francesca Summers

Francesca Summers and Ellen Keane clean trash from beaches as part of the Sky Ocean Rescue program (Photo credit: Sky Sports)

 

ARTHUR M. BLANK WINS COMMUNITY CHAMPION AWARD

The Alliance’s first annual Community Champion Award, given to a sustainability leader in the Summit’s host city, went to Arthur M. Blank, owner of the Atlanta Falcons and Atlanta United and builder of Mercedes-Benz Stadium. Mr. Blank’s commitment to going the extra mile to make sure the stadium earned LEED Platinum certification was likely well known by many in the audience. My guess is few attendees were aware of his vision to make the stadium an economic and cultural engine for the adjacent West Side neighborhood.

In decline for more than 40 years, the West Side was once home to Dr. Martin Luther King, Jr. and was a nucleus of the civil rights movement. And now, thanks in part to Mr. Blank, the Arthur M. Blank Family Foundation, the Mercedes-Benz Stadium team, as well as the Atlanta and Georgia governments, that historic neighborhood is starting on the long road back.

 

GSA Arthur Blank-headshot

Arthur M. Blank, a deserving winner of the Green Sports Alliance’s Community Champion Award (Photo credit: Arthur M. Blank Sports and Entertainment)

 


 

Please comment below!
Email us: lew@greensportsblog.com
Friend us on Facebook: http://facebook.com/greensportsblog
Tweet us @GreenSportsBlog
#CoverGreenSports

 

 

 

 

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

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

 

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

 

MB Stadium 3

 

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

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

 

M-B Stadium

 

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

And it is working.

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

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

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

 


 

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

 

Evan and Paige

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

 

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

 

Todd and terry

Todd and Terry Barcroft (Photo credit: Lewis Blaustein)

 

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

 

Andre Katompa

Andre Katompa (Photo credit: Lewis Blaustein)

 

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

 

MY TAKE

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

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

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

 

M-B Stadium 2a

 

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

 


 

Please comment below!
Email us: lew@greensportsblog.com
Friend us on Facebook: http://facebook.com/greensportsblog
Tweet us @GreenSportsBlog
#CoverGreenSports

 

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.

 


 

Please comment below!
Email us: lew@greensportsblog.com
Friend us on Facebook: http://facebook.com/greensportsblog
Tweet us @GreenSportsBlog
#CoverGreenSports

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!

 


Please comment below!
Email us: lew@greensportsblog.com
Friend us on Facebook: http://facebook.com/greensportsblog
Tweet us: @greensportsblog

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

 


 

Please comment below!
Email us: lew@greensportsblog.com
Friend us on Facebook: http://facebook.com/greensportsblog
Tweet us @GreenSportsBlog